Before we stepped in, this company was grappling with a fragmented data environment. Their sales and service teams had to rely on countless spreadsheets, and as you can imagine, this was not only tedious but also prone to errors. This lack of a unified data source meant they were unable to provide a cohesive customer experience, with sales and service teams often operating in silos.
Salesforce Loan Origination: Unlocking Efficiency and Growth Implementing a CRM is a deal-changing decision for any retail mortgage brokerage. In a digital landscape dominated by loan origination platforms like Ellie Mae Encompass, Nortridge, Calyx, and Fiserv, staying lean and nimble is crucial. Understanding how to leverage Salesforce with your loan origination system (LOS) lays the groundwork for a streamlined future, empowering clients, partners, and employees. The suite of productivity and marketing tools Salesforce offers is key to your organization’s success. Remember, Rome wasn’t built in a day, and skilled architects with the right tools made it possible. Let’s explore the benefits of Salesforce in loan origination. Enhancing Prospecting, Referrals, and Marketing Once you’ve built an efficient loan origination machine, it’s time to fuel it. Salesforce integrates seamlessly with referral and channel partners like Bankrate, Zillow, and Realtor.com, feeding prospects directly into your marketing and loan origination funnel. Using tools like Web to Lead or Salesforce’s robust web service APIs, prospects can flow into your CRM in real time. Partner Communities can create portals for third parties to refer and manage their pipelines. Salesforce Marketing Cloud automates journeys, showcasing your company’s value and maintaining constant contact. Qualify prospects effectively by running their credit before they hit your LOS, reducing noise and understanding the quality each lead source brings. This maximizes marketing dollars and focuses efforts where they matter most. Streamlining the Sales Funnel Capturing leads is just the beginning. The real challenge is keeping them and ensuring they choose your business. Salesforce helps visualize your pipeline and accelerates the process with reminders, tasks, texts, emails, calls, and other automation tools. Einstein Analytics and AI provide insights into the most effective strategies, calculate close rates, and help forecast revenue streams accurately. Stay nimble. Not all prospects are tech-savvy, but you can use technology to enhance communication with them. Empowering Loan Officers Mortgage companies often aim to improve customer experience with new systems. However, empowering loan officers and ensuring their satisfaction is equally critical. Salesforce provides loan officers with a 360-degree view of their prospects, enabling them to pull client credit from mobile devices and drastically improve productivity and close rates. Salesforce Mobile places the entire origination process at their fingertips, anywhere and anytime. Integrations with web analytics offer insights into prospect behavior, allowing tailored conversations. A CRM that consolidates contact history creates a powerful ally, ensuring personalized experiences. Integrating Systems with Tectonic Integrating a loan origination system like CalyxPoint, Fiserv, or Ellie Mae Encompass can be daunting. Clients often rush to modernize, but the key is to take it step by step. Define a moment when the loan flows from Salesforce to the LOS, typically once a prospect is qualified. Updates, such as loan milestones and underwriting requests, can flow back into Salesforce, while changes to the loan document itself should occur in the LOS. Gradually progress towards a synchronized, bi-directional state to ensure success and buy-in. Leveraging Customer and Referral Portals Salesforce Customer Community: A drag-and-drop customer portal can sit on top of real-time data, understanding each customer’s loan lifecycle stage and dynamically adapting to drive desired behaviors. Use it to solicit additional documents or update loan statuses as they progress through milestones. Salesforce Partner Community: Real estate agents, insurance companies, and law firms are vital to a mortgage company’s referral system. Salesforce Partner Communities offer a portal to share relevant information with partners, creating a boutique experience that enhances referrals. Building Lifelong Client Relationships A fully funded loan is not the end; it’s the beginning of a new journey. The referral and refinancing process starts as soon as the origination process ends. Maintaining regular contact and demonstrating partnership should be core values for any mortgage company. Taking out a mortgage is one of the largest financial decisions most people make, and positive experiences can have a lasting impact. Leveraging Salesforce CRM and Marketing Cloud journeys helps keep relationships alive, ensuring a steady pipeline for years to come. Always remember the importance of first impressions and the long-term value of satisfied clients and partners. 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
