A Brief Introduction to Marketing Cloud

In Marketing Cloud / Pardot by MondayCall Admin

As a sales leader, you want to have clear and concise answers to the toughest of questions. Is the process efficient and scalable? How are your Sales and Marketing teams working together to produce effective results? Which type of campaigns deliver the best results? When you’re effectively managing your company’s incoming and outgoing data, delivering actionable insights becomes simpler.  Without a comprehensive view into your sales funnel and customer lifecycle, business could be seeping through the cracks and into the hands of your competitors. So whether you’re a Salesforce Admin or a business executive, keep reading so you can learn more about the advantages of the Salesforce Marketing Cloud.

What is Marketing Cloud?

So what is the Salesforce Marketing Cloud? Simply put, it’s a comprehensive platform that presents a clear picture into your sales funnel and allows you to engage with your customers at critical times throughout their journey. It sounds extremely similar to the plethora of alternative marketing tools and platforms on the market, so Why Marketing Cloud?

With tools for email marketing, mobile, social media marketing, advertising as well as B2B marketing automation, the Salesforce Marketing Cloud is more capable than ever. Smooth connections with Sales Cloud and Service Cloud allows your team to engage with your customers on multiple levels, while strong analytics offer deep insights into their journey. With the amount of connectors and integrations possible, it makes sense why the Salesforce Marketing Cloud is becoming an increasingly popular tool. Let’s take a quick look at some of the key features offered in the Marketing Cloud.

Key Features

Journey Builder Audience Builder
Journey Builder allows your team to create a customer journey and add actions based on the stage in the lifecycle. Whether that is delivering personalized emails, targeted advertisements, mobile notifications or real-time conversation windows, Journey Builder helps personalize and automate your customer’s journey. Audience Builder helps organize an audience that is relevant to your product or offering. Whether that is analyzing market opportunities, discovering customer trends, or targeting audiences based on specific attributes, Audience Builder allows you to collect data from any source and take action by creating a single view of your customer.
Personalization Builder Content Builder
Personalization Builder enables you to construct profiles and algorithms based on customer habits. This automation tool ranges anywhere from providing related content based on search habits, product recommendations, and incorporating trending behaviors in order to maximize your customer’s engagement. Content Builder manages all of your company’s media and content in a single location. You can receive the most utility out of this tool with advanced searching and tagging capabilities. This makes filtering through old content simpler and allows you to tag specific types on content, applying these tags to specific profiles created in Personalization Builder.
Analytics Builder Marketing Cloud Connect
All of the above tools work seamlessly with Analytics Builder. This tools enables you to discover key insights about your customers and apply them in real time. Creating strategic goals, building advanced reports around KPIs, and creating strong data visualizations to receive actionable insights are only a few of the benefits. Marketing Cloud Connect ties all of these platforms together by establishing a strong network between your Sales, Service and Marketing departments. Your team will have access to a complete, 360-degree view of each individual customer, allowing your team to personalize the customer’s experience and ensure they receive quality service.

Best Practices

Making good decisions and leading change is what you are paid to do. So, before starting your Salesforce Marketing Cloud project, it’s important to take a step back and review a list of best practices to ensure you are setting yourself up for success. Here’s a few tips:


Successful projects almost always have one thing in common: extensive preparation. Before diving in head first you should create a long term and short term vision, understand your true business requirements, and complete your due diligence on the product before the product starts. A clear vision with clear requirements leads to a strong execution.  

System Audit

Before implementing Marketing Cloud, it’s strongly recommended to perform a comprehensive audit of your existing marketing infrastructure. This includes completing an effective knowledge transfer to ensure your team has a clear understanding of how the system works, identifying information gaps and then presenting scalable solutions to address the issues at hand.  

Lead Profiling and Scoring

After you gather sufficient data on your customers, it’s a good time to have a discussion on the customer journey. This includes topics such as lead scoring criteria, types of buyer personas, action plans for those needing guidance, and automation rules that route leads to the highest path of success.

Funnel Development

Understanding who comes in and out of your funnel at specific stages in the customer lifecycle allows you to accurately diagnose the health of your funnel and quickly provide actionable solutions.

Engage Your Users

Remember, this is an exciting time for your company. Getting your users properly trained and excited to use this new platform will only increase their adoptions rates and improve the quality of data flowing in and out.

For more information on best practices and project management tips, check out this awesome infographic on effectively managing project budgets.

In Summary

It’s important to note that the information above represents only a small fraction of the functionality of the Salesforce Marketing Cloud. Whether you are B2B or B2C, there’s a surplus of growth opportunities available on the Salesforce Platform and that’s what makes the Marketing Cloud so dynamic. Building a solution that’s tailored to help exceed your goals will not only improve scalability, but allow you to seal any cracks that may be hurting your business. And when connected with the Sales Cloud or Service Cloud, there’s opportunity for engagement with your customer on all levels of their lifecycle.

If you would like additional information on the Salesforce Marketing Cloud, Salesforce has a nice overview of the key functionality and features or you can speak with one of MondayCall’s certified professionals. Thanks for reading!