Salesforce Marketing Cloud

11Mar

Salesforce Commerce Acronyms

Here are some helpful acronyms to understand what is referred to when discussing Salesforce and Commerce. Acronym Meaning Definition AOV Average Order Value You may come across this term in the context of Commerce Cloud. For example, Goals-Based Commerce is designed to improve margins or to increase average order value (AOV). In Commerce Cloud this would include suggested products to add to your shopping cart. BNPL Buy Now Pay Later How customers can buy products on credit and pay for them later. Commerce Cloud has partnerships with PayPal and Klarna. Companies offering store credit cards have BNPL options for customers as well. CDN Content Delivery Network A highly-distributed platform of servers that helps minimize delays in loading web page content by reducing the physical distance between the server and the user, maintaining caches of content. CMS Content Management System A content management system (CMS) is an application that is used to manage web content, allowing multiple contributors to create, edit and publish the website. Content in a CMS is typically stored in a database and displayed in a presentation layer based on a set of templates. eCDN Embedded Content Delivery Network Salesforce Commerce Cloud provides digital customers an embedded content delivery network (eCDN) designed to accelerate site speed access and content delivery. The end result is a more secure, reliable online shopping experience for the consumer.(source) ERP Enterprise Resource Planning These enterprise-level systems take care of manufacturing, finance, master data, and accounting aspects (versus CRM applications that typically handle sales, marketing and support functions only). Salesforce does offer some functionalities related to business processes and operations. Its core focus is on managing customer interactions, sales, and marketing activities. With the release of Industry related platforms Salesforce is closer to an ERP. Salesforce can integrate with ERP systems or provide some ERP-like functionalities. GMV Gross Merchandise Value The total value sold through an eCommerce site over a defined period of time. Commerce Cloud is a leading commerce solution that aims to “make every transaction more profitable”, and therefore, increase your GMV. OCI Omnichannel Inventory “Delivers near real-time inventory availability at the location level across all your fulfillment channels.” (source)There is also the Omnichannel Inventory service, a collection of APIs to retrieve inventory updates from your back-office systems. OMS Order Management System Any tool or platform that tracks sales, orders, inventory, and fulfillment as well as enables the people, processes, and partnerships necessary for products to find their way to the customers who bought them. An order management system is a digital way to manage the entire lifecycle of an order. PIM Product Information Management A set of processes used to evaluate, identify, store, manage and distribute product data or information. PRM Partner Relationship Management “Simplify every step of your channel sales process, from onboarding to selling. Give your partners the same tools that make your internal team successful. Give channel managers step-by-step directions to quickly configure lead distribution, deal registration (and more…).” (source) PWA Progressive Web App Apps that “are built and enhanced with modern APIs to deliver enhanced capabilities, reliability, and installability while reaching anyone, anywhere, on any device with a single codebase.” Salesforce’s Progressive Web App (PWA) Kit integrates with Salesforce B2C Commerce APIs, which are fast “with enhanced developer efficiency. While B2C Commerce provides the critical commerce services (like pricing, promotions, search, and Einstein), PWA Kit and Managed Runtime render the web experience, and provide the operations infrastructure.” (source) SFCC Salesforce Commerce Cloud Commerce Cloud is a cloud-based platform that provides brands with features and tools to help grow their online business. These tools and features support all stages of digital commerce – or as Salesforce puts it, everything “from discovery to delivery”. SFRA Storefront Reference Architecture A reference architecture (also known as a blueprint) that combines industry best practices and expected out-of-the-box commerce functionality in a web storefront that can serve as the foundation of your new Salesforce Commerce B2C site. 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

