Account Centric Marketing

06Jul

Marketing Technologies and Trends

The pace of change in the marketing world has arguably never been faster than it speeds ahead today. Professionals across various fields, not just marketing, are feeling the impact of rapid technological advancements, shifts in the global economy, evolving consumer preferences, and a volatile job market. Marketing Technologies and Trends. To navigate these changes, marketers are relying on research and insights from industry experts. Salesforce’s latest “State of Marketing” report identifies key priorities for marketers, including unifying customer data across multiple sources, leveraging artificial intelligence with caution, achieving full personalization, and deepening customer relationships through strategies like account-based marketing and loyalty programs. However, while data has become integral to marketing practices, challenges persist in effectively utilizing it. Salesforce reports that only 31% of respondents are fully satisfied with their ability to unify customer data sources, and despite 57% having access to real-time data for campaigns, 59% still require IT assistance for effective execution. Artificial intelligence remains a central focus for marketers, despite its challenges. Predictive AI and generative AI are prominent applications, but the martech landscape continues to expand rapidly, with over 14,000 products now available—an overwhelming prospect for many marketers. Kristen Habacht, Chief Revenue Officer at Typeform, notes that marketers are increasingly fatigued by the constant influx of new technologies. She advocates for simplifying tech stacks and prioritizing integrated solutions to enhance efficiency and effectiveness. Focusing on cloud-based solutions that share a common platform and/or interface, such as Salesforce, can help. Looking ahead, shifts in SEO practices, particularly with the advent of Search Generative Experience (SGE), are reshaping content strategies. Joe Karasin of Karasin PPC observes a growing emphasis on improving product pages on e-commerce sites to enhance visibility in evolving search environments. Moreover, impending changes like Google’s postponement of third-party cookie deprecation are prompting marketers to adopt privacy-centric strategies sooner rather than later. Adapting to a cookieless future, according to Habacht, will be crucial for maintaining competitiveness. Innovations in AI are driving advancements in digital personalization, allowing marketers to tailor experiences more precisely. Gurdeep Dhillon of Contentstack anticipates that removing technological barriers will enable marketers to achieve the level of personalization previously unattainable. Subscription-based models are also gaining traction, offering companies recurring revenue streams and fostering customer loyalty through tiered loyalty programs. According to Cary Lawrence of Decile, customization based on first-party data can significantly enhance customer satisfaction and retention. Video content, especially short-form videos, continues to dominate marketing strategies, driven by platforms like TikTok and Instagram. Vitaly Gerko of Viqeo.tv underscores the effectiveness of short, impactful video clips in capturing audience attention and driving engagement. As technology increasingly shapes marketing practices, there’s a noticeable shift in the dynamic between marketing and IT departments. Sara Faatz of Progress highlights a trend where IT is assuming a more significant role in marketing technology management, facilitating data consolidation and operational efficiency. Amidst these technological advancements, Ben Guttmann of Baruch College advocates for a return to marketing fundamentals. He emphasizes the enduring importance of building strong brands, crafting compelling narratives, and focusing on clear messaging amid the uncertainty of evolving technologies. In essence, while technology drives rapid change in marketing, mastering fundamental principles and adopting streamlined, integrated solutions will be crucial for navigating the complex landscape ahead. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

