New Salesforce Marketing Cloud, Datorama, and Service Cloud Features Released

By Lucy Mazalon

Salesforce drum home their multi-cloud messaging, which they’ve labeled “Salesforce Customer 360.” This messaging has been brought to action so successfully, that Salesforce has become one (if not the only) company already orchestrating moments across departments in a typical organization– in other words, pulling together interactions with different departments to generate actionable insights and consolidate workflows.

Two departments that have traditionally been disconnected are the marketing and customer service teams; we don’t need reminding that service cases (including assistance, repairs, or complaints) influence the marketing automation “what,” “when,” and “how” (and vice versa).

Some new trends have emerged, making these marketing service innovations timely:

  • Rising inflation: Consumers’ buying power is shrinking, so they are scrutinizing every purchasing decision more than ever before.
  • First-party data: There’s a newfound emphasis on trusted first-party data (collected by your company) that is fed into your CDP (enhanced with new anonymous profiles). First-party data is the opposite of third-party data– “data sets that are ‘stitched’ together from various sources” (source) that you don’t own, a softer version of web-scraping.

“As inflation impacts consumer spending and business budgets, companies will need their investments to go further and reach customers in new ways. With Salesforce’s powerful service and marketing innovations, businesses can quickly deliver the personalized, connected experiences that build trust and loyalty”

Lidiane Jones, EVP & GM, Salesforce Digital Experiences.

Marketing Cloud

Only 33% of marketers are fully satisfied with their ability to create more relevant experiences with customer data. That’s where the combined power of Customer Data Platform + Intelligence (formerly Salesforce CDP and Datorama, respectively) comes into action.

New for Customer Data Platform (formerly Salesforce CDP)

Customer Data Platform helps marketers create a single source of truth for every customer. CDP aggregates every data point about an individual (demographic data, engagement) across multiple platforms, represented by a unique identifier.

New CDP innovations announced today:

Streaming Insights and Data Actions: Capture near real-time data signals, such as a new customer, a recent product transaction, or payment issue, and use it to trigger workflow events. (Example: A car purchase triggers an email campaign inviting the new customer to set up their driver profile and get a discount on their first car wash.)

  • Advanced Identity Resolution: Use AI to match and merge disparate data for better customer identification. Duplicated fields (like address, email, or phone), or records with names that have multiple spellings/nicknames, can be merged.

  • Anonymous Profiles: Track customers in anonymous states and then connect that rich history of data to their profiles once they become known.

New for Intelligence (formerly Datorama)

Intelligence unifies marketing analytics and serves up insights. In other words, the marketing intelligence platform provides its users with the ability to connect their entire MarTech stack for comprehensive analytics, enhanced by AI.

  • Intelligence Reports for Engagement: Marketers are moving away from the email open metric. Enhancements will break down email performance by device, client, OS, and browser, and develop new KPIs for conversions, clicks by link, bounce types, unsubscribes, complaints, and click event lag. (Example: In healthcare, you need to understand which channels and content best engage new patients to complete their onboarding journey before a first visit… and which engagements should be avoided.)
  • Interactive Visualization: Explore and analyze deep data sets with speed and accuracy across advertising, marketing, and business data. Compare currencies, channels, campaigns, time series, business units, and more in a single, customizable view. (Example: A media subscription business can uncover optimal/wasted budget spent by analyzing the cost per acquisition and customer lifetime value across markets, offers, and time frames.)

Read more: Get Started with Datorama Reports for Marketing Cloud


Wrapping into the Marketing Cloud Portfolio

Marketing Cloud is a leader in marketing technology. Over years of innovation and acquisition, it has become incredibly comprehensive– at the time of writing, a quick count-up gives 20 modules, give or take.

One acquisition after another has worked wonders to deliver what Salesforce customers should expect from a marketing cloud (i.e. the technologies, the possibilities). Now, there’s a strategy to streamline and simplify this suite. Hence, the new innovations you’ve read about, and the name changes.

Service Cloud

Digital, multi-channel marketing generates a lot of data. How can this be “translated” to benefit the service team? The much-loved customer service platform gets a new spring in its step to make conversational insights actionable (i.e. taking what’s said in a conversation, slicing and dicing it into understandable content for agents). Then, tie this into how marketers market.

  • AWS Contact Lens: Bring advanced transcription with no time limits, real-time sentiment analysis, and intelligent signals. Agents can closely follow customer conversations to identify product feedback, and sentiment/keywords.

  • Note: AWS Contact Lens will now be natively supported for customers using Service Cloud Voice with Amazon Connect.
  • Service Cloud Voice telephony partners: Google and Genesys introduce telephony connectors. Tap into AI-powered recommendations and automated workflows– integrate phone and customer data, automate call transcriptions and notes, and enable agents to receive real-time suggestions while on customer calls.

Bose “Turns Up the Volume” on Digital Customer Experiences with Salesforce

Bose, a leader in premium audio products, is taking advantage of these innovations to expand its robust direct-to-consumer business – through tailored marketing as well as service experiences. Bose will deploy the following from the Salesforce product portfolio:

  • Marketing Cloud: To streamline interactions across channels and deliver a personalized experience for customers.
  • Salesforce Marketing Cloud Customer Data Platform: Will allow Bose to enhance its customer data to engage faster and in more personalized ways.
  • Service Cloud: Empower agents to deliver world-class customer service and elevate the brand experience through Service Cloud Voice.
  • Commerce Cloud: Accelerate revenue growth and drive digital sales.
  • MuleSoft: Connect Bose’s back-end systems.

“With Salesforce, we will be taking our digital footprint to a different level – making it easier for customers to immerse themselves in the brand and delivering highly personalized, premium shopping and service experiences”

Jim Mollica, Chief Marketing Officer, Bose.


The Author

Lucy Mazalon

Lucy is the Operations Director at Salesforce Ben. She is a 10x certified Marketing Champion and founder of The DRIP.

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