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Improving customer experiences with Marketing Cloud Personalization
14Jul

Attention Maps vs. Heatmaps

Attention Maps vs. Heatmaps: How to Choose the Right Tool for UX Optimization Staring at a heatmap and unsure if you’re interpreting it correctly? Misreading data can lead to misguided changes—fixing what isn’t broken while missing critical issues. This guide cuts through the noise, helping you choose between AI-powered attention maps and traditional heatmaps so you can optimize designs with confidence. Attention Maps vs. Heatmaps: Key Differences Feature Attention Maps Traditional Heatmaps Data Source AI predictions (no real users needed) Real user interactions (clicks, scrolls, hovers) Best For Pre-launch design testing Post-launch behavior analysis Strengths Predicts visual focus, optimizes layouts before going live Tracks actual engagement, identifies usability issues Limitations Not 100% accurate—needs real-world validation Requires sufficient traffic for meaningful insights When to Use Attention Maps What They Do AI-generated attention maps predict where users will look first—highlighting high-impact zones (red/orange) and overlooked areas (blue/green). Best For: ✅ Pre-launch testing (landing pages, ads, UI designs)✅ Optimizing visual hierarchy (headlines, CTAs, key visuals)✅ A/B testing layouts before investing in traffic Top Attention Map Tools When to Use Traditional Heatmaps What They Show Heatmaps visualize real user behavior—click patterns, scroll depth, and hover activity—helping you spot engagement trends and friction points. Best For: ✅ Post-launch analysis (conversion funnels, drop-off points)✅ Identifying usability issues (ignored CTAs, confusing navigation)✅ Improving existing pages based on real interactions Top Heatmap Tools Real-World Use Cases 1. eCommerce (Use Heatmaps) 2. Landing Pages (Use Attention Maps First, Then Heatmaps) 3. SaaS Platforms (Use Heatmaps) 4. Content Sites (Use Heatmaps) Which Should You Use? Pro Tip: Think of attention maps as a movie trailer (predicting engagement) and heatmaps as box office results (showing what actually worked). Like Related Posts Who is Salesforce? Who is Salesforce? Here is their story in their own words. From our inception, we’ve proudly embraced the identity of Read more Salesforce Unites Einstein Analytics with Financial CRM Salesforce has unveiled a comprehensive analytics solution tailored for wealth managers, home office professionals, and retail bankers, merging its Financial Read more AI-Driven Propensity Scores AI plays a crucial role in propensity score estimation as it can discern underlying patterns between treatments and confounding variables Read more Tectonic’s Successful Salesforce Track Record Salesforce Technology Services Integrator – Tectonic has successfully delivered Salesforce in a variety of industries including Public Sector, Hospitality, Manufacturing, Read more

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July 14, 2023in Data
AI Drives Insights
07Apr

