It’s an open secret that people use only a fraction of the technology available to them on a typical marketing automation platform. A 2018 study by Holistic Email Marketing and Tripolis bears this out. Only 44% of companies that use marketing suites like Salesforce say they use half or more of the features on their email platforms.
But, even if they use less than half of the platform, they’re still paying for 100% of its potential. Having well-trained users will help you get more of what you pay for.
So, hire someone who’s an expert in Salesforce Marketing Cloud (SFMC) to work with your marketing team. Sounds simple enough, right?
However, if you don’t check their credentials carefully, you could end up hiring someone who knows a little about email technology and figures they can teach themselves the basics of SFMC.
We can predict what will happen next because we’ve seen it before: The first time they log in to SFMC, they will feel like...