Marketing - gettectonic.com - Page 12
Content Marketing Lessons
11Jul

Content Marketing Lessons

Content Marketing Lessons: Beyond Creativity Content marketing requires more than just creativity; it demands a strategic approach rooted in collaboration, consistency, and data-driven insights. Salesforce, a leader in customer relationship management, exemplifies how to revolutionize content marketing to achieve meaningful business outcomes. Centralize Content Strategy for Consistency One of the key takeaways from Salesforce’s content marketing evolution is the power of centralization. Jessica Bergmann, Vice President of Content and Customer Marketing at Salesforce, led a shift that elevated content marketing to a strategic function within the company. By centralizing content operations, Salesforce ensured consistency in voice, tone, and messaging across all channels. This centralization wasn’t about controlling content but about creating a unified narrative that resonates with customers at every touchpoint. Empower Teams with Strategic Roles To bridge the gap between audience needs and Salesforce’s business objectives, Jessica introduced two pivotal roles: content strategists and editorial leads. These roles are embedded within brand, persona, and industry teams, ensuring content aligns with business goals and is tailored to the specific needs of different customer segments. This approach underscores the importance of empowering teams with the right expertise and tools to deliver impactful content. Leverage Technology for Seamless Operations Salesforce’s centralized content operations team plays a crucial role in managing the company’s content ecosystem. By utilizing a central content operations tool, the team oversees real-time editorial calendars, workflows, and a global measurement dashboard. This technological foundation allows Salesforce to streamline content production and maintain a cohesive strategy across its global teams. For any organization aiming to scale content marketing efforts, investing in the right technology is essential. Integrate Cross-Functional Collaboration A key to Salesforce’s success is its emphasis on cross-functional collaboration. By working closely with product marketing, creative, and campaigns teams, the content marketing function at Salesforce is integral to the broader marketing strategy. This integrated approach ensures content is not created in isolation but as part of a larger, cohesive effort to educate customers and drive business growth. Measure What Matters In content marketing, measurement is everything. Salesforce’s content performance dashboard provides visibility into how content is performing across the organization. By tracking metrics like traffic, engagement, and progression, Salesforce ensures its content efforts align with business objectives. This focus on actionable metrics helps teams make informed decisions about optimizing, promoting, or cutting content. Prioritize Strategic Initiatives Salesforce’s ability to manage multiple high-impact projects, such as Dreamforce, Salesforce+, and the #TeamEarth campaign, demonstrates its strategic prioritization process. Using the V2MOM framework (vision, values, methods, obstacles, and measures), Salesforce aligns its content marketing efforts with the company’s broader goals. This structured approach allows Salesforce to allocate resources effectively and ensure content initiatives deliver maximum impact. Focus on Audience-First Content At the heart of Salesforce’s content marketing strategy is an unwavering focus on the audience. By adopting an “audience-first” mindset, Salesforce’s content teams strive to create content that addresses customer needs while earning the right to market to them. This approach is crucial in today’s content-saturated environment, where businesses must offer genuine value to stand out. Develop Long-Range Content Plans Content marketing isn’t just about quick wins; it’s about building long-term relationships with your audience. Salesforce’s commitment to long-range content planning, integrating thought leadership, search, and editorial efforts, ensures the company remains top-of-mind for customers throughout their buying journey. This long-term focus is key to nurturing leads and converting them into loyal customers. Invest in Content Marketing Talent Hiring the right talent is vital for a successful content marketing strategy. Salesforce’s experience highlights the importance of bringing in content marketing experts who can execute the strategy effectively. These experts bring fresh ideas and ensure the content marketing function is respected and prioritized within the organization. Show Early Wins to Build Momentum Finally, one of the most important lessons from Salesforce’s content marketing journey is the value of showcasing early wins. By focusing on quick victories that demonstrate the impact of content marketing, Jessica and her team built momentum and secured buy-in from senior leadership. This approach is essential for any content marketing team seeking to establish itself as a strategic function within the organization. Conclusion Salesforce’s content marketing transformation offers valuable insights for businesses at any stage of their content marketing journey. By centralizing content strategy, empowering teams with strategic roles, leveraging technology, and focusing on audience-first content, Salesforce has created a content marketing engine that drives real business results. For organizations looking to elevate their content marketing efforts, these lessons provide a clear roadmap to success. 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

