How to Generate Leads with Salesforce Marketing Cloud
Every company’s marketing requirements are distinct from one another. But no matter what market segment you have – B2B, B2C or a mixture of both, marketing goals remain the same – to generate business leads. When it comes to automating your marketing strategy, the first thing you have to do is to determine the unique circumstances of these approaches.
As an entrepreneur, lead generation should be at the center of your organization. Salesforce Marketing Cloud could generate new opportunities precisely correlated with your bottom line, and give you the ability to efficiently scale your team efforts. But how do you firmly build the leads pipeline, both economically and in a way that understands consumer’s behavior models? Let’s find out.
Why is Salesforce Marketing Cloud so important?
Over the past years, the information explosion, directly linked with rapid technological progress, has produced a significant change in consumer buying habits. This new situation requires full attention from marketers and business partners. Therefore, the changing market landscape comes with a whole new collection of possibilities for marketers. The typical consumer researches answers via search engines, engages in social media and reads blogs and websites. The Internet has made knowledge accessible, allowing users to get access to what information they want when they want it. Entrepreneurs that plan to win their chances in 2017 need to understand this framework, deconstruct ineffective marketing tactics, and reallocate resources to marketing projects that align with this new paradigm. You need a powerful weapon – Salesforce Marketing Cloud.
What are the most significant benefits of Salesforce Marketing Cloud?
- Plan and personalize your marketing campaign;
- Engage immediately with mobile messaging;
- Gain more information about your clients;
- Create positive social experiences;
- Map your customer journeys across multiple channels, devices, and customer lifecycle stages;
- Administrate ads and have immediate results;
- Predict the right content on the web;
- Set marketing and sales campaigns that increase results;
- Analyze the impact of every customer interaction to determine strengths and flaws in your processes and then optimize your strategies and other methods in real time.
How can you obtain all those benefits?
There are four steps you should follow in order to achieve the best results from Salesforce Marketing Cloud:
The first step – Develop a content marketing strategy. A company that wants to improve a lead generation process needs marketers that do things differently. Now, marketing is more about teaching and less about promoting. The B2B buyer is looking for e-books, case studies, product details, fact sheets, reviews, pictures, and videos to find details about products and services. So as a marketer, you must be promoting these assets, and then working to distribute these assets through the most appropriate channels. Following this step will help you gain clarity and get leads.
The second step – Build a strong buyer persona. The first infrastructure element that requires being defined is a buyer persona. The resulting information about your buyer persona should be age, income level, company, educational attainment, family status, news consumption patterns, job title, concerns, values, etc. The buyer persona is the establishment of your content marketing. The extra detailed information you have about your customers’ values, interests, and goals, the more effective you will be in developing content for that particular consumer group.
The third step – Develop your content strategy. Once you have formed a robust buyer persona, you’re ready to start building your content. The content that you produce can take a variety of ways, as we mentioned at step number one. However, the content should focus on addressing the concerns, issues, and values that are relevant to your buyer persona.
The fourth step – Plan your content to the buying cycle. As you develop out your library of content sources, it’s crucial that you connect your content to the buying cycle. To successfully attract strangers and engage visitors, business people need to adapt to how consumers engage with their marketing strategies and tactics. It is important to reallocate marketing budget, staff time, and productive resources away from old marketing tactics in approval of content marketing in all its forms.
In order to do that efficiently, you have the opportunity to use a Salesforce tool which will allow you to automatize lots of processes, and give you the answers more quickly than before.
So start shifting your efforts to developing valuable content for a particular buyer persona, map it to the buying cycle, and follow your lead generation grow. Salesforce could come in your help with marketing automation solutions through Salesforce Marketing Cloud.