Tag: CEPTES

Salesforce

200OK by CEPTES: The journey from LwAPIC to 200OK

A product name is the first element that your target market will encounter. Sometimes we don’t get the right product or brand name the first time, which is entirely OK. As a company, it is vital to give your product a distinctive, memorable, authentic and enduring name. The name should be the one that sticks in your customer’s minds, builds a strong relationship and trust with your customers and remains relevant as the company grows.

In a nutshell, a strong product name will help companies to create a strong brand and reputation in the targeted market. Hence organizations need to choose a name that lasts forever. 

Advanced Integration Platform

In 2021, CEPTES Software developed a product, an integration connector built on the Salesforce Lightning Platform, to help businesses integrate third-party APIs, cloud services, and applications directly or indirectly with Salesforce. LwAPIC is a Lightning integration platform that connects Salesforce (inbound/outbound) to any external system without coding.

“LwAPIC = Lightweight Any Point Integration Connector”

Developing an application or a platform with advanced features and functionalities is quite challenging, but deciding on a name for that particular platform because that name reflects the brand’s tone of voice. 

When LwAPIC was released, the company realized that the product was doing great, but the customers were facing issues with the name in terms of its pronunciation. Also, the name was not justifying the offerings. So, the company has decided to rename one of the most advanced platforms, LwAPIC.

Introducing 200 OK

Thus the experts at CEPTES embarked on a mission to come up with a name that not only justified the offerings but also helped customers to pronounce the name easily. The experts came up with the name 200 OK for the integration platform.

200 OK is the HTTP 200 OK success status response code indicating that the request has succeeded. The meaning of success depends on the HTTP request method: GET: The resource has been fetched and is transmitted in the message body.

200 OK resembles SUCCESS; this is one of the core factors that inspire the CEPTES experts to rename the integration platform from LwAPIC to 200 OK. Today the product successfully runs with the name 200 OK: The Promise of Security in Every Call Out.

Switch to 200 OK today and see the magic of this Integration connector in minutes.

To know more about 200 OK, visit https://200ok.ai/

7 Ways to Unify Data and Create Connected Customer Experience
Customer Experience, Salesforce

7 Ways to Unify Data and Create Connected Customer Experience

 

Brand marketers and advertisers spend a lot of time coming up with unique campaigns, tactics, and processes while keeping prices low and assuring a solid return on investment (ROI). But the business dynamics keep changing continually, generating new trends in the market that businesses need to keep up with to stay in the market. Connected Customer Experience is one such trend in the Experience Economy which is making waves.

What is Connected Customer Experience?

The COVID pandemic has impacted everyone’s lives and lifestyles. People today are more connected than ever before, communicating with friends and family through various channels, and their interactions with businesses are no exception.

Connected Customer Experience includes your client’s experiences with your business and the whole customer journey, from initial contact to becoming a happy and loyal customer. To keep up with today’s fast-paced business environment, you’ll need to design connected user experiences that allow you to acquire real-time information that enables responsive and relevant experiences across all touch-points.

 

Customer Touch-Points

(Customer  Touch-Points)

 

People interact with businesses via various devices and touch-points, from websites to apps. What is the challenge? To create a connected customer experience, companies must find a means to connect all of these diverse touch-points and combine several channels.

Building a connected customer experience is more complex than it appears, as it necessitates bringing together segregated consumer data, which is sometimes scattered over hundreds of systems.

Role of Data in the Economy

Data is critical for building unified consumer experiences in today’s business environment. To provide essential insights that shape the customer journey, firms must now be able to access and consolidate various sources of consumer data.

Many marketing leaders are gaining an advantage over their competitors by leveraging data and using it to develop new, imaginative ways to engage their target audiences. Top digital platforms are employing personalisation as a strategy to provide an exceptional experience to their audiences, resulting in a higher return on investment.

As a result, data is undoubtedly fueling today’s Experience Economy, and an innovation plan can assist you in thriving in the era of mass personalization.

 

Customer Experience Stats

(Customer Experience Statistics)

7 ways to create the connected customer experience

A defined roadmap around customer needs

The first step in developing a customer experience plan is to develop a clear customer-centric vision that you can share with your team. Companies combine previously segregated channel strategies to create unified marketing, advertising, commerce, and service strategies.

At the outset, a roadmap for product launches, marketing campaigns, and other initiatives can be established, taking into account top customer pain issues and technology and data. Make sure that this roadmap should be known by heart by every team member, and they should be incorporated into all aspects of training and development.

Identifying Your Customers and their Needs

Customers are important, but not all customers are created equal; some earn more revenue than others. The next step in putting these customer service standards into practice is to identify all the types of customers interacting with your web interface, customer service agent, or both.

You must first identify these clients and classify them into several groups before constructing your strategy around them. High spender, regular shopper, and high influencer are common segment splits, although these are ultimately unique to your organization. You can create great marketing campaigns and strengthen your marketing, commerce, sales, and service teams because they will have access to all of the data on the customers they are dealing with.

