• by Jess Nelson , May 10, 2016

Salesforce announced a suite of new marketing cloud features Tuesday, including a new predictive email marketing solution to personalize the message. The company also unveiled Salesforce Marketing Cloud Lightning, which integrates data from silos across from a variety of media. The intuitive platform connects marketing, sales and customer service. 

Marketers can now deliver consistent customer messaging across channels and teams by leveraging Marketing Cloud Lightning, Sales Cloud Lightning and Service Cloud Lightning. This helps to identify the best sales prospects for lead generation and grants Salesforce marketers and sales professionals to build a more holistic customer profile for more precise targeting.

The new release also marks the complete integration of ExactTarget’s technology into the Salesforce platform, which the company acquired in 2013 for $2.5 billion.

In addition, Salesforce also announced its new Email Studio, an email marketing solution that leverages predictive intelligence to recommend the best content to drive engagement. Driven by data science, a simple drag-and-drop feature enables marketers to easily leverage and test predictive content.

Meghann York, director of product marketing at Salesforce Marketing Cloud, asserts that omnichannel, customer-first marketing was part of the reason Salesforce rebranded its platform to "studio." She discussed key features of the new email marketing solution in a conversation with Email Marketing Daily. 

Marketers have been able to preview emails with Salesforce Marketing Cloud for some time in order to see how they will render on any device, but now marketers have gained the added benefit of previewing what every email will look like with added predictive content and personalized recommendations 

A new Salesforce Marketing Cloud Mobile application also empowers Salesforce marketers to access and update marketing campaigns while on-the-go. 

“You’ll be able to track all the metrics associated with all of your email campaigns and then right there from the mobile app be able to pause, cancel or resume any email right there on the fly,” says York. 

Salesforce has also unveiled Marketing Cloud for Google Customer Match, integrating CRM-powered advertising with Google’s Customer Match API to deliver consistent content across Google Search, YouTube and Gmail. In addition, Salesforce customers can find lookalike audiences for targeted advertising across Google’s products. 

The technology giant announced the news at Salesforce Connections, its annual digital marketing conference held in Atlanta.