a/b Split Testing

24Sep

Introducing Marketing Cloud Advanced

Salesforce has unveiled a series of innovations in its Marketing Cloud, (Introducing Marketing Cloud Advanced) designed to empower businesses with AI-driven tools and enhanced data capabilities to elevate customer engagement. These new features aim to deepen customer relationships, improve team productivity, and boost operational efficiency. Introducing Marketing Cloud Advanced One of the standout innovations is Marketing Cloud Advanced, an upcoming edition that integrates advanced automation and AI. This edition is designed to connect marketing journeys with sales, service, and commerce workflows, offering a more personalized experience across multiple customer touchpoints. Additionally, the introduction of Agentforce for Marketing will bring generative and predictive AI into the marketing realm, helping marketers create comprehensive, end-to-end campaign experiences. Steve Hammond, Executive Vice President and General Manager of Marketing Cloud at Salesforce, commented: “Today’s most successful marketers engage customers on their terms and act as value multipliers across the entire customer experience—whether helping sales or service have more personalized conversations or re-engaging inactive customers. Built on Data Cloud, Marketing Cloud is the only solution that unifies data across every department and moment in the customer lifecycle, powered by Agentforce Agents and automation, driving growth, loyalty, and optimizing ROI.” Agentforce for Marketing introduces several capabilities that streamline marketing processes. Marketers can now plan, launch, and optimize campaigns with ease. Agentforce allows marketers to set campaign goals and brand guidelines, after which the AI generates campaign briefs, identifies target audience segments, and drafts initial emails and landing pages. The system continuously monitors performance and provides data-driven optimization suggestions based on key performance indicators (KPIs). A key addition is Einstein Marketing Intelligence (EMI), which helps marketers manage and optimize cross-channel campaign performance. EMI automates the process of data preparation, enrichment, harmonization, and visualization, enabling marketers to measure campaign effectiveness and make informed decisions to improve return on investment. Furthermore, Salesforce introduced Einstein Personalization, an AI-powered decision engine that delivers tailored customer experiences. This tool allows sales, service, and commerce teams to engage customers in real time based on live interactions and data. Using Flow’s A/B split testing feature, marketers can select dynamic email content for different audience segments and track performance to adjust strategies effectively. Sarah Lukins, General Manager of Digital at Fisher & Paykel Appliances, praised the new functionality: “Salesforce enables us to seamlessly access all of our marketing, commerce, service, sales, and external data in one place and leverage AI for more targeted audience engagement. We can now deliver more relevant and consistent personalized experiences across email, ads, web, social, and service engagements.” The Marketing Cloud Advanced Edition will roll out to customers in North America, Europe, and Latin America, while Agentforce Personalization is expected to become generally available by next summer. Additional releases include expanded Einstein multi-language support and unified SMS conversation capabilities. These innovations are part of Salesforce’s ongoing efforts to equip marketers with unified and actionable data, enhancing the performance of marketing teams and fostering deeper integration across organizations. Through AI and automation, Salesforce is helping businesses deliver more personalized, connected, and seamless customer experiences. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