AI Drives Insights

Innovations from Salesforce, HubSpot, and One AI are driving deeper insights and streamlining processes. Key Takeaways: AI is transforming the way businesses operate, and customer relationship management (CRM) is no exception. AI has been influencing the CRM space for years, but its impact is now reaching new heights. By harnessing AI algorithms, modern CRM systems offer predictive analytics and deeper insights, enabling brands to understand their customers on an unprecedented level. Advanced AI-enabled CRMs even incorporate sentiment analysis to gauge customer perceptions and provide automation tools to free marketers from mundane tasks. The global AI market, currently valued at 2.3 billion, continues to expand rapidly. From 2020 to 2022, annual corporate investments in AI startups increased by $5 billion, reflecting the growing demand for AI-driven innovations. As CRM vendors introduce more AI capabilities, it’s important to understand the unique approaches each one takes to differentiate themselves and deliver specific benefits. Salesforce and Einstein GPT: A New Era with OpenAI’s ChatGPT On March 7, 2023, Salesforce introduced Einstein GPT, a generative AI technology integrated into its CRM platform. Combining real-time data from Salesforce’s Data Cloud with OpenAI’s ChatGPT, Einstein GPT allows users to input natural-language prompts to streamline tasks and decision-making. Salesforce has long invested in AI. In 2017, it launched its Einstein AI as part of Service Cloud. By 2019, Salesforce had partnered with OpenAI to explore AI research and integrate advanced models into its ecosystem. The acquisition of Slack in 2020 further strengthened its AI capabilities by incorporating advanced messaging and communication tools into the CRM environment. Marc Benioff, CEO of Salesforce, highlighted the significance of AI’s growth: “The world is experiencing one of the most profound technological shifts with real-time technologies and generative AI. This comes at a pivotal moment as every company is focused on connecting with their customers in more intelligent, automated, and personalized ways.” Einstein GPT is set to transform customer engagement, with applications across Salesforce’s various platforms, including Tableau, MuleSoft, and Slack. HubSpot CRM: AI-Powered Content Assistant A day before Salesforce’s AI announcement, HubSpot revealed its own AI-powered features: the Content Assistant and ChatSpot.ai. These tools aim to enhance CRM users’ productivity while creating stronger connections with customers. HubSpot’s Content Assistant helps marketing and sales teams ideate, create, and share content through generative AI capabilities. It can suggest blog titles, create content outlines, and assist with crafting content for blogs, emails, landing pages, and websites. ChatSpot.ai, on the other hand, offers a natural-language chat experience to simplify CRM tasks for HubSpot users. HubSpot has also invested in AI for other functions, including conversation intelligence, data enrichment, predictive analytics, and content optimization, solidifying its position in the AI-driven CRM landscape. With AI advancements from companies like Salesforce, HubSpot, and One AI, the future of CRM is poised for enhanced efficiency, automation, and personalized customer interactions. Like Related Posts Who is Salesforce? Who is Salesforce? Here is their story in their own words. From our inception, we’ve proudly embraced the identity of 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 Salesforce Unites Einstein Analytics with Financial CRM Salesforce has unveiled a comprehensive analytics solution tailored for wealth managers, home office professionals, and retail bankers, merging its Financial Read more AI-Driven Propensity Scores AI plays a crucial role in propensity score estimation as it can discern underlying patterns between treatments and confounding variables Read more

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April 7, 2023in Generative AI, Mulesoft, Salesforce
Pardot Forms Unleased
08Feb

Pardot Forms Unleashed

Setting up and maintaining Pardot forms is generally straightforward using the point-and-click Pardot form builder. Pardot Forms Unleashed. You can select the fields you want prospects to complete, define completion actions upon form submission, and then integrate the form seamlessly onto your website or landing pages. However, there are some nuances, or “gotchas,” with Pardot forms that can complicate your campaigns, impact reporting accuracy, and affect data quality. Here are some lesser-known tips to navigate these challenges effectively: By understanding these nuances and best practices, you can effectively leverage Pardot forms to drive marketing initiatives while maintaining data integrity and campaign effectiveness. Pardot Forms Unleased. Like Related Posts Who is Salesforce? Who is Salesforce? Here is their story in their own words. From our inception, we’ve proudly embraced the identity of 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 Salesforce Unites Einstein Analytics with Financial CRM Salesforce has unveiled a comprehensive analytics solution tailored for wealth managers, home office professionals, and retail bankers, merging its Financial Read more AI-Driven Propensity Scores AI plays a crucial role in propensity score estimation as it can discern underlying patterns between treatments and confounding variables Read more

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February 8, 2023in Salesforce
Account Based Marketing
15Oct

