Key Takeaways
- Salesforce gives marketers several ways to tailor customer interactions — Marketing Cloud Engagement, Marketing Cloud Personalization, and Salesforce Personalization.
- Show visitors content based on their interests, offer products they’re more likely to want, and send automated messages when they’re most relevant.
- Personalization needs a reliable foundation: plan your identity strategy, JavaScript beacon, and sitemap before launch. Get the identity setup wrong, and you can’t change it later.
- The results can be worth the effort. After Noltic helped telecom provider Bite rebuild its segmentation, conversion rose from 1.13% to 2.33%. Today, one person manages 50-60 monthly sendouts.
The same old story: you send emails, launch campaigns, and run ads. And of course, you’re ready to do a celebratory dance. But it wasn’t meant to be. Customers keep walking past your shop window. Sound familiar?
Today’s buyers expect brands to know and recognize them. They don’t want to be treated like strangers in a crowd. And this makes sense. 71% of consumers expect personalized interactions, and 76% get frustrated when they don’t get them, according to McKinsey research.
“Why am I seeing this?” is the last thing you want customers to ask when they open your email or visit your website. Good news: Marketing Cloud Personalization helps fix that.
Basically, we can compare it to a reliable, attentive shop assistant. It keeps in mind what customers looked at, what they bought, and what might catch their eye again. Customers, their behaviors, and AI are all at its disposal. That’s why this platform can tailor website content, emails, and customer journeys accordingly.
But what are other use cases for Marketing Cloud Personalization? How does it work in practice? Find out in our article. Keep reading!
Salesforce Personalization Products: What You Need to Know
Salesforce offers more than one personalization product. And this can complicate your choice. Which item to pick to meet your specific needs? Choose the wrong one, and you’ll get more minuses than pluses.
Before you start, let’s look at the three options and what each one brings to the table.
Marketing Cloud Engagement
Many marketers still call the Marketing Cloud Engagement platform SFMC. With this product, you can do a lot:
- Run marketing campaigns with emails, SMS, and push notification
- Build customer journeys
- Create content
- Automate repetitive tasks
You can customize messages with dynamic content, AMPscript, and audience segments. But most of this personalization follows rules you set up in advance.
Marketing Cloud Personalization
If you want to go a step further, Salesforce Marketing Cloud Personalization is the right choice. First known as Evergage and later as Interaction Studio, it has evolved over time. What can it do?
- Track what people do on your website and in your apps
- Build live visitor profiles
- Use Einstein AI to decide which content, offer, or product recommendation to show next
It’s no surprise that it can be a great alternative to Marketing Cloud Engagement. The reason is pretty simple: it can even personalize email content when someone opens a message.
Salesforce Personalization
Built on Data Cloud, Salesforce Personalization is another product worth your attention. What sets it apart? This platform integrates customer data with real-time targeting to show the audience the right content at the right time.
According to SalesforceBen, it goes beyond your system. It works natively with Marketing Cloud Growth and Advanced editions and extends personalization across Salesforce products. What are its main functions?
- Personalize messages using rules you set
- Use customer data to guide decisions
- Connect personalization with other Salesforce tools
Marketing Cloud Personalization Use Cases: Results From Four Noltic’s Clients
Every business has its own audience and goals. So it’s no surprise that no two Marketing Cloud setups are the same. But many businesses make the same mistake: they use only a small part of the platform instead of getting the most out of it.
We’ve selected six key use cases from Noltic projects to show what you can do with Marketing Cloud Personalization.
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1. Website personalization based on browsing behavior
Bite is a telecom provider in Latvia and Lithuania. It sells mobile, internet, TV, and devices. Its website collected lots of data about visitor behavior. But combining this data with other customer information for marketing was a tough nut to crack.
Noltic set up website personalization with Marketing Cloud Personalization and connected the data to Data Cloud. Now, Bite can group customers based on the pages they visit, such as device, internet, voice, and TV pages.
It can also identify people based on their interest in iPhones or Android devices. How often and how recently someone visits helps Bite spot customers who are more likely to buy. Customers who have already bought the relevant device or service are excluded from these target groups.
2. Personalized offers and product recommendations
Bite had millions of customers, but how could it show each person the right product? The answer was personalized recommendations. To upsell, cross-sell, retain customers, and promote devices, Bite uses customer behavior and past data to suggest relevant products across digital channels. Its Marketing Cloud setup creates around 40 million product recommendations every day.
But do these recommendations work? The numbers say yes. Salesforce Marketing Cloud segmentation helped Bite increase conversion from 1.13% to 2.33% — a 106% improvement. And when a campaign needs a last-minute change, the team can make it in just a few minutes.
3. Cross-channel frequency control
To reach and retain customers, Bite relied on email, SMS, and push notifications. But there was a catch. The more channels the team used, the harder it was to keep track of every message. Some customers risked getting too many messages, while others could miss important ones.
Noltic helped Bite solve this problem with Data Cloud. It counts how many marketing messages each customer receives across all channels and automatically excludes those who have received too many from new campaigns. Transactional notifications, such as order updates, don’t count toward the limit.
