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How Can Generative AI Help Marketers

How Can Generative AI Help Marketers?

/ , , , / AI

Generative AI has been raising a decent amount of hype lately but with this buzz, there are also many things that need to be clarified on how it can help marketers. As customer expectations rise and personalization becomes an expectation, marketers use Generative AI to maintain customer loyalty and gain insights in a post-cookie world.

How Can Generative AI Help Marketers

AI can help marketers, commerce teams, salespeople, and many more make informed decisions. This scratches the surface of how brands can use AI in marketing for becoming more efficient and productive. When it comes to marketing, the integration of AI has been transformative as well. 

Despite the impressive potential of AI, creativity, and empathy stay important elements of marketing. Modern marketers face the challenge of not just making the most out of the capabilities of AI but also doing that in a way that preserves the critical human aspect of marketing strategies. 

All in all, generative AI can help marketers significantly. In this blog, we will see all the ways in which that is possible. 

What Does Generative AI Look Like For Marketers?

Generative AI can help with creating marketing materials or offering quick solutions to customer reactions and customer experience is just the beginning of what businesses can do with the technology. The combination of generative AI with an intuitive customer data platform can enable companies with the tools required for taking action on real-time insights. It can help in delivering personalization at scale including product recommendations customized to individual customers based on browsing and purchase history. 

Customers also expect brands to use their data for offering relevant services. Most customers expect companies instantly to reach with up-to-date information when it comes to transferring across departments. Generative AI can help customers by giving agents suggested responses created right at the moment on the basis of real-time data. 

Related Read: Automation of Marketing Activities Using Zoho Apps

Ways In Which Generative AI Helps Marketers 

1. Personalization

The customers of today expect personalization at each step and mostly they prefer to stay loyal if the company offers them a more customized experience. The combination of Generative AI with CRM data gives marketers the ability to create the kinds of digital experiences that can really help customers. 

In addition, this results in efficient marketing journeys that can be more tailored to the audience across content creation, design, and targeting. 

2. Third-Party Cookie Replacement

Third-party cookie deprecation and easy access to high-quality data that is well structured and useful. This is a growing challenge for marketing organizations. Most business leaders cite a lack of understanding of data because it is complex and not accessible enough. 

With data becoming more and more difficult to collect, store, and analyze, marketers can now turn to AI tools for analyzing the data that they do have and for making the right decisions. AI can help markets process existing and limited first-party data so that rich insights can be provided.

The fact of the matter is that trusted first-party data is important for Generative AI to work well. Most marketers play an important role in the Generative AI success and also claim that human oversight is important for ensuring that a brand’s voice is always authentic.

3. Focusing On Customers

The shift in focus and conversation around Generative AI is important. You can eliminate all confusion and delays in analyzing data as generative AI takes the problems out of content creation. The technology is capable of creating product descriptions that are accurate, compelling, and even optimized for search engines.

Generative AI is also capable of handling low-level tasks as marketers are able to focus on strategic campaigns, and creative campaigns, and also create more connections with customers. As a matter of fact, Generative AI can completely change how marketing departments function while allowing teams to place more focus on customers. 

4. Time and Budget Efficiency

One of the benefits of using Generative AI marketing is increased time and budget efficiency. The overall time devoted to composing marketing materials can be reduced by producing extensive replies within seconds which is quicker than what any human beings can manage.

Unlike most search engines, using Generative AI can evaluate online information to present a concise summary. With marketing automation and automated content creation, generative AI can eliminate any need for manual work while freeing up time for marketers and reducing the budget needed. 

By eliminating human errors and streamlining processes, Generative AI can also help marketers to reduce the amount of time and budget required for some control tasks. 

5. Improved Innovation

Generative AI offers a powerful tool for businesses when it comes to generating innovative and inspirational campaigns. It can help in staying ahead of the curve and also achieve marketing goals by encouraging marketers to explore more ideas by generating creative concepts that may not be obvious by using traditional methods.

You can assist in generating marketing concepts by drawing inspiration from the previous experiences of others with tools such as ChatGPT covering most online databases. It helps businesses to find customer insights which can be used to create marketing campaigns that are relevant.

Ways In Which Generative AI Helps Marketers

6. Image and Video Creation

Generative AI can help in automating image creation with deep learning algorithms and generative adversarial networks. Image creation with the tools can be helpful for marketing in many significant ways. 

