Salesforce Marketing Cloud Archives - gettectonic.com

19Jun

Writing and Sending Marketing Automation in Salesforce

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

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

12Jun

Data Management in Salesforce Marketing Cloud Account Engagement

Data Management in Salesforce Marketing Cloud Account Engagement by Tectonic Salesforce Marketing Consultant, Shannan Hearne One of the most critical aspects to begin on the right foot within Salesforce Marketing Cloud Account Engagement (Pardot) is the organization of your data—comprising lists, prospects, email assets, campaigns, and forms. Properly “filing” these elements is essential for maximizing the tracking and reporting capabilities inherent in your Salesforce Marketing Cloud Account Engagement digital marketing tool. Failure in data organization poses significant risks to your business, including: To maintain an organized instance of Marketing Cloud Account Engagement, regularly check for sync errors between Salesforce and Account Engagement. Ensure that the Salesforce connector has all necessary permissions, preventing future issues with automation or reporting features. By consistently monitoring the connector, data synchronization across platforms can be assured, avoiding discrepancies between sales and marketing information. Enable features like email send result reporting back to your Salesforce database for daily insights into campaign results and connector health. Data Management in Salesforce Marketing Cloud Account Engagement Associating assets with the correct Marketing Cloud Account Engagement campaigns is crucial for effective tracking and reporting. Remove irrelevant campaigns to declutter your Marketing Cloud Account Engagement instance, promoting transparency. Periodically review and streamline custom fields, eliminating redundant ones and identifying fields needed for segmenting data or pulling additional data from Salesforce. Organization of Content Maintain a clear and logical folder structure for efficient asset management, saving time and preventing lost or duplicated assets. Organize marketing assets into logical folders and sub-folders, ensuring transparency and accessibility for Marketing Cloud Account Engagement users. Establish and enforce proper naming conventions for assets, promoting easy retrieval and future reviews. Many administrators will go a step farther with a standard naming convention such as year-month-line of business-campaign-asset. Utilize Marketing Cloud Account Engagement tags for sorting, organizing, and searching content, enhancing overall asset management. Apply tags to prospects for efficient reviewing or reporting, and maintain consistency in naming conventions organization-wide. Employ dynamic lists to automatically segment prospects based on defined criteria, ensuring ease of management and organization. Use rules to add and remove tags based on completion or actions taken by prospects. Data Management in The Recycle Bin of Account Engagement Leverage the Marketing Cloud Account Engagement recycle bin to retain deleted items and easily restore them if needed. Keep an eye on usage limits through the admin panel, especially file storage limits. Utilize the recycle bin to free up space by placing unnecessary items, like outdated Marketing Cloud Account Engagement-hosted files or inactive prospects, in the bin. Regularly check and enable features like Handlebars Merge Language (HML) for advanced personalization in emails and landing pages. Stay updated on new features to maximize the benefits of your Marketing Cloud Account Engagement. Tectonic, through managed services, ensures Marketing Cloud Account Engagement instances are up-to-date, offering customization and training for optimal utilization. Contact us for a Marketing Cloud Account Engagement analysis and cleanup tailored to your company’s needs. 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

June 12, 2023in Data, Salesforce, Salesforce Managed Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

11Jun

Interaction Studio (Marketing Cloud Personalization)

