Marketing Automation Archives - gettectonic.com

18Feb

Salesforce Prompt Builder Spring ’24

Salesforce and Salesforce Admins have long been familiar with the concept of Artificial Intelligence (AI). Salesforce Prompt Builder Spring ’24 release brings it closer than ever. Over time, Salesforce has provided admins with a user-friendly interface to implement predictive AI features like Opportunity Scoring, Lead Scoring, and Einstein Bots. Now, with the introduction of generative AI in Salesforce, admins have even more tools to enhance productivity and empower users with AI-driven solutions. One such tool is Prompt Builder, a groundbreaking generative AI tool that enables admins to integrate prompts seamlessly into workflows, enhancing business tasks. This post delves into the essential AI concepts underlying Prompt Builder and offers best practices for creating, managing, testing, and refining prompt templates. But before we explore Prompt Builder, let’s understand what generative AI means for admins and the opportunities it presents: Generative AI opens up new possibilities for admins in the evolving world of Salesforce Administration. However, utilizing such technologies comes with its own set of challenges. Admins need to consider various factors, including grounding large language models (LLMs) with context and business data, ensuring data security, refining prompts to avoid inaccuracies, and deploying AI seamlessly to users. With the Spring ’24 release, Salesforce introduces Prompt Builder, a revolutionary tool designed to address these challenges and drive efficiency and innovation for admins. Prompt Builder empowers admins to: These templates streamline user workflows and make businesses smarter while ensuring data security within Salesforce trust boundaries. To effectively leverage Prompt Builder, admins need to understand key components such as grounding data, creating and managing prompt templates, testing and refining prompts, and deploying them to users. Overall, Prompt Builder revolutionizes how businesses leverage AI within the Salesforce Platform, offering admins a comprehensive solution to harness the full potential of generative AI. Whether you’re a seasoned Salesforce Admin or new to AI integration, Prompt Builder opens up a world of opportunities for innovation and transformation. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

February 18, 2024in Einstein 1 Platform, Marketing Automation

Salesforce state of marketing 8th Report

07Feb

Insights from Salesforce’s 8th State of Marketing Report

Over the past few years, we’ve faced numerous challenges, prompting us to adapt our strategies and practices to navigate a swiftly changing and demanding environment. Companies globally are turning to their CMOs and marketing teams, relying on them to meet customers’ digital-first expectations, accomplish more with limited resources amid economic challenges, and comply with evolving data privacy laws in preparation for a cookieless future. Here are Insights from Salesforce’s 8th State of Marketing Report For marketers, it’s a new era, marked by significant transformation that necessitates a reimagining of how we engage with customers, personalizing every interaction. We must strive to achieve our budget and business objectives within an uncertain economic landscape and take a leadership role in upholding our values to contribute to a better, more equitable, and sustainable future. Salesforce has gathered insights from marketing leaders worldwide to comprehend how they are prioritizing their efforts in this transformative period. What did we uncover in this year’s “State of Marketing” report? Marketers and businesses are putting values at the forefront while embracing optimism and innovation. They are emphasizing extracting maximum value from existing tools and technologies while directing new investments toward crucial areas like automation and productivity. Satisfaction Levels 15% of all high performing companies are completely satisfied with their overall marketing performance and ROI. 18% of underperforming companies surveyed are moderately or less satisfied with their overall marketing performance. In the midst of an evolving world, customers are placing increasing importance on the concept of trust, with 88% acknowledging its heightened significance during times of change. CMOs are keenly attuned to this trend, as evidenced by “building trust” ranking among their top three priorities this year. Marketers are actively seeking to maximize their investments, and technology plays a central role in this endeavor, with inadequate utilization of tools and technologies identified as the foremost challenge and priority. ROI and Attribution A substantial portion of marketers also grapple with the challenges of marketing ROI and attribution, hindering their ability to showcase cost efficiency amidst market turbulence. In response to shifting consumer preferences, changing buying behaviors, and escalating customer expectations, marketers maintain a forward-looking stance, ranking “experimenting with new marketing strategies” as their second-highest priority. This pursuit of innovation is not only a grassroots effort but also emanates from leadership, as 91% of CMOs emphasize the imperative of continuous innovation to stay competitive. Amidst concerns about privacy and institutional distrust, the enduring task of building and preserving customer trust remains a perpetual priority and challenge. Stay tuned to Tectonic’s insights for more Insights from Salesforce’s 8th State of Marketing Report. Like2 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

February 7, 2024in Marketing Automation, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

