Salesforce Marketing Cloud is a cloud-based digital marketing platform that provides digital marketing automation and analytics software and services. It was founded in 2000 under the name ExactTarget and was renamed Salesforce Marketing Cloud in 2014 after its acquisition by Salesforce. The platform is a set of software as a service (SaaS) products with different types of functionality and additional add-on features provided by Salesforce and other vendors via the Salesforce AppExchange to further increase their capabilities.
Salesforce Marketing Cloud offers a connected suite of tools, natively built on the #1 CRM, for unifying and activating first-party customer data, managing and automating marketing campaigns across various channels, including email, ads, mobile, and web, delivering real-time personalization, connecting lead generation and account-based marketing (ABM), and automating performance and spend insights to maximize efficient growth. It helps make every moment count to drive customer loyalty and more effective marketing outcomes.
The software is sold primarily on a multi-year subscription basis, and the price of the subscription is based on what features are enabled, the number of users, and level of customer service. Salesforce Marketing Cloud develops marketing automation and analytics software for email, mobile, social, and online marketing. It also offers consulting and implementation services.
Salesforce Marketing Cloud is comprised of five main capability areas for marketers:
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Journey Builder: Helps marketers tailor campaigns to customers behavior and needs, demographics, and communication channel preferences.
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Email Studio: Allows businesses to create, automate, and personalize marketing campaigns using email.
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Mobile Studio: Enables businesses to create and manage mobile campaigns.
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Social Studio: Helps businesses manage and optimize their social media marketing efforts.
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Advertising Studio: Allows businesses to manage and optimize their advertising campaigns across various channels.
Salesforce Marketing Cloud also incorporates integrated solutions for customer journey management, web personalization, content creation, content management, and data analysis.
In summary, Salesforce Marketing Cloud is a cloud-based digital marketing platform that provides a suite of tools for unifying and activating first-party customer data, managing and automating marketing campaigns across various channels, and delivering real-time personalization to drive customer loyalty and more effective marketing outcomes.