13Feb

Salesforce Marketing Cloud Email Studio Explained

While Journey Builder guides your customers’ journey, Salesforce Marketing Cloud Email Studio empowers you with the tools needed to craft the email content for your campaigns and journeys. Featuring robust functionalities, Email Studio facilitates the creation of polished emails, offering customizable elements, scripting languages, and personalized real-time content. With Salesforce Marketing Cloud Email Studio, you can effortlessly build and send personalized emails, ranging from basic newsletters to intricate campaigns. It allows you to deliver various types of messages, including promotional, transactional, and triggered messages, while also providing tracking and optimization tools to enhance performance. What does Email Studio offer? Email Studio enables you to automate transactional communication and send personalized messages to specific target groups. It also supports the delivery of timely triggered messages aligned with customer journey milestones across digital channels. Effortlessly manage content across distribution channels by tagging, searching, and sharing within Email Studio. Additionally, the platform simplifies the creation of a comprehensive customer view by integrating data from any source through powerful contact management. What sets Email Studio apart from Contact Builder? Email Studio introduces the capability of creating folders within your Synchronized Data Extension folder, a feature not available in Contact Builder. This distinction allows you to organize your Synched Data Extensions efficiently by moving them into subfolders. Distinguishing Email Studio from Content Builder: 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

February 13, 2020in Salesforce Marketing Cloud

02Dec

Case Study: Tribal Nation Resorts and Casinos-Hospitality and Gaming-Salesforce Service/Marketing Clouds

Transforming Player Development & Marketing Automation: Hospitality and Gaming-Salesforce Service/Marketing Clouds Create a 360 Degree view of their players to build loyalty and drive sales increase across Tribal Nations three Casinos using data and segmentation. Marketing Cloud Service Cloud Hospitality and Gaming-Salesforce Service/Marketing Clouds Tribal Nation with 3 Casinos, 2 Hotels and 1 Golf Course. In total the Resorts and Casinos offer more than 1,000 guest rooms, 4,000 slots and 60 table games. PROBLEM SOLUTION RESULTS 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

December 2, 2019in Salesforce, Salesforce Hospitality Travel and Transportation, Salesforce Implementation Services, Salesforce Managed Services, Salesforce Marketing Automation, Salesforce Marketing Cloud, Salesforce Sales Cloud, Salesforce Service Cloud, Salesforce Success Stories

16Sep

What is the Contact Key in Salesforce?

The contact key in Salesforce, also known as a subscriber key, is a unique identifier for a contact in Marketing Cloud MobilePush. Use this value to associate cross-channel addresses and subscriptions for a single contact. You can use the same key for a contact across multiple channels, such as email, SMS, and push messaging. What are contact keys? An immutable object that stores information about a single contact, such as the contact’s first name, phone numbers, and addresses. What is a Salesforce Subscriber key? A subscriber key is a text field that contains a value that uniquely identifies a subscriber in your Marketing Cloud account. A subscriber key is limited to 254 English characters. Avoid using email addresses as subscriber keys. What is the difference between subscriber key and contact key? This key is used to identify a single person across multiple channels inside of Marketing Cloud. In Email Studio, that key is called the “Subscriber Key”. In other channels, such as Mobile Connect or Mobile Push, that value is called “Contact Key”. What is the difference between contacts and subscribers? A subscriber in SFMC primarily represents an individual’s email communication preferences and is associated with email campaigns, while a contact represents a broader customer profile that includes information beyond email, allowing you to engage with customers across various channels. What is the difference between contact ID and contact key? The Contact Key gives you this ability and consistence. Existence of the contact key gives you the consistence of sending messages thru multiple channels and identify your contacts. Email and Text Message channels in our case. Contact ID is a unique number for your contacts in Salesforce Marketing Cloud. What is a subscriber key in Marketing Cloud? A subscriber is a person who has opted to receive communications from your organization. You can track information about subscribers using profile and preference attributes. Use the subscriber key to identify your subscribers in Marketing Cloud. Create lists or data extensions to store your subscribers. What is the difference between contact and subscriber in Marketing Cloud? Key Differences: Purpose: Contacts store customer data and facilitate segmentation and personalization efforts. Subscribers represent individuals who have subscribed to receive communications from your organization. Primary key is a column or set of columns that uniquely identifies the record in the table. When a primary key is defined using multiple columns, the data from each column is used to determine whether a record/row is unique. 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 16, 2019in Data, Salesforce, Salesforce Marketing Cloud

