Salesforce Marketing Cloud
In many B2B organisations, there’s a gap between Marketing and Sales. Marketing celebrates ‘open rates’, while Sales complains about lead quality. The result? Valuable leads go cold, and Sales spends time on prospects who aren’t ready to buy yet.
With Salesforce Marketing Cloud, you close the gap between marketing and sales. You move away from generic newsletters (the ‘spray and pray’ approach) and start running data-driven campaigns that respond to your customers’ behaviour. The goal: the right message, at the right time, through the right channel.
Marketing for the long haul (B2B)
We look at marketing through a sales lens. In manufacturing and wholesale, marketing works differently than in retail. You’re selling capital goods or long-term contracts, far removed from sneakers in a webshop. A decision-making process can take months.
We’re Salesforce specialists with a focus on your process and your people. We build Marketing Cloud as the engine of your sales process. We make sure marketing data is deeply embedded in your customer data, so you stay in control of that long customer journey.
What this delivers in practice
Sales & Marketing alignment
Marketing sets it up, Sales scores. Because we connect the systems, Sales sees exactly what a prospect is doing. Sales and Marketing work on deals together.
Control over complex sales cycles
We set up the tool for your reality: automated follow-up, smart dealer communication and innovation updates. That way you stay relevant, even when the customer isn’t buying right away.
Measurable ROI
Stop guessing. See exactly which campaign contributed to which contract. We show you what your marketing budget delivers to the bottom line.
From one-off actions to a well-oiled machine
We use technology to deliver measurable results:
Journey Builder: the right timing, automatically
We map out customer journeys that respond automatically to behaviour. That’s where Marketing Cloud shines. Does a customer click on a specific product page? Then an automated series of emails starts, with in-depth information about that product. That’s how you stay relevant.
Lead scoring & nurturing
Not every lead is ready to buy straight away. We set up scoring models that determine how ‘warm’ a lead is. Only when a prospect reaches a certain score (through clicks, downloads or website visits) does Sales get a heads-up. This stops account managers from wasting time on cold leads.
Data-driven personalisation
Use the data you already have. Send a customer who just bought a machine proactive maintenance tips or upsell options, instead of a generic offer. Customers experience that as service.
Process first, then technology
At Welisa, the tool is never the starting point, and that includes Marketing Cloud. It may sound odd on a page about Marketing Cloud, yet that’s exactly the point: we first look at what an organisation needs, and only then at which technology fits best. Sometimes that’s Marketing Cloud. Sometimes it’s a different tool.
At Heesen Yachts, that means reaching a global audience of just 3,000 potential buyers as personally as possible. At CowManager, it means giving dealers around the world exactly the marketing information they need at that moment.
Jaäl Pekelder
Sales Consultant
Technology follows strategy
A tool on its own solves nothing. We start with the goal.
Data audit
Is your data clean and complete enough for segmentation?
Strategy & journeys (design)
Which customer journeys deliver the most? We work those out first.
Implementation & integration (build)
We build Marketing Cloud and connect it to Sales Cloud and any external data sources.
Training (adoption)
We teach your marketers how to build and analyse campaigns themselves.
Frequently Asked Questions
What is the difference between Marketing Cloud and Sales Cloud?
Marketing Cloud focuses on warming up leads through automated, data-driven campaigns. It delivers the right message at the right moment. Sales Cloud is where account managers then follow up these warm leads and turn them into successful deals. By connecting both systems, marketing and sales work together from one central customer view (“Marketing sets it up, Sales scores”).
Is Marketing Cloud suitable for B2B?
Absolutely. It’s particularly well suited to B2B organisations with long decision-making processes, such as manufacturing and wholesale. Because you’re dealing with capital goods or long-term contracts, Marketing Cloud gives you the structure to hold the customer’s attention for months with relevant information, until they’re ready for a sales conversation.
How does lead scoring work in Salesforce?
With lead scoring, you automatically assign value to a prospect’s interactions, such as clicking a link, downloading a brochure or visiting the website. As soon as that behaviour takes a prospect to a predefined score, and they’re ‘ready to buy’, Sales gets a heads-up straight away. Account managers spend their valuable time on warm leads only.
What is a customer journey in Marketing Cloud?
A customer journey is an automated series of touchpoints that responds directly to your customer’s behaviour. Does a customer show interest by clicking on a specific product page, for example? Then Journey Builder automatically starts a tailored series of emails with in-depth information about that specific product. You stay as relevant as possible, with no manual work.
How do you measure the ROI of marketing automation?
The direct link with your sales data makes the results of marketing visible in hard numbers. Instead of steering on vague ‘open rates’, you see in Salesforce exactly which campaign, journey or email contributed to an actual closed contract. So you know precisely what your marketing investment delivers to the bottom line.
Can you connect Marketing Cloud to an ERP or external data sources?
Yes. We integrate Marketing Cloud with both Sales Cloud and your external data sources (such as an ERP). That lets you put the data you already have to work in a smart, proactive way. Has a customer just bought a machine, according to the ERP? Then Marketing Cloud can automatically start a journey with relevant maintenance tips or upsell options for spare parts.
Ready to connect?
Marketing automation is an investment that has to pay for itself in efficiency and conversion. Let’s discuss how we link your marketing activities to hard sales results.
