Marketing Cloud

Einstein, Einstein Analytics, Marketing Cloud

Best Practices to Boost Email Marketing with Salesforce Marketing Cloud & Einstein AI

In today’s world AI is being used through the marketing lifecycle to meet the customer’s expectations, get a competitive edge, and in the long run to improve the business margins.

Marketers worldwide reported that AI alleviates their overall marketing efficiency by helping them in creating 1-to-1 marketing campaigns across every touchpoint.

Generally, AI lends a helping hand to marketers in personalizing customer journeys & enhancing channel experiences, improving customer segmentation, and crafting dynamic & hyper-personalized email campaigns.

And one of the leading examples of AI in Marketing is Salesforce Marketing Cloud (SFMC) and Einstein AI!

One of the world’s most popular Marketing CRM solutions, Salesforce Marketing Cloud automates and streamlines marketing activities across multiple touchpoints. Email Studio, a significant part of it, is used to send personalized emails, track & optimize email performance.

And what is Einstein?

Einstein is a complete AI platform built into Salesforce Marketing Cloud (and many other Salesforce offerings) whose comprehensive AI capabilities helps marketers in:

  • Build audience groups & segments
  • Discover relevant insights about a particular Email Marketing campaign
  • Create personalized cross-channel experiences

Here, we have collated some practices for the marketers to harness Salesforce Marketing Cloud and Einstein in the best way to plan, execute and boost their Email Marketing campaigns:

 

1. Identify and segment your audience

Today the marketing landscape is customer-focused. It is irrational to think that your target audience is one identical group who can be delighted with a generic campaign.

Audience Segmentation is necessary, to make sure that “The right message is delivered to the right person at the right time.”

AI enables email marketing specialists to predict and pre-analyze the most likely actions their subscribers can take on receiving their emails.

Salesforce Marketing Cloud has AI & predictive analytics, which helps marketers in segmenting their audience quickly and precisely by finding new and relevant audience segments.

Best practice: 

  • Perform a deeper audience analysis and find new personas
  • Collect high-level information about the main audience, like their interests and disinterests
  • Treat the new personas as sub-segments and make their journey more personalized

 

2. Create personalized messages that delight your audience

Today’s world has turned into a noisy place for customers who are constantly bombarded with marketing messages from all around. The only way to stand out is by personalizing your messages that tell them “What’s in it for them”?

 

 

Einstein AI helps you to learn more about the audience preferences, interests, and past behaviors. “A boon for Email Marketing Campaigns” -Einstein AI aids in generating the right offer for each customer dynamically.

Best practice: 

  • Generate multiple offers for the target audience
  • Establish which segment would receive which offer through metadata/rich tags
  • Integrate dynamic fields into the content linking them to the tags and metadata
  • Automate the campaign with Einstein’s recommendation engines and built-in ML capability

 

3. Engage with customers on their terms

Customers can be capricious. If they dislike your message or find it not aligned to their goals /needs/challenges, they will not hesitate before unsubscribing from, or opting out from, or blocking your email message.

 

 

After the audience segmentation, AI capabilities like predictive attribution & sequencing help marketers establish the perfect messages, their frequency & volume, and relevant channels to keep customers engaged.

Best practice:

  • Perform a regular audit of the messages along with send frequency and channels
  • Leverage AI to find customer preferences and optimize and improve your Email campaigns
  • Run A/B or multivariate testing and regularly assess the impact of the AI-optimized campaigns

 

4. Analyze your campaigns and improve the future campaigns

With capabilities like probabilistic attribute, data normalization & harmonization, marketing teams can get a comprehensive view of their email campaign cost and performance.

 

 

With predictive campaign insights & recommendations, discover ad spend optimization ways and thus bring out the best possible ROI from the campaigns.

Best practice:

  • Utilize Einstein’s predictive attribution & sequencing feature and optimize channel and journey engagement following your marketing and branding goals
  • Einstein Engagement Scoring helps target Email Studio customers so that you can maximize engagement and conversions

 

Summing Up:

Manually designing, executing, and analyzing email marketing campaigns is tedious and has become old-fashioned. And why continue to use those inconvenient, uncertain methods? Leverage the AI-powered Salesforce Marketing Cloud and make the most out of every engagement a customer has with your email.

