Want to level up your knowledge about Marketing cloud and its integration? This blog will guide you through the concepts of Salesforce Marketing Cloud, prerequisites required for it, features, limitations and benefits. After reading this blog you will also be able to integrate it on your own system and perform seamless operations.
Businesses require effective advertising strategies to engage with their customers on a human level. Salesforce Marketing Cloud is a versatile digital marketing platform enabling businesses to create meaningful customer engagements across many channels. It is part of the Salesforce Customer 360 portfolio, which also includes service, sales, and marketing solutions.
Salesforce Marketing Cloud ( also known as ExactTarget) is a Salesforce solution which doesn't use the Salesforce platform as a primary platform to sync data between your core Salesforce org and your SFMC account. When you use SFMC, you'll see how robust this feature-rich solution can be. This article will provide all the insights of SFMC.
Salesforce Marketing Cloud is a trendy and robust email marketing platform for successful marketing campaigns and maintaining client connections. It is basically a SaaS (Software-As-A-Service) platform which provides the ability to optimize many aspects of marketing, such as customer journeys, campaign analytics, social media promotions and other engagement techniques.
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Email marketing capabilities is one of the prime features of SMC. Marketers can use emails to develop appealing and personalized campaigns, also can perform different types of categorization on their audience based on various criteria and levels, and can automate the whole sending process.
With the help of cloud-provided tools, businesses can perform outstanding social media marketing and can implement various techniques to grow their brand presence and customer attention as well as retention. Also they can schedule various posts, keep an eye on engagements, and monitor social media conversations between multiple threads.
In the mobile supremacy era, reaching customers' fingertips is essential. Marketing Cloud provides the ability for businesses to engage with their audience via SMS and push notifications.
With the help of journey builders businesses can form their customized journeys for the customer. By understanding customer experience marketers can deliver more efficient and precise content such as relevant message, mails, etc. and maintain robust relationships with the customer.
Analytics tools which are present in the SMC are of great help when it comes to derive insights from the campaigns. With the help of those insights businesses can optimize their strategies for targeting various segments of customers and to understand current ongoing patterns in market and customer behavior.
Advertising studio is one of the core features of SMC, Businesses use it for managing and optimizing their advertisements on a single platform. It helps to measure the impact of campaigns, and with the help of that marketers can develop more enhanced advertising strategies.
Salesforce Marketing Cloud offers a range of benefits. These are discussed below:
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As there are always two sides of the coin, While Salesforce Marketing Cloud offers multiple advantages for businesses, it is recommended to get familiar with its disadvantages and limitations.
Some of the disadvantages of Salesforce Marketing Cloud are:
There are several sets of requirements that need to be fulfilled before getting started with Salesforce Marketing Cloud. Some of them are given below:
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For an effortless Marketing Cloud Connect Integration, you must create the following two types of users:
Step 1: Install the ‘Marketing Cloud Package’ in Salesforce using Admin Profile. For that click on the following links:
Step 2: Enable the Marketing Cloud for AppExchange User and AppExchange Admin checkboxes in the User Page Layout's Add field. Check to see if the user has 'API enabled' rights.
Add these following Permission Assignment:
Step 3: Make a customized application called "Marketing Cloud." In the application, add the "Mobile Sends, Email Sends, and Send Analytics" objects. In addition, update the Marketing Cloud database with custom links, VF pages, and package fields.
Step 4: In Salesforce, you can use the below link to add IP whitelist ranges:
Step 5: Enable the Email Opt-Out field in Lead and Contact for the Email Opt-Out capability to update appropriately when the subscriber hits on the unsubscribe link.
Step 6: To construct workflows, use the Marketing Cloud package linked below:
Step 1: Ensure your API users have the Marketing Cloud Administrator and Salesforce Administrator roles enabled.
Step 2: Then, put the Salesforce Admin User credentials in the ‘Marketing Cloud’ to connect. Log in to your ‘Marketing Cloud’ and go to the ‘email studio’ to get started. Now, select ‘Email App’ and then the Admin tab. Click on ‘Connect Account’ after selecting ‘Salesforce Integration’.
To enable and upgrade the Connected App for safe data exchange in between Salesforce and Marketing Cloud, contact ‘Marketing Cloud Support’.
To associate a ‘Marketing Cloud Connect User’ with a Salesforce User, the Salesforce user can email recipients and gain access to the Marketing Cloud. Go to Email, then to the Admin tab, and finally on My Users.
Select the ‘API User’ and then click ‘Edit’. Following that, go to ‘Integrate Link’ and pick Salesforce.com as a field. Save the modifications after entering the SFDC User Name.
Step 1: To check the ‘Remote site settings’, and go to the ‘Marketing Cloud Object’ area.
Step 2: Then select ‘Automatic Setup’ and press the ‘Start Wizard’ button.
Step 3: Enter the Marketing Cloud Connector username and password to configure the connection and track and monitor information going from Marketing Cloud to Salesforce.
Step 4: To map the user systems, you must again enter the Marketing Cloud credentials. Configure the necessary ‘Email Tracking’ and ‘Email Sending’ settings as well.
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Cloud Connect integrates the digital marketing capabilities of marketing cloud with campaign management, data management tools. It forms customer relationships with data-driven methodology and more personalized communications and also automates the customer journey till the great extent.
Four options are available in SMC namely, FTP, API, CloudPage and manual import. Which are usually used for import or export purposes.
Employ contact record ID for cross-cloud integrations. One can find it in ‘contact builder’. And for commerce cloud, customer id is system generated.
It is basically a feature which provides complete access to customer details, including data from various fields such as various services, marketing, sales, etc.
Email and marketing automation, dynamic customer engagement, SMS services, social media marketing and much more.
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Salesforce Marketing Cloud is a robust platform which provides the ability to deliver more personalized and engaging customer experience with many platforms. Using SMC companies can develop a strong network and connection with their customers to drive marketing success by using techniques such as social media media marketing, email marketing, multiple types of advertising, etc. It has become a trustworthy and innovative application for businesses to succeed in customer interaction and relationship management.
Via this article, we have learned about Salesforce Marketing Cloud integration, benefits of using it and also limitations of salesforce marketing cloud. Hope this article has provided you an in-depth understanding of Salesforce Marketing Cloud and its integration.
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