Why Personalized Marketing Matters

Personalized marketing is a game-changer for inceased customer engagement and business growth. According to a recent study, it can boost ROI by up to 20%. Yet, many marketers struggle to execute effective personalization due to fragmented data and lack of alignment across teams. To overcome these challenges, marketers must build a solid data foundation, leverage AI-driven segmentation, and utilize dynamic content strategies.

This Tectonic insight outlines the essential steps to achieving personalized marketing at scale.

Step 1: Build a Unified Data Foundation

Marketers today have access to more data than ever before—from CRM and sales data to digital advertising, ERP, transactional, and accounting data. The challenge is unifying these sources to create a single operational customer profile. Without this, analyzing customer behavior and delivering personalized experiences is nearly impossible.

How to Get Your Data in Order: Centralize customer data across teams using Marketing Cloud Growth and Advanced Editions, built on the Salesforce platform. Leverage AI-powered insights to optimize real-time personalization. Establish a “single source of truth” to align marketing, sales, and service teams. A strong data foundation not only fuels better AI-driven personalization but also enhances analytics and campaign performance.

Step 2: Use AI to Segment with Precision

Segmentation is the backbone of personalized marketing, allowing marketers to tailor campaigns based on customer behavior, demographics, and engagement levels. Traditionally, segmentation was a manual, time-consuming process.

However, AI has revolutionized this process by enabling natural language-based segment creation.

How AI Improves Segmentation: Eliminates the need for SQL expertise, making segmentation accessible to all marketers. Generates precise audience segments based on engagement and fit scores. Leverages harmonized operational profiles to build complex, data-driven segments.

With AI-driven segmentation, marketers can create hyper-targeted campaigns that resonate with their audience, increasing engagement and conversion rates.

Step 3: Implement Engagement and Fit Scoring

One of the most effective ways to enhance personalization is by scoring leads and contacts based on their engagement and fit with your ideal customer profile. This approach helps prioritize high-value prospects and ensures marketing efforts are focused on the right audience.

Understanding Engagement Scoring: Engagement Scoring evaluates how actively leads and contacts interact with your marketing campaigns. This includes actions like email clicks, form submissions, and website visits.

Key Metrics Used in Engagement Scoring: Email Engagement (e.g., Click, Unsubscribe) Website Engagement (e.g., Form Submission, Button Click) Message Engagement (e.g., Subscribe, Unsubscribe)

Understanding Fit Scoring: Fit Scoring assesses how well a lead or contact aligns with your ideal customer profile. This includes demographic, firmographic, and behavioral data. Key Fit Scoring Criteria: Demographics: Age, gender, income level Firmographics: Industry, company size, revenue Behavioral Patterns: Purchase history, product usage Geographics: Location-based targeting Technographics: Technology stack compatibility

Step 4: Use Dynamic Content Blocks for Hyper-Personalization

Once your data is structured and segments are refined, the next step is delivering personalized content. Marketing Cloud Growth and Advanced Editions offer powerful tools like Cross-Object Merge Fields and Rule-Based Dynamic Content.

How to Leverage These Tools: Cross-Object Merge Fields: Pull data from operational customer profiles to create more personalized messages (e.g., referencing a webinar attended or service case status). R

ule-Based Dynamic Content: Display targeted text and images based on complex customer attributes (e.g., showing a specific image to customers in New York who attended a liveevent). These tools allow marketers to go beyond basic personalization, creating highly relevant and engaging experiences for their audience.

Step 5: Combine Engagement and Fit Scoring for Optimal Results

By integrating Engagement and Fit Scoring, marketers can create an overall marketing score that prioritizes the most valuable prospects. This score considers both interaction levels and alignment with the ideal customer profile.

How to Implement Overall Scoring: Default weighting assigns 50% to Engagement Score and 50% to Fit Score. Scores range from 0 to 100, ensuring a balanced approach to prioritization. Customization allows businesses to adjust weighting based on their specific needs. This holistic scoring model ensures marketing efforts are directed toward leads that are both highly engaged and a great fit for your business.

The Future of Personalized Marketing Personalization is no longer optional—it’s essential. Businesses that embrace advanced personalization techniques see a 10-30% increase in sales and customer retention rates. By implementing the strategies outlined in this guide, marketers can: Build a strong data foundation for AI-driven personalization. Use engagement and fit scoring to prioritize high-value leads. Deliver hyper-personalized content with dynamic marketing tools. With the right foundation, tools, and AI-driven insights, marketers can unlock the full potential of personalized marketing, driving stronger customer relationships and higher ROI. Now is the time to take action and position your business for sustained success in an increasingly competitive marketplace. incorporate this. 

