Intelligent CIO LATAM Issue 03 | Page 76

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Marketing Cloud : The next generation of marketing
With the next generation of Marketing Cloud , marketers can get to know their customers through a single source of truth to engage with relevancy , humanize every moment at scale with AI-powered personalization to inspire action and loyalty and optimize overall marketing impact with unified analytics .
• Salesforce CDP is an enterprise customer data platform that supercharges customer interactions everywhere . Companies can bring together data from the world ’ s number one CRM – across sales , service , marketing , loyalty and commerce – and use it to deliver powerful marketing , advertising and personalization that grows relationships and revenue . Salesforce CDP is integrating two technologies to help companies quickly deliver a more dynamic experience at any moment : 1 . Interaction Studio analyzes cross-channel brand interactions and applies Einstein to instantly determine and send a message , product offer or content recommendation .
2 . Loyalty Management gives companies a realtime audience segments of their best customers , including membership status , loyalty tier and points balance .
• Datorama Reports for Marketing Cloud : Powered by Datorama , Marketing Cloud ’ s analytics offering , marketers now have direct access to new
This proprietary datadriven approach can help us reach the potential 500 million consumers globally .
email , mobile and journey reports to analyze and optimize performance – all within the Marketing Cloud interface .
• Marketer Career Path on Trailhead : Now there is a single destination in Trailhead – Salesforce ’ s free online learning platform – with resources for anyone looking to start or build their marketing career . With over two million marketing badges earned to date , Trailhead is providing anyone with access to job-specific learning , a community of expert marketers and custom learning paths to upskill for marketing career paths in email , demand generation , marketing analytics , data science and CMO leadership .
• Snapchat Audience Match : Marketers can now use their first-party data stored in Salesforce to create targeted , personalized advertising audiences for Snapchat . Companies can use what they already know about their customers to engage customers with tailored , one to one content on the platform and grow customer lists by identifying new targets with similar characteristics to existing customers using lookalikes .
• WhatsApp Integration : Companies can use Marketing Cloud ’ s WhatsApp Business Solution to increase customer engagement with keyword detection , transactional messages and more . Now , companies can communicate with customers on WhatsApp directly , easily setting up an account , channels and message templates .
Commerce Cloud : The next generation of customer-centric commerce
Commerce Cloud helps companies move beyond a single transaction and create lifelong relationships . New technologies will help companies identify business trends , personalize customer experiences and simply connect the end-to-end commerce journey , from the online storefront to order management and beyond .
• Salesforce CDP for Commerce : With Commerce Cloud data integrated into Salesforce CDP outof-the-box , companies get a complete view of first-party customer data across every touchpoint , providing a true single source of truth and the ability to use commerce data in cross-channel marketing .
• B2B2C Commerce : With the new B2B2C Commerce app , B2B companies can quickly launch a connected , direct-to-consumer ( D2C ) e-commerce storefront with clicks , not code . Now , companies that sell through distributors and retailers can capture that first-party data , enabling them to better understand their full customer base , connect directly with marketing , sales and service and in turn unlock a new revenue stream .
• Salesforce Order Management : Now with Omnichannel Inventory , Distributed Order Management and Order Management for B2B , Salesforce Order Management powers companies beyond the buy button – through fulfillment , delivery and loyalty . With Omnichannel Inventory and Distributed Order Management , companies can see real-time inventory across an entire network of stores and fulfillment centers , allowing them to turn their stores into distribution centers and provide customers with a choice in how they receive their items – same-day delivery , buy online pickup in store and more . With the addition of Order Management capabilities for B2B , business buyers will have more transparency and control over their orders with self-service fulfillment tracking , cancellations , order modifications and more .
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