Creating a connection with Customers

When a team member establishes an emotional connection with a customer, the best customer experiences are achieved. According to a survey, a company that optimizes for emotional connection outperforms competitors in terms of sales growth by 85 per cent.

This is because word-of-mouth is no better way to develop your business organically. Happy clients are more likely to submit positive reviews or tell their friends about your service, which helps your company. Do you see how vital, connected user experience can be?

Make a Measurement Model

Because providing customer experiences necessitates a significant investment of time and money, it’s critical to demonstrate quick returns on investment through monitoring performance and effect.

Some ways to achieve that include:

  • Auditing crucial touch-points in your customer journey framework to find measurement gaps is one approach.
  • Standardizing data collecting naming conventions across channels
  • Begin gathering relevant data as soon as possible so that you may utilize metrics to analyze the impact of your strategy and prioritize it.
  • Using critical indicators to get information on consumer engagement and return on investment.

Unify your Data

Today’s businesses employ a variety of applications to store their data. Various teams in the same organization may utilize different applications at times. The only thing this accomplishes is to cause uncertainty among the teams. Missed opportunities to track client journeys can result from isolated data.

We now have the technology to integrate data across many platforms, allowing you to have all your business customer data in one place. Salesforce Customer 360 Data Manager is the name of the technology. Data unification is a daunting task; therefore, unify your data using a use case–driven method before establishing your customer data platform (CDP).

Invest in effective change management to ensure long-term success

Change management is generally the last item on a company’s mind regarding digital transformation, yet it’s the most important. Make time to train your teams on your ideal customer experience vision. By explicitly laying out your freshly generated roadmaps, show how they are vital in achieving that perfect experience.

Set up an input procedure for ongoing feedback on improving the experience once your teams have been aligned. Take client feedback seriously and keep your company accountable to avoid a disconnected customer experience.

Continuously test, evaluate, and optimize

Finally, use the metrics you’ve selected to track the progress of your customer journey and use cases to demonstrate success.

Ensure that technical teams have an efficient means to communicate outcomes back to the business so that the roadmap can be improved continuously. You will gain confidence in the data as a result of this collaboration.

Finally, have quarterly business reviews to bring together marketing, advertising, commerce, and service to examine the program’s results and adjust the roadmap based on the results.

Summing Up

Consumers today search for more than just transactions; they want to build relationships. Customers want a consistent, connected customer experience, which you can provide by encouraging API reuse. Are you interested in learning more about API Integration?

 

Don’t hesitate to get in touch with us right away.

Developer Story-Mohammad Fares
Uncategorized

Developer Story – Mohammad Fares

It’s all about growing and improving in life. No matter how old you get, there will always be something new to learn and opportunities to improve. The greatest competitive edge is a person’s capacity to learn and apply what they’ve understood into action quickly.

Our colleague, Mohammad Fares, who joined as a Salesforce Admin at CEPTES, continued his learning process with CTU (CEPTES Technopreneur University) and established himself as a pioneer Salesforce professional in the industry.

 

                    To read more of CTU success stories, click here

 

Sharing his inspiring journey, Fares says, “After completing my Btech, I joined the industry as a Salesforce admin. In January of this year, I started my journey at CEPTES. Here, I got introduced to CTU. I found its concept intriguing: 4 months of training with intricate theoretical details, hands-on- projects, and lifetime guidance.  That’s enough reason for someone to enroll in the program and that’s what I did.

The platform provided me with a wealth of knowledge & experience and also connections to talented peers. I really enjoyed the learning process. The program helped me enhance my coding skills and helped me find the best path forward for my goals.

 

“CTU is an all-in-one learning, development, and growth platform for aspiring trailblazers”.

 

I have devised my career progression plan: Salesforce Admin-> Salesforce Developer->Salesforce Architect, and so on.

I have completed my Salesforce Admin Certification and am now studying for the Salesforce Sales Consultant & Salesforce Service Consultant Certifications.

 

Connect with us today!

AppExchange, PDO, Salesforce

Salesforce AppExchange Pricing: The Definitive Guide

 

If you’re seeking the best and most efficient marketplace to promote and sell your product, you’ve certainly heard about AppExchange. AppExchange is, without a doubt, one of the biggest markets that have ever existed. As a repository of valuable assets and information for both app developers & app users, the AppExchange enables developers to profit from their skills and businesses to improve their Salesforce Org capabilities.

 

The marketplace has a wide range of apps and over 10 million app installations, with new products getting published regularly. If you set up your application correctly and use the right price plan, then the AppExchange market can be incredibly lucrative. It’s essential to start by deciding what kind of application you’ll be offering. It will indicate the competition level of your niche, as well as how much further advertising and research will be needed to start.

 

All apps and services in AppExchange are divided by different categories, like:

 

AppExchange Category

(Source: Salesforce AppExchange)

 

Once you determine the product category fit for your app, you can select your ISV program and monetization model. Before selecting the ISV program and monetization model, you need to understand the AppExchange pricing strategies.