July 6, 2024in Generative AI

Improving customer experiences with Marketing Cloud Personalization

19Mar

Salesforce Personalization and Hyper-Personalization

Revitalize your marketing strategy by personalizing each customer’s experience and maximizing ROI through our cutting-edge personalization engine. Marketing Cloud Interaction Studio: Visualize, track, and manage customer experiences with real-time interaction management. Drive valuable engagement at the right moment, tailored to your audience’s preferences. Interaction Studio amplifies Marketing Cloud with expanded real-time personalization. Two Products to Note: Marketing Cloud Personalization (formerly Interaction Studio): Interaction Studio (Legacy): Tailoring Website and App Experiences: Utilize machine learning and AI for personalized web and app interactions. Customize webpage content, in-app experiences, product suggestions, and more. Craft individualized customer journeys targeting specific KPIs from acquisition to retention. Employ real-time user behavior and historical customer data for dynamic calls to action (CTAs), ensuring swift decisions aligned with your customers’ browsing pace. AI-Enhanced Journey Triggers: Initiate relevant and real-time experiences guiding customers through their purchasing journey. Leverage AI-driven decisions based on real-time behavior, historical data, and business-specific datasets. Deliver predefined experiences, dynamically adjusting content, channels, or offers based on ongoing customer interactions like browsing or cart abandonment journeys. Personalization in Sales and Service: Integrate real-time engagement data into your sales and service platforms to enhance customer and prospect interactions. Empower service teams to proactively address queries and streamline case resolutions. Provide sales teams with valuable insights into an account or prospect’s purchase journey for more relevant conversations and offers. Unlock the Full Potential with Marketing Cloud Personalization: Formerly Interaction Studio, Marketing Cloud Personalization allows you to visualize, track, and manage customer experiences in real-time. Drive meaningful engagement precisely when needed and in the preferred manner of your audience. Real-time personalization enhances Marketing Cloud Engagement, offering expanded capabilities for crafting personalized customer journeys. Hyper-Personalization: Explore a customer-centric approach that treats each customer as a distinct individual, offering highly relevant and tailored experiences. Hyper-personalization goes beyond traditional personalization with advanced techniques: Artificial Intelligence (AI): Machine Learning (ML): Customer Relationship Management (CRM) Software: Big Data Analytics: Content Management System (CMS): Internet of Things (IoT): Hyper-personalization is the future of customer engagement, going beyond traditional segmentation to provide unique and tailored experiences for each individual customer. FEATURE GROWTH PREMIUM A/B/N testing with campaign attribution and analytics AI-driven next best action, promotions, offers, decisions Batch ETL of Data In:Sync customer information, collected and stored in other systems or solutions, with Marketing Cloud Personalization.Sync product data, catalog data, and business information. Limited Batch ETL of Data Out:Batch export Marketing Cloud Personalization segment membership to an SFTP site. Campaign management system Goal tracking Identity management In-depth behavioral tracking and affinity for an understanding of true engagement and intent Marketing Cloud Personalization Data Warehouse: Marketing Cloud Personalization data streamed to a data warehouse and formatted for use by business intelligence (BI) tools. Salesforce maintains the data warehouse for you. Also, the Marketing Cloud Personalization Data Warehouse can send data to S3 buckets for you to load into your own data warehouse. Premium Add-on Mobile SDK: Use the Mobile SDK to track behaviors and actions of iOS and Android mobile app users. Also, you can use the SDK to deliver personalized experiences inside the app or on another channel in real time. Create and deploy one-off push notifications triggered by a visitor’s actions or behavior. Outbound orchestration triggers for other channels. Marketing Cloud Personalization triggers another system or channel in real time or on a delay. Outbound orchestration triggers to Marketing Cloud, which isn’t supported for other email service providers (ESPs). Product and content recommendations Product catalog feed Real-time response in the same channel for licensed channels Real-time segmentation Rule-based and dynamic targeting Salesforce Customer Data Platform Server-side Campaign API Call in Marketing Cloud Personalization for a real-time response about a named profile. The API call can include attributes on that profile, segment membership, recommendations, promotions, or other decisions. Surveys Unified customer profiles for anonymous and named profiles Unlimited web behavioral data collection Visual editor Website campaign behavioral data Website personalization Compare Personalization Learn about Personalization Salesforce Implementation Solutions. Like1 Related Posts 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Mapping Your Customer Journey Creating a customer journey map is a crucial undertaking for businesses aiming to improve the customer experience and foster long-term Read more Salesforce Marketing Cloud Transactional Emails Salesforce Marketing Cloud Transactional Emails are immediate, automated, non-promotional messages crucial to business operations and customer satisfaction, such as order Read more