Marketing Cloud Personalization, a component of Salesforce Marketing Cloud, serves as a real-time personalization and interaction management solution. Formerly known as Interaction Studio, this tool empowers organizations, particularly marketers, to dynamically promote relevant products and services in real-time across various channels such as web, email, and mobile. Website and App Personalization Leverage machine learning and AI to craft personalized experiences across webpages, in-app interfaces, product recommendations, and content. Tailor each customer interaction to drive specific key performance indicators (KPIs), from acquisition to customer retention, utilizing a blend of real-time user behavior and historical customer data. Enhance page personalization with machine learning for elements like banners or pop-ups, and conduct targeting and testing at the pace customers browse, with personalization decisions occurring in milliseconds. AI-Driven Journey Triggers Initiate relevant, real-time experiences guiding customers along their buying journey. Utilize AI-driven decisions to identify the most fitting next engagement, based on real-time customer behavior, historical data, and business-specific datasets such as pricing and inventory. Deliver predefined experiences, such as browsing or cart abandon journeys, while employing real-time customer interactions to determine the appropriate content, channel, or offer. Sales and Service Personalization Integrate real-time engagement data seamlessly into sales and service consoles to enhance customer and prospect interactions. Empower service teams to preempt queries and offer more effective case resolutions by gaining faster access to a customer’s recent interactions across various business touchpoints. Provide sales teams with insights into an account or prospect’s purchase journey, enabling more relevant conversations and offers based on real-time knowledge of content consumed, products viewed, or time spent on your site. Real-Time Affinity Profiling Utilize AI to synthesize in-the-moment intent data and past business engagements, identifying customer affinities, interests, and preferences. Enhance personalization capabilities with a fully customizable affinity graph, mapping and visualizing real-time customer profiles. Develop nuanced perspectives on customers to deliver custom messaging and offers, resulting in higher conversion rates across website, app, and other channels. Open-Time Email Personalization Engage customers with relevant email campaigns using real-time personalization. Deliver timely, customized messages with Open-Time Email Personalization, optimizing emails dynamically at the time of open with changeable sections. Personalize any aspect of the email, including offers, product selection, and general content, based entirely on the real-time understanding of the customer’s journey. AI Automated Offers Enhance the relevance of every customer engagement with Einstein Decisions. Powered by a contextual bandit algorithm, these decisions use real-time and historical profile data alongside predetermined business logic to identify dynamic offers throughout the customer journey. Continuously improve decision-making by feeding new data into Einstein, optimizing future decisions across various dynamic scenarios. Behavioral Data and Analytics Access real-time analytics across key performance indicators, monitoring transactions, responses, conversions, and revenue. Analyze data at the individual, segment, and campaign levels, utilizing dashboards with deep analytics on customer trends across channels and touchpoints to enhance website and app experiences. AI Test and Learn Optimize web and app experiences with A/B and multivariate testing, targeting tests based on real-time, behavioral, contextual, and historical data. Act confidently on results using randomized tests that employ Bayesian modeling to assess confidence levels for both out-of-the-box and custom KPIs. Integrate data to optimize personalization across channels, including the website, mobile app, email, service, and sales interactions. Survey Management Leverage profile data to deliver highly targeted surveys across websites and apps, capturing zero-party data that enriches customer insights. Utilize individual responses to shape subsequent content and improve the effectiveness of different calls to action. Related Products Enhance the effectiveness of your Personalization Studio with related products such as Data Cloud for Marketing, Marketing Cloud Engagement, Marketing Cloud Account Engagement, and Marketing Cloud Intelligence. Marketing Cloud Personalization was previously also known as Evergage. Salesforce bought Evergage for its personalization engine, which predicts marketing offers based on customer history and behavioral data with AI. “They were pretty clear that this is quite separate from their CDP project,” Raab said, adding that Salesforce B2C customers will benefit the most. 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

June 11, 2023in Marketing Automation, Salesforce Marketing Cloud, Salesforce Personalization

Salesforce Marketing Cloud Advertising Studio

29May

How to Connect Marketing Cloud Account Engagement and Advertising Studio in Salesforce

How to Establish Connectivity Between Marketing Cloud Account Engagement and Advertising Studio in Salesforce. Looking to optimize your cross-channel marketing with email and ads? Use the power of Sales Cloud to connect Account Engagement and Advertising Studio for a unified strategy across platforms. Requirements Advertising is part of Marketing Cloud, but can be purchased as a standalone product. Thisprocess works the same whether you have only Advertising or full Marketing Cloud access. Connect Account Engagement and Advertising Studio in Salesforce Connecting Marketing Cloud Account Engagement and Advertising Studio involves tasks across Salesforce, Account Engagement, and Marketing Cloud. It’s not a straightforward ‘plug and play’ solution and may necessitate a Salesforce Partner like Tectonic, especially for those less advanced in the platform. If you choose to proceed independently, ensure you meet the following requirements: If any of these requirements are not met, collaboration with other Salesforce admins and Account Engagement/Marketing Cloud users may be necessary to complete the following tasks. It is advisable to follow the tasks in order, as those within Salesforce and Account Engagement must be done before finalizing the setup in Marketing Cloud. Salesforce Tasks Marketing Cloud Account Engagement Tasks Decide how Account Engagement prospects sync with the Salesforce campaign. Options include: Choose a method based on your Pardot setup. For example, adding new subscribers to a LinkedIn advertising campaign using Automation Rules. The setup in Marketing Cloud involves three separate tasks: create a data import, an automation,and an Advertising Audience. The tasks in this section are the same regardless of whether you havefull access to Marketing Cloud or have purchased only Marketing Cloud Advertising. Marketing Cloud Tasks Configuration involves three parts: Connect Account Engagement and Advertising Studio The setup is now complete, and Marketing Cloud Account Engagement and Advertising Studio are connected. New prospects in MCAE added to the Salesforce campaign will automatically update the Advertising Audience based on the sync frequency set. After you complete the setup process, prospect data from Account Engagement is fed into MarketingCloud Advertising via Salesforce. The setup process outlined in this insight facilitates the flow of datafrom Account Engagement to Salesforce, and then from Salesforce to Marketing Cloud Advertising.This high-level overview of the data flow after setup is complete. An Account Engagement prospectis added to a Salesforce campaign, which updates a Salesforce report, which is used to create aMarketing Cloud data extension. The data extension is the source for an Advertising Audience. Connect Marketing Cloud Account Engagement and Advertising Studio in Salesforce Content updated February 2024. 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 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