The Ultimate Guide to ABM Email Templates That Convert

Crafting Hyper-Personalized ABM Emails That Get Responses Account-based marketing emails aren’t just messages—they’re strategic business conversations tailored to your most valuable accounts. These templates show you how to break through the noise with highly relevant, value-driven communication. Why ABM Emails Work Differently ✔ 87% higher response rates than generic emails✔ 3x more pipeline value from targeted accounts✔ 56% better conversion rates when properly personalized 1. Subject Lines That Demand Attention Personalized & Benefit-Driven Intriguing & Relevant Referencing Connections Pro Tip: Include the recipient’s name and company in 70% of subject lines for 22% higher open rates. 2. Email Body Structure That Converts The 4-Part ABM Email Framework 1. Personalized Hook (1 sentence)“Congrats on [Recent Achievement] – impressive growth in [Specific Metric]!” 2. Relevant Insight (2-3 sentences)“When we helped [Peer Company] with similar [Challenge], they achieved [Quantifiable Result] by [Unique Approach].” 3. Tailored Value Proposition“For [Account Name], this could mean [Specific Benefit 1] and [Specific Benefit 2] based on your [Unique Factor].” 4. Clear CTA with Social Proof*”When’s a good time for a 15-min chat? P.S. [Industry Leader] saw [Result] in [Timeframe].”* 3. Proven ABM Email Templates Template 1: The Executive Insight Email Subject: “[Industry Trend] impacting [Account Name]’s [Department]” Body:“Hi [First Name], Noticed [Account Name]’s focus on [Strategic Initiative] in your [Source]. With [Industry Trend] accelerating, many [Industry] leaders are seeing [Specific Impact]. We recently helped [Peer Company] navigate this by [Solution], achieving [Metric] in [Timeframe]. Would you have 20 minutes to discuss how this approach could support [Initiative]? Best,[Your Name][Your Position][Your Company]” Template 2: The Peer Comparison Email Subject: “How [Peer Company] achieved [Result] with [Solution]” Body:“Hi [First Name], [Peer Company] faced similar [Challenge] to what [Account Name] is managing around [Specific Issue]. Their solution? [Brief Case Study Summary]. *Three specific outcomes they gained: Would you be open to a quick call to explore if this approach could work for [Account Name]? [Your Name]” 4. Advanced ABM Email Strategies The Multi-Touch Sequence Interactive Elements That Boost Engagement 5. Measuring ABM Email Success Track these key metrics:✅ Open Rate (Target: 40-60%)✅ Response Rate (Target: 15-30%)✅ Meeting Booked Rate (Target: 5-15%)✅ Pipeline Influence (Measure account progression) Optimization Tip: A/B test every 5th email with different: Your ABM Email Checklist 🔹 Before Sending: 🔹 After Sending: “After implementing these ABM email strategies, we saw a 4x increase in meetings with target accounts and 35% faster deal velocity.”— Enterprise ABM Director Transform your ABM outreach from ignored to engaged with science-backed templates. Like Related Posts Who is Salesforce? Who is Salesforce? Here is their story in their own words. From our inception, we’ve proudly embraced the identity of 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 Salesforce Unites Einstein Analytics with Financial CRM Salesforce has unveiled a comprehensive analytics solution tailored for wealth managers, home office professionals, and retail bankers, merging its Financial Read more AI-Driven Propensity Scores AI plays a crucial role in propensity score estimation as it can discern underlying patterns between treatments and confounding variables Read more

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October 15, 2022in Enterprise
snowpark container services
08Feb

