Three AI Developments to look out for while Optimizing Salesforce Data Cloud
Author: Connor McClure
The newest developments in technology are always just around the corner, and Salesforce, like its industry competitors, was never going to be left behind in offering some of the world’s leading artificial intelligence (AI) powered business solutions. It has now been nearly a year since the announcement of Einstein AI, nearly six months since the announcement of the larger Einstein 1 platform unifying Data + AI + CRM, and the potential seems limitless… to the extent that a trusted technology expert may be needed to spotlight which functionalities will help support a return on marketing investment (ROMI).
Verticurl is a partner that Salesforce driven brands have utilized for years, particularly trusting our ability to execute across a complete vision of Salesforce MarTech architecture, including activating the power of Data Cloud and other innovative solutions for joint clients. With some of the industry’s leading data technologists at our disposal, we deeply understand the complex journey from data collection and unification to activation and analysis.
As daunting as it may be, Salesforce is far from a straightforward tool for brands anymore–it is a complex platform that can be utilized to reach new heights with the right understanding and know-how. With this in mind, Verticurl has evaluated the early AI capabilities, seeking where AI can create immediate business impact. Here are three notable functionalities that we believe will streamline brands’ ability to do more with their data.
1. Einstein Predictive Engagement Scoring
Utilizing artificial intelligence, this approach predicts customer engagement levels to customize marketing outreach effectively. The Data Cloud gathers and assesses past customer interactions, website visits, and email engagement data. Based on this information, Einstein Engagement Scoring generates predictive scores for individual customers, indicating their probability of engaging with upcoming campaigns. Marketers can segment their audience according to these scores and deliver personalized content and offers through diverse channels, ultimately boosting engagement and conversion rates.
2. Einstein Predictive Lead Scoring
Sales teams frequently encounter difficulties in prioritizing leads efficiently. Einstein Lead Scoring addresses this issue by employing AI to evaluate diverse lead characteristics such as industry, company size, and engagement track record. This assessment generates a score for each lead, forecasting their likelihood of conversion. Sales representatives can subsequently concentrate their efforts on leads with higher scores, increasing sales efficiency and effectiveness by targeting prospects with a higher probability of closing deals.
3. Automated Segment Generation
Marketers now possess the capability to swiftly craft audience segments and enhance targeting through natural language to query with Data Cloud. Additionally, AI-powered recommendations assist marketers in generating the most effective segments, projected to boost overall campaign engagement. Notably, one does not need to understand SQL to develop sophisticated segmentation.
This streamlines a considerable portion of the segmentation process, particularly the historically time-consuming tasks of sifting through extensive data rows for analysis and crafting queries for audience segmentation.
What is the early trend with efficient AI at the enterprise level?
Why do these three functionalities stand out to Verticurl? Because when stripped of the technology involved, these solutions become traditional and effective marketing tactics–segmentation, lead scoring, and customer success… it’s all a part of understanding the customer to create a resonating experience. Without a doubt, innovation will continue to be mission critical; Verticurl and the larger WPP network are pioneers in pushing marketing technology to its limits, but we are always going to prioritize where we see brands can create immediate business impact with proven tactics amplified through the power of technology.
