Upload Archives - gettectonic.com

14Mar

Marketing Cloud Growth Edition

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

March 14, 2024in Salesforce Marketing Cloud

04Mar

AI Product Management Tools

Embracing AI in Product Management: Your New Best Friend, Not a Replacement-Original published by https://zedaio.medium.com/ Amid the lively debates about AI taking over product management roles, let’s set the record straight: AI is here as an ally, not a replacement. It’s about leveraging AI to amplify our capabilities, streamline mundane tasks, and make room for the creative and strategic aspects of product management. AI Product Management Tools. Here are seven AI tools that will automate your daily routines, offering support that transforms the way you manage products. Ready to upgrade your product management game with AI by your side? Let’s dive in! 1. Zeda.io Zeda.io is one of the best AI tools for product managers. It offers a complete suite of features that help you in feedback management, strategic planning, and closing the loop. It is a perfect tool if you are striving to balance your customer needs and business goals. With integrations like Slack, Gong, Teams, Salesforce, and more, you can gather and manage customer feedback effortlessly. Its unique AI technology generates valuable, actionable insights by categorizing all the feedback, helping you uncover pressing customer issues and decide what to build next. Key Features: 2. ChatGPT An obvious choice, ChatGPT can automate many of your tasks. It helps make sense of vague product user feedback, create PRDs, release notes, and other documents. The key is to use the right prompts and GPT plugins tailored for product managers. Key Features: 3. Notion AI Notion is a cloud-based productivity and collaboration tool that provides various organizational tools, including task management, project tracking, to-do lists, bookmarking, and more. Notion’s AI can assist product managers in several ways. Key Features: 4. Uizard Uizard is a user interface design tool that uses AI to quickly and efficiently create wireframes, mockups, and prototypes in minutes. The tool’s advanced deep-learning algorithms analyze images provided by product teams and managers to create design themes. Key Features: 5. ClickUp ClickUp is a cloud-based tool that helps teams manage their work effectively, offering features like task management, time tracking, file sharing, and communication tools. ClickUp is highly customizable and offers multiple AI tools that integrate seamlessly into workflows. Key Features: 6. Delibr Delibr is an excellent tool for AI product teams to collaborate effectively during the feature refinement process. It helps capture, synthesize, and organize feedback from diverse sources, enabling informed decision-making and creating high-quality documentation. Key Features: 7. Fireflies.ai Fireflies.ai enhances meeting productivity by transcribing, summarizing, and analyzing voice conversations. It integrates with major video-conferencing platforms and offers various ways to capture meetings, including a Chrome extension and direct uploads. Key Features: AI Product Management Tools Embracing AI in product management doesn’t mean diminishing the value of human insight; it’s about enhancing our capabilities and efficiency. The seven AI tools outlined here offer a glimpse into a future where technology and creativity intersect, empowering product managers to achieve more in less time. By integrating suitable tools into your workflow, you can focus on innovation and strategy, ensuring your products not only meet but exceed user expectations. Let AI be your ally to achieve greater heights and product success. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

March 4, 2024in AI Tools, Data, Google, Salesforce, Salesforce Einstein, Technology

