The Salesforce Marketing Cloud provides companies with data and insights that they can use to advance their sales strategies using audience segmentation.
With Salesforce being one of the best CRM software applications we have today, the company has ensured that its CRM users have everything that they need when running their businesses.
However, companies need to make sure that they have the right strategies required for them to implement the right segmentation techniques. With this, managers are able to produce brand advocates, increase their sales, and have a solidified and unique marketing strategy to last them a long time.
Companies use audience segmentation to ensure that they fully understand the requirements of different customer bases. This allows them to align their messaging and email marketing procedures to the requirements of their customers.
They are also able to use email personalization to support the objectives of their companies. However, there are a number of things they need to understand and do to simplify audience segmentation on Salesforce. These things include;
SQL Queries
Working with multiple data extensions and large sets of data on Salesforce requires one to understand how to use SQL queries. This is because SQL queries do not have any limitations when it comes to the Email Studio data fields.
However, not every other person doing audience segmentation has the advanced knowledge required to write SQL queries. In addition, there are several problems associated with the use of SQL queries that might leave someone stuck for long hours.
Luckily, the Alternative SQL queries Salesforce Marketing Cloud offers an alternative to all SQL activities and queries, allowing marketers to focus on audience segmentation and the creation of their campaigns.
Data Filters
People without proper knowledge of SQL queries prefer using data filters when it comes to audience segmentation. The Email Studio of the Salesforce Marketing Cloud allows one to use data filters located in the subscribers’ menu.
Using these filters, you can segment your data using different fields, among them last name, close date, country, and other attributes that relate to what your business does.
When creating a filter, all you need to do is to drag a field into the filters window and then select the required value and operator for each of the field columns.
Modeling Your Data
This is the process that requires one to analyze the relationships existing between their data objects. These relationships might include any connections between sales, customers, production statistics, and all data collected through the operations of the business.
To simplify audience segmentation, you need to come up with the right methods that you can use to create these connections. With that, you make it easy for the marketing departments to understand the right customers that they should target.
The best way to start modeling your data is by creating a new customers segment. This is because chances are that most of the new customers do not know about everything offered by your business.
With such a segment, you can let them know more about the company without having to repeat the same things with those customers who already know about your business.
In addition, you can create another segment that contains active customers who are not buying like they used to. Depending on your marketing strategy, you can use this segment to offer them discounts to encourage them to start buying again.
Understanding The Business’ Market Segments
Simplifying audience segmentation on Salesforce requires one to ensure that they achieve a balance. There is so much data that might be available on Salesforce, something that might tempt one to create multiple customer profiles.
This might be dangerous and might affect your marketing strategies. Still, creating few audience profiles might leave you generalizing your customers, something that leads to poor marketing strategies.
It, therefore, means that you need to understand the market segments of your business to simplify audience segmentation. You can use demographics such as gender, income levels, and age or use different metrics on companies.
This will help you in understanding the segments of your business, something that is vital in simplifying audience segmentation.
Conclusion
Companies that use the Salesforce Marketing Cloud should understand that simplifying audience segmentation is key to increasing their returns on investment.
They need to understand all the sets of data that they have for them to see the different ways they can use it and segment it well to fit the requirements of their business models.
