8 Great Ways to Use Salesforce for Marketing

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Salesforce is the industry-leading, cloud-based Customer Relationship Management (CRM) platform. Like all CRMs there is a strong focus on building and developing customer relationships and this is where Salesforce excels in this regard. This is great news for the marketing teams of all Salesforce users, because a CRM offers a wide array of marketing resources and customer information. This will allow companies to leverage the relationships they build with their customers on Salesforce into more sales with acquisition strategies, repeat business with retention strategies and will provide a major boost to their marketing departments. There are many ways to use Salesforce for marketing (a comprehensive list would be prohibitively large) so we picked 8 of our most highly recommended advantages.

1) Lead Nurturing

Lead nurturing is the process of contacting a lead in an automated, on-going way based on a period of elapsed time or based on a particular action or behavior that the lead takes. This allows the lead to slowly become developed and nurtured from someone who isn’t ready to buy and yet doesn’t understand your company, into someone who trusts your company, feels like they have a relationship with it and you, and is ready to become a customer.

Salesforce makes the process of lead nurturing dramatically easier than it would be with conventional, manual means. Messages to the lead can still be highly personalized. The entire process is designed to optimize when the contact occurs, so that it feels timely and relevant to the lead.

2) Drip Marketing

Drip marketing is similar to lead nurturing in that with lead nurturing the lead receives a series of predetermined messages over a period of time in order to develop the lead. Drip marketing is like the workhorse of lead nurturing. With lead nurturing the contact could take multiple different forms while with drip marketing it will be a pre-written message. Drip marketing refers to the narrower process of sending these message, while lead nurturing refers to the larger, overall system of nurturing a lead, which could take many different forms.

Salesforce makes drip marketing very easy for its customers and allows even users who do not want to set up an entire lead nurturing system, to still benefit from this repeated, prolonged form of marketing. Since it is the composing, monitoring, and sending of the messages which takes the majority of the work with manual marketing efforts, the automation that Salesforce allows saves its users a great deal of time and energy.

3) Daddy Analytics

Salesforce used to have a built in functionality called Salesforce for Google Adwords. This functionality integrated Salesforce and Google Adwords so that Salesforce users could monitor the success of their Adwords campaigns and discover which campaigns were working the best, and which could be reduced or eliminated. Salesforce recently discontinued this functionality; however, users who enjoyed it need not worry because Daddy Analytics serves as a replacement.

Monitoring the success or failure of your marketing campaigns is imperative to prevent wasting money and resources on efforts that are not working, and also so that you can see what is working and best optimize for that approach.

4) Salesforce Email Campaigns

Email marketing campaigns are still the foundation of most internet marketing strategies and Salesforce Email Campaigns are quite a bit smarter, easier to use, and more functional than the typical email marketing campaign. Salesforce Email Campaigns track delivery rates, list growth rates, click through rates, and conversion rates.

This added level of information and functionality will allow users to react accordingly, tweaking the contents of their message, its recipients, when it is sent, or all of the above. Email campaigns are also easy to set up with Salesforce and multiple campaigns are easy to manage.

5) Social CRM

The term “Social CRM” refers to the broad category of CRM services for social media networks. For instance within Social CRM is Facebook CRM and Twitter CRM. These functionalities allow Salesforce users to integrate the various social networks into their overall CRM strategy; thereby, centralizing data and information, and allowing for a primary social HQ where companies can go to interact with all of their customers using the various social networks.

Integrating social media and Salesforce is a natural evolution because the principles at play with Salesforce and CRMs in general – connecting with customers and building deeper relationships – is also at the heart of social media. Using Social CRM will allows customers to maximize both their CRM and social media results.

6) Salesforce Marketing Reports

The key to any effective marketing strategy lies in large part in gauging the results and making adjustments as needed. Salesforce goes far beyond providing information on email marketing campaigns alone, it supplies users with a host of valuable marketing reports. Salesforce is able to provide information and reports on: conversion rate by lead source, open leads, leads converted per month, ROI by campaign, and much much more.

7) Collaboration

One of the most important benefits that Salesforce offers is the enhanced ability for people in different departments to collaborate on projects and share information about leads and customers. This is particularly relevant to the marketing department because Salesforce will do such things as facilitate easy exchange of information relating to customer feedback and expectations, as well as contact information.

8) Organization

Salesforce helps marketing efforts by drastically improving overall organization while simultaneously reducing the time and labor it takes to remain well-organized. For example, a well organized marketing campaign ensures that customers are not accidentally alienated by continuing to receive information after asking to be taken off a list. Salesforce provides its customers with the tools they need to run a tight marketing campaign.

This list of 8 great ways to use Salesforce for marketing is by no means a definitive one. There are countless other ways that a company’s marketing efforts can benefit from Salesforce. In many cases, the most beneficial strategies will be dependent on the particular company and its target marketing demographic. As Salesforce continues to innovate, new and exciting marketing strategies are likely to arise.

By Kevin Knight

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