In this video, Greg Poirier, Founder & President of CloudKettle reviews how Salesforce Data Cloud can be used to nurture and accelerate Opportunities within your organization.

 

Transcript:

Hi, I’m Greg Poirier and today we are going to talk about how your organization can use Salesforce’s Data Cloud to help nurture and accelerate upsell and cross-sell opportunities.

Most companies have a mountain of data at their fingertips – maybe too much data. Typically – the issue is not acquiring the data – it’s turning that data into something actionable that generates revenue.

By leveraging Salesforce Data Cloud, you can turn data into action, driving more sales and increasing customer satisfaction

So – if we want to improve how we can leverage our data, here is what we need a platform to do:

Harmonization: We need a place to unify this customer data across platforms

Ingestion: We need to allow for the data to flow into the solution in near real time, from a variety of disparate sources

Identity Resolution: We need to be able to create a single representation of an individual and a household – single person, different data

Insights: We need to be able to perform in-platform calculations and connect to BI and AI platforms

Custom and Reusable Segments: We need to be able to group individuals

Activation: We need to be able to trigger advertising, emails, SMS, cases, and sales opportunities in near real-time

So, For those of you who are in the Salesforce ecosystem, Data Cloud covers Ingestion, Harmonization, Identity, Insights and Segments.

Marketing Cloud is our activation layer, where we are sending email, SMS journeys, combined with advertising.

And we can also use Data Cloud to trigger opportunities, cases and other records in Salesforce core.

So let’s talk about some real world examples of this.

UPGRADING
Let’s say we have a classic subscriber model where customers are on a bronze, silver or gold tier of license. Using Data Cloud we can combine data from our subscriber platform and our billing platform.

When a customer’s data usage changes, for example a sudden increase in video streaming or long distance minutes consumed, Data Cloud can signal to Marketing Cloud that it is time to start an email and ad journey promoting a discount for moving from Silver to Gold. And if that doesn’t have an impact, and no action has been taken by the customer by day 7, we also trigger an Opportunity or Case in Salesforce for a call center team member to phone and try to reach the customer that way

RENEWALS
Contract renewal data is also information that can be ingested into Data Cloud. As such, we can trigger different journeys for customers behaving in different ways.
Customer A, who is a heavy user of the product, may be put into a renewal nurture cycle focused on adding solutions to their bundle.
Customer B, who’s a light user and at risk of churn might instead be offered a discount to renew.

Those are just two examples, but the power of being able to not only create, reuse and nest these sophisticated audiences, but also trigger actions based on them, is one of the key areas that Data Cloud helps companies improve expansion sales efforts, decrease churn and overall grow revenue.