Salesforce Personalization Archives - gettectonic.com

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

21Mar

Salesforce Solutions

Over time, innovation becomes the cornerstone of organizational growth, unlocking new opportunities. A crucial element in seizing these opportunities is automating and scaling operations with robust solutions. Harnessing Salesforce for Optimal Process Design and Customer Experiences Several factors can impede organizational growth, including strategy, culture, talent, and go-to-market channels. It’s vital to ensure that the tools used by the enterprise do not contribute to these limitations. Salesforce, renowned for its top-tier CRM solutions, is the preferred choice of high-performance companies due to its customer-centric approach, robust features, flexibility, and scalability. This cloud-based CRM platform surpasses traditional sales, customer service, and marketing functions. Successful companies integrate Salesforce as their core enterprise software, combining various CRM tools seamlessly with critical systems like accounting software and ERPs. With over 150,000 businesses worldwide relying on its scalable cloud-based platform, Salesforce significantly impacts business growth. How exactly does Salesforce influence your business growth? If your company utilizes Salesforce solutions, you’re constantly seeking ways to maximize its potential. A closer examination of this CRM platform unveils features that facilitate the establishment of strong customer relationships, foster collaboration across departments, and deliver exceptional customer experiences. Interested in optimizing your business processes with Salesforce? Keep reading! Salesforce Solutions for Streamlined Business Processes Thriving businesses place a premium on providing seamless and intuitive customer experiences. It’s vital to optimize business processes to meet customer demands at scale to uphold competitiveness and profitability. Yet, achieving this optimization is not without its challenges. Customer behaviors evolve with technological advancements and cultural shifts. Without integrated 360-degree customer experiences and customer service ingrained in business processes, scaling to the next level becomes a daunting task. While many companies collect customer interaction data, they often lack the algorithms to effectively utilize and process this data for deep customer insights. Salesforce, often praised as a “super CRM,” not only enables robust integration and analytics insights across all data formats but also empowers organizations to drive business growth. For instance, Salesforce offers significant benefits to the sales department. Sales processes have evolved, demanding high levels of personalization and customization. Savvy organizations utilize Salesforce to establish structured sales processes that encompass every customer touchpoint. By prioritizing the customer, Salesforce helps businesses cultivate mutually beneficial relationships, a core objective. Given the need for a unified system, Salesforce is a preferred choice for connecting functional areas like sales, customer service, marketing, and overall business management, providing a comprehensive 360-degree view of customers. Here’s how Salesforce products can enhance your business processes: Effective Sales Strategy and Customer Retention While many companies focus on using Salesforce solutions for lead acquisition, retaining customers and increasing their Customer Lifetime Value is equally important. Salesforce offers various products to support customer retention: Employees obtain a holistic perspective of each customer, enhancing decision-making and service delivery through insights from their interaction history. Comprehensive customer views support the development of effective strategies and tactics for customer interactions and content creation. Automations, tasks, and reminders can be deployed to initiate actions or nurturing campaigns when customers have not made purchases recently. Salesforce’s data aggregation capabilities and flexible architecture enable customization to address sales and retention requirements. Over time, accumulated data yields profound insights into customer behavior and the efficiency of sales initiatives, facilitating continuous optimization. Employee Productivity Adopting the right technology is pivotal for success. Aside from strengthening customer relationships, Salesforce solutions enhance business progression by: By substituting manual data entry with a user-friendly, cloud-based platform boasting robust data storage, tedious tasks are streamlined. Automated reminders and tasks tailored to lead and opportunity stages lessen managerial supervision. This automation liberates employees’ time, allowing for increased focus on customer interactions and closing deals. Additionally, seamless information access and idea exchange among team members foster collaboration and superior customer service. In essence, Salesforce products empower companies to operate more intelligently through data-driven insights, automated workflows, and elevated customer service, thereby fueling business growth. Scaling Your Business with Premier Salesforce Products Salesforce stands out as a market leader in enterprise SaaS technology and solutions, offering a comprehensive ecosystem to support various business aspects, from sales and marketing to customer service, and beyond. Specialized Salesforce solutions are designed to meet the unique needs of various industries, including manufacturing, high-tech, SaaS, finance, nonprofits, and more. By allowing departments to collaborate and share data, Salesforce promotes efficiency, fosters economies of scale, and breaks down silos between departments. Leveraging Salesforce to its maximum capability enhances user experience and provides personalized customer service seamlessly. Customizable reports facilitate real-time trend analysis and informed decision-making, enabling businesses to maintain a competitive edge. At Tectonic, our team of Salesforce consultants help clients adopt an integrated approach, aligning Salesforce optimization with business strategy and objectives to achieve efficiency, growth, and scalability. Some of the top Salesforce solutions we provide for our clients include: Salesforce Personalization: Creates amazing customer experiences combining real-time data with scalable personalization across platforms. Salesforce Sales Cloud: Enhances sales team productivity, automates tasks, provides real-time sales visibility, and supports scalable sales and business growth. Salesforce Service Cloud: Delivers seamless customer experiences, streamlines service operations, and empowers service agents with tools for efficient customer service delivery. Salesforce Marketing Cloud: Enables personalized marketing campaigns, audience segmentation, and real-time analytics to drive customer engagement and brand loyalty. Salesforce Account Engagement: Leverages powerful customer engagement for B2B companies with great marketing analytics. By leveraging Salesforce solutions tailored to their specific industry needs, businesses can streamline operations, enhance customer experiences, and achieve sustainable growth. Whether you’re in manufacturing, high-tech, financial services, or the nonprofit sector, Salesforce offers solutions to address your unique challenges and drive success. Tectonic is pleased to announce Salesforce Implementation Solutions – to get you started with Salesforce fast. Content updated May 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

