Account Engagement Score

01May

Salesforce Surveys and Feedback

Salesforce Surveys & Feedback Management lives up to its reputation by enabling the easy creation of surveys directly within Salesforce triggered by specific events. Subsequently, the gathered data seamlessly integrates back into Salesforce for analysis using reports, dashboards, or Tableau. Gain a comprehensive understanding of evolving customer feedback by engaging them with personalized surveys tailored to their needs. Utilize survey data to enhance your feedback management process and extract actionable insights at every stage of the customer lifecycle. Gain the valuable data you need for better marketing and communications. REQUIRED SALESFORCE EDITIONS: Available in both Salesforce Classic (availability varies) and Lightning Experience. Available with the Survey Response Pack, Feedback Management – Starter, and Feedback Management – Growth licenses for Enterprise, Unlimited, and Developer Editions. Create captivating, personalized surveys effortlessly using an intuitive, flexible editor. Employ various question types to collect data that aligns with your requirements and define participant responses accordingly. Survey responses are seamlessly linked to customer records within your organization. Utilize Salesforce to export survey data, generate reports, dashboards, and share insights across your company. Getting Started with Salesforce Feedback Management: Gain insights into customer and user sentiments and refine your feedback strategy. Dive into a trial org to explore features, understand inclusions, recommended setups, and preparation for implementation. Let Tectonic assist you in exploring the survey tool. Feedback Management Licenses: Understand the capabilities of the three Feedback Management licenses to select the appropriate one for your business requirements. Feedback Management Implementation Guide: Follow step-by-step instructions to set up and utilize Feedback Management within Service Cloud. Set Up Salesforce Feedback Management: Enable and configure Feedback Management in your organization to match your requirements. Grant user permissions for survey creation, access to survey records, and response submissions. Enhance user experience with related lists and Lightning components to track surveys, invitations, and responses. Analyze survey responses efficiently using custom report types. Create and Customize Surveys: Engage participants with a variety of question types. Manage surveys across versions, personalize survey pages and questions, and customize the survey’s appearance to reflect your brand. Translate surveys for a global audience and tailor survey experiences based on previous responses. Distribute Surveys: Deploy different types of survey invitations through individual, email, or automated distribution methods to suit participant preferences. Generative AI Surveys: Leverage generative AI for quick survey creation and translation tailored to diverse needs. Specify survey parameters, review auto-generated questions, and enhance surveys with approved questions using the survey builder. Share and Relate Survey Records: Enable users to access their survey invitations and responses by sharing records and tracking user access. Relate Salesforce records to survey invitation records for seamless data management. Scheduled Reminders: Automate email reminders to keep users informed about important events or actions, ensuring timely completion. Track Satisfaction Across a Customer’s Lifecycle: Monitor participant sentiments throughout their journey with Customer Lifecycle Maps to identify key satisfaction metrics. Analyze Survey Responses: Gain insights into responses using the Analyze tab in the Survey Builder to view and export response data. Analyze Survey Responses for Sentiment Insights: Understand sentiment underlying text-based responses by integrating with AWS for sentiment analysis. Analyze Survey Responses using NLP Services: Efficiently analyze text-based responses using Natural Language Processing (NLP) Services, accessing results via the Natural Language Processing Insights card in Lightning pages. Deploy and Use Customer Lifecycle Analytics: Utilize Customer Lifecycle Analytics to surface survey response metrics anywhere in Salesforce and gain instant customer insights. Surveys FAQs and Resources: Access answers to common questions and additional resources for leveraging Salesforce Feedback Management effectively. Enhance your customer service capabilities with feedback data by unifying it with Salesforce data, resolving customer issues, and tracking CSAT or NPS scores across lifecycles. Gather deeper insights through rich analytics powered by Tableau CRM, design flexible surveys within Salesforce, and send surveys at optimal interaction points for increased response rates. Enrich the customer view with personalized survey journeys and analyze survey data in context for informed decision-making. If you are looking for a feedback and survey solution for your Salesforce org, contact Tectonic today. By Tectonic Marketing Cloud and Account Engagement Solutions Architect, Shannan Hearne Learn about Tectonic’s Feedback Management Salesforce Solutions Implementations. 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 1, 2024in Einstein 1 Platform, Salesforce, Salesforce Tableau