27Jun

Salesforce Content Builder

Salesforce Content Builder empowers you to craft compelling emails and landing page templates, complete with reusable and interactive content blocks. This cross-channel content management tool serves as the central hub for consolidating images, documents, and content, streamlining your marketing efforts. Curious about the content possibilities? With Salesforce Content Builder, you can gather images, documents, and content in one place within Marketing Cloud. Leverage the Einstein generative AI to craft subject lines and body copy for messages. Additionally, explore the Typeface integration option to generate customized images for a truly tailored message. Salesforce Marketing Cloud Content Builder is Salesforce’s cross-channel content management tool that allows you to consolidate images, documents, and content in a single location for use. Content Builder consolidates images, documents, and content in a single location for use in Marketing Cloud. Navigating to Content Builder in Salesforce is simple. Access the setup by hovering over your username in the Marketing Cloud toolbar, then select Setup. From there, search for Content Builder Settings. Concerned about file size? Content Builder accommodates files up to 5 MB for all file types. Looking to enhance your search and filtering experience in Content Builder? The tool offers various methods. Navigate through folders under Content to locate specific files within the structure. Alternatively, utilize the Filters tab to display content based on criteria in categories that suit your needs. Content updated February 2023. Like1 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 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

June 27, 2019in Salesforce Marketing Cloud, Salesforce Sales Cloud

06Jun

Perfect Drip Campaign

In an ideal world, you effortlessly conquer the lead generation challenges with one creative arm tied behind your back, craft compelling email drip campaigns that guide prospects seamlessly through your sales cycle while eating your lunch, and effortlessly close deals while playing on your XBox. But wake up – these success stories merely showcase the highlights of what it truly takes to construct the perfect drip campaign, complete with an ROI that positions you as the marketing hero vanquishing the empty pipeline challenge every single day. Envision the perfect email drip campaign – a foolproof method to cultivate a robust sales pipeline. Your conversion rates skyrocket, and your sales team can barely wrap up one deal before the next prospect eagerly phones in, begging them to take their order. Drip campaigns act as email touchpoints initiating relevant conversations with your most promising prospects at various stages of the customer journey. They automate the delivery of timely, pertinent communications based on an individual’s current and potential engagement levels with your emails. Meticulously crafted customer journeys connect with leads precisely when predictive analytics indicate maximum effectiveness. Digital Marketing with Email Drip Campaigns For those entering the digital marketing arena, it’s important to keep journey and content paths straightforward. A single journey should not be so generic as to capture every possible lead and propel them to the finish line. Instead, deliver the right message at the opportune moment and seal the deal when the prospect is prepared, avoiding premature sales pitches when they’re still evaluating the product. Salesforce’s Marketing Cloud Account Engagement, formerly Pardot, has the capability to develop advanced drip campaigns based on various criteria, though it typically demands a high level of expertise for design, implementation, and testing. Tectonic recommends communication spans between two and four emails per engagement journey, minimizing errors in more intricate journeys. Conduct split tests on content and engagement, directing the most engaged leads toward more specific journeys based on progressive profiling. In terms of campaign content, tease recipients, leaving them craving more information. Include secondary CTAs for eager learners, or create anticipation by advertising upcoming content in the coming weeks. Drawing on years of marketing expertise, Tectonic marketing professionals assert that campaign journeys aligned with the best customer experiences significantly impact recipient engagement. Creating a cohesive yet personalized narrative for drip communications keeps journey members excited and loyal, eagerly anticipating the next chapter and the value others have gained from your products and services. Stay Relevant Your potential customers don’t want an incessant barrage of irrelevant messages. Ensure your drip campaign and custom preference center grant recipients the option to specify how often they want to hear from you and what topics interest them. Respect your subscribers, simplifying the process for them to update their preferences. While unsubscribe links are obligatory, Account Engagement, formerly Pardot, also offers the option of activating a public preference center within your drip campaigns. Tectonic collaborates with you, understanding your brand’s selling points, helping craft and test the best content. Utilizing Salesforce’s Einstein Analytics, Tectonic designs drip campaigns that land in prospects’ inboxes at the optimal time with the perfect message. They guide you in designing prospect segments and preference center options, keeping everyone engaged with your brand at every stage of the buying process. Understanding Salesforce Marketing Cloud Account Engagement’s powerful communication capabilities from the user, vendor, and strategic services partner perspectives, Tectonic offers best practice guidance based on their success with the platform and that of their satisfied clients. They expedite your company’s transition with swift Account Engagement rollouts (Account Engagement Quickstarts), assist in crafting a flawless drip campaign, and provide guidance through lead generation, warming, and conversion. Harness the power of Marketing Cloud Account Engagement and Tectonic’s experience to fuel your pipeline. This content was updated in 2023. 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

