Salesforce Marketing Overview: Important Features and Functionalities

Salesforce Marketing Overview: Important Features and Functionalities
  • By Olympia Bhatt,
    Published on: Mar 31, 2023
  • Updated on: Jan 19, 2024
  • Salesforce

Salesforce Marketing is a suite of cloud-based marketing automation. It is a part of the Salesforce Customer Success Platform. The Salesforce Marketing Cloud enables businesses to manage customer engagement across the entire journey, including marketing, sales, commerce, and service.

So how does Salesforce marketing work? What are its top features? Where is it used? How does it compare with other marketing automation tools? This blog will address these questions and a lot more. 

What Is Salesforce Marketing?

Salesforce started in 1999 in San Francisco. Its automation tool for marketing offers a wide range of features and functionalities. Some include managing marketing campaigns, customer data, and engagement across email, mobile, social media, web, and advertising. 

What Is Salesforce Marketing Cloud?

Salesforce Marketing Cloud (SFMC) is a comprehensive digital marketing platform streamlining marketing efforts across email, social media, mobile apps, SMS, websites, and other channels. By integrating all marketing channels into a single platform, businesses can deliver targeted and personalized messages to their customers.

Salesforce Marketing Cloud was earlier known as ExactTarget. It requires connectors to synchronize data between a business's Salesforce org and SFMC account.

Salesforce Marketing Cloud Products

Here are some individual Marketing cloud products: 

Advertising Studio

Use CRM to securely power 1-to-1 advertising across Google, Facebook, LinkedIn, Twitter, Pinterest, and Display at scale.

Salesforce CDP

Get a single, actionable view of your customer through Salesforce's custom data platform.

Marketing Cloud Intelligence

Enable cross-platform marketing intelligence by collating data sources, visualizing AI-powered insights, and generating actionable reports to drive ROI.

Email Studio

Use data from every department to build smarter email—from basic marketing campaigns to sophisticated 1-to-1 messages.

Google Analytics 360

Get cross-channel insights for seamless customer journeys with Google Analytics 360 + Marketing Cloud.

Marketing Cloud Personalization

Visualize, track, and manage customer experiences with real-time interaction management—driving valuable engagement at the right moment.

Journey Builder

Deliver cross-channel personalized experiences with campaign management at every step of the customer lifecycle.

Mobile Studio 

Send consistent SMS, push, and chat app messages in real time.

Social Studio

Listen, publish, and engage in creating customer advocates. Connect social to marketing, sales, and service in one AI-powered platform.

Benefits of Salesforce Marketing Cloud

Personalized Marketing

Create personalized marketing campaigns targeting individual customers with relevant messages, offers, and recommendations.

Multichannel Engagement

Salesforce Marketing supports email, mobile, social media, web, and advertising engagement.

Customer Data Management

Salesforce Marketing provides a centralized repository for customer data. Capture, store, and analyze customer information to create more targeted and effective marketing campaigns.

Marketing Automation

Automate and optimize marketing campaigns using artificial intelligence.

Customer Journey Mapping

Map the customer journey and identify critical touchpoints for more personalized and effective marketing campaigns.

Reporting and Analytics

Measure marketing campaign performance and identify improvement areas using robust reporting and analytics tools.

Integration with Salesforce CRM

Salesforce Marketing integrates with Salesforce CRM. It enables businesses to leverage customer data across both platforms and create a more cohesive customer experience.

The Power of Email Marketing with Salesforce Marketing Cloud

In today's digital world, email marketing remains one of the most effective strategies for engaging with customers and driving conversions. With Salesforce Marketing Cloud, businesses can take their email marketing efforts to the next level.

In-depth exploration of Salesforce Marketing Cloud's email marketing capabilities

Salesforce Marketing Cloud offers a comprehensive set of tools and features specifically designed to enhance email marketing campaigns. With its intuitive interface, marketers can easily create and manage email campaigns, ensuring that messages are delivered to the right audience at the right time.

One of the key features of Salesforce Marketing Cloud's email marketing capabilities is its automation functionality. Marketers can set up automated email journeys, allowing them to nurture leads and engage with customers throughout their entire lifecycle. From welcome emails to abandoned cart reminders, businesses can automate and personalize their email communications, resulting in higher engagement rates and increased conversions.

Another essential aspect of Salesforce Marketing Cloud's email marketing capabilities is its personalization features. With dynamic content and personalized recommendations, businesses can deliver tailored messages that resonate with their audience. These personalized emails not only grab the attention of recipients but also strengthen the customer-brand relationship.

Overview of features such as email automation, personalization, and A/B testing

With Salesforce Marketing Cloud, marketers can leverage a range of features to optimize their email marketing campaigns. The platform enables A/B testing, allowing businesses to experiment with different subject lines, layouts, and call-to-actions to determine which variations drive better results. This data-driven approach helps marketers make informed decisions and continuously improve their email marketing strategies.

In addition, Salesforce Marketing Cloud provides advanced tracking and analytics capabilities. Marketers can easily measure the success of their email campaigns by monitoring open rates, click-through rates, and conversion rates. By analyzing these metrics, businesses can identify areas of improvement and refine their email marketing tactics to achieve better results.