September 24, 2024in Data, Salesforce Marketing Cloud

28Jul

Leeds and Other Heatmap Solutions

With over 80% of people shopping online – and the numbers are bound to rise – it’s important to know how your would-be customers behave on your website: where they click, how they scroll, and what motivates them to take specific actions. Heatmap analytics does it, allowing you to dominate CRO and UX through effective behavior data interpretation. This insight will look at Leeds and Other Heatmap Solutions. Powered by heatmap software and heatmap tools, heatmap analytics can help you convert customers at scale by optimizing their on-site and mobile experience. Make no mistake: the quality of user behavior tracking can make a difference between a closed sale and a bounce. Leads Heatmap Software is an innovative tool that transforms complex lead data into easy-to-understand, color-coded heatmaps within Salesforce CRM. This solution uses advanced data visualization techniques, enabling users to quickly identify high-potential leads. Interactive Heatmaps Leverage dynamic, real-time heatmaps to visualize lead density and quality, making it easier to pinpoint high-potential areas. Real-Time Updates Stay up-to-date with the latest information as heatmaps automatically refresh with new leads or changes to existing data, ensuring you always have the most current view. Enhanced Analytics Dive deeper into lead behavior and trends with comprehensive analytics tools that provide detailed reports and predictive insights. Detailed Lead Profiles Access in-depth lead profiles directly from the heatmap, including contact details, engagement history, and quick shortcuts for a complete view of each lead. Online Chat Integration Interact with leads instantly using integrated online chat, facilitating immediate and personalized communication. All website pages have a purpose, whether that purpose is to drive further clicks, qualify visitors, provide a solution, or even a mix of all of those things. Heatmaps and recorded user sessions allow you to see if your page is serving that purpose or going against it. What Is a Heatmap? Generally speaking, heatmaps are graphical representations of data that highlight value with color. On a website heatmap, the most popular areas are showcased in red (hot) and the least popular are in blue (cold). The colors range on a scale from red to blue. Heatmaps are an excellent method of collecting user behavior data and converting it into a deep analysis of how visitors engage with your website pages. It can analyze: That information will help you identify user trends and key into what should be optimized to up engagement. Setting up website heatmapping software is a great start to refining your website design process and understanding your users. When to Use Heatmaps The truth is that heatmaps can actually be invaluable when testing and optimizing user experiences and conversion opportunities. There are many times you should be using them. Redesigning Your Website Updating, or even upgrading, your website isn’t just a task on your to do list. Careful thought, attention, and creativity should be put into the revamp if you want it to be worth the time and resources. Heatmaps can help with studying your current design to identify what your visitors are engaging with and what they’re ignoring. You’ll be tapped into what makes your visitors tick so that you can build a site meant specifically for your unique audience. Analyzing Webpage Conversions Trying to figure out why certain pages aren’t converting the way you thought they would? Use a heatmap. You’ll be able to identify exactly what’s attracting attention and deduce why. The same goes for buttons and pages that are showing a higher rate of conversion than anticipated. By keying into the design, copy, and other elements that are working for you, you’ll know exactly how to optimize your under-performing webpages. Testing New Updates As your business grows and you develop new ideas, naturally you’ll want to test them. A/B testing allows you to measure and analyze visitor response to a project or design, but you can take it a step further with heatmapping. Leverage the data graph by examining exactly what captures your visitors’ attention. At the end of the testing period, you may be able to pull designs or elements that received high levels of engagement from the page that didn’t perform as well into the successful one. How To Analyze Visually Using the color-coded visualizations, you can read your webpage for engagement levels and attention “hot spots.” Where the map reads red, that’s where visitors are showing the highest points of interactivity. Blue reflects low numbers. You can spot design issues or opportunities to move buttons, forms, and the like with a visual read. Data Points Reviewing raw data tables will give you more specific insights into your page’s performance. You can examine HTML elements and pixel locations of clicks to really understand what’s drawing people in. You can even filter your clicks and views in order of popularity with certain software. This takes the guessing out of your redesign and testing efforts. Tableau has instant, real-time reporting in place for users looking for actionable insights. With smart dashboards and a drag and drop interface, navigating the product is easy. Their cloud storage means omni-channel data access from anywhere. You can perform ad hoc analyses whenever it’s convenient for you. You can also share your reports with anyone to boost business impact. With built in A/B testing and consolidated heatmaps, Freshmarketer puts in the extra effort to plot out visitor interactions. Recorded in real time, you can analyze heatmaps based by device, which the software automatically detects. Offering scrollmaps and click maps, Freshmarketer strives to “go beyond traditional heatmaps.” Looker offers similar services to the other software options listed, but they also supply a unique security management feature to protect your data. Also partnered with Google Cloud, you’ll have access to reporting from anywhere in the world. Primarily a data analysis solution, you’ll have access to other data intelligence and visualization features as well. Hotjar is one of the most popular website analytics software suites, offering free heatmaps for desktop, mobile, and tablet within its basic subscription plan. You can create heatmaps and synergize them with other free features like user session recordings, surveys, and