06Feb

Key Components Of Salesforce Marketing Cloud Engagement

The key components of Salesforce Marketing Cloud Engagement are powerful marketing and personalization tools continually improving. The tools in Salesforce Marketing Cloud Engagement enable you to engage your customers with meaningful content. Key Components of Salesforce Marketing Cloud Engagement Journey Builder The Journey Builder empowers businesses to craft a seamless customer experience across various channels, encompassing mail, ads, web, and mobile platforms. This tool enables businesses to deliver a personalized experience at every stage of the customer lifecycle. Additionally, the Journey Builder ensures the synchronization of messages across all marketing channels, guaranteeing that customers receive relevant information at the right time, regardless of their location. Key functions of the Journey Builder include: Email Studio Email Studio, a user-friendly drag-and-drop tool, facilitates the creation of innovative and relevant emails. By categorizing profiles based on data, businesses can efficiently reach out to clients with customized emails, resulting in successful and profitable email campaigns. Mobile Studio Mobile Studio enables businesses to establish an omnichannel marketing strategy by seamlessly integrating mobile with other marketing channels. Marketers can reach customers through personalized messaging, SMS, push notifications, and group messages at any time and from any location. Advertising Studio Advertising Studio leverages customer data across marketing channels to build personalized customer experiences. It aids in managing retargeting, acquisition, and aligning marketing campaigns, connecting channels, harnessing customer data, and generating more leads. Marketing Cloud Intelligence Salesforce Marketing Cloud Intelligence connects and unifies all marketing data and analytics, providing a comprehensive view for marketers to optimize leads, increase pipeline growth, and ensure better conversions. This tool offers detailed analytics and insights into social media, email, sales platforms, and landing pages, facilitating data-driven decision-making. Cross-Channel Salesforce Marketing Solution Intelligence This solution enhances efficiency and reduces costs by offering a unified view of overall performance. Real-time analytics, dashboards, and insights are displayed across regions, teams, and business units. Marketing Cloud Personalization Personalization is a real-time engagement solution that helps organizations understand customer affinities, reduce acquisition costs, and increase conversion rates. AI-driven content, offers, and recommendations save time and optimize spend through automated A/B testing. Marketing Cloud Personalization is a real-time engagement solution for visualizing, tracking, and managing customer experiences. Additional Products: Salesforce Marketing Cloud Engagement Are you ready to get your prospects and customers more engaged? Employing the key components of Salesforce Marketing Cloud Engagement helps. Contact Tectonic today to explore a Salesforce Engagement solution. Like2 Related Posts 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more CRM Cloud Salesforce What is a CRM Cloud Salesforce? Salesforce Service Cloud is a customer relationship management (CRM) platform for Salesforce clients to Read more Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more

February 6, 2024in Marketing Automation, Salesforce Data Cloud, Salesforce Marketing Automation, Salesforce Marketing Cloud, Salesforce Marketing Cloud Advertising, Salesforce Personalization

Better Sales and Services with Salesforce Unlimited Edition

17Jan

Granular Data Center Overview

Granular Data Center Overview in Marketing Cloud Intelligence The Granular Data Center is an advanced feature tailored for ingesting detailed, raw data into the system. This data can reach a scale of hundreds of millions or even billions of rows due to its granularity. Unlike other data stream types, usage and pricing are based on terabytes of storage rather than row count. Ideal data types for Granular Data Center streams include keyword-level data, event-level data, logs, and precise geodata. Granular Data Center streams generate corresponding tables of data specific to a workspace. All data stored in the Granular Data Center fully complies with GDPR regulations and requirements. The Granular Data Center is a premium feature. For inquiries about purchasing, please contact a Marketing Cloud Intelligence representative at Salesforce. Deprovisioning the Granular Data Center add-on from an account triggers the following actions: Note: System admins and higher can still access the Granular Data Center for 90 days after unchecking the checkbox. Access will be unavailable after this period. Note: System admins and higher can continue running SQL queries and exports for 90 days. After this period, all Granular Data Center data streams are automatically deleted, along with the data. When retrieving data from the Granular Data Center, be mindful of these timeout limits: Enabling the Granular Data Center in a Workspace Purchasing the Granular Data Center automatically activates it in the account, but an admin must enable it in the workspace to make the Granular Data Center tab visible. Viewing Granular Data Center Data The Granular Data Center landing page provides an overview of all created data streams in that workspace. Users can manage ingested data, aggregations, extracted data, share data streams, create queries, and more from this centralized location. Creating Granular Data Center Data Streams Generate a Granular Data Center data stream to ingest detailed data, such as event-level or keyword-level data. Mapping Granular Data Center Data Upon file upload or usage of a technical vendor, users are directed to a mapping preview screen where they can verify data identification, modify mapping, add mapping formulas, and more. Each uploaded dataset creates a dynamic table tailored to the loaded data type, impacting data load options and behavior. Querying Granular Data Centers Access and extract data from Granular Data Centers within your workspace. Users can also query Granular Data Centers in other workspaces via data sharing. Queries can be manually crafted using an SQL editor or created effortlessly with the Query Builder. Visualizing Granular Data Center Data The Entity-Relationship Diagram (ERD) visually represents tables and connections between specific dimensions. Each block symbolizes a table containing available fields, with lines denoting connections between tables based on specific dimensions. Sharing Granular Data Centers Relevant Granular Data Centers can be shared across workspaces within the same account. Deleting Data from a Granular Data Center To align with data protection regulations, users have the option to delete data from a Granular Data Center. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

