A huge benefit of using the connector is the ability to cambodia number automate customer journeys i.e. email or SMS sends, based on their Salesforce CRM records, using Journey Builder. Crucially, you can remove prospects from journeys or campaigns based on their interactions with the sales team, avoiding clumsy marketing emails to those in advanced talks with a sales rep, or newly won customers. You can even create tasks to remind your sales team to follow up on promising leads who are actively engaging.
Also, your developers will be happy as Marketing Cloud Connect enables some powerful cross-platform functionality that will allow you to directly use Salesforce data with AMPScript, Marketing Cloud’s proprietary scripting language.
Screenshot of Marketing Cloud data sources
3. Dynamic Content Blocks
Dynamic Content is a game-changer. It allows you to change email copy or images for individual recipients, based on preset rules, within a single email. For example, suggesting the most relevant products based on their most recent purchase.
Not only does this enable you to send comms that resonate with your audience and drive better engagement, but it also saves hours of setup time.
Remember the days of segmenting a list into ten groups and creating ten individual email campaigns? Those days are long gone. The Dynamic Content Blocks feature has made it easy to personalise and tailor content within a single email campaign.
Screenshot of Dynamic Content in Marketing Cloud
4. Ad campaign for Journey Builder
Journey Builder has a host of ‘Activities’ users can drop into automated customer journeys. One of these is ‘Advertising’ and it includes creating an ad audience and adding your contacts to an ad campaign. You’ll need to have the Advertising Studio module to access this feature.
The reason we love it is that it makes journeys truly multi-channel by allowing us to include social media in our touchpoints. All great marketing campaigns integrate multiple channels to ensure maximum reach and frequency among the audience, but often the setup of these is entirely siloed. From Journey Builder, we can automatically send a recipient an email, SMS, and admit them to a relevant ad campaign, from a single screen.
Side note: If you’re still a little unsure of the difference between Journey Builder and Automation Studio and when to use each one, download our explainer guide.
5. Structured Query Language (SQL)
Definitely a more technical feature and one that is best managed by somebody experienced in data science and/or development, Structured Query Language (SQL) is an industry-standard way to transform and group precise segments of data.
While the standard Data Filters in Email Studio do the job for basic segmentation needs, SQL means you can quickly pull out more complex segments and use them in your marketing.
Not only this, SQL makes managing your data easier because you can merge or adjust tables of data as you need. Is it easy? No. Is it a hugely beneficial feature when used by the right person in the right way? Absolutely.