This content is part of the Conference Coverage: Dreamforce 2015 conference coverage

Salesforce launches Lightning Experience

Salesforce Lightning gets a facelift; Oracle Marketing Cloud buys Maxymiser.

Salesforce announces new Lightning upgrades

Lightning, Salesforce's application development platform, is being upgraded this week with two new offerings: Lightning Experience and Lightning Design System.

Announced at Dreamforce 2014, Salesforce1 Lightning aims to democratize application development and put the tools in the hands of business users, enabling them to develop apps quickly and easily. The Lightning App Builder enables building apps with reusable components and templates to make the creation process even faster.

Announced today, Lightning Experience strives to make the development process even more user- and mobile-friendly. Relevant information is developed for each screen, streamlining processes and making workflows more intuitive.

The Design System is a how-to manual for Salesforce developers, enabling any developer to build components that work with Salesforce on every device and operating system.

Salesforce has designed Lightning's new offerings for the Sales Cloud, though development for the Service and Marketing Clouds is forthcoming. Pricing varies, but base pricing begins at $65 per user per month.

Oracle Marketing Cloud purchases Maxymiser

Increasingly, companies are trying to personalize how they communicate with customers through marketing material and other digital content.

On Aug. 20, Oracle Marketing Cloud -- a platform that combines technology from various company acquisitions, including Eloqua, Compendium, Responsys, and BlueKai -- strives to enhance these capabilities with yet another company acquisition. Oracle announced that it has signed an agreement to acquire Maxymiser, cloud-based software that enables marketers to test, target and personalize what a customer sees on a Web page or mobile app, substantially increasing engagement and revenue. The transaction is expected to close in 2015.

The acquisition enables customers to run marketing campaigns -- and manage data from those campaigns -- on the Web, social media, mobile and email. It integrates with Oracle's existing Social Cloud, and includes tools for content marketing.

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