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Marketing is an essential component of success for most businesses today, but keeping up with the ever-evolving standards and technologies can be challenging. Traditional marketing involved a lot of manual work—building campaigns, tracking sales interactions, and following up with leads. This can be time-consuming and inefficient.
In today’s fast-paced environment, businesses need to be agile and move quickly, so having a marketing automation tool that helps you streamline your processes is critical.
Salesforce has an extensive suite of marketing automation tools that allow businesses of all sizes to quickly create and deploy powerful campaigns. With Salesforce, you can easily organise your customer data, track campaigns, and optimise your sales funnel. Plus, Salesforce’s AI capabilities help you create personalised experiences that better engage customers and drive more conversions.
Now that I have your attention, let’s talk about how Salesforce can help you streamline your 2023 MarTech stack.
Choosing the right marketing automation tool for your business
Salesforce offers a range of options to help you pick the right MarTech stack for your business. Its two main marketing products are Salesforce Marketing Cloud and Salesforce Marketing Cloud Account Engagement.
There are some preconceived notions about these platforms, such as Marketing Cloud being more suited for large B2C businesses and Marketing Cloud Account Engagement being better for B2B businesses. However, both platforms offer distinct features, so when choosing the right one for your business, you’ll need to consider the size of your customer base, the type of campaigns you want to run, and which features best suit your needs.
You can refer to one of our previous articles to help you decide which platform is best suited for your business. Once you’ve explored which might be more suited by exploring this article, we’ve broken down how each of these products can help streamline your MarTech stack.
Click on Marketing Cloud or Marketing Cloud Account Engagement to learn more about streamlining your MarTech stack with these Salesforce products.
How Marketing Cloud streamlines your MarTech stack
Improving marketing automation with data
Salesforce Marketing Cloud’s Customer Data Platform (CDP) consolidates customer data from all sources, such as web tracking and email campaigns. Salesforce also offers robust analytics tools that allow you to track the performance of your campaigns in real time and identify where improvements can be made. With this data, you can fine-tune your campaigns for better results and decide where to focus your efforts. This gives marketers a clearer understanding of customer behaviour to create more personalised experiences.
This helps you replace third-party apps like Adobe Analytics and Google Analytics so you can streamline your stack with fewer management tools.
Delivering truly relevant customer experiences
Salesforce’s Personalization, an AI-based tool available as an added module with Marketing Cloud, helps you create tailored customer experiences. Through AI-driven insights and recommendations, the tool allows marketers to optimise their campaigns for better engagement with customers. Personalization also acts as a centralised hub for segmentation, which ensures that only the relevant content is being delivered to customers.
With Salesforce’s Einstein Send Time Optimisation, Marketing Cloud customers can deliver personalised messages at the right time. This tool uses AI to analyse behaviour patterns and determine when prospects are most likely to read emails, open the push notifications, and finish the cart purchase, allowing you to send more relevant messages and increase engagement.
This means you’ll no longer have to rely on external services such as Mixpanel and Intercom, which will further streamline your MarTech stack.
Driving ROI, speed, and growth across your business
By using Intelligence in Marketing Cloud, you can aggregate and manage your data across multiple marketing platforms, giving you greater visibility into your campaigns. Intelligence also makes it easy to analyse cross-channel performance and forecast future trends. This helps you better understand marketing ROI, make informed decisions on budget allocations, and optimise campaigns quickly and effectively.
Intelligence outperforms Salesforce competitors like Looker and Microsoft Power BI, improving your data-driven decisions’ speed and accuracy.
How Marketing Cloud Account Engagement streamlines your MarTech stack
Leveraging data to supercharge your marketing
Suppose you have decided to use Marketing Cloud Account Engagement and want the same advantage as Marketing Cloud customers have through Salesforce CDP, the recently launched Salesforce Genie might be your answer. Salesforce Genie is a data intelligence platform to help Salesforce users track and analyse customer data. With Genie, you can get complete visibility into your customers’ behaviour at all stages of the sales cycle. Integrating Salesforce Genie into your existing Marketing Cloud Account Engagement platform allows you to gain valuable insights into customer behaviour, improve your campaigns, and drive better results.
By using Genie with Marketing Cloud Account Engagement, you cease the need for multiple marketing data tools and have one system to manage all your customer data. As we move towards first-party data being the primary source of customer insights, this will be invaluable for any organisation.
Creating meaningful and personal customer experiences
With Einstein Behaviour Scoring, Salesforce Marketing Cloud Account Engagement also lets you personalise customer experiences by providing real-time scoring that measures the level of engagement prospects have with your content. This feature helps you qualify leads more accurately and deliver more relevant content based on their interests and preferences.
This is impossible in other marketing automation tools like Mailchimp, as they lack the behavioural scoring and AI capabilities that Salesforce offers.
Maximising your Return on Investment
Salesforce Marketing Cloud Account Engagement’s B2B Marketing Analytics also makes it easy to track key performance indicators and gain insights into how your campaigns perform across channels. It includes pre-built dashboards, trend analysis, and predictive analytics to help you optimise your campaigns for better results. With multi-touch attribution, you can track the performance of individual channels, campaigns, and activities.
For comparison, Adobe Marketo’s analytics is limited by its native attribution capabilities and lack of granular reporting. By using B2B Marketing Analytics in Marketing Cloud Account Engagement, you can save time by having all your data in one place and maximise your return on investment.
Integrate with the broadest suite of apps and boost productivity
Does your business use multiple apps across different business units? With Salesforce’s MuleSoft Anypoint Platform, you can integrate your MarTech stack with a wide range of applications and services. This helps remove roadblocks that prevent effective collaboration between teams, allowing them to create more efficient workflows.
You can also automate routine tasks and processes to save time, reduce complexity, and streamline operations. With integration capabilities like API-led connectivity, reusable components, and self-service tools, you can quickly connect different systems within your organisation to boost the efficiency of your business processes.
By leveraging Salesforce’s comprehensive suite of marketing solutions in 2023, you can make your MarTech stack leaner and more powerful than ever.
How can Pracedo help you streamline your MarTech stack?
At Pracedo, we provide comprehensive consulting services to help you streamline your MarTech stack with Salesforce. Our team of Certified Salesforce Consultants can assist you in connecting different systems and applications, integrating the latest tools into your marketing platform, and ensuring maximum efficiency. We also offer custom solutions tailored to meet your specific business needs.
Contact us today if you’re ready to make the most of Salesforce’s robust marketing solutions in 2023. Let us show how Pracedo can help you streamline your MarTech stack and drive better results for your business.
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Pracedo is an award-winning Summit (Platinum) 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 team of certified Salesforce consultants globally provides a tailored consultancy service, drawing the breadth and depth of knowledge earned from over 1000 projects across our various locations in London, Melbourne, Brisbane, Amsterdam, and Belgrade.
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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