We’re Unifying Marketing Automation, CRM, and Account-Based Marketing

We’re Unifying Marketing Automation, CRM, and Account-Based Marketing

As the marketing technology landscape becomes more innovative, it’s also increasingly becoming more fragmented. In fact, many B2B marketers are having a hard time keeping up, especially at a time when marketing, sales, and other teams use different automation tools that don’t always easily communicate with each other.

For example, B2B sales teams typically work within CRM (customer relationship management) systems, while their marketing counterparts tend to rely on marketing automation (i.e. Salesforce Pardot) and ABM (account-based marketing) systems for their day-to-day work. Although each system has its unique benefits, they are not easily integrated, which makes sharing data across platforms difficult or sometimes even impossible. This results in massive headaches for B2B marketers everywhere.

On average, B2B companies have 16 technologies in their marketing technology stacks, but only three percent of companies say these technologies are easy to integrate.

Finally, there’s a solution for the B2B marketer’s dilemma: a new Salesforce integration that brings the world’s leading marketing automation and CRM systems together with the leader in ABM. Now, Salesforce Pardot is integrated with Demandbase, giving B2B marketers a better way to find and nurture leads, close more deals, and maximize ROI.

Salesforce Pardot is even better with Demandbase

Through this partnership, B2B marketers can now:

  • Build and manage B2B audiences directly within Salesforce via data pulled from Demandbase ABM and CRM systems, existing reports, and/or AI-generated recommendations
  • Segment accounts in Pardot campaigns via Demandbase’s anonymous website engagement and intent data
  • Surface insights within B2B Marketing Analytics by combining Demandbase data with both CRM and Pardot data
  • Enable nurture campaigns in Pardot based on account-level insights and intent
  • Empower sales with real-time account insights to close more deals

This is just the tip of the iceberg for what’s possible when B2B marketers fully integrate their mar-tech stacks across marketing automation, CRM, and ABM platforms. To learn more, register for our upcoming webinar on November 14th: The B2B Marketing Trifecta for Account-Based Marketing.

We’re Unifying Marketing Automation, CRM, and Account-Based Marketing

Lightning Strikes Salesforce Pardot

If you didn’t get a chance to see the Pardot Product Keynote at Dreamforce ’18, there were some pretty huge announcements about the latest product innovations. The Pardot team unveiled the launch of Pardot in Lightning, a single platform experience for marketing and sales.

An Intuitive Platform Experience

If you are using Sales Cloud in Lightning, Pardot will now be accessible as a Lightning App, complete with the functionality of Lightning navigation.  A single Salesforce login is all that’s required to log in to both apps, so there’s no longer a need to verify separate accounts or waste time switching back from platform to platform.

And now, B2B Marketing Analytics (offered in Pardot Plus and Advanced Editions) is more closely aligned with Pardot and Sales Cloud than ever before… all within a single interface.  

New and Improved Navigation

I’ve had the opportunity to beta-test Pardot Lightning for the past few months, and there are some massive improvements over pi.pardot.com. For starters, the navigation menu of Pardot has gotten a huge upgrade! In the past, my marketing team always needed reminders where to find creative collateral, and I found myself needing to click around to locate Automation Rules vs. Automation Settings for Scoring.  

Now, a redesigned intuitive navigation menu appears across the top of Salesforce in the Pardot Lighting app, with Campaigns, Automations, Content, Reports and more, and with sub menus on the left side.  

Integrated Engagement History

Pardot in Lightning also means integrated Engagement History within lead and contact records. Previously, Pardot data was brought into Sales Cloud via Visualforce iFrames which contained a ton of great Pardot data, but didn’t match the Lightning experience. Now, with Engagement History Lightning component, users can configure the sidebar of Salesforce lead and contact records to view Pardot tracked activity across your marketing assets. This allows all of your awesome Pardot activity information to be displayed seamlessly in Salesforce.

I’ve been using Pardot for quite a while now, and it’s been great to see these product innovations and feature developments. My firm, Elegran, transitioned to Salesforce Lightning to increase user adoption about a year ago, and it’s really exciting to see the incredibly powerful Pardot solution integrated into to the awesome user experience and design of Salesforce Lightning.

Interested in seeing these updates in action? Join us for the Pardot Product Runway: Winter ’19 Release Webinar  where I will share more about my experience from the Pardot in Lighting Beta program. See you there!

Pardot Winter '18 Release Webinar

We’re Unifying Marketing Automation, CRM, and Account-Based Marketing

Forrester Names Pardot a Leader in 2018 Wave Evaluation

In the Age of Intelligent Marketing, B2B marketers know that it’s more important than ever to receive smart, actionable insights from your data to target the right accounts with dynamic, customer-centric campaigns. This level of personalization and precision can’t be achieved by simply adding more tools to your martech stack. B2B marketers need a solution that is leading the industry by shaping the future of B2B marketing across a single, unified platform.

