New Features in Salesforce Marketing Cloud_ What You Need to Know

1. Salesforce Marketing Cloud has consistently been at the forefront of marketing technology, offering comprehensive tools to create, manage, and analyse customer journeys. With the continuous evolution of digital marketing, Salesforce has introduced a host of new features aimed at enhancing user experience, optimising campaign performance, and driving better business outcomes. This article delves into these new features, explaining how they can revolutionise your marketing efforts. New Features in Salesforce Marketing Cloud: 1. Advanced Einstein AI Integration Salesforce's Einstein AI has been a game-changer in providing predictive analytics and automating various marketing tasks. The latest updates have taken this integration a step further. Enhanced Predictive Analytics Einstein AI now offers even more precise predictive analytics capabilities. Marketers can forecast customer behaviours with greater accuracy, enabling them to tailor their strategies effectively. By predicting the likelihood of a customer opening an email or making a purchase, businesses can fine-tune their outreach efforts. Automated Personalisation The AI's ability to personalise interactions in real-time has been significantly improved. Einstein AI can now create hyper-personalised content based on customer preferences and past behaviours. This means your emails, ads, and other communications are more likely to resonate with your audience, driving higher engagement rates. 2. Customer Data Platform (CDP) The Customer Data Platform is a crucial addition, designed to unify data from various sources, providing a single view of the customer.

2. Unified Customer Profiles With the CDP, marketers can consolidate customer data from different touchpoints into a single, comprehensive profile. This unified view is crucial for understanding customer behaviour and preferences, allowing for more targeted and effective marketing campaigns. Enhanced Data Management The CDP also improves data management capabilities. It ensures data accuracy and compliance with privacy regulations, helping businesses build trust with their customers. With better data hygiene, marketers can make more informed decisions and create more relevant marketing strategies. 3. Journey Builder Enhancements Journey Builder has always been a powerful tool for creating automated customer journeys. The recent enhancements make it even more effective. Improved Visual Interface The new, more intuitive visual interface makes it easier to design and manage customer journeys. With drag-and-drop functionality and a clearer layout, marketers can create complex journeys without the need for extensive technical knowledge. Real-time Interaction Management The ability to manage interactions in real-time has been enhanced. Marketers can now adjust customer journeys on-the-fly based on live data, ensuring that customers receive the most relevant messages at the right time. This real-time adjustment capability is crucial for responding to changing customer needs and behaviours. 4. Email Studio Improvements Email Studio remains a cornerstone of Salesforce Marketing Cloud, and the latest updates have made it even more powerful. Dynamic Content Blocks The introduction of dynamic content blocks allows for greater flexibility in email design. Marketers can create emails that adapt content dynamically based on the recipient’s profile and behaviour. This means each customer receives a more personalised and engaging email experience. AI-driven Subject Line Optimisation Einstein AI now assists in crafting subject lines that are more likely to capture attention. By analysing past performance data, the AI suggests subject lines that have a higher probability of being opened, boosting email open rates and overall campaign effectiveness.

3. 5. Mobile Studio Enhancements As mobile usage continues to rise, Salesforce Marketing Cloud has enhanced Mobile Studio to help marketers better engage their mobile audience. Enhanced Push Notifications The new push notification capabilities include richer media options and better targeting. Marketers can now send notifications with images, videos, and interactive elements, making them more engaging. Enhanced targeting options ensure these notifications reach the right audience at the right time. Advanced SMS Marketing SMS marketing has been upgraded with better segmentation and personalisation features. Marketers can create more targeted SMS campaigns, ensuring messages are relevant to the recipient, thus improving engagement rates. 6. Interaction Studio Upgrades Interaction Studio helps marketers deliver personalised experiences across various channels. The latest upgrades make this tool even more potent. Cross-channel Personalisation Interaction Studio now offers enhanced cross-channel personalisation. Marketers can deliver consistent and personalised experiences across email, web, mobile, and more. This ensures that customers have a seamless experience, regardless of the channel they use. Real-time Decisioning The real-time decisioning capabilities have been improved, allowing marketers to make instant decisions based on customer interactions. This helps in delivering timely and relevant messages, improving customer satisfaction and engagement. 7. Datorama Reports for Marketing Cloud Datorama, a marketing intelligence platform acquired by Salesforce, now offers specialised reports for Marketing Cloud. Unified Reporting Marketers can now access unified reports that consolidate data from various marketing channels. This holistic view helps in understanding overall campaign performance and making data-driven decisions. Customisable Dashboards

4. The customisable dashboards in Datorama allow marketers to create reports that suit their specific needs. With drag-and-drop functionality, users can easily visualise data in a way that makes the most sense for their business. Conclusion Salesforce Marketing Cloud continues to evolve, offering new features that enhance marketing capabilities and drive better business outcomes. From advanced AI integration and a unified customer data platform to enhanced journey building and improved email, mobile, and interaction studios, these updates provide marketers with powerful tools to create more effective and personalised marketing strategies. How TTC Group Can Help You with New Features in Salesforce Marketing Cloud TTC Group is a leading consultancy specialising in Salesforce Marketing Cloud. Our experts can help you leverage these new features to maximise your marketing potential. Whether it’s integrating advanced AI capabilities, unifying your customer data, or enhancing your email and mobile marketing strategies, TTC Group provides tailored solutions to meet your specific needs. Contact us today to discover how we can help you stay ahead with Salesforce Marketing Cloud. FAQs 1. What is the Customer Data Platform (CDP) in Salesforce Marketing Cloud? The Customer Data Platform (CDP) is a new feature in Salesforce Marketing Cloud that unifies customer data from various sources, creating a single, comprehensive view of each customer. This helps in understanding customer behaviour and preferences for more targeted marketing. 2. How does Einstein AI enhance email marketing in Salesforce Marketing Cloud? Einstein AI enhances email marketing by providing predictive analytics and automated personalisation. It helps in crafting subject lines that are more likely to be opened and personalising email content based on customer behaviour and preferences. 3. What improvements have been made to Journey Builder in Salesforce Marketing Cloud? Journey Builder now features an improved visual interface and enhanced real-time interaction management. These updates make it easier to design and adjust customer journeys based on live data, ensuring timely and relevant customer interactions.

5. 4. How can Interaction Studio upgrades benefit my marketing strategy? The Interaction Studio upgrades offer enhanced cross-channel personalisation and improved real-time decisioning. These features help in delivering consistent and timely personalised experiences across various channels, improving customer engagement and satisfaction. 5. What is the role of Datorama Reports in Salesforce Marketing Cloud? Datorama Reports provide unified reporting and customisable dashboards, consolidating data from various marketing channels. This holistic view helps marketers understand overall campaign performance and make data-driven decisions to optimise their strategies.