Regardless of who they are or which department they interact with, customers want a consistent, connected experience that spans the digital and physical world. They want to feel like companies know them throughout their entire buying journey.

As new types of communication enable them to impress customers with personalized messaging, customers are engaging companies on digital channels like never before. Salesforce Marketing Cloud’s keynote, “Dawn of the Digital Marketer,” emphasized how the rise of the connected customer is influencing the way companies are creating 1-to-1 experiences with email (still the work horse of digital marketing), mobile, social, web, and advertising — across all clouds. 

Supported by customer success stories from Mattel, Room & Board, McDonald’s, Precor, and AT&T, Salesforce showcased the astounding outcomes that can be achieved through Marketing Cloud’s capabilities — for example, Room & Board highlighted achieving 2800% ROI in three months — including journey builder, predictive intelligence, and social listening to scale customer audiences, personalization, content, and integrated customer experiences.

In Bluewolf’s session “How the Best Marketers Use Salesforce,” however, Bluewolf CMO Corinne Sklar cautioned to not get lost in the tools — focus on the strategy and creative. “As marketers, we have to build programs with which people actually want to engage. We have to be the stewards of data. We must be unique.”

When the right technology, increased personalization at scale, and the customer experience are all at the core of marketing initiatives, meaningful engagement can happen at every step of the customer journey.

Download our latest The State of Salesforce Report or register for our webcast to hear six Bluewolf experts discuss key trends from the report.