03Mar

Demand Generation Web Use Cases for Personalization

Utilize effective personalization techniques adopted by businesses in online campaigns to stimulate demand generation. The term “demand generation” has somewhat faded from the marketing lexicon due to the emphasis on analytics, AI, and metrics for lead conversion. However, where does personalization fit into the broader scope of demand generation? Demand generation web use cases for personalization. Personalization plays a pivotal role in various aspects of demand generation: In lead nurturing, personalization is equally vital: Moreover, personalization is instrumental in lead acquisition efforts by delivering relevant experiences to all of your prospects. To effectively implement personalization, real-time insights into individual behaviors and interactions are essential. A comprehensive personalization solution should unify data from various channels and systems, enabling seamless cross-channel personalization. This includes “stitching” together anonymous and known user profiles, integrating data with complementary systems like CRMs and marketing platforms, and facilitating real-time omni-channel personalization. The key to successful personalization lies in understanding and addressing each individual’s unique needs and preferences. By adopting a customer-centric approach and setting clear objectives aligned with business goals, organizations can leverage personalization to enhance customer experiences, boost conversion rates, and drive measurable business growth. To execute a successful personalization strategy, organizations must: By following these steps and continuously optimizing personalization efforts, organizations can build stronger customer relationships, drive business growth, and maximize marketing ROI. Website personalization serves as the starting point for many companies embarking on their personalization journey. This entails ensuring that returning visitors encounter pages tailored to their previous experiences or recent purchases. It can also involve presenting new customers with product recommendations based on their current browsing session. The return on this initial investment can be substantial, with many companies witnessing a significant increase in conversion rates, sometimes by as much as 50% or more. For instance, a site converting 2% of visitors might see that figure rise to 3%, a dream scenario for digital marketers. Moreover, this boost in conversion rates can have far-reaching effects across marketing programs, leading to a reduction in overall customer acquisition costs. Tectonic now offers Personalization Implementation Solutions. The next stage in personalization maturity involves integrating a customer’s web and email experiences. This seamless connection between two major channels for customer engagement brings organizations closer to achieving an omni-channel personalization experience. Timely and relevant follow-up messages after a customer’s website visit or purchase can deepen relationships and enhance lifetime value without significant additional marketing expenditure. Finally, the ultimate goal is to extend personalization across all channels, ensuring consistent and tailored experiences wherever customers interact with your brand. However, achieving this can be challenging due to fragmented customer data across multiple channels, teams, and systems. An effective personalization solution should consolidate and synthesize this cross-channel information by maintaining unified customer profiles and enabling real-time omni-channel personalization. Testing is a crucial aspect of successful personalization efforts, allowing organizations to optimize campaigns and maximize engagement, conversions, and revenue. A robust personalization solution should facilitate A/B testing, measuring lift over control, evaluating impacts against specific goals, and filtering results by segment. Effective website personalization lays the foundation for broader personalization efforts across channels. By seamlessly integrating web and email experiences and extending personalization to all touchpoints, organizations can deliver tailored experiences that drive engagement, loyalty, and ultimately, business growth. By Tectonic’s Salesforce Marketing Platform Architect Shannan Hearne 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

March 3, 2024in Data, Einstein Insights, Generative AI, Salesforce, Salesforce Einstein, Salesforce Marketing Cloud, Salesforce Optimization, Salesforce Sales Cloud

01Mar

Optimism Among Marketers

In anticipation of challenging market conditions, numerous companies are tightening their financial reins, prompting marketers to carefully allocate strategic investments within finite budgets and resources. The task is further complicated by disruptions stemming from inflation and supply chain issues. Global marketing budgets predominantly allocate significant portions to advertising, as teams strive to enhance awareness in a landscape where customers are faced with abundant choices. And yet, Optimism Among Marketers remains. Optimism Among Marketers In response to a fluctuating job market, marketing organizations are directing investments towards their personnel to attract and retain employees. A notable 71% of marketers express that retaining employees has become more challenging compared to a year ago. B2B marketing entities are earmarking an average of 15% of their budget for account-based marketing (ABM), underscoring the growing emphasis on personalized messaging and engagement extending from B2C to B2B strategies. Marketers have undergone a transformation in their work dynamics, with enduring changes. Liberated from geographical and time constraints, many marketers are achieving success by exploring new customer segments, prioritizing digital-first experiences, and organizing virtual and hybrid events. The shift towards distributed marketing teams has spurred investments in collaboration technology, with 70% viewing such investments as permanent. Similarly, 70% of marketers who invested in process/workflow automation consider it a long-term strategic shift, highlighting the importance of enhancing productivity and efficiency. 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