March 21, 2023in Data, Enterprise, Salesforce, Salesforce Marketing Cloud, Salesforce Optimization, Salesforce Personalization, Salesforce Sales Cloud, Salesforce Service Cloud, Snowflake, Technology

13Mar

Marketing Cloud Personalization Explained

Marketing Cloud Personalization introduces an advanced level of customization for both you and your clients. By tracking customer interactions on your website, the system can adjust messaging on web pages and customize experiences based on the products and services that interest your customer. With Marketing Cloud Personalization (formerly Interaction Studio), visualize, track, and manage customer experiences with real-time interaction management. SMCP gives you the power to utilize the 4 P’s of marketing personalization. What are the 4 Ps of marketing personalization? The timeless 4 Ps of marketing—Product, Place, Price, and Promotion—remain relevant. To capitalize on contemporary capabilities, it’s essential to update strategies. A recent Infosys survey found that: While monitoring customer behavior for personalized experiences is not new, the ability to do it in real-time is. To bring this vision to life, rely on Marketing Cloud Personalization (formerly Salesforce Interaction Studio). Salesforce Marketing Cloud Personalization is a real-time personalization and interaction management solution, creating personalized experiences at crucial touch points throughout the customer journey. Marketing Cloud Personalization enables you to: Other beneficial reasons to implement Marketing Cloud Personalization include: Impact & Benefits Across Industries: Marketing Cloud Personalization captures data from every interaction, building unique customer profiles for known and unknown visitors. It supports web, mobile, and email campaigns, offering real-time personalization experiences and advanced features like triggered and server-side campaigns. Gears, Feeds, and Catalogs: 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 13, 2023in Marketing Automation, Salesforce Financial Services Solutions, Salesforce Health and Life Sciences Solutions, Salesforce Hospitality Travel and Transportation, Salesforce Implementation Services, Salesforce Personalization

Salesforce Marketing Cloud Account Engagement

01Mar

What Does Pardot Marketing Cloud Account Engagement Do

What does Pardot Marketing Cloud Account Engagement do? Pardot Marketing Cloud Account Engagement is a useful B2B marketing tool from Salesforce. Pardot is a marketing automation platform offered by Salesforce as part of the Salesforce Marketing Cloud. It is designed to help businesses automate and streamline their marketing processes, primarily focusing on lead generation and nurturing. Pardot Marketing Cloud’s Account Engagement feature refers to tools and functionalities within Pardot that enable users to track and analyze the engagement of accounts (organizations or companies) with their marketing efforts. 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

March 1, 2023in Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Personalization

03Feb

Case Study: A Marquis Resort Hotel in Hawaii-Hospitality-Salesforce Service/Marketing Clouds and Interaction Studio

Transforming the Guest Experience for Modern Luxury Resort hotel builds loyalty and drives sales increase across all sites using data and segmentation: Hospitality Salesforce Service Marketing Marketing Cloud Interaction Studio Service Cloud Hospitality Salesforce Service Marketing This oceanfront resort has over 400 rooms and cottages/villas, spa, golf and a variety of restaurants. 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 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 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