 

Register today for the webinar to understand what are the different pricing strategies you can choose for your product.

 

AppExchange Partner Program License

The primary step in launching your monetized app is signing up for the Salesforce Partner Program. There are 2 different kinds of partner licenses to opt from: depending on the app type you’ll be offering. The licensing you choose impacts what your customers can achieve with your apps.

 

ISVforce

Independent Software Vendors (ISVs) are enterprises that develop software for a distinct platform and application. It is one of the frequently chosen types of partnership by businesses wishing to monetize on the AppExchange via selling their application to the existing Salesforce users. Apps sold under this license are usually Salesforce ecosystem add-ons that let customers expand their functionality. Often, these apps are developed by entrepreneurs to address a market gap or improve CRM usability.

An ISVforce-license allows customers to add the licensed app to the Salesforce platform, increasing the product’s overall value and making it more customizable for diverse business sizes.

 

OEM Embedded

OEMs (Original Equipment Manufacturer) create systems or components used in another business’s end product. Their solutions are employed to fully utilize the other software. OEM apps are not Salesforce add-ons. One of the major advantages of adopting an OEM Embedded license is that you aren’t restricted to only selling to Salesforce customers. Developers that build apps in the Salesforce Ecosystem now have additional freedom and flexibility with this license.

 

User licenses

Your app can either be providing a one-time upgrade or monthly updates to your customers’ Salesforce system. Choose your business model based on the type of service that your app offers.  You should also assess how many users are anticipated to need access to your application in each customer’s company; if more users have access to your solution, it’s worth thinking about issuing licenses based on the number of users.

 

Conclusion

Your SaaS product’s pricing can make or break its success. Setting the proper pricing for a SaaS business can be a challenge, but with the right plan, you can succeed. We can assist you with every step of the Salesforce process, from opportunity assessment to research to the final stages of the Salesforce Lifecycle. As a top PDO Expert, we’re a one-stop shop for all your SaaS needs.

 

Join us for our webinar on “Decoding the secret of successful Salesforce AppExchange App Pricing” on 30th June at 10:00 AM EST., where our experts will explain and guide you through the many complexities involved in developing an AppExchange pricing plan.

 

Limited seats available. Register today and confirm your seat.

 

Feature Image
Salesforce

Salesforce ISV Application Design- The Right Strategy

 

Being the #1 cloud computing marketplace, Salesforce AppExchange offers an enormous market for CRM-adjacent solutions. ISV partners who leverage Salesforce efficiently can grow faster and gain a strong market position using the extensive AppExchange ecosystem. The Salesforce platform is considerably distinct from other platforms in terms of product development. It demands extensive technical knowledge of best practices, frameworks, and scalable ways. On top of that, passing the Security Review is rather challenging. 

 

As an ISV, you can shorten time-to-market by partnering with a PDO specialized in development, legal, and technology. Choosing the right partner who can help you manage and comprehend Salesforce product management and market alignment is always a winning go-to-market strategy. Salesforce ISV application design can be completed in a variety of methods. We’ve laid out the optimal strategy, which includes certain tried-and-true concepts. Here are some guidelines you can follow to ensure product success on AppExchange.

Assess Product Market-Fit

 

To have the best chance of establishing product-market fit, you must first validate your idea. Your PDO partner can help you here.

To launch a successful product, you must first identify the right product-market fit for your idea and then highlight the features that will make your application valuable to your users. It all starts with posing questions and then undertaking market research to ensure that the responses are as precise as possible.

You can begin by asking critical questions such as, “What are the business challenges we can solve?”, “How are we solving them?” and “Who are we solving them for?”. Do solid competitive research, determine your USPs, and establish a product roadmap. 

Project Mapping & Cost Estimation

 

After determining product-market fit, you need to focus on architectural alignment with products for integration. It is critical to design a reliable, best-practice architecture for a perfect solution & user experience. After this, you can establish an implementation strategy and an MVP roadmap and estimate the associated expenses.

Functional and technical architecture is critical to a successful product. To ensure that, you have to take care of many considerations.  

 

Read more: HOW TO ENSURE BUSINESS SUCCESS ON APPEXCHANGE?

Design Thinking

 

Design Thinking

                                                                      (Design Thinking for ISV Application)

 

With design thinking, you can offer a comprehensive mobile and desktop experience that appeals to your users. 

Design thinking can be established through a variety of steps, including discovery, definition, UX design & testing, and auditing. 

  • The discovery stage comprises qualitative research & process assessments to better understand users & their needs.
  •  The defining stage is what connects internal and external employee experiences with business and technological capabilities to drive solutions. 
  • The UX design and test stage include collaborative revision and design validation. 
  • Finally, the audit stage checks design deliverables with development deliverables.

Salesforce Security and Compliance

 

Staying Compliant is the main delay challenge faced by ISVs. If everything is executed precisely, the procedure can take some months. Inefficient operations may double or triple the go-live time of your AppExchange product, putting potential strategic returns at risk.

