Salesforce Jumps on B2B Commerce Opportunity
SALESFORCE CONNECTIONS — Salesforce on Wednesday unveiled a number of new innovations for its CRM platform, but the highlight of the vendor’s announcement is B2B Commerce, the latest addition to the Salesforce Commerce Cloud, built on the Salesforce platform.
The company made the announcement at its Connections Conference in Chicago.
Salesforce wants companies and their customers to have the same experience with B2B Commerce as they do with other services in the Commerce Cloud lineup.
“Now, we’re excited to help … our clients’ businesses across consumer goods, manufacturing, retail, etc., to help them manage their business-to-business purchasing, as well,” Ray Grady, EVP and GM of B2B commerce, at Salesforce, told us. Salesforce’s acquisition of CloudCraze, a B2B commerce platform where Grady was president and chief customer officer, closed two months ago.
Forrester Research expects the B2B commerce industry to grow from $889 billion today to $1.2 trillion by 2021.
Salesforce consultants now have a new product to add to their service offerings and can leverage their Salesforce skills and familiarity with the company’s architecture for new opportunities, said Grady.
B2B Commerce with Salesforce Cloud benefits include:
- A consumer-like user experience that makes business buying easy and efficient.
- Efficiency, with B2B commerce features such as account hierarchies, complex pricing, custom catalogs, account management, and flexible purchase and shipping options.
- Management of multiple commerce models, including subscriptions, multi-storefront, multi-distributors, marketplaces and more.
- Combining B2B commerce with CRM workflow and customer data, such as accounts and contacts, for a single, complete view of the customer.
- Creation of a seamless customer experience across B2B commerce, marketing, sales, communities and service, all on the Salesforce CRM platform.
Other announcements made Wednesday include new integrations between Marketing Cloud and Analytics 360, which comes on the heels of a strategic partnership between Salesforce and Google announced late last year; Live Message, which offers expanded SMS support for Service Cloud; the availability of Marketing Cloud Interaction Studio, which enables companies to deliver contextually relevant experiences, including offers, promotions, discounts and more to consumers in real-time; and integrations between Commerce, Marketing and Service Clouds, such as Service for Commerce and Commerce Journeys.
- Service for Commerce: This integration between Service Cloud and Commerce Cloud enables service reps to see a customer’s order history and leverage customer-service interactions for cross-sell and up-sell opportunities without leaving their service console.
- Commerce Journeys: This integration between Marketing Cloud and Commerce Cloud enables marketers to automatically send customers on the most relevant journey after each shopping interaction, whether they’ve abandoned a shopping cart or made a new purchase.