Marketing Cloud is the marketing platform of Salesforce’s Customer Relationship Management (CRM) system that primarily assists small and medium enterprises (SMEs) get the most from their marketing efforts by better segmenting audiences and helping them improve engagement.
Arguably the world’s leading CRM tool, 83 per cent of Fortune 500 companies use Salesforce. As it continues to develop its cloud services, Marketing Cloud is gaining more traction with its clients and is rapidly becoming responsible for more of the company’s revenue. In 2015, Marketing Cloud contributed 10 per cent of Salesforce’s revenue; this figure expanded to an estimated 13.9 per cent in 2018. Between the first quarter of 2016 and the first quarter of 2017, Marketing Cloud revenue grew 56 per cent.
What Does Marketing Cloud do?
As with every Salesforce platform, Marketing Cloud is designed to enable SMEs to create richer customer experiences. Marketing Cloud gives users complete control over their data, allowing them to look at the attributes and behaviours of a specific customer or groups of customers, segment their customers into audience groups and receive easy-to-understand reporting.
Marketing Cloud, as part Salesforce, gives unprecedented power to users through:
- A Cloud-based system that enables SMEs to access their data and change their processes or automation from anywhere in the world with the internet, on any mobile or device
- Its reliable cloud infrastructure framework that allows for multi-tenancy, which gives SMEs and their customers a guarantee that data is secure
- An integrated artificial intelligence (AI) system, Einstein AI, that automatically delivers insights and personalises the customer journey
- The largest business app marketplace in the world, AppExchange, which allows SMEs to add apps to ensure their CRMs perfectly fit business requirements
Why Do I Need Marketing Cloud?
The level of integration that Marketing Cloud can have in your business – and the impact it can have – is unprecedented. One of its key functions is to help SMEs build and clearly understand customer journeys so they know when to engage. SMEs can seamlessly adjust customer paths and create trigger events, where certain actions deliver content or another form of engagement. That can all be overseen by rules that prioritise messages and ensure you do not have too much contact with your customers. The platform is simple enough to empower anyone within a business to be a digital marketer – a key consideration of SMEs, which have lower numbers of staff.
Marketing Cloud’s email studio gives SMEs customisable, easy-to-use templates to communicate with customers and design that responds to comfortably fit any mobile or device screen. The integrated AI features enable SMEs to pair the audiences developed through Marketing Cloud’s powerful analytics to the correct content, and know-how built into the platform ensures marketing emails have the greatest likelihood of making it through filters into customers’ inboxes. Detailed performance reporting allows SMEs to see what works and what does not. Pardot, a tool within the Marketing Cloud platform, also helps here by tracking closed leads back to specific campaigns, shedding light on the reasons for conversions.
Through Social Studio, an SME’s social media manager can post content across all social media accounts while listening across all platforms and catching content to do with the SME. The social platforms are also plugged into the CRM system, meaning that customer profiles are created or updated as people post, and service cases can begin based on social media feedback. The intelligence built into the CRM uses customer data to improve the targeting of social media advertising and work on additional conversions for new and existing customers.
In a similar way, Marketing Cloud uses the data stored in the CRM to effectively shape digital advertising and to build appropriate SMS and MMS messages. The platform can tell the customers that are inactive and may need contact, while it can suppress advertising to customers who are existing, so they are not bombarded. Its mobile proficiency also enables SMEs to promote their brand to customers who are entering or exiting a certain targeted area. The combined intelligence and insights available through the platform ensure Pardot can give customers personal messages with targeted offers and improve the customer experience.
Lastly, one of the best features of Marketing Cloud is how it can help SMEs through the confusing world of sharing data. Through the platform, SMEs can activate data partnerships with the world’s largest enterprise marketers (where appropriate), maximising their revenue and potentially securing them additional lists. The platform ensures that SMEs continue to retain complete control over who can access their data, whether it is available to many other businesses or only to trusted partners through peer-to-peer sharing. Salesforce offers access to an e-book on second-party data to help businesspeople who are unsure about the practice.
What Blirt Does
As a Salesforce Cloud Alliance Partner and a Salesforce Pardot Select Partner, Blirt is well-positioned to help small and medium businesses get the most out of this world-class platform. Blirt focuses on implementing CRM technology through the lens of customer experience, which helps make your business a more successful, customer-focused organisation.
It will take us just weeks to have you adeptly using Marketing Cloud and delivering incredible experiences to every one of your customers. To find out more, book a discovery call with us and we will show you how to get started.