Whether you use Account Engagement, Marketing Cloud Engagement or Marketing Cloud Growth, there are plenty of tools at your fingertips to deliver successful marketing automation campaigns.
Marketing Cloud Account Engagement
Engagement Studio, Marketing Cloud Account Engagement’s nurture tool, automates lead nurturing with personalized, behavior-based journeys. Here are some features:
- Dynamic Lists: Segmentation Lists that evaluate rule-based criteria to match Prospects in near real-time. Use Dynamic Lists to enter Prospects into journeys for seamless automation.
- Actions, Triggers and Rules: These are the primary building blocks for Engagement Studio, and can leverage other Account Engagement assets like Forms, Custom Redirects, etc.
- Sales Tasks and Notifications: Nurturing leads successfully means knowing your Sales cycle and working with your Sales team. Create Tasks and Notify Users based on program engagement.
Marketing Cloud Engagement
Journey Builder, Marketing Cloud Engagement’s nurture tool, Creates cross-channel customer journeys for deeper engagement. Here are some features:
- Decision Splits: Directs Contacts down different criteria-based paths that evaluate their behavior and attributes to customize journey steps.
- AMPscript : Scripting language used to insert dynamic content and personalization into an email based on subscriber data.
- Einstein Send Time Optimizer: Determines the optimal time to send an email to individual subscribers based on historic engagement patterns to optimize open and click rates.
Marketing Cloud on Core.
Salesforce Flows, Marketing Cloud Growth’s nurture tool, streamlines complex business processes through automation tools. Here are some features:
- Schedule and Segment: Set the Segment, and determine whether the Flow should run one-time, or continuously. If continuously, set a filter on your segment that adds only new records.
- Data Graphs : While configured in Data Cloud, Data Graphs power the attributes available for flow split paths and merge field personalization.
- Built on Core: As the first Marketing tool built on Core, this is the same Flow tool that powers automation across the organization, enabling seamless interactions from Data Cloud for Marketing, Sales and Service.
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