March 19, 2024in Salesforce Personalization

Salesforce for Travel, Transportation, and Hospitality

29Sep

Salesforce and the Impact on Transportation and Hospitality

Capitalizing on the public’s eagerness to travel post pandemic, the travel and hospitality industry finds its most lucrative opportunity may be in 2024. Salesforce and the Impact on Transportation and Hospitality industries is here to help. A significant 44% of Americans are anticipated to embark on leisure holiday trips this year, emphasizing the need for the travel and hospitality sector to enhance customer services and, consequently, boost revenue. This is where Salesforce’s capacity to centralize customer data, interactions, and feedback becomes most valuable. In this blog post, Tectonic will delve deeper into understanding the pivotal role of Salesforce CRM in the travel and hospitality industry. Creating a real-time view of your guests helps to surprise and delight them across every interaction. Salesforce and the Impact on Transportation and Hospitality The suite of Salesforce for hospitality has digital abilities that help hotels, casinos, and resorts continually adapt to the changing expectations of their guests. Salesforce Sales Cloud helps scale revenue. Salesforce Marketing Cloud and Account Engagement customize engagements with guests. With Salesforce Flow and Case Management simplify and automate many of the time-consuming tasks that slow the hotel business down. The Influence of Salesforce on Customer Experiences Personalized touchpoints facilitated by Salesforce 360 degree customer view contribute to a seamless and cohesive customer journey, from the initial inquiry phase to post-trip engagement. Leveraging the platform’s capabilities, travel and hospitality businesses can devise targeted marketing campaigns that directly address the interests and preferences of their customers, leading to increased engagement and conversion rates. Salesforce’s impact extends to post-booking interactions, where businesses can sustain customer relationships by providing relevant updates, recommendations, and support throughout the travel experience. Salesforce enables businesses to transcend standard service levels, delivering moments of delight and genuine connection. With Salesforce and the Impact on Transportation and Hospitality is boosting business and customer satisfaction. Powering Salesforce for Tailored Customer Interactions The ability to deliver personalized customer interactions is pivotal in the travel and hospitality industry’s success. Through the robust capabilities of the Salesforce platform in customer data management and segmentation, businesses can create detailed customer profiles capturing preferences, past interactions, and feedback. This information forms the basis for crafting tailored experiences, from personalized recommendations and promotions to targeted promotional offers and invitations. Whether adding SMS texting, web personalization for returning visitors, or social media retargeted advertising, Salesforce has the right tools for your hospitality company and Tectonic has the experience to implement those tools for you. Salesforce’s marketing automation and personalization features enable businesses to deploy customized communication strategies, delivering the right message to the right customer over the right channel at the right time. Leveraging data-driven insights, businesses can orchestrate customer journeys that are highly relevant and engaging, fostering a sense of individuality and exclusivity. Integrating Salesforce with Your Booking and Reservation Systems Salesforce has significantly impacted the travel and hospitality industry by integrating with many booking and reservation systems. Seamless connectivity between Salesforce and these vital systems streamlines the entire customer journey, from initial inquiry to post-trip follow-up. This integration centralizes customer data and booking information, providing a comprehensive view of each customer’s interactions and preferences. This integration ability also decreases your time to market with a Salesforce solution and increases your return on investment. Reduced technical debt brings greater impact to the entire organization. Sales, Salesforce and the Impact on Transportation and Hospitality Enhanced collaboration between sales, marketing, and customer service teams is facilitated, ensuring a cohesive approach to customer interactions. With a unified view of all your customer data, teams can deliver personalized recommendations, offer timely assistance, and coordinate pre- and post-trip communication. Automation of processes such as booking confirmations and post-trip surveys enhances operational efficiency and customer satisfaction. Streamlining Marketing and Sales Efforts with Salesforce Marketing and sales efforts are integral components of a successful travel and hospitality business, and Salesforce offers tools and features designed to streamline these critical functions. The platform’s marketing automation capabilities enable businesses to create targeted campaigns, personalized communications, and automated workflows. By leveraging customer data and insights, businesses can craft highly relevant and engaging marketing initiatives, driving higher levels of engagement and conversion. Salesforce’s sales management tools empower businesses to track customer interactions, manage leads, and optimize the sales pipeline for improved conversion rates. With features such as lead scoring, opportunity tracking, and predictive analytics, Salesforce equips businesses with resources to drive sales efficiency and effectiveness. A centralized source of truth for guests allows marketing to hand warmed leads off to sales with complete information. Salesforce collaboration tools enable everyone on your property to see all relevant information to best serve guests and their unique needs. Travelers have a natural yen for exploration and excellent, personalized interactions powered by the Salesforce ecosystem allow you to know your customers where they are when they interact with you and provide them with the next best experience powered by CRM Analytics and Einstein. Salesforce, Tectonic, and You Salesforce serves as a catalyst for transformation within the travel and hospitality industry, enabling businesses to redefine customer experiences and elevate their offerings. As the industry embraces digital innovation and customer-centric strategies, Salesforce stands poised to play a pivotal role in shaping the future of travel and hospitality, driving sustained growth and differentiation for businesses that harness its potential. Tectonic has serious travel and hospitality industry experience positioning us to deliver a Salesforce solution customized for your business model and to deliver it quickly. As Salesforce Partners, Tectonic’s experienced team of Salesforce consultants can help strengthen your overall CRM strategy, enhance business workflows, and create a very powerful custom solution to delight your customers and empower your employees. Strategic Salesforce Consulting Partners provide solutions across Salesforce products and platforms customized to your business needs. Ready for a Hospitality or Travel Salesforce Implementation? Explore the possibilities of Salesforce for travel and hospitality or other Salesforce solutions based on your company’s goals. Tectonic is ready to partner with you, offering support at every stage of your Salesforce journey. Reach out online to request more information or

