+1 408 475 7752 info@sftpl.com

Getting started with Marketing Cloud

Marketing Cloud Blog Image

The Philosophy of providing complete customer satisfaction is marketing. Salesforce lets you achieve it through its family of products clubbed together into a single unit launched as “Marketing Cloud”.

Marketing cloud consists of the following key products:

 Email Studio:

It’s an email creation tool that help you quickly build and send emails. Connect with your customers with promotional, transactional and triggered messages and easy tracking to drive sales performance.

The basic configuration of Email Studio starts by setting up Account Administrative Settings. You can manage all account level information like Date and Time format, physical address of the organization with CAN-SPAM compliant emails with header and footer information. URL expiration and Brand builder helps in customizing your marketing cloud account as per your company’s logo colour scheme.

Mobile Studio:

Salesforce Classic/Lightning didn’t strike here yet. Salesforce is yet to launch it. Coming Soon!

 

 Social Studio:

It is a real-time platform to listen, engage, publish and analyse your content. It provides user interface through with you can easily create, manage, schedule and analyse posts. The analytics helps to optimize our performance.

Social Studio comes with multiple features. Using them you can:

  • Craft and schedule a post on the platform and publish it to all your social network.
  • Maintain your calendar for all past and future events.
  • Reach out to more customers by promoting you Facebook content through Facebook Ads right from the studio.
  • Get only your approved post published through Approval Rules.
  • Enhanced real-time analytics to know how your content is performing.
  • Configure and use your Bitly account to shorten URLs.
  • View and modify your templates and content with enhanced CSS only by drag and drop functionality.
  • Configure engagement macros for commonly used actions and set them to multiple post at same time.

 Advertising Studio:

It works by using the email address of your existing customer from your database and other sources to securely synchronize with the contact’s Social Network (Facebook, twitter). Build campaigns and route them to be one of the customer.

Some of the key features of Advertising Studio are:

  • Advertising Audiences
  • Lead Capture
  • Advertising Campaigns
  • Journey Builder Ads

Advertising Audiences helps you by fetching data from your CRM and connect with contact’s email on Facebook and twitter to advertise. Knowing the exact audience to target helps in increasing overall productivity.

Interacting with a lead for the first time? Lead capture can help you with that.

It connects the leads from the advertising audience to Marketing cloud data. This entire process is real-time leaving a good impression with more chances of lead conversion.

Advertising Campaigns allows you to craft, manage & optimize lead generation advertisement campaign on multiple social network across devices and channels through single interface. The Build-in dashboard displays all campaigns with their status and budget cost.

 Journey Builder:

It is a powerful campaign planning tool that helps marketers build and automate campaign which guides customer throughout their journey with your brand. Once it’s configured, the Journey Builder performs all functions and actions on its own as per the customer communication plan.

Some prerequisites for Journey Builder are:

  1. A Services contract from Salesforce Marketing Cloud.
  2. Setting up of Entry events and contact model.
  3. Account provisioning of your marketing account by a Salesforce employee.

Some set of role specific tasks are:

For Marketers:

  • Create a Data Extension.
  • Create Channel Content i.e. Push Notification, Email, SMS.

Data Extension contain data that relates to subscribers but that doesn’t fit into the subscriber attributes.

For Administrators:

  • Add Contacts.
  • Add Event Data Source

Contact describes a data record in the Salesforce Marketing Cloud system to store data about a person with whom your organization is communicating.

Customer describes the person to whom communication is sent, about whom the data is collected and whose decision affect the journey builder behaviour.

Event Data Source marks as the source of your event. When an event is configured at Entry level, you must have a Data Extension as the Data Source.

Once these steps are completed, you can now Fire an Event.

Canvas Activities:

Canvas plays a key role in implementing the customer communication plan via Journey Builder. A canvas activity is the combination of message action, decision and updates which are dragged and dropped onto the canvas to build a journey for customer.

You can send SMS, Email and Push Notification using the Messaging activity.

Flow Controls/Split Activities are used to split group of contacts which are following the same path into different units which follow different paths.

Customer update activities helps in updating a contact’s data into the data extension. A marker selects the Data Extension along with the data and attributes which is to be updated.

 Salesforce DMP:

Salesforce Data Management Platform (DMP) helps to capture, merge and activate your data from various sources to a single platform for better Customer Relationship. Use Salesforce AI feature to analyse bulk data and build new actions to target new audience.

Cross-channel ad delivery management allows you to analyse optimal ad frequency range for your organization by means of testing and calculate the customer engagement and conversion through ads. The marketing cloud intelligence lets you customize your ads frequency to your leads automatically. Once the reach the targeted number of audience, it will automatically stop publishing ads.

 Data Studio:

Want to exchange data for valuable audiences? With Salesforce Data Studio, you can exchange data which is fully controlled and owned by data owners with no involvement of brokers or reseller. The exchange of data takes place into a secure and transparent environment.

A publisher can now easily sell data to distinct brands. Now you can partnership with premium data providers, start marketing, analyse data and increase your revenue.

The Software-enabled data governance tools helps a controlled flow of data under certain conditions: what attributes are shared, to whom, for what use case and for how long the data will be shared.

I’m sure these features will excite and inspire you so, Sell Smart!

Start Marketizing with Salesforce Marketing Cloud.

Nitesh Kumar

Nitesh is a certified Salesforce App Builder and Platform Developer 1 with more than 3.5 years of experience and has worked on multiple UK,US and India based projects. He is a Salesforce lightning enthusiast and has worked on the same actively on couple of projects.

Leave a Reply

Your email address will not be published. Required fields are marked *