Welcome to the world of digital transformation for financial services, where cutting-edge technologies are reshaping customer journeys, demand generation, and scoring strategies. In this era of innovation, we dive into the realm of SFMC journeys, leverage the power of Demandbase intent, and simplify scoring buckets to fuel your organization’s growth and success.
With SFMC (Salesforce Marketing Cloud) journeys, we unlock the potential to create personalized and seamless experiences for your customers. By mapping out intricate paths, we guide individuals through tailored interactions, nurturing them at every step of their financial journey. Whether it’s onboarding, cross-selling, or retention, SFMC journeys empower you to deliver the right message to the right audience at the right time.
But what if you could take it a step further?
Enter Demandbase intent, a game-changer in B2B marketing. By harnessing intent data, we gain unprecedented insights into your target accounts’ interests and behaviors. This powerful tool allows us to prioritize and engage high-intent prospects, accelerating your sales pipeline and driving revenue growth.
Of course, in the realm of financial services, not all customers are created equal. That’s where easy scoring buckets come into play. By simplifying the scoring process, we categorize prospects based on their engagement, propensity to convert, and lifetime value. With this data-driven approach, we enable your sales teams to focus their efforts where they matter most, optimizing resources and boosting conversion rates.
Now, imagine the possibilities that arise from this seamless integration of SFMC journeys, Demandbase intent, and easy scoring buckets. The result? A digital transformation that revolutionizes the way financial services connect with their customers. From personalized experiences to data-driven targeting, your organization becomes a catalyst for growth and a trailblazer in the industry.
So, are you ready to embark on this transformative journey? Together, we’ll navigate the complexities of digital transformation, unlocking the true potential of your financial services organization and shaping the future of customer engagement. Let’s embark on this exciting adventure and redefine what’s possible in the world of finance.
2. Agenda
Overview
● Fins introduction + Case Study
Demandbase + SFDC + Journey Builder
● DB Intent and overview of dash
● DB List building
● Entry Event x 2
● Activities
● Decision splits
● Object activity
● Content
Q&A
3. Use Case
Cervello bank, a growing financial firm is looking to expand its market share.
They’ve launched a marketing blitz built around upsell and retention that has
generated response but not seeing conversion on the backend
Problem
● Sales is swamped
● Quickly lose trust in leads
● Delay contacting - cold leads
4. Use Case - Upsell & Retention of current accounts
Solution
● Intent + Create Engaged Account Target List
● How to score using intent + 1st party data
● Rank Accounts into easy to understand buckets
○ Cold, Warm, Hot
○ If an account is “cold” you can drop them into an advertising play to warm them up
● Use Demandbase Orchestration to enroll contacts into SF Campaign
● In SFMC nurture leads to keep them warm
● Notify sales to follow up on “Hot” leads
● “Always On” automated solution
11. Saving you twice the time
Demandbase
● Review Intent
● Build List
● Create Orchestration
Sales Cloud
• Lead & ABM ranking
Marketing Cloud
• Hand off to Journey
master
Sales Enablement
● Hot Lead Email training
13. Lead & Account
• OOB fields/data
• Demandbase ABM scoring
Setup
• Required fields
• Field names & types
Watchouts:
• Incomplete leads
• Lookup, formula fields
Leads & Accounts
Setup – Required Fields
Field Names & Data Types
Automation Build
14. Scoring
Lead Score ABM Score Rank Action
Predictive Score: Hot Tier 1 Hot Notify sales immediately
Predictive Score: Warm Tier 1, 2 Warm Email pushing sales meeting
Predictive Score: Cold Tier 1-3 Cold Nurture email series
15. Automation Build
Query Setup
Query Build
Validate Data
Query – three main components
• SELECT
• Variable, fixed, case
• FROM
• JOIN logic
• Match
• WHERE
Data Extension
Data Action
Watchouts:
• Formatting to help readability
• Naming pitfalls
• Nested AND/OR
16. DE Setup
DE Fields
Data Extension Setup
• Type
• Sendable
Subscriber relationship
Attribute/field settings
Synchronized DE alignment
Watchouts:
• Primary key
• Type, length, default
• CreatedDate
• Nullable
Automation Build
21. CRM required fields
Create task setup
Personalized fields
Create task
• Required fields
• Customized field entry
• Test
Update lead
• Field choice
• Test
Watchouts:
• CRM settings
• API call limits
Summary
Journey Build
22. SF data entry
Search objects
The who
Entry event setup
• Salesforce data vs other
Object select
The who
• Contact
• User
Watchouts:
• Stick with SF data
• Child objects
• Campaign member
• Opportunity contact
• The details of the who
Journey Build
23. Primary-related criteria
Data fields
Summary
Criteria
• Created and updated
Primary vs related objects
• Lookup and formula fields
Data
• Default fields
• Object fields
Watchouts:
• Created/updated triggers
• And/Or selectors
• Field name varieties
Journey Build
24. Canvas build
Lead create/update - test
Flow
Canvas build
New lead test
Validate data
Watchouts:
• Create leads all fields
• DE location
Data
Journey Build
25. Content – Hot Lead
Data
Data align
Click into lead
Unique data fields
Align to content
Lookup addl variables
Click into lead functionality
Email prompt
E2E testing
Email prompt
26. Content – Hot Lead
Basic personalization
Signature block
Dynamic content
Build
• Email design system
• Personalization
Signature block
Dynamic content
Dynamic sender profile
Watchouts
• Engagement split
• Code snippets vs free form
Dynamic sender profile
27. Queries - USE DE SELECT! If you can’t use the following:
• Remember the three basic sections of every query SELECT, FROM, WHERE
• In the SELECT statement use the “, variable” for each line for efficient syntax
• Build your Data Extension as you are building the query
• Watch those JOINS: Double check each join to make sure it’s not limiting or adding too much data
to your data pool
• Don’t forget about null values
• Use Run Once to quickly run the query vs setting up an automation
Automations
• Activate an automation to a future date to have it be available to be selected by the Journey at
setup
• Pause the journey and “Run Once” selecting partial activities to verify the data at each stage of
the automation
• Keep activities on their own separate swim lane
• Don’t forget to add run/skip notifications
Automation tips
28. Entry Event:
• When using Salesforce Data Entry – always select SF Data option
• Related Object Activity attributes will not send in a new Journey member only the primary object
• Lookup and custom fields may not send a new Journey member in when updated in CRM
• A lead/contact will not enter the journey if all required fields aren’t populated when created
• Once active to edit the SF Data entry settings, create a new version and stop the previous version
Activities
• Use the Object Activity vs Task, Lead specific activities
• Decision Split: Always link the Contact data ID with the Journey data ID via the Attribute to
Attribute comparison. Contact data must be first!
• Be mindful of the name of the Journey when activating – you can’t change the name of an
activated version
• Rebuild the journey from scratch if you have to replace the Entry event once activated
Journey tips