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July 11, 2024in Salesforce
Alphabet Abandons Acquisition for HubSpot
10Jul

Alphabet Abandons Acquisition for HubSpot

Alphabet Abandons Acquisition Plans for HubSpot The integration between Salesforce and Hubspot could have changed drastically. The HubSpot-Salesforce integration allows you to pass data between HubSpot and Salesforce seamlessly, and maintain consistency between your marketing and sales teams. Current HubSpot Google integration includes: ability to log emails sent from Gmail into HubSpot CRM with one click, so your team spends less time on busy work and more time doing what they do best. HubSpot integrates with your Google Calendar to help you book more meetings in less time. Google parent Alphabet has abandoned its plans to acquire HubSpot, according to sources familiar with the matter. This decision puts to rest what would have been one of the year’s largest takeovers. HubSpot, Inc. is an American developer and marketer of software products for inbound marketing, sales, and customer service. HubSpot was founded by Brian Halligan and Dharmesh Shah in 2006. The talks between Alphabet and HubSpot never progressed to due diligence and fell apart shortly after the companies held initial discussions on a potential deal, the source said, on condition of anonymity to discuss confidential matters. HubSpot’s shares, a customer relationship management company, plummeted by as much as 19 percent on Wednesday (Jul 10) in New York trading, marking the most significant drop since 2020. The shares closed down 12 percent at $492.31, giving the company a market value of approximately $25 billion. Earlier this year, Alphabet had expressed interest in a potential deal with HubSpot. However, the two sides never progressed to detailed discussions or due diligence, said the sources, who requested anonymity due to the confidentiality of the matter. Representatives for Alphabet did not immediately comment. A HubSpot spokesperson also declined to comment. Any acquisition of HubSpot would have been among the largest tech deals of the year, comparable to Synopsys’s pending $34 billion acquisition of Ansys, according to data compiled by Bloomberg. HubSpot recently suffered a hack attack. HubSpot, which builds marketing software for small and medium-sized businesses, has specialized in so-called inbound marketing, where consumers start engagement with a brand. HubSpot customers apply its software to make advertising content that consumers can click on. CEO Yamini Rangan said in May on HubSpot’s financial results call that customer demand had weakened, as small businesses worried about the economic impact of high interest rates. Acquiring Cambridge, Massachusetts-based HubSpot, which caters to small and midsize enterprises, would have bolstered Alphabet’s competitiveness against rivals like Microsoft, Oracle, and Salesforce. 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

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July 10, 2024in Salesforce
Salesforce Agentforce Platform
08Jul

Salesforce Agentforce Platform

Salesforce CEO Marc Benioff has hinted at the upcoming launch of a new AI and automation platform geared towards customer support. Salesforce Agentforce Platform. In anticipation of September’s Dreamforce event, Benioff used X, formerly Twitter, to offer a sneak peek into the platform, specifically highlighting its customer-facing “Einstein Service Agent.” In his post, Benioff underscores the essential features of the virtual agent, emphasizing how it will seamlessly blend digital and human-assisted support to expedite case resolutions. This blended experience appears to build upon the technology integrated into Salesforce following its acquisition of Airkit.ai in 2023. Airkit.ai provides a low- to no-code bot-building platform that empowers businesses to orchestrate AI-driven conversational experiences. Primarily used for service automation, Airkit enables firms to design and automate complex cross-platform workflows, enhancing automated customer interactions across Salesforce applications. The Einstein Service Agent, positioned within Salesforce’s broader Einstein 1 vision, leverages Data Cloud to create a unified, cross-functional data ecosystem. Benioff hints at the agent’s capability to span service, sales, marketing, and commerce functionalities, underscoring its pivotal role within the Salesforce ecosystem. Expanding on Airkit.ai’s foundational capabilities, Salesforce has integrated Mulesoft to enable insights triggering cross-platform automations, alongside real-time data harmonization within Data Cloud. Moreover, the platform now incorporates generative AI (GenAI), enhancing its ability to interpret text, images, and audio/video for diverse customer engagement scenarios. Despite these advancements, Benioff acknowledges that no virtual agent, even with GenAI augmentation, can resolve every customer query alone. Salesforce ensures omnichannel transfers and human handoffs to address more complex issues effectively. In an era where many vendors offer similar conversational AI capabilities, Salesforce distinguishes itself through ecosystem integration and orchestration. Benioff emphasizes the value of low- to no-code workflow orchestration, democratizing AI technology for non-programmers and fostering an inclusive AI revolution. Expect Benioff to elaborate further on these themes and unveil more details about the Agentforce Platform during his keynote at the 2024 Dreamforce event. 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

