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Marketing Cloud

How to Use Salesforce to Automate the Sales & Marketing Process
Marketing Cloud, Salesforce

How to Use Salesforce to Automate the Sales & Marketing Process?

“The Biggest Challenge a Business Faces Today is to Streamline their Sales and Marketing Process. They Fail to Strengthen Relationships with their Customer at Every Stage due to their Sales & Marketing Gaps. That’s where Salesforce comes as a Savior, Allowing Customers to put in the Center of Everything. One Platform for One Connected Experience Taking Customers One to One Journeys they Choose.”

At the Heart of Everything is the Customer Journey

Even today, Companies still experience a Gap in their Sales & Marketing Process. 

They struggle to create a seamless experience for every stage of their customer life cycle and unable to balance their marketing budget campaigns.

Why?

Because they don’t have a unified platform to put their Sales & Marketing Team to have a 360 view of their Customer Data.

Your business needs to engage your customers at the right moment with the right channel, content, device, department, and representative. 

And if you don’t, you lose a customer right away!

Salesforce: Putting Sales & Marketing Teams Together in a Single Integrated Platform

There was this Entrepreneur who had a terrible business experience.

Charles runs a business and has a powerful A Players Team. He thought he had everything to run his business efficiently in order to enhance the sales productivity.

However, he was unable to generate leads with the uncontrolled rise in his sales & marketing expenditure along with lack of process visibility.

He struggled to get the right ROI for his marketing campaigns.

He then decided to switch to Salesforce.

To his surprise, he saw Salesforce Completely Streamlined his critical Sales & Marketing Processes.

Now with the right marketing campaign, he was able to target the right audience using the right channel with the right message at the right time.

He could easily personalize his marketing campaigns making his marketing team smarter and more predictive about their customer by using this intelligent platform. 

When his marketing went in the right direction, he generated more leads, and with the right leads, it was passed to the right sales representative.

Hence the sales expenditure & sales cycle were reduced.

Streamlines Both Sales & Marketing Process

With Salesforce, your marketing team will see the entire Sales Process. It will help you better understand which leads are likely to buy, which marketing content was most helpful, and what it takes to close the deal. These insights will help your marketers measure their impact on revenue and to understand how they should spend on a limited budget in the future.

Sales Teams will understand their entire customer journey and everything marketing did to nurture them along the way. Even before the first conversation, your sales reps will see all the information about your prospects like who they are, how to contact them, information details about their business, and the level of interest in your product or service. 

Representatives will know which marketing emails they have received and which ones were actually opened, what links were clicked and what content they engaged with. Your representatives can now have relevant, effective conversations from the first call, and your service teams can have a complete view of the customer life cycle about their purchases and activities. 

Engaging Customer in a Way That Suits Them

Salesforce for Marketing & Sales allows the Customers to put in the center of everything. It has a ton of marketing data to view it all in one place. You can easily find the new target audiences and have a unified view of the customer data. The best part is that you can engage them at the moment.

This is done using the data and AI to reach them with the right content on the right channel at the perfect time. When they land on your site, it’s already personalized based on what they came from. This can be from any channel, device, or department.

Takeaway

Yes, there’s a lot Salesforce can do to help every team operate their full potential. As a 10-year-old Salesforce partner company, we are an expert in delivering and streamlining the sales & marketing process with the power of Salesforce. To know more about how you can work and get maximum ROI from your sales and marketing activities or sales expenditure with Salesforce, get in touch with us. 

Marketing Cloud, Salesforce

Salesforce positioned itself in the Leaders Quadrant of Gartner’s 2020 Magic Quadrant for Multichannel Marketing Hubs

Salesforce, the #1 CRM provider in the world has been positioned as a leader in Gartner’s 2020 Magic Quadrant for multichannel marketing hubs for its Marketing Cloud

Marketing Cloud has been helping enterprises communicate with their customers with the right message in the right tone at the right time. Enterprises are being able to create seamless experiences across every customer touchpoint with integrated marketing tools offered by Salesforce Marketing Cloud. 

Talking on the news, Adam Blitzer the EVP & GM, Marketing Cloud told “Salesforce Marketing Cloud allows marketers to know their customers, personalize every interaction in real-time, engage with them across all marketing channels, as well as commerce, service, and sales, and then analyze performance to optimize for success.”

