Salesforce Marketing Cloud

25Jul

Marketing Cloud 360

Make every moment with prospects and customers count with Salesforce Marketing Cloud 360. In today’s competitive landscape, personalized experiences are essential for meeting customer expectations and fulfilling their unique needs. Understanding customer behavior and preferences is not just a bonus insight but a critical requirement for businesses looking to market products and services effectively. Salesforce Customer 360 plays a pivotal role in enabling seamless customer journeys for both B2B and B2C companies by optimizing internal and external channels. Customer 360 is a comprehensive Salesforce technology suite—a unified CRM platform that bridges the gap between customers and businesses. It provides a 360-degree view of customer data based on their past interactions. Salesforce Marketing Cloud is an essential component. Marketers face challenges in applying insights to marketing strategies, and the speed of gaining insights is crucial. A significant percentage of marketers monitor cross-channel performance monthly or less. They find it too time consuming. They don’t have dedicated resources or tools. In recent years, data privacy regulations have driven businesses towards a consumer-first, consent-based approach to data collection. Technology plays a crucial role in helping marketers adapt to these changing standards and expectations. Salesforce Customer 360 offers an integrated CRM platform that organizes user data and provides a consolidated view of customers’ perceptions of businesses. It allows you to better identify users and make data-driven decisions. Customer 360 enables businesses to establish strong connections with data sources and other applications. It’s a flexible platform designed to meet the essential needs of companies in understanding their customers. Organizations can access a centralized database of user information to develop targeted multi-touch campaigns, track campaign effectiveness, evaluate sales opportunities, and gain actionable insights. However, a significant percentage of marketers evaluate cross-channel marketing performance in silos, either at the channel or platform level, instead of using a centralized view. Data integration and management remain challenges in achieving a cohesive view of cross-channel performance. Marketers encounter obstacles in connecting data from different business units and preparing data across sources. Marketing Cloud 360 Salesforce Customer 360 offers key components that facilitate deeper customer connections: Salesforce Customer 360 empowers organizations to leverage customer data effectively, drive personalized experiences, and optimize marketing campaigns. Key features of Salesforce Customer 360 include: Salesforce Customer 360 integrates seamlessly with other systems through MuleSoft, facilitating data integration and enabling personalized customer experiences. By implementing Salesforce Customer 360 and Salesforce Marketing Cloud, businesses can unify customer data, drive more meaningful interactions, and gain a competitive advantage through superior customer experiences and data-driven decision-making. 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

July 25, 2023in Mulesoft, Salesforce, Salesforce Marketing Cloud

14Jul

Salesforce Einstein and Social Studio

The digital era (sometimes considered the third industrial revolution) has transformed the dynamics of customer-business interactions, demanding a proactive approach to customer engagement across diverse channels. Navigating this ever-evolving world is essential for business success, and Social Studio is a valuable asset in this endeavor. Social Studio, in conjunction with Einstein AI, plays a pivotal role in achieving social media success. Recognizing the significance of social media in shaping brand identity and fostering customer relationships, marketers are tasked with maintaining an active and responsive presence across various social media platforms. This challenge is met by Social Studio, offering a centralized hub for comprehensive social media management. This platform facilitates content planning and publication, team collaboration, content approval, audience engagement, and performance analysis. Equipped with advanced scheduling tools, user-friendly content creation features, and customizable approval rules, Social Studio ensures the safeguarding of your brand’s integrity across multiple platforms and messaging. Notably, Social Studio seamlessly integrates with Salesforce Marketing Cloud, providing an all-encompassing solution for efficient social media management. Its capabilities extend to user role management, image classification through Einstein Vision, and process automation using macros. With Social Studio, users gain access to a unified platform for content creation, scheduling, and monitoring, audience interaction, and performance analysis. Whether collaborating within a team or managing multiple accounts, Social Studio streamlines social media efforts, empowering users to achieve their goals. Embrace the advantages of this robust tool for an enhanced social media experience! Social Studio is a one-stop solution to manage, schedule, create, and monitor posts. You can organize posts by brand, region, or multiple teams and individuals in a unified interface. Social Studio offers powerful real-time publishing and engagement. Social Studio offers powerful real-time publishing and engagement platform for content marketers, plus the comprehensive content performance by social network and time frame. A single interface offers a fully customizable team-based collaboration platform that analyzes channel and content performance. Analyze current trends and recommend new content ideas. With Social Studio you can: Social Studio Components Social Studio is made up of these components: Note: Salesforce will sundown Social Studio on November 18, 2024, but some users will lose access before then if their contract expires sooner. Salesforce recommends retrieving your Social Studio data at least 90 days before the Order End Date of your Marketing Cloud Social Studio Product(s) or November 18, 2024, whichever is sooner. The digital, or third industrial revolution is the shift from mechanical and analogue electronic technologies from the Industrial Revolution towards digital electronics which began in the latter half of the 20th century. This was prompted with the adoption and evolution of digital computers. (source) 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 Salesforce Artificial Intelligence Is artificial intelligence integrated into Salesforce? Salesforce Einstein stands as an intelligent layer embedded within the Lightning Platform, bringing robust Read more Salesforce’s Quest for AI for the Masses The software engine, Optimus Prime (not to be confused with the Autobot leader), originated in a basement beneath a West Read more Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more