CEPTES’ provided customized Marketing Cloud Solutions helps you fuel your customer journey through personalized interactions.

Connect with us today.

Salesforce-Marketing-cloud-An-Ensemble-Kit-for-Enhanced-Marketing
Marketing Cloud

Salesforce Marketing cloud: An Ensemble Kit for Enhanced Marketing

One big challenge most marketers across the globe face today is how to acquire and retain customers. The key to customer acquisition and retention, however, lies in effective communication – the more you are connected with your customer the brighter are the possibilities of achieving faster conversion. Trying to do this manually is a herculean task. 

 

What to do then?

 

This is when Salesforce marketing cloud comes to the rescue!

 

Salesforce Marketing Cloud offers the most powerful online marketing platforms for businesses looking for smarter ways to communicate with their customers through different digital channels. 

 

The marketing team in your office can make use of the Salesforce Marketing Cloud for managing customer emails, journeys, social media, mobile, content creation, web personalization, data analytics, content management, and more.

 

Geared towards B2C firms, Marketing Cloud is gaining popularity among global enterprises. The flexible model is adjustable to the unique needs of organizations that have started automating their marketing processes just recently. Customers can begin using a marketing module (like email) and then go on adding other automated or digital modules when needed.

 

Marketing Cloud is a marketer’s dream come true as it brings together different aspects of digital and web marketing. Some of the top players in the market have been benefiting from this cloud so far and they have already made that intelligent move to change their marketing game altogether.

 

Are you still not sure whether Salesforce Marketing Cloud is worthy of an investment? Let me tell you that:

“Salesforce Marketing Cloud has gotten excellent solutions businesses can use for their purpose.”

Here’s a quick overview of impeccable Salesforce Marketing Cloud Solutions all businesses looking to improve their marketing practices should know about!

 

Personalization Builder

This tool enables businesses to create profiles & algorithms deduced from customer habits.  Using Personalization Builder helps automate and personalize everything right from fetching and delivering related content based on user search habits, product/service recommendations, incorporating & integrating trending behaviors to maximize customer engagement.

 

Customer Journey Management

Thanks to the Salesforce Marketing Cloud, now you can personalize each and every interaction with your customers and create personalized customer journeys. 

With customer journeys available at their fingertips, your sales and marketing staff can work smarter and get better data insight throughout your organization.

The amazing benefits of customer journey management solution include:

  • Ability to create a targeted and fully customized customer journey
  • Garner a better understanding of your customer base
  • Engage your customers during each vital customer touchpoint
  • Ability to create targeted calls-to-action (CTAs) and then send these CTA through appropriate channels – social, email, or mobile
  • Ensure better results from your marketing activities with the help of data analytics
  • Deliver cross-functional & cross-channel marketing (digital or otherwise) campaigns

Marketing teams that use Salesforce Marketing Cloud are able to:

  • Create a single view of customers
  •  Automate the journey of customers in real-time
  • Connect with customers via personalized content through different devices and channels

Marketing Cloud from Salesforce makes it easier for marketers to efficiently manage behavioral and demographic data gathered in the app while supporting data addition from systems outside their business, such as ERP, CRM, and e-commerce.

Read: Salesforce has Introduced New Einstein Email Capabilities for its Marketing Cloud.

Takeaway

Businesses can help their teams to operate at their fullest potential with the Salesforce Marketing Cloud. As a decade-old Salesforce Silver Partner, we at CEPTES specialize in streamlining and delivering the marketing and sales processes leveraging the immense powers of the Salesforce Marketing Cloud. To explore the opportunities Salesforce has for your business, please feel free to connect with us! 

How to Use Salesforce to Automate the Sales & Marketing Process
Marketing Cloud, Salesforce

How to Use Salesforce to Automate the Sales & Marketing Process?