Meet the all-new Salesforce Marketing Cloud Growth edition!

Recently unveiled, this platform is designed specifically to empower small businesses by seamlessly integrating CRM, AI, and data within Salesforce’s trusted customer platform – Einstein. It promises to redefine marketing automation across sales, service, and commerce. Let’s explore how Marketing Cloud Growth is set to revolutionize the way small businesses approach marketing, enabling them to drive growth and efficiency like never before.

Salesforce Marketing Cloud Growth Edition

On February 20, 2024, Salesforce launched the Marketing Cloud Growth edition, aimed at empowering small businesses specifically with B2B marketing needs. With advanced marketing automation tools, powered by Einstein’s Generative AI and Data Cloud, this new edition simplifies marketing tasks, allowing businesses to concentrate on strategic growth.

Salesforce Marketing Cloud Growth Edition integrates seamlessly with the core Salesforce platform, known as the Einstein 1 platform to provide users with easy access to all the robust features of Marketing Cloud within the broader Salesforce ecosystem.

With the Marketing Cloud Growth edition, teams can efficiently: Unify various data sources via Data Cloud Create and deliver compelling content with Digital Experiences Automate complex customer journeys using Flow Builder Improve decision-making using Einstein’s intelligent analytics and predictions Marketing Cloud Growth edition is user-friendly and built directly on the Salesforce platform, eliminating the need for external connectors.

However, it does not include some advanced features found in Marketing Cloud Engagement and Account Engagement (Pardot), such as Dynamic Content, A/B Testing, and Business Units.

Key Features of Salesforce Marketing Cloud Growth Edition

Marketing Cloud Growth edition enables small businesses to create multi-channel campaigns using Salesforce Flow automation, simplifying processes with precise wait steps and approval workflows.

Key Features of Salesforce Marketing Cloud Growth Edition

Businesses can expand their reach by seamlessly integrating with popular social media platforms. Moreover, small businesses can harness the combined capabilities of Marketing Cloud Growth, Data Cloud, and generative AI within their workflow, consolidating multi-channel marketing with sales, service, and commerce onto a single platform.

They also benefit from: Rapid audience segmentation using natural language prompts Enhanced personalization across customer interactions with unified profiles Improved campaign efficacy with real-time analytics and user-friendly dashboards

Here are the other key features of the Marketing Cloud Growth edition. Key Features of Salesforce Marketing Cloud Growth Edition

Boosting Efficiency

The Marketing Cloud Growth edition offers powerful AI tools from Einstein to simplify the creation of campaign briefs, content, and audience segmentation, boosting productivity and outcomes. Key features include: Einstein Metrics Guard for secure engagement filtering Einstein Co-Create for generating assets and segments Einstein Co-Create Einstein Send Time Optimization for maximizing email effectiveness Einstein Send Time Optimization Einstein Segment Creation for precise audience segmentation Einstein Segment Creation Enhancing Audience Targeting Integration with Data Cloud enables precise audience targeting, helping businesses accurately segment data and reach ideal audience segments. This facilitates: Unified customer data across marketing, sales, service, and commerce for a comprehensive customer view Enhanced personalization across all channels by activating data insights for more pertinent messages and customized customer journeys Consolidated data within Salesforce for a holistic 360-degree view of customers

Streamlining Campaign Management

Marketing Cloud Growth edition centralizes marketing activities with a comprehensive campaign hub. Businesses can design, automate, and optimize content across various channels using templated options for SEO-friendly landing pages, forms, and emails. AI-powered email campaigns and integrated landing pages enhance customization and streamline complex multi-email journeys. Analyzing Performance Marketing Cloud Growth edition offers robust performance monitoring and reporting capabilities through Data Cloud reports in the Analytics tab.

Businesses can assess the impact of email and SMS campaigns, gaining actionable insights to refine marketing strategies and enhance campaign performance.

Simplifying Content Management

The Content tab powered by Salesforce CMS enables efficient organization and management of marketing content types.

Users can clone and edit content within a consistent editing environment, ensuring brand consistency and efficiency in content creation and distribution.

Ensuring Privacy Regulation Compliance

Marketing Cloud Growth edition includes tools for managing consent to meet privacy regulations effectively. Features include: Default or customized marketing communication subscriptions for collecting and tracking consent data An intuitive email preference page for subscribers to manage their communication choices, promoting transparency and adherence to regulations

Salesforce Marketing Cloud Growth Edition:

Use Cases

Salesforce Marketing Cloud Growth Edition is versatile, addressing a range of business needs.

