We know very well what the most common pain points of marketing departments are generic marketing campaigns that ultimately don’t bring in leads, large marketing expenditures without knowing the return on investment (ROI), or the inability to deliver personalized messages to the audience. Sound familiar?
Salesforce Marketing Cloud is an automation tool for marketing departments of companies operating in the Business-to-Consumer model, allowing them to implement marketing activities at a higher level. It integrates information about customers from all offline and online advertising campaigns but also enables you to reach people who are not yet your customers.
Create automatic paths for marketing actions, organize complex campaigns using channels such as email, social media, text messages, and push, and then draw conclusions based on clear and accessible real-time reports and dashboards.
Customer Journey – personalized campaigns
Manage data, predict behaviors, prepare creative content, and create customer journeys – the paths your potential customer takes before making a purchase.
Gather data on potential customers
With Marketing Cloud, you can collect data on your customers’ behavior before, after, and during the purchase. Based on this data, adjust advertising messages and personalized products or services.
Monitor the ROI of your marketing campaigns and choose only effective methods to reach your customers. Check how your social media activities, mailings, and advertising campaigns are performing.
CRM marketing integration
Combine your marketing and sales activities, working on one platform. Marketing Cloud integrates not only with Salesforce Sales Cloud but also with other CRMs and external Google or online event tools.
Source: “Voice of the Customer” survey / Confirmit 2016 and Salesforce Pardot Customer Relationship Study 2015
Salesforce only operates on a public cloud model. This means that all customers use the same software version, updates are automatic – installed three times a year for everyone, the Salesforce user community helps each other out in a forum, discussing functionalities working the same for every customer, the free Trailhead training suite is synchronized with the current version of Salesforce and rolled out on the same update cycle as the entire platform.
First of all, the scope of functionality. The differences arise from the fact that Salesforce Marketing Cloud is a more extensive tool, designed for companies operating in the B2C area (e-commerce, retail, for example), where we have a large customer base, transactional conversion, and sales process. Pardot, on the other hand, works well for B2B companies (such as Craftware), where customer volume is lower, and the sales process is long and often conducted by the sales department.
To get a better idea of the differences, we encourage you to watch our Effective Marketing with Salesforce webinar.
We strive to make the customer as independent as possible after implementation and have one or more administrators as an internal support line. However, companies often decide on additional support to have an experienced partner on hand in more difficult situations.