March 1, 2024in Distributed Marketing, Marketing Automation

Salesforce CRM for AI driven transformation

29Feb

AI’s Impact on Email Marketing

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

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

28Feb

Personalization With Customized AI-Driven Journeys

AI-Enabled Triggers for Guiding Customer Journeys – Personalization With Customized AI-Driven Journeys Initiate timely and relevant customer experiences that seamlessly lead individuals through their purchasing journey. Employ AI-powered decision-making to identify the most suitable next steps for customers, offering personalized suggestions based on real-time behavior, historical data, and business-specific datasets such as pricing and inventory. Deliver predefined experiences, such as browsing or cart abandonment journeys, while utilizing real-time interactions to determine the optimal content, channel, or offer for each customer. Efficiently extract insights by harnessing behavioral data and advanced analytics to visualize cross-channel customer journeys for both individuals and segments, identifying and resolving key friction points. Elevate customer acquisition, loyalty, and lifetime value by crafting personalized, omni-channel journeys that align with both customer desires and business objectives. Enable trigger-based customer journeys that facilitate immediate responses to customer actions, whether in the physical realm, such as entering a store and connecting to Wi-Fi, or in the virtual space, like visiting a shopping website. The Role of AI in Elevating the Customer Journey AI significantly contributes to heightened customer satisfaction, ultimately leading to improved retention. Address customer pain points in their preferred language and provide solutions tailored to their needs based on purchasing history and previous interactions with customer service. AI’s Influence Across Customer Journey Stages At each stage of the customer journey, AI transforms experiences by delivering personalized interactions from awareness to post-purchase. This transformation is made possible through automation, predictive analytics, and intelligent virtual agents. Transformative Impact of Generative AI on Customer Journeys Generative AI, exemplified by advanced language models like GPT-4, has the potential to revolutionize customer journeys. These models automate communication and content creation, dynamically adjusting tone and style to match customer preferences. For instance, Grammarly’s tone detector adapts communication based on the recipient’s profile and interaction history. Continuous Iteration and AI in Customer Journey Mapping In the era of digitization, AI-driven personalization surpasses traditional customer journey mapping based on a few personas. Organizations must harness AI and machine learning to create personalized journeys that enhance user experiences. The iterative improvement process involves collecting comprehensive data, utilizing AI for analysis and insights, implementing changes, and evaluating results through key performance indicators. Netflix: An AI Success Story Netflix serves as a prime example of AI success, continuously analyzing user behavior and preferences to refine content recommendation algorithms. This approach enhances personalization, leading to increased customer engagement and satisfaction. Integrating Generative AI into Existing Systems To fully capitalize on generative AI, integration into existing systems and processes is crucial. This may entail developing APIs to connect AI tools with customer relationship management (CRM) systems and content management systems. Testing and Continuous Enhancement Implementing AI-driven personalization necessitates a robust testing and evaluation process. Clearly defined key performance indicators and analytics capabilities are essential for measuring effectiveness and making continuous improvements. 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

February 28, 2024in AI Tools, Data, Generative AI, Salesforce, Salesforce Marketing Cloud, Salesforce Personalization

