How Can Marketers Thrive and Innovate in Times of Disruption With Salesforce Marketing Cloud?

Heena Dawnak

COVID-19, as we know, has accelerated digital adoption. Today, more customers are open to e-retail, enrolling for virtual education, and remotely attending online classes and more so making financial investments online.

Amidst all these changes, various companies and organizations are looking at how exactly can they boost customer loyalty and engagement. As marketers, how do you get customers to buy your products/services again and communicate how your products and services are aligned and adjusted to their changing needs?

Here are some important tips that provide actionable insights to marketers and brand custodians on how they can thrive and innovate in times of disruption –

1. Begin and End with Customer

Forrester has identified 4 key needs that every customer has –

  • Customers enjoy comfort.
  • They always want to stay connected and updated.
  • They express their uniqueness.
  • And, they choose from a great variety.

Marketers can support their organization in creating two-way communication and a positive brand identity that showcases how their business is obsessed with fulfilling customer’s changing needs and wants. There’s a direct bottom-line to this approach. Such customer-led changes in expectations drive the need for marketers to adapt.

2. Build Relationships on Empathy and Gain a Competitive Edge Using Data

At a time when communications are high on sympathy, data can help you switch to empathy – from “we care about you” to “we care about things that matter to you”. Data lets you hyper-personalized consumer communication to demonstrate this attention to more customer preferences.

With the help of predictive analysis, you can even provide an intelligent recommendation to engage and hype up your customers. Wouldn’t you be excited to see that your favorite burger brand that they’re not only offering contact-less delivery but also that your favorite cheeseburgers are already in your cart and ready to be ordered?

Salesforce Marketing Cloud does this very thing. It consolidates customer data from various digital touchpoints to present a single unified view of the customer. With the help of a 360-degree view of your customers’ preferences, interactions and behaviors will help you further to hyper-personalized communication – and reach out to them with the right messages at the right time.

Letting your customers know that you care about their preferences and changing needs is more powerful than any blanket promotions and offers.

3. Do More with Less – with the Help of Technology

In these tough times of slashed marketing budgets and with so many customers around the world spending a large chunk of their time online, traditional marketing has completely gone for a toss and is losing traction. On the other hand, digital marketing is on the rise. It gives you access to a global audience in a more approachable and cost-effective way. By using some powerful solutions like analytics and social listening – marketers can create more focused and engaging campaigns by targeting the right kind of audience.

For example, Sisense helped customers and communities around the world fight COVID-19 with Analytics by offering relief packages, professional services, and strategic consulting to their customers.

What exactly was the campaign all about? With this campaign, the footwear brand promoted Social Distancing and Stay-at-home messaging via engaging contests on Facebook and Instagram whilst simultaneously encouraging customers to explore unique and fun things to do with shoes.

Address These Challenging times with Salesforce Marketing Cloud

Marketers across the world face various challenges when it comes to creating a brand identity and product awareness. Possibly the worst thing is that organizations don’t have the resources to combat these obstructions and invest – that leads to a compromise in their organizational performance.


With the help of Marketing Cloud, you can

  • Speak to your customers with the right message, in the right tone and at the right time.
  • Seamlessly connect data across various sources to capture and activate first-, second- and third-party data to know your customers and drive growth by reaching your new audience.
  • Engage with your customers across their entire buying journey by creating two-way, real-time engagement from awareness to advocacy.
  • Regardless of it being B2C or B2B, you can leverage world-class digital marketing platforms to create seamless marketing experience across every customer touchpoint with integrated marketing tools such as Journey Builder, Pardot, Datorama, Email Studio, Audience Studio, Mobile Studio, etc..

Get Ahead of the New Normal

Amidst all the upheaval and uncertainty, marketers must think like a disruptor. Isolate the parts of your ecosystem that you possibly can influence, such as customer spending patterns, buying journey, and behavior – and be open to experimenting with new technology to ensure the highest customer loyalty and engagement.

The world around is constantly changing and we want you to get more out of Marketing Cloud so you can help more customers – no matter what edition you use.

  • Growth through innovation/creativity:
    Rather than be constrained by ideas for new products, services and new markets coming from just a few people, a Thinking Corporation can tap into the employees.
  • Increased profits:
    The corporation will experience an increase in profits due to savings in operating costs as well as sales from new products, services and ventures.
  • Higher business values:
    The link between profits and business value means that the moment a corporation creates a new sustainable level of profit, the business value is adjusted accordingly.
  • Lower staff turnover:
    This, combined with the culture that must exist for innovation and creativity to flourish, means that new employees will be attracted to the organization.

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