Get the Most Out of Journey Builder with Marketing Cloud Connect

Get the Most Out of Journey Builder with Marketing Cloud Connect

Marketing Cloud is a very powerful Marketing Automation platform. Alone, it can do great things, but when you use Marketing Cloud Connect with Salesforce Sales Cloud or Service Cloud, you have just opened up a new range of automation options.

Marketing Cloud Connect gives marketers the ability to utilize the Standard and Custom Objects for Salesforce right within Marketing Cloud. Some of the top Use Cases for utilizing your Salesforce Data within Marketing Cloud are via the use of Journey Builder. Journey Builder within Marketing Cloud allows for amazing customization and automation of guided messaging and updates for the benefit of your target audiences.

Journey Builder Example Use Cases

Once you have connected your Marketing Cloud instance with Salesforce utilizing the Salesforce best practices seen here, you are set to fully utilize the Salesforce Journey specific activities and entry sources.

Pro Tip: If after you successfully set up the Connector to Salesforce within Marketing Cloud, and you do not see the Salesforce activities in the Journey Builder Canvas, submit a support ticket with Marketing Cloud support and they will enable it.

Salesforce Data for Journey Builder Entry Source
One of the biggest Use Cases for using Salesforce Data as a Journey starting entry source is for a Welcome Journey. Since Salesforce Data Entry looks for any new records created and or updated from Salesforce, it is a perfect trigger point to send newly created Leads down a series of welcome emails to introduce them to your story.

Salesforce Campaign Entry Source

Does your company use Salesforce Campaigns to drive marketing goals? The Salesforce Campaign Entry source for Journey builder will allow you to send newly created Campaign Members down a journey when they are created/or added to a specific Salesforce Campaign.

Define Entry Source

 

Decision Splits

Within Marketing Cloud Journey Canvas there are some very powerful flow controls and one that really helps tailor your journey to target specific leads or contacts is the Decision Split. When Marketing Cloud is connected to Salesforce, the Decision Splits have all new power to look at the related Objects based on your Journey Entry Source.

If you are sending new Leads created in Salesforce down a Welcome Journey, and you want to split the Leads into paths based on the live Lead Status in Salesforce, you can do so with the Contact Data > Salesforce Data.

Decision Splits

On the Decision Split, select the Contact Data Attribute and drill into the Salesforce Object you are looking to reference. Once on the Object, such as Lead, select the field to make decisions from. The Lead Status is a great field to send different emails based on their status in the sales path. Using Decision Splits to effectively route your subscribers down targeted paths is a great way to personalize their communication journey.

Decision Split

Sales and Service Cloud Journey Activities

Once Salesforce is connected to Marketing Cloud within the Journey Builder Canvas, you should see nine Sales and Service Cloud Activities. These Activities directly update or create records in Salesforce. These Activities are an extension of the workflow automation found within Salesforce and they leverage similar wizards to set up powerful automation options.

Sales and Service Cloud Journey Cloud Activities

Additionally, some of the Top Sales and Service Cloud Activities are the Task, Object Activity, and Campaign Member.

Task Activity
A top Use Case for the Task Activity is to use it to notify a Sales rep or Salesforce user to take action based on interaction within a Journey. For example, you can send a subscriber an email using the email send option in Journey Builder, then set up an Engagement Split to monitor if the subscriber opened or clicked on a certain call to action in the email. If the subscribers did click or open the email, you can place a Task Activity to create a Task in Salesforce on the Salesforce Record to have a sales rep give the contact a call to follow up on the sale.

Task Activity

Object Activity
The Salesforce Object Activity Journey Builder Activity allows marketers to create new Salesforce Objects right from a Journey Path. These Objects include Standard and Custom Objects. An example of how this could be impactful is that you could create a scoring system based on if a subscriber opens an email. Create a Custom Object to track points and create a point record on the Contact or Lead and use Salesforce to summarize these related records. There are many other Use Cases to create Salesforce Objects from marketing, and the possibilities are endless or maybe just limited to the Salesforce Objects you have.

