专栏首页technewsworld翻译专栏Salesforce加强其营销游戏

Salesforce加强其营销游戏

大流行可能正在改变我们的工作方式,但是CRM工具中许多变更需求早于COVID-19。不过,Salesforce上周在其Marketing Cloud中引入了一些更改,这些更改本来没有及时。

我今年一直在进行的许多研究中,都有明显的趋势。员工与公司的方向和目标保持一致,他们能胜任领导并尊重老板。但是工具,它们使用的技术还有很多不足之处。其中包括CRM,而且经常包括其当前安装的CRM不提供的功能。

我的研究表明,尽管这些员工肯定可以完成工作,但他们的工作也比需要的多,因为他们的工作弥补了尚不存在的集成和功能。这意味着并非总是能获得最好的报价,或者组织,获取许可和提交建议书的时间过长。明确的结果是,尽管他们尽了最大的努力,其中包括一些艰苦的努力,但他们还是输掉了应该赢得的交易。

现在是更好技术的时候了

CRM系统越旧,这种情况就越可能出现,但这不是唯一的问题。在一些尚未发表的研究中,我可以看到,太多的内部销售和市场营销类型不得不弄乱太多的屏幕,窗户甚至设备来完成工作。

已有五年以上历史的CRM系统,或者缺乏集成智能功能,无法例行性地分担某些死记硬背的工作,或就下一个最佳措施或提议提出明智建议的CRM系统,很可能会使企业主交易成本高昂。具有讽刺意味的是,如果没有更好的分析和更多的数据,这些企业甚至可能不会意识到自己已经落后了。

由于时间紧迫,Salesforce上周宣布了其Marketing Cloud的新增功能,以满足其中一些需求。Salesforce从稍微不同的角度来解决这个问题,这个角度主要关注大流行,但是正如我的研究表明的那样,问题始终隐藏在那里。

除我的发现外,Salesforce说他们的研究表明广告支出下降了,而79%的受访者正在改变其消息传递以适应时代发展。如何在减少广告支出的同时更改消息传递是一个必须与客户一对一处理的问题-并且这需要一些实时的花哨的步法,而改进的技术才是可能的。

公告

因此,简而言之,这些公告为Interaction Studio添加了更多爱因斯坦创新技术,以优化营销结果。这包括用于构建,管理和测试由AI驱动的推荐策略的爱因斯坦个性化食谱,以及用于改进下一个最佳操作和报价的改进算法。

另一个及时补充的功能是Pardot Premium,它旨在使营销人员能够在全球范围内扩展团队-现在我们都面临着一个挑战,在家中或其他任何地方工作不再是一件容易的事。有趣的是,我最近的一些研究表明人们相信他们当前的技术足以支持他们在家工作。但是同一个人说他们看不到需要。

最后,对于真正重要的市场情报工作,Salesforce在2018年收购了以色列市场情报公司Datorama。上周,Salesforce宣布了另一笔近期收购,即数据情报和可视化平台Tableau与Datorama的整合。该集成旨在为Datorama掌握的有关支出,绩效和业务成果的所有数据提供实时营销见解。结果是高级可视化,可以更好地分析机会并优化预算。

Pardot Premium将于本月全面上市(GA),Interaction Studio将于2020年第三季度成为GA,Datorama与Tableau的集成即为GA。

我的两位

他们说,幸运比聪明要好,而且Salesforce最近发布的Marketing Cloud公告中还有很多运气。但是这些公告中也有很多技巧。该公司会仔细监视市场,寻找新产品的机会,并建立适应这些机会的机会。

公司20年来取得惊人增长和成功的原因之一是其一贯的创新以及将产品几乎通过传送带推向市场的方式。

您还如何在已安装的基础上出售产品?售出基本商品后,您可能会有很多善意,但这不会转化为额外的销售额,除非您提供其他相关的东西。这是Salesforce所学到的一课,也是任何行业中有抱负的公司都可以效仿的一课。

Salesforce的大量成长和成功来自于将其卖回已安装的用户群,不仅仅是看他们是否可以增加席位,还可以增加功能。这些公告只是最新的例子。

原文题目:Salesforce Ups Its Marketing Game

The pandemic might be changing the way we work, but much of the need for change in our CRM tools predates COVID-19. Nevertheless, Salesforce last week introduced some changes in its Marketing Cloud that couldn't have been timelier.