January 17, 2024in Data, Google, Marketing Automation, Salesforce, Salesforce Data Cloud, Salesforce Marketing Cloud

17Jan

Marketing Cloud Engagement Announcement – Google and Yahoo Sender Requirements

Beginning February 2024, Google and Yahoo! are implementing Google and Yahoo Sender Requirements for all email senders to improve deliverability and help prevent abuse. As an admin of a Marketing Cloud Engagement org, we recommend reviewing your org’s email sending configuration to ensure continued success in reaching your customers’ inbox. What action do I need to take?Follow the email sender guidelines put forth by Google and Yahoo! to ensure your campaigns reach your subscribers’ inbox while also protecting your brand reputation from bad actors. Three key themes for you to be aware of include: Authentication best practices are required. What is needed: DomainKeys Identified Mail (DKIM), Sender Policy Framework (SPF), and Domain-based Message Authentication, and Reporting and Conformance (DMARC) need to be in place and properly configured for all sending domains (Sender Authentication Package (SAP) and Private Domains). What to check: Review domains configured to your account in the Marketing Cloud Engagement application under Admin > Account Settings > From Address Management. Validate that any ‘registered’ or ‘verified’ domains used for sending are properly authenticated for use on the Marketing Cloud Engagement platform. If you are unfamiliar with reading email headers to check for authentication alignment, a third-party site like https://aboutmy.email/ helps test for compliance. Salesforce Marketing Cloud Engagement recommends the following actions are taken. Provide an easy, one-click opt out method. What is needed: Starting June 1, 2024, the unsubscribe needs to occur immediately and within the user’s inbox. Marketing Cloud Engagement has the default list-unsubscribe POST functionality. What to check: If you have altered the default list-unsubscribe header to redirect to a customized landing page/subscription center or are using a custom subscription center, this could cause you to fall out of compliance, as this must be a true one-click method for subscribers to opt-out. To help here, consulting a third-party site like https://aboutmy.email/ can help test for compliance. Salesforce Marketing Cloud Engagement recommends the following actions are taken. Keep spam complaints to a minimum.What is needed: Gmail says the ideal spam complaint rate is “…below 0.10% and avoid ever reaching a spam rate of 0.30% or higher What to check: Review the last six months of sends to validate you are not approaching/over a 0.10% complaint rate. If you are at or over a 0.10% complaint rate: first, reexamine your opt-in practices (Anti-Spam and AUP policies); second, utilize a preference center to allow your subscribers to choose the type of content they receive and the frequency; finally, stop sending to the unengaged segment (no opens or clicks in six months or more). Doing these three things keeps complaints low and engagement rates up. Salesforce Marketing Cloud Engagement recommends the following actions are taken. How can I get more information? These best practices are actively being updated by Google and Yahoo!. Check these resources frequently and work with your IT team to ensure compliance. Salesforce Marketing Cloud Engagement is staying current and updating our recommendation for your reference. For assistance in implementing these changes, contact Tectonic today. Google and Yahoo Sender Requirements. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

January 17, 2024in Marketing Automation, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

07Jan

Improve Customer Experience

The Importance of Customer Experience: Turning Every Interaction into a Lasting Impact Customer experience (CX) refers to every interaction a customer has with your brand—from the first touchpoint through to post-purchase support. While the term is often used broadly, its meaning is more nuanced, encompassing the entire customer journey. From the initial ad they see to the quality of their engagement with your customer support, CX reflects the customer’s perception of your brand, compared to the promises you’ve made. Improve Customer Experience. What Is Customer Experience (CX)? At its core, CX measures how customers perceive their interactions with your organization. It goes beyond customer service and spans every touchpoint, whether it’s the ease of navigating your website, the tone of your marketing emails, or the post-purchase support experience. A strong customer experience is critical for fostering brand loyalty and meeting customer expectations at every step of their journey. Why Customer Experience Matters In today’s competitive marketplace, customer expectations are at an all-time high. According to research, 80% of customers say that the experience a company provides is just as important as its products or services. Whether you’re in B2C or B2B, an exceptional customer experience translates into loyalty, brand advocacy, and revenue growth. Some key benefits of prioritizing CX include: Key Elements of a Great Customer Experience Our research highlights several factors that customers deem essential for a great experience: However, many companies fall short of these expectations. For example, 56% of customers report needing to repeat themselves to different representatives, and 55% say it feels like they’re interacting with separate departments rather than a single, unified brand. The good news? A subpar experience can be quickly remedied with exceptional customer service—75% of customers will forgive mistakes after receiving excellent support. How to Measure Customer Experience Measuring CX is essential for understanding what works and where improvements are needed. Popular methods include: Building a Successful CX Management Strategy An effective CX management strategy aligns your entire business around the customer’s needs. It should include continuous feedback loops, data-driven decision-making, and a focus on creating a customer-centric culture. Improve Customer Experience. Key Pillars of a CX Strategy: How to Improve Customer Experience Delivering a standout customer experience requires a combination of people, processes, and technology. Here are five best practices for enhancing your CX: The Role of Experience Management Customer experience management (CXM) goes hand-in-hand with a broader experience management strategy. This includes not only customer interactions but also employee experiences, product quality, and brand perception. By implementing an experience management framework, companies can align technology, culture, and six core competencies to optimize all aspects of customer engagement. The Bottom Line: Customer Experience Drives Success With Salesforce Customer experience is no longer just a buzzword—it’s a critical factor for business success. By understanding and improving the customer journey, you can foster loyalty, reduce churn, and create a long-term competitive advantage. Start by building a strong CX framework, empowering your teams, and making data-driven decisions to lead the way in customer satisfaction. Content updated August 2024. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

