Incorporating Marketing Cloud into your Salesforce ecosystem is a practical way to set up your organization for long-term success. It provides your team with the 360-degree view of your constituents. Which in turn allows you to better engage them with the right content, in the right ways, and at the right time. Marketing Cloud is considered an expert when it comes to supporting and growing your mission. Not to mention preparing your organization to become scalable and thriving in the future.
This comprehensive platform covers all aspects of modern marketing methodologies suitable for every company prerequisites. Whether it is a simple email marketing strategy or a complex digital marketing technique, the Marketing Cloud does it all. It has intuitive portals that provide businesses with new ways to showcase their products, drive customer engagement, and relay push messages.
Companies that have leveraged on the Salesforce Marketing Cloud automation systems have one thing in common. They’ve opened up new avenues for connecting with their clients more intimately, right from online stores all through to twitter feeds. These companies have been able to maximize their profitability through planning, personalizing and optimizing customer journeys.
In this Marketing Cloud Implementation Guide, we will walk you through 5 tips for new customers from a Marketing Cloud specialist. We want to show you how you can use Salesforce Marketing Cloud to personalize every customer experience, increase customer engagement and build loyalty in real-time. Follow this guide to understand how you can reap the most benefits from this out-of-the-box solution.
1: Define Your Own Digital Strategy
It is vital to evaluate your technical vision along with your unique requirements to help you engage with your constituents in a more personalized approach. Your business may not always move in the direction you want it to go. And a speedy way to build unnecessary technical burden is to move in the wrong direction at the initial business stages.
Defining your unique digital communications strategy provides you with the right heading to maintain despite all of the distractions calling upon your name. A successful digital strategy comprises such things as mapped engagement flows, major transitions, defining entry points, and fundamental interactions you have with your constituents. A practical digital communications strategy helps you identify proper ways to connect with your constituents at different points of engagement.
2: Set Out Your Data Requirements & Objectives
Having the right data is the key to maximizing engagements with your constituents. With the Marketing Cloud database, you have all it takes to store, query or transform whichever data you need. Of course, it has to be in line with your requirements and digital communications objectives. Typically, there are three use-based categories under which the data falls:
Subscriber – This is identifies the details of the recipients of a send, such as name, email, id, etc.
Personalization – You use this to customize the content to be sent out to your constituent. It may or may not be directly related to your constituent, such as programs, address, event registrations, program interests, etc.
Decision Making – It is used to query logic and automate decisions for populating data extensions, such as event attendance, giving history, interests, etc.
Using the engagement flows mapped out in the digital communications strategy can help you identify your objectives and data requirements across the above three categories. You might want to document the blueprint for your data model in a table by specifying the data name, format, type, category, and present location.
3: Evaluate Your Current Practices
Each time a new toolset integrates into your workflow, it’s essential to re-evaluate your existing practices along with processes for advancement. The Salesforce Marketing Cloud is a unique and powerful toolset that not only leverages your data but also affects your business processes in ways that typically call for extra scrutiny. Consider asking yourself the following questions:
To which direction am I presently relaying the marketing communications from within Salesforce?
Do I need to consider sending any of these communications over to the Salesforce Marketing Cloud for more content preference and alignment?
What should I do to ensure my data is accurate and clean?
What additional steps should I take to minimize date duplicates and maximize quality?
How will this impact on the data I should or should not store in Salesforce?
How will I benefit from reducing the number of external links currently being imported, or from a reporting perspective?
What am I supposed to do with this new data?
Do I have the ability to change my content, segment differently or drive actions through other channels?
Considering these questions and following them closely will enable you to head down the right path. By implementing them correctly, you will be able to enjoy immense growth and long-term success while using the Marketing Cloud within your Salesforce ecosystem.
4: Embrace Change
Change is inevitable for all industries, and more so for marketers. Many organizations have teams with different skillset and experience level. As these organizations seek to enhance collaboration across functions, they often make a grave mistake of isolating marketing and IT teams.
Some team members will have to struggle and learn the hard way, which actually should not be the case. You should try to embrace change and have a common language and goals with all of your teams, including the data team, creative team, call center team, and anyone else who interacts with customers. Informing all key people within your team makes it easier to progress and share clear feedback regarding the approach.
Of course, no one likes to feel out of control as far as the tools you use are concerned. Try to avoid surprising the team members who will likely feel the impacts of the implementation. Otherwise, you are likely to disrupt and derail the success of the project.
5: Allow Time for Training & Make Inquiries
The Salesforce Marketing Cloud platform is very intuitive. However, you might be limited to only the standard features if you disregard the training regimen. Even experienced users always discover new things to learn at Salesforce all the time. Allowing time for training and asking questions will enable you to graduate to using the most advanced features available.
Always embrace the student mentality and make inquiries all the time. Otherwise, how do you expect to keep up with the latest advancement in the Marketing Cloud platform? Embracing the journey of learning Marketing Cloud makes you a more valuable contributor to your marketing team. You can utilize the remarkable Trailblazer Community as well as the Help & Training to learn more about the Marketing Cloud platform and its features.
Looking at the tips above, a few things become clearer. One – marketing is becoming more and more reliant on technology. And two – no matter how much technology you got, it’s all useless if you don’t put your customers first. As such, it is very important to combine the right technology with a proper customer experience strategy.
Marketing specialists recommend making use of CRM and AI powered tools like Veloxy Engage and Veloxy Mobile. These tools will help companies make the most out of Salesforce. How? Well, by keeping track of customer activities, needs, behavior patterns, and expectations. Similarly, you get forecasts that will help improve the overall experience of your services. And once you can anticipate what your customers want, marketing becomes a highly accurate, almost automated process.