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If you are a B2B marketer, you certainly know how efficient Account-Based Marketing can be for you.

Account-based marketing is simply based on the notion of prioritizing the important stuff, and weeding out the not-so-important ones easily. With account-based marketing’s focus-driven marketing efforts, your chance of closing a lead increases significantly.

Now that you’re able to communicate with your highly likely customers with an even more personalized message, your buyer’s journey becomes faster & tailor-made in accordance with their needs.

One such tool is Pardot Premium. Launched in the latter half of 2020, it offers a set of capabilities that can help marketing teams with their ABM efforts.

Let us find out how Pardot Premium’s features can help you figure out the ways in which your ABM gets implemented.

Why Should You Adopt Account-Based Marketing?

Account-based marketing has a variety of benefits that one should know before diving deep into this topic.

Before we come to using Pardot to implement your account-based marketing efforts, let us look at the benefits that it brings along.

• Alignment Amongst Teams

Implementing account-based marketing allows cross-department collaboration amongst teams. So, that means, say your marketing team works on a strategy, the sales team creates their targets with respect to that strategy.

The personalized part of reaching out to each customer, and wooing them with well-targeted communication, is because of proper communication between the teams. This collaborative effort amongst the teams is what makes account-based marketing an effective way to get things done.

• Create Business Relationships

Account-based marketing is essentially about targeting the right set of businesses to work with.

Hence, communicating with these high-value clients over a period of time means fostering relationships with them. ABM allows businesses to create these relationships with these accounts. The entire ‘quality over quantity’ conversation comes into play here.

Giving more time to these essential businesses will make them loyal customers of yours, over a long period of time. While retaining a business is one thing it achieves, these businesses turn out to be the biggest advocate for your brand over a period of time, through word-of-mouth & referrals.

• Consistent Customer Experience Across Platforms

Account-based marketing’s first aspect is delivering personalized experiences.

These personalized experiences come with a consistent journey for your customers. Making each one of your accounts feel special over a period of time is a task of its own, and is certainly going to provide that consistency.

This includes your personalized content pieces, targeted campaigns, and tailor-made internal communication.

• Streamline Your Sales Process

When you compare your conventional sales process and your ABM sales process, there is a glaring difference.

While one lets you identify the high-value opportunities, the other is a longer process. With ABM in place, your sales team can identify the high-value target businesses, approach them with a more personalized approach and bring them on board to provide an amazing experience.

 

This process will allow you to allocate time & resources in a manner that allows you to devote time to more important processes.

How Pardot Premium Helps You With Account-Based Marketing?

Let’s figure out how Salesforce’s Pardot Premium features can help you implement and even expedite your account-based marketing efforts.

• Pardot Business Units

Pardot Business Units helps you maintain a global eye view while keeping an eye on the markets that you cater in.

With the Business Snippets feature, you can manage automation functionalities like business content, legal disclaimers, copyright information, messages, brand messages across many business units.

You can tweak your messages pertaining to the customers you’re sending it to. Say, APAC or EMEA, you can follow the legal compliances required in these countries.

• B2B Marketing Analytics

Pardot Premium’s Marketing Analytics Plus helps you with the numbers that actually matter.

Its AI-based capabilities help you compile data for your marketing efforts and make a decision that is backed up by actual numbers. While analytics help you understand what exactly happened, its predictive features what steps you should take on the basis of these numbers. A data-driven approach at every step of the cycle allows you to maximize your ROI at every stage of the sales funnel.

 

The Pardot Premium’s features allow you to extract data from external sources such as Google Analytics as well.

• Developer Sandboxes For Pardot

The Sandbox feature in Pardot Premium allows developers to safely test Pardot in a private setting before they open it to their customers. You can test configuration and its functioning before they go live and disrupt your business’s operations, in case things don’t go right.

The test staging environment in Pardot Premium Plus allows you to test new automation, permission-based user access, feature updates, and more.

