Marketing Automation Archives - gettectonic.com

23Apr

If Not Informatica, Then Who?

What Lies Ahead for Salesforce’s Acquisition Strategy? If Not Informatica Then Who? The Breakdown: The proposed Salesforce-Informatica acquisition, which promised significant advancements in data integration, quality control, and customer insights, ultimately fell through due to disagreements over the deal’s terms. Impact on Salesforce’s Strategy: The acquisition was positioned as a strategic move for Salesforce, building on its largest acquisition of Slack in 2020, aimed at fortifying its data ecosystem and bolstering its position in data analytics and management through enhanced AI capabilities and data management solutions. Future Acquisition Prospects: With the Informatica deal off the table, attention turns to potential targets like HubSpot. This shift underscores Salesforce’s commitment to maintaining a competitive edge in CRM and marketing automation amidst increasing competition and past acquisitions such as ExactTarget and Pardot. The Details: The anticipated mega-deal, which could have significantly expanded Salesforce’s data capabilities and represented one of its largest acquisitions to date, dissolved due to an inability to reach consensus on deal terms, as reported by multiple sources. Informatica, valued at over billion, specializes in data management software, while Salesforce, the world’s leading CRM software company valued at 1.71 billion, has historically expanded its customer data capabilities through strategic acquisitions. Notably, Salesforce completed its largest acquisition with the $27.7 billion purchase of Slack Technologies in 2020. If Not Informatica, Then Who Boosting Salesforce’s Data Ecosystem: The proposed acquisition of Informatica, first reported by the Wall Street Journal on April 12, aimed to elevate Salesforce’s data capabilities, particularly in areas like data integration, quality control, and customer insights. This strategic move reflected a broader trend in the software industry towards mergers and acquisitions to strengthen capabilities in data analytics and management. By integrating Informatica into Salesforce’s data ecosystem, the company was poised to enhance its AI systems and leverage the Mulesoft infrastructure for improved data cataloging, as well as sophisticated solutions like master data management and data governance. Implications for Marketing and Customer Experience (CX) Professionals: The potential acquisition could have accelerated innovation in customer experience management, empowering CMOs and CX professionals with robust data tools for faster, more informed decision-making. This could have translated into enhanced customer interactions, driving revenue growth and enhancing Salesforce’s competitive position in the market. 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 Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

