How Connected is Your Marketing Cloud Customer Journey?
How Connected is Your Marketing Cloud Customer Journey?
Customer Journey • Marketing Automation
For years, marketers have spoken about ‘multichannel marketing’ and with good reason: communicating with customers across multiple channels is part and parcel of aligning with their typical customer journey.
Whether it’s social media and infographics when customers are first becoming aware of a pain point, or video testimonials and case studies at the point of evaluating vendors, our marketing strategy must align with the types of information customers seek throughout their journey from ‘awareness’, to ‘consideration’, ‘evaluation’, ‘purchase’ and ‘loyalty and/or advocacy’.
What’s surprising is that just 29% of enterprise companies rate themselves as effective or very effective at creating a cohesive customer journey, according to Salesforce.
Why could this be?
In my opinion, there are a few potential reasons:
- They don’t have a clear picture of their customer’s journey and perspective.
- They’ve made incorrect assumptions about their customers and their journey.
- They don’t have the technology to create an excellent journey.
Marketing Cloud Engagement users, however, can rest assured that the third reason won’t apply to their business.
With a suite of studios and modules like ‘Email Studio’, ‘Content Builder’, ‘Journey Builder’, ‘Marketing Cloud Advertising’, and ‘Marketing Cloud Intelligence, marketers can communicate with current and future customers across many channels from a single platform.
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