0:00 What is Salesforce Marketing Cloud?
1:48 How Marketing Cloud works?
4:00 Journey Builder example
4:29 Modules in Marketing Cloud
6:38 Marketing Cloud Work Team
7:20 Business Units in Marketing Cloud
7:50 Marketing Cloud as leader of Automation Tools
8:10 How to become a Marketing Cloud professional?
8:40 Marketing Cloud Certifications
8:50 Start working with Marketing Cloud
9:31 Goodbye!
Marketing Cloud is a tool oriented to the end consumer. Salesforce has another marketing automation tool called Pardot for companies that offer their services to other companies, therefore Pardot is a B2B tool.
There may be several reasons to use Marketing Cloud in a marketing project, but one of the main reasons is the need for a tool that allows you to communicate with customers using multiple channels. Various studies indicate that the value of customers who convert using multiple channels is much higher than those that only interact via traditional means.
In addition, Marketing cloud is a platform that allows us to develop a personalized digital experience with our clients: Up to 86% of buyers will pay more for a better customer experience, but only 1% of customers think their seller meets their expectations.
How Marketing Cloud works:
The next step is to under stand how marketing cloud works. It’s a tool that collects data from multiple sources: it can collect data from a loyalty database, our CRM, such as salesforce, and external sources such as the point of sale in the case that the company has physical stores. But it is also capable of managing data from social media interactions and advertising campaigns.
This first module that we’ll see is called Contact Builder which works as a database that aggregates the data and allows us to create data relationships for our customers.
The second module we’ll see is the core or brain where Marketing intelligence is stored. On one hand, it’s where the customer communication flows are programmed. The communication flows or paths are called journeys which is the central base of the tool.
We can design all kinds of marketing processes, from the simplest to the most complex. Because we have a lot of information, we can carry out, for example, a communication flow for the renewal of services with customers.
The Journey Builder module works in tandem with Automation Studio. Automation Studio is a tool that helps us to segment clients and choose with whom we want to communicate.
Suppose we want to get in touch with those customers who have not made a purchase in the last 90 days. In this case, Automation Studio would generate the lists of customers that we are going to impact in a communication flow in Journey Builder.
Let's see a slightly more advanced example: In this flow we want to communicate periodically with customers who have not made a purchase in the last 90 days. The input data is prepared by automation studio to segment only these types of customers. An email will be sent consisting of a temporary discount and we will create a separate audience with those customers who do not respond. They will enter a retargeting campaign specially designed with the goal of getting these customers to purchase again.
As you can see, we have already started to talk about additional modules. Email Studio, Mobile Studio, Social Studio and Advertising Studio allow us to communicate with customers through email communications, sms or push messages if we have an app, social media or advertising campaigns.
Regarding the analytics and reports section, there are two different ways to manage it which makes it a little different from the rest of the modules. On one hand, you have the possibility of using the reports generated by the platform, however, SFMC is one of the few tools that allows us to extract all the raw information and download it using an excel or csv file in order to analyze it separately.
You may have noticed that I have been talking about one tool, however, marketing cloud is really a set of different tools or modules such as Advertising studio, Mobile Studio, Email Studio or Social Studio.
There are multiple automation tools with more limited functionalities, some of which are targeted to small businesses. There are other tools that fall into a different category because they are open source tools where there is no license fee.
Marketing Cloud has 4 certifications for professionals, they are: email specialist, social studio specialist, marketing cloud consultant and marketing cloud developer, each one oriented to a different profile.