6 Ways to Make the Most of Salesforce Marketing Cloud

Salesforce Marketing Cloud is a platform with a lot to offer. In fact, it has solutions to help you create and deliver personalized customer journeys across all of your marketing channels and devices. It combines data about your customers with their interactions with your content to guide them on a journey – created just for them.

6 Simple Steps

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So you’re ready to use Marketing Cloud to personalize your customer journeys? Great. But now what?

1. Get familiar with the features. The Marketing Cloud platform includes solutions for email, mobile, social media marketing and messaging, journey development, predictive intelligence and analytics. Add all of that to the ability to connect seamlessly with your CRM and customer data.Grounding yourself with a basic understanding of all of the features within Marketing Cloud will help you determine how you can utilize these tools when developing your customer journeys.
2. Educate yourself. Salesforce has a plethora of training resources, knowledge articles and a community of users to help bring you up to speed on the tools Marketing Cloud has to offer. There is even a “Getting Started” series that includes webinars, videos and other resources to get you up and running.
3. Know your customers and your data. One of the key features of Marketing Cloud is that it makes your customer data actionable. When a customer fills out a product inquiry form, downloads a white paper, or clicks on a link within an email, you can use the data captured during these interactions to really personalize and optimize your customer journeys using tools like Journey Builder. Take some time to review your current data structure and understand the data available to you, as you prepare for build out your first customer journey.
4. Start small. Identify a journey you’d like to develop, the channels it will span, the data you will need to guide the customer on their journey, and the metrics you want to share.
5. Test, test, test. Once your journey is up and running, your work isn’t quite done yet. Monitor your journey and ensure customer interactions are guiding them down the right path. And if something isn’t quite working, Marketing Cloud makes it easy to correct course.
6. Share the results. You can align customer interactions with specific business goals within Marketing Cloud that will provide invaluable insights into each of your customers and the effectiveness of your journeys.

By following these six simple steps, you can not only ensure that you’re always starting off on the right foot with your customers – you can take their personalized journeys further than ever.