It helps in creating realistic images of products for use in online stores, social media platforms and different marketing collaterals. It also helps in developing visual branding of materials such as logos and advertising that is engaging and visually appealing. 

In addition, Generative AI video tools can also be useful for creating high-quality marketing videos and product demo videos that further help in increasing brand awareness and facilitating conversions. 

7. Marketing Automation

Generative AI helps in analyzing large amounts of data and also helps in identifying customer behaviour patterns for helping businesses find SEO-friendly, relevant, and high-performing keywords for digital marketing campaigns. 

It helps in building SEO content and discovering content topics, conducting keyword research, finding useful content titles, grouping search intent, and creating content structure.

8. Customer Services

The entire customer service process can be automated with the use of AI as conversational AI models have proven that they can effectively understand customer questions and respond to them quickly. 

Generative AI is also automating customer service tasks through chatbots and messaging apps that can provide service channels 24/7. Email automation provides quick responses to common customer questions and requests. 

Self-service portals that have also embedded Generative AI capabilities can offer personalized recommendations and solutions to customers based on their history. They offer multilingual support and localization while catering to a large cross-section of society. 

9. Cookieless Future

Cookieless marketing is the future as more and more platforms such as Safari, Google Chrome, Firefox, and Apple are all removing third-party cookies. Marketing professionals may also feel that new limitations can remove the performance of targeted ads but Generative AI can help in this case also.

Generative AI helps significantly with code generation based on natural language input. The common benefits include saving software developers and programmers from laborious tasks such as code optimization, code completion, and bug detection that may otherwise require human intervention.

10. Sentiment Analysis

Generative AI helps in sentiment analysis by creating synthetic text data that can be labelled with different sentiments including positive, negative, or neutral. The synthetic data also helps in training deep learning models for analyzing real-world text data for the sentiment. 

In addition, Generative AI can also help in creating text that is designed to convey a specific sentiment including positive and negative social media posts that can shape public opinion for marketing campaigns. This method can also address the problem of data imbalance in sentiment analysis of user opinions in fields such as customer service. 

Generative AI and Human Expertise For Marketing

The future of marketing is all set to be influenced by Generative AI. With a wide capacity for analyzing huge amounts of data, creating engaging content, offering personalized user experiences, and streamlining repetitive tasks, the potential of AI for scale and efficiency is undeniable. 

With a growing reliance on AI, the human touch does not become entirely redundant. On the other hand, it becomes more important. As we have seen already, building trust, fostering strong connections, understanding contexts, and also ensuring ethical considerations are all human aspects that AI cannot replicate completely. 

Generative AI and Human Expertise For Marketing

AI may be a tool that generates content but it is the human marketer who guides the direction, provides creative insights, and also ensures the final output with the target audience. The balance between AI and human creativity and empathy is important for unlocking new levels of success in marketing. 

Some of the best practices for using Generative AI in marketing include using high-quality data, reviewing and refining content, updating AI models, considering ethical implications, and collaborating effortlessly. 

AI and Human Creativity Change Marketing

There is no doubt that the evolution of technology is making AI take on more roles across marketing while also fuelling more innovation and growth. To make sure that you can use the best of the capabilities of AI, you must first define your objectives and find the areas of a marketing strategy that you can possibly benefit from. 

AI and Human Creativity Change Marketing

You can also take some time to find Generative AI use cases that can improve the efficiency of your marketing programs. Finally, use quality data inputs as AI depends on them for generating important insights and precise predictions. Make sure that you begin with small projects and keep iterating as you learn more about using AI. 

The key to iterating is by starting small, iterating and improving. With this approach, you will be able to gain the most out of AI in marketing. 

Related Read: 6 Business Challenges Marketing Automation Helps In Solving

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A Detailed Guide to Marketing Automation | Encaptechno

A Detailed Guide to Marketing Automation

/ , , , , , , / Digital Marketing, Zoho Implementation

A Detailed Guide to Marketing Automation | Encaptechno

 

There are many methods for promoting a brand at the present time. However, marketing managers are always looking for workable methods that can make promotional efforts meaningful and efficient. To manage the lead generation process, the marketers must know the reason behind each action taken by visitors to a website.

From knowing which source is driving the visitors to a website to knowing what nurtures the marketing strategy, everything must be focused on. To make this simple, building relationships with prospects is important. Hence, most marketers are focusing on marketing automation.

