Today, marketing and sales are all about time management. Getting the deal often comes down to who gets there first, who engages with potential customers more meaningfully and who converts leads to sales faster. Digital marketing has set a fast pace to lead conversion, and businesses have no time to lose on customers that may not convert at all. Sifting through possible options for each contact consumes time and energy that detract from more important work.

The hidden gem that you may not be aware of yet? It’s called Einstein Next Best Action. This is a new tool available in Pardot that surfaces recommendations to users. Einstein Next Best Action allows marketers to shift their focus to the best possible options. The options help convert a prospect to a customer or a customer to a superuser, thus saving time and energy. With Einstein Next Best Action, marketers engage customers with tailored content based on their profile data and purchasing behavior. Salespeople can sell or upsell based on the customer’s current product configuration and anticipated needs.

When used in conjunction with Einstein Discover and Einstein Prediction Builder, you can gain AI-powered recommendations based on live and continuously changing data. It’s like adding a Data Analytics team member with a few simple widgets.

Einstein Discovery enables you to discover relevant facts and themes using data in your Einstein Analytics datasets. It’s like having your own personal data scientist who can quickly sift through vast amounts of data to find the critical correlations and make accurate predictions. Once it’s done analyzing your Einstein Analytics dataset, Einstein Discovery generates answers, explanations, and recommendations in a way that is easy for business users to understand.

Einstein Prediction Builder lets you make predictions about almost any field in Salesforce with just a few clicks. Then, you can use the projections to power workflow, focus your efforts, and work smarter. No models, no algorithms, no code needed. Point. Click. Predict.

With Next Best Action, you create rules, or propositions, based on predictions and discoveries, to surface the best recommendation for your sales reps to recommend to customers. Those predictions will be supported right in the Lightning Console so you can take action instantly, all from Salesforce.

While a recommendation is not full automation, it is a way of keeping your sales and marketing team engaged. It also eases the burden of deciding the “next best action” for the client.

Your marketing team can predefine criteria for recommendations and your admin can quickly build a flow within the lightning platform to make decision making easier for your users.

While the primary focus of any business is on new sales with Einstein Next Best Action, you’ll also be able to capitalize on customer loyalty and retention. We all know that it costs more to acquire new customers than to retain loyal ones. Pardot lets you set up a personalization experience when it comes to customer interactions. If done well, whenever your customer interacts with your brand, they will be treated like a loyal part of your brand family.

Pardot Einstein Next Best Action marketing automation improves communication, leading to interested, engaged, and loyal customers.

Need help getting set up with Pardot or Einstein Next Best Action. We’ve got a team that can work with you to take your sales and marketing to the next level. Get in touch with us today. CloudNextLevel.com

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Pardot: Snippets Enhancements

Our Pardot customers already know the timesaving advantage of having Pardot Snippets. For those who aren’t using them yet Pardot Snippets are reusable blocks of text, image, date, or links that save marketers time and prevent headaches by rolling out email content changes consistently and efficiently.

With the Spring ’20 update you can now use snippets across any Pardot asset or business unit regardless of campaign. That’s right, they’re no longer tied to a single campaign! Use them in marketing content or for logos, copyright dates, company slogans, legal disclaimers, or other compliance-related content.

Salesforce Data Mask for Sandbox environments

This is a huge upgrade for our clients in the health insurance industry, but it will be a game changer for those in the payment card industry as well as anyone concerned with EU GDPR guidelines. Compliance has just become a whole lot easier!

To protect confidentiality and maintain regulatory compliance, users can now use Salesforce Data Mask to anonymize or delete personally identifiable information in sandboxes. This makes the job of monitoring in house or outsourced Salesforce users that much easier for everyone. And as a bonus you’ll be able to configure different levels of masking depending on the sensitivity of your data and requirements of your industry.

New Salesforce Mobile App Automatic Upgrade

You already know that the Salesforce mobile app helps you work smarter and be in conversation more easily with your entire workforce. The new upgrades to this app users will see a new unified experience making it even easier to transition from desktop to mobile. In addition, you’ll be able to personalize navigation in essentials and prioritize the information you use the most.

Admins are going to love this upgrade too. They’ll have more flexibility and power than ever to help make user experiences the best they can be by optimizing those components you use on mobile.

Salesforce Sustainability Cloud

This is a carbon accounting product for businesses to drive climate action. With Salesforce Sustainability Cloud, businesses now have a trusted sustainability platform that gives them a 360-degree view of their environmental impact and provides data-driven insights that will accelerate the world’s efforts towards carbon neutrality.

Calculate, analyze, and report on your company’s corporate greenhouse gas emissions inventory with an app built on the Salesforce Lightning Platform. The Sustainability Cloud app is built for sustainability managers, company executives, and third-party auditors to collaborate on producing an accurate and insightful emissions inventory.

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Need help understanding any of these features or other features of the Salesforce Spring 2020 release? Give us a call. We’ll be glad to help. Contact us now!

