Perhaps unjustly, Facebook has never been known as a hub for B2B lead generation. This is not for lack of potential – plenty of companies use Facebook for surfacing contact info. However, following up on that contact through automation and CRM systems required a bevy of tools that were disconnected and independent of each other. No longer – Salesforce Lead Analytics for Facebook brings the sales funnel together.
The Salesforce tool innovates by working simultaneously across Instagram (which is owned by Facebook), Facebook itself and the Facebook Audience Network, which is the official name for the Facebook ad platform. Users of the Salesforce Lead Analytics tool will enjoy a data stream that connects the first interaction of the customer all the way to the purchase. Users will also be able to connect data from upsells and resells. The dashboard will showcase the most important performance metrics that marketers need to improve campaigns, such as leads generated and total views, as well as sales performance related to ads. In addition, the proprietary Salesforce Einstein AI will give a marketer a score for each prospect after that prospect finishes with a lead form.
There is plenty of other data for marketers to pick through with this new tool. Some of the other featured data includes a Pardot score rating, ad spend for campaigns, click through rates, campaign ROI and qualified leads that each campaign generates.
Salesforce is not done here. Alongside the Lead Analytics tool, the company is also bringing out the Einstein Account-Based Marketing tool. This tool will automate the connection between the sales and marketing staff. The data in both departments will now be easier to marry, streamlining execution time.
These new innovations from Salesforce have definitely come under duress. Its main competition in the CRM landscape, Microsoft, has greatly strengthened its position in the market through its soon-to-be acquisition of LinkedIn. Although Salesforce has tried to block the acquisition, the effort will likely fail. However, these new tools certainly bolster Salesforce’s position in the market, especially since they are currently on the cutting edge of technology here.
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