December 1, 2020
Customer 360 Marketing Audiences (C360) is here. That sentence may not make a lot of sense if you haven’t been watching Salesforce Marketing Cloud release notes like a hawk. But the launch of C360 is a massive deal in the marketing automation world.
What exactly is C360? C360 is a tool that allows a marketer to take data from your Salesforce records, Marketing Cloud data extensions, and other data in cloud storage and build marketing audiences. You may be saying, “Well, I can already do this in Marketing Cloud.” And that’s true to an extent. But in order to build audiences from multiple data sources within Marketing Cloud, you’re traipsing through different activities: file imports, maybe some extract activities, and–dare I say it–SQL queries. Those are all valuable marketing tools. None are particularly marketing-friendly without some technical know-how.
That’s where C360 sets a new standard in audience segmentation. C360 is built on the Lightning Platform and requires no coding whatsoever to build your audiences. As a result, you can forget about JOINS, UNIONS, WHERE clauses, and other database commands. C360 is as simple as selecting your data sources, clicking on related fields, and filtering those fields through a drag and drop interface. Let’s look at how this compares to current segmentation methods.
Let’s say you have a data extension that lists subscribers who have made a recent purchase, with the total paid and date the purchase was made. These subscribers all have associated records in Salesforce that contain important fields. Those fields may be values such as their first name, last name, and state. As a result, these are all important pieces of information to customize your emails.
Additionally, you have a CSV file on an external system that grades each subscriber on their likelihood to make another purchase. Someone with a score of 100 is almost certain to purchase. Conversely, someone with a score of zero almost certainly will not purchase. You want to use data from all three sources and send an email to those customers who made a purchase in the past 90 days and are likely to purchase again. You’ll use first name, last name, and state to personalize the email.
Using legacy tools within Marketing Cloud, this requires multiple steps. One possible solution would be to:
For many Marketing Cloud users, this process is relatively straightforward, but time consuming. C360 behaves similarly but greatly reduces the number of steps you have to walk through to build your audience. Take a look at this video for a demonstration.
To summarize, C360 is likely the best way to build marketing audiences in Salesforce Marketing Cloud.
C360 is an add-on to Marketing Cloud and Sales Cloud. To learn more, contact your Salesforce Account Executive for more details, or reach out to Fortimize. Fortimize is a leading Salesforce Marketing Cloud and Pardot partner. With years of FinServ and real estate industry experience, we can help you develop and execute a comprehensive marketing strategy. No matter your size or budget, we can help you use Salesforce Marketing Cloud and Pardot to their fullest. Let Fortimize improve your bottom line and build stronger relationships with your customers.