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July 8, 2024in Generative AI, Mulesoft
Sinch Omnichannel Connector
08Jul

Sinch Omnichannel Connector

Sinch (Sinch AB (publ) – XSTO: SINCH), a pioneer in global communication through its Customer Communications Cloud, has launched the Sinch Omnichannel Connector on Salesforce AppExchange. This innovative solution enhances conversational marketing and customer experiences for Salesforce Marketing Cloud customers by offering advanced one-way and two-way messaging capabilities. The solution is now available on Salesforce AppExchange. The Sinch Omnichannel Connector seamlessly integrates with the Salesforce ecosystem, enabling businesses to elevate their marketing strategies by reaching and engaging customers across their preferred channels. This new offering expands the features of Salesforce Marketing Cloud, providing a comprehensive suite of omnichannel messaging capabilities. Businesses can now connect with customers through one-way and two-way messaging across 13 diverse channels, including RCS, Kakao Talk, Viber, and Instagram. This complements Salesforce’s native channels of SMS, MMS, Email, WhatsApp, and LINE, offering a complete communication solution. “With the Sinch Omnichannel Connector, businesses can enhance their customer communications, personalize engagements, and maximize the return on their marketing investments,” said Jonathan Campbell, Senior Director, Messaging Products at Sinch. “Salesforce Marketing Cloud users can now leverage a broader spectrum of messaging channels through Sinch, beyond those directly supported by Salesforce, to optimize their marketing strategies and elevate customer engagement.” To get started, Salesforce Marketing Cloud users need an existing account and can onboard the Conversation API through the Sinch Dashboard. From there, they can easily activate the channels of their choice, tailoring their messaging strategy to suit their unique business needs. Sinch has partnered with Salesforce since 2014, when Salesforce expanded its SMS offering into international markets. Sinch is a strategic supplier for Salesforce’s global SMS delivery, providing enterprise-grade messaging solutions that support Salesforce and its global customer base. Sinch, a pioneer in global communication through its Customer Communications Cloud, has once again been named a Leader in the 2024 Gartner® Magic Quadrant™ for Communications Platform as a Service (CPaaS). Sinch sees this recognition as validation of their robust Super Network and the extensive range of communication channels they offer, including messaging, email, and voice. These capabilities enable businesses to enhance customer experience (CX) and engagement. Sinch attributes this recognition to their innovative AI capabilities, integration with over 500 platforms, and global market reach, allowing them to serve customers of all sizes worldwide. The evaluation was based on criteria that assessed the company’s Completeness of Vision and Ability to Execute. “We believe being recognized as a Magic Quadrant™ Leader for the second consecutive year confirms our commitment to our customers and our ability to help them deliver superior customer experiences,” said Laurinda Pang, CEO of Sinch. “Effective digital, one-to-one communications are vital across marketing, operations, and customer care. Sinch simplifies customer communications throughout the entire journey. Our leading API platform and comprehensive applications enable businesses to exceed customer expectations and deliver personalized communications at scale, using both established and emerging channels.” Magic Quadrant reports are based on rigorous, fact-based research in specific markets, offering a wide-angle view of the relative positions of providers in high-growth markets with distinct provider differentiation. Providers are positioned into four quadrants: Leaders, Challengers, Visionaries, and Niche Players. This research helps businesses maximize market analysis in alignment with their unique business and technology needs. View a complimentary copy of the Magic Quadrant™ report to learn more about Sinch’s strengths and cautions, as well as the offerings of other providers: https://go.sinch.com/sinch-gartner-mq-24-pr Source: Gartner, Magic Quadrant for Communication Platforms as a Service, Lisa Unden-Farboud, Pankil Sheth, Ajit Patankar, Brian Doherty, 24 June 2024. 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

