Originally posted on VentureBeat:

SAN FRANCISCO — When Salesforce.com acquired Buddy Media for $689 million, it made a major step toward cashing in on those untapped marketing dollars.

“Salesforce became a billion dollar company with one product for sales,” Mike Lazerow told me prior to his keynote address at Dreamforce today to introduce Salesforce’s new software for marketers, Marketing Cloud. “There is a lot more dollars in marketing.”

For marketers, it remains a challenge to demonstrate a return from their social media marketing, email campaigns, and other outreach efforts. For this reason, according to Salesforce’s CEO Marc Benioff, marketers are an underserved segment for software companies.

Marketing Cloud is only one day old, but it already boasts some high-profile customers. During Benioff’s keynote yesterday, one of Australia’s largest banks, Commonwealth Bank, was invited to the stage. They presented a video — an actual case study — in which the bank used Marketing Cloud. Using…

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