May 29, 2023in Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Marketing Cloud Advertising

22May

Salesforce Audience Studio to Retire

Marketing Cloud Audience Builder has empowered marketers to create highly detailed segmented audiences based on behavioral and demographic data. Now that it is set to retire, the key question arises: “What comes next?” In any tool retirement scenario, finding a new solution capable of intricate segmentation becomes crucial, and fortunately, there are several options available. A recent poll indicates that only around 40% of respondents were aware of Audience Builder’s impending retirement, emphasizing the importance of planning for the future, whether you’ve been aware for some time or are just learning about it now. What is Marketing Cloud Audience Builder? Audience Builder in Marketing Cloud facilitates the creation of finely segmented audiences, leveraging both behavioral and demographic data. User Interface: The Audience Builder UI provides a user-friendly alternative to SQL queries, catering to less technical marketers. Data Volumes: Capable of handling large data volumes, Audience Builder outperforms SQL queries, which can often experience timeouts. Integration: Fully integrated with Marketing Cloud, Audience Builder allows marketers to segment data across various dimensions. However, Audience Builder has its drawbacks: Setup: Initial setup requires support from Salesforce professional services, raising the price point and demanding internal efforts. Maintenance: Adapting Audience Builder to changes in the data model may necessitate third-party support. Database Sync: While the database offers speed advantages, syncing with Marketing Cloud occurs every 24 hours, potentially leading to the use of outdated data in certain scenarios. “We had a client who had switched from Audience Builder to SQL queries, which were timing out. They had monstrous data extensions with dozens of millions of contacts. To manage that challenge, the data extensions and queries were broken up into chunks. We worked with them to first filter out contacts that were relevant to their segment, before applying more logic to break it up. It’s like going from cable to streaming – the legacy cable package (like Audience Builder) is very comprehensive, but it’s expensive and needs maintenance. If you are dependent on technicians to visit (professional services), it becomes less adaptable to your needs.” Anthony Lamot, CEO & Co-Founder of DESelect Migrating from Audience Builder: What to Expect The aim of Audience Builder is to create complex, granular segments. When seeking an alternative, consider the following options: Spotlight on the AppExchange The AppExchange, Salesforce’s app marketplace, features DESelect as a market leader in marketing data enablement for Marketing Cloud. DESelect offers strengths similar to Audience Builder but with improvements: Salesforce Audience Studio to Retire Choosing an alternative to Audience Builder is a critical decision, especially as hyper-personalization gains importance in competitive marketing landscapes. Avoiding team attrition and empowering marketers with efficient tools are additional reasons to invest in a robust alternative. DESelect, with its user-friendly approach and alignment with modern marketing trends, stands out as a compelling solution worth considering. 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

