Salesforce Marketing Cloud

Email Studio allows businesses to create personalized email campaigns effortlessly. With its intuitive drag-and-drop builders, extensive library of templates, and powerful segmentation tools, businesses can design engaging emails tailored to their audience. It also offers features for measuring campaign performance, conducting A/B testing, and automating email journeys for efficient and targeted communication. Email Studio streamlines the email marketing process, ensuring businesses can deliver impactful messages to their customers while maximizing results.

Mobile Studio enables businesses to engage customers through SMS, push notifications, and group messaging. It empowers businesses to create personalized mobile messages, automate mobile interactions, and seamlessly integrate mobile app data for enhanced customer experiences.

Marketing Cloud Advertising (former Advertising Studio) equips businesses to effectively manage targeted advertising campaigns across digital channels. By leveraging customer data, businesses can create personalized ad experiences. This product offers features such as audience segmentation, ad creation, media planning, comprehensive measurement capabilities, and integration with leading advertising platforms.

Marketing Cloud Account Engagement (powered by Pardot) is a comprehensive range of B2B marketing automation tools designed to establish significant connections, generate increased sales opportunities, and enable sales teams to successfully close more transactions. With intelligent lead nurturing, sales teams can increase deal closures. Emails and marketing tasks can be automatically sent based on triggers such as time, user interactions, and custom parameters. Personal messages with dynamic content can be sent, utilizing data to personalize the customer experience, display targeted offers, and adapt nurturing and email paths to new discoveries.

Journey Builder allows businesses to automate and personalize customer journeys across multiple touchpoints. By creating, managing, and optimizing interactions based on customer behavior, preferences, and demographics, businesses can deliver seamless and tailored experiences. Integration with other Marketing Cloud products ensures a cohesive and unified customer experience.

Marketers can gain a comprehensive understanding of each customer through a unified and reliable data source that consolidates information from various channels using scalable integrations. Flexible matching rules and AI accurately associate data with individual customers, enriching their profiles across different devices. Data can be used across different engagement platforms, delivering real one-to-one personalization. Businesses can track consent and manage preferences while segmenting and activating data. Calculated Insights enhance audience segments with modeled data such as propensity and customer lifetime value (LTV) metrics. Data can be shared with tools like Marketing Cloud Intelligence and Tableau, enabling faster and better-informed decision-making.

Marketing Cloud Personalization (powered by Interaction Studio) empowers businesses to deliver personalized experiences. Marketers can connect individuals across digital platforms, match anonymous and known users to profiles, and enhance customer records. Insights into individuals’ genuine interests, preferences, and intentions can be obtained by integrating this data with email and offline behavior. With real-time personalization, predictive intelligence, and data analysis, businesses can drive meaningful customer interactions based on their preferences and behaviors.

Marketing Cloud Intelligence (powered by Datorama) offers businesses a powerful solution to consolidate marketing data from various sources into a single, unified view. By providing customizable dashboards, real-time actions across different platforms, and AI-powered analytics, MC Intelligence enables businesses to gain valuable insights. These insights allow businesses to optimize their marketing performance and make informed, data-driven decisions.

Interaction Studio was renamed “Marketing Cloud Personalization” in April 2022.

This tool serves two important aspects of personalized marketing. The first is collecting indicators and data from a user’s browsing sessions on a website. This means that certain actions on the site are tracked and shared with Marketing Cloud, which then takes further actions based on them. The second aspect is page personalization.

Marketing Cloud Personalization allows for dynamic changes to the displayed elements on the website. Consider a scenario where a user visits our online store, looks at a product page, and leaves quickly. Based on this, Marketing Cloud can automatically take actions like offering a discount coupon or initiating targeted marketing activities if we have their email address. Another example is when a user returns to the site, the displayed information will be adjusted to match their recent interests, ultimately leading to a transaction.

Marketing Cloud, developed by Salesforce, is a comprehensive digital marketing platform that encompasses a range of tools and functionalities. It offers features for email marketing, social media marketing, mobile marketing, online advertising, and marketing automation. One of the key benefits of Marketing Cloud is its ability to provide businesses with a unified perspective of their customers, allowing them to create personalized and seamless customer journeys across multiple channels. This platform empowers businesses to deliver targeted and relevant marketing campaigns while ensuring consistency and coherence across various touchpoints.