In this blog, we will try to understand what marketing automation is and the features it brings in great length. So let’s begin.

What is Marketing Automation?


In simple language, marketing automation is the process of using software for automating repetitive marketing efforts. With the automation of repetitive and time-consuming manual tasks such as generating and segmenting leads, planning social media campaigns, sending emails and SMS, and qualifying leads, efficiency and personalization of user experiences can be ensured.

The goal of automating marketing services is to move your leads down the funnel and finally convert them. When used properly, the features of marketing automation lead to many positive results.

Why Marketing Automation?


Why Marketing Automation?
Running online marketing activities without dedicated and efficient software is still possible when the size of your company is still small. However, just as a company keeps growing and attracts more leads, the marketers need more channels for engaging with customers because managing interactions becomes difficult.

Capturing, nurturing, and qualifying a wide range of leads, running effective campaigns for customer segments, and different post-purchase marketing activities required to get automated. This marketing automation keeps the customer engagement consistent and meaningful. The Zoho marketing tools do just that when it comes to automating everything.

According to Marketo,  76% of organizations implementing marketing automation generate a return on investment within the first year itself. That’s not all. It is also said that over 44% see a return within just six months. The most important function of marketing automation platforms is to automate and streamline activities carried out by the sales and marketing teams.

One can plan and execute lead generation and nurturing plans to launch a wide range of digital ad campaigns from a central hub without hitting buttons such as, “send” or “launch” on each message, email, or ad. The businesses that use marketing automation can see a wide range of benefits across all of their important everyday operations.

An important increase in the number of qualified leads that reach the sales team, a higher conversion rate, and better productivity for sales and marketing teams are good ways in which marketing automation helps a business.

Steps Needed to Start Marketing Automation

 

Over many years, marketing automation was considered rather difficult to understand. However, the use of marketing automation platforms such as Zoho Marketing Automation changed almost everything. This tool comes with a lot of simplicity that is combined with an actionable plan. Businesses of any size can automate their marketing.

There are mostly six prominent ways in which marketing automation can be started. They are mentioned below.

1. Setting Goals


Setting Goals | Steps Needed to Start Marketing AutomationGoal setting offers a clear direction for a marketing strategy. Some goals such as building brand engagement or increasing thought leadership are good to have but they are unlikely to bring in desired results as they are generic. 

It is recommended for the marketing strategy goals to be precise, measurable, achievable, realistic, and timely. Each and every effort of the marketing strategy must have a goal. This will channel your energy towards getting tangible results. In fact, you will also start seeing the results of your efforts quickly.

2. Creating and Segmenting Leads


Creating and Segmenting Leads | Steps Needed to Start Marketing Automation
An important aspect of marketing automation is the generation of good quality leads. This is a step that makes you capture all the leads that show interest in your brand whether it is subscribing to a newsletter, engaging with social media, or signing up for webinars.

There is a wide range of promotional channels for driving traffic to your landing page. These channels make lead generation effective. When you have good quality leads in your hands, you can also segment them into groups with similar characteristics, needs, and interests who show similar purchase patterns.

When you really get to segmenting the leads, you will see that it increases your campaign open rates, customer satisfaction, and many more things. You will know what your leads are looking for and you can find it easy to engage with them suitably. For instance, you can form segments such as “Website Visitors Under the Age 25” or “Women Aged Under 18” to make the lead nurturing process efficient.

3. Website Optimization


Website Optimization | Steps Needed to Start Marketing Automation
We know the importance of a website. It is like a modern business card that tells almost everything about your business. The key to increasing your conversions is to attract visitors to your website first.

When you deploy the right set of keywords, focus on content marketing, and high-quality user experience, you can be assured that your website will be seen. Website tracking in the marketing automation platform ensures that you get the exact count of all the visitors.

Understand what the visitors on your website are focusing on. Tracking those elements on the web page and discovering more about them while also knowing why the users clicked on a call-to-action button, a specific location, the source, etc. You should also know the number of clicks, the visits, and more.

4. Targeted Marketing Campaigns


Targeted Marketing Campaigns | Steps Needed to Start Marketing Automation
Yet another important aspect of a business approach is to send targeted marketing messages to the leads at the right time using the right channel. This is the cornerstone of the lead nurturing process.

One of the best parts of a marketing automation campaign is that you can customise your leads as per their requirement and set up automated workflow or scheduled posts. Do not forget to include things such as emails, SMS, social, push notifications, and ad campaigns. Make sure that you are easily found where your audience is.

