Customer service organisations today are fighting an uphill battle. Service agents face record case volumes, and customers are frustrated by growing wait times. Often, to manage the case load, agents will simultaneously work on multiple customers’ issues at once while waiting for data from legacy systems to load. After an agent closes a case, she may enter case notes, but these notes can get lost in the ether and other agents may end up problem-solving similar issues from scratch, not knowing their colleague had already solved it. Withnearly halfof customers citing poor service experiences as the main reason they switched brands last year, the pressure is on for companies to find a better way forward. Recently, there has been a lot of buzz around ChatGPT, a generative artificial intelligence (AI) model developed by OpenAI. GPT and other generative AI models like Anthropic and Bard are built on pre-trained, large language models that help users create unique text, images, and other content from text-based prompts. Combined with LIKE.TG’s long standing expertise in AI, generative AI models will change the game for customer service, helping companies operate more efficiently, develop more empathetic responses to customer requests, and resolve cases faster. Here is a glimpse into some of the ways generative AI could transform service. What generative AI for service could look like We’ve already seen the impact of AIin service. Nearly seven years ago, LIKE.TG launchedEinstein for Serviceto give agents AI-powered capabilities. These have included recommended next-best actions and responses to customer inquiries, as well as automating case summarisation. Generative AI is about to take service operations to the next level of efficiency and personalisation. With generative AI infused into Einstein 1 Service, we’ll have the ability to automatically generate personalised responses for agents to quickly email or message to customers. We’ll be able to train the AI across all the case notes ever written by every agent at the company to automatically generate drafts of knowledge articles for human review, drastically cutting the time to create knowledge and making it easier to keep articles up to date. The enhanced relevance and quality of knowledge across the company will makeself-serviceportals and chatbots more valuable, freeing human agents to spend more time deeply engaging on complex issues and building long-term customer relationships. We will also see benefits infield servicewithgenerative AIfor both frontline service teams and customers. Frontline workers will save time in the field with automated reports. AI-generated guides will help new employees andcontractorsto onboard quickly and brush up on their skills with ongoing learning resources. Customers will be able to troubleshoot common issues on their own withknowledge base articles. The current wave of generative models are very powerful, but in a small number of cases, they can generate biased and even harmful outputs, as well as made-up facts (called “hallucinations”). This is why keeping a human reviewer in the loop, whether it’s a service agent or knowledge expert, will be important for the foreseeable future. Given the extensive opportunities and challenges related to generative AI, LIKE.TG recently published the five guidelines fortrusted generative AI development, andexplained the potential for generative AI in enterprise techand how to balance this transformative tech with the reality and risks. Super-powered chatbots Layering generative AI on top ofEinsteincapabilities will automate the creation of smarter, more personalisedchatbotresponses that can deeply understand, anticipate, and respond to customer issues. This will power better informed answers to nuanced customer queries, helping to increase first-time resolution rates. With generative AI tapping into customer resolution data to analyse conversation sentiment and patterns, service organisations will be able to drive continuous improvement, identify trends, and accelerate bot training and updates. Auto-generate knowledge articles Over time, we plan to use generative AI to draft knowledge articles not only based on case notes but also Slack conversations, messaging history, and data across Einstein 1 to accelerate agent case resolution and shift even more support cases to self-service experiences. This will alleviate pressure on call centres and agents. Fast-track case swarming We’re already seeing many service teams work more effectively withcase swarming, where agents bring in experts from across their organisation to help solve complex cases or larger incidents. Now imagine how much more efficiently they could work if the lessons from previous case swarms could be shared and more broadly applied. We will use generative AI to identify similar past cases; identify who in the organisation has the best, most relevant skills to address the issue; and recommend resolutions and customer communications to fast-track and even automate many aspects of the case swarm. We are entering an exciting new era of AI which will completely reshape the field of customer service. Guided by LIKE.TG’s long history of ethical product development, organisations will be able to embrace the power of generative AI to supercharge productivity, accelerate case resolution, and deepen customer relationships with greater personalisation and relevance. This post originally appeared on the US version of theLIKE.TG blog.

Data-driven marketing can help businesses of all sizes drive engagement, maximise ROI and get the most out of their resources. Using data to inform your marketing decisions also helps you avoid wasting your marketing budget on creating impressions that won’t convert. Ultimately, data-driven marketing means targeting the right audience at the right time with the right message. But while data can be every business’s most valuable resource, today’s customer is becoming more and more unpredictable. According to the latest State of the Connected Customer report: The average customer uses nine different channels when they communicate with businesses 68% of customers have bought a product in a new way over the last two years 71% of customers switched brands at least once in the past year In other words, it’s becoming increasingly challenging for businesses of all sizes to truly know their customers. The ironic part? Seventy-three percent of customers expect companies to understand their unique needs and expectations. To meet these evolving expectations, you need precise control of your data. However, turning data into actionable information can be a difficult process. This is your guide on how to use your data to create a better roadmap towards your customer — and deliver the experiences they deserve. Let’s look at the concept of real-time marketing and show some ways leading brands use it to win customers. What is data-driven marketing? Data-driven marketing is a way to use customer information to craft personal messaging and deliver better customer experiences. By having the right insights, you can anticipate the needs of your customer and deliver the right messaging and offers at the right time. For example, imagine that you run a dog grooming business. Your data shows that the customers in one area don’t have a lot of disposable income and are likely to be sensitive to price. Your marketing message for this area could be tailored to focus on cost as your differentiator. Meanwhile, the residents in another part of town could have higher household incomes, and be more concerned with bespoke service for their furry friends. Your marketing message for this area could be tailored to focus on your award-winning service or eco-friendly products. If you were to ignore the data you have on the relative income for each area, you’d probably struggle with engagement. But by using data to address your audience’s priorities, you’ll see higher click-through rates and more conversions. That’s the power of targeted data — and why so many businesses are now writing data-driven success stories. The benefits of data-driven marketing It’s important to let go of hunches and gut feelings when it comes to marketing today. By letting your data lead you to your customer, you’ll discover a range of benefits. Some of these include: Targeting well-defined audience segments and offering tailored communications means a higher conversion rate. In fact, 72% of customers only engage with brands that offer personalised communications. Improved customer experience and trust. More than 60% of consumers are comfortable with companies using relevant personal information in a transparent and beneficial manner. Increased ROI. A lower marketing spend and more personal engagement means that you can expect a better return on your investment, as well as increased lifetime customer value. Improved campaign performance. Real-time campaign data allows you to keep up with customers’ evolving expectations. 5 tips for creating a data-driven marketing strategy for your growing business 1. Identify clear objectives for your data Data is most effective when it’s powering a strategy. For example, you may want to use your data to drive ad impressions, increase your website conversion rate or lower your cost-per-click. Once you have clear goals in place, you’ll have a better understanding of how you can use your data to reach those goals. But don’t just identify use cases — look at how you can create a more data-driven culture. According to Tableau research, 74% of employees say they’re more likely to stay with a company that provides them with the data skills they need. 2. Remove information silos and centralise your data Without a single view of your customer, it can be hard to have the full picture of their needs. Centralising your data management will eliminate rogue data that could present an incorrect picture of your audience. Dismantling departmental silos and uniting disparate data storehouses can also improve trust in your organisation’s data. This lets your marketing team create more effective strategies based on reliable information, rather than assumptions. 3. Make sure that your channels match your audience Your data will tell you where your audience likes to spend their time. Do they spend a lot of time on Instagram? What kind of ads do they respond to? Do they use self-service? Do they look at reviews? Your data can help you look beyond marketing KPIs and get a more holistic view of your customer’s lifestyle. You can then adjust your strategy and offer an omnichannel experience to engage them more effectively. 4. Place ads more efficiently and reduce your marketing spend Automation forprogrammatic marketing and ad buying can help maximise your marketing spend. By using granular data to automatically buy and sell digital ad space, you can create hyper-targeted ad campaigns that have high impact and provide maximum ROI. 5. Leverage artificial intelligence (AI) to personalise individual channel experiences. AI is not just the future — it’s already here. In fact, the State of Marketing report shows that more than 62% of marketing organisations are already using AI. Additionally, 70% of high-performing marketing teams have a clearly defined AI strategy. If you’re not already using AI, you may be asking your marketing team to do some unnecessary heavy lifting. You may also be using valuable marketing resources creating impressions that are unlikely to convert. Build a toolkit for delivering better insights and turbocharging your marketing strategy Once you have a good idea about how you want to use your data, you can make sure that you have the right tools for the job. Tableau makes data visual, with customisable dashboards that allow you to view and share deep analytical insights. In order to act on those insights, you can use Marketing Cloud to create personalised journeys and track campaigns. And if you want to skill up the workforce to learn new digital skills, then check out Trailhead, an on-demand learning platform where you can create personalised learning journeys. To see more about how you can manage your data to connect with the customer, download the CRM Handbook. And to take Marketing Cloud for a spin, check out the demo. Join us at LIKE.TG World Tour Essentials Asia and learn how LIKE.TG Customer 360 can help to unlock the value of your customer data. Register now This post originally appeared on the U.K. version of the LIKE.TG blog.

