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June 18, 2015updated 30 Aug 2016 12:24pm

Salesforce blurs lines with Marketing Cloud

Company aims to provide one tool for marketing, sales and service.

By James Nunns

Salesforce is beefing up its Marketing Cloud platform with enhancements that blur the lines between marketing, sales and service.

The enhanced software is designed to provide a single place for planning customer ‘journeys’ and managing interactions that a customer has with a brand across sales, services and marketing.

The abundant use of smartphones, apps and wearable devices that are in use in enterprises seem to be the target for the company, as it hopes to provide one tool for all CRM needs.

Other features aim to give marketers the ability to guide customers across channels and devices by connecting every interactions have with a brand across every department with the Journey Builder tool. This is designed to make sure that it is easier to manage the overall customer picture.

The updated tool has also been enhanced with a pre-built Sales Cloud and Service Cloud, along with Journey Triggers which automates inbound event-driven triggers such as a loyalty program or app download.

Gordon Evans, VP, Product marketing, Salesforce Marketing Cloud, said: "Where we’ve been headed for a while is managing all the different touch-points of a brand. We want to help companies use data to better manage all points of interaction."

The company has also updates its Active Audiences ad platform, this now syncs ad targeting with CRM to help run more relevant ad campaigns.

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Partnerships with LiveRamp, LineIntent, Neustar and Viant have also been formed, the goal of these is to activate CRM data and to run ads across more and more digital advertising networks and technologies.

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