January 7, 2024in Data, Google, Marketing Automation, Salesforce Copilots, Technology

06Jan

Generate Trust Through Effective Data Access

Trust Through Effective Data Access Objective: Empower your teams with data access to encourage proactive decision-making. Simplify your business’s data landscape by tailoring team members’ access, ensuring they can readily find the pertinent information. Implementation: Incorporate role-based licensing with built-in governance to create trust through effective data access. Distribute data broadly across your organization, ensuring each user possesses the necessary capabilities for data-driven decision-making. Specify access levels for consuming produced content or analyzing processed data, allowing certain team members to download and modify data sources locally. Deploy automations to swiftly update access when workflow or staff changes occur. Define clear roles and responsibilities for governance decisions. Being sure you are identifying stakeholders across the business to manage accessibility and foster cross-functional collaboration. Strengthen external security measures for data storage, utilizing automation to grant access to the right team members. Align data access with project workflows, enhancing organizational agility and enabling team members to leverage relevant data sources. Establish guidelines for transitioning dashboards into production, ensuring new data sources align with leadership-defined strategies. Define a certification process for data sources and share guidelines to maintain consistency in certification choices among administrators and project leaders. Manage tokens, passwords, and keys, maintaining a single password for each data source. Institute Service Level Agreements (SLAs) regarding quality, refresh rates, and uptime. For example, a sales dashboard pipeline may be updated hourly, with increased frequency at the end of the quarter. As the business expands, SLAs become essential for managing data pipelines. Provide a catalog to define dimensions and offer context to team members, ensuring confidence in using the correct data. Implement row-level security to streamline workflows and enhance security, allowing team members to view only the data relevant to their roles. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more CRM Cloud Salesforce What is a CRM Cloud Salesforce? Salesforce Service Cloud is a customer relationship management (CRM) platform for Salesforce clients to Read more Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more

January 6, 2024in Marketing Automation, Salesforce Implementation Services

22Dec

Marketing Cloud Growth and Advanced Editions

While Growth Edition is tailored to small businesses looking to get started with robust marketing automation, Advanced Edition caters to companies that need more sophisticated tools to scale personalization efforts, improve customer engagement, and streamline workflows. It offers additional features, including real-time journey testing, predictive AI for customer scoring, and advanced SMS capabilities, allowing businesses to enhance every touchpoint with their customers.

December 22, 2023in Data, Enterprise, Marketing Automation, Salesforce, Salesforce Data Cloud, Salesforce Implementation Services, Salesforce Marketing Automation, Salesforce Marketing Cloud, Technology

Salesforce Marketing Cloud Account Engagement

16Nov

Sending Pardot (MCAE) Notification Email to Non-Users

Pardot notification to non-users By Tectonic Salesforce Marketing Consultant, Shannan Hearne What do you do if you want to send a form completion notification in Salesforce Account Engagement to someone who isn’t a licensed user? What if there is a catch-all email inbox you want to send a notification to? How do you send a pardot notification to non-users? Tectonic has the answer. Assuming you have Pardot User Sync turned on, go ahead and create the user in SFDC using the free Identity license (deselect the option to generate password and email user since s/he doesn’t need to log in) and then add the user to Pardot via SFDC, assigning him/her to Sales or Marketing group. Return to the Account Engagement platform and create the synced user with the same email address. Then on the Pardot asset (file or form), add a completion action to notify the new user and select that person‘s name. Now you have a completion action to notify a user who didn’t previously exist in your platform. This is how to send a pardot notification to non-users. This issue of sending notifications to non-users has also been discussed in the Trailblazer community. Use Case: I’ve been asked to notify someone about a file download from Pardot, but that person doesn’t have a Pardot/SFDC account – essentially, they are with an external agency and just need to be notified but not sign in & take an action. Another solution: Pardot offers a Custom Field type called the CRM User. It maps between the CRM User field in Salesforce. Pardot uses this field to enable programmatic email “send as” features when sending a List Email, and that’s it. But what about notifications? A completion action to Notify Assigned User only targets the Prospect’s listed owner per Salesforce. What about the secondary product owner? This functionality is not available out of the box with Pardot. But it can be built using automations to closely resemble the notifications that the primary owner gets. Here’s how: TagsCreate a Tag to identify prospects when they complete a marketing activity like viewing a marketing asset or completing a form. Completion ActionsAdd a Completion Action to all relevant Forms and Marketing Assets to apply the above Tag to the prospect. Dynamic ListsCreate a dynamic list for the geographic regions of each secondary Prospect Owner. Create another dynamic list to collect the prospects with the Tags from above. Engagement StudioCreate an Engagement Studio. Use the Dynamic List of the tagged prospects to feed the Engagement Studio. Next, create Evaluate steps looking for membership of the different geographic lists. For each Evaluate step, if Yes, set an Action step to notify the appropriate Pardot user. After the notification is sent, add another step to remove the tag from the prospect’s record in Pardot. Be sure to check the box that will allow prospects to run through the Engagement Studio more than once. Like Related Posts 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more Mapping Your Customer Journey Creating a customer journey map is a crucial undertaking for businesses aiming to improve the customer experience and foster long-term Read more

