Salesforce Marketing Cloud adds new tools to help brands market on Pinterest

The Salesforce Marketing Cloud now has an integration with Pinterest, which the companies say will allow marketers to make “pinners” (Pinterest users) part of their overall digital marketing plans.

A new set of tools becomes available to help marketers connect with customers on Pinterest using Salesforce’s Social Studio social media marketing platform. The tools will allow companies to “compose, preview, schedule and publish Pins across Pinterest accounts as part of a broader multi-channel social strategy,” the companies said in a statement.

Using Social Studio’s analytics functions, Pinterest marketers can tag and track pins so that they know which pins end up leading to sales.

The integration creates a way to track pins and social activity on Pinterest and funnel the data to the CRM or other marketing automation tools.

“As a result of the integration, content can be bulk uploaded, scheduled and published and using Salesforce’s Social Studio marketers have access to insights on how content is performing such as repins, comments, likes and traffic,” a Pinterest spokesperson said in an email to VentureBeat. “With these tools and insights brands can optimize their content on Pinterest which leads to higher engagement rates.”

Pinterest says it now has more than 100 million worldwide monthly active users. The social bookmarking site contains 50 billion “pins,” signifying users’ interest in a project or product.

It’s also a big marketing platform. In fact, two-thirds of content saved to Pinterest comes from businesses.

Recent research found that 87 percent of pinners have been moved to buy products they’ve seen on Pinterest, and 93 percent have used the platform to plan a future purchase.