July 14, 2023in Salesforce Einstein, Salesforce Implementation Services, Salesforce Marketing Cloud

Salesforce Marketing Cloud Journey Builder

13Jul

Journey Builder Explained

In B2C marketing, the focus on Journey Builder within the Marketing Cloud framework is essential to take customers on journeys with personalized interactions depending on where they are at in the buying cycle. This tool empowers marketers to craft intricate marketing journeys that deliver personalized experiences to customers. Operating within Marketing Cloud, the journey tool orchestrates comprehensive customer journeys, facilitating interactions across multiple platforms such as email, mobile, advertising, and websites. It stands as a foundational element of Marketing Cloud, primarily tailored for B2C initiatives. Salesforce Journey Builder facilitates a deeper understanding of customers by triggering actions based on their unique behaviors and ensuring consistent messaging across channels. As consumers navigate seamlessly between platforms and devices, brands must offer personalized and seamless journeys to maximize customer lifetime value. To achieve this, marketers must address key questions: Answering these questions requires a comprehensive view of the customer journey, with actions aligned to evolving customer expectations. With Salesforce Marketing Cloud Journey Builder, marketers can attain a unified view of all customer interactions, optimizing end-to-end journeys. Journey Builder provides visibility into consumer interactions across marketing channels, including email, mobile, social ads, and more. By connecting these interactions, marketers gain insights for improved message crafting, campaign design, and automation, fostering seamless customer experiences and fostering loyalty. Interactions a customer may have with the brand throughout their journey include clicking on an ad, opening an email, making a purchase, conversing with customer support, and more. Journey Builder, as an event-driven tool, initiates conversations based on customer history, preferences, and real-time behavior, supporting visual mapping of simple or complex journeys. However, Journey Builder operates within Marketing Cloud and utilizes content and audiences from Email Studio, Mobile Studio, Advertising Studio, Content Builder, and Audience Builder. It leverages event-driven triggers to react to customer actions, such as downloading an app or leaving a shopping cart abandoned, thus enabling timely and relevant responses. Key features of Journey Builder include a user-friendly drag-and-drop interface, entry and filter criteria for swift actions, and powerful add-ons for enhanced functionality. Ultimately, Salesforce Journey Builder facilitates a seamless customer experience by guiding journeys, ensuring consistent messaging, adapting to evolving needs, and maintaining brand consistency across channels. 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

July 13, 2023in Salesforce Marketing Cloud

03Jul

Differentiating Account Engagement and Marketing Cloud Engagement

Differentiating Pardot and Marketing Cloud

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

26Jun

Salesforce Marketing Cloud Package Manager

Introducing the Marketing Cloud Package Manager Enhance efficiency, scale best practices, and expedite time-to-value by bundling tailored solutions for your company or industry, effortlessly deploying them across diverse environments using Marketing Cloud Package Manager. You can even deploy assets from one business unit to another. Salesforce has continuously refined, upgraded, and enriched the deployment options for Package Manager over the past year. Updates to Package Manager Marketing Cloud Package Manager now facilitates the packaging and deployment of automations containing import activities utilizing subscriber lists. Optimize the inclusion of images in packaged solutions by configuring them as reference URLs, eliminating the need to store them individually within the package. Monitor the deployment progress with the newly introduced progress bar, providing real-time insights into the completion timeline. Additionally, shared data extensions are now usable for packaging items, and users with Journey Builder access can package journey templates using Package Manager. Enhancements to Marketing Cloud Package Manager Package Manager ensures automatic inclusion of in-app messages when packaging a journey. Furthermore, any content referenced by the ContentBlockByName AMPscript function is seamlessly integrated into your package. Significant performance improvements have been implemented for package deployment, specifically for attribute group and attribute set creation and updates. Industry Solutions Templates in Package Manager Industry Solutions represent meticulously crafted campaign templates featuring industry-specific journeys, content, automations, landing pages, and more, facilitating accelerated workflows for marketers. These templates are designed to streamline Marketing Cloud setup times and accommodate various instances for distinct business units. Available solutions encompass: Retail Re-Engagement How to Deploy: To initiate the solution deployment process in Package Manager, navigate to the Industry Solutions tab. Choose the relevant solution, and with a simple click, deploy the chosen solution for seamless integration into your Marketing Cloud environment. 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

