Marketing Clouds are Growing at a CAGR of 6.7%. How can Marketers drive better campaign engagement?
One of the major challenges for B2B marketers is how to map buyer journeys and gauge effectiveness of their multichannel campaigns. The need to use data effectively – and align all marketing campaigns to create meaningful customer engagements across many touchpoints -is a pain point that older marketing technology cannot solve. This is where a Marketing Cloud can help.
A Marketing Cloud is a collection of marketing tools hosted on cloud servers. With this platform, companies access a blend of mission-critical tools like CRM, Analytical Software, and Social Media to employ big data effectively and unearth prospects with personalized content across various devices and digital touchpoints.
Successful implementation of Marketing Cloud helps you:
- Connect crucial buyer touchpoints
- Elevate buyer experience
- Drive customized campaigns
- Streamline buyer interaction across multiple channels
- Measure effectiveness of strategies and ROI
The global market for Marketing Cloud platforms is projected to leap from US$ 9.1 billion in 2020 to US$ 14.3 billion in 2027. A jump of this size is proof of the massive potential Marketing Cloud possesses.
Let’s dig deeper into how Marketing Cloud drives campaign engagements.
Deliver Customer-Centric Experiences
52% of customers stop buying from a particular brand because they get better service from its competitor. Delivering a customer-centric experience is always important, especially if your organization is in a highly competitive industry. Singular attention to brand awareness and implementing generic actions is not enough. You can get some quick and easy wins for your marketing campaigns by cultivating buyer intent data in your Marketing Cloud and incorporating it into your campaign strategy.
Drive High ROI with Personalized Campaigns
In a study by ClickZ intelligence, 52% of organizations claimed to use Marketing Cloud technology, and a whopping 82% of respondents suggested that Marketing Cloud technology has a positive impact on their organizations’ marketing efforts. With an integrated Marketing Cloud, you bring together first-party data from your CRM and third-party behavioral data collected from websites, apps, and IoT devices. Marketing Cloud technology also allows advertisers to extract third-party data from marketplaces and analyze the same for audience segmentation. This technology is a revolutionary step in the Adtech sector as it allows advertisers to reduce the complexity of data and account management and improve efficiencies. This allows for easier campaign personalization, which in turn drives a unified unified prospect experience. The ultimate goal? Elevate ROI for your marketing efforts through the use of a Marketing Cloud.
Optimize Advertising Campaigns
A powerful integrated Marketing Cloud can easily send and receive data to different destinations- including your DSP. Ad campaigns that used to run across traditional mediums like TV and print are now increasingly integrated into online channels for targeting a broader spectrum of audience segments. Think of tech giants like Google that sell ad space to companies that want to tap into the world’s most popular search engine. Or, the programmatic tactics that are increasingly used in B2B Marketing across any Publisher website where B2B prospects might be researching. The data in your Marketing Cloud can power those efforts.
One of the greatest strengths of the Marketing Cloud is that it is fast and flexible – If you need to refresh the data powering your ad campaigns, you can do so without investing much of your time and money.
Targeted advertising campaigns solidify brand loyalty and buyer retention, all thanks to the integrated Marketing Cloud. You interact with buyers along their journey no matter where they are in the purchase funnel.
Harnessing the Power of Algorithm and Automation
You can leverage your audience segments to serve display ads, search ads, and social ads based on the data you collect in your Marketing Cloud. This programmatic approach should be fueled by algorithms designed to reduce inefficiencies and increase accuracy of targeting.
Brands and ad agencies manage this real-time bidding processes across multiple channels and ad exchanges within milliseconds. And, they do it all using the data inside your Marketing Cloud. Ad buying and site-side optimization are all based on the personas and segments you’ve worked to define. The bidirectional nature of a Marketing Cloud can bring programmatic performance data back in to show a unified view of persona creation to engagement under one roof.
It’s time to start
An intent-data-driven integrated Marketing Cloud should be on the wishlist for B2B marketers worldwide. It supports the entire buyer journey, not just parts of it.
Go through the following articles to know more about the applications of integrated Marketing Cloud.
- Marketing Cloud Wishlist for Account-Based Engagement
- Conversational Landing Pages: One Path to Personalization at Scale
- Ease of Use is the Real Value in Martech