Salesforce Launches Facebook Analytics Tool for B2B Marketers

Facebook has more than 1 billion daily active users, and Salesforce is setting out to help B2B marketers target and monetize that audience.

Salesforce announced the launch of a new analytics platform on Tuesday that enables marketers to run targeted advertising campaigns on Facebook, Instagram, and Facebook Audience Network from a single Salesforce dashboard.

Salesforce Lead Analytics for Facebook is a new Marketing Cloud integration that connects marketers’ CRM data to social media for more targeted advertising. Salesforce can leverage metrics like email engagement and lead nurture scores to build audience segments. For example, a brand marketer could decide to send Facebook and Instagram ads to the top 10% of prospects that open the most emails.

Salesforce Lead Analytics for Facebook also illustrates how social media ad campaigns are influencing the intended target audience.

With the new solution, Salesforce “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,” writes Chris Jacob, director of product marketing at Salesforce Marketing Cloud, in a blog post online.

In a single Salesforce dashboard, marketers can measure Facebook ad effectiveness, visualize ad performance across the sales cycle, and compare the performance of different types of Facebook ads.

Salesforce Lead Analytics for Facebook is now to customers of Salesforce’s B2B marketing automation service Pardot, as well as to Marketing Cloud Advertising Studio Enterprise Edition customers.

Source: Media Post Social