For the past 7 years I have been primarily working within Sales and Service Cloud in Salesforce. I have not given much thought to other Salesforce Clouds assuming they were really all tied up into one platform and organizations user licenses were the difference. It has only been recently while working closely with my organization’s marketing team specifically the Social Media team that I have become aware of Marketing Cloud.
We found a big disconnect with the various Social Media tools and connecting them with our customer data. We needed a tool that would allow us to be able to see our customer’s full profiles while also allowing us to manage our Social Media and Marketing communications. Also as we exploded on our own Social Media outlets we found the need to integrate Customer Service and Experience with our Salesforce profiles so that we could provide better service to all of our customers and potential customers.
We demoed the Marketing Cloud while at the Boston World Tour Day in April. The demo just gives you a brief glimpse of the power and features within the platform. As we started to research tools that could solve our problems we kept coming back to the Salesforce Marketing Cloud. Here it seemed all of our problems would be solved. We would be able to integrate into our current CRM pulling a full view of our current customer profile. We would be able to better market and communicate with our customer’s especially those who are completely mobile.
The platform also replaced a Social Media tool we were using to manage our communities separate from our customer base. By using Marketing Cloud we are able to combine both our Social Community and our Customer base. This allows us to stream line the Customer Service Experience across all channels from Personalized Emailing, Text messages, and Push Notifications to being able to respond to both Positive and Negative Social Media Sentiment. This an extremely powerful tool for a modern company to put into place to better handle and oversee their Customer Experience. This helps you have a real time 360 view of your customer base and your social community in a way that we have not been able to before. With the onset of Social Media and the immediacy that millennials and those who are becoming mobile customers require and demand, Marketing Cloud is the only tool on the market that is delivering this experience and the information a company needs to meet these demands.