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What is Salesforce Marketing Cloud?

August 24 - 2022

Business Insight 5 min read

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We get it.

The marketing industry boasts an overwhelming amount of tech solutions. CRM, CMS, ESP, the list goes on.

And whilst many may be itching to build up their marketing stack, others may feel daunted at the resource, cost, and time involved in exploring yet another option.

At Jarrang, we have a wealth of experience in utilising Martech solutions. And Salesforce Marketing Cloud happens to be one of our favourites.

So much so, that we recommend the solution to our clients on a regular basis. And many of our team are accredited by Salesforce as Marketing Cloud Email Specialists.

If you’re not familiar with Salesforce Marketing Cloud, then read on to learn more.

Salesforce Marketing Cloud overview

Salesforce Marketing Cloud (SFMC) is a digital marketing platform which automates marketing activity over a range of channels, such as email, SMS, website, social media, and mobile apps.

Essentially, SFMC allows marketers to combine all of their channels into one centralised place. Enabling them to send highly targeted and personalised communications to the right person, at the right time, via the right channel.

Salesforce Marketing Cloud benefits

We will delve into more information about what you can do with SFMC next, but to whet your appetite, here are just some of the benefits:

Cross-functional

SFMC consolidates data from multiple sources and collates this into one, accessible place.

Flexible

A wide variety of add-ons means that SFMC can scale as your business grows.

Visual

Customised dashboards help users to understand and action their data and insights.

Customer-centric

SFMC’s focus on audience data and analytics means you can gain a 360-degree view of those who engage with you. And tailor communications accordingly.

Time-saving

SFMC’s optimised processes cuts time by automating tasks, communications, and campaigns.

What can you do with the system?

Action data

Data is at the heart of marketing automation, segmentation, and personalisation. With the Salesforce Customer Data Platform users can combine multiple data sources to unify, segment, activate, and analyse all data from one centralised place.

Automate communications

By pulling data from multiple sources, SFMC can automate real-time, one-to-one customer communications and experiences via multiple channels, at every touchpoint.

Manage journeys

Through the use of customer journey management, users can deliver multi and cross-channel, highly personalised experiences at every stage of the customer lifecycle. Ensuring consistent and relevant messaging throughout.

Integrate departments

Integrating sales and marketing data, teams, and activity is a common challenge. With SFMC’s Account Engagement, users can benefit from a suite of B2B marketing tools to build connections, generate more pipeline, and empower their sales team to win more business.

Report intelligently

When it comes to reporting and analysis, users no longer need to pull analytics from different sources. Instead, they can utilise SFMC’s marketing Cloud Intelligence to access all of their marketing data, investments, KPIs, and key decisions.

Why is Salesforce Marketing Cloud a leader?

Recommended by the experts

SFMC is regularly recommended and cited as an industry leader by those in the know.

Garnter recently named Salesforce a Leader in the 2021 Magic Quadrant for Multichannel Marketing Hubs. Nucleus positions Salesforce as a leader in marketing automation. And Forrester cites Salesforce as a Leader in The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2021.

Encourages collaboration

SFMC focuses on building relationships between marketing, sales, and support.

Their scalable platform is built around connecting the entire business together; ensuring consistency of data and information. Accessible for all in one place.

Mobile-friendly

SFMC also boast a user-friendly mobile app, so no matter where users are, they can access, manage, and review their campaigns easily.

Used by innovative brands

Lastly, SFMC is the CRM marketing cloud of choice for industry giants such as Aston Martin, Virgin, Unilever, Ocado, and perkbox.

Who can use Salesforce Marketing Cloud?

Industry agnostic

SFMC was primarily designed as a B2C platform, however, it has evolved to suit businesses from almost any industry, whether they are B2C or B2B. SFMC’s B2B users are actually increasing as more businesses expect to engage with their audience in a comparable way to B2C businesses.

Small or large

SFMC offers a pick-and-mix style selection of add-on features, functionality, and integrations. This enables businesses, both small and large, to tailor the system to their needs, and scale it as their business grows.

Budgetary flexibility

SFMC can become a considerable investment for any business.

Yes, it can be utilised as an enterprise platform. However, the different editions offered by the solution mean that it can be flexible to meet the needs of businesses with a range of budgets.

Limited resource and time

Businesses with a lack of resource and time are one group that may struggle with SFMC. The system has the ability to be a seriously powerful tool, but it also has a reputation for being complex. Especially when trying to use the system to its full potential and justify the initial investment.

Getting started with Salesforce Marketing Cloud

If your business struggles from a lack of time, resource, or SFMC know-how, then we would recommend contacting the experts, such as Jarrang.

We can help you to get the most out of your system, generate the best results possible, and enjoy a healthy return on your investment.

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