Salesforce and Google have a kind of tradition this time every year. It began in 2017, when we first announced our strategic technology partnership, bringing together two of the world’s most innovative companies. Then last fall, we deepened our relationship with brand-new customer benefits. And here we are again, excited to build on the momentum of the last few years with some big announcements.
While our work together has already unlocked intelligence and productivity benefits for thousands of joint clients, including Conagra Brands, Nielsen, and Rakuten Overdrive, we understand there’s an appetite for more innovation. Our customers have asked for additional solutions to better connect siloed data and surface deeper insights. We’ve also heard the request for new ways to build a complete view of the customer, including cross-channel customer journeys. And we’re happy to say we’ve listened.
As part of our expanded partnership with Google, we are announcing new ways to simplify how organizations connect data across platforms, ultimately helping to speed digital transformation.
MuleSoft is giving companies even greater flexibility to improve connectivity across public and private clouds of their choice. Google Cloud (GCP) customers will soon be able to use MuleSoft’s Anypoint Runtime Fabric to simplify the deployment and management of Mule runtimes on the Google Cloud Platform. This will allow companies, such as McKesson, to unlock data through API-led connectivity and to maximize their existing cloud investments, all while maintaining security and control.
“With Google Cloud as our primary cloud provider and Salesforce as our enterprise CRM platform, MuleSoft plays a critical role in how we deliver connected customer experiences across systems," says Andy Zitney, senior vice president and CTO, McKesson. “The ability to deploy MuleSoft’s runtime on GCP will simplify operations by allowing us to manage our integration platform in the same secure environment as our next-generation cloud applications. This added productivity will help us focus on innovation and delivering customer value through new digital health solutions.”
MuleSoft’s Anypoint Exchange gives easy access to prebuilt APIs, examples, templates, and connectors, including connectors to the Salesforce Platform and Marketing Cloud. MuleSoft’s new BigQuery connector will simplify how customers can consolidate data from multiple sources, such as Salesforce Sales Cloud, Marketing Cloud, and Google Analytics, in one place. This empowers line-of-business users to benefit from Google Cloud’s core competencies in areas like artificial intelligence and machine learning, or BigQuery’s advanced querying capabilities, to derive better real-time insights around segmentation and personalization from their data.
In addition to improved abilities to enable connectivity between Salesforce and Google Cloud Platform, we are pleased to announce new activation capabilities to help marketers activate data insights from their cloud data warehouse to Salesforce Marketing Cloud.
Google’s Cloud for Marketing helps enterprises bring together their marketing and sales data so they can better analyze and activate it. Customers using the Cloud for Marketing console with BigQuery (currently in Alpha) will be able to send segment data directly into Salesforce Marketing Cloud for activation. This API-based integration will make it easier to align advertising and email marketing strategies that drive more personalized cross-channel campaigns.
With hundreds of customers now adopting our integration between Google Analytics 360 and Salesforce Marketing Cloud, we are delivering new capabilities to improve how customers drive more personalized marketing campaigns and analyze their impact on consumer engagement.
Marketers using Salesforce Marketing Cloud’s Journey Builder and the Journey Analytics Dashboard can now view additional metrics about SMS message performance within their journeys. Along with native SMS metrics such as delivery rate, marketers can see how their SMS messages in journeys impact conversions and other web interactions captured by Google Analytics 360, such as revenue.
Salesforce Marketing Cloud will release the new Single Sends feature for Journey Builder in January, enabling marketers to quickly create and execute high volume one-off email sends in a single unified app. All Single Sends will seamlessly include measures from Analytics 360, such as conversions and revenue. Marketers will also be able to better match consumers across email and their websites at scale with automatic link tagging.
Customers using the Analytics 360 and Salesforce Marketing Cloud integration will soon have added flexibility to set their preferred refresh frequency for the Google Analytics audience data sent to Journey Builder. The current 24-hour sync cadence will be expanded to include hourly, daily, weekly or monthly options, as well as the ability to specify the time of day for the refresh. These enhanced preferences will help customers align their audience refresh cadence to their journey engagement strategy. For instance, an hourly refresh preference would likely be preferred for abandoned browser journeys, and a weekly or monthly setting may be more appropriate for a personalized newsletter.
In addition to the new product innovations, Salesforce has expanded our relationship with Google and is now an authorized Google Analytics 360 reseller in Australia, New Zealand, and India. Beginning in 2020, customers in those countries (in addition to the U.S. and Canada) will be able to purchase Google Analytics 360, including the native integration with Marketing Cloud, Sales Cloud, Tag Manager 360, and Optimize 360, and associated support services, directly from Salesforce.
See these additional Salesforce + Google resources:
See how our Salesforce + Google integrations come to life with this Guided Tour.