To succeed in business, it’s important to understand how your customers’ needs and behaviours are changing over time. A transactional relationship is not enough anymore — you need to build long-term, trusted relationships. One way to do that is toput yourself in your customers’ shoesand understand how they interact with your business. That’s where a customer journey map helps. An integrated customer journey map plots the various stages a person goes through when buying from your company. It lets you better understand the customer experience (CX), and will reveal where improvements can be made. So how can you create a customer journey map and use it to improve your customer experience? Let’s start at the beginning. Jump to a section What is a customer journey map? What does a customer journey map include? What are the benefits of using customer journey maps? How do you create a customer journey map? Types of customer journey maps Customer journey map templates Join us virtually to hear more about how AI impacts customer journeys at LIKE.TG World Tour Essentials. Register here What is a customer journey map? A customer journey map is a diagrammatic representation of a customer’s experience with your brand. It helps you understand the various touchpoints that customers have with your brand. It also allows you to identify pain points and opportunities for improvement. Of course, not every customer experience is the same. Your customer journey map will show a representative journey relevant to a group of customers with similar attributes. That means you may decide to create several maps if you have significantly different audience groups. Once you have mapped your customer journey, you can analyse it for potential problems. Start mapping the customer journey today with our free templates. Get the templates What does a customer journey map include? Touchpoints– Channels and interfaces where the customer interacts with your business. Moments of truth– High-impact experiences that define how customers perceive and relate to your brand.​​ Potential customer feelings– Alignment of customer experiences at every stage to the most likely customer sentiment. A customer journey map typically includes a timeline of events that reflects the customer’s experience throughout the entire customer lifecycle. This timeline can include events such as: The customer’s first visit to your website Social media engagement Marketing and sales communications Their first purchase — online or in store Product delivery Post-purchase support Interactions with customer service When analysing your customer journey, make sure that you fine-tune it by researching and interacting with your target audiences. This ensures that the customer journey map accurately reflects their actual experience and needs, letting you create more relevant and personalised customer experiences. To achieve this, you need to combine first-party customer data and analysis with customer feedback and target audience research. What are the benefits of using customer journey maps? When designed using thorough research and data-led insights, a customer journey map is a powerful tool that helps businesses become more customer focused. Here are some more benefits of using customer journey maps: Enhances resilience and business agility Understanding the customer experience and identifying pain points helps you develop strategies to build resilience in the face of unexpected challenges. Customer journey mapping also helps identify the customer segments that are most impacted by disruptions like a changing economy. This helps you adjust your marketing and sales strategies to match. Helps develop new products and boost sales Even the most innovative products can’t help drive sales if they do not address customer needs. Customer-centric product development involves using customer feedback to create a product roadmap. Mapping customer journeys helps you identify customer needs that are not being met by existing products or services, creating opportunities for new product development. It also enables businesses to prioritise product features and functionality based on their impact on the customer experience. Improves customer experience and loyalty Eighty-eight percent of customers agree that the experience a company provides isas important as its products and services. Customer journey maps point to areas where customer experience can be improved, leading to increasedcustomer satisfaction and loyalty. For example, you can use your maps to compare the average time taken to resolve customer queries at different points of contact. This lets you identify where support can be improved and redesigned so that queries are addressed within consistent time frames across all touchpoints. Helps understand evolving buyer behaviour Mapping the customer journey allows you to track the behaviour of your customers at each touchpoint, providing valuable insights into how they interact with your brand. Customer journey mapping is not set-and-forget. Continuous monitoring lets you identify changes in behaviour, preferences, priorities, and expectations. Optimises the CX ecosystem Customer journey mapping is critical for a high-on-ROI customer experience ecosystem. It lets you eliminate ineffective interaction points, break down information silos, and understand data irregularities. It also helps you increase employee accountability and assess ROI on future CX investments. Improves customer engagement By understanding the customer’s perspective at each touchpoint, you can create more relevant and personalised experiences that enhance customer engagement across channels. How do you create a customer journey map? Withsmart mapping tools, you can connect every interaction across email, mobile, advertising, and the web into a detailed, effective journey map. Follow these steps to create your customer journey map: Understand your goals Align your customer journey map to your business goals to ensure valuable results for your organisation and your customers. For example, your goal in the current economic environment could be to identify touchpoints forintelligent automation, so you could reduce costs without impacting CX. Conduct persona research The journey belongs to the customer. Hence, it is vital to research persona-specific demographics and interests. It allows you to infer behaviour and patterns through the customer journey map. Map customer touchpoints Plotting various points of interaction in the customer journey involves tracking actions and their impact on customer behaviour. These activities could include online and offline ads,social media channels, website UI, or in-store interactions. Map the current state Wondering how to map the customer experience across the whole journey? Use data from anintegrated CRM platformto get insights into customer interactions, behaviours, preferences, and pain points. This helps businesses create more effective customer journey maps that accurately reflect the customer experience. It also reveals trends and patterns in customer behaviour that may not be immediately apparent, helping you identify areas of improvement. For example, data around cart abandonment rates lets you learn which stage of customer interaction needs maximum intervention to improve checkout rates. Visualise your ideal future state Once you have mapped the current state of the customer experience,define the ideal future state. This lets you direct customer journeys toward your goals. For example, if you aim to unlock greater sales, you may visualise an ideal future state where customer conversion increases by 5% across the top three touchpoints. To achieve this, you can implement different strategies such as optimising website design and streamlining checkout processes. The customer journey maps help measure the effectiveness of these strategies. Types of customer journey maps Eachcustomer journey mapserves a specific purpose and offers different insights. Choosing the right type will help you achieve your objectives more effectively. A few of the most useful map types are: Customer experience map:Lets you measure a range of factors, such as brand consistency, purchase convenience, and service efficacy. It allows you to identify your business’s weaknesses and strengths when offering a delightful customer experience. Current state of the customer journey map:Beneficial for optimising operations across points of contact. It gives clear, visual insights into top-performing and least-performing touchpoints. Future state of the customer journey map:Helps you lay the path for multiple teams regarding future performance. For example, it informs your marketing team about the type of digital assets they should build to support the ideal customer journey. Empathy customer journey map:Understanding how customers feel, think, and act about your product, services, and brand is critical to business growth. This map lets you analyse customer sentiments at all engagement points and learn how and where you can make changes for maximum impact. Device experience journey map:In a mobile-first environment, smooth UI and UX are critical to winning and keeping customers. What works on desktop might not work on mobile — a device-focused map lets you identify gaps and opportunities for each kind of device that your customers use. Customer support journey map:Buyers increasingly associate customer support with the overall customer experience. This map is an effective tool for understanding the ease of access to customer support and the efficiency of your contact centre. Path-to-purchase journey map:In an ideal environment, customers experience a smooth and quick path to purchase. This map lets you identify how your channels perform in this context, as well as opportunities for improvement. Product discovery journey map:A smooth and consistent product discovery across touchpoints keeps a visiting customer engaged. Use this customer journey map for insights into the earliest interactions and experiences that shape a customer’s perception. Customer journey map templates In a digital-first customer environment, mapping integrated, complex customer journeys is time, resource, and effort-intensive. Effective customer journey management needs cross-functional collaboration as well as customer journey analytics and mapping tools. Sounds complex? To ensure that you don’t have to start from scratch, you can use ourcustomer journey map templates— frameworks that help simplify the process and save you precious time. What is a customer journey map template? A customer journey map template is a pre-designed framework that outlines the key stages and touchpoints of a typical customer journey. A handy tool with pre-built fields, it provides a starting point for you to create your own customer journey maps, allowing you to customise the template to your specific needs and target audience. Templates may vary in design and format but typically include sections for customer goals, pain points, emotions, and actions at each touchpoint. A customer journey map template helps you: Visualise end-to-end CX:In an omnichannel environment, designing an end-to-end customer journey map can be overwhelming. You might end up focusing too much on elements that offer little value while missing out on key factors. A template enables easier customer journey visualisation, ensuring you have all the parameters you need to picture the CX journey from start to finish. Ensure a satisfying onboarding experience: The initial customer onboarding experience often defines if customers will stay with you in the long run. An effective customer journey map template ensures that you cover all the necessary steps in the onboarding journey, letting you optimise and enhance the customer experience at this crucial interaction.Unresolved customer pain points are the fastest way to lose business. Customer journey map templates provide structured frameworks that outline each step of the customer journey, making it easier for you to quickly identify areas of friction and implement solutions. Understand different customer personas:Templates enable you to understand and analyse customers based on customer journey mapping goals. For example, a product discovery map template may quickly let you categorise customers into: Review-led customers Ad-driven customers Brand content consumers What does a sample customer journey map look like? Here is an example of a customer journey map for a SaaS company, outlining the ideal customer journey for a new product: Awareness:The customer becomes aware of the product through social media, online ads, or word-of-mouth recommendations. Consideration:The customer explores the product’s features on your company’s website. They may look at product demos, customer reviews, and pricing information. Purchase:The customer makes a purchase online, through a sales representative, or through a reseller. Onboarding:The customer receives a welcome email or call and is guided through the setup process, including account creation, data import, and training. Adoption:The customer starts using the product in their day-to-day business. Optimisation:The customer discovers advanced features and integrations, receives ongoing training and support, and provides feedback to the company. Renewal:The customer renews their subscription or upgrades to a higher tier, based on their evolving business needs and goals. By mapping out this customer journey, the SaaS company can better understand the customer’s needs and pain points at each stage, and tailor their communication and support accordingly. Customer journey mapping is becoming increasingly important for organisations looking to improve their overall business results. By identifying pain points and developing strategies for improvement, customer journey mapping is your golden ticket to winning and keeping customers, engaging more efficiently, and building lifelong trusted relationships. Start mapping the customer journey today with our free templates. Get the templates

