Marketing Cloud and Commerce Cloud Now Integrated on Einstein 1 Platform: Detailed Guide
The impact of artificial intelligence is undeniable, promising to transform numerous aspects of our world. However, despite AI being a top priority for CEOs, a significant 52% of customers still harbour doubts about its safety and security. To address these concerns and establish a trustworthy AI platform, Salesforce has introduced the Einstein 1 Platform. This platform seamlessly integrates with both Salesforce Marketing Cloud and Commerce Cloud, aiming to bridge the gap between AI’s potential and public perception.
In this article, we will explore the Salesforce Einstein 1 Platform, focusing on its integration with Commerce and Marketing Clouds, and delve into the exciting new features offered by these cloud-based solutions.
What is Salesforce Einstein 1 Platform?
Salesforce’s Einstein 1 Platform is a powerful tool that goes well beyond typical CRM improvements. It allows businesses to easily connect data from different external systems and simplifies the process of creating AI-driven applications with little to no coding required. One of its standout features is Einstein Copilot, an intelligent assistant that comes with a user-friendly platform called Einstein Copilot Studio. This studio makes it easy to customise Copilot to meet your specific business needs.
Marketing and Commerce Cloud Integration on Einstein 1 Platform
Previously, Salesforce Marketing cloud and Commerce Cloud were linked to the core platform through connectors, essentially as separate entities. Yet, there has been a notable shift. Now, they will be smoothly integrated into the core platform, leveraging its metadata framework, resulting in more seamless collaboration and efficient resource sharing.
What’s particularly exciting is the introduction of 26 new generative AI capabilities for Commerce Cloud and Marketing Cloud, driven by Salesforce Einstein. Additionally, more than 25 additional capabilities are expected to be rolled out by the end of 2024. These AI features empower businesses to optimise their marketing and commerce efforts with intelligent automation and insights.
New Salesforce Marketing Cloud AI Capabilities
Marketing Cloud integration with Salesforce Einstein 1 platform introduces the following new features to enhance this cloud platform:
1. Marketing in Starter
The Starter edition is designed to meet the basic needs of small businesses, providing essential tools for launching sales, service, and marketing initiatives.
2. Dynamic Content + Account Engagement (formerly Pardot)
Dynamic Content (DC) enables personalised marketing content for “Account Engagement,” including emails, landing pages, forms, and website content. It offers recommendations based on prospect data and continues to enhance its capabilities.
3. Data Spaces in Marketing Cloud
Data spaces serve as logical partitions to better organise data in Data Cloud. They support profile unification, data insights, and streamlined marketing efforts by categorising data, metadata, and processes according to various categories such as brand, region, or department.
4. Advertising Audiences in Marketing Cloud
Marketing Cloud data can now be used to target digital advertising campaigns across different platforms. This means you can reach your existing customers with tailored messages, identify new customers using seed audiences that resemble your existing customer base, and re-engage inactive email subscribers.
Einstein Lookalikes in Data Cloud
Einstein Lookalikes simplifies the process of creating audience segments that resemble other desirable contacts in your database. You start by selecting a seed segment that closely matches your desired target audience, and the tool automatically determines the audience size.
1. New Salesforce Commerce Cloud AI Capabilities
In addition to the new features introduced to Marketing Cloud through Salesforce integration, Commerce Cloud offers a set of fresh enhancements, including:
2. Salesforce Payments
This feature provides a user-friendly solution for efficiently collecting payments. It encompasses both backend and frontend components that facilitate payment processing via popular services such as Stripe, PayPal, and Apple Pay.
3. Order Management
After a customer makes a purchase, ensuring a seamless post-purchase journey becomes crucial. With AI-driven order management, you can meet or exceed customer expectations during this phase.
4. Omnichannel Inventory
The Omnichannel Inventory feature offers real-time visibility into inventory availability at different locations across all fulfilment channels. This ensures that customers can access products when and where they want.
5. Reorder Portal
Simplify repeat orders using the Reorder Portal. You can configure a schedule or utilise the Einstein Next Best Action component to invite buyers to the portal, making the reordering process more convenient.
6. Pay Now
The Pay Now feature delivers a seamless payment experience for customers. It achieves this by creating payment links that direct customers to branded payment pages accessible on all devices, including mobile. This ensures a smooth and user-friendly payment process.
Conclusion
Commerce and Marketing cloud integration with Salesforce einstein 1 Platform is truly a game-changer in the world of business technology. This Salesforce integration not only optimises operations but also elevates the quality of customer experiences and provides the foundation for data-driven decision-making that propels business growth.
For tailored guidance and seamless implementation of these powerful tools, Manras, a certified Salesforce consultant, stands as a dependable partner ready to navigate this dynamic landscape.
