To know the timeline and understanding the relationship with the customer storing and managing the contact data in CRM is important. We also get a clear picture of how the customer benefits your business. To stay competitive and attain business success, organizations must understand the importance of optimizing the data.
Let us discuss some tips that should be in mind when managing data access.
Everyone on the team should have access to data. If anyone in the team has the Salesforce license, it is best to export and email the data to the correct people. Otherwise, if everyone has a license, then all can view the data. Either way can be applied so that all teams will have accessibility.
The biggest problem in managing the dirty data. Dirty data includes duplicate entries, inaccurate data, and incomplete data. The best practice is to remove all these kinds of data now and save time later.
Adding any contact to the database will help increase the business’s chance of growing. So if there is any confusion about adding a contact or not, you should add it.
To avoid the mistakes of entering data manually, it is always recommended to use automation whenever needed. This will also keep the data up to date.
Now let us discuss some best practices that will help optimize the data management in SFMC.
Identify the Sources where the data resides
The primary step before we start incorporating your data into SFMC is to create a data model.
But before that, it is essential to identify the sources of data. There will be multiple sources from which data is available, like web forms, web analytics services, preference centers, social media, and many more. Once the relevant data is received label the datatypes like decimal, date, boolean, and so on. The next step is to identify and label the keys as foreign keys, contact keys, and primary keys. Finally, design the data model. Contact builder always allows storing the relational data, and Email studio and Journey Builder use these data.
Build a data model
In SFMC, data is stored in a table known as data extension. A column of the table is an attribute, and a row is a record. We can design the data model as sendable, apply data retention if needed, check the data types, and select primary keys.
Use a proper naming convention for all labels and keys. Make sure the data is deduplicated before it is imported into the data model.
Automate the Data Import into SFMC
When moving data to SFMC, configure a secure FTP. SFTp is temporary storage that ends in 21 days. After that, we can import data from the Email Studio. The second is to create a reusable import definition within Contact Builder.
You can also automate data by scheduling imports from the specified source to SFMC in the Automation studio.
To track Email Send Information, create send logs
SFMC provides standard tracking options to track the email send information. But with a send log data extension, you can follow a specific Email sent. Ideally, it is a good practice to create a send log before the start of sending the campaign out so that the historical data.
To enhance the personalization, Segmentation, and reporting, retrieve data in CRM
With the help of data only, we can improve email marketing program segmentation, and personalization.SQL data views can be used to fetch subscriber information.
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Salesforce Marketing Cloud has a very smart and important feature called Einstein feature, which provides “insights and data” and “content and timings” for the marketing activities. Using this artificial intelligence feature we can understand the engagement and behavior of the market. Einstein features are available in the corporate and Enterprise editions. The Einstein features provided by Salesforce Marketing cloud are
- Einstein Engagement Scoring
- Einstein Messeging Insights
- Einstein Send Time Optimization
- Einstein Copy Insights
- Einstein Engagement Frequency
- Einstein Content Selection
- Einstein Email Recommendations
- Einstein Web Recommendations
- Einstein Content Tagging
Let us discuss the top four Einstein features which will improve your marketing ROI.
Einstein Engagement Scoring
Einstein Engagement Scoring feature helps to target the customer to increase engagement and communications. This feature assigns scores for the subscribes’ interest to continue as subscribed, open, clicked, and convert on a website. This helps to know the predictive factors which influence the actions of the customers upon the email received. Einstein Engagement Scoring has the capability to target the subscriber through an E-mail studio, Journey builder, Advertising studio, or Audience builder.
In addition to assigning scores Einstein groups the customers into four personas
Loyalists: Subscribers with very high engagement, click, open chance. In these personas, there will be subscribers who engage often.
Selective Subscribers: Subscribers with a very low open chance but they might click
Window Shoppers: Subscribers who open regularly but very rarely clicked.
Dormant/Winback: Subscribers who are very unlikely to engage come under this persona.
Einstein Messeging Insights
Using the feature of messaging insights alerts on the email or the journey send performance. This feature monitors the send metrics like open, click, or unsubscribed. Using this feature the hidden insights are available without comparing the metrics with previous campaigns in the traditional way.
Einstein Send Time Optimization
This feature in Salesforce Marketing Cloud Einstein helps you to send an email when a subscriber might likely open it. With the help of this feature analytics that predicts future message engagement can be displayed. Also visualizes the optimal predicted send time in day or hour. Einstein Send Time Optimization (STO) uses machine learning to understand the best time to send a message so that the change of opening the message is more.
Einstein Copy Insights
Einstein Copy Insights get the insights from the Subject lines of the messages to send. This feature evaluates the best subject lines based on the maximum open rate. This helps to understand the most effective phrases or words that can be used to increase engagement. Einstein Copy Insights analyze English language subject line only.