Snowpark Container Services

Snowpark Container Services is a fully managed solution designed to simplify deploying, managing, and scaling containerized applications within the Snowflake ecosystem. Key Features Benefits of Snowpark Container Services in Native Apps Integrating Snowpark Container Services into Snowflake Native Apps enables developers to create solutions for various use cases, including: Developers benefit from Snowflake’s Native Apps Framework safeguards, which ensure secure and efficient operations. Development Workflow for Snowpark Container Services Here’s a quick guide to the development cycle for building and deploying containerized services within Snowflake. 1. Develop Code Locally 2. Build and Push an Image 3. Provision Resources 4. Deploy and Test Services Getting Started To build containerized applications with Snowpark Container Services: For a deep dive into architecture and workflows, explore Snowflake’s guides and tutorials on Snowpark Container Services and Native Apps. The Snowflake Native Applications Framework allows developers to package Snowflake features into standalone applications that can be installed across multiple accounts. This framework now supports advanced features for managing resource provisioning and deploying container services. Below is an overview of how to integrate container services into a Native App. Key Components 1. Manifest File The manifest file defines the configuration and setup properties for the application, including: Example Manifest File: Specifying Container Images yaml Copy code manifest_version: 1 version: name: V1 label: “Version One” comment: “The first version of my amazing Snowflake Native App” artifacts: readme: readme.md setup_script: scripts/setup.sql container_services: images: – /provider_db/provider_schema/provider_repo/server:prod – /provider_db/provider_schema/provider_repo/web:1.0 Here: Setting a Web UI as the Landing Page For apps with a web UI, specify a default_web_endpoint field to make the UI the landing page. yaml Copy code default_web_endpoint: service: ux_schema.ux_service endpoint: ui Here, service corresponds to the name defined in the CREATE SERVICE command, and endpoint refers to the service’s endpoint in the specification file. Using Streamlit as a Landing Page Alternatively, you can specify a default_streamlit field to use Streamlit as the landing page. Note: default_web_endpoint and default_streamlit are mutually exclusive—you can only use one. 2. Setup Script The setup script executes during the application installation and upgrade processes. It contains SQL statements for creating: Resource Provisioning for Snowpark Container Services The setup script also includes logic for provisioning resources like compute pools. However, these provisioning procedures are executed post-installation to ensure the consumer has granted the necessary privileges. Managing Compute Pools and Privileges Consumer-Controlled Resource Provisioning A foundational principle of the Snowflake Native Apps Framework is that consumers maintain full control over the resources the application accesses. This includes compute resources. Privileges Required To enable an application to provision resources, specific privileges must be requested in the manifest file: Example Privileges in the Manifest File yaml Copy code privileges: – CREATE COMPUTE POOL description: “Enable application to create its own compute pool(s)” – BIND SERVICE ENDPOINT description: “Enables application to expose service endpoints” Note: These privileges are not granted by default. The installation user may need to request them from another user with the appropriate permissions within the organization. By wrapping container services into a Snowflake Native App, developers can: This approach ensures that both providers and consumers retain control over their resources and data, while maximizing the capabilities of Snowflake Native Apps. Managing Privileges and Deploying Services in Snowflake Native Apps Once a Snowflake Native App is installed, consumers can grant the necessary privileges through various supported mechanisms. Here’s an overview of how to configure privileges, deploy services, and manage app components effectively. Granting Privileges 1. Snowsight UI Configuration Snowflake Native Apps with Snowpark Container Services provide a custom Snowsight configuration UI. When privileges are granted via this UI, it triggers the app’s grant_callback procedure specified in the manifest file. This procedure receives a list of privileges as input, making it ideal for initiating resource provisioning, such as creating compute pools. For containerized apps, this is the recommended approach. Example Manifest Configuration: yaml Copy code manifest_version: 1 configuration: log_level: debug trace_level: always grant_callback: setup.grant_callback 2. Streamlit Integration Using Snowflake’s Permissions SDK, developers can create Streamlit-based pop-ups to request privileges. After privileges are granted through the pop-up, resource provisioning can begin. Specify Streamlit as the landing page in the manifest using the default_streamlit field. This configuration allows Streamlit to invoke the necessary resource provisioning procedures. 3. SQL Worksheet Consumers preferring SQL-based interaction can grant privileges and execute resource provisioning procedures directly through the SQL worksheet. Example Grant Callback Procedure: sql Copy code CREATE OR REPLACE PROCEDURE setup.grant_callback(privileges ARRAY) RETURNS STRING AS $$ BEGIN CREATE COMPUTE POOL IF NOT EXISTS backend_compute_pool MIN_NODES = 1 MAX_NODES = 1 INSTANCE_FAMILY = CPU_X64_XS; CALL services.start_backend(‘backend_compute_pool’); RETURN ‘Callback successful’; END; $$; GRANT USAGE ON PROCEDURE setup.grant_callback(ARRAY) TO APPLICATION ROLE app_public; This procedure creates a compute pool and then calls another procedure to set up services within the pool. Deploying Services Once compute pools are created, the application can deploy one or more services. Scenario 1: The App Has All Required Resources If the app has everything it needs, it can directly execute CREATE SERVICE commands in the grant_callback procedure to set up its services. For services requiring warehouses, the app can request the CREATE WAREHOUSE privilege in the manifest and create warehouses as needed. Scenario 2: The App Needs Additional Consumer Resources If the app requires additional objects (e.g., external access integrations or secrets) from the consumer, references can be used. A reference includes a register_callback procedure that binds the required resources. This procedure can also trigger service creation after the reference is bound. Example Register Callback Procedure: sql Copy code CREATE OR REPLACE PROCEDURE v1.register_single_callback(ref_name STRING, operation STRING, ref_or_alias STRING) RETURNS STRING LANGUAGE SQL AS $$ BEGIN CASE (operation) WHEN ‘ADD’ THEN SELECT SYSTEM$SET_REFERENCE(:ref_name, :ref_or_alias); CASE (:ref_name) WHEN ‘external_access_backend_reference’ THEN CALL services.start_service_with_egress(); WHEN ‘secret_reference’ THEN CALL services.start_service_using_secret(); END CASE; WHEN ‘REMOVE’, ‘CLEAR’ THEN SELECT SYSTEM$REMOVE_REFERENCE(:ref_name); ELSE RETURN ‘Unknown operation: ‘ || operation; END CASE; RETURN ‘Operation ‘ || operation || ‘ succeeds.’; END; $$; This procedure: Packaging Service Specifications Service creation requires specification files, which must be included in the app package (typically alongside the manifest.yml). These files define the service

