Salesforce Marketing Cloud Account Engagement (Pardot) Archives - gettectonic.com

11Dec

Case Study: Manufacturing-Salesforce Sales/Service/Experience/Marketing Clouds and Pardot

See how a well known, manufacturing giant that transforms how the world accesses their homes, communities, workplaces and businesses, standardized on the Salesforce platform. From the top of the funnel all the way through post sale and customer retention, Tectonic helped them realize the value in having nearly every interaction point, stem from Salesforce. As a trusted advisor, Tectonic remains closely aligned to help turn “vision” and “strategy” into a reality. Below are just some of the benefits gained across the various business functions. salesforce manufacturing sales service experience case study Sales Cloud * Better Account & Contact Management* Quip integration with Slack & Outlook providing superior collaboration* Improved reporting and analytics* 360-degree view of the customer Service Cloud * Reduced call handling time* Reduced case processing time * Reduced order entry time to simplify opening orders through integration with SAP* Improved reports and measures Experience Cloud * Reduced call volume through self help portals for B2B & B2C customers* Reduced chat volume via Chatbots* Improved agent routing after chat interaction* Mobile friendly UI Design Marketing Cloud * Automated communication tasks related to customer support cases* Improved upsell capabilities of support agents* Customized engagement reporting related to email sends triggered by case updates* Created custom journeys Pardot * Filtered B2B Prospect lists by engagement score* Cleaned up old Prospects & invalid email addresses* Coded lead generation forms* Connected custom objects & fields from CRM into Pardot Lightning Conversion * Separate lightning apps for separate teams so that they can see information relevant to them* Added capabilities of new Salesforce Lightning experience salesforce manufacturing sales service experience case study Tectonic Case Study 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

December 11, 2023in Salesforce, Salesforce Experience Cloud, Salesforce Implementation Services, Salesforce Manufacturing Automotive Energy, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Optimization, Salesforce Sales Cloud, Salesforce Service Cloud, Salesforce Slack

Salesforce Marketing Cloud for Nonprofits

07Dec

Email Marketing and Communication Tools for Nonprofits

by Tectonic’s Marketing Consultant, Shannan Hearne I want to help you unlock the potential of email marketing for nonprofits with its myriad benefits, offering an effective avenue to engage supporters, boost donations, and showcase your organization’s impact on its mission. This insight is all about the significance of email marketing, essential strategies for success, various email types, and key performance indicators (KPIs) to gauge success. Email marketing remains an efficient and cost-effective means of connecting with supporters compared to traditional direct mail. It provides a unique channel for impactful communication, offering diverse benefits beyond its analog counterpart. You can have maximum reach for minimum investment, guaranteeing a great ROI. One advantage of nonprofit email marketing is the wealth of accessible data and its availability in you Salesforce for Nonprofits instance. Harnessing this data allows swift decision-making and optimization of live campaigns. Leveraging this information facilitates the creation of relevant and engaging content, resulting in a personalized experience that strengthens the bond between supporters and your organization. Strategies for Nonprofit Email Marketing: Types of Emails for Nonprofits to Send: Measuring Email Marketing Success: Understanding and implementing these key strategies, coupled with the right tools like Salesforce for Nonprofits, can better monetize your email marketing campaigns. Personalizing supporter experiences, measuring impact, and fostering community relationships contribute to the collective success of your nonprofit mission. If you need to add Salesforce for Nonprofits to your organization, plan nonprofit marketing campaigns, or implement an email marketing platform like Salesforce Marketing Cloud or Account Engagement, contact Tectonic today. 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 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 Why Your Company Isn’t Like a Baseball Team Recently, Chris shared an excellent post about the new World Series Champion Houston Astros. In short, it was a reminder Read more

December 7, 2023in Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Nonprofit Cloud

