The Salesforce Marketing Cloud is part of the Salesforce Customer Success Platform, the official name for the Salesforce portfolio of products. It provides marketers with a single environment to manage all their communication channels including email, social, web, and mobile. An important feature of the Marketing Cloud is Journey Builder, which uses data analytics to manage the customer lifecycle.
According to the 2015 “Voice of the Customer” survey by independent research firm Confirmit, the Salesforce Marketing Cloud enables +46% faster campaign deployment and +43% increase in marketing ROI. It does this by listening to and guiding customers along a personalized and responsive journey.
Here are the three main Salesforce Marketing Cloud benefits.
- Listen to customers
The Salesforce Marketing Cloud benefits marketers by enabling them to really listen to their customers and prospects across the internet. They can learn much more about what their targets have already done or will likely do in the future. Marketing teams can then use this information to create and deliver far more personalized customer interactions.
Journey Builder listens to what customers are doing. Specific triggers set off various actions that guide the customer’s individual journey with tailored messages. Marketers aren’t just sending out mass emails randomly, they’re listening for certain behaviors that call for a specific response. For example, if someone just abandoned their cart at checkout or opened an email, marketing can follow-up with the individually appropriate content.
The Salesforce Marketing Cloud is focused on guiding individual journeys, not market segments. It continually listens to how customers are behaving, enabling marketers to deliver more relevant content and build more successful customer relationships.
- Shape customer experiences
Predictive analytics is a powerful tool to shape the customer experience. The Marketing Cloud assesses a customer’s behavioral history to predict future actions. What a customer has done in the past informs what they will do next, such as unsubscribe, share with a friend or buy. The Marketing Cloud then delivers a customized journey based on that knowledge.
If, for example, a customer always buys items on sale, then they’ll always receive news about the latest sale. Marketers can drive the customer experience according to real customer preferences and thus, enjoy a greater response rate.
- Communicate based on customer health
Marketers need to consider customer health when delivering content. The Marketing Cloud carefully constructs messages depending on each customer’s satisfaction levels. For example, a customer who is busy arguing with customer service will be less receptive to an email outlining some renewal offers. The Marketing Cloud can adapt marketing activities based on the signals it receives. This can include suspending marketing activities until a difficult customer service issue has been resolved. As soon as the problem has been sorted, the Marketing Cloud can follow up with the customer to find out how their satisfaction levels rest. Based on this sentiment, it can determine how best to progress that specific customer’s journey.
The Marketing Cloud analyses campaign results with precision. The impact of every interaction is assessed to determine strengths and flaws in the marketing process. These results are then used to optimize existing methods in real time, as well as strategies going forward.
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