Connecting Marketing Cloud Account Engagement, Marketing Cloud, and Salesforce

23Apr

Connecting Account Engagement, Marketing Cloud, and Salesforce

Connecting Account Engagement, Marketing Cloud, and Salesforce – the case for all three. A common inquiry we often encounter from clients is: “Should I opt for Salesforce Marketing Cloud or Marketing Cloud Account Engagement?” “How do we choose which one is right for us?” This query may appear peculiar since Marketing Cloud Account Engagement is typically acknowledged as the go-to B2B solution, while Salesforce Marketing Cloud is favored for B2C endeavors. The conventional wisdom suggests that businesses select one of these platforms based on their organizational setup and target demographic. Our perspective on the question at Tectonic diverges from this norm. Depending on your primary marketing channels, it can be highly effective for any business to utilize both platforms! Connecting Account Engagement, Marketing Cloud, and Salesforce Permit me to explain. Marketing Cloud Account Engagement excels in automated email marketing, lead capture via forms and landing pages, and engagement tracking through scoring and grading tools. Moreover, it boasts unequeled integration with Salesforce. Yet, there are instances where marketers require an additional channel to strategically retarget accounts or re-engage with prospects who may have become disconnected from email communication. Marketing Cloud Advertising Studio This is where Marketing Cloud’s Advertising Studio module becomes invaluable. Leveraging Salesforce’s architecture, you can craft a seamless experience for your audience with personalized journeys. The system architecture integrating MCAE for data entry and automated email marketing, Sales Cloud as the CRM and database of record, and Marketing Cloud Connect as the mechanism for triggering targeted ads. Automated Processes The process initiates in Account Engagement upon initial record creation or update. Subsequently, a prospect may enter a MCAE Engagement Studio campaign or journey, trigger an Automation Rule, or prompt a Completion Action. With seamless Sales Cloud integration, the contact record update synchronizes with the CRM, generating or updating a specific Salesforce Report for an Audience. The Marketing Cloud Connector facilitates this activity to trigger an automation in the Marketing Cloud Automation Studio, importing the contact record into a Data Extension. This Data Extension serves as the source for an Audience set up in Advertising Studio, enabling advertising campaigns across digital channels such as Facebook, Google, and LinkedIn. This is just one example of the seamless integration within the Salesforce suite of marketing products! From a user perspective, the familiarity in the look and feel of each platform empowers teams to craft sophisticated journeys without being confined to a single platform. Whether one focus on B2B and the other B2C, or one on prospecting and one on customer communications, there is a time and a place to use both. Connecting Pardot, Marketing Cloud, and Salesforce Together? When is it appropriate to leverage both platforms? Depending on your core marketing channels, for any business it can actually be very effective to use both Salesforce Marketing Cloud and Pardot for great results. Utilizing both Salesforce Marketing Cloud and Marketing Cloud Account Engagement is most suitable for businesses that: Pricing The pricing structure of Marketing Cloud, based on the Studios (features) you require access to, ensures businesses pay a flexible premium tailored to their needs. In this insight, Advertising Studio is showcased to illustrate how Account Engagement and Marketing Cloud can collaborate. However, there are other studios within Marketing Cloud that marketers can leverage for comprehensive marketing campaigns. Other studios within Marketing Cloud include: Intrigued? Consider adopting Salesforce Marketing Cloud and Marketing Cloud Account Engagement)in tandem for a comprehensive, multi-channel automated marketing strategy. The Tectonic team and I are available to assist with Salesforce architecture setup, integration, or serve as an extension of your team to devise effective Marketing Cloud strategies for long-term success. Reach out to us to learn more. The Account Engagement Plus, Advanced, and Premium editions offer a range of features designed to empower marketing teams with sophisticated tools for analyzing performance, implementing automation, and enhancing campaign effectiveness. Let’s break down each edition’s offerings: Account Engagement Plus Edition: Account Engagement Advanced Edition (Includes Einstein AI-powered features): Account Engagement Premium Edition: These editions cater to different levels of marketing sophistication, offering scalable features and capabilities to meet the diverse needs of marketing teams within organizations. Whether it’s advanced analytics, AI-driven insights, or enterprise-grade tools, Account Engagement editions empower marketers to optimize performance and drive business growth effectively. Connecting Account Engagement Marketing Cloud and Salesforce for Distributed Marketing The Distributed Marketing & Marketing Cloud Connect solution offers seamless integration of corporate marketing, employees, channel partners, and brand engagement to ensure cohesive experiences across corporate and partner networks. With this solution, marketers can create and distribute on-brand content using Marketing Cloud. Key features of Distributed Marketing & Marketing Cloud Connect include: Overall, Distributed Marketing & Marketing Cloud Connect simplifies content collaboration, strengthens brand consistency, and facilitates efficient engagement across diverse networks within an organization. This integration of marketing efforts fosters better communication and alignment across all stakeholders involved in brand promotion and customer interactions. By Tectonic Salesforce Marketing Cloud Solution Architect, Shannan Hearne Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

April 23, 2024in Distributed Marketing, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

01Dec

Intelligent Customer Service in Financial Service

Today, a stellar customer experience in financial services hinges on being digital-first, as affirmed by over three-quarters of Americans. This preference presents a significant opportunity for innovative, online-only fintech companies. However, for traditional financial services institutions (FSIs), it poses a crucial call to action to enhance their digital offerings promptly. Intelligent Customer Service in Financial Service. The dilemma lies in achieving ambitious targets for cost savings, efficiency, and productivity while upholding the convenience and personalized attention that customers and clients expect from you. To navigate this landscape effectively, leading FSIs must embrace new service trends adeptly. In response, Salesforce developed “Doing More With Less — How Financial Service Professionals Are Leaning Into New Service Trends,” a comprehensive report outlining strategies for high-performing insurers, bankers, and wealth managers. Here’s what you’ll discover in Tectonic’s insight on Intelligent Customer Service in Financial Service: Gain insights into: Take a deep dive into modern customer service in financial services and unlock strategies for greater efficiency, reduced costs, and heightened customer satisfaction. Customer expectations in financial services have reached unprecedented levels, driven by recent shifts in economic conditions and work dynamics. With more than three-fourths of Americans now preferring digital banking, and the COVID-19 pandemic accelerating the demand for enhanced digital experiences, financial services institutions (FSIs) face immense pressure to elevate their digital offerings. In this landscape, service leaders must prioritize efficiency, cost savings, and maximizing resources while meeting escalating customer expectations and preserving the quality of the customer experience. Three key trends are reshaping the future of customer service in FSIs: To assess how well FSI service professionals are adapting to these mandates, Salesforce conducted a survey of 588 financial services and insurance service professionals across 36 countries as part of its fifth State of Service Report. The survey results shed light on: By understanding these dynamics, FSIs can better navigate the evolving landscape and align their strategies to meet the evolving needs of their customers while driving operational excellence. Service leaders across industries need to make the most of what they have to drive efficiency and productivity without sacrificing either the agent or the customer experience. The same is happeningwith FSIs. These are the key considerations for FSI service orgs as they adapt to this “new normal” of service. Financial service professionals are changing how they measure success. Metrics like customer satisfaction, revenue, retention, and response times remain commonly tracked, but metrics focused on efficiency have have risen in popularity. Per the State of Service Report from Salesforce: Since 2020, the share of financial service organizations tracking case deflection — often achieved through self-service tools for customers or automatedService Organizations in the Financial Services Industry. KPIs zero in on efficiency processes — has increased by more than 19%, and the share of service organizations tracking customer effort has grown by 23%. Also notable: the percentage of organizations tracking cost per contact and first contact resolution increased by 19% and 9% respectively. Automation plays a pivotal role in driving cost efficiency and productivity within the financial services industry (FSI). According to findings from the State of Service report: These time-saving advantages underscore how automation, particularly through AI-powered tools like chatbots, knowledge bases, and virtual customer portals, effectively handles routine customer inquiries. By deflecting simple queries, automation enhances the customer experience while concurrently reducing operational costs. This strategic allocation of resources allows service agents to concentrate on resolving complex service cases, optimizing their expertise and efficiency. Moreover, automation serves as a vital mechanism for FSIs to address the escalating expectations of customers regarding service quality: In response to these heightened demands, automation equips FSIs with the agility to meet evolving customer needs effectively. By leveraging automated solutions, FSIs can manage growing case volumes while delivering superior service, thereby sustaining customer satisfaction amidst changing market dynamics. 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

