Salesforce Marketing Cloud Explained: Benefits & Features
What if you had the superpower to understand what your customers want? As an add-on, what if you could send hyper-personalised messages to each one of them? One thing is sure, this can definitely boost your conversion rates. With Salesforce Marketing Cloud (SFMC), this is absolutely possible. You can create tailor-made marketing campaigns plus a lot more using this powerful system. So what is the Salesforce Marketing Cloud and how useful it is for today’s businesses? Let us find the answers to these questions in this article where we will take you through the definition, features, and benefits of SFMC. What is Salesforce Marketing Cloud? Salesforce Marketing Cloud(SFMC) is an umbrella term for a multitude of related products each capable of handling different marketing functions individually. It could include anything from multi-channel campaign execution to designing a dynamic customer journey. As you would have rightly guessed, SFMC is an integral part of the Salesforce ecosystem and is integrated with other Salesforce platforms so that you have a Single Source Of Truth for all your customer information. The goal of SFMC is simple – to tailor your customer interactions, thereby increasing brand loyalty, and ultimately enabling you to close more deals. What does Salesforce Marketing Cloud include? SFMC typically includes two types of modules viz. Studios (to manage content and specific marketing channels) and Builders (to manage data and campaign automation). Here are the different products under them – Email Studio This lets you personalise email messages by leveraging data from Sales Cloud, Service Cloud, and various other sources. You can send promotional, transactional, and triggered messages with ease. It also equips you with advanced capabilities like segmentation, automation, and predictive capabilities to enhance your email marketing efforts. Mobile Studio This lets you engage customers at the perfect moment using SMS, MMS, push messaging, and group messaging. You can target your messages based on events, location, proximity, and more to ensure timely and relevant communications. Marketing Cloud Advertising This module lets you utilise customer data to fuel your digital advertising and manage ad campaigns effectively. You can also Improve customer acquisition with lookalike audiences, re-engage inactive customers, and optimise advertising efforts throughout the customer journey. Journey Builder This lets you craft seamless customer journeys across email, mobile, advertising, websites, and the Internet of Things. It helps in creating a consistent experience across marketing, sales, and service channels. Audience Builder You can create a comprehensive view of each customer by integrating information from various sources. It lets you target specific audiences and segments throughout the customer journey, shifting from mere data management to building meaningful relationships. Personalisation Builder You can leverage Einstein’s predictive intelligence to enhance personalisation via this product. You can also use machine learning algorithms to pair customer profiles with the most relevant content, automatically delivering personalised experiences to each individual. Content Builder This lets you centralise the management of all your content and assets in one location. You can utilise advanced search and tagging capabilities to handle assets efficiently. You can even securely share and approve content for use across the enterprise. Analytics Builder This product lets you measure and track the performance of your campaigns and customer journeys. You can gain new insights about your customers through comprehensive reporting and predictive analytics, allowing for data-driven decision-making and optimisation. How does Salesforce Marketing Cloud aid your growth journey? Saleforce Marketing Cloud can be a strong catalyst for your business’s growth journey. Here are three ways in which it achieves the same – Make Data-Driven Marketing Decisions SFMC empowers you to make informed, data-driven marketing decisions by providing a single source of truth for all your data needs, along with access to comprehensive analytics and insights. For instance, with tools like Audience Builder and Journey Builder, you can segment your audiences precisely, track their behaviours, and measure the effectiveness of your campaigns. This data-centric approach allows for the optimisation of marketing strategies in real-time, ensuring that your efforts are continually refined, and you make well-informed marketing decisions to achieve better results. Leverage the Power of AI to Drive Growth The integration of artificial intelligence (AI) within Salesforce Marketing Cloud, primarily through Salesforce Einstein, revolutionises the way you approach marketing. Einstein AI offers predictive analytics, personalisation, automation, and GenAI capabilities that drive significant growth for your business. For instance, it can predict customer behaviour, recommend the best times to engage, and personalise content on an individual level. Another example would be Einstein’s predictive scoring feature which can identify which leads are most likely to convert, allowing you and your team to focus your efforts on where they’ll have the most impact. Such intelligent approaches not only save time but also maximise your marketing ROI. Uniting Salesforce Tech Stack for Harmonised Growth Salesforce Marketing Cloud seamlessly integrates with the broader Salesforce ecosystem and other external platforms like Slack and Sharepoint. This helps in creating a unified tech stack that supports harmonised growth. Simply put, when you connect Marketing Cloud with platforms like Salesforce Sales Cloud, Service Cloud, Accounting Seed, and Commerce Cloud, you effectively ensure that all customer touchpoints are aligned and working towards common goals. For example, data from Sales Cloud can help shape marketing strategies that are developed using Marketing Cloud. This ensures that your marketing efforts are always aligned with sales objectives. Also, it breaks down silos within the organisation, promoting collaboration and ensuring that every department is contributing to the overarching growth strategy. Increase the shelf life of your business with the Salesforce tech stack If you want to extend the shelf life of your business, you need to make sure that your customers have seamless and positive experiences at every touchpoint. There is no other way. Thankfully, the Salesforce tech stack constituting SFMC helps in achieving this through the following: It provides a holistic view of your customer journey and allows you to deliver consistent and personalised experiences across channels. SFMC and other Salesforce products are carefully designed to help you stay ahead of the curve
How does SSOT create a better foundation for GenAI in your company?
