Over the last six weeks, we’ve taken a close look at how to optimize each Salesforce cloud to meet your brand’s unique needs; but more importantly, provide your customer with what they want from your brand. Because each consumer is different, it’s essential for your brand to have the right tech stack to learn individual behaviors and deliver personalized messaging.
Meeting consumer expectations
While consumers are wearier of how their personal data is collected, they have become accustomed to hyper-personalized brand interactions and don’t want to waste their time on irrelevant content. This is why software, like Salesforce, is essential for large brands. It’s impossible to hire enough marketers to monitor consumer behavior and create custom content to guide them on the buyer journey, let alone deploy these timely messages without automation.
Your Salesforce tech stack should elevate your 1:1 messaging by segmenting based on purchase behavior, consumer-specific needs, time zone, and other information that’s essential to your brand. And when you have this data all in the same ecosystem, that’s really when your campaigns can excel with dynamic content and retargeting.
How Salesforce clouds work together
Salesforce centralizes consumer data across multiple channels, so your personalized brand experiences are seamless offline and online on any platform. If these systems aren’t communicating with each other, it’s impossible to create a cohesive experience for the customer. Here’s a quick recap of how you can make your Salesforce tech stack work harder for your brand.
Marketing Cloud: 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. Connecting Marketing Cloud to Service Cloud gives you a full omnichannel approach that eliminates any seams between your marketing and customer service teams.
Commerce Cloud: Whether you’re a B2B or B2C brand, your purchase and fulfillment processes should play a key role in turning customers into brand loyalists. SFCC enables you to create personalized shopping experiences, omnichannel fulfillment journeys, and agile scalability. However, without the other two clouds, you’re missing out on creating and tracking digital opportunities like email and social media.
Service Cloud: Today’s consumer is swayed by their experience with a brand, just as much as their experience with the product or service. So, rather than looking at customer service as a budget-draining effort, see it as an opportunity to win new customers and foster brand advocates. Start by utilizing SFSC to engage with customers on social media and on your website. Connecting Service Cloud to your Commerce Cloud, ESP, OMS, and data warehouse, and other platforms allows you to capitalize on the wealth of data each platform holds.
Start Optimizing Your Salesforce Technology Stack Today
Get a head start on optimizing your Salesforce technology stack by downloading our ebook, The Brand Guide to Optimizing Your Salesforce Stack. 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.