5. Scoring and Qualifying the Leads


Different attributes can be used for scoring more leads. You can move your leads through the funnel by adding numerical points based on important information that has been submitted.

The reaction of leads to the marketing campaigns, click-through rates, and how the leads are engaging with a brand shows a lot. This makes it easy for the marketing and sales team to respond appropriately while figuring out who is interested in buying your product and who is looking around generally.

6. Measuring Overall Performance


You can measure and contextualise the marketing activities that help you reach your target market. Getting a clear understanding of conversion rates, revenue growth, marketing returns, and other key performance indicators help immensely.

The marketing goals help in empowering you to improve your marketing strategies while optimising the returns. Choosing the key performance indicators helps in measuring progress quickly and accurately.

Features of Marketing Automation


Zoho Marketing automation platform helps in attracting website visitors, tuning anonymous visitors into leads, and converting leads into customers. The features that it offers bring marketing and sales operations closer. They are mentioned below.

1. Lead Management


These days, it is important to get leads to notice your brand and offer them the best experience well before the competitors can do it. Lead management helps in attracting leads, nurturing them, evaluating their sales-readiness, and handing over the best ones to the sales team.

From lead generation to understanding the online behaviour of these leads and evaluating them for sales, Zoho marketing automation helps in everything. It helps in managing the entire lead cycle. You can effectively engage, empower, and earn your customers using the marketing automation features of Zoho.

2. Lead Generation


Lead Generation | Features of Marketing Automation
You can get more leads by adding sign up forms and smart pop ups on the landing pages. Moreover, you can also bring leads by syncing the CRM leads or other apps. The benefit of automating marketing activities is that no opportunity for generating new leads is ever lost.

Business success depends entirely on the leads and one’s ability to get the audience excited about a brand. Leads can be attracted from many sources and with unique requirements. Your focus must be on creating a good relationship with the leads.

3. Behavioural Targeting


You must understand the online behaviour of your leads so that you can use important information for customising messages. Create profiles for all visitors on the basis of their browsing behaviour so that you can give them just what they are looking for.

There are two primary types of behavioural marketing.

  • Website Behavioural Marketing: Make sure that a visitor is interacting with the website in terms of page visits and link clicks. You can start by defining a goal for the visitor, group the visitors based on their actions, and create a personalised experience.
  • In-app Usage Targeting: Marketing automation allows you to see how the users are interacting with a product while getting an idea about the features that interest them the most. You can send tailor-made content for improving the user experience.

4. Multi-Channel Marketing: Marketing automation


allows you to drive brand awareness by forming a connection with the audience on the platforms they use. You can plan your marketing activities across many mediums, allocate a budget, and realise your ROI.

It is important to understand that leads are almost everywhere. Using the Zoho Marketing automation, you can easily reach out to the leads from various channels while giving them the freedom to choose how the leads wish to connect. In addition, all the lead data is stored in one place so it is easy to follow up any time and any way.

5. Engagement Marketing


Relevance is important to ensure good customer engagement. Hence, one must focus on building engagement programs that help in fostering strong customer relationships.

  • Journey Builder: It is possible to see and map the user experience with the brand’s products and services. You can create a personalised journey for each lead and customer to see how they have progressed at every step.
  • Autoresponders: Zoho marketing automation allows you to send an automated series to new leads or run promotional campaigns based on lead interactions with the previous emails.
  • Workflows: You can create flows to get your leads into the right email series. After this, you can also engage them with useful content.

6. Analytics


Analytics | Features of Marketing Automation
Finally, Zoho marketing automation also helps you to get in-depth reports on lead growth, campaign performance, and revenue generation. You can effectively measure all the marketing goals with the power of precise analytics.

Graphs, reports, and customer journey traces enable you to use everything that a marketer needs for making smart and sound decisions. Moreover, they also allow you to visualise the performance of the marketing funnel from analysing the acquisition to studying the conversions.

Some ways in which analytics works in Zoho marketing automation are mentioned below:

  • Lead Insights: The lead insights allow you to see how many leads you have gained over a period while evaluating the effectiveness of the lead generation activities.
  • Lead Attribution Reports: You can also know which sources you are getting the leads from so that it becomes easy to focus on targeted promotions.
  • List Reports: You can compare your mailing lists to see which list is active and which one has the most engagement with the promotions.
  • Campaign Reports: Zoho marketing automation also allows you to see which campaigns have the most opens and clicks including the kind of content that works with your audience by comparing different campaigns.