14Sep

Snowflake and Customer 360 Data Model

What is data modelling in Snowflake? Snowflake and Customer 360 Data Model Data modeling is the process of organizing and mapping data using simplified diagrams, symbols, and text to represent data associations and flow. Engineers use these models to develop new software and to update legacy software. Data modeling also ensures the consistency and quality of data. What is Customer 360 Data Model? Snowflake and Customer 360 Data Model Customer 360 refers to a comprehensive view of a customer’s data, encompassing every interaction from website inquiries to product purchases to customer support tickets. It ensures that every department within a company accesses the same accurate information about the customer. Exploring Data Modeling in Snowflake Data modeling involves organizing and mapping data using simplified diagrams, symbols, and text to illustrate data associations and flow. Engineers utilize these models to develop new software and update existing ones, ensuring data consistency and quality. Unifying Business and Customer Data Break down silos and consolidate customer data into a unified platform using native-first and third-party connectors in Snowflake. These connectors securely ingest data from various sources, enriching customer profiles and resolving identities seamlessly. Enriching Profiles and Resolving Identities-Snowflake and Customer 360 Data Model Enhance customer profiles securely with a plethora of data sets available in Snowflake Marketplace. Resolve identities seamlessly using applications from leading providers native to the platform. Managing Consent and Responding to Data Subject Requests Adhere to customer data consent choices and comply with global privacy regulations by swiftly and effectively responding to data subject requests. Understanding the 360-Degree Customer View The 360-degree customer view is a coveted goal for B2C marketers, aiming to aggregate and unify customer interaction touchpoints. Achieving this comprehensive view enables businesses to better understand the customer journey, personalize experiences, and enhance engagement. Snowflake and Customer 360 Snowflake’s Data Cloud tackles the challenge of consolidating disparate data sources in Martech stacks. By collecting and unifying customer 360 data points into a SQL data warehouse, Snowflake empowers marketers to eliminate data silos and respond to customer behavioral trends promptly. Snowflake and Customer 360 Data Model: Evolution of Customer 360 The marketing technology landscape has evolved, with organizations shifting focus to centralized data and new marketing applications. This shift involves aggregating customer data centrally into Customer 360 profiles, enabling tailored marketing campaigns and improved customer experiences. CDPs: The Latest Incarnation of Customer 360 Customer Data Platforms (CDPs) have emerged as solutions to the Customer 360 challenge. By consolidating and organizing customer data, CDPs empower marketers to personalize customer journeys across channels effectively. Tectonic’s Role in Advancing Data Strategies-Snowflake and Customer 360 Data Model Tectonic assists businesses in embracing a composable architecture, future-proofing data structures, migrating data to the cloud securely, and creating a single source of truth for easy analysis of customer data. The Importance of Omnichannel Data in Marketing Understanding omnichannel data is crucial for marketers seeking to improve customer experiences and drive revenue. Omnichannel data encompasses every customer interaction, offering insights into behaviors, preferences, and values. Building a Customer 360 Crafting a holistic view of customers and their journey involves mapping touchpoints, identifying data sources, integrating data into a centralized location, and deriving insights to create customer profiles. Why a Robust Cloud Data Platform is Essential for Omnichannel A robust cloud data platform enables marketers to leverage a single source of truth, analyze streaming data, and facilitate collaboration across teams while ensuring compliance with privacy regulations. “Being customer-centric requires us to have a data-driven culture. We must ask ourselves how we can optimize the supply chain, product design, predictability and propensity of customers to buy our products. These are all data challenges.” Fabio Luzzi, VP of Data Science and Engineering, Tapestry The 360-degree customer view is the Holy Grail of B2C marketers: often sought but frequently unattainable. Companies that aspire to the Customer 360 view seek to aggregate and unify customer interaction touchpoints — from online transactions, social media, forums, and physical touches to third-party interactions, customer support, and service — to better understand the customer journey, meet demand, and personalize the customer experience. The challenge, of course, is that the customer data is spread across these numerous, various touchpoints. Without system synchronization, errors and duplicate records can become an ongoing problem. In the not-too distant past, interactions were largely limited to physical touch points or the phone. With the explosion of new interaction platforms, the job of aggreggating these disparate data sources has proven to be difficult. To really get a handle on all this data, modern B2C marketers need to engage with data management, data storage, data analytics, and often ML and BI tools to merge, unify, and then analyze these transactions to drive business insight. SNOWFLAKE AND CUSTOMER 360 The number of tools deployed in the average Martech stack has exploded from just a few to more than 90 SaaS applications. Marketers have struggled to consolidate these disparate data sources to both quickly react to customer behavior and also to report internally on performance. Snowflake’s Data Cloud solves this challenge, which collects and unifies all customer 360 data points — semi-structured or structured — into an easy-to-query SQL data warehouse that integrates with leading data analytics, BI, ML, and data management tools. This allows marketers to eliminate data silos and react to customer behavorial trends with timely and personalized campaigns. The world of marketing technology has evolved quickly. Although the quest for a single customer view remains, organizations are now focusing on how to create new marketing applications that centralize data. There’s a not-so-quiet (r)evolution going on in the world of marketing technology. Privacy-driven changes in the digital ecosystem are forcing companies to adopt a first-party data strategy with Customer 360 profiles at its center. But that’s not what this revolution is about; Customer 360 profiles have been part of marketing systems going back to Salesforce’s original Customer Relationship Management (CRM) platform. What is changing is not the “what” —a single customer view, but the “how”. What if Customer Data was aggregated centrally, organized into

September 14, 2023in Salesforce Implementation Services, Salesforce Optimization, Salesforce Personalization, Snowflake

18Jul

Why You Need Einstein Analytics

In our growing interconnected world, data and information serves as the cornerstone of the business architecture. Research indicates that each day, humanity generates a staggering 2.5 exabytes of new data, equivalent to the content of 250,000 Libraries of Congress! With this much data floating around you can see Why You Need Einstein Analytics. Within this vast world of data lies valuable insights that businesses can leverage to understand their customers and internal operations better. Notably, McKinsey & Company found that companies adopting data-driven strategies experience 5% higher productivity and 6% higher profits than their competitors. This emphasis on big data is poised to grow even further as digital data availability continues to expand. Projections from IDC indicate that global revenue for big data and business analytics will surge from $130.1 billion in 2016 to over $203 billion by 2020. To stay competitive, your business must do more than just accumulate data; you must be capable of extracting, analyzing, and deriving actionable insights from every digital intelligence source in real time. This is where Salesforce Einstein Analytics comes into play. Here are 50 eye-opening reasons why Einstein Analytics is the premier choice for businesses seeking the right analytics platform: Hit the Ground Running: Salesforce understands the importance of timely data analysis. Einstein Analytics prioritizes speed and usability, enabling businesses to gather, analyze, and leverage valuable data from the moment of implementation. This ensures that businesses can keep pace with the continuous flow of data and maximize its insights from day one. Connect Across Departments: Salesforce Einstein Analytics empowers teams to collaborate effectively, explore data in real time, and share insights seamlessly. By leveraging user-friendly dashboards and social collaboration features, teams can harness collective intelligence for data-driven solutions that lead to success. Analyse Your Business: Salesforce Einstein Analytics enables businesses to scrutinize their operations comprehensively, track progress, and address weaknesses in real time. With cloud-based dashboards and visually rich reports, businesses gain valuable insights to drive informed decision-making and achieve their objectives. Find the Key to Sales Success: With Salesforce Einstein Analytics, sales teams can gain a comprehensive understanding of their operations, identify opportunities, and predict future trends. By optimizing the sales pipeline and focusing on customer-centric strategies, businesses can drive revenue growth and enhance customer satisfaction. Market Smarter: Salesforce Analytic Cloud empowers businesses to delve into their marketing data deeply, gain insights, and drive targeted campaigns. By understanding customer behavior and refining marketing strategies, businesses can achieve greater success in their marketing efforts. Optimize Service: Exceptional service is essential for customer retention. With Salesforce Analytic Cloud, businesses can prioritize cases, evaluate accounts, and track service trends to deliver exceptional customer experiences consistently. Revolutionize Analytics for Your Business: In the era of data revolution, Salesforce Einstein Analytics empowers businesses to harness the power of data for informed decision-making and real business solutions. By consolidating data and providing actionable insights, Einstein Analytics drives productivity, efficiency, and success. With Einstein Analytics, businesses can master data analysis and unlock the full potential of their data for significant business impact. Like1 Related Posts 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more Salesforce Artificial Intelligence Is artificial intelligence integrated into Salesforce? Salesforce Einstein stands as an intelligent layer embedded within the Lightning Platform, bringing robust Read more Salesforce’s Quest for AI for the Masses The software engine, Optimus Prime (not to be confused with the Autobot leader), originated in a basement beneath a West Read more 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

