Marketing Cloud

The Marketing Cloud drives demand generation through multi-channel campaigns and intelligent lead nurturing. Built as a modular plugin, it integrates seamlessly with Sales Cloud for end-to-end lead-to-cash workflows.

Functional Capabilities

1. Campaign Management

Plan, execute, and track marketing initiatives across all channels.

• Multi-Channel Support: Email, Social Media, Events, Webinars, Paid Ads, Content Marketing
• Budget Tracking: Monitor "Actual Cost" vs "Budgeted Cost" with real-time ROI
• Campaign Hierarchy: Parent/Child campaign relationships for complex initiatives
• Campaign Member Management: Track individual engagement and conversion
• Status Tracking: From Planning → In Progress → Completed with success metrics

Objects: campaign, campaign_member

2. Lead Nurturing & Engagement

• Drip Campaigns: Automated email sequences triggered by behavioral signals
• Behavioral Scoring: Score leads based on website visits, email clicks, and content downloads
• Marketing Lists: Segmentation for targeted campaigns
• A/B Testing: Test messaging, offers, and creative variations
• Email Templates: Reusable email templates with personalization tokens

Objects: marketing_list, email_template

3. Lead Generation

Capture leads from multiple digital channels.

• Landing Pages: Create conversion-optimized landing pages with form builders
• Web Forms: Embed forms on your website with spam protection
• Social Lead Ads: Integrate with LinkedIn, Facebook lead generation
• Event Registration: Capture leads from webinars and conferences

Objects: landing_page, form

4. ROI Analytics & Reporting

Measure marketing effectiveness with precision.

• Attribution Analysis: Link closed revenue back to the originating campaign
• Cost Analysis: Calculate Cost Per Lead (CPL), Cost Per Acquisition (CPA), and ROI
• Funnel Metrics: Track conversion rates from Lead → MQL → SQL → Opportunity → Closed Won
• Channel Performance: Compare effectiveness across marketing channels
• Campaign Dashboard: Real-time metrics on active campaigns

5. Compliance & Consent Management

Stay compliant with data protection regulations.

• Unsubscribe Management: One-click unsubscribe with preference center
• Consent Tracking: GDPR and CCPA compliance with audit trails
• Data Privacy: Automatic PII handling and data retention policies

Objects: unsubscribe

AI-Powered Features

Every marketing process is enhanced with intelligent automation:

• Content Generation: AI-generated email copy, subject lines, and ad headlines
• Audience Segmentation: ML-powered customer clustering for targeted campaigns
• Send Time Optimization: Predict the best time to send emails for each recipient
• Channel Recommendations: AI suggests the best channels for each segment
• Subject Line Scoring: Predict email open rates before sending
• Campaign Performance Prediction: Forecast campaign ROI before launch

Integration Points

• Sales Cloud: Hands off "Marketing Qualified Leads" (MQL) to sales teams
• CRM Cloud: Links campaigns to accounts, contacts, and opportunities for full attribution
• AI Cloud: Leverages AI models for content generation and predictive analytics

Key Objects (7 Total)

Next Steps