03Dec

Customizable Campaign Influence

How Customizable Campaign Influence Works Customizable Campaign Influence in Salesforce enables businesses to track and assign revenue share to campaigns using both standard and custom attribution models. These models can be updated manually or through automated processes. By adding Customizable Campaign Influence data to related lists and reports, sales teams can better understand which campaigns are driving their opportunity pipeline. How Influence Models Operate Influence models scan active campaigns to identify members who have a contact role on an open opportunity. Based on this relationship, the model creates a campaign influence record. Influence can be assigned manually on an opportunity record or automatically via Apex triggers or the API. Once an opportunity’s stage is closed (won or lost), no new influence records are created. Campaign Influence considers every campaign member, regardless of their status. The Customizable Campaign Influence models use the Campaign, Opportunity, and Campaign Influence junction objects. Enabling this feature adds the standard objects CampaignInfluence and CampaignInfluenceModel to your org. You can then build reports or dashboards for any active influence model. Access to Campaign Influence Records Campaign influence records are visible through related lists and reports. A related list shows data from one model at a time, and you can set the default model for display. To allow users to add or edit campaign influence records from opportunity records, ensure the default model is custom and unlocked. Note: In Salesforce Classic, the Influenced Opportunities related list shows an opportunity only if the influence is more than 0%. In Lightning Experience, opportunity records are displayed regardless of the influence percentage. Standard vs. Custom Models The default model is the Primary Campaign Source, which assigns 100% influence to the campaign listed in the Primary Campaign Source field on an opportunity. This model uses auto-association, so users cannot manually add campaign influence records. Primary Campaign Source model influence records are recalculated when: If the Primary Campaign Source model doesn’t suit your needs, you can create custom models. Users can manually add or edit an influence percentage in the Campaign Influence related list on an opportunity record. Custom models are unlocked by default, allowing users to update records themselves. Locked custom models accept updates via API only. Note: Opportunities added by the primary source campaign field appear in Campaign Statistics only when the Primary Source Campaign model is set as the default. With other models, the value shows opportunities added by auto-association only. Customizable Campaign Influence To preserve opportunity data, custom campaign influence records aren’t deleted when the associated campaign is deleted. You can delete campaign influence records from the Opportunity related list or via the API. Auto-Association Settings Customizable Campaign Influence models use auto-association based on your criteria, such as time frame and campaign types, with additional filters using standard fields. The same settings apply to all models. You can set an auto-association time frame in Setup to define when a member-contact relationship is considered influential. To allow users to assign influence percentages, create a custom model. Both default and custom models can use auto-association rules based on standard and custom fields. Additional Campaign Influence Models for Marketers For users of both Sales Cloud and Account Engagement, additional models like first touch, last touch, and even distribution can be enabled. These models support auto-association rules using standard fields only. Additional Models: If these additional models aren’t enabled, only the Primary Campaign Source model and custom models are available. 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

December 3, 2023in Salesforce Marketing Cloud Account Engagement (Pardot)

01Dec

Case Study: Manufacturing-Salesforce Sales/Service/Marketing Clouds

Before we stepped in, this company was grappling with a fragmented data environment. Their sales and service teams had to rely on countless spreadsheets, and as you can imagine, this was not only tedious but also prone to errors. This lack of a unified data source meant they were unable to provide a cohesive customer experience, with sales and service teams often operating in silos.

December 1, 2023in Salesforce, Salesforce Experience Cloud, Salesforce Implementation Services, Salesforce Manufacturing Automotive Energy, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Sales Cloud, Salesforce Service Cloud, Salesforce Success Stories

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

01Nov

Salesforce Labs Record Create for Salesforce Account Engagement

By Tectonic Marketing Consultant, Shannan Hearne Enhance Your Account Engagement: Explore the “Record Create” App for Salesforce Marketing Cloud Account Engagement If you’re familiar with Account Engagement (formerly Pardot), you know that the connector between Salesforce and MCAE facilitates record creation and updates between the two platforms, allowing only read access for certain records. While addressing typical marketing needs, some organizations seek to expand their marketing data model, often leading to costly custom development, specialist maintenance, and increased technical debt. Salesforce Labs Record Create for Salesforce Account Engagement Enter Salesforce Labs, an initiative within Salesforce that empowers employees to develop and share apps on the AppExchange – all for free. A recent addition to this program is the “Record Create” app, a valuable tool for extending connector capabilities while retaining control in your setup. Key Insights into Salesforce AppExchange: Understanding how Salesforce and Account Engagement (Pardot) collaborate is crucial. The Salesforce Connector for Account Engagement, a pre-built integration by Salesforce, facilitates data synchronization between the two platforms. The out-of-the-box data model categorizes syncing object behavior into one-directional or bi-directional sync, create/update, or read-only. Challenges in Custom Object Syncing: Despite the potential to customize objects in Account Engagement, limitations may arise, particularly with custom objects syncing to Account Engagement. These custom objects, originating from Salesforce, can either be custom or standard objects not covered by the out-of-the-box connector sync. It’s important to note that records syncing to Account Engagement are intended to be read-only, serving the purpose of data incorporation for segmentation and automation. Salesforce Records Creatable from Account Engagement: The standard connector allows the creation of various records, such as Prospects to Leads, Prospects to Contacts (if Reverse Syncing is enabled), Prospects to Campaign Members, and Tasks. However, beyond these scenarios, the connector predominantly works with other objects for reading or updating, not creating. Introducing the “Record Create” App: Addressing the limitations of record creation from Account Engagement, the “Record Create” app utilizes Salesforce Flow automation, coupled with an external action in Engagement Studio. This app, available for free, empowers users to trigger flows at the right time for individual prospects in their journey. External actions, configured within a Marketing App Extension, are included with the app. Use Cases Covered by the App: Various use cases, including the automatic launch of opportunities for prospects filling out a demo request form, creation of cases from Account Engagement forms, and handling diverse objects in industry clouds like higher education or nonprofits are just the beginning. Notably, the app also addresses the creation of opportunity contact roles, simplifying a task often deemed challenging for salespeople. The “Record Create” app, a product of Salesforce Labs, is a solution to identify gaps in experience. Offering a means to extend connector capabilities, this tool empowers organizations to broaden their setup without incurring additional costs. Supported by the Salesforce team, the app facilitates customization while maintaining control over the setup. For information on adding record create, contact Tectonic 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 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 What is the Salesforce AppExchange? The Salesforce AppExchange is a robust enterprise cloud marketplace, adept at swiftly addressing unique business challenges for organizations of any Read more

November 1, 2023in Salesforce for Nonprofits, Salesforce Marketing Cloud Account Engagement (Pardot)

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)

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)

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)

30Sep

Account Engagement for Healthcare and Life Sciences

Salesforce took a strategic approach to cater to specific industries a few years ago, introducing the ‘Industries’ Cloud products. These products aimed to offer tailored CRM frameworks that address the unique needs of organizations within those industries. By enabling businesses to leverage Salesforce efficiently without the need for extensive structural modifications. Account Engagement for Healthcare and Life Sciences is one of those industry specific products. Industry Specific Having worked with diverse businesses spanning various industries, one could observe the distinct structural variations in Sales Cloud from one industry to another. It became evident that Salesforce Marketing Cloud Account Engagement needed to adapt to seamlessly integrate into this framework, aligning with Salesforce records and processes rather than competing with them. Account Engagement for Healthcare Account Engagement, formerly known as Pardot, has responded by introducing industry-focused offerings, with specific emphasis on Salesforce Health Cloud and Financial Services Cloud. This discussion will look into Account Engagement (Pardot) for Healthcare & Life Sciences, highlighting popular healthcare marketing use cases within this vertical. Before exploring these use cases, let’s understand the unique features of Salesforce Health Cloud compared to the standard Sales Cloud. Salesforce Health Cloud: Key Differentiators Salesforce Health Cloud extends beyond marketing hype, presenting substantial differences beneath the surface compared to the standard Sales Cloud. Understanding the structured objects on the Salesforce side is crucial, as Account Engagement (Pardot) must seamlessly integrate into this data model, complementing Salesforce records and processes. Notable features of Salesforce Health Cloud include: Source: ‘The Health Cloud Data Model,’ developer.salesforce.com. Note: Not all objects listed are included. 3 Healthcare Marketing Use Cases for Marketing Cloud Account Engagement, formerly Pardot Given the complex web of relationships in Health Cloud, Account Engagement, primarily B2B, focuses on engaging healthcare professionals. Here are three use cases for different sub-verticals: Salesforce Account Engagement’s alignment with Salesforce’s industry-specific mission marks a positive step, offering tailored solutions for verticals with distinct CRM requirements. This alignment is expected to enhance the compatibility of Pardot-specific objects with Health Cloud objects, improving record synchronization, segmentation, and overall marketing operational efficiency. Tectonic looks forward to assisting your organization in uniting the marketing power of Account Engagement with Health Cloud. Contact us 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 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

