Leads will interact with your business many times before they buy anything. Those interactions might happen on your website, social media, webinars, or through paid advertising. Salesforce Marketing Cloud gives you a clear view of these interactions and helps you know when and how to engage with each lead.
Salesforce Marketing Cloud helps you create and manage marketing content, acquire and track leads, and target the right people with your content. The service gives every lead a score that gives you a better idea of whether the lead is ready to make a purchase. The scores change often due to variables based on interactions with the lead.
Salesforce Marketing Cloud also has the benefit of native integrations with apps like Salesforce. The downside is that native integrations lack features like custom object syncing, granular data sets such as engagement records, and custom business logic to carry out processes like auto-segmentation.