Account Planning Salesforce

03Apr

1 to Many Account Engagement Account Based Marketing

Discover the solution to your marketing challenges with 1 to Many Account Engagement Account Based Marketing, where technology scales reach and personalization for a larger number of accounts. While requiring less manual intervention from the marekting team. In the battle of winning customers and expanding your client base, the traditional approach of casting a wide net and hoping for success falls short. While the wide net may capture many fish, only fish that are meant to be on the menu are of any real value in marketing. Account-Based Marketing (ABM) emerged as a strategic alternative in lead generation and relationship fostering, focusing on specific high-value accounts through tailored campaigns and personalized messaging. Different types of Account Based Marketing can be applied based on your business goals, needs, and currently available resources. 1 to Many ABM 1:Many ABM, or Programmatic ABM, represents the least intensive form of account based marketing. It targets a large number of accounts simultaneously, relying on technology and automation with tools like Salesforce and Einstein AI. While campaigns and content are not individually tailored, they address a larger group with similar characteristics, categorized based on industry, size, location, goals, needs, and challenges. The leads who respond to this first found of contacting are perfect to then move to automated and personalized campaigns. This approach proves beneficial for businesses hoping to reach a broad audience on a limited budget, as it demands fewer resources and offers cost-effectiveness. Salesforce Marketing Cloud Account Engagement is a great tool for 1 to many account based marketing. Characterized by targeting 100 to 1000+ accounts, 1:Many ABM exhibits low personalization compared to other ABM types. Resources needed are generally low to moderate, given the automated nature of campaigns. The team structure may not require an ABM strategist but will need content writers and integration/analytics experts. As the most cost-effective option, it suits businesses on a limited budget. One to Many ABM Use Cases Use cases for 1:Many ABM encompass lead and demand generation, entry into new markets or product promotion, and educating potential customers. It proves effective in campaigns designed to attract new leads, launch products, or provide information to move potential customers further into the sales funnel. An exemplary 1:Many ABM campaign executed by DocuSign involved a targeted display ad campaign for over 450 enterprise level accounts. The campaign ran across six different industries. The ad messaging and content were customized based on industry and the customer’s buying stage. Aiming to boost website traffic, improve click-through rates, and increase meaningful customer conversations. If you are ready to explore Salesforce Account Engagement and 1 to many account based marketing, contact Tectonic 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

April 3, 2024in Salesforce Development Services, Salesforce Marketing Cloud Account Engagement (Pardot)

21Jun

Lead Assignment Automation for Salesforce

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

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

07Feb

Key Benefits of Selling With Salesforce

What is a key advantage for businesses of selling with Salesforce? Benefits of Selling With Salesforce. Salesforce serves as a centralized hub for managing customer relationships, securely storing data, interactions, and deal information in the cloud. This ensures data safety and prevents the loss of critical or time-sensitive information while improving team collaboration. One of the benefits of utilizing Salesforce lies in the richness and depth of information it provides. Users gain visibility into individual accounts, contacts, tasks, events, and opportunities associated with leads, offering comprehensive insights before engaging with potential customers. Having essential customer information readily available empowers both you and your company’s representatives to strategize for accounts. This hands-on approach facilitates genuine connections with clients, allowing reps to adjust plans dynamically for improved results. Salesforce even offers a feature to create to-do items, aiding in organizational efficiency throughout the day. Salesforce enables the creation of reminders and calendars, ensuring timely follow-ups on important tasks with customers, account managers, or upper management. This approach minimizes the risk of oversights. Benefits of Selling With Salesforce positively impact everyone across teams and departments. Salesforce Platform The platform enhances time management by providing all necessary information to prioritize work for clients. Built-in calendar tools offer visualizations of schedules on a daily, weekly, monthly, or yearly basis, enabling users to stay organized at every step of lead nurturing. Salesforce facilitates seamless communication within your team through the “Chatter” feature, allowing discussions about work-related information. This feature also streamlines collaboration by adding team members to accounts or opportunities that require special attention. Being a cloud-based product, Salesforce ensures accessibility wherever there is an internet connection, including on mobile devices through its dedicated app. This flexibility is advantageous for business owners and marketing managers who wish to maintain constant communication with their teams, ensuring data availability without reliance on a centralized location. Cloud-based Salesforce’s cloud-based nature enhances security, providing a central repository for data accessible at all times. Additionally, the platform supports real-time updates on accounts and clients, promoting excellent customer service. Salesforce aids in structuring and visualizing the sales process through a sales pipeline, allowing salespeople to effectively manage and track the intricate activities crucial for closing deals. Salesforce’s Sales Cloud allows you to streamline the sales process and build efficiencies. Workflow automation, opportunity management, detailed sales forecasting and more features coupled with additional Salesforce Clouds create custom solutions for your business. Additionally, account planning, time management, team collaboration and accessibility are all enhanced with Salesforce. Tracking Salesforce can track the best-selling products and the purchase history of customers, which in turn will help you decide how to make the best use of resources. Salesforce does not consist of a single element with multiple features. It’s broken into different sections of functionality that nevertheless work in concert. Contact Tectonic today to explore how Salesforce can benefit your sales teams. 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 7, 2023in Salesforce, Salesforce Sales Cloud

