Salesforce Marketing Cloud (SFMC), formerly known as ExactTarget has taken the marketing world by storm due to its unique concept for marketing automation. Salesforce Marketing Cloud offers marketing professionals a powerful set of tools, specifically designed to generate and manage a meaningful connection with your current and potential customers.
Below you will find a list of guiding principles that marketers apply when integrating Salesforce Marketing Cloud in their marketing technology stack.
Leave no data behind.
All unified information is gathered together creating a single source of truth. Best of all, this information is gathered together in just one platform, Salesforce — removing confusion over the type of messaging you use, and ensuring that all stakeholders are on the same page.
These unified profiles are based on a common identifier that runs through your data model in Service Cloud (CRM) and other data sources, meaning that key information can be matched up to a single customer or prospect.
Match data to a person.
Collect and unify data from everywhere with Contact Builder in Salesforce Marketing Cloud. By combining user data, customer profiles, behavioural data and marketing data, Marketing Cloud allows you to build a single customer view for all potential touch points.
Make your data smarter.
Marketing Cloud Personalization enables companies to gain a comprehensive view of each customer and prospect, in-depth behavioural analytics along with data from existing sources, and apply machine learning to deliver real-time, 1-to-1 experiences and interactions across channels.
The Google Analytics integration with Salesforce as well as Marketing Cloud’s Personalisation Builder measure data in such a way that it has the potential to be acted upon, or is designed with action in mind and this allows a company to know its customers by knowing who they are, where they come from, what their needs are, and what and how they want to buy.
Use hard data to automate.
In today’s digital landscape, customers expect continuously personalised experiences that are relevant to their individual needs and wishes. In response, organisations are seeking ways to optimise their marketing so that it becomes targeted, relevant and contextualised to the consumer every time. Automation Studio & AMPscript are the solutions to use hard data to build up marketing segments and messages. This allows you to implement a digital marketing strategy without having to manually write and send your content, saving you time and resources.