Sitting here on the plane going home from Dreamforce, it is the first opportunity I’ve had to really think about the conference. More specifically, what message I can take back for my organization and for where the market is going. Despite my extreme lack of sleep, it is clear to me that everything boils down to one word: Personalization.

As Mark Benihoff said in his keynote, “We are all here to fill the gap between our companies and our customers.” And personalization is the way to do it.

As a marketer, I get that the more custom and personalized I can get with communications, the better they do. But Dreamforce made me think about how personalization touches every aspect of business. (And of course, Salesforce has solutions for each one.) I can almost hear you ask, “But how can I personalize my marketing even more than I already am?”

Personalized Marketing – There are lots of phenomenal capabilities available today for companies to take in the incredible amounts of data available on prospective customers and serve up information that is specific to what they want. Mathew Sweezey, Author, Marketing Futurist and Salesforce Evangelist, commented that “The average number of pages a visitor to your website sees is 1.5. Don’t you think you should make those 1.5 pages count?” But personalization in the marketing realm goes way beyond web and email.  The way you acquire leads in the digital age needs to be personal as well. It’s clear that many companies are looking toward advocacy and referral marketing to help fill that gap.

Personalized Analytics – After years of complaints, Salesforce is releasing its new UI/UX called Lightning. It looks great and has great functionality, but the key is that they heard their customers say they want to customize views. Don’t limit me to 2 columns, I might need 14 columns! And they are delivering. I think all companies need to think about what level of customization they can deliver to their customers. It really does make people happier with the experience. We all want what we want, the more flexible you can make your product, the better.

Personalized Sales – It’s clear that Salesforce sees the lines between Marketing and Sales as blurry at best. The Engage functionality coming out of Pardot clearly sees Marketing investing in tools to help sales prospect in a more personal way. Do generic marketing blasts even work anymore? It’s all about getting an email from an individual with a message as catered to them as possible. Doing that at scale is of course where Pardot and Salesforce comes in. It is clear that the faster that sales and marketing leaders get over their differences and begin practicing the art of smarketing, the more successful they will be.

Personalized Community – The Community keynote at Dreamforce was awesome. What Salesforce has done with this product is incredible and I’m sure it is the fastest growth area of their business. It looks so easy to spin up communities for customers, employees and partners with incredible functionality.  And of course, communities are the embodiment of personalization. You can provide a way to allow your customers to hear from other customers on your products/services and even make purchases from within the community. I predict this will be a powerful add on for companies to seriously pursue and I’m sure much more functionality will be added over the coming year.

Personalized Service – Lots of sessions were focused on Customer Success and the idea that they own the customer journey. This means that they need to understand it and find ways to influence it and make it consistent across silos of engagement. Salesforce has always been a great tool for this as it integrates across departments. The real innovation comes with some of the AppExchange partners doing advocacy and referral marketing with a sales referral program. With those as add-ons you can get an actual ROI from your customer journey while making customers feel more engaged with your brand. It’s no wonder that companies are aligning around this function and are hungry for improvement.  Who doesn’t want happy customers and revenue growth to boot?

In the age of digital, it is clear that companies need to be looking in every area of the business for ways to enable 1 to 1 interactions and provide an experience that makes each person feel that your brand understands them. Each engagement is an opportunity. An opportunity for delight. An opportunity to generate a high quality lead. An opportunity to turn a negative situation into a positive. Make each engagement count with personalization! Now time to get some much-needed sleep!

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