Salesforce Marketing Cloud Archives - gettectonic.com

Salesforce Marketing Cloud Account Engagement

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 Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

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

11Oct

Case Study: Financial Services-Community Bank-Marketing Cloud/Customer 360

“The Tectonic team showed strong knowledge of the SFMC platform. They listened to our specific needs and use cases and crafted a customized and creative approach to meet our needs. They were reliable and communicative throughout the entire project.”

October 11, 2023in Salesforce Financial Services Solutions, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Success Stories

09Oct

Case Study: Largest Native American Tribe in the US-Citizen Engagement for Tribes-Salesforce Public Sector Solutions (PSS)/Health Cloud/Experience Cloud/Marketing Cloud and Mulesoft

Citizen Engagement for Tribes Salesforce Tribal Government MuleSoft Experience Cloud Health Cloud Public Sector Solutions (PSS) Health Cloud Experience Cloud Tribal Nation Solutions MuleSoft Marketing Cloud salesforce tribal government mulesoft Industry: Tribes – Government & Healthcare PROBLEM: SOLUTION: Implementation of Salesforce Public Sector Solutions (PSS), Health Cloud, Experience Cloud, Marketing Cloud & MuleSoft: RESULTS: Like1 Related Posts Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series 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 Salesforce Government Cloud: Ensuring Compliance and Security Salesforce Government Cloud public sector solutions offer dedicated instances known as Government Cloud Plus and Government Cloud Plus – Defense. 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

October 9, 2023in Mulesoft, Salesforce Experience Cloud, Salesforce Government Cloud, Salesforce Health Cloud, Salesforce Marketing Cloud, Salesforce Public Sector Solutions, Salesforce Success Stories

05Oct

Salesforce Marketing Cloud vs Salesforce Account Engagement

Understanding Salesforce Marketing Cloud (Exacttarget) compared to Salesforce Account Engagement (Pardot), and their differences. Distinguish between Pardot and Marketing Cloud with these highlights: Salesforce Marketing Cloud Engagement (Marketing Cloud formerly ExactTarget) Salesforce Marketing Cloud Account Engagement (formerly named Pardot) The answer to all the above questions is no. Salesforce Account Engagement and Marketing Cloud – two equally powerful marketing automation platforms for very different use cases. Pardot (Account Engagement) is used for ‘considered purchases’ where there are long sales cycles and multiple decision-makers – which is typical of B2B, but not exclusively. Marketing Cloud is best suited to transactional purchases across multiple marketing channels – which is typical of B2C, but not exclusively. As time goes on, you’ll find more examples of organizations marketing to consumers that will be making a considered purchase, and on the flip side, more accounts (B2B) making transactional purchases, in high-volume, such as self-service commerce. ‘Is Pardot a part of Marketing Cloud?’ and ‘Is Pardot Included in Marketing Cloud?’ It depends on how you interpret ‘part of’, which could mean two things: Built on the same product architecture = no, Pardot is partly on its own platform, and partly on the core Salesforce platform. Marketing Cloud still exists on its own, not on the core Salesforce platform. Despite being renamed “Marketing Cloud Account Engagement”, the two do not function together, nor are sold together. Marketing Cloud still exists on its own, not on the core Salesforce platform. Like Related Posts 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 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 Integration of Salesforce Sales Cloud to Google Analytics 360 Announced In November 2017, Google unveiled a groundbreaking partnership with Salesforce, outlining their commitment to develop innovative integrations between Google Analytics Read more