February 3, 2023in Salesforce Hospitality Travel and Transportation, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Personalization, Salesforce Service Cloud, Salesforce Success Stories

06Jan

Salesforce Marketing Cloud Personalization Studio Campaigns

Utilize Marketing Cloud Personalization (formerly known as Interaction Studio) to visualize, monitor, and govern customer experiences through real-time interaction management. Leverage personalized customer experiences to foster meaningful engagement at the perfect moment and in alignment with your audience’s preferences. Personalization amplifies the capabilities of Marketing Cloud Engagement by introducing expanded real-time personalization and various campaign options. Salesforce Marketing Cloud Personalization Studio Campaigns. Within the marketer’s realm, numerous campaigns span various categories. Apart from channels, Marketing Cloud Personalization (MCP) extends its support beyond web, accommodating mobile and email campaigns, along with triggered and server-side JavaScript (JS) campaigns. Salesforce Marketing Cloud Personalization Studio Campaigns Web Campaigns and Templates: Server-Side Campaigns: Triggered Campaigns: Open Time Email Campaigns: Mobile Campaigns: Content updated January 2024. 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

January 6, 2023in Marketing Automation, Salesforce Marketing Cloud, Salesforce Personalization

06Nov

What is Personalization?

Understanding Personalization in Marketing At its core, personalization can be categorized into two main aspects: personalization for marketing and personalization for communication. This insight will delve into the realm of personalization for marketing, with a forthcoming discussion on personalization for communication. Marketing personalization is a strategy that uses data to target and retarget leads with a branded message that speak directly to specific customers’ interests, demographics, and known buying behavior. Marketing personalization is becoming increasingly expected by consumers. Customer Expectations Beyond meeting customer expectations, there’s a compelling business incentive behind utilizing personalization. When a significant portion of revenue (50%) stems from the top 10% of customers, and 90% of revenue originates from the top 20%, the imperative becomes clear—to retain and find more customers like the top performers. Personalization emerges as a potent tool, enabling the creation of tailored experiences that resonate with customers on an individual level, fostering enduring relationships with your brand. While the buzz around personalization might suggest it as the ultimate goal, it’s crucial to recognize it as an important means to an end. At its fundamental level, personalization involves utilizing customer data to make interactions more pertinent to them. Achieving personalization at scale requires a comprehensive understanding of all aspects related to your customers. Everywhere one looks, brands are embracing personalization, be it in targeted social media ads or the personalized greetings from the local coffee shop barista. Customers now expect personalized experiences, and recent technological advancements have expanded the horizons of where and how personalization can be implemented. Whether it’s through social media, website interactions, or email communication, audiences anticipate personalized experiences that make them feel valued. In a study, 71% of consumers expressed the expectation of personalized interactions, and 76% admitted frustration when this expectation isn’t met. Incorporating personalization into your marketing strategy is not just a trend but a necessity for enhancing customer engagement and driving conversions. Before delving into its implementation, understanding what marketing personalization entails is vital. What is Marketing Personalization? Marketing personalization is a strategic approach that leverages data to target and retarget leads with brand messages tailored to specific customers’ interests, demographics, and buying behavior. The goal is to make customers feel that the brand message is crafted exclusively for them, often referred to as one-to-one or individual marketing. Notable companies like Netflix, Amazon, and YouTube employ personalization through algorithms to automate product and content recommendations based on user behavior. This extends beyond digital channels, impacting customer loyalty in physical establishments such as hotels, cafes, or salons. Importance of Personalization The primary reason for adopting marketing personalization is meeting customer expectations. It is the difference between customers feeling directly addressed versus being just a number among the 1,700 advertisements they encounter monthly. Whether implementing personalization in specific aspects or transforming the entire marketing plan, businesses stand to gain in several ways: Marketing Personalization Trends Keeping up with evolving trends is crucial for effective marketing personalization: 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

