Personalize and engage via Salesforce Marketing Cloud automation and messaging

Salesforce^® Marketing Cloud helps organizations of all kinds to better engage and cater to their audiences. Whether you’re a business or a nonprofit, the powerful Marketing Cloud automation and messaging tools have the potential to make a huge difference to you, thanks to the targeted experiences they enable, which extend to email, mobile and more. 

In this article, I’ll be explaining what these automation and messaging features can do for you. Let’s start with…

Tailored experiences via Marketing Cloud Personalization

In a nutshell, Marketing Cloud Personalization allows you to sync Marketing Cloud with your organization’s website — e.g., your eCommerce storefront if it’s a business, or perhaps your donation web page if it’s a nonprofit. Crucially, that allows you to track website visitors’ activity and gain valuable learnings that you can use to better shape their experience. 

If users are logged into your website, you can collect data on their account. If they aren’t, and they’re an anonymous guest user, their activities are tracked using cookies. By tracking what a visitor is doing, such as the links they’re clicking on, and products/services or content they’re showing interest in, you gain a wealth of valuable information that you can use to personalize your website for that customer. This means you can automatically serve them dynamic content and advertising that’s relevant, timely, and is likely to engage them effectively. 

Here are just a few examples of this technology in action across different industries:

Using Journey Builder to send all the right messages 

It doesn’t end there. As I mentioned earlier, these personalized experiences continue away from your website —  all thanks to Journey Builder. This tool allows you to harness the customer data you’ve gathered via powerful Salesforce Marketing Cloud text messaging capabilities, as well as email messages, and even communications via other channels such as WhatsApp. 

So, let’s say a visitor to your site has shown interest in a particular product or range. They were signed into their account and they have already given you permission to contact them with further information. Now you can follow up with an email or SMS message providing a personalized offer. What’s more, Journey Builder can also help you speak to customers who have your mobile app, using in-app messaging and push notifications to send relevant and timely messages to them. 

We have helped clients to launch successful multi-channel marketing campaigns using exactly this technology. Their teams now have Marketing Cloud solutions that use Salesforce Einstein AI, along with custom reports we created leveraging Marketing Cloud Intelligence (formerly Datorama) capabilities, to suggest the ideal customer journeys based on data gathered, with targeted messages sent at the right time and in the right place. 

Transforming marketing for nonprofits as well as businesses

We have helped all kinds of organizations to make the most of the Marketing Cloud automation and messaging capabilities, all over the world, across the entire spectrum of industries. They include not only businesses but also charities and other non-profit organizations.

In the nonprofit sector, we implemented Marketing Cloud as part of our work for Ukrainian Red Cross Society (URCS). Now they can make full use of their donor data to drive personalized follow-up messages that drive engagement and fundraising, build stronger relationships with their donors and ultimately increase their impact. All thanks to this great technology from Salesforce, implemented and customized by our experts. To learn more about our work for URCS, read the case study. 

We can help you harness Marketing Cloud automation and messaging

Are you interested in leveraging these Salesforce Marketing Cloud automation and messaging features in your own organization? VRP Consulting will be glad to help you make it happen. 

VRP is an award-winning, full-service Salesforce Partner, with a dedicated Marketing Cloud Practice and certified consultants. Our consultants, architects, developers and others will expertly devise and deliver a Marketing Cloud solution that streamlines your marketing processes, personalizes customer experiences, and cuts manual work so you can focus more on strategy instead.

Let’s explore how Marketing Cloud can transform marketing for you. Reach out to us today to discuss the possibilities.

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About the Author

Anastasiya Vinogradova

Marketing Cloud Practice Director, VRP Consulting

Anastasiya has led VRP’s Marketing Cloud activities since 2017. As an experienced Marketing Cloud and Pardot architect, she has extensive expertise in data management, analytics development and automation process configuration, among other areas. Anastasiya is dedicated to constantly increasing VRP Consulting’s Marketing Cloud capabilities so we can deliver the utmost value and innovation to our clients.