June 26, 2023in Salesforce Marketing Cloud

21Jun

Lead Assignment Automation for Salesforce

Automating Lead Assignment for Salesforce Platforms with Lead Assignment Automation for Salesforce Effective lead assignment within Salesforce is critical to ensure that sales-ready leads are directed to the appropriate individuals at the right moment. This process should never be overlooked. Lead assignment ensures that when a lead is marketing qualified or sales qualified it is contacted. Lead assignment plays a pivotal role in ensuring that sales-ready leads are promptly delivered to the right sales representatives, which underscores the significance of automating this process across various Salesforce platforms, from Account Engagement to Sales Cloud and Marketing Cloud to Sales Cloud. The primary goal for marketers is to assign inbound leads in the most efficient manner possible, and Salesforce’s lead assignment features empower us to achieve precisely that. With automation! Whether to queues or designated account representatives, this frees up your time to go back to marketing. If you’ve been manually assigning leads up until now, get ready for a transformative experience. Lead Assignment Automation for Salesforce And for those already leveraging automated lead assignment features in your Salesforce accounts, don’t rush to stop reading just yet. Stay tuned to ensure you’re adhering to best practices and making lead assignment (also known as lead routing) as seamless as possible with this insight from Tectonic. For this insight, we’ll assume you’re using Sales Cloud alongside Account Engagement and/or Marketing Cloud. This involves two essential components to ensure smooth lead assignment: integrating and configuring your Salesforce products to work harmoniously together and setting up Lead Assignment Rules in Salesforce. Part 1 – Configuring Your Salesforce Products Integration The initial crucial step is to establish connectivity between your platforms using the Salesforce Connector for Account Engagement or Marketing Cloud Connect, depending on your usage. Connecting Marketing Cloud Account Engagement and Sales Cloud via the Salesforce Connector is relatively straightforward, enabling the two platforms to communicate and share data seamlessly, eliminating the need for manual data imports and exports by marketers. You’ll find the Salesforce Connector on the AppExchange, and Salesforce provides an implementation guide, which includes pre-installation considerations. Tectonic can assist. Ensure you’re utilizing the V2 Connector; if you’re currently using the connector but haven’t upgraded, make that your first step. Marketing Data Sharing Upon installing the Account Engagement-Salesforce Connector, you’ll encounter ‘Marketing Data Sharing,’ which allows you to control which Leads, Contacts, Opportunities, or custom objects are eligible for syncing from Salesforce to Account Engagement. This feature is ideal for organizations with multiple Business Units and can also benefit those with a single unit. MDS offers greater control over when prospect and lead records are created, contributing to effective lead management. Understanding Sync Behaviors Once your platforms are connected, make time to fully understand how data syncs between them. You can designate either Account Engagement or Salesforce as the ‘master’ values, ensuring consistency in case of discrepancies between the platforms. Additionally, you can opt to use the ‘most recently updated record’ as the standard. This option ensures data is up to date regardless of which platform it was last updated in. For Account Engagement and Sales Cloud, prospects’ records typically sync every two to four minutes, with immediate syncing for most records. However, Account Engagement processes sync queues with over 400 records in batches. Standard batch processing syncs 12,000 records per hour. Certain activities can trigger a sync, which can occur at a prospect, trigger, or system level. We recommend reviewing a comprehensive guide to Account Engagement and Salesforce sync behaviors for newcomers to this topic or to validate your current sync settings for accuracy and error-free operations. Part 2 – Setting Up Lead Assignment Planning Lead Assignment and Criteria Assuming successful integration and syncing of accounts, you’re now poised to plan and implement lead assignment using predefined criteria. Differentiate between implicit and explicit leads based on lead scoring and grading: The perfect sales-ready or marketing qualified lead will meet both explicit and implicit criteria. Therefore, your first task is to collaboratively define and document what constitutes a qualified lead, involving both marketing and sales teams. Only after establishing a clear definition of a sales-ready lead can you proceed to map out who should receive such leads, when, and how. Consider the following: Utilize these considerations to outline more precise criteria: Document your lead assignment plan offline before implementing changes in Salesforce accounts. This aids in gaining a clear understanding of the workflow and allows for validation before modifying settings that could lead to issues later. For that matter you should always document system modifications. Creating a Lead Assignment Rule in Salesforce Navigate to the ‘Marketing’ section in Salesforce and access ‘Lead Assignment Rules.’ Here, you can create a Lead Assignment Rule; note that only one rule can be active at a time. Specify the processing order for each criterion when creating a rule, prioritizing the most important criteria first. Once criteria are entered (ensuring you have necessary data values to match the rule), select the assignment action: To assign a lead to a ‘Queue,’ first create the Queue in Salesforce’s Administration > Users > Queues section. For instance, set up Queues for each region’s sales team with relevant users as members (e.g., ‘Leads – UK’ or ‘Leads – Germany’). Once activated, all leads will be assigned based on the active rule. Consider adding a final criteria to catch all other leads and assign them to a default user or queue for review and manual assignment if needed. Triggering LARs from Account Engagement/Marketing Cloud Lead assignment complexities arise when determining how leads are assigned in Salesforce via Account Engagement or Marketing Cloud. Account Engagement In Account Engagement, formerly Pardot, prospects must have an assigned user to sync with Salesforce initially. However, an assigned user bypasses the Salesforce Lead Assignment Rule. For organizations preferring a Lead Assignment Rule in Salesforce to automate large lead volumes among multiple users, select ‘Assign Prospect Via Salesforce Active Assignment Rule’ within the Completion Actions (for forms, form handlers, custom redirects, emails, and page actions), Automation Rules, or Engagement

