Seamless and personalized borrower experience is as important as the loan products and services offered by a mortgage bank or lender. Salesforce Marketing cloud powered by AI based Einstein, enabled with ease of Trailhead and with features to bring in Enterprise data, can help mortgage banks and lenders to build relationship with the tech empowered borrowers.
Salesforce Marketing Cloud is a platform built with intelligence which enables marketers to personally engage with every borrower on any device at scale.
Advantages of Salesforce Marketing Cloud in mortgage banking
With Salesforce Marketing Cloud, mortgage banks can use key insights from external data sources to discover high-quality leads of people who are seeking loans and market to them through the right platform, such as social media or email marketing.
This platform also enables mortgage banks to measure end-to-end marketing effectiveness across all digital channels and devices leveraging AI and an exclusive partnership with Google Analytics 360.
Actions can be taken based on those insights and data-driven, personalized experiences can be delivered across every stage of a borrower’s relationship with the lender.
Data can be pulled in from across multiple sources and devices to gain a unified view of the borrower across all channels.
Salesforce Marketing Cloud can be configured to create and tailor content specific to each borrower across all marketing platforms like email, advertising, mobile and even social and customer communities.
Salesforce Marketing Cloud components for mortgage banking
Journey Builder – Build 1-to-1 customer journeys to deliver cross-channel personalized experiences at every step of the borrower loan lifecycle with campaign management.
Email Studio – Build personalized email marketing campaigns using data from every channel to enhance borrower experience.
Customer 360 – Deliver a unified borrower experience to get a 360 degree view of all borrowers by creating a unified ID across all Salesforce Apps.
Audience Studio – Capture and activate data from any source on a unified data management platform (DMP) to create valuable borrower experiences.
Mobile Studio – Personalise mobile interactions including SMS, push notifications, and chat messaging on a consistent and real-time basis.
Social Studio – Listen, publish and engage with the borrowers across social media channels to connect social to marketing, sales and service in one platform powered by AI.
Advertising Studio – Target direct advertising using the CRM data to acquire and re-engage customers across Google, Facebook, LinkedIn, Twitter and Pinterest.
Interaction Studio – Visualize, track, and manage real time borrower experiences with real-time interaction management to drive valuable engagement at the right moment.
Datorama – Enable cross-platform marketing intelligence by unifying data sources, visualizing AI-powered insights (marketing data, investments, KPIs) , and creating actionable reports to drive ROI.
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