In today’s digital age, businesses need to efficiently collect and engage customer data both online and offline. With Salesforce, you can seamlessly manage and leverage customer information to enhance your marketing efforts. Salesforce is an expensive but robust software solution that is mostly suited to the needs of large businesses.
Below are some steps that you can take, in order to properly utilize Salesforce Marketing cloud.
- Identify all sources of Lead Generation and Customer Information
These could be websites, social media accounts and physical locations. - Configure Salesforce Marketing Cloud integration
a. Set up the Salesforce Marketing Cloud Connector inside Sales Cloud. This integration enables data synchronizaztion between Sales Cloud and Marketing Cloud.
b. Configure the Marketing Cloud Connector inside Marketing Cloud to establish a connection with Sales Cloud. This allows you to access Sales Cloud data within Marketing Cloud. - Set up Data Extensions in Marketing Cloud
Create the necessary Data Extensions in Salesforce Marketing Cloud to store and filter customer data. These will be used for sending emails and reporting. - Set up Salesforce Automations
Create the required automation flows for:
a. Passing information between the Salesforce clouds.
b. Updating customer records inside Marketing cloud.
c. Triggering automated email sends. - Configure form submissions from your websites
Configure all website submission forms to send data to Marketing Cloud using the Salesforce Marketing Cloud API – when customers submit their names, email addresses and references, the data should be sent to the corresponding Data Extensions. - Configure Facebook Campaign Integration
a. Set up Facebook Integration in Salesforce Marketing Cloud.
b. Create a Facebook Lead Ads Integration in Journey Builder.
c. Configure the Facebook Lead form and the Facebook Lead campaigns in your Facebook account. - Configure customer data import from physical locations
Set up a Salesforce flow to add or update customer data from your physical locations (wineries, stores, events, etc.). This will be done via CSV file imports. - Configure the capturing of purchase information
Work with your IT team, and developers, to pass relevant purchase information from your websites into Salesforce. This information can be used for customer segmentation and targeting. - Set up Campaigns in Salesforce Sales Cloud
Campaigns serve as a way to organize and track marketing initiatives – online and offline advertising campaigns, emails, events, webinars, etc. - Set up Email Journeys in Salesforce
Setup the necessary journeys to achieve automation and personalized customer experience. The journeys will have multiple triggers – welcoming new subscribers, sending targeted emails to specific customer segments, updating customer records based on specific activities, etc. - Configure Google Analytics 4 report
Google Analytics 4, unlike its predecessor, required a high level of customization. Creating custom reports via Google Looker Studio is vital to track the performance of various campaigns and websites.