Salesforce Marketing Cloud overview
While Sales Cloud and Service Cloud are usually the ones under the spotlight whenever we talk about Salesforce first steps, it's important to mention the third big player of the team: Marketing Cloud.
What is the Marketing Cloud?
It's a cloud based platform that operates in the area of marketing automation and customer engagement. There are different tools to choose from, plus another vast selection of add-on components, to make the platform work for your company's specific needs.
It's Salesforce, which means a strong focus on data - you cannot really operate effectively on any level without a tight database underneath you, right? Right. So here it is, their solution for marketers to have a 360 degrees view of the customer, map their journey, make interactions meaningful and keep track of every step in the most transparent way.
Being Salesforce it also means it fully integrates with the other Clouds, consolidating that 360 degrees view of the customer idea and helping the whole organisation, not just the Marketing team, keep all interactions consistent regardless of whether the customer is still in the prospect stage, an old loyal client, or anywhere in between.
Tools of the trade
Understanding the different components of the Marketing Cloud will also help you figure out what kind of pricing you're looking at. Here are the tools you can pick and choose from:
Journey Builder - for customer journeys, customer behaviour observation, real-time interactions (downloads, abandoned carts, purchases, etc.), create consumer paths.
Email Studio - personalised email campaigns, advanced segmentation, drag-and-drop email composition, automation, reporting.
Interaction Studio - individual insights, AI-driven optimisation, cross-channel experience, testing, analysis.
Salesforce CDP - Customer Data Platform. Collect and unify all customer data, segmentation, provisioning.
Datorama and Datorama Reports - automation tool to connect all marketing data. Holistic reports, measurements, marketing processes optimisation, advanced reporting.
Pardot - connecting marketing and sales, tracking prospects and customer activities within active campaigns, qualified leads creation, ROI analysis and insight.
Advertising Studio - advertising across search, display, and social media. Connection between Pardot, Sales Cloud and Marketing Cloud, data sharing.
Mobile Studio - creating mobile messages (SMS), group messages, push notifications, marketing processes automation, time settings adjustment, analysis of customer interaction.
Social Studio - connecting marketing, sales, and service teams via social media. Customer feedback, competitors monitoring, current trends, content sharing.
Content Management - CMs Workspaces. Content creation and management, templates. Build blogs, news articles, social posts, emails, and more.
Google Marketing Platform - Analytics 360 and Marketing Cloud partnership.
Loyalty Management - CLV (Customer Lifetime Value) increase, personalised loyalty programs.
Benefits at a glance
Using an Marketing Cloud platform that is AI-powered in your Salesforce CRM is useful and brings compelling results. Based on the tools we have detailed above, let’s see what the main benefits of Marketing Cloud are starting from Salesforce's claims.
Treat your customers like you’ve known them for years.
Put your customer first in your marketing
With the Marketing Cloud platform, you can automate a lot of daily routine processes between marketing and sales teams and focus on nurturing leads. Using customer behaviour metrics makes it easier to understand the prospects’ needs and interests. You can reach your customers by sending them relevant interactions on multiple channels. As a result, you will boost customer engagement and retention.
Get a 360-degree view of every customer
It’s possible to track, analyse and interact with your customers on an ongoing basis. Monitor customer activities, react to customer issues in real time. Create a complete profile of each customer and offer them interesting and custom-tailored content at the right time - using a personal approach while you’re communicating with your customers is a must-do thing.
Use a fast, flexible, and scalable platform
Never miss a beat with your customer interactions thanks to real-time insights. With data sources unification, multi-channel customization, the ability to interact in any given moment of the customer relationship, and campaign results measurement, you will always be one step ahead.
