Full width home advertisement

Dreamforce for B2B Marketing

Tigh Loughhead Public Speaking

Post Page Advertisement [Top]

Tigh Loughhead talks Einstein Artificial Intelligence with Isabelle Guis at Salesforce Sales Cloud Customer Advisory Board
 I had an amazing time yesterday presenting my experience with Salesforce Einstein artificial intelligence features, like Lead Scoring, Opportunity Insights, automated Activity Capture and Einstein Analytics dashboard.
Tigh Loughhead at Salesforce Tower in New York City
Included in the audience were Salesforce Product Managers and pretty senior executives from Einstein, High Velocity Sales (to be released in February) and core Sales Cloud,
Tigh Loughhead Salesforce MVP and Marketing Director Drives Productivity with Sales Cloud Einstein
alongside executives from CBS, Neilsen, Accenture, IBM, LogMeIn and some other pretty prestigious executives (eep!).
Salesforce Tower NYC 17th Floor view of the Empire State building
Einstein actually analyzes your entire database, revising it's algorithm monthly, looking for trends and ranking certain attributes as meaningful predicting a lead or a deal's likelihood to close.
There is a lot of bluster around AI, but practically speaking, it could put data analysts and marketers out of a job before long... but it's amazing stuff to talk about and learn about in the meantime! 

Here were my notes I used to prepare my talk:
motivation to buy Einstein.

Well, I think I read somewhere something that really stuck with me, where Einstein talked about the definition of “genius” being “the ability to take the complex and make it simple,” and we fundamentally wanted to be smarter about our business.  

I think it really boiled down to three different factors, a: we wanted to get more insight into our pipeline, b: retrieve more data from our salespeople, and c: the ability to recognize trends that resulted in successful deals.

For the insight piece, I was hired a little over four years ago to run our marketing strategy with a focus on lead generation. And, while I had no trouble spending the company’s money, I quickly identified a lack of information towards the middle of the sales funnel, and a lot of leads and deals were slipping through the cracks.

We were also hoping that AI could assist in data capture and hopefully enrich it.  One of my biggest challenges is getting my agents to log multiple points of contact with prospective customers, and I know this issue is fairy ubiquitous amongst salespeople.

Finally, we wanted to turn to big data to build business intelligence around closing deals, and look for unknown insights we may not be able to see on a macro level.  I have a couple of data analysts working for me, and all they do is visualize and model data to understand ROI and sales performance.  But I sometimes doubt that we always see the big picture, and a specific example of this is that we specialize in new construction, where the sales cycle can be 3 - 4 years long, so trying to attribute a specific keyword or sales technique to a multimillion dollar deal can be like trying to find a needle in a haystack.

Features and Products used?

We’re just getting started with some of the more powerful features of Einstein, but we have thousands of leads in our database, and we have found that there comes a point where too much opportunity becomes counterproductive.  We don’t think that it’s too many leads, but rather that my agents don’t know how to prioritize the best leads first, so we turned lead and opportunity insights to identify our highest value leads, and most important deals.
We’ve been using Salesforce Inbox since about 2016, which was the first Salesforce product launched with Artificial Intelligence baked in.

And we are huge fans of Einstein Activity Capture, which systematically logs all email correspondence and calendar events from my users and clients, collecting a ton of data and reducing a lot of the drag on my teams need to do manual data entry, as well as the ability for my sales managers the tools to help coach users.

Finally, as we looked further into Einstein, AI wasn’t some mysterious deep learning algorithm happening in behind the scenes— there are actually specific ranking factors in the Lead Score— both positive and negative, clearly displayed in Analytics Studio for admins, and on the page records for users, which they can utilize or decide to disregard if irrelevant.

process change?

I’m really excited to start to build processes around Einstein.   At Elegran, we’re really focusing this quarter on building out a coaching program, and one of the things I’ve already done is segment our leads by Lead Source, and then break them out into buckets of lead score, and distribute them to Sales Managers.  We’re already seeing that leads with a score between 80-99 are 6x more likely to be converted, and these are the leads I want my team focused on?

examples of core metrics?

So one of the other products I didn’t get to talk about much yet are the out of the box dashboards in Analytics Studio that come with Einstein.  One of the dashboards actually shows the predictive correlation of field completion to deal conversion.    I don’t know if anyone has ever used an app called field trip, but Analytics studio will actually show you not only whether or not that field is filled out, but whether it's relevant to closing a deal.

We’re already seeing fields like the area code of a lead’s phone number, or the Zip code property where they inquired, or even an amenity (like doorman or elevator), things I would never thing to look for, have up to 50% greater likelihood to convert.  The correlation of field completion to closing deals is truly amazing, and the mission to get data into Salesforce has become a big thrust for our company.k

plans for the future of AI?