December 1, 2023in Salesforce Financial Services Solutions, Unified Knowledge

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

10Feb

Activation Studio

Unleash the Potential of Salesforce Marketing Cloud: Simplify Audience Building, Enhance Lead Scoring, and Streamline Web Tracking with our Marketing Cloud Engagement Add-On – No Coding, No SQL Required! Activation Studio. This segmentation tool revolutionizes database combinations effortlessly, eliminating the need for coding or SQL queries. With a user-friendly drag-and-drop interface, every member of your online marketing team can create advanced segmentations seamlessly, saving valuable time. As Senior CRM Campaign Manager Sanne R. attests, this tool is a game-changer, offering efficiency gains that are unparalleled. Please note that while this tool is available on AppExchange, it incurs a usage cost. Save Time and Launch Journeys Efficiently: The Segment Designer boasts a visual drag-and-drop interface for creating segments, cutting journey launch times in half. Save segments as drafts and automate them effortlessly. Compare segment benchmark data with your journey data effortlessly. Behavioral Web Tracking: Utilize web behavior to craft high-potential segments for your journeys, a feature not typically available out-of-the-box in Marketing Cloud. With the inclusion of web behavior tracking, you can now export GTM tags, enhancing your tracking capabilities. Lead Scoring (B2B) or Intent Scoring (B2C): Our Score Designer empowers you to establish scoring rules and tags based on Marketing Cloud data, facilitating effective lead or intent scoring. Account-Based Marketing (ABM): Leverage ABM strategies to target high-value accounts effectively. Data Designer, Data Views & Data Extension Integration: Access all your data extensions in one centralized location, accelerating segment creation with intuitive drag-and-drop functionality by up to 50%. Salesforce Sales Integration: Our unmanaged package enables seamless integration of scores and interactions into Sales Cloud, allowing your sales team to view total scores directly on contact or lead objects. Seamless Integration: Rest assured that all data remains within your Marketing Cloud environment, ensuring data security and compliance. Compliance Certifications: Activation Studio holds ISO27001 compliance certification, guaranteeing adherence to stringent data security standards. Data Security: We employ robust measures such as TLS encryption for data in transit, AES-256 protection for data at rest, and regular data protection audits to safeguard your data. Empowering Marketers, Streamlining Processes: Our solution introduces turnkey Customer Data Platform (CDP) capabilities to your Salesforce Marketing Cloud, enhancing workflow efficiency and empowering marketers to achieve their goals. Onboarding, Training, and Support: Our experienced support team offers comprehensive training and onboarding support as needed, ensuring your team is equipped to leverage our solution effectively. Testimonials: Activation Studio streamlines segmentation and lead scoring processes in Marketing Cloud, saving valuable time and eliminating the need for SQL queries. Our friendly team continually enhances the tool’s capabilities to meet evolving needs. Flexible Pricing: Choose the package that best suits your needs, whether you’re a small business or an enterprise. Start with audience segmentation, lead scoring, or web tracking, or opt for a combination. Take advantage of our free trial to experience the benefits firsthand. Use Cases: Education: Enhance Marketing Cloud efficiency for community colleges by delivering personalized content to potential students and donors, increasing engagement and supporting students throughout their journey. Nonprofit: Boost Marketing Cloud efficiency for nonprofit organizations by delivering personalized content to potential and existing donors, increasing engagement, and reactivating dormant donors. Manufacturing: Boost Marketing Cloud efficiency for manufacturing with no-code segmentation, lead tracking, and scoring capabilities, enhancing user adoption and productivity. Healthcare & Life Sciences: Increase Marketing Cloud efficiency for healthcare and life sciences organizations with a certified solution compliant with HIPAA data security requirements, improving user adoption and productivity. Financial Services: Enhance Marketing Cloud efficiency for financial services organizations with a certified solution for no-code segmentation, lead tracking, and scoring, prioritizing data security and privacy. NOTE: This is an add-on product from a third party provider. Like1 Related Posts Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Integration of Salesforce Sales Cloud to Google Analytics 360 Announced In November 2017, Google unveiled a groundbreaking partnership with Salesforce, outlining their commitment to develop innovative integrations between Google Analytics Read more Overlooked Costs of a Salesforce Implementation Let’s look at some frequently overlooked Salesforce costs. The goal is to provide businesses and decision-makers with a comprehensive understanding Read more

