Salesforce ExactTarget Marketing Cloud Gets Personal with Apps

Salesforce officials are in Indianapolis this week at its Connections 2014 conference promoting the ExactTarget Marketing Cloud. 

The latest addition -- Journey Builder for Apps -- helps users deliver personalized customer journeys directly from mobile apps, they said. Today they announced it also allows customers to use the Salesforce CRM platform to connect the customer journey across sales, service, marketing and communities. 

It's about the ability to "move me along that journey with content that's relevant to me," as Salesforce Chief Marketing Officer Lynn Vojvodich said this morning at the 8,000-person Indianapolis show.

Loyal Customers

Gerry Murray, research manager at IDC, said in a statement that Salesforce is "raising the stakes with Journey Builder for Apps by allowing every company to deliver personalized customer experiences that drive app adoption, usage, and in turn more loyal customers.”

digital marketing, Salesforce ExactTarget Marketing Cloud Gets Personal with Apps

Salesforce officials are hailing Journey Builder for Apps as the "first solution that empowers any company to deliver personalized customer journeys directly from mobile apps."  Some features include:

  • Create and plan customer app journeys
  • Drive app downloads and engagement
  • Build journeys fast with Journey Templates
  • Connect apps to any customer interaction
  • Connect locations and products to the journey
  • Build, scale and deploy engaging, transformational apps

ExactTarget Marketing Cloud Journey Builder for Apps is available today for customers. Pricing for Journey Builder for Apps starts at $12,500 per year for a subscription license. 

First Mobile App Personalization? 

Reached by CMSWire today, an official at Salesforce competitor Adobe said it has been talking about personalized customer journeys on websites and mobile apps for "quite some time" through its marketing cloud.

"It's not just about launching mobile apps and putting them out on an app store," said Loni Stark, Adobe's director of product and industry marketing. (Stark had not yet seen or heard of the Salesforce offering).

It's about "listening" and "targeting" capabilities and "personalizing those experiences on mobile apps," she said.

Cloud Steam

Salesforce in May combined its $3.4 billion worth of acquisitions from the last few years — ExactTarget, Radian6 and Buddy Media — to launch the Radian6 Buddy Media Social Studio, a single platform for social content marketing, engagement, publishing and analytics.

Salesforce officials used words like "game changer" and reinvention then when discussing their product release with CMSWire. And in July, Salesforce announced plans for a new drag-and-drop mapping option to Journey Builder, one of several new features that should make the tool more user friendly for marketers.

Also at Connections this morning, Salesforce announced new web analytics capabilities inside its marketing cloud.