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Out-Perform Your Competition with High-Performance Marketing Teams

January 17, 2023

Traditionally CRMs are geared towards supporting your sales team. What if you could provide the same support for your marketing team? Salesforce has just what you have been looking for – Marketing Cloud. The Marketing Cloud platform supports fundamental marketing processes that will positively impact your sales. Marketing Cloud is a powerful solution that integrates with your CRM seamlessly. It gives you a competitive advantage in the modern business world, whether you’re a B2B or a B2C company.

Salesforce Marketing Cloud (SFMC) Enables a Stronger and Smarter Marketing Team

Marketing Cloud is a data-driven and customer-centric approach that’s been taken to the next level of marketing. Salesforce Marketing Cloud puts artificial intelligence (AI), Einstein, at your service to work with your data management system through SQL-compatible databases, making your marketing department smarter and better equipped to succeed.

SFMC automates daily repetitive tasks, which frees up time for your marketing department to focus on more strategic aspects of marketing—allowing them to build more relevant projects and campaigns that drive more prospects to conversion.

How does SFMC help you move prospects to conversion—with deep customer insights collected and managed from 1st, 2nd, and 3rd party data sources. The data comes from known and unknown people across different sources and devices, allowing you to clean and unify the data for a 360° view of each client. These tools reach a higher level where the data is more connected and processed more intelligently.

The 360° client view, in combination with SFMC’s AI (Einstein), provides the opportunity to create highly personalized customer relationships strategically built on consumer interactions. This unified view of each customer makes it easier to understand their tastes, habits, purchasing trends, and allows you to track previous interactions. In response to these insights, your marketing team can establish fully personalized communication at each point of the customer-to-company contact, whether with sales, service, or support. Insights that help you reach your customers at the right time, on the right channel, and with the right message have a favorable effect on customer loyalty.

With all this precise data and the ability to create more specific segmentations, you can run highly personalized marketing campaigns, campaigns that allow you to create hyper-personalized content and messages with better results, leading to a fully connected customer experience, an unfragmented customer journey, with consistent, organic messages that appeal to customers and prospects. You can run campaigns with holistic customer journeys that lead to building strong communities with your clients.

According to Salesforce, high-performing marketers who use their platform are 8.1 times more likely to excel at creating omnichannel and personalized customer experiences. They are 17 times more likely to collaborate with other business units within the company and 3.3 times more likely to use CRM tools connected to sales and service.

SFMC doesn’t stop there. With Salesforce’s combination of Google Analytics 360 and Einstein AI, your marketing team can measure each stage of the customer journey through all channels and devices. These measurements help you to evaluate which messages, channels, and schedules (among other criteria) are the most successful. Knowing what is successful makes it possible to reorient marketing strategies to be more effective campaigns delivered in a timely fashion. Analysis of these results allows you to optimize each customer experience throughout the customer’s lifecycle. With such indicators as income, prospects generated monthly, quality of prospects, opportunities generated, and more, you can measure the success of all your marketing campaigns.

Okay, you have the tools to analyze the success of your marketing campaigns. Now let’s look at how to score your leads. Each lead is a different type with different potentialities. Understanding their potential and type requires a reliable tool to help discern between potential customers and unproductive prospects. Salesforce’s Einstein Lead Scoring is one of the best choices on the market. Your team can create forecasts of possible users, determine conversion rates, and classify them into segments. With accurate lead scoring, your team can prioritize their efforts toward the customers with the most significant potential and the quickest time to convert.

Marketing teams are under tremendous pressure to prove a favorable return on investment (ROI). SFMC promotes a comprehensive marketing management system to improve on the rate of return on investment. Being data-driven and customer-centric, SFMC avoids spontaneity and improvisation, making your messages, campaigns, strategies, and processes more accurate and maximizing the rate of return.

A Bluewolf survey shows that ‘77% of marketers using Salesforce report improved ROI since integrating Marketing Cloud with their customer support systems.’

To conclude, Salesforce Marketing Cloud is a powerful platform whose power lies in its integration with the Salesforce ecosystem since SFMC can be combined with many of Salesforce’s tools. Salesforce and now Salesforce Marketing Cloud has become a competitive advantage in the modern world. SFMC provides highly customized solutions for both marketing and sales teams. Decision Foundry is ready to show you exactly how SFMC can help turn your marketing team into a High-Performance Marketing Team.