Email, social media, mobile apps, SMS, websites—Salesforce Marketing Cloud centralizes all your communication channels in one place. Powered by AI and marketing automation, SFMC helps businesses optimize customer relationships while improving team productivity. Discover the cloud marketing platform and its features.
What is Salesforce Marketing Cloud?
Integrated into the Salesforce Customer 360 ecosystem, Marketing Cloud is a multichannel digital marketing platform. Its objective: to help companies optimize their marketing strategies across all available communication channels (ranging from email to advertising through mobile and the Web). To do this, the platform relies on innovative technologies such as artificial intelligence, data centralization, and cloud computing.
Companies using Salesforce Marketing Cloud can fully leverage customer data to:
- Personalize real-time interactions
- Effectively segment audiences
- Manage multichannel campaigns
- Conduct precise customer analyses
- Continuously adjust marketing strategies
By doing so, they strengthen customer engagement and loyalty, maximizing their return on investment.
Proof: after implementing SFMC, companies observe a 28% average growth, a 27% increase in customer lifetime value, and a 31% increase in customer engagement.
With such results, Salesforce was recognized as the leader in customer data platforms and multichannel marketing hubs in 2023 by Gartner’s Magic Quadrant.
What are the features of SFMC?
Salesforce Marketing Cloud comprises five major areas of expertise, each offering a comprehensive suite of tools.
Data Cloud for Marketing
This customer data platform centralizes all available resources. It allows companies to synchronize data from various sources: social media, websites, interactions with sales teams or support, etc. This is the foundation of all SFMC features. From the collected information, teams can trigger personalized customer journeys, send the right message at the right time, and ensure a smooth and personalized customer experience.
Personalization
The personalization capabilities of Salesforce Marketing Cloud are enhanced by Einstein Copilot’s predictive intelligence. Utilizing the collected data, companies can precisely define the profile of each customer or prospect: their expectations, issues, dissatisfactions, and more. From there, they can submit the profile to machine learning algorithms, which generate content tailored to each individual.
Engagement
Customer engagement is enhanced by the Journey Builder. The idea is to create a complete and personalized customer journey on each communication channel: email, SMS, advertising, website, and even IoT.
For this, you have access to several studios:
- Email Studio
- Social Studio
- Mobile Studio
- Audience Studio
- Advertising Studio
And since the data is centralized, all teams have access to the same information. This enhances transparency between marketing, sales teams, and customer support.
Here, SFMC fully utilizes marketing automation to streamline processes and simplify the work of teams.
Account Engagement
This solution aims to promote lead generation, notably through Pardot. Once again, this tool leverages marketing automation to help sales teams create connections with potential customers, thereby maximizing sales.
Beyond marketing automation, enhanced customer knowledge facilitates contract signing. With Salesforce Marketing Cloud, sales teams benefit from a unique view of each customer, streamlining interactions.
Intelligence
Because the strategy must constantly be adjusted to optimize performance, SFMC offers various analysis solutions. Notably, Datarama allows visualizing all data via an interactive, real-time dashboard. Teams can analyze the performance of email campaigns, user behavior on websites, social media, and more.
Between the productivity gains, the improvement in customer knowledge, and personalization, Salesforce Marketing Cloud is an essential platform for businesses in all sectors.
But to master it, you will first need to train yourself.
