Jenni Schaub, senior web content strategist at DEG, co-authored this post. This is part two of a three-part series on the new Sitecore-Salesforce Marketing Cloud partnership.
Welcome back. We’ve reached part two of our three-part series that discusses the potential implications of the recently announced Salesforce Marketing Cloud, Sitecore partnership.
Catch up with part three of our series on the Sitecore-Salesforce Marketing Cloud partnership.
In our last post, we talked about seeing this rollout affecting marketers in two major ways: the streamlining of marketing efforts and the enhancement of the marketing journey. In this post, we explore in more detail how streamlining efforts could have an immediate effect on daily marketing operations.
The Sitecore-Salesforce partnership will alleviate common barriers by leveraging Marketing Cloud as a centralized marketing hub.
Currently, to utilize the full capabilities of these robust platforms, it requires marketers to be nimble and navigate common barriers, including:
- Maintaining a working knowledge of both interfaces within the marketing team.
- Content management within each platform, which may result in the duplication of efforts.
- Time needed to merge performance reporting to reflect the full customer experience.
We see this partnership alleviating those barriers by leveraging Marketing Cloud as a centralized marketing hub. Combining technologies into a central platform simplifies the steps needed to conduct daily marketing activities. For example, deciding which system to store their content—a step that previously presented a headache for marketers—would be removed as seamless content sharing between the two is enabled.
Additionally, we believe that there is opportunity to enhance the capabilities currently available within each platform. Jeff Rondeau, DEG’s CMS Engineering Team Lead and resident Sitecore expert, thinks that having the ability to synchronize contact data and seamlessly send data captured through Sitecore forms into Salesforce Marketing Cloud would raise marketers’ experience to a new level.
Salesforce users can capitalize on Sitecore’s enhanced page-building capabilities, with web tools that provide best-in-class form and profile center development.
Marketers who rely heavily on Sitecore’s award-winning CMS will have the ability to integrate with the best, most-connected experience manager on the market. This allows for content management beyond web, and provides a holistic view of the omni-channel customer experience.
Salesforce Marketing Cloud Benefits
Salesforce users can capitalize on Sitecore’s enhanced page-building capabilities, with web tools that provide best-in-class form and profile center development. We see the latter tools as upgrades to the current out-of-the-box options within Marketing Cloud.
Finally, with data flowing seamlessly into a central repository, it makes holistic marketing analysis much easier. Marketers will no longer have to manually analyze connections across Sitecore, Marketing Cloud, and Google Analytics to identify trends. Instead, tools within the platform will measure against the entire journey and provide a full data snapshot to gain insights that are crucial to inform the future digital experience.
With data flowing seamlessly into a central repository, it makes holistic marketing analysis much easier.
For these reasons, we are very excited to see how these platforms merge, but know that there will be challenges on the road to integration. For example, we know that Marketing Cloud primarily tracks data from known customers, while Sitecore’s Experience Database holds onto anonymous records until they can be identified. Once the systems are connected, we are excited to see how these anonymous contacts will be handled, and if the integration will help to close the loop more quickly.
Make sure to check out part three of our series about the potential of this partnership, as we explore the grander possibilities of how a deep integration of two robust marketing engines can drive the future of digital marketing and evolve the customer journey.