Salesforce Enhances Its Marketing Cloud With AI And Google Partnership

Last month at Dreamforce, Salesforce showcased the progress it has made as a contender in the marketing technology industry. Building upon its leadership in CRM, the company has augmented its marketing portfolio over the past few years with a series of acquisitions, including ExactTarget/Pardot, Buddy Media and Krux.

At the conference, it highlighted the application of its AI capabilities dubbed Einstein. The new Einstein Prediction Builder is designed to allow marketers to build predictive models without needing data scientists. Einstein can also be used to enhance lead scoring and improve predictions of at-risk customers. Saleforce also announced Einstein Bots to help developers build, train and deploy customized service bots.

Additionally, it debuted the integration of Google Analytics into its Marketing Cloud, making it easier for marketers to quickly act up data from their sales and marketing activities to adjust future programs executed via the Marketing Cloud. “Google and Salesforce are coming together to tackle one of the biggest challenges facing our customers—connecting the insights in their CRM with the rich data in their analytics,” said Sridhar Ramaswamy, SVP of Ads and Commerce, Google. “For the first time ever, our customers will be able to seamlessly connect what’s happening across sales, marketing and advertising, and take action across our ads platforms and Salesforce.”

The company has been making additional AI-based enhancements to assist B2B sales and marketing teams. According to Michael Kostow, the GM of Pardot, Salesforce’s B2B marketing automation platform, “There are a lot of technology companies out there talking about AI, but we actually have customers using it. With Sales Cloud Einstein, we put the the power of Einstein AI in the hands of the customer’s sales force.” The three most common uses of Einstein are for developing account insights by surfacing relevant information; for predictive lead scoring of prospects to prioritize those most likely to close; and for opportunity insights to improve forecasting accuracy.

Other announcements included myLightning, giving marketers the ability to skin their instances with “clicks not code”. According to Andy Kupsco, ‎vice president of operations at Cox Automotive, this capability will save his organization numerous hours of effort. “Over the next 12 months, it’s going to become much easier to build and stand up new dashboards. Right now, it’s not configuration, it’s more development. So you really have to understand how the platform is built and do a bit of coding to manipulate it in the way that you want it to work. But that will change over the next 12 months, and it will make the lives of me and my team infinitely easier when it does, because we won’t have to partner so heavily with IT just to make the littlest changes. We can make that happen in more real-time.”



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