How to Use Salesforce for Marketing: Retain Your Prospects and Customers with Interaction Studio

Suppose you've attracted leads to your website or app. Some of them have been converted into prospects. You carry on gathering data, but they keep unsubscribing or choosing your competitors.

At this point, most of us share the same thought: "I have no idea what's in their heads". Perhaps, the issue is in the wrong tools you use to figure it out. To retain your leads, you need to get the full picture of their journey and intents.

Think of all their possible touchpoints: website, mobile app, socials, email and ad campaigns, physical store, etc. Every interaction leaves you with important information that contributes to creating a full-fledged customer profile.

Imagine sending an offer for a product to a customer that has just obtained the very same product. The probability that he will stick with your service is close to zero. When your data is siloed and disconnected, these situations happen more often than you want.

That's where Salesforce Marketing Cloud enters the stage.

Contents:

Salesforce Marketing Cloud is a powerful modular platform that consists of several applications that help you build personalized customer relationships across all touchpoints.

We have already described the possibilities of Salesforce Marketing Cloud. You can read about it here.

Now, let's have a quick overview of how marketers use Salesforce Marketing Cloud:

As a result, you have a unified platform with all the relevant information about your leads and customers, which is connected to other departments, channels and your business activities and campaigns.

You can argue that keeping track of your prospects is no breakthrough. However, keeping this data collected while they are interacting with your brand and adapting campaigns in real-time is definitely a know-how.

And that's exactly what Interaction Studio serves for.

What makes an unforgettable experience for your customer? Fast and effortless engagement. Your customers want to be heard and are not willing to repeat their intent.

"More than 84% of customers highlight the importance of personalization and being treated like a person, rather than a number, to earning their business."

Source: Salesforce, "State of the Connected Customer"

Interaction Studio uses cookies to track customer data and matches it to the information he has already provided. This way, you can customize interactions, navigating your prospects or customers to the most relevant products and services.

With Interaction Studio, you can:

Both B2B and B2C companies can take advantage of Interaction Studio. Here are some examples:

The data typically stored in a CRM is rarely anonymous and usually arrives internally from sales and service departments. Interaction Studio allows collecting and assigning unidentified data to a specific user in real time to enrich your view of a customer.