Pick any successful company that has mastered the art of data management and governance; you will find that they have all embraced SSOT or Single Source Of Truth in one way or the other. To the unversed, SSOT is the process of structuring all your data in a way so that there is always a single, accurate, and lone source for any piece of information. These companies very well know the different Single Source Of Truth benefits. SSOT creates a solid foundation for GenAI in their company as it defines how they sustain in a world dominated by artificial intelligence. In this post, we will understand more about how SSOT helps such companies better set up and manage GenAI. Key data requirements of GenAI Here, we delve into the key data requirements essential for the success of GenAI. Consistent: The data you feed into GenAI systems should always be consistent and accurate. Why? Because the more consistent and representative the data is, the better the GenAI model’s ability to generate meaningful output. Any inconsistencies can lead to erroneous conclusions or predictions. An SSOT minimises discrepancies and improves the reliability of the generated insights. High-Quality: You need to ensure that the highest quality of data is fed into the GenAI model for its effective training. SSOT centralises data management and ensures data integrity. It also promotes excellent data quality by enforcing standards for data entry, storage, and management. Data Access: A typical GenAI system demands uninterrupted access to large volumes of data. This is needed for both training and inference purposes. SSOT helps in this regard by offering a centralised repository from which the GenAI system can retrieve information. This automatically reduces the time and resources required for retrieving relevant data for the above tasks. Collaboration: While building and training GenAI models, you will need multiple people from different teams to work together. Most of the time, there will be a lack of coordination between them, resulting in ineffective GenAI models. But with SSOT, you get a common framework for data sharing and communication. This ensures that teams can seamlessly collaborate with each other and that they are always on the same page when it comes to data sources. Scalable: GenAI applications evolve rapidly and constantly grow in complexity. As a result, the underlying data infrastructure must always be scalable in order to support increasing demands. SSOT provides a scalable foundation for this. It enables companies to accommodate growing volumes of data and expanding AI workloads. The best part – it doesn’t compromise on performance or reliability. Compliance and Governance: GenAI initiatives are always subjected to various regulatory requirements. For instance, they need to ensure data privacy and security all the time. SSOT enables companies to implement robust governance and compliance mechanisms. It does this by establishing clear policies and controls for data access, usage, and protection. How does Salesforce Single Source Of Truth lay the best foundation for GenAI systems? Here are the different reasons to adopt the Single Source Of Truth Salesforce platform if you want to streamline your GenAI efforts – It unifies customer data: By using Salesforce as your primary SSOT framework, you can ensure that all the customer information is stored in Salesforce. Salesforce integrates with almost every tool and platform on this planet so that information flows freely across different systems, including the GenAI models. This means you need only two platforms to run the entire show – Salesforce and the GenAI system. 360-Degree Customer View: If your GenAI system demands a holistic view of each customer in order to personalise recommendations, make accurate predictions, and generate stellar service experiences, Salesforce can make that happen. Salesforce maintains a comprehensive profile of all your customers, including their interactions, preferences, and purchase history, so that you can adopt Single Source Of Truth marketing and sales for your business. Sales Process Optimization: Many GenAI solutions analyse sales data to identify patterns and trends in your sales processes. It can also predict customer behaviour and market dynamics. By leveraging Salesforce, you can ensure that the data used by these GenAI models to optimise sales processes is accurate, consistent, and up-to-date. Ultimately, ‘Salesforce + GenAI’ offers more reliable predictions and lets you make better-informed sales decisions. AI-Powered Sales Insights: Integrating Salesforce with GenAI solutions enables you to unlock valuable sales insights. Salesforce ensures that the data fed into the GenAI model for sales forecasting, lead scoring, and opportunity management is of the highest quality. This enables your sales teams to prioritise leads, identify upsell and cross-sell opportunities, and forecast revenue with greater accuracy. Wrap Up We will be honest here – while an SSOT indeed offers a better foundation for GenAI in your company, building an SSOT framework using Salesforce is not easy, especially if you are new to the ecosystem. It will demand a lot of resources, capital and time from you. This is where Brysa can help. As the UK’s foremost Salesforce company with expertise in Salesforce consulting services and Salesforce implementation services, we’ve helped numerous enterprises streamline their Salesforce management and leverage it to build a solid SSOT framework. Talk to us to discuss how we can assist you further.
