What Is Salesforce Marketing Cloud And What Are The Benefits of Using It?

By Rajat Kesarwani| Wednesday, Feb 08, 2023 12:20 PM | 5 min read

If you are running a business, there is a high chance that you must have heard of Salesforce Marketing Cloud or SFDC Marketing Cloud. However, if you have missed it, don’t worry because here, you will find all the important details related to Salesforce Marketing Cloud and how it can be useful for you.

Let us get started by understanding what exactly is the Salesforce Marketing Cloud!

Understanding Salesforce Marketing Cloud

In simple words, Salesforce Marketing Cloud is a part of Salesforce Cloud that works in the field of customer engagement and marketing automation. It has four base versions and the functionality of each of them work at different levels. It is a platform on SaaS with various components that can be added to it with some extra cost that can help in increasing its functionality. Since it is a platform rich in features, you can do a lot with Salesforce Marketing Cloud, including real-time customer engagement, push notifications and mobile messaging, marketing automation and email, customer marketing analytics, engagement on social media, listening, and advertising. Hence, with so many features and more, you can work towards a highly personalised customer journey and experience.
The digital marketing platform includes a comprehensive Application Programming Interface (API) which helps with quick integration of the platform, personalisation of scripts and languages, and support from SQL to ensure data segmentation as well as data transformation. With the help of Salesforce Marketing Cloud, you can connect all kinds of customer experiences and interactions with your business across various channels. Hence, it makes reacting to the activities of your customers, uncovering interesting insights to promote your business, and controlling flows of messages super easy.

Who Should Use Salesforce Marketing Cloud?

Salesforce Marketing Cloud is ideal for small as well as large B2C or B2B businesses. It can also be perfect for non-profit organisations. In short, it is a great tool for every company that requires a 360-degree overview of its customers. It can be a great way to understand your prospective clients and offer them exactly what they want. In addition to that, it can be beneficial for lead generation and lead conversion since it helps by offering unique experiences and intentional engagement. The best thing about Salesforce Marketing Cloud is that it helps you understand the needs of your customers deeply. Hence, the marketing campaigns are more targeted and there are higher chances of lead conversion.

Salesforce Order Management helps in offering a personalised approach to all your customers. Therefore, it is safe to say that every business that wants to offer customised services to its clients can benefit from Salesforce Marketing Cloud.

Advantages of Using Salesforce Marketing Cloud

Thanks to the information stored in the SalesForce database, the automation of marketing processes, and Artificial Intelligence, the Marketing Cloud platform brings great benefits to companies of any size.

• Personalisation

The marketing strategies that Marketing Cloud designs for each consumer are not proposed randomly. The platform takes into account the behaviours, characteristics, and preferences of each consumer before creating the content that you will receive. In addition, this personalisation is dynamic and as the consumer's relationship with the brand develops, the interactions that will take place will adapt to the new changes. Although segmentation into consumer groups has always been very effective when developing strategies, Marketing Cloud goes beyond segments. It gives the possibility of adapting the marketing individually, squeezing the maximum possibilities of each potential consumer to become a customer.

• Customer Journey Tracking

As a consequence of the personalisation of the interactions with each consumer, the customer journey becomes a unique and individualized experience. The customer journey is the set of experiences that the consumer establishes with the brand, from the moment they identify a need until they choose to satisfy it with their product or service. The Salesforce Marketing Cloud platform allows you to monitor the consumer in each of the stages of the customer journey. Thus, the company can accompany you throughout the entire process and establish the most effective interactions, thanks to personalisation. Accompanying potential clients on their journey and showing yourself as the perfect solution to their problem at each stage, will get them closer to becoming new clients. Furthermore, once they have become a real customer, Marketing Cloud will also help build customer loyalty.

• Prediction With Einstein AI

Since it is part of Salesforce, Marketing Cloud also has the Einstein (AI) Artificial Intelligence tool, developed by the same multinational. This tool not only allows you to track the consumer, but also allows you to stay one step ahead. Through Artificial Intelligence, the platform provides insight into future customer behaviour. For example, it is capable of revealing the best time to send an email to a specific customer, indicating the time when they are most likely to read it and be of interest to them. In addition, Einstein AI identifies those market segments that the company is saturating with its impact or, on the contrary, could impact more. In this way, it is possible to optimise the overall performance.

• Multichannel Action

Salesforce Marketing Cloud also allows you to identify those channels that will be most effective when contacting each customer. For example, if a consumer uses Instagram 80% more than Facebook, Marketing Cloud will prevail over interactions with them through Instagram. In this way, the brand will be present in the life of the consumer through those platforms that they consider most important. Although different communication channels are used, it is important to highlight that the message that will be transmitted in each of them will be unified.

• Cost Reduction

Thanks to the Salesforce database in which all interactions with the consumer are recorded, the costs of content distribution and creation are reduced by a large percentage. This is due to the customisation of the marketing strategies that are carried out, something that avoids investment in content and massive and ineffective strategies. By automating marketing processes, there is no longer the need to hire a person who personally contacts consumers. In this way, the marketing and sales team will be able to dedicate themselves to carrying out activities that cannot be carried out through Artificial Intelligence.

Final Words

If you are looking to enhance your business operations through Salesforce Lightning and Salesforce Mobile, get in touch with us.