Archive for the ‘Blogs’ Category

Beginners guide to implementing Salesforce Einstein AI in your business

Saturday, August 15th, 2020

Salesforce Einstein AI is where the digital transformation future unfolds. 

Research showed that in 2017, only 20% of companies responded that they were adopting AI. While in 2018, almost half (47%) of respondents reported they had begun their AI journey.   Salesforce introduced Einstein AI in 2016, and since then, Einstein has evolved into an array of features that we can choose from, based on our use cases and customer expectations.

With the Salesforce Summer 2020 release, we can see Salesforce is investing in conversational intelligence, AI-powered recommendations, intelligent threat detection and trend recognition,  and further developments of Einstein Analytics.


Read on to discover how your business can bring AI closer to both users and customers while keeping it simple and easy to use.


Starting with Salesforce Einstein AI



As there are various types of business and industries successfully using Salesforce technology, Einstein AI offers a sort of a starter pack, with its Use Cases interactive website. The website is a helpful guide if you decide to experiment with this technology. Start here to get a better understanding of Einstein AI and what it can do for your business.


Create a vision

No matter how other businesses apply AI, it doesn’t necessarily mean what works for them will give you the same results. For this reason, it’s essential to take the time to create your vision of what your business needs. 


When introducing AI technology, most businesses focus on ROI and time-saving factors. 


But, there are a couple of more ingredients that you should take into account:

The customer experience 

(Is it adding value and improving their experience?)


User adoption 

(Is it making it easier for your employees instead of adding on extra work?)


Often, the biggest hurdle to overcome with implementing new technology is ensuring high user adoption, as change can also bring adversity. But, when you work with this knowledge, you are already ahead of the game.  Furthermore, customer should always be at the centre of everything you do, but users will carry the vision through, and in the end, cultivate better experience for all.

Once you have your vision clearly outlined, you can get a quicker buy-in and create a workable roadmap against that vision.


Do a trial run

Based on the Einstein AI Case Studies, the best way forward for most businesses is to start small. 

For a service business, this could mean adding Chatbots as a new channel of interacting with customers. On the other hand, for sales, it could be using Einstein Next Best Action or Einstein Recommendations to get the analytics that will help them understand further requirements regarding client management.

As you go deeper into the AI capabilities, you can always build upon the foundation you have created with the Salesforce platform, and add-on more features once the trial period has passed successfully.


Einstein AI fetaures to consider:

Einstein Discovery – This feature helps uncover underlining patterns by analysing your data. It can learn from all of the data you have available, whether it’s in Salesforce or someplace else.


Einstein Next Best Action – You choose the type of recommendations you want to make to employees or customers, and after defining the criteria, you incorporate it into actions strategies. You can embed the Einstein Next Best Action onto any record or external page, making it quick and easy to use where it matters the most to your business.


Einstein Prediction Builder – This intelligent feature helps you predict performance based on the data you have available in the system. For example, you can get a better idea of how, when and where to serve your customers and subsequently increase the overall customer lifetime value.


Einstein Bots – Every service-based business understands the value of intelligent and custom chatbots that work 24/7 and effectively resolve common service questions. After building your bot (with Einstein Bot Builder) and supplying it with data, you can employ your bots across multiple channels ensuring your customers have the service they need, where they need it.


Einstein Search (Beta)- This AI-powered feature provides the search bar in Salesforce with natural-language processing technology to understand, personalise and learn from the searches users make. Einstein Search is available in Professional, Enterprise, Performance, and Unlimited Editions, though it’s still in the beta testing stage.


Final thoughts

Do you have a use case that you are looking to level up with AI? Which Einstein AI features are you most excited about? Share your thoughts and recommendations in the comments below; we are excited to hear what you think!

B2B Marketing Analytics – Creating Smarter B2B Marketers

Sunday, August 9th, 2020

B2B Marketing Analytics is what it sounds like – Marketing Analytics for B2B Marketers.


Salesforce Administration — 7 Best Practices!

Friday, July 24th, 2020

Whether you are beginning your Salesforce administration journey or you are a pro—brushing up on administration best practices is always beneficial.

Consider your Salesforce instance a living organism—from time to time, it needs some extra attention.