“The Biggest Challenge a Business Faces Today is to Streamline their Sales and Marketing Process. They Fail to Strengthen Relationships with their Customer at Every Stage due to their Sales & Marketing Gaps. That’s where Salesforce comes as a Savior, Allowing Customers to put in the Center of Everything. One Platform for One Connected Experience Taking Customers One to One Journeys they Choose.”

At the Heart of Everything is the Customer Journey

Even today, Companies still experience a Gap in their Sales & Marketing Process. 

They struggle to create a seamless experience for every stage of their customer life cycle and unable to balance their marketing budget campaigns.

Why?

Because they don’t have a unified platform to put their Sales & Marketing Team to have a 360 view of their Customer Data.

Your business needs to engage your customers at the right moment with the right channel, content, device, department, and representative. 

And if you don’t, you lose a customer right away!

Salesforce: Putting Sales & Marketing Teams Together in a Single Integrated Platform

There was this Entrepreneur who had a terrible business experience.

Charles runs a business and has a powerful A Players Team. He thought he had everything to run his business efficiently in order to enhance the sales productivity.

However, he was unable to generate leads with the uncontrolled rise in his sales & marketing expenditure along with lack of process visibility.

He struggled to get the right ROI for his marketing campaigns.

He then decided to switch to Salesforce.

To his surprise, he saw Salesforce Completely Streamlined his critical Sales & Marketing Processes.

Now with the right marketing campaign, he was able to target the right audience using the right channel with the right message at the right time.

He could easily personalize his marketing campaigns making his marketing team smarter and more predictive about their customer by using this intelligent platform. 

When his marketing went in the right direction, he generated more leads, and with the right leads, it was passed to the right sales representative.

Hence the sales expenditure & sales cycle were reduced.

Streamlines Both Sales & Marketing Process

With Salesforce, your marketing team will see the entire Sales Process. It will help you better understand which leads are likely to buy, which marketing content was most helpful, and what it takes to close the deal. These insights will help your marketers measure their impact on revenue and to understand how they should spend on a limited budget in the future.

Sales Teams will understand their entire customer journey and everything marketing did to nurture them along the way. Even before the first conversation, your sales reps will see all the information about your prospects like who they are, how to contact them, information details about their business, and the level of interest in your product or service. 

Representatives will know which marketing emails they have received and which ones were actually opened, what links were clicked and what content they engaged with. Your representatives can now have relevant, effective conversations from the first call, and your service teams can have a complete view of the customer life cycle about their purchases and activities. 

Engaging Customer in a Way That Suits Them

Salesforce for Marketing & Sales allows the Customers to put in the center of everything. It has a ton of marketing data to view it all in one place. You can easily find the new target audiences and have a unified view of the customer data. The best part is that you can engage them at the moment.

This is done using the data and AI to reach them with the right content on the right channel at the perfect time. When they land on your site, it’s already personalized based on what they came from. This can be from any channel, device, or department.

Takeaway

Yes, there’s a lot Salesforce can do to help every team operate their full potential. As a 10-year-old Salesforce partner company, we are an expert in delivering and streamlining the sales & marketing process with the power of Salesforce. To know more about how you can work and get maximum ROI from your sales and marketing activities or sales expenditure with Salesforce, get in touch with us. 

Marketing Cloud, Salesforce

Salesforce positioned itself in the Leaders Quadrant of Gartner’s 2020 Magic Quadrant for Multichannel Marketing Hubs

Salesforce, the #1 CRM provider in the world has been positioned as a leader in Gartner’s 2020 Magic Quadrant for multichannel marketing hubs for its Marketing Cloud

Marketing Cloud has been helping enterprises communicate with their customers with the right message in the right tone at the right time. Enterprises are being able to create seamless experiences across every customer touchpoint with integrated marketing tools offered by Salesforce Marketing Cloud. 

Talking on the news, Adam Blitzer the EVP & GM, Marketing Cloud told “Salesforce Marketing Cloud allows marketers to know their customers, personalize every interaction in real-time, engage with them across all marketing channels, as well as commerce, service, and sales, and then analyze performance to optimize for success.”