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When we begin to talk about marketing automation, one of the first topics everyone emphasizes is ROI. Who doesn’t want to see their client base build as quickly as possible with the help of a system like Pardot? But while it’s important to talk about the revenue-generating potential of an automation tool (and we do in THIS article), equally important are the cost-savings benefits. It’s not as glamorous, but this may be where you see the most benefit when you first begin using an integrated Salesforce/Pardot system.

Pardot smooths out kinks in the sales pipeline that can cause leads to drop out of the sales process entirely. According to the Harvard Business Review, companies that reach out to potential customers within an hour of receiving queries are nearly 7 times as likely to have meaningful conversations with key decision-makers as firms that reach out even an hour later[1]. Pardot marketing automation in conjunction with Salesforce can help you turn those potential customers into actual clients that much faster and efficiently.

Many small businesses and non-profits have marketing “departments” consist of one or two staff members who are spread thin between several diverse systems. And let’s be honest, some of those “systems” are entirely made up of spreadsheets.  Streamlining your marketing process with your sales process and getting all of the information in once place saves both time and resources. This may not decrease the number of lanes your marketing team has to swim in, but it will make it easier for your staff to find and work with the resources they need. E-mails can be more focuses and get out quicker. Social media can be updated on the spot. And direct marketing will be targeted on point. Maybe that marketing team will even be able to get to some of those dream project that have been put off with their freed-up time!

Marketers can empower their sales team colleagues by sharing information on contacts that have been actively engaging with marketing assets in real time. They can identify – among other things – when someone most recently clicked a marketing link, visited the company web site, or downloaded a file hosted in Pardot. A lead already engaging with marketing is more likely to be responsive to a sales call that one who hasn’t. This up to the minute knowledge can provide sales reps with a strategic head start and make their cold lead outreach strategy a little more structured and effective.

Pardot can also help you cut back on outsourced tasks and the time and expense that goes with them. No more waiting for designs to go back and forth with an outside designer before collateral goes out. With Pardot’s marketing automation’s WYSIWYG landing page and email editors, you can design and create marketing collateral in house and without any HTML or Adobe Illustrator knowledge! Your logos, in house photos and verbiage are all at the tips of your fingers.

Marketing automation can also handle much of the heavy lifting and time-consuming work associated with content distribution. Host your files in your automation tool, set up landing pages for prospects to download assets and submit their information, and use email to distribute content to targeted lists. A 1:1 Pardot email is a GREAT way for marketing teams to enable sales users to send personalized emails to their contacts that are on brand and trackable. Plus, they reduce the effort required by a sales rep to stay in touch with their clients and prospects while offering greater personalization than a list email.

When you consider the ROI and the back-end cost savings of Pardot there is really no reason not to be using it as part of your Salesforce sales strategy.

Need help with set up or training. We’re here to help you. Get in touch with us today to evaluate your needs and get started on your time and money saving journey to better automated marketing. We can help take your marketing to the Next Level.

[1] https://hbr.org/2011/03/the-short-life-of-online-sales-leads

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 Pardot on its own can help you automate your marketing processes and nurture leads to become viable contacts.  The customer data you can collect through Pardot can integrate seamlessly into your Salesforce system to help your sales team enter the sales relationship with more information than ever.  More information means more meaningful connections and higher chance of sales success.

 How can Cloud Next Level help you set up or optimize your Pardot/Salesforce System?

 1.      Workflow — With Pardot’s lead nurturing campaigns you can be sure that from the initial click on your website to the sales connection your potential customer is getting the information they need tailored to their particular interest.  The manual monitoring of interest is automated so action is taken right away using your pre-defined criteria.  All this with excellent reporting functions at every step of the process

2.     Dynamic Marketing – You’ll be able to target your marketing more specifically and personalize the path from interest to sale with the Pardot Engagement Studio.  Forms, lading pages, e-mails and websites can be automatically personalized for each individual prospect.

3.     E-mail tools – Pardot comes with responsive out of the box templates and plenty of capability for custom design.  Formatting and hosted content options are quick and easy to use.

4.     Prospect Tracking – Pardot allows you to track a prospects activity all in one place.  No more juggling reports from your email newsletter provider, social posts, landing pages and website.  Pardot can consolidate the information and give you more complete and concise information on what marketing strategies are working best for individual prospects.  Scoring and grading of prospects using your organizations customized profiles.

5.     Seamless integration with Salesforce – Salesforce describes Pardot as “B2B Marking Automation on the World’s #1 CRM.”  This means that your sales team has access to lead information sooner and with more detail than ever before.  The path from marketing to sale becomes more direct and easier to follow.

 Cloud Next Level has a team of Certified Pardot specialists that can help you set up your Pardot Salesforce connection in a way that works optimally for your business.  Once you automate your lead qualification and nurturing process you can get back to what’s most important – building meaningful relationships with your customers.  Contact us today at info@cloudnextlevel.com

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