Personalize your campaigns using unified customer data with Marketing Cloud Growth & Advanced

After a great week at Dreamforce, we are back with lots of information to tell you.

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One of the big announcements at Salesforce' s biggest event this year was the addition of Marketing Cloud Advanced to their suite of tools for marketers. I know the name may sound a little confusing considering how many Marketing Clouds currently exist, but we're here to help you better understand this new tool.

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Salesforce Marketing Cloud is a very powerful platform, it gives you the tools you need to generate personalized Customer Journeys automated campaigns and optimize the performance of your campaigns. It allows you to use customer data and Artificial Intelligence to help you interact with your customers at all marketing touchpoints and through any channel.

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Since Salesforce acquired ExactTarget in 2013, Marketing Cloud (Engagement) has been the #1 platform to help you realize multichannel martech strategies, but it had always been kept separate from the native Salesforce platforms, which we call Core, the cloud where Sales, Service and Commerce Cloud are integrated.

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Data Cloud, the harmonization and unification of data that has come to change everything

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This is all changing rapidly with the launch of Data Cloud, Salesforce' s CDP on steroids that comes to make us forget about the Golden Record and focus on having a Unified Profile of our customers that brings together data models from all our platforms.

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Not only does it integrate this data in one place, but it also uses AI and queries complex queries to generate calculated insights such as LTV or RFM, formulas between different sources, and even listen to data from more complex sources such as Snowflake through Zero Copy Integration, where it is not necessary to store the information inside the Data Cloud to harmonize it with the rest of your sources.

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Data Cloud was rewritten from scratch to exist as a 100% native layer within Core, creating a new model that integrates for the first time in the same place the unification and harmonization of information sources with Data Cloud, the potential and analysis of information with Einstein Artificial Intelligence with a security layer with Einstein Trust Layer that prevents your data from being compromised, and allows you to use all that data in the apps we know as Sales, Service, Commerce, Tableau, and if you followed me here you will know what is coming, now also Marketing, with Marketing Cloud.

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Marketing Cloud, the new kid on the block

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Salesforce Marketing Cloud is grounded in your customer data through Data Cloud.

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This gives us, as marketing specialists, quick and easy access to customer records from all your businesses to provide seamless transfers between clouds, an excellent customer experience and ways to measure success.

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With a strong focus on Small and Medium Businesses (SMB's), we will be able to efficiently increase growth with a combination of CRM, AI and Data, connecting directly with Sales, Service and Commerce, all built within the Einstein 1 platform.

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This new Salesforce bet comes in two different flavors:

• Marketing Cloud Growth
• Marketing Cloud Advanced

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Both platforms are natively integrated with all other Salesforce apps and can leverage Data Cloud 's unified profile information through Data Graphs. 

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Note that we are talking about a different platform than Marketing Cloud Engagement (formerly ExactTarget) which is a separate platform and external to Core.

At the moment both versions are 100% focused on the SMB sector, although due to the licenses that must be acquired(Marketing Cloud, Data Cloud and Sales or Service Cloud Enterprise), I personally think that the sector is a little higher than announced, but the plan is to increase its capacity to fully enter the enterprise market.

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During Dreamforce, Salesforce announced that the Growth version is now available for the LATAM market.

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Getting to know Marketing Cloud Growth

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Marketing Cloud Growth is the new Marketing app that is natively powered by our clients' data with the help of Data Cloud, allows you to segment audiences through AI prompts with generative LLMs, with the ability to create advanced customer journeys and gives us access to intelligent metrics for all campaigns.

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What does SFMC Growth have to offer? Let's take a look at its main features:

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• Segment your audiences faster by using natural language prompts to create new audience segments in minutes, without the need for complex queries or code.
• Deliver your campaigns even faster, with automatic generation of campaign briefs, segments, landing pages and even emails, using prompts based on your audiences.
• Leverage the potential of Data Cloud Unified Profiles
• Optimize the performance of your campaigns with real-time reports and dashboards based on the Salesforce Core Lightning Experience.

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Goodbye Journey Builder, hello Flow

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One of the radical changes in this new Marketing Cloud, is that we will be moving Journey Builder back for creating customer journeys, in favor of using Flow.

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With the help of Flow Builder, we will be able to create simple and complex automations, forms and guided user experiences using little or no code. We will also have activities that relate directly to the other apps in the Salesforce ecosystem.

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New Marketing Cloud Advanced features

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Marketing Cloud Advanced is the most advanced tier that comes to change everything.

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Expand the capabilities of Marketing Cloud Growth with more advanced AI tools and automation options that will help us improve our productivity.

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This new version will be available in November 2024.

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• Unified conversations for SMS: A very interesting change that gives a new life to the SMS channel, where users will be able to converse directly with our brands, through the artificial intelligence of Einstein and Agentforce. This two-way interaction is functional with the same phone number. Availability is planned for November 2024There is no information yet on whether it will be immediately available in LATAM.

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Test your journeys in real time: Want to perform a/b testing within your Flow journeys? Now it will be possible with the help of Path Experiment, which will help you understand how your customers interact with different paths, giving you metrics and allowing you to optimize your campaigns.

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Ready for the future?

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Marketing Cloud definitely comes to revolutionize how we do our multichannel campaigns, it is the beginning of a very important change in the Salesforce platform ecosystem that points to the importance of having Data Cloud as the central point of all your data, and the use of Artificial Intelligence to accelerate the creation and understanding of everything that happens around our Martech strategies.

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Do you have any doubts? Contact our sales team and let's talk more about it.

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