Salesforce Experience Cloud is the Salesforce product for building branded digital portals, communities, and self-service hubs that connect directly to data inside Salesforce CRM. Customers use Experience Cloud sites to manage their accounts, file...
Brand consistency is the discipline of presenting a coherent brand experience across every touchpoint a customer or prospect encounters: website, email, social media, packaging, customer support, sales conversations, physical locations, partner...
Inbound vs outbound marketing describes the two foundational philosophies for finding customers. Inbound marketing attracts customers by creating content and experiences they discover when they’re already looking for help with the problem your...
A content marketing calendar is the planning system that connects strategic intent to actual published content on a weekly or monthly cadence. Done well, the calendar makes the content program legible: you can see what’s coming, who’s...
What is a buyer persona? A buyer persona is a structured, narrative representation of a representative customer the business is designed to serve. It typically combines role, goals, frustrations, behaviors, decision criteria, and other relevant...
Customer lifetime value (CLV, sometimes LTV) is the total revenue or profit a business expects to earn from a single customer over the entire course of the relationship. The metric matters because it tells the business what each customer is actually...
B2B vs B2C marketing is the recurring framing question for any business deciding how to structure its marketing program. The two categories share the same underlying disciplines (positioning, audience definition, content, channels, measurement) but...
A/B testing is the practice of comparing two variants of a marketing element (an email subject line, a landing page headline, a button color, an ad creative) by showing each version to a portion of the audience and measuring which one performs...
Understanding your target audience is the foundation underneath every other marketing decision. The audience definition determines what messages will resonate, what channels will reach them, what offers will convert, and what content will be worth...
Marketing vs advertising is a question that comes up constantly in conversations about marketing budgets, marketing hires, and marketing strategy. The two words are sometimes used interchangeably and shouldn’t be. Advertising is one tactic...
