Author Details
Vinay Mehendi
Vinay Mehendi, PhD focuses on customer engagement, alternative data, technographics, and CRM data management. he was listed as Top 20 B2B Marketer by Ruth Stevens in 2020. He is a Clemson graduate.
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Salesforce began its journey as a CRM. It is still used as a CRM by B2C and B2B companies. The best part about Salesforce is that it is:
1. Customizable across industries. Therefore, it can be used by the SaaS as well as the hospital industry.
2. Millions of applications are available on Salesforce, and the ecosystem around it is pretty significant and rich to many developers that can develop Salesforce Applications.
3. You can easily find consulting firms, developers, and applications that are only dedicated to Salesforce.
Generally, Salesforce has been successful with mid-market and enterprise companies. Over the last few years, it has been focusing on small businesses and startups. Most of the US companies use Salesforce. It has good ground not only in the USA market, where it is the leading CRM, but also in APAC, India, and Australia.
They spend on marketing automation, attribution reports, paid campaigns, intent data, and enriching data.
Salesforce customers do come to Dreamforce event every year. That could be one way to get to know about them, meet them, and understand their pain points.
Companies very well adopt Salesforce for various use cases. Though it is true that the first customer to touch is sales for any customer relationship management. They want to focus mainly on conversion. The most significant pain points for Salesforce users include entering records and enriching accurate data.
Generally, companies use technographics to identify their best-fit customers. When someone has Salesforce CRM, it usually means:
1. The customer has or is building a marketing team.
2. The customer is very organized or wants to be very organized with their data, sales, and marketing operations.
Medium or mid-market and enterprise companies use Salesforce. They can determine how much they are willing to target based on their employee count, revenue, and geography. Many industries use Salesforce, and every industry has unique requirements for its sales and marketing operations. Salesforce is designed and developed in a way where it can be customized according to the needs of particular industries.
You can get more insights by looking at the technographics of Salesforce. In general, a Salesforce consulting company or any company that wants to target Salesforce-based operations focuses on niche verticals as they compete with many Salesforce vendors and hence require a niche edge over their competitors. It’s recommended to go with 1-2 verticals rather than all the verticals.
If the customers are using Salesforce Pardot, it means they are using CRM along with the intelligence from Pardot. Pardot requires more time to set up, and enterprise companies use it to get machine learning-based insights that tell you that the customer has large sales.
If a customer uses Salesforce Pardot, they have a large sales team. They are also quite affluent as they use and invest in expensive software, like Pardot!
Hence, one should segment Salesforce Pardot users separately.
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