April 23, 2024in Marketing Automation, Mulesoft, Salesforce

14Mar

Marketing Cloud Growth Edition

Salesforce has unveiled the Marketing Cloud Growth Edition, (Marketing Cloud Engagement) offering a glimpse into the future of marketing applications aligned with the core Salesforce platform. This edition marks the first iteration of Marketing Cloud on the ‘core’ Salesforce platform, known as Einstein 1 Platform. Built on Data Cloud, it introduces new builders powered by Salesforce CMS, a data model tapping into Salesforce objects, and a suite of data management capabilities through Data Cloud and Einstein’s generative AI tools. It’s crucial to understand that while this edition brings new functionality, Salesforce remains committed to innovating existing Marketing Cloud products as well. Marketing Cloud Growth Edition targets B2B SMB organizations, offering lead capture, cross-channel journeys, engagement scoring, and reporting capabilities. Built on Einstein 1 Built on Einstein 1, Marketing Cloud Growth Edition leverages Data Cloud’s technology to enhance marketing products with AI-powered features. This move signifies Salesforce’s focus on integrating powerful new technologies into the Marketing Cloud tech stack. Two years ago, Salesforce made the decision to rename a number of their Marketing Cloud offerings. Marketing Cloud’s most popular modules for messaging and journeys go by Marketing Cloud Engagement. Has it really been two years? The architecture of Marketing Cloud Growth Edition represents a significant shift, with key components like the email and form builders built on Salesforce CMS. These builders offer guided setup processes and seamless integration with Flow, Salesforce’s automation engine. Marketers will benefit from simplified workflows and advanced personalization options. Marketing Cloud Account Engagement (formerly Pardot), caters to more B2B use cases. So which product is Marketing Cloud Growth Edition really: Marketing Cloud Engagement or Marketing Cloud Account Engagement? Being targeted at B2B, SMB (small-medium) organizations, you may be asking if this is the beginning of the end for Account Engagement. In short, this is not only a new edition, it’s a whole new world…Marketing Cloud ‘On Core’ (Einstein 1). Marketing Cloud Growth Edition and Einstein AI Einstein AI plays a pivotal role in Marketing Cloud Growth Edition, providing features like Send Time Optimization and Co-Create for campaign brief and message generation. Additionally, robust analytics capabilities built on Data Cloud offer insights into marketing performance. Announced at Dreamforce ‘23 as a better re-engineered core platform with the inherent ability to handle generative AI with speed and agility. Support of Salesforce Data Cloud for their marketing platforms has been a focus and now it is a reality. Pricing for Marketing Cloud Growth Edition starts at $18,000 per org per year, with additional options for email sends, unified profiles, segmentation credits, and SMS sends. With Marketing Cloud Growth Edition, you will gain the following: 180k email sends /org/year (add on email sends at an additional cost). 10k unified profiles, unified via Data Cloud. 10k activation and segmentation credits, to use with Data Cloud. The rollout of Marketing Cloud Growth Edition begins in North America, with plans for availability in Europe/Middle East (EMEA) in the second half of 2024. Learning resources and guided setup will be available to help customers get started with the new edition. While Marketing Cloud Growth Edition represents a significant step forward, it’s important to note that it’s not the end of Marketing Cloud or Account Engagement products. Salesforce continues to invest in innovation and development, with future plans to migrate more Marketing Cloud functionality onto the core platform. Great Changes with Marketing Cloud Growth Edition This includes lead capture, sending leads on journeys with email and SMS, automating notifications to sales and service teams, engagement scoring, and reporting for engagement on assets (such as emails, SMS, landing pages and forms). A new type of scoring that combines what we have known as scoring (behavioral) and grading (demographic). With the advent of advanced personalization, sending a large volume of customers through personalized cross-channel journeys, and reporting on these results. The email builder is built on top of Salesforce CMS, a shared service across other parts of the platform, so you have a single repository for assets. Let the tools do what they each excel at. CMS do what it does best, and allow Flow to do what it does best. Tectonic suspects Account Engagement (formerly Pardot) customers will start to see some of this reimagined building experience in the first half of 2024. Salesforce platform users have long known Flow to be Salesforce’s automation engine, bringing incredible power to non-coder that they historically didn’t have. Flow will power the automation behind Marketing Cloud Growth Edition too – including email sending. On The Core Platform As a result of being on the Einstein 1 (‘core’) platform, any AI-powered features marketers choose to use will be accessible and more powerful. Einstein Send Time Optimization is included, which will advise the most optimal time to send an email, based on the best performing emails for that audience in the past. Also, you’ll find Einstein Co-Create for campaign brief and message generation, and likely more that we’ve yet to encounter. When it comes to reporting on marketing on the Salesforce platform, you have many options. B2B Marketing Analytics (B2BMA) is an add-on to Account Engagement, where customers gain access to a pre-built CRM Analytics app that contains dashboards for use cases such as pipeline, engagement, account-based marketing, and other. Will there be access to something similar? For Marketing Cloud Growth Edition, at the time of launch there will instead be a set of reports and dashboards, built on Data Cloud. Details are currently yet to be released by Salesforce. Tectonic will alert you as soon as we hear. Easy Guided Set-ups You may have already gone through the new-style guided setup with other Salesforce modules. You will know that Salesforce has cut down the number of clicks required. Everyone on the Salesforce side involved with the project has been through the setup multiple times, which can be launched in minutes. Overall, Marketing Cloud Growth Edition promises to empower marketers with advanced capabilities and insights, setting the stage for continued evolution and growth in the marketing automation landscape. Marketers like us

March 14, 2024in Salesforce Marketing Cloud

Salesforce CRM for AI driven transformation

29Feb

AI’s Impact on Email Marketing

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

February 29, 2024in Data, Generative AI, Marketing Automation, Salesforce, Salesforce Einstein, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Technology

23Feb

Virtual Event Management Plan

Have You Recently Attended an Information-Packed Webinar? Think back to your experience: from how you first learned about the event to its promotion and eventual execution. It might seem like organizing a webinar is straightforward, but… Virtual event management requires meticulous planning, from the initial concept and promotion to post-event tasks. Read on to discover how you can plan your online events in Salesforce with ease and what you’ll need for success. What is Virtual Event Management Plan in Salesforce? Virtual event management encompasses all the activities needed to ensure your online event runs smoothly. It’s how you prepare to share your insights—or those of other experts—virtually. Why plan your events in Salesforce? All your data stays integrated within your CRM, allowing you to manage every aspect of your event, from registration and ticketing to marketing and attendee engagement, without the hassle of multiple tools or disorganized planning. Types of Virtual Event Management Plans in Salesforce Choosing the right virtual event format can be overwhelming, but here are some common options: How to Plan Virtual Events in Salesforce: A 4-Step Guide 1. Create a Virtual Event Concept When planning a virtual event, don’t treat it like an in-person one. Virtual events require their own set of strategies. Start by answering these questions: Remember, seasonal holidays or other events can impact attendance. Avoid scheduling events during low-attendance periods, like the summer or late December. 2. Select an Event Management Tool You need the right technology to manage online events effectively. Salesforce offers robust functionality for this. When selecting a tool for Salesforce event management, look for these features: 3. Outline Content and Strategy Crafting a virtual event that resonates with your audience requires more than just setting a date and topic. You need a compelling content strategy. Here’s how to make it work: 4. Design an Event Microsite Like in-person events, virtual ones benefit from a dedicated event page or microsite. On your Salesforce Experience Cloud site, you can: The Ultimate Virtual Events Checklist Final Thoughts Virtual event management isn’t daunting if approached wisely. With a clear plan, engaging content, and the right tools, success is within reach. Follow these steps, and your next virtual event will be a breeze. 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 Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