Salesforce Marketing Cloud Personalization, formerly Interaction Studio, offers incredible power for personalization. MC Personalization Tips and Tricks below will help you level up your game. Einstein Recipes: Enhancements and Challenges Multiple Dimensional Variations for Products in Einstein Recipes Einstein Recipes offer powerful and flexible tools for creating recommendations. However, the fourth step, Variations, falls short compared to other options. Currently, you can configure only a single Dimensional Variation. While multiple Item Types are available, once you select one, you cannot limit recommended products to specific numbers per category or brand. This limitation hinders control over product recommendations, especially for e-commerce sites with diverse catalogs. Unlike Dimensional Variations, multiple Boosters or Exclusions of the same type can be configured differently, which would be a valuable feature to add for Variations. Department Variation for Products in Einstein Recipes Einstein Recipes allow Dimensional Variations at the Category level, but only for primary categories. There is no option for Department (master category) level, which is limiting for e-commerce sites with broad category trees, such as: Recommendations with Category Variation set can still be dominated by similar products due to similar primary categories. Two solutions could address this: Price Reduction Ingredient in Einstein Recipes Triggered Campaigns in Journey Builder can target various events, including Catalog Triggers. Some triggers, like Product Expiring Soon, are available for Web with Einstein Recipes Ingredients. However, there is no Ingredient for the common e-commerce use case of Price Reduction. Marketing Cloud Personalization (Interaction Studio) has the required price and listPrice attributes for Triggered Campaigns. A workaround involves calculating price reductions externally and passing this information to a Related Catalog Object. More efficient solutions would be: Rating Count in Recipe’s Rating Exclusion Marketing Cloud Personalization offers Exclusions/Inclusions on Recipes to fine-tune recommendations. One option is to exclude/include items based on their rating, with an optional zero rating capture. It would be beneficial to include an option to filter based on rating count, allowing for: Currently, such filters can only be applied on the server side in the Template, which can limit recommendations. Having this feature at the recipe level would be more powerful. Abandoned Cart Retention Setting Marketing Cloud Personalization captures cart information for Einstein Recipes recommendations. However, cart content remains indefinitely unless managed proactively. A workaround involves a Web Campaign that checks cart age and pushes a clear cart action if necessary. A better solution would be a configurable option in MCP settings to automatically remove old cart data. Catalog Enhancements Full MCP Category Hierarchy Support for ETL Marketing Cloud Personalization can create a hierarchical tree of categories with automatic summing of views and revenue. However, this is currently possible only under specific conditions, such as having one Category per product and using a Sitemap format. This limitation is problematic, as ETL is often a better way to manage it. The Category ETL already provides detailed information using department and parentCategoryId attributes, but this data does not replicate the drill-down hierarchy in the Catalog UI or pass data from the bottom Category up. Ensuring feature parity between Sitemap and ETL would be beneficial. Segmentation Enhancements MCP Action Name Management Marketing Cloud Personalization captures actions from multiple sources but does not allow managing created actions. An option to view and remove unnecessary actions would improve user experience by reducing the number of options in the segmentation/targeting picklists. An even better solution would be to merge existing