What to Ask When Evaluating a Marketing Cloud

We all use something connected to a cloud-based solution, and for marketers, that’s probably a marketing cloud. Use the advice in this article as you evaluate your options.

If you work in business, you’ve touched a cloud — a network of remote servers hosted online to store, manage and process data, instead of dealing with a local server or personal computer. Cloud computing delivers computing services like servers, storage, databases, networking, software, analytics and intelligence over the Internet or “the cloud”. 

In this short article, we look at three factors to consider in adopting cloud-based marketing.

Marketing Cloud for Modern Customer Journey Management

To function as modern marketers, B2B brands need capabilities for email, mobile, social media, web personalization, advertising, content creation, content management and data analysis. It’s a lot to organize, and the only way to survive is to integrate with a SaaS or web-based application. 

The marketing cloud is a purpose-built solution to address this need. A cloud platform like ours, for example, integrates solutions for customer journey management. With a cloud platform, brands benefit from faster innovation, flexible resources and economies of scale. 

B2B marketing at its heart is customer journey management. At its core, the marketing cloud is a customer journey management machine. Marketers have data-driven guidance on what channels would be preferable for given messages along a journey.

Tips for Choosing the Best Marketing Cloud Fit

As more and more B2B marketers adopt a purpose-built cloud, some best practices and tips have emerged. Use these tips to avoid a bad fit. 

There’s nothing perfect in this world, and technology is no exception. Though the cloud brings immense potential to B2B marketing campaigns, avoid these stumbling blocks as you decide which approach works best for you. Have conversations with your team and vendors, and avoid problems later. 

  • Difficult to integrate: According to one study, about 90% of respondents said integration with existing systems was a “common” or “very common” hurdle. The initial integration of instrumenting the site and connecting core systems can be time-consuming. It sometimes results in stillborn or improperly deployed instances. How do your marketing cloud options deal with this?
  • Security: Among the reasons to migrate to cloud-based services are reduced reliance on on-premises data centers, easier accessibility and mobility. Despite these benefits, it also brings a fresh set of security challenges for companies. Rightly so, companies worry about cloud security. The risk of security breaches can be higher in cloud environments than on-premise if not properly handled. An integrated cloud solution must have the ability to encrypt and store data. Moreover, there must be a secure way to connect with the cloud to access, view and share information. Ask your providers about their security practices.
  • Right team with the right knowledge: Having a team of the right people is imperative for a successful marketing cloud implementation. It helps you to represent your business strategy, become the voice of customers, unlock business requirements and develop technical solutions. For many marketing teams, having a partner on the cloud journey brings a faster sprint to their goals.

Ready to Transform Your B2B Marketing Campaigns?

The True Influence Marketing Cloud integrates award-winning intent data, programmatic advertising, content syndication, and intent intelligence services into a single, comprehensive demand generation suite. Marketers use the advanced analytics, natural language processing, and artificial intelligence to analyze contact lists, identify buying groups, and prioritize the best accounts to prospect. 

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