February 23, 2024in Data, Enterprise, Marketing Automation, Salesforce, Salesforce Experience Cloud, Technology

20Feb

Marketing Cloud Growth Extends The Platform

Marketing Cloud Growth extends the platform capabilities to enhance your team’s marketing endeavors. It allows you to integrate multiple data sources with Data Cloud, create content using Digital Experiences, orchestrate complex customer journeys with Flow Builder, and optimize campaigns with Einstein AI. Required Editions: Available in Salesforce Enterprise and Unlimited Editions with Marketing Cloud Growth Edition. Marketing Cloud Growth Extends The Platform Today, Salesforce unveiled Marketing Cloud Growth, a new edition tailored for small businesses to drive efficient growth through CRM, AI, and data integration. Marketing Cloud Growth integrates marketing automation with sales, service, and commerce functionalities on Salesforce’s trusted customer platform, Einstein. Furthermore, Salesforce announced that marketers can leverage Data Cloud at no cost, enabling them to access trusted first-party data crucial for AI-driven, personalized customer experiences. Why it matters: Studies show that 51% of marketers use generative AI to streamline tasks like content creation, copywriting, and market data analysis. However, without high-quality first-party data, AI-generated content lacks the accuracy necessary for businesses to trust and utilize it effectively. AI has significant potential to benefit small businesses, which spend nearly 11 hours per week drafting emails—time that could be saved through AI-driven automation for content creation, personalization, and optimized customer communication timing. By consolidating CRM, AI, and data within a unified platform, these innovations empower businesses to deliver compelling, interconnected customer experiences. Steve Hammond, EVP and GM, Marketing Cloud, Salesforce perspective: “Marketers want to leverage AI to fuel creativity, drive efficiency, and grow their business, but often lack the necessary data for accurate, trustworthy results. By consolidating CRM, AI, and data within a single platform, these innovations empower businesses to deliver the compelling connected experiences customers expect.” With Marketing Cloud Growth, small businesses gain access to Data Cloud and generative AI directly within their workflow, integrating multi-channel marketing with sales, service, and commerce on a single platform. New customers can easily start leveraging data and generative AI to: Additionally, Data Cloud, available at no cost to Salesforce customers, enables: Go deeper: Data Cloud enables companies to consolidate trapped data into Salesforce, creating a comprehensive 360-degree view of customers across products, services, and interactions. Einstein 1 seamlessly integrates with Data Cloud to unlock organizational data for superior customer experiences, AI-driven employee augmentation, and enhanced profitability. Manage Your Marketing App: Salesforce admins, Data Cloud admins, and marketing admins configure and manage Marketing Cloud Growth. Determine whether these roles are consolidated or managed by multiple individuals. Increase Productivity with AI: Predictive and generative AI tools from Einstein in Marketing Cloud Growth enhance work outcomes and day-to-day productivity. Comply with Privacy Regulations: Stay compliant with privacy and consent regulations using Marketing Cloud Growth’s consent management tools, including default marketing communication subscriptions and a built-in email preference page. Target Audiences with Marketing Cloud Growth: Utilize Data Cloud data to filter segments, ensuring your campaigns reach the right audience. Manage Marketing Efforts with Campaigns: Design and automate campaigns in a centralized hub with templated options for content creation. Manage Content in Marketing Cloud Growth: Organize and create various content types within the Content tab powered by Salesforce CMS. Measure Success in Marketing Cloud Growth: Monitor performance and campaign success with Data Cloud reports available in the Analytics tab. Marketing Cloud Growth will initially launch in the United States and Canada, with plans to expand to EMEA by year-end and additional regions thereafter. Salesforce customers with Sales or Service Enterprise Edition (EE) or above can access Data Cloud at no cost. 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 Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

February 20, 2024in Marketing Automation, Salesforce, Salesforce Data Cloud, Salesforce Einstein

22Dec

Marketing Cloud Growth and Advanced Editions

While Growth Edition is tailored to small businesses looking to get started with robust marketing automation, Advanced Edition caters to companies that need more sophisticated tools to scale personalization efforts, improve customer engagement, and streamline workflows. It offers additional features, including real-time journey testing, predictive AI for customer scoring, and advanced SMS capabilities, allowing businesses to enhance every touchpoint with their customers.

