Salesforce Marketing Cloud: Team Playing for the Win

You probably remember reading about the Industrial Revolution for school. It was a period where innovation brought along a new world, with new abilities and demands. And, in a way, we’ve been having industrial revolutions ever since. If the first one was all about steam (18th century), then the second one was electricity (19th century).

Photo by Giuseppe Ruco on Unsplash

But then along came computing, bringing digital revolution (20th century). As a result, humanity became unprecedentedly interconnected globally. Examples of this are disciplines such as robotics, Internet of Things, 3d printing, AI, machine learning, AR, VR, blockchain and innumerable others. This is what’s known as the 4th industrial revolution (21st century).

As people gained different world perspectives, their horizons broadened. This impacted directly on the way they engaged with brands and businesses. It seems a whole world has passed from “I’ll buy from my local shopkeeper, and what they have is what I’ll get”, to “I will buy from whomever satisfies my expectations, no matter where they are in the world”. Boundaries between what’s physical and what’s digital, what’s local and what’s global have, if not lifted completely, at least become blurred lines.

Customers want to engage with businesses in a way that reflects their own sense of self. This means brands and businesses need to see customers in an integral sense. And this is the key to the value of Salesforce: its multiple clouds allows marketers to analyze all data, in an integrated manner, so as to obtain a deep understanding of the customers. It means you can track that customer through their engagement with Marketing Cloud, with their purchases in Sales Cloud, with their interactions in Commerce Cloud and with their need on Service Cloud. For this series, we’ll focus on Marketing Cloud.

Marketing Cloud allows marketers to see, impact and grow their audiences using a number of solutions. Here are some of them:

• Audience Studio. This tool captures data from all sources and devices, which is later unified, segmented and turned into activated audiences.
• Data Studio. Data-sharing platform where publishers can share their data with marketers.
• Datorama. Cross-platform marketing intelligence, able to unify data sources, show insights and create actionable reports.
• Google Analytics 360. Salesforce integrated with Google Analytics to give marketers a complete, cross-channel view of their performance, which in turn enables them to build seamless customer journeys.
• Journey Builder. This tool allows marketers to define the road that customers will take when interacting with the brand or business. This tool is especially interesting since it can reflect customization based on the customer’s interests.
• Interaction Studio. Real time interaction management.
• Email Studio. Smarter email that can be built based on data from every department.
• Mobile Studio. Allows for the sending of SMS, push notifications and chat app messages.
• Advertising Studio. Allows for one-on-one advertising on social media such as Facebook, LinkedIn, Twitter, Pinterest and others.
• Social Studio. Listen, publish and engage with customers to turn them into advocates.

All of these tools connect to each other in a way that enriches the customer’s experience, tailoring communications and interactions to suit their preferences. They also allow for automatization of a number of tasks, making the best use of our time.

Following our example of Patricia’s shoe store, let’s say she has decided to use Marketing Cloud as a way to connect with customers and strengthen her ROI. Stay tuned for more information on her case.