May 22, 2023in Salesforce Marketing Cloud

18May

Google Analytics and Salesforce Integration

Syncing Google Analytics Data to CRM Analytics To integrate Google Analytics and Salesforce Integration using the Google Analytics connector, follow these steps: Important Note: As of July 1, 2023, the main product Google Analytics has been decommissioned and replaced with the new product Google Analytics 4 (GA4). The Salesforce announcement GA4 Set to Replace Universal Analytics gives an overview on this. Creating a Connection Required Settings: Google Analytics 4 Integration To sync Google Analytics 4 data to Salesforce Data Pipelines: Connector Considerations: Google Analytics Salesforce Sales Cloud Integration User Identification Analytics provides two methods to identify users: Required Salesforce Sales Cloud Objects and Fields: Integration Steps: Testing and Viewing Imported Data: Notes: Google Data Studio and Salesforce Integration Connecting Salesforce with Google Data Studio allows for powerful visualizations that combine sales and marketing data. This integration helps in understanding which channels generate the most leads and income. Google Analytics 4 Connection Setup: Connection Details: Advanced Properties: Considerations: By following these steps, you can seamlessly integrate Google Analytics data into your CRM Analytics and Salesforce Data Pipelines, ensuring robust data analysis and informed decision-making. Decide How to Identify Your Users: Analytics offers two ways to programmatically identify your users: Client ID and User-ID. To support Data Import for Salesforce Sales Cloud, you must implement Client ID. You may optionally choose to also implement User-ID. Client ID pseudonymously identifies a browser instance and is best suited for businesses focused on lead generation and new customer acquisition. User-ID enables the analysis of groups of sessions, across devices, using a unique, persistent, and non-personally identifiable ID string representing a user. This option is best for businesses with high rates of logged-in users. How to Import CRM/ERP Data with Google Analytics 4 Using a CSV File: Transitioning to Google Analytics 4: As of March 2023, Google has automatically created GA4 properties for users unless they opt-out. Until July 1, 2023, you can continue to use and collect new data in your Universal Analytics properties. After this date, you must export your historical reports as Universal Analytics will be phased out. How Does Google Help Salesforce Marketing Cloud Users? Google Analytics provides invaluable insights into user behavior, helping Salesforce Marketing Cloud users optimize campaigns and understand customer journeys. Integration with the Google platform allows businesses to combine offline sales data with digital analytics, optimizing digital marketing strategies and improving campaign effectiveness. Additional Integration: Using datasets from Google Analytics and Google BigQuery, businesses can create interactive Tableau CRM dashboards to visualize campaign activities and performance metrics. By following these guidelines, organizations can leverage Google Analytics data effectively within their Salesforce ecosystem, enhancing decision-making and strategic planning. Content updated July 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

May 18, 2023in Google Analytics, Salesforce Marketing Cloud, Salesforce Sales Cloud

13May

Channels and Tactics Redefine Customer Engagement

In today’s digital era, data is the core of enterprises, transforming actionable insights from a secondary role to a mission-critical element. Channels and Tactics Redefine Customer Engagement for nearly everyone. Marketers are investing heavily in tools and technologies that unify data, enabling brands to create unique customer profiles, automate campaigns, and scale personalized strategies effectively. While customer relationship management (CRM) systems are widely popular, marketers use a variety of tools to maintain relationships throughout the customer lifecycle. Notably, 89% of B2B and B2B2C marketers utilize account-based marketing platforms to conduct targeted campaigns in collaboration with their sales and service teams. To meet the growing demand for data-driven, personalized, and scalable customer experiences, over half of marketers have adopted artificial intelligence (AI). Additionally, 90% use CRM systems, 89% employ account-based marketing platforms, and 62% leverage AI. Marketers are keenly aware of customer trends and are experimenting with new digital channels to connect with their audience. Chief Marketing Officers (CMOs) cite customer preferences and expectations as the primary drivers of digital strategy. Recognizing the dominance of streaming services in the media landscape, marketers are increasingly using TV and over-the-top (OTT) platforms to reach prospects and customers. Video remains a crucial component of the marketing mix, with both pre-produced and livestream videos gaining traction. As customers show a growing preference for online engagement, marketers are leveraging a wide range of interactive and user-generated content to satisfy this demand. Interactive content and livestream videos, in particular, have experienced the most significant annual growth. Channels and Tactics Redefine Customer Engagement and that is not likely to change any time soon. 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

May 13, 2023in Marketing Automation, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Optimization, Salesforce Sales Cloud

09May

Eloqua Salesforce Integration

About Salesforce integration with Oracle Eloqua Synchronizes accounts, contacts, leads and opportunities in Salesforce with Oracle Eloqua. For more information, see Data imports from Salesforce to Oracle Eloqua. Uses contact data in Oracle Eloqua to update contacts and generate sales leads in Salesforce. However, the integration of Oracle Eloqua with Salesforce comes with certain limitations that can have adverse effects on businesses. In this blog post, we will explore these limitations and how Salesforce Marketing Cloud can serve as a solution. Limitations: 1. Integration Process 2. Flexibility and Customization 3. Data Synchronization 4. User Experience and Interface 5. API Limitations Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more 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