Growing Significance of Programmatic and Data in OOH Advertising
Growing Significance of Programmatic and Data in OOH Advertising Are you part of the OOH (Out-Of-Home) or the Digital OOH (DOOH) advertising industry? Then exciting times are ahead for you. Recent advancements in AdTech have led to the rise of one of the biggest trends ever seen in the OOH format. Yes, we are talking about programmatic OOH advertising. A significant global demand for programmatic OOH ads is expected in 2024 and beyond. In fact, most of the spending in OOH campaigns this year will be driven by a rapid expansion in programmatic OOH and data advertising. In this post, we will understand the growing significance of programmatic and data in OOH advertising. What is programmatic OOH advertising? Programmatic OOH advertising is the process of automatic buying, selling, and delivering out-of-home advertising. Unlike traditional OOH advertising, programmatic OOH advertising uses computers to orchestrate the sale and distribution of ad content. This is quite similar to what is prevalent in typical online advertising. The only difference is – in programmatic OOH advertising, customers define specific parameters for media acquisition, which then performs programmatic data analysis and triggers automatic ad purchases upon fulfillment of these criteria.With that introduction, let us understand why programmatic OOH advertising has grown in importance in recent years. Why is the significance of programmatic OOH advertising surging? Here are 6 different reasons why programmatic OOH advertising is the new talk of the town in the OOH industry: 1. Quicker activation Advertising and marketing are extremely time-dependent. Even a couple of days you waste in launching a campaign can be the difference between a successful sale and a lost sale. This is where programmatic OOH advertising helps, as it lets you quickly upload, schedule, and initiate campaigns. Put simply; it doesn’t matter if your campaign has to align with the latest social trends or if you need to respond promptly to a market shift; programmatic OOH ensures the timely delivery of campaigns. 2.Real-time optimization Programmatic OOH advertising can help optimize your campaigns in real time, a key requirement in the OOH industry. Advertisers can dynamically enhance their campaigns thanks to continuous monitoring of campaign performance and the generation of advanced reports. Advertisers can swiftly adjust their messaging, targeting criteria, and creative components as and when needed. This proactive, real-time model enables data-driven decision-making. 3. Dynamic Creative Optimization Imagine you run an OOH creative display campaign during an Ashes test match between England and Australia. If England beats Australia, you would want the creative to change quickly to congratulate England so that fans witness the congratulatory message while returning home. This is made possible via Programmatic OOH thanks to its Dynamic Creative Optimization capabilities. Advertisers can also modify content such as images and ad copies based on unique factors such as weather conditions and traffic information. For instance, you can display ads based on the temperature or UV index to display the most relevant ad creative. 4. Improved targeting Programmatic DOOH also enables you to reach your desired audience with amazing accuracy. It uses a data-driven and programmatic strategy to help you carefully target specific demographics and locations, which ultimately helps in pushing hyper-relevant and personalized messages. Even granular factors such as the time of day can be used to improve your targeting capabilities. Ultimately, programmatic targeting ensures that all your ads are more impactful and result in better conversion rates. 5. Creative opportunities Programmatic OOH advertising has unlocked a cartload of opportunities for advertisers. Thanks to the creative flexibility programmatic OOH offers, advertisers can run an ad on a wide variety of screens. Be it a small TV in a gym to a large screen in a shopping mall, advertisers can target people from walks of life that were previously unimaginable. Advertisers have all the knowledge at their fingertips, including who, where, and when someone will see their ad. This helps them build targeted messages into their creative that are supported by the ad’s physical surroundings. 6. Integration capabilitiesProgrammatic OOH seamlessly integrates various data sources, including mobile and online data, amplifying campaign effectiveness through informed decision-making, optimization, and impact measurement. Moreover, this integration with other advertising channels, like digital and social media, fosters a smoother customer journey, augmenting the overall efficacy of OOH campaigns. Wrap Up The role of programmatic technology has transformed the way OOH advertising works. Thanks to it, advertisers can now achieve unprecedented levels of targeting precision, flexibility, and overall effectiveness in their campaigns. However, infusing programmatic technology into OOH advertising is not easy and takes a lot of time and resources. This is where the need to partner with an OOH expert like Brysa arises. We are the world’s leading OOH consultant with a focus on the Salesforce ecosystem. We ensure that you and your team effortlessly adapt to the changing OOH landscape including the efficient handling of programmatic and data in OOH advertising. To know more about Brysa and how we can help, contact us now. Frequently asked questions 1. What are the creative opportunities offered by programmatic OOH advertising? Programmatic OOH provides creative flexibility, allowing advertisers to run ads on various screens and target diverse audiences across different locations and times, maximizing the impact of their campaigns. 2. Why is programmatic OOH advertising significant? It offers quicker campaign activation, real-time optimization, dynamic creative changes, improved targeting, creative flexibility, and seamless integration with data sources. 3. How does OOH advertising differ from traditional methods? Unlike traditional OOH advertising, programmatic OOH utilizes automated processes, enabling real-time adjustments and data-driven targeting. 4. How can I learn more about programmatic OOH advertising? Contact Brysa for insights and consultation on implementing programmatic OOH advertising strategies tailored to your needs. 5. How does programmatic OOH advertising integrate with other channels? Programmatic OOH seamlessly integrates with mobile, online, and social media data, amplifying campaign effectiveness through informed decision-making, optimization, and impact measurement, fostering a smoother customer
Exploiting Salesforce Technology Stack to future-proof your business: A digital transformation consulting perspective
There is a popular saying – “Change is the only constant.” This is quite apt in the business world, where everything from customer preferences to compliance requirements changes overnight. And that’s precisely why every business needs to be ready for the future. This means they need to be armed with the necessary technologies that can help you change course quickly and grab new opportunities as they come by. Now, if your tech stack revolves around Salesforce, you are in for luck because Salesforce offers a variety of tools and features to future-proof your business. In this post, we will take a look at how to fully exploit your Salesforce technology stack and achieve a total digital transformation for your business. Thoroughly utilise Einstein Analytics The first thing to do is to leverage the full potential of Einstein Analytics. This powerful tool of Salesforce offers an advanced suite of analytics and business intelligence capabilities, which helps in data-driven decision-making. It provides dynamic and interactive dashboards that leverage artificial intelligence to offer valuable insights to you and your team. Einstein Analytics not only efficiently processes extensive datasets but also anticipates future trends through predictive analytics. All this ensures that your organisation is resilient and adaptable to the future, and that you stay ahead of the curve all the time. Leverage the robust integration capabilities of Salesforce Next, utilise the robust integration capabilities of Salesforce so that you can create a unified digital environment for your business. This breaks down data silos and enables seamless data exchange across departments in your organisation. By connecting Salesforce with other essential