Ce instrumente de AI au la dispoziție marketerii care lucrează cu Salesforce în 2024? O prezentare interactivă realizată alături de OSF. Alex Ursu, Regional Account Manager – Salesforce la primul eveniment de comunitate d ela Institutul de Marketing din 2024. Detalii pe www.institutuldemarketing.ro.

1. Personalisation in the
Age of AI
Salesforce Marketing
Alexandru Ursu
alexandru.ursu@salesforce.com

3. Generative AI
Is Changing Everything
71%
of marketers believe
generative AI will enable
them to focus on more
strategic work
Source: 2023 Salesforce Generative AI Snapshot Survey

4. Marketers Must Drive Growth
With Greater Efficiency
1 in 3
customers will
switch brands after
just one bad
experience
Source: Salesforce State of the Connected

5. But Today’s Tactics
Won’t Work
Rising costs
Rapid changes
Focus on ROI
40%
increase in cost
to acquire new
customers
Source: Customer 2022; Media Post 2022
Tighter budgets

6. The Role of Marketing Has Never Been More Critical
McKinsey
Salesforce EightState of Marketing
eMarketer
78% of CEOs are now banking on CMOs
& marketing leaders to drive growth.
87%
of Marketers say their
work provides more
value now than a year
ago

7. The Pressure is on to Spend Wisely
McKinsey
Salesforce EightState of Marketing
eMarketer
78% of CEOs are now banking on CMOs
& marketing leaders to drive growth.
75%
of Marketers say
2023 Budgets are
under “Heavy
Scrutiny”

8. Marketers Walk the Personalization vs. Privacy Tightrope
State of Marketing, 8th Edition,” Salesforce Research, November 2022
Average number of data
sources used by marketers
2022
2021
10
2023
(projected)
15
18
of marketers say getting
a unified view of customer data is
a challenge
32%
Data Sources Used by Marketing Organizations
83%
83%
82%
77%
77%
75%
75%
69%
58%
Known digital identities
Transactional Data
Declared interests/preferences
Second-party data
Inferred
interests/preferences
Third-party data (i.e., devices and
cookies from an aggregator or data
broker)
Anonymized digital identities
Offline identities
Non-transactional data

9. Organizations are Investing in First-Party Data
Further investment in zero or first party
data
Efforts to increase logged in rate on site
Greater focus on advanced analytics
Increase in partnerships for
second-party data
Increased investment in owned asset
tracking
Investment in ID resolution software
Increased budget allocation to
walled gardens
Increased budget allocation to cookieless
channels
Adoption of clean rooms
Key initiatives to pursue over next 12 months
(% of marketing leaders ranked as top 3 priority)
Source: McKinsey Marketer Pulse Survey (N=100)
70%
of Marketers rank
“investing in zero/first
party data” as a top 3
priority
A key source of competitive advantage

10. Male
Born in 1948
Raised in the UK
Married Twice
Lives in a Castle
Wealthy & Famous
Male
Born in 1948
Raised in the UK
Married Twice
Lives in a Castle
Wealthy & Famous
Demographics vs. Personalisation

11. Every Company Needs an
AI Strategy

12. THEN
Time consuming campaign briefs
Tedious segment building
Limited content for personalization
Manual journey creation
NOW
Fast campaign briefs
Intuitive segment building
Scalable content
Automated journey creation
The AI Transformation

13. Customer 36O
is your single
source of truth
Customer
Success

14. Marketing Cloud
Make every moment count
Data that’s actionable
Personalization that scales
Marketing that’s connected
Create a Fall Boots
campaign to
promote hiking
shoes to outdoor
enthusiasts
The campaign draft
for Fall Boots is ready
for review

15. How does this look in (AI) real life?

16. Learn More
Marketing Cloud Overview
salesforce.com/products/
marketing-cloud
Get a free Marketing Cloud Trail Mix
State of Marketing, 8th Edition,” Salesforce Research, November 2022
Download the Report
sfdc.co/som-report

17. Thank you