Market Perspectives

The annual Ventana Research Digital Innovation Awards showcase advances in the productivity and potential of business applications, as well as technology that contributes significantly to the improved processes and performance of an enterprise. Our goal is to recognize technology and providers that have introduced noteworthy digital innovations to advance business and IT.

Ventana Research has awarded Salesforce for Salesforce Marketing AI its prestigious 2024 Marketing Digital Innovation Award. This award is given to the provider that best exemplifies innovation in the applications and technologies that support marketing.

Marketing has a significant opportunity to lead and to maximize the demand for an enterprise’s products and services by adopting innovative processes and technologies. This transformational opportunity starts with an exploration of digital commerce and marketing processes that facilitate the presentation of products and services using AI and predictive and robotic technology. Using this newly available technology to engage customers and understand the voice of the customer, marketing can deliver an engaging and satisfying customer experience.

Ventana Research selected Salesforce for the 17th Annual Marketing Digital Innovation Award for its rapid transformation to unify segmentation, journeys, account-based marketing and personalization using AI. Salesforce’s use of AI-based agents and ability to provide immediate insights is a critical part of what marketing requires no matter if they are B2B or B2C.

Marketing in most organizations has been managing a disparate set of software offerings that do not operate well together and create friction in the operations and performance of marketing teams. The result has been lost time from resources and misguided marketing efforts not resulting in effective results. Salesforce Marketing Cloud now operating on a unified platform and set of tools is able to interoperate more effectively with its commerce, sales and revenue cloud offerings. Salesforce Marketing AI now enables more intelligent triggers for personalized recommendations and use of offers to convert visitors to customers.

If you have not examined how Salesforce and Salesforce Marketing AI can help your enterprise marketing processes and team, it is well worth your time. Congratulations, Salesforce, for your continued innovation.