November 6, 2022in Data, Salesforce, Salesforce Personalization

salesforce marketing cloud interaction studio

19Sep

Success with Salesforce Interaction Studio

Success with Salesforce Interaction Studio involves defining goals, measuring KPIs, mapping customer journeys, creating relevant content, and adopting a crawl-walk-run approach. Implemented correctly, Interaction Studio improves customer experiences, increases conversions, and fosters customer loyalty. With Marketing Cloud Interaction Studio, you can visualize, track, and manage customer experiences with real-time interaction management. Use the customer experiences to drive valuable engagement at the right moment and just the way your audience prefers. NOTE: Interaction Studio is now called Marketing Cloud Personalization. Interaction Studio (formerly Evergage) Interaction Studio (formerly Evergage) enhances the power of Marketing Cloud with expanded real-time personalization. Companies use Interaction Studio to tailor interactions with customers and prospects to increase loyalty, engagement, and conversions. Using real-time cross-channel personalization and machine learning capabilities, Interaction Studio adds to Marketing Cloud’s robust customer data, audience segmentation, and engagement platform. You can deliver more relevant experiences during moments of interaction across the entire customer journey. You understand each prospect by building a customer profile from different data sources. With a customer profile built, you can engage with them as an individual in real-time. In Interaction Studio, gain up-to-the-moment customer insight. You can also learn how to grant Interaction Studio access through Marketing Cloud. And you can also transfer data from a Marketing Cloud data extension to an Interaction Studio datastore. For more Interaction Studio resources, open Interaction Studio, and click Help. You can also access more information at the Interaction Studio Help Center. Success with Salesforce Interaction Studio Interaction Studio helps You understand each prospect by building a customer profile from different data sources. After a customer profile built, engage with the customers immediately. You can get help on deciding how to interact with them on the channel they use. To help you manage and act on customer data, use Interaction Studio around these pillars: For more information, consult the Evergage Knowledge Base and Evergage Developer Documentation. 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

September 19, 2022in Salesforce, Salesforce Personalization, Salesforce Sales Cloud

13Aug

Capabilities of Salesforce Interaction Studio

Capabilities of Salesforce Interaction Studio Interaction Studio transforms website and email experiences with personalized content recommendations. It collects data for analytics, allowing the creation of meaningful experiences based on customer profiles. Additionally, it integrates with customer service interactions, providing agents with customer profiles and recommendations. What does Salesforce Interaction Studio do? Interaction Studio enables marketers to make personalised and engaging experiences for each consumer, no matter how large or complex their buying cycles may be. It uses logged customer activities to ensure that organisations can capitalise on past and present interactions. What is interaction studio called now? Salesforce Marketing Cloud Personalization Salesforce Marketing Cloud Personalization (Interaction Studio): A Beginner’s Guide. I’m sure by now you’ve heard of Interaction Studio — or Salesforce Marketing Cloud Personalization (SFMCP) as it is now called. What is the difference between Salesforce CDP and interaction studio? Salesforce CDP is a promising customer data platform in terms of data collection and activation and it constitutes the heart of Salesforce’s martech solutions. On the other hand, Interaction Studio is the activation orchestrator across touchpoints. What are the two competitive advantages of interaction studio? Capabilities of Salesforce Interaction Studio With Salesforce Interaction Studio, businesses can access real-time data that can be leveraged to enhance customer service experiences. By analyzing customer interactions across various touchpoints, businesses can gain valuable insights into customer preferences, behavior, and needs. What is the difference between Journey Builder and Interaction Studio? Interaction Studio does not replace Journey Builder. It is similar to journey builder in that it can be omni-channel (email, social, mobile, etc.), but differs in that it reacts to real-time behaviors of consumers in those channels. What is next best action in Salesforce Interaction Studio? The Next Best Action panel in Interaction Studio provides agents with various best actions to suggest to a customer. Create a Salesforce-specific Touchpoint. Create an Interaction Point. Even create an Optimization Point. What type of data does interaction studio capture? It collects and consolidates data from multiple touchpoints, including websites, mobile apps, social media, and offline interactions. Marketers can leverage this data to understand customer preferences, identify patterns, and create detailed customer profiles. How does Interaction Studio collect data? Interaction Studio collects data on several factors including time spent on site, actions, purchases, browsing history, and many others. This data can be used in creating Einstein “recipes” to create those meaningful experiences mentioned above based on customer profiles. Is Interaction Studio part of Marketing Cloud? Interaction Studio (Formerly Evergage) Interaction Studio enhances the power of Marketing Cloud with expanded real-time personalization. Companies use Interaction Studio to tailor interactions with customers and prospects to increase loyalty, engagement, and conversions. What are the different versions of interaction studio? Interaction Studio has two editions: Growth and Premium. Interaction Studio’s Growth Edition enables real-time website and email personalization for business-to-consumer (B2C) and business-to-business (B2B) companies. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