Most ISV applications have permissible identified vulnerability issues that need approval by Salesforce and going for a pre-clearance will save you from unnecessary delays.

 

Connect with Us to get started

 

Choosing a Product Development Outsourcer with a proven record of success navigating the Salesforce ISV process and team eliminates the ambiguity from app development.

As a top Salesforce PDO specialist , CEPTES assists ISVs in navigating ISV, Product, Sales, and Legal team complexity, aligning a go-to-market plan and eliminating non-compliance risks.

 

Click here, If you are an ISV looking for PDO services and let our experts take charge.

Salesforce Connect

Data Virtualization with Salesforce Connect

Customer Relationship Management (CRM) software is now imperative for all sales teams, regardless of size. And today, Salesforce holds sway in the CRM world. Salesforce has built a strong ecosystem by acquiring a broad range of businesses and solutions. 

Salesforce is used for lead tracking, pipeline management, creating opportunities, and capturing order details that lead to fast and easy conversions. But it is not the system that maintains or processes orders. An external (remote) system manages orders. However, sales representatives prefer to view & update real-time order information in Salesforce rather than learning or using an external system.

Now the question is how do you view and modify data that is stored outside of Salesforce, without actually moving it inside the CRM?

 

Data virtualization is the best approach here. But first we should understand few things here.

What exactly is Data Virtualization?

Data virtualization enables real-time synchronization of multiple sources without any need for data replication, significantly reducing infrastructure costs.

Data virtualization focuses on mapping objects across multiple systems rather than copying data from one system to the next.

The benefits of Data Virtualization:

  • Instant data access – Get real-time access to all of your data in one place.
  • Extracts data from heterogeneous sources – It can extract data from all sources & types, irrespective of its formatting.
  • A centralized point of access  – Data virtualization reduces the risk of errors and data loss.
  • No interruption in other functions – Data virtualization supports existing data infrastructure, allowing it to continue operating normally.
  • Reduced data storage costs – since data does not need to be replicated or moved, a data virtualization layer is less expensive to maintain in the long term. 

Salesforce Connect: The go-to-solution for Data Virtualization: 

Using Salesforce Connect, you can access the data from an external source (like SAP, Oracle, etc) along with your Salesforce data.

 

Also Read: THE ADVANTAGEOUS FEATURES OF INTEGRATING SAP AND SALESFORCE

 

Salesforce Connect usually maps data tables from external systems to external objects. 

An External object is similar to a custom object, the only difference is that it maps to data stored outside your Salesforce org. 

To ensure that external objects are always up-to-date, Salesforce Connect utilizes a live connection to external data. So, when you access an external object, you get real-time data from the external system.

Salesforce Connect lets you do many things:

  1. You can create, update and delete the data in an external system (CRUD operations)
  2. You can request data in an external system.
  3. Allows you to access external objects via list views, detail pages, record feeds, custom tabs, and page layouts.
  4. You can also define the relationship between an external object and a standard or custom object to integrate data from a different source.
  5. You can also run a report on external data.

You can use one of the following Adapters to access external data through Salesforce Connect:

  • Cross-org adapter: Designed to connect to external Salesforce organizations.
  • OData Connector: This adapter connects to any system that supports the OData 2.0 or 4.0 protocol.
  • Custom adapter created via Apex 

The ultimate benefits of the Salesforce Connect Solution:

  • This solution doesn’t take up data storage space in Salesforce.
  • Eliminates the need for regular data synchronization between the external system and Salesforce.
  • Obtain a declarative set up in a short period of time.
  • Access the external data using external objects. 
  • Easily conduct a federated search in the connected external system using global search.

So there’s another solution other than Salesforce Connect. It’s a sub-optimal solution “Request and Reply” in which you use the Salesforce API to make an ad hoc data request to access and update external system data. You can use the Salesforce API/ REST API/ SOAP API to execute it.

Error handling

In integration, error handling plays a very critical role. So it’s important to include error handling as a part of the overall solution. When an error occurs, error codes are returned to the caller, who is then in charge of handling the error.

Salesforce has one tool which is called the Salesforce Connect Validator. It’s a free tool to run some common queries and notice error types and failure causes.

Security

Error handling and Security go side by side. So it should adhere to the standard Salesforce or global security. It is always recommended to use the HTTPS protocol to connect to any remote system. 

Summing up: 

As a Salesforce architect try to go with the right Data Virtualization pattern because if you end up choosing the wrong technology, you have to do a lot of patchwork to make it work. And before you choose any adapter, read its limitations and advantages. 

To sum it up, Salesforce Connect is the best solution for Data Virtualization.

Salesforce Developer

Komal’s Developer Story

“All you need is the plan, the road map, and the courage to press on to your destination.”

Our colleague Komal Sharma is the living paradigm of the above-quoted phrase. She is an experienced Python Developer who seized the right opportunity with CTU (CEPTES Technopreneur University) and is now a well-established Salesforce Developer.

