Personalized and data-driven marketing with Salesforce Marketing Cloud 

Salesforce marketing cloud

The Salesforce team has done their best to create robust marketing software. Called Salesforce Marketing Cloud, the solution allows conducting multichannel campaigns from one place and easily tracking the outcomes, thus paving the way to improving a marketing strategy consistently.

Having worked with Salesforce Marketing Cloud, we have managed to appreciate its power. It’s time for you to follow.

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KEY TOOLS OF SALESFORCE MARKETING CLOUD

With Salesforce Marketing Cloud, you get a set of tools intended to cover all marketing needs.

Key tools

DATA MANAGEMENT TOOLS

Data management

Capturing and processing data with Salesforce DMP

We choose to introduce Salesforce Data Management Platform (DMP) first as it’s a hub of marketing data that will be further leveraged by other marketing tools. The DMP captures and stores data from all customer touchpoints (e.g., emails, live chat, phone calls, social media) giving your marketing team insights into the audience. From there, they can segment customers based on a variety of attributes and personalize communication by customizing marketing activities to interests and needs of particular segments. This data-driven approach is likely to pay off with more engaged customers and, therefore, higher revenue.

Customer communication

Gathering insights about customer communication with Interaction Studio

Interaction Studio serves to capture every customer interaction with your brand across all touchpoints in real time. Its power is in delivering the data right when it can be used to the best advantage. With the Studio, marketers get suggested the best action or journey adapted to how a customer’s interaction with a company is unfolding at a given moment. For example, they will be able to personalize product recommendations during an online shopping journey of a customer based on the products the latter has browsed.

Data Studio

Reaching new audiences with Data Studio

Salesforce offers Data Studio – a data-sharing solution that creates a safe environment for data owners and purchasers to connect directly and exchange the information. Basically, Data Studio is a marketplace of second-party data. This means that marketers have a unique opportunity to discover new audiences and include them in marketing activities. Let’s say, a sports retailer could purchase a database of subscribers to an online workout resource and launch a campaign offering them sportswear.

CUSTOMER COMMUNICATION TOOLS

Email Studio

Targeted email marketing campaigns with Email Studio

Email Studio provides extensive functionality covering all the features required to effectively communicate with customers via emails:

  • Customer segmentation capabilities
  • Dynamic content
  • Customizable email templates
  • Responsive email design
  • Drag-and-drop editor to create an email from content blocks
  • Support for A/B testing
  • Preview and test
  • Email analytics

Social studio

Building social media presence with Social Studio

Social Studio allows companies to build effective social media presence. This is how the Studio might be helpful to several departments:

  • Marketers may develop corporate profiles – create engaging content, promote marketing campaigns and communicate with the audience. Meanwhile, marketing managers keep an eye on the big picture and evaluate if a company’s efforts in social media pay off.
  • A sales team may start nurturing prospects by tracking posts with an information request and a purchasing intention.
  • Service agents may follow the same logic – once they see a complaint or negative feedback in social media, they can contact a customer and set an issue.

Advertising Studio

Integrating personalized advertising into your marketing strategy with Advertising Studio

If you are going to invest in advertising, this Studio may increase ROI. Leveraging customer data stored in Salesforce, your marketers can advertise relevant content to customers in Google Search and on social media (Facebook, Instagram, Twitter, and LinkedIn). For example, in Advertising Studio, one can create upsell ads tailored to the purchase history of customers. As a result, they are more likely to click and move on to shopping – the aim is achieved.

Mobile studio

Effective mobile communication with Mobile Studio

Your team can turn to Mobile Studio to:

  • Send mobile messages and push notifications personalized to different customer segments.
  • Deliver transactional notifications and time-sensitive messages like password resets, shipping reminders or order updates to mobile.
  • Add geofence messages to engage with customers instantly after they have entered or exited a targeted area (the feature will be particularly valuable for brick-and-mortar businesses).

WHERE DATA MANAGEMENT AND CUSTOMER COMMUNICATION MEET

Customer jorney

Creating customer communication scenarios with Journey Builder

The bigger your customer base grows and the more communication channels you engage, the more challenging it becomes to achieve data-driven customer-focused marketing. This is when marketers will fully appreciate Journey Builder to create communication scenarios for different customer segments (created with the help of data management tools) and engage with them timely and in the winning way (using customer communication tools). Journeys unfold depending on how customers react to marketing actions. For example, one can send an offer with the product assortment to new customers a week after their first purchase. The two possible pathways for the journey are:

  • If a customer opens the email, they get a discount coupon for the second purchase.
  • If they don’t open the email, they get a reminder in a week.

