Salesforce unveils sales Cloud with B2B marketing automation

Launches new Intelligent Engagement Studio and Sales Cloud Engage

Salesforce has launched an updated sales Cloud with B2B marketing automation, adaptive lead nurturing, visualised campaign testing and new mobile marketing tools.

Powered by Salesforce Pardot, the new Intelligent Engagement Studio and Sales Cloud Engage, assembles prospect data points and automatically translates them into actionable insights, enabling marketing and sales teams to sell smarter.

With deep visibility into the prospect’s digital engagement, it’s now easier for marketers and sales reps to understand how prospects want to be engaged and to deliver what they want, when they want it.

Sales reps can now receive real-time prospect engagement notifications in the Salesforce1 mobile app, enabling them with instant visibility into how prospects are engaging with product and marketing materials anywhere, at any time.

Marketing teams can provide curated and approved content to sales reps so they can immediately deploy a custom email campaign to move the prospect through the sales funnel.

Salesforce Pardot, senior vice president and general manager, Adam Blitzer, said the next generation of Sales Cloud B2B marketing automation was about making it easier than ever for marketing and sales to work together and leverage insights about prospect behavior to sell smarter.

“Marketers now have the ability to help sales nurture their own pipelines and engage with prospects in real time, and this is driving the amazing customer momentum we are seeing with B2B marketing automation.”

IDC group vice president, software business, Mike Fauscette, said the buying process had changed and companies needed solutions that aligned the marketer and salesperson for consistent interactions with prospects.

"Companies that empower salespeople to determine the next-best action while finding new ways to extend marketing into the sales process will be more successful at creating life-long customers," he said.

Sales Cloud Engage is expected to be generally available by the end of April for $50 per seat per month.

Intelligent Engagement Studio is expected to be in pilot in the second half of 2015. Pricing will be announced at that time.