July 28, 2024in Google Analytics

19Jul

Lead Generation 101

Lead Generation 101 In today’s world, where people are bombarded with countless messages and offers daily, marketers need to find effective ways to capture attention and generate genuine interest in their products and services. According to the State of the Connected Customer report, customer preferences and expectations are the top influences on digital strategy for Chief Marketing Officers (CMOs). The ultimate goal of lead generation is to build interest over time that leads to successful sales. Here’s a comprehensive guide to understanding lead generation, the role of artificial intelligence (AI), and the steps you need to take to effectively find and nurture leads. What is Lead Generation? Lead generation is the process of creating interest in a product or service and converting that interest into a sale. By focusing on the most promising prospects, lead generation enhances the efficiency of the sales cycle, leading to better customer acquisition and higher conversion rates. Leads are typically categorized into three types: The lead generation process starts with creating awareness and interest. This can be achieved by publishing educational blog posts, engaging users on social media, and capturing leads through sign-ups for email newsletters or “gated” content such as webinars, virtual events, live chats, whitepapers, or ebooks. Once you have leads, you can use their contact information to engage them with personalized communication and targeted promotions. Effective Lead Generation Strategies To successfully move prospects from interest to buyers, focus on the following strategies: How Lead Qualification and Nurturing Work To effectively evaluate and nurture leads, consider the following: Methods for Nurturing Leads Once you’ve established your lead scoring and grading, consider these nurturing methods: Current Trends in Lead Generation AI is increasingly influencing lead generation by offering advanced tools and strategies: Measuring Success in Lead Generation To evaluate the effectiveness of your lead generation efforts, track the following key metrics: Best Practices for Lead Generation To optimize lead generation efforts and build strong customer relationships, follow these best practices: Effective lead generation is essential for building trust and fostering meaningful customer relationships. By implementing these strategies and best practices, you can enhance your lead generation efforts and drive better business results. 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 19, 2024in Marketing Automation

25May

Einstein Content Testing

Einstein Content Testing Overview Einstein Content Testing allows you to optimize engagement by testing images quickly. For more advanced targeting and personalized content, consider using Einstein Content Selection, which includes features like fatigue rules and user preference-based content targeting. Availability This feature is available in Professional, Corporate, and Enterprise Editions of Marketing Cloud Engagement. Usage and Consumption Content Testing uses Einstein Content Selection Impressions, a type of super message. Since images are selected in real time, these super messages are only consumed when an email is opened. For more details, refer to the Multipliers for Marketing Cloud Engagement and Marketing Cloud Engagement Data Usage Types. Testing Methods Creating and Managing Tests Viewing Performance Use the results from your content tests to enhance subscriber engagement by analyzing metrics like click and open rates, helping to refine your messaging strategies. 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 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 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

May 25, 2024in Marketing Automation, Salesforce Einstein, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

