Salesforce Pardot Platform Brings Together B2B Marketing, Sales Data
The cloud computing giant launches two new services to enable sales reps and marketers to adapt to the changing buying patterns of customers.BOSTON—Salesforce wants to better arm marketing and sales teams with the necessary tools to more easily engage prospective customers at a time when the buying process is changing. The company is launching new services in its cloud-based marketing platform to give businesses' sales forces greater visibility into the steps and actions prospective buyers are taking as they make their purchasing decisions. The new offerings, powered by Salesforce's Pardot B2B marketing platform, looks to enable businesses to leverage real-time data to continue engaging possible buyers throughout the decision-making process, from the initial engagement to the final decision, according to company officials. The introduction of the Engagement Studio and Sales Cloud Engage services April 9 coincided with the 16-year-old software-as-a-service (SaaS) vendor's Salesforce World Tour event here. Throughout the one-day event, Salesforce executives repeatedly used the words "engage" and "engagement" to describe how businesses need to address the relationship with their customers. It's the way to do business in an era of social media, big data and mobility, and it makes for good business, according to Keith Block, president and vice chairman of Salesforce. During his keynote address at the event, Block said there is a "customer gap" between what the customer wants and what businesses are giving them, noting that 75 percent of customers are not fully engaged with the companies they're doing business with because too many times those companies treat customers as a transaction rather than trying to establish a long-term relationship with them.
"It's all about consistent customer engagement," he said, adding that companies that do a better job of engaging with their buyers see 23 percent more revenues per customer.