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February 8, 2022in Data, Snowflake
salesforce marketing cloud interaction studio
28Apr

Ampscript

What is AMPscript used for in Salesforce? What is its purpose? AMPscript is a useful scripting language that you can use across emails, landing pages, SMS, and push notifications in Salesforce Marketing Cloud Builders. AMPscript is Marketing Cloud‘s proprietary scripting language for advanced dynamic content in emails, landing pages, SMS, and push messages. Why use Marketing Cloud AMPscript? AMPscript allows you to extend Marketing Cloud functionality beyond its out-of-the-box capabilities because you can develop code and custom solutions, tailored to your own specific needs and requirements. What are some functions you can perform with AMPscript? Types of Functions in Marketing Cloud AMPscript: What are advantages of AMPscript compared to Ssjs? For the web developer who are new to both languages, for them AMPscript has a shorter learning curve compared to SSJS. AMPscript should be preferred for simple inline personalization, which includes content like name, salutation and simple IF ELSE loops. Using AMPscript To use AMPscript, you insert it into the content body of your messages at the point where you want it to render. When you send a message that contains AMPscript, Marketing Cloud Engagement interprets the code and substitutes it with the output of the AMPscript function. 3 Way to Add There are three ways to add AMPscript code to your content: by using inline code, by adding code blocks, or by using tag-based scripting. The first two of these methods use special delimiters to denote the beginning and ending of the code that you want Marketing Cloud Engagement to interpret. In the third method, you delineate the AMPscript code with <script> tags. When you close an AMPscript block, use the same type of closing delimiter as you used to open the block. For example, if you open a block using tag-based scripting, you can’t close it by using the closing code block delimiter. Use the %%= and =%% delimiters to add AMPscript code inline with your content. Inline AMPscript is frequently used within HTML tags to dynamically populate the content of a message. In this basic example, a section of AMPscript is included inline within an HTML <p> tag. You can also include multi-line blocks of AMPscript code in your messages. Use the %%[ and ]%% delimiters to begin and end a code block, respectively. With a code block, you can define multiple variables and execute multiple functions. Code blocks use the syntax shown in this example. Tag-based syntax for AMPscript standardizes the syntax used to declare AMPscript blocks with the syntax of Server-Side JavaScript (SSJS). This syntax makes it easier for developers to switch between AMPscript and SSJS. Like1 Related Posts Who is Salesforce? Who is Salesforce? Here is their story in their own words. From our inception, we’ve proudly embraced the identity of 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 Salesforce Unites Einstein Analytics with Financial CRM Salesforce has unveiled a comprehensive analytics solution tailored for wealth managers, home office professionals, and retail bankers, merging its Financial Read more AI-Driven Propensity Scores AI plays a crucial role in propensity score estimation as it can discern underlying patterns between treatments and confounding variables Read more

