• Marketing Land, Wednesday, October 14, 2015 1:59 PM

The Internet of Things (IoT) can help marketers move beyond predicting or reacting to customer behavior. Instead, it can blur product experience with customer experience — so that having a product, using a product and dealing with its company become a continuum. That’s a key takeaway from a discussion I had recently with Scott McCorkle, CEO of Salesforce’s Marketing Cloud. I wanted to understand what his company’s newly announced IoT Cloud could mean for marketers and customers, beyond just more data from everywhere. The new Salesforce Cloud is not only designed to process all those signals marketers currently monitor — such as social media posts, website visits and in-store digital interactions with point-of-purchase — but also signals emanating from essentially anything that could benefit from a transmitting sensor.

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