Salesforce launches new AI Marketing Cloud features, predicts 5 B2B marketing trends

Salesforce Connections kicks off in Chicago with the launch of new Einstein AI offerings and a look at the state of B2B marketing strategy

Salesforce has identified the top five B2B marketing trends for 2019 at its Connections conference in Chicago this week, as well as launched new Einstein AI enhancements to Marketing Cloud.

Product marketing associate for Salesforce Pardot, Nicole Smith, said it’s an exciting time to be in marketing, and noted marketers have been embracing the rapid change caused by the fourth industrial revolution. However, B2B marketers are still facing many challenges, thanks to new and constant technology and innovation changes. 

“Marketers need to figure out what’s important and what where to start,” Smith told attendees. “Now, we need to be moving towards the single view of customers, for better personalisation and hyper personalised messaging.” 

The top five trends as identified by Salesforce for B2B marketers in 2019 are: 

  1. Personalising B2C experience for B2B buyers
  2. Marketing and sales alignment to win business
  3. Continued emphasis on account-based marketing (ABM)
  4. Marketers push the envelope on AI, VR, and AR
  5. Data-driven intelligence 

Personalisation is key. We are seeing it from Netflix and Amazon in our personal lives, so we are expecting it as customers as well, “ Smith said. “Business buyers are expecting us to anticipate their needs; in fact, 69 per cent of them expect us to. 

“Just as important is marketing and sales alignment. There has previously been frustration between sales and marketing, and only around half of B2B marketers are collaborating with sales today. But there are many benefits of collaboration, including driving more personalised engagements. 

“We recommend you start with a unified goal,  create a consistent communication cadence, and then enable with product.” 

Account-based marketing (ABM), one of the buzzwords of B2B marketing, is a vital part of this picture, Smith continued. Salesforce defines ABM as identifying the right accounts that are going to make the biggest impact and then coordinating activities to engage and close those accounts.

“We recommend you align sales and marketing on one platform, identify the top accounts to drive revenue, ensure cross channel engagements with personalised messaging, and then measure impact and optimise,” Smith said. 

Also on Salesforce's list of game-changing technology for B2B engagement are AI, augmented reality (AR) and virtual reality (VR). The vendor's research shows 30 per cent of B2B marketers are using AI, up from 24 per cent in 2017, while more than 25 per cent are using VR and AR. Driving adoption is the need for more consumer-type experiences in the B2B sphere, Smith said, adding research shows 69 per cent of business buyers are expecting Amazon–like experiences.

Finally, data drives intelligent B2B marketing decisions and is instrumental in proving the ROI of B2B marketing. 

"By offering personalised experiences, aligning sales and marketing, focusing on ABM, and recognising VR, AI, AR are the way of the future, and using data driving decision making, B2B marketers can achieve success,” Smith added.

Salesforce's latest AI product announcements

Salesforce used the opening of its Connections event in Chicago to also announced new Einstein AI enhancements to Marketing Cloud. These are aimed at empowering brands to increase customer engagement with relevant and timely email marketing messages.

Einstein Engagement Frequency uses data to inform marketers the right number of emails to send to customers based on previous interactions. Einstein Send Time Optimization, meanwhile, uses AI to automatically predict the best time to send marketing emails to optimise customer engagement and avoid creating unsubscribers. 

Also new to the list is Einstein Content Tagging, which uses image recognition to automatically and accurately tags thousands of images within a content library, helping marketers save time and locate the best images. 

Salesforce has confirmed transactional messaging is now a function within Marketing Cloud, so customers can integrate transactional and promotional messages into the same campaign. 

"Now, companies can understand the complete customer journey, ensure a single voice is being used for all messages and embed promotional content in transactional messages and vice versa," the company stated. 

Vanessa Mitchell travelled to Connections as a guest of Salesforce. 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in