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Scale Your Marketing Insights with Automation and AI
Data is growing rapidly and marketers need a way to keep up. Learn how Marketing Cloud Intelligence helps teams automate their data practice to speed time to insight.

, Vice President Corporate Marketing, Fortinet

, Senior Product Marketing Manager, Salesforce

Role: Marketing, IT
Product: Agentforce Marketing
Session Level: Introductory
  • Wednesday, Sep 1312:00 PM - 12:40 PM PDT
    (7:00 PM - 7:40 PM GMT)
    Room 2004 (Moscone West, Level 2)
Session Summary by Einstein: In this Dreamforce session, Jaime Romero, VP of Corporate Marketing at Fortinet, discussed the challenges and successes of implementing Salesforce's Marketing Cloud Intelligence tool in their marketing organization. With Salesforce, they were able to unify data from various sources like website data, CRM data, and opportunities data, providing a comprehensive view for their demand teams, account-based marketing team, and paid media teams. He discussed the value of combining web analytics data with opportunity data, which allowed them to assign dollar values to users and understand the business outcomes of different activities. Jaime speaker also touched on their journey with multi-touch marketing attribution, the challenges of implementing it organization-wide, and how they found success in applying it to specific use cases. They concluded by sharing their experience with AI insights and the productivity benefits they've seen since implementing Salesforce.
Key Takeaways by Einstein:
  1. • The session highlighted the importance of consolidating data from different sources to create comprehensive dashboards and reports, enabling real-time budget decisions and recommendations.
  2. • The speaker emphasized the potential of multi-touch marketing attribution, despite the challenges in implementation, and shared how it can be used in specific use cases like executive briefing centers and events.
  3. • The session also discussed the use of AI insights, noting that while there are promising aspects, it requires more work and the right data for effective utilization.

From thought-provoking sessions to hands-on workshops, Dreamforce equips you with the tools and knowledge to succeed."

Nadina D. Lisbon

CRM Enterprise Architect

NetApp

Nadina D. Lisbon