Maybe it’s the increasing temperatures, but the last few weeks I’ve been thinking (and posting) about what makes a solution sticky.
Not in a “Ew, get it off me” way but a more indispensable “I put that stuff on everything” way.
In last week’s post, I was reviewing how we help Customer Success teams get more accurate data for their upsell and renewal conversations. But what about the juggernaut on the other end of the customer journey, our friends in Marketing?
Marketing depends on being able to segment leads and contacts into specific groups for more targeted messaging, one of the most popular being by product usage.
This can often be a time-consuming process of asking each individual sales rep to provide a list of their customers that use a particular product, or a request to the product team to be able to look at who’s using which license through some proprietary tracker.
This is where being Salesforce-native works in our and our customers favour. Because ARRow can pull precise product line information from opportunities, these insights can be used to create lists or campaigns right in Salesforce, filtered specifically and accurately on which customers are currently using what product.
This is a key building block for any whitespace report, because we can finally segment customers by what they don’t have yet (“Show me all clients that have product A, but not product B”).
Marketing then has immediate and up to date access to the segmented audiences they need to create specific messaging for, target for new products, surveys or beta participants, and conduct research on to gain a deeper understanding on what’s resonating with who.
The ‘spray and pray’ days are far behind us (and frankly, nobody is going to miss them…) and in order for Marketing teams to be effective, their segments need to be specific, accurate, and easily available to target.
The more that segment-building process can be automated based on accurate data, the more time and energy can be spent on crafting the relevant messaging and testing it out, allowing marketing teams to really focus on their core activities, and where they truly shine.
And this is why we want to help them do it more effectively.
Want to dig in a bit deeper with me on a specific process at your organization? I offer free consultations on all things Salesforce/RevOps related here: www.forecaas.com/contact-us