This week on the Marketing Cloudcast, we’re sharing a sneak peek into the future of marketing with more information about the partnership between Google and Salesforce and why this is so valuable to marketers.
To help us, we have Stefano Menti, a product lead for Google Analytics 360; Armita Peymandoust, our Vice President of Product here at Salesforce Marketing Cloud focused on Analytics and Einstein; and Jon Suarez Davis, Chief Strategy Officer at Salesforce Marketing Cloud.
Tune into the full conversation and subscribe on Apple Podcasts, Google Play Music, Stitcher, or wherever you listen to podcasts. Reach out and let us know if you have an interesting topic for the Marketing Cloudcast.
“With this integration, we're bringing together the best of both worlds, allowing our marketers to have better experiences and to better understand their own customers,” Stefano says. “Google Analytics 360 enables advertisers to gain a deeper understanding of the customer experience on their site.” But previously, advertisers were not able to use these insights with Salesforce. Connecting these insights with the Salesforce Marketing Cloud is a very big deal.
“This integration unlocks capabilities beyond Google Analytics 360,” Stefano says, because Google Analytics 360 is part of a broader suite of products including other products in the Google Analytics 360 Suite: Optimize 360, Surveys 360, and Data Studio. This opens many new opportunities for marketers.”
For Armita, “this partnership will help the marketer bring a better view of the customer together going from a sales process to marketing and acquisition,” giving marketers an even richer perspective on their audience. That will enable us to “provide personalized experiences for them” while making it easy and actionable for the marketer.
This is the first time Google will work hand-in-hand with a third-party company to integrate with Google Analytics 360. Obviously, it has some major implications for both companies. We brought in Jon Suarez Davis (JSD) to tell us more.
“It's going to provide customers with so much visibility,” Jon says. “A true understanding of their customer, where they are in the journey, and then most importantly, how to engage with them throughout various touchpoints and throughout the consumer journey. More importantly, “it's only the beginning of the functionality and solutions that we are going to be able to deliver for our customers.”
JSD’s consumer engagement experience spans global marketing communications, agency work on accounts like Procter & Gamble, AT&T, and Johnson & Johnson, The Kellog Company (where he helped deploy Krux), and Salesforce's data management platform. JSD has had a front row seat to the marketing mindshift of iconic companies. Today, he serves as our Chief Strategy Officer at Salesforce Marketing Cloud, working at the intersection of where mar-tech meets ad-tech.
As JSD says, “fundamentally, the core discipline of marketing is to build brands for companies that drive growth. And that really hasn't changed since day one.” However, technology is radically changing how we go about doing that and what success looks like.
So beyond being able to use Google Analytics 360 audiences outside of the Google stack, what else is there to this partnership? As Stefano says, “a lot of the solutions that this integration enables were available before but in a very custom way, but that means engineering work. That means resources and time-to-market.” Ultimately, it would become too complex for most customers. This turnkey solution will make it easier than ever to understand customers. These features outside of the Google stack are planned to come in late 2018.
Ultimately, Armita says, this lets a marketer coordinate between their channels, “so they can provide unique experiences on their website, they can provide unique experiences on advertising, they can provide unique experiences on their email channels, and make sure that all of those channels and interactions are personalized for that customer at that moment in time.” This helps you decide things like what your next best interaction with them should be, and then actually execute that strategy at scale. In the end, you can reach customers based on where they are in the funnel and enable smarter engagements at different touchpoints to really have an impact.
Armita and Stefano are clearly blazing trails, not just themselves but for the future of marketing, so we wanted to hear what being a Trailblazer meant to them. For Stefano, “a trailblazer is someone that puts their customer first and not their company first when you think about product, when you think about go-to-market, when you think about solutions, because that ultimately is what drives value for the customer and ultimately success for the company itself.” For Armita, being a trailblazer was more about creativity: “A trailblazer is thinking outside the box to provide the best experiences for their own customers.”.