Trailblazers from all over the region came together with local and global leaders to celebrate the latest in innovation, and to focus on the major drivers for business success this year — AI, data and CRM. It was inspiring to gather so many industry leaders together, but if you weren’t able to attend, don’t worry. We have curated the highlights of the event for a virtual broadcast — join us onThursday 25 Mayat 10am (Singapore time) for a recap of the best sessions, including the keynote address, led by Sujith Abraham, LIKE.TG Senior Vice President and General Manager of ASEAN. The future of business — AI + Data + CRM Kicking off the event, the keynote address put laser focus on how artificial intelligence (AI), data and customer relationship management (CRM) will be the foundation of business in the years to come. The power of AI to drive business growth is already being seen, and Generative AI is taking the world by storm. Frommarketingtosales, AI is becoming an important part of many businesses’ tech stack. It has the power to automate personalised service interactions, create hyper-targeted marketing messages, and accelerate your sales pipeline. We recently announcedEinstein GPT— the world’s first generative AI for CRM. See it in action in an inspiring demo in the World Tour Essentials Asia keynote, andwatch the broadcastto see Clara Shih, EVP and GM, Service Cloud who outlined what Einstein GPT will bring to your business We heard from Alison Olsson, Regional Vice President, who shared our new Customer Company Playbook, including how Sales Cloud, Service Cloud, Marketing Cloud, Commerce Cloud, and more, can help any company become a customer company. AI skills for the future Amidst the discussions around the potential of AI, we also explored how ready the workforce is to use these innovations. We unveiled the results of our AI Digital Skills Survey, revealing that 72% of knowledge workers in Singapore are excited about the use of generative AI for their job. Yet, many are not equipped with the right skills, highlighting the need to accelerate the workforce’s digital readiness and aptitude for AI. Currently only 15% of employees in Singapore are using AI in their day-to-day role. Upskilling will be the way forward to address the AI skills gap. In fact, nearly all (98%) of respondents in Singapore believe that businesses should prioritise digital skills development for their employees. Sujith spoke to Poh Cheng Pang, Group Director, Business Technology Group at SkillsFuture Singapore, about the importance of lifelong learning, and the company’s vision for enhanced customer experiences. Pang Poh Cheng, SkillsFuture Singapore + Sujith Abraham Incredible Trailblazers We took a look at how Formula 1 creates incredible fan experiences using LIKE.TG Customer 360. Using Data Cloud, a global organisation like F1 can deliver personalised content to each of its 500 million fans worldwide. Watch the demo and the mesmerising Formula 1 film in theWorld Tour Essentials Asia broadcast. And we heard from Chia I Mun, APAC Commercial Excellence Lead at Johnson Johnson Vision, who shared how the company is improving customer engagement, the skills needed for success, and the metrics that Johnson Johnson Vision uses to measure success. Tune in for those words of wisdom in the keynote where I Mun speaks to Polly Sumner, Chief Adoption Officer, LIKE.TG. Chia I Mun, Johnson Johnson Vision + Polly Sumner Inspirational sessions The virtual broadcast will also showcase many of the sessions from the live event. Here’s a breakdown of what you can look forward to: Your Sales Playbook for Cost Efficient Growth Eighty-two percent of sales reps say they’ve had to adapt quickly tonew ways of selling. Empowering your teams to sell smarter not harder, is top of mind, and we explore how features currently available in Sales Cloud help your teams maximise this digital first, automated CRM, powered by AI, to work more productively and reduce costs. Choon Soon Gan, Head of Business Process at ShopBack, shared how Sales Cloud helps their business scale fast across the region and work more effectively and productively across teams. Choon Soon Gan, ShopBack How To Generate Lifelong Loyalty with Service A loyal customer is a lucrative customer — 88% of customers say the experience a company provides isas important as its product or services— up from 80% in 2020. To nurture the kinds of relationships that lead to customer loyalty, you need to provide a consistent experience across your channels — especially as83% of customersexpect to resolve complex problems through one person. Clara Shih, EVP GM, Service Cloud demonstrated the power of Service Cloud when it comes to delivering excellent customer experiences that keep your customers coming back for more. We were also joined by Shilash Sharma, Senior Manager, Business Digital Transformation at Anantara Vacation Club, who shared how they can scale at pace with customer growth, and drive loyalty through excellent service and personalised customer engagement. Shilash Sharma, Anantara Vacation Club Marketing Moments That Count: Maximise First-Party Data to Drive Conversions, Growth and Customer Loyalty The latestState of Marketing reportcontained at least one wake-up moment — 75% of marketers say they still rely at least in part on third-party data. With the ongoing changes to the way that platforms are handling third-party cookie data, it is becoming increasingly important that marketers have a robust first-party data strategy — something that only54% of marketing professionalshave done so far. In this session, see how Marketing Cloud can help you achieve business growth and deliver impactful customer experiences using a first-party data strategy. LIKE.TG experts guide you through the demos, and an extra special guest —Golden Hoodie winner Shibu Abraham, APAC Head, LIKE.TG Practice at UST, shares how businesses can leverage Marketing Cloud to get closer engagement with their customers. Shibu Abraham, UST Unlock Your Productivity With Slack and Generative AI Slack is the engagement layer for Customer 360, powered by automation, knowledge sharing, and connection. It enables you to bring together your teams to boost performance with improved decision making and increase efficiency with automated workflows. In this session Shweta Verma, Regional Vice President for Slack Sales, demonstrates how a new generative-AI-powered Slack will transform the way you work. We spoke to Michael Brady, Group Director Operations atCebu Pacific Air, ASEAN winners of the Slack Award for Unlocking Productivity. Michael will reveal how Slack has empowered their business — saving time, improving customer experiences, and streamlining internal communications. Michael Brady, Cebu Pacific Air Stream it to believe it — World Tour Essentials Asia 2023. Learn about the apps the help you create a Customer 360 in your business the platform that lets you innovate how to leverage your data so you see and understand every customer Tune in from anywhere and discover how the future of business is AI + Data + CRM with LIKE.TG Customer 360. Get inspired by Einstein GPT in our keynote, hear from industry experts, soak up demos, and tune in to Trailblazer stories as we invigorate you on your journey to become a Customer Company with the #1 CRM. Experience the magic of Einstein GPT with live demos! Register Nowfor the virtual broadcast of LIKE.TG World Tour Essentials Asia!

One of the most common questions I get asked as a coach is: What are the account management skills I need to keep my customers for as long as possible? The answer is simpler than most people expect: Learn how to hunt and farm.Traditionally, sales and account management has been divided into what psychotherapist Thom Hartmann calls the hunter mindset and the farmer mindset. The hunter mindset (sales) is characterised by an attention span that’s hyper focused for short bursts of time. This mindset helps sellers lock down deals quickly. The farmer mindset (account management) is marked by patience and consistency. Farmer types nurture relationships over the long term, bearing fruit in the form of upsells, cross-sells, and referrals.The most successful account managers bring together the best of both worlds. They keep clients happy while expanding the account to include new products. If you want to perfect this balance, I recommend honing four key skills: proactive service and support, collaborative problem-solving, stakeholder communication, and identifying account expansion opportunities.What is account management?Account management focuses on supporting customers after the close to make sure they’re satisfied with their new products or services. The best account management strategies emphasise building long-term relationships, which open the door to upsells and cross-sells, and generate additional revenue.Go beyond the close with the right account management skillsSuccessful account management is a balancing act, combining nimble decision-making, teamwork, and outside-the-box thinking. Here are the skills you need to make your account management top-notch:1. Be proactive, not reactiveToo often, account managers think of themselves as order processors or “maintainers” who come in after a sale, attending to customer concerns and putting out fires. This is important, of course, but it’s reactive. To build trust with your customer, be proactive about delivering solutions and solving problems. Keep an eye on their deal in your customer relationship management platform (CRM) as it moves toward a close. Look for signs of potential issues, like:Unanswered questions about product featuresConcerns about costLack of preparation for product training or onboarding supportIf you have a solid relationship with the seller who owns the deal, consider suggesting ways to address lingering concerns. If the seller doesn’t have time to address them, prepare materials you can give the customer as soon as the deal is done and handed off to the account management team.The gold mine here comes from farming. Don’t go chasing upsells or cross-sells right away. Earn the customer’s trust by putting their interests and success first. Once they see your commitment and a solid ROI, you can approach conversations around new or additional deals.2. Collaborate to improve account handoffsThe sales-to-account-management handoff is a critical moment in the customer experience. It’s a perfect opportunity to deliver on promises made during the sales process and set the tone for potential upsells and renewals.Instead of treating this as a priority, I see a lot of teams do the bare minimum. The account manager spins up a quick email introducing themself, offering to answer any questions about the deal. But this is so open-ended, it’s unhelpful. How does the customer know who to contact for product questions? Pricing questions? What about new deals?A better solution: The account manager schedules a meeting with all the point people the customer needs to know as they get up to speed on their new product or service. The list varies depending on the product and the customer’s needs, but generally includes someone from the product team, the sales rep, the account manager, and representatives from customer service and finance.The meeting should outline what happens as customer success takes over the account from sales, and who the primary contact is (you, the account manager). Introduce yourself as the customer’s point of contact, and then briefly introduce the stakeholders. Make it known that they’ll help with support, but all initial questions should flow through you. Then, review next steps, provide resources to help them get started, and leave time for questions.The goal: Make it clear the customer is supported by a team of experts that are ready and willing to help them succeed.3. Communicate like a trusted advisorAccording to LIKE.TG’s State of the Connected Customer Report, 74% of customers say communicating honestly and transparently is more important now than before the pandemic. Little wonder. In times of change, communication is the number-one way to build and maintain trust. That trust is what allows you to build loyalty and, when the time is right, secure upsells.There are two parts to honest and transparent communication. The first is proactive check-ins. A few days after the customer signs the deal, reach out to make sure there aren’t any outstanding questions from late in the sales process. Then, schedule a follow-up a few weeks out to ensure onboarding went well and the product is working as expected. What happens after that depends on customer needs and any updates you need to share. I suggest regular check-ins, but nothing more frequent than once a month — just to confirm that all is well with the product or service, and needs are being met. The exception: If a problem arises or you can’t follow through on a commitment, don’t wait for a check-in to let the client know. Be honest and upfront — then, offer a way forward.The second part involves responding to customer communication. To make sure you’re handling this in an effective and timely manner, create a system where you can rate the importance and urgency of different client needs, and triage accordingly. Set up a list of criteria to help you categorise incoming messages in four buckets: urgent and important, urgent, important, and standard/normal. Then, set response times for each one. At the very least, I recommend responding to urgent and important messages within 24 hours.For most account managers, it’s easiest to set up folders in your email client or CRM to keep client communication organised. If your CRM includes AI tools, I highly recommend using them to flag these automatically based on keywords that appear in incoming messages.Finally, be sure all your responses are underscored by empathy and understanding. Remember, you’re a trusted advisor, so live up to your reputation by being as helpful and supportive as possible.Get articles selected just for you, in your inboxSign up now4. Become an opportunity scoutThe three account management skills above are all about farming — building trust, rapport, and connection with the customer. When you have a strong, positive relationship (based on feedback noting satisfaction with the product/service and support), it’s time to tap into the hunter mindset.Think about upsells and product expansions as inevitable endpoints in the relationship. In other words, while you’re farming, be proactive about finding opportunities for upselling or expanding the account to other products or services.During periodic check-ins with the customer, ask questions to help you surface upsell opportunities. Gently frame these questions to show you’re keeping their needs and pain points in mind so they can stay successful.Here are a few examples:I’m so glad things are going well with our product. Do you have enough licences to last you through the end of the year? I know there’s a big end-of-year push for you, so I’m happy to fold in some more licences at a discount now so you don’t have to worry about it later.I saw on LinkedIn that you’re adding a new marketing division. Congrats! We just launched an email marketing tool that integrates with the platform you onboarded a few months ago. Any interest in a test run?I know you were looking at the next subscription tier for our product, but also noted some budget cuts. How about I give you an extended trial run for that upgraded tier to see if it helps boost productivity?When you get a bite, bring in stakeholders from the product and finance teams to share details. Offer to set up a demo call. Keep your solution top of mind with regular check-ins and free resources like ebooks, white papers, and trials. However you proceed, make sure your conversations are centred on the customer’s success. At the end of the day, all they care about is hitting their own goals.Ready the harvest, begin the huntAcquiring new customers is a costly endeavour. Keeping loyal customers often delivers higher ROI, but this depends on account managers who can harness both hunting and farming mindsets. Get ahead of potential problems, take time to plan an effective handoff, be hyper communicative, and jump on upsells and cross-sells when the moment is right. At every stage, make sure you’re squarely focused on the customer and their success. If you can manage that, you’re a lot more likely to retain those high-value customers, secure upsells, and boost your revenue.Adrian Davis, author of “Human-to-Human Selling: How to Sell Real and Lasting Value in an Increasingly Digital and Fast-Paced World,” contributed to this article.

