Salesforce this week announced new Marketing Cloud features designed to help companies build deeper relationships with their customers. Following on the heels of Service Cloud updates, the capabilities focus on personalization, optimization, and improving the relevancy of customer recommendations for products.
Research reveals the benefits of tailoring sales outreach to groups of — or even individual — customers. Thirty-eight percent of brands risk losing customers because of poor marketing personalization efforts, according to a study by Gartner. That’s perhaps why as far back as 2014, 57% of marketers reported that custom content was their top marketing priority, reports Altimeter.