“CTU is a life-changing platform for aspiring trailblazers”  – says Komal. 

When asked about her journey, Komal says, “After I updated my profile on naukri.com, I received a call from CEPTES HR. She introduced me to the vision behind CTU as well as explained to me the program structure: 3-6 months extensive Salesforce training followed by hands-on live projects.

Initially, I was hesitant to switch careers from Python to Salesforce. However, after conducting extensive research, I decided to pursue this opportunity and I am glad that I took it. 

While working as a Python Developer, I can only write the code. After CTU, my Salesforce skills have advanced to the point where I can manage Salesforce Admin, write code, and deploy it to production.

I am so confident in my abilities that I can say, “I can manage everything in my project independently.”

Now I have my vision of becoming a System Architect in Salesforce. I have already taken the first step by completing my Omnistudio Developer Certification. Soon, I’ll complete the PD1 (Platform Developer 1) certification as well.

“I want to master all the Salesforce domains from admin to integration to development. That’s a goal I have set for myself”

The mentorship at CTU has been my driving force. I really want to thank Deepam sir and Priya sir for this outstanding opportunity. 

CTU does changes a person’s life irrespective of his/her educational background”

CEPTES Technopreneur University (CTU) is a Purpose Beyond Profit initiative by CEPTES to bring new talent to the Salesforce Ecosystem. 

Jobs demanding Salesforce skills are growing fast across the world. CTU is a striking initiative by CEPTES to bring up-and-coming trailblazers into the Salesforce ecosystem and help enterprises in recruiting talented Salesforce professionals.

 

Start your Salesforce career today!

Step by Step Guide to Lead Nurturing
Pardot

A Step By Step Guide To Lead Nurturing

In a world as connected and digitally sound as today, customers choose to select the businesses they want to engage with. As most of the world has shifted online post the COVID-19 pandemic, the rise of services, products, and content-on-demand is an opportunity and a challenge at the same time. Customers today know what they want, who they want it from, and what to look for in the businesses they want to buy from. And, it just doesn’t stop there.

Your customers today aren’t inclined to just hear from you; they want to hear from you directly—messages and other notifications that are personalized and contextual. According to McKinsey’s Next in Personalization Report 2021, a whopping 71% of customers expect personalization in terms of messaging or products and services from businesses. Companies that engage in personalization activities generate 40% more revenue than the average players. Moreover, 76% of customers get frustrated when they don’t find a certain degree of personalization in their messaging.

 

Personalisation Expectation

 

(McKinsey’s Personalization Report 2021)

 

If you’re a marketer in today’s day and age, you don’t want to contact your potential customers and look like a spammer. The journey from a cold call to the final decision-making process is a long, engaging, and, if done rightly, ROI-positive one. However, to ensure that your sales team is making that journey an engaging and value-driven one, you shall have a process in place.

Although, with the number of efforts involved in ensuring that your leads are only served, a communication that’s tailor-made for them is a far-fetched one. Hence, to ensure that your customers are communicated with relevant information, you need to automate how you stay in touch with them regularly without seeming too pushy. This is where a well-thought lead-nurturing strategy comes into play.

Lead nurturing, essentially, is the process of staying in touch with your leads throughout the customer’s journey and all the phases of the life cycle. It is entirely plausible to assume that most of your potential customers might adopt a different journey, from the introduction to the decision-making stage. Some might visit your website continuously; others might be opening your emails often to see what you’ve got to offer.

Learn how an efficient lead-nurturing strategy can help your sales and marketing teams to improve how they communicate with your potential leads.

What is lead nurturing?

Imagine yourself in a B2B customer’s shoes. You are facing a pain point in your business’ operations and hence start with your most basic instinct, i.e., a basic Google search to alleviate that pain.

This is the most common and often the first step that any of your prospect B2B leads might take. During this stage of independent research, a B2B customer is on the lookout for the right information that helps them with the issue they are currently facing when it comes to their business. When they get access to a piece of resource or information that provides some value-driven information about their pain point, they are looking forward to creating a meaningful relationship with them.

So, based on this scenario, lead nurturing is a strategic process of figuring out what buyers might find valuable during the tenure of the relationship with your organization and providing them with that information at the right time. It is an automated process that incentivizes your leads with a consistent supply of relevant information and gives them value at each stage. This process continues until they have enough valuable information to make a buying decision.

Why is lead nurturing important?

A thorough lead nurturing strategy gains from the right degree of automation at critical places. According to a source, marketing automation in lead nurturing brings a massive 451% increase in qualified leads.

The entire nurturing strategy can achieve automation and communicate with your leads through contextual messaging that doesn’t look like a spam email. With lead nurturing, your leads receive targeted communications based on their activities, interests, and more. So, what should you expect when you deploy a full-fledged lead nurturing strategy? Here are some of the benefits:

  • Lesser time, efficient results

Contrary to the general perception, good lead nurturing can save a lot of time in your entire sales process. Say a sales team employee can engage a lead way too early in the process. This is when they will have to explain the process right from scratch and cater to more and more questions.