August 13, 2022in Salesforce Marketing Cloud, Salesforce Personalization

21May

Personalized Experiences in Healthcare

Customization plays a pivotal role in elevating engagement and fostering trust between healthcare providers and patients. By crafting personalized communications and experiences grounded in patient demographics, health status, and preferences, healthcare organizations can position themselves as reliable partners in their patients’ health journeys. The arrival of Salesforce Personalization brings a whole new set of tools to create engaging, personalized experiences in healthcare. Salesforce Health Cloud extends Service Cloud’s capabilities by allowing healthcare practitioners to form Care Teams composed of patients’ care community members. Primary care physicians, specialists, household caregivers, and anybody involved in a patient’s healthcare journey could make up this group. Personalized Healthcare Experiences with Salesforce 360-Degree Customer View An effective approach to achieve personalization involves leveraging data insights to access comprehensive audience information, optimize physician relationships, and enhance acquisition. Salesforce’s Health Cloud facilitates the connection of disparate systems, enabling healthcare providers to establish a 360-degree view of their patients and deliver more individualized care. Furthermore, marketing automation tools can efficiently deliver personalized communications to the physician community at scale. Tailoring journeys, employing omni-channel communication, and automating workflows emerge as effective strategies for personalizing the healthcare experience. Through the utilization of these methods, healthcare providers can enhance trust and customer retention, ultimately leading to improved health and business outcomes. In essence, personalization stands as a key tool for healthcare providers to cultivate trust and enhance patient outcomes. The ideal digitally supported personalized patient experience includes: Patients’ care needs are clearly identified based on their demographic, clinical, and psychosocial data as well as past behaviors, so that they are matched with the right set of services. Connect everyone in the ecosystem around the patient to increase efficiencies. Surface insights by integrating data silos across R&D, manufacturing, and supply chain to deliver therapies. Create, scale, and track therapy-specific support programs with personalized experiences and real-time analytics. Research shows that personalized care does indeed improve patient experience and outcomes. The same study showed that as much as one-third of high-cost unplanned follow-up care was preventable. What is personalization in healthcare? A personalized approach requires a dynamic customization of care that is specifically relevant to the individual, based on factors such as medical conditions, genome, needs, values, and circumstances. Today’s most innovative providers personalize every facet of patient care at every stage of the wellness journey. Here’s how you can deliver personalized experiences that are secure, compliant, agile, and interoperable — for every moment that matters. Get patients on therapy faster. Raise trial awareness and create trusted relationships through personalized interactions. Collaborate to improve outcomes. Connect teams to improve productivity and efficiency as you ensure compliance with trusted and advanced integrations. Make data-driven improvements and drive cross-team efficiencies. Find new opportunities to make program improvements with valuable patient and healthcare provider insights. Book coordinated appointments easily. Built-in lead times and site capacity information let you schedule apheresis, manufacturing entry, and infusion appointments smoothly. Reschedule full appointment chains effortlessly. Respond to adjustments in manufacturing turnaround times and the patient’s availability to keep development and administration progressing. Configure multiple therapies on one flexible platform. Allow multiple organizations to configure, deliver, and scale various therapies, while maintaining regulatory compliance. Contact Tectonic today to discover how Salesforce can improve your personalized experiences in health care and life sciences. 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 21, 2022in Life Sciences Cloud, Salesforce Health and Life Sciences Solutions, Salesforce Health Cloud, Salesforce Personalization

