Data management in Marketing Cloud is done using data extensions (a table) that can be associated to form a relational database, which is supported with SQL. This, coupled with SFMC’s the ability to store various types data and create your specific data model, is an advantage compared to some competitive platforms that support a limited data model restricted by the data they can import and manage. One of the reasons this is important is that it allows for more complex audience building and segmentation within SFMC.

Salesforce Marketing Cloud has extensive integration capabilities that can provide data from various sources (another factor in why the data management features are so valuable). In addition to the expected connection to Salesforce’s Sales Cloud and Service Cloud (via Marketing Cloud Connect), SFMC also has various APIs, including a REST API and a SOAP API. Common use cases for these APIs include the following: augmenting your existing contact information in SFMC, importing content, and initiating triggered sends.

Salesforce Marketing Cloud has an extensive set of third-party applications available, including those from the Salesforce AppExchange, to increase its capabilities and customize it to your specific business goals. Think of the AppExchange as the Apple App store or Google Play store for SFMC (and other Salesforce Clouds). Beyond the AppExchange, there are other numerous third-party products from Salesforce partners that integrate with SFMC to increase its functionality and value.

Engagement scoring to predict who will interact with messaging Sent time optimization to predict the best time to send a message to each individual, so it’s most likely to be opened Engagement frequency to understand how many messages to send each individual. All of these serve to increase the engagement that consumers have with your brand while at the same time providing a personalized experience (and hopefully preventing disengagement).