According to MediaPost, the global marketing spend increased, reaching $897.7 billion by 2023. However, as revealed by Proxima, most companies spend between 40 and 60 percent of their digital marketing budgets ineffectively, which decreases their overall marketing ROI.
Implementing an intelligent data-based marketing strategy is one of the ways for companies to streamline and maximize their marketing efforts. However, for marketers, developing and executing such a strategy can be too challenging or impossible without martech, such as Salesforce Einstein.
Salesforce Einstein provides a set of AI tools that enable marketers to generate actionable insights into customers’ behavior and preferences, which helps personalize customer journeys and optimize campaign performance. In this article, we look at the most common reasons for implementing Salesforce Einstein for marketing and show how this AI-driven solution can boost the efficiency of a company’s marketing efforts.
Marketing analytics
Salesforce Einstein Analytics, now known as Tableau CRM, provides a suite of artificial intelligence and machine learning tools that enable businesses to explore, visualize, and analyze data from multiple digital marketing channels.
To be more specific, Einstein Analytics allows marketing teams to track and measure customer engagement and campaign performance, as well as overall marketing ROI. Marketers can use these insights to optimize their marketing strategies, personalize customer interactions, and improve overall marketing effectiveness.
For example, a company can use Einstein analytics solutions to consolidate data about marketing performance across multiple communication channels. This enables marketers to compare how each channel performs and define those providing better business outcomes, which can help allocate the marketing budget more effectively.
Marketing teams can also use Einstein’s predictive analytics tools, such as Einstein Prediction Builder and Einstein Discovery, to forecast customer behavior, preferences, and trends based on the analysis of historical data. By analyzing data such as website visitors’ clicks or customers’ purchases, marketers can predict which leads are most likely to convert based on their engagement during previous campaigns and focus efforts on tailoring messaging for them to increase conversion rates.
With Einstein Email Insights, marketers can define the best time to send emails to different segments of their target audience. The tool analyzes the time when recipients typically open their emails as well as their behavior, such as click-through rates and conversion ratio, to predict the optimal time to send an email to reach higher open rates. Additionally, it offers valuable insights into overall time management, enabling marketers to streamline their email scheduling processes for maximum efficiency.
Customer segmentation
With the Einstein Engagement Scoring tool, marketers can analyze data from their past email campaigns to segment a company’s customers more accurately. The tool can assign scores for each subscriber and categorize them based on their engagement level. Such categorization enables marketers to segment their audience more precisely, focusing on behavior and engagement rather than just demographic information.
Spotting disengaged users is also useful for a company, as it enables identifying customers who are more likely to churn. Marketers can re-engage those users by sending “One last chance” and “What’s new” emails to them or suggesting discounts or special offers.
Customer journey personalisation
Salesforce Einstein helps marketers dynamically map and personalize customer journeys based on customer data analysis and audience segmentation. Einstein’s Next Best Action tool analyzes customer interaction history and preferences, predicts the optimal set of actions for each customer, and provides recommendations to marketers. These recommendations help marketing teams plan further customer interactions and ensure that every step is aligned with customers’ needs.
For instance, marketers can use Einstein to personalize product recommendation pop-ups and deliver them through a user’s preferred channel. Tailored product suggestions and special offers can also be sent via emails to increase open and click-through rates.
Although it is primarily used for tracking marketing campaign performance, Einstein Messaging Insights can also assist marketers in personalizing customer journeys. By analyzing previous campaigns’ performance, marketers can identify trends and areas for improvement and thus gain insights for fine-tuning communication strategies, enhancing engagement, and increasing conversion rates.
Content optimization
Salesforce Einstein provides several AI-driven tools and features that help marketers enhance their content management efforts. These include optimizing content strategy, predicting content performance, and selecting channels for content delivery.
For instance, marketers can use the Einstein Content Tagging feature and view tags in content performance analytics dashboards to gain insights into what types of content perform best for their target audience.
Also, Einstein provides the Copy Insights tool that uses natural language processing to analyze email subject lines and identify what makes them effective. This tool can help marketers optimize email content by suggesting improvements to increase open rates and engagement.
Social media listening
Einstein Vision is a social listening tool helping track and analyze what customers think and feel about the company, as well as about its products and services. This tool uses AI and natural language processing technologies to analyze texts generated by clients (social media posts, emails, live chat messages, etc.) and classify them as neutral, positive, or negative. Marketers can use this tool to determine the tone and sentiment of customers’ feedback and identify the most loyal customers. Companies can reward such customers with special offers and discounts, which helps further improve their loyalty and retention while increasing customer spend.
Final thoughts
If you want to maximize your marketing efforts and achieve higher marketing ROI, leveraging AI solutions such as Salesforce Einstein can be helpful. The application areas of Salesforce Einstein include marketing analytics, customer segmentation, content optimization, and customer journey personalization. As its AI and ML capabilities further develop, Salesforce Einstein will likely provide even more advanced capabilities for marketing in the future.