07Apr

Improved Engagement with Salesforce Personalization

Salesforce Personalization: Transforming Engagement into Personal Connections. Gain improved engagement with Salesforce Personalization. In the current business environment, customers demand personalized experiences across various channels. They are seeking to be recognized and valued by the brands they choose. The absence of such tailored interactions can lead customers to opt for competitors who fulfill this expectation. Enter Salesforce Personalization to the rescue. Salesforce Personalization is a dynamic tool designed to enable companies to craft personalized experiences for their customers. By employing AI-driven automation, this solution caters to billions of individuals globally. By making each recipient feel valued and significant. And by capturing individual insights and delivering optimized experiences. Salesforce Personalization is instrumental in boosting conversion rates, enhancing engagement, and nurturing brand loyalty. How Salesforce Personalization Improves Engagement To comprehend how Salesforce Personalization operates, it’s essential to first define marketing ROI (Return on Investment). This metric gauges the effectiveness of a company’s marketing endeavors comparing the revenue generated against the campaign’s operational costs. Calculating marketing ROI empowers companies to identify the most successful campaigns and allocate resources accordingly. Salesforce Personalization initiates its process by capturing individual insights through comprehensive behavioral tracking, data aggregation, and affinity modeling. These insights are then processed by marketer-friendly, customizable algorithms that make real-time decisions in less than 30 milliseconds, ensuring relevance at a 1-to-1 level in every interaction. With Salesforce Personalization, companies gain the ability to synchronize engagement across all channels. Information gathered about a customer’s interactions on one channel can be utilized to enhance their experiences on the same channel or any other. This seamless integration results in a personalized customer experience, regardless of the current engagement channel. Furthermore, Salesforce Personalization empowers companies to conduct tests and analyses of experiences. With continuous A/B testing, reporting, and analysis, companies can optimize personalization campaigns and customer engagement strategies. This iterative process allows you to enhance your marketing ROI continually and deliver increasingly personalized experiences to their customers. Get improved engagement with Salesforce Personalization. Salesforce Personalization is as a targeted tool for companies to elevate conversion rates, amplify engagement, and cultivate customer loyalty. By capturing individual insights and delivering optimized experiences, it establishes a seamless, personalized journey for customers across all channels. With ongoing optimization and analysis, companies can refine their marketing ROI, delivering ever more personalized experiences. Connect with Tectonic today to explore how Salesforce Personalization can elevate engagement with your customers, community, constituents, patients, or anyone you communicate with. Like 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 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 Advantages of a Cloud Managed Service Provider Considering outsourcing your IT management to a cloud managed service provider? Here are several benefits of opting for a cloud Read more Best CPQ for Salesforce Many businesses, once they select the best Salesforce CPQ tool for their business, turn to an implementation partner like Tectonic Read more

April 7, 2022in Salesforce Managed Services, Salesforce Personalization

06Apr

Getting Started with Salesforce Personalization Interaction Studio Projects

Interaction Studio (now known as Salesforce Marketing Cloud Personalization) is one of the powerful personalization tools included in Salesforce Marketing Cloud. Getting started with Salesforce Personalization Interaction Studio projects joins CRM, web, and data together. Getting Started with Salesforce Personalization Interaction Studio Projects By getting started with Marketing Cloud Personalization (formerly known as Interaction Studio) projects involves assembling either a project team that includes members from marketing, CRM, web, and data analytics teams, or augmenting with a Salesforce implementation partner. Before implementing Salesforce Personalization efficiently, it’s crucial to understand your website layout. Identify all data collection points, and integrate relevant assets into Interaction Studio. Establishing goals, determining key performance indicators (KPIs), creating a customer journey map. By developing content fulfills these essential steps in the process. Salesforce Personalization, integrated with Marketing Cloud, enhances customer data, and audience segmentation. Improving engagement by offering real-time cross-channel personalization and machine learning capabilities. This empowers businesses to deliver more relevant experiences throughout the entire customer journey, from interaction moments to long-term engagement. Salesforce CDP is a robust customer data platform, focusing on data collection and activation, while Salesforce Marketing Cloud Personalization acts as the activation orchestrator across touchpoints. By connecting data from various sources such as web activity, app activity, and customer service interactions, Interaction Studio provides marketers with enhanced customer insight for more targeted engagement. Salesforce Personalization Part of Salesforce Marketing Cloud, Personalisation benefits from native connectivity with the Salesforce platform. This enables real-time communication and event triggering across marketing, sales, and service departments. The importance of personalization in marketing has grown, 71% of consumers expecting personalized interactions. Salesforce Marketing Cloud Personalization, formerly Interaction Studio, addresses this need by enabling companies to deliver contextually relevant experiences across channels in real-time. Marketing Cloud Personalization allows marketers to automate AI-driven customer journeys, create personalized web experiences, and connect journeys. All across channels making real-time offers that drive conversions. This tool responds to real-time consumer behavior, providing a dynamic and tailored approach to engagement. Marketers using Marketing Cloud Personalization gain a cloud-based engagement layer that works seamlessly with existing systems, breaking down silos for a comprehensive view. A 360 degree view of each customer. The platform’s features impact various aspects of business. From increasing conversions and onboarding customers to improving call resolution and customer retention. Getting started with Marketing Cloud Personalization involves a strategic approach, with a recommended well planned progression. Steps include discovery to identify marketing goals, implementation to configure the tool, and future planning to accomplish upcoming marketing goals. Digital Transformation Digital transformation solutions providers, offer support for implementing Marketing Cloud Personalization, tailoring solutions to meet current and future needs. Their approach focuses on driving personalization at scale with continuous value from the Salesforce platform. In a separate discussion, personalization is emphasized as a crucial aspect of marketing, with Salesforce Interaction Studio playing a pivotal role. Interaction Studio, also known as Salesforce Marketing Personalization, is a tool within Salesforce Marketing Cloud that facilitates real-time interaction management and personalization of services. Salesforce Interaction Studio enables dynamic modifications to marketing content based on prospects’ or customers’ actions, preferences, and browsing activities. It supports personalized experiences across multiple platforms. Like email, web, social media, and mobile, fostering engagement at the right place and time. Reasons to implement Salesforce Interaction Studio include personalized customer experiences, personalized emails as they are opened, robust analytics for data-driven insights, integrations with other Salesforce products, and the ability to build healthy customer relations. The platform’s real-time analytics and integrations contribute to more efficient business processes. Thus making it a valuable tool for marketers aiming to create meaningful experiences for their customers. 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

