How can Companies make use of the Salesforce Marketing Cloud?


Salesforce Marketing Cloud now offers many benefits in terms of marketing and customer journey automation. You can also use the SFMC data for various purposes, including marketing campaign performance analysis, audience building, segmentation of the targeted audience, etc. This article will discuss a few benefits of Salesforce marketing cloud and how the companies can use marketing cloud for their benefits.

Benefits of Salesforce Marketing Cloud

Let us explore a few benefits of using SFMC for enterprises. However, this is not a comprehensive listing of Marketing Cloud benefits but just an overview of a few major advantages.

Data management benefits

In SFMC, data management is done with the use of data extensions. This is in the form of a table that can be associated with forming a relational database supported with SQL. When coupled with the marketing cloud’s ability to store different types of data and create specific data models, this relational database becomes advantageous compared to other platforms. It can support a limited data model, which is restricted by the data.

Integration capacities

SFMC also has a high degree of integration capabilities that can provide data from different sources. In addition to the connection to other clouds of Salesforce as Sales or Service Cloud through Marketing Cloud Connect, SFMC also has different APIs, including SOAP API and REST API to leverage. The common use cases of SOAP and REST APIs include augmenting the existing contacts info in Salesforce Marketing Cloud, importing more content, initiating the triggered sense of communication, etc.

Third-party applications

SFMC also has compatibility with extensive application sets available out there, including those from the App Exchange. These third-party applications help increase the capabilities of the Salesforce Marketing Cloud and also help to customize it for your specific business goals. AppExchange is a huge app marketplace like the Google Play Store or Apple’s App Store, etc. Beyond just App Exchange, more third-party products are also from the Salesforce partners, which can be integrated with SFMC to boost its functionality and value.

Application of AI

The artificial intelligence technology of Salesforce has been known as Einstein. It features many interesting applications with Salesforce Management Cloud as below: The artificial intelligence technology of Salesforce has been known as Einstein. It features many interesting applications with Salesforce Management Cloud as below:

  • Engagement scoring:┬áThis helps to predict who will interact with messaging and the possibility of conversions.
  • Send time optimization:┬áThis will help predict the apt time to pitch in with a sales message to each individual by considering the best possible time to open a message.
  • Engagement frequency: To understand how many messages to be sent to each individual for the best impact.

All these AI applications will help increase the engagement rate, which the consumers have with the brand, and provide a more personalized experience to individuals. This will also help to prevent the scope of disengagements. In addition, consultants like Flosum can offer better professional support to plan it out properly.

Dynamic components of Salesforce marketing cloud

SFMC has many dynamic components which can create a very personalized experience for the customers and can help increase engagement levels. Let us explore a couple of dynamic components as below.

  • Dynamic content includes creating personalized email content and the subject lines based on individual attributes and the data associated with it. You should also consider the rules applied on the same. For example, the email content will populate based on whom the message recipients are and how to deliver a personalized experience without crafting different versions of a single mail.
  • Dynamic sending profile: This will enable custom sending addresses for the emails, common use case building on email, and based on the salesperson who has relationships with the message recipient.

SFMC dynamic approach will help to drive more customer engagement with the brands and create a very robust customer relationship via timely and effective communication with relevant content. In addition, this journey can create automated personalized experiences for the customers with the brand through effective communication.

How can companies make use of the Marketing Cloud?

The usage of Salesforce marketing cloud spans across different industries. SFMC is an enterprise-grade platform with different editions, making it more flexible for organizations of all sizes and types. Salesforce also offers various types of data about customer communication. This will help the users in terms of analytics reports. This data can be effectively used to derive actionable insights in terms of marketing management. Salesforce Marketing Cloud data can also help augment the existing contacts received from different other systems to integrate into SFMC. It can include the marketing cloud integration with Google Analytics 360 to closely enable tracking the customer journey. Users can also use the data to be used for various purposes, including performance analysis, audience segmentation, etc., using data management tools. With an ‘as is’ selection of add-on features, the users can tailor-fit the SFMC for their specific needs. It can also incorporate your changing user needs from time to time. As mentioned previously, Salesforce Marketing Cloud was designed primarily as a B2C platform, but it does not mean that B2B companies do not use it. On the contrary, Salesforce Marketing Cloud use in B2B has increased over time as the customers and decision-makers start to use it. While the Salesforce marketing cloud is not a cheap product in its competition, it is identified as an extensible platform that can evolve as your company grows. It is not a simple tool that your organization will outgrow over time. This must be an important consideration when you choose any enterprise tool for your technology stack. In addition to the cost of any platform as its initial and replacement cost, users also have to consider its other impacts on the overall enterprise systems. The integrations needed, compatibility with third-party applications, data it may provide for research and analytics, the platform’s ability to support enterprise data models, migration of data, and the overall impact of the tool on your company, etc. to be considered. You need also to consider the organization’s structure, training needs, and the marketing automation platform you adopt. Considering all these factors, SMFC remains the No.1 choice of enterprise users in terms of automation and marketing cloud.

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