actions, preserving behavioral data after refactoring action names. MCP Hourly-Based Segmentation Rules Currently, segmentation rules in Marketing Cloud Personalization are based on days, limiting on-site campaign targeting. For example, to display an infobar for abandoned cart users, the current segmentation can only show users who have not performed a Cart Action today. Hourly-based segmentation rules would allow more precise targeting, showing users who have not performed a Cart Action in the last hour. Adding a picklist to choose between day or hour-based rules would enhance segmentation capabilities. Full MCP Catalog Export Marketing Cloud Personalization supports manual catalog export but only with limited data. The current export file lacks complete catalog data (e.g., promotable and archived attributes), making it unsuitable for ETL sources. An option to export the full catalog data, matching the ETL schema and including hidden items, would greatly benefit debugging and batch-modifying items for subsequent ETL import. Full MCP Catalog Metadata Visibility Marketing Cloud Personalization supports viewing custom attribute metadata in the Catalog but is limited to ETL updates. Extending this to built-in attributes and including origin and lastUpdated values for all sources (Sitemap, Mobile App, Manual update, API) would simplify debugging Catalog metadata issues, reducing admin/developer work and support tickets. ETL Enhancements External Email Campaign ETL Experience Name & ID External Email Campaign ETL allows passing behavioral data but is limited to Campaign ID and Campaign Name. To fully leverage this data in segmentation, it should also support Email ID and Email Name. Adding Experience ID and Experience Name fields to the ETL would enable targeted personalization, allowing segmentation on entire campaigns or specific emails within campaigns. External Email Campaign ETL Send Segmentation External Email Campaign ETL passes Send, Click, and Open data but does not support segmentation based on Send events. Enabling segmentation rules for Send events would unlock use cases like targeting Web or Push campaigns to users who received an email campaign but did not open it, fully leveraging cross-channel and real-time personalization. External Email Campaign ETL Unsubscription Event Type External Email Campaign ETL passes Send, Click, and Open data but cannot pass unsubscriptions. Including the Unsubscribe event would enable targeted campaigns like surveys about unsubscription reasons, win-back campaigns, or replacing email subscription prompts with other channel recommendations. By addressing these enhancements and challenges, Salesforce Marketing Cloud Personalization (Interaction Studio) can further improve its capabilities and provide more precise, effective, and user-friendly tools for personalized marketing. Reporting Enhancements: Direct Attribution at the MCP Campaign Level Current Reporting in Marketing Cloud Personalization (MCP) Marketing Cloud Personalization (Interaction Studio) offers various reports based on Activity, Results, and Visits. However, it
Connecting Google Analytics 4 Properties to Salesforce Marketing Cloud Now, Google Analytics 4 properties can seamlessly integrate with Salesforce Marketing Cloud using the Sales Marketing Cloud interface. This integration is available for both GA4 standard and 360 properties, extending to users who previously utilized a similar setup with Universal Analytics 360. The significance of this integration lies in its ability to synchronize audiences from Google Analytics to Salesforce Marketing Cloud. By linking these platforms, you can leverage Analytics audiences in Salesforce email and SMS direct-marketing campaigns, enabling targeted and efficient audience engagement. Here’s how it works: Integrate Google Analytics 4 and Salesforce Marketing Cloud Requirements for Integration: Google outlines specific criteria for enabling integration between Salesforce Marketing Cloud and GA4 properties: This integration streamlines audience management across platforms, empowering marketers to leverage Google Analytics insights effectively within Salesforce Marketing Cloud campaigns for enhanced audience targeting and engagement. 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
“The Tectonic team showed strong knowledge of the SFMC platform. They listened to our specific needs and use cases and crafted a customized and creative approach to meet our needs. They were reliable and communicative throughout the entire project.”
