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Media Coverage

Date Coverage
Oct. 22, 2014 Google disrupts e-mail marketing—again

Chad White, lead research analyst at Salesforce Marketing Cloud and e-mail marketing expert, says there are two things marketers need to pay attention to in the new release: bundles and highlights. Bundles is a feature that allows consumers to group e-mails, as the category tabs do in Gmail, and to set preferences. “Bundles likely means that marginally engaged subscribers will become even less engaged, while engaged subscribers will become more engaged,” White says. Highlights is a feature that will pull up information related to an e-mail and upsets the status quo in a big way, White says. “For instance, using Google’s search expertise, an e-mail about a package delivery could show you the real-time status of that delivery, even if that information isn’t in the e-mail,” he says.

Oct. 21, 2014 Health Care's Age of Enlightenment

Pre-Enlightenment health IT had patient communications as an afterthought. Enlightenment healthtech builds in patient-provider and provider-provider communications as a central design point of their architecture. There is a reason SAP or Oracle ORCL +1.1% didn’t become the de facto consumer communications tools for companies as they empowered consumers to interact. Instead organizations are relying on a range of tools such as Twitter, Facebook, ExactTarget, Zendesk and more to communicate with consumers. Simple patient portals are like a muddy puddle of water in the Sahara Desert — an improvement over no communications but far from ideal. Enlightenment providers recognize they must find the healthcare equivalents of ExactTarget, Facebook, Twitter and Zendesk rather than expecting those tools to come from legacy healthIT vendors who are the equivalent of SAP and Oracle. That is, they are critical for internal processes, but not optimized for consumer engagement.

Oct. 20, 2014 Smoothing the Path for Mobile Customer Support

This trend points to a merger of customer service and marketing features, notes Mike Lazerow, CMO of the Salesforce Marketing Cloud. Cloud-computing giant has been ramping up on its mobile offerings, including in-app customer service and marketing capabilities. Earlier this month, the company unveiled Salesforce Service Cloud1, which includes chat capabilities and the ability to interact with clients on video on an app. Clients could potentially combine customer feedback and other data from Service Cloud1 with's other solutions, such as Journey Builder for Apps, which lets companies connect data from an app with other databases to map out a more comprehensive customer journey. "A lot of the companies we work with don't see a difference between service and marketing," Lazerow says. "If you look at the Delta [Airlines] app for example, I can research and book flights on the app without speaking to anyone and Delta can also send me offers…it's about serving the customer in a frictionless way."

Oct. 17, 2014 Facebook, Salesforce study finds Facebook ads extend email reach

With the proliferation of new channels, marketers are trying to figure out how well those channels work together. A new study from Facebook and Salesforce attempting to shed some light on just that found people who received both email and Facebook ads were 22 percent more likely to purchase than those exposed only to email.

Oct. 16, 2014 An inside look at Salesforce's social media team

For a company of its size, Salesforce's social media team is surprisingly small, but it manages by putting its own marketing tools to good use. Not only are social media marketing platforms Buddy Media and Radian6 key offerings in Salesforce's ExactTarget Marketing Cloud, they're also used by Salesforce's own social media outfit.

Oct. 16, 2014 STUDY: Combine Email Marketing with Facebook Ads

A study in which a leading U.S. retailer targeted 565,000 email subscribers with both its regular emails and coordinated Facebook News Feed ads found that subscribers who received both were 22 percent more likely to make purchases than those who only received emails. The study was conducted by Facebook and one of the social network’s Strategic Preferred Marketing Developers, digital marketing outfit Salesforce Marketing Cloud, and the two companies said they analyzed anonymized email subscriber data, engagement data, ad impressions and transaction data.