Small & Medium-Sized Businesses (SMBs)

Designed to be scalable, this edition is ideal for B2B SMBs, enabling them to manage marketing campaigns efficiently. It helps these businesses reach their target audience effectively and remain competitive, even with limited resources.

Marketing Teams With Limited Capacity T

he Growth Edition features a user-friendly interface and pre-built templates, making it an excellent choice for marketing teams with limited capacity. These tools help smaller teams maximize their resources by utilizing automation and streamlined processes to achieve significant results.

Startups & Emerging Businesses

Offering an affordable pricing structure, the Growth Edition is well-suited for startups and early-stage companies. It enables these businesses to explore marketing automation, refine their strategies as they grow, and establish a solid marketing foundation without significant financial strain.

How Does Salesforce Marketing Cloud Growth Edition Differ From Other Editions?

Salesforce has been committed to integrating its products into a unified platform for some time, and this release represents a significant step forward in that effort. This edition is designed to complement rather than replace current Marketing Cloud products and highlights the increasing importance of Data Cloud, AI, and marketing within the Salesforce ecosystem. I

n contrast to Marketing Cloud Engagement and Marketing Cloud Account Engagement, this version leverages the core Salesforce platform (Einstein 1) and Data Cloud capabilities.

Here’s how it is different from other editions:

Marketing Cloud Engagement, previously known as ExactTarget or Messaging & Journeys, is the core component of the Marketing Cloud suite, primarily targeting B2C customers.

Marketing Cloud Account Engagement, formerly known as Pardot, is a marketing automation tool deeply integrated with CRM, primarily used by B2B customers.

Marketing Cloud Growth is a new Salesforce offering built on the core platform. It is designed specifically for small and medium-sized businesses (SMBs), particularly those new to marketing automation.

Salesforce Marketing Cloud Growth Edition Differ From Other Editions

Additional Information About Marketing Cloud Growth Edition (FAQs)

What’s New in the Email Builder of Marketing Cloud Growth Edition? The Email Builder in Marketing Cloud Growth Edition isn’t an entirely new tool. Rather, it utilizes the existing Salesforce CMS foundation, similar to other functionalities within Marketing Cloud Growth. This integration into the Core platform allows it to leverage existing customer data and synchronize with other marketing activities, enabling data-driven email creation within a cohesive ecosystem.

When Can Businesses Start Using Marketing Cloud Growth Edition? Initially, Marketing Cloud Growth will be available in the United States and Canada, with a limited set of features and plans to expand to the Middle East (EMEA) by the end of the year and other regions subsequently. The starting package has specified limits and additional options available.

Do Existing Salesforce Customers Need to Do Anything to Use Marketing Cloud Growth Edition? No. Salesforce customers with Sales or Service Enterprise Edition (EE) or higher can access Marketing Cloud Growth Edition at no additional cost. While the development of Marketing Cloud Growth is exciting due to its integration with the core Salesforce platform, it currently holds limited relevance for existing customers using Marketing Cloud Engagement and Account Engagement for two main reasons:

It is only available to customers in North America. For Account Engagement users, its features do not compare favorably. As the functionality of Marketing Cloud Growth expands to include more existing account holders, businesses can begin to explore its features. Marketing Cloud Growth aims to streamline Salesforce marketing by consolidating builders and asset creation in one place and incorporating AI-powered segmentation and campaign management through Data Cloud.

Mastering Marketing Personalization: Building a Strong Data Foundation for Maximum ROI

Why Personalized Marketing Matters

Personalized marketing has become a cornerstone of customer engagement and business growth. Studies show it can increase ROI by up to 20%. However, many marketers face challenges in executing effective personalization due to fragmented data and misaligned teams. To overcome these hurdles, businesses must establish a robust data foundation, leverage AI-driven segmentation, and implement dynamic content strategies. This guide outlines the essential steps to achieving scalable personalized marketing.

---

Step 1: Build a Unified Data Foundation

Marketers today have access to an abundance of data—CRM, sales, digital advertising, ERP, transactional, and accounting data. The real challenge lies in unifying these sources to create a single, operational customer profile. Without this, analyzing customer behavior and delivering personalized experiences becomes nearly impossible.

How to Get Your Data in Order:

• Centralize customer data across teams using tools like Salesforce Marketing Cloud Growth and Advanced Editions, built on the Salesforce platform.
• Leverage AI-powered insights to optimize real-time personalization.
• Establish a “single source of truth” to align marketing, sales, and service teams.