Conclusion

Marketing automation is a modern solution for simplifying the marketing process for a team while also giving the leads a unique user experience and constant engagement. When a brand focuses on delighting the prospects with service and meeting needs instantly, getting conversions and increasing the revenue becomes simple.

The various marketing automation tools help in capturing leads with information, reaching out to them through channels, and tracking the progress with the sales funnel. Encaptechno is experienced in working as a Zoho partner for many businesses with a record of helping them grow. Get in touch to get support in implementing marketing automation, today.

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Zoho MarketingHub-Marketing Automation Software-Encaptechno

Zoho MarketingHub: A Complete Marketing Automation Software

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Zoho MarketingHub is comprehensive marketing automation software that enables marketers to successfully monitor marketing activities across all channels. It is possible to generate more leads and convert them into customers while retaining them for a long time with the functionalities of this software.

Zoho MarketingHub-Marketing Automation Software-Encaptechno

Besides automating services, the Zoho MarketingHub also monitors the CRM data for various patterns and trends. It is possible to keep track of dozens of performance indicators; MarketingHub can proactively alert a person to potential opportunities or problems.

Generating More Leads with Zoho MarketingHub:

Generating More Leads with Zoho MarketingHub

A majority of the value in the automation processes is derived from reducing opportunity costs. This cost for any unfamiliar person is the way to lose an opportunity by focusing on something that doesn’t require attention in particular. The opportunity cost of the paperwork can be extraordinarily high because it is mostly menial and requires very little expertise. This makes it almost perfect for computers to accomplish because they are bad at contemplating things but exceptional at executing defined processes.

When the leads are nurtured and qualified, Zoho MarketingHub enables the sales team to focus on the things that can be used to close deals. This reduces the opportunity cost of any paperwork and other distracting but important tasks that help the marketing team to stay focused.

MarketingHub can also assist in generating more leads with an integrated sign up form and marked opportunities. With the help of detailed tracking, one can get a clear picture of when and why do the visitors leave a website. Knowing this can help in determining the best way to get valid numbers that match and fulfill the business goals.

The sign-up forms can tie in almost directly with the Zoho CRM while feeding the leads directly to a database. Once further automation is available in the database, the results improve significantly. The best thing is that the cost is generated based on the number of leads generated by the MarketingHub because as those leads get generated, the cost scales in proportion to the returns generated.

Predicting Campaign Effectiveness:

MarketingHub keeps track of the marketing efforts significantly. It is possible to get measurable estimates of the return on investment of multiple marketing campaigns. The value and depth of the analysis differ in direct proportion to the quality of the information provided.

For all the users who are deeply plugged into Zoho’s systems, the marketing automation system can produce extremely valuable results. Providing absolute and useful tools for understanding the effectiveness of new campaigns based on the effectiveness of the previous campaigns.

For the small businesses that mostly rely on web advertising, this way of prediction can become extremely useful. Although tools like Google AdWords provide a lot of data to the end-users, the data can become difficult to process and understand. Particularly, the relative importance of some statistics is not well explained by the interface. Rather, users are given an opportunity to do their independent research. This leads to learning what is necessary to accomplish marketing goals.

Zoho MarketingHub also helps in making better sense of the data that is provided by AdWords by producing an easily understandable prediction of success. It utilizes conversion estimates for the keyword-based ads to quickly assess whether or not the conversions of a particular ad make it worth your while financially.

With an advantage of predictions in Zoho MarketingHub, it is possible to make much better decisions and assessments. Applying the marketing budget to the more effective and trustworthy ads while avoiding the weight that often marks the performance of otherwise successful advertising campaigns and marketing strategies.

With the help of Zoho MarketingHub’s built-in support for multichannel marketing, you can reach the clients through email, SMS marketing channels, and social media, all executed and managed entirely from the MarketingHub interface.

Tracking User Journey:

Tracking User Journey

Besides analyzing the marketing plans and automating the common marketing tasks, the MarketingHub also offers a suite of highly powerful and effective analytics tools. Some of the website analytics through user behavior tracking gives detailed insights into user behavior. The MarketingHub also suggests touchpoints that help the users complete their purchase.