A well-executed lead nurturing strategy can educate your leads early on in the journey before a lead communicates with your sales team. The initial purpose of lead nurturing is to educate your potential lead around the pain point they are trying to find a solution for and still not feel much pushy.

  • Reaching out again

As you gain more and more leads in your database through your marketing efforts, it gets a little haphazard to manage it all in one go.

In this process of a growing database, there is a chance that the older leads might get overshadowed when the newer ones come on board. A lead nurturing campaign is a great way to revive the dormant leads. The key here would be to treat these people like someone you just lost touch with and are trying to reach out to them again. Hence, a direct call to the action-driven campaign isn’t the way to go.

Reel them in by sending educational information pieces. This process will further allow you to weed out the leads that seem to be inactive and the ones that are looking to look more into the services you are providing. A lead nurturing process with older leads can further fasten up your sales process, as your sales team already knows whom you shall engage with and whom you shall not.

  • Personalize Messages

A lead nurturing strategy can not just automate your process of engaging with the right leads but personalize it to an altogether new level. You can send personalized communication to prospects based on their activity.

With more such elements, like using a signature from one of your sales reps to make the email seem more human to including a conversational tone of voice, there’s a lot that can be achieved. Moreover, you can achieve a strong degree of personalization even if you’re communicating at scale with your prospect leads.

  • Automate to save on time and resources

With your marketing and sales team focusing on many other duties, there’s a strong chance that your team can miss out on potential leads by not following upon them. However, with a lead nurturing strategy, this task can be automated based on their past interactions. This allows the sales reps to focus on leads that have just entered the ecosystem and acclimatize them by supporting them if and where necessary.

  • Nurture across lifecycle

While lead nurturing is an excellent way to get in touch with your prospect leads, it can help you gain the attention of your existing and new clients.

A lead nurturing campaign focusing on your newer services offerings and welcoming them into your business is an excellent way to communicate and engage with them. For a newly on boarded client, an information guide, best practices help book, etc., can be a good piece of valuable information. Moreover, you can also nurture your existing clients by upselling them newer packages, renewals, loyalty discounts, etc.

This can be an excellent method to onboard new employees and train them.

What goes behind a lead nurturing campaign?

Now that you’re well adept with what a lead nurturing campaign is and why your business should get on board, let us help you learn about the elements involved in it. Here are some steps to set up a successful lead nurturing program:

 

What goes behind lead nurturing campaign

(Steps for Lead Nurturing Campaign)

Step 1: Choose the campaign

There are various kinds of campaigns you can run to nurture a lead. This depends upon what your goals are to achieve out of this activity. There are tons of lead nurturing campaigns you can look into. For instance, a welcome campaign, an upsell campaign, a top-of-mind campaign, etc.

Hence, this is the most crucial decision before taking the next step.

Step 2: Choose your list

Once you have selected the purpose and type of campaign, you can target the right people you want the campaign to be sent to.

Lead nurturing allows you to target a specific set of audiences, depending on different parameters such as location, new or old users, and more. Choosing the right list will allow you to target a particular set of people with more detailed and contextual communication.

Step 3: Decide on a flow

A flow will be the process of your leads receiving any form of communication from you. To decide a flow for your lead nurturing activity, you need to consider a few things.

  • Frequency: Decide on a frequency, depending upon the first step. If your campaign targets long-term inactive leads, you’ll need a long-term sales cycle with the communication spread out across a few days. On the other hand, a client onboarding mail should be right on time, with the right frequency of materials available at their disposal. This will allow them to know your services and work even better during your relationship.
  • Complexity: Every lead nurturing campaign is different. Each campaign can be set separately depending on how complex or simple you want it to be. Nurturing campaigns can be set linearly, where leads will progress through the campaign in straight lines or different branches that will get active as they respond to a mail.
  • The Trigger: Lead nurturing works best with a trigger available at each step. Actions like opening a mail, clicking on a link, downloading a guide, or an eBook can be that trigger. This allows marketers to deliver highly-relevant and contextual messages to a lead at each trigger’s activity.
Step 4: Decide the content you’d like to offer

Every campaign has a suitable form of content. You shall go for the content ideal for the type of campaign you’re creating. Say, for instance, if it’s a simple lead nurturing track for sales leads, go for tailor-made content based on the client’s history and past activity.

According to a study, our attention span has decreased by 33% since the beginning of the century. The type of content you choose should be interesting and be able to grab your lead’s attention in one go and should make them read further down the line. You can take this step further by creating a user persona for each of your target groups, helping you personalize your messages even further.

Step 5: Activate and Analyze

After ensuring that you’ve covered all the aforementioned aspects, deploy your nurturing program and track it at each stage.

Lead Nurturing Best Practices

Once you’re adept with the intricacies above, going through the lead nurturing best practices is a good idea. This will help you avoid unethical practices and not sought-after practices in lead nurturing, such as spamming your leads and optimizing your information for conversion. Moreover, you need to ensure that your valuable and well-researched information reaches the right people at the right time.

