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An Overview of Salesforce Marketing Cloud [Updated 12/19/2023]

Salesforce Marketing Cloud

Salesforce continues to dominate the CRM world with its cloud-based system catering to various business operations, such as sales, service, and marketing. Salesforce Marketing Cloud, offers marketing professionals tools for creating campaigns, analyzing customer data and website activity, and marketing automation. In this article, we will explore Salesforce’s marketing tools and what makes them so widely popular amongst teams.

Marketing Analytics

With Salesforce’s marketing analytics tools, you can deliver more effective marketing campaigns with information pulled across email, social media, mobile apps, SMS, websites, and more. Create powerful experiences by combining marketing data with sales and service information - gaining better insights into your overall business efforts.

Marketing Cloud Intelligence

Within minutes, you can connect any data source (files, folders, and more) - and thanks to machine learning - you can automatically identify, map, and prepare that information. Salesforce’s AI tool, Einstein, uses this to provide insights for your team to take action on. Just select the KPI you want to improve and receive answers to your broader questions. 

Einstein looks at your data and gives you optimizations into how to improve. Looking for the optimal times to send emails? How about recommendations for your engagement score? This AI tool has you covered, answering those big questions in a fraction of the time.

As a Salesforce partner, we frequently work within Salesforce Marketing Cloud. If you are interested in integrating your marketing efforts, contact us today.

Personalization Capabilities

Thanks to machine learning and AI capabilities, Salesforce lets you customize everything, from web pages to product recommendations. Using historical customer data and real-time user behavior, you can provide a personalized experience to resonate with your audience. Customers are given personalized CTAs, banners, emails, pop-ups, and more with the tools available in this cloud from Salesforce.

Move customers along their buying journey with AI-driven decisions that determine your customers’ most relevant next engagement. You define customer experiences, and AI uses real-time customer interactions to determine the right content or channel. 

Personalize emails with Salesforce’s Open-Time Email Personalization. This feature optimizes emails at the time of opening, using a real-time understanding of the customer’s journey to engage. 

Marketing Automation in Salesforce Marketing Cloud

With Salesforce Marketing Automation’s capabilities, there are many opportunities to build awareness and drive customer engagement. With Journey Orchestration, marketers can design and deliver personalized customer journeys using drag-and-drop tools, streamlining the journey creation.

Salesforce’s central console allows you to design, build, and deploy messages and integrate them into your customer experiences. Whether it’s email, SMS, advertising, or mobile push, marketers can deliver connected experiences and better engage customers. The content builder also allows users to edit, tag, and filter content all in one place for maximum efficiency. 

Contact Builder & List Segmentation

Contact Builder stands out as a comprehensive segmentation tool, boasting an intuitive drag-and-drop interface akin to data filters. What sets Contact Builder apart is its capability to filter across data extensions and augment audiences with additional data.

Salesforce Marketing Cloud can access data from your other clouds, as well as your website, apps, and more - and can use these to segment your contacts and leads into audiences. By doing so, you can trigger marketing automation and efforts by things like activity, demographics, and firmographics - enhancing the targeting and personalization of your messaging.

This brief overview only scratches the surface of all the offerings of Salesforce Marketing Cloud. There are many unique tools for data analysis, personalization, and marketing automation all equipped with AI integration to help build lasting relationships that drive business growth. 

If you want to integrate Salesforce Marketing Cloud into your business or need help optimizing your existing cloud, our team is here to help. We’re a certified Salesforce partner, so our CRM team is well-equipped to handle your Salesforce needs. Looking to explore options that integrate with Salesforce? We commonly work within the HubSpot and Salesforce Integration, giving your team the ability to leverage HubSpot’s Marketing Hub. Regardless of the path you choose to take, we are here to help. Contact us today