November 16, 2023in Marketing Automation, Salesforce Marketing Cloud Account Engagement (Pardot)

08Nov

What is B2BMA in Salesforce?

B2BMA in Salesforce is a CRM Analytics app that segments and visualizes your marketing and sales data. After you assign user permissions, marketers can create B2B Marketing Analytics dashboards in CRM Analytics Studio. Before you begin, you must have a verified Salesforce connector. B2B Marketing Analytics gets you running with analytics for Salesforce Account Engagement faster. B2BMA has a bit of a learning curve but it sheds light on valuable insights hidden in your marketing data. Available for Account Engagement Pro, Advanced, and Premium customers, before adding it is important to know what edition you are running. Your Account Engagement data (such as campaigns, email engagement, visitor data, etc.), is “packaged up” into datasets and sent into CRM Analytics through dataflow. B2B Marketing Analytics gives you clear data visualizations and comparisons that aren’t possible with Account Engagement, formerly Pardot, or Salesforce reports. B2BMA analytics is highly flexible, as you can combine datasets, and apply filters to “slice and dice” data any way you like. Salesforce CRM Analytics was formerly known as Einstein Analytics/Tableau CRM. B2BMA comes out of the box with datasets and dashboards, providing you with a solid foundation. However, we may want to tell a bigger story, to expand on this information and bring in more data. B2BMA allows you to create more datasets using the data manager. If you are looking for more customization with B2BMA, contact Tectonic today. Like3 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

November 8, 2023in Marketing Automation, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Sales Cloud

25Oct

Account Engagement Pardot

Marketing Cloud Account Engagement, previously recognized as Pardot, serves as a B2B marketing automation tool that empowers marketers to identify leads with a high probability of conversion. Salesforce introduced this rebranding in April 2022 as part of its initiative to create a unified and easily comprehensible product suite within Marketing Cloud, aligning with the overarching goal of consistency and clarity in Salesforce’s offerings. account engagement pardot. Despite the change in nomenclature, the functionality of the product persists without retirement. Pardot Classic, however, is undergoing a phased-out process. Account engagement, in essence, denotes the efficacy of engaging an entire account to establish and nurture a relationship, aiming to acquire or retain them as a client. While Marketing Cloud encompasses a broader range of features catering to various channels and large-scale B2C campaigns, Account Engagement focuses on B2B interactions, emphasizing lead management and sales alignment. Pardot and Marketing Cloud To distinguish Pardot from Marketing Cloud, Pardot primarily functions as an email marketing and nurture platform. In contrast, Marketing Cloud Account Engagement extends its capabilities to include functions like Advertising and Mobile Studio, fostering enhanced marketing and sales alignment through seamless integration with Sales Cloud. To enhance customer engagement across accounts, Marketing Cloud Account Engagement facilitates connected customer journeys and efficient lead generation. It empowers users to create landing pages and forms swiftly, segment leads, and initiate personalized, automated, cross-channel journeys. AI-powered lead scoring and grading aid in nurturing leads for marketing qualification. Account Engagement Pardot The platform supports cross-channel journeys by enabling engagement across various channels and connecting third-party webinar, survey, and SMS apps directly to marketing programs. This allows for triggering webinar and event registrations, survey sends, and SMS sends within automated journeys. Account-Based Engagement is a notable feature that helps discover and engage the best accounts, targeting and nurturing key prospects with the collaboration of sales and service on a unified platform. Einstein, Salesforce’s AI, identifies accounts with the highest likelihood to purchase using key insights. Aligning revenue teams on a single source of truth is achieved with AI scoring, providing comprehensive insights into prospects, engagement history insights, and real-time sales alerts. This ensures that sales teams are promptly informed about hot leads and prospects ready to convert, improving collaboration between marketing and sales. For optimizing marketing performance and fostering customer relationships, Marketing Cloud Account Engagement offers full-funnel multi-touch attribution, an Account-Based Marketing Dashboard, and out-of-the-box analytics. These features provide insights into marketing and sales impact, revenue and pipeline for key accounts, and a direct connection to Sales Cloud for understanding the prospect journey. A/B testing, email reporting, and predictive analytics further contribute to making strategic decisions and identifying factors that drive conversion. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

