Salesforce Distributed Marketing is a powerful tool that can help businesses reach more customers and improve their marketing campaigns. However, many professionals are not familiar with this tool or how to use it effectively. In this blog post, we will explain what Salesforce Distributed Marketing is and how you can use it to improve your business. Stay tuned for more in-depth posts about specific features of this tool
Distributed marketing salesforce is a way for companies to better connect with their customers by engaging in more localized marketing efforts.
It’s an effective and efficient way for businesses to reach out to people in the communities that they want to target and get them excited about what they have to offer.
In this guide, we will cover distributed marketing from Salesforce: how it works, its advantages, and some of its best practices.
How distributed marketing from Salesforce works
Let’s start by looking at the different stages of distributed marketing and how they work.
The first stage is corporate or local, depending on which you choose - a decision that depends a lot on your business model and what type of customers you are targeting .
This will be where most of your social media activity and lead capture will take place. You can also use this stage to create targeted ads and content.
The next stage is the distributed marketing engine, which takes all of the leads that have been generated from corporate or local and distributes them out to the appropriate reps or channels.
This ensures that no potential customer is lost and that you are reaching as many people as possible. The final stage is the customer feedback loop, which helps you to track and measure your success.
There are a few key advantages that distributed marketing has over traditional methods:
- Increased reach: One of the main benefits of distributed marketing is its increased reach. Because leads are distributed to the appropriate reps or channels, more people are reached and potential customers aren’t lost.
- Increased efficiency: Distributed marketing is also very efficient because it eliminates the need for multiple campaigns and allows you to target specific customers with pinpoint accuracy.
- Greater customer engagement: Customers are more likely to be engaged when they are targeted with relevant and timely content.
How to get started with distributed marketing
Now that you know a little more about distributed marketing, let’s take a look at how you can get started.
The first step is to create corporate or local profiles and populate them with engaging content. You should also make sure that your website is optimized for lead capture .
Once you have your leads, you can start sending them to the distributed marketing engine.
This will distribute them out to the reps or channels that are most likely to convert them into customers. You should also track and measure your success so that you can continue improving your campaigns.
Here are some recommended practises to help you get the most out of your Distributed Marketing Salesforce setup for your business:
To evaluate if you can utilise Distributed Marketing Salesforce in your corporate marketing environment, review the required products, licences, permissions, and any required additional Salesforce products.
Have an internal 'alignment' meeting with key stakeholders from corporate marketing, IT, and business users such as Sales or Partner Management before rolling out Salesforce Distributed Marketing.
Review responsibilities with your technical team of Salesforce certified email specialists or Salesforce Marketing Cloud specialists to maximise your chances of success, plan a timeframe and roll-out strategy, and set the correct expectations.
If you want to send a single, tailored email or SMS message to a group of people, set up a 'Quick Send' procedure.
Make sure you include the appropriate sections or material in your emails for Distributed Marketing to stay legally compliant in your region, such as unsubscribe links.
Create a workflow called 'Campaign Send' to add contacts, prospects, or person accounts to single or multi-step journeys like email drip campaigns.
To keep information about the send, Distributed Marketing employs Marketing Cloud data extensions (e.g. who is the sender and who is the receiver).
Complete this step for any Distributed Marketing message you want to send. Your Salesforce Marketing Cloud expert should be able to assist you with this.
Create unique customization interactions to extend the message personalisation pipeline. Expand the payload to incorporate extra information for path planning, content personalisation, and other purposes.
Increased Reach: One of the main benefits of distributed marketing is its increased reach. Because leads are distributed to the appropriate reps or channels, more people are reached and potential customers aren’t lost.
Increased Efficiency: Distributed marketing is also very efficient because it eliminates the need for multiple campaigns and allows you to target specific customers with pinpoint accuracy.
Greater Customer Engagement: Customers are more likely to be engaged when they are targeted with relevant and timely content.
1. Ensure that corporate marketing guidelines are followed for more "connected" campaigns.
Local partners frequently have trouble adhering to a brand's marketing rules and requirements. Salesforce Distributed Marketing aids in the filling of these voids.
As a result, one of the most significant benefits is that it allows brands to create individualised on-brand marketing campaigns in order to provide high-quality customer experiences and, as a result, retain an instantly recognisable brand image with their target demographic.
Salesforce's Distributed Marketing makes it easy for brands to create corporate marketing guidelines throughout their entire distributed sales network.
Corporate marketers and their Salesforce Marketing Cloud professionals can use Journey Builder in Salesforce Marketing Cloud (SFMC) to:
In just a few clicks, you can create best-practice consumer journeys for focused interaction.
Activate the journey and link it to the campaign in Sales Cloud, Service Cloud, or Community Cloud, then distribute it across the network.
