Improve FMCG Marketing Automation with Salesforce Analytics

Fast-moving consumer goods (FMCG) companies often have low profit margins and rely on sales volume to thrive. Consequently, precise customer insights and behavior predictions are a key element in an FMCG’s market strategy. Salesforce offers a 360° view of customer behavior. Furthermore, the platform offers cutting-edge marketing automation using all the available to help drive sales and increase ROI. Here’s how to improve FMCG marketing automation with Salesforce Analytics.

Company and Staff Benefits

First, marketing automation increases staff efficiency. The technology allows employees at FMCG companies to set automated sequences and triggers, meaning there is no need to follow up individually. It’s easy to set up and refine the various sequences.

Marketing automation also makes multi-channel marketing easier. Salesforce Marketing Cloud supports everything from mobile to social, so it’s all in one place. This increased efficiency is a boon, especially for smaller teams.

Customer Benefits

With marketing automation, companies can deliver a consistent customer experience. While not every customer receives the same marketing materials, this does increase the conversion rate for customers when combined with personalization. You can read more about this in our blog The 1st Step Towards More Qualified Leads: Buyer Persona.

Marketing automation also draws customers in, especially once the customer starts hitting the automation’s behavioral triggers. When set up correctly, this can help a customer develop an attachment to the brand.


Perhaps the most crucial aspect, using marketing automation demonstrably increases the value of a customer over time. Not only does it tend to increase the value of each order, but it also keeps customers actively engaged with the company and helps the attrition rate.

Research from Bain & Company even indicates that marketers could increase their revenue as much as 25-30% by integrating advanced marketing strategies, such as the implementation of marketing automation. Similarly, Salesforce customers report a +25% increase in marketing ROI.

With the narrow margins many FMCG companies operate on, those increases make an enormous difference. Actively engaged consumers increase profits for most companies, and marketing automation is the best option to get there.

Salesforce Analytics

Salesforce is built for integration between the various SaaS offerings as well as with partners and AppExchange. Thats a lot of potential analytics to shape decisions. However, which analytics are handy depends on which solutions a company uses.

  • CRM Data: CRM data is instrumental, especially when discussing customers in a store. Prior to the COVID-19 pandemic, 95% of FMCG sales were in physical stores. This data from stores provides vital analytics to shape overall messaging.
  • eCommerce Data: eCommerce data is an expanding field, especially as more people order items online. The analytics from this data are precise since every click on an eCommerce site can be tracked. Essentially, customer behavior on the website provides a portrait of what the customer desires. Not every company, however, already syncs eCommerce data with their CRM or ERP system.
  • Marketing Automation Data: Marketing automation data is also a portrait of customer behavior. This data set tracks customers opening emails, clicking links, interacting with landing pages, and more. This data also demonstrates the effects of personalization and segmentation.

What’s more, since the introduction of Salesforce Data Piplines, you can import and combine third-party data into your analysis, without ever having to leave the Salesforce platform anymore.

In short

  • Marketing automation increases staff efficiency.

  • Marketing automation also makes multi-channel marketing easier. Here, Salesforce offers increased efficiency to manage everything from mobile to social in one place.

  • With marketing automation, companies can deliver a consistent customer experience which increases the conversion rate for customers when combined with personalization.

  • Using marketing automation increases the value of a customer over time, positively influencing his order cost and brand engagement.

  • CRM, eCommerce and Marketing Automation data can all be included in the Salesforce Analytics to help you design buyer persona, predictive analysis and much more.

  • Salesforce Data Pipelines now even lets you bring in additional third-party data so you never have to leave the Salesforce platform.

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Update 5 users with new configuration of access rights (permission sets, profile or public group) and update “City” on a user record


Add 5 new fields to a report and modify 2 filtering criteria


Develop automation to update the case whenever a certain condition is met and trigger notification


Updated Apex class and LWC to present data in a table like format


“My automation is breaking – I don’t know what is happening”, support agent work: Investigation or issue, correction of a SF flow, documentation of changes, presentation to a user


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