Salesforce state of marketing 8th Report

07Feb

Insights from Salesforce’s 8th State of Marketing Report

Over the past few years, we’ve faced numerous challenges, prompting us to adapt our strategies and practices to navigate a swiftly changing and demanding environment. Companies globally are turning to their CMOs and marketing teams, relying on them to meet customers’ digital-first expectations, accomplish more with limited resources amid economic challenges, and comply with evolving data privacy laws in preparation for a cookieless future. Here are Insights from Salesforce’s 8th State of Marketing Report For marketers, it’s a new era, marked by significant transformation that necessitates a reimagining of how we engage with customers, personalizing every interaction. We must strive to achieve our budget and business objectives within an uncertain economic landscape and take a leadership role in upholding our values to contribute to a better, more equitable, and sustainable future. Salesforce has gathered insights from marketing leaders worldwide to comprehend how they are prioritizing their efforts in this transformative period. What did we uncover in this year’s “State of Marketing” report? Marketers and businesses are putting values at the forefront while embracing optimism and innovation. They are emphasizing extracting maximum value from existing tools and technologies while directing new investments toward crucial areas like automation and productivity. Satisfaction Levels 15% of all high performing companies are completely satisfied with their overall marketing performance and ROI. 18% of underperforming companies surveyed are moderately or less satisfied with their overall marketing performance. In the midst of an evolving world, customers are placing increasing importance on the concept of trust, with 88% acknowledging its heightened significance during times of change. CMOs are keenly attuned to this trend, as evidenced by “building trust” ranking among their top three priorities this year. Marketers are actively seeking to maximize their investments, and technology plays a central role in this endeavor, with inadequate utilization of tools and technologies identified as the foremost challenge and priority. ROI and Attribution A substantial portion of marketers also grapple with the challenges of marketing ROI and attribution, hindering their ability to showcase cost efficiency amidst market turbulence. In response to shifting consumer preferences, changing buying behaviors, and escalating customer expectations, marketers maintain a forward-looking stance, ranking “experimenting with new marketing strategies” as their second-highest priority. This pursuit of innovation is not only a grassroots effort but also emanates from leadership, as 91% of CMOs emphasize the imperative of continuous innovation to stay competitive. Amidst concerns about privacy and institutional distrust, the enduring task of building and preserving customer trust remains a perpetual priority and challenge. Stay tuned to Tectonic’s insights for more Insights from Salesforce’s 8th State of Marketing Report. 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

February 7, 2024in Marketing Automation, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

03Feb

Public Sector Care and Services Management

Embracing Technology for Proactive Governance: Public Sector Care and Services Management In navigating the complexities of modern governance and service delivery, embracing technology trends presents an opportunity for governments to proactively address challenges and deliver impactful outcomes to the citizens they serve. Through strategic investment in reliable technology, governments can build trust with constituents, enhance the citizen experience, and drive cost savings. Public Sector Care and Services Management Salesforce, globally recognized as the leading CRM, consistently rises with its adaptable features tailored to diverse audiences. Its innovative solutions cater to unique needs across industries and sectors, including the public sector. Salesforce offers a suite of solutions designed to optimize operations within any public office setting, acknowledging the critical role of technology in enhancing efficiency. But Salesforce Public Services Solutions are not just a cookie-cutter government application. Public Sector Care and Services Management solutions from Salesforce are fully customizable. Understanding the Role of Salesforce in the Public Sector The public sector encompasses governmental bodies responsible for addressing fundamental citizen concerns at various levels, from local to federal. These entities can significantly enhance their efficiency by leveraging the right technological tools. Salesforce is committed to streamlining processes within the public sector, recognizing its pivotal role in ensuring effective governance. Expectations for government offices parallel those of private enterprises, with citizens expecting service quality comparable to the private sector. Therefore, public entities are tasked with delivering efficiency, agility, and direct engagement, thereby demonstrating their commitment to serving the populace. Salesforce offers a range of solutions tailored to meet the unique demands of the public sector. Tailored Salesforce Solutions for the Public Sector Salesforce’s offerings for the public sector comprise applications meticulously crafted to address specific government and constituent requirements. These flexible and secure e-government tools aim to revolutionize the sector’s operations by providing a comprehensive view of citizens and enhancing the effectiveness of public employees. By simplifying processes and fostering innovation, these solutions drive efficiency at both organizational and individual levels, facilitating smoother operations. Integrated into Public Sector Solutions, these offerings leverage Salesforce’s standard functionalities and Service Cloud capabilities. They enable the creation of an Experience Cloud site, granting citizens seamless access to government services. Some available solutions cater to general tasks managed by public sector agencies, including: Key Advantages of Salesforce Solutions for the Public Sector Salesforce solutions offer numerous advantages to the public sector, aligning with the demands of citizens and employees. These include enhanced citizen service, improved accessibility, agile responsiveness, employee experience enhancement, increased productivity, enhanced transparency, flexibility, adaptation, and cost reduction. Salesforce emerges as a crucial success tool in the public sector’s modernization journey, transforming processes to be more agile and efficient. For public sector and tribal government organizations seeking to implement Salesforce solutions tailored for the public sector, assistance from experienced teams like Tectonic can ensure a successful transition. Contact Tectonic today for Public Sector Care and Services Management. 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

