We Rule B2B Marketing Automation Were Salesforce

'We Rule B2B Marketing Automation, We're Salesforce'

2 minute read
Dom Nicastro avatar

Salesforce officials are confident about their marketing technology.

"The thing that distinguishes us most is that we're Salesforce," said Adam Blitzer, senior vice president and general manager for Salesforce Pardot.

When you work on the massive CRM platform that is Salesforce, it's OK to be a little confident.

Salesforce integrates its CRM technology with its Pardot marketing automation. It acquired that technology with its $2.5 billion ExactTarget package.

The San Francisco-based provider today released what it calls "the next generation of Sales Cloud B2B marketing automation."

The Intelligent Engagement Studio and Sales Cloud Engage will deliver adaptive lead nurturing, visualized campaign testing and mobile marketing tools, the company boasted.

'In Our DNA'

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When discussing the new product, Salesforce officials tossed out all the marketing tech cliches. It offers "actionable insights" and provides "deep visibility." It's "anywhere, anytime" and gives real time prospect engagement."

So what's different here?

"We have the Sales Cloud DNA," Blitzer said. "All of the products in the space are integrating tightly with Sales Cloud. Salesforce automation is far and way the most important piece of functionality and one of the most requested from our clients."

Learning Opportunities

Blitzer also said the Salesforce technology is strong for its "ease of use."

"We know marketers haven't been doing automation for too long," he said.

New Features

The new Sales Cloud B2B marketing automation platform includes:

  • Intelligent Engagement Studio: Includes new granular targeting, testing and reporting capabilities
  • Adaptive nurture campaigns: New adaptive nurture campaigns evolve based on more than 100 triggers that test and then target the best nurture path. "Previously, B2B marketers could only see basic behavioral data such as email open rates," officials said, "and they did not have prospect sales stage data from their CRM system integrated with behavioral marketing data."
  • Visualized campaign testing and reporting: Offers visibility into real-time campaign performance and post-campaign results
  • Sales Cloud Engage: Salespeople can deliver their own personalized lead nurture campaigns.

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Sales Cloud Engage is expected to be generally available by the end of this month for $50 per seat per month. Salesforce officials expect Intelligent Engagement to be in pilot in the second half of 2015. Pricing will be announced at that time.

Salesforce Pardot's pricing begins at $1,000 for up to 10,000 contacts per month.