Salesforce has been buying all around in the social marketing space for a while now with acquisitions that cover social engagement, monitoring, content and advertising. Today at Dreamforce, it brought them all together and unveiled its Salesforce Marketing Cloud.
Salesforce Marketing Cloud
According to Salesforce, this is the first time a single suite provides everything needed for complete customer experience management including social listening, workflow, automation, engagement and content capabilities.
The marketing cloud is in response to radical shifts in the way marketing is done, mainly precipitated by social media and the ability to reach out to customers directly. The marketing officer, Salesforce says, will not just be involved in marketing per se, but will also play the role of social and community manager for an enterprise's social presence.
Marketing is undergoing its biggest shift in decades, as brands move from traditional strategies to connecting with customers and fans globally through social media …Salesforce Marketing Cloud empowers brands to take advantage of this shift, turning insight into action and connections into customers for life,” said Michael Lazerow, CMO of Salesforce Marketing Cloud.
Radian 6, Buddy Media
Today’s announcement is the last stage in the building of a platform that has been going on for quite some time but really only came together with the acquisition of Radian6 and more recently, Buddy Media.
Salesforce paid US$ 326 million for Radian 6 -- a social media monitoring company -- in March 2011 and planned to integrate it into Chatter, Service Cloud, Sales Cloud and Force.com.
In an interview CMSWire did at the time with Salesforce.com Executive Vice President Alex Dayon, Davon said that social engagement and CRM were in the process of being blended together to support the way organizations really engage with their customers. He also said that the number one challenge for organizations is monetization of that engagement. And Radian 6 fit in nicely there.
One of the other key elements -- Buddy Media -- was a much more recent and expensive acquisition. While the US$ 669 million deal was only closed at the end of August, the actual announcement was much earlier in the summer.