Marketing Cloud

April 27, 2024

Written by Bradley

Salesforce Marketing Cloud serves as a comprehensive digital marketing solution, streamlining marketing efforts across various channels such as email, social media, mobile apps, SMS, and websites.

Businesses opt for Salesforce Marketing Cloud (SFMC) to centralise their marketing activities, allowing for personalised messaging delivered through the appropriate channels and timed for maximum impact.

ElementsGPT acts as your AI-powered assistant throughout your journey with Salesforce Marketing Cloud. It’s worth noting that Salesforce Marketing Cloud, formerly known as ExactTarget, operates independently of the core Salesforce platform. Instead, it utilises connectors to synchronise data between your primary Salesforce organisation and your SFMC account. Once integrated, users discover the robust capabilities of this feature-rich platform.

Key Components of Salesforce Marketing Cloud:

  1. Email Marketing: Create, manage, and send personalised email campaigns.
  2. Content Creation and Management: Develop and organise various content types, including emails, landing pages, forms, images, and coupons.
  3. SMS Marketing: Send and monitor SMS campaigns.
  4. Mobile Push Notifications: Engage users with push notifications within mobile apps.
  5. Website Personalisation: Dynamically tailor web-pages based on prospect interests.
  6. Targeted Online Advertising: Reach audiences similar to your high-value customers through online advertising.
  7. Data Management: Perform activities such as importing files, transferring data, executing SQL queries, and creating automated workflows.

Modules within Salesforce Marketing Cloud:

  1. Studios: Handle content and specific marketing channels.
    • Email Studio: Build, preview, test, and send emails.
    • Mobile Studio: Create and monitor SMS campaigns and push notifications.
    • Social Studio: Schedule and monitor social media posts (scheduled to retire in Nov 2024).
    • Advertising Studio: Align online advertising with CRM data.
    • Web Studio: Manage web experiences and collect data for personalisation.
    • Automation Studio: Create marketing automation and data management workflows.
  2. Builders: Manage data and campaign automation.
    • Journey Builder: Visualize and automate campaign workflows.
    • Contact Builder: Manage contact data and segmentation.
    • Content Builder: Develop email and landing page templates.
    • BrandBuilder: Customise the platform’s appearance.
    • Analytics Builder: Access standard reports and Datorama reports for in-depth analytics.

Additionally, Salesforce Marketing Cloud offers integrations with Google Analytics, distributed marketing capabilities, and tools like Marketing Cloud Einstein for AI-enabled features.

When comparing Salesforce Marketing Cloud with other Salesforce products:

  • Sales Cloud focuses on managing the lead-to-revenue cycle for sales teams.
  • Account Engagement (formerly Pardot) suits long sales cycles and considered purchases, while Marketing Cloud excels in transactional purchases across various channels.

While Salesforce Marketing Cloud pricing may be higher than Account Engagement, it offers extensive functionalities tailored to B2C marketing needs.

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