How To Elevate Your Customer Engagement With Marketing Cloud

Recent surveys have indicated that a whopping 75% of customers actively seek out and are more likely to engage with brands that offer personalised digital experiences. This seismic shift in consumer expectations has created an increasing demand for businesses to adapt and tailor their customer journeys to cater to these individual preferences and interests.

However, navigating the path to personalisation can often be daunting. How and where do you begin this journey? The answer lies in Salesforce Marketing Cloud Personalization, a powerful tool that has redefined the art of personalisation in the digital age.

Salesforce Marketing Cloud Personalization - Your Gateway to Real-Time Personalisation

Salesforce Marketing Cloud Personalization is your key to designing and implementing real-time, personalised customer journeys with ease. All you need to bring to the table are your inputs and desired outcomes, and let the magic of Salesforce Marketing Cloud Personalization do the rest.

Salesforce Marketing Cloud Personalisation is your gateway to real-time personalisation, empowering businesses to create seamless, tailored customer journeys effortlessly. Benefit from higher customer engagement and conversion rates.

Luis Felipe Becerra Gutierrez

Marketing Cloud Consultant

Personalisation made Easy

One of the primary challenges many businesses face when considering personalisation is the perceived complexity of the process. With Salesforce Marketing Cloud Personalization, that complexity is reduced to simplicity. Designing personalised customer journeys is made remarkably easy, and you can focus on defining your inputs and desired outputs. This ensures that you can create personalised experiences that resonate with your audience without the need for extensive technical expertise.

Personalisation no longer has to be a daunting task. With Salesforce Marketing Cloud Personalization, we simplify the complex, allowing you to focus on what truly matters – your customers. Enjoy the benefits of delivering a superior, personalised customer experience.

Luis Felipe Becerra Gutierrez

Marketing Cloud Consultant

Real-Time Personalisation with Einstein AI

Not only does Salesforce Marketing Cloud Personalization make personalisation easy, but it also empowers you to deliver these personalised customer journeys in real time. Thanks to the integration of Einstein AI, you can now engage with your customers on a whole new level. This groundbreaking technology enables your business to instantly provide tailored experiences, ensuring you’re always one step ahead in understanding and meeting your customers’ evolving interests.

So, What is Salesforce Marketing Cloud Personalization?

Salesforce Marketing Cloud Personalization is a powerful add-on to Salesforce Marketing Cloud, offering a unified platform for all your personalisation needs. Its primary purpose is to automate real-time personalisation in customer journeys, with a particular focus on enhancing website experiences. This means that your standardised experience for all customers is a thing of the past.

How Does Salesforce Marketing Cloud Personalization Work?

Salesforce Marketing Cloud Personalization is all about flexibility and adaptability, recognising that different businesses have unique personalisation requirements aligned with their specific goals and objectives. With Salesforce Marketing Cloud Personalization, the power is in your hands. You can choose which specific data will act as your ‘inputs.’ These inputs can range from website page visits to CRM (customer relationship management) data, marketing cloud emails, and much more.


The next step involves pairing these inputs with corresponding ‘outputs’ that align with your desired customer experience. This dynamic process allows you to customise the journey for each customer segment or even individual customers, ensuring that they receive content, recommendations, and offers that resonate with their preferences.

How Does Salesforce Marketing Cloud Personalization Work?

Achieve 1:1 Personalisation with Einstein-Powered Recipes

Einstein Recipes are a game-changer when it comes to personalisation. These pre-defined algorithms are built into Salesforce Marketing Cloud Personalization, and businesses have the flexibility to choose a recipe and customise it to align with their unique business needs. The level of customisation available is astonishing. You can apply filters to include or exclude specific variables, add boosters to cater to individual preferences, or even determine whether variations on recipes need to be applied. The possibilities are virtually endless.