A strong data foundation not only fuels AI-driven personalization but also enhances analytics and campaign performance.

---

Step 2: Use AI to Segment with Precision

Segmentation is the backbone of personalized marketing, enabling campaigns tailored to customer behavior, demographics, and engagement levels. Traditionally, segmentation was a manual, time-intensive process. However, AI has revolutionized this by enabling natural language-based segment creation.

How AI Improves Segmentation:

• Eliminates the need for SQL expertise, making segmentation accessible to all marketers.
• Generates precise audience segments based on engagement and fit scores.
• Leverages harmonized operational profiles to build complex, data-driven segments.

With AI-driven segmentation, marketers can create hyper-targeted campaigns that resonate with their audience, boosting engagement and conversion rates.

---

Step 3: Implement Engagement and Fit Scoring

Enhancing personalization requires scoring leads and contacts based on their engagement and fit with your ideal customer profile. This approach prioritizes high-value prospects and ensures marketing efforts are focused on the right audience.

Understanding Engagement Scoring:
Engagement Scoring evaluates how actively leads and contacts interact with your campaigns, including actions like email clicks, form submissions, and website visits.

Key Metrics Used in Engagement Scoring:

• Email Engagement (e.g., clicks, unsubscribes)
• Website Engagement (e.g., form submissions, button clicks)
• Message Engagement (e.g., subscribes, unsubscribes)

Understanding Fit Scoring:
Fit Scoring assesses how well a lead aligns with your ideal customer profile, incorporating demographic, firmographic, and behavioral data.

Key Fit Scoring Criteria:

• Demographics: Age, gender, income level
• Firmographics: Industry, company size, revenue
• Behavioral Patterns: Purchase history, product usage
• Geographics: Location-based targeting
• Technographics: Technology stack compatibility

---

Step 4: Use Dynamic Content Blocks for Hyper-Personalization

Once your data is structured and segments are refined, the next step is delivering personalized content. Tools like Cross-Object Merge Fields and Rule-Based Dynamic Content in Marketing Cloud Growth and Advanced Editions enable hyper-personalization.

How to Leverage These Tools:

• Cross-Object Merge Fields: Pull data from operational customer profiles to create personalized messages (e.g., referencing a webinar attended or service case status).
• Rule-Based Dynamic Content: Display targeted text and images based on complex customer attributes (e.g., showing a specific image to customers in New Jersey who attended a webinar).

These tools allow marketers to go beyond basic personalization, creating highly relevant and engaging experiences.

---

Step 5: Combine Engagement and Fit Scoring for Optimal Results

By integrating Engagement and Fit Scoring, marketers can create an overall marketing score that prioritizes the most valuable prospects. This score considers both interaction levels and alignment with the ideal customer profile.

How to Implement Overall Scoring:

• Default weighting assigns 50% to Engagement Score and 50% to Fit Score.
• Scores range from 0 to 100, ensuring a balanced approach to prioritization.
• Customization allows businesses to adjust weighting based on their specific needs.

This holistic scoring model ensures marketing efforts are directed toward leads that are both highly engaged and a great fit for your business.

---

The Future of Personalized Marketing

Personalization is no longer optional—it’s essential. Businesses that embrace advanced personalization techniques see a 10-30% increase in sales and customer retention rates. By implementing the strategies outlined in this guide, marketers can:

• Build a strong data foundation for AI-driven personalization.
• Use engagement and fit scoring to prioritize high-value leads.
• Deliver hyper-personalized content with dynamic marketing tools.

With the right foundation, tools, and AI-driven insights, marketers can unlock the full potential of personalized marketing, driving stronger customer relationships and higher ROI. Now is the time to take action and position your business for sustained success in an increasingly competitive marketplace.

---

Introducing the All-New Salesforce Marketing Cloud Growth Edition

Recently unveiled, Salesforce Marketing Cloud Growth Edition is designed to empower small businesses by seamlessly integrating CRM, AI, and data within Salesforce’s trusted Einstein platform. This innovative solution promises to redefine marketing automation across sales, service, and commerce.

In this blog post, we’ll explore how Marketing Cloud Growth is set to revolutionize the way small businesses approach marketing, enabling them to drive growth and efficiency like never before.

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Salesforce Marketing Cloud Growth Edition: A Game-Changer for Small Businesses

Launched on February 20, 2024, the Marketing Cloud Growth Edition is tailored specifically for small businesses with B2B marketing needs. Powered by Einstein’s Generative AI and Data Cloud, this edition simplifies marketing tasks, allowing businesses to focus on strategic growth.

