Must-Use Salesforce Marketing Cloud Features 2024

Salesforce Marketing Cloud is empowering organizations to deliver targeted, personalized experiences and build enduring customer relationships. 

This comprehensive guide will delve into the must-use features of Salesforce Marketing Cloud in 2024, highlighting how they can be leveraged to enhance marketing efforts and drive results.

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Must-Use Features of Salesforce Marketing Cloud

1. Data Extensions

• Data Extensions are powerful tools that allow for the creation of flexible hybrid objects combining data from contact records with other data sources, such as account or event attendance data.
• They enable sophisticated customer journeys with flexible personalization and decision logic informed by the entire data set.
• Data Extensions help avoid large lists with hundreds of prospect fields, keeping the account tidy and reliable.

2. Marketing Cloud Connect

• Marketing Cloud Connect provides seamless integration with other Salesforce Clouds, aligning marketing and sales teams by sharing data and branded assets.
• It enables the automation of customer journeys based on Salesforce CRM records using Journey Builder.
• The connector allows for the removal of prospects from journeys based on their interactions with the sales team, avoiding unnecessary marketing emails.

3. Dynamic Content Blocks

• Dynamic Content Blocks allow for the personalization of email copy or images for individual recipients based on preset rules within a single email campaign.
• This feature saves setup time and enables sending communications that resonate with the audience, driving better engagement.

4. Ad Campaign for Journey Builder

• The Advertising Studio module allows for the creation of ad audiences and adding contacts to ad campaigns within Journey Builder.
• This feature makes journeys truly multi-channel by integrating social media into touchpoints, ensuring maximum reach and frequency among the audience.

5. Structured Query Language (SQL)

• SQL is an industry-standard way to transform and group precise segments of data, making it easier to manage data by merging or adjusting tables as needed.
• It is a technical feature best managed by someone experienced in data science or development.

Also Read – Does Salesforce Marketing Cloud Work on Inbound Emails?

6. Geofenced Mobile Messages

• Geofencing allows for setting up physical geographical areas to target and send messages only to contacts within those areas.
• This feature is useful for retail stores, events, and targeting users near competitor stores.

7. Interactive Email Forms

• Interactive Email Forms within the Email Builder allow for including forms in emails that recipients can submit without leaving their inbox.
• This feature is useful for immediate reviews, prospect interests, and one-click sales enquiries, reducing the number of steps for engagement or conversion.

Benefits of Using Salesforce Marketing Cloud

1. Data Administration: Enhance data management with tables that provide data enhancements.
2. Comprehensive Tools: Manage the user experience across email, social networks, site customization, ads, content production, and data analytics.
3. Predictive Algorithms: Assist in making judgments, such as which platform is best for a specific message.
4. Journey Builder: Tailor campaigns to clients’ behavior, requirements, and contact channel choices.
5. Scalability: An expandable system that can grow alongside your business, ensuring it remains relevant and effective.

Summing Up

Salesforce Marketing Cloud is a powerful tool for businesses looking to enhance their marketing efforts and build enduring customer relationships. With its wide range of features and benefits, it provides a comprehensive solution for managing the user experience across multiple channels. By leveraging Salesforce Marketing Cloud, businesses can create targeted, personalized experiences that drive results and foster long-term relationships with their customers.

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Frequently Asked Questions (FAQs)

1. What are Data Extensions in Salesforce Marketing Cloud?

Data Extensions are powerful tools that allow for the creation of flexible hybrid objects combining data from contact records with other data sources, such as account or event attendance data.

2. How does Marketing Cloud Connect benefit businesses?

Marketing Cloud Connect provides seamless integration with other Salesforce Clouds, aligning marketing and sales teams by sharing data and branded assets. It also enables automating customer journeys based on Salesforce CRM records using Journey Builder.

3. What is the purpose of Dynamic Content Blocks in Salesforce Marketing Cloud?

Dynamic Content Blocks allow for changing email copy or images for individual recipients based on preset rules within a single email campaign. This feature saves setup time and enables sending communications that resonate with the audience, driving better engagement.

4. What is the benefit of using Journey Builder ‘Copy Activity’ in Salesforce Marketing Cloud?

The ‘Copy Activity’ feature in Journey Builder saves time by allowing the creation of a journey for one split and then copying, pasting, and amending it for other paths, rather than building every little bit from scratch.