Setting the Stage for Salesforce Success: Avoiding the Most Common Salesforce Marketing Cloud Stumbling Blocks

October 7, 2022by Vandana

Marketing Cloud is one of Salesforce’s most significant products. This cloud platform was created to accelerate marketing automation. For a business, simply having the product is insufficient. To benefit from Salesforce marketing cloud implementation services, businesses must also recognize how crucial correct platform utilization is.

This blog will discuss a few of the most frequent mistakes that online marketers make when using the marketing cloud platform.

What is Salesforce Marketing Cloud?

Marketing Cloud is a Salesforce solution designed with keeping young, savvy marketers in mind. You can provide individualized, relevant journeys across devices and channels, enabling businesses to send the appropriate messages at the appropriate moment.

With the help of this tool, marketers can manage communications flows, respond to consumer behaviour, and unearth insightful data that will help them expand their company. The Marketing Cloud is the best option for marketing professionals and businesses which are keen to maximize their return on investment by knowing their clients and catering to their needs.

Benefits of Implementing Marketing Cloud

Salesforce Marketing Cloud is one of the most popular tools on Salesforce, and that’s for a reason. You not only can generate high-quality leads across all channels but also increase your ROI and sales. 

However, that’s only the tip of the iceberg. Let’s take a look at what else one can achieve with Salesforce Marketing Cloud:

  • Customers can be engaged by users through several channels, including email, social media, the web, and mobile phones.
  • Align email and advertising campaigns
  • Create seamless, integrated customer journeys for all touchpoints
  • Strengthened data security
  • Utilize the information to capitalize on your brand’s online presence.
  • All data on the Salesforce platform is accessible.
  • Forecast sales figures and get detailed analytics insights
  • Accomplish a variety of goals, such as sending emails, making captivating social media content, connecting with customers through tailored messages, and pushing products.

Most Common Salesforce Marketing Cloud Stumbling Blocks

Now that we’ve looked at the benefits of Implementing Marketing Cloud, it is clear this tool can prove very lucrative for your business. However, when implementing it, you must avoid these common pitfalls to use Marketing Cloud to its full ability. 

#1 Intersected Permissions and Roles

A very common technical mistake that users do is not assigning roles to new users. Administrators must grant a role (or roles) to newly generated Marketing Cloud user accounts before those users can access platform functionalities. However, it seems that the true nature of jobs is somewhat unclear.

Roles and permissions are concepts in Marketing Cloud. The tasks that users can carry out inside a business unit are defined by a role, which is effectively a collection of predetermined permissions. Additionally, permission can be given, rejected, or have its scope left undetermined. When roles and permissions overlap, “deny” permissions always take precedence over all other permissions (for instance, when a person is given many roles, each with a different set of permissions).

Additionally, Marketing Cloud defaults to a deny permission when permission is not explicitly granted or denied (i.e., when it is undefined) unless another role grants that permission.

#2 Targeting The Wrong Audience

By extending the targeted audience, a digital marketer makes one of the most serious errors possible. Keeping one’s marketing techniques focused on a particular audience and not spreading oneself too thin is advised.

Your marketing strategy will become less effective as you contact more consumers. Your marketing efforts will lose focus if you seek a varied audience or a larger audience than you need. The marketing initiatives and activities will be diminished.

#3 Not Using Tried-And-True Marketing Channels

In the realm of marketing, you shouldn’t disregard the communication channels that have shown to be most effective, such as email, mobile, and social media. Let’s be honest, social media has changed the marketing game. You just cannot ignore platforms like Facebook, Instagram or Youtube when advertising your business.

With the help of the channel-specific strategy provided by the Salesforce marketing cloud, you can engage with your clients through the marketing channels that are most appropriate and beneficial to your company.

#4 A Lot Of Testing

No doubt, you should always test every action that you take, however testing can prove detrimental. Testing everything at the atomic level will take time and money. However, you may still carry out rigorous testing by comparing the effectiveness of the campaign while taking into account other elements like photos, subject lines, the time the message is sent, and other elements.

One must always exercise patience and focus when conducting campaign testing for effectiveness and execution. A/B testing numerous things could result in a variety of false positives. Test each item separately at all times.

#5 Forgetting the Value of Quality Content

When a business is successful, it can be tempting to brag to the public about everything. Customers, on the other hand, will eventually grow tired of this.

To engage customers, it is important to provide them with the material that they want. There is a distinction, and failing to recognize it may have a significant impact on the whole marketing approach.

#6 Strategic Content Plan 

To ensure that your message reaches your customers in the best way possible, adopt a strategy and precise content usage. Plan campaigns ahead, and with the help of the insights collected, discard ideas that do not work. 

Customers get more engaged with your brand thanks to strategic content. Without a pertinent message, marketing activities lose their purpose. The drive might not reach the intended audience if there are problems, such as grammatical or technical ones, omissions of links, graphics, or the particular customisation you had in mind.

Recognize both the current and potential future material that will please your audience. Your clients can benefit from both in-journey and out-of-journey material by using it to their advantage. Missing the significance of strategic content can have a variety of effects on the entire marketing plan. Customers can interact with the content they desire.

#7 Not Doing A/B Testing Or Split Testing

Marketers run the danger of conducting tests just for experimental purposes. Without a specific objective, the entire process results in differences. Marketers frequently make the A/B testing mistake of trying to test everything at once. If you don’t have enough data to test and provide accurate and useful insights, test one variable at a time.

Considering how important it is to understand client input, marketers would be foolish to ignore split testing or A/B testing. As different iterations of the same drive are shown to the clients, this allows a firm to measure how the customers are responding to the various versions of campaigns.

If marketers skip split testing or place too much faith in one single campaign, their hurriedly put-together marketing strategies fail to provide any results. Once you are aware of your objectives, target audience, pertinent data points, and strategic Content, you will be prepared to construct a customer journey, but always conduct a test run first. The optimal path-mapping attitude enables testing, learning, and iterating while actively serving your clients.

#8 Disregarding The Marketing Objectives

Digital marketing has recently become a very powerful force in the overall marketing industry. It is a very goal-oriented approach, where the completion of goals will undoubtedly result from a complex marketing plan.

The outstanding feature set of Salesforce custom application development and the marketing cloud, however, can cause marketers to ignore the marketing objectives. When using Salesforce for any marketing operation, it is always preferable to be aware of the marketing objectives.

Summing Up

Salesforce Marketing Cloud has become one of the most sought-after marketing tools among marketers. Businesses can take advantage of data-driven decisions by using various Marketing Cloud tools, marketing automation and increase their sales- all on their Salesforce org. 

To get better outcomes, one must be aware of the most recent trends as marketing efforts are dynamic. Businesses can seek assistance from the Salesforce consulting firm for this. 

Looking for Salesforce Consultants to help you build one-of-a-kind customer journeys? 

At CEPTES, we design a personalized approach for each customer, leveraging our decade’s worth of experience and best-practice expertise to guarantee you receive the most value from Salesforce. Our highly skilled experts examine the intricate business requirements of your company and offer complete solutions for Marketing Cloud implementation. You can contact us here.