Salesforce has recently unveiled new integrations with Google Display & Video 360 and LinkedIn within its Data Cloud, aiming to empower brands in crafting more targeted advertising campaigns. Notably, these integrations underscore the significance of tapping into an organization’s first-party data—information gathered directly from users with their explicit consent. This shift in marketing strategy is particularly crucial as the industry navigates toward a future without cookies.
The familiar challenge of data silos hindering a comprehensive understanding of customer demographic and behavioral data is addressed by Salesforce. The company highlights that despite organizations employing an average of 1,061 applications, a staggering 71% lack integration. The value proposition of the Data Cloud for Marketing lies in eliminating these silos while providing visibility into the data sources utilized for audience building. This consolidation of data sources becomes increasingly valuable in the evolving landscape, preparing businesses for a cookieless environment.
Advertising Connectivity With Data Cloud, Google, And LinkedIn
Google Display & Video 360:
Enable segments from Data Cloud in Google Display & Video 360, integrating with Google’s marketing platform that unites YouTube and a network of advertising partners. Utilize highly focused segments derived from unified profiles in Data Cloud to enhance campaign performance across various channels such as display, video, TV, audio, and beyond.
Image source: Google Marketing Platform
LinkedIn:
Navigating through the vast pool of over 1 billion active professionals on LinkedIn can be akin to searching for needles in a haystack. B2B marketing strategies have evolved to a level of sophistication where marketers leverage diverse data sources to tailor precise messages to prospects, considering their position within the potentially intricate sales cycle. Beyond conventional demographic data like job title, function, and industry, Data Cloud segments offer the ability to access additional data sources such as opportunity data, affinities, product usage data, and more, enabling a deeper understanding of the target audience.
Einstein AI:
The Data Cloud serves as a central hub for consolidating profiles from various data sources with enhanced precision. Einstein, operating in the background, sifts through extensive data sets to unveil insights and recommendations that might otherwise go unnoticed, thereby enhancing the effectiveness of advertising efforts. Crucially, a key focus is on preventing the targeting of users who have already made purchases or are currently dealing with unresolved issues through the Service Cloud, ensuring optimal utilization of the advertising budget. This real-time processing of information spans across all facets of your tech stack before interfacing with advertising platforms.
“Advertisers are constantly under pressure to acquire new customers, deliver personalized experiences across channels, and increase margins. These new partnerships expand Data Cloud’s digital advertising ecosystem to new platforms, so businesses can connect every moment in the customer journey, delivering greater loyalty and better business outcomes.”
– Steve Hammond, EVP and GM of Marketing Cloud
Summary
In acknowledging the strength derived from their new and enhanced partnerships, Salesforce emphasizes the collaborative nature of these endeavors. The latest development highlights the integration of Data Cloud with Google and LinkedIn, aiming to eradicate fragmented data silos. The goal is to enhance overall visibility, leveraging the crucial first-party data for maximum impact.