June 21, 2023in Einstein Insights, Salesforce, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Optimization, Salesforce Sales Cloud

19Jun

Writing and Sending Marketing Automation in Salesforce

Marketing automation refers to technology that efficiently manages various marketing processes and multifaceted campaigns across multiple channels. It automates the targeting of customers through messages delivered via email, web, social media, and text. These messages are sent automatically based on predefined sets of instructions known as workflows. These workflows can be template-defined, custom-built, or adjusted during a campaign for improved outcomes. Marketing automation in Salesforce is the same, only better. The primary functions of marketing automation encompass lead generation, nurturing, scoring, and measuring the overall return on investment (ROI) of campaigns. As an organization grows in size and complexity, the time- and cost-saving benefits of automation become more apparent. Robust marketing automation systems are designed to seamlessly scale alongside the evolving needs of your business. Why Marketing Automation By employing marketing automation, you can execute a digital marketing strategy without the need to manually send every email, message, campaign, or post. Efficient automation tools aid in audience identification, content design, and the automatic triggering of actions based on schedules and customer behavior. This allows you to focus on other tasks while your campaign unfolds, enabling subsequent analysis and adjustments to your marketing plan based on emerging results. An automated marketing strategy proves invaluable in saving time and resources, driving revenue and ROI, while enabling you to concentrate on business growth. Customer data is collected through various interactions, such as emails, website visits, app usage, and social media engagement. Marketing automation leverages this data to create a comprehensive 360-degree view of each customer. The system streamlines segmentation and targeting processes, enabling quick and scalable identification of the right audiences. It tailors messaging automatically based on individual customer profiles, creating relevant and personalized content across email, mobile, social media, web experiences, and more. Whether dealing with a customer base of 100 or 100 million, marketing automation efficiently delivers personalized experiences. At scale. Marketing automation plays a pivotal role in crafting relevant content and messaging across diverse channels. It goes beyond mere personalization by dynamically customizing email subject lines, integrating mobile messaging with email and social campaigns, generating targeted digital ads, and automatically recommending suitable products on websites. Marketing Automation in Salesforce This approach allows businesses to engage customers throughout their journey, irrespective of where they are in the customer lifecycle — from acquisition to advocacy. Marketing automation ensures the delivery of timely, pertinent content that aligns with customer preferences, converting prospects into lifelong brand advocates. Emphasizing ease of use, marketing automation enables the creation of campaigns with a single click and centralizes control over all aspects of the digital marketing strategy. User-friendly interfaces and drag-and-drop functionality, reminiscent of everyday apps, make the process straightforward. Moreover, marketing automation with Salesforce serves as a central hub for customer data, ensuring a consistent brand identity across all teams — seamlessly bringing together marketing, sales, and customer service to create a unified and seamless customer experience. Automation Assistance Tectonic looks forward to assisting you in implementing a marketing automation platform, such as Marketing Cloud or Account Engagement (formerly Pardot), and providing consulting services to optimize your emails for maximum impact. Contact us today. Like2 Related Posts Top Ten Reasons Why Tectonic Loves the Cloud The Cloud is Good for Everyone – Why Tectonic loves the cloud You don’t need to worry about tracking licenses. Read more 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more CRM Cloud Salesforce What is a CRM Cloud Salesforce? Salesforce Service Cloud is a customer relationship management (CRM) platform for Salesforce clients to Read more Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more