Now, one person manages 50–60 email, SMS, and push campaigns each month. What once took more time is now easier to manage. And the best part? Bite can stay in touch with customers without bombarding them with messages.
4. Behavior-triggered journeys that reach the inbox
When MedTech company hearX Group entered new markets, it faced a problem. Generic campaigns weren’t working well, and many personalized emails never reached customers’ inboxes. Something had to change.
Noltic implemented Marketing Cloud and rebuilt hearX’s customer journeys in Journey Builder. We used customer behavior to tailor emails and improved email delivery by warming up IPs, changing send settings, and improving email content.
The result? hearX can now send up to 300,000 emails per month, with a delivery rate above 90%. Automated CRM updates also help the sales team see marketing activity in the sales pipeline right away. More emails reach customers, and the team can track their journey more easily.
5. B2B persona-based nurturing
A leading American bank serving law firms wanted to make every customer interaction count. With so many customer details to work with, generic emails weren’t enough. The bank needed messages that matched each client’s needs and stage in their journey.
Noltic helped make this happen. We set up website tracking, created emails that changed based on customer data, and triggered messages at key moments in the customer lifecycle. We also connected Marketing Cloud Personalization to the bank’s Azure database to bring customer data together.
The results were impressive. Automated emails achieved around three times the industry average for click-to-open and click-through rates. And within two years of adopting Salesforce, more than half of the bank’s new law-firm clients came from digital marketing.
6. Automated, CRM-synced segmentation
Digital bank FIBR had a time-consuming problem. The team sent around 2,000 emails a month, but handling them manually took 70 to 500 work hours. There had to be a better way.
Noltic automated the process in Marketing Cloud. We grouped customers by their preferences and behavior and connected CRM data through Marketing Cloud Connect. This gave the team an up-to-date view of each customer’s history.
The result? Manual email work dropped to zero, and engagement with FIBR’s campaigns increased up to five times.
Your Marketing Cloud could do more. Many teams use only a small part of what the platform can do. Let’s help you get more out of it. Talk to a Marketing Cloud expert!
What You Need to Set Up Marketing Cloud Personalization
Most Marketing Cloud Personalization problems start before the first campaign releases. Teams are too in a hurry to jump into campaigns. They want to speed up the process by forgetting to prepare the basics.
And they wonder: Why doesn’t tracking work as expected? Why doesn’t customer data match? Why does personalization fall short?
Good news: you can avoid many of these problems by planning ahead. Here’s what to check before you start from our experience with our clients:
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Step 1. Check your license and channels
Before you start your campaigns, check what your license covers. Do you want to personalize your website, emails, mobile app, or third-party systems? Your license affects which channels you can use.
Confirm this with your Salesforce account executive first. Otherwise, you may plan use cases that your license doesn’t support.
Step 2. Start with discovery and solution architecture
It’s such a big temptation to jump straight into implementation. But why is it a bad idea? Without a clear plan, you may choose the wrong data sources, miss important tracking requirements, or build campaigns that don’t support your business goals.
First, you need to understand your business needs, website campaign requirements, and technical setup. We recommend involving a solution architect who helps decide what to build before development begins.
Step 3. Decide how to identify customers
How will Marketing Cloud Personalization recognize each customer? By email, customer ID, CRM ID, or something else?
Make this decision early. We want to warn you that identity setup is permanent, so changing it later isn’t a simple fix. Get it right from the start.
Step 4. Add the JavaScript beacon to every page you want to track
Marketing Cloud Personalization needs to know what visitors do on your website. The JavaScript beacon makes this possible. It’s part of the Salesforce Interactions SDK. It tracks visitor behavior and helps you run web campaigns.
Add it to every page you want to track. You also need to decide how it loads and where to host it: on Salesforce’s Personalization CDN or your own server.
Step 5. Set up your sitemap and data model
The sitemap tells Personalization what each page, product, and customer action means. It also supports data collection and consent management.
Set it up before you build web templates Otherwise, you may need to revisit your setup when you start building campaigns.
6. Prepare your catalog and test dataset
Don’t test everything in production. At first, start with work in a test dataset to check your catalog, sitemap, and templates. Before transferring the setup to production, make sure everything works as planned.
Why is it vital? In fact, it’s much easier to fix issues before your campaigns reach a real audience.
Step 7. Connect the right Salesforce products
The core Salesforce Marketing Cloud products you should integrate are Marketing Cloud Engagement and Data Cloud. Marketing Cloud Engagement helps you personalize emails and build customer journeys. Data Cloud does a good job at bringing customer data together from different sources and designing a complete view of each customer. This is what you need for your marketing campaigns.
Plus, you can integrate other Salesforce products that will contribute to your marketing efforts and allow for better interacting with clients.
Step 8. Bring in the right team
Of course, besides marketing skills, you also need developers to work on the sitemap and templates. This is a common initiative of marketing and tech specialists. Marketers define the use cases, and engineers implement Marketing Cloud Personalization.