Marketing Cloud with Customer 360 helps marketers connect customer data from multiple sources, personalize the message leveraging data and intelligence, drive higher engagement across the customer journey with real-time marketing campaigns, and analyze the impact. Some of the best capabilities of Marketing Cloud are customer-centric approach, ability to integrate all customer interaction & unifying data, B2B & B2C engagement, AI-powered intelligence, mobile studio, email studio, advertising studio, and much more. 

To start using Marketing Cloud & transform the way you have been interacting with your customers, get in touch with us. CEPTES is a comprehensive Salesforce focused company since 2010 and is a leader in offering end-to-end Salesforce solutions to global enterprises. More than 150 companies from multiple industries have trusted us for their Salesforce Cloud implementation, integration, customization, migration, and consulting projects. 

On the other hand, Salesforce has climbed even higher on the Fortune 500 ranks for the sixth year in a row. Salesforce is now at #190, rising from #240 last year. Since 2015, Salesforce has surged more than 200 positions. Also, Salesforce has been recognized by Fortune as World’s #1 Workplace and one of the Most Admired Companies. 

*source – Salesforce.com

Einstein, Einstein Analytics, Marketing Cloud

Salesforce has Introduced New Einstein Email Capabilities for its Marketing Cloud

Salesforce has recently introduced new email features in its Marketing Cloud in order to make email capabilities more efficient. The new Einstein Email capabilities will help new-age marketers enhance their productivity, send more personalized emails and drive more customer engagement. 

Salesforce’s intelligence platform Einstein Analytics is currently helping marketers get valuable insights in order to run more efficient campaigns as well as drive high-level personalization. Salesforce has now introduced enhancements on its email content selection, copying and messaging front. Einstein Content Selection, a powerful feature automatically recommends assets to use throughout messages that are customized to customer’s specific interests. 

Einstein Copy Insights uses natural language processing (NLP) to identify most engaging words and phrases for email subject lines, text messages and social media copy to improve engagement. With the new Einstein Messaging Insights, marketers will be now notified which email journeys or messages are underperforming or overperforming. This will help them to take future actions. 

Apart from these, Salesforce’s acquired Rebel (Interactive email provider) team will now enable creating interactive emails that will allow recipients to take action directly within an email. This is similar to AMP for Gmail where users browse image carousels, fill forms, register events, etc. directly from their inbox. Salesforce is planning to launch this pilot early in 2020 with its Email Studio & Journey Builder. 

Salesforce has also introduced two features to boost email marketing journey template creation. Journey Templates supports the sharing of templates across organizations. Einstein helps it to be more effective by recommending better performing content, text, or journey paths. These new features will automatically identify errors prior to springing a campaign and also identify items that require improvements. 

Email marketing has been one of the top drivers for marketers. A majority of the SMBs rely on email marketing for customer acquisition. Personalization is the key when it comes to improving email marketing for engagement and sales. These new Einstein capabilities in the email powered by AI & interactive email components will surely help marketers improve customer engagement. 

To get the best of your Salesforce Marketing Cloud investments and to make your email marketing more efficient, please get in touch with our Certified Marketing Cloud experts. 

Also Read: Decoding Einstein Analytics & how it is integrating data to accelerate business success

 

Marketing Cloud, Pardot

Marketing Cloud Vs Pardot? Which one your business needs?

As the world’s #1 CRM provider, Salesforce is being used by businesses of all sizes and from varied industries. Salesforce offered solutions are enabling service providers to connect with their customers in a whole new way. Salesforce is one of the best platforms for marketers in order to automate their entire marketing process and engage their customers in a superior way. However, a wide range of offered platforms sometimes may bring a little chaos in the minds of the marketers while choosing the best one that can serve their exact needs.

Here, we are going to talk about two such Salesforce offered marketing automation platforms that could make the adoption a bit tough for a marketer. These two highly impactful marketing automation platforms are Marketing Cloud & Pardot. Both of these platforms are highly efficient and have the features to light up your marketing efforts. However, both Pardot & Marketing Cloud have built for different purposes and have some significant differences. A marketer has to evaluate which one their business needs. Before having a detailed discussion, let’s first understand what is Pardot & Marketing Cloud.

