Item: Salesforce Marketing Cloud
Rating: 8
Author: Nicoline Tordrup Lage

Use Cases and Deployment Scope

We use Salesforce Marketing Cloud for B2B marketing initiatives, meaning sending out personalized and automated emails, connecting Campaigns with Salesforce Sales Cloud, and following up on campaigns. I work for an agency, so I have numerous clients who use Salesforce Marketing Cloud, and the Lightning version certainly improved the look and feel of the program. The business problems that our clients usually address are everything from awareness campaigns for unknown prospects to more conversion-oriented campaigns for known prospects and upsells for current clients.

Pros and Cons

User friendly interface.
Connects well with Salesforce Sales Cloud.
User management and control works smoothly.
Automation rules works really well once you understand how to use it.

Dynamic content is not as user friendly as it could be.
Advanced reporting inside Marketing Cloud.
Better drag and drop functionality for landing pages.

Return on Investment

201% higher conversion rate from lead to sale.
Increased implementation in the organization.
Increased cross sale options.

Scalability

I give it an eight because Salesforce Marketing Cloud does many of the things we need for our clients. It fulfills our client's needs for a reliable system that integrates well with the rest of the Salesforce software package. The software is really useful for companies with many stakeholders, and the intuitive interface makes it easy to implement for all who need it. Something I like especially is their lead-scoring options. This is the first time I have experienced demography, and actions are scored separately. I like that because it really focuses on the right fit and the right actions.

Campaign Performance

Salesforce Marketing Cloud enables our clients to create highly personalized and targeted campaigns. Personalized content and messaging have enhanced customer engagement and increased the effectiveness of marketing efforts. The automation capabilities within Salesforce Marketing Cloud streamline repetitive tasks, allowing our client's marketeer to focus on strategy and creativity. Automated workflows in the engagement studio help in delivering timely and relevant content, improving overall campaign efficiency.

Alternatives Considered

Adobe Campaign, HubSpot CRM and Adobe Marketo Engage

Salesforce Marketing Cloud is intuitive and does what it needs to do. The functions are easy to find, and the automation options work smoothly. You find an intuitive workspace in both HubSpot and Marketo Engage, and the options in these programs look similar to Salesforce Sales Cloud. Adobe Campaign is slightly more difficult to use but has better segmentation options.

Key Insights

Do you think Salesforce Marketing Cloud delivers good value for the price?

Yes

Are you happy with Salesforce Marketing Cloud's feature set?

Yes

Did Salesforce Marketing Cloud live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Salesforce Marketing Cloud go as expected?

Yes

Would you buy Salesforce Marketing Cloud again?

Yes

Other Software Used

Salesforce Sales Cloud, LeadsBridge

Likelihood to Recommend

Salesforce Marketing Cloud is very well suited for large organizations where they need a connector to an advanced sales tool like Salesforce Sales Cloud. It also works well for communicating with large groups of recipients with their engagement studio. This is a feature I like compared to some other softwares. However, the engagement studio could work on options for further segmentation.

Salesforce Marketing Cloud improves conversion rates.

Modules Used

Overall Satisfaction with Salesforce Marketing Cloud