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July 8, 2024in Salesforce Marketing Cloud
Sales CRM - Do You Need It
05Jul

Sales CRM – Do You Need It

Every sale is a story of connecting needs with solutions and questions with answers. A sales customer relationship management (CRM) system is essential for facilitating these connections. It helps track customer interactions and creates meaningful engagements that drive business forward. However, many sales organizations are not fully utilizing this powerful, game changing tool. According to the latest State of Sales report, two-thirds of sales professionals feel overwhelmed by too many sales applications, and only 37% believe their organizations fully leverage their CRM systems. Let’s explore how a sales CRM can improve productivity and streamline operations to enhance every customer interaction. What is a Sales CRM? A sales CRM is software designed to help sales teams manage their interactions with customers and streamline pipeline management. It securely stores customer data, leverages the power of artificial intelligence (AI) to automate key tasks and generate content, and optimizes sales processes to increase efficiency and revenue. Why is a Sales CRM Important? The State of Sales report indicates that 69% of sales professionals need efficient tools to manage job complexity. A sales CRM helps teams stay organized by storing customer details in one place, making it easier to track past interactions, follow up on leads, and close deals. This reduces time spent on administrative tasks, allowing salespeople to focus more on connecting with customers and closing sales. Today’s CRMs are more than just databases. With AI capabilities, sales teams can access and analyze customer information and automate tasks such as drafting sales emails and prioritizing tasks, transforming them into a highly efficient revenue-generating unit. How Does a CRM Help Increase Sales? A CRM assists sales representatives in suggesting products or services that meet customer needs, following up on leads, and reconnecting at the right time. For example, if a customer has expressed interest in a product, the CRM records this interaction. When that product becomes available at a discount, the salesperson can reach out with a personalized offer. CRMs can also automate follow-up reminders, encouraging customers toward a purchase. Here’s how a CRM can be applied at each stage of the sales cycle: 5 CRM Best Practices A CRM system is most effective when it supports a well-defined sales strategy. Here are some tips to enhance CRM use: Does Your Company Need a Sales CRM? To determine the need for a sales CRM, evaluate current sales processes and future goals. A CRM is particularly beneficial for business if: Tips for Choosing the Best CRM Selecting the right CRM involves considering your unique business needs. What will you gain? What will it cost? How will you implement it? How will you train sales teams to use it? Key factors include: Use Your CRM to Tell More Sales Success Stories A sales CRM serves as a comprehensive record with 360 degree views of customer interactions, helping improve productivity, foster meaningful customer engagement, and craft better success stories for your business. 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

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July 5, 2024in Salesforce
Hubspot Hacked
01Jul