February 3, 2024in Enterprise, Public Sector Solutions, Salesforce, Salesforce Experience Cloud, Salesforce Government Cloud, Technology

30Jan

AI Capability Maturity Model

The AI Capability Maturity Model (AI CMM), devised by the Artificial Intelligence Center of Excellence within the GSA IT Modernization Centers of Excellence (CoE), functions as a standardized framework for federal agencies to evaluate their organizational and operational maturity levels. It is equally useful for private organizations in aligning them with predefined objectives. Instead of imposing normative capability assessments, the AI CMM concentrates on illuminating significant milestones indicative of maturity levels along the AI journey. The AI Capability Maturity Model focuses primarily on the development of AI capabilities within an organization. It evaluates an organization’s maturity across four main areas: data, algorithms, technology, and people. Serving as a valuable tool, the AI CMM assists organizations in shaping their unique AI roadmap and investment strategy. The outcomes derived from AI CMM analysis empower decision-makers to identify investment areas that address immediate goals for rapid AI adoption while aligning with broader enterprise objectives in the long run. Maturity vs capability models A maturity model tends to measure activities, such as whether a certain tool or process has been implemented. In contrast, capability models are outcome-based, which means you need to use measurements of key outcomes to confirm that changes result in improvements. AI development rooted in sound software practices underpins much of the content discussed in this and other chapters. Though not explicitly delving into agile development methodology, Dev(Sec)Ops, or cloud and infrastructure strategies, these elements are fundamental to the successful development of AI solutions. The AI CMM elaborates on how a robust IT infrastructure leads to the most successful development of an organization’s AI practice. What are the maturity levels of AI? What are the maturity levels of Artificial Intelligence? Or it can be measured this way. AI Maturity Model Why is AI maturity important? The AI Maturity Assessment is a process designed to help organizations evaluate their current AI capabilities, identify gaps and areas for improvement, and develop a roadmap to build a more effective AI program. Organizational Maturity Areas Organizational maturity areas represent the capacity to embed AI capabilities across the organization. Two approaches, top-down and user-centric, offer distinct perspectives on organizational maturity. Top-Down, Organizational View Bottom-Up, User-centric View Operational Maturity Areas Operational maturity areas represent organizational functions impacting the implementation of AI capabilities. Each area is treated as a discrete capability for maturity evaluation, yet they generally depend on one another. PeopleOps CloudOps DevOps SecOps DataOps MLOps AIOps AI Capability Maturity Model This comprehensive overview of organizational and operational maturity areas underlines the multifaceted nature of AI implementation and the critical role played by diverse elements in ensuring success across different layers of an organization. How AI is transforming the world? AI-powered technologies such as natural language processing, image and audio recognition, and computer vision have revolutionized the way we interact with and consume media. With AI, we are able to process and analyze vast amounts of data quickly, making it easier to find and access the information we need. 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

January 30, 2024in Salesforce Einstein

27Jan

Key Questions to Ask About Generative AI Before Diving into the Gene Pool

As generative AI plays an increasingly significant role in shaping business decisions and reshaping customer relationships, leaders must grasp the potential. This means use cases, and risks associated with AI. The good, the bad, and the ugly. Questions to Ask About Generative AI gene pool. The journey begins with asking pertinent questions. Are you feeling overwhelmed by generative AI yet? The multitude of questions that businesses need to address regarding AI—covering technology, skills, privacy, data, and organizational requirements, among others—can be seemingly endless. Knowing where to start and identifying the most crucial AI-related questions before jumping into implementation can be challenging. But it is totally worth the time. “Many organizations are venturing into AI for the first time. They are transitioning from predictive AI, machine learning, or deep learning to explore the next generation of AI for elevating productivity.” Marc Benioff, CEO of Salesforce While the demand and potential of AI are substantial, so are the associated risks. To assist in navigating this landscape, here’s a snapshot: Employee View: Exec Summary: Your Next Move: By Tectonic’s Marketing Consultant, Shannan Hearne 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

