Home  › Media › Publishing
Clouds jigsaw

Salesforce Expands Marketing Cloud Capabilities

  |  October 22, 2012   |  Comments

Salesforce has expanded the capabilities of Marketing Cloud, its new marketing software, by adding a host of data analytics features.

Enterprise software company Salesforce.com has expanded the capabilities of Marketing Cloud, its new marketing software, by adding a host of data analytics features designed to help companies better understand the flood of tweets, posts, and other social media data related to their brand.

Salesforce has incorporated analytics from the following companies into its software: Bitext, Calais, Caterva, Clarabridge Link, EpiAnalytics, Kanjoya, Klout, Kred, LeadSift, Lexalytics, LinguaSys, Lymbix, Metavana, OpenAmplify, PeekAnalytics, Rapleaf, Solariat, Soshio, The SelfService Company, and Trendspottr. Customers will be able to pick and choose which features they want to incorporate into their own marketing platform and can access them from a common dashboard.

"Customers are asking for deeper insight on their social media data," said Rob Begg, VP marketing for Marketing Cloud, a Facebook inspired enterprise marketing application that Salesforce launched last month. The product is designed to let companies communicate with customers, employees, and partners. Salesforce says companies including Air Canada, Carnival Cruise Lines, Ford, Hewlett Packard, Southwest Airlines, and Unilever have signed up for the product.

The new features can be grouped into three areas; intelligence, influence, and intent, according to Begg, which will give them a host of new data points. Vendors such as EpiAnalytics are designed to give companies intelligence that goes beyond mere numbers of followers on a social media platform to things like gender, demographics, or user tastes. And apps such as Klout and Kred will help companies determine which users of social media are the most influential and how to reach them.

Salesforce made the announcement last Friday at a cloud computing event held in New York, in which the company's CEO Marc Benioff declared that "all business is social" and that social media was the biggest change to occur in the history of marketing. "Social helps connect the dots and will transform how we market, sell and collaborate," Benioff said.

The expansion of Marketing Cloud follows a strategic move made by Salesforce in June 2012, where the company acquired Buddy Media.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Mary Lisbeth  D'Amico

Mary Lisbeth D'Amico is a freelance writer based in Jersey City who frequently covers digital marketing, social media, tech startups, and venture capital. She has contributed to a wide range of publications including The Wall Street Journal, Business Week, Red Herring, and Real Deals. Find her on Twitter at @mldamico.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...