Google and Salesforce Tightly Integrate Adwords Products

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There’s been a lot of speculation about Salesforce and Google lately. Tomorrow the two companies will announce a marketing and distribution alliance that will tightly bind Google Adwords to existing Salesforce tools that track sales from online advertising.

Salesforce and Google will be starting an extended partnership encompassing marketing and distribution of their products across 43 countries. It will begin with the integration of Google Adwords and Salesforce’s lead generation tools into a new application called “Group Edition”, available here. Group edition replaces Salseforces earlier version Team edition.

dashboardsmall.pngGroup Edition will enable Adwords users to track Adsense referrals to their site and build up a customer profile based on a the data a user enters into a site and their navigation path. Businesses will handle their Adwords campaigns through Google, as usual, but Salesforce takes over from there. When potential customers click through to the businesses site, Google tells Salesforce what search terms brought the user to the page and where they navigate throughout the site.

It is our understanding that the technology behind the salesforce side of the deal comes from Kieden, an company that they acquired late last year.

Site owners can also drop “web lead forms” onto the site, which can collect any other customer information (names, email, phone numbers) and bundle it into customer profile. All of this data is enumerated on a dashboard view, which you data on lead generation, sales, and growth. As with any other Salesforce application, users will also be able to mash up the data with other AppExchange Apps. The application will cost $600 for 5 user accounts and come with $50 of Adwords credits.

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