business tools such as ERP, marketing automation, and communication platforms, you also gain a 360-degree view of your operations so that you are always prepared for the future. Salesforce’s API-driven architecture is also one of a kind. It ensures that integrations are not only current but also adaptable to future technological shifts. As new tools emerge or business requirements evolve, the Salesforce ecosystem can be easily extended, allowing your business to stay agile all the time. Implement various transformation initiatives Remember – Salesforce is not just a CRM platform; it’s a powerful toolkit for comprehensive business transformation. It can be effectively utilised to implement various transformation initiatives in your business so that you are always one step ahead of the industry. Keeping Salesforce at the centre, you can conduct a thorough assessment of your existing processes, identify bottlenecks, and envision the desired state of operations. Salesforce’s scalability and flexibility provide an ideal platform for innovation and enhancement. Whether it’s optimising sales workflows, refining customer service processes, or streamlining marketing campaigns, the technology ensures a holistic transformation that aligns with your unique objectives. Foster innovation and continuous improvement The next way to future-proof your business is by engaging with the Salesforce community. This opens up a gateway to a wealth of knowledge, industry insights, and best practices around Salesforce. This approach ensures that your team stays abreast of the latest trends, emerging technologies, and innovative solutions that can positively impact your business operations. In short, you and your team are always ready to face the future. The AppExchange marketplace of Salesforce, particularly, is a treasure trove of modern applications. By regularly evaluating new applications in it, you can adopt cutting-edge functionalities tailored to address specific needs. These applications, developed by a diverse array of Salesforce partners, often bring unique perspectives and solutions that can significantly enhance your operations, from customer engagement to analytics. Partner with a Salesforce expert Lastly, you need to partner with Salesforce experts to tap into the wealth of knowledge and experience needed to navigate the intricacies of the Salesforce tech stack. Salesforce experts bring along a thorough understanding of the platform’s capabilities, enabling you to utilise the full potential of the system. Some experts’ expertise extends beyond implementation and ensures that your Salesforce environment evolves alongside the industry. By building a partnership with Salesforce experts, you will be better prepared to not only address current challenges but also proactively prepare for future shifts in technology and industry trends. One such Salesforce expert is Brysa. About Brysa Brysa is the world’s leading Salesforce partner who can guide your organization through the intricacies of the Salesforce ecosystem. We can ensure that your Salesforce investment doesn’t go underutilized and it can effortlessly adapt to the evolving technological landscape. With Brysa as your partner, future-proofing your business becomes not just a goal but a tangible reality. To know more about Brysa and how we can help, contact us now.
Navigating the current trends in Salesforce development with the advent of AI
Salesforce, renowned for its robust CRM solutions, has evolved beyond a mere customer database platform. It has become a dynamic ecosystem that leverages cutting-edge technologies like Artificial Intelligence and Machine Learning to drive business growth. In fact, the integration of AI and Salesforce, in particular, has helped many businesses navigate some of the recent trends shaping the sales landscape. In this post, we will take a look at some of the recent trends in Salesforce development and how they can be safely navigated with the help of AI. Trend #1: More preference to integrated workflows In recent years, organizations have started recognizing the inefficiencies and limitations associated with disparate processes and have been actively pursuing strategies to create cohesive and integrated workflows in Salesforce development. This shift is driven by a desire to enhance efficiency, collaboration, and overall productivity within development teams Flow Orchestration, also known as Flow Orchestrator or simply Flow is helping in this regard. This AI-powered feature empowers users to seamlessly link diverse business processes, commonly referred to as “flows,” across multiple stages without the need for coding. In simpler terms, users can effortlessly design workflows—such as assigning tasks to specific Salesforce users or validating customer data—without the complexities of coding. The advantages of Flow Orchestration are manifold. It not only enhances productivity by eliminating the need for code in crafting workflows on the platform but also facilitates the swift transfer of data to Einstein. This, in turn, provides a comprehensive 360-degree overview of all customer-related data, further streamlining and enriching the decision-making process for Salesforce users. Trend #2: Reduced dependency on ETL tools In the past, pinpointing high-quality leads or identifying periods of significant sales growth within Salesforce posed challenges. Users were required to regularly transfer data from the platform to a third-party Business Intelligence (BI) tool, typically employing ETL tools. However, Salesforce has reduced this dependency. Thanks to the infusion of predictive analytics into Salesforce, users need not transfer data or connect Salesforce with ETL tools. Stakeholders can now anticipate future outcomes, such as potential declines in sales, based on the generated data. This contributes to more informed decision-making, resulting in business resilience, particularly in the current economic climate. Trend #3: Manual coding processes being replaced by automation Einstein Copilot, another groundbreaking tool within the Salesforce ecosystem, has been integrating artificial intelligence into the development workflow. Serving as an intelligent assistant, Einstein Copilot leverages Salesforce’s advanced AI engine to provide developers with smart suggestions, automate repetitive tasks, and offer insightful recommendations. This feature significantly streamlines the development process by automating routine tasks, allowing developers to focus on more complex aspects of their projects. With real-time code assistance and contextual recommendations, Einstein Copilot enhances efficiency, reduces development cycles, and ensures a more fluid and error-free coding experience. Its adaptive learning capabilities continuously evolve, tailoring suggestions to individual preferences and project requirements, contributing to a more personalized and intuitive development environment. Trend #4: Creation of smarter and more responsive applications Another popular trend is the focus on elevating user interaction through the incorporation of AI-driven chatbots within Salesforce. This is done by the innovative use of Einstein Bots. This transformative shift reflects a departure from conventional user interfaces, as developers harness the potency of artificial intelligence to craft more responsive and dynamic applications. By integrating intelligent chatbots equipped with advanced natural language processing and machine learning capabilities, developers are redefining user experiences and fostering conversational interfaces that cater to user intent and context. The impact of infusing AI-driven chatbots, particularly through tools like Einstein Bots, is experienced in the creation of smarter and more responsive applications within the Salesforce ecosystem. Developers can now design interfaces that engage users in intuitive conversations, offering proactive problem-solving and tailored experiences. This not only streamlines communication but also introduces a human-like touch to user interactions. Wrap Up Let’s face it – Salesforce is a dynamic ecosystem and new trends keep cropping up from time to time. While technologies like AI and ML help to a great extent, it is undoubtedly not easy for businesses, especially those who are new to Salesforce, to extract the full potential of their investment. This is where an expert like Brysa can help. We are the world’s leading Salesforce consultant who can streamline and automate your Salesforce processes. To know more about us and how we can help, contact us now.