July 18, 2023in Einstein 1 Platform, Einstein Insights, Salesforce Einstein

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. 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

March 21, 2023in Salesforce, Salesforce Marketing Cloud, Salesforce Personalization, Salesforce Sales Cloud, Salesforce Service Cloud

15Mar

Salesforce Account Engagement

With Salesforce’s rebranding of Pardot to Marketing Cloud Account Engagement, there has been some confusion between Salesforce account engagement as a platform and account engagement as a score. We aim to provide clarification. The Account Engagement Overview dashboard offers a holistic view of marketing metrics from an account-centric perspective, organizing data by account rather than leads, channels, or products. By default, the dashboard displays information for the top engaged accounts over the last two weeks. What is account engagement? Account engagement refers to how effectively you engage with a specific account as a whole, aiming to build a relationship and secure or retain them as a client. In the realm of social media management, the term “account engagement” is often used to gauge audience interaction via likes, shares, comments, reactions, etc. For example, “Our Facebook account engagement has increased by 10% in the last quarter.” This represents just one aspect of the term. In B2B marketing, an “account” typically denotes a business or organization currently engaged or of interest. Within an account, there may be multiple contacts, such as Marketing Managers and Business Development Managers. Engagement Index The engagement index serves as a metric to monitor engagement levels among application users and website visitors. It incorporates factors like visit information, user actions, key performance indicators (KPIs), and segment data within a specified business cycle. Establishing an Engagement Index This metric is designed to measure the extent of involvement from both site visitors and application users. It considers factors such as visit information, user actions, KPIs, and membership in specific segments, all tracked throughout a defined business cycle. Utilizing the Engagement Index Once configured and synchronized, you can access and review user and account engagement scores in the Personalization interface. Engagement Score Usage After setting up and syncing your engagement score, you can view user and account engagement scores in Personalization. Engagement Score Components Your engagement score comprises key components: Basis for the Engagement Score The engagement score is based on previous visits and decays over time. If a visitor hasn’t visited your site for an entire business cycle, the score decreases. If no visit occurs for two business cycles, the score drops to zero. Account Engagement Score This score reflects the engagement level of an account based on email open rates, clickthroughs, and form submissions. Weighting factors amplify the importance of critical engagement interactions. Using Account Engagement with Salesforce Integrate Account Engagement with Salesforce to streamline sales and marketing efforts. Features like Engagement History, Sales Emails and Alerts, and the Salesforce connector bring data, assets, and actions together. Connecting Account Engagement and Salesforce Set up the Salesforce connector to share data across systems. Track Prospect Engagement in Salesforce Utilize Engagement History to track valuable engagement data within Salesforce. Account Engagement in Lightning Experience Operate sales and marketing side by side on a single platform with the Account Engagement Lightning app. Sales Emails and Alerts Enable marketing to share content with sales reps using Sales Emails and Alerts. Generate Leads with Account Engagement Landing Pages and Forms Leverage Account Engagement to create tailored landing pages and forms for lead generation. What Does “Account Engagement” Actually Mean? The recent renaming of Pardot to Marketing Cloud Account Engagement has sparked discussions about potential confusion between the term “account engagement” as a marketing phrase and its representation in the Salesforce platform. What is Account-Based Marketing (ABM)? Account-Based Marketing (ABM) is akin to account engagement but on a more intense level. ABM focuses on specific high-value target accounts, emphasizing a growth strategy that nurtures relationships with ideal decision makers over an extended period. Salesforce’s Reasoning Salesforce’s decision to rename Pardot to Marketing Cloud Account Engagement was driven by the tool’s primary use for winning business accounts, particularly in longer sales cycles and nurture activities associated with B2B transactions. The platform renaming aligns with the tool’s capability to support high-value, sales team-led products or services, making it a powerful solution for account-based engagement in the evolving landscape of B2B transactions. So the Account Engagement score can be generated based on data from essentially every Salesforce Cloud, including Salesforce Marketing Cloud Account Engagement. The Account Engagement score is a measure. The Account Engagement platform is a marketing automation tool. Authored by Tectonic’s Marketing Consultant, Shannan Hearne. Content updated March 2024. Like1 Related Posts 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more Integration of Salesforce Sales Cloud to Google Analytics 360 Announced In November 2017, Google unveiled a groundbreaking partnership with Salesforce, outlining their commitment to develop innovative integrations between Google Analytics Read more