Hubspot Hacked

HubSpot recently disclosed a “security incident” where unauthorized access was attempted on several customer accounts. HubSpot is an American software company that provides tools for inbound marketing, sales, and customer service. It was founded in 2006 by Brian Halligan and Dharmesh Shah, and is today best-known for its all-in-one growth platform that helps businesses attract visitors, convert leads, and close customers.. The CRM company detected the incident on June 22, though it was publicly acknowledged six days later by Alyssa Robinson, Chief Information Security Officer at HubSpot. HubSpot seems to have suffered a data breach, but claims to have everything in hand – for now. Robinson stated that the incident involved bad actors targeting a limited number of HubSpot customers, aiming to gain unauthorized access to their accounts. Upon detection, HubSpot promptly activated its incident response procedures and has since been in contact with affected customers, taking necessary steps to revoke unauthorized access and safeguard customer data. HubSpot Hacked With how the statement was worded, it would seem that the attackers, whoever they are, tried to break into the account – but not necessarily succeeded. Still, the company proceeded with the usual practice in case of a cyberattack: “HubSpot triggered our incident response procedures, and since June 22 we have been contacting impacted customers and taking necessary steps to revoke the unauthorized access and protect our customers and their data,” said Robinson. As of Friday, June 28, HubSpot has not disclosed any communication from the hacking group, nor has it specified the full scope of the incident or the exact number of impacted customers. Despite having over 100,000 paying customers and achieving significant financial milestones, such as breaking the $1 billion annual recurring revenue (ARR) mark, HubSpot’s stock price remained stable amid the news, which surfaced through TechCrunch. Ironically, this incident follows HubSpot’s recent announcement of new data protection capabilities for its Smart CRM users. However, it underscores the ongoing challenges faced by major enterprise tech providers regarding cybersecurity. HubSpot says fewer than 50 customer accounts were victims of a breach in late June, all impacted customers were notified and all has been quiet since the initial incident. As of May 2024, HubSpot had more than 216,000 customers, so an incident that impacts fewer than 50 doesn’t seem like a big deal, unless of course you’re one of the accounts involved. What we know:  The company is not releasing many details about the incident other than the basic facts. The company said in a June 28 release that it detected a security incident on June 22, 2004, where bad actors were attempting to gain access to customer accounts without authorization. HubSpot’s detection of the breach triggered its incident response procedures and the company notified impacted accounts. On June 28 and again on July 1, 2024, the company reported no further signs of a problem. What’s not known at this time is whether the attack was targeting a specific group of HubSpot customers. Back in March 2022, fewer than 30 HubSpot customers were impacted by a data breach, but all of the impacted customers were in the cryptocurrency business. HubSpot joins a growing list of enterprise tech firms experiencing cybersecurity incidents. While recent arrests, such as that of the alleged ringleader behind attacks on Twilio, LastPass, and Mailchimp, offer some hope, cybersecurity threats continue to evolve with the proliferation of digital devices and AI accessibility. This trend poses new risks, including the misuse of AI technologies like deepfakes, as highlighted by concerns raised by organizations like OpenAI. As businesses expand their digital presence and adopt new technologies, they must remain vigilant against evolving cybersecurity threats to protect sensitive information and maintain customer trust. HubSpot is an American software company that provides tools for inbound marketing, sales, and customer service. It was founded in 2006 and is today best-known for its all-in-one growth platform that helps businesses attract visitors, convert leads, and close customers. Impact for Marketers As marketers, our martech stacks are heavily reliant on cloud-based SaaS applications (like HubSpot) and cloud-based data storage from vendors like Amazon’s AWS and Google Cloud. Even on-premise applications and data are a security risk. The applications running in the cloud and the data stored there are at arm’s length from your data security professionals. More than 80% of the data breaches recorded in 2023 involved data stored in the cloud, according to the Harvard Business Review. Big breaches impacting millions of consumers get a great deal of attention, like those that struck Sony or Target in years past. But smaller, targeted attacks can be devastating to the businesses that have their data exposed, though they fly under the radar of the national press. The number of reported data breaches increased 78% from 2022 to 2023. The cost of the average breach surpassed $4 million in 2023 and is up 15% since 2020. How secure is HubSpot? Is my data secure with HubSpot? All communications between a web client and HubSpot servers are protected using TLS (1.0, 1.1, 1.2) protocol encryption using 2048 bit keys. We also provide customers with the ability to enable Two-Phase Authentication (2FA) to prevent unauthorized use of their portals. Another July Hack One of the most significant data leaks in recent history is reported to have occurred on July 4. The leak, dubbed RockYou2024 by the original poster, “ObamaCare”, on a leading hacking forum, compiled 9,948,575,739 unique passwords into plain text. This means close to ten billion passwords were leaked. That said, the RockYou2024 is primarily a compilation of all previous password leaks and is built on a prior RockYou2021 compilation of 8.4 billion passwords. That means between RockYou2021 and RockYou2024, about 1.5 billion passwords were added to the list. Further, according to the hacker, at least a few of these passwords were cracked using RTX 4090, a tactic that was warned about earlier. According to Cybernews researchers, “In its essence, the RockYou2024 leak is a compilation of real-world passwords used by individuals all over the world. Revealing that