December 22, 2023in Data, Enterprise, Marketing Automation, Salesforce, Salesforce Data Cloud, Salesforce Implementation Services, Salesforce Marketing Automation, Salesforce Marketing Cloud, Technology

Salesforce Marketing Cloud Account Engagement

25Oct

Account Engagement Pardot

Marketing Cloud Account Engagement, previously recognized as Pardot, serves as a B2B marketing automation tool that empowers marketers to identify leads with a high probability of conversion. Salesforce introduced this rebranding in April 2022 as part of its initiative to create a unified and easily comprehensible product suite within Marketing Cloud, aligning with the overarching goal of consistency and clarity in Salesforce’s offerings. account engagement pardot. Despite the change in nomenclature, the functionality of the product persists without retirement. Pardot Classic, however, is undergoing a phased-out process. Account engagement, in essence, denotes the efficacy of engaging an entire account to establish and nurture a relationship, aiming to acquire or retain them as a client. While Marketing Cloud encompasses a broader range of features catering to various channels and large-scale B2C campaigns, Account Engagement focuses on B2B interactions, emphasizing lead management and sales alignment. Pardot and Marketing Cloud To distinguish Pardot from Marketing Cloud, Pardot primarily functions as an email marketing and nurture platform. In contrast, Marketing Cloud Account Engagement extends its capabilities to include functions like Advertising and Mobile Studio, fostering enhanced marketing and sales alignment through seamless integration with Sales Cloud. To enhance customer engagement across accounts, Marketing Cloud Account Engagement facilitates connected customer journeys and efficient lead generation. It empowers users to create landing pages and forms swiftly, segment leads, and initiate personalized, automated, cross-channel journeys. AI-powered lead scoring and grading aid in nurturing leads for marketing qualification. Account Engagement Pardot The platform supports cross-channel journeys by enabling engagement across various channels and connecting third-party webinar, survey, and SMS apps directly to marketing programs. This allows for triggering webinar and event registrations, survey sends, and SMS sends within automated journeys. Account-Based Engagement is a notable feature that helps discover and engage the best accounts, targeting and nurturing key prospects with the collaboration of sales and service on a unified platform. Einstein, Salesforce’s AI, identifies accounts with the highest likelihood to purchase using key insights. Aligning revenue teams on a single source of truth is achieved with AI scoring, providing comprehensive insights into prospects, engagement history insights, and real-time sales alerts. This ensures that sales teams are promptly informed about hot leads and prospects ready to convert, improving collaboration between marketing and sales. For optimizing marketing performance and fostering customer relationships, Marketing Cloud Account Engagement offers full-funnel multi-touch attribution, an Account-Based Marketing Dashboard, and out-of-the-box analytics. These features provide insights into marketing and sales impact, revenue and pipeline for key accounts, and a direct connection to Sales Cloud for understanding the prospect journey. A/B testing, email reporting, and predictive analytics further contribute to making strategic decisions and identifying factors that drive conversion. 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 Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

October 25, 2023in Data, Google, Marketing Automation, Salesforce, Salesforce Marketing Cloud Account Engagement (Pardot)

21Oct

Hubspot vs Salesforce

HubSpot began as a marketing automation solution tailored for small businesses, but it has since grown into a comprehensive Enterprise CRM, integrating marketing, sales, CMS, and service functionalities. While Salesforce continues to be a popular choice for CRM, more teams are increasingly turning to HubSpot for its marketing automation capabilities. HubSpot is a leading platform in CRM, marketing, sales, and customer service software, with a clear mission: to empower companies to optimize their sales processes and drive growth. HubSpot offers a range of resources centered around its five main products or “Hubs,” with the Marketing Hub and Sales Hub being the most prominent. HubSpot vs. Salesforce: Key Differences Salesforce is known for its robust reporting and extensive customization options. In contrast, HubSpot offers a smoother learning curve, a more intuitive interface, and a comprehensive suite of marketing and sales tools, all available at an accessible price point, including a free tier. Integrating HubSpot with Salesforce Integrating HubSpot with Salesforce allows you to streamline operations, creating a seamless and efficient connection between the two platforms without the need for complex technical setup. Key Benefits of HubSpot-Salesforce Integration: Enhanced Data Management The HubSpot-Salesforce integration simplifies and accelerates data management by eliminating manual data transfers and reducing the risk of errors. Syncing all relevant business data to HubSpot in just a few clicks provides deep insights into customer interactions and preferences, enabling you to deliver personalized experiences that boost engagement and foster customer loyalty. Empowering Sales Teams The integration enables seamless bi-directional synchronization, giving your sales team critical lead intelligence. By customizing record syncing and providing lead scores from HubSpot to Salesforce, sales teams can prioritize their outreach efforts more effectively, ultimately leading to increased deal closures. Bridging the Gap Between Marketing and Sales Close the gap between marketing and sales by using Salesforce data to personalize emails, segment databases, and send emails on behalf of sales representatives. The integration eliminates the need for manual exporting and importing of lists and campaign responses, while also allowing you to track revenue from closed-won deals in HubSpot, attributing campaigns directly to the revenue they generate. 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 Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