Campaign Member Activity
Marketing Cloud does not have a native way to link Journeys together. However, insert Salesforce Connector and you instantly have the ability to add the Salesforce Activity: Campaign Member. When you add this Activity to a Journey Path, it allows you to create a Campaign Member and assign that subscriber to a Salesforce Campaign. You can then use the Salesforce Campaign Entry Source to send that newly created member down a new Journey, thus connecting Journeys for even more automation potential.

Campaign Member Activity

Looking to gain a competitive advantage over the competition through automation? Salesforce’s Marketing Cloud™ can benefit businesses of all shapes and sizes if correctly implemented into your organization, and Ad Victoriam’s certified consultants will skillfully guide your business through the entire implementation process. Let’s get to work today!

Related Article
Salesforce Marketing Cloud Highlights

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4 Ways Salesforce CRM Improves Lead Conversions

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When done right, a CRM implementation (Customer Relationship Management system) can significantly improve a business’s success with lead conversions, while also performing a number of different functionalities.

In the marketing and sales world, CRM helps in nurturing leads and build better long-standing relationships with customers even before interactions with the sales team happen.

Ultimately what matters is the quality of leads that matters, not the quantity. So, instead of populating your database with unqualified leads, focus instead on how you can use CRM for lead generation and conversions by incorporating different techniques and integrating with different platforms and applications.

Let’s explore four different platforms/applications you can integrate into a Salesforce® CRM that will go a long way toward improving your lead generation process to attract – and convert – the quality leads you are seeking.

1. AI-Powered Lead Generation

Lead generation tools powered by AI (artificial intelligence) are assisting marketers to understand and find new leads and convert them. AI has enabled them to select the most valuable accounts and even decide on suitable marketing communication based on lead characteristics.

Typically, a marketing campaign could include digital ads, along with an email blast, social media posts, and possibly an event. If the campaign is effective, customers and prospects respond by generating activities such as website visits, shares, and clicks. They might also wind up filling out a form or doing something else that effectively turns them into a lead.

Today, with an AI-powered CRM using Salesforce’s Einstein™, you can not only monitor that kind of engagement but use the data to adjust campaigns even once they’re already underway. This could mean tweaking the copy in an email to appeal more to a particular segment, or boosting the reach of a digital ad because one is performing better than the others.

The big takeaway about AI working for lead generation is that it draws out the most critical insights from the Salesforce Customer Success Platform and helps deliver recommendations that power all kinds of marketing activities that will lead to conversions.

2. CRM and Marketing Automation

Lead generation is an extremely important step in any business’s growth and goals toward conversions. Automating the many steps between marketing and sales gives your team more time to focus on overall strategy and nurturing the leads that show real promise. That means more prospects and more customers.

A CRM marketing automation tool, such as Salesforce’s Marketing Cloud™, can also give you a richer, more detailed picture of potential customer behavior. For instance, you can initiate behavioral tracking methods such as following a user’s path through your website. Marketing automation software can also help your marketing team understand prospects’ interests and where they are in the purchasing lifecycle. Following up can then be customized around those specific insights.

Learn How Ad Victoriam Helped a Customer with a Marketing Cloud Solution

3. Integration with Social Media

Social media is one of the best tools for businesses to generate highly qualified and sales-ready leads that you can turn into conversions. It is a perfect place for businesses to find their targeted audiences, as well as turning them into the new sales-ready leads.

Baked into Salesforce’s Marketing Cloud is a social media tool known as Social Studio™. Here you can connect your marketing, service, and sales teams with your customers through social channels to build meaningful relationships. You can also discover what your customers, prospects, and competitors are saying about your brands.

4. Email Marketing Tool

One of the ways to fill your sales funnel with high-quality leads to close more deals is to implement an email campaign tool into your CRM. With a tool such as Salesforce’s Pardot™, you can initiate lead nurturing campaigns by automatically sending emails and perform marketing tasks based on triggers including time, user interactions, and other custom parameters.

In addition, you can respond to prospects when it matters, learn what’s happening between sales calls, and get alerts about prospect actions.

So, are you frustrated with populating your database with unqualified leads and want to better focus on how you can use CRM for lead generation and ultimately conversions? The Ad Victoriam consulting team can help you incorporate different techniques and integrate different platforms and applications that will put your business on a successful path toward more lead conversions starting today. Just fill out the form below, or click here and we’ll get right back to you immediately.