May 9, 2023in Salesforce

24Apr

Salesforce Public Sector Solutions

Enhance public service efficiency with tailor-made solutions for government operations with Salesforce Public Sector Solutions. Streamline government digital service delivery, leveraging automation and AI for accelerated services. Deploy ready-to-use applications designed for government service, and expand your digital service capabilities with a flexible and scalable cloud platform. Automate workflows to deliver immediate value while preparing for future needs. Customer Experience Place your constituents at the core of your operations. Deliver customer-centric experiences across services and outreach using apps and digital tools crafted specifically for the public sector. Employee Engagement Revamp the employee experience from recruitment to collaboration and personnel action requests. Enable employees to succeed from any location with accessible resources and digital-first tools. IT Innovation Develop, integrate, and deploy government apps aligned with mission objectives. Connect legacy systems securely on a cloud platform, empowering IT teams, system integrators, partners, and program leads to transform technical challenges into opportunities for innovation. Government Health and Human Services Transform your system of record into a system of engagement to manage critical programs effectively. Incorporate apps connecting EHR data, treatment plans, and patient preferences for better long-term outcomes. Salesforce Government Cloud Scale and secure your applications on a compliant government cloud. Leverage commercial CRM capabilities meeting compliance standards like FedRAMP, DoD IL2/4, SOC, and more. Enable stakeholders to access critical information securely on any device, allowing IT to focus on innovation and employees to engage effectively. Empower public sector employees and agents to handle inquiries and provide superior service. A comprehensive view of customer data enables employees to deliver impactful and immediate services. Self-Service Portals and Communities Meet constituent expectations for easy-to-use, self-service experiences. Salesforce community portals enable customers to request services, track status, and collaborate with service providers on their preferred channel. Relationship Management Discover, track, and nurture relationships with employees, customers, and partners. Create a 360-degree view of constituent interactions for relevant communications and exceptional service. Emergency Response Management Prepare for the future with tools to report, track, and coordinate emergency communications. Reimagine emergency response with an agile platform for better response and recovery. License, Permit, and Inspection Management Digitally accelerate every step in the license and permit approval lifecycle. Empower constituents and employees to collaborate effectively and remove application approval bottlenecks. Employee Productivity and Collaboration Focus on creative problem-solving and improving core processes. Automate clerical tasks to reduce paperwork and maximize collaborative capabilities. Outreach and Engagement Reinforce your mission through timely and personalized messages. Use a multichannel marketing platform to engage with constituents and customize their experience. Digital Commerce Capture additional revenue with unified digital commerce channels. Provide a consistent ecommerce experience across web, store, mobile, and social transactions for your government organization. Advanced Analytics Enhance every interaction with customer-centric data and analytics. Examine engagement patterns to improve the experience for both citizens and employees. With improved resolution and service levels, caseworkers and employees can allocate time to other essential programs. Salesforce understands the significance of industry-leading security practices to protect customer data. Our security practices, embedded across technology, programs, and processes, ensure high levels of data integrity, confidentiality, and availability. For over two decades, we have partnered with organizations in highly regulated industries, such as government, financial services, healthcare, and utilities, earning their trust in securing their data. Salesforce Government Cloud Plus, built on AWS GovCloud (US), adheres to security and privacy controls for compliance with FedRAMP High, DoD IL4, and additional frameworks like IRS 1075, NIST SP 800-171, and DoD Privacy Overlays. Security Measures: Salesforce Government Cloud Plus is a dedicated instance of Salesforce’s industry-leading Platform as a Service (PaaS) and Software as a Service (SaaS) multi-tenant public cloud infrastructure. It is specifically isolated for use by U.S. federal, state, and local government customers, U.S. government contractors, and Federally Funded Research and Development Centers (FFRDCs). Hosted on infrastructure provided by Amazon Web Services, Inc. (“AWS”), Salesforce Government Cloud Plus ensures the security and separation of customer data through its innovative multi-tenant database architecture. Multi-tenancy: Salesforce’s multi-tenant database architecture delivers operational and cost efficiencies without compromising the security of each organization’s data. This architecture, coupled with secure logical controls, ensures the separation of customer data. Salesforce Public Sector Solutions: Transform public service delivery with flexible and secure e-government tools that support both online and in-person transactions. Public employees and administrators manage a vast number of transactions daily, enhancing service delivery for constituents. Content updated February 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

April 24, 2023in Salesforce Einstein, Salesforce Experience Cloud, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Public Sector Solutions

