Summary

This article explores how Salesforce Marketing Cloud’s automation, analytics, and personalization features can help businesses boost marketing ROI by optimizing campaigns and the customer journey.

Marketing isn’t a linear concept—it is a crucial activity that helps businesses establish a common ground to meet their customers for business expansion. Planning the right marketing initiatives can make or break a campaign’s success.

However, managing large-scale marketing campaigns manually places great limitations on the outreach and success of marketing initiatives.

Salesforce Marketing Cloud features an expansive toolset to improve marketing, help businesses enhance their campaigns, and boost ROI. From the best marketing automation with Salesforce to creating customer cohorts, this cloud is an all-in-one business solution.

Let’s explore how businesses can improve their marketing ROI and grow profits with Salesforce Marketing Cloud features.

Table of Contents:

What is Salesforce Marketing Cloud?

Salesforce Marketing Cloud is an all-in-one digital marketing solution with an excellent toolset and functionalities to catalyze marketing operations. It lets businesses get a bird’s-eye view of their customers and audience, enhancing customer satisfaction and targeted marketing campaigns.

Salesforce Marketing Cloud provides several marketing benefits to businesses. According to a study published by Forrester, here are some significant demographics:

  • An increase of over $5 million in incremental revenue across marketing channels.
  • Conversion rate enhancements of about 60% by the third year.
  • Increase in average order value by about 35% by the third year.
  • Time savings of about 60% while creating and running marketing campaigns.
  • Reduction in reporting efforts for marketing campaigns by 90%.

The most important highlight of this study is that the businesses that deployed Salesforce Marketing Cloud realized a composite ROI of 299% over three years.

Also Read: 6 Ways Accessibility Solutions Help in Business Growth

Salesforce Marketing Cloud Features That Enhance Marketing ROI

Salesforce Marketing Cloud provides well-rounded and balanced features to help you enhance the ROI from your marketing campaigns:

1. Automated Campaigns

Salesforce Marketing Cloud has automation capabilities that empower businesses to make efficient marketing efforts to bring more traffic to their brand. You can create campaigns triggered on the platform through specific user actions (like clicking on a link in the brand email or responding to an SMS).

This feature can be useful for cart recoveries, where users put items in their carts but forget to checkout, leading to maximum profits from the website.

2. Audience Segmentation

Businesses must thoroughly understand their audience to design targeted and personalized marketing campaigns. For this purpose, Salesforce Marketing Cloud provides audience segmentation based on age, gender, nationality, demographics, etc.

You can then use the Audience Builder feature to generate targeted campaigns considering audience preferences in a particular customer segment.

3. Campaign Performance Monitoring

Analytics help you measure the performance of your campaigns. Using marketing analytics with Salesforce, you can monitor the performance of your marketing initiatives. This feature enables you to identify which campaigns are successful, which require fine-tuning, and which aren’t working.

By identifying the successes and challenges, you can design marketing campaigns that are highly synchronized with demands to enhance ROI.

4. Multichannel Marketing

The modern customer is smart and prefers convenience over everything else. As a business, it is important to provide your services or products to customers wherever they are, whether on mobile phones, web browsers, or apps.

Salesforce Marketing Cloud enables you to generate multichannel marketing campaigns that reach your customers where they spend the most time. By engaging with your customers on their favorite channels, you enhance your marketing’s ROI.

5. Predictive Analytics

The success of a marketing campaign depends on how it is performing today, and predictive analytics play a crucial role here. For businesses, it is important to predict the success of a lead to better prepare downstream processes (like inventory and stock) for potential incoming demand.

SFMC provides features that help nurture leads and schedule follow-ups, allowing you to allocate resources to leads that are more likely to convert.

Tips for Customer Journey Optimization

Let’s take a look at a few tips you can use to enhance customer journeys using Salesforce Marketing Cloud:

1. Personalize for Customers

Enhanced personalization helps businesses connect with customers on a more human, personal level. This personal touch is important for customers to take certain actions that trigger further marketing campaigns. It improves business profitability by building a bond between customers and businesses.

2. Analyze Customer Data

SFMC gives you access to invaluable customer data. This data can generate key insights (like preferences, shopping patterns, average order value, preferred shopping times, etc.) that help create more targeted marketing initiatives.

Analytics features also help you predict your customers’ future activities to improve sales continuously with each customer.

3. Establish a Single Source of Truth

SFMC takes care of all your marketing data in one place, making it the single source of truth for any marketing-related data or information you require. It helps you create a holistic view of your customers with all their data in one place.

You can design more specific marketing campaigns and offers for high-value customers and increase sales.

4. Encourage Feedback

SFMC has built-in features that allow you to catch customer signals (positive, negative, happy, angry, etc.) through their interactions with the brand. You can invite feedback to help SFMC learn these signals and adjust customer messaging to reflect the sentiment.

Also Read: The Future of HR: Exploring the Impact of AI Staffing Solutions on Recruitment Efficiency

Power Your Integrations and Technologies With Hurix Digital

Salesforce Marketing Cloud is a capable platform that can help you enhance your marketing ROI in a few simple steps. The more you use it, the more it attunes to your working patterns, generating better insights every time.

Understanding its beneficial features and the tips mentioned above for a better customer journey can help you improve your business growth for better profits.

If you wish to integrate this platform with your systems, you can partner with a reliable technology company like Hurix Digital. At Hurix Digital, we help businesses with seamless integrations and the implementation of solutions with custom configurations.

Learn how Hurix Digital can maximize your ROI. Schedule a call with us today!