Hey Smart Marketers!
Welcome to these Summer Series about Data Cloud!
Before jumping in, I just wanted to let you know that I’m conducting a survey about Salesforce Data Cloud to validate/deny some assumptions I have. I would really be grateful if you could take 5 minutes to fill it out. Here’s the survey link.
Now let’s get back to today’s topic!
Our friend Marc Benioff said that Salesforce Data Cloud unlocks trapped data…
When Salesforce AEs pitch the product they talk about silos and different data sources…
I think Marc Benioff nailed it – just not about technical issues but more about business issues.
Here’s the catch: many marketers don’t even know what data their company collects.
Historically, the relationship between marketing and data has been mediated by IT departments. Marketers typically request specific data extracts for campaigns, relying on IT to provide what they ask for.
However, this process is inherently limited. Marketers can only ask for data they know exists, and IT departments, often under pressure to deliver quickly, don’t have the time or incentive to educate marketers on the full breadth of data available.
This dynamic has led to a situation where vast amounts of potentially valuable data remain hidden, trapped in silos that marketers never explore.
The Real Power of Salesforce Data Cloud
When used by Marketers, Salesforce Data Cloud changes this dynamic by putting data discovery directly in their hands.
Einstein Segment is a powerful tool that allows marketers to explore their company’s data in ways that were previously unimaginable. Picture this: the marketer now prompts Einstein and Einstein replies with a selection of attributes and values…
Why it’s a game-changer?
Because Einstein can reply with attributes that marketers were not aware of in the first place.
And now we know!
Now we can explore deeper.
Now they can identify new customer segments, discover hidden patterns, and develop more personalized and effective campaigns.
Are Marketers Ready for the Truth?
The introduction of Salesforce Data Cloud forces marketers to confront a harsh reality: many have been operating with a limited understanding of their company’s data. The platform exposes these gaps in knowledge, forcing marketers to acknowledge the data they’ve been missing out on.
This can be both a revelation and a challenge.
On one hand, it opens up new possibilities for data-driven marketing. On the other, it highlights the fact that many marketers have been flying blind for years, relying on incomplete data to guide their decisions.
So, is Salesforce Data Cloud empowering marketers or simply exposing our data ignorance?
The answer is both. It provides the tools and opportunities for marketers to elevate their game, but it also shines a light on the gaps in their current practices.
The key is how marketers respond to this new reality.
I personally believe that AI requires data literacy and using Salesforce Data Cloud is an asset to step up our game.
But Can Marketers navigate Salesforce Data Cloud themselves?
First, Salesforce Data Cloud is not a plug-and-play solution.
The platform is complex, and its features often require a level of technical expertise that many marketers may not possess.
In many ways, Salesforce Data Cloud is more suited for data analysts than for traditional marketers.
While tools like Einstein Segment are designed to simplify data exploration, they still require users to understand the underlying data structures and analytical processes.
Marketers who lack this expertise may find themselves overwhelmed or, worse, misinterpreting the data they uncover.
Secondly, the economic model of Salesforce Data Cloud is based on usage, which can significantly limit “unleashed” exploration.
The more data you process and analyze, the more you pay.
This creates a dilemma for marketers: do they take full advantage of the platform’s capabilities, potentially driving up costs, or do they limit their exploration to stay within budget?
This pricing model can discourage the very kind of deep, exploratory analysis that Salesforce Data Cloud is supposed to enable.
Marketers may find themselves hesitant to dive too deeply into the data for fear of incurring high costs, thus undermining the potential benefits of the platform.
Closing words
We may like or not the way the platform works but regardless of the current limitations, some facts won’t change: we collect and need more and more data, AI is the real game-changer for automating marketing and it demands data, your customers are unaware of your tech challenges but they will compare their experiences with other brands.
It’s up to us to build the best stack to support our strategy.
What do you think?
See you next week!
Other ways I can help you: