Using Salesforce for Customer Experience and Marketing

E-guide

Using Salesforce for Customer Experience and Marketing

E-guide

In this e-guide

How Salesforce lead

generation deepens customer

relationships

p.2

Salesforce Einstein still on its

way to personalization

perfection

p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin' Brands brought

one-to-one marketing from

hype to reality

p.15

Further reading

p.21

In this e-guide: Forging deeper relationships with customers through data and analytics is easier said than done.

This has never been more accurate with the wealth of tools and strategies available to help sales and marketing teams enhance customer experience and generate leads.

Even advances in artificial intelligence, the cloud, and social listening have weaknesses that organizations need to work around (or upgrade from) in order to achieve their goals.

In this e-guide, uncover the pros and cons of Salesforce platforms such as Einstein and Marketing Cloud, and learn how Dunkin Donuts transitioned to customer personalization and one-to-one marketing methods.

Page 1 of 21

E-guide

In this e-guide

How Salesforce lead

generation deepens customer

relationships

p.2

Salesforce Einstein still on its

way to personalization

perfection

p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin' Brands brought

one-to-one marketing from

hype to reality

p.15

Further reading

p.21

Page 2 of 21

How Salesforce lead generation deepens customer relationships

Denis Pombriant, President, Beagle Research

So, you want to generate sales leads for your business?

software might be an option but be aware that demand and lead generation today bear little resemblance to the approaches of just a few years ago, thanks to the Internet, social media and analytics. Today it's possible to develop a one-on-one experience between vendors and customers, and, as a result, many customers have come to expect greater intimacy in that relationship. As you step into this new marketing paradigm, planning will provide great benefits.

Yesterday's marketing approach can be described as broadcasting -attempting to reach as many people as possible with a single message -- but today's approach is about understanding and empathy. This method has these key points: listen, engage and recommend. You'll need to incorporate these tactics in your lead-dev process, because if customers don't believe your approach is tailored to their needs, they will reject your message.

There are other vendors with credible marketing and lead generation capabilities, some of which also work with the platform. For example, Eloqua, which was purchased by Oracle Corp. last year, still

E-guide

In this e-guide

How Salesforce lead

generation deepens customer

relationships

p.2

Salesforce Einstein still on its

way to personalization

perfection

p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin' Brands brought

one-to-one marketing from

hype to reality

p.15

Further reading

p.21

Page 3 of 21

integrates with Salesforce. Microsoft also features two recent acquisitions: MarketingPilot and Netbreeze.

Salesforce lead generation, however, enables independent software vendors to integrate their products into end-to-end business processes through the platform. So, if you are not a Salesforce customer or want to keep your options open, rest assured that you have choices and know that you will be successful if you keep in mind those three key points -listen, engage and recommend.

Listen

There are specific apps for every stage of the lead generation process. Defining business process to take advantage of these applications is key to success. Just be mindful that your customers will notice if your approach lacks intelligence or in any way resembles "spamming."

Listening involves capturing customer data from the social stream, mobile applications, customer databases and company websites, then analyzing it in the first leg of segmentation. Such analysis may generate sales, but it will also create opportunities to solve customer problems or provide information that generates customer trust and confidence. Then, next time a customer is in the market, he may consider your brand.

Salesforce lead generation offers Radian6 for social listening. It filters the social stream looking for keywords such as your company or brand name and a particular issue or mention of a job well done. Social listening tools can

E-guide

In this e-guide

How Salesforce lead

generation deepens customer

relationships

p.2

Salesforce Einstein still on its

way to personalization

perfection

p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin' Brands brought

one-to-one marketing from

hype to reality

p.15

Further reading

p.21

Page 4 of 21

be set to alert a company when words like help or problem are mentioned in line with a product or brand. When a company contacts a customer who has expressed the need for help in social networks, it can solidify the relationship with that customer -- and others.

ExactTarget's Audience Builder, for example, helps marketers segment a customer base. House lists grow and contract over time, but the list represents a random assortment of customer types with different needs and demographics. Audience Builder lets marketers segment their lists by criteria that are relevant to marketing efforts. Thus, it becomes easier to target programs at the right demographic with messages that resonate.

The most important aspect of social listening is that you can learn in real time what your customers -- and the market in general -- are saying about your organization and what's important to them. Social listening also helps gauge market reactions to existing programs and offers already in the market.

The end product of social listening should be insight into customers and prospects, and finding situations you can insert your ideas and products into with confidence.

Engage

Listening is the easy part. The concept is similar across different business types and industries. But when it comes to engaging, things get more involved. Develop campaigns that are consistent with your brand's image,

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