October 5, 2023in Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

01Oct

Get to Know Ampscript Marketing Cloud

AMPscript is Marketing Cloud Engagement’s proprietary scripting language designed for advanced dynamic content in emails, landing pages, SMS, and push messages. While incorporating basic programming concepts, AMPscript is user-friendly and accessible even to non-coders, enabling the creation of highly personalized and dynamic content. Its purpose is to expand Marketing Cloud Engagement functionality to facilitate one-to-one personalized communications, offering marketers a powerful tool to enhance their digital campaigns. AMPscript Functionality: AMPscript serves several functions within Marketing Cloud Engagement, including: Categories and Examples of AMPscript Functionality: Scenarios Where AMPscript is Utilized: Get to Know Ampscript Language Components of AMPscript: AMPscript provides the flexibility to create highly dynamic emails and content by leveraging variables, operators, and conditional logic. The subsequent unit covers basic functions and syntax to aid users in initiating their journey with AMPscript. Like1 Related Posts 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 Integration of Salesforce Sales Cloud to Google Analytics 360 Announced In November 2017, Google unveiled a groundbreaking partnership with Salesforce, outlining their commitment to develop innovative integrations between Google Analytics Read more Overlooked Costs of a Salesforce Implementation Let’s look at some frequently overlooked Salesforce costs. The goal is to provide businesses and decision-makers with a comprehensive understanding Read more

October 1, 2023in Salesforce Marketing Cloud

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

20Sep

Salesforce and Email Marketing

Companies today have various channels available to connect with customers, yet a well-crafted, timely email continues to be a powerful tool. Our recent study revealed that 93% of respondents consider email as their primary channel for engaging with companies. In a world where competition for attention and clicks is fierce, it’s imperative to continuously evolve your email marketing strategy. Salesforce and email marketing are Tectonic’s preferred choice. And should be yours, too. Despite this, many companies still rely on outdated, generic tactics that result in disinterested customers reaching for the deadly unsubscribe button. If your metrics are struggling, and desired results are elusive, it might be time to reevaluate your email marketing strategy for areas of improvement. Understanding Email Marketing and its Significance Email marketing is a direct marketing form that uses messages to promote products or services, share thought leadership pieces, or engage with your audience. A well-thought-out email marketing strategy delivers valuable information, empowering customers to make informed purchasing decisions. Clear and concise messages position your company as helpful rather than intrusive or sales-oriented. As the email campaign progresses, an authentic trust connection develops between your brand and customers. Email marketing facilitates conversions and revenue by providing quality information aligned with customer goals. As digital experiences expanded with the rise of social media and mobile apps, email marketers now leverage tools like AI and automation to deliver more effective messages at optimal times. Impact of Marketing Automation and AI on Email Marketing Marketing automation has shifted businesses away from traditional email approaches towards more personalized communication. Enhanced data collection and management enable emails to address the specific wants and needs of individual customers, making personalization a critical tool. AI within marketing automation platforms augments capabilities, offering more targeted and personalized experiences. In email marketing, automation focuses on streamlining workflows, nurturing leads, and optimizing campaign management. AI employs advanced algorithms and machine learning for data analysis, enhancing personalization, optimizing subject lines, generating dynamic content, determining optimal send times, and providing predictive analytics. The combination of marketing automation and AI results in highly targeted and effective email marketing campaigns. Benefits of Automation in Email Marketing Effective email marketing relies on marketing automation platforms, facilitating the scaling of lead management activities, campaign coordination, and lead nurturing and scoring. These platforms make segmentation and personalization feasible on a large scale, delivering highly targeted and relevant messages, resulting in increased engagement and conversions. Personalized messaging, facilitated by AI’s advanced algorithms and machine learning, stands out as one of the most significant benefits of email marketing. Marketers can analyze extensive data, delivering highly tailored and relevant email content to individual recipients, ultimately enhancing conversion and customer satisfaction. With a flexible and customizable email marketing strategy, businesses can achieve various marketing and sales goals, including building customer relationships, boosting brand awareness, generating and nurturing leads, marketing products and services, and promoting content and useful resources. Is Email Marketing Easy? In short, yes, it can be, provided it is set up properly. While optimizing email marketing campaigns may take time, starting with a personalized strategy and utilizing tools like marketing automation and AI can simplify the process. Establishing a foundation centered on segmentation, personalization, and automation is crucial for success. Tectonic deploys email marketing platforms that make email marketing easier. Our training, consulting, and ongoing support set you up for email marketing success. Email Marketing Best Practices Consider the following high-level email marketing best practices: Costs Involved with Email Marketing The cost of email marketing varies based on business size, audience size, and the number of emails sent monthly. While costs fluctuate with business cycles, the return on investment (ROI) for email marketing is notably high, averaging $36 for every dollar spent. Email Marketing Types Experts categorize email marketing into five common types: Interactive emails, in particular, boost engagement, potentially leading to a 300% increase in click rates. Salesforce and Email Marketing Tools An excellent email marketing tool empowers end-to-end Salesforce campaign management, from writing copy and designing templates to acquiring subscribers, managing leads, segmenting audiences, and analyzing campaign performance. Choosing the right tool involves considering factors like ease of use, integration with customer data systems, and compatibility with existing business tools. In Salesforce the two primary choices are Salesforce Marketing Cloud and Salesforce Marketing Cloud Account Engagement. Salesforce can also be integrated with many other tools from Gmail to Marketo to Hubspot to MailChimp. Getting Started with Email Marketing To initiate an email marketing program in your company, Tectonic suggests you follow these steps: The right email marketing tool, coupled with a well-structured strategy, empowers businesses to execute successful campaigns, foster customer engagement, and achieve high returns on investment. Contact Tectonic today to discuss the best Salesforce email marketing tool for your business. 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 Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