Over the years, we have implemented numerous Salesforce instances and trained various profiles of users. As a result, we have gathered many nuggets of wisdom, which we wish to share with you here, so that you can improve your Salesforce administration practice.


Read on to learn more.


Three Common Email Marketing Mistakes You Should Avoid 

Friday, July 17th, 2020

Email marketing is still one of the leading ways to connect with your leads and customers.

Or annoy them.


Today, marketers are bombarded with tactics and methods promoted as the ‘the next best thing’ – urging them to try it out. Furthermore, it’s a fantastic opportunity to live in a resourceful world where our message can effortlessly show up in the inbox of thousands of people at the same time. 

But, a lot of us forget that acquiring prospects’ email addresses and sending our marketing messages to them should be treated with respect, as it’s like an invitation to someone’s home.


There are many mistakes we can make with email marketing (and we all did them at some point), so here, we bring you the three big blunders you should avoid at all costs.

1) Ending up in the spam folder

It’s ok, we all end up in the spam folder sometimes, but there are things you can do to avoid that happening in the future.


Avoid heavy imagery and attachments

Making your emails visually appealing is advisable, but in most cases, using one to three images is enough. 

Some email client’s settings block images by default, and if you use too many images, your email may end up looking odd. To avoid this from happening, make sure your content does most of the explaining, while the images come as a complementary add-on.

Finally — don’t send attachments. The only occasion when you may use attachments is when customers have specifically requested them, or else you will risk appearing scammy.


Don’t ignore GDPR

If you acquire someone’s email address, your emails must be based on transparent and unambiguous communication.

To ensure you adhere to GDPR, consider: 

  • Disclosing where you got the recipient’s email address
  • Giving an option for the recipient to choose the type of messaging they would like to receive
  • Having the unsubscribe button easily accessible

When you exercise the best practice this way, you gain trust with your customers and minimise the risk of losing them.


2) Disregarding the timing and frequency element

Firstly, starting on the right note matters. “Welcome” and “Thank you for subscribing” messages are expected nowadays, and if you don’t include them, you may end up appearing as shady.


A good Welcome email includes:

  • Clear welcome or thank you message
  • Set expectations (Example: how frequently will your subscribers hear from you)
  • Recommended content choices (For further segmentation and personalisation purposes)


Another occasion when the time element plays a significant role is when companies send out too many emails during a short period — customers get annoyed. The same goes for sending emails at a low frequency — customers forget about you.

To help nail down the ideal email frequency you can: 

  • Give your subscribers the option to chose their email receiving frequency
  • Hold A/B tests to uncover the best frequency for your subscribers or a specific segment


3) Not providing quality content

To achieve and maintain quality content, start with your audience, more precisely — with segmentation. Quality segmentation is the prerequisite for personalisation, and personalisation is what drives marketing today.

To summarise — if your email looks more like it comes from a friend rather than a corporation, your subscribers are more likely to read it.


Achieve quality email messaging by:

  1. Personalising your message based on demographic, behavioural or historical data.
  2. Delivering value without trying to sell. Put your customer first.
  3. Using professional and respectful language throughout your email.
  4. Choosing relevant and eye-catching subject lines.
  5. Editing the sender filed. Please don’t leave it as Do-not-reply.
  6. Including a clear call-to-action.
  7. Provide a way for subscribers to reply or get in touch with you. 


Final thoughts

There are many more occasions when we see email marketing go wrong, such as broken links or irrelevant offers. The road to successful and healthy email marketing may take some training, but without it, you will be facing a lot of spam reports and unsubscriptions.

And if you are eager to step up your game – your best solution is embracing marketing automation technology. For more information on that, get in touch with the team here at Cloud Orca.

Salesforce Summer 2020 Release – New Features To Get Excited About

Saturday, July 11th, 2020

The summer of 2020 is in full swing; therefore, it’s time to discuss the Salesforce Summer 2020 release. As you may have noticed, Salesforce postponed this year’s summer release as a result of COVID-19 event.

According to Salesforce, here’s the new Summer ’20 release schedule:

  • Sandbox preview: May 29-30, 2020
  • Summer ’20 Production release
    • First Release window: June 12
    • Second Release window: July 10
    • Third Release window: July 17-18, 2020


Read on to discover our favourite release updates of Summer 2020.