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July 1, 2024in Salesforce Shield
Salesforce Envision
28Jun

Salesforce Envision

Salesforce: Enabling Customer Experiences Through Integrated Solutions Salesforce is a cloud-based CRM platform offering software, services, and applications designed to create valuable customer experiences. It integrates various organizational departments such as marketing, sales, and services, providing a unified view of the customer. Salesforce Envision is a digital transformation engagement. This insight outlines a typical customer’s journey through a Salesforce Envision Advisory engagement with the Tectonic team. We will highlight three key areas that contribute to a powerful and successful Envision engagement: Outcome-Driven Focus The cornerstone of any Salesforce Envision Advisory engagement is an upfront and honest conversation with the customer about their future business aspirations. Establishing desired outcomes and understanding how customers should perceive the business are critical. This focus is about envisioning future possibilities rather than dwelling on current systems. Collaboration with the Customer Alignment between the customer and the consulting team is essential. Success hinges on ensuring all organizational groups are aligned, as individual great ideas often fail without collective buy-in. Effective collaboration can prevent projects from delivering minimal benefits and adding redundant systems. Planning for Success Understanding customer goals and desired outcomes allows building on existing efforts within business and IT departments. This understanding helps create a roadmap for business transformation, enabling the customer to serve their customers better, achieve efficiencies, and scale for future growth. Every stakeholder must participate in creating this roadmap, aligning with organizational leadership. This roadmap is not merely a technology rollout plan but a capabilities roadmap to meet business outcomes. Business processes and existing IT systems must be analyzed and re-architected for successful execution. What is Salesforce Envision? Salesforce Envision is a design-led engagement enabling organizations to undergo digital transformation to unlock customer insights, build actionable roadmaps, and develop successful solutions. The principles guiding Salesforce Envision include: Envision engagements are typically co-led by a Salesforce Senior Business Architect and a Senior Salesforce Technical Architect to provide guidance and ensure customer alignment. A seasoned Salesforce Solutions Architect leads the Envision discovery process to ensure no stone is left unturned. Typical Phases of an Envision Engagement: The future-state capability matrix, developed from these strategies, identifies IT systems to be decommissioned, contributing to cost and maintenance benefits and supporting a solid business case. This elimination of technical debt can fully offset the long-term costs with the investment in your future success. Final Executive Brief The Envision engagement concludes with an executive brief for business and IT stakeholders, covering: By following these steps, organizations can effectively leverage Salesforce Envision to achieve their digital transformation goals. 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

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June 28, 2024in Salesforce
Breaking Down Data Silos with Zero Copy Data Federation
27Jun

