Conversica and Salesforce Forge a Path for Next-Gen Marketing Automation

Conversica has partnered with Salesforce to integrate its generative AI-driven conversational platform with Salesforce Marketing Cloud. This collaboration aims to enhance digital marketing automation by incorporating generative AI into active dialogues, surpassing its previous use of suggesting creative content for outbound email or SMS campaigns.

“This groundbreaking collaboration introduces a new era of marketing automation that transcends the traditional top-of-funnel campaigns. Now, organizations can nurture leads at the 'mid-funnel' stage by engaging in back-and-forth email and SMS interactions. This integration caters to Salesforce Marketing Cloud users from enterprise organizations and enterprises exploring Generative AI by enhancing their ability to deliver personalized experiences at any point during the buyer's journey,” said Jim Kaskade, CEO of Conversica.

The incorporation of Conversica's AI-powered Revenue Digital Assistants (RDAs) into Salesforce Marketing Cloud will provide customers with the ability to interact actively with their leads and customers through email and SMS. This enables targeted, open-ended, and two-way conversations at every stage of the customer journey. By leveraging this integration, customers of Marketing Cloud can utilize personal AI assistants via journey builder custom actions, enhancing their marketing automation platform.

With Salesforce Marketing Cloud Personalization (Salesforce Interaction Studio), brands can use Conversica's personal assistants to provide a human-like, personalized, and two-way communication platform. This enables brands to deliver customized offers, product recommendations, and upsell or cross-sell campaigns, allowing consumers to interact actively with brands through promotions rather than just receiving them passively.

Transforming the buyer’s journey 

Integrating Conversica's RDAs into Salesforce Marketing Cloud introduces the ability for leads and prospects to engage in dynamic dialogues with the brand's AI assistant, seamlessly incorporated within the Marketing Cloud Journey Builder.

In addition, prospects, nurtured leads, and existing customers can now engage in dynamic, personalized, and customized conversations at every stage of their journey, creating a concierge-like experience. Brands using Marketing Cloud can leverage this capability to perform data hygiene tasks, such as requesting relevant contact information, and conduct discovery conversations, such as inquiring about product preferences.

The impact of Generative AI 

Conversica's RDAs have shown impressive results, with an average return on investment of 24x, conversion rates of 40-50%, and pipeline growth of 10x. By adding the Conversica Custom Activity to the customer journey flow, the Conversica API is activated, enabling one-to-one, two-way conversations with each contact on the list.

The partnership between Conversica and Salesforce has been further strengthened by the integration with Salesforce Marketing Cloud. In March, Conversica launched its Generative AI platform integration with Salesforce Automotive Cloud, enabling dealers and original equipment manufacturers (OEMs) to automate sales and marketing processes, generate qualified leads, improve efficiency, and enhance the customer experience. These initiatives are part of Conversica's global partner program, launched in January 2023, aimed at expanding geographic reach and delivering value-added Generative AI platforms and solutions through strategic alliances.

The integration was announced during the Connections event, where Salesforce also unveiled two new generative AI products - Marketing GPT and Commerce GPT, as well as its integration with Google Cloud.

In addition, Conversica has recently launched the Conversica Conversation Index, the first report to analyze the effectiveness of AI-generated conversations for business purposes.