For consumer goods (CG) companies, selling through retail partners will likely always play a major role in business strategy. But more and more CG companies are realising they need to build their own relationships with consumers. That’s because retailers are in a powerful position: they own your consumer data sets and can mine them to develop private-label offerings. And when that happens, thetrue differentiatorthat stops a shopper from choosing a competitor or store brand over yours? Personalisation — powered by consumer goods first-party data. What, exactly, is first-party data? It’s the information a business collects directly from its customers — and owns. Here’s how consumer goods companies can collect it and gain value. Start with a D2C strategy D2C channels offer an opportunity to collect first-party data and use it to improve customer satisfaction and experience. There’s no doubt CG executives know how important this is. In fact,99% reportprioritising direct-to-consumer (D2C) initiatives. A D2C strategy is not merely about creating a new channel to sell products. It’s creating the infrastructure that will power intelligent decision-making for the business. Why? Because companies that have a direct relationship with consumers understand what shoppers want. Access to consumer goods first-party data can inform everything from product decisions to retailer relationships, and even unlock new consumer segments. D2C channels provide opportunities for brands to offer more personalised experiences to consumers. However, only 43% of CG leaders are completely satisfied with their ability to leverage customer insights from retailers. That’s disappointing in an industry where access to end-consumer data helps accelerate innovation and time to market. What’s more, the data can fuel artificial intelligence efforts that help brands build personalisation, convenience and automation capabilities. Still, D2C is just one way CG brands can build relationships with consumers. Their service centres and loyalty programs also help them collect data at both scale and a more granular level. Let’s walk through setting the foundation to gain value from consumer goodsfirst-party data. Get to know your end consumer Health food companyKINDSnacks built meaningful relationships with loyal customers while uncovering new segments through a D2C ecommerce site. Their recipe for success? Use the new channel to learn what consumers want, then adapt to meet those needs. With their test-and-learn mindset, they launched a subscription box service that allowed them to introduce new products and gain valuable consumer feedback. Before you begin, ask consumers what they want, what they need, and how they feel. To do so, use a mix of direct queries — for example, consumer surveys — and indirect queries, such as online browsing and search behaviour or customer service data. Combine this with data from retail partners for a deeper understanding of your consumers. You can also analyse your media data to uncover insights. What types of products are consumers looking for? How are they searching for them? Keep an eye out for patterns you may not have seen before. For example, maybe consumers are talking about how they wish you had spicy flavours. Or that they love your brand, but need a gluten- or dairy-free option to meet their changing lifestyle. Based on your learning, you can build a communication plan for further consumer goods first-party data collection. Digital advertising and social media targeting can help here. Test your plan first on internal employees, which is a low-stakes option to gather feedback. Then, fine-tune your approach and launch it to different consumer segments. Personalise your relationships with consumer goods first-party data Consumers expect a give-and-get from the brands that they interact with. In fact,73% of customersexpect companies to understand their unique needs and expectations. Immediately relevant experiences that resonate and drive sales all start with data.Yetidid this with a single point of consumer information and order history. The brand was then able to personalise interactions that drove conversion 27%. To turn individual preferences into opportunities, a single source of truth for data is key. To help you gather data and uncover insights from across your business, consider acustomer data platform. This makes it easy to link marketing, commerce, and service data so you can connect, automate, and personalise every single interaction.Artificial intelligence(AI) also comes into play. AI can help you measure each action, use intelligent analytics to understand program efficacy, and uncover avenues for continued improvement. Based on these insights, you can adapt your channel, your message, and your content to personalise the experience and build trusted relationships for consumers at scale. Engage consumers on their terms There’s no one-size-fits-all approach to consumer engagement — your team’s creativity and business needs will lead the way. But there are some basic principles to keep in mind. Aggregating consumer goods first-party data across all your touchpoints, including service centres, D2C interactions, and loyalty programs, you’ll find your most valuable consumers are repeat loyalists — they score high on average order value, purchase frequency, and ROI in marketing. It’s essential to turn your one-time buyers into repeat customers by creating a long-term, personalised experience over time. Pull people into loyalty programs with the insights you’ve gathered across the consumer journey, then re-market to them according to their preferences and behaviours. Each micro-moment — from the start of a consumer’s search all the way through purchase — should lead to a different call to action. Regularly review your personas. Look for engagement statistics that indicate if your personas are relevant. Does your communication plan account for each step in the consumer journey? Test, repeat, test, repeat, then go back to the drawing board if need be. Identify if there are any points in the journey that can make or break the experience. A/B test content and offers regularly, and usetools to personalisethe consumer journey at scale. The more you know about your consumers, the more you’re able to offer an experience that meets them where they are. That’s the true benefit of a D2C channel — and how you gain that competitive advantage. When you invest in the consumer relationship, you build brand equity and value, all with your owned data.

Fromlabour and skillsshortages to increased competition from digital-only institutions, traditional banks today are facing unprecedented challenges. At the same time, customers continue to demand excellent, timely, and highly personalised service. Yet, according toThe Future of Financial Servicesreport, only 11% of customers stated their banks anticipated their financial needs. So what can banks do to win and retain customer trust while being more efficient and keeping costs low? How do they wow their customers? Evaluate how and which technology can deliver business value Banks need the right data and infrastructure in place to understand and anticipate consumer needs. In other words, they need to undergo significant digital transformation. Yet, one report found thatless than one third of APAC banks’ digital transformation strategies are ‘advanced’. More than half the banks surveyed were at risk of missing their transformation targets altogether. This is despite the fact that the surveyed leaders were aware of the need to embrace digital transformation, or risk losing market share (67%), or even ceasing to exist within a decade (58%). To embrace the opportunities ahead, banks need to first have firm digital transformation objectives. Next, they must identify gaps in their current technological portfolio so they can amend or add tools to help them get to their goal. But such changes are often costly, so any technology investment must deliver value in the long term to make it worthwhile. Move from custom solutions to out-of-the-box technology It may be tempting to build highly customised solutions that cater to every stringent protocol a bank needs to adhere to. However, this can be costly, and may limit future return on investment (ROI). Any changes to a custom build would likely require significant coding, which leads to loss of time and money. It also puts undue pressure on IT teams to troubleshoot problems and provide always-on support. Instead, banking institutions should considerout-of-the box cloud solutions. By nature, they are designed with usability and accessibility in mind. Such services take the “clicks not code” approach, which means they do not require any coding knowledge and can be leveraged by employees across the organisation. However, asThe Reset reportpoints out, it is also important to understand that while many tech features can be deployed out the box, organisations shouldn’t simply take a blanket approach. Instead, they should remain selective and focus on using out-of-the-box features in areas with low strategic value, where the outcome is highly commoditised. For instance, when used for customer service, the teams involved can adopt ready-made technology quickly, without having to rely heavily on IT teams. And without a steep learning curve, their productivity improves rapidly, leading to higher efficiencies, cost savings, and happier customers. AForrester studyfound that the implementation of LIKE.TGService Cloudimproved call centre average handling time by 25%, and improved agent time to competency by 66%. Break down silos to deliver personalisation Another way to elevate customer engagement is by delivering personalised experiences. With71% of APAC consumers responding positively to tailored products, bespoke service can be a great business differentiator for banks. However, businesses often use technology that is siloed for particular functions or teams. This means information doesn’t flow through between teams and nobody gets a clear picture of what the customer is after. To break down these siloes, banks can consolidate their technology solutions for a 360-degree view of customer data across various channels. A leading bank in the Philippines uses Sales Cloud, Service Cloud and Marketing Cloud to better understand and wow its customers: When a customer calls, the contact centre agent can see all the customer information inService Cloud. Not only does this allow them to provide a more personalised service, employees also see a ‘next best offer’ on their interface to cross-sell products to meet customer needs better. The same offer can also be seen by reps inSales Cloud, along with any known customer concerns. This empowers them to own the customer relationship and offer the right solutions for individual customer problems. And marketing teams can create highly personalised messages inMarketing Cloud. The result: 34% increase in engaged leads for the bank. Take advantage of service automation Like many other organisations, banks can simultaneously scale service and improve the customer experience by providing access to self-service portals. By intercepting simple customer enquiries and diverting them away from high-touch channels like the contact centre, automated or self-service portals free up agents to handle more complex customer requests. There are various channels you can start building today — chatbots, self-service knowledge banks, or automated telephone systems. In just one month in early 2020, the same leading bank in the Philippines handled more than 80,000 customer messages via chat, saving their contact centre agents hundreds of hours. Empower your teams to deliver innovation Automated processes allow companies to free up valuable employee time by cutting out mundane administrative tasks. This allows employees to dedicate more time to strategic thinking. In fact, with “drag and drop” technology solutions, staff members are encouraged to experiment with the tool and can often come up with new use cases for the technology. This can help the bank achieve true digital transformation — delivering greater business value through cost savings and opportunities for long-term growth. To thrive in the digital age, traditional banks must transform ways of working. It’s time to look for new and innovative strategies to scale operations without increasing costs, and seek out technology that can help them do all this while keeping customers satisfied. And to make sure that innovation can continue, it’s important to consider solutions that not only address your immediate challenges, but that also scale with you as you evolve.

