• by Ray Schultz , November 17, 2022

Salesforce has unveiled what it calls a marketing Effectiveness Bundle to help brands consolidate personalization tools in a single platform. 

The goal is to help marketers “meet customers’ digital-first expectations and do more with less,” says Lidiane Jones, executive vice president and general manager, digital experiences at Salesforce. 

According to Salesforce, the bundle features:

• Customer Data Platform powered by Genie -- This unifies all customer data into a single source of truth, quickly building intelligent audiences.
• Marketing Cloud Personalization delivers automated hyper-personalized moments with real-time recommendations, offers and experiences tailored to each customer. 
• Marketing Cloud Engagement to connect with customers across every channel on their terms.

Salesforce contends that marketing teams need to lean into automation, AI, and real-time data, and personalize every customer moment. 

Salesforce says marketing teams need to lean into automation, AI and real-time data, and personalize every customer moment. 

This need is being driven by tighter budgets and headcount shortages. Marketers are being pressured to increase efficiency, boost sales and lower costs while meeting their customers’ digital-first expectations, it says.