Present Marketing Cloud to Businesses
After completing this unit, you’ll be able to:
- Start Marketing Cloud conversations with businesses.
- Describe how Marketing Cloud helps businesses.
If you're new to talking about Marketing Cloud, you might be wondering where to begin, so here are some conversation starters. We like to group these questions around strategy, relationships, and metrics.
Marketing Strategy—How do you:
- Get new customers?
- Manage the customer experience throughout the customer life cycle?
- Cross-sell or upsell to your customers?
- Connect your marketing efforts across different channels?
Business Process—How does your team:
- Get on the same page with the sales, service, and IT departments?
Key Metrics—How do you measure:
- The success of a marketing campaign?
- The impact of your campaigns on overall business goals?
Use these, or ask some questions of your own. The goal with these questions is to help businesses reflect on how they can improve their marketing.
Sometimes you need to present Marketing Cloud to your customers in a short summary. Use these points to guide your conversation and relay the basics.
- The world is changing: We’re now in the Fourth Industrial Revolution, with new technology in the form of AI and connected devices.
- Big impact on marketing: Seventy-nine percent of customers say that the experience a company provides is as important as its products and services.
- The barrier to success: Old marketing systems hold data in different areas. This makes it impossible to provide a consistent experience.
- Why Marketing Cloud: You can bring all your data into one area and communicate with your customers throughout your relationship with them.
To make the point even clearer, consider how a business operates with and without Marketing Cloud:
|With Marketing Cloud, businesses get...
||Without Marketing Cloud, businesses face...
|Personalized emails sent at the right time.
||Poorly timed and impersonal customer communications.
|A single view of the customer so the business can offer consistent marketing experiences.
||A disjointed view of the customer’s experience with the business.
|Shared information among marketing, sales, and services, so they communicate with one voice.
||Disconnected information from marketing, sales, and services, which means a customer gets a poor experience.
In short, Marketing Cloud gives businesses the tools to understand their customers and succeed with intelligent marketing.
No matter how you approach the conversation, the goal is always the same: Help businesses understand how they can improve with Marketing Cloud.
Rewards programs are one of the main ways grocery stores encourage customers to shop at their stores. A major U.S. grocery store noticed that many customers who signed up for its rewards program weren’t opening their emails. And those that did often opted out of receiving future email communications.
This store went to a Salesforce partner for advice. Together, they determined some of the probable causes: irrelevant offers, poor timing, and lack of a professional email design. The store and its partner used Marketing Cloud to bring together information stored in different systems. Now, the store creates polished-looking emails featuring great offers that are sent at the right time to their customers.
As a result, the store’s email open rate climbed and its opt-out rate shrank. And, most importantly, the store sees growing sales from its rewards members. The store and its partner are considering future initiatives to enhance their website, mobile app, and social media presence.
As a Salesforce partner, you’re in a unique position to help businesses succeed in the Fourth Industrial Revolution. With your new understanding of Marketing Cloud, you’re on your way to bring intelligent marketing to businesses.