by Tina Rozul, Senior Product Marketing Manager, Salesforce

On one of the episodes on Marketing Cloudcast — a Salesforce podcast which features marketers that are blazing their trails — my co-host, Megan Collins and I, spoke to several experts about the future of marketing. We wanted to get more information about the partnership between Google and Salesforce and why this is so valuable to marketers in creating a great customer experience.

We have Stefano Menti, a product lead for Google Analytics 360; Armita Peymandoust, our Vice President of Product at Salesforce Marketing Cloud focused on Analytics and Einstein; and Jon Suarez Davis, Chief Strategy Officer at Salesforce Marketing Cloud.

You can listen to the interview below:


Highlights From the Episode

Google and Salesforce: Together, They Create A Better Customer Experience

“With this integration, we’re bringing together the best of both worlds, allowing our marketers to have better experiences and to better understand their own customers,” Stefano says.

“Google Analytics 360 enables advertisers to gain a deeper understanding of the customer experience on their site.”

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Previously, advertisers were not able to use these insights with Salesforce. Connecting these insights with the Salesforce Marketing Cloud is a very big deal.

“This integration unlocks capabilities beyond Google Analytics 360,” Stefano says, “Google Analytics 360 is part of a broader suite of products in the Google Analytics 360 Suite: Optimize 360, Surveys 360, and Data Studio.

“This opens up many new opportunities for marketers.”

For Armita “this partnership will help the marketer bring a better view of the customer together going from a sales process to marketing and acquisition”. This will therefore give marketers an even richer perspective on their audience and enable them to provide personalised customer experiences. All this while making it easy and actionable for the.marketers.

The Fundamentals of Marketing: Driving Growth

This is the first time Google will work hand-in-hand with a third-party company to integrate Google Analytics 360. Obviously, it has some major implications for both companies. We brought in Jon Suarez Davis (JSD) to tell us more.

“It’s going to provide customers (Salesforce’s and Google’s customers) with so much visibility,” Jon says. “A true understanding of their customer, where they are in the journey, and then most importantly, how to engage with them throughout various touchpoints and throughout the consumer journey. More importantly, he says, “it’s only the beginning of the functionality and solutions that we are going to be able to deliver to our customers.”

“Fundamentally, the core discipline of marketing is to build brands for companies that drive growth. That really hasn’t changed since day one.” However, technology is radically changing how we go about doing that and what success looks like.

JSD’s consumer engagement experience spans global marketing communications and agency work on accounts like Procter & Gamble, AT&T, Johnson & Johnson, The Kellogg Company (where he helped deploy Krux), and Salesforce’s data management platform. JSD has had a front row seat to the marketing mind shift of iconic companies. Today, he serves as our Chief Strategy Officer at Salesforce Marketing Cloud, working at the intersection of where mar-tech meets ad-tech.

Reaching Your Audience Where They Are in the Funnel

Beyond being able to use Google Analytics 360 audiences outside of the Google stack, what else is there to this partnership? As Stefano says, “A lot of the solutions that this integration enables were available before but in a very custom way, but that means engineering work. That means resources and time-to-market.”

Ultimately, it would become too complex for most customers. This turnkey solution will make it easier than ever to understand customers. These features outside of the Google stack are planned to come in late 2018.

Armita says, this lets a marketer coordinate between their channels so they can provide a unique customer experience “and make sure that all of those channels and interactions are personalised for that customer at that moment in time.”

This helps you decide things like what your next best interaction with them should be, and then actually execute that strategy at scale. In the end, you can reach customers based on where they are in the funnel and enable smarter engagements at different touchpoints to really have an impact.

Article first appeared on the Salesforce Blog.


Lava is an authorised Salesforce Partner in Malaysia and has more than a decade of experience in cloud solutions which includes marketing automation, CRM implementation, change management, and consultation. We pride ourselves in not just being a CRM partner but in also understanding the needs of our customers and taking their business to the next level.

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