What Is Marketing Cloud? | Salesforce Explained

Marketing Cloud gives you the tools you need to create personalized customer journeys, automate campaigns, and optimize campaign performance. It's a platform that uses your customer data and AI to help you engage with consumers across every marketing touchpoint on any channel. And it is the key to connecting with your audiences on a deep and personal level. But let's be real. Without data, you can't reach your audiences effectively. Sending a mass E blast or delivering generic targeted ads won't get you the results you need. Consumers expect content that's customized to their likes and needs. In fact, 88% of them expect offers to always be personalized. And that's why marketers need better access to customer data and the ability to actually use that data to form a deep connection with their audience. Marketing Cloud is part of the Salesforce platform, which means you have the ability to unify and activate your data across any source. And it brings together data from sales service, commerce, loyalty, status, all of it. So let's see how it works. Now, let's say you have this entertainment media brand called Einstein One Radio, and you want to reach new listeners. With unified data, your entire marketing team can get the insights they need to find and attract new customers. For example, they could break down audiences into different segments based on specific characteristics, like which geographies to target for an upcoming campaign. Now, since AI is embedded across marketing cloud, you can get even better insights and automate actions that improve the customer experience. Marketing cloud, like all salesforce solutions, comes with powerful AI capabilities known as Einstein. And Einstein can give you those insights and information for each individual customer or audience segment without you having to dig through that data yourself. You don't want to do that. Like here, we're able to see how different campaigns are performing across different audiences. And with Einstein surfacing up insights, we can quickly optimize performance. So now, Einstein pointed out that heavy freemium listeners who tune in for more than 20 minutes a day are most likely to convert to paid subscribers, especially when they're targeted with a paid media campaign. So let's go ahead and generate an audience segment based on this insight from Einstein. So we're going to take that description and ask Einstein to automatically create the segment for it. You can see which attributes get pulled in, so you can review and approve these decisions every step of the way. Okay, so we've got our segment all set. Our campaign's almost ready to launch. Now, to create a relevant and unique experience, we have these complete customer profiles that tell us who our customer is, what they listen to, what for how long and what offers they've seen. So let's check out Matt's profile. Here we can see he's a highly engaged listener, that he's part of our upsell campaign, every touchpoint he's had with Einstein One Radio, and that he loves Aussie indie folk music. Now let's check out Cassandra's profile, which is totally different. She has a lower propensity to purchase and she prefers salsa and reggaeton. Now, when our campaign is live in action, you can, you can see just how different their two experiences are. Here's our ad on Instagram. It's the same ad, but looks different. And that's because we're showing the genre of music they actually like. And that same experience carries over onto the website. So while their favorite genres help us show what content or image is best for them, their propensity to purchase will help pick what offer they see. Now, with Journey Orchestration, we can trigger a marketing offer in in real time when someone performs a specific action like say, leaving your website with items still in their cart. I've been there before. So having this first party customer data is really valuable because you can automate and tailor decisions like which channel to deliver this offer on for each individual customer. Is it an email, sms? Or maybe you want one of your reps to reach out directly, creating a seamless cross departmental customer experience. Then Einstein can help you optimize the campaign even more. It can tell you when someone is most likely to engage and the best time to send that offer. Since Cassandra had a lower propensity to purchase, she's going to need a really big offer to convert. So here's three months for free. Cassandra. Yeah. Now, as Matt and Cassandra take in all this content and click around, all these actions can be tied back to their customer profiles and in marketing cloud. That way your team can use that data to help inform their next best experience. And that's just one example of how better data can create better experiences for your customers. And a good tech solution should make it easier for your employees to deliver those experiences, right? Yes. So let's now look at how AI can help your teams do more with less. Everyone, meet your new AI assistant, Einstein Copilot. Copilot is a conversational, generative AI, which means it can develop campaigns, segment audiences and create content for you. And by conversational, I mean you can ask it to perform these tasks just like you'd talk to anyone else. Copilot gives every team member the ability to build, execute and deliver more marketing experiences without doing it all yourself or getting a data science degree. You just need to know the audience you want to reach the and the message you want to get across. And Copilot can help you do the rest. Now, let's just take this thing for a spin right here. We'll be creating a campaign for a new event for our VIP agency and brand accounts. The first thing we need to do is tell Copilot exactly what type of campaign we want to create, and then it'll come back to us with a campaign brief. But here's the key. It's not just writing the brief. It's helping us create an entire audience segment in seconds because it's using our business data. Now it's time to generate our email content. Copilot will draft a subject line and body copy that can be personalized to that unique customer. And of course, you can review and approve everything along the way before you hit publish Now. Automating these tasks let your team spend their time creating more campaigns more frequently and delivering much more personalized content at scale. And that's the power of AI that that's grounded in your business data. Because the best possible outcome is when someone reacts to your marketing and says, oh, they get me. Which is why they love your brand and they keep on coming back for more. Okay, that's all for this episode of Salesforce Explained. Hit the link on your screen now to learn more. We'll also put a few resources for you in the description below. Thanks so much for watching and we'll see you next time.