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In today’s world, the most emerging and robust solution for delivering customized cross-channel engagement is Salesforce Marketing Cloud. Salesforce Marketing Cloud increases the company’s efforts to engage customers anywhere or anytime. Salesforce Marketing Cloud offers many tools and technologies for email automation, data consolidation, etc. An organization’s marketing team can get a unified customer view across all the channels to create customer journeys by improving the implementation of the Salesforce Marketing Cloud.
Let’s discuss some tips for the successful implementation of Salesforce Marketing Cloud.
Understand the starting point and act accordingly.
Marketing Cloud provides many tools like Email Studio, Journey Builder, Social Studio, Salesforce DMP, Advertising studio, and Mobile Studio. The priority should be to understand and examine our business priorities and customer needs. Then, identify which tool will help improve the organization’s growth.
Gather the right team.
Gathering appropriate teams plays an integral part in the successful implementation of the Marketing Cloud. The team should represent the organization’s voice and have a strong knowledge of business requirements.
Set up a goal for the team
Once the organization has determined the starting point, and the team is set up, the next step is to set a goal for the team. It is always recommended to set a measurable goal related to the organization’s business requirements.
Identify and define the audience.
After setting up a goal, the next step is to identify and define the audience. Then if there are any inconsistencies in the CRM, they should be rectified. Finally, collect the required data to execute the campaign smoothly to the targeted audience.
Plan the customer journey
Understand the current status of the customer journey and the challenges faced. It is always recommended to have a check on every touchpoint across multiple channels to have a clear understanding. If needed, rewrite the journey to make use of Marketing Cloud’s best of all capacities. It is essential to identify the significant challenges at this level and rectify them in the journey.
Initiate a proper documentation process and nomenclature
It is always good to follow a proper way of naming files and folder structures from the beginning. This will reduce many confusions as the team starts working. In addition, an accurate and precise documentation process is needed for the data model, and API data extensions, if any, are used.
Better Communication
Managing the changes creates accountability, and transparency in communication plays a significant role. However, to keep the organization on the path of progress, constant evaluation of status and performance is needed. Therefore, a proper communication plan should be generated, and consistent measures of stakeholders and sponsors should be done.
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The coronavirus epidemic is more significant than anyone thought of only a few months ago. Companies have been affected, while remote-working has become the norm every day. The abrupt change has pushed the majority of people outside the comfort zone they have been in, especially those who have never had remote collaboration or virtual communication tools. The same is valid for employees, too, since they’re struggling with their productivity and technical issues working at home.
Along with team coordination, communicating with clients is the most challenging thing for companies during the lockdown. Cloud telephony is if there’s a technology that can solve all of these issues. Although global companies have been using this technology for quite a while, it is an unfamiliar concept for some.
Because of this, it is crucial to know what cloud telephony is and how it could bring immense benefits to your company both now and shortly. Let’s discuss the advantages of cloud telephony as the perfect solution for businesses in times of lockdown.
The risks of COVID 19-induced remote working
Before you can even begin to comprehend how a cloud phone system to understand how cloud telephony software can be the foundation of your company’s communications, it is essential to comprehend the challenges in the present situation. The most obvious one currently is the forced transition to COVID-induced remote working. Although this change is crucial to surviving, you can’t ignore the potential pitfalls your clients and team members are likely to confront due to this change. The main disadvantages of the new model are:
- Insufficient communication between the teams and also with your customers and clients across various areas
- Problems with handling business calls while employees aren’t in the office
- The challenges in identifying leads for business make it challenging to grow in the current scenario.
- Accessibility issues can cause delays in the management of teams remotely.
Being aware of your problems is part of getting your company back on track after the event of a crisis. You can count on an option to overcome these problems and streamline communication to improve. In essence, cloud telephony services provide a range of options that can address all of these issues efficiently. Let us discuss how they will help get your company to a better place during the COVID-19 timeframe.
Cloud Contact Center Solutions Keep your communications running
Cloud telephony technology has you fully covered when it comes to business continuity and communication-related concerns. It is possible to rely on cloud-based solutions for contact centers to create a reliable communications network that connects remote workers without the expense of infrastructural investments.
Additionally, the system comes with an analytics dashboard that lets you track the performance of your staff remotely. Better inbound and outbound communication lets you provide seamless service to your clients during a crisis, improving your standing.
VIN and IVR Handle every business phone seamlessly
When your company’s telecommuting team is having trouble handling business demands, then a cloud-based phone system with virtual and IVR numbers is what they require. With an IVR installed, it is possible to optimize your campaigns and track customer calls in real-time. It also gives you access to call recordings that are used to analyze the quality of interactions with customers and the performance of team members in their communications via a remote basis.
