Salesforce Marketing Cloud (SFMC)is a widely adopted digital marketing platform, offering tight integrations across Salesforce Sales Cloud, Salesforce Service Cloud, and the rest of Salesforce’s powerful offerings.
Salesforce Marketing Cloud products are cloud-based solutions that empower businesses to effortlessly create, manage, personalize, automate, and assess the impact of campaigns across multiple channels.
From retail and real estate, to banking and software services, the Salesforce Marketing Cloud products enable businesses to effectively reach, engage, and convert customers through:
Targeted messages with segmented audiences
Automated campaigns and marketing tasks
Consistent data management and personalized content
and, effortlessly tracked KPIs using a comprehensive suite of advanced tools
“We love using Salesforce Marketing Cloud to craft personalized, impactful campaigns seamlessly across multiple channels. SFMC offers robust segmentation, an intuitive interface, and comprehensive analytics - empowering businesses to elevate customer engagement and drive lasting relationships." Chris Reedy, Whereoware's Digital Production Salesforce Marketing Cloud Expert
Today, we'll demonstrate Salesforce Marketing Cloud's many capabilities through fictional real estate agency Happy Home Sellers.
Is Salesforce Marketing Cloud separate from Salesforce?
Salesforce Marketing Cloud is separate and independent from Salesforce's other clouds (e.g., Sales Cloud, Service Cloud, Commerce Cloud, Data Cloud, and more). Use Salesforce Marketing Cloud without using Salesforce Sales Cloud, but the Salesforce Clouds tightly integrate, so you can connect them to share data, improve marketing and sales alignment, and deliver better customer experiences.
SFMC Benefits - More Personal Digital Marketing Experiences
Happy Home Sellers needs to send the best houses to each of their prospective home buyers to earn and maintain their business. Homebuying is a competitive, emotional, fast-paced, and costly endeavor, and every marketing effort needs to be relevant and helpful.
Happy Home Sellers uses Salesforce Marketing Cloud’spowerful segmentation tools, to set defined audiences based on budget, realtor territory, and desired location, to send their targeted campaigns.
They use Salesforce Marketing Cloud Personalization (formerly Interaction Studio), paired with Journey Builder, tomanage and personalize customer experiences in real-time, through pre-defined logic paths.
SFMC's Personalization, in conjunction with Journey Builder, allows Happy Home Sellers to dynamically update automated customer journeys mid-flight, when customers take predefined actions, like viewing a new property.
Happy Home Sellers then takes the personalization a step further by building fully customizable landing pages, using Salesforce Marketing Cloud CloudPages.
With CloudPages, Happy Home Sellers easily designs a unique landing page for each property, while maintaining the on-brand look and feel of their website -without the need to involve their IT department.
The Salesforce Marketing Cloud features enhance campaign automation, guaranteeing timely delivery of ultra-personalized customer experiences, while reducing the possibility of human error and boosting overall efficiency.
Multichannel Marketing At-Scale With SFMC
Salesforce Marketing Cloud (SFMC) helps marketers better manage multi-channel customer engagements across email, mobile (including SMS and push notifications), social media, web, and more, for a seamless, integrated experience.
Marketers can synchronize messages across all platforms, while maintaining consistent messaging, branding, and measurement.
For example, Happy Home Sellers simultaneously sends SMS text messages to remind recipients about upcoming open houses and shares similar engaging content on their social media accounts.
Using Dynamic Content with Einstein, they send personalized 1:1 emails with detailed information about each property, based on each recipient's behavior, preferences, and home buying progression.
Happy Home Sellers continuously increases campaign open and click-through rates with SFMC’s A/B testing capabilities, across subject lines, content, and send times. These tests provide valuable customer insights, while automaticallysending the winning variant to the rest of the targeted segment, ensuring recipients receive the most effective content.
Customers receive a uniform marketing message across every platform, specific to the homes in their market and budget, strengthening recognition and fostering trust in the brand.
This combination of on-brand, highly relevant, and timely cross-channel messages encourages engagement, leans into FOMO, and motivates customers to act, while saving the Happy Home Sellers team from manual work.
As your Salesforce consulting partner, Whereoware will help you establish robust multichannel marketing strategies to reach your customers on a variety of platforms. Contact us to get started!
Sales and Marketing Alignment
If your sales team uses Salesforce Sales Cloud, then Salesforce Marketing Cloud (SFMC) is a no-brainer to optimize both marketing and sales teams’ lead engagement, conversion rates, and ultimately, new customer acquisition.
By leveraging the vast wealth of data gathered in Sales Cloud and shared with SFMC, both marketing and sales teams can personalize their marketing messages to resonate with the unique needs and interests of each customer.
Syncing customer data across Salesforce Sales Cloud and Salesforce Marketing Cloud gets everyone on the same page, ensuring all customer interactions are documented and based on the most current and accurate data for more effective sales strategies.
For example, Happy Home Sellers uses Salesforce Einstein 1 Data Cloud to connect and gain a unified view of data across Salesforce Sales Cloud, SFMC, and their internal systems. They worked with an agency partner to build forecastingmodels identifying customers most likely in-market for a new home, long before those individuals contact a sales team member.
Happy Home Sellers then uses SFMC automated workflowsto trigger notifications (via email, text, or even WhatsApp) when people in their territory are demonstrating this propensity to buy, so they can turn up the charm and engage during the early stages of their home search.
Through these Salesforce Marketing Cloud features, companies can better measure performance across the sales cycle, optimize campaigns for better conversion rates, improve data quality, and foster stronger relationships with their customers, all while maintaining efficiency and consistency across the sales cycle.
Empower Service Teams + Customers with Salesforce Service Cloud
Salesforce Marketing Cloud significantly enhances the delivery of customer service through the Salesforce Service Cloud integration.
This integration enables businesses to equip customers with self-service options and access to customer support, contributing to a more satisfying and empowering user experience. Customers can resolve issues independently or connect with customer service representatives, as needed.
Happy Home Sellers relies on Salesforce Marketing Cloud's integration with Salesforce Service Cloud to give homebuyers immediate access to self-service tools and customer support to manage the labyrinth of contracts and documentation needed to close on their home.
They can easily track customer conversations and provide timely responses to inquiries, offering immediate replies and much-needed support throughout the emotional homebuying experience.
By combining SFMC and Salesforce Service Cloud, companies significantly enhance their customers’ experience, driving both operational efficiency and customer loyalty.
Salesforce Marketing Cloud- Your All-In-One Customer Automation Tool
From empowering sales teams, to delivering excellent customer service and running personalized, multichannel marketing campaigns, Salesforce Marketing Cloud benefits are the complete package.
Salesforce offers a complete suite of tools to save businesses time, resources, and money by automating and optimizing all facets of sales, marketing, and customer service operations – all, while remaining laser focused on delivering the most personal and relevant customer experience.
With a Salesforce consulting partner like Whereoware, you can take advantage of all the capabilities that Salesforce and SFMC have to offer, including features such as Salesforce Marketing Cloud Personalization, Service Cloud Integration, and Journey Builder.
Whereoware's team of expert Salesforce consultants, designers, and developers, are dedicated to transforming complex Salesforce installations into user-friendly, intuitive experiences.