September 30, 2023in Life Sciences Cloud, Salesforce Financial Services Solutions, Salesforce Health and Life Sciences Solutions, Salesforce Health Cloud, Salesforce Implementation Services, Salesforce Marketing Cloud Account Engagement (Pardot)

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

10Sep

Pardot and Google Analytics with Heeet from the AppExchange

Introducing Google Analytics with Heeet: A Solution for Holistic Insights Heeet serves as a connector between Salesforce and various channels, including Google Analytics and Google Ads. It goes beyond the limitations of existing connectors, providing detailed first and last touch data into Salesforce and recording essential conversion points in Google Analytics as “goals.” Heeet’s philosophy is to eliminate guesswork in lead acquisition costs, offering organizations a comprehensive solution for enhanced marketing insights. Heeet allows marketing teams to: – Sync all their paid campaigns with your Salesforce campaigns. – Track where their digital leads are coming from without cookie – Measure ROI of their investments – Send conversion data to Google Analytics TRACK ALL TRAFFIC SOURCES IN SALESFORCE – First/Last Click Channels (SEO, SEA, Social, Direct, Other) – First/Last Click UTMS (name, source, keyword) – First/Last Click Landing Urls – Interactions per channels before form completion Heeet is available on the Salesforce AppExchange. If you need assistance installing and implementing Heeet to track Pardot traffic sources, contact Tectonic today. Heeet automates all your marketing KPIs in Salesforce by telling you what marketing activities are truly driving revenue, what are your true marketing & sales acquisition costs and how your marketing contents & SEO are influencing acquisition and revenue. Trully see how each digital channels, campaigns & keywords contribute to your revenue. 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

September 10, 2023in Google Analytics, Marketing Automation, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Sales Cloud

26Aug

Marketing Cloud Account Engagement Tag Deletion

Use this resource to delete multiple tag associations at one time. URL Parameters Name Type Description objectTypeName string Required Designates the type of object to delete tags from. Possible values include:campaign – deletes tags from a campaignInteractionStudio.DefinitionInfo – deletes tags from a journeymedia – deletes tags from a media asset JSON Parameters Name Type Description ObjectIds string Required The ObjectIds are the unique IDs for the objects. Each tag is deleted from the ObjectId specified in the payload. For Journey Builder, the ObjectIds are the are the OriginalDefinitionId of the journeys. TagNames string Required Name of the tag to delete. For each tag/object pair, the association is deleted only if the association exists. If a tag name is specified that does not exist, it is ignored. Usage Example Request 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

August 26, 2023in Salesforce Marketing Cloud Account Engagement (Pardot)

18Aug

Why Did Pardot Change Its Name?

What prompted the name change for Pardot? Salesforce initiated the renaming as part of the “MC Easy” initiative, aiming to enhance consistency and comprehension across Marketing Cloud products. The adoption of the name “Marketing Cloud Account Engagement” aligns more closely with the software’s intended functionality. In essence, the objective is to make the platform more user-friendly, provide a more cohesive experience, and increase its adaptability. However, human nature tends to resist change, and not everyone in the community is receptive to the news of Pardot undergoing a name change, along with other Salesforce products. On October 17, 2022, the Classic app of Marketing Cloud Account Engagement (formerly Pardot) was retired in both Salesforce Classic and Lightning Experiences. The legacy application at pi.pardot.com still offers the classic UI experience to all customers. Is Pardot now integrated into Marketing Cloud? Pardot, now rebranded as Marketing Cloud Account Engagement, serves as a B2B (Business-to-Business) marketing automation solution founded by David Cummings and Adam Blitzer in 2007. While Pardot has limited integration with Salesforce and lacks integration with external data sources, its design is oriented toward marketers. It provides user-friendly tools for creating emails, forms, landing pages, and automation without requiring developer involvement. Pardot operates partly on its standalone platform and partly on the core Salesforce platform. In contrast, Marketing Cloud continues to exist independently and is not integrated into the core Salesforce platform. Like Related Posts 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 Salesforce Campaign Attribution Explained Campaign Influence in Salesforce enables the attribution of multiple campaigns to an opportunity, although each opportunity can only have one Read more

August 18, 2023in Salesforce Marketing Cloud Account Engagement (Pardot)

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