Monthly Newsletter, Vol 09, Issue 01 – September 2020
I thought last month’s All Hands Meet, one of the first of many more to come, was a fantastic platform for all Infogleners. I would like to thank the HR team, leadership team for 1. Creating this platform, 2. Sharing the mission, vision, and intricate details about Infoglen’s revenue, growth, business updates, among other aspects. We are posting some enviable numbers in terms of development. Indeed the future is bright!
These numbers didn’t come to me as a surprise; being part of a few of the sales meetings with the prospective customers, it is incredible to hear our leaders talk about Infoglen’s story – how it all started, the rollouts, small and big achievements, the late nights that each one of us have invested to make a difference for our customers. It is a testimony that we have been consistently growing both in terms of headcount (80+ strong member team) and customer base.
One of the key takeaways (for me personally) and factors that I believe contributed to Infoglen’s growth is customer satisfaction and service. As the majority, if not all, of the growth can be attributed to customer loyalty, references and the long-term relationships we built with them. Simply put, happy customers remain loyal.
Another study conducted by Walker, a company focusing on customer experiences (CX), found that by the end of 2020, CX will overtake price, service and product as the key brand differentiator. Now that we have established how important customer service is, let us quickly review what is customer service.
Power of Customer Service
- Is all about building successful customer relationships, unlike customer support (as in technical support/help desk)
- Is not just providing support; but also a significant contributor to an overall business strategic plan.
- Goes beyond helping customers to solve a specific problem; they also exchange ideas, collect the feedback from the customer, and increase the value of the product or service.
Know – How of Customer Service
Attitude: Empathy. Solution driven. Caring. Being positive. Being friendly and cheerful. Having energy. Being focused. Attitude is the cornerstone of outstanding customer service.
Interest: 100% Customer-focused. Asking questions. Listen. Personalizing the relationship. Know their product and services. All of our actions need to convey to a customer that they are important.
Action: Taking ownership. Solve problems. Be creative. Follow through. When customers see you being proactive, or taking immediate action to ensure their satisfaction, they consider this a positive experience. The research shows that over 90% of customers consider “taking ownership” as the primary factor in “WOW” customer experience.
Tone of voice: Persuasion. Influence. Empathy. Energy. These are conveyed through the five controllable attributes of voice: Speed, Pitch, Loudness, Intonation and Timbre. It’s not what you say, but how you say it.
Verbal Language: sing positive words & phrases. Avoiding negative language. Communicating accurately. Communicating appropriately. Managing expectations. Our language skills play a key role in delivering Outstanding Customer Service.
Saba appointed as Chief Operating Officer of Infoglen
A BIG SHOUTOUT to Saba who has been a key part of Infoglen’s journey and growth at every step. She is now the COO of Infoglen. Saba is a key leader in both business growth and operations. Says Haroon, our founder and CEO, “One of her key strengths is her ability to be a strong Delivery Leader. She is able to drive and grow large projects, inspire customer confidence and be a thought leader in both innovation and execution of projects. She has built her skills in Leadership and Team Management, Business Change Management, Strategic Corporate Planning, Marketing and Executive Relationship. In addition to all the operational excellence, she brings great strategic thinking and sharp business instincts to Infoglen leadership. I am very happy and proud to announce her as the COO of Infoglen,” says Haroon Ahmad, CEO infoglen.
- Salesforce is building a culture of Responsible Technology by making Ethical and Humane Use a strategic focus.
- Salesforce has infused AI with the ethical process to avoid the unintended harmful effects.
- Salesforce has also announced Work.com for schools to help them reopen safely and facilitate data-driven decisions.
An overview on Marketing Cloud – Tausif, our Salesforce Consultant from the US team gives a sneak peek into the world of Digital Marketing from a CRM perspective
In 2019, Forbes reported the global marketing industry to be valued at 1.7 trillion US dollars. Being valued more than many other industries combined, it is also surprising that the marketing industry beats the defence and aerospace industry in value. Of this 1.7 trillion, about 30 percent accounts for the spend on digital advertisement and the media market. After going over these figures and the recent growth trends, it is no surprise that there are at least four major corporations that feature among the world’s ten most valuable depend on marketing in some form for majority of their revenue. These are often commonly mistaken to be the ‘Tech Giants’ and yes, you guessed it right – all four are major US corporations that rule NYSE. But truth be told, these four are infact marketing (specifically advertising) corporations filling in gaps at different levels as digital advertisers. Though surely the corporations use algorithms and software technology
as tool sets for their business, these directly reap benefits of being marketers for their large returns.
Other than the expensive advertising website and social options offered by the leading corporations, there’s not many valuable digital marketing platforms in the market that help marketers design and implement long-term strategies ‘on the go’ effectively on all digital platforms. The role of software industry and especially the CRM in the future of digital marketing is surely worth an evaluation. So, lets dive in.
Modern day marketing has its roots to the first advertising agencies that started out of London and towards the end of 17th century following Industrial revolution and eventually came to New York City in the mid-18th century. Since early 19th century, the marketing industry has been growing in the US till today unlike any other industry its size and probably is the ‘secret sauce’ of the American business. Just binge-watch ‘Mad Men’ and you’ll know it all!