Salesforce as the Ultimate Single Source of Truth: Integrating Business Lifecycle with RevOps Flow
As organizations work towards different goals like increased efficiency, faster decision-making, reduced risks, and better revenue, it becomes increasingly difficult not to talk about the role of RevOps in achieving them. Traditionally, sales, marketing, services, and finance have operated via distinct, specialized systems—like a billing tool that was suitable only for one-time purchases but not for subscriptions. Or an order management system that integrated with an E-commerce store but not with a kiosk. The absence of seamless data flow between these systems means manual data transfer, resulting often in incomplete customer information for decision-making. This ultimately lead to revenue loss for the company. To address this, the integration of different functions into a unified RevOps flow is crucial. At the forefront of this transformative shift stands Salesforce, positioned not just as a CRM platform but as the singular source of truth for the entire business lifecycle. RevOps using Salesforce unifies the functions within the same ecosystem which enables cohesive and informed actions. Let us now understand how different Salesforce solutions at different stages of business lifecycle help in making this formidable ecosystem the ultimate single source of truth. Stage 1: Marketing Cloud For Personalized Marketing Campaigns Marketing Cloud empowers businesses to create personalized, data-driven marketing campaigns. The integration of Marketing Cloud into the RevOps flow allows you to align marketing efforts with your finance objectives. For starters, you can leverage this platform’s automation and analytics capabilities to optimize lead generation and nurture prospects effectively. The collaborative environment offered by Marketing Cloud also ensures that the insights are seamlessly shared across the organization for inclusive decision-making related to marketing strategies. Stage 2: Sales Cloud For Early Stage Growth The integration of the Sales Cloud into the RevOps flow ensures that your sales team operates on a unified platform, fostering collaboration and streamlining the entire sales process. Your team gains a comprehensive view of the entire sales pipeline, allowing them to identify trends, find bottlenecks, forecast sales accurately, and make instant decisions. The automation features in Sales Cloud enable sales representatives to automate routine tasks, such as data entry and follow-up emails, allowing them to focus more on engaging with prospects. All these benefits lead to improved lead-to-revenue conversion rates and an accelerated sales cycle. Stage 3: Salesforce CPQ for Accurate Quote Creation Salesforce CPQ (Configure, Price, Quote) is designed to simplify and accelerate the quoting and contracting processes. By integrating CPQ into your RevOps framework, you can ensure that your sales teams generate accurate quotes based on real-time product and pricing information. This not only expedites the sales cycle but also minimizes errors in the quoting process, enhancing customer satisfaction. The seamless connectivity between Sales Cloud and Salesforce CPQ ensures that all teams are working with consistent data, promoting a synchronized approach across the organization. This ultimately leads to improved revenue. Stage 4: Service Cloud for Exceptional Customer Experience Service Cloud enables organizations to deliver exceptional customer service by providing an environment for case management, customer support, and field service. Integrating Service Cloud into your RevOps flow ensures that customer service teams have access to the same customer data as sales and marketing, facilitating a complete understanding of customer interactions. This alignment enhances customer satisfaction, improves retention, and contributes to upsell and cross-sell opportunities, driving overall revenue growth. Stage 5: Accounting Seed for Financial Management Accounting Seed is a robust accounting solution built on the Salesforce platform. Its integration into the RevOps framework completes the end-to-end business process, ensuring that your financial data is seamlessly connected with sales, marketing, and service information. With Accounting Seed, you can manage invoicing, financial reporting, and other accounting functions directly within Salesforce. This integration minimizes data silos, reduces manual errors, and provides a real-time financial overview for better decision-making across the entire organization. Parting Thoughts Salesforce’s suite of products, including Sales Cloud, Salesforce CPQ, Marketing Cloud, Service Cloud, and Accounting Seed, collectively form a strong ecosystem that supports and enhances Revenue Operations. The integration of these solutions to form a Single Source of Truth ecosystem empowers organizations to streamline processes and make informed, data-driven decisions. As businesses continue to evolve, a unified RevOps strategy built on Salesforce becomes not just a competitive advantage but a strategic imperative for sustained success in the ever-changing market landscape. But you need not be alone in this journey towards RevOps excellence. Brysa, the UK’s leading Salesforce expert, can be your strategic partner and guide you through the intricacies of implementation, customization, and ongoing enhancement, thereby unlocking the full power of Salesforce. To know more about Brysa, contact us now.
