How Marketing Technology Companies Can Get More From Salesforce Marketing Cloud
Apr 24, 2019 Emily Brungard
Marketers are sort of like explorers. Over time they have developed and utilized different techniques and technologies to discover new and improved methods of success.
Today’s marketers rely on software to enhance marketing plans or create entirely new marketing initiatives. This type of software is what we refer to as MarTech (Marketing Technology).
Technopedia defines MarTech as:
“The intersection of marketing and technology in today’s highly digital business world. Any type of technology that has a bearing on marketing operations can be called ‘martech’ whether it is a part of an analysis platform, a device-facing benchmark tool, or any other type of digital or high-tech resource.”
The diversity of MarTech has opened up loads of opportunities, tools, and techniques that empower marketers on their way to creating the ideal buyer’s journey — after all, there are more than 7,000 martech tools available today. This means that you will be sifting through hundreds of software and applications to determine which are necessary and work the best.
But let’s get down to brass tacks. There are a few core principles or categories of MarTech floating around the marketplace at the moment, which also happen to be the areas that Salesforce Marketing Cloud has focused in on. They’re also the categories you need to create the best possible technology stack for your martech company.
Many of these focal points revolve around the power of analytics and data as a way to monitor campaigns and your customer experience as a whole across the digital ecosystem.
While there are nearly endless combinations of tools and platforms to add to your martech stack, these are at the core of a successful strategy.
Content Marketing Tools
We don’t need to convince you how important content is — but we’ll emphasize the significance of a few certain tools and applications for a successful content strategy.
Your CMS (content management system) is responsible for a few necessary components of content management and has some key capabilities, including:
- Hosting your website
- Writing your content
- Editing your content
- Publishing your content
- Hosting native content (video, graphics, audio, landing pages)
Popular CMS platforms include: WordPress, Drupal, Joomla
We mention these content management systems because they are an important foundation. While your CMS is where all of your website’s content will live — you’re going to need to get people there. There are a ton of avenues available for driving traffic and converting leads from your website.
Salesforce Marketing Cloud hosts an entire suite of cutting-edge marketing tools to get the job done.
This one seems to be a piece of digital marketing that simply won’t go away. It feels like every year someone predicts the decline of email as a successful marketing tool, and every year they are proven wrong.
Email marketing technology is used by a ton of companies. In fact, 82% of all B2C and B2B businesses implement this piece of MarTech.
Reaching customers through an email campaign takes a special approach. Not only are you dealing with extremely short attention spans, but you’re also trying to stand out among other email marketers. This can pose a challenge for marketers, but it becomes much easier with the right strategy, tools, and software.
And there’s no shortage of tools out there. Automation tools like ConvertKit or Mailchimp are popular options.
Salesforce Email Studio is built into the cloud and allows you to manage and produce fantastic email campaigns that work for your niche or target audience. Email Studio empowers you to make better email decisions, backed by data, with features like:
1. Relevant targeting for your audience
Data is your most powerful ally. With Email Studio, you’re able to import, filter, and segment data
making automation a breeze. Retarget your most active subscribers easily and send them more relevant information and offers.
2. Tools to build your email
Email Studio empowers you to create beautiful emails with quick and easy template designs. You’re also able to optimize for mobile — this is a big one. So many people read email on their phones and having to pinch and zoom to read relevant information will lose you subscribers, fast.
There are also some unique tools built into the platform as well. Interactive content like weather reports or different types of carousels set you apart from the rest with relevant personalization, which brings us to another key feature of Email Studio.
3. Personalizable content
Take the power of AI into your hands with Einstein — a powerful way to personalize emails to an insane degree.
4. Scalable campaigns
Personalize every email, regardless of the size of your target audience or the stage they’re in on their customer journey. Make changes along the way to further personalize and tweak your messaging. Best of all, you can test and preview your messages before you send them out.
Creating an engaging and personal customer journey is an integral part of building a successful MarTech stack. Having a visual representation of that journey that you can manipulate and share across teams will help build a focused vision and goal. Effectively communicating your customer journey and unifying your marketing and sales departments to create a cohesive mission is an essential component of mapping a customer journey.
With so many touchpoints to focus on, having a customizable customer journey simplifies the process.
Engage your customers during real-time events like downloads, purchases, or other engagement behaviors. With data at your fingertips, you’re able to harness customer behaviors like browsing or purchase history to personalize messaging and deliver the right message at the right time.
While social media may have begun as a primarily casual platform, it has grown into a marketers playground. There are so many platforms with unique audiences, targeting and posting styles — companies are able to reach customers in a familiar way. Social media provides a new way to provide customer service and customer experience.
Salesforce Social Studio lets you into the conversation. Listen in on what your customers are talking about and learn how to best reach your target demographic.
This social hub is your social media one-stop-shop. Write, edit, schedule and publish content in one sharable location. Approve admins and unify your social media efforts under one roof. As always, you’ll have an inside look at reporting and creative performance — allowing you to pivot social campaigns and directives as needed.
This visual studio helps you take command of your customer interactions and insights — allowing you to make more informed decisions on your social channels.
Online advertising provides an affordable way to reach millions of customers. The best part about having all of your MarTech syncronized through Salesforce is having actionable analytics, insights, and data to improve all aspects of your marketing approach. This includes paid online advertising.
When you’re investing heavily on ad spend, you want to make sure it’s being used effectively to generate the right leads, and ultimately driving sales. Connect all of your digital efforts like email campaigns, social engagements, and Journey Builder to create the perfect Facebook or Google advertising campaign.
Salesforce Data Management Platform (DMP)
We can’t stress enough how important data and analytics management is. That’s why we recommend the Salesforce Marketing Cloud. There are so many amazing tools within the cloud that can empower your marketing efforts. From gathering marketing intelligence to sharing data, the power of actionable data has never been easier to digest.
Capturing customer via mobile has a ton of unique benefits. Customers spend a great deal of their time on their phones (more than 3.5 hours per day, on average), making it a great place to promote offers through mobile messaging.
You can build and automate mobile campaigns with ease through Mobile Studio. You also have the ability to boost your apps’ messaging power with automated alerts or deals, either on a scheduled basis or even through location-based programming.
There’s also great targeting and analytics built right into the platform, taking your targeting efforts and empowering your marketing technology even further.
Harnessing the Marketing Cloud
Cloud-based MarTech has changed the way we understand marketing technology. While many marketing efforts were siloed in the past, they are now interconnected and work in concert with one another to create a truly special experience for customers.
The truth is that the transition to a unified omnichannel experience has become standard for most customers. If you’re lagging behind, they will take notice.
Quality marketing is only as powerful as the MarTech that it’s built upon. While there are a ton of great pieces of marketing technology available, only a select few work seamlessly with one another. At the end of the day, your martech needs to be well-integrated to create a memorable experience for customers. Salesforce’s robust platform makes it easier for marketers to access and use their data to create personalized, relevant experiences for their future customers.