The inaugural Salesforce Connections event which was held in Chicago last week, which gathered thousands of leaders in marketing, commerce, and service. The context of the event was to discuss innovative ways in order to integrate all the customer sending data signals across devices. As today’s customers are looking beyond products to reward businesses, it is essential to offer a more personalized and convenient customer experience.
As per Salesforce State of the Connected Customer report, 70% of the customers today believe it is extremely important to win businesses through connected processes such as seamless hand-offs and contextualized engagement based on their interactions
During the Connections keynote, Bret Taylor, Salesforce Chief Product Officer announced multiple new product innovations to empower teams with a platform and a set of skills to achieve a 360-degree view of their customers.
Google Analytics 360 & Marketing Cloud Integration
As per their strategic partnership with Google, Salesforce announced a new integration between their Marketing Cloud and Google Analytics 360 to offer marketers a full spectrum of view of what’s working and what isn’t working for their business. By verifying Google 360 account in Marketing Cloud, marketers can get direct access to Google data to understand how customers engage with ads, websites, apps, emails, social media channels and more during customer journeys. You can also arrange, optimize, and seamlessly track your customer engagement. This integration empowers marketers a new level of market insights and efficiency, as they don’t have to collect data from different sources and integrate them.
Intelligent Commerce Journeys – Connecting B2B & B2C Customers
With the introduction of Commerce journeys and B2B Commerce, marketers can now competently operate the seamless hand-offs between B2B and B2C, marketing and service teams. B2B Commerce will deliver customer-centric shopping experiences to buyers. Buyers can get custom catalogs, verified login, single-click reordering for bulk orders, multiple shipping locations, payment types, and the ability to place orders with thousands of SKUs. Adidas uses Commerce Cloud to power their B2B & B2C commerce. Commerce journey allows the Adidas team to trigger transactional and behavioral journeys based on various customer actions like leaving a shopping cart, confirming an account or performing a purchase.
The Future of CRM: Integrated Cross-Cloud Experiences
In his keynote, Bret Taylor said, “Integrated Cloud is one of the coolest things that has been added to the Salesforce platform, and it is going to change the way you think about your CRM platform.” US Bank uses Integration Cloud (a result of Salesforce’s recent Mulesoft acquisition) to unhitch data from a number of different systems and present the data in customer and employee using applications. This consolidated view of customer data is helping financial firms develop long-lasting relationships with their customers.
Besides these, there were multiple other product announcements like the introduction of interaction studio, expanding LiveMessage to 24 countries happened during the event. You can check the details of all the announcements here; https://www.salesforce.com/connections/