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Salesforce’s new tool facilitates personalized customer communication across its clouds
The CRM company's Distributed Marketing product allows marketers to share assets across their entire partner networks.
Companies with large partner networks — such as agents, franchisees, resellers or advisors — can face a big challenge when it comes to maintaining a consistent, yet personalized message across all of their channels.
Salesforce’s Distributed Marketing gives those corporate marketers an easy way to provide communication materials to their partners, directly to the Salesforce cloud they normally use.
Salesforce Marketing Cloud Director of Marketing Meghann York told me that the new product will help everyone get on the same page.
“You have on one hand the corporate marketing team, and then you have your advisors or agents or franchise owners — they’re sending out communications, too,” York said. “There’s a lot of disjointedness between what corporate marketing is sending and what your advisors are sending.”
The product delivers omnichannel content to end users through the Salesforce Customer Journeys feature, York told me as she took me through a demonstration of the tool.
“No matter what cloud the partners are using, they can access and personalize those marketing-created journeys from that cloud,” she said. Salesforce cloud environments include the Sales Cloud, Service Cloud and the Community Cloud.
To use the product, a marketer creates a Customer Journey, which can include several touch points on a variety of channels. They then assign the journey to a partner, who can customize it further and activate it. After deployment, the partner can analyze its performance and tweak it further.
York says that now companies that use Salesforce can deliver on consumer demand for experiences that remember them and anticipate their needs.
“We created this solution based on the expectation of our customers’ customers,” York said. “We have all this research that says they expect connected experiences, and they expect them all to be personalized. For organizations that have really large partner networks, that’s tough.”
“This is a solution that provides connected experiences,” York said.