These recipes are designed to fit seamlessly at different stages of the customer journey, making it easy for businesses to implement personalisation effectively. This means that you don’t have to be a coding expert to start personalising your customer journeys. To help you understand how to make the most of these recipes, here are some common examples used by businesses:


  1. “Popular Now” – This recipe showcases products on the homepage that have been previously viewed, purchased, or favoured the most. It’s most compatible around the beginning of the customer journey when the customer first clicks into the website.
  2. “You May Also Like…” – This recipe displays products that are similar on the product detail page or at checkout, especially when a product is out of stock or similar to a product in the customer’s cart.
  3. “Get Free Shipping” – This recipe presents a free shipping offer at the shopping cart when the products in the cart reach the free shipping threshold. It can also be displayed on the homepage if the customer has visited the website recently to encourage a purchase.
  4. “Pick Up Where You Left Off” – This recipe showcases items previously viewed by the user, recognising a revisit to the website.


These are just a few examples of the Einstein recipes that businesses can choose from to implement personalisation in the customer journey. Once a recipe is chosen, Einstein automatically tracks your users’ history on the website to select the relevant products or information to be displayed, enabling 1:1 personalisation in real time. Einstein is also compatible with iPad, approved emails, Salesforce Marketing Cloud emails, and web platforms.

Einstein Recipes in Salesforce Marketing Cloud Personalisation offer boundless possibilities for businesses to create personalised journeys without the need for coding expertise. Let your creativity flow and enjoy the benefits of increased engagement, conversions, and customer satisfaction.

Luis Felipe Becerra Gutierrez

Marketing Cloud Consultant

Who Can Benefit Most from Salesforce Marketing Cloud Personalization?

Salesforce Marketing Cloud Personalization helps achieve a personalised experience for each individual customer. The statistics speak volumes, with 63% of marketers acknowledging that personalisation significantly boosts customer interaction and conversion rates. This has made personalisation an increasingly important focus for businesses across various industries.

The versatility of Salesforce Marketing Cloud Personalization means it can benefit both B2B (business-to-business) and B2C (business-to-consumer) companies. By showcasing products, information, and content tailored to individual customers, Salesforce Marketing Cloud Personalization’s ultimate goal is to create a more sophisticated and engaging experience for the customer while simultaneously boosting sales conversion rates for businesses.

In the case of B2B businesses, the focus is on encouraging engagement, nurturing relationships, and building trust. For B2C businesses, the emphasis is on driving consumerism, encouraging purchases, and building brand loyalty. Salesforce Marketing Cloud Personalization is your bridge to achieving these goals, regardless of your business’s orientation.

Let’s understand this with specific use cases:

Chloe, CMO for a B2C Retail Business

Chloe’s business is a B2C retail store in the fashion industry, serving individual customers seeking clothing and accessories. Here’s how she can use Salesforce Marketing Cloud Personalization:


  1. Personalised Product Recommendations: Chloe can use Salesforce Marketing Cloud Personalization to provide tailored product recommendations based on a customer’s browsing and purchase history. For example, if a customer frequently shops for women’s dresses, the website can display the latest dress collections and complementary accessories.
  2. Real-time Promotions: Chloe can implement real-time personalisation with Einstein AI to display limited-time promotions, flash sales, or discounts on products that the customer has previously shown interest in. This encourages customers to make immediate purchases.
  3. Loyalty Programme Engagement: Salesforce Marketing Cloud Personalization can help Chloe engage customers with her loyalty programme. Regular customers can see their loyalty points, exclusive offers, and personalised rewards when they log on to the website. New customers can be educated about the benefits of joining the programme.
  4. Abandoned Basket Recovery: Chloe can set up personalised email campaigns to recover abandoned shopping baskets. If a customer adds products to their basket but doesn’t complete the purchase, they can receive an email reminder with their selected items and an additional incentive, such as a discount or free shipping.
  5. Special Occasion Alerts: Chloe can use personalisation to remind customers of upcoming special occasions. For instance, if a customer’s birthday is approaching, the system can send a personalised email with a birthday discount or gift suggestions.

