How to maximize the efficiency of your marketing team with Salesforce Marketing Cloud

By using online marketing and Salesforce products together, businesses can expand their online presence in a sophisticated and efficient way, while optimizing their sales processes and strengthening their customer relationships. The data analytics and customer management capabilities provided by Salesforce help businesses boost performance, as well as help businesses adapt to the dynamic environment of the online space and maximize their business results. This is evidenced by the case of Ticketmaster, where Salesforce was introduced in 2015.

As one of the five largest global e-commerce players, Ticketmaster sells nearly 15 tickets to various events around the world every second. This means nearly 500 million tickets sold per year for various concerts, events and games, while their websites are visited by more than a billion users annually. While these numbers underscore Ticketmaster's success, they also highlight the enormous challenges facing the company. About Salesforce Marketing CloudWith its help, Ticketmaster was able to connect different channels like email and mobile to provide unique experiences for customers, personalizing the Ticketmaster ticket purchases used by millions each year.

Source: Ticketmaster

It is important to emphasize that a fundamental part of their marketing strategy is taking into account the needs and personality of customers, since there is a big difference between a concert ticket sought by a father and a ticket bought by a millennial. Ticketmaster currently sends more than 40 million messages per week for marketing and customer service purposes, which are seamlessly delivered to their users using Marketing Cloud and other Salesforce products. And the success of the coordinated systems is confirmed by the numbers, as last year the company's revenue grew 32% in the quarter ended September 30, to $8.15 billion, compared to the $6.99 billion estimated by analysts, according to LSEG data. In addition, the total estimated number of tickets sold also increased, reaching 155.4 million, compared to 150.1 million in the previous quarter.

United Consult has also been working with Salesforce marketing products for many years, the vital importance of which could not be better demonstrated by our own satisfied customers and successful projects. Of course, as with other marketing tools, it is true in the case of Salesforce that it is recommended for different business purposes.

Let's see what problems marketers face on a daily basis and what solutions can be provided by Salesforce Marketing Cloud and with them the marketing automation team of United Consult Zrt.

Manual and repetitive tasks take a lot of time, reducing efficiency.

Running a campaign based on reminders and calendar entries is very tedious and increases the number of opportunities for error. In addition, it takes up valuable time that we could spend on content production or developing additional campaigns, as well as tracking back previous ones.

Marketing Cloud gives us the possibility to schedule campaigns, within which it is possible to specify the date of dispatch and we can also adjust the frequency of our messages to optimize them. It's even easier to set up processes in which Marketing Cloud looks at user and customer interactions with our company and then launches the right campaign for them based on that. In addition, we are able engagement scoringset up, which detects when a user receives too many emails that are irrelevant to him; then the system then only transmits messages that correspond to the interested party. In this way, we can avoid that our communication is clumsy or irregular, which can also lead to loss of customers. The data required for this can be extracted by Marketing Cloud with code from the specified website, or we can also use the file sharing option, which is also automatically entered and organized in the system. It is therefore not a problem, if we want to store the data of our subscribers in a separate system, it is easy to build a continuous synchronization between them so that everything is uniform and ready for the day.

The messages are not personalized enough.

As we experience in our daily work, it is extremely challenging to stand out in the crowded environment of emails and effectively address our target audience. Many times it is already a challenge to get the user to open the letter.

Research has shown that you can see a nearly 26% increase in email opening rates if the subject line contains the recipient's name. This may seem like a minor change, but its impact is far from negligible. The Marketing Cloud service goes even further, giving you the ability to personalize your emails, whether it's custom setup with code or built-in solutions. We are able to create dynamically changing content that always offers relevant text, products or even images to that recipient. Just imagine how much we prefer to open an email where our name is already mentioned in the subject line and the content constantly presents products or services that really interest us. With such a solution, we can also develop successful cross-sell processes.

Customer data and information are scattered and therefore difficult to use

Maintaining and constantly updating our customer data is one of the most profitable tasks that a marketer can perform. We know well that this no longer only affects revenue, but can have serious legal consequences if a set of data is untreated and “dirty” and the history of a user cannot be traced. Let's think about how much unnecessary data we load our systems with, how much is still stored in an excel table.

We mentioned earlier that one of the strengths of Marketing Cloud is to extract data from the system and insert it into our emails. But how do we get here?

Marketing Cloud provides the ability to manage data in different tables and connect them in the system using identifiers. This will make the managed data much more transparent, and segmentation will be simpler and more efficient, since we do not have to extract the desired values from the complex network of master data. In our data tables we have the possibility to set retention periods. Thus, information that is too sensitive for long-term storage or that we know we will not need (for example, in the case of a one-time sweepstakes campaign) will be deleted by the system after the specified time.

I provide customers with an ambiguous and uncoordinated experience across multiple channels.

In our accelerating world, the online space includes more and more social platforms, where a company with a serious marketing strategy must appear in some form. Aligning and unifying them is a challenge in which many fail.

In Marketing Cloud, we can not only send emails to users in an automated way, but also provide users with the opportunity to interact with customers through different types of communication channels and devices. Able to send short text messages and multimedia messages based on mobile number. In addition, we have the possibility to link our system to our mobile application, so within pushor in-appWe can also send notifications. And if you want to take advantage of social platforms, you can also connect it to Facebook and LinkedIn social pages, so that the interests collected there are automatically transferred to the Marketing Cloud database and automated marketing processes can begin.

Overall, by efficiently managing manual and repetitive tasks, personalized communication, and consistent and transparent management of customer data, Marketing Cloud and Salesforce marketing products help marketers work more efficiently and goal-oriented. In addition, Marketing Cloud offers additional benefits such as increasing return on marketing investment (ROI), optimizing advertising cost-benefit (ROAS), leveraging cost reduction opportunities, improving customer experience, and implementing innovative solutions.

With intelligent data analytics and automated processes, Marketing Cloud helps you maximize campaign efficiency, optimize expenses, and increase ROI. With improved customer experience, personalized content, and full transparency of the customer journey, businesses are able to increase the proportion of satisfied customers. In addition, Marketing Cloud offers innovative solutions, allowing professionals to keep up with industry trends and customer preferences, further strengthening their competitive advantage in the market.

For marketing professionals who want to operate effectively in the dynamically developing online environment, United Consult Zrt. is an excellent choice. Our experienced and expert team and the innovative automation features offered by Marketing Cloud help businesses adapt flexibly to trends and effectively address changing challenges. Our flexible and customizable solutions optimize the effectiveness of marketing strategies, ensuring positive results and maintaining a competitive advantage in the digital market.

Sources:

• https://www.salesforce.com/customer-success-stories/ticketmaster/
• https://www.reuters.com/business/retail-consumer/ticketmaster-parent-live-nation-beats-revenue-estimates-surging-concert-demand-2023-11-02/
• https://simplyintel.com/the-importance-of-using-a-leads-name-in-emails-promotional-outreach/
• https://www.salesforce.com/products/marketing/