Sales leaders rely on forecasting techniques to achieve consistent revenue growth year on year. But sales forecasting can also help in making critical business decisions to set the course for this growth – from staffing and budgeting to resource investment, and future earnings. Sales leaders spend hundreds of hours thinking about sales forecasting techniques that lead toward predictable revenue and accurate, actionable data. The best sales forecasting techniques usually answer two simple questions: How much do we plan to sell? And when will we deliver those numbers? As sales teams work on forecasts , unpredictable events can dramatically change them. But there are reliable techniques to help to navigate these changes. Here are 5 ways to start taking a more strategic approach to your forecasting challenges. 1. Be ready for your forecast to change in a flash Economic uncertainty and unforeseen challenges can dramatically change your forecast. What you thought you knew about expected revenue growth can suddenly start looking very different. When that happens, it’s okay to put your forecast aside. First and foremost, sales leaders and reps can focus on showing empathy and nurturing relationships with one another as well as with customers. By maintaining customer relationships in times of uncertainty, those relationships will help you grow again when the outlook improves. Though forecasting is tough in uncertain environments, it’s also important to review and revise as needed. Theforecast is a critical resourceto plan for the months and years ahead. As soon as an extraordinary event hits, sales and finance leaders at your company will quickly want to know: How is your pipeline looking today? What are the best- and worst-case scenarios? How has the forecast changed from a week or a month ago? It can really help to analyse this data by region, leader, rep, product, and more. To make this possible, reps need to have a stronger focus on keeping all their data up to date. This is easy with tools like Sales Cloud’s built-inPipeline Inspection.On one screen, you can easily filter opportunities by team or time period and see the most recent activity. This helps your team know what’s happening now, what’s likely to happen next, and what data is missing. 2. Use these five simple questions to build forecasts Before your sales forecasts can appropriately predict ‘how much’ and ‘when’, there are five important areas to consider: who, what, where, why, and how. Here are a few key questions to help your sales teams build their forecasts: Who? Sales teams make forecasts based on their prospects. Depending whether the prospects are the decision makers or just influencers, the forecast will be more or less exact. What? Forecasts should be based on exactly what solutions you plan to sell. Base them on problems your prospects have voiced, which your company can uniquely solve. Where? In what location is the prospect making their buying decision, and where will they use the actual products? Sales teams see better accuracy when they get closer (at least for a visit) to the centre of the action. Why? Why is the prospect or existing customer considering new services? Is there a big event making them consider it now? Without a compelling reason, the deal may stall. How? How does this prospect make purchasing decisions? Taking into account how they’ve done it in the past can offer useful insights. Some of these items are easier to get an understanding of than others. But it’s important to keep adjusting the data based on what’s happening in the field. A high-pressure scenario is not the time to give up on your forecast. Some of these elements are plain facts, while others can involve speculation, without having all the information you need. The more you sell, the better you get at forecasts. That’s why it’s a balance of both art and science. 3. Use negative forecasting to highlight business risk You can also use your forecast to assess current risk to your business – also called ‘negative forecasting’. For example, when a customer added a COVID-19 field in Sales Cloud to tag deals and see pandemic impact, they realised two key benefits: The sales team could expedite deals involving a customer needing a product related to COVID-19. The company could track deals lost or pushed due to the pandemic. By doing negative forecasting to assess risk, your forecast can evolve with your business. 4. Create sales forecasts the entire company will use – not just the sales team Every department relies on sales forecasts, because there isn’t a part of the organisation that is not affected when forecasts are off. Sales forecasts help the entire business plan to ship products, pay for marketing, and hire employees. With accurate forecasts, a company can make better investments, like hiring new developers or opening a new sales office in a prime location. But if forecasts are off, the company can face challenges not only in sales management but across all business functions – from pricing to product delivery, to customer service. Everyone relies on the sales organisation’s ability to pull off an accurate forecast. So don’t underestimate theimportance of your forecast. Even when things change rapidly, tweak your guidance to help everyone make informed decisions. 5. Make technology the foundation of your sales forecasting techniques Traditional methods of making predictions can’t compare to today’s sales forecasting tech. This is making sales operations look at very sophisticated and accurate tools to help sales leaders make better forecasting decisions. In LIKE.TG’s owninternal deployment of Sales Cloud, we forecast revenue by: Monitoring our entire business with a complete view of thetotal pipeline. Tracking our top performers. We look at which reps are on track to beat their targets with up-to-the-minute leaderboards. Forecasting for complex sales teams.Overlay Splitsallows us to credit the right amounts to sales overlays by revenue, contract value, and more. We also useartificial intelligence(also known as predictive analytics) to make our forecasts more accurate and our sales teams more efficient and productive. For instance, Sales CloudEinstein ConversationInsights can track mentions of specific terms during sales calls, then map out trends. This helps managers reconfigure sales strategies to deliver the right products in the right way to prospects and customers. A good sales forecasting technique helps you make better decisions about the future and plan for sales growth. Should you prepare for an uncertain period ahead? Or will it be a favourable time to keep driving revenue growth?Our blueprint for sales leadersshows how the right tools can help you predict, plan, grow and succeed. Get the blueprint to becoming a forecasting pro. Join us at LIKE.TG World Tour Essentials Asia and learn how LIKE.TG Customer 360 can help to unlock the value of your customer data.Register now This post originally appeared on the US version of theLIKE.TG blog.

Leadership plays a significant role in the success or failure of any organisation, particularly in the APAC region, where diverse business cultures exist. Great leadership directly impacts employee experience and profitability — engaged employees can generate 23% greater revenue. Impactfulemployee engagementfalls on leadership and the way they direct teams and individuals. And each successful leader develops a style based on their own personality, goals, and business culture based on one of these three leadership styles: autocratic, democratic, and laissez-faire. Take a moment and consider your own leadership approach. Do you prefer to issue commands, or would you rathernurture and guide? Do others have an equal say in the direction of your team or organisation? Or do you set the goal and expect the team to follow? Self-awareness is the first step in figuring out what type of leader you are or want to be. What are the three types of leadership styles in business? In 1939,Kurt Lewinidentified three types of leadership styles in business: autocratic, democratic, and laissez-faire. Each, of course, comes with its own advantages and disadvantages. 1. The autocratic business leader The autocratic leader understands the strength of authority. Autocratic leaders are not interested in opening up the decision-making process to the entire group. Instead, they choose to bear the leadership completely alone. They expect those who fall under their authority to follow orders. Advantages of an autocratic business leader The main advantage of an autocratic leader is streamlined work that improves efficiency and productivity. They create firm deadlines and have a very clear set of expectations. This is ideal in a time of crisis or when last-minute decisions are needed. This leadership style allows for fewer misunderstandings as directions are passed down. The disadvantages of an autocratic business leader They often have a limited perspective. Given they only draw from their own ideas and experience, any input from other members of the team will likely go overlooked. Those who work under this leadership style sometimes end up resenting their manager. They feel undervalued due to limited recognition of their contributions. Additionally, this leader is more likely to micromanage their team. Autocratic leaders tend to find themselves at the centre of low work morale and high employee turnover. When to use this style The autocratic style is best used during a crisis when a leader is most valuable. You need someone who takes control to make quick and difficult decisions to potentially reduce damage. During times of emergency, teams appreciate a strong and decisive leader. Autocratic leadership may also come in handy when team correction is necessary. After the crisis has passed, it is generally beneficial to switch styles. Autocratic leadership style examples The political authoritarian leader is a classic example of an autocratic leader. But this type of leader exists in the business world, sometimes all too often. Henry Ford, the founder of Ford Motor Company, led his company this way. Same for Elon Musk. Even Martha Stewart, the head of a global lifestyle brand, has been called an autocratic leader. Think of any industry that needs a quick-thinking decision maker —an advertising agency CEO, a global sales team leader, a movie studio producer — and an autocratic leader can often be found. These leaders set the pace and tone for their company or team and set high standards for performance. 2. The democratic business leader A democratic leader encourages the free exchange of ideas throughout the team. All members have a valued voice and the leader acts as a spokesperson or facilitator. Democratic leaders rely on the participation of every member of the group. They emphasise the value and expertise each member brings to the table. Every team member shares the freedoms and responsibilities of leadership. Advantages of a democratic business leader An advantage of democratic leadership is the boundless creativity of the entire group that allows for open discussion of issues and solutions. Team unity generally grows as a result of democratic leadership. This environment can make an employee feel appreciated, accomplished, and important to the success of the organisation. Common office politics such as gossiping, cliques, and manipulation become much less prevalent. The end result is an improved work environment and lower employee turnover:63%of employees who are recognised for their work are less likely to job hunt. The disadvantages of a democratic business leader Under democratic leadership, deliberation can be an unaffordable luxury. If decisions need to be made quickly, a democratic team may be unable to adapt and function under the stress. Democratic leadership can result in a lack of clarity around team members’ roles and responsibilities, and difficulty identifying employees who aren’t carrying their weight. When to use this style This is the most effective method for day-to-day work as it allows the group to take part in decision-making. This gives teams a feeling of ownership over projects, deliverables, and results. Many business leaders identify the democratic leadership style as their go-to style, but this technique can be less effective during times of crisis. Democratic leadership style examples When you want to lead a team cohesively and allow for different voices and perspectives to be heard, but still make the ultimate call, adopt the democratic leadership style. Think about the head of a creative organization, such as marketing, gaming, or graphic design. These are areas where collaboration and discussion help propel a product or brand ahead. Corporations like Google, Apple, and Coca-Cola are known for democratic leadership styles where people at all levels get valued for their input and have a say in day-to-day work. Executives engage with lower-level employees, embrace challenging discourse, and distribute power across groups. 3. The laissez-faire business leader Laissez-faire leaders are the hands-off type. They assign tasks and give general direction, but they’re usually uninvolved in day-to-day tasks. Employees decide on the best approach to fulfill their responsibilities. Laissez-faire leaders put a great amount of faith in the individual. They trust them to remain self-motivated, on-task, and accountable. If issues arise, these leaders are available to offer direction, but only upon request. Laissez-faire leaders allow each member of their team to succeed or fail based on their own abilities. Advantages of laissez-faire business leaders An advantage of laissez-faire leadership is the freedom to operate without restrictions or interference from management. This gives skilled and self-motivated employees a chance to reach their fullest potential. The disadvantages of laissez-faire business leaders A disadvantage can be the loss of productivity without a strong leadership hand to keep it on track. This can result in missed deadlines, omissions in the process, and low-quality work. With each team member pursuing goals in their own way, team unity may suffer. Some may start to lose interest in work due to distant and seemingly uninterested leaders. This can lead to significant losses for the organisation. Disengaged employees can cost American businesses an estimated$450 billion to $550 billion per year. When to use this style Laissez-faire leadership is best when individuals are able to function without supervision. Before using this style, make sure each team member has the right skill level and self-direction capability. They must be able to motivate themselves to keep the work going. Otherwise, this approach could backfire and cause more harm than good. Laissez-faire leadership style examples Laissez-faire leadership is best when individuals are able to function without supervision. Before using this style, make sure each team member has the right skill level and self-direction capability. They must be able to motivate themselves to keep the work going. Otherwise, this approach could backfire and cause more harm than good. Laissez-faire leadership style examples Someone who enjoys macro-management would excel as a laissez-faire leader. The head of a successful sales team filled with self starters and closers can be hands off, giving team members the leeway to get their work done. This also goes for reporters in a news organisation, who likely work well on their own. Laissez-faire leaders have strong belief and trust in their teams and allow them to meet goals on their own. Steve Jobs is one of the most famous laissez-faire leaders, hiring smart, motivated, creative people and letting them loose to succeed. What is the best leadership style? The best leadership style depends on the situation and the needs of the team and the company overall. The best style for you also depends on your personality. Are you naturally more comfortable taking control, giving out marching orders, and making all the decisions? Then move into an autocratic leadership role. If you want input from a wide swath of employees to gain diverse ideas, a democratic leadership style makes sense. And if you want to “set it and forget it,” go for a hands-off, laissez-faire approach. Review your current team dynamic. Are they excelling or disengaged? If it’s the latter, you might want to review your methods. Figure out what needs to stay the same and what needs to change. A leader sets the tone for the entire team. By changing the way you lead, you may find your team will adapt, evolve, and improve. Which business leadership style is right for you? You may find that you don’t fit neatly into any one category. The most successful leaders are those who jump between leadership styles. Pick and choose techniques that best fit the team or task at hand and adapt them along the way as needed. Effective leadership is and always has been about knowing what techniques to use and when. The most important leadership skill you can develop is self-awareness;know what works and what doesn’t. By understanding these most common business leadership styles, you’ll be able to move between them as needed, and set yourself and your team up for success. Former LIKE.TG SEO ManagerRosy Callejascontributed to this article.