Here are some best lead nurturing practices that can help you longer:

  • Involving your sales team

Making your sales team a more involved component of your lead nurturing process can pay dividends down the road. While the marketing team does its job and the lead nurturing process is automated, the sales reps have real-world insights.

Sales teams are in direct contact with leads and hence can understand the pain points of each prospect.

Touching base with your sales team can help you streamline your communication strategy and work in tandem with where a specific lead is in the customer journey process.

  • Target your communications

Lead nurturing is most sought-after and yet common feature is its ability to target. Targeting the right communication towards the right people is an underrated capability. Always make sure that whenever you can, target as narrowly as possible.

The segmentation possibilities allow you to segment your leads into different targeted lists from the database. These different targeted lists can be catered to different types of content.

  • Make it easy to unsubscribe

As unproductive as it might sound, allowing people to unsubscribe easily is an essential part of your customer journey. If you don’t provide one or make it difficult to unsubscribe from a list, there’s a chance of you getting blacklisted quite soon. Make it evident that your customers are still in control of what they can see and which emails they should receive.

  • Include Clear Call To Actions

Every lead nurturing communication should have a purpose involved. This purpose can be fulfilled by providing an explicit action to your lead that you expect them to take after looking at your content.

The call to action can be downloading an eBook, clicking on a link, etc. You need to ensure that your CTA is visibly placed well within the content. Moreover, using a similar color scheme in a set of your mails for a call to action button can be a good idea to make your lead more familiar with it.

  • Text-based over HTML

A simple text-based email with a personalized signature can do wonders when communicating with your leads. Instead of going for an HTML-based mail with a higher turnaround time and more complexities, text-based mail can be a better alternative.

  • Strategic with your timing

Time your lead nurturing campaigns and information pieces carefully and at strategically placed intervals. Look at the available data sources and try to figure out the best time when your information content might be valuable for them or when they might look at it.

  • Create supporting content

To ensure that enough credibility backs your information, create supporting content pieces such as educational videos, blogs, eBooks, and more that allow you to provide an impetus to your lead nurturing efforts. Let’s just put it this way- if lead nurturing is the engine, then the content is the fuel that’s powering it.

In case you’re short on the quantity of content to back up your lead nurturing efforts, there’s no harm in using third-party resources to ensure that you have enough resources to back up your efforts.

Conclusion: Lead Nurturing For Smarter Results

As the landscape changes around the world, so does customer behavior. With most of the customers increasingly relying upon primary research and various resources, it has become a potential goldmine for generating business. However, that might not entirely be true. According to data by InvespCro, almost 80% of new leads do not result in a sale. This is where a thorough lead-nurturing strategy comes into play.

 

Are you looking for some help with your lead nurturing process? Get in touch with us today, and our representative will help you out with a detailed scope and plan of action tailored for your requirements.

Journey2Salesforce

Developer Story: Manish Kumar

“Success is where preparation and opportunity meet”

 

In a world where everyone strives to succeed, only a few act virtuously and seize the opportunities that life presents. Manish, one of our dear colleagues, is a perfect example of what we’re discussing.

Manish, an experienced Python Developer, was one of the great talents of early CTU batches. He has come a long way since he first learned about Salesforce and is now working with Accenture on a big outsourced Salesforce project. 

On being asked about why he chose CTU (CEPTES Technopreneur University), he says “I was eager to switch to a technology that is future-proof”. Learning Salesforce, the leading cloud technology, through the robust platform of CTU was a dream come true. 

My introduction to CTU was through a friend who forwarded a LinkedIn post to me. I was a bit reluctant to switch to Salesforce because it was a major technological shift for me. But when I read about the success stories of other CTU graduates, I knew this is my doorway to a future-proof career. The experience with CTU was incredible. Priya Sir and Deepam Sir have been excellent teachers to us. The strong mentorship and guidance fostered a drive to innovate in us. 

I had no idea what life-changing four months of training and supervision at CTU would be for me. CTU has instilled in me the confidence that “I can handle a Salesforce Project Individually”. My aspiration now is to work as a Vlocity Architect. I already have the Omni Studio Developer Certification under my belt and I intend to complete more certifications in the upcoming days.

 

To all my CTU mentors: “Your love of learning has drawn me into a whole new universe of exploring ideas”

 

I am forever grateful to you.

 

CEPTES Technopreneur University (CTU) is a Purpose Beyond Profit initiative by CEPTES to bring new talent to the Salesforce Ecosystem. 

Over time Salesforce has proven to be the “Most Aspiring Career Domains”. CTU is an ambitious effort by CEPTES aimed at bringing budding trailblazers into the Salesforce ecosystem and assisting companies to hire the best Salesforce professionals.

 

Join the program!

Salesforce, Salesforce Essentials

5 Tools For Salesforce Org Health Check

Salesforce as a platform provides valuable functionalities for businesses of all shapes and sizes. However, when it comes to implementing the right Salesforce strategy suitable for your business, it has a lot of gears involved in working together. Apart from your regular operations of the organization, there arises a requirement to ensure that it runs seamlessly.

