Salesforce Customer 360 - One Customer One View

Published: June 09, 2022

min read

Salesforce, the global CRM leader, announced "Customer 360 innovations". This aims to connect marketing, sales, commerce, service and IT team data on a single customer focused platform. For a unified view of the customer.

Lidiane Jones, EVP & GM, Salesforce Digital Experiences, says, "These innovations enable businesses to harness the power of automation so they can focus on what matters most—driving productivity and developing trusted customer relationships."

The features of the updated marketing cloud include:

Triggered Campaign Messages
Digital Command Center for Slack,
Google Ads and Salesforce Customer Data Platform,
New AppExchange Partners for Marketing, and
Intelligence Ecommerce Marketing Insights App.

Our Point of View

Changes in data privacy laws make it increasingly hard to meet consumer expectations of personalized attention. Salesforce Customer 360 is a data strategy that connects, automates, and humanizes each customer interaction. What’s not to like?

Triggered Campaign Messages

When Salesforce Marketing Cloud Personalization and Engagement modules work in tandem, behavioral triggers can be set to automate messages. In addition, they are both personalized and scalable.

Marketers make the most of first party customer data to provide humanized, impactful brand experiences.

Digital Command Center for Slack

Salesforce Digital Command Center now uses Slack to monitor activity and performance across the marketing cloud. This overview means marketers identify and resolve issues before they escalate into opt-outs.

Google Ads and Salesforce Customer Data Platform:

The Salesforce CDP helps planning, activation, and optimization of Google Ads campaigns. Automating the process of connecting accurate first-party data to customer profiles has multiple benefits.

Trustworthy first-partly databases result in quality data-driven insights.
You no longer need to rely on cookies. Third-party cookies are on the way out in any case.
Personalized targeting is more effective.
So, more effective media campaigns with higher conversions.

Lastly, segment-level insights will soon be part of the Customer Data Platform interface.

Intelligence Ecommerce Marketing Insights App:

The app links marketing data to KPIs on one platform. Takes guesstimates out of quickly gaining actionable insights.

Mid-market and enterprise organizations already managing marketing services on Salesforce Marketing Cloud; they could consider adding Salesforce Sales and Service platforms for a composite CRM.

Author

Pete Johnson

Pete is a MarTech expert guru with a knack for getting diverse MarTech solutions work for brands. He has a wealth of experience in working with a plethora of MarTech platforms that dive Personalized Omnichannel Experiences. When he's not at work, you can find him playing basketball or listening to jazz.