March 15, 2023in Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Sales Cloud

02May

Account Engagement Page Layouts

Every proficient Salesforce admin is familiar with optimal page layout strategies, aiming to tailor Salesforce page layouts for diverse organizational personas. Account Engagement page layouts should be no exception. Teams, based on their roles, leverage specific sets of fields, Lightning components, and buttons. Account Engagement manifests in various ways within Salesforce, with ongoing additions in each release. The crucial question arises: where do Pardot components fit into this landscape? Elevate Your Salesforce Flows with Enhanced Design While Lightning pages grant admins remarkable design flexibility through drag-and-drop functionality, a delicate balance is essential. It’s crucial to harness Salesforce’s productivity features without overwhelming page layouts with unnecessary elements. Consider whether it’s better to include everything in Salesforce page layouts and then eliminate what’s unnecessary or adhere to the principle of “less is more.” The key is crafting pages that incorporate Pardot elements while enhancing the Salesforce UI. Enumerate Components, Buttons, Fields Begin by listing all Pardot-specific Lightning components and buttons relevant to marketing teams, categorized by object: Lead/Contact: Engagement History, Engagement History Dashboard, add to Pardot list. Account: Engagement History Dashboard, Matched Leads component. Campaign: Engagement History Dashboard, Engagement Metrics Dashboard. Opportunity: Engagement History Dashboard. Refer to the detailed guide for Account Engagement Page Layouts for more information. Repeat this process for fields, though be forewarned – it’s a time-consuming task. Certain fields related to lead generation may not be part of the Pardot AppExchange package. Once compiled, determine which user profiles should access each component/button/field. Hopefully, your Salesforce org’s profiles neatly align users according to your requirements. Dynamic Forms for Page Layouts Dynamic Forms are game-changers, simplifying Salesforce interface customization to align with your team’s needs. They enable the creation of user-centric, intuitive page layouts without the need for multiple layouts and profiles, streamlining configuration. Dynamic Forms benefits include placing fields anywhere on the layout, using visibility rules to control field and component appearance, and improving page load times. Explore the Dynamic Forms tutorial for in-depth insights and current limitations. Consider Multiple Page Layouts If Dynamic Forms aren’t feasible for your org, or if limitations hinder a complete transformation, you might have multiple page layouts for an object. Understand the purpose of each layout, relating them to specific user profiles to add components judiciously. Marketing Related Lists Related Lists, displaying records associated with the current view, are valuable for marketers. Tailor related lists based on the intended user, even with Dynamic Forms in use. Note that related lists in Lightning record pages are controlled by traditional Salesforce page layouts. Use Page Tabs Introduce tabs in Lightning pages to hide occasional-use information, a useful trick if Dynamic Forms aren’t enabled or user profiles don’t align with your audience grouping. Initiate a Feedback Loop After adding a component, inquire about its usage by directly asking users through methods like Chatter polls. Informal methods, such as team meetings, can also serve this purpose. Remove Legacy Pardot Sections Eliminate outdated Salesforce interface features for Pardot, replacing them with Lightning-ready alternatives. This practice enhances aesthetics, functionality, and reliability. Salesforce Marketing Cloud Account Engagement’s integration with Salesforce evolves continually. Striking a balance between leveraging Salesforce features for productivity and avoiding cluttered page layouts is crucial. Adhering to page layout best practices is essentials: Previous features become legacy, necessitating the removal of outdated page clutter. Content updated September 2023. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Why Your Company Isn’t Like a Baseball Team Recently, Chris shared an excellent post about the new World Series Champion Houston Astros. In short, it was a reminder Read more

May 2, 2021in Salesforce Development Services, Salesforce Marketing Cloud Account Engagement (Pardot)

05Mar

Account centric marketing is a B2B sales and marketing strategy wherein both teams collaboratively engage specific target accounts deemed compatible with the brand. This focused approach is a potent strategy aimed at converting specific, high-value prospects into successful sales. Here are 11 effective strategies to implement within your account-centric marketing approach: Content updated March 2024. Like Related Posts Guide to Creating a Working Sales Plan Creating a sales plan is a pivotal step in reaching your revenue objectives. To ensure its longevity and adaptability to Read more 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more 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 What is an Account Plan? Strategic account planning involves the creation of comprehensive plans to proactively manage key accounts, aiding them in achieving their business Read more

