Salesforce augments its Marketing Cloud suite with new automation tools

The company is starting to reap the rewards of a string of high profile acquisitions

Salesforce has announced its plans to roll out three new Marketing Cloud product updates which aim to facilitate working from home for enterprise marketing teams.

The updates include three AI-focused innovations to its Interaction Studio, four new features in the enterprise addition of Pardot, as well as a new Datorama integration with Tableau.

Salesforce’s Interaction Studio, which uses artificial intelligence (AI) and machine learning to manage customer interactions, is to be improved with technology integrated from the company’s Evergage acquisition, which was finalised earlier this year.

Users will be able to build, manage, test, and implement AI-powered recommendation strategies with the new Einstein Personalization Recipes, use an “advanced, continuous learning algorithm” to choose the best suitable offer or experience through Einstein Personalization Decisions, as well as improve personalisation campaigns and customer engagement efforts using A/B/n Testing.

Salesforce also announced that it would be integrating its Datorama analytics platform with Tableau, which was acquired by the company last year for $15.3 billion (£12 billion). The integration is to aid marketers in optimising their budget and data using Automated Marketing Data Integration.

Lastly, the software company will roll out four new features to its enterprise edition of Pardot, Salesforce’s marketing automation product. With B2B Marketing Analytics Plus, users will be able to use AI to sift through and understand data as well as determine best future marketing strategies.

Pardot will also be equipped with Einstein Attribution, which produces report and dashboards for optimised revenue credit assignment and Pardot Business Units, which facilitates campaign management across brands, geographies and segments. Admins and developers will also be able to test, audit and configure IT processes with the new Developer Sandboxes for Pardot.

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While the Datorama Integration with Tableau is already available, Pardot Premium is to roll out later this month. Salesforce announced that the Interaction Studio will become generally available in the third quarter of 2020.

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