While Salesforce Einstein will be a powerful tool for B2C marketers and sales acceleration, according to Doug Bewsher, CEO of Leadspace and former CMO of Salesforce, "B2B marketers need a complete solution that works across multiple channels, in their existing marketing stack." Leadspace's more than 120 customers, including seven of the world's 10 largest enterprise software companies, get that today. "When marketers talk about artificial intelligence for B2B, they usually mean the ability to automate the process of finding, scoring and segmenting the best leads to reach the right decision makers," said Jason Seeba, Head of Marketing for BloomReach. "That's exactly what we've been doing at BloomReach for three years with Leadspace." Leadspace also provides a key element for AI success lacking in other solutions: on-demand data, updated in real time.
Marketing today is a labour intensive task. It requires marketers to dig through large volumes of data – most of which doesn't really help them make impactful business decisions in the long run. According to EMC, the digital universe is all set to grow by a factor of 300, from 130 exabytes to 40,000 exabytes by 2020. But the truth is that the human kind can only retain upto 1m gigabytes of memory. While there are those who believe'data is everything', the truth is that what you learn from the data and what you do with it, is what actually matters.
Salesforce App Cloud Mobile aims to let business users create apps without writing any code. Salesforce has already rolled out several tools that aim to let business users create their own mobile apps, and on Tuesday it unified them into a suite and added some new services on the back end. The new App Cloud Mobile suite includes Salesforce's Lightning app creation tools, which require little to no coding and are supposed to make it easy enough for everyday business people to create their own iPhone and Android applications. It also includes the development services of Force and Heroku, and the ability to bring Wave Analytics and Lightning Snap-ins to any mobile app. The new back-end functionality includes services for security, data integration and scalability -- the complex parts of development that often derail or delay a new app.
Salesforce founder and CEO Marc Benioff is practically a folk hero in the global tech community. He has earned his reputation innovating new technology, questioning the status quo and lobbying for societal change. This week, his company's user conference, Dreamforce, is forecasted to bring as many as 170,000 of his followers to town. Benioff will, in turn, deliver first time experiences to many attendees. Many of the public restrooms at the conference, for example, are gender neutral.
As Salesforce AI morphs from a stand-alone tool to a core element of operational systems, it has the potential to transform the role of traditional enterprise systems like CRM. Rather than serving as static automation systems and systems of record that deliver improved tracking and efficiency gains, new AI-driven systems like Einstein may drive greater marketing effectiveness and revenue growth for companies. It is not easy to hire data scientists who are in heavy demand today. Instead of hiring data scientists to develop models for custom apps, brands can rely on Salesforce AI and other vendors' software with native AI capabilities -- that is, artificial intelligence that is built into platforms. It can take at least several weeks to develop a model for third-party predictive analytics software, so this makes it that much easier to incorporate AI into marketing efforts, and do it in less time.