Do you have a to-do list of pesky tasks lingering over you? We’re talking about the ones that must be done to execute a campaign: gathering and analysing data, creating catchy email subject lines, determining the right audience to target, and so much more. These tasks can steal your time — and maybe even your sanity. But now there’s a way to reduce that heavy lifting, helping youfocus on campaign success. Let us introduce you to your new digital assistant: AI. As brands look for ways to get closer to consumers,more than halfof marketers (62%) say they’ve invested in the power of AI. Our most recentState of Marketingsurvey found that three out of the top four AI use cases are related to automation, highlighting the importance of scaling up speed and effectiveness. Let’s take a look at 9 ways using AI as a digital assistant canincrease the effectiveness and efficiencyof your campaigns. It’s time to say goodbye to the redundant manual campaign tasks marketers wish they didn’t have to do – and let AI help make the most of your time. One click away from campaign success Generative AI technology is transforming the future of marketing — and we’ve got you covered. Take a quick look on Trailhead, LIKE.TG's free online learning platform. Kickstart your campaign +100 points Trail AI Technology for Marketing Learn the ways of this trail. 1.Make better decisions with automated data analysis and insights AI can analyselarge volumes of campaign data, including customer behaviour, campaign performance metrics, and market trends. It can identify patterns, extract insights, detect correlations, and provide actionable recommendations to improve campaign strategies and targeting. You’ll get a deeper understanding of customers and campaign performance, enabling you to make informed decisions and find success faster. 2.Increase engagement and conversions with audience segmentation Afteranalysing the customer data, your AI digital assistant can then segment audiences based on demographics, behaviour, preferences, purchase history, and other important attributes. AI eliminates the manual effort required for segmenting audiences and targets specific customers with more relevant offers. When you’re able to personalise messaging for different segments, you’ll see campaigns succeed more. Get articles selected just for you, in your inbox Sign up now 3.Anticipate your customer’s needs with predictive analytics AI predictive models use historical data to forecast customer behaviour, such as likelihood to convert, churn, or engage with specific campaign elements. This helps you stay one step ahead to proactively address customer needs and budget resources effectively. 4.Save time with content generation and optimisation Creating unique content frequently can be one of the most time-consuming tasks for many marketers — but one an AI digital assistant can help with. AI, powered by natural language processing (NLP) can generate content — such as ad copy, email subject lines, and social media posts — thatresonates with your customers. You can provide the finishing touches to make sure the content is in your voice and tone. It can also optimise your content by analysing performance data, identifying high-performing elements, and suggesting improvements. 5.Streamline workflows with campaign automation AI can automate various aspects of campaign execution, such as scheduling and deploying ads,sending targeted emails, or managing social media posts. This reduces manual effort and ensures that your campaign runs on time. What can you do with the time freed up, thanks to AI? Focus on strategy and innovative ideas, helping you build better customer relationships. 6.Clearly show campaign success with performance tracking and reporting According toour State of Marketing report, 72% of high-performing marketers are able to analyse data in real time, giving them an advantage when it comes to responding to and optimising campaign performance. Your AI digital assistant can automate the tracking and reporting of campaign performance metrics — in ways that anyone can understand. AI can generate real-time dashboards and visually-pleasing customised reports, giving you and your stakeholders a clear view of campaign performance and key metrics, without the need to do it all by hand. This helps you make data-driven decisions, optimise campaigns on-the-go, and demonstrate the value of your efforts to stakeholders. 7.See what works best with A/B testing AI can perform A/B tests on campaign elements, such as ad variations, landing pages, or email designs. Itanalyses performance data, identifies winning variations, and helps you continuously refine your strategies. 8.Grow revenue with lead scoring and nurturing With AI, you can automate lead scoring by analysing lead data, behaviour, and engagement history. It assigns scores to leads based on their likelihood to convert and delivers personalised content to move prospects through the sales funnel. With AI’s lead scoring, your team can focus on the most promising leads and nurture relationships at scale. 9.Improve communication with internal collaboration tools AI shines as your digital assistant when handling internal collaboration needs. You can use this technology to automate messaging in your department, as well as project management, task assignment, and file sharing. Teams can even apply workflow automations that schedule meetings, send reminders, or organise files — taking care of the little details so you canfocus on campaign success. AI is transforming campaign management by allowing teams to automate manual tasks, freeing marketers to work on more big-picture ideas. With AI as your ally, you can streamline your campaigns, see better results, and start focusing on your next successes.

Editor’s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. For the latest on LIKE.TG Einstein, gohere. LIKE.TG surveyed over 1,000 marketers as part of itsGenerative AI Snapshot Seriesand found that 51% are currently using**generative AI. An additional 22% plan to use it very soon, totalling nearly three-quarters of marketers. However, over a third (39%) also say they don’t know how to safely use generative AI. They raise concerns about its accuracy and report a need for human oversight, as well as proper training and trusted customer data, to leverage the technology effectively at work. From personalisation to productivity — marketers say generative AI is transforming their role Marketers using generative AI are already targeting the basics, like content creation (76%) and writing copy (76%). But many see a wholesale overhaul of their work on the horizon, with 53% saying generative AI is a ‘game changer.’ Respondents cite reasons for this that include its ability to transform the way they analyse data, personalise messaging content, build marketing campaigns, and build/optimise SEO strategy. With generative AI, marketers also say they expect to save time and be able to focus on more strategic work: 71% say generative AI will eliminate busy work. 71% say generative AI will allow them to focus on more strategic work. In fact, they estimate generative AI will save them over five hours per week – the equivalent of over a month per year* at work. Marketers report accuracy and quality as top concerns — say trusted customer data and human oversight are required to use generative AI successfully at work Accuracy and quality depend on data. However, 67% of marketers say their company’s data is not properly set up for generative AI — despite a similar number (63%) saying trusted customer data is important for the successful use of generative AI at work. This is a sentiment echoed by experts.According to Clara Shih,LIKE.TG’s CEO of AI, “Data is fuel for AI — without high-quality, trusted data, it becomes ‘garbage in, garbage out.’ AI pulling from data sources that are irrelevant, unrepresentative, or incomplete, can create bias, hallucinations, and toxic outputs.” Many (71%) marketers also believe generative AI’s lack of human creativity and contextual knowledge is a potential barrier to successfully using generative AI in the workplace. As a result, 66% percent of marketers say human oversight is needed to successfully use generative AI in their role. Marketers need training to realise the potential of generative AI While marketers are excited about the opportunities of generative AI to transform their work, many feel unprepared to take full advantage of it, with 43% saying they don’t know how to get the most value out of the technology. And while 54% of marketers believe generative AI training programs are important for them to successfully use generative AI in their role, 70% say their employer does not yet provide generative AI training. “Generative AI has the potential to transform how marketers connect with their customers by powering more personalised, automated, and effective campaigns — quickly and at scale,” said Stephen Hammond, EVP and GM, Marketing Cloud at LIKE.TG. “But as companies look to adopt the technology, they need to unify their first-party data and leverage trusted AI innovations to ensure safety and accuracy.” More information Tuneinto Connections on LIKE.TG+ to learn more about the future of generative AI for marketing and commerce Learn about LIKE.TG’s new Marketing GPT producthere Learn AI skills onTrailhead Readsenior IT leaders’ perspectives on generative AI for their business Research methodology LIKE.TG conducted a generative AI survey in partnership with YouGov May 18 – 25, 2023. It included over 4,135 full-time employees across sales, service, marketing, and commerce. The data above reflects responses from1,029 full-time marketersrepresenting companies of a variety of sizes and sectors in the United States, UK, and Australia. The survey took place online. The figures have been weighted and are representative of all US, UK, and Australian full-time employees (aged 18+). *(5 hours per week on average saved using ‘generative AI’ x 52 weeks in one year) / 8-hour working day = 32.5 days or over a month per year saved on average **have leveraged generative AI into their workflowsorare experimenting with it at work.

