Salesforce rolls out marketing automation tools to segment audiences

US sales and marketing software company Salesforce on Tuesday said that it is adding new features to its marketing automation platform Pardot to provide regional marketing teams and sub-brands the tools to categorise and target audiences.

Pardot became a part of Salesforce when the company acquired ExactTarget in June 2013 for $2.5 billion. ExactTarget had bought Pardot just six months before the Salesforce acquisition.

According to Salesforce, enterprise marketers face the issue of balancing the need for a centralised brand and message with giving marketers from regional teams or sub-brands enough flexibility to execute tailored, localised campaigns that resonate better with their customers. 

To address this, the company said it has added the features.

“Now with Pardot Business Units, companies can easily designate audiences for brands, geographies, or lines of business to better tailor campaigns for specific groups while still getting a complete view of the customer experience – all within a single Pardot implementation,” the company said in a statement.

This means that marketing teams will have better visibility into outreach efforts and duplicate efforts will get reduced.

The company also said that it has added integrations to its cloud marketplace named AppExchange. 

“On AppExchange, you can find integrations like Demandbase, which extends AI-enabled account-level data and intent signals within both Salesforce Pardot and Sales Cloud for a complete view of target accounts,” it said.

Last year, the company had introduced intelligent account-based marketing capabilities to help enterprise marketing teams get detailed insights needed to customise campaigns for priority accounts. 

Last month, the company had announced the general availability of MyTrailhead, an online gamified platform that helps skill up employees.

Stating that the Fourth Industrial Revolution will reshape functions and 33% of all in-demand skills will be new by 2020, Salesforce said that MyTrailhead can provide a re-invented approach to customisable learning.

MyTrailhead is an extension of the company’s personal learning cloud, Trailhead. The difference being that MyTrailhead can combine customised brand, voice and tone in some clicks. The platform can help to scale up onboarding, which helps employees skill up at any stage of their career through custom learning paths called Trailmixes.