12Mar

Announcing Marketing Cloud Engagement

Rebranding initiatives are a powerful tool for companies to continuously enhance their products, showcasing a commitment to ongoing innovation and improvement. Salesforce, a leader in this arena, has recently undergone a significant transformation, particularly with the rebranding of its Marketing Cloud to Marketing Cloud Engagement. Understanding these changes is crucial for businesses, and Tectonic, as a trusted expert, is here to provide insights. With many of their products being like ‘the artist formerly known as’ it can be hard to keep them all straight. These transformations can be abrupt for users who have deeply integrated entire platforms into their mission-critical operations. Announcing Marketing Cloud Engagement. Formerly Salesforce Marketing Cloud. Most of us are still trying to quit calling Marketing Cloud Account Engagement Pardot. Pardot and Marketing Cloud have been two leading Salesforce marketing automation tools since 2013. By 2022, more than 37,000 companies had integrated Pardot with Salesforce, and over 22,000 businesses had used or were using Marketing Cloud, according to statistics from Infoclutch.com and Enlyft.com. With the recent rebranding of Salesforce Marketing Cloud, Salesforce aims to support organizations utilizing Salesforce by offering insights. Our experts at Tectonic are here to help. Tectonic’s goal is to help you comprehend the implications of these changes for your company. Whether your organization operates in the public sector, hospitality, transportation, health, life sciences, financial services, or the nonprofit sector, comprehending the distinctions between Marketing Cloud and Marketing Cloud Account Engagement (formerly Pardot) is essential for making informed decisions that align with your goals. Marketing Cloud Engagement Build relationships with engagement marketing tools, powered by AI. Einstein AI partnered with Marketing Cloud Engagement enable you to do more, smarter, and faster. Activate your data in real-time to deliver personalized campaigns and engagement at scale and increase your customer lifetime value. Let’s address key questions about the Salesforce Marketing Cloud name change: For organizations aiming to optimize engagement efforts, a thorough understanding of these products is necessary to maximize investments and enhance customer and constituent impact. Whether your company has a long history with Salesforce or recently adopted it, the answers to these questions will aid your organization in maximizing the potential of your CRM. Announcing Marketing Cloud Engagement Marketing Cloud Engagement (formerly known as Marketing Cloud) is a business-to-consumer (B2C) marketing automation platform with multiple modules, providing a unified interface. This enables organizations to streamline, target, and personalize messages to stakeholders, members, and other audiences, ensuring maximum return on investment. Companies seeking personalized communication and community experiences should consider Marketing Cloud Engagement. It provides built-in tools like email templates, driven by AI-powered Einstein, to deliver personalized campaigns at scale. Real-time data activation enhances engagement, and its modular structure allows for tailored solutions. Tailored for marketing campaigns dealing with large data volumes, Marketing Cloud has a robust product architecture situated on its own platform, distinct from the core Salesforce infrastructure. It employs connectors like Marketing Cloud Connect for integration. The module structure sets Marketing Cloud apart, with Studios managing content and marketing channels (e.g., Web Studio, Mobile Studio) and Builders overseeing data and campaign automation (Content Builder, Audience Builder, Contact Builder). These modules collaborate across marketing channels for various applications such as email marketing, SMS, push notifications, targeted online advertising, data management, customer journeys, and more. How can you use Marketing Cloud? Companies looking to personalize campaign communication and community experiences should consider Marketing Cloud Engagement, possibly with Salesforce Experience Cloud. Reporting functionalities offer visualizations consolidating performance data from various marketing channels, allowing teams to assess campaign success and adjust strategies based on results. Quick ways to determine if Marketing Cloud Engagement is suitable for your team include valuing personalization, having shorter decision-making cycles, dealing with large amounts of data from multiple sources, needing to segment contacts outside the core Salesforce platform, and having the resources for in-house training or hiring a Marketing Cloud consultant. Budget considerations are also vital, as Marketing Cloud comes with a higher price tag and additional training costs. Bring It All Together? Have you ever wondered why sales and marketing teams combine Salesforce Marketing Cloud Engagement and Account Engagement (formerly Pardot), with Sales Cloud to reach their goals? Thinking about how these platforms can work together likely makes your head spin like a twister in Kansas. But, combined the suite makes for a sweet sales and marketing tool box. How Salesforce Marketing Automation Can Help Your Business? Salesforce marketing automation enhances campaign management and operational efficiency across various channels, offering: Effective implementation of marketing automation can significantly increase lead conversion rates, with 77% of businesses reporting growth after adoption. It also enables staff to automate routine tasks, reduces errors, and supports business expansion and adaptability. What is Marketing Cloud Account Engagement (formerly Pardot)? Marketing Cloud Account Engagement (MCAE) integrates closely with your CRM, operating partially on the core Salesforce infrastructure and partially on its infrastructure. Ideal for business-to-business (B2B) scenarios and “considered purchases,” MCAE excels in longer sales cycles and outreach campaigns. It offers functionalities like prospect behavior monitoring, Salesforce object connection, lead generation, email nurture campaigns, content and webinar marketing, and account-based marketing (ABM). MCAE excels in business-to-business (B2B) scenarios and “considered purchases” involving more decision-makers and longer sales cycles. MCAE simplifies marketing strategies by automatically pulling CRM data for personalized experiences. It fosters cross-departmental collaboration, qualifies leads, automates campaigns, transforms user behavior data into actionable insights, and utilizes AI for prospect identification. Why did Pardot’s name change? Salesforce rebranded to streamline the software purchasing process for customers, aiming for a more consistent experience. This initiative addresses gaps in customer knowledge about their products. Is Marketing Cloud Account Engagement part of Marketing Cloud? While the rebrand unifies Marketing Cloud and Marketing Cloud Account Engagement under the same product suite, MCAE retains an intentionally independent product architecture. This differentiation extends beyond functionality and involves deliberate architecture decisions in resource locations and infrastructure designs. MCAE focuses on unifying sales and marketing and sources less data than Marketing Cloud Engagement. Consequently, MCAE can exist partially on its architecture and partially on