For expanding the range of typical marketing analytics platforms, the Zoho MarketingHub takes a particular view through what is called Journeys. This allows for creating a special engagement plan for every lead and also has marketing materials that appeal to specific needs.

Going about this process is manual but exhausting. Fortunately, Journeys are automated based on the unique combination of some attributes in every lead. Based on attributes such as lead source, lead status, and job titles, Journeys can automatically be executed into a multi-channel marketing plan that gives leads for every reason to choose you. You can simply set up a plan for various lead attributes and the Zoho MarketingHub can execute the specified plan for that lead.

With the help of Zoho MarketingHub, it is possible to get marketing automation that works easily. Almost anyone can use it and anyone can set it up. The MarketingHub is a perfect tool to go beyond the basic manual marketing process to an entirely full-fledged marketing automation toolkit.

Custom Email Campaigns Based On Interest:

It is possible to use the behavioral data gathered by the Zoho MarketingHub and send it to extremely targeted email campaigns based on the products or services that the leads are most interested in. Once the leads receive this information, it is even more possible to give them lead scores dependent on how the interaction goes on with the content.

You can tell if the users skimmed the content or really went through it. Furthermore, it is also possible to choose to send the leads that score the highest to your sales team automatically. This ensures that the team does not waste any time reaching out to any lead that is not qualified.

Tailoring the Customer Journey:

You can use Zoho’s Marketing Hub data for modifying the website itself so that the leads can be easily converted quickly and easily. Additionally, it is possible to modify the customer journey not just by the product or service interest, but also by the user persona.

This is something that makes your potential customers much more satisfied with the content and your company on the whole even though they might not know why. When you will look at a list of your customers, you will be really seeing a list of people who trust you entirely. If you think that you have a brand with products and services that pairs well with the ones that your customers have consumed already then you can use Zoho MarketingHub.

The tool provides data that can be used to make decisions about sending more email campaigns, promotions, customer surveys for helping to sell much more and easily.

Marketing Through Multi Channels:

Marketing Through Multi Channels

With the help of Zoho MarketingHub, it becomes easy to market with a wide range of marketing channels. Some of the channels that can be used are:

  • It is possible to engage the subscribers by sending them some emails, track their responses, and follow up with them accordingly.
  • It is also possible to identify, analyze, and refine the touch points all through a customer’s journey and make much better business decisions.
  • You can share promotional campaigns on various social media channels for increasing the brand reach and also measure the campaign reach. It also helps to integrate all the required tools for performing multi-channel marketing.
  • Zoho MarketingHub integrates with different SMS players and can be used to send relevant and personalized text messages to various audiences.

Implementation of Zoho MarketingHub:

Implementation of Zoho MarketingHub

The entire process of implementing the Zoho MarketingHub with the help of expert Zoho consultants will enable you to discover almost anything that the marketing automation by Zoho can offer. To being with, the Zoho MarketingHub makes it simple for everyone to engage with and convert the leads to customers.

Lead management with the help of Zoho MarketingHub allows marketers to design the signup forms for blogs, channels, and websites. Starting the conversions with the pop-ups and on spot, forms help in educating the leads on the brand and further enhances the chances of meetings and conversions.

It is also possible to gather the audience for the informative messages for the follow-ups through a webinar conducted with the help of Zoho MarketingHub. All these tools are designed and made to improve the lead generation process. The leads generated from these sessions and conversions can be synced with the Zoho CRM to facilitate comfortable communication at all times.

Conclusion:

Zoho MarketingHub is essentially Zoho’s answer to some of the big marketing automation giants such as HubSpot. It comes with all the features that make the process of marketing simple and efficient. Other than tracking the click paths and seeing how to convert the web traffic, it is also possible to send email campaigns and launch social posts directly from the application.

Basically, you can get just what you put into it when it comes to the Zoho MarketingHub. Hence, as long as you connect the tool to the website while enabling the important data to flow in, the reports become simple to understand.  In case they are not, you can get in touch with the team of Encaptechno and get some expert assistance. We will ensure that you get the maximum benefit out of Zoho MarketingHub.

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Leverage your Marketing with Salesforce Marketing Cloud

Leverage Marketing With Salesforce Marketing Cloud

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Leverage your Marketing with Salesforce Marketing Cloud

What do you think are some of the significant requisites needed for doing a successful business? Monetary assets are most definitely important, but a business is not just about selling products or services. The success of a business depends a lot on the kind of relationships you have with your clients. Customer relationship management or CRM is the fundamental on which the success of a business depends and good CRM is directly linked with marketing.