Impact of effective email marketing in driving customer engagement and conversions

When done right, email marketing can have a significant impact on customer engagement and conversions. Studies have shown that personalized and targeted emails result in higher open rates and click-through rates. By delivering relevant content directly to recipients' inboxes, businesses can capture their attention and encourage them to take action.

Email marketing also plays a crucial role in nurturing leads and building customer loyalty. Through automated drip campaigns, businesses can stay top of mind with their audience, providing valuable content and offers that keep customers engaged. This continuous communication fosters trust and increases the likelihood of repeat purchases, ultimately driving conversions and revenue.

Salesforce Marketing Cloud's email marketing capabilities empower businesses to create impactful, personalized, and data-driven email campaigns. By harnessing the power of email marketing with Salesforce Marketing Cloud, businesses can drive customer engagement, nurture leads, and boost conversions, ultimately achieving their marketing goals.

Harnessing the Power of Data in Salesforce Marketing Cloud

Data has become the lifeblood of modern marketing. It provides invaluable insights into customer behavior, preferences, and trends. Harnessing this power of data is essential for businesses looking to stay ahead of the curve. And with Salesforce Marketing Cloud, your brand can do just that.

A. Importance of data management in marketing activities

Data management is a crucial aspect of marketing activities. It involves collecting, analyzing, and leveraging customer data to drive marketing strategies and campaigns. By effectively managing data, businesses can create highly targeted and personalized experiences for their customers.

B. Overview of Salesforce Marketing Cloud's data management capabilities

When it comes to data management, Salesforce Marketing Cloud offers a comprehensive suite of tools and capabilities. It enables businesses to collect, store, and organize customer data in a secure and scalable manner. With its enterprise-grade data management capabilities, Salesforce Marketing Cloud ensures that your data is always accurate, up-to-date, and easily accessible.

C. Exploring features such as data segmentation, integration, and data-driven insights

One of the key features of Salesforce Marketing Cloud is its robust data segmentation capabilities. It allows businesses to divide their customer data into specific groups based on various criteria such as demographics, behavior, and preferences. This segmentation enables more targeted and relevant marketing campaigns.

In addition to segmentation, Salesforce Marketing Cloud also offers seamless integration with various data sources such as CRMs, websites, and social media platforms. This integration ensures that businesses have a holistic view of their customer data, enabling them to deliver personalized experiences across multiple channels.

Furthermore, Salesforce Marketing Cloud provides data-driven insights through its advanced analytics capabilities. It empowers businesses to gain deeper understanding of their customers, identify key trends, and make data-driven decisions. By harnessing these insights, businesses can optimize their marketing strategies and drive better results.

Social Media Marketing Made Easy with Salesforce Marketing Cloud

Social media marketing is an essential component of any comprehensive marketing strategy. With Salesforce Marketing Cloud, businesses can harness the power of social media to connect with their audience, drive engagement, and increase brand awareness. Let's explore how Salesforce Marketing Cloud makes social media marketing easy and effective.

A. Overview of social media marketing tools and analytics offered by Salesforce Marketing Cloud (7)

Salesforce Marketing Cloud provides a range of tools and analytics specifically designed to enhance social media marketing efforts. These tools enable businesses to manage multiple social media channels, schedule and publish posts, monitor performance, and engage with their audience effectively. With comprehensive analytics, businesses can gain valuable insights into their social media performance, understand their audience better, and optimize their strategies accordingly.

B. Benefits of integrating social media into marketing strategies

Integrating social media into marketing strategies offers numerous benefits for businesses. First and foremost, it provides an avenue for direct and immediate communication with customers, enabling businesses to build stronger relationships and address customer concerns promptly. Additionally, social media allows for targeted advertising and precise audience segmentation, ensuring marketing messages reach the right people at the right time. Furthermore, social media platforms offer extensive reach and engagement opportunities, helping businesses increase their brand visibility and drive website traffic.

C. Utilizing the platform's capabilities for social media listening, engagement, and tracking

Salesforce Marketing Cloud's capabilities go beyond scheduling and publishing social media posts. The platform allows businesses to listen to social media conversations, monitor mentions, and track trends and sentiment surrounding their brand. With these insights, businesses can proactively engage with their audience, address concerns, and capitalize on positive sentiment. By leveraging the platform's engagement features, such as comment management and direct messaging, businesses can nurture relationships, provide exceptional customer service, and drive brand loyalty.

Moreover, Salesforce Marketing Cloud's tracking capabilities enable businesses to measure the impact and effectiveness of their social media efforts. Through detailed analytics, businesses can track key metrics, such as reach, engagement, conversions, and ROI, to determine the success of their social media campaigns. These insights help businesses refine their strategies, identify opportunities for growth, and make data-driven decisions for future marketing initiatives.

Reaching Customers on Mobile Devices with Salesforce Marketing Cloud

Mobile devices have become an indispensable part of our lives, influencing every aspect of our daily routines. From checking our emails to browsing social media, we rely heavily on our smartphones and tablets. As marketers, it is crucial to recognize the importance of mobile devices and understand their impact on our marketing activities.

