In an effort to help brand marketers tap into Facebook's billion active daily users, Salesforce has announced a marketing-cloud integration.
Salesforce Lead Analytics for Facebook will help brand marketers run campaigns across the Facebook platform including Instagram and Facebook Audience Network, all within a single dashboard.
By connecting a brand marketer's existing CRM data with audience data on Facebook, the integration allows businesses to lower ad impression frequencies and reduce the risk of view count duplication, according to the company. It also allows businesses to reach their audiences on Facebook, changing messaging depending on which stage of the buyer decision journey they are in.
The existing capabilities of Salesforce around email engagement and lead nurturing are part of the package, to help create new audience segments.
In a post announcing the new product, Chris Jacob, the director of product marketing at Salesforce Marketing Cloud, said that “marketers can see detailed information on who has engaged with their content, spoke with a sales rep and made a purchase as a result of a Facebook ad.”
He says that users will be able to measure Facebook ad effectiveness, visualize ad performance across the sales cycle, and compare the performance of different types of Facebook ads, all within a single Salesforce dashboard.
The new integration is currently being rolled out to customers of the Salesforce enterprise edition and to customers of Pardot, the B2B marketing-automation service.