Enterprise brand marketers would agree that real marketing impact happens with customized local messages. But whether it is an international hotel chain or a product dealership network, brand managers face common challenges like:
- Driving consistent marketing across locations via local marketers
- Access to personalization data for customizing messages
- Difficulty measuring results at local level
The solution is neither purely technical, nor is it completely strategy driven. It’s a combination of both. For organizations using Salesforce CRM, Distributed Marketing offers a strategy-backed technical solution to this problem.
Introducing Distributed Marketing by Salesforce
During Dreamforce 2017 B2C marketing keynote, Salesforce announced the launch of Distributed Marketing. It is a new Marketing Cloud solution for organizations that are largely dependent on their partner network for selling their products for e.g. dealers, franchisee owners, resellers, advisors, agents, etc
Let’s take a closer look at what could B2B2C organizations be getting from their Salesforce implementations if they added Distributed Marketing component to their CRM.
- Creating unified experience for consumers
- Measuring RoI of marketing campaigns
- Managing (distributed) marketing partners with a data-driven approach
- Sending compliant, yet personalized marketing messages
1. Creating unified experience for consumers
Distributed Marketing from Salesforce makes it simple for brands to deliver consistent experiences across corporate marketing and partner networks.
But why does creating a unified experience matter and what is the challenge in achieving it?
According to a research, 75% of consumers expect a consistent experience at all touch points, wherever they engage with a company. But consumers get lot of disjointed marketing messages – on one hand from central marketing team (corporate) and on the other hand from the local marketers (distributed) like franchise owners, dealers, etc. As a result, consumers do not get a feeling that they are interacting with the same company.
How does Salesforce Distribution Marketing work?
A national, corporate marketer will create automation in Salesforce Marketing Cloud’s Journey Builder, which is a cross-channel consumer engagement tool. They can then distribute those journeys to franchise owners, advisors and dealers using Distributed Marketing from Salesforce.
For example, the corporate marketing team at an auto manufacturer can develop a holiday promotion journey for their dealerships to use when engaging with consumers who have expressed interest in a new car before the end of the year. Dealers will then be able to add personalised details such as the customer’s name, any recent interaction data and even localised offers.
2. Sending compliant, yet personalized marketing messages
In large organisations, corporate marketing team creates communication for national audience. These messages are compliant with brand guidelines, but are not personalised.
Personalization, on the other hand, is possible mainly at the partner network level. They handle last mile communication with local consumers and directly manage the consumer-brand relationship. But local marketers often struggle to access and create corporate-approved marketing materials.
Salesforce Distributed Marketing helps in bridging this gap by enabling large organisations to personalise engagement with local consumers while staying on-brand. Or in other words, it enables distributed partner marketers to add personalisation to the pre-configured marketing template developed by the corporate team.
Customization and personalization was the key focus @Dreamforce 2017. “my” themed products like myLightning was one of them. More about myLightning takeaways from Dreamforce 2017.
3. Measuring RoI of marketing campaigns
CMOs always want to know how are local marketers or franchisees using the pre-approved marketing campaigns by the corporate team. They need more insights as to which channel are working well for which kind of promotions.
Marketers need intelligent tools to strategize instead of manual reporting or data aggregation to find out which marketing campaign is responding well or to slice and dice performance by partner or even region.
Using Salesforce Distributed Marketing, partners can use deep analytics to see how each individual consumer is interacting with the messages they’ve delivered, while corporate marketers can see how the journeys they’ve developed for partners have performed in an aggregate view.
4. Managing (distributed) marketing teams with a data-driven approach
Take example of a product dealership network managed by a battery manufacturer.
- How can the company find out whether it is managing their local outlets well? The company needs this feedback to make its existing network more efficient as well as plan on-boarding and training for new dealers in future.
- Distributed marketing data analytics can also help closely monitoring the way brand is being marketed by their partner network. For example, identify dealers who are not using pre-approved templates or find the most effective dealers to study what are they doing right.
As of December 2017, Salesforce has announced that Distributed Marketing is available as Salesforce Lightning components in Sales Cloud, Service Cloud or Community Cloud in limited pilot today, and is expected to be generally available in February 2018. Pricing will be announced at the time of general availability.
About Cymetrix Software
Cymetrix Software is a Salesforce consulting company providing next generation CRM solutions. We have a team of Salesforce experts including consultants, developers, testers and administrators offering innovative Salesforce CRM solutions from our offices in India and USA.