How You can Sign-up a Sandbox:

 

• Login to a Salesforce Full Sandbox
• Uninstall and delete the B2BMA managed package
• Install a Pardot Sandbox managed package
• Configure the Connected App and Integration User permissions

• Premier Plus

The Premier Plus option in Pardot helps you figure out tasks that matter.

The Premier Plus feature by Pardot allows you to gain exclusive access to a team of certified Salesforce consultants & experts who provide guidance, suggestions, support, and training.

What this does is allow your team to move on from administrative work such as compiling reports and focus on more strategic tasks & projects.

So, Ready For Pardot Premium?

Account-based marketing speaks volumes about its functionalities and importance.

Implementing account-based marketing in your organization is going to help you optimize your resources in a much feasible manner. And while that happens, the Pardot Premium’s exclusive features help you ensure that these resources are better utilized.

What comes to your mind when you see the word, Vlocity? A powerful option to redefine business? Or a convenient way to increase sales? Well, you must be aware by now that it is an effective tool used by Salesforce customers. But the question remains- how does Vlocity fare well as compared to others? Why do Salesforce customers prioritize this? Well, we have got you covered for all your queries.

 

In 2020, Salesforce acquired Vlocity and opened doors for many industries like Communications, Media & Entertainment, Insurance, Energy & Utilities, Health, and Government. Its numerous pre-built solutions have a wide range of offerings.

What role does Vlocity play?

Built on the Salesforce Platform, it is a top-notch provider of mobile software and solutions, specific to industries. It is offering an extensive array of solutions to some of the largest companies across the world.

Being industry-specific, it serves certain domains of a particular industry. What it essentially implies is that the solutions are designed by taking into consideration an industry’s regulations and laws.

The specific solutions that it offers to various organizations are pre-built. One clear advantage is that the deliverables are already customized as per the exact needs of all the stakeholders, who sign up for Vlocity.

 

Vlocity caters to the following industries-

• Communications
• Media & Entertainment
• Insurance
• Energy & Utilities
• Health
• Government

It is evident that Vlocity enhances sales by empowering service and marketing performance. It increases the efficacy of operations, enabling enterprises to deliver faster results to clients. Designed in collaboration with Salesforce, Vlocity’s guiding principles are value-driven services, customer satisfaction, and innovation.

Vlocity and Salesforce paving the way for the future:

During the first phase of 2020, much before the pandemic hit the world, Salesforce acquired Vlocity for  $1.33 billion. Now you must be wondering why did Salesforce take that step?

It is no surprise that Salesforce customers have always been aspiring for a paradigm shift in its digital transformation. In the process, everyone realized the need for something new; something that works for this day and age. That is when the thought of acquiring Vlocity came into the picture.

Customer 360 had paved the way for this acquisition. When Salesforce decided to bring Customer 360 and Vlocity on the same tangent, all it wanted for customers was to experience an advanced level of digital shift that seamlessly caters to various needs of the industry.

What does Vlocity offer?

Let us now see a few important offerings that Vlocity ensures for certain industries-

Vlocity for Communications:

The communication sector needed a transformation that enhanced digital solutions for customers. Vlocity Communications effortlessly collaborate with Salesforce Service Cloud to design a solution to garner personalized and uninterrupted experience for customers throughout their channels. This not only strengthened the existing customer base but also increased the flow of new customers.

Vlocity Communications utilize the omnichannel capabilities of Salesforce Service Cloud, Enterprise Product Catalog, CPQ, etc. Its integration will enable contact center agents and sales professionals to streamline the final customer experiences.

What are some offerings of Communications Vlocity built on Salesforce?

• Intelligent Service: Industry Rich Intelligence assists agents to know and understand the accurate requirements of customers.

• Enhances Retail Customer Experience: It offers and enhances the experience of customers by focusing on personalized solutions.

• Efficiently structured orders: It helps in guided selling; a user gets the choice of opting for Individual and Protect Margins.

