October 17, 2023
Listen to this articleAnyone who has done or considered Salesforce Marketing Cloud implementation would know there are so many studios and tools that could make it a challenge to identify which one is the best fit for a given situation.
The idea here is not to talk about the complexity of the platform but to actually help you with the must-pick tools that will contribute to your marketing needs.
It is essential to note that considering the studios that you’ve purchased, there’s a chance that you might not have immediate access to all the features we’ve covered below. But you can also connect with our professionals to consider Salesforce Marketing Cloud services and leverage the best features.
Our Salesforce experts have evaluated Marketing Cloud inside out and have some top features that they believe are most helpful for businesses.
Here’s a list for you, including the top Marketing Cloud features to work with.
Most companies prefer using Marketing Cloud because of its out-of-the-box integration with the rest of Salesforce clouds. It’s not at all easy to connect marketing and sales teams together, but using Marketing Cloud Connect, it could be made possible by connecting Marketing Cloud with the Sales Cloud.
The connector helps teams to automate customer journeys like sending SMS or emails using Journey Builder, depending on the records. You can also remove prospects by evaluating their journey and engagement with the sales team, thus avoiding sending marketing emails to the won customers.
There are many activities in Journey Builder that a user can use to create automated customer journeys. Advertising is one of these activities. It includes setting up an audience for the ad and adding relevant contacts to the campaign. Advertising Studio will allow you to access it.
One of the major reasons to love this feature with Salesforce Marketing Cloud implementation is that it enables making journeys omnichannel, allowing users to include touchpoints like social media platforms. This ultimately helps in increasing the reach and getting better results.
Mobile Studio of Marketing Cloud does the job exactly what is expected of it, allowing users to communicate with their customers through mobile devices. But what makes this tool stand out is its geofencing capabilities.
Instead of simply sending messages to a list according to their town or country, a Salesforce Marketing Cloud developer can help you use geofencing to create a physical geographical area to target the audience and send messages to contacts when they are available in that specific area.
For the marketing aspect, dynamic content proves to be a game-changer. This feature allows users to change email content and images for recipients, set according to some preset rules. An example of this is setting the relevant products according to the recent purchases of customers.
This helps in conducting a conversation with the audience that resonates with them and helps to drive better results. Earlier users had to segment a list into multiple groups and build separate email campaigns. But with Dynamic Content Blocks, it has become so easy to personalize the content within a single campaign.
This is a feature that has some mixed reviews. Marketers might groan at Data Extensions as it could be complex and confusing. But if you compare standard lists with Data Extensions, there’s no denying the fact that Data Extensions are quite powerful and are responsible for making Salesforce Marketing Cloud implementation the best option for marketing automation.
The feature helps you to create hybrid objects that are flexible and helps to combine data from contact records with other forms of data like accounts. They help with creating sophisticated customer journeys with flexible personalization, which is entirely data-driven.
For marketers, it is always a great practice to minimize the number of steps for users to get better engagement and conversion. Fewer clicks usually mean higher engagement from customers; after all, no customer wants to spend time navigating more and more.
That’s where you can use Marketing Cloud Interactive Email Forms in your Email Builder, through which you can use forms in an email that a recipient can submit without leaving the inbox. It could be really good to use this feature for immediate reviews, one-click sales inquiries, etc.
This might not be as exciting as the other features were, but sometimes, even the simplest of the tools can save us a lot of time. Copy Activity is one such feature in Journey Builder.
It can certainly be time-consuming to build journeys, especially in cases when marketers have to deal with multiple paths and splits. Using ‘Copy Activity’, users can create a journey in one split, copying and pasting it to use the same journey for other paths. It’s a simple thing but truly quite effective.
Yes, that’s a technical feature, and it can be managed by someone who is experienced in development practices using SQL. If you’ve used standard data filters in Email Studio, you’d know it helps with just basic segmentation. However, using SQL can help you get more complex segments, which you can use for marketing purposes.
Along with this, SQL also helps to make it easier to manage data, allowing marketers to adjust or merge tables as needed. This capability makes SQL a beneficial feature when used by the right person.
It’s not just these eight features. Marketing Cloud is way beyond that. These features are just the ones to help you get started with making the most of your Salesforce solution to enhance your marketing efforts.
But do you know what will help you even more to leverage these features? You need a Salesforce Marketing Cloud developer here who can help you leverage the best of Marketing Cloud and give you the results you expect. So, get started with the real change. Contact us and get the best developers to assist you.
