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Salesforce Marketing Cloud (formerly known as ExactTarget) helps brands to execute every element of their digital marketing strategy. Salesforce is recognised as one of the world’s most robust one-to-one digital marketing platforms and is used by some of the world’s most respected brands.

Salesforce Marketing Cloud allows companies to personalise customer experiences across every channel using a combination of tools, which include:Journey Builder, Email Studio ,Data Studio etc.
The wide range of Salesforce Marketing Cloud features allows brands to do everything from basic email marketing to advanced cross-channel campaign management.
Top 5 Reasons to use Salesforce Marketing Cloud:

1. Generate better leads:

Lead generation is a very important step in any business’ growth. Automating the many steps between marketing and sales gives your team more time to focus on overall strategy and nurturing the leads that show real promise. That means more prospects, and more customers.
SFMC can  give you a large and more detailed picture of potential customer behaviour.
  • Using behavioural tracking methods such as following a user’s path through your website, marketing cloud can help your marketing team understand prospects’ interests and where they are in the sales process.
  • Follow-ups can then be customised around those insights,Which in turn generate better leads.
2. Personalising the customer journey:

Salesforce marketing cloud creates attention and awareness during the whole process (a two-way engagement in real time), which also provides insights to offer every customer the best action for them.

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3. Dynamic Components:

SFMC has some powerful components that create personalized experiences for email recipients and further increase engagement. For example
  • Dynamic content – This includes creating personalized email content and subject lines based on an individual’s attributes and associated data and rules applied to them.
  • The email content will populate based on who the message recipient is, delivering a personalized experience without crafting multiple versions of a single email.

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4.Marketing Cloud with artificial intelligence:

Marketing Cloud allows the combination of data with the Einstein tool, so interactions can be organized with the help of AI. Therefore, the platform enables personalized communication. communication with customers, based on their relationship with the company.
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  • The Salesforce Personalization Builder is based on Einstein.
  • It uses predictive analytics to deliver personalized content to customers based on their preferences.
  • The Personalization Builder exhibits the behavioural history, real-time interactions, and buying preferences of customers.
  • You can use this data to forecast how they will act in the future, and understand the intention behind their actions.
  • These insights can help you improve your customer engagement strategy across all relevant channels.
5. Integration Capabilities:

Salesforce Marketing Cloud has greater integration capabilities that can provide data from various sources with data management features. In addition to the standard connection to Salesforce’s Sales Cloud and Service Cloud (via Marketing Cloud Connect), SFMC also has various APIs, including a REST API and a SOAP API.

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Common use cases for these APIs include the following: increasing your existing contact information in SFMC, importing content, and executing triggered sends.
Conclusion:

SFMC offers a wide range of tools that are technologically advanced and assist you in having a better understanding of your customers, which, in return, boosts your profits and helps in Customer Engagement.
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