WHERE DO MARKETERS GO WRONG DESPITE MARKETING CLOUD?

Publish date:

• 11th January, 2024

The mightiest of warriors can lose the war if the strategy and arms are not up to the mark. The same principle applies to the marketing department and their use of the marketing cloud. We have listed some important reasons why marketing campaigns don’t strike the bull's eye despite the use of Marketing Cloud. And they are eye-openers.

Why marketers go wrong despite Salesforce Marketing Cloud?

1. No defined goals or objectives. For a person to succeed in life, personally or professionally, it's very important to have clearly defined goals. There has to be a motivation, and a purpose for everything we do. In the marketing domain, populating the funnel with “hot” prospects will hasten the sales circle but without the marketing objectives, it becomes hard to convert the prospects into long-time paying clients. The focus should be on long-term goals rather than targets. These goals need to be specific as well as measurable for the Salesforce marketing cloud to succeed.

2. Inability to identify the correct audience. It’s important to identify at the very outset the audience/segmentation or population demographic that benefits from your services and/or products. Mass messaging has lost its charm. Filtration of the audience is important. It’s all about sending relevant messages to the right person at the right time. With the help of interactive studios, marketers deliver relevant contextual experiences that motivate clients to buy. This approach enables the personalisation, sharpening, and handling of marketing strategies via the Salesforce marketing cloud. 

3. Ignoring the role of detailed data. To generate a relationship of trust, the marketing team must be data-driven.  Data is the leading issue for marketers.  Data parked in different forms and mediums is of no use. Segregating the audience into segments from the disparate is a big problem.  Salesforce Customer Data Platform unifies all client information in one place. Accumulate as much data as you can even something as minor as postcode, preferred location, and so on apart from the important fields such as name, address, number, gender, and so on. No data is useless when it comes to the Salesforce marketing cloud. When the data collected will come in handy, no one knows. Use the information to personalise messaging and attract leads via the Salesforce marketing cloud.

4. Restricting client engagement to limited channel(s). It’s folly to indulge in marketing in a select channel. Nothing can be more damaging. There are so many social media channels where audiences are found. Limiting oneself to a channel or two means myriad lost opportunities to market via the Salesforce marketing cloud. At all junctures of the client lifecycle, companies must provide cross-channel customised experiences. Marketing teams must be dynamic & always adjusting client journeys factoring in present & forecasted client behavior.

5. Content is king. Salesforce marketing cloud cannot salvage a campaign if the content is confusing, vague, and uninteresting. The campaign does not bear fruits if mistakes pop up – be it grammatical mistakes to typos, missing links, photos, or unique personalisation that hasn’t taken place.

Let Salesforce marketing cloud and Codleo help you up the marketing game. On how we can do it, let’s set up a demo and discovery session.

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About the Author

Akansha Singh

Akansha is a Digital Consultant having rich experience in Organic as well as Paid Marketing, Marketing Automation, Lead Generation, Email Marketing and also in Social Media Management. Her main forte is to help you grow your business through strategy and planning.