In much of the research I've been conducting this year, there's a distinct trend. Employees are well aligned with the directions and goals of their companies, they are competently led and respect their bosses; but the tools, the technologies they use, leave a lot to be desired. This includes CRM, and too often the functionality that their currently installed CRM doesn't offer.

My research shows that while these employees are definitely getting the job done, they're also working harder than needed because their labor makes up for integrations and functionality that isn't there yet. That translates into not always having the best offer at hand or taking too long to organize, get permission, and deliver proposals. The unambiguous result is that despite their best endeavors, which include some Herculean efforts, they lose deals they ought to win.

It's Time for Better Technology

The older a CRM system is, the more likely this scenario, but that's not the only issue. In some research that hasn't been published yet, I can see that way too many inside sales and marketing types have to juggle too many screens, windows, and even devices to get their jobs done.

A CRM system that's more than about five years old, or one that lacks integrated intelligence and can't routinely offload some of the rote work, or make smart suggestions about next best actions or offers, is likely costing its business owner deals. Ironically, without better analytics and more data, these businesses probably don't even realize they're falling behind.

With uncanny timing, last week Salesforce announced additions to its Marketing Cloud that address some of these needs. Salesforce comes at the problem from a slightly different perspective, one that's mostly focused on the pandemic, but as my research shows, the problems were there hiding in plain sight all along.

In addition to my findings, Salesforce said their research shows ad spending is down while 79 percent of respondents are changing their messaging to fit the times. How you change messaging while reducing ad spend is a problem that has to be dealt with one-on-one with customers -- and that requires some realtime fancy footwork that's only possible with improved technology.

The Announcements

So, in a nutshell, the announcements add more Einstein innovations to Interaction Studio to optimize marketing results. This includes Einstein Personalization Recipes to build, manage and test AI-powered recommendation strategies and an improved algorithm to improve next best actions and offers.

Another timely addition, Pardot Premium, is designed to enable marketers to scale teams globally -- a challenge we all face now that working from home, or anywhere else, is no longer simply a nice thing to have. Interestingly, some of my recent research shows people believe their current technologies are enough to support them working from home. But the same people said they couldn't see needing to.

Lastly, for really big marketing intelligence jobs, Salesforce bought the Israeli marketing intelligence company Datorama in 2018. Last week, Salesforce announced integration between another recent acquisition, Tableau, a data intelligence and visualization platform, and Datorama. The integration is poised to provide realtime marketing insights into all of the data held by Datorama on spend, performance, and business outcomes. The result is advanced visualization for better analysis into opportunities and optimization of budgets.

Pardot Premium will be generally available (GA) this month, Interaction Studio will be GA in Q3 of 2020 and Datorama integration with Tableau is GA as you read this.

My Two Bits

They say that being lucky is better than being smart and there's more than a bit of luck in Salesforce's recent Marketing Cloud announcements. But there's plenty of smart in those announcements too. This company carefully monitors the marketplace looking for new product opportunities and builds to suit them.

One reason for the company's phenomenal growth and success over 20 years has been its consistent innovation and the way it brings products to market almost on a conveyor belt.

How else do you sell into your installed base? Once you've sold your basic stuff, you might have a lot of good will but that won't translate into additional sales unless you have additional and relevant things to offer. That's a lesson Salesforce learned well and one that aspiring companies in any industry would be smart to emulate.

A good deal of Salesforce's growth and success comes from selling back into the installed base, not simply to see if they can add seats but to add functionality. These announcements are just the latest example.

原文作者:Denis Pombriant

原文地址:https://www.technewsworld.com/story/86765.html

翻译人:田冠宇

原文链接:https://www.technewsworld.com/story/86765.html

原文作者:Denis Pombriant

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