Data Technology

An insightful day at the Salesforce World Tour London 2019

3 minute read
By Sidney Udechukwu

Twenty years ago, Salesforce launched its first product and ever since has contributed many innovations that have helped to transform the industry we know today. The Salesforce World Tour, a series of one day events spanning 12 cities across the globe, has become a showcase for the company’s latest advances in technology, processes and thinking.

We caught up with the Tour at London’s Excel at the end of May, and were delighted to find ourselves among thousands of marketers, admins, partners and techies, all eager to discover the latest in Salesforce innovation, and to hear how companies like Pink, Barclays®, MoneySuperMarket™, Adidas®, Lacoste® and Audi® are successfully using Salesforce Marketing Cloud. Here are some of our take outs from this year’s event.

It’s all about the customer

Not surprisingly, the customer was reaffirmed as being front and foremost. Salesforce was pushing its ‘Customer Success Platform’ initiative and there was much discussion around the touchpoints Salesforce makes available in the relationship with the customer – from service, commerce, analytics, communities and much more.

One champion of this customer-centric approach is MoneySuperMarket, who demonstrated how they deliver personalised customer journeys, at every touchpoint, using Journey Builder, Social Studio and Google Adwords, and how they extract marketing intelligence from each of these interactions using Dataroma.

Screen Shot 2019-09-04 at 4.03.11 PM

Integration, integration, integration

When Salesforce purchased Mulesoft last year for $6.5 billion it added a one-stop shop allowing companies to build connected experiences, using APIs and integration.

Organisations can now modernise their legacy systems using this application, all within the Salesforce environment, enabling a tech stack that is more connected than ever to unlock data, connect digital building blocks, and increase agility and adaption.

A session at the event cited the example of Addison Lee®, and how SFMC has given the personal business transportation company the tools it needs to not only achieved better communication with its clients, but to also build business agility and speed.

Attention was drawn to ways any company can take advantage of customer insights (from the outside in), enhanced by connectivity to backend systems, and why this is a pivotal point in how marketing and IT, working seamlessly together, can transform your business.

Screen Shot 2019-09-04 at 4.05.17 PM

Don’t forget Einstein

In a nutshell, Einstein Analytics is a clever Salesforce AI that enables users to analyse and take action on data insights and customer behaviours. An example was presented by MoneySuperMarket, who used an ‘Einstein Split’ within Journey Builder to target customers, based on their data, with the most effective channel – email, SMS or social media advertising – to deliver a personalised multi-channel journey.

Screen Shot 2019-09-04 at 4.07.11 PM

This cool product is taken even further with Einstein Analytics Plus, in which users can build prediction models, Einstein suggested visualizations, chatbot integration, voice commands and much, much more.

On a final note, the organization and the presentation sessions at the conference were extremely well organized and informative. After experiencing the Salesforce conference day, we felt we were part of something big, well organized, and on its own journey of continuous expansion and improvement.

As was expected, the Sales Force World Tour 2019 was an interesting experience and, in our opinion, and one that all Salesforce users should definitely attend.

Sidney Udechukwu
CRM Technical Manager, ekino London.
Sidney Udechukwu is a BA (Hons) Marketing professional with over 8 years of digital experience in both client and agency side roles. A digital native with a track record of utilising various CRM systems from Pardot, Eloqua and Salesforce Marketing Cloud to exceed business goals.