THE BOTTOM LINE
At Salesforce Connections, the company highlighted innovations focused on integration and artificial intelligence (AI), bringing together the pillars of sales, marketing, service, and commerce for end-to-end customer engagement. These advances are critical for marketers looking to link disparate systems and navigate European general data protection regulation (GDPR) requirements. Although many of Connections’s announcements and keynotes were focused on top-line innovations, others were clearly designed to reduce the learning curve and increase productivity for marketers while reducing the cost and time to value of a more integrated customer experience. More connected customer experiences are not just a nice tagline; ultimately, they reduce the risk that customers will opt-out of communications and enable companies to maintain and grow – instead of spending to acquire – customers.