Marketing Cloud

Salesforce Marketing Cloud offers a powerful set of tools built on a unified platform for B2C companies to identify their customers, engage them, and personalize their experiences. Marketers can deliver personalized customer journeys including outstanding experiences through various marketing campaigns across multiple channels such as email, mobile, social, advertising, web and more. Highly efficient Marketing Cloud features help marketers deliver the right message at the right time to the right audience managed from one place and later track results.

Pardot

Pardot is a Salesforce offered marketing automation tool designed for B2B companies in order to execute and manage leads as well as marketing campaigns. Pardot is vastly considered as a leading email marketing tool.

Key Differences

The prime difference between Pardot & Marketing Cloud is, both of these platforms are specifically built for different types of businesses. While Pardot is designed specifically for business-to-business (B2B) marketing, Marketing Cloud is designed for B2C marketers. This principal difference may give you a hint on which one is right for your business. An in-depth understanding of these two tools will clear uncertainties while selecting a marketing automation tool for your business.

Apart from this, there are some other key differences between Pardot & Marketing Cloud. Pardot is being primarily used for channels such as     Email & Social; while Marketing Cloud is being used for channels such as Email, Social, SMS, and Display Advertising. While Pardot is not very industry specific, Marketing Cloud can be best used for industries such as Retail, FMCG, health & beauty, travel & leisure, healthcare, etc.

Key Feature Differences

Pardot Features

B2B companies use Pardot to send scheduled email campaigns and leverage automation techniques such as drip campaigns that help them generate more leads. B2B marketers usually don’t rely much on social media campaigns or content based campaigns. So, Pardot is the right tool for them as it requires lesser integrations and offers dynamic features including visitor tracking, real-time sales alerts, leads scoring, lead alignment, auto lead assignment, forms & landing pages, email marketing, dynamic content, closed-loop reporting, etc.  

Marketing Cloud Features

While B2C companies use Marketing Cloud in order to run scheduled email campaigns leveraging drip campaigns as well as uses more functional email services such as transactional emails and triggered emails. As B2C marketers rely more on social media campaigns and content-based campaigns, Marketing Cloud is more useful for them as it offers seamless integrations with external systems. Apart from this, Marketing Cloud offers some of the best features such as Drag-and-drop segmentation, 1:1 content personalization, CRM and cross-channel integration, Comprehensive, real-time tracking and reporting, Pre-built templates and themes, Deliverability tools, Email Marketing, Marketing Automation, Predictive Intelligence, Customer Data Platform, etc.

There are a few common myths circle around Pardot. Let’s debunk them.

  • Pardot is a part of Marketing Cloud – This is not true. These two are different products for different nature of businesses.
  • Pardot is an email marketing tool – Partially true. Through most of the B2B companies use Pardot for email marketing, this is not only an email marketing tool.
  • Pardot is for smaller businesses – Not at all. B2B companies of all sizes can use it.
  • Either ‘Pardot’ or ‘Marketing Cloud’ – No. This is not a choice. As we already said, these two are two different solutions.

You can further ask yourself these questions to direct you in the right direction.

Are you a B2C business?

Yes: Marketing Cloud is your option.

Is your business mainly driven by e-commerce?

Yes: Marketing Cloud is your option.

Is your sales process driven and influenced by sales representatives/ ‘high-touch’?

Yes: Pardot is your option.

Is your sales process managed through Salesforce Opportunities?

Yes: Pardot is your option.

Conclusion

We believe after going through this article, you got a comprehensive idea on Pardot & Marketing Cloud and which one is best for your business. As a Salesforce Silver Consulting Partner, CEPTES is a market leader in offering end-to-end Salesforce solutions including Salesforce Cloud services, Salesforce analytics services, Lightning Solutions, App Development and more to businesses of various sizes. Our certified Salesforce resources can help you implement, integrate, migrate, develop, enhance or support everything related to the Salesforce platform. We have been the first choice partner for many organizations when it comes to implementing Salesforce Marketing Cloud and Pardot for many years now. Get in touch with us to know more.