Citizen Engagement for Tribes Salesforce Tribal Government MuleSoft Experience Cloud Health Cloud Public Sector Solutions (PSS) Health Cloud Experience Cloud Tribal Nation Solutions MuleSoft Marketing Cloud salesforce tribal government mulesoft Industry: Tribes – Government & Healthcare PROBLEM: SOLUTION: Implementation of Salesforce Public Sector Solutions (PSS), Health Cloud, Experience Cloud, Marketing Cloud & MuleSoft: RESULTS: Like1 Related Posts 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 Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more Salesforce Government Cloud: Ensuring Compliance and Security Salesforce Government Cloud public sector solutions offer dedicated instances known as Government Cloud Plus and Government Cloud Plus – Defense. Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more
Understanding Salesforce Marketing Cloud (Exacttarget) compared to Salesforce Account Engagement (Pardot), and their differences. Distinguish between Pardot and Marketing Cloud with these highlights: Salesforce Marketing Cloud Engagement (Marketing Cloud formerly ExactTarget) Salesforce Marketing Cloud Account Engagement (formerly named Pardot) The answer to all the above questions is no. Salesforce Account Engagement and Marketing Cloud – two equally powerful marketing automation platforms for very different use cases. Pardot (Account Engagement) is used for ‘considered purchases’ where there are long sales cycles and multiple decision-makers – which is typical of B2B, but not exclusively. Marketing Cloud is best suited to transactional purchases across multiple marketing channels – which is typical of B2C, but not exclusively. As time goes on, you’ll find more examples of organizations marketing to consumers that will be making a considered purchase, and on the flip side, more accounts (B2B) making transactional purchases, in high-volume, such as self-service commerce. ‘Is Pardot a part of Marketing Cloud?’ and ‘Is Pardot Included in Marketing Cloud?’ It depends on how you interpret ‘part of’, which could mean two things: Built on the same product architecture = no, Pardot is partly on its own platform, and partly on the core Salesforce platform. Marketing Cloud still exists on its own, not on the core Salesforce platform. Despite being renamed “Marketing Cloud Account Engagement”, the two do not function together, nor are sold together. Marketing Cloud still exists on its own, not on the core Salesforce platform. Like Related Posts Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more Integration of Salesforce Sales Cloud to Google Analytics 360 Announced In November 2017, Google unveiled a groundbreaking partnership with Salesforce, outlining their commitment to develop innovative integrations between Google Analytics Read more
AMPscript is Marketing Cloud Engagement’s proprietary scripting language designed for advanced dynamic content in emails, landing pages, SMS, and push messages. While incorporating basic programming concepts, AMPscript is user-friendly and accessible even to non-coders, enabling the creation of highly personalized and dynamic content. Its purpose is to expand Marketing Cloud Engagement functionality to facilitate one-to-one personalized communications, offering marketers a powerful tool to enhance their digital campaigns. AMPscript Functionality: AMPscript serves several functions within Marketing Cloud Engagement, including: Categories and Examples of AMPscript Functionality: Scenarios Where AMPscript is Utilized: Get to Know Ampscript Language Components of AMPscript: AMPscript provides the flexibility to create highly dynamic emails and content by leveraging variables, operators, and conditional logic. The subsequent unit covers basic functions and syntax to aid users in initiating their journey with AMPscript. Like1 Related Posts Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Integration of Salesforce Sales Cloud to Google Analytics 360 Announced In November 2017, Google unveiled a groundbreaking partnership with Salesforce, outlining their commitment to develop innovative integrations between Google Analytics Read more Overlooked Costs of a Salesforce Implementation Let’s look at some frequently overlooked Salesforce costs. The goal is to provide businesses and decision-makers with a comprehensive understanding Read more
Capitalizing on the public’s eagerness to travel post pandemic, the travel and hospitality industry finds its most lucrative opportunity may be in 2024. Salesforce and the Impact on Transportation and Hospitality industries is here to help. A significant 44% of Americans are anticipated to embark on leisure holiday trips this year, emphasizing the need for the travel and hospitality sector to enhance customer services and, consequently, boost revenue. This is where Salesforce’s capacity to centralize customer data, interactions, and feedback becomes most valuable. In this blog post, Tectonic will delve deeper into understanding the pivotal role of Salesforce CRM in the travel and hospitality industry. Creating a real-time view of your guests helps to surprise and delight them across every interaction. Salesforce and the Impact on Transportation and Hospitality The suite of Salesforce for hospitality has digital abilities that help hotels, casinos, and resorts continually adapt to the changing expectations of their guests. Salesforce Sales Cloud helps scale revenue. Salesforce Marketing Cloud and