30Mar

Data Cloud and Marketing Cloud Personalization

Choosing the correct Customer Data Platform (CDP) for your organization is crucial for adapting to challenges and capitalizing on opportunities in the evolving marketing technology landscape. While AI, behavioral patterns, and infrastructure play pivotal roles in this decision-making process, it’s essential to understand the landscape. However, the same factors, including AI, behavioral habits, and infrastructure, can influence this decision. Data Cloud and Marketing Cloud Personalization together capture and utilize customer data. Selecting the right tools makes it easier to know and cater to your prospects and customers. Without them, you are firing into the darkness. You must understand the necessary infrastructure for a marketing technology team to meet challenges and leverage new opportunities. It integrates four essential AdTech (Advertising Technology) principles applicable to MarTech in the evolving landscape. The external market poses challenges, notably the discontinuation of third-party cookies by major browsers like Google. This shift impacts prospecting and underscores the significance of first-party data. The rise of AI, exemplified by technologies like ChatGPT and integrated into platforms like Salesforce’s Einstein, further complicates the landscape. The AI era raises concerns about data usage and collection, employment risks, and the ethical consideratins. Organizations rush to incorporate AI, with Salesforce introducing Einstein GPT shortly after the emergence of ChatGPT. In this dynamic environment, organizations grapple with managing diverse data sources, implementing AI/ML, and ensuring privacy. AdTech principles become imperative in MarTech for effective targeting, personalization, and measurement. The focus shifts to the role of a Customer Data Platform (CDP) within the MarTech stack. Distinguishing between Data Management Platforms (DMPs), CDPs, Data Warehouses, and Data Lakes sets the stage. The article explores three CDP types: Enterprise, Event-Based, and Real-Time Personalization. The significance of a Customer Data Platform (CDP) like Salesforce’s Data Cloud cannot be stressed enough. Bear in mind there are differences between DMPs, CDPs, Data Warehouses, and Data Lakes, each with their own use cases. And for your situation a DMP, Data Warehouse, or Data Lake might be required. Salesforce’s CDP platform undergoes scrutiny, aligning its features with AdTech principles. Read more about Tectonic’s thoughts on Data Cloud here. The CDP’s contribution to targeting, personalization, and both deterministic and probabilistic measurement is detailed. Salesforce’s Data Cloud and Marketing Cloud Personalization (Interaction Studio) emerge as solutions catering to distinct needs. In conclusion we must underscore the criticality of choosing the right CDP for organizational resilience, superior customer experiences, and addressing privacy concerns. A robust infrastructure facilitates efficient data management, collaboration, and scalability, empowering organizations to make informed decisions with AI/ML and business intelligence. #data-cloud-and-marketing-cloud-personalization Like2 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

March 30, 2023in Data, Enterprise, Google, Salesforce, Salesforce Data Cloud, Salesforce Marketing Cloud, Technology