So what is Dreamforce? The short answer is that it’s the largest software conference in the world. But that doesn’t come close to doing it justice — Dreamforce isn’t like any other conference. For our Trailblazers — our community of customers, partners, and employees — it’s a much-anticipated highlight of the year. For those who are new to LIKE.TG and what we do, it’s an unmissable opportunity to connect, learn, have fun, and give back. And this year our focus on artificial intelligence (AI), data and CRM will be paramount. For businesses grappling with the incredible challenges and opportunities presented by AI, Dreamforce is a goldmine of expertise and insight along with new AI-powered product launches you won’t want to miss. And if you can’t attend the in-person event in San Francisco? Don’t worry. Tune in to ​​Dreamforce: The Asia Pacific Edition to get access to a special Asia Pacific Edition of the Dreamforce Main Keynote. When you register, you’ll also gain access to the entire Dreamforce schedule, broadcast live on LIKE.TG+. Dreamforce: not just another tech conference Anyone who has attended Dreamforce will tell you it’s a truly unique experience. It’s a vivid combination of innovation and inspiration, featuring: unmissable advice from industry rockstars on how to unite your teams around your customer unforgettable shows from, well, actual rockstars (hello, Foo Fighters!) deep dives into the AI-powered technologies that are transforming business and empowering staff exciting new product announcements fireside chats with a diverse range of leaders and thinkers plenty of opportunities to give back, along with practical advice about how to use your business as a platform for change Your Dreamforce FAQs answered When and where is Dreamforce? Dreamforce 2023 takes place September 12–14 in San Francisco, and on LIKE.TG+ — our free streaming service available to audiences all over the world. You can watch a special version of the main keynote by tuning in to Dreamforce: The Asia Pacific Edition. And that’s not all — you can catch the highlights of Dreamforce wherever you are with hand-picked on-demand sessions on LIKE.TG+. Who goes to Dreamforce? Every attendee will find something to take away from Dreamforce — no other tech event provides so many hands-on learning opportunities to help build the future of business, together. Our community includes professionals from every level and every industry. You’ll connect with the most innovative brands in the world, visionaries and changemakers, executive leaders from companies of five to the Fortune 500, LIKE.TG employees and experts, and Trailblazers who are MVPs at what they do, and those who are just starting their journey. We host many other events throughout the year, including TrailblazerDX, which slants toward LIKE.TG administrators, developers, and architects, and Connections, which attracts marketing, customer service, and commerce professionals. Dreamforce sounds big. How is LIKE.TG addressing its core value of sustainability? At Dreamforce we’re committed to creating a sustainable, low-carbon future and accelerating the world’s journey to net zero. Each year, we make every effort to have a more sustainable Dreamforce. This year, we are proud to limit non-sustainable swag; provide carbon-friendly menus, eco-friendly packaging and refillable water stations; and offer onsite attendees the opportunity to offset their travel-related emissions. We will also feature luminary speakers and hands-on demo stations that will educate and enable you to take climate action. What can I expect from Dreamforce? So much! Here’s a handy breakdown of what your Dreamforce experience might look like. Learning at Dreamforce At its core, Dreamforce is a learning experience. Whether you’re front row or watching later on LIKE.TG+, you’ll learn about the latest innovations from our partners, our visionary speakers and from each other. And you’ll be able to apply those lessons to your own experiences, take those learnings home and transform your business. Being inspired at Dreamforce Looking for inspiration? You can count on Dreamforce to deliver. Our guest lineups are legendary and in the past have included industry pioneers and thought leaders like Dr Jane Goodall talking about a sustainable global future, Thankyou’s Justine And Daniel Flynn on pairing profit and purpose, Tristan Harris from the Center for Humane Technology advising on ethics in artificial intelligence, and Yaroslav Ivakhno from the Ukrainian Red Cross Society sharing strategies for doing good fast in a crisis. And the inspiration doesn’t just come from big name headliners. Often the most memorable moments are from other attendees — Trailblazers upping their skills and seeing their impact play out. Giving back at Dreamforce LIKE.TG is built on Trust, Customer Success, Innovation, Sustainability and Equality. We believe amazing things happen when we work together to help others. Each year at Dreamforce we partner with nonprofits to bring attendees opportunities and activities that make an impact in our community and help the people who need it most. And if you’re looking for ways your business can be a platform for change, Dreamforce is a goldmine not just of inspiration but of actionable advice and insights. Having stacks of fun at Dreamforce When it comes to fun, making new friends and building your community, Dreamforce sets a high standard. When Trailblazers get together it’s like an epic family reunion. Expect an inclusive, collaborative, and welcoming environment where dancing is encouraged — so feel free to bring your whole, authentic self. Which events should I look out for? With so much on offer, it’s hard to go wrong — but we’ve got a few tips to get you started. Want to hear from local industry legends and thought leaders? There are 27 LIKE.TG customer speakers from across the Asia Pacific region, across 29 sessions. If you’re looking for speakers from Australia, get ready for unmissable insights from customers including the Department of Health and Aged Care, Norths Collective, NAB, Endeavour Energy, Fisher Paykel, Origin Energy, PaySauce, Rapid Response, ResMed, Sutton Tools, and PN Bank. Check out our eight amazing speakers from the ASEAN region with customers including Jollibee, MTI Singapore, Cebu Pacific Air, Cloud Jedi, Petronas, and Tanaga Nasional Berhad. And from India, look for speakers from customers like Air India, Sony Pictures Network India, Titan Company Limited and Asian Paints. Need a break? We hear you! There’s a lot to take in. Kick back in the APAC Lounge or do a spot of networking. When you’re ready to dive back into the action, we’ve got exclusive executive workshops and networking events on offer. Where do I sign up for LIKE.TG+? Register for free right here so you don’t miss out on Dreamforce: The Asia Pacific Edition, exclusive interviews, new product announcements and deep dives into AI, data-driven decision making, and CRM.

Let’s be real, the sales pitch has evolved. It’s no longer just a pitch, it’s a fastball. You have about 30 seconds to hook your audience. In those 30 seconds, you have to connect, persuade and provide value to a complete stranger — it’s no easy feat.Your potential customers today are more informed (and skeptical) than they’ve ever been. Our latest State of Sales Report shows 81% of sales reps say buyers increasingly conduct research before they reach out. Pitching with information your prospective customers already know shows apathy — and a lack of awareness.That’s why the work you put in before you deliver your pitch, and the follow-up once you’ve aced it, are so critical to closing the deal. We have some tips to ace the pitch — before, during, and after those critical 30 seconds.Why the sales pitch is still so importantA report from research firm G2 revealed 68% of buyers don’t involve sales until they’re ready to make a purchase. That means your sales pitch is likely to be a prospect’s first interaction with your company —so make it count. It’s an opportunity to expand their understanding of your company and create a valuable exchange in the process. And of course, it’s still an opportunity for sellers to learn more about the customer’s pain points, requirements, and expectations.Customers may be showing up more informed, but that doesn’t mean using the pitch to educate them is no longer useful. An effective sales pitch should be a two-way street that adds value for both parties. By showcasing your expertise and sharing information they can’t find on their own, you can validate their reasons for reaching out.The components of a perfect sales pitchA common mistake new salespeople often make is launching straight into their sales pitch without asking any questions.A good sales pitch is more about understanding — and it starts long before your first engagement with a potential customer. Effective sales pitches require a bit of homework to understand your prospect well enough to personalise your presentation instead of sticking to a canned script.“Salespeople are under the impression that pitching their product is what makes deals,” said speaker and author Jill Konrath. “Anybody who is a victim of the pitch has their defense mechanisms up in full steam whenever they’re talking to somebody. They don’t trust them because they feel that they’re going to be pounced on.”Considering this, here are nine tips to put you on the path to the perfect sales pitch.1. Prioritise your sales pitch with dataHow are you prioritising the deals you’re chasing? A recent study shows that top-performing sales teams are 1.6 times more likely to prioritise leads based on data analysis — and half as likely to prioritise based on intuition. Data can be the guidepost in your pitch prioritisation. Where it used to be enough to pursue the deals you “had a good feeling” about, you can use real data insights, like scored leads that indicate likeliness to close, to help make sure your focus is in the right place.2. Personalise your pitch based on researchYour product isn’t going to sell itself. According to the latest State of Sales Report, 87% of business buyers expect reps to approach sales conversations as trusted advisors. Craft a pitch that shows you understand their business and delivers information beyond what they can find on their own. Do your homework and research before your first conversation to maximise your chances of closing the deal. Conduct thorough research on their company, their industry, and competitors. During your initial contact, be sure to ask the right questions so you can tailor your message to address their specific needs and ease the deal to the next step.Personalise your sales pitch to the company and role you’re pitching to, based on your research. Are you pitching the chief marketing officer, service vice president, chief operating officer, or the head of legal? Knowing the role of your buyer (or buyers, more likely) will help shape how you personalise your pitch. Understanding common pain points of your buyer’s role is a great place to start. If you come in with the story that’s only from your perspective, how will the buyer see what’s in it for them? AI tools built into your CRM can help you create personalised messaging, but it’s not a replacement for the work that needs to go into building the right pitch for your customer.Before presenting your pitch to the buyer, conducting research will also eliminate unnecessary noise distracting them from the sale. For example, show them you care enough to understand their business with a relevant message highlighting product features that could benefit them the most.Get articles selected just for you, in your inboxSign up now3. Get access to the actual decision-makersAll the research and customer information in the world won’t help your pitch if you aren’t in touch with the actual decision-makers who can approve the purchase. This point poses a growing challenge, as research from Gartner shows the six to 10 people are involved in B2B purchase decisions.Essentially, you have three roles to consider: those who will assess the logistics, those who will implement the solution and those who will have final approval. Before the actual sales pitch, ensure that you’re talking to the person who not only truly understands the business, but is also a decision-maker. This is easier said than done. Oftentimes, getting access to the actual decision-maker in a deal is a primary hurdle that salespeople face, and requires building trust with a more value-based relationship over time.4. Paint the picture for your buyerBeing a storyteller is a skill not often discussed on sales teams, but it can be the secret