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How to Convince Your Stakeholders It’s Time to Get a CRM
Why Your Business Needs a CRM
Rethink Your Approach to CRM Integration

 

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Prepare for Your Next Open Enrollment Now

Prepare for Your Next Open Enrollment Now

For those of you in the payer space, congratulations! You just recently put to bed the Open Enrollment for 2019. So, how did it go?

At this early point here in 2020, you might be asking yourself several questions, including:

  • What can my company do now to attract new customers for the next Open Enrollment period later this new year?
  • What new tools and processes can we implement in the coming weeks and months that will make our internal operations and systems work more efficiently for the next open enrollment period and beyond?

Your 2020 Focus

As you begin to think about attracting new customers for your next Open Enrollment period later this year, it’s important as a payer that you also focus on guiding members along their entire care journey. Offer them a personalized, relevant, and timely marketing experience. And if you focus on those critical member experiences you are guaranteed that you will be delivering overall member satisfaction as well as retention.

Let’s explore some ways you can accomplish those goals.

Attracting New Customers

If you’re like most payers, you invested heavily in digital ads for the next Open Enrollment period in an effort to attract new customers. Use this time now to look at how your company’s ads performed and then make the necessary adjustments for when your ad campaigns will start later this year.

In evaluating your 2019 ad campaigns for 2020 adjustments, keep these Salesforce suggestions in mind:

  • Use your current member profiles to model the next ideal member. Create look-a-like audiences based on first-party data, as that can have a massive impact on ad spend for the 2020 Open Enrollment period.
  • Consider using a single view of your customers. On average, Salesforce says most marketers use 15 different data sources, yet only 47 percent of marketers say they have a unified view of their customers.
  • Target the right people for programs you want to expand. The goal here is to not miss out on reaching your key employer customers because you didn’t set up the right audiences.
  • Connect your databases with a data marketing platform (DMP), which can help you quickly identify customers and prospects and personalize content for each audience. This unified view will also help you understand who has already seen your content, so you can maximize your ad budget by making sure they don’t see it again.

AdVic Extra: Watch our recent related webinar: “Connecting Data to Transform Payer-Member Relationships”

The Connected Patient Journey

In 2020, your customers – present and future – expect more from you than just transactional emails, they expect a great brand experience. Just as important as your company’s products and services, the brand experience you offer must differentiate you from your competitors.

So, what have you done to establish a great connected patient journey? You know, those seamless customer experiences that go beyond email and happen across other critical touchpoints including mobile, advertising, the web, direct mail, sales, commerce, and service.

And one often neglected, yet important cog in the connected patient journey wheel is onboarding. The Open Enrollment period provides payers a great opportunity to understand what and does not work in the process. As an example, new members will surely have questions about your offerings and helping through the onboarding process goes a long way to keeping them happy enough to stay with you into the next season.

And don’t forget to re-engage with your existing members with your offerings as part of a continued connected journey. Communicate program changes and give them educational materials to make their healthcare journey even more personal and productive. Doing so helps them to feel confident that they are in the right program.

From attracting new customers to creating and implementing connected patient journeys, Salesforce Marketing Cloud for Healthcare Payers can help you accomplish those strategic goals and more. Want to know more? Ad Victoriam’s consulting team is ready – right now – to help you implement your secure and scalable Salesforce CRM for Healthcare solution. We will make sure you are ready to flawlessly execute throughout the 2020 Open Enrollment season later this year and beyond.

 

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8 Benefits of Moving to the Cloud

8 Benefits of Moving to the Cloud

With the cloud, end-users and your teams are able to access software and applications from wherever they are, using the device of their choice. They can work from anywhere.

If your business has yet to tap into the power of the cloud, these eight benefits of cloud computing should change your mind.

Reduce Expenditures, Increase Efficiencies

Migrating to the cloud reduces – and in many cases – eliminates the need for your business to purchase equipment and operate out of a data center. Now, you are seeing significant savings on hardware, facilities, utilities, and other expenses required from traditional computing. You will also reduce the need for on-site servers and expensive software, trimming your IT budget further.