June 19, 2023in Marketing Automation, Salesforce Communications Cloud, Salesforce Marketing Automation, Salesforce Marketing Cloud Advertising, Salesforce Optimization

11Jun

Interaction Studio (Marketing Cloud Personalization)

Marketing Cloud Personalization, a component of Salesforce Marketing Cloud, serves as a real-time personalization and interaction management solution. Formerly known as Interaction Studio, this tool empowers organizations, particularly marketers, to dynamically promote relevant products and services in real-time across various channels such as web, email, and mobile. Website and App Personalization Leverage machine learning and AI to craft personalized experiences across webpages, in-app interfaces, product recommendations, and content. Tailor each customer interaction to drive specific key performance indicators (KPIs), from acquisition to customer retention, utilizing a blend of real-time user behavior and historical customer data. Enhance page personalization with machine learning for elements like banners or pop-ups, and conduct targeting and testing at the pace customers browse, with personalization decisions occurring in milliseconds. AI-Driven Journey Triggers Initiate relevant, real-time experiences guiding customers along their buying journey. Utilize AI-driven decisions to identify the most fitting next engagement, based on real-time customer behavior, historical data, and business-specific datasets such as pricing and inventory. Deliver predefined experiences, such as browsing or cart abandon journeys, while employing real-time customer interactions to determine the appropriate content, channel, or offer. Sales and Service Personalization Integrate real-time engagement data seamlessly into sales and service consoles to enhance customer and prospect interactions. Empower service teams to preempt queries and offer more effective case resolutions by gaining faster access to a customer’s recent interactions across various business touchpoints. Provide sales teams with insights into an account or prospect’s purchase journey, enabling more relevant conversations and offers based on real-time knowledge of content consumed, products viewed, or time spent on your site. Real-Time Affinity Profiling Utilize AI to synthesize in-the-moment intent data and past business engagements, identifying customer affinities, interests, and preferences. Enhance personalization capabilities with a fully customizable affinity graph, mapping and visualizing real-time customer profiles. Develop nuanced perspectives on customers to deliver custom messaging and offers, resulting in higher conversion rates across website, app, and other channels. Open-Time Email Personalization Engage customers with relevant email campaigns using real-time personalization. Deliver timely, customized messages with Open-Time Email Personalization, optimizing emails dynamically at the time of open with changeable sections. Personalize any aspect of the email, including offers, product selection, and general content, based entirely on the real-time understanding of the customer’s journey. AI Automated Offers Enhance the relevance of every customer engagement with Einstein Decisions. Powered by a contextual bandit algorithm, these decisions use real-time and historical profile data alongside predetermined business logic to identify dynamic offers throughout the customer journey. Continuously improve decision-making by feeding new data into Einstein, optimizing future decisions across various dynamic scenarios. Behavioral Data and Analytics Access real-time analytics across key performance indicators, monitoring transactions, responses, conversions, and revenue. Analyze data at the individual, segment, and campaign levels, utilizing dashboards with deep analytics on customer trends across channels and touchpoints to enhance website and app experiences. AI Test and Learn Optimize web and app experiences with A/B and multivariate testing, targeting tests based on real-time, behavioral, contextual, and historical data. Act confidently on results using randomized tests that employ Bayesian modeling to assess confidence levels for both out-of-the-box and custom KPIs. Integrate data to optimize personalization across channels, including the website, mobile app, email, service, and sales interactions. Survey Management Leverage profile data to deliver highly targeted surveys across websites and apps, capturing zero-party data that enriches customer insights. Utilize individual responses to shape subsequent content and improve the effectiveness of different calls to action. Related Products Enhance the effectiveness of your Personalization Studio with related products such as Data Cloud for Marketing, Marketing Cloud Engagement, Marketing Cloud Account Engagement, and Marketing Cloud Intelligence. Marketing Cloud Personalization was previously also known as Evergage. Salesforce bought Evergage for its personalization engine, which predicts marketing offers based on customer history and behavioral data with AI. “They were pretty clear that this is quite separate from their CDP project,” Raab said, adding that Salesforce B2C customers will benefit the most. 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 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

June 11, 2023in Marketing Automation, Salesforce Marketing Cloud, Salesforce Personalization

02Jun

Case Study: Salesforce Unification for Sales Service and Marketing

Client makes pioneering water and housing products that make better homes a reality for everyone, everywhere. Born in 2011 through a merger of five of Japan’s most successful building materials and housing companies, they draw on their heritage to create world-leading technology and innovate to make high quality products that transform homes. Tectonic brought Salesforce Unification for Sales Service and Marketing.