Give partners access to these pre-built journeys, which they may customise and distribute to customers.
Increase control over what is shared and to whom Experiences for customers interacting with the source
As a result, Salesforce's Distributed Marketing plugs the gaps that typically arise in omni-channel marketing for companies with vast partner networks, allowing them to provide exceptional in-person experiences for customers interacting with their affiliates.
2. Personalize your messages
Consumers today are unimpressed by unimaginative, cookie-cutter brand communications.
Distributed Marketing Salesforce allows a brand's partners and corporate marketers to customise each message for each interaction along the journey, resulting in personalised, results-oriented communication.
Before the contacts are entered into an on-brand cross-channel journey, they can preview each message by email address to ensure that the copy is personalised to each individual.
Let us assist you in creating bespoke SFMC adventures.
Simultaneously, the broad framework that governs how the business communicates with its consumers remains unchanged.
This means that customization and the characteristics that distinguish a brand — colours, messaging tone, language, and so on – work together to benefit both the brand and its customers.
3: Use analytics to better understand consumer journey engagement
Brands can track each customer touchpoint and journey with Salesforce Distributed Marketing.
Following the sharing of proposed journeys with partners, corporate marketers can examine engagement metrics at the aggregate trip level to acquire actionable information, such as which type of digital marketing (e.g. email marketing versus social media marketing) performs best with their clients.
And, if necessary, they can alter the path to continue to provide excellent customer service.
Partners can access and choose all of the pre-built journeys developed by the corporate marketing team by logging in to the cloud they use every day (e.g. Sales Cloud).
This gives your marketing partners the ability to measure and report on their customer's journey engagement.
Salesforce Distributed Marketing provides near-real-time visibility into the performance of each distributed campaign, so that you can quickly determine which tactics are working best for your customers.
Measure results at the aggregate trip level with Journey Analytics in Salesforce Marketing Cloud.
When the majority of your brand's customer touchpoints are outside of your regular corporate marketing 'environment,' Distributed Marketing comes into play.
It provides all the resources, tools, and material that individuals who interact with your customers but are not part of your immediate team, such as franchisees or vendor partners, need to offer seamless, connected, and on-brand customer experiences.
Distributed Marketing from Salesforce helps enterprises with big partner networks ensure that customers never have a frustratingly 'disconnected' brand experience, in which they feel like they're engaged with two different firms.
Salesforce is already used by many of these companies and their corporate marketers to fuel their sales outcomes through these partner networks.
These organisations and marketers can now easily build personalised customer journeys and deploy them to their partner networks using Salesforce Distributed Marketing and Salesforce Marketing Cloud, with the help of their Salesforce certified email specialists and Salesforce Marketing Cloud specialists.
The Salesforce Sales Cloud, Service Cloud, and Community Cloud partners can then use these personalised journeys to onboard new clients, create and execute special promotions, manage renewals, and do much more with their customer relationships than they could before.
4.Distributed Marketing with Salesforce:
Sales Cloud, Service Cloud, Financial Services Cloud, and Community Cloud are just a few of the Salesforce ecosystem components that can be activated.
Customer journeys can be tracked across several touchpoints scattered over a multi-entity partner network.
Provides brands with the ability to provide consistent and tailored consumer experiences across a distributed sales network.
For corporate marketers, it provides comprehensive, actionable customer insights.
If your company prides itself on being "customer-centric," here's a question you should be able to answer quickly:
1. Have you identified all of your organization's client touchpoints? 1, 2, 5, 10, and so on? More?
Are you prepared to respond? Now consider the following:
2. Can you tap into as many client touchpoints as possible to strengthen your customer-centricity? Just a few? Some? Many? All?
Last but not least:
3. How many of these touchpoints are directly associated with your company's corporate marketing team, and how many are in the picture because of your network of distributors, channel partners, franchisees, and so on?
Here's why knowing the answers to these intertwined questions is crucial. Customers today, particularly those who are referred to as "digital natives," frequently experiment with and use a variety of methods to communicate with brands.
They also want every interaction to be meaningful, convenient, and, most crucially, connected.
You won't be able to service your customers through those touchpoints if you don't know how many different ways they can – and do – interact with your brand.
Can you say "opportunity squandered"?!
It's important to note that simply knowing how many touchpoints your clients are interested in isn't enough! It's also crucial to understand the responses to questions #2 and #3. And this is where you could run into issues.
Selling and promoting items or services through a few touchpoints is a very doable task for most firms and their corporate marketing departments.
However, as the number of these touchpoints grows, such as as a result of the expansion of a 'partner network' of franchisees, agents, resellers, and so on, the added complexity can make delivering superior customer-centricity and seamless, connected, and personalised consumer engagement at scale very difficult.