For years, Salesforce has made strides to become a contender in the industry of marketing technology—and they want you to know all about it. They were already a leader in the world of CRM and they’ve built upon this foundation to not only overhaul their marketing portfolio, but to also make a number of acquisitions. These acquisitions have most recently included Buddy Media, ExactTarget/Pardot, and Krux.
Now, Salesforce has set its sights set on the world of artificial intelligence with a new application called Einstein.
The Einstein Prediction Builder is made for marketers who want to create predictive models but don’t need (or want) to use data scientists. Additionally, Einstein has the ability to improve both at-risk customers’ predictions and lead scoring. Salesforce users can also utilize Einstein Bots as a way to build, train, and deploy specialized service bots.
This update has also ushered in the integration of Google Analytics and Salesforce Marketing Cloud. The merge will make it much easier for marketers to adjust what programs to use in the future through their marketing activities.
According to Google’s SVP of Ads and Commerce, Sridhar Ramaswamy: “Google and Salesforce are coming together to tackle one of the biggest challenges facing our customers—connecting the insights in their CRM with the rich data in their analytics.”
Salesforce has made other AI enhancements to help their B2B sales and marketing teams. The GM of Pardot, Michael Kostow, recently stated that although there are a lot of companies saying they use AI, Salesforce is actually doing it.
In fact, Sales Cloud Einstein, along with Einstein AI, puts all the power in the hands of the customers. The most common applications of Einstein include:
- Using relevant information to develop account insights.
- Using the lead scoring of prospect customers to predict those who are most likely to close.
- Improving forecasting accuracy using opportunity insights.