If you’re looking for the Dreamforce 22 updates related to marketing, you’re in the right place to be. This article summarises all the innovative news that Salesforce is bringing into the platform and how you can take the best out of it.
On the other hand, if you’re a developer, you also have content that might benefit you related to Dreamforce 22 in our Knowledge Center. This article regards the updates that Salesforce is bringing with the Winter’23 Release announced during the event.
From Marketing Cloud Genie (formerly CDP) or the partnership with Whatsapp to all the updates related to Marketing Cloud Intelligence (formerly Datorama) and Account Engagement (Pardot), there is a lot of news circulating that might need clarification. Below, find the table of contents for this article:
1. Salesforce CDP (Genie was announced in the Dreamforce 22)
The Salesforce Genie is taking Salesforce CDP’s capabilities and getting this offer bigger across Customer 360. This feature grants highly personalised customer experiences delivered in real time.
Get to know some features that appear as Salesforce CDP is now renamed into Genie and what it brings to Marketing Cloud:
- Power Engagement (formerly Journey Builder): helps activating segments containing contacts that use data from CDP (Genie) that could have come from different data sources; the contacts can then be sent into a journey.
- Next best action: while capturing real-time marketing events, Einstein’s Next Best Action can be applied by anyone in the organisation.
- Hyper-personalise: AI predictions are now enriched with more data sources, and by that they are more accurate.
As you may have data in multiple places, information might get confusing. With Genie, all the data points are truly understood, making data actionable in real time. According to the Salesforce blog, using Marketing Cloud Genie:
- enables marketers to run intelligent and automated campaigns
- helps sales teams have more impactful conversations with customers
- makes it easier for support teams to respond to issues
- empowers operations teams to run the business with powerful insights
If you’re looking to better understand Genie, check the video below:
2. Genie & Snowflake
Due to a special connection to Snowflake, Genie can access directly to data stored in this platform without moving or replicating information.
Snowflake is a data lake that provides Salesforce Genie with safe real-time and open data sharing. Data streams can now run smoothly between Snowflake and Salesforce, so Genie can access this information directly. According to Salesforceben review of this integration, here’s why you should use Snowflake with Marketing Cloud:
- not all data is supposed to be stored in Marketing Cloud – as you use Snowflake as the repository of data, Marketing Cloud will automate the actions you make with it, never confusing your access to data.
- compile data – data can be connected together, even if it doesn’t necessarily connect together initially.
3. Partnership with WhatsApp (announced in the Dreamforce 22)
Another great new announced in the Dreamforce 22 was the partnership between Salesforce and WhatsApp. WhatsApp now integrates with the Salesforce Customer 360, allowing organizations to connect easily with customers and streamline communication through the WhatsApp Business Platform API.
Marketers can now meet customers where they are as WhatsApp is a popular platform for audiences. You can do things like Whatsapp messaging within journeys, what seems like a great and convenient feature.
This new integration allows brands to customise their experience to connect with customers faster, simpler and more personal, increasing loyalty, engagement and convenience for the customer.
4. Marketing Cloud for Slack app
Now is generally available since the Dreamforce 22! The marketing integration with Slack allows teams to quickly collaborate and work on marketing campaigns and then activating journeys right away from Slack.
Therefore, you can course-correct campaigns, keeping tracking of activity and setting rules to prevent problems, right from Slack. In addition, it also supports account-based marketing strategies. It allows to alert sales for hot leads, while also sharing marketing intelligence to support better informed decisions.
In conclusion, now that you know a bit more about what Salesforce is bringing to marketers in the near future, don’t forget to subscribe to our Knowledge Center.
