Personalisation in Salesforce Account Engagement [eBook]

Let’s be clear, true personalisation means using hard data to craft experiences that deliver the type of content a prospect or customer is most interested in, at the precise moment they need it, and on the channels they prefer to be contacted on.

It considers what you know about a contact in your database; their demographics, psychographics, and behavioural data points.

Why?

Audiences want to feel recognised and have their specific needs addressed based on the prior information they’ve shared with your business (first-party data only! Using third-party data such as purchased lists can have the opposite effect and alienate them).

Not only this, they expect to receive high levels of personalisation across the full customer lifecycle, not solely during the lead generation and nurture phase.

The Salesforce State of Marketing Report found that 60% of marketers using a lifecycle approach to personalisation were high performers, versus the 48% who don’t being under-performers. This shows there’s a direct correlation between lifecycle personalisation and performance. 

Reaching personalisation nirvana means integrating marketing, sales, customer service, commerce; any team that interacts with your customer for onboarding, service, or retention!

Maybe this all sounds quite overwhelming. Naturally, there’s a lot to consider, including:

• How and when you collect prospect data to use in your personalisation strategy.

• Integrating your tech stack to ensure visibility and alignment across teams.

• Automating personalisation efforts for a more streamlined and effective approach. 

Thankfully, you don’t have to take the journey alone. 

Written specifically for Salesforce Account Engagement customers, we’ve penned a digital guide to ‘Perfecting Personalisation in Salesforce Account Engagement’.

What to expect from the eBook

Firstly, this eBook addresses the typical bottlenecks that prevent marketers from executing perfect personalisation (okay, nothing is ‘perfect’ but as close as you’ll get!).

It helps you to identify where you may need to make changes internally to support a sound personalisation strategy and rollout, and how to solve some of the key issues we see in our prospects’ and clients’ businesses.

Next, we examine the planning stage. From mapping your customer journey to writing a plan, you’ll find the basics that can’t be overlooked if you’re to achieve the highest state of Salesforce personalisation.

Then, we run you through all of the Salesforce Account Engagement features available. Some are obvious - Engagement Studio, for example, exists to enable marketers to better tailor campaigns and communications to segmented audiences. Other features are often overlooked and undervalued, such as a correctly customised preference centre.

The full contents of the eBook include:

• What to expect from this eBook

• Meet the author

• Personalisation is for life(cycle)

• What’s the personalisation problem?

• Planning your personalisation strategy

• Top Account Engagement features

• Next stop: Perfect personalisation

So if you’re looking for a step-by-step guide to rolling out a sophisticated personalisation strategy in your business, download this eBook before you do anything else! Like I said, it’s tailored to Salesforce customers so you can rest assured that it’ll be packed with useful insights and takeaways.

Download the free eBook here.

Have a question or want to chat about tailored support for your business? We’re always happy to chat! Request a call with one of our Salesforce marketing experts.