Salesforce Connections 2016

Salesforce Connections 2016 Recap!

 

On May 10 we arrived in The Big Peach – three fresh-faced #PardotQueens ready for Salesforce Connections 2016 (#CNX16). From the moment we stepped through the big glass doors at the Georgia World Congress Center, I knew we were in for an electrifying experience.

After the sticker shock of a $150 badge replacement fee (did anybody misplace theirs?), the conference opened with a keynote from Marketing Cloud CEO Scott McCorkle that focused on the theme “Year of the Customer” and all that entails. This idea was woven through every session: your potential clients are already online and have a world of options at their fingertips. Our businesses can differentiate by utilizing data and other tools from Salesforce and Pardot.

Georgia Representative John Lewis roused the crowd with tales of his civil rights activism side-by-side with Martin Luther King Jr. that had the entire room on their feet. Shock-and-awe was just getting started, though. Tuesday was a jam-packed day that didn’t wind down until Stevie Wonder closed his final bars at nearly midnight.

That’s how these fast few days went at CNX16 – crammed with information and overflowing with fun. We learned how to ‘Hug Your Haters’ with Jay Baer during one of the funniest and most applicable sessions. Cliff Seal taught us that ‘Nobody Cares About Your Content…Yet’ while delivering on-the-nose statistics related to content and relationship marketing. And we even saw a former onboarding client lead a session about their best B2B marketing campaign!

We learned not only how to make the customer experience better, but also how to make our jobs as marketers easier. Another one of my favorite sessions was a discussion panel with email marketing experts who answered our questions and taught us how to avoid the spam filter.

In between the delicious buffets and Lyft rides, we also caught the enlivening Pardot Keynote that drove home the customer message. At night we unwound at delightful restaurants with burgers, sushi, fried chicken and way too much champagne.

And finally, tired and packed with new information, we made the trip back to Charleston in our painted car. But first we got a peek at the Atlanta Pardot office on our way out of A-Town. It was wonderful to see where our partners work in a behind-the-scenes tour.

We perspired, got inspired and learned a lot about Pardot and marketing. We even made a few connections as well! Can’t wait ‘til next time.

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Megan Mitchell is a Project Implementation Coordinator at Cloud on Tap who loves water sports, Netflix and baking.

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Relationship Marketing 101

People use “We Go Together Like” to show how strong their relationship is and as a business you need to have strong relationships with your customers. Relationship marketing is a strategy that focuses on customer retention and satisfaction rather than on sales transactions.

It provides them with information directly suited to their needs and interests to encourage customer loyalty, interaction and long-term engagement.  It strives to create an emotion or personal connection for the customer to your brand. They are customers, but they are people first. Customers want to buy from someone they know, like or trust.  Customers want to know that there are real people behind your logo. 

The main factor in relationship marketing is being interested in your customer.  Here are some ways you can implement relationship marketing:

  • One-to-one marketing offers like sending personalized birthday cards
  • Being readily available for customer concerns
  • Social Media interaction
  • Loyalty Programs
  • Welcome feedback

The more points of contact you have between your business and your customer the stronger the bond between the customer and your business will be. Relationship marketing is different than other forms of marketing because it recognizes the long term potential of a customer. Having a strong bond with your customers opens you up to numerous benefits:

  • Repeated sales
  • Turning the customer into an advocate and getting free word of mouth promotion and referrals
  • Long term customers are less price sensitive
  • Brand loyalty
  • Better customer feedback

Relationship marketing is easy when you recognize that customers are people. Just because you’re a business doesn’t mean that they’re going to behave in a different way. They still have the same needs and respond in the same way to a business as they would a friend.  Taking the time to build relationships with your customers is essential to your business’ long term success.

One of our favorite sessions from Salesforce Connections 2016 was by Cliff Seal. He talked about how marketers need to remember that they are people marketing to other people. Even in B2B, people are your customers. Here are a few of our favorite quotes from him:

“We have forgotten our authenticity. Forgotten that we are people.” Tweet it!
“Your customers want you to be people.” Tweet it!
“Loyal customers sell products.” Tweet it!

 

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