Saturday, July 25, 2020

Salesforce Marketing Cloud Customer Engagement At Scale


I began my trail in Salesforce prior to the pandemic and have strengthened my understanding of the product during the last few months. Of all the salesforce suites available, I have a natural prejudice towards Marketing cloud majorly because of its sheer features in simplifying marketing efforts. In this blog today, I attempt to present the big picture understanding of this product from the perspective of its features.

From designing automated journeys to personalization to the Marketing Campaigns, marketing cloud has the best features. No doubt, these abilities fortify the marketing arm of any decent-sized organization. Imagine the resources you require for sending 1.5 billion personalized emails manually. That's mammoth right!! Salesforce does this in a very short time. Check the article about accomplishing such large scale projects by Drew Price, Head of Lifecycle Marketing at Grammarly 

Firstly, What is SalesForce?

“Salesforce is peerless - It has the best CRM features build on a platform to align with the fourth industrial revolution”

Simply put, Salesforce is an integrated CRM platform that helps distributed organizations to have a single and shared view of every customer. By enabling this cloud-based platform,  businesses to provide the right promotion to the right customer at the right place. Salesforce suite has modules that help companies to manage customer engagement across the complete journey: marketing, sales, commerce, and services.

Salesforce defines marketing cloud as 

“The only integrated customer engagement platform that enables businesses to deliver personalized customer engagement at scale on every channel, from email to web, mobile, social, and digital advertising. Marketing Cloud covers it all”

Lets breakdown in detail the key elements in the above definition that stitch with the big picture understanding of the salesforce marketing tool

1. Knowing your audience (data)

To start with, like any digital marketing platform, Salesforce too needs fuel to get going with the marketing activities. Fuel here is Customer Data. Hence, every organization dovetails its customer data gathering efforts within the Websites and Mobile applications. For example, free downloads, Promotions, Signup are part of these data collection strategies. However, despite all these efforts organizations fall short of data and often face challenges to experiment with the marketing. 

Salesforce having seen this challenge launched Data Studio. It is a data-sharing platform for marketers, brands, and publishers. It allows marketers to expand their reach, discover new audiences, and supercharge their Data Management. Brands and publishers use it to safely share and provision their owned data with secure permissions to drive incremental revenue

2. Design Personalization for customer orchestration

With the customer data available the marketing cloud, the next step is to design the content with Personalization. Salesforce Marketing Cloud has a content builder that provides a platform for designing personalized content in the marketing artefacts for sharing on email, mobile, social and digital channels. One can create the filter data extension from the subscriber’s DE (list/ group) to apply the personalization with features like dynamic content and AMP scripts. 

With Journey builder in the automation studio, the business can deliver cross-channel personalized experiences at every step of the customer lifecycle with campaign management. For real-time monitoring of the campaigns, interaction studio helps to visualize, track, and manage customer experiences with real-time interaction management—driving valuable engagement at the right moment.

3. Customer engagement at scale

Having the right customer data and the design strategy set for the campaigns with personalization, it is time to hit the SEND!!. Salesforce has different channels set for marketers to accomplish this task. For instance, starting with the popular one Email, the Salesforce Marketing cloud has the Email Studio, this is designed to send one-to-one (personalized) emails to the subscribers selected in the Data Extention. Similarly, mobile and advertising studio for orchestrating messages on the mobile platform (SMS/ Push and Chat) and Social Media channels respectively 

All these important milestones in the marketing journey are grouped with key features of the available in the tool. Besides bolstering leads, SMFC enables distributed organizations to work synergistically and ensure a seamless experience to the end-user. 

Lastly, the Marketing cloud is loaded with a lot of automation options which come handy in importing data, design user journeys, the trigger sends and the tracking and monitoring of the campaigns.  

Thanks for reading, see you shortly 

Sai Hari is a consulting professional who primarily practices in the area of strategic planning, Business analysis and Marketing Automation. He is a certified Salesforce Marketing Cloud practitioner helping businesses to design, build and implement CRM solutions


(All content provided on this blog is for informational purposes only. The owner of this blog makes no representations as to the accuracy or completeness of any information on this site or found by following any link on this site)


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