MARDREAMIN’ SUMMIT 2025
MAY 7-8, 2025 IN ATLANTA - GA
Days
Hours
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View the session live or catch the replay here. You’ll find the recording and all related resources on this page once available.
Our live discussions are happening over in Slack. That’s where you can connect with speakers, join session threads, and chat with other attendees in real time.
This session delves into the value that Interaction Studio provides to marketers (B2B and B2C). We’ll discuss Interaction Studio and its key capabilities with a focus on identity stitching and machine-learning based recommendations.
In addition, the session covers:
Integration capabilities with Salesforce products
Three features that could benefit Marketers.
Open-time email feature, which you can use with Pardot and Salesforce Marketing Cloud to generate email recommendations at open time
Journey Builder real-time API (Salesforce Marketing Cloud)
Segment export feature via Automation Studio (Salesforce Marketing Cloud)
This session explores how Salesforce Interaction Studio (IS) can bridge the gap between channels and devices to deliver a truly consistent, personalized, and real-time customer experience, solving the challenge of disconnected interactions across B2B and B2C landscapes.
Modern customer interactions are complex, involving multiple channels and devices (e.g., browsing a physical store, viewing products on a website, downloading a mobile app, and contacting a sales rep). The main challenge for marketers is ensuring all these touchpoints “speak the same language” to prevent a disconnected or frustrating experience for the customer.
Interaction Studio is a powerful tool designed to solve the omnichannel challenge. It functions by:
Listening: Placing first-party cookies on digital properties to gather all behavioral data (site actions, time spent on page).
Unifying: Relating behavioral data with contextual data (product catalogs, content catalogs) and existing CRM data (Pardot, Marketing Cloud) to create a unified view of the customer.
Deciding and Delivering: Using behavioral analytics and advanced machine learning to make real-time decisions and orchestrate personalized delivery across all touchpoints.
These features leverage IS’s real-time capabilities to enhance personalization across various marketing platforms.
Open Time Email serves personalized content and product recommendations at the exact moment the email is opened by the recipient, ensuring relevance regardless of how much time has passed since the email was sent.
How it Works: The dynamic content block is generated in IS, and the resulting HTML code is placed into the email built in Pardot or Salesforce Marketing Cloud (SFMC).
Use Cases:
Shopping Cart Abandonment: Displays the most recent items left in the cart, not the stale items from when the email was initially sent.
Product Recommendations: Recommends the best-selling products or content based on the customer’s latest activity, even if that activity occurred moments before opening the email.
Benefit: Delivers a dynamic, machine learning-driven content block, moving beyond basic static personalization.
This feature uses IS to monitor customer behavior across channels and push that data in real-time to SFMC’s Journey Builder, triggering immediate nurture campaigns.
How it Works: IS listens for a specific user action (e.g., signing up for a loyalty program on the website footer). This action instantly adds the user to an IS segment. The Sync to Other Systems feature then uses a real-time API event to push the data to SFMC, where it enters a Journey Builder campaign.
Use Cases:
Adding a user who signs up for a loyalty program instantly to a nurture journey with a personalized SMS or email.
Targeting users who show real-time interest in a specific product category on the website with a corresponding email discount code.
Benefit: Enables marketers to immediately respond to customer behavior across multiple channels with relevant, orchestrated communication.
This feature allows for importing and exporting large, flexible data sets between IS and other marketing systems (SFMC, Pardot) via an FTP setup.
How it Works: Files can be moved manually or scheduled as a nightly delta file. IS uses identity attributes (Email, Contact Key, Lead ID) to match incoming data, merging or updating existing customer records or creating new ones.
Use Cases:
Importing Preferences: Bring rich preference data or historical email send/open data from SFMC or Pardot into IS to enhance personalization decisions for website banners.
Exporting Behavior: Export a flexible number of customer attributes and behavioral data from IS to SFMC or Pardot for deep analysis or for use in file-based automations (e.g., Automation Studio).
Key Distinction: Unlike the real-time API integration (which is limited to three fields), this file-based integration allows for greater flexibility in the number of attributes exchanged, though it is not instantaneous.
