Salesforce Marketing Cloud: The Powerful Marketing Platform

Salesforce Marketing Cloud: The Powerful Marketing Platform

If you are facing issues related to building relationships with your customers or if your organization looking for software to market goods and services online, then you should consider learning about the Salesforce marketing cloud. We will explain everything about the Salesforce marketing cloud. Also, we will explain to you why you should go with the Salesforce marketing cloud, and the different platforms and channels that the salesforce marketing cloud provides.

What Is Salesforce Marketing Cloud?

The marketing cloud is the platform for delivering relevant, personalized journeys across channels and devices – enabling marketers to deliver the right messages to the right people via the right channel. Below is an image that shows the different functionalities that the Salesforce marketing cloud provides your organization – journey builder, contact management tools, content management tools, analytics builder, and various channels like email and mobile.

Salesforce launched the Marketing Cloud due to various challenges in digital marketing:

It was challenging to use the information of customers from any social network. As the Social network growth is too high, it needed a platform that could manage a large amount of content being produced. Communication between the organization and customers was not accurate due to a lack of channels/mediums. All the data that was available on a customer was stuck in silos and was not being utilized. Companies struggled to find a return on investment across multiple channels. To solve such problems, salesforce came up with the marketing cloud – one platform to integrate all social programs and data.

Why use Salesforce Marketing Cloud?

Salesforce marketing cloud is one of the marketing cloud domain leaders along with other clouds like Adobe marketing cloud, IBM marketing cloud, and Oracle marketing cloud. Salesforce marketing cloud has a total market share of 24%. Actually, the interest in the Salesforce marketing cloud has been increasing rapidly.

Here are some benefits of the marketing cloud you should take check out:
  • Salesforce marketing cloud provides you with a platform to plan, personalize and optimize customer journeys.
  • You can map your customer journeys with multiple channels, devices, and customer life-cycle stages like all-in-one software.
  • Salesforce marketing cloud can be integrated with other software like Salesforce CRM, Salesforce Sales Cloud, Workfront, and other applications to provide better insights into customers.

Companies like Aston-Martin, Vodafone, Philips, Western-Union, General Electric, etc, who have huge customer bases use the Salesforce marketing cloud to connect with their customers. Businesses that adopt these tools have a dramatic advantage, not just now, but well into the future.

We have seen why Salesforce brought the marketing cloud into the market and why your organization should consider using it. Now, let’s dive deep into the product and take a look at the different platforms and channels that the Salesforce marketing cloud provides.

The Salesforce marketing cloud is built on Salesforce infrastructure and on the Fuel platform. It consists of various other platforms which you can utilize for your organization’s marketing purpose. A Customer Data Platform which you can use to store your customer’s data. A predictive intelligence platform that you can use for building predictive models of one-to-one customer journeys. It also consists of a platform for maintaining your organization’s content and messages. It also provides tools for performing analytics and marketing operations on data obtained from customers. You can connect with your customers across various channels like email, mobile, ads, social networks, etc. You can also use applications listed on hub exchange to add additional marketing features to your marketing cloud.

Now, let’s discuss the different platforms and channels that the Salesforce marketing cloud provides:

Platforms – The salesforce marketing cloud provides 6 different platforms for your organization that you can utilize to implement different effective marketing strategies:

  • Journey Builder – With Journey builder you can build peer-to-peer journeys at scale. You can deliver simple or complex journeys for every individual, no matter the size of your customer base. You can incorporate sales and service activities right into the journey. Using the journey builder you can define specific goals and measure CTRs, timing, channels, conversions, and more. You can evaluate your progress and optimize your performance along with the journey.
  • Audience Builder – With audience builder, you can build a single view of your customer using data from different sources like Sales cloud, Service cloud, and other data sources. Audience builder provides you with the functionality to filter data from multiple sources instantly. This can help your organization to target smart audiences. Not only this, but you can also validate audiences and engage with them at the right moment.
  • Personalization Builder – Your organization can use the power of personalization builder’s predictive analytics and predictive modeling, to understand each customer’s preference. This enables your organization to build profiles of customers. You can then use these profiles to tailor personalized content and deliver it across different channels.
  • Content Builder – With the content builder, you can create, manage and track content across all your digital channels from a single location. The content builder provides you with drag-and-drop smart content blocks so that you can create content once and use it at various places. The content builder comes with sophisticated algorithms to determine and deliver the best content for each customer.
  • Analytics Builder – Using the analytics builder you can uncover new insights about your customers. With analytics builder, you can display your reports using bar graphs, pie charts, scatter plots, and other visualization techniques. Analytics builder also comes with email analytics and reporting using which you can understand whether a customer has opened, clicked, unsubscribed, and more for each of your campaigns.
  • Marketing Cloud Connect – With marketing cloud connect you get access to all of your Salesforce customer data – data in different Salesforce products. You can trigger activities that connect interactions across the Salesforce sales cloud, Salesforce service cloud, and other Salesforce products.

Channels – The salesforce marketing cloud also provides you with 5 different channels using which your organization can interact with its customers:

  • Email Studio – Your organization can use the email studio to create customer-engaging emails. Using email studio, you can keep tabs on your email campaigns. You can further boost your return on investment with built-in A/B testing capabilities, integrated predictive intelligence, and email delivery tools. Also, using email studio you can filter your subscriber base and send targeted email messages based on customer data.
  • Social Studio – Social studio provides your organization with social listening tools to hear conversations from different sources. You can plan, execute and track social media marketing campaigns. Using social studio you can monitor your owned social channels and participate in conversations at scale.
  • Mobile Studio – With mobile studio your organization can get a mobile-first mindset with SMS, MMS, push messaging, and group messaging. You can engage with customers at the moment, and send real-time alerts and notifications. With mobile studio, you can build powerful APIs to automate mobile marketing solutions. Using geolocation technology, you can interact with your customers at the right place and time.
  • Advertising Studio – With an advertising studio you can power digital advertising and manage ad campaigns. You can use customer data from multiple sources to securely reach customers and lookalikes across various platforms like Facebook, Google, Instagram, Twitter, etc. Your organization can use the advertising studio to manage ad campaigns at scale.
  • Web Studio – Web studio provides you with tools to create beautiful, dynamic web pages and personalized content. You can track real-time customer interaction on your website and gain insights from it. Using the web studio, your organization can deliver personalized content and recommendations.