Unlike Sales Cloud and Service Cloud, Marketing Cloud is a platform built from a series of discrete tools designed to work individually or together. These tools have names like Mobile Studio and Journey Builder that convey the basic gist of what they do, but it’s harder to get a handle on the details — especially if you’re brand new to the Salesforce.
One solution for bridging that knowledge gap is to tackle the related module on Trailhead, which would take you an hour. But in case you don’t have time to get to that quite yet, we’ll share some of the top takeaways in 3 minutes.
Marketing Cloud Products:
Email Studio: Email Studio empowers your team to master email marketing at scale, whether you’ve got hundreds of customers or millions. Using simple templates and drag-and-drop tools, anyone on your team can create the perfect email for any campaign. Based on the data you have in your CRM, you can segment your database, target specific personas and automate scheduling. After the fact, you can track send and open rates — data that will help you send an even more effective email next time.
Mobile Studio: Mobile Studio is essentially the equivalent of Email Studio for mobile messages. Using this tool, you can create custom SMS, MMS and push messages that are triggered by customers’ unique behaviors and locations. You might use these messages to serve specific discounts or deals, or with the goal of driving more traffic to your company’s app.
Advertising Studio: You’re probably starting to notice a pattern here. If that’s the case, then you guessed correctly: Advertising Studio allows you to design and deliver targeted ads based on the customer data you have stored in Salesforce. These ads can be spread across multiple social channels — including Twitter, Facebook, LinkedIn and Instagram — and you can even run test variants based on factors like content, timing and frequency. Then, once a campaign is complete, you can visualize the analytics you’ve gathered, making it easier to draw conclusions from the hard numbers.
Social Studio: In some key ways, Social Studio is similar to the tools mentioned above: You can use it to schedule and publish posts to reach different segments of your audience. However, it also gives your company the power to listen for mentions of its name across social channels, allowing your team to respond appropriately. For instance, when a customer complains about one of your products on Twitter, a customer service team member can step in to make things right. Or if somebody expresses an interest in your product or service on LinkedIn, a member of your sales team can pursue the lead. In this way, Social Studio is a marketing tool that directly and actively benefits your entire organization.
Journey Builder: Journey Builder is the tool that ties all the previous tools together, allowing you to create automated journeys that engage customers across channels, including email, mobile and social. Depending on a customer’s particular behavior — email opens, clicks, purchases — you can decide what content they’ll receive and how. For instance, you might create a journey where a customer who buys a specific product receives a discount coupon for their next purchase via email. Or maybe a customer that doesn’t open three emails in a row will start to receive targeted ads on Facebook in order to prompt their reengagement.
Salesforce DMP: DMP stands for “data management platform,” which goes a long way toward explaining what DMP is used for. Essentially, it captures consumer data, organizes it, generates insights, and finally uses those insights to deliver specific instructions to marketers — like how you might segment your contact database more effectively, for instance. Pretty handy.
Salesforce Data Studio: Data Studio is a data sharing platform. That means it’s a tool that gives publishers and marketers a secure way to buy and sell data from one another — a mutually beneficial practice that allows companies of all kinds to expand their reach to new audiences. One way of thinking of it, is that Salesforce Data Studio is a way to feed new information into DMP, giving it even more power.
There you go! Every Marketing Cloud product. Whenever you do have time to explore these tools in more detail, we recommend circling back to the final segment of the module mentioned above. You’ll read some illustrative use cases that will help take your knowledge to the next level.