SalesForce Marketing Cloud – The Next Step In Social Media Engagement?

No…I haven’t gone off the radar. I know it’s been a few weeks since I posted last, but that’s what happens when your full-time job is leading a social media team. Sometimes, there just aren’t enough hours in the day and my blog takes a bit of a backseat to my clients and my family. So…apologies for the break, but the good news is there a LOT of great posts and social media comics coming soon.

Social media can be complicated, but may be making it easier!To get things back in gear, I thought I’d share a very interesting video from the fine folks at If you recall, Salesforce purchased Radian6 a while back and recently announced that they purchased Buddy Media. What this signals is that Salesforce is serious about social media. SF has long been known as THE leader in Customer Relationship Management (CRM) software, offering businesses the ability to track their clients and prospective clients in a cloud-based software environment. By adding Radian6 and Buddy Media to their portfolio, they now have two additional tools that can be used to monitor and engage in the social space via a bundled package they are calling “Marketing Cloud”.

Marcel LeBrun does a great job in the video explaining how this all works, but here’s one scenario that I see occurring because of the integration of these 3 tools:

  1. Company monitors the social space using Radian6 to identify people who are interested in their product. Company also monitors competitor keywords to find prospective customers who are dissatisfied with competitor products and services using sentiment measurement.
  2. Potential prospect is entered into as a prospec
  3. Company users Buddy Media dashboard to deliver helpful/useful content (not marketing materials) to the prospective customer via Twitter, Facebook, YouTube or a host of other channels.
  4. Company monitors conversations to determine whether the messaging is resounding with the prospect or the community.
  5. If the prospect indicates they would like to learn more about the company/services, it is marked in the Marketing Cloud and alerts appropriate sales personnel in the company that an opportunity exists.
  6. Internally, the social media team and the sales team can leverage the Salesforce Chatter tool to communicate about the lead, the opportunity to assist and how to best approach the potential customer.
  7. The sales person reaches out to the prospect via appropriate means.
  8. Via Radian6, the company continues to monitor the prospect to determine how they felt about the information provided by the sales person (did they tweet that they liked the demo?)
  9. Using Buddy Media and alerts from Radian6, the sales person can continue to interact with the prospect via social channels, following up with additional information.
  10. If/when the prospect is converted to a customer, the Marketing Cloud platform can then be used to monitor the client in the social space, identify additional needs, engage in relationship building, etc…

Basically, these three tools  combined are a valuable tool for any company seeking to engage in the social space to identify ways to connect with their communities, locate gaps in services, and deliver targeted content to existing customers or prospective clients.

Take a few minutes to watch the video and let me know what you think. Is the Marketing Cloud the next step in business social engagement? Feel free to leave your thoughts in a comment.




Photo Credit: Social Media Tools via Gloria Bell at under Creative Commons license.

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Comments And Reactions

  1. Depends on the industry. I doubt Pharma would use it to reach doctors very well, but it could be great on the OTC side to reach consumers who tend to be more social and less fearful of social media. It is going tho be VERY important to educate the sales force on why they’re getting these leads. If a few leads don’t pan out and the reps don’t understand this big picture, we’ll see a collapse in the chain with resentful reps.

  2. decibel.places says

    A nice analytic tool, but don’t keep all your eggs in one basket, don’t take all your data from one farm. And Aslesforce/HP failed to get you to repeat the phrase “Make It Matter” in your post – does that “matter”?

  3. Salesforce is well positioned for these acquisitions. Their toolset is certainly best-of-breed.

  4. Interesting article.

  5. Great idea. Other free forms of this exist within Google Business Apps. Just saying…

  6. Lynn O'Connell says

    We use Salesforce for our company marketing, but we’re not large enough to justify this approach. That said, some of our clients can and will. I have mixed feelings about SF… it will be interesting to see if the company can bring its plans to life in an easy-to-use and manage way.

  7. bewitched in salem says

    I am always amazed by the amount of tracking that can be done today.

  8. Hello from EA, social media is the future, so it’s not surprising to see more companies paying attention.

  9. Michelle Gilstrap says

    Many have expressed my concern about costs for smaller companies. It does appear to be a great concept but will smaller companies be able to afford it.

  10. Steve Cassady says

    Looks like they have a plan and it makes for a powerful combination.

  11. Security will always be the biggest issue with this. I’m guessing it will take 3 years for this to go mainstream.

  12. That is good news for Salesforce.

  13. Seems like an excellent platform to cut through all noise and chatter that’s always the most burdensome for many of us. It’s what I call “magnetic marketing,” where the brand and customer become aligned on the same wavelength where the bond between the two becomes the strongest. Differing from push and even pull marketing, magnetic marketing is a by-product of the social medial space that bonds the seller and the buyer together in an intrinsic way to push past ROE, resulting in a significant ROI. Saleforce’s platform seems to be tapping into this paradigm where it connects with communities, locate gaps in services, and delivers targeted content to existing customers and/or prospective clients.

  14. I think this will have a use in larger companies who rely heavily on consumer feed-back. I am doubtful about whether or not it will result in enough increased sales to justify the cost. I think it may be ‘fad’-ish.

  15. They have a PLAN and are following it step by step – GOOD company!

  16. In Fort Myers, Florida businesses are beginning to get excited about the concept of cloud management, but are doubtful regarding it’s usefulness to local companies serving local clients. The perception seems to be that cloud management programs are for National brands, large corporations, or industry “celebrities” … that “brick and mortar” businesses, contractors, and local service based companies will find the cost prohibitive, and get far less benefit from it. Is that a misconception?

  17. Savio Sebastian says

    Great article! Thanks for posting. SF is doing some really interesting CRM + Social enablement.

    Have you checked out What do you think about that?

    It’s free for limited users and quite efficient as well…

  18. Alicia Taylor says

    The constant monitoring and feedback from the different company departments seems like an interesting technique to get right information into the hands of the right people for the right consumer. I can see how this would be valuable.

  19. It is probably coming in the future but do not know if it is good or bad – definitely bad from a security standpoint, no matter how reassuring people are about security!

  20. Interesting concept

  21. Sounds all well and good for those in need of this type of functionality.

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