March 5, 2021in Marketing Automation

03Feb

Building an ABM B2B Model

For marketers worldwide, the term Account-Based Marketing (ABM) has become a familiar concept, evident in the rise of Google searches for “account-based marketing” and “ABM” in 2020. An ABM B2B model is a special case. One year later, new terms like “account-based experience,” “account-based everything,” and the encompassing acronym “ABX” are gaining traction, shifting the focus from marketing to the holistic customer journey. Therefore, account based marketing has moved from a conversion metric measurement and process to a more all encompassing one from lead capture and identification as an ABM prospect to warming and closing. Forrester’s forward-thinking predictions indicate that by 2025, B2B demand generation will pivot towards accounts rather than leads, a trend accelerated by the events of 2020. An ABM B2B model, at its core, leverages insights about top customers to identify and engage with similar prospective customers. True it is cheaper to maintain a customer than to win over a new one. But it is also easier to win a new customer based on what you know about an existing look-alike customer. That is the basis for all ABM. ABM B2B Model Implementing a robust ABM strategy requires the integration of a CRM solution and a marketing automation platform. The CRM functions as the centralized data repository, supporting the account-centric strategy, while the marketing automation platform scales and real-time engages target markets. This integration empowers B2B revenue teams to effectively launch and cultivate ABM strategies, fostering enriched customer relationships and driving business value. Successful ABM lies in adopting an account-centric approach, placing buyers at the core of each interaction. This means crafting highly personalized experiences that seamlessly blend targeted content and intentional communications across all touchpoints. In the today’s marketplace, buyers anticipate personalized offers, and ABM is strategically designed to interpret individual buyer needs, automatically delivering pertinent content and messages across diverse channels. Successful Account-based Marketing Salesforce CRM serves as a linchpin for successful Account-Based Marketing. It acts as the singular source of truth for account data, providing teams with a comprehensive 360-degree view of customers. Marketing Cloud Account Engagement is especially useful for B2B ABM models. Leveraging this data, marketers can personalize engagements through marketing automation, identifying optimal ABM target accounts, creating tailored content, and delivering it through the recipient’s preferred channels. Collaboration across marketing, sales, and service teams is facilitated by sharing leads and adjusting tactics based on engagement data. Evaluating the efficacy of your ABM campaigns is crucial for success. Metrics such as customer retention, engagement, awareness, and lead quality are instrumental in tracking and measuring your success. Organizations employing ABM see remarkable results, with 77% achieving a 10% or higher ROI, and 45% experiencing at least a two-fold ROI compared to alternative marketing strategies. Tectonic and ABM Tectonic, as your Salesforce implementation partner, ensures a tailored Salesforce solution aligned with your business needs. Through a proprietary discovery process, we customize a solution that encompasses essential elements of your business model while eliminating unnecessary components and technical debt. If you are debating adding an account based marketing solution to your b2b business, contact Tectonic today. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more 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 3, 2021in Account Based Marketing, Salesforce

01Feb

What is a Person Object in Salesforce?

A person object in Salesforce consolidates information about individual people by merging specific account and contact fields into a single record. A Person Account is not an independent object. It possesses object features such as page layouts, compact layouts, and record types. In Salesforce, Person accounts store details about individual people, differentiating them from contacts used for individuals involved in business interactions. While contacts are typically associated with an account, they can also be linked to other records like opportunities. The adoption of Person accounts in Salesforce combines selected account and contact fields. By creating a record type that represents individuals rather than companies. This hybridization blends characteristics of both the Account and Contact objects. Person Account records have limitations in terms of field options for hierarchy and relationships. Features like Parent Account and View Hierarchy are unavailable. Person Accounts are primarily designed for individual consumers rather than entities with complex organizational structures. Salesforce Person Object Benefits Person accounts offer specific benefits such as enhanced duplicate management and simplified sharing processes. By using the Person Account record type, individual constituents can be represented, while business accounts can represent businesses. Enabling Person accounts in Salesforce results in the storage of information about individuals in records, These records combine specific account and contact fields. Conversion to Person Object The conversion of contacts to Person Accounts in Salesforce, facilitated by Flows, enhances B2C customer management processes. This conversion allows businesses to adopt an individual-centric approach, consolidate customer data, and gain insights for improved marketing and engagement strategies. Person Accounts can’t be included in account hierarchies. They lack direct relationships with other accounts or contacts. Salesforce administrators can use “Contacts to Multiple Accounts” to establish indirect relationships between Person accounts and other Person accounts, business accounts, or contacts. Content updated August 2023. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

February 1, 2021in Salesforce, Salesforce Optimization

18Nov

Account Based Marketing

Account-based marketing (ABM) stands out as a highly effective B2B strategy concentrating on specific or key customers or accounts. Rather than casting a widespread net to generate leads for campaigns, ABM opts for personalized approaches to engage accounts uniquely, fostering trust and amplifying the lifetime value of customer relationships. ABM reaches beyond the confines of the marketing team, requiring close collaboration across marketing, sales, and service teams to target accounts effectively and ensure a seamless experience. Three distinct ABM programs—1-to-1, 1-to-few, and 1-to-many—allow flexibility aligned with specific business goals. To execute a winning ABM strategy, the essential components include a customer relationship management (CRM) solution and a marketing automation platform, delivering personalized and timely messages to designated accounts at optimal moments. Salesforce CRM, coupled with Salesforce Marketing Cloud or Salesforce Account Engagement, are robust toolsets for account-based marketing. Incorporating AI tools like Salesforce Einstein enhances the efficiency of identifying target accounts, offering valuable insights and a clear framework for engaging the most promising accounts. After pinpointing the desired accounts and comprehending their needs and preferences, these accounts can serve as templates to construct lookalike audiences for one-to-few or one-to-many ABM programs. At its very core, ABM revolves around being account-centric, placing your buyers at the focal point of each interaction. For businesses ready to embrace account-based marketing, Tectonic is ready to assist in tailoring your CRM and marketing automation platform. Offering optimization, implementation, and ongoing managed services for the Salesforce platform, Tectonic ensures a seamless integration of ABM into your business strategy. Contact us today. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