June 2, 2023in Salesforce, Salesforce Development Services, Salesforce Financial Services Solutions, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Sales Cloud, Salesforce Service Cloud, Salesforce Success Stories

Salesforce Marketing Cloud Advertising Studio

29May

How to Connect Marketing Cloud Account Engagement and Advertising Studio in Salesforce

How to Establish Connectivity Between Marketing Cloud Account Engagement and Advertising Studio in Salesforce. Looking to optimize your cross-channel marketing with email and ads? Use the power of Sales Cloud to connect Account Engagement and Advertising Studio for a unified strategy across platforms. Requirements Advertising is part of Marketing Cloud, but can be purchased as a standalone product. Thisprocess works the same whether you have only Advertising or full Marketing Cloud access. Connect Account Engagement and Advertising Studio in Salesforce Connecting Marketing Cloud Account Engagement and Advertising Studio involves tasks across Salesforce, Account Engagement, and Marketing Cloud. It’s not a straightforward ‘plug and play’ solution and may necessitate a Salesforce Partner like Tectonic, especially for those less advanced in the platform. If you choose to proceed independently, ensure you meet the following requirements: If any of these requirements are not met, collaboration with other Salesforce admins and Account Engagement/Marketing Cloud users may be necessary to complete the following tasks. It is advisable to follow the tasks in order, as those within Salesforce and Account Engagement must be done before finalizing the setup in Marketing Cloud. Salesforce Tasks Marketing Cloud Account Engagement Tasks Decide how Account Engagement prospects sync with the Salesforce campaign. Options include: Choose a method based on your Pardot setup. For example, adding new subscribers to a LinkedIn advertising campaign using Automation Rules. The setup in Marketing Cloud involves three separate tasks: create a data import, an automation,and an Advertising Audience. The tasks in this section are the same regardless of whether you havefull access to Marketing Cloud or have purchased only Marketing Cloud Advertising. Marketing Cloud Tasks Configuration involves three parts: Connect Account Engagement and Advertising Studio The setup is now complete, and Marketing Cloud Account Engagement and Advertising Studio are connected. New prospects in MCAE added to the Salesforce campaign will automatically update the Advertising Audience based on the sync frequency set. After you complete the setup process, prospect data from Account Engagement is fed into MarketingCloud Advertising via Salesforce. The setup process outlined in this insight facilitates the flow of datafrom Account Engagement to Salesforce, and then from Salesforce to Marketing Cloud Advertising.This high-level overview of the data flow after setup is complete. An Account Engagement prospectis added to a Salesforce campaign, which updates a Salesforce report, which is used to create aMarketing Cloud data extension. The data extension is the source for an Advertising Audience. Connect Marketing Cloud Account Engagement and Advertising Studio in Salesforce Content updated February 2024. 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 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

May 29, 2023in Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Marketing Cloud Advertising

24May

Use Salesforce Data Protection Services

Ensuring Data Security in Salesforce: Use Salesforce Data Protection Services How is Data Protected in Salesforce? Salesforce.com employs cutting-edge Internet security technology, including Secure Socket Layer (SSL) with server authentication and data encryption, ensuring the protection of user information during access via supported web browsers. Why Use Salesforce Data Protection Services? Data Security is imperative to meet evolving privacy standards and safeguard sensitive information shared over the internet. Unauthorized access could pose significant risks to the entire organization, making data security a crucial aspect. Salesforce GDPR Certification: Yes, Salesforce is GDPR certified, as confirmed in Section 11 of the Data Processing Addendum, where Salesforce commits to providing reasonable assistance to customers. Salesforce CCPA Compliance with Customer 360: Salesforce 360 facilitates CCPA compliance by seamlessly connecting Marketing Cloud to Sales Cloud, ensuring a cohesive flow of customer data across the organization. Introduction to Salesforce Shield: Salesforce Shield comprises three security tools – Shield Platform Encryption, Event Monitoring, and Field Audit Trail – embedded into critical business applications to enhance trust, compliance, and governance. Data Protection and Privacy Regulations: Salesforce assists companies in complying with various data protection and privacy regulations, including GDPR, CCPA, PIPA, LGPD, PIPEDA, and more, offering guidance on common privacy principles. Guidance for Data Management and Privacy Compliance: Salesforce provides tools for efficient data management and privacy compliance, covering aspects such as data deletion, consent management, restriction of processing, data access and portability, and privacy center functionalities. Encryption of Data at Rest with Salesforce Shield Platform Encryption: Salesforce Shield Platform Encryption encrypts data at rest within servers, databases, search index files, and the file system, preserving functionality and ensuring secure storage. Use Salesforce Data Protection Services: To enable Data Privacy and Protection in Salesforce, users can navigate through Lightning Experience or Salesforce Classic, accessing the setup and entering “Data Protection and Privacy” in the Quick Find box. Various Data Security Settings in Salesforce: Salesforce offers multiple data security settings, including Object-Level Security through profiles, Permission Sets, Permission Set Groups, Ownership-Based Sharing Rules, Criteria-Based Sharing Rules, and Guest User Sharing Rules. Salesforce Data Ownership and Digital Chain of Custody: Salesforce Data Ownership involves maintaining a Digital Chain of Custody, ensuring meticulous tracking of data through each replication process. This guarantees data remains under control and protected at all times. Salesforce and DLP Functionality: Salesforce does not have built-in Data Loss Prevention (DLP) functionality. It relies on third-party apps like Nightfall to provide DLP capabilities, crucial for maintaining compliance with regulations such as HIPAA and PCI. 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

