Things to consider before you start using Marketing Cloud

Things to consider before you start using Marketing Cloud

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When it comes to marketing, it can be hard to know where to start. This is especially true for small businesses that are just getting started and who may not have the time or resources to invest in expensive software. Marketing Cloud is a great solution for these companies because it is affordable, scalable, and easy to use.

It is not necessary to pay thousands of dollars up front for marketing tools that you may never use. The information below will teach you everything you need to know about Marketing Cloud so you can get started on your effective marketing plan.

What is Marketing Cloud?

Salesforce Marketing Cloud (SFMC) is a marketing department automation tool that gives you the tools to reach your ideal customer. You can do this through multiple channels including email, SMS, social media, browsers, mobile and much more. Whatever your marketing team needs, SFMC can do it.

Many products work in the Marketing Cloud. Here’s a quick look at the initial offerings:

  • Pardo: Marketing teams usually use this software for B2B marketing. This program focuses on email marketing, landing page, form creation, and scoring.

  • Journey Builder: For teams working in the B2C sector, this tool enables you to build marketing journeys to give customers a personalized experience with your brand.

  • Email Studio: Marketers can create email content with customizable aspects using a custom script language for each customer in real time.

  • Mobile Studio: Like Email Studio, SFMC helps your team create content for mobile devices. Teams can create messages that are delivered via MMS, SMS and push notifications.

  • Advertising Studio: Your team can reach audiences other than email and mobile and help marketers deliver content for advertising platforms like Google, LinkedIn, and YouTube.

  • Social Studio: With this tool, you can publish, interact and analyze content across all your social media channels and accounts, all from one platform.

  • Loyalty Management: One of SFMC’s new tools. With this program, you can reward loyal customers by offering reward programs that you can scale. You can do this with clicks, not code, which makes it much easier to use.

If you are new to Marketing Cloud, the best advice is to have a guide that leads you through the initial implementation. Many resources can help, and as Salesforce continues to grow, more resources are available.

The core Salesforce platform continues to expand every year. Quarterly earnings increased by three percent on average due to the rapid adoption of cloud-based solutions. Marketing Cloud was one of its core offerings, launching just less than two years after Salesforce launched its core CRM software in March 1999.

Since then, Marketing Cloud has become the leading marketing cloud based software companies used to manage their marketing operations.

Related: Salesforce (CRM) Team Beats Q2 Profit and Revenue, Increases Fiscal Year Display 22

Seven things to consider before integrating Marketing Cloud

SFMC’s digital marketing platform seamlessly connects to the sales and service platform. So if your company is already using core CRM software, the integration will be more straightforward and data flows between them freely.

However, this is not just a plug-and-play SaaS. You will need to make sure that the integration does not cause problems for your company.

Let’s review the top seven considerations for you to consider:

1. Internal teams will need skills

You’ll need to think about your in-house marketing skill set or IT teams. The assumption is often that anyone can use Marketing Cloud’s tools right out of the box.

Unfortunately, this is not the case.

SFMC is not as easy to use as other marketing tools like Clubhouse, Mailchimp or Constant Contact. Integration is difficult.

For example, if you want to get relevant data based on previous purchases to offer promotional discounts, you will need to understand AMP scripts. This is also true if you plan to view content based on geographic location.

Therefore, you should plan comprehensive training for your in-house team to improve your Marketing Cloud experience. Otherwise, you may need to hire an expert at SFMC.

2. You will need to assign user roles

With SFMC, you can create custom roles for users within your organization and across your marketing team. It is necessary to protect data and maintain your SFMC account.

Furthermore, take extra precautions with who can access all contacts within the Content Creator. Those outside your company who have access to any SFMC business unit can see these contacts if they are not protected.

3. Marketing Cloud is not a data repository

SFMC is not a data warehouse, so your company will not store every bit of data in it. Your organization has external data sources that will need to be configured to access SFMC.

For example, if your company uses a Salesforce CRM, you need to understand how Marketing Cloud Connect works to learn how data is stored. This way, you do not have redundant information and can only sync the necessary data.

Related: Salesforce Adds Big Data Friends to Improve Analytics Service

4. Audience segmentation has drag and drop capabilities

Your marketing team will need to segment your target demographic by using data extensions to reach audiences effectively. This capability requires SQL queries.

Anyone who has worked with SQL queries knows that they are complex and time consuming. However, there are no code segmentation add-ons available in the market. This tool is also useful for anyone with limited retail knowledge.

5. You must connect Marketing Cloud to the core Salesforce platform

If your organization uses the Salesforce platform, you must connect Marketing Cloud using Marketing Cloud Connect. Once the data is synced, you must:

  • Check for redundant data in the Salesforce core

  • Check your call key for redundancy too

  • Only sync contacts required for SFMC campaigns

  • Make sure to store only necessary or useful data

6. Salesforce has partnered with Microsoft Azure

In November 2019, the news hit the cloud industry that shocked everyone. Salesforce has announced its partnership with Microsoft Azure to power the Marketing Cloud.

Related: It’s time to prepare for a multi-cloud future

Azure is one of the leading cloud-based SaaS services on the market. Partnership with Azure makes Marketing Cloud an even more powerful force. This alliance gives your marketing team an edge over any other marketing platform.

7. You have access to the Trailhead (for training)

Concerned by Marketing Cloud that you cannot manage the complexities of the program? This is totally understandable.

If you are not an IT expert or you lack the technical knowledge of writing SQL queries, it may seem like an advanced program that you will struggle to take full advantage of as a result.

Trailhead is your answer. What is Trailhead? It is a free training platform for all Salesforce customers to use anytime they need it.

Trailhead can ensure that you and your marketing team are well-versed in the complex nature of any Salesforce offering, especially their Marketing Cloud software. When onboarding new employees, Trailhead coaches them on all of the Salesforce platform offerings.

Why your business needs Salesforce Marketing Cloud

Salesforce Marketing Cloud is an excellent software. It is useful for small and medium-sized business owners who cannot hire extensive personnel for the IT or marketing department. One or two people who are well versed in the core platform of Salesforce can take your company’s marketing efforts to the next level.


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