Ultimate Guide to EVERY Salesforce Product in 2021
When I started my Salesforce career back in 2012, there were two products, Sales & Service Cloud. Life was simple back then…Fast forward to today, and Salesforce has a huge suite of products, all targeted at improving your business and helping you connect with your customers.
This post has been designed to serve as your guide to EVERY Salesforce Product, we will break down what each product is for, it’s benefits, as well as any add-on features. Enjoy!
Sales Cloud is primarily focused on helping companies accelerate their sales cycle, by providing tools to manage leads, opportunities, businesses, and the individuals they are working with. Primarily aimed at B2B businesses, Sales Cloud has features such as quoting, product management and forecasting for sales managers.
Add-On Products: CPQ & Billing, Sales Cloud Einstein, High Velocity Sales, Inbox, Salesforce Anywhere, Salesforce Maps, Lightning Dialer
The Salesforce Service Cloud is a CRM that supports a business’s customer support team. It helps customers get in touch with a company via email support, live chat, or phone, and then helps the customer agent find and process a resolution to the customer issue.
If you’ve ever got in touch with a business by creating a support ticket, or using Live chat, it’s likely that the company was using a system such as Service Cloud.
Add-On Products: Field Service, Digital Engagement, Service Cloud Einstein, Service Cloud Voice, Salesforce Anywhere, Customer Lifecycle Analytics, Salesforce Surveys Response Pack
The Salesforce Marketing Cloud is a digital marketing platform that helps you connect with your customers. This product has a range of features that enable you to market to your customers via email, SMS, social, and advertising platforms like Facebook.
The Marketing Cloud can seamlessly connect to the Sales or Service Cloud, allowing CRM data to flow freely.
As the Salesforce Marketing Cloud is split into quite a few products, let’s take a look at each one individually…
One of the more commonly used Marketing Cloud products, Pardot is Salesforce’s B2B marketing solution. The platform primarily focuses on email marketing, with additional features for landing page creation, form creation, as well as lead scoring and reporting.
Add-On Products: Salesforce Engage, B2B Marketing Analytics Plus, Enagement History Dashboards
If you’re working in the B2C Marketing space, then Journey Builder is the tool you need to be looking at. This tool enables you to build powerful marketing journeys to give customers a personalized experience.
This allows you to place customers on a journey, where you can interact with them via a multitude of platforms such as email, mobile, advertising, and through your website.
Journey Builder acts as the central hub of the B2C Marketing Cloud.
If Journey Builder sets out the path you want to put your customers on, Email Studio gives you the capabilities to create the email content you wish to send them.
Email Studio has powerful features that let’s you craft the perfect email, with customisable elements, scripting languages, or tailored real-time content.
As you might have guessed by the name, Mobile Studio is similar to Email Studio, but focused on the creation of content for mobile. This gives you the ability to craft messages that can be delivered via SMS, MMS, and Push messages.
Customer 360 Audiences
Customer 360 Audiences, previously called Salesforce DMP, provides one platform to unify all of your customer data. You can create segmented lists of your customers, and easily slice and dice the data further, even if your customer audiences are in the millions.
Customer 360 Audiences allows you to bring in data from any source, to ensure that you build up the exact audience segment you want to target. Ensuring you reach the right person at the right time.
To enable you to reach your customers past just email and mobile messages, Advertising Studio provides a bridge to digital advertising platforms such as Facebook, Google, Instagram LinkedIn, Twitter & YouTube.
This enables you to use Journey Builder to include these platforms into your marketing campaigns.
Interaction Studio provides a whole new level of personalisation for you and your customers. By listening to the kind of actions your customers are performing on your website, Interaction Studio can modify messaging on your web pages, to tailor the experience to the kind of products and services they are interested in.
Social Studio is the platform for connecting all your social media accounts, and it primarily operates around three main functions…
Publish – Enables you to create social content, and send it out on a master schedule that unifies all your channels.
Engage – Allows you to engage with your followers, answer questions, respond to comments, or feedback.
Analyze – Powerful monitoring tools allow you to look into the results of your social impact, including sentiment analysis to see how your brand is being received by the public.
Social Studio also has integrates back into Service Cloud and other Salesforce products, to allow you to easily address disgruntled customers by proactively reaching out to them.
All of your marketing platforms are generating a huge amount of data. Datorama unifies all of your marketing tools so you have one source of truth. This provides holistic reporting, measurement, and optimisation.
You can connect platforms such as Google, YouTube, Instagram etc…with clicks, not code using out-of-the-box connections. Once connected, Datorama can show you trends, progress against goals, and the ROI of your marketing spend.