Flexibility

The cloud gives you and your employees the flexibility to work from any location. Employees can complete their tasks at home or from the field. This is particularly valuable in an era when employees desire flexibility in their schedules and work environment. You can also reduce the number of workstations in your office and allow some employees to work from home, further saving costs.

Increase Collaboration

Cloud-based workflow and file-sharing applications give your teams the ability to work together more easily and efficiently. Employees can make real-time updates, see what other team members are doing and communicate effectively. This level of collaboration speeds up projects and improves customer service.

Disaster Recovery

Hosting systems and storing documents on the cloud provides a safeguard in case of a disaster. Man-made and natural disasters can damage equipment, shut off power and paralyze critical IT functions. Supporting disaster recovery efforts is one of the important advantages companies attain when they move to the cloud.

Data Security

It’s just a fact that storing data on the cloud is safer than storing it on physical servers and in data centers. Think of it this way, a breach of security on your premises can lead to compromised data security if laptops or computers are lost or stolen. However, if you have data on the cloud, you can immediately delete any confidential information remotely or move it elsewhere. It’s also a fact that breaching security protocols on cloud platforms is difficult.

Document Control

The more your employees and partners collaborate on documents, the greater the need for tight document control. Prior to the cloud, you and your employees sent files back and forth as email attachments to be worked on by one user at a time. More often than not, that ended as a mess of conflicting file content, formats and titles. However, when you move your business tasks to the cloud, all files are stored centrally and everyone sees the one up-to-date, true version of the file or document.

Automatic Software Updates

With your servers off-site and in the cloud, your hosts take care of them for you by taking charge of regular software updates – including security updates – so you don’t have to worry about wasting time maintaining the system yourself. That leaves you free to focus on the things that matter, like growing your business.

Compliance Needs

If your industry, for instance, is healthcare or financial services, ensuring data compliance is essential for your business. Moving operations to the cloud ensures that your business is using cloud-based tools and services that are already compliant, helping to remove some of the burdens of compliance from your IT team.

No doubt there are many more benefits of moving to the cloud that are not listed here, but these are some of the big ones.

Ad Victoriam has helped bring big changes to businesses all across the country. Contact us today to learn how we can help your business migrate to the cloud with little-to-no impact on daily operations, but a serious boost to your bottom line.

 

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Salesforce Service Cloud Enriches Experiences

Hi Rez Logo Salesforce Service Cloud

When Hi-Rez Studios, one of the fastest-growing video game developers in the country, came to Ad Victoriam Solutions, it had two main goals: to improve its customer service experience for current players and to boost its marketing efforts to increase long-term player engagement. Both objectives were ambitious, as Hi-Rez boasts more than 40 million players between its two flagship online games. The company not only needed to have fast access to an array of player-based information, but it also needed data analytics and wanted to use that data effectively.

"The challenge was finding a solution that would scale to their level and allow Hi-Rez to have diverse contact management and marketing capabilities," says James Rogers, Principal at Ad Victoriam. "The team quickly identified Salesforce Service Cloud and the Salesforce Marketing Cloud as the ideal solutions for Hi-Rez. The key was to approach Hi-Rez Studios’ requirements in two stages, first customer service, then marketing."

Salesforce Service Cloud
For customer service, Hi-Rez needed to provide customers with a way to submit tickets regarding billing, technical and game play issues; it also had to have a single system for processing that information so cases could be resolved quickly. Hi-Rez already had a portal in place through which customers could fill out an online form to start cases, but it lacked a streamlined way to work with that information efficiently. The Ad Victoriam Salesforce consulting team decided that Salesforce’s Email-to-Case solution was the perfect option because it could integrate easily with Hi-Rez Studio’s existing user portal. Ad Victoriam partnered with Hi-Rez to build out the integration of the portal with the Salesforce Service Cloud, and now the two systems work together. “When a customer submits a case, it is captured and pushed into Salesforce,” the Ad Victoriam Salesforce Consultant explains. From there, customer service reps can communicate with players to get issues resolved in a timely manner. What’s more, Salesforce can help Hi-Rez make sure that the system is not creating duplicate users from one person who plays both of the company’s main games; each player remains as a single contact regardless of which games in which they participate.