Account Engagement customize engagements with guests. With Salesforce Flow and Case Management simplify and automate many of the time-consuming tasks that slow the hotel business down. The Influence of Salesforce on Customer Experiences Personalized touchpoints facilitated by Salesforce 360 degree customer view contribute to a seamless and cohesive customer journey, from the initial inquiry phase to post-trip engagement. Leveraging the platform’s capabilities, travel and hospitality businesses can devise targeted marketing campaigns that directly address the interests and preferences of their customers, leading to increased engagement and conversion rates. Salesforce’s impact extends to post-booking interactions, where businesses can sustain customer relationships by providing relevant updates, recommendations, and support throughout the travel experience. Salesforce enables businesses to transcend standard service levels, delivering moments of delight and genuine connection. With Salesforce and the Impact on Transportation and Hospitality is boosting business and customer satisfaction. Powering Salesforce for Tailored Customer Interactions The ability to deliver personalized customer interactions is pivotal in the travel and hospitality industry’s success. Through the robust capabilities of the Salesforce platform in customer data management and segmentation, businesses can create detailed customer profiles capturing preferences, past interactions, and feedback. This information forms the basis for crafting tailored experiences, from personalized recommendations and promotions to targeted promotional offers and invitations. Whether adding SMS texting, web personalization for returning visitors, or social media retargeted advertising, Salesforce has the right tools for your hospitality company and Tectonic has the experience to implement those tools for you. Salesforce’s marketing automation and personalization features enable businesses to deploy customized communication strategies, delivering the right message to the right customer over the right channel at the right time. Leveraging data-driven insights, businesses can orchestrate customer journeys that are highly relevant and engaging, fostering a sense of individuality and exclusivity. Integrating Salesforce with Your Booking and Reservation Systems Salesforce has significantly impacted the travel and hospitality industry by integrating with many booking and reservation systems. Seamless connectivity between Salesforce and these vital systems streamlines the entire customer journey, from initial inquiry to post-trip follow-up. This integration centralizes customer data and booking information, providing a comprehensive view of each customer’s interactions and preferences. This integration ability also decreases your time to market with a Salesforce solution and increases your return on investment. Reduced technical debt brings greater impact to the entire organization. Sales, Salesforce and the Impact on Transportation and Hospitality Enhanced collaboration between sales, marketing, and customer service teams is facilitated, ensuring a cohesive approach to customer interactions. With a unified view of all your customer data, teams can deliver personalized recommendations, offer timely assistance, and coordinate pre- and post-trip communication. Automation of processes such as booking confirmations and post-trip surveys enhances operational efficiency and customer satisfaction. Streamlining Marketing and Sales Efforts with Salesforce Marketing and sales efforts are integral components of a successful travel and hospitality business, and Salesforce offers tools and features designed to streamline these critical functions. The platform’s marketing automation capabilities enable businesses to create targeted campaigns, personalized communications, and automated workflows. By leveraging customer data and insights, businesses can craft highly relevant and engaging marketing initiatives, driving higher levels of engagement and conversion. Salesforce’s sales management tools empower businesses to track customer interactions, manage leads, and optimize the sales pipeline for improved conversion rates. With features such as lead scoring, opportunity tracking, and predictive analytics, Salesforce equips businesses with resources to drive sales efficiency and effectiveness. A centralized source of truth for guests allows marketing to hand warmed leads off to sales with complete information. Salesforce collaboration tools enable everyone on your property to see all relevant information to best serve guests and their unique needs. Travelers have a natural yen for exploration and excellent, personalized interactions powered by the Salesforce ecosystem allow you to know your customers where they are when they interact with you and provide them with the next best experience powered by CRM Analytics and Einstein. Salesforce, Tectonic, and You Salesforce serves as a catalyst for transformation within the travel and hospitality industry, enabling businesses to redefine customer experiences and elevate their offerings. As the industry embraces digital innovation and customer-centric strategies, Salesforce stands poised to play a pivotal role in shaping the future of travel and hospitality, driving sustained growth and differentiation for businesses that harness its potential. Tectonic has serious travel and hospitality industry