Enhancing Customer Engagement with Salesforce Data Cloud
Today on the Salesforce Admins Podcast, we talk to Chris Zullo, Global Practice Director of Customer 360 and Marketing at AllCloud.
Join us as we chat about integrating Marketing Cloud and Data Cloud and how you can do more with your data.
You should subscribe (https://itunes.apple.com/us/podcast/b...) for the full episode, but here are a few takeaways from our conversation with Chris Zullo.
Bring all your customer data together in Salesforce
Chris is kind of my go-to Marketing Cloud guy, so I wanted to bring him on the pod to talk through how Data Cloud and Marketing Cloud go hand-in-hand. In his role as Global Practice Director of both Customer 360 and Marketing at AllCloud, he’s seen firsthand just how much of an impact Data Cloud can have by allowing both departments to work in tandem.
There are so many applications businesses use in today’s environment that each store data about your customers. But there’s a problem. As Chris puts it, “The likelihood of all of those systems talking to each other in any cohesive fashion is slim to none.” That’s where Data Cloud comes in. It allows you to bring all of that data into one place in Salesforce, and that’s where the magic happens.
Data Cloud creates a consistent customer experience
When a customer interacts with your business, they don’t care who they’re talking to—they just want to be treated consistently and as if they’re the same person. If they had a conversation with a sales rep about a certain product or feature, they expect the customer service rep they call to know what they’re talking about.
With Data Cloud, your customer service rep can look at all the communications a customer might have had with sales so they’re on the same page. And if they notice that there’s an email sequence scheduled next week to remind them about their warranty, maybe they can cancel it ahead of time and head things off at the pass.
That’s why it’s so important to give everyone a seat at the table when you’re establishing Data Cloud at your organization: marketing, sales, service, eCommerce, IT, and your data team. You want everyone working together to create a unified experience for your customers.
Data Cloud makes your data actionable
Some business units get really attached to their data. Sure, they’ll build you an API to provide a one-way glass view of their data, but why do you need them to integrate it with Data Cloud?
“It’s all about making it actionable,” Chris says, “it’s a verb, it’s an action. Just because I have a view doesn’t mean I can do something with it.” Data Cloud lets you do segmentation and targeting at scale without having to copy-paste into a bunch of pivot tables. And with AI features like lookalike segments, the possibilities are endless.
There’s a lot more great stuff from Chris about how Data Cloud can transform your organization so be sure to listen to the full episode. And don’t forget to subscribe to hear more from the Salesforce Admins Podcast.
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Watch: Data Cloud Decoded ( • What is Data Cloud? | Data Cloud Decoded )
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Full show transcript
Mike: With Data Cloud, you can organize and unify data across Salesforce and other external data sources. After data has been ingested into Data Cloud, it can be used to drive personalization and engagement through the creation of audience segments. So that's what our help documents say. And I wanted to find out from Chris Zullo, who is a business puzzle solver, Salesforce MVP and Global C360 and marketing practice director at AllCloud. What he's seeing when he's helped other admins integrate Marketing Cloud and Data Cloud and all of the benefits across the organization from having visibility into that. Also, what are some of the questions that admins should be asking in order to get that integration going? Now, before we get into the podcast, I want to be sure you're doing one thing and that's following the Sal...
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