5 Signs You Need Personalization with SFMC
When your business scales up, manual marketing won’t bring benefits. It will become a burden rather than a driver of growth. That’s why we’ve compiled a list of signs that prove it’s high time to change your approach:
- Your company is expanding, but your marketing lags behind: The number of customers and data is booming. But you still have to build lists by hand and send the same generic emails to everyone. With Marketing Cloud, you’ll segment your audience and send only personalized content. So you’ll get more leads and close deals faster.
- Your marketing channels don’t sync: You send emails, SMS, and push notifications, but each channel works on its own. You just bomb your clients with the same messages that may not be relevant to them. Journey Builder helps you integrate these channels and manage how often you contact each customer.
- Your engagement isn’t improving: Open rates are flat, clicks are low, and customers aren’t responding. Isn’t it time to make your messages more related to your clients’ needs? Based on customer behavior, Marketing Cloud helps you send emails that will reach your target audience. You can use Marketing Cloud A/B testing to discover the most effective way to communicate with your customers.
- Your customer journeys are too sophisticated: Different products, regions, and buying cycles require personalization of customer journeys. Of course, managing them manually is time-consuming. Marketing Cloud automates these journeys based on customer actions.
- You have tons of data which aren’t used in campaigns: You track clicks, purchases, and other interactions, but your outreaches still rely on static lists. Marketing Cloud equips you with new features that help you turn customer data into campaigns that bring you clients.
Advanced Personalization Tools: Einstein, Journey Builder, and Content Builder
Now, it’s high time to look at Salesforce Marketing Cloud tools that personalize content, automate customer journeys, and suggest relevant products. Here’s how three of them work and what benefits they bring:
Einstein Recommendations
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Backed by customer behavior and business rules, Einstein suggests relevant products and content. How can it help you?
- Recommend products based on clients’ browsing and purchase history
- Suggest related products
- Personalize abandoned cart and post-purchase emails
- Promote seasonal or high-margin products
Journey Builder
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Journey Builder automates customer journeys based on their activities. You can use this tool to:
- Create journeys for different customer segments
- Send different messages based on email opens or clicks
- Send emails, SMS, and push notifications
- Adjust journeys when customer data modifies
Content Builder
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Content Builder helps you create, manage, and personalize content. You can use it for the following purposes:
- Create reusable email templates
- Personalize content for different segments
- Reuse banners, headers, and product blocks
- Preview content before starting campaigns
Salesforce Marketing Cloud is Easier with the Right Partner
No doubt, this can feel like having too much on your plate when you’re thinking about Marketing Cloud. You need to sync data, set up tracking, and build customer journeys. And last but not least, make emails reach your audience.
At Noltic, we offer Salesforce Marketing Cloud services that aim to integrate your marketing with your wider CRM strategy. As a Salesforce Summit Partner with experience across Sales Cloud, Service Cloud, Marketing, Revenue Cloud, Data Cloud, and AI, we consider the whole picture and only then make tech decisions.
We’re among the top Salesforce Marketing Cloud implementation partners, who put your business needs first and find the right Salesforce solutions to meet them. The goal is simple: better customer experiences and stronger business results.
No matter what you need — consulting, implementation and development, or integration, we’ll help you make the most of our Marketing Cloud Personalization services.
Not sure where to begin? Contact our team to pave the way for further decisions.
FAQs
What is Marketing Cloud Personalization?
Marketing Cloud Personalization is Salesforce’s tool for real-time personalization. Initially, it was called Evergage. Later, it was renamed Interaction Studio. This platform tracks what visitors do on your websites and apps and uses this data to show relevant content and products.
Salesforce Personalization vs. Marketing Cloud Personalization: What’s the difference?
Marketing Cloud Personalization tailors websites and apps based on customer data collected during visits. Salesforce Personalization supports basic personalization across Salesforce products. But if you need more advanced personalization, Marketing Cloud Personalization may be a better option.
What is Salesforce Marketing Cloud called now?
Marketing Cloud Engagement is Salesforce’s main marketing platform. It includes email, SMS, push notifications, Journey Builder, and Content Builder. In 2025, Salesforce also launched Marketing Cloud Next, which uses Data Cloud and Agentforce. Many marketers still use SFMC to refer to all these products.
What do you need before implementing Marketing Cloud Personalization?
Plan your license and channels, a solution architecture, and your identity strategy, which can’t be changed later. You’ll also need the JavaScript beacon on every tracked page, a configured sitemap and data model, and a test dataset.
How much does Marketing Cloud Personalization cost?
Of course, pricing depends on the edition and scope of personalization you may need. Here’s the official Marketing Cloud Personalization pricing page for current editions, and budget for implementation, sitemap development, and continued optimization.
How does Salesforce Marketing Cloud protect customer data?
Sensitive data encryption and access control are two core ways used by Salesforce Marketing Cloud to protect customer data. It has enough resources to help businesses stay compliant with GDPR and CCPA. If you use Marketing Cloud Personalization, you have to get the right consent before tracking visitors and commit to your company’s privacy policies.
What is the role of AI in Salesforce Marketing Cloud?
AI helps marketers:
- Recommend products and content based on customer interests
- Predict customer behavior
- Choose the best time to send messages
- Show each website visitor relevant offers
- Create customer segments and campaigns faster with Agentforce
What is Salesforce Marketing Cloud
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