8 Strategies to Get the Most Out of the Salesforce Marketing Cloud

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Salesforce Marketing Cloud (SFMC) is a powerful tool that allows companies to create personalized and automated experiences for their customers.

However, to take full advantage of its potential, it is necessary to adopt best practices that align your marketing strategies with your company's goals.

Here are 8 keys to maximize the use of SFMC and improve the results of your campaigns.

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1. Align your Strategy with the Company's Objectives

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Before diving into the multiple functionalities of SFMC, it is essential that your actions are aligned with your company's objectives.

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Do you want to increase your brand visibility, generate more leads or improve customer loyalty?

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Define 1-3 key objectives for the year and determine the KPIs that will allow you to measure your progress.

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Considerations:

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• Identify which strategies or use cases will impact your KPIs the most.
• Keep a focus on long-term goals, and adjust your use of SFMC to achieve them.
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2. Collaborate with Other Teams

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Team collaboration is crucial for success.

SFMC allows to merge marketing and sales strategies, offering a more integrated customer experience.

Make sure your marketing team is aligned with sales goals and share lead qualification models.

Considerations:

• Establish regular communication channels between marketing and sales teams.
• Use CRM and automation tools to facilitate the flow of data between the two teams.

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3. Master the Data: Segmentation is Key

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Effective segmentation is essential to create personalized and relevant campaigns.

Take advantage of SFMC data extensions and tools such as Data Designer to organize and visualize your customer information.

Considerations:

• Use SQL queries or tools such as DESelect to efficiently segment your audience.
• Implements lead qualification models based on interaction level, behavior and demographics.

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4. Personalize Beyond the Name

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While personalizing messages with the client's name is basic, SFMC allows you to take personalization to the next level. personalization to the next level.

It uses data such as purchase history or behavior on the website to provide relevant content and product recommendations.

SFMC Tools for Customization:

• AMPscript: Add dynamic content to your emails or SMS messages.
• Dynamic content blocks: Show different content to segments of your audience.
• Journey Builder: Personalize the customer journey based on specific attributes and behaviors.

5. Harnessing the Power of AI with Einstein

Einstein, Salesforce's artificial intelligence , helps you automate tasks and predict customer behavior.

From predictive targeting to content recommendations, Einstein can improve the efficiency of your campaigns.

Examples:

• Predictive Audiences: Segment your most valuable customers automatically.
• Predictive content recommendations: Suggests relevant content based on past customer behavior.

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6. Test and Optimize your Campaigns in Real Time

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The new Path Experiment allows you to test different routes on your customer journeys and measure which is most effective.

You can randomly assign customers to different paths and customize the experience to optimize results.

Considerations:

• Perform A/B testing on different variations of content, subject lines or channels.
• Measure the performance of each route to continuously adjust and improve.

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7. Connect with your Customers Through Unified Conversations

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SFMC now allows you to use SMS as a two-way communication channel for marketing, sales and customer service.

This facilitates real-time interaction with your customers and helps you gain valuable insights.

Example:

A telecommunications company can use this functionality to renew customer contracts via SMS, keeping its sales and service teams informed at all times.

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8. Measure and Analyze your Results

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It is not enough to launch campaigns, it is essential to measure their impact. Use SFMC 's reporting tools to track the performance of your campaigns in real time and adjust your strategies according to the results.

Considerations:

• Monitor key metrics such as open rates, clicks, conversions and ROI.
• Create customized reports to share with stakeholders.

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Conclusion: Never Stop Learning!

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Salesforce Marketing Cloud is a constantly evolving platform, and mastering it takes time and effort.

Keep up to date with the latest features and don't hesitate to try out new strategies.

At Orange Digital, we are ready to help you implement these best practices and get the most out of SFMC.

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Interested in learning more about how Salesforce Marketing Cloud can transform your digital marketing?

Contact us and we will show you how to adapt these strategies to your business!

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