Samael, CMO for a B2B Hospitality Business

Samael oversees marketing for a B2B hospitality business, which caters to corporate clients for conferences, events, and business stays. Here’s how he can use Salesforce Marketing Cloud Personalization:


  1. Customised Event Planning: Salesforce Marketing Cloud Personalization allows Samael to customise event planning for corporate clients. The system can use past event preferences, such as room setup, catering options, and audiovisual requirements, to provide tailored packages for new events.
  2. Dynamic Pricing: Samael can use personalization to implement dynamic pricing strategies. The system can adjust pricing for room bookings based on factors like demand, historical spending patterns, and the client’s relationship with the business. Corporate clients with a long history of bookings could enjoy special rates.
  3. Account-based Marketing (ABM): For key accounts, Samael can implement an ABM strategy. Salesforce Marketing Cloud Personalization enables him to display personalised content and promotions tailored to the specific needs and preferences of each client. For instance, if a client frequently books large conference spaces, the system can highlight discounts on such bookings.
  4. Event Follow-ups: After a corporate event, Salesforce Marketing Cloud Personalization can automatically send post-event surveys to gather feedback and testimonials. Positive feedback can be leveraged in future communications with the client, demonstrating the value of their partnership.
  5. Content Personalisation: Samael can personalise content on the business’s website for each corporate client. This includes showcasing case studies, success stories, and testimonials from clients in similar industries. It reinforces trust and helps clients see the value in booking with them.

Michael, CMO for a B2C Financial Services Company

Michael’s business directly provides customers with banking, investment, and financial services. Here’s how he can use Salesforce Marketing Cloud Personalization:


  1. Personalised Product Recommendations: Michael can recommend new banking products like loans, credit cards, and investment accounts based on individual customers’ account activity and spending patterns.
  2. Customised Fraud Alerts: He can send tailored alerts about unusual transactions that may indicate fraud, based on an analysis of each customer’s typical spending behaviors.
  3. Milestone & Savings Opportunities: Michael can notify customers about account milestones achieved and potential cost savings customised to their normal account activity and transactions.
  4. Personalised Financial Insights: He can feature insights and money management tips tailored to each customer’s balances, bills, and spending habits on their dashboard.
  5. Customised Investment & Planning Advice: Michael can provide financial planning and investment recommendations customised to each individual’s risk tolerance, goals, and needs.


By leveraging Salesforce Marketing Cloud Personalization, Chloe Samael and Michael can enhance the customer experience, increase customer loyalty, and drive revenue growth in their respective B2C and B2B industries.

Why Should You Choose Pracedo to Implement Salesforce Marketing Cloud Personalization?​ | Pracedo | Salesforce Implementation Partner

Why Should You Choose Pracedo to Implement Salesforce Marketing Cloud Personalization?

Now that you understand the immense value of Salesforce Marketing Cloud Personalization, it’s vital to select a partner who can guide you on your journey to personalisation excellence. That’s where Pracedo comes in, as your trusted Summit Salesforce Implementation Partner to make the most of Salesforce Marketing Cloud Personalization and Salesforce Marketing Cloud as a whole.

Our commitment to excellence means that we take the time to understand your unique business needs. We’re not about one-size-fits-all solutions. We know that every business is different, and we tailor our approach accordingly. We’ll work closely with you to ensure that Salesforce Marketing Cloud Personalization is integrated seamlessly into your existing systems and that your team has the training and knowledge needed to maximise Salesforce’s benefits.

Are you ready to embark on a journey of personalisation that will set you apart as a leader in your industry? Pracedo is here to help you get started with Salesforce Marketing Cloud Personalization. Contact us today at or schedule a call, and let’s begin a conversation about how we can support your personalisation goals. Your path to personalisation excellence begins with Pracedo.


Pracedo is an award-winning Summit Salesforce Consulting Partner that delivers innovative Salesforce implementations to forward-thinking customers.

With over a decade of experience focused on Salesforce, we work with our customers to unlock the platform’s power through tailored implementations that facilitate achieving business goals and ambitions. Our talented team of over 80 Salesforce professionals globally means that Pracedo offers a boutique consultancy experience, delivered locally to you, with the breadth and depth of knowledge earned from delivering over 1000 projects across our locations in London, Melbourne, Brisbane, and Amsterdam.

Pracedo specialises in Digital Transformation and Change Management. Implementations and customisations include: Salesforce Sales Cloud, Salesforce Service Cloud, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement, Salesforce Revenue Cloud, Salesforce Experience Cloud and Salesforce Nonprofit Cloud.

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