6 Common Mistakes Marketers Make with Salesforce Marketing Cloud

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We live in the new world of digital acceleration, marketing automation, and predictive analytics. Over time, the need for automation has skyrocketed in every industry sector, including small, medium, and large businesses. To fulfill this need for marketing automation, Salesforce Marketing Cloud is one platform that can help businesses. Providing personalized services at every stage allows companies to interact with their clients throughout their buying journey and improve personalized service offerings.   

However, there are inevitable specific mistakes that many marketers tend to make, and that leads to backfiring of their strategies. In today’s piece, our Salesforce marketing cloud experts highlight a few of the common mistakes marketers commit and the solutions to overcome those. Before discussing the common mistakes, let’s look into the Salesforce marketing cloud and its significant features.

About Salesforce Marketing Cloud

Streamline your end-to-end lead generation system with Marketing Automation  

Salesforce Marketing Cloud automates and manages your marketing campaigns, expanding the excellent CRM platform. By providing automation to marketing operations, Salesforce marketing Cloud gives businesses a secure platform to scale up and help them offer a delightful customer experience through complete personalization for every customer. You know that your success depends on generating a steady source of potential leads, and merely using Salesforce is not enough. You have to use #1 CRM in error-free mode. 

Salesforce Marketing Cloud Products

Features of Marketing Cloud

Salesforce Marketing Cloud has covered you if you are looking for analytics, data management, marketing automation, digital advertising – all under one roof.

  • Customer-First approach in your marketing : Power every interaction- email, Ad, Social Channels, Service, Pre & post sale communication with AI. By humanizing every moment, inspire action and loyalty for each customer.  
  • 360-degree view of every customer : By connecting all your data, know your customers and with relevant messaging, engage them in-person level.   
  • Fast, flexible, and scalable platform : Create actionable analytics and optimize your performance to offer a personalized customer experience with real-time analytics.   
Mistakes that Marketers makes while using Marketing Cloud and their Solutions

Mistake#1: Overhyped targets lead to neglecting marketing goal  

Pardot helps us to reimagine engagement with marketing automation. Sales reps get real-time sales, prospect activity tracking, and sales campaign tracking. Your pipelines will be fully stocked with a flow of high-quality leads with targeted marketing campaigns. Using a united email editor, Pardot helps send the right message to the right person at the right time. With built-in business rules, sales alerts add assignment triggers it helps to reach the right customer to build a new relationship. But the alert rings when your marketing command centre manages all the touchpoints with prospects without any marketing goal. Filling the funnel with high-quality leads will accelerate your sales circle but without any proper marketing goal, you can’t turn leads into customers for life.  

Solution: To define your path and determine your success, set a specific, measurable goal that can be achieved in your present scenario. As you learn more from your customer, go on refining your goal. To clearly define success post-launch, Your SMART goal will also help you. When using Salesforce for any marketing procedure, it’s always better to be mindful of the marketing goals.  

Mistake#2: Fail to Identify the Right Audience  

Interrupting a visitor with irrelevant content is not beneficial for business. The right message to the right person at the right time” is the marketers’ mantra. You can ensure that you send the right message to the right person by segmenting your audiences. As a marketer, you have data, but no matter how much you have, how you filter the right audience matters. Using Interactive studio, you can deliver personalized, cross-channel experiences by gaining in-depth insights on each customer at any point in their journey. But hyper-targeting is always a risk. This means that too exclusive targeting can decrease the number of audiences, leading to a lack of profit.     

Solution: As the goal of a customer journey is a 1-to-1 message, take a tailored approach when thinking about your audience. Hyper-targeting is a marketing procedure to show how participation in the trip will meet your mutual goals and set a solid foundation for the journey itself. But before the audit, your customer experience, understand what matters to your customers and what you need from them. Your messages need to be conveyed on those platforms where your potential customers are most likely to come across to yield high rewards. Using interactive studio deliver relevant contextual experiences that inspire customers to act. With this marketer-friendly approach, customize tune and manage your marketing strategies. 