January 27, 2024in Generative AI, Salesforce Einstein

26Jan

Build Better Tableau Dashboards

The effort made to build better Tableau dashboards pays tenfold in there readability and usability. “Dashboard design is not about making dashboards ‘pretty. It’s making them functional and helping the user to get the information they need as efficiently as possible.” ALEXANDER WALECZEK, ANALYTICS PRACTICE LEAD AND TABLEAU AMBASSADOR Effective communication with your audience involves considering their needs from start to finish. The key lies in posing the right questions. To convey information to your readers in an engaging manner, it is crucial to grasp fundamental aspects, such as: Possibly, when tailoring content for a time-pressed salesperson with only 15 seconds to spare for crucial performance indicators, it is imperative to present the most vital information in a glance. Additionally, ensuring that the dashboard is mobile-friendly and loads swiftly becomes essential. On the other hand, if your target audience consists of a team set to review quarterly dashboards over an extended period, offering more detailed views of the data might be advisable. Build Better Tableau Dashboards for Your Audience Take into account the expertise level of your audience. Gain a deeper understanding of their skill set by inquiring about their priorities and data consumption habits. This insight is crucial for determining the most effective way to present data, guiding key design decisions. For instance, a novice may require more action-oriented labels for filters or parameters compared to an advanced user. Here are four effective methods to assess the dashboard and data proficiency of your audience: Adjust Your Narrative Adjust your narrative accordingly. Tailoring your dashboards to suit the intended audience enhances their impact. Below are three visualizations depicting the distribution of tornadoes in the United States for the first nine months of the year. The distinction lies in the level of visual information employed to convey the narrative. There might e an extremely minimal presentation, progressing in complexity towards the right. None of these approaches is inherently superior to the others. The minimal visualization on the left might be ideal for audiences well-versed in the subject matter, appreciating simplicity and the elimination of redundancy. On the other hand, for newcomers or individuals viewing the visualization just once, the explicitness of the visualization on the right could be more effective. Determining what constitutes clutter versus essential information is where collaboration with colleagues becomes crucial. Crafting persuasive dashboards involves making a lasting impact on partnership. By closely collaborating with line-of-business stakeholders, you can secure the buy-in and engagement needed to tailor the dashboard to their specific requirements and expectations. This collaborative approach forms the essence of dashboard persuasion. A Work in Progress Demonstrate your process and embrace iterative refinement. Establishing a culture of analytics should be accompanied by a culture of supportive and frequent critique. Creating multiple versions of your work and actively seeking feedback throughout the process will contribute to a superior final product. Avoid isolation and stagnation; share your progress with others, use the feedback to refine your work, and repeat the process until you achieve a satisfactory result. Much like the formation of a diamond requiring extraordinary heat, pressure, and time, the outcome is worth the effort. Encouraging critiques is essential for cultivating a culture of constructive feedback. Trust among colleagues is important, arguably it enables mutual respect and trust in each other’s feedback. Developing a thick skin is also necessary, focusing on designing dashboards that cater to users and clients’ needs rather than personal preferences. Similar to writers who must “kill their darlings,” designers must prioritize the overall effectiveness of the dashboard, making honest assessments and adjustments when needed. “It also helps to have a public place—on a real or virtual wall—for sharing work. Making work public creates constant opportunities for feedback and improvements.” Tableau 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