Boosting OOH Ad Efficiency: The Power of Strategic Tech Integration
The realm of Out-Of-Home (OOH) advertising, with its illustrious history of billboards and digital displays, stands as a vibrant testament to the advertising world’s capacity for innovation and endurance. Yet, beneath its impressive facade, the industry contends with a host of operational challenges that stifle its full potential. The adoption of emerging technologies has been sluggish, manual processes prevail, and campaign accountability remains inconsistent. The industry’s Achilles’ heel has traditionally been its reliance on legacy systems. While once sufficient, the manual and spreadsheet-dominated approaches are now outdated, especially in an era of rapid expansion. To sustain growth and remain competitive, the OOH industry is recognizing the imperative for a technological overhaul. Operational efficiency has now become the critical for industry leaders in OOH advertising especially in challenging market conditions. These frontrunners are not merely adopting new technologies; they are integrating them seamlessly with existing business systems. A prime example is the incorporation of customer relationship management (CRM) tools like Salesforce into their technological arsenal, combined with sophisticated advertising platforms. This convergence is creating a formidable force multiplier for operational capabilities. Optimized Ad Spaces The transformation sparked by this integration is substantial and multi-faceted. Automating key functions, such as campaign management, liberates OOH companies from the constraints of manual operations, paving the way for optimized use of advertising spaces. It fosters an environment where campaigns can be adjusted dynamically to meet real-time objectives, ensuring that advertising efforts are both effective and efficient. The benefits of embracing this new technological paradigm extend beyond automation. Industry professionals reminisce on the pre-integration days, often amazed at the stark contrast. Tasks that once consumed hours are now executed with a few keystrokes and mouse clicks. What emerges is a streamlined operation that not only increases the speed and agility of sales cycles and campaign deployment but also enhances the strategic deployment of OOH advertising inventory. Crucially, the adoption of integrated CRM, Booking and Advertising platforms has fortified OOH businesses with the tools to manage their inventory and client relationships more effectively. This synergy allows for real-time inventory updates, quicker booking, and the ability to manage campaigns with a level of precision previously unattainable. The outcome is a surge in operational efficiency, a figure that symbolizes a revolution in how OOH businesses operate. Connecting CRM & CMS Let’s consider a real-world example. i-media, an OOH business specializing in motorway service area advertising, faced these very challenges. We worked with them and implemented the solution in the form of integrating Salesforce with Broadsign’s advertising management platform. Before this, scheduling campaigns post-booking was a manual task leading to loss of time and of opportunities. We leveraged Broadsign’s API capabilities to seamlessly integrate Salesforce with i-media’s campaign management workflow, which enabled i-media’s sales team to create campaigns within their Salesforce CRM, simultaneously booking and scheduling them directly within the Broadsign Platform. The outcomes speak for themselves: Higher revenue and profitability growth A 40% increase in operational efficiency Immediate inventory access, leading to faster campaign turnaround times for advertisers and agencies AI Will Accelerate Yet, the promise of technology in OOH advertising will not stop with current advancements. Looking forward, the industry is set to undergo further transformations as it taps into the potential of artificial intelligence (AI) and machine learning. These technologies promise to refine data analytics, elevate real-time targeting, and introduce a new level of programmatic buying to the OOH space. The OOH industry, therefore, stands on the brink of a digital renaissance. The integration of sophisticated platforms with robust business systems isn’t just a nice-to-have—it’s the new benchmark for an industry that’s ready to break away from its traditional constraints. As technology advances, it’s likely that OOH advertising will not only keep pace but also has the potential to shape the momentum of the advertising world at large especially with the impending death of 3rd party cookies. The OOH industry’s evolution is being driven by a need for efficiency and effectiveness, achievable through the strategic integration of technology. This approach is a call to action for OOH businesses: to thrive in tomorrow’s market, the digital transformation is not just beneficial but essential. The future of OOH advertising is an exciting, digitally-driven landscape, promising a world of opportunities for those who choose to be bold and embrace it.
Salesforce Single Source Of Truth: Benefits, Challenges, and Solutions
In the world of sales, data is everything. It provides valuable insights and tools for making informed decisions, optimising strategies, and effectively managing sales operations. However, this also means when important data is scattered across different systems, decision-making can quickly become overwhelming and unreliable for sales professionals. This is where the concept of a Single Source of Truth(SSOT) comes into the picture. It redefines the way you approach sales data management and ensures that the sales team always operates with accurate and consistent data. Here at Brysa, we strongly believe there are plenty of reasons to choose Salesforce as your single source of truth system. In this post, we will take you through the reasons for this and also highlight the challenges you might face in this process. Why should you adopt Salesforce Single Source Of Truth? The massive popularity of Salesforce has always been due to its ability to offer a single source of truth to the sales team about their sales pipeline. Salesforce is an excellent candidate for being the single source of truth due to its following features: Dashboards and reports: One can create data-rich reports and dashboards in minutes, thanks to Salesforce’s drag-and-drop interface. Highly configurable database: You can modify the Salesforce database without writing a single line of code. For instance, you can add fields or create custom objects and add them to the database. The best part is they are instantly ready for use. You can even set strong validation rules with a few clicks. Adaptable security model: Like the database, you can configure the Salesforce security model without writing code. You can easily control access to objects, fields, reports, and dashboards. Custom fields and record types: You can create them to track specific types of data. For instance, customer preferences or sales opportunities. They ensure that you always have access to accurate and up-to-date data, thereby preventing costly mistakes. Chatter and Groups: These functions ensure efficient team collaboration, improving communication and coordination between teams. This ensures that there is no miscommunication related to data. Here are a few other reasons why Salesforce is a single source of truth system: Increased Visibility: Since Salesforce offers access to comprehensive customer and business data, your sales teams can personalise their pitch and identify upsell opportunities, thereby boosting overall revenue. Improved Decision-Making: Salesforce offers valuable insights to sales teams, helping them make data-backed decisions. Using Salesforce, one can easily analyse sales trends and develop successful business strategies. Greater Efficiency: Salesforce streamlines business processes. This saves time and boosts the overall efficiency of your sales team. Enhanced Customer Experience: Salesforce helps in creating personalised customer experiences. This means increased loyalty, repeat business, and revenue via customer retention. Challenges faced by businesses while implementing Salesforce Single Source Of Truth Here are some obstacles that you might experience along with the corresponding solution: User Data Input Challenges Users sometimes miss adding data into Salesforce. This could be attributed to insufficient training or a lack of understanding of its