Marketing Cloud with Customer 360 helps marketers connect customer data from multiple sources, personalize the message leveraging data and intelligence, drive higher engagement across the customer journey with real-time marketing campaigns, and analyze the impact. Some of the best capabilities of Marketing Cloud are customer-centric approach, ability to integrate all customer interaction & unifying data, B2B & B2C engagement, AI-powered intelligence, mobile studio, email studio, advertising studio, and much more. 

To start using Marketing Cloud & transform the way you have been interacting with your customers, get in touch with us. CEPTES is a comprehensive Salesforce focused company since 2010 and is a leader in offering end-to-end Salesforce solutions to global enterprises. More than 150 companies from multiple industries have trusted us for their Salesforce Cloud implementation, integration, customization, migration, and consulting projects. 

On the other hand, Salesforce has climbed even higher on the Fortune 500 ranks for the sixth year in a row. Salesforce is now at #190, rising from #240 last year. Since 2015, Salesforce has surged more than 200 positions. Also, Salesforce has been recognized by Fortune as World’s #1 Workplace and one of the Most Admired Companies. 

*source – Salesforce.com

Einstein, Einstein Analytics, Marketing Cloud

Salesforce has Introduced New Einstein Email Capabilities for its Marketing Cloud

Salesforce has recently introduced new email features in its Marketing Cloud in order to make email capabilities more efficient. The new Einstein Email capabilities will help new-age marketers enhance their productivity, send more personalized emails and drive more customer engagement. 

Salesforce’s intelligence platform Einstein Analytics is currently helping marketers get valuable insights in order to run more efficient campaigns as well as drive high-level personalization. Salesforce has now introduced enhancements on its email content selection, copying and messaging front. Einstein Content Selection, a powerful feature automatically recommends assets to use throughout messages that are customized to customer’s specific interests. 

Einstein Copy Insights uses natural language processing (NLP) to identify most engaging words and phrases for email subject lines, text messages and social media copy to improve engagement. With the new Einstein Messaging Insights, marketers will be now notified which email journeys or messages are underperforming or overperforming. This will help them to take future actions. 

Apart from these, Salesforce’s acquired Rebel (Interactive email provider) team will now enable creating interactive emails that will allow recipients to take action directly within an email. This is similar to AMP for Gmail where users browse image carousels, fill forms, register events, etc. directly from their inbox. Salesforce is planning to launch this pilot early in 2020 with its Email Studio & Journey Builder. 

Salesforce has also introduced two features to boost email marketing journey template creation. Journey Templates supports the sharing of templates across organizations. Einstein helps it to be more effective by recommending better performing content, text, or journey paths. These new features will automatically identify errors prior to springing a campaign and also identify items that require improvements. 

Email marketing has been one of the top drivers for marketers. A majority of the SMBs rely on email marketing for customer acquisition. Personalization is the key when it comes to improving email marketing for engagement and sales. These new Einstein capabilities in the email powered by AI & interactive email components will surely help marketers improve customer engagement. 

To get the best of your Salesforce Marketing Cloud investments and to make your email marketing more efficient, please get in touch with our Certified Marketing Cloud experts. 

Also Read: Decoding Einstein Analytics & how it is integrating data to accelerate business success

 

Marketing Cloud, Pardot

Marketing Cloud Vs Pardot? Which one your business needs?

As the world’s #1 CRM provider, Salesforce is being used by businesses of all sizes and from varied industries. Salesforce offered solutions are enabling service providers to connect with their customers in a whole new way. Salesforce is one of the best platforms for marketers in order to automate their entire marketing process and engage their customers in a superior way. However, a wide range of offered platforms sometimes may bring a little chaos in the minds of the marketers while choosing the best one that can serve their exact needs.

Here, we are going to talk about two such Salesforce offered marketing automation platforms that could make the adoption a bit tough for a marketer. These two highly impactful marketing automation platforms are Marketing Cloud & Pardot. Both of these platforms are highly efficient and have the features to light up your marketing efforts. However, both Pardot & Marketing Cloud have built for different purposes and have some significant differences. A marketer has to evaluate which one their business needs. Before having a detailed discussion, let’s first understand what is Pardot & Marketing Cloud.