Instead of waiting for a disaster to approach and hinder your operability, a regular health check can allow you to keep security risks at bay and operate free from any unforeseen issues. Salesforce org health check can be a proactive method to ensure that your organization’s digital operations run securely and perform efficiently, providing you an edge over your competition.

What is Salesforce Org Health Check?

 

A Salesforce Org Health Check can be considered as a regular health check-up at your doctor’s, allowing you to ensure that everything is working perfectly fine. Apart from the good stuff, it will enable you to leverage any impending dangers that might be hanging over your organization.

A detailed Salesforce health check gives you details about your org’s processes, security settings, and workflows, giving your team a heads up on any of the issues and resolving them.

Why Should You Go For A Salesforce Org Health Check?

 

A routine Salesforce Org Health Check has its own set of advantages. Apart from a routine update, it also helps you identify certain loopholes that might go unnoticed otherwise.

  • Improved efficiency of your Salesforce org, leading to better ROI
  • Provides a detailed view of how to move forward with your Salesforce org’s optimization
  • Allows you to give a clear picture of your Salesforce org’s data security
  • Improved user adoption and overall productivity

Tools To Conduct Salesforce Org Health Check

  • Apex PMD Tool

PMD Tool is a popular source code analyzer for Java and many more languages. Salesforce recently collaborated with open source developers to create a powerful and equally functional tool called Apex PMD which supports Apex language.

Being a free tool, it is easily accessible and looks into two types of issues- DML operations or software queries within a loop. Using its functionalities, it can find out the deviations of Salesforce best practices. Common programming flaws like unused variables, empty catch blocks, unnecessary object creations, etc., can be easily looked into using Apex PMD.

You can also create Salesforce org error reports using the Apex PMD tool.

  • Salesforce Health Checker Tool

If you’re a Salesforce Administrator, you can use its in-built health checker tool to find and analyze errors and vulnerabilities in your org from a single dashboard.

What makes Salesforce’s health checker tool even better is that you can compare it with Salesforce’s yardstick standard scores against your health check score. This tool defines risks based on its volume of impact and risks, ranging from low to high, allowing you to prioritize them accordingly.

The Salesforce Health Checker Tool is free and provides faster results. Its easy-to-use interface allows you to set up and use it quite efficiently within your organization.

  • Check Marx Apex Code Scanner

Again, powered by Salesforce, the Check max Apex Code Scanner effectively runs an org health check. The Check Marx scanner runs as a security check on your Salesforce org and gives a detailed report of the risks and loopholes based on the quality of code and security. As it runs the test, it compares it with the Salesforce baseline standards and best practices.

It is often referred to as the tool that provides the most accurate information in code security. It involves three easy steps to use- visit the portal, type in your Salesforce instance and choose the type of scan you want to run. There’s an option to use a Security Profile Quality Profile or both before going for the scan.

You will receive a detailed report in your connected email with the risks identified and the most effective ways to rectify them as you submit them.

It is a paid tool available at $59k per year for 12 developers. However, it is worth the cost considering the degree of functionalities available.

  • Manual Org Assessment

A manual org assessment is an alternative if you don’t want to go for any of the available tools. It can be considered in situations where your internal team has the expertise and knows your Salesforce org inside out.

However, before going for a manual org assessment, it is always recommended to have a process in place. A checklist of sorts, if you may.

Some of the criteria you can base your manual org assessment upon are:

    • Data storage
    • License usage
    • Workflows vs Triggers implementation
    • Batch classes and scheduler per object
    • Record and ownership skews
    • Standard vs custom development
    • Custom setting or Metadata configuration for controlling Triggers

  • Salesforce Accelerator

Salesforce Accelerator is an underrated tool to make your Org health great again.

It is an on-demand tool and is usually available if a user is facing issues with their Salesforce instance to get individualized technical support from their team. This tailored guidance can allow you to resolve the problems within your Salesforce Org and bring it back up and running in no time.

This service from Salesforce is available to businesses as part of the Salesforce Premier Success Plan. You need to submit a request on the Help and Training portal, and a certified specialist will get in touch with you. These specialists then go through your Org’s risks and vulnerabilities in around 3-4 weeks and provide you with a report of the issues for the same.

The Salesforce Accelerator can turn out to be an excellent tool in case you believe that your organization has the resources to become a part of the Premier Success Plan, allowing you on-time reports from within Salesforce.

 

Conclusion: A Thorough Org Health Check Improves Productivity

 

A balanced and routine Org health check is a reality check on how your current Salesforce org is functioning and what can be improved about it for better results.

 

If you are a business looking forward to technical support for your Salesforce Org’s health, Get in touch with us at CEPTES. With over a decade of experience and a 200+ strong team of Salesforce experts, we’re here to ensure that your business can embrace Salesforce more effectively, leading to higher ROI.