87% of B2B marketers agree that Account-Based Marketing (ABM) delivers a higher ROI than other marketing activities (ITSMA). If you’ve never executed ABM, your patience is usually tested when starting out. We’re used to semi-quick, yet small results with traditional marketing methods. A generic email blast goes out to a purchased list, and form submissions flood in. Boom, leads. Your Sales teams then engage with these leads and become upset to learn they’re not qualified. You realize that while you have hundreds of new leads, they’re not the right leads for your business. ABM saves your company time and allows Sales to focus on extremely qualified leads. In fact, Sales will only focus on leads that are your ideal customer, based on research of your existing customers. The result? Higher ROI, customers for life, and established personal connections.
The first step in ABM is for “Smarketing”, Sales and Marketing, to come together and choose the target accounts you will go after. If you’re just starting out, we recommend selecting a few accounts, show the ROI, and expand from there. A three-tiered approach is recommended so Smarketing knows how much time to devote to an account. Tier ones are your highest valued accounts that meet your Ideal Client Profile (ICP). An ICP is a representation of your best-fit clients based on data and research. These should receive most of Smarketing’s attention, meeting face to face and establishing the greatest connection. Tier twos meeting most of your ICP, but aren’t as valuable as tier ones. Tier threes are your general leads that come in through lead magnets and your website. Adopting an ABM strategy doesn’t mean giving up on traditional marketing entirely, as that strategy will populate your tier threes. Tier threes can also move up the ranks too and become a tier one if they meet the ICP.
New users can be so overwhelmed with Salesforce Einstein Analytic’s features that it could take up to one year to use the application. Unfortunately, a year is too long to see an ROI for on such a tool. The solutions to this are Templates, out of the box sets of dashboards and reports for new users. Templates provide an expedited start to users starting out with Einstein Analytics. Up and running within twenty minutes, they contain best practice KPI’s and are available to customize.
Templates give users the power to package and distribute their apps to others in your company, partners, and even customers. Apps give you ready-made dashboards automatically populated with Salesforce data to show KPIs. If you’d like to show Marketing’s influence on the Sales pipeline, “there’s an app for that.” Templates will allow you to package multiple apps and share them with the team and others to view real-time information from your system.
Key Elements of Templates:
– Quick Start: A configurable wizard helps you adjust analytical assets in your system.
– Intelligent KPIs: Templates will adjust and recommend best practice KPIs based on your company type.
– Advanced Data: Have data spread across the entire system? Templates automatically combine data from Opportunities, Accounts, Products and more in one view.
Salesforce Analytics Templates to Watch For in Spring ’19:
– Lead trending
– Financial service cloud products
– Trailhead and learning map
If your company has already set up Salesforce or plans to, we’ve put together a checklist to get the most out of your CRM. With Salesforce being the robust platform that it is, it’s crucial to have a strong foundation to help with the return on investment. We’ll take a look at a few of the requirements here, with the opportunity to view the rest by downloading our guide.
Executive Level Support
Employees follow the business processes taught to them by executives when first coming onboard with a new company. When companies adopt new technology, the executives are the ones leading the way in adoption and there’s a reason for this. Executives are leaders and anyone with hopes to become one must learn from them. So when these executives show interest in new technology, it proves to the company that this tech is here to stay. After all, they purchased it for a reason. It’s very important that your executives show the daily use of Salesforce to ensure their teams do so as well.
A common mistake that companies make when implementing Salesforce is trying to do it all at once. Trying to onboard all business processes at once spreads your company’s resources thin, and we’ve seen this lead to the abandonment of implementation due to it taking a long time. Instead, start onboarding one department onto Salesforce, get them trained, and start with the next department. When the second department starts their onboarding, the first department should already show signs of ROI, making for a promising company-wide implementation.
Hire A Salesforce Partner
Not sure which department to start implementing first to show quick success? No one company is identical to another, so it takes years of implementation experience to speak with a company and find out the best implementation route. If your company wants the greatest ROI on their Salesforce investment, we recommend hiring an implementation expert. These experts become a part of your company by learning how it operates and then transfers these processes onto the Salesforce platform, helping each department along the way. Corrao Group not only offers these services, but we’ve been implementing Salesforce for over 10 years with over 850 customers currently. Visit our Salesforce offerings page to learn more.
