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Best and Simple Practices to Implement Salesforce Marketing Cloud

By June 1, 2022June 3rd, 2022No Comments

Best and Simple
Practices to Implement
Salesforce Marketing Cloud

Salesforce Marketing Cloud is a powerful tool from Salesforce that automates an organization’s marketing across email, social media, mobile apps, SMS, websites, and other channels. Businesses are increasingly investing in it to combine all their marketing channels in one place and send personalized messages, through the right channel, at the right time.

An interesting fact about Salesforce Marketing Cloud is that it wasn’t built on the core Salesforce platform. Previously known as ExactTarget, it leverages connectors to sync data between your core Salesforce org and your marketing cloud account.

Why Choose Salesforce Marketing Cloud?

Salesforce Marketing Cloud has become increasingly popular for its feature-richness and convenience. You can use it to design, customize, and advance your entire customer journey. It’s mostly used for:

  • Email marketing
  • Content creation and management (think landing pages, templates, emails, forms, images)
  • SMS monitoring and mobile push notifications, including in-app notifications
  • Social media marketing, including scheduling and analytics
  • Campaign automation and targeted online advertising
  • Social and website ‘listening’
  • Customer segmentation

With so much riding on the platform, it’s critical for organizations to learn the best ways to implement it so they can make the most out of it. Let’s delve deeper.

Best Practices to Implement Salesforce Marketing Cloud

Operating a complex Marketing Cloud instance can be challenging. Here are some tips that can help.

  • Account set-up: Implementation best practices often start with the setting up of an account. If you don’t put the correct process in place, there will be further problems down the road. Every contact that you have within Salesforce Marketing Cloud is counted as a contact, whether you do any engagement for them or not. You must set up an automation in place to delete those accounts that don’t meet your criteria to ensure that you stay within the contact count cap.
  • Roles and Permissions: You must set up roles and permissions to manage your marketing team and streamline your Marketing Cloud instance. One of the best practices is to create custom roles within the user section and provide bespoke access. Also, ensure you set up two admin accounts to keep one as a backup.
  • Notifications: You can use the notification services of the Salesforce Marketing Cloud to set up an instant alert of issues in real-time. It ensures that the right person is notified of any error and corrective steps are taken immediately, which in turn, greatly improves the user experience.
  • Emails, data, and content creation: You must establish a folder structure as well as a naming convention to organize all content assets. This is important as a lot of people would use the tool and adopting this practice would make the format consistent as well as uncluttered. Establishing a folder structure also helps in segmenting and organizing your data.
  • Data extensions: Always use data extensions to store your contact data. The reason being they are scalable. Besides, API calls can be used for advanced integration and ensure that their performance is better.
  • Journey Builder: Use this feature only for implementing high-volume prospecting email campaigns with a fast turnaround.
  • Exit criteria: Leverage the exit criteria to remove prospects from the list who have become customers as you don’t want them to continue receiving content targeted at prospects. No-brainer, really!

A Reliable Partner Can Accelerate the Effectiveness of Salesforce Marketing Cloud Implementation

These are just a few of the best practices that you can follow while implementing Salesforce Marketing Cloud. And none of these are complex or technical. Their consistent use will ensure that Marketing Cloud users of all skill levels can have a better grasp of their accounts.

Customer experience is at the heart of everything we do today, and a reliable partner can ease your transition in orchestrating complex Marketing Cloud instances. TechForce Services is a Crest-level Salesforce partner with five-star reviews on Salesforce AppExchange and solid expertise in Salesforce Marketing Cloud. We have undertaken several complex implementation projects across Australia. Connect for a free consultation to help us understand your unique challenges.