If you landed on this blog, you know how vital technology and digital solutions are in today’s marketing landscape. But the hard part isn’t knowing if you need a technology stack, it’s how to optimize your stack to fit your business needs, and more importantly, the customer journey. A key component to the Salesforce technology stack is Salesforce Marketing Cloud (SFMC).
While Marketing Cloud has long been synonymous with email, it has evolved into a robust platform that helps meet customers across your digital channels. This cloud is where your messaging strategies and customer engagement shine. Let’s begin with how you can identify Marketing Cloud as the right solution for your brand.
Is Marketing Cloud the Right Fit for You?
If data drives your marketing efforts, SFMC is where you want to be. Or even if you strive to have data at the center of your campaigns, the products in the cloud are a great way to start. You can begin by utilizing one tool within the cloud and build your implementation from there.
A few things you can accomplish with Marketing Cloud include:
- Build personalized email campaigns
- Track and manage real-time customer interactions
- Segment and analyze your data all in one place
- Automate marketing efforts
- Advertise and send direct messages
- And so much more we don’t have the space to include here
With all of these options, it’s important to set your priorities (we’ll get to this in the next section) and understand how much bandwidth your company has. Some brands choose to take on personalized efforts with SFMC in-house. This is a good route if your scale is small. Many companies even opt to hire a Salesforce specialist to get started.
However, if you don’t have the bandwidth to ditch your current workload to get up to speed with SFMC, and don’t have plans to hire and train new employees, consider collaborating with an agency that’s already a Salesforce partner. An agency partner won’t need time to get up to speed on the platform and has likely helped other brands accomplish exactly what you need. When you land on SFMC as your platform of choice, and you know who to involve for implementation and strategy, it’s time to get started with Marketing Cloud.
Where to Start
Before you nerd out on strategy and get creative with campaign assets, it’s important to start with data—how to gather it, assessments around it, and how to use it for a roadmap. The steps below are helpful when you’re starting the optimization process from the ground up.
- Start with a data assessment: make sure your data is centralized and actionable. A solid SFMC strategy starts with a well-scaled, first-party data asset that’s rooted in customer intelligence.
- Perform a capabilities assessment and map it to the customer journey: identify what channels you currently support with Marketing Cloud (emails, social media, text messages, etc.) and map them to the customer journey.
- Get your behavior campaigns up and running: to fully optimize Marketing Cloud, your brand should utilize triggered emails based on customer behavior.
- Create a prioritization map: create a list of priorities to enhance your different channels for the customer journey.
Marketing Cloud Use Cases
It’s always helpful to have some real-world examples when you’re trying to determine if a platform is the right fit or how you should use it. As a Salesforce partner, we’ve helped countless brands migrate, integrate, and expand their Marketing Cloud use.
- Video game and electronics retailer: Due to the lack of efficiency in send times and reporting, DEG migrated the brand to Salesforce Marketing Cloud. The enterprise platform would allow for the retailer to integrate its marketing messaging with data tools to send relevant, personalized communications to its customers.
- University of Virginia: UVA had many of its schools, departments, sports, and alumni organizations reaching out to its constituents without a clear strategy for tracking what people were interested in or what was working. DEG helped UVA build an organizational process for onboarding all UVA organizations to the platform to better utilize its personas for personalized messaging and segmentation.
- National Movie Theater Chain: The movie theater chain’s email receipt confirmed guests’ purchases, but its power expanded well beyond transactional details and DEG helped the chain utilize that power. Instead of inserting a piece of dynamic content into the triggered email, DEG developed a template where every element of the receipt could be personalized based on the guest’s location, age, loyalty status, time of day, and other behavioral data compiled from past experiences—all while driving guests to prepare for the theatre experience either online or once they arrive.
Start Optimizing Your Salesforce Technology Stack Today
Get a head start on optimizing your Salesforce technology stack, by downloading this ebook and learning more about the four steps to get started with Marketing cloud. You can also learn more about how DEG is one of the most accomplished Salesforce partners in the country as the leading Salesforce agency within dentsu.