Breaking Down Data Silos with Zero Copy Data Federation

Siloed data slows communication, delays data-driven insights, and creates extra work. Learn ways for Breaking Down Data Silos with Zero Copy Data Federation. Overview In today’s data-driven business world, organizations amass vast amounts of data across various touchpoints, centralizing it in data warehouses or lakes to derive business insights. While this data is primarily used for analytics and machine learning, it remains largely inaccessible to business users in Sales, Service, and Marketing, hindering their ability to make data-driven decisions. To address this challenge, Salesforce and Amazon have collaborated to create Zero Copy Data Federation between Salesforce Data Cloud and Amazon Redshift. This integration empowers businesses by providing seamless access to Redshift data within Salesforce Data Cloud, enhancing data integration, and enabling real-time insights without the need for data replication. Benefits of Zero Copy Data Federation This new solution allows businesses to: Salesforce Data Cloud Salesforce Data Cloud unifies all company data into the Einstein 1 Platform, offering a comprehensive 360-degree view of the customer. It integrates diverse datasets such as telemetry data and web engagement data, creating a holistic customer profile that is easy to access and understand. This unified view enables Sales, Service, and Marketing teams to build personalized customer experiences, drive data-driven actions, and leverage trusted AI across all Salesforce apps. Amazon Redshift Amazon Redshift is a fast, fully managed, petabyte-scale data warehouse service designed for efficient data analysis using existing business intelligence tools. It offers superior price-performance compared to traditional data warehousing solutions and supports datasets ranging from a few hundred gigabytes to petabytes. Redshift’s AI-powered massively parallel processing (MPP) architecture facilitates quick, cost-effective business decision-making. Zero Copy Data Federation Zero Copy Data Federation, a feature of Salesforce Data Cloud, enables secure, real-time access to Redshift data without copying it. This capability maintains data in its original location, eliminating replication overhead and ensuring current information access, thus enhancing data integration while preserving data integrity and efficiency. Data federated from Amazon Redshift is represented as a native data cloud object, powering various Data Cloud features, including marketing segmentation, activations, and process automation. This allows businesses to enrich unified customer profiles in Salesforce Data Cloud with transactional data from Redshift, gaining insights, harnessing predictive and generative AI, and delivering highly personalized experiences. Setting Up Zero Copy Data Federation To configure Zero Copy Data Federation in Salesforce Data Cloud: Use Cases Zero Copy Data Federation enables various use cases: Conclusion Zero Copy Data Federation between Salesforce Data Cloud and Amazon Redshift empowers businesses to dismantle data silos, enhance customer experiences, and drive operational efficiencies. By enabling real-time access to Redshift data within Salesforce Data Cloud, organizations can make informed decisions, personalize customer interactions, and optimize resources across various functions. This integration sets a new benchmark for data-driven business success in the digital age. Check out the Salesforce Zero Copy Data Federation announcement for more details. 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

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June 27, 2024in Einstein 1 Platform, Generative AI, Salesforce Data Cloud
Summer 24 Marketing Cloud Engagement Rescheduled
24Jun

Summer 24 Marketing Cloud Engagement Rescheduled

We have an update about the Summer ’24 Marketing Cloud release originally scheduled for June 22, 2024. Summer 24 Marketing Cloud Engagement Rescheduled. To ensure optimal performance, Salesforce has rescheduled the Summer ’24 release to June 29, 2024. How Can I Get More Information? For more information about the features in the Summer ’24 Marketing Cloud release, reference the release notes. Updates are provided on Trust. If you have questions, contact Customer Support by opening a case via Salesforce Help. Original Timeline-Summer 24 Marketing Cloud Engagement Rescheduled The Summer ’24 Marketing Cloud Engagement release occurs June 7, 2024 through June 28, 2024. Some features are made available to your instance within a week of the release. Get an exclusive, in-depth look at our new features by tuning into the Summer ’24 Marketing Cloud Engagement Release New Feature Overview. Join this webinar on June 27, 2024 at 2 PM EDT. 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

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June 24, 2024in Salesforce Marketing Cloud
Changes in Advertising Changing CRMs
22Jun