April 6, 2022in Salesforce Marketing Cloud, Salesforce Personalization

09Aug

Salesforce Personalization Studio User Segments

Utilizing User Segments in Campaigns: Strategies and Applications. Personalization Studio user segments are key to success. Salesforce Personalization Studio was formerly known as Interaction Studio. Personalize Campaigns Tailor campaigns by targeting specific segments with personalized content. For instance, display an introductory video to first-time users, enhancing their initial experience without repetitive content upon subsequent visits. Set Goals and Filters Define campaign goals by using segments to specify desired user actions. For example, establish a goal for first-time users who watch an introductory video or to connect with an advisor by completing a short web form. Utilize segments to set both campaign-specific and global goals. Filter Statistics Employ segments to filter campaign statistics, providing insights into how diverse user groups react to campaigns. This enables a more nuanced understanding of user engagement and campaign performance. Analyze Trends and Engagement Analyze trends within specific segments, view individual user or account details, and compare data across multiple segments. Leverage tools like Segment Compare to identify differences in key metrics and behaviors, gaining a comprehensive understanding of user engagement within various segments. Analyze Member Details Explore Unified Customer Profiles for each segment user, delving into specific details about their behavioral data. This allows for a more in-depth analysis of user attributes and interactions. Import or Export Segment Membership Efficiently manage segment data by sorting and exporting information, including defined segment rules. Synchronize segments with your CRM to incorporate comprehensive data captured by the Personalization system about leads, contacts, or accounts. Campaign Qualification Utilize segments to qualify users for specific campaigns based on predefined criteria. For instance, display a campaign exclusively to users who have read three blog articles in a day, employing a campaign-wide rule for seamless qualification. You can use segments to show a campaign to a specific subset of users based on the criteria you set. Experience Qualification Assess the effectiveness of campaign experiences through methods like A/B testing or rule-based testing. This allows for a comparison of various experiences against each other and against a control group, providing insights into the most effective campaign variations. Retail Examples Explore segment strategies tailored for retail businesses, including addressing cart abandonment, implementing upsell campaigns, identifying high-value customers, personalizing campaigns based on user preferences, and targeting users for lead generation. Travel Examples Discover segment applications for the travel industry, such as personalizing campaigns based on user actions, targeting users by location, grouping subscribers for personalized communication, identifying upsell opportunities, and analyzing user behavior based on content interactions. Customer Success Uncover ways to leverage segments for customer success, including targeting users based on their first login, monitoring login frequency, identifying new feature usage, analyzing feature-specific engagement, tracking subscription changes, and identifying users who unsubscribe. Demand Generation Explore segment strategies for demand generation, including engaging users with blogs, targeting email subscribers, analyzing content engagement, identifying users with favorite products, engaging with demos, and targeting users participating in free trials or logging in frequently. These diverse applications showcase the versatility of segments in enhancing campaign effectiveness across various industries and user scenarios. Segment Categories and Rules Marketing Cloud Personalization provides various categories and accompanying rules for use with segments. When a user interacts with one of your channels, the Personalization system identifies the segments they belong to based on real-time session activity. Because segment updates happen in real time, membership changes occur immediately. RULE DESCRIPTION Lifecycle State Whether the user is at the specified subscription level Time Since Lifecycle Transition Whether the user transitions from the specified subscription level to another specified subscription level during a defined time period, and stays in that state Visits Using this category, you can create segments based on a user’s visit data. RULE DESCRIPTION Visit Count Whether the user visits a specified number of times during a defined time period Anonymous User Whether the user is anonymous Originating Referrer Whether the user’s originating referrer URL, medium, source name, search terms, domain, or subdomain meets the specified criteria, For medium, Marketing Cloud Personalization identifies the medium by parsing the URL of the originating referrer and comparing its domain, and any available parameters, to identified medium providers. When Personalization finds a match, it’s categorized into one of the supported mediums. See Originating Referrer Domain to Medium Mapping for a list of originating referrer domains categorized to their respective medium. Time Since First Visit Whether the user visits for the first time during a defined time period Visit Source Whether the user visits from a mobile device or from the web at least one time during a defined time periodThis option is available only if there’s a mobile app connected to the Personalization system. Visit Recency Whether the user visits within the past specified number of days Visit Duration Whether the user visits for more than a specified number of seconds, minutes, or hours during a defined time period Location Using this category, you can create segments based on a user’s location. RULE DESCRIPTION In Whether the user’s ZIP code (US only), city, metro, state/region, or country is known or part of the defined list Company Whether the user’s company is known, is equal to, or contains one or more specified organization names. Start typing to see options. This rule is available only if you have B2B Detect ISP Whether the user’s ISP is known or contains one of the specified ISP names Near Whether the user’s ZIP code (US only), city, or latitude-longitude is within a specified number of miles of the specified ZIP code, city, or latitude-longitude Industry Whether the user’s industry is known or is one of the specified industries. To see options, start typing. This rule is available only if you have B2B Detect Metrics Using this category, you can create segments for certain metrics based on information that you provide during your implementation. RULE DESCRIPTION Engagement Whether the user’s engagement score meets the defined criteria and percentage Ordered Funnel Status Whether the selected funnel status is at, before, or after the specified funnel step Text Attribute Whether the selected

