The digital marketing landscape changes like no other time before it, and a few simple tools to manage campaigns simply are not enough to even keep up with the average competitor. Personalized, insight led, frictionless customer experiences are table stakes for a successful marketing strategy today.
Salesforce Marketing Cloud is built for these challenges. It is already there with a single platform combining AI, automation, multi-channel engagement and advanced analytics.
Offering advanced capabilities and endless innovation, Salesforce Marketing Cloud empowers businesses to create stronger customer relationships and deliver Optimized campaigns with market-leading return on investment.
What is Salesforce Marketing Cloud?
- The single digital marketing platform that lets you manage all your marketing and engage your customers in one place.
- It is a sophisticated tool set that can empower marketers to deliver people with relevant, timely, and even personalized content at any point in their customer experiences. Single customer view Marketing Cloud empowers businesses to create transformative customer journeys, track campaign performance, and optimize marketing performance.
- From email and social to mobile and beyond, it is all in one place with a single account on a single login, and that is the same way brands can focus more and grow more.
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Top 9 Features of Salesforce Marketing Cloud
Build AI-Powered Campaigns with Agentforce
- The Agentforce Campaign Designer (Beta) for Salesforce Marketing Cloud is a cloud-based AI tool that streamlines how to build and manage campaigns across multiple channels.
- It enables marketers to create and launch high-complexity campaigns all in one spot cutting the grunt work out of the equation.
- Not only is this more efficient for teams, but it’s better for campaigns (in a lot of cases) as AI is used to predict customer behavior and engagement is managed.
WhatsApp Integration for Global Engagement
- WhatsApp is a game changer when integrated with Marketing Cloud. This enables real-time chat with customers for a much more dynamic experience.
- It also makes it possible for marketers to send you automated alerts, customer-service messages and spam to your WhatsApp inbox. It also lets you share rich media (videos and documents) which makes the way you communicate much better.
- It includes compliance monitoring and performance tracking that allows businesses to reach out to a global audience, adhere to local laws and gauge how well their program is doing.
Align Sales and Marketing Efforts with Marketing Cloud Connect
- Dividing the data and conflicting priorities among the sales and marketing teams can be a stumbling block to business growth.
- Marketing Cloud Connect solves this by offering native integration with other Salesforce Clouds (especially Sales Cloud). This cooperation allows for the smooth transfer of resources and customer information across departments.
- For example, a leads engagement in a marketing campaign can automatically kick off a sales call follow-up, or if a customer’s purchase history in Sales Cloud gets used to send them a post-purchase personalized email journey in Marketing Cloud
Keep Your Assets Organized and Consistent
- A consistently branded image is the essence of good marketing. Salesforce Marketing Cloud adds new asset management features to content creation.
- Pending updates are tracked in a “Processing” content status giving a view into what’s happening with the content workflow. It also has a shared workspace that enables the team to work together and have access to the latest brand assets at all times.
- While easy to implement, another key differentiation is the automatic “stamping” of default branding across emails, landing pages, and forms ensuring a consistent brand experience across everything, and removing the opportunity for human error.
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Blackout Windows for Optimized Scheduling
- Respecting the users’ preference and time zones is important for maintaining a positive brand interaction. It has a feature called Blackout Windows that allows marketers to be extremely specific about when they send messages.
- By setting a time during which no messages should be transmitted, companies can avoid receiving any unwanted late night or early morning message.
- This not only enables you to abide by anti-spam laws, but it demonstrates that you are thoughtful of the customer, resulting in increased open rates and less opting out.
Reusable Personalization with Dynamic Content Blocks
- Personalization is the cornerstone of today’s marketing. Salesforce Marketing Cloud upgraded Dynamic Content Blocks to enable marketers to easily set-up, manage and apply recurring personalization rules across email campaigns.
- This means a marketer could create a rule one time (an example here might be presenting a specific product recommendation based on a customer’s browsing history) and apply that rule across multiple content blocks in different emails.
- And that saves a lot of time and guarantees the same. The new Expressions feature takes that to the next level by sourcing up-to-the-minute data to generate even more dynamic and personalized content.
Enhance Campaign Management with Flow Status Tracking
- Measuring the efficiency of a marketing campaign can be tricky, especially with more than one automation flow.
- Campaign Stages New campaign management elements, including the ‘Campaign Stage’ field, offer a quick view of where in the process all automation flows for a campaign are at. This makes for easier tracking and tweaking.
- On top of that, flow version tracking also allows marketers to view a history of the changes made to the flow which is crucial for de-bugging and confirming all campaigns go as planned.
Embedded Forms for Seamless Data Collection
- Collecting customer data is critical to providing personalized experiences. But fortunately, Salesforce Marketing Cloud makes it simple with the option to place a form directly on an existing web page.
- These records submitted data into the Marketing Cloud platform on your behalf.
- By embedding collection in the user experience itself instead of forcing customers
to click through to a separated landing page, businesses can get twice as many customers to complete their lead gen forms and make sure their data pipeline isn’t drying up.
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Target the Right Audience with Reusable Segmentation and Quick Filters
- Targeting is everything when it comes to marketing. Reusable Segmentation and Quick Filters features within Salesforce Marketing Cloud enable marketers to create and save audience segments to relieve them of repetitive tasks.
- The Segment Membership preview feature offers marketers a live look at segment size and make-up, so marketers can further refine their segments before launching a campaign.
- This way, every message is sent to the most relevant audience possible, increasing the engagement and ROI.
Conclusion
Salesforce Marketing Cloud is not just a product it’s a whole world for the most demanding modern marketers. The features mentioned above, i.e., AI (Artificial Intelligence) based Reach, WhatsApp integration, date-based targeting, podcast advertising, and end-to-end data connect are the benchmarks for marketing innovation.
These are the components that enable both the biggest companies and the smallest to transition from generic outreach to data-driven, customer-led activation. Marketers can use these capabilities to strengthen relationships, work smarter and future-proof digital in an era of unprecedented digital change.