March 12, 2024in Google Analytics, Life Sciences Cloud, Salesforce, Salesforce Marketing Cloud

Salesforce CRM for AI driven transformation

29Feb

AI’s Impact on Email Marketing

On February 27, 2024, Salesforce queried a group of Trailblazers regarding AI’s impact on Email Marketing by Guilda Hilaire. Sharing the thoughts in this insight. Salesforce asked marketers in the Trailblazer Community for their predictions on generative AI in email marketing, how they plan to use it, and more. AI’s Impact on Email Marketing. It’s not a stretch to say generative AI in email marketing is a big-time topic. You’ve probably heard something about how the tool is transforming the field: “Say hello to generative AI, the game-changing technology redefining how brands connect with their audiences through email campaigns.” But what do marketers want to know about generative AI and email marketing? Salesforce asked the best and coolest experts we know: our Marketing Trailblazer Community. They shared how they plan to use generative AI for email marketing and the impact they believe the technology will have on efficiency and effectiveness, job security, and more. How will generative AI impact email marketing in the next 2-5 years? “Increased productivity and saving time are the two major values of generative AI. In the next two to five years, generative AI will help create content quickly — in the form of text, video, and images. It can also create multiple variations of this content and speed up A/B testing to target different customer groups. Email marketing is most impactful when we can deliver 1-on-1 personalized messages.” Buyan Thyagarajan, Principal, Eigen X Time savings and productivity aren’t the only things AI will impact. “In the next two to five years, the tool will help businesses make better decisions for their email marketing campaigns. I believe most of the campaign process, from lead generation to final customer message, will be led by generative AI.” Lumbet Bitini, Senior Marketing Cloud Consultant, Merkle DACH “I think generative AI is already having an impact on the ability to create content for A/B testing. In the next 2-5 years, I expect to see it go beyond generating first-draft copy and become a strategic tool for high-level campaign planning based on accumulated performance and industry data. But, there will always be a need for human creativity to cut through the noise.” Ed Gray, Delivery Team Manager & Marketing Practice Lead, Arkus, Inc. Generative AI increases both your reach and your breadth of content. “People who adapt and adopt generative AI can create content on many more topics. Even if the tool isn’t being used verbatim, the current versions do a good job. It can increase personalization at scale, improve engagement, reduce costs, and improve ROI. However, there could be consequences too if we aren’t careful. The fundamentals of email marketing may be less understood as we start to skip the sweat, tears, and hard learnings.” Mike Creuzer, Pardot Partnerships & API Integrations Lead, Sercante Are you already using generative AI? If so, how? Can you share some examples? “My A/B testing improved 10x using generative AI in my email marketing. Instead of testing only subject lines, I can also test user behavior, allowing me to be more strategic with every send. Along with content, I also use AI in the design process. It helps me select images and colors that best resonate with my target audience. Finally, AI also optimizes my send time, ensuring these audiences receive my messages at the time they are most likely to open.” Taylor Baker, Marketing Consultant/Owner, Resilient Innovation “I’ve used generative AI as an assistant, not as a copywriter. In practice, I use it to outline the message I want to write — then I add my personal touch to the content. It’s a great way to get a “second opinion” and ensure all key angles are covered. For example, I recently wrote an article about building a MarTech stack. I asked ChatGPT to give me a list of subcategories and their definitions. This gave me a good wireframe to write my content. I see this as an opportunity to drive marketers toward more empathetic and thoughtful content. In this sense, generative AI can help us be more efficient and drive us to become better at what we do.” Timo Kovala, Managing Marketing Architect, Capgemini Finland Whether using it or testing it or evaluating it, AI is in the email marketing arena. “Right now, we’re testing it in the background as it is too early to adopt it into our daily processes officially. We are actively building up use cases, examples, and studies on it so we can fully embrace it in the future.” Greg Gifford, Director, DM Engineering, Merkle “Our team tested a few tools.” We used it to write subject lines for email nurture paths. The results were okay, but I’m sure they’ve improved since then. I will say it was helpful to have those suggestions to lean on. We have also done some test pilots with social media using some tone options.” Shonica Mitchell, Global Marketing Automation & Community Manager, BrightDrop How can this technology improve your job as an email marketer? “Generative AI could help me move faster, create more personalization, and push out more content. Today, this process is lengthy and requires multiple layers of approval. I could see a decrease in our turnaround time. Accuracy and trust are imperative for email marketing to realize its full potential. Marketers need to be able to rely on AI’s accuracy of data, information, and content and trust that there is no bias in the data or content being served up by the tool.” Shonica Mitchell, Global Marketing Automation & Community Manager, BrightDrop “Using detailed prompts generated by AI that include the appropriate data about the lead or customer I am trying to target can positively impact my KPIs — including higher open rates, improved click-through rates, and increased conversion rates. Email marketers can create more engaging and impactful campaigns, ultimately driving better results, fostering stronger relationships, and sharing personal impact with stakeholders.” Sadaf Sabet, Marketing Automation Specialist, Gallagher What needs to happen for generative AI to achieve its full potential in email marketing? What still