October 25, 2023in Data, Google, Marketing Automation, Salesforce, Salesforce Marketing Cloud Account Engagement (Pardot)

21Oct

Hubspot vs Salesforce

HubSpot began as a marketing automation solution tailored for small businesses, but it has since grown into a comprehensive Enterprise CRM, integrating marketing, sales, CMS, and service functionalities. While Salesforce continues to be a popular choice for CRM, more teams are increasingly turning to HubSpot for its marketing automation capabilities. HubSpot is a leading platform in CRM, marketing, sales, and customer service software, with a clear mission: to empower companies to optimize their sales processes and drive growth. HubSpot offers a range of resources centered around its five main products or “Hubs,” with the Marketing Hub and Sales Hub being the most prominent. HubSpot vs. Salesforce: Key Differences Salesforce is known for its robust reporting and extensive customization options. In contrast, HubSpot offers a smoother learning curve, a more intuitive interface, and a comprehensive suite of marketing and sales tools, all available at an accessible price point, including a free tier. Integrating HubSpot with Salesforce Integrating HubSpot with Salesforce allows you to streamline operations, creating a seamless and efficient connection between the two platforms without the need for complex technical setup. Key Benefits of HubSpot-Salesforce Integration: Enhanced Data Management The HubSpot-Salesforce integration simplifies and accelerates data management by eliminating manual data transfers and reducing the risk of errors. Syncing all relevant business data to HubSpot in just a few clicks provides deep insights into customer interactions and preferences, enabling you to deliver personalized experiences that boost engagement and foster customer loyalty. Empowering Sales Teams The integration enables seamless bi-directional synchronization, giving your sales team critical lead intelligence. By customizing record syncing and providing lead scores from HubSpot to Salesforce, sales teams can prioritize their outreach efforts more effectively, ultimately leading to increased deal closures. Bridging the Gap Between Marketing and Sales Close the gap between marketing and sales by using Salesforce data to personalize emails, segment databases, and send emails on behalf of sales representatives. The integration eliminates the need for manual exporting and importing of lists and campaign responses, while also allowing you to track revenue from closed-won deals in HubSpot, attributing campaigns directly to the revenue they generate. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

October 21, 2023in Marketing Automation

12Oct

Salesforce Account Engagement Quickstart

Account Engagement Quickstart by Tectonic’s Salesforce Marketing Consultant, Shannan Hearne Salesforce Account Engagement is the leading B2B marketing automation platform, existing in the cloud and becoming a part of the Salesforce family in 2012 through the acquisition of Exacttarget (formerly known as Pardot). The latter had acquired Salesforce Account Engagement in 2012 and, post-integration with Salesforce, was subsequently renamed Pardot in 2014. Tectonic offers Salesforce Account Engagement Quickstarts for businesses looking to get up and running on the platform quickly. While Salesforce Marketing Cloud excels in managing extensive email lists, Salesforce Account Engagement elevates B2B email marketing to a new echelon. Its primary function revolves around nurturing leads for seamless handoff to the sales department, making it particularly suitable for small to medium-sized businesses grappling with a high volume of leads that demand qualification. Lead, or prospect, tracking through campaigns, sources, utm (UTMs, or Urchin Tracking Modules, are a tracking device to help you get really specific with your traffic source. UTM tracking involves adding unique UTM codes to your URLs to easily identify exactly where your traffic is coming from) parameters and more is an easy to use function in the Account Engagement platform. A Account Engagement quickstart is an affordable, fast to market option, for users looking to get started quickly. A Standalone Product Despite being under the Salesforce umbrella, Salesforce Account Engagement operates as a standalone product, not contingent on having a Salesforce CRM. Integration with Salesforce is facilitated through the Salesforce Account Engagement Salesforce Connector or other CRM solutions like Microsoft Dynamics CRM, Zoho, Hubspot, Pipedrive, Oracle CX, Insightly or Sugar CRM. The list of potential database solutions that can work with Salesforce Account Engagement is massive. The integration process, however, isn’t a simple flip of a switch. It involves mapping Salesforce Account Engagement fields to Salesforce fields, editing page layouts, configuring Salesforce Campaigns, setting up website tracking, implementing lead scoring, and adjusting user settings. Given the intricacies, engaging an experienced implementation specialist is strongly recommended to avoid costly missteps. Account Engagement Quickstart Tectonic offers Salesforce Account Engagement Quickstarts for businesses looking to get up and running on the platform quickly. Once the initial configuration is complete, the marketing department can delve into creating landing pages, establishing drip campaigns, setting up email templates, and configuring marketing automation rules. While free online training resources exist, live training from an experienced implementer, tailored to the organization, proves more effective. Tectonic, with certified Salesforce Account Engagement specialists, offers a Salesforce Account Engagement Quickstart package to get companies operational in Salesforce Account Engagement within two weeks or less, featuring personalized training and transparent pricing, inclusive of follow-up support. Ongoing Support Post-implementation, some organizations opt to outsource their ongoing marketing automation needs, especially if they have limited resources or no dedicated marketing department. A Managed Services solution becomes a valuable asset in such scenarios. Tectonic offers cost-effective ongoing Salesforce Account Engagement management solutions and has in-house talent with decades of marketing experience ensuring the ROI on your Salesforce Account Engagement is high. Should you have any inquiries about commencing your journey with Salesforce Account Engagement, feel free to reach out to Tectonic today. The Account Engagement Quickstart is now known as the Account Engagement Salesforce Implementation Solution. Content updated April 2024. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

