What is Marketing Cloud?

There is a difference between the sales Cloud and Marketing Cloud. Marketing Cloud is a customer relationship management (CRM) platform for marketers that allows them to create and manage marketing relationships and campaigns with customers.

The Marketing Cloud incorporates integrated solutions for customer journey management, email, mobile, social media, web personalization, advertising, content creation, content management and data analysis. 

Marketing Cloud is built to identify leads and guide them toward your product or service, on the other hand, Sales Cloud is built to close deals and bring in revenue.

Marketing Cloud is Salesforce’s full marketing automation solution, designed to enable you to connect and engage with your customers through email, SMS, social media, and online advertising platforms. It is a core component of the Salesforce Customer Success Platform. It operates alongside other clouds to complete the Customer Success Platform: Sales Cloud, Service Cloud, Community Cloud, Analytics Cloud, and App Cloud.

Marketing Cloud is designed to create and deliver content on channels mandated by the customer and the situation. It provides a single location for all cross-channel content, enabling brands to speak with one voice and deliver a consistent experience. Whether the right channel at a specific moment is email, mobile, social, ads, in-app, or the web, today’s digital business leaders have a ready-made conduit to engage across marketing, sales, and service.

Marketing Cloud is a feature-rich platform that has capabilities across the marketing domain. This includes the following:

• Customer engagement in real-time
• Email and marketing automation
• Social media engagement, listening and advertising
• Mobile (SMS) messaging and push notifications
• Customer marketing analytics
• Web personalization
• Advertising
• Content creation and management, and data analysis

Benefits of the Marketing Cloud include the following:

Data Management

Data management in Marketing Cloud is done using data extensions. It stores various types of data and creates your specific data model.

Integration Capabilities

Marketing Cloud has extensive integration capabilities that can provide data from various sources.

Multi-Channel Messaging

Multi-channel messaging, including:

• Service and support case communication
• Post-purchase communication
• Financial communications

Dynamic Components

It can create personalized experiences for email recipients and further increase engagement.

Being cloud-based Marketing Cloud delivers data and application functionality through the web, rather than having them reside on a user’s desktop/laptop/mobile device, hardware drive, or in what is otherwise known as on-premise solutions.

As a result, IT departments no longer need to worry about buying and provisioning servers to hold company data and can instead focus on creating applications that help the business run faster. And they don’t have to worry about installing applications on every device for every user in a business. Instead, users with web access simply log on to an app to access, share, and collaborate on relevant data and business processes immediately.

Profound knowledge of the customer

It becomes possible to connect data from different sources and devices with this platform, in order to obtain a single unified vision of the customer. And also, you will be able to capture and activate first-, second-, and third-party data.

Customization with artificial intelligence

Marketing Cloud allows the combination of data with the Einstein tool, so interactions can be organized with the help of AI. Therefore, the platform enables customized communication with customers, based on their relationship with the company.

Create interest across the journey

It generates attention and awareness during the whole process (a two-way engagement in real-time), which also provides insights to offer every customer the best action for them.

Impact analysis

Marketing Cloud performs all measurements of the customer journey through different channels and devices, using artificial intelligence and the digital tool Google Analytics 360.

Marketing Cloud offers interesting services for both B2B (when the customer is another company) and B2C businesses (when the product or service goes directly to the end consumer or customer). The true benefits would be data sources unification, every channel customization, the ability to interact at any given moment of the customer relationship and campaign results measurement.