The real beauty of AI is that the Einstein algorithm is updated every month I think, and I’ve already seen the model improve.  I’ve been using AI elsewhere, like in our Search Engine Marketing campaigns where I rely on AI automated bidding strategies… and what I’ve seen is that the more data you have, the better the intelligence functions.   So with all the talk about connectivity these days, I think there is going to be a big push to get all our data on a single platform.

getting started?
I’m sure you’ve heard this before, but there are ton of useful tutorials on Trailhead and videos on the SF Admins website.  And, probably the most useful tool is the Einstein Readiness Assessor, similar to the Lightning Readiness Assessor. With just a click of a button you’ll get a great idea of if your org meets the criteria for Einstein to be effective, as  well as what features of Einstein your org is capable of using.

Differently?
Start small and be patient.  I started off trying to over engineer the process, trying to cherry pick different fields I wanted to analyze that I thought were relevant. It was only when I took a step back and let Einstein analyze all of my data did I really start to see results.

44 comments:

  1. Back toward the beginning of the Millennium the 'huge' web indexes that the vast majority were utilizing were Lycos and Excite. Webdesign

    ReplyDelete
  2. The onus is on you, and in the event that you don't present a convincing defense to Google, it will disregard you except if you are the just one known to mankind offering that superhot item (e.g., you have a restraining infrastructure). Webdesign

    ReplyDelete
  3. There are five principle parts to the sales cycle recognized by Mark Hood being, Planning, Opening, Quoting, Closing and Post Sale. To run a fruitful sales association you should comprehend these parts and see who does what part, and why. Seoleadgeneration.be

    ReplyDelete
  4. Local publicizing alludes to notices that are essentially content-drove and highlighted on a stage close by other, non-paid substance.Webdesign bureau

    ReplyDelete
  5. In the organizations where sales individuals do succeed and flourish, the endurance pace of a sales individual is high, and the explanation it is high is that the organization takes capably for large numbers of the sales related undertakings, instead of leaving everything to the sales individuals. automotive benchmarks in Missouri & Kansas

    ReplyDelete
  6. A salesperson can dedicate 100% of this opportunity to the organization. An immediate sales group experiences far less interruptions than a rep sales group.Wholesale ISO Program

    ReplyDelete
  7. Information upgradation: It is fundamental for any advertiser to stay up to date with the most recent turns of events and updates in marketing and there could be no more excellent pamphlet for this than Marketing profs. Marketing Profs is probably the best spot for visitor posting and normally draws in great articles. Lead generation

    ReplyDelete
  8. Thanks For your post. This is rally helpful for Data science for beginner.
    data science course in aurangabad

    ReplyDelete
  9. They accept their PC, cell phone, a workstation, a parking space and a few organizations give enlistment preparing including working environment security; badgering laws and sales abilities preparing. North American Bancard Agent Program

    ReplyDelete
  10. However, exactly the number of these sales individuals wind up composing their objective, and the number of these sales individuals fall flat and move onto the following meeting to tell the planned business how great they are at discovering new customers. Top 10 Reasons Why You Should Get Salesforce Certified

    ReplyDelete
  11. Every marketer wants to spread their brand name but you should not overdo by pasting your brand name all over everything. Marketing Agency in Dallas Texas

    ReplyDelete
  12. That is about the typical degree of help given to new sales individuals in many organizations, there is an assumption that since somebody addressed a promotion for a sales job, that they are gifted and skilled in every one of the assignments of finding and gaining new clients. Bookkeeping Services Vaughan

    ReplyDelete
  13. Thanks for sharing this is a fantastic article. Really Cool.
    free instagram reels downloader

    ReplyDelete
  14. Indeed they will let you know the amount they love settling on chilly decisions and being in the field thumping on entryways, does this sound natural.
    Europa-Road túlméretes szállítás

    ReplyDelete
  15. I think you should write about it on your instagram too and get many likes from here https://soclikes.com/buy-instagram-likes for your post

    ReplyDelete
  16. Wow, super userful information, thanks. Don't you think it's worth posting these thoughts on Instagram? After all, this social network is now very popular. By the way, I advise you to use https://viplikes.net/buy-instagram-followers in order to quickly increase their number and promote your account to the top.

    ReplyDelete
  17. S.M.M organizations are presently jumping up everywhere nowadays and they are let anybody know that will tune in with regards to how amazingly significant social media like Facebook twitter and YouTube are to your business yet, for the normal little to medium measured business, does advertising to social organizations truly satisfy all the promotion? instagram photo download online

    ReplyDelete
  18. Online search engine optimisation is the single most crucial pillars of online marketing that supports the other channels including email marketing, PPC and more. Businesses favour SEO over e mail marketing or PPC, because SEO top seo agency singapore

    ReplyDelete
  19. We run a lead-gen website for insurances in Norway. I would be curious to know your opinion on using content marketing as a strategy for generating leads and increasing our brand awareness online. We came across an example of such a strategy on Smaalenene.no, done for Lånesiden. They are in the financial space, but we are considering doing something similar. As you can see, a problem the customer is likely to be having is presented and talked about. The solution to this problem, which is proposed in the end, can be found on Lånesiden. Perhaps it might be a good idea to follow these principles in our content marketing for the insurance market as well?

