Scott McCorkle — the CEO for Salesforce Marketing Cloud — spoke to Target Marketing about cloud platforms and how Salesforce Marketing Cloud is redefining engagement for marketers.
What are marketers looking for in a cloud platform?
There are five massive tech shifts that are happening right now, that have created entirely new ways for marketers to connect with customers, and that have redefined how they create engagement and customer experience:
- Cloud has created scale and performance previously unthinkable.
- Social has created new places where customers go and new places companies can join them.
- Mobile has created an always-on, always connected experience. For the first time in history, we have a unifying tech platform, literally for all of humanity.
- Data science is unlocking goals we‘ve talked about as marketers for over 10 years: How to create truly relevant, personal, one-to-one interactions, at-scale.
- IoT lets marketers extend into more contexts their customers are experiencing.
To keep pace in this new and exciting world, marketers need a platform designed to build a single view of their customers, plan and optimize unique customer journeys and measure the impact of every customer interaction on the business.
When it comes to actually using the platform, what capabilities are most important to marketing success?
According to Gartner, 89 percent of companies today expect to compete mostly on the basis of customer experience vs. 36 percent four years ago. As such, marketers should focus on connecting with customers on the channels they’re engaging on and tying all of those interactions together into a cohesive journey.
Marketers need a platform that empowers them to answer four key questions: Who are my customers? Where are they in their journey? How can I engage them in any channel? And how can I measure the results? The answers to these questions give marketers the ability to guide customers on one-to-one journeys across sales, service, marketing and beyond — uniting the brand’s voice and providing a seamless experience.
When it comes to digital channels, email should rank high on marketers’ list for driving marketing success. Email is the foundation for building one-to-one relationships throughout the customer journey, because it’s the connective tissue between all channels and keeps customers satisfied on every front. Email also delivers the highest return on investment in digital marketing.
Is there a gap in what marketers look for and need?
It’s a new era where the physical and the digital worlds have converged, and every business has an unprecedented opportunity to connect with customers in a new way. While this new world presents new opportunities, it also presents new challenges. Marketers need to keep up with massive amounts of data — turning insight into action in real-time — and also need to connect discrete interactions on each individual customer’s terms.