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B2B marketing is thus maturing only to question the status quo. It satisfies only the excellent companies attempting the extra mile of using specialized tools such as Salesforce Marketing Cloud to reach other companies with their products and services. Salesforce Marketing Cloud is, however, a very advanced tool with advanced features with different teams that help in marketing the best results in marketing. It also comes with plenty of advantages by personalizing campaign goal setting. However, you see, to maximize it, you have to use it. In this paper, we share ways and some tips on how to use Salesforce’s Marketing Cloud properly.

What Is Salesforce Marketing Cloud? 

Before we dive into our top successful tips and tricks to get the most out of Salesforce Marketing Cloud, make sure you understand what it is and how it could be helpful.

The uniqueness of the Salesforce Marketing Cloud is its cloud-based nature with tools and solutions that are in the market that a marketer would require to improve their marketing campaigns. This is because marketing communication in B2B campaigns goes to other companies, and messages should be customized to fit others. It is straightforward for a business to leverage since it is a unique, customizable platform, all in one place in Salesforce.

Features of the Salesforce B2B Marketing Cloud include Email Studio, Journey Builder, Social Studio, Analytics Builder, and Advertising Studio, allowing business users to rapidly and easily design marketing campaigns. Business owners can easily and in a straightforward manner sell powerful marketing campaigns that can entice business customers.

Use of Salesforce Marketing Cloud in B2B Marketing: 

How to A look at how Marketing Cloud can be used, if you have never used it before or have learned how it’s implemented, to get it productive depends on specific key strategies. Specific strategies that drive huge profits can drastically change the success and quality of marketing initiatives. 

Here are some strategies that you can use:

•  Account-based Marketing Strategy:  In B2B marketing campaigns, filtering out clients is much more critical than B2C campaigns. This is simply because of the pool of target audience that needs to be browsed through. Account-based marketing is much more accessible through Salesforce Marketing Cloud. This feature allows a business to scout out and identify high-value clients, learn the business in much more depth and frame marketing messages or campaigns likely to catch their interest. Therefore, you will be in a place to adjust the pitch in marketing campaigns that are much closer to them since you will probably learn much more about the business. Meaning the targeted campaigning can be carried out by a marketer to derive better results using these data-driven information pieces. 
• Use Journey Builder: This is one of the most flexible tools within Salesforce Marketing Cloud. This powerful tool allows businesses to personalize their marketing initiatives for each client, tailoring the customer journey to enhance engagement and drive results. Marketers can then use this tool to fully personalize and automate customer journeys from the top of your pipeline to the bottom. This enables companies to develop omnichannel customer experiences to develop a closer relationship with their customers, thereby increasing the potential of leads. Again, it can be measured how much customized journeys are helping, and changes can be made if required to increase the impact. 

• Predictive Analytics:  It is again one of those state-of-the-art features that enable the marketer to optimize a marketing campaign. Predictive analytics can help analyze patterns in behavioral customer response, specificity in the industry, and perhaps leads in terms of targeting. These insights allow businesses to craft great campaigns targeted at the right clients at the very right time. In turn, it’s a way of optimizing marketing strategies to be more productive and with minimal chances that the campaigns will not work as planned.

•  Matching Business Scale: Salesforce Marketing Cloud allows businesses to dynamically change and scale their marketing activities to correspond with the respective client’s specific needs. It can be the service that is provided with the nodal solution customized to better the levels of personalization depending on the requirements of each client, thus fostering much stronger relationships in the industry. –

• Enhance the Social Media Performance: Social media has become one of the influencing marketing tools for b2b businesses or the b2c businesses in the current arena. With the help of Social Studio, marketers can leverage social listening and monitoring solutions that can drive success for any campaign. This tool is used to track trends within social media and brand performance, respond to businesses needing services, and promote products or service offerings. With a powerful online presence, businesses establish and maintain an effective presence online to fulfill their campaign goals.

• Addressing Industry Challenges: One of the key ways in which a business can fuel the success of their marketing campaign is by defining what problems the business is solving. For instance, if you provide products which other businesses can use for carrying out specific functions, define what the products are, how they are addressing a prevailing issue, and why they stand apart from other similar (competing) products. With well-planned content answering such questions, businesses are sure to attract more clients. With help from the Salesforce Marketing Cloud, this content can be easily passed on to relevant clients through email campaigns, social media platforms, and by means of targeted campaigning. 

Tips for Leveraging Salesforce Marketing Cloud for B2B Marketing

Now that some strategies are well established, it is also essential to learn some helpful tips and tricks to maximize productivity when using the Salesforce Marketing Cloud for B2B marketing. With the following tips, ensuring campaign success will become even simpler. 

• Define Goals: The foremost task that a marketing team needs to address is defining the goals of the marketing initiative. Whether it is to attract more clients, increase brand awareness, promote new products and services, increase sales, or boost traffic? By defining the goals of the marketing efforts, brands can develop a more relevant strategy for creating campaigns which help in the attainment of the desired goals. Without knowing what the campaign is supposed to achieve, the marketing initiative can be very irrelevant and provide no tangible results. 

• Prioritizing Data Integration: Business marketers need to pay key attention to data integration tasks in order to make the most out of the Salesforce Marketing Cloud. What this means is that marketers need to have a consistent flow of data about customers which is up-to-date and accurate. Outdated information will hamper the success of the marketing initiatives, and also reflect poorly on the company. The Salesforce platform offers robust features for data management, which makes the task of handling comprehensive client data simple and streamlined, ensuring that businesses have reliable information about the clients. With this information, tailoring solutions and ideating marketing campaigns becomes easier. 

• Continuous Testing and Improvement: A marketing campaign might appear excellent at first, but may not always perform as expected. This is a very common occurrence which makes it essential for marketers to have comprehensive campaign testing mechanisms in place. Experimenting with different ideas, testing their performance, and making modifications is what ensures that the launched campaign is such that it resonates with the clients in the best manner possible. To check whether or not a campaign is making the desired impact on the client or not, it is very important that it passes through some tests. These enable businesses to make data-driven solutions, which in turn drives success. 

• Automating Tasks: While creating impactful marketing campaigns to attract the right clients, an important factor is the speed of campaign creation. In today’s competitive landscape, speed is of the essence for propelling business success. Companies that are first to reach clients have greater chances of bagging the best customers. As such, efficiency in campaign creation is key. 

For this, the Salesforce Marketing Cloud allows businesses to leverage automation tools, which can be effectively implemented for automating certain tasks which are repetitive in nature. Beyond that, this tool also helps businesses in creating special triggers which can carry out certain tasks related to the campaign such as making a social media post at a certain time, forwarding email campaigns to multiple clients at once at a certain time, and more. 

• Flexibility To Market Trends: Agility and adaptability have become key factors which determine whether or not a business will be successful in attaining its marketing goals. Irrespective of what the goals are, aligning your marketing initiatives with the industry trends and market demands is critical. Today, this has become much more tricky and essential with new trends shifting client demands every single day. With Salesforce Marketing Cloud, scaling and introducing versatility to marketing initiatives becomes much simpler than ever before. 

Conclusion

With the help of Salesforce Marketing Cloud, the businesses can more successfully carry out marketing campaigns. Considering that B2B initiatives involve greater transaction values, and more intricate decision-making processes, it is essential for marketers to know how to best leverage the Salesforce platform to drive success. With the strategies and tips mentioned above, marketers can enhance the results of their marketing initiatives and make the most of the Salesforce Marketing Cloud.