February 29, 2024in Salesforce Einstein, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

01Feb

Improving Customer Experiences (CX)

In 2024, maintaining competitiveness requires businesses to prioritize personalization and agility within their customer experience (CX) strategy. Here are strategies for improving customer experiences with programs from Tectonic: By focusing on these key areas, organizations can navigate the continually evolving CX landscape and deliver exceptional customer experiences. Tectonic is ready to collaborate, customizing your Salesforce tools to create remarkable customer experiences. You might want to learn more about Salesforce Marketing Cloud Personalization. This Salesforce tool improves customer experiences using data and automation. 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 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 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 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

February 1, 2024in Salesforce Implementation Services, Salesforce Managed Services, Salesforce Personalization

09Oct

Small Business Email Marketing

Mastering Small Business Email Marketing: A Comprehensive Guide Content serves is still king in the link between your brand and its audience. Compelling emails not only foster trust but also inspire action among subscribers, prospects, and customers. Email remains the cornerstone of marketing for small businesses. In this insight we explore ways to leverage its full potential. Small businesses often enjoy a closer rapport with their clientele compared to larger enterprises. While this intimacy can cultivate customer loyalty, it also elevates customer expectations. This is precisely where email marketing for small businesses becomes an indispensable tool. According to Gartner research, 64% of consumers and B2B buyers express feeling overwhelmed by brand communications. For small businesses, this presents an opportunity to craft email marketing campaigns that genuinely resonate with customers. Avoid email fatigue. Send quality emails less frequently. Unlock the Power of Small Biz Email Marketing You don’t need a hefty budget or an extensive marketing team to uncover more leads, enhance engagement, and boost revenue. Discover how leveraging the right email technology can yield significant returns for your small business. So, how can you ensure that your email marketing efforts hit the mark for your target audience? Let’s dive into the details. Importance of Email Marketing for Small Businesses Establishing meaningful connections with your audience poses a challenge for any business, particularly those with modest budgets and staff sizes. Email marketing offers unparalleled versatility, amplifying your brand’s voice and delivering tangible results at minimal costs. When these communications are personalized and targeted they become conversations with trusted friends. With email marketing, you can establish direct connections with your customers without straining your budget and resources. Tailoring content ensures that each message resonates with the intended audience, allowing you to track results and refine your approach over time. Automation streamlines processes, freeing up valuable resources that small businesses rely on. Moreover, email marketing isn’t solely about driving sales; it’s about nurturing enduring relationships. For instance, imagine owning a high-end, rare bookstore. Your email newsletter can feature updates on the latest book arrivals and exclusive discounts for loyal customers. Segmenting your audience based on preferences enables you to tailor messages for enhanced relevance. As your subscriber base expands, so does your revenue. Engaged customers become advocates, organically expanding your reach. Through consistent email communication, you’re not merely selling books; you’re fostering a book community loyal to your brand. Key Strategies for Successful Email Marketing You don’t need a full-fledged marketing team or a substantial budget to attract and retain customers. Email marketing for small businesses relies on simple yet effective tactics for success. Build Your Email List:Focus on cultivating a targeted email list to ensure that your messages reach the right audience. Understand your audience’s preferences to foster engagement and loyalty. Develop a Compelling Content Strategy:Craft compelling content that builds trust and encourages action. Tailor your emails to address customer needs and interests, offering valuable resources and exclusive promotions. Maintain Deliverability:Ensure that your emails reach their intended recipients by adhering to deliverability best practices. Maintain a clean subscriber list, avoid spam-triggering content, and utilize authentication protocols. Metrics for Measuring Email Marketing Success Effective email marketing hinges on tracking key metrics to gauge performance accurately. Here are the essential KPIs to monitor: Click-Through