Salesforce Marketing Cloud: How to get started

by Anthony Cocozza

Are you an organization that is planning to embark on marketing automation? The idea of automating all tasks and workflows can be a little overwhelming. We’ve compiled a list of 4 things you need to do before starting with Salesforce Marketing Cloud.

  1. Before technology, start with a marketing automation strategy

The basis for any technology, even marketing technology, is a strategy. Just implementing software because it looks nice is the first step in not realizing a good ROI. As a first step, it’s advised to sit together with your marketing team and answer some specific questions:

  • What are you trying to achieve with Salesforce Marketing Cloud?
  • Which segments are you targeting?
  • What will your Key Performance Indicators (KPI’s) be?
  1. Start with a solid data foundation

Your data is key to start with Salesforce Marketing Cloud. However, don’t slow down your marketing automation efforts by sorting out single-customer view or getting new, unfamiliar data in the right formats.

Get marketing automation started with the data your team has worked with for some time, the data they know.

  1. Budget for additional costsSalesforce Marketing Cloud can require more budget than the cost of the software contract. You’ll have to take the following into account, if you cannot implement it yourself:
  • Integration
  • Implementation
  • Setting up segments
  • Setting up campaigns
  • Fixing bugs
  • Adding features not included in the basic packages

When you have a solid plan, you can more easily predict what to consider when allocating budgets.

  1. Start small, grow larger

Don’t start with trying to fix all business issues and problems at once. Start with a clear objective and work step by step in solving this issue. For inspiration, you can look at our award-winning case.

There, as well, we started step by step:

  1. Before starting, only sent mass e-mails
  2. In the new, first phase, they sent adapted mails to different, defined persona’s
  3. In the second phase, they started using dynamic segmentation and adding scores: If people clicked on certain content more belonging to another persona, they would be identified as such in the database
  4. In the third phase, they created dynamic content, which used personal data that the customer provided to be as relevant as possible

These are just a few steps in starting up your Salesforce Marketing Cloud. Want to know more best practices, or do you want us to guide you on this new adventure? Don’t hesitate and contact us!

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