Salesforce has unveiled several enhancements to its Marketing and Commerce Clouds that it says will connect marketing, commerce and service data on one platform.
The goal is to create a single source of “relevant and human” truth, said Lidiane Jones, executive vice president and general manager, Salesforce Digital Experiences, during a pre-announcement press conference on the Customer 360 changes on Monday.
In addition, the firm has expanded its Customer Data Platform (CDP) ecosystem with several new AppExchange partnerships.
According to Salesforce, the new Marketing Cloud features include:
The new Commerce Cloud enhancements include:
One client, Shoe Carnival, utilizes the Salesforce CDP to “leverage our first-party data and gain a full view of every customer to create personalized, human moments across channels for the ideal shopping experience,” says Deb Hannah, senior vice president, marketing at Shoe Carnival.
Another client, health-care provider Merz Aesthetics, uses Salesforce for “insight into what matters most to our customers, so we can fuel confidence with personalized recommendations and experiences that build long-term relationships,” says Christina Wall, executive director, digital customer engagement at Merz Aesthetics.
Meanwhile, Crocs has “streamlined the online shopping experience with Commerce Cloud to support our next phase of digital growth while Marketing Cloud continues to give us a 360-degree view of our consumers and the AI-driven insights we need to deliver hyper personalized, cross-channel experiences,” says Adam Michaels, executive vice president and chief digital officer at Crocs.
Social Integration for Commerce Cloud, Commerce Marketplace and Digital Commerce Center for Slack will be generally available in September.
New AppExchange partners
Salesforce also announced new partnerships with several firms in an expansion of its CDP ecosystem. These include Annalect, Acxiom, Criteo, LiveRamp, MediaMath, Metarouter, Neustar, Nine Digital, Streamlytics, The Trade Desk, Yahoo and WPP Resolve.
Moreover, Salesforce will broaden its Commerce ecosystem through partnerships with Amplience, Avalara, Bringg, AppFrontier, Forter, and Poq.
Integrated directly into the Marketing Cloud CDP, the new App Exchange partnerships will enable brands to deliver targeted marketing at scale, Salesforce claims. In addition, the apps are integrated with Commerce Cloud.
The new partner applications will help Salesforce clients “optimize marketing and advertising strategies in a post-cookie world, better manage the complexity of data privacy and ethics concerns, and make steps toward achieving the ideal Customer 360," says Rebecca Wettemann, CEO and principal analyst at Valoir.