Naturally, having good CRM for your business is liked by having the best tools as well. This is right where the Salesforce marketing cloud comes into the picture as it is a tool that is designed to boost the overall business activities.

With its technologically advanced features, the Salesforce marketing cloud enables a client in having a better understanding of customers, which then helps in increasing the profits. In this blog, we will do an in-depth discussion on the Salesforce marketing cloud and the benefits that it brings.

Besides helping you gain a better understanding of this tool, this blog will also help you leverage your marketing with a Salesforce marketing cloud. So let’s begin:

What is Salesforce Marketing Cloud?

What is Salesforce Marketing Cloud

Salesforce marketing cloud is a marketing automation software, which enables businesses to enhance their efficiency of marketing activities. According to a study, Salesforce implementation leads to a 27% increase in the lead volumes, a 30% increase in the lead conversion, and over 25% increase in the marketing ROI.

If we have to summarize what Salesforce does, we can say that brings companies and their customers together. It has an integrated platform that helps in managing sales, commerce, and services at one point in time. The marketing cloud is a product offered by Salesforce that helps in delivering relevant and personalized journeys to your target audience across all the right channels and devices.

With the assistance of Salesforce implementation partners, marketers are able to deliver the right messages at the right time and to the right users, which ultimately helps in building better client relationships. Within Marketing Cloud, users can take benefits of integrated solutions such as email studio, mobile studio, social studio, web personalization, advertising, content management and creation, data analysis, customer journey management, etc.

All these integrations work together and help in achieving primary objectives, work for new goals, and have a clear visualization of the journey of a customer. With the Salesforce marketing cloud, every possible customer engagement and interaction gets covered.

 

Now that we have a basic understanding of Salesforce, let us understand the steps to leverage your marketing with the Salesforce marketing cloud.

1. Appropriate communication to customers: A CRM solution such as that of the Salesforce marketing cloud can offer a much needed and precise customer-centric view of businesses. All, more importantly, it can also provide a comprehensive view of every customer. This begins with data because data can be pulled from numerous sources or spread over multiple platforms that can eventually be tied to prospects, leads, and customers.

With the help of SFMC’s powerful data management platform called Audience Studio, the marketers and leaders can record, store, and unify the data to gain in-depth insight into the target audience. This is something that ends up empowering the marketers to collaborate and engage with customers that they prefer and at the right time.

Most importantly, they can do this on a large scale and over a long period of time that leads to customer loyalty and creates meaningful relationships over the long term. In essence, the marketing cloud helps in giving the right communications at the right time and to the right fans all at a scale, which further helps in achieving a better return on marketing investment.

2. Cross-functional marketing: In the present dynamic business landscape, it is important to engage in cross-functional and cross channel marketing. Salesforce marketing cloud is a tool that enables organizations to create extremely targeted and functional marketing campaigns by connecting the dots over important touchpoints such as emails, mobile, the web, direct mail, sales, commerce, advertising, and services.

Marketers can also make dynamic adjustments to their campaigns based on the present and predicted behavior of the customers, their interests, attributes, and what resonates best with them while increasing customer satisfaction and engagement. For the organizations that are looking forward to creating personalized and targeted mail, SFMC’s Email Studio provides an extensive set of functionalities that are not available in any other CRM solution.

On the other hand, larger organizations that have an advertising budget, Advertising Studio provide an ability to integrate personalized advertising across search, social media, and display into the marketing strategy. This does not only help in making important content available to customers on their preferred device or channel but also helps in increasing marketing ROI for organizations.

3. Predictive analysis: An important tool that shapes the customer experience is called predictive analysis. Salesforce marketing cloud assesses the behavioral history of a customer for predicting future actions in the right way. Everything that a customer has done in the past informs the steps that they will be taking next, such as unsubscribe, share with a friend or buy.

The marketing cloud helps in delivering a customized journey based on that particular knowledge. In case, a customer always purchases items on a sale then they will always receive notifications about the latest upcoming or ongoing sale.

Marketers can drive the customer experience according to all their preferences and thus, enjoy an enhanced response rate that ultimately makes the brand successful.

4. Reaching a new audience with Data Studio: With the help of Salesforce implementation partners, organizations can get access to Data Studio. This is a tool that acts as a data-sharing solution and creates a safe environment for data owners and purchasers to connect directly and exchange information.