Journey Builder in Salesforce Marketing Cloud allows developing targeted marketing campaigns for a large customer base effectively.

EXAMPLE OF A PROMOTIONAL CAMPAIGN CREATED IN SALESFORCE MARKETING CLOUD

All the tools of Marketing Cloud work together for your marketing team to succeed in multichannel marketing. Here is how a draft plan for a promotional campaign developed in Salesforce can look.

Aim: To create a Black Friday promotional campaign for a fashion retailer.

We are planning to announce the Black Friday sale, send different emails with discounted products to female and male customers, and offer free delivery to loyal buyers exclusively.

Plan:

Data studio

Expand the target audience of the campaign by purchasing contact details of subscribers to an online fashion magazine via Data Studio.

Salesforce DMP

Segment customers in Salesforce DMP. You should use gender- and behavior-based segmentation. Let’s say, you consider customers who have made at least three purchases for the last three months as loyal.

Email studio

Create several types of emails – an announcement email and its reminder, an email with complimentary free delivery for loyal buyers and its reminder, and an email with discounted products – in Email Studio.

Advertising studio

Use Advertising Studio to engage ads in Google Search and reach a broader target audience.

Social studio

Announce the campaign on Facebook, Instagram and Twitter via Social Studio.

journey builder

Turn to Journey Builder to create a customer journey for the campaign. Here is how the journey unfolds. All customers get an email announcing the upcoming Black Friday while loyal customers get an additional email with a free delivery offering. If customers open the announcement email, they get a follow-up with discounted products customized for female and male segments. If they don’t open, they get a reminder in 2 days (plus loyal customers are reminded of their bonus) and then an email with product offerings.

Mobile studio

Send push notifications to customers on the very day of the sale via Mobile Studio.

Interaction studio

Use Interaction Studio to upsell during a customer’s shopping journey during Black Friday.

Pricing

Salesforce offers 3 Marketing Cloud suites. Each product suite is available in 4 pricing plans – Basic, Pro, Corporate and Enterprise – depending on the number of features it provides. You need to purchase a yearly subscription to start using the suite.

Suite 1.
Email, Mobile, and Web Marketing
Suite 2.
Social Media Marketing
Suite 3.
Digital Advertising
  • Email marketing
  • Mobile messaging
  • Marketing automation
  • Campaign management
  • Journey Builder
  • Personalization Builder
  • Data analytics
  • Social listening and analysis
  • Content marketing
  • Community engagement and social care
  • Integration with marketing and CRM data
  • Targeted advertising
Starts at: $400 per month Starts at: $1,000 per month Starts at: $1,250 per month

 

Please, contact us for pricing details.

Unveil the full power of Salesforce Marketing Cloud with ScienceSoft

Purchasing marketing software is only one of the steps you take towards successful marketing automation. You might need expert assistance throughout the process – from choosing the right solution for a business to supporting its flawless operation later. Here is how ScienceSoft can be helpful to you.

Consulting

Consulting

It is hardly possible to get a full understanding of the platform and how it will fit your business after reading the description. We hope that we have managed to give you a substantial overview of Salesforce Marketing Cloud. And we are eager to talk about its capabilities in the context of your specific business. Either consulting you before purchasing the solution or addressing the challenges you face while using it, we do our best to ensure that your solution meets all your marketing needs.

Customization

Customization

After we are clear on the specifics of your business and your marketing goals, we can get down to customizing Salesforce Marketing Cloud. When delegated to a professional team of Salesforce developers, the customization gives you all the power Marketing Cloud can offer in the most beneficial way for your business.

Integration

Integration

We understand the importance of creating an integrated software ecosystem for a business. We integrate Salesforce Marketing Cloud with other Salesforce products (e.g., Sales or Service Clouds) or software you use not to leave you with different applications existing separately. This automates data flows across the systems eliminating the need to manually transfer the data.

User training

User training

To ensure successful adoption of Salesforce Marketing Cloud by your team, we conduct comprehensive user training. As a result, your team members understand the potential capabilities of the system, know how to work with it to fulfill marketing tasks and achieve the set goals. By taking user training seriously, you maximize the efficiency of your marketing solution.

support

Managed services and support

We know too well that any software needs ongoing maintenance and emergency support. We continually strive to improve your Salesforce Marketing Cloud to ensure its maximum performance for your business. Whether you seek to add new features or save your system from downtime, our support team is here to help. Our top priority is to make sure that the implemented solution keeps on operating smoothly and covering all your marketing needs.

The time to upgrade your marketing has come

Don’t hesitate to contact us for substantial consultation if you are interested in Salesforce Marketing Cloud and need more details to transform the way you do marketing.

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