We’ve looked at the future of connectivity in business across different aspects and processes of your company. In the final edition, we’ll take a quick look back, recap what we’ve covered, and tie it all together on our way out.
Quantity does not always equal quality, especially when you are using precious resources to search and market to the best leads. In other words, having more marketing channels isn’t enough anymore to effectively reach prospective leads. In response to the connectivity of the digital world, customers are not looking to be siloed in how they are marketed to; seamless and personalized interactions are desired and expected. As a result, businesses are looking to adopt the integrated style of an omnichannel approach with automation, cloud computing and an all-in-one platform, like the Salesforce Marketing Cloud and Pardot. Businesses use resources more effectively by optimizing who they market to and how they do so, and customers respond more favorably to the style of delivery — it’s a win-win for everyone! You can walk through how the Marketing Cloud operates here and Pardot here.
Omnichannel B2C sales experiences (think the “order online, pick up in-store” retail model) have empowered the consumer to feel more connected than ever before. As a result, B2B businesses are being held at the same standard by customers, and slow response times and poorly-connected purchasing processes only worsen the sales experience. Like marketing, implementing automation, as in the Salesforce Sales Cloud, will save you time and money, all while delivering the integrated experience your leads are looking for. In the case of SDR’s, you’ll replace the incentive aspect concerning quantity of leads with actual relevant prospects intelligently selected by software/digital platforms. Internal and external data is fused and used to its best potential, giving you the best data available to make confident sales decisions.
Getting customers is one challenge, but retaining them is just as important. Without a fully integrated customer support system, a company’s CX risks being a harmful deterrent to doing repeat business or any business at all. Making sure your customer is covered in any circumstance (mobile, in-person, online, etc.) with tools like automated chatbots is a great way to reduce response time and offer quick solutions. Additionally, tracking questions and responses according to each customer can be used to formulate automatic or even personalized responses that save CS teams time and resources answering simple or repeat inquiries. Like marketing and sales, keeping all of the customer data in one place is key to successfully executing this approach. Platforms like Salesforce Customer 360 tracks all instances of interaction across different clouds (sales, marketing, etc.) and combines those instances into a single ID to easily account for individual customers and their exact needs.
Don’t just take our word for it — check out the omnichannel approach in Salesforce Customer 360 in this video.
While it may seem intimidating to redesign and rethink these processes from an omnichannel standpoint, remember that an entire journey begins with a single step (and patience!). The truth is that there is overlap and every one of these functions and how they interact with each other. Effective marketing will lead to sales, which will require a positive CX throughout the process to hopefully ignite more sales, and so on. Fixating on one or two aspects of your business can begin the transition desired and test your commitment to altering your processes. It’s true that the connectivity will take some time and effort, but you don’t always have to tackle it alone.
Omnichannel might be the new black, but your hesitations shouldn’t get you blue. Zuzana and Enehano want to help you set your business up for scaling and success — reach out to us and see how we can connect your business to its best potential!
Read our full series, Omnichannel Structure in Marketing, Sales, and CX (as well as more content) here!