September 20, 2023in Data, Google, Laws, Marketing Automation, Salesforce, Salesforce Marketing Cloud

19Sep

Audience Builder Marketing Cloud

Marketing Cloud Audience Builder dynamically generates targeted audiences from contacts stored in your account based on attribute and behavioral values. These audiences can be used to target or exclude contacts from your marketing activities. In today’s world, where a staggering 347.3 billion emails are sent globally every day, email inboxes have become increasingly cluttered. In your specific niche, you’re not the only one trying to reach your target audience; numerous others are vying for their attention. With consumers having a multitude of options, marketers bear the responsibility of positioning themselves in a way that makes it impossible for potential customers to overlook them. Achieving this requires embracing customer-centricity, which involves deeply engaging with different buyer personas by segmenting your contact list based on various parameters such as age, gender, location, interests, preferences, past purchases, browsing history, and position in the sales funnel. However, manually managing this segmentation, especially with a large contact list, can be overwhelming. This is where a dependable tool like Salesforce Marketing Cloud’s Audience Builder proves invaluable. The SFMC Audience Builder empowers marketers to create granular segmentation frameworks based on demographic and behavioral data, making the execution of targeted campaigns effortless. It dynamically generates targeted audiences by utilizing contacts in your account and leveraging behavioral values and stored attributes as guiding parameters. In this overview, we aim to provide a comprehensive understanding of SFMC’s Audience Builder. Key Entities and Terminologies: 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 Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