Virtual numbers allow you to redirect business calls to a personal number, ensuring that geographical location does not have to be an obstacle to connecting. Virtual numbers allow agents to be accessible to all customers regardless of when they call or where they are calling from. In addition, you can enhance the experience for customers by incorporating advanced features, such as automated local voice. These options will go a long way in retaining customers during these difficult times.
Toll-free number- Always accessible for assistance
In addition to sales, companies, NGOs, and government agencies go the extra mile to assist customers and the public. It can be done through relief efforts or simply educating people about social distancing and other methods to combat the illness.
Toll-free numbers are a different aspect of cloud telephony services that play an essential role. The most significant benefit of these numbers is that users can connect at no cost. Additionally, you can use these numbers for public outreach in charitable and commercial initiatives. You can also use an existing number and stop using it after the campaign is completed.
Missed call service Be available for every call and customer.
If employees are working at home, they could be stressed due to the abrupt change in their working schedule. There are instances that they might not be able to answer calls due to stress or IT problems.
A missed call solution is a great way to lower the chance of not being available to the customers you serve. It allows you to monitor and contact people who have been not available. Employees receive notifications about missed calls in real-time so that there is no chance of missing leads.
In addition to the benefits currently offered, they can also utilize to build a solid database that you can utilize in the future, even after the pandemic has gone.
CRM Integration – Serve the customers you serve better
While it is essential to remain connected to your customers at the moment, providing them with better service during a crisis could improve long-term relationships and increase the credibility of your business.
Cloud telephony solutions can integrate into the CRM system to aid in helping your agents serve your customers better. It helps you streamline the process of managing leads that has a positive impact on the productivity and sales of your team too. Sales can assist your company to endure and navigating the current situation without suffering huge losses.
In addition, you’ll be able to increase your sales in the present situation since the system can discover and procure good leads even when you have an operating remotely.
Takeaways
If you are aware of how cloud telephony technology could assist your business during COVID 19’s crisis COVID 19 crises and beyond, you should not put off getting the solution in place. If you are a business that offers products or services, or an educational institution or a healthcare institution, a holistic cloud solution will bring enormous advantages in the current situation. It gives you the flexibility your business needs to adapt to the model of working from home effortlessly.
In addition, it allows you to provide top-quality services to your customers. The selection of the provider can be the key to the benefits you will reap. Therefore, it would be best to look for a reliable service provider that provides all of your needs with top-quality uptime, reliability, and service.
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One of the most important features of Salesforce Marketing Cloud is Journey Builder. With the help of Journey Builder, marketers can direct their customers to 1:1 automated journeys across channels.
Let us discuss some best practices before we start working with Journey Builder.
Answer three fundamental questions
The first question is whether the journey is serving any purpose or not. If the answer is yes, we should proceed with it, and if we are getting multiple goals for the trip, we have to split the journey.
The second question we should consider is whether the customers will have benefit from this journey. If we get a negative answer, there is no need to create a journey.
We should have a clear picture of the customer’s actions once the journey is active. So the third question is regarding this, how will the customers act upon the journey. The answers for this will clarify send times and channels to be used.
Split the journey into sections and modules
Simple is always better than Complex, so breaking the journey into different modules will help get a good understanding and make it easy to update and test. Another advantage of dividing the journey into modules is that these modules can be saved and reused. It is easy to present in small modules, other than representing a buyer’s journey as a lengthy and complex one.
Use of wait activities
We use wait activities to hold a contact for a specific time according to attributes or events. When the connection is waiting, it will be saved in the database. This will lead to additional processing for the journey. So we have to use the wait activities only if it is needed. We should always remember that wait activities should not be included at the start of the journey.
Segmenting the data
It is a good practice to segment data before they enter into the journey. If filter criteria are added to a journey, then the processing speed of the journey will be affected depending on the complexity of the filter criteria added. Therefore, it is always recommended to use journey data when filters are used other than contact data.
Separate the unwanted data
In journeys, to filter out the unwanted data, domain exclusion and exclusion scripts are used, which will need a very high processing speed. In turn, this reduces the journey’s processing based on the number of contacts. Therefore, it is always a best practice to use automation to filter out the contacts unwanted before their entry into the journey.
Quality of the content
Based on the quality of content will help in giving a clear way to make the engagement and decision also in deriving instant conversations. So there should be a keen observation of the engagements and determine what kind of content it happened to. This will help in the growth of the business to understand what type of content brings the desired results.
Validating and testing the journey
The two essential features of the journey builder are Validate and test. Validating helps to find out the mistakes which might have unnoticed. This feature will ensure that the components of the journey are on track, and the journey will provide the results expected. Testing will give us a clear picture of the paths in the journey which the customers will follow. The testing feature uses real contacts to test the journey. So we can be more sure of what content the contacts will receive or the content is received by all contacts before the launching of the data.
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