I’ve been attending ExactTarget’s Connections before it was called Connections and each year it continues to get bigger and better. This year Connections 2014 is no exception as eight thousand marketers meet collaborate and discuss digital marketing innovations. Into addition to the 100+ breakout sessions, there are some fantastic keynote speakers.
Scott McCorkle, CEO, Salesforce ExactTarget Marketing Cloud announced Journey Builder for Apps. The solution empowers any company to deliver personalized customer journeys directly from mobile apps, creating interactive experiences that drive brand engagement and loyalty. Several notable brands including Fitbit, Sony PlayStation, and HSN all rallied around the concept and new product announcement. Leveraging the company’s Journey Builder, Journey Builder for Apps now extends a customer journey to any connected addressable App capable device. This includes messaging to wearables and all connected things.
As Scott McCorkle pointed out in his keynote, the Journey never ends. Journey Builder allows the marketer to think and work visually and tie journey’s to service, sales and marketing events. Marketers can manage a Journey of any size and scope, across channels.
ExactTarget also announced new website and mobile analytics, stating that they are rolling out web analytics for all customers. Here ExactTarget is clearly taking on Adobe Marketing Cloud (Omnitrue) and Coremetrics, For a Salesforce Marketing Cloud customer, it is a perfect extension of the platform and I can easily see it taking market share away from Adobe, IBM (Coremetrics) and other analytics vendors.
Marc Benioff – Chairman & CEO – Salesforce.com stated that they are celebrating 15 years of success and innovation, 38% growth in the last quarter. He added that we’ve been following the customer, we are catching up to were the customer is with mobile. Benioff also highlighted their 1:1:1 initiative, which over the last 15 years they have dedicated 680,000 hours of service, $68 million dollars in grants and 23,000 nonprofit organizations were helped. Marc Benioff went onto to state we are the The Customer Success Platform – “we want to create more success for your customers, we only succeed when you succeed.”
ExactTarget Marketing Cloud went onto highlight the sophistication of LiveNation, which was an excellent example that content matters and is a necessary part of the journey. There are 205,000 different versions of a single email at LiveNation. Now that is dynamic content!
Also discussed was their Cloud Pages, which is a rich push notification, enabling an HTML 5 page to be pushed pushed directly to the subscriber’s phone. The company will also be rolling out a content management solution to round out the suite of tools that every marketer needs.
Once again, another fantastic Connections with some fairly impressive product innovations. Congratulations ExactTarget!