October 21, 2023in Marketing Automation

06Oct

Salesforce Integrations for Sales Users

Salesforce integration offers compatibility with a wide array of business tools, and this insight article from Tectonic zeroes in on the most advantageous integrations tailored for your sales teams. Salesforce Integrations for Sales Users encompass various areas from contract management tools to lead enrichment and marketing automation platforms, the focus is on enhancing the efficiency of your sales operations. Understanding Salesforce Integrations A Salesforce integration is a mechanism linking the CRM with one or more business tools, facilitating seamless data transfer and automation of repetitive administrative tasks. With over 2,500 integrations, Salesforce is one of the most connected and flexible CRMs on the market. Let’s dive into the top Salesforce integrations for sales teams in 2024. Best Salesforce Integrations for Sales Teams 1. Slack – Streamlined Internal Communication Owned by Salesforce, Slack integration ensures smooth communication by facilitating easy sharing and querying of records between the two platforms. This integration promotes real-time updates, fostering improved collaboration, quicker decision-making, and enhanced productivity. Slack and Salesforce integrations are easy to set up and Tectonic can help. User Reviews: 2. Salesloft – Elevating Sales Engagement Salesloft complements Salesforce by focusing on customer engagement. This integration allows the import of contacts from Salesforce into Salesloft, enabling seamless communication with prospects. Recorded communication details are then synchronized back into Salesforce, offering visibility into deal progression and prospect engagement. User Reviews: 3. Chili Piper – Simplified Scheduling Chili Piper’s integration with Salesforce streamlines appointment scheduling by enabling one-click meeting scheduling within Salesforce. Every booked meeting is automatically logged and tracked as an event in Salesforce, contributing to improved data accuracy and efficient scheduling. All interactions with leads are added to engagement activity in their Salesforce record. User Reviews: 4. Juro – Accelerating Contract Management Juro’s all-in-one contract management platform integrates seamlessly with Salesforce, enabling sales reps to generate sales agreements effortlessly. The integration facilitates real-time syncing of data between the two platforms, allowing for swift contract drafting, negotiation, and management. Key Benefit: 5. LinkedIn Sales Solutions – Incorporate LinkedIn profiles to Salesforce records LinkedIn Sales Solutions embeds LinkedIn profiles with the CRM providing timely insights on buyers and companies. Data Validation flags out-of-date contacts. Key Benefit: 6. Lead Capture in Sales Cloud – Collect leads from Facebook and Google directly into Sales Cloud This application enables marketers to collect lead data from two primary external platform ad forms and share them with sales teams. Key Benefit: Salesforce Integrations for Sales Users These Salesforce integrations are tailored to augment the capabilities of sales teams, ranging from internal communication to contract management, ultimately fostering efficiency and productivity. If you are looking at tools to integrate with Salesforce for your teams, contact Tectonic for Salesforce implementation assistance. 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 Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

October 6, 2023in Data, Google, Marketing Automation, Salesforce, Salesforce Managed Services, Salesforce Sales Cloud, Salesforce Slack

