Salesforce Marketing Cloud offers a suite of powerful tools for marketing teams. It helps you design campaign blueprints, streamline operations, and understand your customers through unified profiles.
In this blog, we’re focusing on the AI features of Salesforce Marketing Cloud and how they can help your marketing team. These AI features, alongside a few add-ons, can enhance different aspects of your strategy, from personalising customer journeys to triggering event-based actions.
If you’re interested in Salesforce Marketing Cloud but unsure where to start, contact the redk team. We guide companies through the Salesforce implementation process, helping you find the best approach.
#1 Build Efficient Campaigns
Efficiency is crucial in marketing. Salesforce Marketing Cloud allows you to create, test, and optimise personalised campaigns using predictive AI. This automation tailors every aspect of customer engagement, including the channel, content, timing, and frequency. It helps you find the best time and place to engage with your customers so you can make each interaction count.
Planning your campaign is just one part of the puzzle; you also need to generate content. Generative AI in Salesforce uses your brand and campaign data to produce on-brand content quickly and efficiently. Once you have launched your campaign, Salesforce’s Einstein AI helps you spot real-time anomalies, like a drop in engagement rate, so that you can resolve the performance issues promptly.
#2 Personalise at Scale
Marketing Cloud makes large-scale personalisation straightforward with AI-driven event triggers. It analyses customer interactions and generates automated recommendations based on purchase history and intent. This triggers individual journeys for each customer across email, mobile, and ads.
Salesforce also uses AI to analyse real-time intent data and past engagements to uncover customer preferences. These insights produce personalised messaging and offers for each customer, boosting conversion rates across your different channels. The result is a tailored experience that keeps customers engaged and satisfied.
#3 Store & Process Data
Effective cross-channel analytics begin with robust data management. Salesforce Marketing Cloud automates data management, unification, and KPI standardisation, removing the need for tedious manual processes. You can finally say goodbye to spreadsheets and confusing formulas.
The Granular Data Center add-on enhances this capability by processing huge volumes of raw data into the system and creating correlating tables from it. This feature efficiently handles massive datasets, like event or keyword-level data, storing information in terabytes rather than by row count. It ensures your data storage complies with GDPR requirements and regulations and provides efficient, compliant, and scalable data management.
#4 Scale Lead Generation
Marketing Cloud gives you a clear view of your marketing and sales funnel. With tools like Einstein Attribution, you can see how different channels, events, and sales activities impact your pipeline. This helps you fine-tune your campaigns and get the most out of your investment.
Einstein also strengthens your Account-Based Marketing strategy by automatically ranking accounts based on historical data. This helps you focus on the most promising leads. Enhanced engagement programs and detailed account insights lead to higher conversion rates. Plus, unified data ensures marketing and sales are always on the same page, leading to better decisions and overall campaign success.
#5 Improve Team Collaboration
Salesforce Marketing Cloud makes working together easier for marketing and sales teams. With Einstein’s AI scoring, your marketing data is automatically analysed to pinpoint the best prospects and leads. This helps teams focus on high-potential opportunities without digging through endless data.
Unified data and clear visibility into lead quality simplify coordination, streamline processes, and boost results. This approach helps turn potential leads into loyal customers with less hassle and more teamwork.
The Executive Workspace add-on further improves team collaboration by combining data from different workspaces across clients, regions, and business units into one cohesive view. You can view and analyse all this data as if it’s from a single source, making it easier to access and assess. This feature also allows you to create data streams, set rules, and define goals within a unified workspace.
Leverage Salesforce Marketing Cloud’s AI Features
Salesforce Marketing Cloud’s AI capabilities can significantly enhance your marketing strategy. These tools help you build efficient campaigns, personalise at scale, store and process data, scale lead generation, and improve team collaboration. By leveraging these features, you can boost customer engagement, streamline operations, and achieve better results in all your marketing efforts.
