It’s 2021, and the digital scene is bursting with new consumer desires, personas, and marketing methods. As technology continues to evolve, so do the ways marketers use to get in front of their target audience. But despite an ever-changing social, economic, and AI landscape, some tools can consistently make your online strategy excel. In today’s post, we’ll look at what Salesforce Marketing Cloud and Einstein Analytics are, and how they can help shape the digital trends of the future.
What Is Salesforce Marketing Cloud
When it comes to technologies with great impact in the digital world, Salesforce occupies a leading position.
Salesforce was born two decades ago as a small software company specializing in customer relationship management. Despite its humble beginnings, Salesforce’s three founders had a big plan for it: to create business software applications in a completely new way.
Fast forward to today, and you’ll realize Salesforce is now an industry in its own right.
They’ve gone above and beyond their initial goal, becoming the number one technology connecting businesses to their customers, employees, and partners.
Amongst the selection of cloud-based applications this tech giant provides, the Marketing Cloud is a set of comprehensive digital marketing solutions that allow the automation of time-consuming tasks.
As a one-stop solution to everything marketing-related, the Marketing Cloud integrates a multitude of cloud-based tools. From data analytics to audience management, email, mobile, social media management, customer profiling and targeting.
All these tools enable deep insights into who customers are and what they are interested in. The resulting info helps marketers personalize and improve their customers’ journey and orchestrate content across channels.
Let’s look at the features and benefits of using Salesforce Marketing Cloud and Einstein Analytics in the biotech and life sciences fields. We’ll also uncover how marketing automation can help you deliver the right message to your potential audience, all with optimal timing.
If you already know what the Marketing Cloud platform is, and use it on your strategy, you might be familiar with some of today’s concepts. But for those new to what Salesforce has to offer, it’s important to understand that the Marketing Cloud has a lot to it. So stick with us!
Marketing Cloud Features
Before diving into what Salesforce Marketing Cloud is, let’s look into its features and how brands can do pretty much everything with it. From basic email marketing to sophisticated cross-channel campaign management, and more!
- Email Studio
- Data Studio
- Social Studio
- Advertising Studio
- Mobile Studio
- Interaction Studio
- Salesforce DMP
- Customer journey management
- Drag-and-drop segmentation
- CRM and cross-channel integration
- Predictive intelligence
- Comprehensive real-time tracking and reporting
- Goal setting & tracking
- Lead capture
- Pre-built templates and themes
- Profile filtering
- Analytics
What Is Salesforce Marketing Cloud Used For?
“Many companies have forgotten they sell to actual people. Humans care about the entire experience, not just the marketing or sales or service. To really win in the modern age, you must solve for humans.” — Dharmesh Shah, CTO & Co-Founder, HubSpot
In the modern marketing landscape, understanding customers and offering them what they really want is more important than ever. But this is not an easy task! Consumers have become highly aware and selective when choosing the brands they engage with — versus those they ignore.
Biotech brands wishing to catch their ideal buyer’s attention must rely on a wide range of resources to improve marketing relationships. Creating targeted ads based on individual interests rather than broader demographics is one of the many ways to achieve this.
As buyers take control, you must re-align your marketing strategies with their interests. You need content that pulls people into your company, and to consider using the well-known inbound methodology to generate leads and win sales.
Many marketers today struggle with determining which marketing channel is driving the most value. As a consequence, they can’t figure out which one they should spend more time and attention on. The Marketing Cloud spans several functions in one solution, allowing marketing teams to get a fully integrated view of their campaigns.
In simple terms, the Marketing Cloud provides the tools for everything you could possibly need to run a marketing campaign. It addresses both B2B and B2C businesses, including benefits such as data sources unification and channel customization. What’s more, it gives you the ability to interact in any given moment of the customer relationship, and measure your campaign’s results.
Why All Biotech Marketers Should Use Marketing Cloud In 2021
For biotech and life sciences brands, Marketing Cloud can help them ignite growth, accelerate the sales cycle, and meet both patients’ and scientists’ expectations across channels. Here’s how:
A Comprehensive Understanding Of Customers
Profound knowledge of customers is key to achieving core business goals. Marketing Cloud collects data from different sources and devices, creating a unified vision of client experiences throughout their journey. This, in turn, lets you understand what type of content resonates with your customers, and what marketing actions garner the most engagement.
Personalized Customer Experience
The journey builder feature helps marketers remodel their campaigns based on web personalization and customer preferences. This can then be applied throughout multiple marketing channels.
Marketers in the life sciences field will be able to design support programs at scale, create personalized patient, doctor, or researcher experiences, and track performance with built-in analytics.
Customization With Artificial Intelligence
By using the analytics builder, you’ll be able to use Einstein AI. Track who visits your website, your email marketing campaigns’ reach, how your social media profiles engage with followers, and much more.
This feature also enables tailored communication with customers based on their relationship with the company.
All-in-one Marketing And Sales Technology
The Salesforce marketing platform is a one-stop solution for all-things-digital, generating attention and awareness during the whole process. It encourages collaboration and feedback, and closes the gap between marketing, commerce and sales teams.
What Is Salesforce Einstein Analytics And How To Use It With The Marketing Cloud
Salesforce Einstein Analytics is a cloud-based analytics tool that helps marketers explore large and complex datasets quickly and easily. When used together with the Marketing Cloud, it enables companies to make expert decisions. How? Based on hard facts and predictions, Einstein Analytics creates dynamic visuals and custom dashboards, and drills into data like no other. And when used with the Marketing Cloud, it allows you to measure the customer relationship journey and determine how these changes impact your overall strategy.
With Analytics, you can bring in data from the Marketing Cloud, the customer data platform, or any third-party data source. As a result, you get a complete picture of what is happening throughout your marketing strategy.
Still not sure about what the role of Einstein Analytics is?
To make it simple, Einstein Analytics helps companies achieve higher ROI on marketing investments by understanding what drives successful conversions and brand awareness.
Analytics also ensures that your audience encounters a greater number of targeted, personalized ads speaking to their specific needs and interests. No more mass communications that tend to be wildly ignored.
By Using Einstein Analytics You Can
- Explore data updates quickly and effortlessly
- Create reports and dashboards
- Automate actions with pre-built apps
- Have an interactive view of your analysis
- Create actionable insights
- Build predictive analytics with Einstein Discovery
- Have business visualization data on a single screen
- Have the option to install 3rd party apps from the app store
- Discoverable insights from your phone
- Get any data from any source
- Spotting opportunities
Wrapping Up
Just as changes in tech affect our daily lives, they also impact marketing and sales as a whole. With everything from AI software to mobile devices and predictive analytics, marketing tools and techniques are becoming more and more sophisticated. So it’s not surprising that new apps and platforms are being released regularly to help marketers stay on top of their game.
Not every technology is relevant. Not every platform provides the functionality you need.
If you want to choose a few that really make a difference in how you interact with your customers, you cannot go wrong using Salesforce’s Marketing Cloud and Einstein Analytics.
Once you know what Salesforce Marketing Cloud is, and decide to implement it in your organization, you’ll be one step ahead of your competitors!
Join and meet your customers’ expectations with personalized, timely, and relevant interactions. Improve your marketing strategy with predictive insights and productivity-boosting functions. Use machine learning to process vast quantities of data, automating most processes over time. Such a win for your company!
At Sciencia Consulting, we modernize your marketing department using a scientific approach and integrating innovative digital technologies and methods custom built for your organization and customer. Get in touch today to find out more, and get a free quote for your business.
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