Salesforce Marketing Cloud And Its Business Benefits

In recent years, businesses have witnessed significant growth in marketing automation tools, and the trend is likely to gain momentum in the future. According to a research report, the marketing automation software market is expected to cross USD 10 billion by 2027, from USD 5.5 billion in 2022, registering a CAGR of 12.8%.

High productivity levels have facilitated the high demand for marketing automation tools and applications. According to a Nucleus Research study, marketing automation delivers an ROI of $5.44 per dollar in the first three years.

Salesforce Marketing Cloud, also called SFMC, is an extensively used marketing automation tool. The Forrester Wave: Enterprise Marketing Suites, Q3 2022, has recognized SFMC as a leader.

This blog elaborates on SFMC, its features, and its benefits for enterprises.

What is Salesforce Marketing Cloud?

SFMC is a marketing automation solution from Salesforce. Leveraging SFMC, businesses can seamlessly offer a personalized digital experience to their consumers on multiple channels.

It is an extensible platform that evolves with the organization and can support all types of enterprise data models.

SF Marketing Cloud encompasses integrated solutions for customer journey management, advertising, content creation, content management, data analysis, email, mobile, social media, and web personalization.

Evolution of Salesforce Marketing Cloud

Salesforce has a suite of CRM products that target different business verticals. For Salesforce, Sales Cloud helps manage sales and customer information about deals, contacts, products, and so on.

And then, Salesforce Service Cloud handles the information about the cases, solutions, and various other details. Then comes the SF Marketing Cloud, which helps an organization automate its marketing.

SFMC is a feature-rich platform that has capabilities across the marketing domain, which includes the following:

• Email and marketing automation
• Social media engagement, listening, and advertising
• Mobile (SMS) messaging and push notifications
• Customer marketing analytics
• Real-time customer engagement in real-time
• In SFMC, Journey Builder can be used to create automated multi-channel journeys.

Benefits of Salesforce Marketing Cloud for Businesses

Now, let’s talk about what the Salesforce Marketing Cloud can do when it comes to using it for your business.

1. Creating a Personalized Journey for Each of Your Customers

SFMC lets you create personalized journeys for different customers or consumers by tracking their interaction trends across emails, websites, social media, newsletters, and other channels.

This way, you can send your customers the relevant information that they are seeking, and they feel valued because of the personalization.

SFMC helps you to scale on the customer personalization factor by enabling you to pull information from multiple platforms, from your CRM, your website, your email list, your social media followers, and a particular hashtag on social media.

It can also be used as a unified database that stores your customer’s information, customers, prospects, and leads in the pipeline.

2. Maintaining Connection with Customers

Salesforce Marketing Cloud helps you build a stronger connection with your customers using Studios and Builders.

Builders — The Builders help you obtain information like whom you want to target and what content you should send to them. Builders help you create the content to generate the audience, build a segment, and identify the preferences of your users.

Studios — When you are ready with the content and it’s time to initiate the interaction, Message Studio comes into the picture. The Studios are used to interact or exchange in an animated or user-initiated way with your customers, users, leads, or prospects.

Studios can share information in an automated way or via the user-initiated method, where you can do it according to a particular condition or according to a specific interaction.

For example, if you are sending an email to a customer, and he is not opening it, in that case, you would send another email, or a different kind, perhaps offering a discount. Then, if the customer opens the mail and buys the product, you could send another email with a message thanking them for being an esteemed customer or if they would like to review our product or service. In crux, SFMC helps you build a meaningful relationship with your customers by finetuning your interactions with them. It provides you with the tools to create a one-on-one, personalized journeys for each of your customers.

3. Data Management

Data management in SFMC gives you the ability to store several types of data with which you can create specific data models and gain the ability to handle more complex audience additions and segmentations.

4. Integration Capabilities

SFMC has enhanced integration capabilities that can provide data from multiple sources.

Salesforce Marketing Cloud also has various APIs, including a REST API and a SOAP API, in addition to the anticipated link to Salesforce’s Sales Cloud and Service Cloud (through Marketing Cloud Connect).,

Use cases for these APIs include the following: Importing content, augmenting your existing contact information in SFMC, and triggering sends initiations.

5. Third-Party Applications

SFMC can enhance its capabilities and customize them to your specific business goals as it has the availability of extensive third-party applications, including those from the Salesforce AppExchange. Think of the AppExchange as the Google Play store or the Apple App store for SFMC (and other Salesforce Clouds).

Beyond the AppExchange, there are other numerous third-party products from Salesforce partners that integrate with SFMC to increase its functionality and value.

6. Application of Artificial Intelligence

Salesforce’s artificial intelligence technology, which has been branded “Einstein,” features some interesting applications within SFMC, including:

• Engagement scoring to predict who will interact with messaging
• Send time optimization to predict the best time to send a message to everyone so it is most likely to be opened
• Engagement frequency to understand how many messages to send

All of these serve to increase the engagement that consumers have with your brand, while at the same time, providing a personalized experience, (and hopefully preventing disengagement).

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Jade’s services include enterprise business application implementations, integrations, software product engineering, cloud services, technology advisory, development & testing, advisory & consulting, and managed services.

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