Selling power is launching a new version of Marketing Cloud that it says will connect the dots between customer relationship management (CRM) software, artificial intelligence (AI) tools and first-party data to give small business customers a essential advantage.
The new Marketing Cloud Growth is a marketing automation platform connected to Salesforce’s Einstein 1 CRM software and proprietary data service Data Cloud, the latter of which is now offered free with select plans.
Generative AI is used by many small business owners to automate tasks ranging from writing social media posts to analyzing data. However, without access to a company’s data, most AI platforms are unable to create content tailored to a brand’s unique audiences.
Salesforce created Marketing Cloud Growth to ensure that entrepreneurs can leverage their customer data to design AI-generated content that meets their specific needs. As Steve Hammond, executive vice president and general manager of Salesforce Marketing Cloud, explains: “By bringing together CRM, AI and data in one place, these innovations enable businesses to deliver the compelling connected experiences that customers wait. »
Marketing Cloud Growth is the latest in a series of platforms produced by industry-leading companies to help small business customers increase their growth using technologies such as AI. Earlier this week, GoDaddy launched a generative AI service called Airo, which primarily designs website content for entrepreneurs who purchase a domain through its registry. Over the past year, e-commerce platforms such as Amazon and Shopify have released similar products aimed at digital retailers who sell through their platforms.
Although small business owners have few choices when it comes to AI, not every platform is right for every business. Additionally, businesses can use their customer data to pursue their own goals. Choosing the right option is necessary to drive growth, which is why entrepreneurs should carefully weigh the pros and cons before committing to an AI service from a large company, especially those that limit services to customers already paying to use their platform.
