THE SALESFORCE MARKETING CLOUD CUSTOMER JOURNEY WHY SALESFORCE? Additional features and functionalities of Marketing Decision-making committees at the interviewees’ Cloud that were considered in the decision-making organizations evaluated marketing solutions and process included: selected Marketing Cloud for the following reasons: • The ability to effectively unify customer data and • Ease of integration and compatibility with break down data silos across the organization. broader Salesforce platform. Many of the • The ability to easily parse, segment, and validate organizations already had pieces of, or were in customer data. the process of implementing, the Salesforce platform for use cases like sales, commerce, • The ease of integration within the mar tech stack. and/or service across the organization, which • The automation of criteria-based user journeys. helped narrow down the choices for a marketing • The brand reputation of Salesforce and existing solution. The chief marketing officer at the HLS investment/relationships. company described their organization’s catalyst for selecting Marketing Cloud: “In a large part it was an organizational shift towards digital transformation. We were onboarding Salesforce and the legacy marketing platform was just not compatible. As we integrate new technology, we “What seemed cheap did not are leaning more heavily into Salesforce turn out to be cheap at all. Our applications.” prior solution required a larger of • Robust and evolving compliance capabilities. commitment of resources to Salesforce’s continuous improvements and provide the same functionality as enhancements to the platform were especially Marketing Cloud.” important for highly-regulated industries that Director of product marketing, needed to keep up with changing compliance finance mandates. The chief marketing officer at the HLS company cited the need for an email marketing solution that was HIPAA compliant and interoperable with Salesforce. Marketing Cloud also was important to help organizations adhere to GDPR requirements. THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 8