Salesforce Marketing Cloud Introduces AI-Based Engagement Scoring, Data Integrations To Help Marketers Boost Personalization

Today, Salesforce introduced new AI-powered innovations for Marketing Cloud that help companies humanize every interaction; make trusted, first-party data the foundation of their digital strategy; and optimize marketing impact with unified analytics.The innovations announced today include Einstein Engagement Scoring in Salesforce CDP, Einstein Designer, Interaction Studio Templates, and Datorama Connectors.

In this digital-first world, companies need to deliver moments that are connected, relevant, and human in order to develop trusted relationships that build loyalty and grow revenue. In fact, 84% of marketers say that customer expectations are changing as digital experiences become more sophisticated. To deliver on these expectations, companies must harness the power of data and leverage AI— while also respecting privacy and using data with consent. 

Today’s news builds on the recently announced innovations that combine the power of Slack and Salesforce to help marketers build digital HQs that transform collaboration and deliver insights fast, improve their strategies through streamlined workflows, and enable quicker decisions.

Know your customer to engage with relevancy

According to the State of Marketing Report, 60% of customers are open to the use of AI to improve their experiences. Marketers’ top AI use cases include driving recommendations, personalizing the overall customer journey, and automating customer interactions. 

Customers can use AI in combination with cross-cloud data to target their most active subscribers

Einstein Engagement Scoring in Salesforce CDP helps marketers use AI in combination with cross-cloud data to target their most active subscribers within Salesforce CDP, an enterprise customer data platform that supercharges customer interactions everywhere. This capability improves engagement, conversion rates, and customer satisfaction across every touchpoint. For example, marketers can use Einstein Engagement Scores in Salesforce CDP to omit users unlikely to engage with emails or mobile, and instead utilize other channels like advertising or social media to engage with them.

Humanize every moment with real-time personalization

Eighty percent of marketers say that engaging customers in real time is their number one challenge. Marketing Cloud innovations announced today help meet this need through:

Customers can create relevant content with the help of AI in seconds

  • Interaction Studio Templates deliver personalized interactions with templates that now extend and simplify personalization to customers via ATMs, point-of-sale systems, and call centers.
  • Interaction Studio Integration with Experience Cloud provides personalized web, mobile, and portal experiences based on real-time engagement.
  • Interaction Studio Integration with CRM gives sales and service teams real-time visibility into customer behavior, segmentation, and next-best actions.
  • Einstein Designer creates relevant content with the help of AI in seconds using variations of available images, copy, and headlines. 

Optimize marketing impact with smarter insights

According to the Marketing Intelligence Report, the top three improvements marketers are seeking to make over the next year include optimizing marketing spend, developing a strategic view of overall marketing performance, and gaining a stronger ability to understand and engage customers. AI innovations in Marketing Cloud that meet these needs include:

Customers can use out-of-the-box analytics apps and AI-driven insights understand the business impact of their marketing efforts

Datorama Connectors and Apps for Salesforce CDP and Interaction Studio enable marketers to understand the business impact of their first-party, data-driven marketing and advertising. With out-of-the-box analytics apps and deeper Einstein Marketing Insights, companies can optimize return on investment (ROI) and customer lifetime value (LTV).

Availability

  • Einstein Engagement Scoring in Salesforce CDP is generally available today.
  • Interaction Studio Templates are generally available today.
  • Interaction Studio Integration with Experience Cloud is generally available today.
  • Interaction Studio Integration with CRM will be generally available to customers early next year.
  • Einstein Designer will be generally available to customers early next year.
  • Datorama Connector and App for Salesforce CDP is generally available today.
  • Datorama Connector and App for Interaction Studio is generally available today.

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