October 12, 2023in Marketing Automation, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

06Oct

Salesforce Integrations for Sales Users

Salesforce integration offers compatibility with a wide array of business tools, and this insight article from Tectonic zeroes in on the most advantageous integrations tailored for your sales teams. Salesforce Integrations for Sales Users encompass various areas from contract management tools to lead enrichment and marketing automation platforms, the focus is on enhancing the efficiency of your sales operations. Understanding Salesforce Integrations A Salesforce integration is a mechanism linking the CRM with one or more business tools, facilitating seamless data transfer and automation of repetitive administrative tasks. With over 2,500 integrations, Salesforce is one of the most connected and flexible CRMs on the market. Let’s dive into the top Salesforce integrations for sales teams in 2024. Best Salesforce Integrations for Sales Teams 1. Slack – Streamlined Internal Communication Owned by Salesforce, Slack integration ensures smooth communication by facilitating easy sharing and querying of records between the two platforms. This integration promotes real-time updates, fostering improved collaboration, quicker decision-making, and enhanced productivity. Slack and Salesforce integrations are easy to set up and Tectonic can help. User Reviews: 2. Salesloft – Elevating Sales Engagement Salesloft complements Salesforce by focusing on customer engagement. This integration allows the import of contacts from Salesforce into Salesloft, enabling seamless communication with prospects. Recorded communication details are then synchronized back into Salesforce, offering visibility into deal progression and prospect engagement. User Reviews: 3. Chili Piper – Simplified Scheduling Chili Piper’s integration with Salesforce streamlines appointment scheduling by enabling one-click meeting scheduling within Salesforce. Every booked meeting is automatically logged and tracked as an event in Salesforce, contributing to improved data accuracy and efficient scheduling. All interactions with leads are added to engagement activity in their Salesforce record. User Reviews: 4. Juro – Accelerating Contract Management Juro’s all-in-one contract management platform integrates seamlessly with Salesforce, enabling sales reps to generate sales agreements effortlessly. The integration facilitates real-time syncing of data between the two platforms, allowing for swift contract drafting, negotiation, and management. Key Benefit: 5. LinkedIn Sales Solutions – Incorporate LinkedIn profiles to Salesforce records LinkedIn Sales Solutions embeds LinkedIn profiles with the CRM providing timely insights on buyers and companies. Data Validation flags out-of-date contacts. Key Benefit: 6. Lead Capture in Sales Cloud – Collect leads from Facebook and Google directly into Sales Cloud This application enables marketers to collect lead data from two primary external platform ad forms and share them with sales teams. Key Benefit: Salesforce Integrations for Sales Users These Salesforce integrations are tailored to augment the capabilities of sales teams, ranging from internal communication to contract management, ultimately fostering efficiency and productivity. If you are looking at tools to integrate with Salesforce for your teams, contact Tectonic for Salesforce implementation assistance. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

October 6, 2023in Data, Google, Marketing Automation, Salesforce, Salesforce Managed Services, Salesforce Sales Cloud, Salesforce Slack