experience positioning us to deliver a Salesforce solution customized for your business model and to deliver it quickly. As Salesforce Partners, Tectonic’s experienced team of Salesforce consultants can help strengthen your overall CRM strategy, enhance business workflows, and create a very powerful custom solution to delight your customers and empower your employees. Strategic Salesforce Consulting Partners provide solutions across Salesforce products and platforms customized to your business needs. Ready for a Hospitality or Travel Salesforce Implementation? Explore the possibilities of Salesforce for travel and hospitality or other Salesforce solutions based on your company’s goals. Tectonic is ready to partner with you, offering support at every stage of your Salesforce journey. Reach out online to request more information or
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. 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 Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more 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 Advantages of a Cloud Managed Service Provider Considering outsourcing your IT management to a cloud managed service provider? Here are several benefits of opting for a cloud Read more
Marketing Cloud Audience Builder dynamically generates targeted audiences from contacts stored in your account based on attribute and behavioral values. These audiences can be used to target or exclude contacts from your marketing activities. In today’s world, where a staggering 347.3 billion emails are sent globally every day, email inboxes have become increasingly cluttered. In your specific niche, you’re not the only one trying to reach your target audience; numerous others are vying for their attention. With consumers having a multitude of options, marketers bear the responsibility of positioning themselves in a way that makes it impossible for potential customers to overlook them. Achieving this requires embracing customer-centricity, which involves deeply engaging with different buyer personas by segmenting your contact list based on various parameters such as age, gender, location, interests, preferences, past purchases, browsing history, and position in the sales funnel. However, manually managing this segmentation, especially with a large contact list, can be overwhelming. This is where a dependable tool like Salesforce Marketing Cloud’s Audience Builder proves invaluable. The SFMC Audience Builder empowers marketers to create granular segmentation frameworks based on demographic and behavioral data, making the execution of targeted campaigns effortless. It dynamically generates targeted audiences by utilizing contacts in your account and leveraging behavioral values and stored attributes as guiding parameters. In this overview, we aim to provide a comprehensive understanding of SFMC’s Audience Builder. Key Entities and Terminologies: 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
Salesforce Audience Insights By Tectonic’s Marketing Consultant, Shannan Hearne Salesforce Marketing Cloud is so much more than just an email sending platform. This insight explores how it can power your advertising.; Marketing Cloud offers robust audience segmentation capabilities, empowering marketers to effectively segment their customer base. The integration of AI through Audience Insights enhances this power. Formerly known as Advertising Studio, the platform is now recognized as Marketing Cloud Advertising. Audience Insights provides a deeper understanding of customers by unveiling unique characteristics, interests, and behaviors of user groups interacting with your ads and converting. By connecting Marketing Cloud Advertising to paid media channels, you can optimize your audience strategy, gaining a unified, cross-channel view and assessing the effectiveness of first-party audiences through a dedicated dashboard. Key features of Audience Insights include: To leverage Audience Insights, your Marketing Cloud Intelligence admin needs to configure it before connecting Advertising to paid media channels. This integration allows you to analyze the effectiveness of first-party audiences with a single, cross-channel perspective. As a Marketing Cloud Advertising customer with a Marketing Cloud Intelligence license, you gain access to comprehensive audience and campaign analytics through Audience Insights for Marketing Cloud Advertising. This application is conveniently available in the Marketing Cloud Intelligence Marketplace. Utilize the Audience Insights for Advertising Studio dashboard to refine campaigns using first-party audiences. Additionally, the Marketing Insights for Sales Cloud solution facilitates a deeper understanding of how marketing efforts and spend translate into revenue, offering insights into the sales funnel and guiding strategic decisions. Salesforce Audience Insights The Marketing Insights for Sales Cloud solution utilizes objects such as Leads, Opportunities, Accounts, Contacts, Campaigns, and Campaign Members to provide a holistic view of marketing and sales alignment. Setting up your digital advertising strategy within Salesforce, particularly through Advertising Studio, yields significant benefits. Integration with Google Analytics 360 expands your digital marketing and analytics possibilities. Advertising Studio seamlessly connects with advertising platforms like Google Display Ads, Facebook Ads, Instagram, Pinterest, Twitter, LinkedIn, AdWords, Gmail, and YouTube. Are you ready to employ the full power of Salesforce Marketing Cloud and Advertising Studio? Contact Tectonic today. Like3 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 Salesforce Artificial Intelligence Is artificial intelligence integrated into Salesforce? Salesforce Einstein stands as an intelligent layer embedded within the Lightning Platform, bringing robust Read more Salesforce’s Quest for AI for the Masses The software engine, Optimus Prime (not to be confused with the Autobot leader), originated in a basement beneath a West Read more Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more
