Chicago-based Salesforce consultancy CloudMasonry has launched a marketing technology practice to support customers’ advertising campaigns.

CloudMasonry launched in 2018 and has since grown its workforce to more than 40 employees. It assistants companies with the implementation of Salesforce’s software-as-a-service applications, which speed up business processes such as managing customer data.

CloudMasonry can teach a firm’s employees how to use Salesforce software. The consultancy can also tailor the software to client requirements, for example by adding interface shortcuts to the features a company’s employees use most often.

Its new martech practice will do similar client work. The practice will work with clients to implement two Salesforce software products: Salesforce Marketing Cloud and Salesforce Marketing Cloud Account Engagement.

The former product is used by companies to coordinate consumer-facing marketing activities, while the latter focuses on B2B customer acquisition.

Using Salesforce Marketing Cloud, a company can run ad campaigns that reach consumers across email, mobile and other media. With Salesforce Marketing Cloud Account Engagement, B2B firms can implement client acquisition methods such as personalized sales landing pages for leads.

CloudMasonry will assist clients with setting up the two software products. The consultancy’s new martech practice can also provide employee training services.

Notably, CloudMasonry can not only teach a firm’s employees how to use Salesforce’s marketing applications but also create ad campaigns on clients’ behalf. In other words, the Salesforce consultancy is moving into the advertising market.

In addition to creating ad strategies, CloudMasonry will provide some of the related secondary services necessary to support a digital marketing campaign. As part of that work, the firm will assist clients with measuring the success of ad campaigns and identifying optimization opportunities.

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“With the launch of our Marketing Automation Practice, we have a dedicated team of certified Salesforce Marketing Cloud consultants with industry-specific experience, which means we can bring a wealth of knowledge and expertise to the table when working with clients,” stated CloudMasonry CEO Peter Ryan.