September 19, 2023in Data, Salesforce, Salesforce Marketing Cloud

14Sep

Snowflake and Customer 360 Data Model

What is data modelling in Snowflake? Snowflake and Customer 360 Data Model Data modeling is the process of organizing and mapping data using simplified diagrams, symbols, and text to represent data associations and flow. Engineers use these models to develop new software and to update legacy software. Data modeling also ensures the consistency and quality of data. What is Customer 360 Data Model? Snowflake and Customer 360 Data Model Customer 360 refers to a comprehensive view of a customer’s data, encompassing every interaction from website inquiries to product purchases to customer support tickets. It ensures that every department within a company accesses the same accurate information about the customer. Exploring Data Modeling in Snowflake Data modeling involves organizing and mapping data using simplified diagrams, symbols, and text to illustrate data associations and flow. Engineers utilize these models to develop new software and update existing ones, ensuring data consistency and quality. Unifying Business and Customer Data Break down silos and consolidate customer data into a unified platform using native-first and third-party connectors in Snowflake. These connectors securely ingest data from various sources, enriching customer profiles and resolving identities seamlessly. Enriching Profiles and Resolving Identities-Snowflake and Customer 360 Data Model Enhance customer profiles securely with a plethora of data sets available in Snowflake Marketplace. Resolve identities seamlessly using applications from leading providers native to the platform. Managing Consent and Responding to Data Subject Requests Adhere to customer data consent choices and comply with global privacy regulations by swiftly and effectively responding to data subject requests. Understanding the 360-Degree Customer View The 360-degree customer view is a coveted goal for B2C marketers, aiming to aggregate and unify customer interaction touchpoints. Achieving this comprehensive view enables businesses to better understand the customer journey, personalize experiences, and enhance engagement. Snowflake and Customer 360 Snowflake’s Data Cloud tackles the challenge of consolidating disparate data sources in Martech stacks. By collecting and unifying customer 360 data points into a SQL data warehouse, Snowflake empowers marketers to eliminate data silos and respond to customer behavioral trends promptly. Snowflake and Customer 360 Data Model: Evolution of Customer 360 The marketing technology landscape has evolved, with organizations shifting focus to centralized data and new marketing applications. This shift involves aggregating customer data centrally into Customer 360 profiles, enabling tailored marketing campaigns and improved customer experiences. CDPs: The Latest Incarnation of Customer 360 Customer Data Platforms (CDPs) have emerged as solutions to the Customer 360 challenge. By consolidating and organizing customer data, CDPs empower marketers to personalize customer journeys across channels effectively. Tectonic’s Role in Advancing Data Strategies-Snowflake and Customer 360 Data Model Tectonic assists businesses in embracing a composable architecture, future-proofing data structures, migrating data to the cloud securely, and creating a single source of truth for easy analysis of customer data. The Importance of Omnichannel Data in Marketing Understanding omnichannel data is crucial for marketers seeking to improve customer experiences and drive revenue. Omnichannel data encompasses every customer interaction, offering insights into behaviors, preferences, and values. Building a Customer 360 Crafting a holistic view of customers and their journey involves mapping touchpoints, identifying data sources, integrating data into a centralized location, and deriving insights to create customer profiles. Why a Robust Cloud Data Platform is Essential for Omnichannel A robust cloud data platform enables marketers to leverage a single source of truth, analyze streaming data, and facilitate collaboration across teams while ensuring compliance with privacy regulations. “Being customer-centric requires us to have a data-driven culture. We must ask ourselves how we can optimize the supply chain, product design, predictability and propensity of customers to buy our products. These are all data challenges.” Fabio Luzzi, VP of Data Science and Engineering, Tapestry The 360-degree customer view is the Holy Grail of B2C marketers: often sought but frequently unattainable. Companies that aspire to the Customer 360 view seek to aggregate and unify customer interaction touchpoints — from online transactions, social media, forums, and physical touches to third-party interactions, customer support, and service — to better understand the customer journey, meet demand, and personalize the customer experience. The challenge, of course, is that the customer data is spread across these numerous, various touchpoints. Without system synchronization, errors and duplicate records can become an ongoing problem. In the not-too distant past, interactions were largely limited to physical touch points or the phone. With the explosion of new interaction platforms, the job of aggreggating these disparate data sources has proven to be difficult. To really get a handle on all this data, modern B2C marketers need to engage with data management, data storage, data analytics, and often ML and BI tools to merge, unify, and then analyze these transactions to drive business insight. SNOWFLAKE AND CUSTOMER 360 The number of tools deployed in the average Martech stack has exploded from just a few to more than 90 SaaS applications. Marketers have struggled to consolidate these disparate data sources to both quickly react to customer behavior and also to report internally on performance. Snowflake’s Data Cloud solves this challenge, which collects and unifies all customer 360 data points — semi-structured or structured — into an easy-to-query SQL data warehouse that integrates with leading data analytics, BI, ML, and data management tools. This allows marketers to eliminate data silos and react to customer behavorial trends with timely and personalized campaigns. The world of marketing technology has evolved quickly. Although the quest for a single customer view remains, organizations are now focusing on how to create new marketing applications that centralize data. There’s a not-so-quiet (r)evolution going on in the world of marketing technology. Privacy-driven changes in the digital ecosystem are forcing companies to adopt a first-party data strategy with Customer 360 profiles at its center. But that’s not what this revolution is about; Customer 360 profiles have been part of marketing systems going back to Salesforce’s original Customer Relationship Management (CRM) platform. What is changing is not the “what” —a single customer view, but the “how”. What if Customer Data was aggregated centrally, organized into