With that in mind, we are thrilled to announce that Forrester has positioned Salesforce Pardot as a leader in The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018. Forrester’s research consists of a 36-criteria evaluation of B2B marketing automation platforms and seeks to help B2B marketing professionals make the right choice when choosing a marketing automation vendor.

Our Customers Agree

We believe that we were named a leader in Forrester’s Wave evaluation because of our latest product innovations, as well as our investment in Account Based Marketing (ABM), Artificial Intelligence (AI), and analytics. In our view, our position as a leader echoes what our customers are saying:

Switching to Salesforce Pardot helped Amazon Seller Services support 4x more email volume and 2x more users in under a year.”
— Elliot Pearl-Sacks, Product Manager, Amazon

“Prior to having Pardot as our marketing automation platform, it was difficult to get visibility into campaign performance without having to hunt through multiple reports. Now we’ve got an all-in-one view and can rapidly adjust to increase campaign performance. And, we will have a much better view on account engagement, which is very important to us in our account-based programs. Salesforce has done a great job integrating the CRM and Pardot for a seamless view into marketing effectiveness.”
– Tracy Eiler, Chief Marketing Officer, InsideView

“We started rethinking the way our business was working in the cloud and as part of that we had to speed up and we had to have our marketing systems match that. Salesforce was the cheat code for us to roll that out.”
– Nick King, Vice President Cloud Marketing, VMware

“Pardot unified our web and marketing teams this year. Our acquisition coincided exactly with our plans to launch a new website, and so we built our website with a Pardot-first mindset. This ushered in a new epoch of collaboration, where some of the beat features of Pardot — like page scoring, landing pages, and progressive forms — were all incorporated into the architecture of the site. This planning has set us up for prospect personalization that feels nearly unlimited.”
— Emilio Reyes Le Blanc, Director of Marketing Operations, Fashion Institute of Design and Merchandising

B2B Marketing on the World’s #1 CRM

Pardot empowers marketing and sales teams to work together to find and nurture leads, close more deals, and maximize return on investment. At Dreamforce ’18, we unveiled our newest product announcements: Pardot in Lightning and Einstein for B2B Marketers.

  • Pardot in Lightning is the single platform experience that bridges the gap between sales and marketing teams. For the first time ever, marketing and sales are together on one solution. For B2B marketers, this means increased efficiency with customized Lightning navigation, ease-of-use with a consistent, seamless UI, and a complete 360-degree view of the customer with unified campaigns.
  • Einstein for B2B marketers gives Pardot customers access to Einstein Lead Scoring, Einstein Campaign Insights and Einstein Voice. With Einstein Lead Scoring, Einstein surfaces top insights that highlight which leads have a higher propensity to buy. Einstein Campaign Insights helps identify top performing campaigns as well as new target audiences that have been overlooked. And with Einstein Voice, B2B marketers can actually ask Einstein how campaigns are performing and have real-time conversations with their data.

To learn more about why Pardot was named a leader in Forrester’s 2018 Wave Evaluation of Marketing Automation Platforms, download the full report here.

Hinge now wants to know how your date went so it can make better matches

For years, dating apps have tried to set themselves apart by claiming that their algorithms are the best at matching users based on common interests and other factors. Now, Match Group-owned Hinge is launching a new feature that attempts to gather feedback on how well dates between users actually go, in order to create better matches in the future.

Called We Met, the feature is triggered when users exchange phone numbers within the Hinge app. A few days later, Hinge will send a message asking if they met, whether they enjoyed the date, and if they plan to go on a second date. Feedback isn’t shared with the other person.

WeMet is rolling out to all Hinge users on iOS starting today and will come to Android soon. Hinge is available in five countries: the United States, United Kingdom, Canada, Australia, and India.

“It’s something we’ve been wanting to do for a while,” Hinge CEO and founder Justin McLeod told VentureBeat in a phone interview. “It’s kind of crazy that when you think about it, that these dating apps can only track so far as people matching on the app, when most of these matches ultimately don’t turn into dates, and then [we] have no idea how these dates went.”

So far, the amount of information Hinge is collecting is still very surface level. Users aren’t asked to say specifically what they liked about the date. McLeod said that when Hinge began testing the feature this summer, it asked users more follow-up questions — but found that “the results were pretty consistent.” He said “chemistry and conversation is what makes a date go well or what makes a date not go well, and we felt like we didn’t need to keep asking that over and over.”