Rates (CTR): Measure the effectiveness of your email content by tracking the percentage of recipients who click on your links.Engagement Rates: Assess customer engagement levels to determine the resonance of your content and messaging.Subscription Growth: Monitor the growth of your subscriber base to gauge the effectiveness of your acquisition strategies.Conversions: Track the number of recipients who take desired actions, such as making a purchase or signing up for a service. Personalization and Segmentation in Email Marketing Personalization and segmentation play pivotal roles in small business email marketing, enabling tailored communication and enhanced customer engagement. Personalization entails customizing content for individual subscribers to convey value and foster a sense of connection. Segmentation involves categorizing your audience based on various characteristics or preferences to deliver more targeted messaging. For instance, a local pizza shop can leverage data and AI to recommend personalized pie options for customers, fostering a unique pizza eating journey. Email drips automate sequences of emails tailored to each subscriber’s preferences, nurturing relationships and encouraging action. Segmentation allows businesses to categorize customers into groups based on behavior or preferences, enabling targeted promotions and tailored support. Machine learning algorithms enhance segmentation by identifying nuanced segments within the audience, leading to more personalized communication. Harnessing AI for Email Marketing Generative and predictive AI offer significant advantages for small businesses seeking to streamline their marketing efforts and drive growth. Generative AI revolutionizes content creation by producing dynamic and personalized email content at scale. Small business owners can leverage AI to craft compelling copy tailored to individual customer preferences, freeing up time for strategic planning. Predictive AI optimizes email send times by analyzing customer behavior and sending emails when recipients are most likely to engage. This proactive approach enhances email effectiveness and customer satisfaction. Best Practices for Small Business Email Marketing Small business email marketing thrives on fostering meaningful connections with customers. Here are some best practices to enhance engagement and drive results: Know Your Customers: Develop detailed customer personas to understand your audience better and tailor your messaging accordingly.Use Compelling Subject Lines: Craft clear and concise subject lines that convey value and encourage opens.Conduct A/B Testing: Experiment with different elements of your email campaigns to refine your approach and maximize effectiveness.Be Mobile-Friendly: Prioritize mobile-responsive design to ensure that your emails are accessible and compelling on all devices.Build Subscriptions: Incentivize sign-ups and offer exclusive content or discounts to encourage subscription growth. Common Mistakes to Avoid Despite following best practices, small businesses must steer clear of common pitfalls in email marketing: Overwhelming Subscribers: Avoid bombarding subscribers with daily email blasts, which can lead to opt-out rates and subscriber fatigue.Lack of Clarity: Ensure that your messaging is clear and avoids clever wordplay that may confuse recipients.Neglecting Mobile Optimization: Prioritize mobile responsiveness to maximize reach and

October 9, 2023in Salesforce Marketing Automation

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

10May

Keys to Writing Meaningful Email Content

By Tectonic’s Salesforce Marketing Consultant, Shannan Hearne Email marketing remains a powerful tool for businesses to engage with their prospects and customers. Writing meaningful email content takes time and practice. It’s essential to recognize that your recipients and subscribers face a constant barrage of emails. The challenge becomes making your email stand out in the inbox, prompt subscribers to open, read, and respond to your desired Call to Action. Here are proven methods to enhance the interest, effectiveness, and credibility of your emails: Stay Relevant: Set a Content Hierarchy: Tell a Story: Keep it Simple: Trim it Back and Clean it Up: Grab Their Attention: Include a Preheader: Save Time with AI: Drive Results with a Strong CTA: Test. Test. Test Again: By adhering to these email content tips, you can create emails that are engaging, effective, and eagerly anticipated by your readers. Whether focusing on relevance, storytelling, simplicity, or testing, these strategies will highlight the interest, effectiveness, and trustworthiness of your brand. Start crafting those emails and monitor their success. If you are struggling with the challenge of writing meaningful email content, Tectonic consultants can help. Contact us today. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more 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 10, 2023in Salesforce