May 24, 2023in Salesforce, Salesforce Marketing Cloud, Salesforce Sales Cloud, Salesforce Service Cloud, Salesforce Shield

22May

Salesforce Audience Studio to Retire

Marketing Cloud Audience Builder has empowered marketers to create highly detailed segmented audiences based on behavioral and demographic data. Now that it is set to retire, the key question arises: “What comes next?” In any tool retirement scenario, finding a new solution capable of intricate segmentation becomes crucial, and fortunately, there are several options available. A recent poll indicates that only around 40% of respondents were aware of Audience Builder’s impending retirement, emphasizing the importance of planning for the future, whether you’ve been aware for some time or are just learning about it now. What is Marketing Cloud Audience Builder? Audience Builder in Marketing Cloud facilitates the creation of finely segmented audiences, leveraging both behavioral and demographic data. User Interface: The Audience Builder UI provides a user-friendly alternative to SQL queries, catering to less technical marketers. Data Volumes: Capable of handling large data volumes, Audience Builder outperforms SQL queries, which can often experience timeouts. Integration: Fully integrated with Marketing Cloud, Audience Builder allows marketers to segment data across various dimensions. However, Audience Builder has its drawbacks: Setup: Initial setup requires support from Salesforce professional services, raising the price point and demanding internal efforts. Maintenance: Adapting Audience Builder to changes in the data model may necessitate third-party support. Database Sync: While the database offers speed advantages, syncing with Marketing Cloud occurs every 24 hours, potentially leading to the use of outdated data in certain scenarios. “We had a client who had switched from Audience Builder to SQL queries, which were timing out. They had monstrous data extensions with dozens of millions of contacts. To manage that challenge, the data extensions and queries were broken up into chunks. We worked with them to first filter out contacts that were relevant to their segment, before applying more logic to break it up. It’s like going from cable to streaming – the legacy cable package (like Audience Builder) is very comprehensive, but it’s expensive and needs maintenance. If you are dependent on technicians to visit (professional services), it becomes less adaptable to your needs.” Anthony Lamot, CEO & Co-Founder of DESelect Migrating from Audience Builder: What to Expect The aim of Audience Builder is to create complex, granular segments. When seeking an alternative, consider the following options: Spotlight on the AppExchange The AppExchange, Salesforce’s app marketplace, features DESelect as a market leader in marketing data enablement for Marketing Cloud. DESelect offers strengths similar to Audience Builder but with improvements: Salesforce Audience Studio to Retire Choosing an alternative to Audience Builder is a critical decision, especially as hyper-personalization gains importance in competitive marketing landscapes. Avoiding team attrition and empowering marketers with efficient tools are additional reasons to invest in a robust alternative. DESelect, with its user-friendly approach and alignment with modern marketing trends, stands out as a compelling solution worth considering. 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