With Salesforce Marketing Cloud, reaching customers on mobile devices becomes a breeze. This powerful marketing platform offers a wide range of mobile marketing capabilities that enable you to connect with your audience wherever they may be.

Overview of Salesforce Marketing Cloud's Mobile Marketing Capabilities

Salesforce Marketing Cloud provides an extensive set of tools and features specifically designed for mobile marketing. Whether it's sending SMS messages, delivering push notifications, or integrating with mobile apps, this platform has it all.

1. SMS: With Salesforce Marketing Cloud, you can leverage the power of SMS marketing to engage with your customers through text messages. You can send personalized messages, promotional offers, alerts, and more directly to your customers' mobile devices.

2. Push Notifications: Push notifications are a highly effective way to engage with your customers and keep them informed about your latest offers, updates, and announcements. Salesforce Marketing Cloud allows you to send targeted push notifications to specific segments of your audience, maximizing the impact of your messages.

3. Mobile App Integrations: Salesforce Marketing Cloud seamlessly integrates with mobile apps, enabling you to deliver personalized experiences to your app users. You can use customer data from the marketing cloud to tailor content, promotions, and recommendations within your app, enhancing the overall user experience.

By leveraging these features, you can create personalized mobile marketing campaigns that resonate with your customers, resulting in higher engagement and conversion rates.

In conclusion, Salesforce Marketing Cloud empowers marketers to effectively reach customers on their mobile devices. With its comprehensive set of mobile marketing capabilities, you can engage with your audience through SMS, push notifications, and mobile app integrations. By tapping into the power of mobile marketing, you can deliver personalized experiences that delight your customers and drive business growth.

How to Leverage Salesforce Marketing Cloud?

The capabilities of Salesforce Marketing Cloud include:

  • Email marketing
  • Content creation and management, including emails, landing page templates, forms, images, and coupons
  • SMS sending and monitoring
  • Mobile push notifications, both in-app and external
  • Social media marketing. Schedule and track posts and leverage real-time engagement and rich analytics
  • Visual campaign automation mapping, which consolidates many channels into a single view
  • Targeted online advertising
  • Website "listening" that dynamically tailors web pages to prospect interests
  • Powerful segmentation, with access to several attributes from a business's CRM and other sources
  • Data management/ETL activities like importing files, transferring files, extracting data, running SQL queries, filtering data, and scripting to create multi-step automated workflows.

Salesforce Marketing Cloud comprises two main types of modules:

  • Studios, which oversee content and individual marketing channels, such as Email Studio.
  • Builders, which manage data and campaign automation, such as Journey Builder.

As Salesforce expanded through acquisitions, the complete SFMC suite now has more technologies such as analytics, customer data platform (CDP), Google plug-ins, and more.

Why Salesforce Marketing Cloud?

  1. Create a personalized customer journey at every touchpoint that results in an everlasting experience for your company.
  2. Marketing Cloud provides insight into the consumer base and ensures clarity in all work. It connects customer data with marketing processes and optimizes them. 
  3. Through extensive knowledge of customer profile attributes, create behaviors, and interests, targeted call-to-action, leading to long-term benefits. Send this outreach message through the right channel that resonates with the customer.
  4. No need for extra servers as the Salesforce Marketing Cloud is on the web. It is a more efficient and organized marketing process. The platform provides easy access to all customer and marketing campaign data.
  5. The Salesforce Marketing Cloud allows users to connect interactions from any channel on their terms. This leads to real-time intelligent communication and interaction with customers. It also enables the delivery of intelligent and relevant content through preferred channels.
  6. Understand customer journey phases by using Contact and Journey data. It allows timely communication and support. Rich data also helps in campaign performance analysis, driving customer engagement and creating valued relationships.
  7. Salesforce Marketing Cloud provides immense integration capabilities through the REST API and SOAP API.
  8. Salesforce Marketing Cloud aims to customize business goals by increasing its capabilities. Third-party applications, including those from Salesforce AppExchange, can meet customer requirements and deliver excellent services. Other third-party products from Salesforce partners also enhance functionality and value.
  9. Using artificial intelligence technology, such as Einstein, Salesforce Marketing Cloud offers a range of applications covering engagement, time optimization, engagement frequency, and personalized experiences to prevent disengagement.
  10. Get a 360-degree view of all customers, be customer-driven, and engage with your audience at every touch point.


The annual fee for Salesforce Marketing Cloud is $108,000. You can find more details about their different pricing plans here


Salesforce Marketing Cloud helps businesses manage their marketing campaigns and customer interactions across channels, including email, social media, mobile, and web. Some of the highlights of the platform are:

  • Tools for creating and executing personalized campaigns.
  • Automating marketing processes.
  • Analyzing customer data.
  • Measuring campaign performance.

With Salesforce Marketing Cloud, businesses can reach their target audience more effectively, improve customer engagement and loyalty, and drive sales and revenue.


Author Box

Olympia Bhatt

Olympia Bhatt wears many hats, marketing and content writing being one of them. She believes a good brief writes itself like an AI tool.

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