    ReplyDelete
  20. Four states, in the "Belt" locale, dropped 1.3 million positions all things considered.buy bulk twitch viewers

    ReplyDelete
  21. Best article! Thank you so much for sharing this informative post, it was so good to read and useful to improve my knowledge as an updated one, keep writing as well.
    Money Management Personal Finance Columbus Financial & Success Coach Financial Life Coach Click Here

    ReplyDelete
  22. How often do you see a sales individual join another organization all invigorated and all set on their first day. Aircon Servicing in Singapore

    ReplyDelete
  23. I want to buy youtube watch hours. Can anybody suggest me a good website so that i can monetize my youtube channel. I was looking for a good site for this. Me and my friend will buy this.

    ReplyDelete
  24. Very nice post. This is very attention-grabbing, You are a very skilled blogger. Thanks for giving us helpful information. Good luck continue. Please visit my website.
    Satta king fast
    Satta result

    ReplyDelete
  25. A few organizations battle with developing their client base naturally and have a development procedure of securing different organizations to acquire new clients. Europa-Road targonca szállítás Debrecen

    ReplyDelete
  26. As a section level deals proficient, you can do a switch with no issue. Aside from this, senior deals experts are considering joining this field by taking important courses. Inbound Closer

    ReplyDelete
  27. For instance, if you're mad about crochet or kids bicycles, then that is the niche you should pick for your blog! Affiliate programs have a huge inventory of items for sale and they do include crochets and bicycles for a fact. Teeka Tiwari

    ReplyDelete

  28. Its Only Ideal To Pick fmwa download Download Over The Traditional Client Due To Its Extra Features.

    ReplyDelete
  29. Hello sir, your post is very good and more useful information is available in your blog. Thanks for sharing this informative information. If you are interested in traveling to India, Without a visa you can never enter India. You can travel in India first check you are citizens of an eligible country then you can apply for an Indian visa. You can read more info about evisa India via our India visa page.

    ReplyDelete


  30. Great man . Your style is so different as compared to other bloggers . Please keep writing such important blogs. Saudi Arabia visa is one of the most demanding visa in the world . The reason is clear Saudi Arabia is among the top 20 most visited countries in the world. If you think about the Saudi visa please check all the information before your Saudi planning .

    ReplyDelete
  31. Simple Linear Regression is a logistic method used to find out the relation between a single input variable and an output variable when both variables are continuous. To learn more about Simple Linear Regression start your Data Science course today with 360DigiTMG.

    Data Science Training in Jodhpur

    ReplyDelete
  32. The new wave of innovation that is changing the way people do business is called data science. Gain expertise in organizing, sorting, and transforming data to uncover hidden patterns Learn the essential skills of probability, statistics, and machine learning along with the techniques to break your data into a simpler format to derive meaningful information. Enroll in Data science in Bangalore and give yourself a chance to power your career to greater heights.
    Data Science Course in Bangalore

    ReplyDelete
  33. 360DigiTMG is the best Data Science Course Institute to start your Data Science journey. A world-class curriculum, LMS access, real-time projects, assignments will help you upscale your skills and bag your dream job.

    Data Science in Bangalore with Placement

    ReplyDelete
  34. 360DigiTMG offers advanced and job-ready Data Science Courses in the market with placement assistance. Mold your career into a success.

    Data Science Course in Delhi

    ReplyDelete
  35. Bangalore is the IT hub of the nation, start your Data Science course in Bangalore with the award-winning institute in Bangalore 360DigiTMG. Enroll now!

    Data Scientist Course in Delhi

    ReplyDelete
  36. There were tests conducted on that guy before by the Indian government and it is pathetic. The researchers really want to believe the guy. FMWhatsApp



    He is allowed gargling and bathing. In testing to see if a man can go without water it would be a good idea to not let him gargle. He bathes pouring a bucket of water down his head, which is also really suspicious.

    His feat of going without food for 15 days is nothing special either, as it is known that people can go that long without eating anything. If the guy is already used to starvation it is even easier for him.

    ReplyDelete
  37. https://2023whatsapp.blogspot.com/2023/01/fmwhatsapp-apk-2023-download-official.html

    ReplyDelete
  38. Going with and supporting the emotional expansions in the power and utilization of new information advances has been the declining cost of correspondences because of both technological upgrades and expanded rivalry. managed it services newcastle

    ReplyDelete
  39. Due to its additional features, choosing Yo WhatsApp Download over the default client is the best choice. Visit: InstaUp APK

    ReplyDelete
  40. "I'm excited to see how AI-generated art evolves in the coming years." ai generated art

    ReplyDelete

Bottom Ad [Post Page]

| Designed by tigho