November 18, 2020in Salesforce

07May

Account-Based Marketing

Account based marketing (also known as ABM) is a highly effective B2B marketing strategy concentrating on specific customers or accounts. Rather than casting a widespread net to generate leads for campaigns, ABM opts for a more personalized approach to engage accounts individually, fostering trust and amplifying the lifetime value of customer relationships. ABM reaches beyond the confines of the marketing team, requiring close collaboration across marketing, sales, and service teams to target accounts effectively and ensure a seamless experience. Three distinct ABM programs—1 to one , 1-to-few, and 1-to-many—allow flexibility aligned with specific business goals. To execute a winning ABM strategy, the essential components include a customer relationship management (CRM) solution and a marketing automation platform, delivering personalized and timely messages to designated accounts at optimal moments. Salesforce CRM, coupled with Salesforce Marketing Cloud or Salesforce Account Engagement, are robust toolsets for account-based marketing. Incorporating AI tools like Salesforce Einstein enhances the efficiency of identifying target accounts, offering valuable insights and a clear framework for engaging the most promising accounts. After pinpointing the desired accounts and comprehending their needs and preferences, these accounts can serve as templates to construct lookalike audiences for one-to-few or one-to-many ABM programs. Account-based marketing (ABM) is a business marketing strategy that concentrates resources on a set of target accounts within a market. It uses personalized campaigns designed to engage each account, basing the marketing message on the specific attributes and needs of the account. Account-based marketing (ABM) is a B2B sales and marketing strategy that requires both teams to collectively engage specific target accounts that are considered a good fit for the brand. It’s a powerful, focused approach that targets specific, high-value prospects to convert them into sales. What is the difference between marketing and account-based marketing? Targeting: In traditional marketing, the target audience is usually defined by demographics, such as age, gender, and location. In contrast, account-based marketing targets specific accounts or organizations rather than individual consumers. At its very core, ABM revolves around being account-centric, placing your buyers at the focal point of each and every interaction. For businesses ready to embrace ABM, Tectonic is ready to assist in tailoring your CRM and marketing automation platform. Offering customization, implementation, and ongoing managed services for the Salesforce platform, Tectonic ensures a seamless integration of ABM into your business strategy. 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 7, 2020in Salesforce

16Mar

Account Based Marketing and the Financial Services Sector

Financial services marketers operating in a Business to Business environment are adopting a proactive approach to address key business challenges and drive growth. These challenges encompass complex data management, cumbersome legacy systems, limitations in email platforms, budget constraints, technical debt, and limited flexibility due to stringent industry regulations. In addition to overcoming these challenges, financial services businesses must establish robust relationships with buying committees to influence decision-makers and consistently meet their unique needs. Account based marketing financial services is a key tool for addressing these challenges. Tectonic has a strong track record optimizing Salesforce and customizing for the Financial Services industry. One solution we recommend is to tackle these challenges is the adoption of account-based marketing (ABM), which prioritizes quality account development over quantity. By pinpointing their ideal customers and tailoring marketing strategies accordingly, account based marketing financial services marketers can create precise and personalized campaigns, avoiding a trial-and-error approach. Laser focused marketing warms and converts leads faster. While casting a wide net for lead generation builds a large database, it may not necessarily fill a healthy pipeline. ABM Financial Services ABM involves personalizing the customer experience to drive conversions. Personalized communication is the conversation leading to conversion. This is simply customizing approaches for each buyer and scenario, from agents to wealth management advisors and brokers to relationship managers. Delivering personalized content and experiences across various digital spaces and channels, including your websites, customer portals, and email campaigns, helps establish trust and cultivate meaningful relationships with prospects, ultimately increasing the likelihood of conversion. All businesses have great marketing collateral that generates and even warms leads. ABM content targets very specific audiences based on look-alike customers. Successful implementation of account-based marketing requires financial services businesses to align their marketing, sales, and service teams. This involves streamlining marketing efforts toward key accounts and automating personalized engagement for the entire book of business. By doing so, businesses can effectively acquire and grow key accounts while optimizing performance, efficiency, and spending. A significant benefit of ABM is its capacity to extract deep insights from customer data. By analyzing this data, businesses can identify trends and patterns that steer strategic decision-making. Knowledge of a customer’s website browsing behavior can empower customer-facing representatives when approaching clients with the next best offer. Leveraging insights from customer interactions allows financial services businesses to create customer-centric ABM strategies. Despite the challenges inherent in marketing within the financial services sector, ABM is a solution for personalizing engagement. Account based marketing fosters strong relationships and drives growth. If your financial services organization is exploring account based marketing strategies, Tectonic can help. Like Related Posts 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 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more CRM Cloud Salesforce What is a CRM Cloud Salesforce? Salesforce Service Cloud is a customer relationship management (CRM) platform for Salesforce clients to Read more Why Your Company Isn’t Like a Baseball Team Recently, Chris shared an excellent post about the new World Series Champion Houston Astros. In short, it was a reminder Read more

March 16, 2020in Salesforce Financial Services Solutions

16Feb

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 key competitive differentiator. Conversely, where service is lacking, customers tend to be scarce. 52% of consumers have reportedly switched brands in the past year due to poor service, and even more alarming is that loss of revenue as a result of poor customer service costs U.S. businesses $1.6 trillion annually. That’s trillion with a T. Here are the top 50 reasons why Salesforce Service Cloud is the right choice for your business — and your clients. Sales Cloud powers your business to empower your customers. Access to real time data, advances in analysis and automation tools, and sales tools – all integrated with the full Salesforce ecosystem put the tools and resources you need at your fingertips. Talk to Tectonic today and discover the 50 reasons you cannot afford to overlook Salesforce Sales Cloud. Tectonic is please to announce our Sales Cloud Implementation Solutions. 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 16, 2017in Marketing Automation, Salesforce Optimization, Salesforce Sales Cloud