Research from Salesforce suggests that customers now expect a more connected and personalized experience delivered to them in real time. In fact, 70% of customers say connected processes — like seamless handoffs or contextualized engagement based on earlier interactions — are key to winning their business. Marketers are expected to take data and transform it into an experience for customers. With tools like Marketing Cloud, the possibilities are endless, but if you’re not dedicated to learning the latest features of the platform, you’re only beginning to scratch the surface.
That’s where Salesforce experts come in. One of the top benefits of working with an on-demand Salesforce specialist is that they’re true experts who obtain certifications, read the latest product release notes for fun, and are dedicated to unlocking the platform’s value. We sat down with Sean H., one of Torchlite’s on-demand Marketing Cloud experts, to talk about getting the most from Salesforce, and how experts can help marketers do more with the platform.
What is the most common problem you see when working with Marketing Cloud customers?
Underutilization. The marketing cloud is a powerful platform, but that can also make it seem overwhelming. Many clients don’t use newer features designed to make their lives easier and campaigns more impactful because there’s a learning curve associated, and they don’t have the bandwidth or the in-house knowledge to invest to really make the most of the platform.
What do you predict will be a bigger problem in 2019 for Marketing Cloud customers?
“Personalization” became a marketing buzzword a few years ago, and, at that time, many people didn’t understand how the idea of personalization applied to their businesses. Fast forward to now, though, and the best businesses are figuring out how to segment, target, and develop personalized content that is really driving results. For SFMC customers that haven’t taken the time over the past few years to dig into the platform and figure out how to put it to work to personalize the marketing experience, they may find themselves losing market share to competitors that are staying in front of the curve. They may find that the “batch and blast” strategy that served them well for many years just isn’t resonating any longer because Competitor B’s personalized multichannel campaign met their customer’s expectations that much better.
What is your best tip for using Salesforce?
How do you eat an elephant? A bite at a time. With a powerful platform, sophisticated data management, and a number of different ways to effectively execute each campaign you’ve envisioned, it’s easy to be intimidated by the Marketing Cloud. By breaking it down – Who do I want to reach with this? How do I want to reach them? When and how often should we talk to them? – you’ll find the right features and tools for the job, whether it’s a simple Guided Send or a cross-channel journey.
What is your proudest Salesforce project?
It seems quaint now, but when Journey Builder was still new several years ago, it was a really big deal to successfully build and begin firing those more personalized marketing experiences to customers. It’s not that we couldn’t execute similar campaigns at the time with available tools within SFMC, but the interface and experience was such a departure, really just the beginning of things to come, that you couldn’t help but be a little proud to be one of the pioneers.
Why are cross-channel integrations so important for Salesforce customers?
Cross-channel integrations are one of the biggest advantages of the Salesforce Marketing Cloud compared to some of the other platforms out there. In today’s information-overloaded, short-attention-span world, repetition is just as important as serving content appropriate to the channel. If you truly want your message to reach and resonate with customers, you have to be willing to take your message to where they are, whether they’re on email, social media, SMS or all of the above.
Why is having an on-demand Marketing Cloud expert necessary?
Because the SFMC platform is so powerful, and constantly evolving to boot, having an on-demand SFMC expert can be like having an on-call problem solver – you know that you want to reach high-value customers who bought Widget X the last time 12 months ago, for example, but you just don’t how to get there easily without a lot of trial and error. SFMC experts have taken the time to learn the ins and outs of the platform, know the shortcuts and the pitfalls, and can look at your problem and tell you, “This is the best route to get there.” In the end, this saves you time and money on internal resources and allows you to drive revenue on your new campaign that much more quickly.
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