Mistake #3: Overlook the contribution of Comprehensive Data 

To build a trusted customer relationship, a marketer must be data-first. Data is the biggest problem that marketers face. The systems that manage the customer and behavioral data were built for different purposes. Data present in these disparate platforms is not actionable. Creating highly targeted audience segments from those data is that real challenge. Salesforce CDP can help you unify all your customer data leaving no data behind.  

Solution: Evaluate the quality and accessibility of all the data you have to add value and personalization to the customer journey; every information you can access is vital. Go on collecting additional data like zip code, gender, last purchase date, preferred location, and so on with email address, name, and phone number. Those other data will open a new door and help you recommend more customized products to every customer. Dig a little deeper to personalize elements.  Deliver smarter engagement within unified customer profile by connecting Salesforce CDP and Interaction Studio 

Mistake #4: Missed the importance of Strategic Content 

Strategic Content makes customers engage with your business. Marketing campaigns lose essence without a relevant message in place. The drive may fail to hit the targeted audience if some errors pop up – ranging from grammatical mistakes to technical mistakes, leaving out links, images, or unique customization you planned, is not in place.    

Solution: Understand what future content would delight your customer and what content you have available today. Both in-journey and out-of-journey content can be helpful, supportive, and resourceful to your customers along their journey. Missing the importance of Strategic Content can lead to many implications for the complete marketing strategy. Customers can be engaged with the kind of content they want.  

Mistake #5: Limit Customer Engagement to a Specific Channel  

Make sure not to limit your campaign to only one specific channel. You are limiting your reach by underutilizing the marketing cloud platform if you do. At every step of the customer lifecycle, deliver cross-channel personalized experiences. Marketers need to be proactive and continuously adjust customers’ paths based on current and predicted customer behavior. 

Solution: Identify the channel your subscribers are on and engage with them instead of messaging them on the track you want them to be on. Suppose SMS may be appropriate for those who need brief information, whereas using the email channel makes sense for customers willing to access the web. Whether the customer is on, using a combination or omnichannel strategy can create a seamless engagement path. Using Journey builder, you can create seamless customer experiences across every touchpoint.   

Mistake #6 Missing Split Testing or A/B Testing  

Marketers run the risk of testing just for the sake of testing. Without a clearly defined goal, the whole process leads to discrepancies. Marketers try to test everything simultaneously, which is the common misstep in A/B testing. Test one variable at a time if you don’t have enough volume to test and provide accurate and actionable insights. 

Solution: Ignoring Split testing or A/B testing can be disastrous for marketers as it is essential to know customer feedback. Through this, a business can gauge the customers’ reactions to the different versions of campaigns as different versions of the same drive are showing to the customers. Marketers get no results for their hastily executed marketing campaigns if they miss out on Split testing or have too much confidence in a particular campaign. You will be ready to create a customer journey once you understand your goals, audience, relevant data points, and strategic Content but always do a test run. While actively servicing your customers, the best journey mapping mindset allows for testing, learning, and iterating.  

Customer Marketing Analytics

Final Thought

Businesses of any size can grow by nurturing their customer using Marketing Cloud. You can maximize your ROI with Marketing Cloud as you know your customers better and measure your results. To personalize services for the customers more effectively than anyone ever thought possible, the Salesforce marketing cloud is a boon for marketers. Maintaining the balance between traditional ways and technology is essential to make your campaigns successful. ETG Digital is the Salesforce Strategic solution partner and is ideally experienced with the most effective Salesforce solutions for you.  

Plan, personalize, and optimize the customer journey with our expert Salesforce solutions. 

About ETG Digital

ETG is a Crest Level Salesforce Partner headquartered in Plano, Texas. We are ISO 9001:2015 certified company with a global delivery center in Hyderabad, India. We have dedicated teams of professionals spanning continents located in US, Canada, UAE, UK, Australia and India. Our ability to maintain talent hubs in multiple locations and working on projects for clients from various domains gives us a very unique advantage. An advantage to leverage proven technologies like Salesforce Commerce, Sales, Service, Partner and Marketing Clouds and using them to deliver tailor made solutions for clients to suit their business requirements.

If you are looking to take your business into the next league, you are at the right place. Connect with us at info@etg.digital or call us at +1 469 666 1119

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