Download The Full Checklist
Don’t miss out on the other steps in our Salesforce Optimization Checklist. Fill out our form below to ensure the best implementation for your company and to maximize your Salesforce investment. If you’d like to speak with Corrao Group to start your implementation process, fill out our contact us form.
Every company has those tedious tasks that slow down their employees’ day. These tasks include high-priority case notification, updating shipment statuses if they’re delayed, and notifying an account owner of updates made by others. These are just some of the thousands of tedious processes that can be streamlined through Salesforce Process Builder. Ultimately, Salesforce workflows automate your business processes continuously in the background so your employees can work on other projects. We’re going to highlight some of the most widely-used processes below.
1. High-Priority Case Notification – Let’s use the example of your urgency scale ranging from 1 -3 with 1 being extremely urgent. Currently, a level 1 case is submitted and it takes hours, maybe even a day, for your team to reach out because they were sifting through level 2 and 3 cases. Set up these workflows to improve your customer service and receive instant notifications when urgent cases are submitted.
2. Delayed Shipment Status Update – In today’s world, people are tracking their packages from when they order it to when it’s delivery. Stay a step ahead with excellent communication to let the recipient know of a delay. No one enjoys their package being delayed, especially if they don’t receive a notification about it. Help alleviate this delayed shipment by being as proactive as possible.
At Corrao Group, we are part of the Salesforce ecosystem and work with our customers to tackle some of their most pressing needs to maximize their Salesforce investment. At Dreamforce, some of the hottest topics included analytics advances, data quality, Lightning migration, and 360 degree customer views. We hosted a webinar featuring our technology partners Skuid and RingLead to shed some light on these topics. Whether you are preparing for 2019 or later, the content on this webinar is applicable to you as long as you are trying to make the most out of your Salesforce investment. After viewing the webinar, you are eligible for a Salesforce Health Check offered by Corrao Group with support from our technology partners Skuid and RingLead.
Part of Salesforce Service Cloud, Field Service Lightning (FSL) is designed to improve the first-visit resolution and onsite job management using a mobile solution with access to job schedules, van inventory, and more – with or without the internet. Additional features of FSL include the ability to quickly create work orders from any case, intelligently assign and manage jobs, increase first-time fix rate and stop problems before they happen.
We’re excited to announce our Platinum partnership with RingLead, the leader in data management, with over 300 million protected records worldwide. RingLead is dedicated to creating the most productive, feature-rich, easy to use platform to consistently improve lead quality, allowing sales and marketing teams to operate more effectively. RingLead provides tools to help prospect new leads, standardize contact records, cleanse your database and more.
Don’t look now but Pardot is back at it with even more advancements! They’ve recently added SSL for Vanity Domains and customizable business hours for Engagement Studios. Let’s dive into these new features Pardot has released for us.
SSL for Vanity Domain
Tired of having to use go.pardot.com for your secure HTTPS connection? Now you don’t have to, SSL is now made available for your vanity domain. Giving you the ability to host your Pardot marketing assets under the HTTPs of your vanity domain.
Set up is really simple. From Pardot, go into Admin > Domain Management > Tracker Domain.
“Will ABM completely replace my Traditional Marketing strategy”?
One of the first questions asked when looking into Account-Based Marketing (ABM) is, “Will this completely replace our traditional marketing strategy”? While it may seem that way at first, traditional marketing isn’t left in the dust when adopting ABM, the time-tested marketing strategy that focuses on understanding the customer at the account level. In this post, we’re going to go over how traditional marketing is consolidated into Account-Based Marketing tactics, as well as how they’re different.
Imagine self-implementing a system as vast as Salesforce to find out 6-8 months later that you cannot prove its ROI. Meanwhile, you’ve already spent quite the investment already so that your budget is locked up for the rest of the year. For the past 10 years we’ve seen this all the time, and it is all caused by self-implementation.
Whether you have decided to pick Salesforce as your customer success platform or are strongly considering to do so, what usually follows is, “Can I self-implement? Why do I need to hire a consultant?” Yes, you can do implement Salesforce yourself, but it’s not recommended unless you have a Salesforce admin with over five years of hands-on experience. Although, we highly suggest against self-implementations as it usually does not lead to the proper transfer of business processes onto the platform. This comes from the Salesforce client not having the knowledge of what Salesforce can do as a platform when implemented company-wide.