FAQs
Newsletter dispatch in Salesforce

Yes, e.g. with Salesforce Email Studio, Pardot, or with our SendHero42 app via the Marketing Cloud

Standardized platform

Salesforce Customer 360 is a platform that enables a uniform view of all customer data. The data is merged from the various Salesforce systems and applications. The aim is to understand and analyze customer interactions. The collected information, preferences and behavioral patterns help companies to address customers in a targeted manner.

Salesforce Genie

The customer data platform "Genie" plays an important role here, as it enables teams from marketing, sales, commerce, service and IT to work together and focus on the customer in real time. This leads to a personalized customer experience and a better customer experience.

Online marketing for business customers

B2B online marketing refers to the use of marketing strategies to reach and acquire business customers via the internet. It also focuses on marketing activities carried out by companies for other companies to sell their products or services to business customers. It differs from B2C (business-to-consumer) marketing, where consumers are the target audience.

Advantages of B2B online marketing

• Targeted approach: B2B online marketing enables companies to address their target customers directly.

• Increased visibility: Online presence and search engine optimization can help a company to be found more easily in search results.

• Cost-effectiveness: Online marketing campaigns can be more cost-effective than traditional marketing methods.

Types of B2B online marketing

• Inbound marketing: This uses informative content to attract potential customers and guide them through the buying process.

• Search engine advertising: Companies can increase their visibility by placing targeted ads in search results.

• Social media: B2B companies can reach their target group via social platforms such as LinkedIn.

Definition of cloud solutions

Cloud solutions are services and applications that are provided via the Internet and run on servers on the Internet (the "cloud"). Users can access applications and data from anywhere as long as they have an internet connection.

Advantages of cloud solutions

One of the biggest advantages of cloud solutions is flexibility. Companies can scale their resources as needed without having to worry about managing IT infrastructures. Other benefits include cost efficiency and reliability. By using cloud solutions, companies can save costs on hardware, software licensing and IT staff.

Types of cloud solutions

There are three main types of cloud solutions: Software-as-a-Service, Infrastructure-as-a-Service and Platform-as-a-Service.

• SaaS solutions offer applications such as email, customer relationship management such as Salesforce and human resource management (HRM) as a service.

• IaaS solutions offer companies virtual access to IT resources such as servers, networks and storage.

• PaaS solutions offer companies a development platform on which they can create and provide applications without having to worry about managing the IT infrastructure.

Definition of content marketing

Content marketing is a marketing strategy in which companies create and publish relevant, valuable content to appeal to their target audience, strengthen their brand and achieve their business goals. It avoids a direct sales message and instead attempts to gain the interest and trust of the target audience through the added value that the content offers.

Content marketing involves the creation and distribution of various content, such as blog posts, videos, infographics, images and more, through various channels, such as social media, websites and email marketing.

Content marketing for the B2B sector (business-to-business)

In the B2B sector, content marketing is aimed at business customers and other companies. The goals of content marketing in the B2B sector can include:

• Building brand awareness: Content marketing can help to make a company better known and build the brand in a positive way as a result.

• Lead generation: By using suitable calls-to-action, content marketing in the B2B sector can help potential customers to contact the company and thus generate leads.

• Building trust: By providing content that is both valuable and helpful, companies can gain the trust of their target group and position themselves as experts in their industry.

• Strengthen customer loyalty: By providing regular and relevant content, content marketing can help customers stay loyal to a company for longer and build a stronger relationship.

• Increase sales: By engaging their target audience through relevant and valuable content and sparking interest in their products and services, content marketing can help increase sales and profits.

Content marketing for the B2C sector (business-to-consumer)

In the B2C sector, content marketing is aimed at end consumers. Similar to content marketing for the B2B sector, the focus in the B2C sector is also on building brand awareness, strengthening customer loyalty and building trust. In addition, the aim is to increase traffic and conversion. By addressing their target group with relevant and valuable content and arousing interest in their products and services, companies can use content marketing to generate more traffic to their website and increase sales.

In the B2C sector, blog posts, social media content, videos and influencer marketing are often an important part of content marketing campaigns, as they enable a greater reach and an emotional connection with the target audience. Companies can also attract the interest and attention of their target audience through the use of visual content.

Definition of SEO

SEO stands for "Search Engine Optimization" and refers to the optimization of a website to ensure that it ranks higher in search engine results (such as Google) and is therefore easier to find. This can be achieved through the use of relevant keywords, good content and a user-friendly website structure.