21Mar

Salesforce Solutions

Over time, innovation becomes the cornerstone of organizational growth, unlocking new opportunities. A crucial element in seizing these opportunities is automating and scaling operations with robust solutions. Harnessing Salesforce for Optimal Process Design and Customer Experiences Several factors can impede organizational growth, including strategy, culture, talent, and go-to-market channels. It’s vital to ensure that the tools used by the enterprise do not contribute to these limitations. Salesforce, renowned for its top-tier CRM solutions, is the preferred choice of high-performance companies due to its customer-centric approach, robust features, flexibility, and scalability. This cloud-based CRM platform surpasses traditional sales, customer service, and marketing functions. Successful companies integrate Salesforce as their core enterprise software, combining various CRM tools seamlessly with critical systems like accounting software and ERPs. With over 150,000 businesses worldwide relying on its scalable cloud-based platform, Salesforce significantly impacts business growth. How exactly does Salesforce influence your business growth? If your company utilizes Salesforce solutions, you’re constantly seeking ways to maximize its potential. A closer examination of this CRM platform unveils features that facilitate the establishment of strong customer relationships, foster collaboration across departments, and deliver exceptional customer experiences. Interested in optimizing your business processes with Salesforce? Keep reading! Salesforce Solutions for Streamlined Business Processes Thriving businesses place a premium on providing seamless and intuitive customer experiences. It’s vital to optimize business processes to meet customer demands at scale to uphold competitiveness and profitability. Yet, achieving this optimization is not without its challenges. Customer behaviors evolve with technological advancements and cultural shifts. Without integrated 360-degree customer experiences and customer service ingrained in business processes, scaling to the next level becomes a daunting task. While many companies collect customer interaction data, they often lack the algorithms to effectively utilize and process this data for deep customer insights. Salesforce, often praised as a “super CRM,” not only enables robust integration and analytics insights across all data formats but also empowers organizations to drive business growth. For instance, Salesforce offers significant benefits to the sales department. Sales processes have evolved, demanding high levels of personalization and customization. Savvy organizations utilize Salesforce to establish structured sales processes that encompass every customer touchpoint. By prioritizing the customer, Salesforce helps businesses cultivate mutually beneficial relationships, a core objective. Given the need for a unified system, Salesforce is a preferred choice for connecting functional areas like sales, customer service, marketing, and overall business management, providing a comprehensive 360-degree view of customers. Here’s how Salesforce products can enhance your business processes: Effective Sales Strategy and Customer Retention While many companies focus on using Salesforce solutions for lead acquisition, retaining customers and increasing their Customer Lifetime Value is equally important. Salesforce offers various products to support customer retention: Employees obtain a holistic perspective of each customer, enhancing decision-making and service delivery through insights from their interaction history. Comprehensive customer views support the development of effective strategies and tactics for customer interactions and content creation. Automations, tasks, and reminders can be deployed to initiate actions or nurturing campaigns when customers have not made purchases recently. Salesforce’s data aggregation capabilities and flexible architecture enable customization to address sales and retention requirements. Over time, accumulated data yields profound insights into customer behavior and the efficiency of sales initiatives, facilitating continuous optimization. Employee Productivity Adopting the right technology is pivotal for success. Aside from strengthening customer relationships, Salesforce solutions enhance business progression by: By substituting manual data entry with a user-friendly, cloud-based platform boasting robust data storage, tedious tasks are streamlined. Automated reminders and tasks tailored to lead and opportunity stages lessen managerial supervision. This automation liberates employees’ time, allowing for increased focus on customer interactions and closing deals. Additionally, seamless information access and idea exchange among team members foster collaboration and superior customer service. In essence, Salesforce products empower companies to operate more intelligently through data-driven insights, automated workflows, and elevated customer service, thereby fueling business growth. Scaling Your Business with Premier Salesforce Products Salesforce stands out as a market leader in enterprise SaaS technology and solutions, offering a comprehensive ecosystem to support various business aspects, from sales and marketing to customer service, and beyond. Specialized Salesforce solutions are designed to meet the unique needs of various industries, including manufacturing, high-tech, SaaS, finance, nonprofits, and more. By allowing departments to collaborate and share data, Salesforce promotes efficiency, fosters economies of scale, and breaks down silos between departments. Leveraging Salesforce to its maximum capability enhances user experience and provides personalized customer service seamlessly. Customizable reports facilitate real-time trend analysis and informed decision-making, enabling businesses to maintain a competitive edge. At Tectonic, our team of Salesforce consultants help clients adopt an integrated approach, aligning Salesforce optimization with business strategy and objectives to achieve efficiency, growth, and scalability. Some of the top Salesforce solutions we provide for our clients include: Salesforce Personalization: Creates amazing customer experiences combining real-time data with scalable personalization across platforms. Salesforce Sales Cloud: Enhances sales team productivity, automates tasks, provides real-time sales visibility, and supports scalable sales and business growth. Salesforce Service Cloud: Delivers seamless customer experiences, streamlines service operations, and empowers service agents with tools for efficient customer service delivery. Salesforce Marketing Cloud: Enables personalized marketing campaigns, audience segmentation, and real-time analytics to drive customer engagement and brand loyalty. Salesforce Account Engagement: Leverages powerful customer engagement for B2B companies with great marketing analytics. By leveraging Salesforce solutions tailored to their specific industry needs, businesses can streamline operations, enhance customer experiences, and achieve sustainable growth. Whether you’re in manufacturing, high-tech, financial services, or the nonprofit sector, Salesforce offers solutions to address your unique challenges and drive success. Tectonic is pleased to announce Salesforce Implementation Solutions – to get you started with Salesforce fast. Content updated May 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

March 21, 2023in Data, Enterprise, Salesforce, Salesforce Marketing Cloud, Salesforce Optimization, Salesforce Personalization, Salesforce Sales Cloud, Salesforce Service Cloud, Snowflake, Technology

20Mar

Case Study: Financial Services-Insurance Healthcare-Salesforce Service/Marketing Clouds

Salesforce provides comprehensive solutions tailored for the healthcare industry, addressing the specific needs of both payers (insurance providers) and providers (healthcare organizations). These solutions are designed to enhance patient engagement, improve operational efficiency, and drive better health outcomes. Salesforce Financial Services and Healthcare solutions.

March 20, 2023in Salesforce Financial Services Solutions, Salesforce Health and Life Sciences Solutions, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Service Cloud, Salesforce Success Stories

02Mar

Download History and Storage Details for Marketing Cloud Automations and Data Extensions

Analyze automation health with automation history downloads in CSV files. Monitor marketing data usage by downloading extension storage details as a CSV file. Administrators can use reports to perform detailed data analysis or grant another user access to reports. Access Marketing Cloud automations and data extensions Marketing Cloud automations and data extensions Evaluate your automations over time by downloading your automation history as a CSV file. Improve automation health by reviewing each automation’s success rate and identifying automations with high skip or error counts. The CSV file lists automations that have run in the past 12 months. Automations that support Einstein, Intelligence Reports, and Data Cloud aren’t included. Individually run activities are also not included. How: From your top-level Enterprise 2.0 account, go to Setup and click Download Automation History. How: From your top-level Enterprise 2.0 account, go to Setup and click Download Storage Details. Improving Automation Health Here are some ways that you can improve automation health. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

