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Maximize Your Marketing ROI with 5 Must-Have Salesforce Marketing Cloud Features
#FocusOnBestPractices
Christian Twiste
Chief Digital Officer
September 13, 2024
Businesses are constantly seeking effective ways to engage their clients, whether through loyalty programs, audience building, email marketing, compelling, personalized content, or advertising, but concerns about staffing shortages and tightening budgets persist. At times of economic uncertainty, marketers face ongoing pressure to increase sales, enhance efficiency, and lower costs while catering to customers’ digital-first preferences.
Reports show that businesses leveraging Salesforce Marketing Cloud witness a 43 percent increase in ROI and a 44 percent boost in lead volume compared to those using other tools.
Forrester’s study revealed that a composite of five businesses using Salesforce Marketing Cloud achieved a 299 percent ROI over three years. Additionally, Forrester discovered that Marketing Cloud:
What’s Salesforce Marketing Cloud All about?
Imagine having everything you need for digital marketing neatly organized and automated; this was once a dream until Salesforce deployed the Marketing Cloud, acomprehensive digital marketing platform that offers a wide range of features and tools to rapidly boost your marketing strategies. With SFMC, you gain a holistic view of your audience, enabling more personalized and impactful engagement across all marketing channels.
Five Essential Features of Salesforce Marketing Cloud
1. Analytics Builder
Analytics Builder allows you to explore and understand the interests and behaviors of your contacts across multiple channels. By leveraging these behavioral insights, you can set marketing goals and refine customer journeys. With this tool, you can assess the engagement and effectiveness of your email campaigns, customize dashboard views to present data in flexible charts, tables, and graphs, and monitor contact activities such as clicks as well as purchases through data collection.
- Use Case: With Analytics Builder, you notice that a segment of your email recipients frequently clicks on product reviews. You refine your email content to feature more customer testimonials and reviews, leading to increased engagement and higher conversion rates.
2. Contact Builder
Contact Builder is a crucial feature of Salesforce Marketing Cloud that helps businesses effectively manage and organize customer data. It enables you to design marketing campaigns across multiple channels, monitor customer behavior, and evaluate engagement based on the results tracked by your team. With Contact Builder, you gain a comprehensive view of every customer such as their contact information, buying history, likings, and service interactions. This detailed data allows you to personalize marketing campaigns to meet individual customer needs and enhance service delivery. By analyzing this extensive customer history, you can monitor all interactions with your brand and create more tailored messages that resonate with the audience.
- Use Case: You use Contact Builder to identify a group of customers who frequently purchase high-end electronics. You then tailor an exclusive offer on premium accessories specifically for this segment, resulting in increased engagement and higher sales.
3. Journey Builder
Marketing Cloud Journey Builder is a versatile tool that benefits organizations of every size hoping to improve their customer experience and marketing effectiveness. It enables you to create tailored customer journeys prompted by various events, such as customer behavior, date and time ranges, or simply their inclinations. You can easily implement automated campaigns that include SMS messages, emails, and other communications, personalized to meet each customer’s needs. Marketers can design these journeys using various activities to map out the communication flow. The process begins by defining an Entry Source, which identifies where customers enter the journey, whether through Single Send Journeys, Multi-Step Journeys, or Transactional Send Journeys produced by distinctive events such as a bank withdrawal or a purchase of a specific product. Additionally, Flow Controls help manage the journey’s logic and progress.
- Use Case: A retail company uses Marketing Cloud Journey Builder to create a multi-step journey for customers who frequently browse their website but don't complete purchases. When a customer adds items to their cart but doesn't check out, they automatically enter a journey that includes a series of reminder emails and SMS messages with special offers to encourage completion of the purchase.
4. Mobile Studio
Salesforce Marketing Cloud’s Mobile Studio is a comprehensive tool designed to help businesses engage with their customers across diverse mobile channels, including push notifications, SMS, and messenger apps. Recognized by Forester and Gartner for its efficiency in mobile marketing, Mobile Studio centralizes mobile marketing efforts, making it simpler to build and manage campaigns across multiple channels. It enables businesses to deliver personalized messages based on customer data and use automation to streamline their marketing processes. Additionally, Mobile Studio provides analytical insights to monitor campaign performance and refine strategies for future success. By aligning with your marketing strategy and customer inclinations, Mobile Studio helps you choose the most effective tools to improve your business outcomes.
- Use Case: A travel agency utilizes Mobile Studio to manage its customer communication across multiple mobile channels. They set up automated push notifications for flight reminders, SMS alerts for booking confirmations, and messenger app updates for special travel offers. The tool's analytical insights help them track the success of each channel and optimize future marketing efforts based on performance data.
5. Email Studio
Salesforce Marketing Cloud’s Email Studio is a top-tier email marketing tool designed for enterprises. It enables marketers to send intelligent and tailored messages to a broad audience. By integrating with sales, commerce, service, as well as customer communities, Email Studio ensures a uniform customer journey across various channels and improves segmentation. This allows you to deliver messages to the right people at the optimal time, boosting engagement and ROI for the campaigns. Savvy marketers recognize that streamlining the user experience drives higher conversions and interactions. Email Studio simplifies the process of designing, managing, and improving emails, including features like Interactive email forms that let you integrate forms directly within your emails.
- Use Case: A financial services firm uses Email Studio to create a series of automated emails for onboarding new clients. By embedding interactive forms directly into their emails, they streamline the registration process, gather necessary information efficiently, and enhance the overall client experience, resulting in quicker onboarding and improved customer satisfaction.
Drive Positive ROI Using Salesforce Marketing Cloud
Unlock the full potential of your marketing efforts and see a measurable return on investment with Salesforce Marketing Cloud’s advanced tools and insights.
- Target Audience Analysis: SFMC's Audience Builder lets you segment your audience by criteria like demographics, enabling targeted campaigns that boost engagement, conversions, and ROI.
- Campaign Automation: Automation lets you trigger campaigns based on customer actions, like sending reminders to cart abandoners or discounts to inactive shoppers, boosting conversion rates and ROI.
- Omnichannel Marketing: SFMC connects with your audience across email, SMS, push notifications, and social media, boosting engagement and ROI.
- Track Campaign Results: SFMC provides real-time analytics to track campaign performance, allowing you to quickly adjust and boost ROI.
- Forecasting Insights: SFMC’s predictive intelligence identifies promising leads and organizes them for follow-up, helping you direct resources toward those with the highest likelihood of conversion.
What Sets Korcomptenz Apart?
Korcomptenz delivers comprehensive Salesforce Marketing Cloud services for efficient campaign management including both technical implementations and user experience and design. We handle strategy, creation, and deployment of multichannel marketing solutions to achieve rapid results. Our adaptable pay-per-use model provides expert support tailored to your needs, enhancing performance and controlling costs. Optimize your productivity now with our Salesforce managed services.
Conclusion
This platform is more than just a tool, it’s a catalyst for elevating your marketing efforts and surpassing your goals. In the ever-changing digital landscape, Salesforce Marketing Cloud stands out with its powerful features like Data Extensions and Predictive Analytics, driving exceptional results. With over two decades of industry experience and as a Salesforce Marketing Cloud consultant, our services are well-equipped to assist you. Contact us for a free consultation.
