Salesforce organized the Salesforce Marketing Cloud Summit 2017 this Tuesday, October 10 .
A conference organised by Salesforce at Madrid's Museo del Traje to showcase best practices and tools for the new relationship between customers and brands.
We are facing a scenario in which 64% of CMOs believe that customer journey strategies require organizational changes . They are redefining how sales, service and marketing teams can work together.
A revolution in which marketing leaders face challenges such as managing customer experience on any channel, personalizing and automating messages, capturing data on all devices, or finding new audiences with artificial intelligence, among others.
In the words of Ignacio Ayerbe , account executive at Salesforce, companies albania phone number have to modify the customer experience they offer. A strategy that involves a customer experience connected to all its points. It must be personalized based on the interests of consumers and, of course, in real time.
The problem is that we are facing a gap. The pace of digital adoption by users “is tremendous and the vast majority of companies have not been able to keep up” . This is why 77% of consumers do not identify with companies. These have information separated into silos or it is not shared between different departments, so the single vision of the customer is never achieved .
Salesforce is betting on a platform that brings together all the data to approach the customer in a personalized way at all points of contact with the brand and in real time. Something that is imperatively necessary in this new world of digital advertising.
We need to leave behind this world of “buying impressions by the pound and hoping they will reach a mass audience,” he said. “ DMPs allow us to better understand customers and seek relationships to activate advertising based on specific targets . A mechanism that reduces investment in advertising and translates into a much higher marketing ROI.”
Salesforce is betting on artificial intelligence in this regard through a whole series of functionalities within its cloud marketing platform such as Email Studio, Mobile Studio, Salesforce DMP, Salesforce Data Studio or Social Studio unified through Journey Builder. A marketing cloud job that is made intelligent through the use of the Einstein tool .
Brands talk about their experience
During this session we were able to learn first-hand about the trajectory of some brands when it comes to building the much-desired personalized experiences thanks to Salesforce technology .
One of these has been Seguros Santa Lucía . Its marketing and customer director, Marta Lucía del Val, has spoken about some of the challenges overcome thanks to Salesforce technology.
A challenge that stems from the need to reach new customers in the digital environment and a tool that grows at the same pace as the company. Added to this is the search for reducing communication costs. And all this in an environment in which marketing profiles are increasingly hybrid and technical.
Don't forget that customer opinions and recommendations fuel our opportunities to reach them and generate new referrals.