January 26, 2024in Salesforce, Salesforce Tableau

Better Sales and Services with Salesforce Unlimited Edition

17Jan

Granular Data Center Overview

Granular Data Center Overview in Marketing Cloud Intelligence The Granular Data Center is an advanced feature tailored for ingesting detailed, raw data into the system. This data can reach a scale of hundreds of millions or even billions of rows due to its granularity. Unlike other data stream types, usage and pricing are based on terabytes of storage rather than row count. Ideal data types for Granular Data Center streams include keyword-level data, event-level data, logs, and precise geodata. Granular Data Center streams generate corresponding tables of data specific to a workspace. All data stored in the Granular Data Center fully complies with GDPR regulations and requirements. The Granular Data Center is a premium feature. For inquiries about purchasing, please contact a Marketing Cloud Intelligence representative at Salesforce. Deprovisioning the Granular Data Center add-on from an account triggers the following actions: Note: System admins and higher can still access the Granular Data Center for 90 days after unchecking the checkbox. Access will be unavailable after this period. Note: System admins and higher can continue running SQL queries and exports for 90 days. After this period, all Granular Data Center data streams are automatically deleted, along with the data. When retrieving data from the Granular Data Center, be mindful of these timeout limits: Enabling the Granular Data Center in a Workspace Purchasing the Granular Data Center automatically activates it in the account, but an admin must enable it in the workspace to make the Granular Data Center tab visible. Viewing Granular Data Center Data The Granular Data Center landing page provides an overview of all created data streams in that workspace. Users can manage ingested data, aggregations, extracted data, share data streams, create queries, and more from this centralized location. Creating Granular Data Center Data Streams Generate a Granular Data Center data stream to ingest detailed data, such as event-level or keyword-level data. Mapping Granular Data Center Data Upon file upload or usage of a technical vendor, users are directed to a mapping preview screen where they can verify data identification, modify mapping, add mapping formulas, and more. Each uploaded dataset creates a dynamic table tailored to the loaded data type, impacting data load options and behavior. Querying Granular Data Centers Access and extract data from Granular Data Centers within your workspace. Users can also query Granular Data Centers in other workspaces via data sharing. Queries can be manually crafted using an SQL editor or created effortlessly with the Query Builder. Visualizing Granular Data Center Data The Entity-Relationship Diagram (ERD) visually represents tables and connections between specific dimensions. Each block symbolizes a table containing available fields, with lines denoting connections between tables based on specific dimensions. Sharing Granular Data Centers Relevant Granular Data Centers can be shared across workspaces within the same account. Deleting Data from a Granular Data Center To align with data protection regulations, users have the option to delete data from a Granular Data Center. 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

January 17, 2024in Data, Google, Marketing Automation, Salesforce, Salesforce Data Cloud, Salesforce Marketing Cloud

08Jan

Einstein AI Trust Layer Explained

The Einstein Trust Layer is a secure AI architecture. It is natively built into the Salesforce Platform. Designed for enterprise security standards the Einstein Trust Layer continues to allow teams to benefit from generative AI. Without compromising their customer data, while at the same time letting companies use their trusted data to improve generative AI responses: Trusted AI starts with securely grounded prompts. A prompt is a canvas to provide detailed context and instructions to Large Language Models. The Einstein Trust layer allows you to responsibly ground all of your prompts in customer data and mask that data when the prompt is shared with Large Language Models*. With our Zero Retention architecture, none of your data is stored outside of Salesforce. Salesforce gives customers control over the use of their data for AI. Whether using our own Salesforce-hosted models or external models that are part of our Shared Trust Boundary, like OpenAI, no context is stored. The large language model forgets both the prompt and the output as soon as the output is processed. 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

January 8, 2024in Data, Enterprise, Generative AI, Salesforce, Salesforce Data Cloud, Salesforce Einstein