benefits. Solution: Provide comprehensive training and support. You can adopt dynamic forms that display only relevant fields. This automatically reduces data input time, thereby encouraging users to input data. You can also utilise URL hacking to pre-fill data based on related records. This will save time and prevent incomplete or missing data. Dealing with Duplicate Data Duplicate data is another recurring issue while implementing Salesforce as your single source of truth. This can be attributed to multiple inputs or data imports from a variety of sources. Solution: You can employ third-party tools for automatic duplicate data identification and removal. You can also establish different validation rules to prevent duplicate input from users. Unique Identifier Implementation When there is a lack of unique identifiers for different records, it can lead to confusion in data retrieval. Solution: You can use different Salesforce data cleaning solutions to generate unique identifiers automatically. This will help in maintaining consistent naming conventions for clarity. Managing Technology Costs The expense of the technology required for a Single Source of Truth can be a significant hurdle for most businesses. Solution: Explore free or cost-effective alternatives and leverage open-source data integration tools to reduce costs and justify the investment. How can Brysa help overcome these challenges? As you have seen from this post, achieving Salesforce SSOT is not easy. Even though we have listed down different solutions for these challenges, it becomes a daunting task for most businesses, especially if you are planning to invest in the Salesforce ecosystem. This is where Brysa can help. We are the UK’s leading Salesforce implementation and maintenance partner who have transformed the sales landscape of several businesses. We can transform your Salesforce into SSOT so that you reap the benefits discussed in this post. Contact us to know more about how we can help.
The Cost of Inefficiency: Pitfalls of Neglecting Systems During Growth
Businesses across the globe are in constant pursuit of ways to expand their customer base, operations, and revenue streams. In this relentless pursuit of expansion, the temptation to make use of existing resources, cut corners, and be frugal is unavoidable. Most businesses try to scale their operations without the necessary systems and processes in place. Unfortunately, this can diminish their potential for sustained success and profitability. In this blog, we will delve into the pitfalls associated with growing without investing in proper systems or when they become “penny-wise and pound-foolish.” Also, we will understand how Salesforce implementation is the magic bullet to solve most of these problems. Challenge #1: Data Discrepancies As your business expands, it will rely considerably on accurate data as it helps in making informed decisions. Without proper systems for data collection and data management, you will end up making decisions based on incomplete, inconsistent, or erroneous information. This can lead to misfired strategies, missed opportunities, and potential financial setbacks. To counter this without proper systems, you may have to spend significant time manually cleaning and reconciling data, which will invariably divert your focus away from more strategic activities. Challenge #2: Lack of Visibility Effective resource allocation is the key to unlocking your business growth. Proper systems offer great visibility into different business aspects such as customer interactions, sales, finance, etc. These insights can help you allocate resources efficiently. Without visibility, your resources may be underutilised in some areas while overburdened in others, which can lead to wasted costs. Also, without proper visibility, you will not be able to proactively address issues before they become a major problem. Challenge #3: Employee Burnout Employee burnout is a multifaceted issue. It can have far-reaching consequences for both your organisation and for the employee. The absence of proper systems can overburden employees with increased workload. There will be constant fire-fighting and reduced quality of work without adequate support from systems. Your employee may even resort to working longer hours, which can result in fatigue, reduced work-life balance, and increased stress, all of which can lead to burnout in the long run. Challenge #4: Loss of Competitive Edge The right system can help in gathering, analysing, and acting upon real-time data and market trends. Without one, you may end up struggling to respond quickly to market shifts. This will obviously leave you at a disadvantage against more agile competitors. Also, without proper systems, you will not be able to track and assess emerging trends and opportunities. You will invariably miss out on innovation prospects, which will leave the field open to more innovative and proactive competitors. Challenge #5: Compliance and Security Risks Different industries and regions have different regulatory requirements. Your business must adhere to them to function without legal tussle. When you are supported by inadequate systems for data protection, it can result in non-compliance. This, in turn, can lead to regulatory fines, legal actions, and reputational damage. Also, we are living in an era replete with sophisticated cyber threats. Without proper systems, safeguarding sensitive data becomes difficult, thereby making your business more vulnerable to data breaches and security incidents. Challenge #6: Inefficient Processes This is probably the most obvious problem of growing without adequate systems. When you do not have proper systems in place, your employees will be forced to perform manual and repetitive tasks. It will not only consume their time but also make the tasks more prone to errors. Inefficient processes can also contribute to higher operational costs and delays in project execution. For instance, a lack of proper systems can make your communication process inefficient. Important messages might be lost in email clutter, or essential updates may not be readily accessible to all the relevant team members. Challenge #7: Negative Impact on Customer Experience As we have seen earlier, a lack of proper systems might lead to data discrepancies. This, in turn, can impact the customer experience in multiple ways. For example, your customers may receive communications with incorrect names, outdated contact information, or irrelevant offers. This can frustrate them and erode trust in the business. Also, without proper systems, your response times to customer inquiries, requests, or complaints can be significantly delayed. Lengthy response times can lead to customer dissatisfaction, especially in an era where prompt responses are expected. How to Eliminate these Challenges? Start by investing in a quality ecosystem like Salesforce, where you get access to most of the software and applications required to run a successful business. Salesforce offers a diverse suite of tools particularly involved in customer relationship management, sales automation, cloud services, etc. For example, Salesforce’s data management tools ensure great data accuracy and consistency. Similarly, Salesforce Service Cloud offers a comprehensive customer service solution, enabling efficient case management, self-service portals, and a 360-degree view of customer interactions, reducing service-related problems. Also, Salesforce offers workflow automation tools and process customisation capabilities, which can help streamline tasks and eliminate manual, repetitive work, thereby increasing your operational efficiency. However, like any other system, the extent of its impact depends on how well Salesforce implementation is carried out in your business. This is where a Salesforce implementation partner like Brysa comes into play. About Brysa Brysa is the UK’s leading Salesforce consultant, setting the standard for excellence in the implementation and optimisation of the Salesforce platform. With a deep commitment to helping businesses achieve their growth and efficiency goals, Brysa brings a wealth of expertise and experience to the table. We are the trusted partner to numerous organisations in this region as we offer tailored Salesforce solutions for all kinds of businesses. To know more about Brysa and how we can help your business implement and manage different Salesforce systems, contact us now.