September 14, 2023in Salesforce Implementation Services, Salesforce Optimization, Salesforce Personalization, Snowflake

Google 360 Analytics Dashboard in Marketing Cloud

13Sep

Salesforce Audience Insights

Salesforce Audience Insights By Tectonic’s Marketing Consultant, Shannan Hearne Salesforce Marketing Cloud is so much more than just an email sending platform. This insight explores how it can power your advertising.; Marketing Cloud offers robust audience segmentation capabilities, empowering marketers to effectively segment their customer base. The integration of AI through Audience Insights enhances this power. Formerly known as Advertising Studio, the platform is now recognized as Marketing Cloud Advertising. Audience Insights provides a deeper understanding of customers by unveiling unique characteristics, interests, and behaviors of user groups interacting with your ads and converting. By connecting Marketing Cloud Advertising to paid media channels, you can optimize your audience strategy, gaining a unified, cross-channel view and assessing the effectiveness of first-party audiences through a dedicated dashboard. Key features of Audience Insights include: To leverage Audience Insights, your Marketing Cloud Intelligence admin needs to configure it before connecting Advertising to paid media channels. This integration allows you to analyze the effectiveness of first-party audiences with a single, cross-channel perspective. As a Marketing Cloud Advertising customer with a Marketing Cloud Intelligence license, you gain access to comprehensive audience and campaign analytics through Audience Insights for Marketing Cloud Advertising. This application is conveniently available in the Marketing Cloud Intelligence Marketplace. Utilize the Audience Insights for Advertising Studio dashboard to refine campaigns using first-party audiences. Additionally, the Marketing Insights for Sales Cloud solution facilitates a deeper understanding of how marketing efforts and spend translate into revenue, offering insights into the sales funnel and guiding strategic decisions. Salesforce Audience Insights The Marketing Insights for Sales Cloud solution utilizes objects such as Leads, Opportunities, Accounts, Contacts, Campaigns, and Campaign Members to provide a holistic view of marketing and sales alignment. Setting up your digital advertising strategy within Salesforce, particularly through Advertising Studio, yields significant benefits. Integration with Google Analytics 360 expands your digital marketing and analytics possibilities. Advertising Studio seamlessly connects with advertising platforms like Google Display Ads, Facebook Ads, Instagram, Pinterest, Twitter, LinkedIn, AdWords, Gmail, and YouTube. Are you ready to employ the full power of Salesforce Marketing Cloud and Advertising Studio? Contact Tectonic today. Like3 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 Salesforce Artificial Intelligence Is artificial intelligence integrated into Salesforce? Salesforce Einstein stands as an intelligent layer embedded within the Lightning Platform, bringing robust Read more Salesforce’s Quest for AI for the Masses The software engine, Optimus Prime (not to be confused with the Autobot leader), originated in a basement beneath a West 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

September 13, 2023in Marketing Automation, Salesforce Einstein, Salesforce Marketing Cloud, Salesforce Marketing Cloud Advertising, Salesforce Sales Cloud

12Sep

Case Study: Large Faith-Based Religious Entity/Nonprofit-Salesforce Marketing Cloud/Nonprofit Success Pack

