How Salesforce is gathering its own customer data through its new streaming video play

Digiday 24 Sep 2021 04:01
The lead image is an illustration of a robot watching TV.
September 24, 2021 by Kate Kaye

As Salesforce wraps up this year’s Dreamforce conference — where pandemic restrictions meant only 500 VIP members were invited to join cutesy woodland mascots in-person while the rest tuned in virtually — the company’s recently-launched online collection of original shows and content from its conferences, deemed Salesforce+, serves as a potential reservoir of data to tap about those very Salesforce devotees.

And that information about those customers — such as whether the videos they view relate to business-to-business commerce techniques or data management products — is funneled into the very customer data platform, called Salesforce CDP, the company is pitching back at them. 

“We’re using the martech product portfolio including CDP in order to build rich profiles of our customers and prospects,” Mike Kostow, marketing cloud EVP and GM at Salesforce, told Digiday. Internally, the company calls its approach to promoting its own products Salesforce-on-Salesforce.

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