Factors that should be considered when optimizing for search engines:

• Keywords: use relevant keywords on your website to make it easier for search engines to link your page to specific search queries.

• Content optimization: Make sure your content is high quality and relevant to attract your target audience and pique the interest of search engines.

• On-page optimization: Use correct headings, meta descriptions and tags, internal links and image alt tags to make your website readable for search engines.

• User-friendliness: Make sure your website is easy to use and navigate to ensure a positive user experience.

• Backlinks: Connect your website to other relevant websites to build your authority and credibility.

It's important to note that SEO is an ongoing process and requires continuous adjustments and optimizations to ensure your website continues to rank high in search engine results. It is also helpful to regularly keep up to date with updates and changes to search engine algorithms.

Definition of B2B Commerce (Business-to-Business Commerce)

B2B commerce refers to trade between companies. This means that a company sells products or services to another company. The focus here is on more complex transactions and can encompass a variety of functions.

Why B2B commerce?

B2B commerce enables companies to trade more efficiently and cost-effectively by cooperating and doing business directly with other companies.

How can B2B Commerce be applied in relation to Salesforce?

By implementing Salesforce , companies are able to automate and optimize business processes. Business is simplified, accelerated and optimized by strengthening the customer relationship and thus simplifying trade. Salesforce offers a wide variety of functions designed for B2B commerce. These functions can include automated processes, comprehensive analytics and reporting functions, automation of ordering processes, personalized prices and offers, catalog and product management.

Meaning of e-commerce

E-commerce (electronic commerce) refers to the buying and selling of goods and services on the Internet. Trading takes place electronically and requires no physical contact between seller and buyer. The transactions can take place B2C (business-to-consumer) and B2B (business-to-business). Market shares have risen steadily in recent years and are an important part of modern commerce.

The advantages of e-commerce are

• Convenience and independence for customers: Customers can shop at any time and from anywhere

• Savings in travel time / search for a parking space

• Product features and prices can be quickly compared online

• Online stores generally have a larger selection of products compared to brick-and-mortar stores

Disadvantages of e-commerce

• Data security: cybercrime, data theft and hacker attacks cannot be ruled out

• Trade in counterfeit goods

• Lack of shopping experience: products cannot be touched, tested or tried on

• Delivery problems: e-commerce is heavily dependent on the delivery infrastructure. There may be delays in delivery, shipments of damaged goods or non-deliveries

• Lack of customer service: Compared to a brick-and-mortar store, there is often no direct contact person online

The risks can be minimized by taking appropriate precautions (e.g. checking the legal notice).

Customer-centric marketing strategy

A customer journey includes a customer-centric marketing strategy and is divided into different phases. During this customer journey, the various touch points are accompanied and analyzed, from the first attention to the purchase of the product or use of a service. The analyses provide a better understanding of the customer's needs and expectations and thus help to adapt marketing and sales strategies.

What are the goals of the customer journey?

Ideally, the journey does not end with the purchase, but exploits the following potential:

• Customer experience, for example, through a personalized and seamless experience that meets the customer's expectations and needs.

• Customer satisfaction: A positive customer experience increases customer satisfaction and customer loyalty

• Customer feedback: Thanks to customer feedback, contact with customers does not end after the purchase. Good feedback management to measure customer satisfaction builds loyalty and helps to identify problems.

• Optimization of marketing and sales strategies through the use of collected data and insights

• Increasing efficiency: by adapting automation processes during the customer journey, customers are addressed in an increasingly targeted manner and accompanied throughout their journey. This is achieved with the help of CRM systems

What phases is a customer journey divided into?

Various models can be used to categorize the individual phases.
The best-known representation was developed back in 1898 by advertising strategist Elmo Lewis: The AIDA formula.
In comparison, the ACPRA formula is more contemporary, as this formula is more far-reaching and goes beyond the actual purchase. Targeted measures are used during this phase to achieve a high level of customer satisfaction and customer loyalty.

Why do you need a customer journey map?

The customer journey map is used to graphically represent the various phases within the customer journey. With the help of the map, all points of contact between potential customers and companies are displayed and any information gaps are closed.

What are possible touchpoints on the customer journey?

Touchpoints are all points of contact between companies and potential customers.
Some examples:

Digital touchpoints:

Website, search engine SEO, social media, newsletters, email marketing, review & test portals, forums & blogs

Indirect physical touchpoints:

TV & radio advertising, print advertising, press, flyers

Personal physical touchpoints:

Sales pitch, telephone & customer service, personal recommendations, trade fairs & exhibitions, events & sponsorship