Undergoing a profound revitalization and restructuring process that combines six existing Provinces into a single, unified Province that will better serve the organization and its constituents’ needs. nonprofit salesforce marketing cloud success pack

September 12, 2023in Salesforce for Nonprofits, Salesforce Marketing Cloud, Salesforce Nonprofit Cloud, Salesforce Success Stories

23Aug

Financial Services and Customer Engagement

Here are the key insights from the 2023 Global Customer Engagement Review regarding the current landscape of customer engagement in the financial services sector, along with recommended strategies for driving activation, monetization, and retention among brands in this space. Financial Services and Customer Engagement. Did you know that it takes an average of seven touchpoints for a customer to purchase what you’re selling? From the first time they see your product or brand somewhere until they hand over their hard-earned cash, there is a lot involved. However, there is a huge difference between sales teams slowly nudging the customer towards the purchase and a sales rep aggressively badgering the customer to buy. What happens in these seven steps is something called sales engagement. For a comprehensive overview of global customer engagement trends in 2023, refer to the 2023 Global Customer Engagement Review, which includes insights from a survey of 1,500 VP+ marketing decision-makers across 14 global markets. Sales engagement is a broad term that describes all the interactions that happen in the sales process between the sales development representatives and the customer. If you want to improve your sales team’s success, investing time and money in your sales engagement strategy is one of the best ways to achieve this. Sales engagement touchpoints can be any of the following: There are many channels for sales engagement and leaving them out to chance is dangerous and hurting your sales efforts. In order to improve your sales efforts, you need to be intentional about how you communicate with customers and when. This is why many sales teams carefully analyze each customer interaction and invest in sales engagement platforms. 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 Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more Guide to Creating a Working Sales Plan Creating a sales plan is a pivotal step in reaching your revenue objectives. To ensure its longevity and adaptability to 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

August 23, 2023in Salesforce Marketing Cloud, Salesforce Sales Cloud

12Aug

Marketing Cloud Tik Tok

TikTok Introduces No-Code Integration for Salesforce Marketing Cloud TikTok has launched a no-code integration for Salesforce Marketing Cloud, designed to help advertisers transfer leads generated by their campaigns to Salesforce in real-time. This new integration ensures that leads captured on TikTok are automatically synced to Salesforce Marketing Cloud, eliminating the need for manual lead downloads by advertisers. Benefits of the Integration: Salesforce first enabled Commerce Cloud users to sell through TikTok in July 2022, positioning TikTok alongside other major social media channels like Facebook, Instagram, and Snapchat. This broadened the marketing and sales avenues for merchants. The new TikTok integration is available on Salesforce’s enterprise cloud marketplace, AppExchange, for businesses utilizing the Salesforce Marketing Cloud. Why This Integration Matters: Introducing TikTok AdZ: Filling the Gap in Salesforce Marketing Cloud Salesforce Marketing Cloud’s Advertising Studio did not previously integrate with TikTok, leaving a significant gap in the market. The new app, TikTok AdZ, created by Cezium, fills this gap by integrating TikTok advertising with marketing and CRM data, adding value in four key ways: 1. Acquisition: 2. Nurturing: 3. Retention: 4. Media Bidding Optimization: Key Features of TikTok AdZ: Target Using First-Party Data:With third-party cookies depreciating, TikTok AdZ allows advertisers to use first and second-party data for targeted ads, ensuring compliance with consumer privacy laws. Growth of Brand Awareness:Build a strong follower base on TikTok by creating custom audiences from existing customers or email subscribers and targeting them with exclusive promotions, influencer campaigns, and product demos. Audience Matching:Utilize TikTok’s lookalike audience feature to target users similar to your existing audience, increasing the likelihood of conversion. Audience Suppression:Optimize advertising spend by suppressing ads for unsatisfied customers or recent complainers, focusing on audiences more likely to convert. Use TikTok in Journey Builder:Leverage unified data to create personalized, contextual, and human engagements across marketing, commerce, service, and sales through multi-step automation in Journey Builder. Hyper-Personalization:Enhance personalization efforts with features like geotargeting, upselling and cross-selling, seasonal promotions, abandoned browse retargeting, and abandoned cart recovery. Summary As one of the largest social platforms globally, TikTok is essential for modern advertising strategies. TikTok AdZ streamlines the process, offering the tools needed to create personalized and effective ads that target the right audience on TikTok. Embrace this powerful integration to stay ahead of the competition, streamline lead generation, and watch your conversion rates soar. Reach out to your TikTok Rep or Salesforce Account Executive to get started today. 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 Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

