Leveraging marketing cloud technology is a critical element in the modern marketer’s success strategy. From collecting and leveraging customer data and ensuring customer engagement and retention to creating compelling, on-brand marketing materials, there are a number of best practices that should be followed when it comes to your marketing cloud.
Utilizing the Right Platform
- Out-of-the-box capabilities
- Features, user interface
- Ease of use
- Integration capabilities
Be Transparent When It Comes To Data Collection & Utilization
Get to Know Your Customers at a Deeper Level
Just as data is the core of a successful marketing strategy, the customer is the core of every business. Knowing your customer has always been a foundational element of marketing strategy, but the modern consumer wants to be known and understood on a deeper level more than ever before. To accomodate this, marketing teams are creating in-depth customer personas and leveraging their robust data collection strategies to when and where they want to be targeted.
Streamline Work With Template Systems
A tried–and–true best practice that has been implemented across industries within a variety of successful campaigns is the utilization of a standardized template system within marketing cloud platforms. To do this, many teams are replacing their long-form marketing templates with a template system build of stylized, branded wire frames.
This not only allows for standardization of branded interchangable marketing elements that uphold brand guidlines, it also promotes optimization and streamlined workflows within the marketing team. This is an especially relevant practice for brands that send out a multitude of messages across a large variety of audience segments on a daily basis. If you haven’t intiatited this into your marketing cloud platform, now is the perfect time.
Deliver Hyper-Personalization Experiences
Leverage the Power & Efficiency of Automation
Lastly, the most important best practice of the current era is future-proofing your marketing intiatives — a task which has become heavily reliant on the integration of automation. As a topic of conversation across the marketing landscape for a long time now, automation has pivoted from a someday concept to a necessity for growth. This is especially relevant when it comes to your marketing cloud platform and your MarTech stack as whole.
- Automating drip campaigns
- Streamlining Order-to-Cash (O2C) processes with automation
- Implementing Dynamic Creative Optimization (DCO)