While Nelson called Salesforce.com a “great partner” on the social media side, “marketing is really the connection between the customer demand chain and the media getting much more intelligent about consumer behavior.” He added that huge overlap between Omnicom agencies and Salesforce.com clients influenced the holding company’s decision to integrate lead and sales data.
Moves In Mobile
Gordon Evans, a senior VP of product marketing for the Salesforce.com Marketing Cloud, said a separate launch Tuesday of “Journey Builder for Apps,” gives ExactTarget users tools to drive mobile app downloads and retention, as well as an in-app content publisher with marketing analytics.
Analytics is a growing point of interest for Salesforce.com. CEO Marc Benioff reportedly leaked plans late last week for an “Analytics Cloud,” expected to drop at its Dreamforce conference next month. Benioff has also talked up Salesforce.com’s role in a connected device future and on Tuesday the company rolled out a mobile developer platform dubbed Heroku DX to tie CRM data into customized mobile apps.
“There are some new opportunities we’ll work with Omnicom on [to build] innovative Web and mobile apps using our Heroku platform,” Evans said. “Brands are looking for technology to connect the dots between marketing interactions, sales and then post-sales transactions.”