Fundamentally, Data Studio is considered as a marketplace of second-party data. This also means that marketers have a great opportunity to explore new audiences and include them in marketing activities.

A fashion wear retailer could purchase an entire database of subscribers to an online workout resource and launch a campaign providing them fashion wear.

5. Building social media presence: Social Studio tool in the Salesforce Marketing Cloud enables companies to effectively build a good social media presence. This is how the Social Studio is helpful to companies:

  • Marketers can develop corporate profiles, create user-oriented content, promote marketing campaigns, and communicate with the audience. Meanwhile, the marketing managers can keep an eye on the big picture and evaluate if a company’s effort in social media pays off or not.
  • A sales team might also start nurturing prospects by tracking the posts with an information request and a purchase intention.
  • Additionally, the service agents may also follow the same logic, once they see a complaint or negative feedback on social media because this allows them to contact a customer and set an issue.

6. Integrating personalized advertising into marketing strategy: In case you are going to invest in advertising then the Advertising Studio will most likely be increasing your ROI. With the help of leveraging the customer data stored in Salesforce, the marketers can advertise relevant content to customers in Google Search and on other social media platforms such as Facebook, Twitter, LinkedIn, Instagram, etc.

For instance, in Advertising Studio, a person can create upsell ads that can be customized to the purchase history of customers. As a result of this, customers are more than likely to click and move on to shopping while helping in materializing the aim of marketers.

7. Security: The Salesforce platforms offer trust and protection against any misuse of data. With the correct analysis of data, one can protect a business from any kind of potential harm. Additionally, this also helps in the encryption of data between a company and a customer.

Furthermore, Salesforce is all about having a safe platform through which you can use and protect your customers from any kind of unfair circumstances. Additionally, the better the security, the more accustomed will be the business and will offer more benefits in the long run.

Therefore, security is one of the most important roles that must be counted in the customer and company management and you can get it at its best with the Salesforce implementation.

8. Personalized and automated marketing: With the help of Salesforce marketing cloud’s full suite of marketing automation tools like Pardot, organizations can increase their flow of prospects and high-quality leads by boosting the overall conversions and strengthening the customer relationships.

Even better than this, organizations can also automate the complete process so they can have more opportunities for developing a deeper understanding of their customer needs, maximize their marketing investments and get more investments for their money invested in the marketing processes.

With the automation of common marketing and sales tasks, the organizations can focus on all that really matters. From creating personalized and engaging customer experiences at almost every touchpoint to improving the buyer journey and enhancing the overall revenue, that is what matters the most and that is what Salesforce marketing cloud does.

9. Innovation: Anytime when you are not worried about sales and have plenty of time to engage with the customers, it is only then that innovation is possible. For this reason, the marketing automation brought about with the assistance of Salesforce implementation partners is important.

With the use of Salesforce, customers can have innovative ideas and implement them straight away for understanding the optimal returns expected on ideas. It is commonly said that innovation can be born at almost any place in the hierarchy.

When you keep this in mind, this platform gives many opportunities at different levels to many users. When the users are presented with innovation, it ends up benefitting the overall community and business remarkably.

10. Competitive edge: With the Salesforce marketing cloud, organizations are no longer dependent on the traditional channels or legacy systems for meeting the client expectations and staying ahead of their competition. In fact, they can easily develop one on one relationships based on the interactions that are both personalized and intelligent.

Basically, marketers can get a bird’s eye view of how every marketing campaign is doing by using the power of AI and take important data-driven actions for enhancing client expectations. The Interaction Studio of Salesforce allows in capturing every customer interaction across all touchpoints in real-time and making accurate decisions while increasing conversions, boosting lifetime value, and creating brand advocates.

Irrespective of whether the customer is B2B or B2C, SFMC offers a comprehensive platform that allows the firms to address the changing needs before the competitors which is an important factor to survive and thrive in the present business landscape.

Conclusion:

In sum, we can say that Salesforce is not only about buying or selling, but it is about spreading happiness with the help of connectivity. Salesforce tools are like assets that work behind the scenes and play a big role in making marketing all the more purposeful.

You can leverage your marketing with the assistance of Salesforce implementation partners like Encaptechno. We come with years of experience in offering the best Salesforce services.

Contact Encaptechno Salesforce

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