June 6, 2019in Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

11May

Salesforce Marketing Cloud Transactional Emails

Salesforce Marketing Cloud Transactional Emails are immediate, automated, non-promotional messages crucial to business operations and customer satisfaction, such as order confirmation emails, shipping notifications, confirmations, etc. The Transactional Messaging API in Marketing Cloud, an upgraded version of Triggered Sends in Email Studio, offers enhanced scalability and flexibility. However, with increased flexibility comes the responsibility of monitoring these mission-critical emails. Let’s explore how to set up this monitoring process. Salesforce AppExchange Mastery: Note: This guide assumes familiarity with the Transactional Messaging API and covers advanced topics. If you’re new to the Transactional Messaging API, consider checking out the Trailhead Module for basics. Marketing Cloud Transactional Messaging API vs Triggered Sends: The Transactional Messaging API in Marketing Cloud boasts advantages over its predecessor, Triggered Sends in Email Studio: However, there are notable limitations: Transactional Messages Performance with Intelligence Reports for Marketing Cloud: The second limitation, monitoring transactional messages, is critical for business operations and customer satisfaction. Event Notification Service (ENS) serves as the solution, sending notifications for specific events in Marketing Cloud, such as the failure to send transactional emails. Step-by-Step Solution: Step 1: Create the VerificationKey Data Extension: Set up a Data Extension named “TransactionalSendsVerificationKey” to temporarily store the Verification Key required for URL Callback verification. Step 2: Creating the Callback CloudPage: Establish a CloudPage to receive events from ENS. Initially, the CloudPage stores the verification code. Step 3: Create and Verify the Callback: Create and verify the callback in Marketing Cloud by registering a new URL Callback and completing the details with the CloudPage URL. Step 4: Create the ENS Log Data Extension: Create a Data Extension called “TransactionalSendsMonitor” to store details of notifications from ENS. Step 5: Modify the Callback CloudPage to Process Events: Update the Callback CloudPage code to process notification payloads and store them in the “TransactionalSendsMonitor” Data Extension. Step 6: Create the Monitoring Automation: Build an automation with a verification activity to count the number of rows in the monitoring Data Extension. This solution enables the monitoring of critical emails, providing a streamlined process for troubleshooting. Transactional email journeys can also be created. Send Salesforce Marketing Cloud transaction emails with Journey Builder. Create a Transactional Send Journey 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

May 11, 2019in Marketing Automation, Salesforce, Salesforce Marketing Cloud, Salesforce Sales Cloud

12Apr

Salesforce DAM

Is there a digital asset management system integrated with Salesforce? Empower Salesforce Marketing Cloud (SFMC) users with the capabilities of an enterprise Digital Asset Management (DAM) system, providing a unified source of truth that includes approved, branded campaigns, and assets for Marketing and Sales utilization. Salesforce DAM options existing from other sources as well. What is digital asset management? A digital asset management solution is a software and systems solution that provides a systematic approach to efficiently storing, organizing, managing, retrieving and distributing an organization’s digital assets. Digital asset management (DAM) can refer to both a business process and a form of information management technology or a digital asset management system. DAM functionality helps many organizations create a centralized place where they can access their media assets. The digital asset is a key component of the DAM process. It is any file type of value that is owned by an enterprise or individual, comes in a digital format, is searchable via metadata and includes access and usage rights. There are many types of digital assets, including but not limited to: A DAM solution streamlines asset management and optimizes the production of rich media, particularly within sales and marketing organizations, by creating a centralized management system for digital assets. It enables brand consistency through automatic asset updates and reinforcement of brand guidelines, providing a single source of truth within businesses and a more consistent user experience to external audiences. Modern digital content management teams and marketers also rely on DAM to repurpose content, reducing unnecessary production costs and duplicate workstreams with its invaluable search features. While Salesforce itself is not a DAM, an alternative like S3 can be considered for storing images, with the image relationships managed in Salesforce. Bynder’s cutting-edge digital asset management (DAM) platform facilitates cloud collaboration for teams, expedites content to market, and enhances the impact of marketing assets. Our philosophy revolves around technology being user-friendly, scalable to individual needs, and backed by personalized customer service and support. Explore digital asset management systems for Salesforce available on the AppExchange. 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

