Salesforce CRM Marketing Cloud is a customer relationship management (CRM) platform for marketers that allow them to create and manage marketing relationships and campaigns with customers.
The Salesforce CRM Marketing Cloud provides a wide array of Salesforce marketing tools, such as email marketing, mobile marketing, Web personalization and predictive business intelligence. The Salesforce App Exchange provides interoperability with third-party apps for marketing automation, mass emails, B2B marketing, and campaign/event management through vendors such as Pardot, Silverpop and MailChimp. Other major players in this space include Eloqua, HubSpot and Marketo.
It provides marketers with a single environment to manage all their communication channels including email, social, web, and mobile. An important feature of the Marketing Cloud is Journey Builder, which uses data analytics to manage the customer lifecycle.
Marketing Cloud benefits:
Listen to customers:
Journey Builder listens to what customers are doing. Specific triggers set off various actions that guide the customer’s individual journey with tailored messages. The Salesforce Marketing Cloud is focused on guiding individual journeys, not market segments. It continually listens to how customers are behaving, enabling marketers to deliver more relevant content and build more successful customer relationships.
Shape customer experiences:
The Marketing Cloud assesses a customer’s behavioral history to predict future actions. What a customer has done in the past informs what they will do next. The Marketing Cloud then delivers a customized journey based on that knowledge.
Communicate based on customer health:
The Marketing Cloud carefully constructs messages depending on each customer’s satisfaction levels. He Marketing Cloud can adapt marketing activities based on the signals it receives. This can include suspending marketing activities until a difficult customer service issue has been resolved. As soon as the problem has been sorted, the Marketing Cloud can follow up with the customer to find out how their satisfaction levels rest. Based on this sentiment, it can determine how best to progress that specific customer’s journey.