Changes in Advertising Changing CRMs

Oracle announced last week that it is exiting the advertising business and will sunset its adtech by September 30. While the announcement is not surprising given the massive layoffs in 2022 affecting Oracle Advertising teams, the rapidity of Oracle Advertising’s decline is a clear indicator of how swiftly the digital advertising landscape can evolve. This move is likely just the first of many significant Changes in Advertising Changing CRMs. What happened? Oracle Advertising faced challenges beginning in 2018 and never managed to recover. Several forces related to data deprecation adversely impacted the business: Changes in Advertising Changing CRMs Retooling its acquisitions to function in a consent-driven and regulated environment would have required significant investment from Oracle. Given its track record with privacy law compliance, this would have been a daunting task, necessitating both rapid innovation and market trust in its solutions. What does this mean for the advertising ecosystem? Oracle’s exit from adtech marks a significant shift in the advertising ecosystem. The sharp decline in advertising revenue from $2 billion in 2022 to $300 million in 2024 suggests a major miscalculation by Oracle. Without demand- or supply-side platforms (unlike Google, Microsoft, and Amazon) and lacking a large audience base (unlike Meta, Disney, and Netflix), Oracle’s benefits as an adtech partner or acquirer were unclear. The key question now is whether Oracle’s intellectual property will find new ownership and continue in some form. What does this mean for the marketing ecosystem? The broader marketing ecosystem is likely to see more shifts as major players adapt to the new landscape. Leading martech vendors like Adobe and Salesforce have already transitioned from DMPs to CDPs. Adobe Real-Time CDP and Salesforce Data Cloud for Marketing are gaining market share, while Oracle has struggled in the B2C martech space. Oracle’s decision to cut investments in martech and adtech has significantly impaired its B2C market efforts, with products like Responsys failing to gain the traction that Eloqua has in the B2B space. Oracle also announced it will sunset related B2C marketing products like Oracle Maxymiser in the coming months. These changes are just the beginning of a broader transformation in digital advertising, driven by evolving privacy standards, consumer expectations, and technological advancements. This marks the dawn of a new era in which agility and compliance will be key to success in the digital advertising and marketing landscapes. 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

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June 22, 2024in Salesforce Data Cloud
Salesforce's Bold Predictions for Holiday 2024 Sales
21Jun

Salesforce’s Bold Predictions for Holiday 2024 Sales

Salesforce’s Predictions for the 2024 Holiday Shopping Season Salesforce’s Bold Predictions for Holiday 2024 Sales include that trade routes, artificial intelligence, pricing, and Chinese shopping applications will significantly influence the 2024 holiday shopping season. Here’s a breakdown of their insights: Changes in Holiday Shopping Experiences Salesforce, the software giant known for its e-commerce platform and cloud services, predicts a “challenging season” for both retailers and consumers. The company notes that shoppers have been delaying major purchases in hopes of finding discounts. As a result, retailers will need to adapt to changing consumer behaviors and economic pressures. Consumer Behavior and Economic Pressures Salesforce observes that consumers, resilient through four years of economic uncertainty, are finally feeling the impact of persistent inflation and supply chain issues. A significant 32% of global consumers have increasingly turned to alternative credit options like Buy Now, Pay Later (BNPL) this year. Holiday Shopping Timeline Salesforce defines the holiday shopping season as running from November 1 to December 31. In 2022, 76 of the top 2000 online merchants in North America, using Salesforce as their e-commerce platform, generated over $116.97 billion in combined online sales. Salesforce’s Bold Predictions for Holiday 2024 Sales 1. Dominance of Chinese Shopping Applications Salesforce predicts that Chinese shopping apps will dominate the holiday season. According to their research, 63% of Western consumers plan to shop from Chinese apps such as Cider, Shein, Temu, TikTok, and Aliexpress. The primary driver for this trend is competitive pricing. Salesforce expects these apps to account for 21% of sales outside China during the holiday season. 2. Impact of Middle-Mile Shipping Costs Middle- and last-mile shipping costs are projected to increase by $197 billion in 2024, a 97% rise from the previous year. Factors contributing to this include rising crude oil prices and geopolitical tensions affecting global shipping routes. Despite these challenges, Salesforce advises retailers not to pass shipping costs onto consumers, as free delivery significantly influences online purchasing decisions. 3. AI Adoption in Gift Searches Salesforce reports that AI influenced 17% of online purchases during the 2023 holiday season, generating 9 million in sales. In 2024, more consumers are expected to use AI for gift discovery. With Google’s integration of generative AI into its search tools, retailers can shift from keyword searches to natural language prompts, potentially tripling conversion rates compared to non-engaged site traffic. Conclusion Salesforce Marketing Cloud’s array of features, including automation, personalization, analytics, and collaboration, empower B2B marketers to streamline their efforts and achieve superior results. By leveraging these capabilities, businesses can elevate their marketing initiatives and drive significant outcomes during the 2024 holiday season. 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

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June 21, 2024in Generative AI, Salesforce Marketing Cloud

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