20Sep

Salesforce and Email Marketing

Companies today have various channels available to connect with customers, yet a well-crafted, timely email continues to be a powerful tool. Our recent study revealed that 93% of respondents consider email as their primary channel for engaging with companies. In a world where competition for attention and clicks is fierce, it’s imperative to continuously evolve your email marketing strategy. Salesforce and email marketing are Tectonic’s preferred choice. And should be yours, too. Despite this, many companies still rely on outdated, generic tactics that result in disinterested customers reaching for the deadly unsubscribe button. If your metrics are struggling, and desired results are elusive, it might be time to reevaluate your email marketing strategy for areas of improvement. Understanding Email Marketing and its Significance Email marketing is a direct marketing form that uses messages to promote products or services, share thought leadership pieces, or engage with your audience. A well-thought-out email marketing strategy delivers valuable information, empowering customers to make informed purchasing decisions. Clear and concise messages position your company as helpful rather than intrusive or sales-oriented. As the email campaign progresses, an authentic trust connection develops between your brand and customers. Email marketing facilitates conversions and revenue by providing quality information aligned with customer goals. As digital experiences expanded with the rise of social media and mobile apps, email marketers now leverage tools like AI and automation to deliver more effective messages at optimal times. Impact of Marketing Automation and AI on Email Marketing Marketing automation has shifted businesses away from traditional email approaches towards more personalized communication. Enhanced data collection and management enable emails to address the specific wants and needs of individual customers, making personalization a critical tool. AI within marketing automation platforms augments capabilities, offering more targeted and personalized experiences. In email marketing, automation focuses on streamlining workflows, nurturing leads, and optimizing campaign management. AI employs advanced algorithms and machine learning for data analysis, enhancing personalization, optimizing subject lines, generating dynamic content, determining optimal send times, and providing predictive analytics. The combination of marketing automation and AI results in highly targeted and effective email marketing campaigns. Benefits of Automation in Email Marketing Effective email marketing relies on marketing automation platforms, facilitating the scaling of lead management activities, campaign coordination, and lead nurturing and scoring. These platforms make segmentation and personalization feasible on a large scale, delivering highly targeted and relevant messages, resulting in increased engagement and conversions. Personalized messaging, facilitated by AI’s advanced algorithms and machine learning, stands out as one of the most significant benefits of email marketing. Marketers can analyze extensive data, delivering highly tailored and relevant email content to individual recipients, ultimately enhancing conversion and customer satisfaction. With a flexible and customizable email marketing strategy, businesses can achieve various marketing and sales goals, including building customer relationships, boosting brand awareness, generating and nurturing leads, marketing products and services, and promoting content and useful resources. Is Email Marketing Easy? In short, yes, it can be, provided it is set up properly. While optimizing email marketing campaigns may take time, starting with a personalized strategy and utilizing tools like marketing automation and AI can simplify the process. Establishing a foundation centered on segmentation, personalization, and automation is crucial for success. Tectonic deploys email marketing platforms that make email marketing easier. Our training, consulting, and ongoing support set you up for email marketing success. Email Marketing Best Practices Consider the following high-level email marketing best practices: Costs Involved with Email Marketing The cost of email marketing varies based on business size, audience size, and the number of emails sent monthly. While costs fluctuate with business cycles, the return on investment (ROI) for email marketing is notably high, averaging $36 for every dollar spent. Email Marketing Types Experts categorize email marketing into five common types: Interactive emails, in particular, boost engagement, potentially leading to a 300% increase in click rates. Salesforce and Email Marketing Tools An excellent email marketing tool empowers end-to-end Salesforce campaign management, from writing copy and designing templates to acquiring subscribers, managing leads, segmenting audiences, and analyzing campaign performance. Choosing the right tool involves considering factors like ease of use, integration with customer data systems, and compatibility with existing business tools. In Salesforce the two primary choices are Salesforce Marketing Cloud and Salesforce Marketing Cloud Account Engagement. Salesforce can also be integrated with many other tools from Gmail to Marketo to Hubspot to MailChimp. Getting Started with Email Marketing To initiate an email marketing program in your company, Tectonic suggests you follow these steps: The right email marketing tool, coupled with a well-structured strategy, empowers businesses to execute successful campaigns, foster customer engagement, and achieve high returns on investment. Contact Tectonic today to discuss the best Salesforce email marketing tool for your business. Like2 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

September 20, 2023in Data, Google, Laws, Marketing Automation, Salesforce, Salesforce Marketing Cloud

19Jun

Writing and Sending Marketing Automation in Salesforce

Marketing automation refers to technology that efficiently manages various marketing processes and multifaceted campaigns across multiple channels. It automates the targeting of customers through messages delivered via email, web, social media, and text. These messages are sent automatically based on predefined sets of instructions known as workflows. These workflows can be template-defined, custom-built, or adjusted during a campaign for improved outcomes. Marketing automation in Salesforce is the same, only better. The primary functions of marketing automation encompass lead generation, nurturing, scoring, and measuring the overall return on investment (ROI) of campaigns. As an organization grows in size and complexity, the time- and cost-saving benefits of automation become more apparent. Robust marketing automation systems are designed to seamlessly scale alongside the evolving needs of your business. Why Marketing Automation By employing marketing automation, you can execute a digital marketing strategy without the need to manually send every email, message, campaign, or post. Efficient automation tools aid in audience identification, content design, and the automatic triggering of actions based on schedules and customer behavior. This allows you to focus on other tasks while your campaign unfolds, enabling subsequent analysis and adjustments to your marketing plan based on emerging results. An automated marketing strategy proves invaluable in saving time and resources, driving revenue and ROI, while enabling you to concentrate on business growth. Customer data is collected through various interactions, such as emails, website visits, app usage, and social media engagement. Marketing automation leverages this data to create a comprehensive 360-degree view of each customer. The system streamlines segmentation and targeting processes, enabling quick and scalable identification of the right audiences. It tailors messaging automatically based on individual customer profiles, creating relevant and personalized content across email, mobile, social media, web experiences, and more. Whether dealing with a customer base of 100 or 100 million, marketing automation efficiently delivers personalized experiences. At scale. Marketing automation plays a pivotal role in crafting relevant content and messaging across diverse channels. It goes beyond mere personalization by dynamically customizing email subject lines, integrating mobile messaging with email and social campaigns, generating targeted digital ads, and automatically recommending suitable products on websites. Marketing Automation in Salesforce This approach allows businesses to engage customers throughout their journey, irrespective of where they are in the customer lifecycle — from acquisition to advocacy. Marketing automation ensures the delivery of timely, pertinent content that aligns with customer preferences, converting prospects into lifelong brand advocates. Emphasizing ease of use, marketing automation enables the creation of campaigns with a single click and centralizes control over all aspects of the digital marketing strategy. User-friendly interfaces and drag-and-drop functionality, reminiscent of everyday apps, make the process straightforward. Moreover, marketing automation with Salesforce serves as a central hub for customer data, ensuring a consistent brand identity across all teams — seamlessly bringing together marketing, sales, and customer service to create a unified and seamless customer experience. Automation Assistance Tectonic looks forward to assisting you in implementing a marketing automation platform, such as Marketing Cloud or Account Engagement (formerly Pardot), and providing consulting services to optimize your emails for maximum impact. Contact us today. Like2 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