07Jan

AI’s Impact on the Workforce

According to McKinsey, generative AI has the potential to contribute between $2.6 trillion and $4.4 trillion in value to the global economy across various industries, spanning banking, retail, high tech, healthcare, and life sciences. Its impact is expected to reach diverse professions, including customer operations, marketing and sales, software engineering, and research and development. The influence of AI on the workforce is significant. A report by Goldman Sachs suggests that AI could replace the equivalent of 300 million full-time jobs, affecting a quarter of work tasks in the US and Europe. However, it also brings forth new job opportunities and a productivity boom. Despite concerns about job displacement, AI is anticipated to generate numerous new opportunities. Roles like prompt engineer and AI product manager are emerging, with a Salesforce-sponsored IDC white paper predicting a surge in demand for positions such as data architects, AI ethicists, and AI solutions architects over the next 12 months. The report also forecasts the creation of 11.6 million new jobs within the Salesforce ecosystem alone over the next six years. Recent advancements in generative AI, exemplified by products like ChatGPT with 100 million monthly active users in two months, have reignited discussions about automation’s impact on jobs. While the extent of disruption remains unknown, developers, users, and policymakers should consider its effects on workers. To address challenges and opportunities, Majority Leader Chuck Schumer has launched a SAFE Innovation Framework, emphasizing worker security. The Biden administration is developing a National AI Strategy to address economic and job impacts. For individuals in the workforce, there’s an opportunity to cultivate existing skills and acquire new ones through platforms like Salesforce’s Trailhead, Coursera, and LinkedIn. AI’s impact on jobs involves eliminating repetitive tasks, allowing individuals to focus on more strategic and creative aspects of their roles. In fields like sales, customer service, marketing, healthcare, finance, and graphic design, AI will transform roles and create new opportunities. Chris Poole, AI Technical Consulting Lead in Salesforce’s global AI practice, envisions AI becoming ingrained in every aspect of our lives, contributing to fascinating evolution across various fields. The scale of AI adoption’s impact on workers, especially with generative AI tools, remains uncertain. Potential effects include replacing, complementing, or freeing workers for more productive tasks, or creating new jobs. A Goldman Sachs estimate suggests that about two-thirds of current jobs are exposed to some degree of AI automation, with generative AI potentially substituting up to one-fourth of current work. McKinsey Global Institute estimates that 29.5 percent of all hours worked could be automated by 2030. Regarding job impact, professional occupations associated with clerical work in finance, law, and business management are most exposed to AI. However, AI is also concurrently creating many new jobs. 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

January 7, 2024in AI Tools, Data, Generative AI, Google, Salesforce, Salesforce Einstein

Salesforce Shield Data Monitoring and Encryption

29Nov

Salesforce Shield Encryption

Salesforce Uses a symmetric encryption key to encrypt the customer data that it stores. (The symmetric encryption used isAES with 256-bit keys using CBC mode, PKCS5 padding, and random initialization vector (IV).) Salesforce Shield Encryption works in this way. 1) There are three channels to enter data into Salesforce.com. One: user via desktop using a browser, two: users via mobile device or three: a system making an API call directly into Salesforce. 2) The Application servers in the salesforce data centers serve as a gateway to intercepting requests coming in determining which data elements should be encrypted or decrypted and then applying the appropriate encryption credentials. The Data Encryption Key (which is also the decryption key) is never transmitted or even written to disk (persisted). 3) It is created/derived in the Salesforce Platform and never leaves. It is created in a component of the platform called the Key Derivation Server. The Encryption key is derived/created from a combination of a Salesforce component and customer/tenant specific component. These are called secrets. Sometimes they are also referred to as key fragments. 4) The Encryption key in Salesforce Shield Encryption is generated from the master secret (Salesforce component) and the tenant secret (customer component) using PBKDF2 (Password-Based Key Derivation Function 2). 5) The Derived data encryption key is then securely passed to the encryption service and held in the cache of an application server. – Salesforce Retrieve The Data Encryption Key from the cache and performs the encryption. – To decrypt the data Salesforce Reads the encrypted data from the database and if the encryption (decryption) key is not in the cache then it needs to derive it again using the associated tenant secret, and then it decrypts using the key and the associated iv. 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

November 29, 2023in Data, Salesforce, Salesforce Managed Services, Salesforce Shield

Upload

Optimism Among Marketers

Insights from Salesforce’s 8th State of Marketing Report

Key Questions to Ask About Generative AI Before Diving into the Gene Pool

AI’s Impact on the Workforce

Recent Posts

Native Salesforce App to Simplify Event Management

Generative AI in CX

From Generative AI to Agentic AI

Python-Based Reasoning

Salesforce Foundations

Contact Us

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

Category

Archives