Learn how Salesforce uses Marketing Cloud to personalize the entire lifecycle for every customer, across onboarding, adoption, renewals and beyond.
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How Salesforce Uses Marketing Cloud to Grow Customer Success
, Sr. Director, Digital Customer Success, Salesforce
, Senior Manager, Product Marketing, Customer Success, Salesforce
Role: IT, Service
Industry: Technology
Topic: Salesforce on Salesforce
Session Level: Intermediate
Session Tracks: Customer Success & Partners
Available on Salesforce+: Watch now
- Wednesday, May 2211:30 AM - 12:10 PM CDT(4:30 PM - 5:10 PM GMT)Breakout 5 (Room W187, Level 1)
Session Summary by Einstein: At the Salesforce conference, attendees were demonstrated how Salesforce leverages Marketing Cloud to enhance customer success, underlining the importance of experience over products, with 80% of customers prioritizing the former. The session provided insights into the customer journey mapping exercises that identify friction points and opportunities for improvement, particularly during the post-sale implementation phase, which is critical for customer success. One of the key strategies discussed was the unification and personalization of customer success experiences across various digital properties using customer data from Data Cloud, which streamlines the process and ensures content relevance. The session delved into the specifics of email campaigns for onboarding, adoption, and renewals, showcasing the use of Marketing Cloud and other Salesforce products to deliver highly targeted and effective customer communications at scale, which has led to significant improvements in customer engagement and success metrics.
Key Takeaways by Einstein:
• Salesforce's focus on customer success is exemplified by their journey mapping exercises, which help identify and address customer friction points to improve the overall experience.
• The unification of customer success experiences across Salesforce's digital properties, facilitated by Data Cloud, creates a seamless and personalized customer journey.
• Email campaigns powered by Marketing Cloud play a crucial role in customer onboarding, adoption, and renewals, leading to a more engaged customer base and positive business outcomes.
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