A new product for this year, Salesforce announced Loyalty Management in Jan 2021 to help businesses engage and reward customers.
The platform allows businesses to build loyalty programs at scale, using clicks not code. You can create a variety of programs including tiered memberships, or points per purchase.
Loyalty Management can be configured to work with Experience Cloud for customer sign up, and Marketing Cloud for sending content.
Previously called Community Cloud, Experience Cloud lets you create various platforms for your customers, partners, or even employees, to interact with your business.
This means you can create portals, forums, websites, and help centres, built directly on the Salesforce platform, that seamlessly integrates with all your CRM data.
Experience Cloud is on a low code platform, that means you can create beautiful platforms using mostly drag and drop functionality.
With the amount of information all businesses collect, data must be at the heart of business strategy. Salesforce offers a couple of solutions that go beyond standard lightning reports and dashboards, to provide deeper insights into your data.
Previously called Einstein Analytics, Tableau CRM is native to the Salesforce platform. It allows you to use Salesforce data, as well as data from external sources to embed analytics inside of Salesforce. Users have to have Salesforce licenses in order to access this data.
Tableau was acquired by Salesforce back in 2019 to help tap into the larger business intelligence space. Tableau still remains an off-platform solution and is more suited to analyzing data from across the business. Users do not have to have Salesforce licenses, and there is an option to have Tableau run on-premise.
Previously called Force.com, the Salesforce platform is the backbone that sits across the Sales & Service Cloud that allows you to create powerful customizations to standard Salesforce products.
If you are looking for a totally custom experience, then you can purchase Salesforce Platform licenses that are a lot cheaper than say Sales Cloud, to build completely custom Apps on the Salesforce platform.
Commerce Cloud enables retailers to start selling online as quickly as possible. Powered by Salesforce CMS, Commerce Cloud has 100’s of out of the box features that allow B2C & B2B retailers to create amazing online experiences for their shoppers.
Commerce Cloud has all the features you expect from Salesforce. It’s mobile-ready, integrates seamlessly with Service Cloud and other Salesforce products, as well as having Einstein AI-enabled features. If you’re interested in seeing some real-life examples of Commerce Cloud, then check out two of Salesforce’s most prominent customers, Puma & Adidas.
Mulesoft was a key acquisition for Salesforce back in 2018, their platform allows you to easily connect to any systems out there using a library of out-of-the-box connectors.
Mulesoft provides the Anypoint platform, that allows you to manage your API connections, run integrations, and monitor and report, all from one cloud based system. One of the biggest selling points of Mulesoft is the 100’s of existing connectors they have which means you can integrate to Mainframes, ERP systems, and SaaS applications, using a tried and tested templated solutions.
Salesforce also recently announced Salesforce MuleSoft Composer. A lightweight Admin friendly version of Mulesoft that sits inside of Salesforce.
Industry Cloud (Vlocity)
Salesforce has been building industry-specific solutions for a few years now, including Financial Services Cloud, Health Cloud, and their Public Sector Cloud. Both of these solutions take Salesforce’s core CRM offering and create a specialized product that is more suited to specific industries. For Health Cloud, think less about Accounts & Contacts and more about Families & Patients. For Financial Service Cloud, think less about Opportunities & Products, and more about Financial Holdings & Assets.
Salesforce bolstered up its Industries offering with the acquisition of Vlocity in 2020,who focussed on many more Industry-specific clouds including communications, media, and insurance.
Einstein is Salesforce’s AI layer. While Einstein isn’t really a standalone product, it’s baked into almost every Salesforce Cloud. An increasing number of Salesforce Einstein features are becoming free, such as Opportunity scoring in Salesforce. But for the most part, Einstein features are paid add-ons for core Salesforce products such as Sales, Service, Commerce & Marketing Cloud.
If you’re involved in the world of Salesforce, you will have no doubt heard of Trailhead, Salesforce’s free learning platform. Here you can upskill with hands on technical Salesforce challenges, as well as softer business skills.
Salesforce have taken the concept of Trailhead, and created myTrailhead, a product that enables you to deploy a version of Trailhead inside your own organisation. This means you can build learning modules from scratch, giving your employees one place to train, learn, and upskill in new areas.
Work.com was created off the back of the Coronavirus Pandemic, to help companies, and communities, open up safely.
Work.com centers itself around a command centre, in order for its users to make data-driven decisions on whether it’s safe to perform certain tasks, such as reopening offices. Work.com also integrates seamlessly with Tableau to visualize far-reaching data sets.
In addition to the command centre, Work.com has features such as employee health and wellness monitoring, shift management for capacity planning, as well as contact tracing.
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