Salesforce unveils marketing personalization and automation features

Salesforce claims that in the previous year, its clients have increased their use of automation

Salesforce unveils marketing personalization and automation features

Salesforce unveiled new Marketing Cloud features this week aimed at helping businesses develop stronger client relationships. The features, which follow on the heels of Service Cloud improvements, are focused on personalization, optimization, and enhancing the relevancy of client product recommendations.

According to research, personalizing sales outreach to groups of clients or even individual clients has a number of advantages. According to a Gartner report, 38 percent of firms risk losing customers due to poor marketing customization efforts. That may explain why, according to Altimeter, 57 percent of marketers said personalized content was their top marketing priority in 2014. 

Salesforce is beefing up Marketing Cloud’s targeting capabilities by using artificial intelligence with cross-cloud data to zero in on subscribers — and suppress inactive users. Einstein Engagement Scoring in Salesforce CDP is one of the new capabilities that attempts to improve engagement, conversion, and satisfaction across customer encounters.

Customers have higher expectations for customer service now, thanks in part to the pandemic, which drove more commerce online. The trend highlights the value of Einstein Engagement Scoring and similar systems, which may complement rather than replace marketing and sales operations. 

Interaction Studio templates, which extend personalization to customers via ATMs, point-of-sale, and contact centres, arrive alongside Einstein Engagement Scoring. New Interaction Studio connections with Experience Cloud and customer service enable personalized online, mobile, and portal experiences based on real-time engagement, as well as giving sales and support teams more visibility into customer behaviour, segmentation, and next-best actions. 

Einstein Material Designer, an AI-powered function that automatically develops marketing content and optimizes it for consumer segments, is also part of the Marketing Cloud updates. A new Datorama connector and app for Salesforce CDP reveals the financial impact of first-party marketing and advertising, while a Datorama connection and app for Interaction Studio maximizes return on investment across customer experiences.

Salesforce also announced improvements to Einstein Automate, its enterprise workflow automation tool, including additional robotic process automation and machine learning capabilities. 

MuleSoft RPA is a new tool that aims to automate high-volume, repetitive back-office processes. It was released today. MuleSoft RPA, which was created as a result of MuleSoft’s acquisition of Servicetrace, allows users to do pre-recorded tasks such as extracting specified information from PDF documents and emails.

Digital Process Automation, a new feature released this week, uses drag-and-drop tools to make creating and deploying branded, automated customer experiences easier. Einstein Document Reader, on the other hand, uses Einstein’s AI to scan, identify, and ingest data from physical documents into Salesforce.

Salesforce claims that over the previous year, its clients have increased their use of automation. According to a recent MuleSoft poll, 77% of IT and business decision-makers have already deployed or are planning to implement automation technologies to boost efficiency. Salesforce users automate an average of 38.2 billion processes and complete 116 billion Einstein AI predictions each day as of July 2021, a 41 percent increase in the number of low-code automated workflows executed across Salesforce products.