With the impending arrival of Facebook dating, swiping apps like Hinge and its competitors Tinder, Bumble, and Coffee Meets Bagel are facing increasing pressure to differentiate themselves. (Online dating conglomerate Match Group owns both Hinge and Tinder).

In May, Tinder began testing a location-sharing feature called Places that sends users potential matches based on restaurants, bars, and other places they both frequent. And Bumble is busy pushing its networking and friend-matching services, in addition to its dating app.

While many of these apps started as completely free services, the number of paid subscribers is also starting to take off. As of June, Tinder had 3.8 million paid subscribers, who belong to one of two paid tiers. The cheapest paid plan starts at $10 a month. Hinge introduced a premium version in 2016, which depending on the billing cycle can cost anywhere from $13 to $5 a month. Match Group hasn’t revealed how many paid users Hinge has.

For both Tinder and Hinge, getting more paid subscribers will depend on how well they can sell users on their matchmaking abilities — and today’s announcement from Hinge is clearly designed to do just that.

We’re Unifying Marketing Automation, CRM, and Account-Based Marketing

Huawei Mate P20 Pro: AI Cinema effect adds ‘Sin City’-like color isolation to your videos

When is a phone not a phone? When it’s a camera, of course. That’s where we’re at with most new-fangled smartphones — the phone functionality itself is a secondary consideration, while its various internet-connected apps and features are pretty much a given. In 2018, the quality of the camera is nearly always positioned as the main selling point and differentiator.

When Samsung launched the Galaxy A9 last week, it touted the phone’s four-lens rear-facing camera, which includes telephoto, zoom, and depth features. A few months back, Light raised $121 million to bring DSLR-quality photos to mobile cameras through algorithmic imaging. Reviews these days also tend to focus on the quality of the camera, as with the recent iPhone launch and Huawei’s P20 Pro, which we called mind-blowingly awesome.

With that in mind, Chinese smartphone giant Huawei today unveiled the Mate P20 and Mate P20 Pro and, again, the camera (both hardware and software) was a major focal point. The company showcased a new ultra wide-angle camera lens, for starters, but a couple of particularly interesting video camera effects stood out.

You will have noticed that “bokeh” has become a buzzword in smartphone photography — due to improved depth-sensing capabilities that blur the background while keeping the subject firmly in focus. Well, the Huawei Mate P20 range can now do that with video so that when you follow a person around a room, the background is blurry while the subject remains crystal clear.

But arguably the more interesting effect is what Huawei is marketing as “AI Cinema” mode, which is capable of rendering both color and black-and-white images in a single shot, similar to the color pop feature recently announced for Google Photos.

Here’s how it works.

AI Cinema

In the device itself, Huawei actually calls the effect “AI Color,” and it sits just to the left of “background blur” — the bokeh video effect.

Above: Huawei Mate P20 Pro: Video effects

Image Credit: Paul Sawers / VentureBeat

When you activate the AI Color feature, the subject you are following remains in color while everything else is in black and white. This presumably works for pets too (we didn’t have any hamsters on hand), and we are told it can also work for inanimate subjects.

Here’s a quick GIF we made of the effect in action.

Above: Huawei Mate P20 Pro: AI Color effect, (AI Cinema)

Image Credit: Paul Sawers / VentureBeat

It is possible to recreate similar effects in professional video-editing software, but having something like this baked into a smartphone — and able to work in real time — is a notable advance not only for smartphone camera technology, but for the underlying AI-powered computer vision smarts that enable it.

The ‘Sin City’ effect

If you’ve seen the award-winning 2005 flick Sin City, you’ll know what Huawei is playing at. Sin City garnered critical acclaim for the way it mixed splashes of color into what was largely a black-and-white movie, allowing one character in a scene to be represented in color while everyone else remained monochrome or to appear in color against a black-and-white background.

Brittany Murphy in Sin City (2005)

Above: Brittany Murphy in Sin City (2005)

Some scenes were rendered with just a smidgen of color sprayed across an otherwise black-and-white screen.

Huawei’s effort isn’t quite up to the standards of Sin City‘s color-processing prowess, but it shows how technologists are pushing the boundaries of what is possible with a tiny AI-infused pocket rocket.

It also serves as yet another reminder of how big a marketing role the smartphone camera now plays. The fact that the Huawei Mate P20 / P20 Pro has ditched the 3.5mm headphone jack wasn’t mentioned throughout the announcement, and nobody really even asked the question. I briefly considered asking about its omission, but what’s the point — it’s pretty much assumed now that most flagship phones won’t come with a headphone jack. It’s a minor inconvenience, designers think, when all people really care about is the camera.

Pin It on Pinterest