Jenni Schaub, senior web content strategist at DEG, co-authored this post. This is part three of a three-part series on the new Sitecore-Salesforce Marketing Cloud partnership.
Last week, we spent the first two posts in our series on the recently announced partnership between Salesforce and Sitecore discussing the immediate impacts we see possible by connecting the two platforms.
However, having expertise in both tools, we understand that the ultimate intent of the partnership is not to simply enhance the connection between the platforms, but to push the limits of how and when we connect with customers. Ideally, this enables the most comprehensive view of customer interactions, and allows digital marketers to market in the moment.
In this post, we lay out how we see this integration enhancing marketing personalization and enabling data to facilitate real-time connections in each customer’s unique journey.
The ultimate intent of the Sitecore-Salesforce partnership is not to simply enhance the connection between the platforms, but to push the limits of how and when we connect with customers.
With it being the holiday season, we can’t help but dream up what our partnership wish list would look like and what tools we’d love it to bring. We started by asking some of our own team their ultimate wishes for the partnership.
“My ultimate wish is to have the deepest view of customer data possible, enabling a comprehensive understanding of how to easily meet customers in their channel of choice with the most personalized content.” – Adam Spriggs – DEG Marketing Cloud Engineering Team Lead & Salesforce MVP
“My ultimate wish is to have one platform that my team can collaborate within, learning from each other and creating fully informed solutions for our clients. We spend a lot of time comparing notes and analytics, and this would give us a new level of transparency in which to function.” Kerstin Deppe – DEG Alliance Manager
The Role of Personalization
By building additional layers of information collected by each platform into customer data sets, a greater level of personalization will be possible. Marketers, now with the best view of the connected consumer, can curate personalized content that resonates, delivering it in the right channel, to drive engagement and conversions at higher rates than ever before.
With a deeper understanding of customers, marketers will be able to more effectively communicate with known leads and can target potential customers with greater precision.
With this deeper understanding of customers and how they engage throughout the spectrum of the brand experience, we as marketers will be able to more effectively communicate with known leads and can target potential customers with greater precision. Combined with a centralized marketing hub that connects all components of the customer journey, marketers now will be able to activate their optimized marketing strategy, and adjust in real-time based on individual channel learnings.
Additionally, marketing team members who traditionally may have functioned in silos will have a heightened ability to see how cross-channel customer interactions affect their channel of expertise.
Finally, we see the culmination of these two powerful tools being fully realized by leveraging the ever-growing power of artificial intelligence (Einstein). As more and more data is gathered and larger catalogs of content are produced with finer levels of personalization, marketers will increasingly look to AI to help analyze and refine their campaigns.
Einstein, with more direct access to customers and their associated data, can inform and optimize campaigns in real-time across the entire customer journey from an unknown lead to a sold customer and beyond. This will allow marketing teams to focus on the future of their programs rather than spending time constantly adjusting what is and isn’t working with the programs running today.
Partnership Next Steps
The Sitecore-Salesforce partnership will likely roll out over the next several years, but the excitement about the short and long-term potential grows every day.
We know that the changes this partnership brings will likely roll out over the next several years, but the excitement about the short and long-term potential grows every day. The teams here at DEG are looking forward to the new world of collaboration this partnership presents.
We see the vision of this partnership marketing being informed by cross-channel insights gleaned from artificial intelligence, rather than individual channel performance. This will allow teams to capitalize on predictive intelligence to make their strategies work more efficiently, providing us the insights to intercept customers in the moment, and influence their experience.
We see the vision that is being presented with this partnership and the future it hopes to create of informing marketing with cross-channel insights gleaned from artificial intelligence, leveraged by marketing teams who, assisted by Predictive Intelligence, can make their strategies work more efficiently. This will ultimately provide consumers the most relevant, personalized content in the right moment, at the right time, in the right channel.
DEG utilizes its expertise in Sitecore and Salesforce Marketing Cloud to empower local, national, and global brands to connect with their customers in the moment. Learn more about how our web content management and email capabilities can give you a competitive advantage.