Many industries that saw their birth and later grew in the US got outsourced (while US is having a hard time bring few back home) due to economic dynamics, but Marketing has stayed on with US for over 100 years. But, why are we discussing all of this? Well, I hope you didn’t forget the times we live in.
Inarguably, COVID-19 at least has made all of the world stop, re-think and re-evaluate business and lives. While most of the manufacturing industry, consumer goods and non-essentials have seen a sharp decline immediately and the software industry continues to do well, one must be well-informed of the economic ripple-effect this slowdown can have on the other industries in the long run including that on the software industry from an economic macroscopic view. Also, it is imperative that we prepare individually and as teams to carve a niche in business areas that have historically been immune to wars, epidemics and catastrophes. Digital marketing software platforms promise to be one of those few in the modern times. Let me explain you why on the way. The majority of the huge global marketing industry still needs to be digitalized for the areas within large businesses and also for small and medium-sized businesses. About 70 percent of the trillions that does not go into digital marketing spend provides with a huge gap that can be leveraged to offer innovative digital marketing strategies to businesses all around to adopt quick and easy software strategies that reach out to larger audiences, have measurable analytics and directly boost business to show an impact on quarterly numbers.
The expensive advertising and marketing costs associated with the big players prevents this spend flow into website-based marketing and offers a unique opportunity to marketing teams and software professionals to quickly spin-up a marketing instance on a configurable software platform for a cost-effective but customized campaigns that reaches out to the leads and customers in a targeted manner to provide an opportunity to re-think and re-configure an organization’s marketing strategy at any stage of their campaign. Moreover, with very few specialized software individuals who understand the digital marketing space, the opportunity to pull up one’s socks and get going faster will be more rewarding than ever.
Currently, while Salesforce accounts for about twenty percent of the CRM market share and is a leader in the space it merely accounts to about two-and-a-half percent in the Marketing software platforms space. The main reason for this small share other than the presence of other marketing platforms is the acquisition of ExactTarget in 2013-14 that led to the formation of Salesforce Marketing Cloud and the time taken for its complete integration to its existing ecosystem. Importantly, this presents a great opportunity and potential for marketers to effectively utilize Salesforce’s Marketing Cloud capabilities to implement and leverage the power of digital marketing.
Salesforce Marketing Cloud offers an easy to use, CRM-integrated digital marketing platform of the future like none other. Its capability to reach targeted audiences through customized journeys, email campaigns, texts, social-media platforms while on the other hand it offers an opportunity to the marketers for 1-1 target advertising, capture real-time interaction, store marketing data, investments and unite sales and marketing on a single platform for B2B marketing automation. All this is accompanied by the ability to manage the audience and analyze the impact of the end-to-end marketing effectiveness across the digital channels using Google Analytics 360.
Marketing Cloud can be used in various ways. But let me point out a recent implementation where an instance was spun and put to use in a matter of weeks to implement a marketing campaign for a Tech Giant’s product expert outreach. The Marketing cloud instance was synced with a Sales instance using Marketing Cloud Connect.
- Using the Audience builder’s contact builder synchronized data sources pulled in few essential attributes of all the experts (contacts) from the Sales instance with contact ID as the key. Thereafter, an unsynchronized data extension was created with attributes useful for the marketing journey.
- Automation Studio from the Journey builder was utilized to create automation sequences useful in the marketing journey to help filter experts based on attributes to filter experts from the synchronized data source into unsynchronized data extension and determine the entry and re-entry of experts into the journey.
- With the automation active, the Journey Builder helped implement email journey paths using data from Unsynchronized data extension for the different stages of the product expert outreach according to the marketing strategy of the team using mainly the decision split to decide the stage within the email journey. The schedule was then set to repeat on daily basis.
- Eventually, the organization assets and standard emails were uploaded in the Content Builder before building and testing the emails using the Email Studio. Email Studio also helped me manage subscribers, audiences, suppression lists, interactions, perform A/B testing and track emails other than administer and modify admin settings.
- Finally, after rigorous tests, the simple journey was activated and within a span of two months the outreach helped increase expert engagement by 13 percent and 25 percent for two experts’ groups.
Future plans include extending the journey’s use to include Mobile Studio and Social Studio for journeys. Also, the prospect of using Advertising Studio is being analyzed for cost.
Distributed Marketing is another interesting area where our partners have shown interest and mainly revolves around targeted marketing using the Sales Cloud without the Marketers having to log into Marketing Cloud to use the already available content from Marketing Cloud’s content builder and email studio with slight modifications.
Needless to say, as I explore the potential of Marketing cloud, I feel obliged to educate and create awareness about the potential and the power of Salesforce’s Marketing Cloud platform
and spread knowledge to fill-in gaps that help digital marketers achieve the full potential of their skills, monetary resources and most importantly their time.
The US economy cycles around capitalism and consumerism. And now more than ever, digital marketing is playing a very crucial role as a chain connecting the two. Most of the recent technological breakthroughs, including artificial intelligence are contributing to this space and possess even greater potential to drive growth. I can assure that as long as the capital markets exist, the marketing industry in the west shall continue to triumph over other industries. The history has proved that the growth in the marketing space is far more than forecasts and while I extrapolate the numbers, trends and use machine learning’s regression models, I only see exciting times ahead.
Editorial Board: Chief Editor- Sharaf Hoda; Editor- Shoa Jafri; Designer- Roshan Kandari
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