In today’s fast-evolving digital landscape, an impactful marketing automation platform is pivotal for businesses striving to maintain a competitive edge. Within this realm, Salesforce Marketing Cloud emerges as a dynamic solution, offering an array of modules designed to empower businesses in crafting, optimizing, and analyzing marketing campaigns with precision. However, mastering the full potential of this versatile platform requires more than just access to software—it demands comprehensive support, training, and often, the strategic guidance of experienced external consultants. In this article, we will delve into the diverse forms of support and training available for Salesforce Marketing Cloud users. The last section of this article will focus on the advantages of enlisting external consultants in addition to self-implementation..
The Power of Marketing Cloud Support
Salesforce, renowned for its dedication to customer success, extends robust support to Marketing Cloud users through various avenues. Upon procuring a Marketing Cloud license, users gain access to an assortment of invaluable resources:
1. Extensive Documentation and Knowledge Base:
Salesforce provides an expansive online documentation library and a comprehensive knowledge base encompassing every facet of the platform. From detailed tutorials to in-depth articles, users can find answers to queries and explore best practices at their own pace.
2. Trailhead Learning Paths:
Salesforce’s interactive learning platform, Trailhead, has got a serious facelift in the last 3 years. It offers structured learning paths and modules exclusively dedicated to enhancing proficiency in Marketing Cloud.
This gamified approach is where we recommend you start. Not only does it foster an enjoyable learning experience but also motivates users to systematically enhance their skillset.
3. Vibrant Community Engagement:
The Salesforce Community serves as a vibrant hub for users to connect, collaborate, and seek solutions. Various forums enable users to pose questions, share their experiences, and learn from fellow users’ challenges and successes.
4.Marketing Cloud on StackExchange
Salesforce Marketing Cloud StackExchange is a vibrant online community where marketers, administrators, and enthusiasts converge to share insights and knowledge about Salesforce Marketing Cloud. This platform serves as a hub for discussions, questions, and solutions related to this powerful marketing automation solution.
You’ll soon see a few community leaders stand out. Whether you’re seeking advice on optimizing campaigns, troubleshooting technical issues, or exploring innovative strategies, the Salesforce Marketing Cloud StackExchange community provides a collaborative space to learn, connect, and stay updated on the latest trends and best practices in the realm of marketing automation. Our 2 cents: Start with a search before posting, most chances is that your question was already answered.
5. Slack Groups
Whether you are using Marketing Cloud Engage, another name for Marketing Cloud, or Marketing Cloud Account Engagement (Pardot) – targeted at B2B accounts, dedicated Slack communities which you join via private invitations – exist.
6. Tailored Premier Success Plans:
For businesses desiring personalized guidance, Salesforce offers Premier Success Plans. These plans provide access to personalized support, expert guidance, and advanced features, ensuring businesses extract maximum value from their Marketing Cloud investment.
Pro Tip for the budget-conscious : Premier Success plans are a percentage of your entire Salesforce spend which is a recurring expense even if you don’t use it and ramps up as your licenses cost evolve.
In many cases, a company would prefer a qualified Salesforce Partner that works Time & Materials and is paid for work done.
Elevating Your Marketing Cloud Expertise through Training
While the provided support and training options are invaluable, the intricate nature of Salesforce Marketing Cloud warrants dedicated training. Here’s why it’s essential:
1. Maximizing ROI:
Comprehensive training enables users to tap into the platform’s full capabilities. Proficiency in advanced features such as Automation Studio, SQL, Custom Preference Centers, Intelligence Reports (formerly Datorama), and other – can significantly impact campaign performance and ROI.
2. Personalized Customization:
Every business is unique, which is why Marketing Cloud is delivered as a skeleton – ready to be built from scratch. Marketing Cloud Training enables users to tailor Marketing Cloud to their specific requirements. Full customization potential can only be realized through a deep understanding of the platform.
3. Mitigating Errors:
Mistakes in campaign setup or, more common, data management – can lead to costly consequences. Proper training minimizes the risk of errors that could tarnish brand reputation or result in compliance issues.
External Consultants: Strategic Partners in Your Marketing Cloud Journey
As businesses strive to unlock the full potential of Salesforce Marketing Cloud, the role of external consultants takes center stage. Here’s how these professionals can enhance your Marketing Cloud experience:
1. Specialized Expertise:
External consultants bring a wealth of specialized knowledge and hands-on experience. Their deep understanding of the platform’s (endless!) nuances helps uncover hidden opportunities and resolve challenges effectively. Make sure your consultant not only holds the adequate certifications, but actually has rich hands-on experience.
2. Tailored Strategy:
Any serious consultancy will have a senior Business Analyst specialized in Marketing Cloud. This person is key to your implementation success.
Consultants collaborate closely with businesses to formulate strategies aligned with their unique goals and industry dynamics. This personalized approach ensures optimal utilization of every module.
3. Accelerated Learning:
Consultants expedite the learning curve, sparing users from the trial-and-error process. They provide focused training to equip users with the skills necessary for executing intricate campaigns and strategies.
A great balance between external consultants and an internal team – is for day-to-day campaigns, managed by the team, while the consultants do the heavy lifting of complex segmentation, automated reporting, data development and hygiene.
4. Problem Solvers:
In times of trouble, consultants are adept at troubleshooting. Their familiarity with common pitfalls and effective solutions allows them to swiftly resolve issues and maintain seamless campaigns.
A good example is the ability to selectively eject contacts from a running journey, or troubleshoot email deliverability (block bounces) with specific ISPs efficiently.
5. External Consultants = External ideas
External consultants stay abreast of the latest trends and updates within the Marketing Cloud ecosystem.
They also have experience solving for similar cases as seen on other orgs. Their insights introduce fresh ideas and innovative approaches, keeping businesses ahead of the curve.
In Conclusion
Salesforce Marketing Cloud holds the potential to transform your marketing endeavors. While Salesforce offers commendable built-in support and training options, realizing the platform’s full power necessitates a strategic approach. Investing in comprehensive training and seeking guidance from the community and, more efficiently, from external consultants can yield unparalleled success. These experts save you time, bring specialized insights, tailor strategies to your unique context, and ensure your marketing campaigns transcend expectations in today’s fiercely competitive market. Remember, in the realm of Marketing Cloud, knowledge truly is power, and harnessing that power through external consultants can make all the difference.
