Salesforce Marketing Cloud Features: How to Build Strong Customer Relationships

At the foundation of every successful marketing strategy lies a deep understanding of the ideal customer, well beyond what they’re seeking in a product or a service.

This is where the power of 1:1 customer relationships comes in.

In an effort to become a ubiquitous presence in their customers’ lives, more and more brands are investing in tools that help them design automated omnichannel customer journeys, seemingly share optimized content across multiple marketing channels, act on real-time data through AI-powered intelligence, and more.

But what if there was a platform that already does it all?

In this article, we’ll introduce you to Salesforce Marketing Cloud and walk you through a step-by-step process for building a strong customer relationship using some of its best features.

What is Salesforce Marketing Cloud?

Salesforce Marketing Cloud is a digital marketing platform that enables users to nurture highly personalized customer experiences by automatizing marketing efforts across a number of channels, including websites, email, SMS, social media, mobile apps, and more.

Benefits of Salesforce Marketing Cloud

Salesforce Marketing Cloud comes with a number of benefits to users:

Personalized customer experiences

Thanks to the Einstein tool, which is equipped with artificial intelligence, machine learning, and predictive modeling capabilities, your sales team can see relevant patterns in data and win deals faster.

Effective marketing campaigns

The Salesforce campaign features allow you to create specific lists of customers targeted along with criteria, and set a number of goals to track and analyze campaign effectiveness so you can make the necessary tweaks that will deliver the most return on investment (ROI).

Easy data management

With Salesforce Marketing Cloud, you can import and manage data from different sources and marketing channels, so you can monetize faster your customer insights.

Is Salesforce Marketing Cloud B2B or B2C?

The best part about this enterprise-level platform is that is extremely versatile and can equally benefit both B2B and B2C businesses no matter the size or the industry. 

What is Customer Relationship Management?

Customer relationship management (CRM) is a type of technology designed to help you manage your relationships and interactions with your ideal clients with the goal of improving business profitability. CRM solutions like cloud-based CRM allow all your teams to store customer data, unlock valuable insights that help close sales faster, and manage marketing campaigns from one central center of command, which leads to increased productivity and better business outcomes. 

How to Build Strong Customer Relationships Using Salesforce Marketing Cloud

Step 1: Turn data into personalized, high-converting customer journeys

From their browsing habits and purchase history to the videos they click on and the resources they download, your customers are leaving behind important clues you could be transforming into actionable insights. That’s exactly what the Journey Builder feature does.

As the name says, this tool helps you map out the ideal sequence of steps a customer goes through from brand awareness to conversion and retention. This means you’ll be able to craft highly personalized messaging across multiple touchpoints and share it including website, email, mobile, advertising, the web, direct mail, sales, commerce, and service.

You can even create branded journeys for groups such as franchisees. Create on-brand, personalized content with native tools in Sales Cloud, Service Cloud, and Community Cloud. Then, make it readily available to local teams around the globe.

Step 2: Market with ease across email and mobile

How do you get users to open your emails or act on your mobile notifications when they get bombarded daily with promotional offers?

With features like Email Studio and Mobile Messaging, it’s easy to create irresistible, relevant experiences.

Email Studio allows you to:

  1. Experiment with best-in-class templates, personalized scripting language, drag-and-drop functions, and interactive content elements, and more.
  2. Tailor content using AI using based on user behavior data
  3. Automate the email journey and refine the messaging using asset-level metrics

Similarly, use Mobile Messaging to:

  1. Build mobile campaigns based on customer data
  2. Target specific locations with specific content such as restaurant menus or event maps
  3. Increase in-app purchases with deals and discounts

Step 3: Tap into paid marketing with deep analytics

For marketers, data is even more valuable than gold, especially when it comes to paid ad campaigns.

And thanks to the Intelligence Reports feature which requires no custom setup, you can drill down into granular data and find ways to target users more intentionally across major advertising platforms such as Google Ads, Facebook Ads, LinkedIn Ads, and more.

For instance, you might discover that your higher education audience values social proof and decide to boost your ads with expert endorsements, customer stories, or awards. Or, you might learn that your beauty-obsessed customers value high-quality lifestyle visuals more than they care about the copy.

Work with to Implement Salesforce Products

While developing a long-lasting connection with your customers takes time, Marketing Cloud takes the guesswork out of the entire process.

As an official Salesforce Consulting Partner, boasts a dedicated team that can help you make the most out of your integration, including the Marketing Cloud platform. Whether via email, social, mobile, or other important marketing channels, our experts are well-versed in delivering personalized customer experiences that take brand engagements to another level.

To learn more about our Salesforce services, contact us today.

Looking for more Salesforce resources? Download our Salesforce Eaglevision Magazine.

About Author

andreea ciulac
Andreea is a Senior Content Strategist & Writer on's talented team of digital writers. Previously, she was a Lifestyle reporter for the Chicago Tribune and a digital content creator for a marketing agency, assisting a number of Fortune 500 companies with their content and marketing strategy. When she's off the clock, Andreea can be found either on her exercise mat, riding her bike, or soaking up the sun in one of the city's parks and nature preserves.

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