In this new Age of the Customer, business is no longer centered on making products or providing services. Instead, it’s all about building relationships with customers to satisfy their desires and needs.
Most businesses agree on the importance of adopting a sophisticated marketing and customer service strategy to stay top-of-mind and resonate with their ideal customers. The real question is: which solution is right for your business?
Today we’ll compare two Salesforce offerings, Marketing Cloud Account Engagement (formerly Pardot) & Marketing Cloud.
Whether your customer is another business, an individual, or both, Salesforce’s Marketing Cloud and Marketing Cloud Account Engagement (MCAE) products offer omni-channel solutions to support customers at every step of the buying journey.
For businesses selling their products wholesale to distributors, MCAE may be the best option. It was designed with a business-to-business (B2B) framework in mind and is well-suited for automating communication to prospects, channel partners, and current customers. And its segmentation, personalization, and reporting capabilities make it a strong choice for companies pursuing account-based marketing (ABM) strategies.
Out of the box, MCAE allows you to automate outbound marketing communication to nurture leads, stay top-of-mind, or upsell and cross-sell to existing customers. Inbound marketing tools such as forms and landing pages can help you grow your pipeline. Lead scoring and grading functionalities help automate lead qualification so only the best leads are handed off to sales.
Best of all, MCAE integrates seamlessly with Salesforce so when that hot lead turns into a won opportunity, you’ll gain insight into which campaigns influenced the sale. Knowing what's working allows you to concentrate on the marketing efforts resulting in the biggest returns.
When it comes to connecting directly with customers, nothing tops the best-in-class suite of applications known as Marketing Cloud.
Marketing Cloud is comprised of Studios and Builders that enable companies to organize and deliver customer-centered content and craft individualized customer journeys to deliver unique, personalized experiences at scale.
By harnessing the power of email marketing, social engagement, targeted advertising, and mobile SMS and push notifications, companies can connect with their customers on any device. So no matter where your customers prefer to be reached, you can deliver unique personal messages that drive engagement at exactly the moment your customer wants to hear from you.
Do you have a customer who abandoned an online shopping cart? Marketing Cloud will help you send automated emails to bring them back. Seeing lots of chatter about your brand, product, or competitors on social media channels? Use Marketing Cloud to gain insight into customer sentiment and even respond directly to customers’ posts.
And because you’re working on the Salesforce platform, handing off an issue to your customer service team or a hot lead to your sales team has never been easier. Marketing Cloud is fully integrated with other Salesforce tools including Service Cloud and Sales Cloud. That means customers experience seamless, proactive support no matter who they’re interacting with at your company.
So MCAE or Marketing Cloud… which is right for you?
Ready to talk through finding the best marketing solution for your company? Fill out the form below to get started!