May 22, 2023in Salesforce Marketing Cloud

18May

Google Analytics and Salesforce Integration

Syncing Google Analytics Data to CRM Analytics To integrate Google Analytics and Salesforce Integration using the Google Analytics connector, follow these steps: Important Note: As of July 1, 2023, the main product Google Analytics has been decommissioned and replaced with the new product Google Analytics 4 (GA4). The Salesforce announcement GA4 Set to Replace Universal Analytics gives an overview on this. Creating a Connection Required Settings: Google Analytics 4 Integration To sync Google Analytics 4 data to Salesforce Data Pipelines: Connector Considerations: Google Analytics Salesforce Sales Cloud Integration User Identification Analytics provides two methods to identify users: Required Salesforce Sales Cloud Objects and Fields: Integration Steps: Testing and Viewing Imported Data: Notes: Google Data Studio and Salesforce Integration Connecting Salesforce with Google Data Studio allows for powerful visualizations that combine sales and marketing data. This integration helps in understanding which channels generate the most leads and income. Google Analytics 4 Connection Setup: Connection Details: Advanced Properties: Considerations: By following these steps, you can seamlessly integrate Google Analytics data into your CRM Analytics and Salesforce Data Pipelines, ensuring robust data analysis and informed decision-making. Decide How to Identify Your Users: Analytics offers two ways to programmatically identify your users: Client ID and User-ID. To support Data Import for Salesforce Sales Cloud, you must implement Client ID. You may optionally choose to also implement User-ID. Client ID pseudonymously identifies a browser instance and is best suited for businesses focused on lead generation and new customer acquisition. User-ID enables the analysis of groups of sessions, across devices, using a unique, persistent, and non-personally identifiable ID string representing a user. This option is best for businesses with high rates of logged-in users. How to Import CRM/ERP Data with Google Analytics 4 Using a CSV File: Transitioning to Google Analytics 4: As of March 2023, Google has automatically created GA4 properties for users unless they opt-out. Until July 1, 2023, you can continue to use and collect new data in your Universal Analytics properties. After this date, you must export your historical reports as Universal Analytics will be phased out. How Does Google Help Salesforce Marketing Cloud Users? Google Analytics provides invaluable insights into user behavior, helping Salesforce Marketing Cloud users optimize campaigns and understand customer journeys. Integration with the Google platform allows businesses to combine offline sales data with digital analytics, optimizing digital marketing strategies and improving campaign effectiveness. Additional Integration: Using datasets from Google Analytics and Google BigQuery, businesses can create interactive Tableau CRM dashboards to visualize campaign activities and performance metrics. By following these guidelines, organizations can leverage Google Analytics data effectively within their Salesforce ecosystem, enhancing decision-making and strategic planning. Content updated July 2024. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

May 18, 2023in Google Analytics, Salesforce Marketing Cloud, Salesforce Sales Cloud

17May

Journey Builder Enhancements Summer ’23

Journey Builder Enhancements Summer ’23. Optimize your journeys with the Journey Builder System Optimization Dashboard (beta). Simplify your journey with enhanced exit and goal criteria. View journeys by Salesforce data entry objects. You can now download Journey Builder history via REST API, and streamline journey navigation with expandable and collapsible paths. Use an email activity delivery window without an hourly threshold in Journey Builder. 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 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 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 Read more

May 17, 2023in Salesforce Marketing Cloud

13May

Channels and Tactics Redefine Customer Engagement

In today’s digital era, data is the core of enterprises, transforming actionable insights from a secondary role to a mission-critical element. Channels and Tactics Redefine Customer Engagement for nearly everyone. Marketers are investing heavily in tools and technologies that unify data, enabling brands to create unique customer profiles, automate campaigns, and scale personalized strategies effectively. While customer relationship management (CRM) systems are widely popular, marketers use a variety of tools to maintain relationships throughout the customer lifecycle. Notably, 89% of B2B and B2B2C marketers utilize account-based marketing platforms to conduct targeted campaigns in collaboration with their sales and service teams. To meet the growing demand for data-driven, personalized, and scalable customer experiences, over half of marketers have adopted artificial intelligence (AI). Additionally, 90% use CRM systems, 89% employ account-based marketing platforms, and 62% leverage AI. Marketers are keenly aware of customer trends and are experimenting with new digital channels to connect with their audience. Chief Marketing Officers (CMOs) cite customer preferences and expectations as the primary drivers of digital strategy. Recognizing the dominance of streaming services in the media landscape, marketers are increasingly using TV and over-the-top (OTT) platforms to reach prospects and customers. Video remains a crucial component of the marketing mix, with both pre-produced and livestream videos gaining traction. As customers show a growing preference for online engagement, marketers are leveraging a wide range of interactive and user-generated content to satisfy this demand. Interactive content and livestream videos, in particular, have experienced the most significant annual growth. Channels and Tactics Redefine Customer Engagement and that is not likely to change any time soon. 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

May 13, 2023in Marketing Automation, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Optimization, Salesforce Sales Cloud

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