Key Features of Salesforce Marketing Cloud Growth Edition:

• Unified Data Integration: Seamlessly unify various data sources via Data Cloud.
• Compelling Content Creation: Create and deliver engaging content with Digital Experiences.
• Automated Customer Journeys: Automate complex workflows using Flow Builder.
• Intelligent Analytics: Improve decision-making with Einstein’s AI-driven insights.

Built directly on the Salesforce platform, the Growth Edition eliminates the need for external connectors, offering a user-friendly experience. However, it does not include advanced features like Dynamic Content, A/B Testing, and Business Units found in Marketing Cloud Engagement and Account Engagement (Pardot).

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Key Features of Salesforce Marketing Cloud Growth Edition

1. Multi-Channel Campaigns: Create campaigns using Salesforce Flow automation, simplifying processes with precise wait steps and approval workflows.
2. Social Media Integration: Expand reach by integrating with popular social media platforms.
3. AI-Powered Segmentation: Rapid audience segmentation using natural language prompts.
4. Enhanced Personalization: Unified profiles enable personalized customer interactions.
5. Real-Time Analytics: User-friendly dashboards provide actionable insights for campaign optimization.

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Boosting Efficiency with AI Tools

The Growth Edition offers powerful AI tools from Einstein to streamline campaign creation, content generation, and audience segmentation. Key features include:

• Einstein Metrics Guard: Secure engagement filtering.
• Einstein Co-Create: Generate assets and segments effortlessly.
• Einstein Send Time Optimization: Maximize email effectiveness.
• Einstein Segment Creation: Precise audience segmentation.

---

Enhancing Audience Targeting

Integration with Data Cloud enables precise audience targeting, helping businesses accurately segment data and reach ideal audience segments. This facilitates:

• Unified customer data across marketing, sales, service, and commerce.
• Enhanced personalization across all channels.
• A consolidated 360-degree view of customers.

---

Streamlining Campaign Management

The Growth Edition centralizes marketing activities with a comprehensive campaign hub. Businesses can design, automate, and optimize content across various channels using templated options for SEO-friendly landing pages, forms, and emails. AI-powered email campaigns and integrated landing pages enhance customization and streamline complex multi-email journeys.

---

Analyzing Performance

Robust performance monitoring and reporting capabilities are available through Data Cloud reports in the Analytics tab. Businesses can assess the impact of email and SMS campaigns, gaining actionable insights to refine marketing strategies and enhance campaign performance.

---

Simplifying Content Management

The Content tab, powered by Salesforce CMS, enables efficient organization and management of marketing content. Users can clone and edit content within a consistent editing environment, ensuring brand consistency and efficiency in content creation and distribution.

---

Ensuring Privacy Regulation Compliance

The Growth Edition includes tools for managing consent to meet privacy regulations effectively. Features include:

• Default or customized marketing communication subscriptions.
• An intuitive email preference page for subscribers to manage their communication choices.

---

Salesforce Marketing Cloud Growth Edition: Use Cases

1. Small & Medium-Sized Businesses (SMBs): Ideal for B2B SMBs, enabling efficient campaign management and competitive edge.
2. Marketing Teams With Limited Capacity: User-friendly interface and pre-built templates maximize resources.
3. Startups & Emerging Businesses: Affordable pricing structure supports early-stage companies in exploring marketing automation.

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How Does Salesforce Marketing Cloud Growth Edition Differ From Other Editions?

The Growth Edition complements existing Marketing Cloud products, emphasizing the importance of Data Cloud, AI, and marketing within the Salesforce ecosystem. Unlike Marketing Cloud Engagement (B2C-focused) and Account Engagement (B2B-focused), the Growth Edition is designed specifically for SMBs new to marketing automation.

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FAQs About Marketing Cloud Growth Edition

• What’s New in the Email Builder? The Email Builder leverages Salesforce CMS, enabling data-driven email creation within a cohesive ecosystem.
• When Can Businesses Start Using It? Initially available in the United States and Canada, with plans to expand to EMEA and other regions.
• Do Existing Salesforce Customers Need to Do Anything? No. Customers with Sales or Service Enterprise Edition (EE) or higher can access it at no additional cost.

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Conclusion

The Salesforce Marketing Cloud Growth Edition is a transformative tool for small businesses, offering seamless integration, AI-driven insights, and streamlined campaign management. By leveraging its capabilities, businesses can unlock new levels of efficiency, personalization, and growth. Now is the time to embrace this innovative solution and position your business for sustained success.