Three Reasons Marketing Cloud Should Be on Your Company’s 2019 Wishlist

By Lauren Keepers

In a world where customer experience is a major focus across every industry, prioritizing technology to strengthen the way we connect with consumers is key to sustaining brand loyalty and long-term growth. Consumer demand is pushing organizations to be more innovative than ever by introducing new ways to engage with their target audiences. Businesses are now being asked to shift the way they connect with and market to their customer base and are transforming their internal operations to accommodate that shift. By investing in Salesforce Marketing Cloud, companies gain access to a portfolio of cloud-based tools that are fully integrated and housed under one roof, allowing marketing teams to dive into a 360 degree view of their customer data. From refining target audience characteristics through segmentation and profile building to boosting visibility and brand presence online, Marketing Cloud brings a number of benefits to the table, should your organization choose to invest in it.

Here are the top three reasons Marketing Cloud should be on your company’s wishlist in 2019:


#1 | Engagement Splits

In our book, Marketing Cloud could be used synonymously with the term Journey Builder, an out-of-the-box tool that comes with corporate and enterprise-level Marketing Cloud editions. The must-use feature within Journey Builder is engagement splits, which provides marketers the ability to build unique brand experiences based on consumer actions. For example, if a lead doesn’t open an email, engagement splits will allow marketing team members to send that lead a follow up email or set up a push notification in order to signal when a sales representative should personally contact that lead. For converted, paying customers, that automated follow-up email could look slightly different and instead, include a highly tailored message about the purchased product or service. Or if the proper third-party integrations have been correctly configured, a direct mailer could prompt this same customer interaction.

Not to mention, the engagement split feature is a powerful way to gauge whether or not a predetermined marketing budget is being spent according to plan. By assigning leads down a “Yes” or “No” path based on their engagement level, marketers can more easily test and evaluate content messaging at lower cost touchpoints right off the bat.


#2 | Integration with Google Analytics 360

With the newly developed connection between Google 360 and Marketing Cloud, marketing teams are now offered a more holistic view of what strategic tactics are resonating and what tactics require review or modification as consumers engage across channels. Whether an engagement originates through a brand’s website, a pay-per-click campaign, an app, a phone call from a customer support representative or an email, all data can exist in one single platform.

The marriage between Google and Salesforce now allows for a more expansive analytics dashboard in both Marketing Cloud and Google 360, as information collected from each platform is essentially exchanged between the two. Additionally, building an increasingly well-rounded target audience 1. within Marketing Cloud based on campaign engagement, and 2. within Google 360 based on overall brand interaction is much more accessible. Check out more details here.


#3 | Advertising Studio

Typically, marketing automation platforms lean on third-party application integrations to enable paid marketing campaign functionality – but this is no longer the case for Marketing Cloud. By electing to add Advertising Studio into the mix, an organization’s Marketing Cloud instance immediately becomes a one-stop shop for multi-channel campaign management. Afterall, hopping on the cross-channel, digital advertising bandwagon is no longer an option for companies to sweep under the rug. In order to remain competitive and maintain consumer relevance by saying the right thing on the right channel at the right time, brand presence on Google AdWords, Facebook, Instagram, Twitter and/or Youtube can be crucial to protecting bottom-line figures. When properly configured, Marketing Cloud’s Advertising Studio can be an invaluable asset to marketing teams because it increases department process efficiencies by eliminating common pain points (like disjointed push platforms) and increasing productivity of day-to-day paid campaign management. It also holds the potential to generate top-line growth through increasing ROI levels due to its ability to measure and directly attribute revenue earned from paid campaign trails.

Users are now able to rely on Ad Studio’s capacity to suppress existing customers from paid advertising efforts, so that the sole focus of the ad budget is dedicated to acquisition as opposed to retention. Additionally, Ad Studio allows businesses to stay data security compliant throughout all data collection, since every piece of data data is fully encrypted into a hashed platform without having to directly upload to ad networks (and in today’s day in age, that’s super important).

But most importantly, it sets the stage for being unique from other competitors in the automation space by maintaining the ability to create connected cross-channel customer journeys natively within a single platform. And let’s face it – what’s better than a solution that openly advocates for seamless media buying?


Designing the perfect customer journey can be challenging when you’re just getting started. Need help outlining the blueprints of your organization’s CX success? Contact one of our consulting experts to discuss your digital transformation options today.

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