Flosum Recommendation for Salesforce Engage – Top 10 Points to Note
Flosum lays out their top 10 reasons why Salesforce Engage will benefit your businesses marketing and sales engagement.
Salesforce Engage is a product that is meant to bridge the gap between sales and marketing processes on the Salesforce platform. This is primarily the Salesforce sales user’s window for the most relevant marketing info to add more transparency between these two teams, which are needed to work in close coordination. Since its initial release back in 2015, Engage had received mixed responses from the users. If you are perplexed about this Sales Cloud add-on, here we will discuss some critical aspects of Salesforce Engage to know how it will benefit the organization’s marketing and sales teams.
Salesforce Engage usage benefits
Filter out the prospects easily
The sales professionals know how and whom they should target precisely at the granular level. However, categorizing these contacts is very difficult when done manually. Using the prospect filtering feature of Engage makes it much easier for the sales users to select their prospects based on the data collected in. Users can do prospect filtering at three levels as:
- Assignment: This is to filter by the assigned prospects to each sales user or the visitors having no Lead or Contact record on Salesforce.
- Activities: An active filter based on various activities available on the platform like webinar registration, form submission, interested, etc.
- Geography: Based on the contacts’ location, you can select by a single country or multiple countries. The filtering can be done at a regional level also.
For example, if a salesperson wants to send a customized invitation to those who attended a networking event for a webinar, they can be instantly filtered out using these features. Such a filtering system will help the sales agents to increase their success rate and avoid blanketing unnecessarily audience with irrelevant communications.
Once the sales team users filter out their prospects under different groups, they can run custom email campaigns for the target audience to engage them effectively. This will help remove the need for manually crafting the personalized emails and automate this process. Salesforce Engage can make the personalization of emails much easy and effective. The Sales users can easily launch the mail campaigns right from the Salesforce platform and leverage the HML fields to tailor-make the messages.
Using the feature of ‘Send-on-behalf-of,’ sales agents can also send emails on behalf of a different user and then try to personalize the “from address” file of their campaigns by setting the lead or the account owner. Admins can also assign the send permissions by adding custom permissions to each user profile.
Keeping consistent branding across the campaigns
Creation of email manually and sending one by one is an inefficient approach for any marketing team. So, Engage will let the marketing teams provide the needed assets for given campaigns. All the sales users will access the same set of marketing-approved templates for customized emails and required content for their campaign creation. So, there is no need for them to design the emails by themselves. This will make the task easier for the sales team and let the marketing team direct branding. With this collaborative effort between sales and marketing teams, the lead nurturing becomes much easier and effective. There is also no need for the marketing and sales teams to tread on one another’s toes to get it done.
Inbox Plugins for Outlook or Gmail
Engage also offers cool plugins for mail clients like Outlook and Gmail. This may be soon extended to other mail clients too soon. With this, salespeople can now quickly rack the clicks and opens. It is also possible to insert the mail templates right from the “compose email” tab itself without leaving the Outlook or Gmail. This plugin can again log all the mail interactions automatically so that any critical information is not lost. With this, emails will become more trackable, properly formatted, and ensuring effective communication. Engage for the Gmail now comes as a Chrome extension, and Engage for Outlook needs integration with Outlook, which has to be enabled in the Salesforce org.
Get better insight into the activities of the prospects
Engage will provide the Sales team with an easy access window into the data with which the salespersons can see what their prospects are up to and then use this information to customize their outreach efforts. Pardot can also effectively track the emails and web behavior of the prospects like the downloads, page views, and clicks on paid search results, etc. The sales team will get an added layer of insights through this. As this is done in real-time, it will also help the salespeople effectively pitch in at the most desirable moment to get instant conversions.
It is not just the prospects’ behavior, but the sales users can effectively use the Engage tolls to get alerts about the ideal time to reach out to prospects. The sales users can set up alerts on Engage to get a real-time notification when a prospect takes an essential action or desirable interaction with any company communication channel. As an example set forth by FLOSUM, an alert can be triggered when they open an email or access collateral like downloading a PDF resource or actively going through the reviews. All such concise alerts may also help to safeguard the salespeople from any information overload.
Well organized UI
The improved user interface Engage gives more clarity and also displays the information in a much organized manner. As you can see, the Engage Alerts are displayed in an easy to follow view as card-based columns. These columns can be filtered using various criteria and editable without system admins’ need to intervene. This will let the sales users gain better control over the interface and make the tasks easier. The alert cards are effectively sorted based on the nature of the Prospects based on the column filters. By displaying the most recent ones on top, it will enable the Salespeople to prioritize their efforts easily. Also, these simpler icons are now used to label the various types of interactions with the prospects, making it easier for sales users to identify each at a glance.
As we can assume, salespeople never spend their entire day at office desks. With this in mind, Engage functionality is made available anywhere through mobile with the help of the Salesforce Mobile App, which will let the users track and respond to the prospect’s activities on-the-go. The information is effectively scaled down for the mobile view, which may show up to 100 prospects over the last four days. The sales users also maybe real-time updates. The users can add the leads to their accounts to nurture the campaigns and also respond on time at different times of engagement, which can be done right from the mobile device from anywhere. Engage, by default, is a mobile-optimized platform which has the added ability for the admins to use various actions and filters for the apps than using it on the desktop browsers.
Better reporting for strategic insights
Both the sales and marketing users can now generate reports based on the templates or the non-templated emails. Sales users can also see the visual performance charts of their emails for any custom set timeframes. The Team Reports feature at engaging will also let the individuals and teams see their mail campaigns. All emails succeed in the most number of interactions over a certain period. Marketers can also view the results from the Engage users mails to understand which campaigns and templates are performing the best and custom set the strategy in the right way.
Need for little training
As we know, the salespeople are usually so busy to spend time in terms of learning and getting adapted to the new tools. As Engage is very simple to use with a user-friendly interface, it requires only very little training for the users to get started with it. Salesforce Engage typically acts as a Pardot, which is stripped back, and the sales users can use only the most relevant features to make their jobs easier. Some of the sales users may also want to get access to a quick tutorial to know how to use the Reports and Alerts tabs, whereas some others may need a brief overview of filtering the prospects and setting up the email campaigns etc. However, most of them will dive into exploring these features all by their won with ease.
Salesforce Engage has a separate license that you will need to use. Unlike the bucket license for Pardot, the Engage license is issued as per person. Engage’s pricing is very transparent, which comes to around $50 for a user per month. Once the license is purchased, the Salesforce Admin has to assign it to the team before starting working with it. Engage is a continually evolving platform, so you can keep a close watch on this product’s upcoming developments to reap more out of it.