Guide for Salesforce products

If you’re working in the B2C Marketing space, the Journey Builder tool allows you to build powerful marketing journeys and provide customers with a personalized experience. The product sends customers on a journey where you can interact with them via a multitude of platforms such as email, mobile, advertising, and your website. Journey Builder acts as the central hub of the B2C Marketing Cloud.

The Email Studio gives you the capabilities to create the email content you wish to send them. Email Studio has powerful features that help you craft the perfect email with customizable elements, scripting languages, or tailored real-time content.

The Mobile Studio is similar to Email Studio but focused on content creation for mobile. Using the Salesforce product, you can craft messages that may be delivered via SMS, MMS, and Push messages.

Marketing Cloud Customer Data Platform (formerly Salesforce CDP/Customer 360 Audiences) provides one platform to unify all of your customer data. You can create segmented lists of your customers and easily slice and dice the data further even if your audiences range in the millions. Customer 360 Audiences allows you to import data from any source to ensure that you build up the exact audience segment you wish to target. Ensuring you reach the right person at the right time.

It was previously known as Advertising Studio, To help you reach customers beyond email and mobile messages, Advertising Studio provides a bridge to digital advertising platforms such as Google, Instagram, LinkedIn, Twitter, and YouTube. The Salesforce product lets you use Journey Builder to include these platforms in your marketing campaigns.

It was previously known as Interaction Studio, Marketing Cloud Personalization provides a whole new level of personalization for you and your clients. By registering your customers’ behaviour within your website, the program can modify messaging on your web pages and tailor the experience to the kind of products and services the customer is interested in.

It was previously known as Datorama, All of your marketing platforms are constantly generating a huge amount of data. Marketing Cloud Intelligence unifies all of your marketing tools so you have one source of truth. This provides holistic reporting, measurement, and optimization. You can connect platforms such as Google, YouTube, Instagram, etc. with clicks, not code, using out-of-the-box connections. Once connected, Datorama can show you trends, progress against goals, and the ROI of your marketing efforts.

Slack was acquired by Salesforce in 2020 which is the largest purchase they’ve ever made. Slack is a messaging app for businesses; it allows you to message your colleagues directly or communicate with them via dedicated channels set up for a specific purpose. For example, you could use a channel for a project, or your regional office. Salesforce purchased Slack to revolutionize how businesses communicate in this new remote world we find ourselves in. Check out some of the initial integrations that Salesforce has released to bring the two platforms close together.

It was previously known as Community Cloud, Experience Cloud is the product you need to help you create various platforms for your customers, partners (or even employees!), to interact with your business. With Experience Cloud, you can create portals, forums, websites, and help centers, built directly on the Salesforce platform, and seamlessly integrate with all your CRM data. The tool is on a low-code platform, which means you can create beautiful platforms using mostly drag-and-drop functionality.

Classically, Salesforce has hosted all instances of its products using its servers, in a multi-tenanted environment. With the release of Hyperforce, Salesforce allows you to store your data in public clouds such as AWS, Google Cloud, and Azure. Hyperforce is designed for enterprise companies that might have security, compliance, or scaling issues and are more flexible with public clouds.

Heroku is a cloud platform-as-a-service (PaaS) tool. It allows you to deploy, manage, and scale modern Apps. Whilst you can create Apps for your users within Salesforce using the Platform, Heroku is used to create customer-facing Apps. Heroku’s container-based cloud platform allows you to build Apps that connect seamlessly with Salesforce data using out-of-the-box connectors.

Salesforce Surveys & Feedback management does what it says on the tin it allows the creation of surveys that can be directly sent from Salesforce (depending on the trigger). The data is then captured back into Salesforce to be analyzed using reports and dashboards, or even Tableau.

Salesforce Shield is a product designed for companies that have extra security and compliance concerns. The shield is made up of four products that overlay on top of existing Salesforce products to protect them even further. These include:

• Platform Encryption: Further encrypt your Salesforce data with AES 256-bit encryption, and manage your encryption keys.
• Event Monitoring: Detailed reports and dashboards to monitor user behaviour and see who is accessing sensitive data.
• Field Audit Trail: Take field history tracking one step further by enabling more fields to track ten years of history, and dashboards to monitor.
• Einstein Data Detect: Use AI to find sensitive data in your Salesforce Org, then protect it.

Salesforce has been building industry-specific solutions for a few years now, including Financial Services Cloud, Health Cloud, and Public Sector Cloud. These solutions take Salesforce’s core CRM offering and create a specialized product more suited to specific industries. For Health Cloud, think less about Accounts and Contacts and more about Families and Patients. For Financial Service Cloud, think less about Opportunities and Products, and more about Financial Holdings and Assets.

Salesforce strengthened its industry offering with the acquisition of Vlocity, which focused on many more Industry-specific clouds like communications, media, and insurance.

Einstein is Salesforce’s AI layer. While it isn’t a standalone product, Einstein is baked into almost every Salesforce Cloud. An increasing number of features are becoming free, such as Opportunity scoring in Salesforce. But for the most part, Einstein features are paid add-ons for core Salesforce products such as Sales, Service, Commerce, and Marketing Cloud.