February 10, 2023in Salesforce Marketing Cloud

01Aug

Salesforce Data for Account Based Marketing

Account-based marketing relies on data to pinpoint key accounts, facilitate marketing segmentation, and assess performance for continuous improvement. While proficiency in data skills is crucial for long-term success, there are cost-effective strategies within Salesforce to initiate and build insights for your ABM strategy. Before integrating advanced ABM technologies, it’s essential to ensure your data is well-organized. Part of the roadmap to ABM is uncovering any additional data points that would be nice to have and adding them to the CRM. This prevents the addition of metrics to page layouts without a clear plan, preventing confusion among team members. Managing the Salesforce Data Lifecycle: Understanding why Account Based Marketing needs data involves cross-referencing firmographic data with first-party data to identify patterns providing definitive insights about top customers. B2B companies can narrow down target accounts based on specific criteria like size, revenue, and industry. Ideal Customer Profiles (ICPs): Developing ICPs is a crucial step in ABM, representing businesses that derive the most value from your offerings. Conduct interviews with individuals from high-revenue accounts to understand how your solutions address critical business challenges. Research Using CRM Data: Leverage Salesforce reports and CRM Analytics to gain insights into opportunities, customer lifetime value, customer churn, and other key attributes. This data provides a foundation for effective ABM strategies. Account Score: Utilize account scores, a key ABM metric, to summarize ICP findings into a single value. Options include using Salesforce features like Einstein Key Account Identification or creating a custom account score model. Building an ABM Targets List: Simplify the process of building a target account list with a picklist field on the account object. This field categorizes accounts based on their priority, allowing for easy monitoring and management. Reports and Dashboards: Utilize Salesforce reports and dashboards to monitor and measure ABM success. Customized reports can provide actionable insights for teams involved in ABM activities. Data Roles & Responsibilities: Establish a team with data competencies, including data modeling, system integrations, data compliance, and data analysis. These skills are vital for effective ABM implementation. Low-Budget Salesforce Tricks: Leverage Salesforce’s extensive data model to roll up data from child records to target objects. This involves summarizing data from related objects to gain comprehensive insights, supporting ABM initiatives. Pardot (MCAE) Segmentation and Automation: Sync account data to Account Engagement, formerly Pardot, and use automation rules to create targeted segments based on criteria like customer lifetime value, account events, or products purchased. Monitoring and Measuring ABM Success: Optimize the Salesforce user experience by adding and removing components to enhance usability. Embed ABM reports in Salesforce or B2BMA to keep teams informed. Technologies to Extend ABM Campaigns: Consider ABM platforms like Salesforce Marketing Cloud Account Engagement for advanced capabilities, such as coordinating channels, leveraging firmographic data, and serving targeted ads. This comprehensive guide emphasizes the role of data in account-based marketing, providing strategies, tricks, and technologies for both beginner and advanced ABM initiatives. Starting with low-budget tricks within Salesforce and gradually adopting advanced tools ensures a gradual and successful transition into enhanced ABM strategies. Salesforce Marketing Cloud Account Engagement is Salesforce’s recommended Account Based Marketing tool. For more information on Salesforce Marketing Cloud Account Engagement or Account Based Marketing contact Tectonic today. Salesforce Data for Account Based Marketing Content updated November 2023. 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 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 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

August 1, 2022in Salesforce Marketing Cloud Account Engagement (Pardot)

09Aug

Salesforce Personalization Studio User Segments

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

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

Salesforce Surveys and Feedback

Connecting Account Engagement, Marketing Cloud, and Salesforce

Intelligent Customer Service in Financial Service

Salesforce Account Engagement

Activation Studio

Salesforce Data for Account Based Marketing

Salesforce Personalization Studio User Segments

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