What happens if we don’t have the right technology and data strategy in place? The rep may start to distrust the recommendations received and eventually stop using the system. Reps are not expected to be data analysts. It’s about suggestions that can allow them to easily mine digital information. Suggestions should empower the rep, helping the sales team focus on relevant goals and priority activities.
For this reason, Salesforce Marketing Cloud can play an important turkey cell phone number role in bridging the gap that many pharmaceutical companies have between sales and marketing. Insights can provide much greater awareness of what the marketing team is doing in other types of communications and channels.
Use cases
For example, we can run always-on campaigns linked to, say, unsubscribe reporting. This is an opportunity for the rep to understand and gather channel/content preferences.
We can also take into account registrations, for example, to a webinar, as triggers for suggestions. After the event, the representative can send an email with more information about it. We can also recommend an interaction if we register engagement on a key message or product.
The examples presented are isolated use cases. Where the suggestions really come into their own is if we implement an omnichannel strategy with well-defined and measurable objectives. By combining sales and marketing data, we can ensure that the rep’s next step is meaningful and aligned with the company’s overall strategy.