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Creating connected experiences in manufacturing with Salesforce

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Creating connected experiences in manufacturing with Salesforce

by Brianne Mullally


The manufacturing industry is in the midst of a digital evolution. Technology advancements and a constantly changing global marketplace have made it imperative for manufacturers to meet their customers and global supply chains where they are, or risk being left behind.

Manufacturing marketers have an opportunity to lean into digital and leverage their data and technology to create a connected experience for their customers. Salesforce Data Cloud and Marketing Cloud work hand in hand to empower marketers to make informed decisions, optimize workflows, and create personalized experiences for their customers.

Below are examples of what’s possible for manufacturers using Data Cloud and Marketing Cloud.

Harnessing the power of data with Salesforce Data Cloud

Data Cloud is a real-time platform with the ability to centralize customer data at scale, providing a unified 360° view of the customer as well as the ability to act on insights via AI and automation, enabling a consistent and hyper-personalized customer journey. This data-driven approach empowers marketers to make strategic decisions, enhance customer engagement, and optimize their marketing strategies.

Manufacturers can use Data Cloud to:

  • Get a 360-degree customer view: Data Cloud integrates data from multiple touchpoints, including social media, customer interactions, and market trends. This comprehensive view helps allows marketers to understand customers on a deeper level, helping to tailor marketing campaigns for maximum impact.

  • Optimize supply chain management: Efficient supply chain management is crucial in manufacturing. Data Cloud helps marketers gain insights into the supply chain, ensuring timely deliveries, minimizing disruptions, and enhancing overall operational efficiency.

  • Improve lead generation and conversion: By leveraging the power of artificial intelligence and machine learning, Data Cloud assists in identifying high-quality leads and predicting potential conversion opportunities. This ensures that marketing efforts are focused on prospects with the highest likelihood of becoming customers.

  • Enhance collaboration and connectivity: Manufacturing is a collaborative industry, often involving partnerships with suppliers, distributors, and other stakeholders. Data Cloud facilitates seamless collaboration by providing a unified platform for data sharing and communication, fostering stronger relationships throughout the supply chain.

Seamless automation with Salesforce Marketing Cloud

Marketing Cloud is a powerful platform that provides marketing automation, omni-channel customer engagement, and personalized communication.

Manufacturers can use Marketing Cloud for:

  • Lead generation and nurturing: By leveraging features such as email marketing, social media advertising, and lead scoring, manufacturers can identify and nurture potential customers through the sales funnel. This helps build relationships with prospects and increases the likelihood of conversion.

  • Product launches and promotions: When launching new products or promoting existing ones, Marketing Cloud can orchestrate multi-channel campaigns. This includes creating personalized email campaigns, social media promotions, and targeted advertisements to generate excitement and awareness around new offerings.

  • Customer segmentation and personalization: Segment customers based on various criteria such as purchase history, behavior, and preferences. By understanding different customer segments, manufacturers can create personalized marketing messages and campaigns tailored to the specific needs and interests of each group.

  • Regulatory compliance communication: In industries with strict regulatory requirements, such as manufacturing, staying compliant is crucial. Marketing Cloud can be utilized to communicate effectively with customers and partners about changes in regulations, product safety updates, and other compliance-related matters.
By using Data Cloud and Marketing Cloud, manufacturing marketers can lean into digital and create more personalized, efficient, and data-driven marketing strategies that drive connected experiences. Would you like to learn where your company is on the digital maturity scale? Check out our guide, and take the assessment. 

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