April 12, 2019in Data, Enterprise, Salesforce, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Technology

20Mar

Marketing Cloud BrandBuilder

BrandBuilder: Enhance the visual identity of your Marketing Cloud account by incorporating your company logo and adjusting the default color scheme. In Enterprise 2.0, the flexibility extends to creating multiple brands that can be assigned to distinct business units. Marketing Cloud BrandBuilder customizes your platform. When crafting your email template, leverage the chosen color scheme to ensure consistent brand representation. Additionally, Experience Builder provides branding options, allowing the creation of Branding Sets. These sets serve as comprehensive collections, encompassing images, fonts, and colors, profoundly transforming the appearance of your site. The Experience Builder’s Theme panel serves as the focal point for managing Branding Sets. Utilizing these sets, you can swiftly modify the site’s look for diverse audiences, seamlessly transitioning between brands or presentations for various campaigns or events. It’s important that if you are using a pre-built theme, the branding set won’t impact the header and hero areas of your site. Each site can be associated with multiple branding sets, offering the flexibility to maintain and manage various collections of colors and elements. These sets can be applied manually or programmatically through Audiences. Should you not find options to control specific aspects of your site in the Theme panel or component properties, you have the ability to create custom CSS overrides. Marketing Cloud Brandbuilder let’s you upload your logo and use pre-designed color schemes to match. The color scheme applies to these areas. Logo and images: 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

March 20, 2019in Salesforce Marketing Cloud

02Mar

Collecting Customer Data and Acting On It

Salesforce Data Collection and Customer Journey Mapping for Better Outcomes At the forefront of customer engagement, sales revenue leaders have a pivotal role in shaping a company’s overarching strategy and enhancing customer experience (CX). Through the extraction of valuable insights from Salesforce data collection, they illuminate areas for improvement, fostering long-term revenue growth. This is all driven by customer data. Customer Journey Mapping A powerful method to gain a comprehensive understanding of the customer journey involves creating a customer journey map. This is based on your Salesforce data collection. This map traces customers’ experiences, unveiling pain points and moments of truth within the sales process. Utilizing this information, companies can enhance CX, predict revenue more accurately, and make data-driven decisions. For instance, if sales revenue executives observe that only a limited number of customers are transitioning from a free service to a paid one, they can experiment with innovative approaches to prompt purchases. Employing digital nudges, such as reminding customers of the limited time remaining to avail the free service, revenue leaders can iterate and refine their strategies until they resonate with customers. Salesforce Next Best Action can notify sales representatives of customers most likely to be ready to convert. Salesforce automations can move likely to convert customers to next best action campaigns and make intuitive decisions based upon predetermined criteria. Thanks to technological advancements in Salesforce, tracking and analyzing customer behavior is now more accessible than ever. Leveraging data analytics, AI, and machine learning, companies can delve deeper into every digital touchpoint, assessing its impact on CX. This empowers revenue leaders to evaluate the success of diverse initiatives, compare the effectiveness of multiple communication channels, and make decisions grounded in data. Decision Based on Salesforce Data Collection One consequential decision involves identifying high-value customers in the sales pipeline. Through data analytics, revenue leaders can ascertain which customers are most likely to complete a purchase, allowing for resource allocation optimization. This approach prevents the squandering of time and resources on low-value prospects and facilitates an accurate prediction of future revenue. Sales revenue leaders emerge as key drivers of growth and CX enhancement. By harnessing technology and data-driven insights, they can make informed decisions, fine-tune customer journeys, and ultimately propel revenue growth. Let Tectonic craft a tailored program for data collection and customer journey mapping 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 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

