Salesforce Marketing Cloud never stops optimising their platforms to provide the best service to their customers — just like us at AFDigital — and we are pumped to share with you the latest upgrades to Marketing Cloud.
This time, we tapped AFDigital’s Marketing Cloud Practice Director, Paul Cheing, to share his thoughts on the Salesforce Marketing Cloud June 2021 release.
In his 15 years of collaborating with Australia’s biggest brands, Paul has seen the way customers constantly evolve into being more connected than ever. His role at AFDigital allows him to provide omnichannel industry-tailored marketing solutions for businesses.
Recently accepted into Salesforce’s official Marketing Champions program (more details about this awesome news soon!), Paul continues to heighten his expertise in Salesforce Marketing Cloud to ensure he offers only the best advice and solutions for his clients.
Let’s take a look at his thoughts on what Marketing Cloud has to offer this June!
Salesforce CDP Enhancements
Salesforce has reimagined the Salesforce CDP (formerly Customer 360 Audiences), allowing you to get a 360-degree view of your customer and bring your personalisation to new heights.
With Salesforce CDP, you can connect and unify customer data across different systems, power the connected and personalised marketing experiences your customers expect in the digital age, and analyze cross-channel engagement behaviour. This means that you can now really have that Single View of your customers no matter where they are interacting with your brand.
Here are a few of what you can do with Salesforce CDP after this update:
- Use Interaction Studio Behavioral Data
- Get faster and real-time data updates when there’s a system update
- Make Better Content Decisions with More Powerful Filters
- Activate to Interaction Studio to Drive Personalisation
- Load Data from Salesforce CDP into Datorama
- Ingest data from Einstein Management
- Create data streams using data from your mobile apps and websites
- Connect your CommerceCloud instance
And that’s not the end of it — Salesforce CDP has more enhancements in-store that enable users to harness customer data and deliver AI-driven, cross-channel insights about customers.
Datorama Reports for Marketing Cloud — Advanced
Datorama Reports, Salesforce’s analytics and reporting tool for Marketing Cloud Email, Mobile, and Journey Builder, have been available for Marketing Cloud — but this June 2021 upgrade called Datorama Reports Advanced ups the game.
Now, you can showcase your data in the best way for your business with the new marketer-friendly dashboarding tools! You can customise your dashboards and enrich your messaging and journey data with custom KPIs and data extracts. Datorama Reports Advanced is a great way to personalise your customer experience even further and enable you to act on your data more quickly and effectively. The best part is it’s very user friendly.
Datorama Connector with Salesforce CDP
Salesforce is always about the 360-degree view of the customer, so unifying your customer data is a top priority. With the Datorama Connector for Salesforce CDP, you can now load your data from Salesforce CDP into Datorama with the Salesforce CDP API connector and app.
Turning data into insights and optimisations has never been easier. Not only can you automatically ingest demographic, engagement, and conversion data, but you can also act on this data straight away with Datorama’s out-of-the-box visuals and insights (the clicks, not code approach is a major plus!).
Einstein for Marketing Enhancements
Having considered every customer’s uniqueness and preferences, Einstein is a genius for increasing engagement rates on your communications using the best send times and subject line for each customer.
Einstein Send Time Optimisation for Pardot
Einstein STO is now available in Pardot, Salesforce’s B2B Marketing Automation solution! You can send list emails to individual prospects at their preferred times using Einstein’s machine learning skills to select the ideal send time for each email and prospect (available for use with Pardot’s new email send experience only).
After enabling this feature, Einstein needs some time to train himself with your data, so allow 72 hours before your marketing users can select the Einstein Optimized sending option when they’re ready to send an email.
Einstein Copy Insights Performance Tester
An email’s subject line is just as important as its send time, and Einstein also has new enhancements for that. Einstein’s AI capabilities can help you better understand how your subject lines are likely to perform and how you can improve them with the new ECI Performance Tester.
This tester will analyse a range of possible open rates based on your historical sends and the most likely open rate based on local and global historical open rates. With this new feature, you can equip your team with valuable insights on vocabulary and tone that work well with your customers and ultimately create more effective subject lines with higher open rates.
Pardot: Accounts as Campaign Members
Sales teams on Pardot can now boost their campaign engagement by associating Account records to a campaign (not just Contacts and Leads!), largely increasing prospecting efficiency. This means you can directly target Accounts with campaigns, even without Contacts for the Account!
Not only that — you can also create standard and custom reports to track their engagement using the new direct relationship between Accounts and Campaigns.
Advertising Studio Enhancements
Advertising Integration with Snapchat
You can now reach your target audience via Snapchat! ? This latest upgrade enables marketers to use their first-party data stored in Salesforce to create targeted, personalised advertising audiences for Snapchat. The easy integration gives you one more marketing channel to find lookalike audiences, re-engage inactive customers, and improve your overall customer experience. Finally!
Audience Insights for the Advertising Studio App
Audience Insights is now available on Advertising Studio to unify your customer advertising data and insights even more. This update lets you connect and harmonise your first-party audience data with performance across your activation channels.
With Audience Insights on Advertising Studio, you can see which audience activations have the most impact on your KPIs over time so that you can optimise your advertising strategies accordingly with a single, cross-channel view.
Who doesn’t want more insights in Marketing Cloud!
Finally, some of my favourites (they might be small but have a big impact), starting with CloudPages Smart Capture Supports Upsert — yes, you can now update existing data in a data extension with a primary key. The other is Email Studio Optional Features for Compliance, where you no longer need to contact support to remove the Profile Link Check and Physical Address Check. If you used to call support to have these options disabled, you’d love this enhancement as it lets you set up the options on your own. Just remember to adhere to the Spam Act.
Salesforce Marketing Cloud June 2021 Release is packed with new features that aim to create redefined customer experiences. Read the full June 2021 release notes for more details on the latest Marketing Cloud enhancements.
If you need help understanding the impact of Salesforce Marketing Cloud on your marketing efforts, talk to us — we would love to hear from you!