March 2, 2023in Marketing Automation, Salesforce Marketing Cloud

24Feb

Salesforce Subscriber Key

What is a Salesforce Subscriber key? A subscriber key is a text field that contains a value that uniquely identifies a subscriber in your Marketing Cloud account. A subscriber key is limited to 254 English characters. Avoid using email addresses as subscriber keys. The subscriber key is also sometimes referred to as the contact key. What is the difference between primary key and subscriber key? You can have more than 1 primary key, and it uniquely identifies a row in a data extension. It also ensures records are not overwritten when you create an import activity. Subscriber Key – Contains a value that uniquely identifies a subscriber in your system. What is the difference between subscriber ID and key? Subscriber ID is a system defined unique identifier representing a Subscriber. Subscriber Key is a user defined unique identifier representing a Subscriber. How will a subscriber key be populated in all subscribers? Subscriber Key values are set in the following ways: An import into All Subscribers. An API call that sends a message (in all channels) A send to a Data Extension that has a sendable field mapped. What is the difference between contact key and subscriber key in Salesforce Marketing Cloud? This key is used to identify a single person across multiple channels inside of Marketing Cloud. In Email Studio, that key is called the “Subscriber Key”. In other channels, such as Mobile Connect or Mobile Push, that value is called “Contact Key”. What is a primary key in Salesforce Marketing Cloud? A primary key designates a field or fields as significant for evaluating data in a Data Extension. Adding this property to a Data Extension will result in those fields being indexed. It is always possible to use a relational database model for data in the Marketing Cloud. What is the difference between a subscriber and contact? A subscriber in SFMC primarily represents an individual’s email communication preferences and is associated with email campaigns, while a contact represents a broader customer profile that includes information beyond email, allowing you to engage with customers across various channels. Like3 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

February 24, 2023in Salesforce Marketing Cloud

11Feb

Personalization in Marketing Cloud

Salesforce Marketing Cloud offers various methods to personalize and dynamically adjust your email content. With Personalization in Marketing Cloud, however, distinguishing between AMPscript, Personalization Strings, and Dynamic Content can be challenging for those unfamiliar with the platform. Let’s break down these three tools and explore when each one is best suited for use. AMPscript AMPscript is like the “Iron Chef America” of email personalization. This programming language enables you to incorporate dynamic content into your emails, creating intricate logic and personalization, including conditional statements and loops. AMPscript empowers you to craft highly personalized and targeted emails, making recipients feel uniquely valued. However, AMPscript demands some technical proficiency and may be more intricate to utilize compared to other tools. If coding isn’t your forte, it’s advisable to defer to experienced professionals at Tectonic. Building relationships with developers can be invaluable—trust mes, it’s worth it! Personalization Strings On the flip side, Personalization Strings are like the “Easy-Bake Oven” of email personalization. They’re user-friendly and don’t necessitate technical expertise. Personalization Strings act as placeholders inserted into your email content, later substituted with data from a subscriber’s record. For instance, you can employ Personalization Strings to inject a subscriber’s name or location into your email. They offer a straightforward means to introduce basic personalization into your emails without needing technical know-how. However, don’t expect them to handle complex personalization tasks. Dynamic Content Dynamic Content operates akin to the “Pick-A-Meal Machine” at a fast-food joint. It enables you to craft various versions of the same email and exhibit distinct versions to different subscribers based on specific criteria. For instance, you can tailor one email version for male subscribers and another for female subscribers. Dynamic Content proves invaluable for creating highly targeted and personalized emails without necessitating complex logic or technical expertise. But, it’s more limited compared to AMPscript in terms of customization depth. Summary In conclusion, Salesforce Marketing Cloud furnishes multiple avenues for personalizing and dynamically altering your email content. With the right knowledge, you can select the appropriate tool for the task, crafting effective campaigns to engage your audience. Remember, AMPscript is for the adept or those fluent in developer-speak, Personalization Strings cater to the fundamentals, and Dynamic Content caters to the discerning tastes of the email world! Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

February 11, 2023in Salesforce Marketing Cloud

Salesforce Marketing Cloud

How to Connect Marketing Cloud Account Engagement and Advertising Studio in Salesforce

Salesforce Audience Studio to Retire

Channels and Tactics Redefine Customer Engagement

Case Study: Financial Services-Insurance Healthcare-Salesforce Service/Marketing Clouds

Download History and Storage Details for Marketing Cloud Automations and Data Extensions

Salesforce Subscriber Key

Recent Posts

Public Sector Spring 25 Advances

Strong Alumni Connections with Salesforce Education Cloud

Operational Customer Profiles

Agentforce for Retail

Salesforce HIPAA Compliance

Contact Us

Be in touch today — and start your business on a path to success.

Category

Archives