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April 28, 2021in Salesforce Marketing Cloud
Smart Capture Forms as Marketing Cloud Journey Entry Source
23Nov

Smart Capture Forms as Marketing Cloud Journey Entry Source

Transforming your marketing strategy into a seamless journey for your customers has never been easier, thanks to the integration of CloudPages’ Smart Capture forms with Journey Builder Entry Events. By leveraging this innovative feature, you can effortlessly guide your audience through personalized experiences that drive engagement and conversions. Smart Capture Forms as Marketing Cloud Journey Entry Source. Crafting these dynamic forms is a breeze, whether you prefer the classic or Content Builder editor, embedded within your landing pages or microsites. However, to take advantage of this functionality, it’s essential to ensure that you have both Journey Builder and CloudPages at your disposal. If you’re missing either piece of the puzzle, a quick chat with your Relationship Manager can swiftly rectify the situation. Now, let’s dig into the mechanics of how this synergy works. To initiate customers into a journey, the data captured by Smart Capture forms must be securely stored in a designated data extension. This data extension, aptly named the Event Source data extension, serves as the reservoir from which contacts are seamlessly injected into your Journey Builder journeys. Remember, for this mechanism to function seamlessly, your Event Source data extension must be configured as sendable. Creating a Smart Capture Form within CloudPages is a straightforward process: Navigate to CloudPages and effortlessly drag the Smart Capture gear onto the content area of your chosen landing page or microsite.Establishing a Data Extension tailored for Smart Capture as a Journey Builder event is paramount. This dedicated data extension serves as the conduit for seamlessly integrating Smart Capture forms with Journey Builder Entry Events. Here’s how to get started: Create a marketing cloud data extension explicitly designed to handle Smart Capture data within the context of Journey Builder.These conditions are required for creating a data extension to use in a Journey Builder entry event. Choose Create from New.Enter a name and select Is Sendable? if you plan to use emails with your Smart Capture form or Journey Builder journey.On the Data Retention Policy step, keep the default setting and click Next. Add any fields you would like to capture. When adding an Email Address attribute, change the Data Type to EmailAddress as email address because email address is the primary key. Set Send Relationship to the Email Address attribute so it relates to Subscribers on Subscriber Key. Smart Capture Forms as Marketing Cloud Journey Entry Source For those seeking further clarification or guidance on integrating Smart Capture forms with Journey Builder Entry Events, our comprehensive FAQs offer valuable insights: My Smart Capture form used as the trigger event for my journey won’t submit. What’s happening?Ensure that you configured the re-entry option and default channel address in the journey settings. I can’t get my journey to execute?If your journey includes an email send there are 2 important steps to complete before the journey can be executed. Within Email Studio, open up your email and be sure to complete both the Content Detective and Validate steps. Complete these steps before a journey can send that email. Explore our FAQs section dedicated to illuminating the intricacies of utilizing Smart Capture forms as Journey Builder Events within CloudPages. With this powerful integration at your fingertips, you can orchestrate personalized customer journeys that captivate your audience and drive tangible results. Embrace the potential of CloudPages‘ Smart Capture forms within Journey Builder to elevate your marketing endeavors to new heights of success. Like1 Related Posts Who is Salesforce? Who is Salesforce? Here is their story in their own words. From our inception, we’ve proudly embraced the identity of 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 Salesforce Unites Einstein Analytics with Financial CRM Salesforce has unveiled a comprehensive analytics solution tailored for wealth managers, home office professionals, and retail bankers, merging its Financial Read more AI-Driven Propensity Scores AI plays a crucial role in propensity score estimation as it can discern underlying patterns between treatments and confounding variables Read more

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November 23, 2020in Salesforce
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