21Mar

Salesforce Account Planning

To optimize revenue from existing clients, businesses can employ account planning, particularly for small businesses engaging in B2B sales. A highly effective strategy involves regularly reviewing client accounts that necessitate a more personalized sales approach. Salesforce Account Planning is a great way to keep account managers on the same page and shorten sales cycles. Many entrepreneurs and sales managers often use a uniform process for converting leads and managing contract renewals. However, without an account planning strategy, companies may be missing out on significant revenue opportunities. By implementing account plans, teams gain a profound understanding of client needs and challenges, enabling them to tailor sales approaches for higher conversion rates and increased contract values through cross-sells and upsells. Salesforce Account Planning Account management planning and execution, for many sales teams, facilitate revenue growth without necessarily expanding their prospect pool. Now, let’s dexplore the concept of account planning. Customer accounts are inherently intricate, and traditional sales processes tend to categorize them based on standard criteria like industry, employee count, overall sales, and other general data points. While using the same sales pitch for similar business profiles may yield success, important details might be overlooked, hindering the potential for additional revenue from the same account. This is where account planning becomes most valuable. It encourages sales professionals to dive deeper into each customer’s individual needs, motivations, and business context. This understanding empowers sales managers to identify new avenues for revenue growth within existing accounts. For example, being aware of recent organizational changes among clients, such as office expansion or funding rounds, allows businesses to offer products and services that align with the client’s growth trajectory. This depth of understanding enhances the chances of proposal acceptance. By addressing the specific challenges and opportunities clients face, businesses can propose mutually beneficial solutions. Here are eight essential steps for effective account planning: By following these steps, businesses can enhance their account planning strategy for sustained revenue growth from existing clients. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

March 21, 2022in Salesforce

07Aug

Account Planning in Salesforce

Effective account planning is crucial for sales teams to optimize revenue opportunities, foster team alignment, clarify internal sales rep goals, and comprehend customer needs. Account plans play a pivotal role in establishing robust customer relationships. By enabling sales teams to consistently achieve their goals. With a well-crafted and comprehensive account plan for strategic accounts, focus can be aligned to position your team as the trusted partner, emphasizing problem-solving over product sales. Salesforce, a versatile tool evolving over time, empowers companies to enhance their marketing, sales, and service capabilities. Account planning in Salesforce serves as a valuable component of this arsenal. Account Planning With Salesforce Account planning involves the strategic creation of plans to enhance value-driven relationships with key customers. By ensuring long-term development and retention for maximum revenue potential. This process entails mapping essential details about prospects or existing clients, including decision-making processes, competitors, and an organization-wide strategy for winning, retaining, and growing business. In Salesforce, account planning becomes a measurable, repeatable process, ensuring that every client interaction contributes to relationship growth and, consequently, increased revenue potential. Account planning in Salesforce, when executed with Tectonic’s intuitive and strategic customization, not only nurtures client relationships but also facilitates team-wide growth. This expedites deal closures with heightened customer satisfaction, making everyone’s job more manageable. A well-designed account planning management template, tailored to your business’s targets and goals, provides a roadmap for closing deals faster. Tectonic collaborates with you to customize Salesforce tools. Whiteboard existing processes, and create a dynamic account planning management template that evolves with your business. The Significance of Account Plans An account plan consolidates information about customers, competitors, and sales strategy into a simple document. This ensures each customer is set up for success. It goes beyond the structured fields of a CRM, incorporating a variety of information. Annual revenue, key decision-makers, sales timelines, and goals for both the buyer and seller. An account plan unifies the entire account team, providing a strategy execution, facilitating smooth transitions during account changes, and aiding in onboarding subject matter experts. This strategic document outlines the growth trajectory of the client relationship while marking milestones for seamless team transitions. This ensures a consistently smooth experience for the client. While many account plans become static documents, only referenced during their creation phase in Q1, living account plans remain dynamic and relevant throughout the year. These dynamic plans keep account information up-to-date, empowering sales teams to formulate actionable strategies, deliver tangible benefits, eliminate surprises, and predict the likelihood of hitting quarterly goals. Salesforce account planning encourages salespeople to gain a deeper understanding of each customer’s individual needs, motivations, and business situations. A well-designed account plan transforms the 2D visualization of an account in a CRM platform into a 3D, living, breathing, evolving story of the customer and their needs. Empowered by account planning, sales managers can explore new avenues to increase revenue from existing accounts. A detailed account plan provides insights into the client’s business, fostering trust and deeper client relationships. Enhancing Salesforce with Account Planning In the Salesforce ecosystem, communication is vital, and Einstein, Salesforce’s artificial intelligence tool, enhances account planning by automating many customer interactions. This automation allows the sales team to focus on key moments that matter the most in customer interactions. Account planning in Salesforce also facilitates a more insightful approach to account segmentation. Armed with information from the account plan, analytics and Salesforce artificial intelligence can be employed to identify and target key accounts effectively. You should consider both potential and current value. Creating account plans for every account is recommended, especially for larger, more complex, and valuable customers. The historical data generated by account plans prepares businesses for future growth by establishing a simple and repeatable process. Quip as an MVP in Account Planning Quip, a real-time collaborative suite of documents and spreadsheets, serves as a valuable tool in the account planning arsenal. Integrated into Salesforce, Quip simplifies the addition of account plans to every Salesforce account and opportunity record. Transforming numerous business processes and documentation challenges into productivity wins. For organizations conducting formal account planning for the first time, it is recommended to start with key customers for the year. As account planning matures, it becomes a valuable resource for Account Based Marketing (ABM), leveraging historical data for future business expansion. Account planning, when integrated with Salesforce and supported by Salesforce tools like Quip, becomes a powerful strategy for sales teams. It enhances communication and automates interactions. Quip provides valuable insights, ultimately contributing to long-term client relationships and increased revenue potential. Whether implementing or re-implementing Salesforce, Tectonic can assist in incorporating account planning as an essential tool to maximize the benefits of your Salesforce strategy. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

August 7, 2021in Salesforce

Account Planning Salesforce

1 to Many Account Engagement Account Based Marketing

Lead Assignment Automation for Salesforce

Key Benefits of Selling With Salesforce

Salesforce Account Planning

Account Planning in Salesforce

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