Salesforce Marketing Cloud
The same customer-centric thinking was applied when Ad Victoriam built out the Salesforce Marketing Cloud to enhance Hi-Rez Studio’s marketing efforts. In the past, Hi-Rez used Oracle’s RightNow service for its marketing initiatives. However, it was expensive and difficult to use, and Hi-Rez needed another option that would fit its specific needs. “The nature of gaming is that people will play for a bit and then never play again. They need an incentive to play more often and play up to higher levels of a game,” James notes. He added, “Hi-Rez wanted to be more interactive and engaged throughout the marketing process. So, within the Salesforce Marketing Cloud platform, we wanted to do a couple of things. The client wanted to teach their players on an ongoing basis by providing sessions about how to do everything from store the images they create to how to create journeys within the games. They also wanted to be able to send follow up emails to contacts about new features, discount codes and more.”

One of the biggest challenges was ensuring that players who enjoy both Smite and Paladin are not inundated with e-mails from the company, making the ability to look at each player as a single contact that much more important. On the flip side, if players only play one of Hi-Rez’s games, they need to be segmented out and receive communication about their preferred game alone. The customizable nature of the Salesforce Marketing Cloud lent itself to this requirement beautifully. And now that Hi-Rez has seen Salesforce’s—and Ad Victoriam’s—capabilities, the work to improve its processes continues.

Game On
“Hi-Rez now has game play information at their fingertips that is critical for their customer service and marketing strategies. And once we got going, the client realized all of the different things they could do, so we are working with them to prioritize their new needs and functional requirements,” James says. “We are now in phase two and helping them to continue refining their abilities.”

“One of the best parts of this project has been the ability to work with multiple platforms and integrate everything into a single solution,” James concludes. “For both customer service and marketing, data is now flowing through a single platform. We’ve implemented a system that works seamlessly for the client.”

Fill in the form below to learn how we can help you improve your customers experiences and enhance your marketing. 

Salesforce Marketing Cloud Highlights – June 2019

Marketing Cloud June 2019 Release Highlights

Salesforce’s Marketing Cloud can benefit businesses of all shapes and sizes if correctly implemented into your organization. This innovative marketing automation platform can help your business expand its customer base by providing a toolbox of creative features to assist in, including:

  • Attracting Prospective Customer
  • Nurturing
  • Building Custom Email Campaigns
  • Social Media Marketing
  • Predictive Analytics

Notable June 2019 Salesforce Marketing Cloud Releases

As amazing as Marketing Cloud already is, Salesforce has scheduled the release of a dozen new highlights for June 2019. Among the most exciting highlights are:

The Full Monte

As previously mentioned, Salesforce has a total of a dozen exciting new Marketing Cloud Release Notes for June 2019. Get the complete list below.

  • Marketing Cloud Trailhead
    Check out the Marketing Cloud Trailhead for a hands-on learning experience. Trailhead is the go-to spot for all the things you want to learn about Salesforce. There is something for everyone – whether you’re a Salesforce admin or a developer, you can discover great features, new and old.

Here at Ad Victoriam Solutions, our reputation as a top-rated Platinum Certified Salesforce Consulting Partner has spread well-beyond our headquarters in Atlanta, GA. The secret to our success? For starters, our extensive experience with the Marketing Cloud. If you are interested in learning more about any of these new Release Notes for June 2019 and how they can benefit your company, contact us now.

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Data Mining to Predict Marketing Success

Sales Data to Cloud Post

You are a lot of different things. You may be a college graduate. You may be a parent. You may be single or married. You may own a home or rent an apartment.

There are countless pieces of information that make up YOU—the list is long. And, in the data world, those descriptors are points on a graph or information in a spreadsheet.

As a marketer or other business professional, you count on data— insights into personalities—to predict marketing success and help your business grow. Your job is to pull useful data and make predictions about what you should be doing with your products, services, marketing and more. What does that effort look like? This graphic explains it.

Here’s What You Need to Know about Data Mining and Predictive Analytics

When data mining and predictive analytics are done well, your company can understand the past, properly gauge what’s happening now, and successfully predict how consumers will respond to marketing and sales efforts in the future. Don’t wait to get your data working for you, speak to a marketing data expert today.