• GoDigital with Vlocity and Matrix Software: Telco-rich Digital journeys across devices and channels.

This gives customers the freedom to define their individual experience of trying, buying & managing digital services, keep a track of real-time usage, and receive notifications.

Vlocity for Media and Entertainment:

Vlocity caters to a diverse set of needs of the media and entertainment sector by offering a complete range of solutions. Its objective is to expand B2B as well as B2C digital customer interactions.

The pre-built solutions enable existing and new subscribers with recommendations for various products, customized offers, payments, etc. Vlocity customers also enjoy the benefit of industry-specific Salesforce data models with already structured processes.

What are some offerings of Media Vlocity built on Salesforce?

• GoMedia Subscriber: For the launch of upcoming media products in the business without compromising on B2C transaction and complexity.
• GoMedia Ad Sales: For optimizing cash flow and revenue from the ad inventory. It automates omni channel ad sales, pricing, and execution.
• GoMedia Commerce: To add high volume, encrypted, and anonymous-commerce transactions. These include advance promotions, bundling, and pricing capabilities for B2B, B2C, and D2C scenarios.
• GoMedia OTT Streaming: For a well-defined subscriber management solution to set foot in the OTT/Media/Video streaming markets. It helps in leveraging the existing post-paid billing and payment models by making these into convenient, prepaid, and digital services.

Vlocity Insurance:

Many companies in the insurance sector see it as a daunting task to be at par with the changing times. They often find it difficult to function as per the industry requirements. This is why we have Vlocity Insurance, which is designed in sync with the Financial Service Cloud.

Vlocity brings the entire policy lifecycle into a simpler format. From quoting and policy administration to managing service and claims, it has everything on a single platform.

What the Vlocity Process Library does is that it presents numerous pre-configured transactions, which can be easily downloaded and used in the app. There are customizable applications, which are also offered by Vlocity Insurance.

This is how Vlocity is creating the future for the Salesforce industries. All it does is help various businesses to adapt to the changing times and cater to the needs of industries. If you are thinking of a one-stop digital solution for your business, then Vlocity is what you are looking for. Moreover, integrating it into your CRM systems is hassle-free. So, what are you waiting for? Explore everything that Vlocity has to offer!

Bottomline: 

The rising popularity of Vlocity in the Salesforce ecosystem resulted in high demand for Salesforce Vlocity Developers, making them one of the most sought-after Salesforce resources. 

When Salesforce acquired Vlocity in 2020, what it promised is the sync between the core platform and industry-specific solutions & processes. The intent of such transformation was to cater to both specific business needs and regulatory and legal requirements of companies. Another noteworthy fact is that Salesforce Industries offer various data models that serve industries such as Insurance, Media & Entertainment, Health, Consumer Goods, Government, Communications, Energy & Utilities, and Manufacturing.

What is Salesforce OmniStudio?

It is an outstanding suite that includes a variety of elements for different tasks. These are –

• OmniScript

• DataRaptor

• Integration Procedure

• FlexCards

All these are innovative tools for architects that enhance productivity and innovation. Moreover, these are known to reduce costs up to a great extent. All these serve you well with aspects that are customized to suit your requirements.

How does Salesforce OmniStudio empower an architect?

It is the dire need of every architect to have remarkable tools that help them deliver the exact needs of the industry with innovative solutions. This is what Salesforce OmniStudio does for you. It brings everything into one platform for you to deliver the best in a quick and convenient manner.

Architects can immensely benefit from the wide spectrum of data models that Salesforce Industries offer for data customization, which are industry-centric. The model allows adding/ customizing new objects and fields, ceasing the scope of replication.

Let us now understand the components of the suite that Salesforce OmniStudio offers-

OmniScript

Architects across the world prefer tailored solutions for technical and maintenance aspects of operations. You now have the option of adding OmniScript as a part of your business ecosystem to extract solutions that are declarative. If you are looking for digital experiences which can be easily integrated into your website, then use this tool to get the best out of your engagements. It will help you to seamlessly negotiate industry-specific cases.

