The Wrap Up: Tapad Takes on Salesforce’s World Tour

Michael Gelberg, Business Intelligence, @mgelberg – At any given Salesforce.com event, the first thing you notice (other than the sheer size of it all) is how the content is clearly not geared towards a particular audience. Every company can benefit and grow their business using the Salesforce.com platform, from a five-person data mining company to a 10,000-strong retail conglomerate.

How do they do it? Adeptly managing the customer experience, along with being structured to grow with your company. Because businesses can start small with the tool and add components and business logic incrementally, they have the setup in place to scale not just monetarily, but operationally as well.

While there is always a wealth of knowledge to be gained at these events (and never enough time to catch every session), here are some of the main points that were being discussed on the topic of scale:

Five Key Takeaways for Growing your Business Using Salesforce.com

  1. Keep prospects in the loop and engaged with relevant information

    • “Anchor” marketing content to be used and spliced in different ways
    • Use progressive profiling to gradually gather new information from prospects over time and cater more relevant marketing content to them
    • Keep the website dynamic and engaging by leveraging integrations with Salesforce.com’s suite of apps, so users can digest new content each time they visit
  2. Increase productivity by making Salesforce.com a one stop shop for business users

    • Pardot brings actionable information like lead scoring and Marketing content directly into Salesforce.com for Sales users without the need to login to multiple systems
    • Lightning Connect provides tools to connect to external data sources bi-directionally, so that information does not need to be entered multiple times
    • Leverage Chatter can be used to keep communication streamlined while avoiding important updates getting lost in email inboxes
  3. Automate wherever possible

    • Use declarative apps like Process Builder to stay nimble and less reliant on complex coding
    • Keep sales reps accountable with automated alerts and reminders, reducing need for micro managing
    • Keep business logic and escalation processes up to date and codified within Salesforce, to avoid customers falling through the cracks
  4. Keep your customer information centralized

    • Having customer’s historical data in one place allows for a full picture of the customer’s trajectory
    • As business scales and roles shift, having all prior engagement with customers accessible in the system makes for easy transitions and ensures everyone is on the same page. This is especially important if customers are being pitched distinct products or services.
    • Understand what marketing content has been sent to date, and to whom, in order to avoid over-sharing or repetitive email communications
  5. Customer experience should be an omnipresent concern, not just when problems arise

    • Recent Salesforce surveys indicate that it is more important than product or price for overall client happiness
    • Value your customer’s time - think about their experience whether it’s self-service or active engagement with Account Managers
    • Try to provide as many relevant and helpful resources as possible, using Knowledge Bases and FAQs in Salesforce.com can keep customers in the know and feeling supported

 

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