June 19, 2023in Data, Marketing Automation, Salesforce, Salesforce Communications Cloud, Salesforce Marketing Automation, Salesforce Marketing Cloud Advertising, Salesforce Optimization, Technology

09May

Eloqua Salesforce Integration

About Salesforce integration with Oracle Eloqua Synchronizes accounts, contacts, leads and opportunities in Salesforce with Oracle Eloqua. For more information, see Data imports from Salesforce to Oracle Eloqua. Uses contact data in Oracle Eloqua to update contacts and generate sales leads in Salesforce. However, the integration of Oracle Eloqua with Salesforce comes with certain limitations that can have adverse effects on businesses. In this blog post, we will explore these limitations and how Salesforce Marketing Cloud can serve as a solution. Limitations: 1. Integration Process 2. Flexibility and Customization 3. Data Synchronization 4. User Experience and Interface 5. API Limitations 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 Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

May 9, 2023in Salesforce

04Apr

8 Must-Have Google Calendar Integrations for Workflows

Google Calendar Integrations for Workflows Increase Your Sales Reps’ Productivity Your sales reps use Gmail and Google Calendar. And they use Salesforce. Isn’t it time reps use those applications together? According to McKinsey & Company, sales reps spend up to 28% of their day in email and calendars. That’s the case with sales reps Erin Donaghue and Lance Park, who work at an emerging solar company, Ursa Major Solar. It’s important for them to bring Salesforce data to the place where they spend so much of their time. When you integrate Gmail and Google Calendar with Salesforce, you help your reps spend less time entering data and switching between applications. You also help sales teams track important email conversations relevant to Salesforce records. These perks help your reps: Setting up the Gmail integration and Einstein Activity Capture isn’t difficult, but it does require some time. And if you don’t administer the Google account for your company, you can get that admin to work with you. Let’s review the productivity features that reps can use in their email when you add Inbox to the Gmail integration. The Things Reps Do With Inbox Features, Reps Can Schedule meetings with customers and prospects, often going back and forth trying to get something scheduled. Insert open time slots from their calendar directly in an email message. Recipients select which time works best for them, and the integration schedules the meeting. The suggested times update as a rep’s availability changes, even after they receive the email. Wonder whether the email reps sent was ever opened, or whether it’s too soon to follow up. See when customers open an email and whether they clicked any links inserted in the email. Reps know with certainty when their customers engaged with what they sent. Type the same phrases again and again when promoting your company’s products and services. Create shortcuts for the phrases they use most and easily add them to the body of their email messages. Reps say goodbye to potentially embarrassing typos and hello to saving time! Engage with customers and prospects at the best time. Draft an email message and send it when the customer is most likely online. Because timing is everything, reps can schedule when their customers receive the email, so that it makes the greatest impact for a potential sale. 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 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 Mapping Your Customer Journey Creating a customer journey map is a crucial undertaking for businesses aiming to improve the customer experience and foster long-term Read more Marketing Automation Marketing automation is software tool that handles routine marketing tasks without the need for human action or intervention. Common marketing Read more

April 4, 2023in Marketing Automation

16Sep

Case Study: Transforming player development and marketing automation

Tribal gaming and resort property needed real ability to see a 360 degree view of the business, the guests, and the facility.

September 16, 2022in Data, Marketing Automation, Salesforce, Salesforce Development Services, Salesforce Hospitality Travel and Transportation, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Service Cloud, Salesforce Success Stories, Technology

