page title

Marketing cloud

What Is Salesforce Marketing Cloud? A 2022 Deep-dive

Marketing is one of the most important activities performed by an organization as it revolves around generating more customers. A good marketing campaign has the power to reach out to a wide range of prospects and encourage them to engage with your business. It is, therefore, important for marketers to use the right tools to carry out their processes.
Salesforce allows its users to spread the word about their business in the market with the help of Salesforce Marketing Cloud. The Marketing Cloud is one of the most sought-after Salesforce products in 2022 as it provides businesses with advanced tools for marketing their offerings.

Let us take a deep dive into this Salesforce product and understand why should implement it in 2022.

What Is Salesforce Marketing Cloud?

In simple words, Salesforce Marketing Cloud is a cloud-based SaaS solution that allows businesses to streamline their marketing processes. It provides users with a variety of tools and features to create and manage marketing campaigns across multiple platforms like SMS, web, social media, and email.

Salesforce Marketing Cloud is designed to provide you with a 360-degree view of all your marketing processes, prospects, and customers. It allows you to tailor your processes based on the specific needs and requirements of your customers to get the traction you are looking for. With the Marketing Cloud, you can build strong relationships with your customers, making them stay associated with your business for a longer period of time.

The Elements Of Salesforce Marketing Cloud

In 2022, it is important to make the most of multiple platforms to get your marketing messages across in the best way possible. Salesforce Marketing Cloud provides its services to users in the form of distinct elements, discussed as follows:

Journey Builder

As the name suggests, Journey Builder is a tool that allows marketers to create personalized journeys for every prospect and customer catered to by them. From the moment a prospect is approached, the tool helps you keep track of their actions and provide them with seamless support until they finally make a purchase.

With Journey Builder, marketers can map the journey of their customers, identify important touchpoints, and track interactions that allow them to understand their needs and preferences. In essence, the tool unites sales, marketing, and customer service departments within an organization, allowing everyone to add and use data related to specific customers.

Email Studio

Email Studio is the Marketing Cloud offering that allows you to create targeted email marketing campaigns. It helps you extract data from other departments, use the same in creating personalized emails, and approach your customers through multiple devices.

With Email Studio, you can segment your customers on the basis of their likes, needs, and preferences. This is useful if you are sending out a large number of promotional emails on a regular basis. The tool also allows you to schedule emails to be sent to specific recipients so that they receive your messages at the right time.

Moreover, Email Studio helps you create different emails based on the stage your customers are in their buying journeys. These emails can be optimized based according to your company and its offerings. Even if your team members are not well-versed with coding and programming, they can design customized emails on Email Studio using simple drag-and-drop tools.

Advertising Studio

Advertising Studio allows marketers to use their CRM data for creating personalized ads that can be displayed on multiple platforms. It helps you create advertisements that are consistent with your marketing campaign and provide you with the traction you are looking for.

There are three core features of Advertising Studio that facilitate the creation of personalized and targeted ads:

•    Advertising Audiences – This allows you to extract relevant data from the CRM platform to reach out to your customers across multiple platforms. 
•    Journey Builder Advertising – This feature allows you to build targeted online ad campaigns and create cross-channel journeys across multiple platforms with Journey Builder. In other words, it helps you show personalized ads to your customers based on the stage they are at in their buying journeys. 
•    Lead Capture – This feature allows you to find the right prospects online and target them with ads that help you in generating leads. Based on the engagement of your prospects with these ads, you can nurture the leads and work towards converting them into loyal customers. 

Interaction Studio

This is a real-time engagement tool that helps marketers track, monitor, and visualize customer experiences as they engage with their business on different platforms. It allows you to micro-manage the journey of your customers and identify the touchpoints that allow you to engage with your customers the right way.

With interaction studio, you can gather valuable insights from multiple online and offline sources that can be used for personalized engagement. These details can be used for creating informative visualizations that depict the movement of your customers across their journeys and making specific decisions.

Mobile Studio

As the name suggests, Mobile Studio is a tool that allows marketers to create seamless and targeted campaigns using SMS, group messages, and push notifications. It helps you reach out to your prospects and customers through their mobile phones and persuade them to engage with your business. Right from creating personalized text messages to marketing your business on WhatsApp, Mobile Studio helps you send the right messages to the right customers.

With Mobile Studio, you can gather and analyze the preferences of your customers through group messages. These responses can be used for consistent messaging across different channels (with the consent of your customers). Just like Email Studio, Mobile Studio allows you to schedule your promotional messages to ensure that the messages reach the recipients at the right time.

Social Studio

Social Studio is designed to help marketers create holistic social media campaigns across different platforms. It connects your sales, service, and marketing teams to engage with your customers on social media and create fruitful relationships with them on the same.

With Social Studio, you get a 360-degree view of your customers’ actions and engagement on specific social media platforms. Based on these actions, you can assess their preferences and approach the right people at the right time. The social studio also allows you to create, publish, and share promotional content across social media platforms.

Moreover, you can use Social Studio for integrating mentions and customer interactions across specific social media platforms with the CRM platform.

Why Should You Implement Salesforce Marketing Cloud In 2022?

Personalized Marketing Campaigns

Gone are the days when businesses used to create generic marketing campaigns and customers used to respond favourably to the same. In 2022, customers demand to be treated specially and want their specific preferences to be prioritized while engaging with a brand. Salesforce Marketing Cloud allows you to create marketing campaigns that are unique for all your customers and cater to their specific requirements.

Advanced Analytics

Salesforce Marketing Cloud keeps track of all records pertaining to the interactions with your prospects and customers. This data allows your marketing team to make important decisions and tweak your campaigns to get the desired results. By implementing the Marketing Cloud, you can have all relevant details about your marketing processes at your disposal, allowing you to make the right decisions.

Tracking Your Customers’ Buying Journeys

You may lose your customers if they are not assisted the right way at specific stages of their buying journeys. Salesforce Marketing Cloud prevents this from happening by allowing you to track the journeys of your customers. Right from identifying important touchpoints to tracking their actions, the platform lets you be there for your customers at every stage.

Creating Targeted Calls-to-action (CTAs)

CTAs always play a pivotal role in any marketing campaign as they prompt the customers to engage with the concerned business. Despite a powerful marketing campaign, you can lose customers if you do not provide them with the right CTAs.

Salesforce Marketing Cloud helps you provide personalized calls to action to your customers according to their profiles, purchase history, preferences, and interests. This increases the chances of them taking the required action and engaging with your brand.

The Use Of AI

Marketing Cloud incorporates Einstein (the AI component of Salesforce) to leverage your marketing processes. This allows you to make intelligent predictions about the behaviours of your customers and forecast the results of your marketing campaigns. This way, you can minimize the risks involved in marketing your offerings and getting the desired results.

Cross-channel Marketing

Salesforce Marketing Cloud is equipped to help market your business across multiple channels, including web, email, mobile, and social media. Instead of switching between different solutions, it helps you handle all your marketing campaigns from a single unified platform.

The Final Word

These were some of the most important aspects worth considering before you implement Salesforce Marketing Cloud in 2022. We live in the age of digitization and it calls for making the much-needed switch to cloud-based platforms like the Marketing Cloud. If you want to thrive in the market you operate in and get an edge over your peers, you should start finding the right Marketing Cloud implementation partner right away!