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Enhance your Single View of the Customer using Marketing Cloud Connect

Many of our Salesforce Marketing Cloud customers use Marketing Cloud as a standalone product, however, it is simple to connect Marketing Cloud with the Sales, Service or Community Cloud in order to take advantage of the customer data in these Salesforce Clouds.

In this blog we’ll take a look at the benefits of connecting them and give some scenarios where you can connect all of your customer data more effectively for your marketing needs.

In Sales or Service cloud you store all of your customer related information. Their contact details, the products they have purchased, how you are supporting them. Imagine being able to proactively use this information to target your customers more specifically in your marketing? When we connect Marketing Cloud to your CRM data, you can easily personalise your emails (using Content Builder) and even better, your Sales and Service team can see the full email history in the Sales/Service cloud against your customer’s Lead or Contact record. The single view of the customer is constantly maintained. Another great feature is that your Sales and Service team can send out customer emails using Marketing Cloud features, but within their comfort zone of the Sales and Service Cloud.

So, let’s talk about a scenario that shows how you can use both Marketing Cloud and Sales Cloud together. You are supporting a customer and a Case is logged for them in Service Cloud. Once the Case is closed, this could automatically trigger a journey in Marketing Cloud which requests the customer completes a survey, and in turn updating the Case with the survey results. All of the email tracking can be added to the Lead or Contact so your CRM team see the full interaction.

Alternatively, your CRM team could send single or mass Marketing Cloud emails direct from Sales or Service Cloud. To mass email, you can send emails to recipients in a Report or Campaign. Marketing Cloud tracks all of the interactions as you would expect, but you can choose what information to surface in Sales or Service Cloud too. In Marketing Cloud, your customer is added to the All Subscribers list as well.

For our Marketeers, they will probably find it more comfortable working directly in Marketing Cloud. This is most likely because of the limitation of only being able to send to up to 85,000 Contacts or Leads within a Report or Campaign. Because of that we have the Synchronised Data Extension. These are basically clones of our Sales Cloud Objects in Salesforce Marketing Cloud, that are regularly updated from Sales Cloud. With this data, our Marketing Team can use all of the powerful Sales Cloud data with Marketing Clouds’ powerful Segmentation tools to create larger audiences.

Finally, how do we get Marketing Cloud and Sales or Service Cloud to talk to each other? You download the free app from the AppExchange and configure your Marketing Cloud and Sales or Service Cloud connections. You’ll need your admin to do this, as there are a few steps involved, but the benefits are huge!

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