Preparing Your Salesforce Tech Stack for a Stronger 2024
As we stand on the cusp of 2024, one can anticipate an upswing in market conditions. After all, consumer confidence is on the rise, and there is a newfound resurgence in demand for various products and services. Rapid advancement in technology is also unlocking new avenues for businesses to operate and engage with customers. In this context, Salesforce, with its extensive suite of customer experience and sales tools, is at the forefront of enabling organisations to succeed in this changing ecosystem. Now, if you wish to harness the opportunities presented by the anticipated market uptick in 2024, it is important to keep your Salesforce tech stack in optimal condition. This blog is a step-by-step guide on how to achieve this. Step 1: Assess your current tech stack Start with a thorough evaluation of your existing Salesforce setup. Pay attention to components, tools, and integrations that make up your Salesforce ecosystem. Evaluate the performance by assessing the speed, efficiency, and reliability of every tool and integration. Note down any performance bottlenecks in them. Bonus if you could gather feedback from team members who use Salesforce tools regularly. They can highlight specific pain points that they face regularly, resulting in a more holistic assessment. Key questions to answer in this step: How efficiently does your tech stack perform? What gaps exist in your current tech stack? How efficient are your integrations with other systems? Step 2: Set goals Goals offer a clear focus on what’s most important for your organisation. You can use goals to prioritise initiatives, making it easier to decide where to allocate resources and effort. Begin by identifying your organisation’s overarching business objectives for 2024. Most importantly, ensure that the goals are SMART (Specific, Measurable, Achievable, Relevant, and Time-bound). SMART goals are easier to track and evaluate. Some of the common goals include: Boost sales revenue Improve lead conversion rate Enhance customer retention rates Shorten sales cycle Key questions to answer in this step: What are your business objectives for 2024? How can Salesforce support your business objectives? Are your goals SMART? Step 3: Stay up-to-date When you are up-to-date with the latest trends in Salesforce, your organisation automatically gains a competitive edge. It allows you to leverage strategies that can put you ahead of competitors. For instance, by regularly reading tech news websites, industry publications, and blogs that cover Salesforce, and related technologies, you can anticipate the direction in which the industry is moving. This, in turn, helps you innovate and adapt your Salesforce tech stack to align with market demands and changing customer preferences. Staying current also helps you address emerging threats and ensure the security and privacy of customer data in Salesforce. Key questions to answer in this step: What are the recent Salesforce updates and new features I should be aware of? What are the emerging customer Expectations and Preferences? What security threats are emerging in the space? Step 4: Cleanse your data This step is all about identifying, correcting, and eliminating inaccuracies, inconsistencies, and redundant information in your Salesforce database. After all, clean and accurate data is the foundation for informed decision-making. Flawed data can lead to misguided decisions, harming your organisation’s success. You can adopt data quality tools or services to automate the cleansing process, as they can help with tasks such as data deduplication, standardisation, and validation. Key questions to answer in this step: What are the specific data quality issues we currently face? What data quality standards should we establish for our Salesforce database? Are data formats and values standardised across the database? Step 5: Make your tech stack scalable A scalable tech stack can accommodate increased data volume, user numbers, and business operations as your organisation grows without causing performance bottlenecks. Scalability allows you to avoid costly reconfigurations or migrations as you expand. It optimises your technology investments and minimises operational disruption. Always architect your tech stack with scalability in mind. This might involve using microservices, containers, or a distributed architecture that can grow organically. Key questions to answer in this step: Is the current tech stack scalable? Are we ensuring high availability and load balancing? What mechanisms are in place for scalability testing and monitoring? Step 6: Pick the right Salesforce partner Implementation and Partners can play a vital role in implementing, customising, and optimising your Salesforce tech stack. The right partner brings their deep expertise and experience to the table as they are well-versed in Salesforce solutions and can provide valuable recommendations for your business. They can also customise and integrate the Salesforce system to align with your precise business processes and needs. This ensures that your tech stack can function seamlessly. Lastly, the right partner can help you realise a faster ROI by efficiently setting up Salesforce for maximum productivity. Key questions to answer in this step: Does the Salesforce partner have certifications and specialisations? How familiar is the Salesforce partner with your industry? Does the Salesforce partner have strong testimonials? About Brysa Brysa is a leading Salesforce partner in the UK, translating businesses’ unique needs into tailored Salesforce solutions. Their commitment to innovation makes Brysa a reliable partner for organisations seeking to optimise their Salesforce tech stack and drive their customer-centric initiatives when the markets pick up in 2024. To know more about how Brysa can help your business manage the Salesforce tech stack, contact us now.
