Salesforce Marketing Cloud is Salesforce’s B2C-focused tool that helps businesses deliver relevant campaigns and personalised content to each customer, while also supporting the development of customer journeys. Personalisation in marketing is essential to creating content that aligns with the profile and expectations of each customer. By leveraging online behaviour and even purchase history, companies can segment their audiences and create personalised experiences across various touchpoints, from awareness to loyalty. With the different Studios and Builders in Salesforce Marketing Cloud, it’s possible to create unique and innovative experiences, and even use artificial intelligence to enhance content and journey personalisation by predicting needs and adjusting communication to what is most convenient for each individual. 

The Importance of Personalisation

Even though customers may like the same product or service category, each one has different tastes and needs. Personalising the experience helps increase engagement with a company’s content and even promote a closer relationship with the customer by delivering messages and offers tailored to their needs and interests. 

Personalisation ensures a more genuine and unique experience because a customer with specific tastes and behaviours can build a relationship of trust with a company that knows them and delivers exactly what they need. Imagine a customer from a children’s store who bought a size 20 pair of shoes for their child, receiving an email six months later with special offers for size 21? It may seem simple, but knowing that the company understands them and their family, and even knows their child’s current shoe size, could be a significant advantage, don’t you think? 

Intelligent Segmentation 

For intelligent segmentation, it’s important to build detailed and targeted profiles to send specific messages in the Customer Journeys. 

It’s essential not only to personalise the customer experience at each touchpoint, from awareness to loyalty, but also to create intelligent segmentation to build effective and personalised campaigns that make sense in crafting the overall experience. 

How to achieve intelligent segmentation? 

It is possible to create segmentations based on demographic, geographic, and even behavioural data, such as customers who have purchased in the last six months, customers who haven’t purchased in the last three months, regular customers, and those needing re-engagement, allowing for the sending of personalised customer journeys and improving the precision of content. 

Using Data and Content for Personalisation 

With Salesforce Marketing Cloud, it’s possible to gather data through forms and surveys and even collect real-time data on online behaviour and purchase history. An online store could send personalised content to someone who had a negative experience with a product or service (giving it a low rating), expressing that their opinion is valued, their points of view will be reviewed, and perhaps even offering a discount on another product or service to demonstrate that not all experiences are negative and to seek their trust again. Or they could create an Abandoned Cart Journey, reminding the customer of the items left in the cart and that they still have time to complete the purchase. What an amazing customer Journey, don’t you think? 

The more data a company has about a customer, the more personalised the content can become, and the stronger the connection with the customer will be. Within a single email, hundreds of different experiences could be offered, each tailored to the individual desires and needs of the customers, speaking directly to each one. 

Another important consideration is the use of A/B testing, as this tool allows companies to test different personalisation approaches and identify which one generates the most engagement and conversion. 

Marketing Automation and Omnichannel in Customer Journeys 

The Journey Builder is a powerful tool within Marketing Cloud. It allows personalised content to be sent at scale while still targeting distinct profiles and behaviours. With Journey Builder, it’s possible to send messages at the right moment for each customer, using AI tools, for example, to deliver the message at the best time for each individual, based on their behaviour. A single journey working for each individual. Amazing! 

The customer experience can be delivered across multiple channels in the Customer Journey (Email, SMS, WhatsApp, etc.) while still respecting each individual’s preferences. The key is to maintain a consistent narrative across all the touchpoints where the customer interacts. 

Salesforce Marketing Cloud is a highly powerful tool for attracting, retaining, and keeping customers close to a company. By personalising content, it’s possible to reach audiences with varied tastes and behaviours, offering them exactly what they need at the right moment. Additionally, with automated journeys working for the company, it will have happy and satisfied customers while the platform works autonomously, driving more engagement and results. 

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