Businesses use a variety of marketing platforms now, and for administrators and marketers, it becomes hard to keep track of all these at once.
For those who are looking for an all-in-one marketing and customer relationship management system, Salesforce offers a unique solution that can effectively sync all your marketing, sales, and customer teams across the marketing campaigns into a single platform.
Salesforce marketing essentials
As seen above, Salesforce marketing on cloud is a comprehensive marketing platform that can help businesses to create marketing campaigns which can have a significant impact on our sales numbers. This streamlines all business marketing efforts across the platforms as mobile communications, email messaging, social media marketing, portal landing pages, and social media promotions, etc.
At olden times, all these different marketing platforms were using various plug-ins and add-ons to implement and measure the performance. With Salesforce unifying all these, one can more effectively bring together the planning, implementation, and analysis of all marketing communications at one place.
Salesforce not only helps its uses to coordinate the marketing channels in a better manner, but it also uses the available data to enhance complementary marketing efforts. Using relevant information about customer purchase history and buying behavior, Salesforce can effectively assist the marketing decision-makers in choosing the most appropriate marketing messages and devising a personalized marketing strategy for different customers.
Hitting the right customer, through the right channel, at the right time is the key to success in terms of marketing communications. With more than 3 million subscribers, now Salesforce is considered to be an effective choice for marketers across the industries.
How can Salesforce work for your business?
Just getting Salesforce will not automatically ensure your success. You need to learn to use it to its fullest potential to reap the best results. Here are some points to be noted by the Salesforce users to make use of it for marketing benefits.
Creating parent-child type relationships
While preparing marketing campaigns, you have to set up a child-parent model campaign relationship which will make simultaneous reporting of multiple items at once. Say, for example, a parent campaign may be of ‘Website Forms’ with its child campaigns may be of various types of forms for web submission for your website.
Standardizing the naming conventions
Starting with Salesforce, you will end up with a huge number of campaigns over time. So, in order to make it easier to find campaigns and organize them, you should follow a standardized naming convention from the first point itself. Say, for example; you can label all of your outbound emails with a name that specifies the nature of the campaigns, date, and other unique specifications if any to distinguish this particular campaign from other similar campaigns in the future.
Lead scoring
Lead scoring is the process of determining the relevance of a lead as to how prospective the lead is based on how often the prospects had interacted with your asset and for how long etc. One can plan a lead-specific approach if it is possible to the lead validation like this. It can be done for all the leads across your brand’s asset as your apps, content, website, etc. This is something that Flosum.com does to ensure the customer’s success while managing the client’s Salesforce investment. Perfect lead scoring will help the salespeople to identify the leads with the highest potential and work closely with them.
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Campaign response scoring
Like leads, each of the marketing campaigns you initiate may also have its chances of success or failure. You can easily assess it with the help of a good CRM like Salesforce.
Say, for example; your e-mail campaign could be measured in terms of the open rakes, click through rates, and bounce rates, etc. The success of a webinar can be measured using the count of people who attended, the number of people who left it in between, etc. In order to make the most out of the scoring features, you need to define the campaign standards based on the scores of both individual and overall campaign performance across the channels. This scoring approach can let you gain better insight into future campaigns.
The Salesforce DX approach in building CRM
Most of the conventional Salesforce platforms are following the concept of Sandboxes, but when it comes to the latest Salesforce DX approach to customized app building, Sandboxes are largely getting replaced with “Scratch Orgs.” Further, we may have an overview of Sandbox vs. Scratch Org and the usage of one over other.
The experts suggest that Scratch Orgs are not actually meant to replace the Sandboxes, but can rather be used along with it for a more effective developmental approach. Scratch orgs enable a source-driven development and deployment model. Scratch org is a disposable Salesforce source of metadata and code. Scratch Orgs are source-driven whereas the conventional model of Sandboxes is production copies.
Scratch orgs may not replace Sandboxes as Scratch orgs don’t exist as permanent and also don’t include any kind of production data. On the other hand, Scratch orgs can effectively complement Sandboxes as being great temporary deployments in the development environment.
The developer can most effectively use Scratch Orgs for peer review and also as a way to enhance the test coverage as well as automation. Sandboxes are very critical in terms of performance testing, staging, and licensing, etc.
The considerations for Scratch Orgs are:
- One can have up to about 25 active scratch orgs in a project.
- Once created, a Scratch Org will get deleted automatically after 7 days’ period.
- Developers can create up to 50 Scratch Org per day per Dev Hub.
The key benefits of Scratch Org
- It can increase the developer productivity
- It enables easier and better team collaboration
- Has the features of DevOps Automation
Salesforce DX is a very young but wonderful cloud platform, which is continuously evolving in terms of enhancing the developer experience. However, you need to use the right set of tools for Salesforce DX development in terms of cloud governance, security, and compliance.
Article written by evanswalsh.
