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Salesforce Cloud

Marketing Cloud Next as the interface
between sales and marketing

Marketing Cloud Next connects marketing and sales on one shared platform: campaigns, audiences and automation work directly on CRM objects, without silos. Aviando implements Marketing Cloud Next so that you become productive quickly and your team keeps working confidently with templates and standards.

HUB CRM
Campaigns Audiences Automation Templates Reporting Consent

What Marketing Cloud Next stands for

Marketing Cloud Next is a modern approach to marketing automation in Salesforce. Instead of a separate marketing database, you work closer to your CRM processes.

That is particularly valuable in B2B when you want to do more than send: you want to trace impact. Audience logic, campaign work and automations can be aligned to one shared model.

In detail

Why it matters

01

Marketing and sales work with the same signals

  • In practice, small things often decide whether marketing automation really helps.
  • Campaigns must be traceable in the CRM context.
  • Audiences should come from reliable signals, not from shadow lists.
02

Automations must not become “black boxes”

  • Automations need standards and documentation to stay traceable.
  • Marketing Cloud Next is a strong building block for this when setup and enablement are right.
Approach

Our approach

Aviando team working on use-case templates
01

Use-case-oriented with templates instead of one-off solutions

We do not implement along feature lists. We start with concrete use cases and build reusable templates from them.

This creates a set of building blocks your team can use every day: consistent campaign logic, clear triggers, clean handovers and standards that enable measurability.

02

CRM as the basis

Marketing Cloud Next is strongest when CRM processes and marketing processes fit together. So we clarify early:

Which objects and statuses are relevant.
Which campaign logic you need.
Which signals from website, events or other systems should flow in.

Aviando consultant in an interview setting
In detail

Packages

Basic

Ready To Send

  • Technical setup and Data Cloud basis
  • Email sending incl. domain authentication and bounce management
  • Central consent and preference management

Goal: platform ready to use

Middle

Ready To Market

  • Everything from Basic
  • Content and flow templates for standard campaigns
  • Segmentation of your most important audiences
  • Double-opt-in process

Goal: campaigns ready to launch

High

Ready To Scale

  • Everything from Middle
  • Scalable architecture for more automation, control and quality in operations
  • Preparation for Marketing Ops and MOaaS
  • One accompanied campaign plus 4 weeks of hypercare

Goal: scale with confidence

Use cases

Templates

01

Templates as the central enablement element

At Aviando, templates are not a "nice-to-have". We develop templates that can be reused, with consistent logic, clear standards and built-in checks.

Event follow-up: Invitation, reminder, registration and follow-up, including CRM status logic.

02

Lead nurturing: from first contact to sales handover

Lead nurturing: Multi-stage tracks with clear criteria for the handover to sales.

Re-engagement: Reactivate contacts when they go "cold", in a targeted way and without actionism.

Sales handoff: Definitions, fields and feedback paths so handovers work day to day.

Topics

Transition into operations: the shared enablement journey

From implementation to Marketing Ops and MOaaS

After go-live, daily business decides. That is why we think of Marketing Cloud Next not as the end of a project but as an enablement journey.

Once setup and templates are in place, marketing operations makes sure standards are kept, changes are prioritised cleanly and journeys are improved continuously.

If you want to run operations and further development as a service model, MOaaS is the next step: a clear framework of operations, control and enablement.

First meeting

Let us work out how you get Marketing Cloud Next productive quickly

Deni Panknin looks at your use cases, your CRM basis and the path from implementation to operations with you. Together you decide which package fits, which templates you need first and what the transition into Marketing Ops or MOaaS looks like.

Deni Panknin
Deni Panknin
Expert for data-driven marketing