Salesforce Marketing Cloud - findmarketingsolutions

How Salesforce Marketing Cloud Helps You Deliver Top-Notch Customer Experience


On June 1st, Salesforce officially released its updates to Social Studio, specifying the beginning of the June 2019 Marketing Cloud release. From that moment on, Marketing Cloud’s updates are being implemented across the software suite to enhance its efficiency and functionality.

Salesforce’s main goal is adding AI (Artificial Intelligence) to Marketing and other areas to provide a set of tools to businesses of all sizes. With this in mind, the company works on creating new products, announcing new functionalities, and much more.

So, what is new in the Marketing Cloud?

The latest release is full of surprises and new updates. We’ve analyzed them all to select the best ones to tell you what is new. A few experts have shared their opinions and the benefits they see in these new updates. Here some of the most popular articles that you can check:

About Marketing Cloud

Marketing Cloud is a suite of cloud-based marketing software designed by Salesforce. The software allows you to create a genuine and effective customer-centric marketing strategy. You can add a high degree of personalization through cross-channel customer journeys, giving you all the tools you need to offer an impeccable experience that your customers need. Another Marketing Cloud’s benefit is that it works for both B2C and B2B businesses, allowing them to configure the settings based on their specific needs and business environment.

  • Know your customers: Connect data across various devices and sources to gain a view of the customers. Capture and activate data to discover more about your customers and drive traffic by reaching new segments.
  • Personalize: Use data to orchestrate every single interaction, thanks to AI (Artificial Intelligence). Analyze and respond to customer queries and deliver a personalized experience in a trusted way.
  • Engage across the shopping journey: Create real-time engagement from the beginning. Deliver the next best move for each customer at scale.
  • Follow the impact: Measure marketing effectiveness across digital devices and channels using AI and Google Analytics 360. Once you have the information you need, take action and deliver a personalized experience across the buying process and every stage of the customer’s relationship with the business.
  • Manage B2B or B2C: Whether your customer is a consumer or a business, use top-notch digital marketing platform to personalize on every channel, unify data sources, engage in any stage of the relationship with your business, and measure the results of the campaigns.

Marketing Cloud Updates

The June 2019 Marketing Cloud present updates and a plethora of features. From technical upgrades to being able to send transactional SMS messages, the changes are fantastic. You will be able to access the Amind pages from Email Studio or Setup, manage Enterprise and Core Tenant permissions on the Setup page, and much much more.

Some features are phasing out, for example, Playbooks and the ability to create Legacy Installed Packages.

There are new Marketing Cloud Trailhead modules to improve the Salesforce certification prowess. Let’s take a look at some of the specific features:

You already know more than enough about each customer to understand their needs and desires. That can help you discover new opportunities to add value. This strategy is common in the form of recommendations based on the shopping session of the customer, their shopping history, etc.

Recommendations are a win-win – the business captures new selling opportunities and the customer is exposed to offerings or something they will be interested in.

You have just filled your shopping cart with your favorite products and you are about to check out to complete the purchase. Your coupon code doesn’t work. Perhaps it has expired or you are typing it in wrong. It doesn’t matter, because you are not in the mood and you are about to abandon your shopping cart. Because you are a loyal customer (based on your purchasing history), the website decides you to give you a new code to use. You complete the transaction and you feel satisfied along the way. The retailer completes the sale and has a happy customer at the same time.

Each step of the way, you are using data to improve the experience by offering solutions and helpful information – making sure the customer does everything right, uses the right channel, etc. This will certainly ensure the best outcome.

Updates to Advertising Studio:

You can now say goodbye to only being able to see the key performance metrics (details) for Journey Builder ad campaigns in Facebook Campaign Manager. With the newest update, you will have access to the figures for key performance metrics for your Paid Media campaign in the Marketing Cloud application. This feature will make it simpler for you to analyze the ROI you are getting from all of the campaigns.

Updates to Marketing Cloud Connect:

One of the greatest benefits of using CRM tools like Salesforce is integrating your data on one platform. The updates to Marketing Cloud Connect has made changes to all Marketing Cloud 2.0 Connect Enterprise accounts with shared objects. These accounts have an option for a shared data extension meaning you can share the data extensions you’ve used in a parent account with other (child) accounts you have in your system. The Marketing Cloud connector will ensure connected experiences your clients expect.

Updates to Journey Builder:

Journey Builder is another feature implemented by Salesforce and in this release, two updates are very important. The first upgrade is the ability to create Journey Templates and share them across multiple business units and across your company. For international businesses operating all over the globe, the templates will help you institutionalize journeys across business units and markets. It is quite easy to create your journey template. Start by saving a draft you’ve created as a template with a name, description, and instructions. When you save the template, you can choose whether you want to share it with other business units. Marketing Cloud has added two separate permissions - access Salesforce events, access just Sales and Service Cloud activities. If your account has an integration user, those users have permission to create Sales and Service Cloud activities and events. For accounts created after the release, you don’t get the default capability.

Updates to Email Studio:

One of the most critical elements in the Marketing Cloud is Email Studio. This release has two updates. The first relates to marketing cornerstone or A/B testing. You can now use angle brackets in A/B test emails directly in the subject line. The other update can be activated when you have Domain Verification. When it is enabled, AMPScript will populate the form address with a verified send classification including the sender profile.

Salesforce Marketing Cloud’s power comes from the sub-clouds that compose its ecosystem. The new release touches each of the sub-clouds, presenting new features that will improve the effective use of the platform and everything it has to offer.

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