Marketing Cloud

Salesforce Marketing Cloud offers a powerful set of tools built on a unified platform for B2C companies to identify their customers, engage them, and personalize their experiences. Marketers can deliver personalized customer journeys including outstanding experiences through various marketing campaigns across multiple channels such as email, mobile, social, advertising, web and more. Highly efficient Marketing Cloud features help marketers deliver the right message at the right time to the right audience managed from one place and later track results.

Pardot

Pardot is a Salesforce offered marketing automation tool designed for B2B companies in order to execute and manage leads as well as marketing campaigns. Pardot is vastly considered as a leading email marketing tool.

Key Differences

The prime difference between Pardot & Marketing Cloud is, both of these platforms are specifically built for different types of businesses. While Pardot is designed specifically for business-to-business (B2B) marketing, Marketing Cloud is designed for B2C marketers. This principal difference may give you a hint on which one is right for your business. An in-depth understanding of these two tools will clear uncertainties while selecting a marketing automation tool for your business.

Apart from this, there are some other key differences between Pardot & Marketing Cloud. Pardot is being primarily used for channels such as     Email & Social; while Marketing Cloud is being used for channels such as Email, Social, SMS, and Display Advertising. While Pardot is not very industry specific, Marketing Cloud can be best used for industries such as Retail, FMCG, health & beauty, travel & leisure, healthcare, etc.

Key Feature Differences

Pardot Features

B2B companies use Pardot to send scheduled email campaigns and leverage automation techniques such as drip campaigns that help them generate more leads. B2B marketers usually don’t rely much on social media campaigns or content based campaigns. So, Pardot is the right tool for them as it requires lesser integrations and offers dynamic features including visitor tracking, real-time sales alerts, leads scoring, lead alignment, auto lead assignment, forms & landing pages, email marketing, dynamic content, closed-loop reporting, etc.  

Marketing Cloud Features

While B2C companies use Marketing Cloud in order to run scheduled email campaigns leveraging drip campaigns as well as uses more functional email services such as transactional emails and triggered emails. As B2C marketers rely more on social media campaigns and content-based campaigns, Marketing Cloud is more useful for them as it offers seamless integrations with external systems. Apart from this, Marketing Cloud offers some of the best features such as Drag-and-drop segmentation, 1:1 content personalization, CRM and cross-channel integration, Comprehensive, real-time tracking and reporting, Pre-built templates and themes, Deliverability tools, Email Marketing, Marketing Automation, Predictive Intelligence, Customer Data Platform, etc.

There are a few common myths circle around Pardot. Let’s debunk them.

  • Pardot is a part of Marketing Cloud – This is not true. These two are different products for different nature of businesses.
  • Pardot is an email marketing tool – Partially true. Through most of the B2B companies use Pardot for email marketing, this is not only an email marketing tool.
  • Pardot is for smaller businesses – Not at all. B2B companies of all sizes can use it.
  • Either ‘Pardot’ or ‘Marketing Cloud’ – No. This is not a choice. As we already said, these two are two different solutions.

You can further ask yourself these questions to direct you in the right direction.

Are you a B2C business?

Yes: Marketing Cloud is your option.

Is your business mainly driven by e-commerce?

Yes: Marketing Cloud is your option.

Is your sales process driven and influenced by sales representatives/ ‘high-touch’?

Yes: Pardot is your option.

Is your sales process managed through Salesforce Opportunities?

Yes: Pardot is your option.

Conclusion

We believe after going through this article, you got a comprehensive idea on Pardot & Marketing Cloud and which one is best for your business. As a Salesforce Silver Consulting Partner, CEPTES is a market leader in offering end-to-end Salesforce solutions including Salesforce Cloud services, Salesforce analytics services, Lightning Solutions, App Development and more to businesses of various sizes. Our certified Salesforce resources can help you implement, integrate, migrate, develop, enhance or support everything related to the Salesforce platform. We have been the first choice partner for many organizations when it comes to implementing Salesforce Marketing Cloud and Pardot for many years now. Get in touch with us to know more.