March 2, 2019in Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Sales Cloud

19Feb

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 growth. This gives a holistic view of the entire customer lifecycle, from initial awareness to post-purchase engagement. Your vision for your web site should align with your company’s goals. Now you are going to focus on a site experience that encourages visitors to interact with your content. Start by understanding your customers’ needs. Mapping your customer journey enables you to focus on touch points most relevant to conversions. Follow these seven steps to craft a comprehensive and impactful customer journey map: Step 1: Establish Personas The foundation of creating a customer journey map lies in establishing personas. These are fictional representations of your ideal customers, grounded in demographic, psychographic, and behavioral information. Developing personas provides a deeper understanding of your target audience, enabling tailored marketing and sales strategies to meet their unique needs. Each persona may represent a unique prospect, a unique need, a unique channel, or all of the above. Step 2: Determine the Journey Next, identify the journey your personas undertake when interacting with your brand. This encompasses every touchpoint, from initial discovery to post-purchase engagement. Recognize that the journey may differ for various personas, necessitating the creation of separate maps for each. Each journey, likewise, can have multiple paths. Step 3: Outline the Stages The stages section of your journey map delineates the customer’s relationship with your company, spanning from initiation to conclusion. Standard customer lifecycle stages may include Discover, Explore, Buy, Use, Ask, and Engage. However, tailor the stages to be more specific to your business and persona. Step 4: Set Persona Goals Understand the goals your persona aims to achieve throughout their journey. Begin with a high-level goal for your journey map and break it down into stages. Uncover persona goals through brainstorming, surveys, customer interviews, and analysis of support feedback. Validate your findings through additional research. Step 5: Map Out Touchpoints Identify the various touch points at each stage of your map, plotting them logically in a sequence. Step 6: Consider Other Key Elements Take into account additional elements like customer feedback, friction points, pain points, and challenges that emerge during the journey. Step 7: Identify Areas for Improvement Pinpoint areas in the customer journey that may not be functioning optimally and brainstorm solutions to enhance the overall experience. Dedicate a section of your map to address these improvement opportunities. A customer journey map offers a concise representation of opportunities for automation and improvement in your company’s interactions with customers. 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

February 19, 2019in Marketing Automation, Salesforce, Salesforce Commerce Cloud, Salesforce Hospitality Travel and Transportation, Salesforce Manufacturing Automotive Energy, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Personalization, Salesforce Sales Cloud, Salesforce Service Cloud

