Salesforce (credit image/Pixabay/Wolfgang Eckert)Salesforce has unveiled Marketing Cloud Growth, a new edition of Marketing Cloud. The solution aims to help small businesses drive growth efficiently with CRM, AI, and data. Marketing Cloud Growth connects marketing automation with sales, service, and commerce, all built on Salesforce’s customer platform, Einstein 1.

Using AI to save time

According to Salesforce’s research, 51% of marketers use generative AI to save time on everyday tasks. This includes creating basic content (76%), writing copy (76%), and analyzing market data (63%). However, without high-quality first-party data, AI-generated content lacks the accuracy companies need to trust and use it responsibly. AI could be a massive boon to small businesses, where employees spend almost 11 hours per week drafting emails. Time saved by automating content creation, personalisation, and optimising the best time to send customer communications with AI.

(Image credit/LinkedIn/Steve Hammond)
Steve Hammond, EVP and GM of Marketing Cloud

Steve Hammond, EVP and GM, Marketing Cloud says, “Marketers want to use AI to fuel creativity, drive efficiency, and grow their business. However, often lack the necessary data for accurate, trustworthy results. By bringing CRM, AI, and data together in one place, these innovations empower businesses to deliver the compelling connected experiences customers expect.”

With Marketing Cloud Growth, small businesses can integrate Data Cloud and generative AI directly within their flow of work. As a result, connecting multi-channel marketing with sales, service, and commerce on one platform. Customers will be able to get started quickly.

Leverage data and generative AI to:

  • Segment audiences faster by using natural language prompts to generate new
    audience segments in minutes, not hours, with no code.
  • Deliver campaigns and content quickly by automatically generating campaign
    briefs, segments, landing pages, and other content. Campaigns using natural language prompts and pre-built templates.
  • Personalise customer relationships with unified profiles supporting every marketing, sales, service, and commerce experience across email, mobile, and in-person engagements.
  • Optimize campaign performance with real-time reporting and user-friendly dashboards.

Go deeper

Data Cloud enables companies to bring all of their trapped data into Salesforce to build a 360-degree view of customers across all products, services, and interactions.

Einstein 1 natively connects with Data Cloud to unlock an organisation’s data to create better customer experiences. In addition to augmenting employees with AI to drive productivity and improve margins and profitability.

With the Einstein Trust Layer natively built in, Einstein 1 integrates business and customer data with large language models (LLMs). Salesforce says this ensures real-time context, brand voice consistency, data governance, and security. Marketing Cloud Growth will initially be available in the United States and Canada, with plans to expand to EMEA at the end of the year and more regions to follow.

Enterprise Times: What this means for businesses.

All companies, irrespective of size or sector are still chasing the holy grail of unified data. With Data Cloud, available to Salesforce customers, users are expected to connect data to create a unified view of customers. This single view of customers spans across marketing, sales, service, and commerce. The company says it will give all teams the same context and view throughout the entire customer relationship.

Furthermore, enterprises can activate data for personalization across any channel to provide customers with more relevant messages and tailored journeys. For some businesses, this announcement can potentially jumpstart their AI journey. Potentially driving revenue by surfacing Ai insights that can help them understand which customers are most engaged and the best ways to reach them.

However, the elephant in the room is often the quality of data. If any enterprise puts crap data into any data cloud, then should expect crap results. The challenge for many enterprises is the quality of data held on disparate systems and managed by different competing teams. This will often require auditing of product data, identifying gaps, segmentation modelling and other techniques required to standardise data.

So, many organisations fall at the first hurdle. It is unclear, if Salesforce’s announcement supports any of those initial hurdle issues of data auditing and cleansing. Hopefully, they will be on the organisation’s roadmap for future development. If not there are plenty of organisations out there, such as Precisely that can help clean, enrichen and improve the quality of data.

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