Tuesday, August 5, 2014

Salesforce.com celebrates ExactTarget anniversary with revolutionary upgrades.

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It's been a year since Salesforce completed the takeover of ExactTarget. At the time the $2.5 billion deal was seen as daring by some and brash by others. But at the end of the day it was something that Salesforce needed to do. The deal added a true cloud-based marketing platform to add to the company's extensive stable of products. ExactTarget, founed in 2000, is an established brand in the realm of cloud-based internet marketing with clients such as Coca-Cola and Nike. The addition of ExactTarget also meant that Salesforce would also own marketing-automation company Pardot.

And Salesforce is ready to see the fruits of their acquisition begin to flourish. Salesforce has announced the first major upgrade of the Salesforce ExactTarget Marketing Cloud's Journey Builder since buying the company. Journey Builder is ExactTarget's marketing campaign planning tool which helps marketers design and implement automated digital campaigns. It maps out the ways in which customers interact with campaign activies through channels such as email, web, and social media. The upgrade features three main pillars:

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Journey Maps. A drag-and-drop interface wherein marketers are able to map out an intended media-consumption path for customers and track their interactions within desired channels.
Journey Triggers. These are automated responses to  customer actions using the correct channel attributed to the action (think email reminders to a customers that he or she still has something sitting in the shopping cart of an online store). It will feature integration with other Salesforce products such as the Service Cloud.
Journey Metrics. More than a general analytics tool, Metrics will allow marketers to test and gauge which channels are working based on real-time feedback that extends beyond mouse clicks.
The three additions to the Salesforce ExactTarget Marketing Cloud's Journey Builder are set to be released in Q3 of fiscal year 2015. The announced pricing structure will be $5,000/year for a license plus additional fees contingent on the number of marketing messages sent to customers.

Sources:
  1. Du Preez, Derek. "One Year on - How Is ExactTarget Settling into the Salesforce Way of Life?" Diginomica. Diginomica, 30 July 2014. Web. 05 Aug. 2014.
  2. Lauchlan, Stuart. "Salesforce.com "number One in Enterprise Marketing?" - Diginomica." Diginomica. N.p., 4 June 2013. Web. 05 Aug. 2014.
  3. "Salesforce ExactTarget Marketing Cloud Launches the Next Generation of Journey Builder; Accelerates the Transformation of Marketing to Customer Journeys." MarketWatch. BusinessWire, 30 July 2014. Web. 05 Aug. 2014.