August 12, 2023in Salesforce Marketing Cloud

11Aug

Multi-Channel Campaigns

Leveraging Salesforce for Multi-Channel Campaign Management with Tectonic In today’s dynamic marketing landscape, businesses need to connect with their audience across multiple channels—email, social media, web, and beyond. Managing these campaigns effectively can feel like juggling too many balls at once, especially when aiming to maintain consistent messaging, track performance, and maximize ROI. That’s where Salesforce, paired with expertise from Tectonic, makes all the difference. Salesforce simplifies multi-channel campaign management, helping businesses stay organized, boost engagement, and achieve measurable results. Let’s dive into how this powerful platform, supported by Tectonic’s expertise, takes campaign management to the next level. The Challenge Marketing teams often face obstacles like: The Solution: Streamlined Multi-Channel Campaign Management Salesforce, with Tectonic as your trusted partner, transforms the complexity of multi-channel campaigns into a streamlined and effective process. By integrating channels, automating workflows, and delivering real-time insights, businesses can engage their audience and achieve exceptional results. 1. Centralized Campaign Planning Salesforce Marketing Cloud provides a centralized platform for planning and managing campaigns across channels—email, SMS, social media, and paid ads—all from one dashboard. This unified view ensures messaging and branding stay consistent while fostering seamless collaboration across teams. Tectonic enhances this process by ensuring your Salesforce environment is optimized for your specific needs. 2. Personalized Messaging at Scale Salesforce’s AI-powered tools, such as Einstein AI, analyze customer data to craft personalized content for every audience segment. These tools allow businesses to create tailored emails, ads, and social media posts that resonate with specific groups. With Tectonic’s guidance, you can implement personalization strategies that drive engagement and conversions to new heights. 3. Real-Time Performance Tracking Salesforce consolidates campaign performance data into a single platform, providing real-time metrics like open rates, click-through rates, social engagement, and conversions. Customizable dashboards allow your team to monitor results at a glance, enabling quick adjustments for maximum impact. Tectonic can help design these dashboards for clarity and actionable insights. 4. Automation for Efficiency Managing multi-channel campaigns involves countless tasks, but Salesforce automates processes such as scheduling, triggering emails, and personalizing messaging based on user behavior. By streamlining these repetitive tasks, your team can focus on creativity and strategy. Tectonic’s expertise ensures these automations are tailored to fit your business workflows perfectly. 5. Seamless Integration Across Channels Salesforce integrates with platforms like Google Ads, Facebook, LinkedIn, and Instagram, consolidating data into one ecosystem. This eliminates the need for manual data collection, saving time and improving accuracy. Tectonic ensures these integrations are set up seamlessly, so you can focus on running impactful campaigns. Strategies for Success with Salesforce Why Tectonic + Salesforce? Tectonic combines deep Salesforce expertise with a keen understanding of marketing challenges to help you fully unlock the platform’s potential. Together, Salesforce and Tectonic empower businesses to achieve more efficient, impactful, and ROI-driven campaigns. Ready to revolutionize your multi-channel marketing strategy? Let Tectonic guide you to Salesforce success. Content updated December 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 Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

August 11, 2023in AI Tools, Data, Google, Salesforce, Salesforce Marketing Cloud

10Aug

Differentiating Pardot and Marketing Cloud

August 10, 2023in Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

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