As marketing becomes more customer-centric, the need for personalization in marketing continues to arise. That's where tools like Salesforce Marketing Cloud come in handy. However, how can it help create a personalized Customer Journey? Keep reading to find out!
It is now 2023, the era where customer reigns supreme! Nowadays, personalization is not a choice but an absolute necessity to survive in the competitive market. In our experience with over 60+ Salesforce projects, Salesforce Marketing Cloud has proven to be an effective tool for our clients.
But the real catch is – How can Salesforce Marketing Cloud help with marketing personalization? How does it help create a personalized Customer Journey? Well, we’ll explore that in detail!
At Cymetrix, we have over eight years of experience working with clients all over the globe as one of the leading Salesforce Implementation Partners. With vast proficiency and expertise, our Salesforce Marketing Cloud consultant team is here to highlight more about Salesforce Marketing Cloud.
However, before we learn more about how Marketing Cloud helps personalize the customer journey, let's take a moment to understand a little about Salesforce Marketing Cloud.
What is Salesforce Marketing Cloud?
If you're new to the Salesforce Ecosystem or unaware of Salesforce Marketing Cloud, let us take a quick look and understand What is Salesforce Marketing Cloud.
As the name suggests, Salesforce Marketing Cloud is a digital marketing platform that helps automate and personalize marketing across all digital touchpoints (That includes marketing channels like web, email, social, mobile apps, SMS, and more).
Whether you need to unify customer data from multiple sources, segment and target customers, create/manage a personalized campaign, engage with customers across various touchpoints, or more. Marketing Cloud is the platform you can rely on.
Role of Marketing Cloud in Personalizing Customer Journey
Do you know? As per the Salesforce stats library, 65% of customers say they will remain loyal to brands that offer a more personalized experience. That highlights the significance of personalization in this customer-centric world.
However, how does Marketing Cloud help in personalizing customer journeys? Let's have a look – without any further delay!
1:1 personalized customer experience
Do you know Marketing Cloud has access to powerful tools like Data Cloud (which helps create a single source of truth) and Journey Builder? By unifying data from multiple sources, you can deliver a 1:1 personalized experience to customers through every step of their customer journey.
What's more? By understanding customer data and real-time data from Data Cloud, you can stay prepared for changing customer preferences and behavior. So, with the marketing cloud, you can say goodbye to all your marketing woes – and make every moment count.
Testing and Analysis
If you're a marketer, you know how essential it is to test and analyze your marketing strategy. So, to ensure the personalization of the customer journey with Marketing Cloud, you will have to take it up as part of your strategy.
Here's what you can do with Salesforce Marketing Cloud:
- Not only can you segment your audience with ease using any user data in the system. But, you can also compare interactions among different audience groups, as well as analyze trends and campaign performance over time.
- The marketing cloud allows you to leverage first-party data and machine-learning models to look ahead and make predictions (For eg., change in customer behavior, change in trends, etc.).
- With A/B test algorithms, you can analyze your performance across various touchpoints. Consequently, it can help you optimize performance – personalizing communication using the best piece of content, sending real-time updates on customer’s preferred channel, etc.
Engagement across multiple touchpoints
As we mentioned above, customers demand a more personalized experience. Similarly, they also expect a brand to interact with their preferred channel. That can be a challenging task, but not with Salesforce Marketing Cloud.
You may utilize Marketing Cloud to sustain tailored interactions with customers across many channels and devices using relevant customer information from Data Cloud. Whether your customer is on the web, social, email, mobile, or any other point of interaction, you will never miss out with Marketing Cloud.
AI-Driven Optimization powered by Einstein
In addition to tools like Data Cloud and Journey Builder, Marketing Cloud has access to tools like Salesforce Einstein. However, how can Einstein help in personalizing the customer journey?
Here, have a look:
- You can use Einstein to recommend the most relevant products, content, offers, categories, and more to each customer based on their unique preferences and characteristics.
- Einstein empowers you to determine and deliver contextually relevant experiences that influence customers to make a move.
- By factoring in the value for your business and customer interests – you can guide them to take the best action or offer.
- Lastly, you can customize, tune, and manage your personalization strategy with the help of Einstein AI.
Automate behavioral triggers
In context to what we mentioned above, Salesforce Marketing Cloud is also a marketing automation platform. So, by configuring the flow of behavioral data into data extensions for email sends and journeys, you can set up behavioral triggers.
As a result, whenever a customer takes a specific action/ event, an automated personalized or contextual message/email will be sent to the customer.
For instance, you run an apparel Ecommerce store, and your customer adds a product to a cart and then abandons the cart. That “abandoning the cart” will trigger an event and set an automated email to your customer with a discount or an offer to complete the purchase.
Key takeaway
Personalization is the key to delivering exceptional customer experiences in this digital age. With Salesforce Marketing Cloud on your side, this becomes less of a challenge. You can not only personalize the customer journey but also maintain consistent interaction across various touch points.
However, the intricacies of Marketing Cloud arise sooner or later, especially without a reliable Salesforce Implementation partner. For a successful implementation, you need a reliable partner like Cymetrix Software. So, don't wait – call us now, and let's get started!