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

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

18May

AB Split Testing

A/B testing, also known as split testing, is a method of randomized experimentation that involves presenting two or more versions of a variable (such as a web page or page element) simultaneously to different segments of website visitors. The primary objective is to determine which version has the most significant impact and positively influences key business metrics. Essentially, A/B testing eliminates guesswork from the process of website optimization, empowering experience optimizers to make decisions grounded in data. In this methodology, ‘A’ denotes the ‘control’ or the original testing variable, while ‘B’ signifies the ‘variation’ or a new version of the original variable. The version that demonstrates a positive impact on business metric(s) is declared the ‘winner.’ Implementing the changes from this winning variation on the tested pages/elements can optimize the website and improve overall business ROI. AB split testing is also effective for improving email content. Conversion metrics differ for each website; for instance, in eCommerce, it may be product sales, while in B2B, it could be the generation of qualified leads. A/B testing is a crucial element of the broader Conversion Rate Optimization (CRO) process, providing both qualitative and quantitative insights into user behavior. The collected data aids in understanding engagement rates, user pain points, and satisfaction with website features, including new additions or revamped sections. Neglecting A/B testing translates to missed opportunities for potential business revenue. What are AB splits? An A-B split test compares two versions of a marketing campaign, mobile application, website, email, or other measurable media to determine performance. In this test, users are randomly divided into a control group and a variation group. One imperative to AB Split Testing is that you can only test against one variant per text for measurable and true results. If you want to test the effectiveness of personalization, the color of the CTA button, and a hero image, you have to conduct at least 3 AB Split Tests. AB Split Testing A notable example of split testing is the Moz landing page case study conducted by Conversion Rate Experts, where a short-form (original) and a long-form sales page (improved version) were compared. The split test is to determine which variant performs better. It might be content, or call to action button text or color or form length. While the terms ‘A/B testing’ and ‘split testing‘ are often used interchangeably, the distinction lies in emphasis: ‘A/B’ refers to the competing web pages or variations as selected or responded to, while ‘split’ underscores the equal division of traffic between existing variations. 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 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 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

May 18, 2020in Salesforce Marketing Automation, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

12Oct

Landing Page Split Testing

A/B testing, also known as “split testing,” involves conducting experiments with two or more variants of content, such as a landing page, email, or ad. These variants are presented to different segments of your audience to determine which one performs better. Split testing optimizes pages that best encourage your visitor’s requested call to action. In an A/B split test, two or more versions of a landing page (e.g., version A and version B) are randomly displayed to visitors, and the best-performing version is chosen as the “winner.” Subsequently, the winning version is displayed to all incoming landing page visitors. Landing Page Split Testing Process The typical process for landing page split testing involves establishing conversion goals, identifying areas for improvement, and creating a test hypothesis, such as changing the CTA button color or headline text. A split test, in particular, compares two entirely different versions of a landing page to assess which design aesthetic yields better conversions. A/B landing page split testing allows you to act as a scientist, making data-driven decisions based on how people behave when they interact with your page. For instance, if you want to test which landing page headline generates more leads, A/B testing provides a systematic approach. Rather than making changes blindly, A/B testing allows you to gather evidence by sending half of your traffic to one version and the other half to a different version, helping you determine the most effective option before implementing broad changes. Never underestimate the value of your landing page headline. Here are some great tools from Wordstream. Split testing is especially beneficial for pages with significant changes, such as completely overhauling a homepage, rewriting a product detail page, or various landing pages changes and updates. It is recommended for testing complex back-end scenarios, like different checkout processes involving technically intricate page logics. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more Salesforce 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 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

October 12, 2018in Salesforce Sales Cloud

Einstein Content Testing

Announcing Marketing Cloud Engagement

AI’s Impact on Email Marketing

Improving Customer Experiences (CX)

Small Business Email Marketing

Interaction Studio (Marketing Cloud Personalization)

Keys to Writing Meaningful Email Content

What Does Pardot Marketing Cloud Account Engagement Do

AB Split Testing

Landing Page Split Testing

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