Salesforce for Travel, Transportation, and Hospitality

29Sep

Salesforce and the Impact on Transportation and Hospitality

Capitalizing on the public’s eagerness to travel post pandemic, the travel and hospitality industry finds its most lucrative opportunity may be in 2024. Salesforce and the Impact on Transportation and Hospitality industries is here to help. A significant 44% of Americans are anticipated to embark on leisure holiday trips this year, emphasizing the need for the travel and hospitality sector to enhance customer services and, consequently, boost revenue. This is where Salesforce’s capacity to centralize customer data, interactions, and feedback becomes most valuable. In this blog post, Tectonic will delve deeper into understanding the pivotal role of Salesforce CRM in the travel and hospitality industry. Creating a real-time view of your guests helps to surprise and delight them across every interaction. Salesforce and the Impact on Transportation and Hospitality The suite of Salesforce for hospitality has digital abilities that help hotels, casinos, and resorts continually adapt to the changing expectations of their guests. Salesforce Sales Cloud helps scale revenue. Salesforce Marketing Cloud and Account Engagement customize engagements with guests. With Salesforce Flow and Case Management simplify and automate many of the time-consuming tasks that slow the hotel business down. The Influence of Salesforce on Customer Experiences Personalized touchpoints facilitated by Salesforce 360 degree customer view contribute to a seamless and cohesive customer journey, from the initial inquiry phase to post-trip engagement. Leveraging the platform’s capabilities, travel and hospitality businesses can devise targeted marketing campaigns that directly address the interests and preferences of their customers, leading to increased engagement and conversion rates. Salesforce’s impact extends to post-booking interactions, where businesses can sustain customer relationships by providing relevant updates, recommendations, and support throughout the travel experience. Salesforce enables businesses to transcend standard service levels, delivering moments of delight and genuine connection. With Salesforce and the Impact on Transportation and Hospitality is boosting business and customer satisfaction. Powering Salesforce for Tailored Customer Interactions The ability to deliver personalized customer interactions is pivotal in the travel and hospitality industry’s success. Through the robust capabilities of the Salesforce platform in customer data management and segmentation, businesses can create detailed customer profiles capturing preferences, past interactions, and feedback. This information forms the basis for crafting tailored experiences, from personalized recommendations and promotions to targeted promotional offers and invitations. Whether adding SMS texting, web personalization for returning visitors, or social media retargeted advertising, Salesforce has the right tools for your hospitality company and Tectonic has the experience to implement those tools for you. Salesforce’s marketing automation and personalization features enable businesses to deploy customized communication strategies, delivering the right message to the right customer over the right channel at the right time. Leveraging data-driven insights, businesses can orchestrate customer journeys that are highly relevant and engaging, fostering a sense of individuality and exclusivity. Integrating Salesforce with Your Booking and Reservation Systems Salesforce has significantly impacted the travel and hospitality industry by integrating with many booking and reservation systems. Seamless connectivity between Salesforce and these vital systems streamlines the entire customer journey, from initial inquiry to post-trip follow-up. This integration centralizes customer data and booking information, providing a comprehensive view of each customer’s interactions and preferences. This integration ability also decreases your time to market with a Salesforce solution and increases your return on investment. Reduced technical debt brings greater impact to the entire organization. Sales, Salesforce and the Impact on Transportation and Hospitality Enhanced collaboration between sales, marketing, and customer service teams is facilitated, ensuring a cohesive approach to customer interactions. With a unified view of all your customer data, teams can deliver personalized recommendations, offer timely assistance, and coordinate pre- and post-trip communication. Automation of processes such as booking confirmations and post-trip surveys enhances operational efficiency and customer satisfaction. Streamlining Marketing and Sales Efforts with Salesforce Marketing and sales efforts are integral components of a successful travel and hospitality business, and Salesforce offers tools and features designed to streamline these critical functions. The platform’s marketing automation capabilities enable businesses to create targeted campaigns, personalized communications, and automated workflows. By leveraging customer data and insights, businesses can craft highly relevant and engaging marketing initiatives, driving higher levels of engagement and conversion. Salesforce’s sales management tools empower businesses to track customer interactions, manage leads, and optimize the sales pipeline for improved conversion rates. With features such as lead scoring, opportunity tracking, and predictive analytics, Salesforce equips businesses with resources to drive sales efficiency and effectiveness. A centralized source of truth for guests allows marketing to hand warmed leads off to sales with complete information. Salesforce collaboration tools enable everyone on your property to see all relevant information to best serve guests and their unique needs. Travelers have a natural yen for exploration and excellent, personalized interactions powered by the Salesforce ecosystem allow you to know your customers where they are when they interact with you and provide them with the next best experience powered by CRM Analytics and Einstein. Salesforce, Tectonic, and You Salesforce serves as a catalyst for transformation within the travel and hospitality industry, enabling businesses to redefine customer experiences and elevate their offerings. As the industry embraces digital innovation and customer-centric strategies, Salesforce stands poised to play a pivotal role in shaping the future of travel and hospitality, driving sustained growth and differentiation for businesses that harness its potential. Tectonic has serious travel and hospitality industry experience positioning us to deliver a Salesforce solution customized for your business model and to deliver it quickly. As Salesforce Partners, Tectonic’s experienced team of Salesforce consultants can help strengthen your overall CRM strategy, enhance business workflows, and create a very powerful custom solution to delight your customers and empower your employees. Strategic Salesforce Consulting Partners provide solutions across Salesforce products and platforms customized to your business needs. Ready for a Hospitality or Travel Salesforce Implementation? Explore the possibilities of Salesforce for travel and hospitality or other Salesforce solutions based on your company’s goals. Tectonic is ready to partner with you, offering support at every stage of your Salesforce journey. Reach out online to request more information or

September 29, 2023in Marketing Automation, Salesforce Commerce Cloud, Salesforce Hospitality Travel and Transportation, Salesforce Managed Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Personalization, Salesforce Sales Cloud

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