August 9, 2021in Marketing Automation, Salesforce Hospitality Travel and Transportation, Salesforce Personalization

23Jul

Targeting Key Accounts with Dynamic Content

Acquiring and maintaining precise data is critical for providing a personalized experience to your target accounts via dynamic content. Using dynamic content to target key accounts, focuses your message. Utilizing lead capture forms enables you to collect essential information, allowing a deeper understanding of your buyers and the creation of tailored experiences based on their interests and behaviors. Progressive profiling in forms allows you to capture more and more data with every interaction without repetitively asking questions about name and email address. Ensure your top accounts always see content, images, and CTAs that appeal to them by creating email templates with dynamic sections that changes as their profiles change. Dynamic content for key accounts is content that displays in a content area according to the rules that you define based on the subscriber’s attributes or data extension column values. By using dynamic content, you can ensure that a more-tailored message is reaching your targeted audience. To capture the most relevant data, focus on the following key data points: In account-based marketing, personalization is key. By tailoring your messages and content to fit your target accounts’ specific needs and interests, you can significantly increase the likelihood of conversion. There are a number of ways to personalize your account-based marketing efforts, but some of the most effective include segmenting your audience, tailoring your content, and using dynamic content. Once you’ve collected the necessary data, implement it effectively. Here are some ways to use your data for personalized engagements: For a personalized web experience, consider these ideas: By capturing and leveraging the right data, you enhance the personalized experience for your target accounts, resulting in increased engagement and higher conversion rates. 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

July 23, 2021in Marketing Automation, Salesforce Personalization

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. A customer journey map is a visual representation of the customer’s experience with a company, from their first interaction to their ongoing relationship. It helps businesses understand how customers interact with their brand, and can help with predicting behavior, anticipating needs, and responding effectively. Here are some steps to consider for creating a customer journey map: The customer journey typically has five stages: awareness, consideration, decision, retention, and advocacy. Companies can use the 5 A’s framework to guide customers through each stage: awareness, attraction, action, affinity, and advocacy. 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. Content updated December 2024. 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 Data, 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

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