That's what this article is about
According to the German Economic Institute, over 99% of the German economy is made up of small and medium-sized enterprises (SMEs). They provide more than half of all jobs and generate more than every second euro (net value added). However, SMEs in particular operate in a tough competitive environment, meaning that differentiation is becoming increasingly important.
This article describes how the Salesforce Marketing Cloud Growth Edition can explicitly support SMEs in offering customers and prospects a unique buying experience that sets them apart from the competition.
What challenges do SMEs face?
One of the biggest challenges for SMEs is transparent and therefore comparable prices. In addition, products can often be exchanged for each other due to their similar properties.
Customer relationship management is therefore at least as important today as the product portfolio on offer. With the help of a marketing strategy designed for this purpose and suitable software solutions, companies can better reach and retain their customers. However, SMEs have a smaller budget available for this than large companies.
In addition, their employees are primarily focused on meeting product and sales expectations. The development of a suitable marketing strategy and the associated measures for customer acquisition and retention therefore often get lost in day-to-day business.
According to the 5th Annual Horváth CxO Priorities Study, this is compounded by high service costs and a stagnating order situation. According to the study, customer centricity and operational excellence are the greatest levers for overcoming these challenges. For example, 89% of respondents in this study stated that customer focus is very important or important in order to remain competitive. For companies to succeed in this, they must have a holistic view of their customers.
Targeted use of customer data in marketing
Salesforce Marketing Cloud Growth Edition: A game changer for SMEs
In order for companies to fully exploit the potential of their customer data, they need appropriate marketing solutions. For various reasons, their use was previously reserved for large companies. The rules of the game are now changing with the Marketing Cloud Growth Edition.
This is because it is a version of the Salesforce Marketing Cloud that is specially tailored to the needs of SMEs. The solution combines modern marketing technologies with a user-friendly interface at an affordable price.
What is the Salesforce Marketing Cloud Growth Edition?
Email marketing: Create, manage and analyze appealing, targeted email campaigns without in-depth technical knowledge. With intuitive drag & drop tools and ease of use, SMEs can design, create and send professional emails in no time. These are also easy to read on smartphones and can be dynamically and automatically filled with CRM data.
Marketing automation: The platform enables the automation of recurring tasks, leaving more time for creativity and strategic planning of marketing campaigns.
Customer segmentation: With the segmentation tools, SMEs can divide their customers into different groups based on their behavior or preferences, for example. This enables targeted and personalized marketing measures that lead to a positive customer experience.
Analysis and reporting: The platform provides extensive analysis and reporting tools. Companies receive detailed information on the performance of their marketing campaigns and can optimize them if necessary.
The role of the Data Cloud in the Marketing Cloud Growth Edition
A key aspect of Marketing Cloud Growth Edition is the use of Salesforce's Data Cloud. This is a scalable platform that consolidates and standardises customer data from multiple sources. The benefits of this include:
Greater data transparency: The consolidated provision of customer data in real time gives marketing and sales teams easy access to up-to-date, comprehensive information.
Advanced analyses: The Data Cloud can be used to carry out in-depth analyses in order to gain valuable insights into customer behavior and preferences. These insights can be used to further refine and optimize marketing strategies.
Personalization in real time: Companies are able to create highly personalized campaigns based on the current interactions and behaviors of their customers.
Increased data quality: The Data Cloud helps to improve data quality by eliminating redundant and outdated information. This ensures that marketing decisions are based on precise and accurate data.
Summary
In combination with the Data Cloud, the Marketing Cloud Growth Edition offers approaches for SMEs to optimize their marketing strategies. Thanks to powerful functions and a high level of user-friendliness, they can address target groups precisely and thus build effective customer relationships. The solution is designed to be scalable and can grow together with the company.
How can Salesfive help SMEs with the digitalization of marketing & the introduction of the Marketing Cloud Growth Edition?
As Europe's largest Salesforce boutique partner, we have successfully delivered over 800 projects for both leading brands and hidden champions. Accordingly, our more than 320 employees have the necessary experience to support our clients in the development and implementation of sustainable marketing strategies and business optimization. Our portfolio covers all phases of digital transformation - from strategy and technology consulting to concrete implementation and active change management, training and support. With our nine locations , we can also ensure proximity to our customers.