Marketing Cloud offers a range of AI capabilities:

Discovering insights that bring new clarity about your customers.
Predicting outcomes to make decisions with confidence.
Acquiring recommendations of the best actions to make the most out of every engagement.
Automating routine tasks, so you can focus on customer success.
Einstein for Marketing Cloud supports essential marketing operations, here are the most important:

Smart Segmentation: Einstein’s engagement score predicts consumer interest in emails and mobile push notifications. It uses customer data and machine learning to make predictions about how likely a contact is to open emails.

Smart Orchestration: Einstein Send Time Optimization (STO) finds the best time to send an email or push notification. It helps you deliver your messages at the most effective times.

Smart Content: Einstein Copy Insights analyzes the text in your email subject lines, uncovering valuable language insights. Utilize them to craft subject lines that generate stronger engagement with your emails.

Einstein Content Selection allows you to personalize the content sent to each customer based on their interactions. You provide Einstein with your content assets, and it selects the most relevant content for each contact, considering their profile and interests. This ensures a personalized and engaging experience for your customers.

Salesforce Marketing Cloud covers a range of channels to interact and engage with customers and leads. Depending on the license for Marketing Cloud Personalization, users have access to develop campaigns for channels such as web, email, mobile, and third-party integrations. Web campaigns allow personalization of website experiences based on user behavior, preferences, and other qualifying criteria. Server-side campaigns integrate testing and personalization at the server level, requiring developer involvement. Triggered campaigns are based on specific events and can target different user segments with customized experiences. Open Time Email campaigns deliver real-time personalized content to each recipient when they open an email. Mobile campaigns enable personalized experiences within Android and iOS mobile apps.

Salesforce stores marketing data in safe data cloud in compliance with important regulations for each of the regions:

• GDPR for European Union,
• CCPA for the United States,
• PIPA for Japan,
• LGPD for Brazil,
• PIPEDA for Canada.

Salesforce provides guidance on common privacy principles and offer tools to help companies adhere to data protection and privacy regulations. It enables data deletion, providing examples and considerations for deleting personal data according to the regulations.

Salesforce facilitates data access and portability, allowing customers to request and export their data to comply with regulations. The Privacy Center helps manage data privacy laws and fulfills customer requests related to the storage, deletion, and transfer of personally identifiable information.

The final pricing of Marketing Cloud depends on various factors such as data volume, level of usage, and component selection. These factors play a significant role in determining the overall cost of the solution.
Apart from data volume, level of usage, and component selection, there are several other factors that can influence the final price of Salesforce Marketing Cloud. Some of these factors include:

• Feature Set: The specific features and functionalities you choose to include in your Marketing Cloud implementation can impact the pricing. Different feature sets may have varying costs associated with them.
• Customization and Integration: The level of customization and integration required with other systems or platforms can affect the pricing. Complex integrations or extensive customization may incur additional costs.
• User Licenses: The number of user licenses needed within your organization can impact the pricing. The more users you have, the higher the overall cost.
• Support and Service Level Agreement (SLA): Opting for enhanced support options or specific service level agreements may result in additional fees.
• Contract Term: The length of your contract term can also influence the pricing. Longer-term contracts may offer more favorable pricing compared to shorter-term commitments.

It’s important to work closely with Salesforce or a certified partner to determine the specific factors that may impact the pricing for your organization’s implementation of Salesforce Marketing Cloud.

AMPscript is a scripting language utilized exclusively within Salesforce Marketing Cloud. It plays a crucial role in various content types such as emails, landing pages (CloudPages), and SMS/push messages.

By incorporating AMPscript into your content, you gain the ability to:

• Display subscriber data and relational data within your content
• Update, insert, and manipulate data within your data extensions
• Perform calculations and make decisions, whether simple or complex, during content generation or at the time of sending
• Construct row sets from a delimited string or XML
• Employ advanced personalized messaging within your content

AMPscript provides the flexibility to meet most of your content requirements. However, it’s important to note that personalization and dynamic content can still be achieved without extensive knowledge of AMPscript. The user interface in Content Builder offers some of these functionalities. However, familiarizing yourself with AMPscript will unlock additional features and capabilities.

Yes. Within the marketing cloud, there are two options for integrating Google Analytics: Basic and 360. The Basic integration is a free tool that allows you to view the metrics established in GA for a specific website within the marketing cloud. This means that after sending a campaign, you can observe the results it brings within the marketing cloud, not only through message indicators but also by tracking user actions directly on the website. The further integration (360) adds the capability of directly importing prepared audience segments from GA and automatic handling by the Marketing Cloud.