Undergoing a profound revitalization and restructuring process that combines six existing Provinces into a single, unified Province that will better serve the organization and its constituents’ needs. nonprofit salesforce marketing cloud success pack
In any Salesforce organization, vast amounts of data are generated constantly from sales activities, customer interactions, marketing campaigns, and more. Summarizing and digesting this information quickly is crucial, especially when presenting the big picture to leadership. This is where Salesforce reports come into play. The Salesforce Reports feature enables organizations to analyze, visualize, and summarize data in real time. By pulling data from across your Salesforce environment, reports help consolidate information into easily digestible formats, such as charts, tables, and graphs. Salesforce reports are essential for: How Historical Data Can Improve Reporting in Salesforce While real-time reports are valuable, incorporating historical data can significantly enhance reporting by offering deeper insights into your organization’s long-term performance. Here’s how: Challenges of Reporting with Historical Data in Salesforce While incorporating historical data is smart, Salesforce’s native reporting capabilities impose certain limitations: Don’t Let Salesforce Reporting Limitations Hold You Back With Own Discover, customers can effortlessly generate time-series datasets from any objects and fields over any time period in just a few clicks. These datasets can be accessed using standard query and reporting tools without requiring a data warehouse or the need to enrich existing data warehouses, overcoming Salesforce’s native 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 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
TikTok Introduces No-Code Integration for Salesforce Marketing Cloud TikTok has launched a no-code integration for Salesforce Marketing Cloud, designed to help advertisers transfer leads generated by their campaigns to Salesforce in real-time. This new integration ensures that leads captured on TikTok are automatically synced to Salesforce Marketing Cloud, eliminating the need for manual lead downloads by advertisers. Benefits of the Integration: Salesforce first enabled Commerce Cloud users to sell through TikTok in July 2022, positioning TikTok alongside other major social media channels like Facebook, Instagram, and Snapchat. This broadened the marketing and sales avenues for merchants. The new TikTok integration is available on Salesforce’s enterprise cloud marketplace, AppExchange, for businesses utilizing the Salesforce Marketing Cloud. Why This Integration Matters: Introducing TikTok AdZ: Filling the Gap in Salesforce Marketing Cloud Salesforce Marketing Cloud’s Advertising Studio did not previously integrate with TikTok, leaving a significant gap in the market. The new app, TikTok AdZ, created by Cezium, fills this gap by integrating TikTok advertising with marketing and CRM data, adding value in four key ways: 1. Acquisition: 2. Nurturing: 3. Retention: 4. Media Bidding Optimization: Key Features of TikTok AdZ: Target Using First-Party Data:With third-party cookies depreciating, TikTok AdZ allows advertisers to use first and second-party data for targeted ads, ensuring compliance with consumer privacy laws. Growth of Brand Awareness:Build a strong follower base on TikTok by creating custom audiences from existing customers or email subscribers and targeting them with exclusive promotions, influencer campaigns, and product demos. Audience Matching:Utilize TikTok’s lookalike audience feature to target users similar to your existing audience, increasing the likelihood of conversion. Audience Suppression:Optimize advertising spend by suppressing ads for unsatisfied customers or recent complainers, focusing on audiences more likely to convert. Use TikTok in Journey Builder:Leverage unified data to create personalized, contextual, and human engagements across marketing, commerce, service, and sales through multi-step automation in Journey Builder. Hyper-Personalization:Enhance personalization efforts with features like geotargeting, upselling and cross-selling, seasonal promotions, abandoned browse retargeting, and abandoned cart recovery. Summary As one of the largest social platforms globally, TikTok is essential for modern advertising strategies. TikTok AdZ streamlines the process, offering the tools needed to create personalized and effective ads that target the right audience on TikTok. Embrace this powerful integration to stay ahead of the competition, streamline lead generation, and watch your conversion rates soar. Reach out to your TikTok Rep or Salesforce Account Executive to get started today. 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
