Salesforce Marketing Cloud

Salesforce Marketing Cloud

Salesforce Marketing Cloud is the premiere cloud-based digital marketing platform, providing marketers a fully integrated solution for developing robust campaigns and customer journeys - incorporating the use of email, mobile, social, and personalization through data and analytics. Email Studio, the home to Content Builder, subscribers, data and analytics, provides marketers with a powerful suite of easy-to-use tools and the ability to customize all aspects of an email marketing strategy. User friendly “out-of-the-box” features, like customizable mobile-responsive templates, content blocks, drag-and-drop data filters, and a useful A/B testing tool, are perfect for new customers and those just getting started.

Salesforce integrated users can take things a step further, incorporating custom reports and data from the Sales Cloud into Email Studio to use with marketing automation and real time triggered sends using Marketing Cloud Connect.

As a certified Salesforce Marketing Cloud expert, I focus on the “intermediate” and “advanced” capabilities available, like SQL Queries, Personalization Strings, and AMPscript, that go beyond “one-size-fits-all” messaging, allowing you to develop a true 1:1 communication that drives revenue and results.

Audience Targeting

Audience Targeting

Knowing “who” to send your email campaigns to is only half the battle. Identifying this target audience requires utilizing a multitude of data and information to develop a unique and personalized experience. There’s now a wealth of information available that you can tie to subscribers and customers, including website analytics, social media activity, behavioral interactions, and ecommerce transactions.

By aligning this data with your subscribers and customers, you’ll be able to identify new segments of your audience you never knew existed. This is the key to unlocking your true marketing potential and the first step in developing a focused email campaign strategy that will help you reach your goals.

I start by creating custom audience “personas” that will identify these once unknown subscriber and customer segments by utilizing advanced query based segmentation rules, which encompass multiple data points. Understanding the “who”, “what”, “how”, and “why” of your audience provides you the greatest opportunity to develop a true 1:1 communication.

Dynamic Messaging

Dynamic Messaging

Every company has a vision and a story to tell. Email has evolved from filling a single message with as much text and imagery as possible to communications that are more refined, interactive, and ultimately engaging. There are a multitude of aspects to consider when designing and building your email templates and campaigns — Sender Name, Subject Lines, Preheaders, image to copy ratio, animation, live content, and many more.

Delivering a relevant message is vital to developing a highly successful email marketing program. With the use of dynamic content, there are an unlimited number of ways to target information to subscribers and customers. Marketers now have the ability to tailor their message specifically to each recipient, ensuring that their message is both relevant and engaging.

Using custom audience “personas”, I implement an easy-to-use process to leverage these features and incorporate them into your standard email marketing practices.

Marketing Automation

Marketing Automation

Effective marketing automation allows you to intelligently message your audience in a strategic approach, making sure you provide them with relevant content at the right time in the lead or buying process. Automated campaigns can take many forms and sizes, from simple birthday and reminder campaigns to fully developed engagement campaigns that monitor audience behavior and market to subscribers or customers at different intervals based on their interactions.

Combining custom audience “personas” and dynamic messaging, I will implement a series of automated campaigns and user journeys that ensure you deliver the most relevant information to your subscribers and customers at critical milestones in the lead or buying process.

Systems Integration

Systems Integration

There are numerous ways you can integrate data from your CRM, eCommerce and analytics systems with your subscriber and customer information. The aim is making sure you can effectively use that data to target your audience and develop data driven content that will impact your marketing campaigns.

Having led several full-scale email migrations, I understand the challenges involved with integrating a new email platform with legacy systems, and the obstacles it poses to your IT department. Synchronizing the flow of information from all your systems is crucial for aggregating the data necessary to truly understand your audience.

I know what’s required, from a technical and business perspective, to achieve a complete integration with your CRM, analytics, eCommerce, and financial systems. I’ll coordinate with you and your IT department to ensure that all the technical and marketing requirements are met for each system integration.

Technical Advisement & Training

Technical Advisement & Training

In order to maximize the capabilities of any email system, marketers must learn to go beyond the “basics” and effectively leverage all the functionality offered. There are often a number of features within a system that go unused, not because marketers don’t want to use them, but because they don’t know how to use them.

I’ll collaborate with you and your team to outline a concise set of marketing objectives and develop a step-by-step training process that will help you reach your marketing goals. These trainings enable marketers to identify new and innovative campaigns that will help them expand and evolve their email marketing program.

Questions & Additional Information

Location & Contact Information

Based in New York City, I primarily work on-site with companies located in New York, New Jersey, Connecticut, and Washington D.C.

If you would like more information about the work I do or services available, you can contact me by phone, email or by completing the contact form on this page.


email info@impactengagement.com

phone 646-652-8741

linkedin mikewelthy