Using OmniScript to design your business layout is a wise decision. It enhances interactions by offering tools that are user-friendly and adds an edge to what you would offer to end-users. Moreover, you can avoid the stress of configuring the codes since it comes with ready-made aspects which could be used across channels and devices.

Below are the functionalities of OmniScript:

• It composes interactive processes for easy usage, blending these with branching. It thus displays various fields as per the requirements of the user.
• It comes with a drag-and-drop editor feature to work on the OmniScript. You can use this to proof-study your work. You also have easy troubleshooting tools built within it to fix any errors/ modifications.
• Runs across devices and channels. Whether it is on a mobile or on a portal, it can be accessed with convenience. In case you are using CMS or a mobile app, you can leverage on OmniOut to install LWC OmniScripts for these systems.
• It distinguishes between the JSON metadata structure, the data, and the templates. It thus allows prototyping the experiences of users, enabling reuse without any hassle.
• DataRaptor enables the accessing of OmniScript in Salesforce as well as across external data sources.
• Allows you to generate an LWC for your company. This can be used either in the Lightning App Builder or with the help of a FlexCard.

DataRaptor

DataRaptor is simply a mapping tool, which allows you to efficiently extract, store, and access data. In any business, there should be an easy configuration option for negotiating data and DataRaptor does that for you. With this, you can extract, load, and transform the data at any given point in time.

The three components of DataRaptor are:

• DataRaptor Extract— To retrieve and transform Salesforce data. DataRaptor Turbo Extract allows you to restore data from a single Salesforce source
• DataRaptor Load— To transform and save data
• DataRaptor Transform— To simply transform data

DataRaptor is the bridge between OmniScript/ FlexCard and Salesforce. It sends data from Salesforce to these sources and sends updates from these back to Salesforce. It can auto-generate Apex REST endpoint to work seamlessly with external arrangements.

Integration Procedure

It is simply a declarative process generating numerous actions with a single hit. It reads data from Salesforce and writes data back to Salesforce. It can do the same from external systems, which is done through REST calls. It also performs the function of executing Apex code without user interaction. It is generally a source of data for FlexCards.

Below are the functionalities of the Integration Procedure:

• Carries out and maintains multiple data sources (Salesforce, external systems via REST, and Apex).
• A potential data source for a FlexCard, OmniScript, API, or Apex.
• It can trim the data which comes back from the server to the browser, decreasing server/ client data transfer.
• Processes humongous data quantities.
• Allows you to retrieve/ transform data from third-party sources with zero user interaction.
• It is a click-based tool, which comes with easy integration and configuration.
• To work seamlessly with external systems, it automatically creates Apex REST endpoints.
• It is compatible with Declarative Platform Cache configuration which in turn escalates performance and reduces server processes even with huge volumes of requests.

FlexCards

Integral to Salesforce Industries is FlexCards. It is an application for creating industry-specific UI components by prioritizing customer needs. It uses the LWC framework. FlexCards come with easy deployment options for Community Builder and App Builder.

FlexCards acts as a source of data for platforms like DataRaptor, Apex, Integration Procedure, SOQL, REST, etc. If you use FlexCards to represent data, only the relevant data for the user would be on display. Thus, the outlook of FlexCards changes with respect to the data as these are dynamic in nature.

Below are the functionalities of FlexCards:

• Displays relevant information in a concise and readable manner.
• Enhances business operations upon collaboration with contextual actions.
• Can be used across devices and channels as per customer preference.
• Assesses data from various sources such as Salesforce and external systems.
• Has a WYSIWYG editor; is declarative and does not require any coding.
• Auto-creates LWCs.

Takeaway

You are now aware of the vast scope that Salesforce Industries and OmniStudio create for architects. Not just this, it will also evolve and enhance functionality with time, ensuring outstanding productivity and innovation for architects. Salesforce and OmniStudio decide the future for you!