Use Salesforce Analytics for Data-Driven Marketing

By Miko DiGiacomo-Castillo | Updated November 5, 2020

Salesforce Analytics uses AI technologies to deliver meaningful data-driven insights to marketing teams. Businesses that add intelligent market monitors go even further to ensure that their teams are using the best tools for advanced recommendations and custom models.

What's inside this article:

Maximize CRM Investment With Salesforce Analytics

For businesses that want to maximize their CRM investment, Salesforce AI Analytics should be a top consideration. Users can access a range of tools to better understand their client data and learn from intelligent insights about the best next steps. Marketing teams need the right set of tools to accomplish their most successful work—Salesforce Analytics could be the appropriate fit.

AI Makes A Difference

The AI tools offered by Salesforce Analytics are what can make a difference for marketing departments. Intelligent technologies like machine learning, natural language processing, and computer vision power these tools. Salesforce is uniquely equipped to offer users these AI features directly in the CRM products they already use—that's why it's a great option for marketing teams.

Data-Driven Marketing Matters

Data-driven marketing means using client information from past interactions to predict future outcomes. For a few data points, marketing teams can manage with a simple spreadsheet and a few equations. But when client data gets more complex, AI interventions are much appreciated. Salesforce Analytics and other intelligent digital tools can be welcomed additions for marketing teams that want to take full advantage of the billions of signals that could be related to business.

Salesforce Analytics Helps Important KPIs

A clear set of KPIs is important for building smart processes and accurately measuring their success. Marketing teams that follow lead generation rates, campaign ROI, and conversion rates already have a good set of metrics to evaluate. Salesforce Analytics can help improve each of these measures so that teams can take advantage of data-driven marketing. We've listed several other KPIs that marketing teams could be tracking.

  • Lead generation rate
  • Campaign ROI
  • Conversion rate
  • Sales revenue
  • Social media reach
  • Customer lifetime value
  • Organic traffic

Marketing Teams Care About Lead Generation

Lead generation is an important KPI for realizing what marketing tactics work and at what time. We'll review three familiar uses cases that highlight how Salesforce Analytics can help lead generation processes for marketing teams. From predicting lead generation per tactic to predicting lead generation based on buying intent, the right intelligent tools make use of past data for meaningful insights. Marketing automation is also becoming a common way for businesses to reach more people and engage new clients.

Use Case #1: Predict Lead Generation per Tactic

Salesforce's guide to AI use cases has an example of a marketing team that measures leads generated for the company's sales team as their primary KPI. They faced the business challenge of slowed quarterly performance due to the number of leads at the top of the funnel was lower than average. Using an intelligent tool like a prediction builder, the marketing team could better predict the number of leads a given tactic would produce. Now they could assess which tactics to implement and at which time to bring in as many leads as needed for the sales team to close enough quarterly deals.

Use Case #2: Recommend Best Tactic to Marketers

Next, Salesforce describes a marketing team that is composed of design-oriented creatives. They're excellent at developing engaging campaigns but lack the background to understand data that can analyze the effectiveness of their work. By using Salesforce Analytics tools that direct the next best actions, the team can proceed based on intelligent recommendations on which tactics to pursue. Information like lead generation values, time of year, client segment are used to make these recommendations.

Use Case #3: Predict Lead Generation Based on Buying Intent

For businesses wanting to generate more qualified leads, an extra layer of intelligent insights could be the missing link. Tracking digital marketing assets and creating reports may not be enough. Teams need to both understand and execute on all of the metrics they collect; Salesforce Analytics has scoring tools that make this easier. Now the team can use the scores of quality leads from the past to easily identify prospects whose behavior signals buying intent.

Salesforce Analytics Can Improve Campaign ROI

Efficient marketing teams want to know how well their campaigns perform. Making better business decisions means knowing how much revenue is generated based on how much was spent on the efforts. These are the kind of insights that Salesforce Analytics can help identify. The following three use cases will explore campaign forecasting, campaign adjustments, and identifying new personas and segments.

Campaign Forecasting Helps Maximize Budgets

Marketing teams are always refining their work to maximize dollars or leads generated by each campaign balanced with minimizing costs. Added to this is the fact that even the most engaging, dynamic campaigns won't be successful if they're not run at the appropriate times. But by using the right intelligent tools, marketing teams can forecast the effectiveness of future campaigns based on previous ones and other important external data. Salesforce says it could even lead to an increased campaign ROI of 25% in one quarter.

Recommend Campaign Adjustments

It always helps to have an extra pair of eyes on a project—especially if those are powered by AI. Salesforce Analytics learns from the dense data signals from past campaigns to offer intelligent insights about current marketing campaigns. With recommendations on where to change different parameters during a live campaign, marketing teams can feel more assured they're making the best business decisions based on data-driven insights.

Identify New Personas and Segments

Campaign ROI can greatly depend on how well marketing teams understand their clients. That's why most successful teams take the time to personalize their digital advertising efforts to reach their audience across preferences. Salesforce Analytics uses segmentation tools to analyze and automatically cluster together similar profiles within any given audience. This is a great example of intelligent digital tools coming in to work for the benefit of hard-working teams.

Conversion Rates Are Important to Marketing

Some marketing teams are particularly interested in their conversion rates. What percentage of prospects make a purchase? What percentage of clients complete a task? These are important questions that Salesforce Analytics can help answer.

Predict Best Time to Engage With a Customer

Creative marketing teams know how to make engaging content, but that doesn't necessarily mean they know the best time to engage with clients. Knowing when to send emails to your audience can mean all the difference for your click-through rates. With send-time optimization features, Salesforce Analytics can become the extra layer of insight for marketing teams to make their best business decisions.

Predict Channel Engagement

In addition to predicting the best time to engage with clients, marketing teams should be able to predict best channel engagement. With Salesforce Analytics engagement scoring, a business can automatically categorize their audience based on past and predicted engagement with marketing. Using these data insights means that marketing teams can personalize content and deliver it through appropriate channels. For additional insights, Salesforce seamlessly integrates with intelligent market monitors that process the billions of buying signals that could be affecting your business.

Deliver Personalized Product or Content

If you notice a running theme between these use cases, you're right—personalized content is king. When marketing teams can anticipate the product preferences or purchasing habits of clients, they can better serve their audience with appropriate content at the right time. Because client information is already tracked through the CRM platform, Salesforce Analytics and other easy to add-in digital tools are obvious solutions for intelligent insights.

The Best Work Needs the Best Tools

From these nine use cases, we begin to get a clear picture of how intelligent tools can reshape how marketing teams accomplish their work. When businesses use the best tools, their teams can perform their best work. Salesforce Analytics changes what marketers can accomplish, allowing them the freedom to transform what it means to run campaigns and engage with clients. And by following best practices, Salesforce users can take advantage of these intelligent tools and produce their most successful work.

Go Further With Salesforce Analytics

Salesforce Analytics offers a set of tools that allow CRM to go further. Consider adding intelligent market monitors to the platform so that your team is best equipped to uncover hidden opportunities and target accounts in net new markets. At Aptivio we understand how to harness the power of AI tools to fuel efficient growth and best engage clients. Our Aptivio Intelligent Market Monitor for Sales creates simple dynamic digital sales playbooks from billions of buying signals to maximize your CRM investment.

Our impactful action cards generated by analyzing 150 proprietary signals from billions of external data points can transform the performance of expert salespeople to complement creative marketing teams. With seamless integration directly into your CRM and business intelligence platforms, Aptivio is the missing link to creating a digital sales machine. Ready to learn more? Get started for FREE today!

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