How to get closer to your customers with Salesforce marketing automation
- Posted: 3rd April 2017
- Written by:
Georgina Groombridge @groombridgeg
Brands are under more and more pressure to deliver a truly personalised customer experience. And by personalisation we mean more than just addressing your customer by their first name in an email. The world of digital marketing has advanced significantly and nowadays, each interaction has to be tailored to your customers’ individual preferences, habits and buying history. To do that successfully though, you need to be able to access, gather and use all the right information – and keep it updated in real-time. How?
Salesforce is recognised as one of the world’s most powerful one-to-one digital marketing platforms for good reason. It enables brands to listen to customers and engage with them across every relevant channel, including email, social, web, and mobile. The Salesforce marketing automation platform is completely customer focused– the end-user is always front and centre – which allows marketing teams to easily design and manage highly personalised campaigns, publish on-message content and analyse results.
Why use marketing automation?
An automated digital marketing platform lets marketers focus on developing innovative ideas that can help their brand outpace the competition. All too often, not enough attention is spent on the strategic direction of an important campaign and customers end-up being bombarded with messy marketing messages from all sides. A lack of good information, combined with time-consuming tasks eating into resources, can undermine the best marketing efforts.
Marketing automation can help with the day-to-day marketing activities so that marketers can focus on the bigger picture. The technology can identify potential customers and manage the lead nurturing process – bringing prospects to the point where your sales team can contact them directly and close the sale. The information you gather will give a detailed picture of each customer and drive the choice of marketing tactics to ensure a fully personalised approach.
Ultimately, automated marketing technology can turn a broad base of leads into happy customers by improving the efficiency of your sales funnel. No more guesswork; leads are automatically scored, qualified and prioritised based on how they engage with your brand. The sales progress can be tracked, measured and refined to ensure a successful interaction and fruitful long-term relationship.
Salesforce marketing automation
The Salesforce Marketing Cloud provides automated marketing technology that allows you to use predictive analytics to assess how your customers have behaved to-date, and thus predict their future buying preferences and actions.
Journey Builder, part of the Salesforce marketing automation tool-kit, enables you and your marketers to focus on the individual customer journeys rather than broad segments. You can watch and listen to what your targets are getting up to online. For example, if one customer has been looking at trainers online with intent to buy, and prefers email over SMS, you can automate a series of personalised messages to be sent to their inbox with relevant trainer suggestions.
The Salesforce Marketing Cloud can turn your marketing activities into successful customer interactions. It responds to signals from the Salesforce Service Cloud and can adjust or suspend certain activities to ensure that your customer relationships stay solid and loyal.
Many companies struggle to integrate customer information across all the various channels but a consolidated single customer view is crucial to your digital marketing activities. To be successful at automation, you have to pull as much data as you possibly can into the marketing cloud and then – with the right tools – use it to get closer to your customers’ wants, needs, likes and dislikes.