Customers are sure of what they want from a brand. They seek autonomy over how they interact with a brand and how it meets their expectations. That's where a marketer comes in, whose responsibility is to manage the customer and their expectations using the best available customer engagement techniques spread across all possible channels and touchpoints. Therefore, digital marketers are constantly in search of tools and platforms that can help them automate their marketing operations to create better brand awareness and improve customer satisfaction.
Enters Salesforce Marketing Cloud (SFMC) - a powerful and rich platform loaded with top-of-the-class capabilities for marketers to deliver great digital experiences, for both new and existing customers. This customer relationship management tool allows brands to build long-lasting customer relationships through their data-first digital marketing approach. That’s why big brands like PepsiCo, Estee Lauder, and Sonos leverage SFMC to deliver bespoke customer experiences and tap into the market.
SFMC is a digital marketing platform that automates marketing operations and processes using AI-powered innovation to help marketers create personalized customer experiences. SFMC helps marketers bring all their marketing channels like emails, social media, SMS, websites, and more under a single platform. This empowers marketers and also makes their tasks easier as now they can view a customer's journey with a brand. Based on how a customer interacts with a brand, marketers can send personalized messages using the right channel, at the right time. With the help of its Journey Builder feature, SFMC enables marketers to map user journeys and personalize every interaction across all touchpoints on all digital channels.
About 71% of customers testified their interest in spending more on brands that offer personalized experiences. Salesforce Marketing Cloud helps automate multiple marketing facets like executing multi-channel campaigns, creating dynamic content across journeys, pre-, and post-campaign analytics, audience building and segmentation, social media engagement and advertising, and data management. With SFMC, marketers can identify user behavior and send tailored messages to the right customers, at the right time, through the right channel. Also, you can use SFMC for:
Whether you are a small company, mid-sized organization, or a large enterprise, you can leverage the benefits of SFMC for your business. SFMC is well-suited for B2C, B2B, D2C, and non-profit organizations that want a 360-degree view of their customers and desire to craft customer-centric experiences for focused engagement.
Salesforce Marketing Cloud suite includes two types of modules:
Builders: A collection of tools that help you to manage data and automate campaigns across different digital platforms.
Studios: A collection of tools that help you to connect your contacts through different digital channels. The different studios are:
Mapping customer journey across the customer lifecycle with your brand is simple with SFMC's Journey Builder. To map customer experience, follow these steps:
SFMC offers digital marketing automation to boost conversion and retention. It is an AI-led marketing automation tool, based on customer interactions at every stage of your customer journey in real-time.
Some of the key features of Salesforce Marketing Cloud are:
Email Marketing Automation: Strategize, create, and send targeted emails to the right people at the right time for effective lead nurturing to drive sales from existing and potential customers. It helps time promotional emails along the customer journey.
Audience Segmentation: Target your customers even better with personalized, high-impact content by dividing your audience into multiple sub-categories based on common behavior patterns.
Data Management: Store and manage various data types (email address, phone, date) in the marketing cloud from multiple data sources using data extensions (tables) and create specific data models to allow more complex audience segmentation.
Campaign Analytics: Gain in-depth insights about campaign performance, response, effectiveness, etc., along the consumer's path and optimize them based on these insights.
Activity Tracking: Capture your customers' browser-based, real-time activities with your brand to create tailored customer experiences.
Omnichannel Platform: Create unified, real-time, personalized interactions for your customers from any channel and device to engage with them on their choice of platform.
Third-party API integration: SFMC allows you to integrate numerous robust APIs to enhance the functionality and flexibility of your marketing cloud with your application to drive value.
SFMC benefits your business in multiple ways.
Get a 360-degree view of each customer: Collect data from various touchpoints throughout a customer’s journey with your brand to improve customer experience and retention across all digital channels and marketing campaigns.
Takes personalization to the next level: Deliver 1:1 customer experiences across all touchpoints, at any given point in their journey, with in-depth insights of each customer.
Deliver engaging journeys: Engage your customers on their preferred channels with targeted, scalable content, ranging from notifications to promotions.
Optimized marketing campaigns: Deliver relevant content at the right time, through the right channel to your customers based on their unique characteristics and preferences.
Bridging cross-channel experiences: Engage your customers consistently and timely on a wide array of communication channels (online and offline) through tailored interactions across mobile, web, email, call centers, ATMs, Kiosks, in-store, etc.,
Ensure optimal results against business-wide goals: Track and analyze campaign performance from time to time on the web, in-app, or any channel to maximize conversions, clickthroughs, revenues, increased sign-ups, purchases, and downloads.
The better the customer experience you give, the more likely they will return to you and remain loyal to your brand. With SFMC, you can sharpen your marketing capabilities to retrieve valuable insights about customers, get a 360-degree view, and build customized experiences for each.
So, if you want to evolve your marketing practices and redefine your targeting processes, you can consult certified Salesforce experts or get in touch with us to know how digital marketing automation with SFMC can help in reimagining customer journeys with a focus on 1:1 personalization across all digital channels.