17Aug

Salesforce Automation

In today’s fast-paced business landscape, efficiency reigns supreme, and the optimization of processes is paramount for success. Salesforce automation tools stand as indispensable allies in this pursuit, empowering businesses to automate repetitive tasks, eliminate errors, and liberate valuable time for employees to focus on mission-critical endeavors. From sales to marketing and customer service, Salesforce offers a comprehensive suite of automation tools designed to enhance efficiency, productivity, and ultimately, profitability. This insight serves as a guide to the value and various components of Salesforce automation. At the core of Salesforce’s effectiveness lies its sophisticated suite of automation tools, reshaping how organizations manage and streamline their sales operations. For administrators entrusted with overseeing the Salesforce environment, mastering these automation tools transcends mere skill; it’s a strategic necessity. Salesforce Automation Tools empower administrators to craft and deploy intricate workflows, facilitating seamless coordination of tasks and processes within the CRM platform. From lead generation to deal closure, these tools offer a comprehensive array of features that can metamorphose manual, time-consuming tasks into streamlined, automated processes. As businesses aspire for agility and efficiency in their operations, administrators assume the role of architects, leveraging Salesforce automation tools to erect a robust foundation for success. This deep dive into Salesforce Automation Tools aims to arm administrators with the knowledge and insights required to navigate the platform’s intricacies adeptly. We will dive into the fundamental components of automation, including workflow rules, process builder, and flow builder, unraveling their functionalities and showcasing how they can be tailored to suit specific business requirements. Through real-world examples and practical guidance, this exploration seeks to empower administrators to unleash the full potential of Salesforce Automation Tools, transforming them into proficient conductors of the CRM symphony. As we embark on this journey, administrators will cultivate a comprehensive understanding of Salesforce’s automation capabilities, enabling them to optimize processes, enhance productivity, and elevate the overall user experience. Whether you’re a seasoned Salesforce administrator or a newcomer to the platform, this deep dive promises invaluable insights and hands-on expertise to navigate the dynamic realm of Salesforce automation with confidence and proficiency. What is Salesforce Automation? Salesforce automation represents a sophisticated sales management solution that automates pivotal sales components such as lead management, sales forecasting, and team performance management. Leveraging Software-as-a-Service (SaaS) products enables the automation of repetitive and redundant tasks and processes. Workflow rules enable organizations to design and enforce business processes systematically. For example, as leads progress through the sales pipeline, workflow rules can automatically assign tasks to sales representatives, update opportunity stages, and notify relevant stakeholders. By establishing these rules, administrators lay the groundwork for a more streamlined and error-resistant workflow, allowing teams to focus on high-impact activities while the system handles routine, rule-based tasks. Understanding the foundations of Salesforce automation through workflow rules is crucial for administrators seeking to optimize their CRM environment. As businesses evolve, the ability to adapt and scale automation becomes paramount. This foundational knowledge not only empowers administrators to create efficient workflows but also sets the stage for exploring more advanced automation tools within the Salesforce ecosystem, ensuring a robust and responsive foundation for the dynamic world of CRM. Centralized Data Storage and Enhanced Lead Tracking Centralizing customer-related data stands as one of the most significant advantages of Salesforce automation. This consolidation facilitates streamlined lead tracking, performance monitoring, and revenue prediction. By automating non-revenue-generating tasks, which can consume up to two-thirds of a sales representative’s time, sales teams can redirect their efforts towards high-impact, revenue-generating activities, thereby fostering overall business growth. Automated Sales Processes: Boosting Productivity The automation of repetitive sales processes emerges as a direct response to research indicating the imperative to enhance sales productivity. Through automation, sales representatives can leverage their time more effectively, focusing on tasks that directly contribute to revenue generation and organizational success. Understanding the Crucial Role of Salesforce Automation The importance of Salesforce automation cannot be overstated in the realm of sales management. By offering centralized data storage, streamlined lead tracking, and enhanced performance monitoring, Salesforce automation revolutionizes the sales landscape. Discover – Controllers in Salesforce: What It Is, Types and Features. Key Benefits of Salesforce Automation The benefits of Salesforce automation are manifold. Firstly, it facilitates the consolidation of customer-related data, enabling efficient lead tracking, reminder setting, and performance monitoring. Additionally, automation saves time and minimizes errors, allowing sales representatives to concentrate on revenue-generating activities such as deal closure and client relationship building. Moreover, Salesforce automation ensures a personalized and consistent customer experience, empowering sales reps to tailor interactions based on customer preferences and behaviors. Furthermore, Salesforce automation fosters efficient collaboration and communication within sales teams, providing a centralized platform for accessing essential information and insights. Additionally, it offers valuable analytics and insights to optimize sales strategies, analyzing customer behavior, sales performance, and market trends to drive revenue growth. Components of Salesforce Automation Lead Management: Involves collecting, tracking, and analyzing customer data and interactions to streamline the sales pipeline and convert leads into customers. Sales Forecasting: Enables organizations to make educated decisions and prepare for future development by forecasting sales revenue based on market analysis and demands. Team Performance Management: Involves monitoring sales team performance, identifying areas for improvement, and providing feedback and coaching to enhance team performance. Email and Social Media Marketing: Automates marketing platforms to communicate better with consumers and prospects, customizing campaigns based on customer preferences and behaviors. Workflow and Approval Processes: Ensures that sales processes follow established procedures and workflows, reducing manual errors and enhancing organizational performance. Data and Analytics: Tracks key performance indicators (KPIs) and provides actionable insights to inform decision-making and drive revenue growth. Streamlining Appointment Scheduling: Assists in scheduling sales appointments efficiently, mitigating the risk of double-booking meetings. Prioritizing Leads: Analyzes leads based on various metrics to maximize sales and productivity. Salesforce automation has revolutionized sales operations, fostering efficiency, effectiveness, and customer-centricity. As technology continues to evolve, Salesforce automation remains a critical tool for businesses striving to stay ahead of the competition and achieve their sales goals. In the dynamic world of Salesforce, administrators

August 17, 2022in Data, Marketing Automation, Salesforce, Salesforce Implementation Services, Technology

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