02Nov

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 and personal property rentals going above and beyond to surprise and delight consumers, their expectations have grown rapidly. Consumers now expect to be provided with a personalized experience. They expect that hospitality companies know their likes and needs and provide them with an experience based around those likes and needs. The speed with which companies need to respond to guests is ever increasing. Who would have predicted that 5 years ago AirBnB would have a valuation comparable with brands like Marriott? Companies are seeing value coming from frictionless customer experience and the way they use technology to lock customers in. The excitement in the travel and hospitality industry is around technology, which is now designed to help manage the customer journey and provide companies the ability to manage the guest experience across sales, service and marketing. Technology is allowing data to be more accessible and integrated, allowing companies to begin shaping customer behaviors in months, as opposed to years. We are seeing that companies that are leveraging the millions of customer touchpoints, data and analytics, are paving the way in providing a seamless, personalized customer experience and have gained a large share of consumers budgets. Companies are spreading their marketing and IT budgets around solutions that span the entire customer journey, from acquisition to cross-sell and up-sell strategies to personalized service throughout their stay. Those who know what their customers wants and needs as well as when and how they want it, are creating loyal, repeat guest visits. Caesar’s Entertainment grew from $3 billion to $12 billion by leveraging technology to deliver personalized service and marketing initiates across its many hotels and casinos. They created a repeatable model across over 90,000 employees, allowing cocktail waitresses to know a customers worth, their favorite drink and how best to interact with them. Caesar’s also enhanced their loyalty rewards program by analyzing their data and implementing rewards that their customers wanted, increasing how much these customers stayed, played and spent on their properties. The evolution of technology has made data more accessible and interpretable, allowing companies to mold customer behaviors and maximize their spending potential. Some of Tectonic’s clients have looked to us to help them shape their customers behaviors. Tectonic has developed an approach, called Insight 2 Action, to help their clients shape behaviors. Insight 2 Action (i2a) helps customers ingest and understand their data and leverage technologies that help guide and influence customer interaction – how they buy, receive services, interact today as well as tomorrow. One of Tectonic’s clients, a luxury vacation company, has grown into a several hundred million dollar organization by understanding customer needs and proactively reaching out to guests with cross-sell and up-sell opportunities. They leveraged their cloud based technologies to manage their data and analytics, marketing & CRM. The implementation took 6 months and a $2 million dollar investment. If our client had chosen to leverage non-cloud based technologies, they would have had a 3 year, $50 million dollars implementation. At the core of personalized service is the ability to react quickly. For example, a new restaurant is being built in which every floor manager and sommelier will be wearing an Apple Watch. When a VIP customer walks through the front door, their favorite bottle of wine can be immediately taken to their table by the floor manager. This also allows for personalized interactions such as greeting a customer when a new table is seated, approaching a guest who waits too long to order her or his drink, or when a menu item runs out, every manager will get an alert via the tiny computer attached to their wrist. This is not a new concept but shows the power of leveraging technology in providing a more personalized guest experience. In providing seamless customer experience it is important to look at embracing cloud technology and what it has to offer. One of our behavior shaping clients acquires, correlates & stores 10 petabytes of data at a 10th of what it cost 4 years ago. From a delivery perspective, this took 6 agile sprints of behavior shaping actions to do approximately 50 behavioral use cases to drive a m reduction in marketing expenses. Our clients are also using cloud tools such as Salesforce to deliver personalized and prescriptive actions across the globe. Our agile approach allows for clients to deploy small stories so that we can deliver quickly for clients, allowing them to measure and iterate with different stories. Content updated January 2024. #technology #travel #hospitality #bigdata #agile #analytics Like2 Related Posts Email Marketing for Hotels and the Hospitality Industry Email Marketing for Hotels

November 2, 2017in Data, Google Analytics, Salesforce, Salesforce Data Cloud, Salesforce Einstein, Salesforce Hospitality Travel and Transportation, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Personalization, Salesforce Sales Cloud, Technology

27Sep

Salesforce Data Studio

Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access to the world’s largest premium data ecosystem. It provides: Data Studio is a self-service platform that connects data owners and buyers directly, fostering new opportunities for audience discovery, sharing, and activation. Leading brands like Anheuser-Busch, Conagra, Essence, and Heineken leverage Salesforce Data Studio to enhance the value of their data and drive revenue. Announcing Salesforce Data Studio Salesforce Data Studio addresses the shortcomings of traditional data exchanges and marketplaces. Unlike legacy platforms that rely on intermediaries, Data Studio allows data owners to maintain control and transparency. The platform ensures secure transactions with comprehensive data governance tools, enabling precise control over data access, usage, and duration. Key Features of Salesforce Data Studio: Industry Reactions Salesforce Marketing Cloud: The Leader in Digital Marketing Salesforce Marketing Cloud enables marketers to deliver connected, personalized, and real-time consumer engagement across all channels globally. With Marketing Cloud Einstein, marketers can harness artificial intelligence to optimize timing, channel, content, and audience for their marketing messages. Brands like Dunkin’ Donuts and Nestle Waters rely on Marketing Cloud to enhance engagement and advance their business goals. On average, companies using Marketing Cloud see a 27% increase in campaign effectiveness and a 26% boost in marketing ROI. Pricing and Availability Salesforce Data Studio is available now in several editions: The new Audience Discovery and Search feature will be available starting November 2017. 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 27, 2017in Artificial Intelligence, Data, Salesforce, Salesforce Marketing Cloud, Technology

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