that sets a good sales pitch apart from the best sales pitch. Tell the story of where they are now and the vision of where they could be.To borrow advice from author and storytelling expert Nancy Duarte, “The audience does not need to tune themselves to you — you need to tune your message to them. Skilled presenting requires you to understand their hearts and minds and create a message to resonate with what’s already there.”Inspiring change and getting buyers to think differently is a way to stand out among your competition. If you can paint the picture of how the buyer will feel with your product or service, you can show them value in a whole new light.5. Share your insightsYou’ve done your homework and listened to what the buyer has to say — now it’s time to share the solution to their problem. You can do this by adding value at each touchpoint. Give them more than they can find on their own online or otherwise — for example, share insights, customer testimonials, or case study results from other customers to help them see the value in your solution.Again, this is a good case for data. Showcasing data points like customer satisfaction, overall engagement with your product, or positive responses are all ways to reinforce trust with your buyer. After all, proof is in the pudding, right?6. Stay on messageIt’s no easy feat to get in front of a potential customer, so don’t waste their time or yours with a long-winded, boring sales pitch that isn’t relevant to the unique problems your potential customer faces.Keep the pitch on-message by being clear, and you’ll keep your buyer’s attention. Review it until it’s as concise as possible without losing the intent. For instance, remove unnecessary buzzwords, like “synergy” and “best practice” — you won’t need these if you know your customer’s needs. And, whenever you get stuck, always go back to your brand’s values.7. Fearlessly overcome common sales objectionsAs you’re perfecting your sales pitch, be sure to include thorough research that solves their problem, and addresses potential objections that may arise.The most common sales objections fall into four buckets: budget, authority, need, and time (also known as BANT). You may not need to have a detailed response to all of these, but be prepared to discuss each. The key here is to show you understand their concern, and offer possible ways to overcome those hurdles, together.For instance, if a competing product is brought up during your pitch, highlight the features that differentiate your product, connecting it back to them. Or, if they don’t have budget secured, turn the conversation towards investing back into their team, and how much money your product can save them in the future.Over time, you’ll hone your objection-response based on the feedback you receive in sales meetings. In the meantime, leverage customer and product research and use that knowledge in handling objections without fear.8. Listen to understand, not just to replyAccording to the latest State of Sales Report, sellers say active listening is one of their top tactics to build good relationships with prospects. Listen to the tone, speed, and volume of their voices to give clues about how they’re feeling. Use “tell me about” statements to prompt them to share their experiences.If you’re on a script, don’t be overzealous or overconfident — instead, go into the pitch with an open mind and let the buyer do most of the talking. If you can’t narrow down your buyer’s pain points, you won’t be able to figure out the best way to help them.Periodically check in with the buyer during your pitch, taking the time to hear their views and respond with thoughtful follow-up questions. This is a critical step to really understanding their business needs and ultimately closing the deal. If you’re responding by asking the right questions, you can adjust your pitch to sound more attractive to the buyer. If you have your ears open, it will feel less like a business presentation and more like a healthy conversation about their business needs.9. Outline options for next stepsWhile listening to your buyer is critical, don’t just pack up after your pitch. Be ready to share what’s next for the customer. Every sales pitch should end with a call to action. Even if the customer isn’t ready to complete the sale, be sure to keep the prospect on the journey and move forward with a follow-up meeting or next steps.Pro tip: Never wait for the customer to make the call to action. Failing to be proactive could result in the meeting or relationship ending before you have a chance to continue the conversation and seal the deal.The perfect sales pitch does existWith these tips, you’re ready for the perfect sales pitch. Be confident because you’ve put real thought and effort into your pitch; you know your product, you know your buyer, you’re listening to their needs, you’re solving the real problem, and you’re ready for any objection. Game on!

Indonesia is the largest digital economy in ASEAN, and is emerging as a digital leader on the global stage. Indonesia’s Ministry of Finance estimates technological adoption will grow the economy by as much as$2.8 trillion by 2040, with an eightfold increase in the size of the digital economy over the next 10 years. Many Indonesian businesses will require support to capture this opportunity and unlock the benefits of digitisation. That’s why LIKE.TG, the global leader in customer relationship management (CRM), is proud to announce that we are deepening our commitment to Indonesia with the launch of our Indonesian entity, the general availability ofHyperforce, and a new partnership to address the digital skills imperative in the region. The new Indonesian entity will bring LIKE.TG’s team and decision-making closer to our customers and partners in the market and enable LIKE.TG to tap into the local talent pool. The efforts aim to create greater impact and support growth of businesses in Indonesia. “We’re launching our new entity at a very exciting time for Indonesia and the broader region in ASEAN,” said Sujith Abraham, Senior Vice President and General Manager, LIKE.TG ASEAN. “Embracing digitisation unlocks the potential for Indonesian companies to cultivate stronger customer connections and establish an adaptable workforce. LIKE.TG also benefits the ecosystem, such as the budding entrepreneurial developer community in Indonesia who can build on, extend and monetise from the LIKE.TG platform.” Bringing the power of secured Public Cloud to Indonesia The evolving global landscape presents new challenges in terms of innovation, trust and safety. This requires businesses to enhance the way they scale operations globally, while ensuring they meet local data security and privacy requirements. Hyperforcereimagines LIKE.TG’s platform architecture for the public cloud, placing greater emphasis on rapidly and reliably delivering LIKE.TG applications to global locations. Indonesian companies can now useHyperforceto quickly and securely deploy the majority of the LIKE.TG Customer 360 products – including Sales Cloud, Service Cloud, Experience Cloud, Platform, and Industry Clouds such as Financial Services Cloud – by leveraging the scale and agility of public cloud computing. Hyperforcewill empower more Indonesian businesses to capitalise on the value of LIKE.TG while streamlining adherence to local data residency regulations – an imperative for regional and global organisations in regulated industries such as financial services, telcos, government-linked businesses and more. “As the world shifts and reshapes, the pillar of trust stands firm. At LIKE.TG, we champion the security and privacy of your data,” says Matthew Parin, Product Director ofHyperforce. “Hyperforce’s path-breaking innovation embodies this value – providing customers across dozens of countries a world-class, scalable foundation for the LIKE.TG platform with security, privacy, data residency, and agility across clouds.” Accelerating Indonesian innovation with Hyperforce To thrive in the digital economy, Indonesian businesses need to develop and deploy innovative solutions at speed and scale. “The local launch of Hyperforce allows Indonesian organisations to harness the scalability of the public cloud to facilitate growth and the pursuit of innovation.” said Abraham. WithHyperforce, resources can be quickly and easily deployed in the public cloud to reduce implementation time from months to weeks or days, and deliver performance at B2B and B2C scale with built-in trust and local data storage. Hyperforce also gives Indonesian businesses backwards compatibility, ensuring that every LIKE.TG app, customisation and integration will run on Hyperforce. Addressing Indonesia’s digital skills imperative As well as product innovation, LIKE.TG recognises the imperative to build digital skills in Indonesia to help drive growth in its digital economy. That’s why LIKE.TG has engaged in a new skills partnership with The Ministry of Communication and Informatics (KOMINFO) in Indonesia. “LIKE.TG is continuing our commitment to addressing the skills imperative in Indonesia by equipping local talent with the tools and skills to improve their job prospects in the digital economy,” Abraham said. Under the KOMINFO Digital Talent Scholarship Program, participants will be supported to develop the skills required for roles as LIKE.TG Administrators, Developers and App Builders. Nokentech will support the delivery of training to participants, which will be delivered viaTrailhead– LIKE.TG’s free online learning platform – and through expert-led workshops. This builds on LIKE.TG’s existing partnership with Nokentech to train up to 100,000 students in Indonesia in customer relationship management (CRM). Delivered over three years, the training will be delivered to a student base made up of 50 percent of women in order to address gender inequity in access to digital skills. “Today’s announcement of our Indonesian entity, the launch of Hyperforce and our local skilling initiatives underscore LIKE.TG’s ever-growing commitment to the Indonesian market. We look forward to working more closely with our customers and partners to help more businesses in Indonesia leverage AI, data and CRM to capture the digital opportunity today,” said Abraham. How Hyperforce can empower your business future Want to learn more on how to take your business to the next level with Hyperforce? We are excited to invite you to join us on 5 October, 10.00am Jakarta time. Our leading experts, Matthew Parin, Product Management Senior Director, LIKE.TG Hyperforce and Eric Suwandhi, Principal Solution Engineer, LIKE.TG Indonesia will delve into these comprehensive benefits as well as cover the migration process. Don’t miss this opportunity to hear how Hyperforce can empower your organisation and drive your business forward with the next-generation hyperscalable and hypersecure cloud infrastructure. Register now to find out more.

Social commerce is a boon for brands all over the world. With more than half the global population on social media, channels likeTikTok, Instagram, and Facebook represent a huge opportunity for ecommerce growth — and a huge pool of potential customers. For businesses, navigating the ever-changing world of social commerce requires a clear vision, a strong connection to values, and a plan for responding to feedback. Once you have that strategy in place, you can create shoppable content that differentiates your brand, connects with customers, and, best of all, converts. Here’s how to do it. What is a social commerce strategy? A social commerce strategy is an approach used by businesses to buy and sell products and services through social media. A successful strategy involves finding the right social channels for your audience, building connections with customers, and showcasing your values. This will help you create impactful experiences that turn shoppers into lifetime customers. What is shoppable content and how does it work? Thanks tosocial media marketing, customers can discover products as they scroll through their social feeds. Closing the deal is much easier, though, if they never have to leave their social media platform. Enter shoppable content: digital assets, such as social media posts, images, videos, or ads, that shoppers can click to make a direct purchase — without interrupting their scroll session. Shoppable content pairs marketing and social commerce strategies to turn a browsing moment into a purchase. Here are three tips to get your shoppable content to convert. 1. Lead with your values Cat videos. Memes. DIY home renovation stories. Photos from your cousin’s tropical vacation. Social media is a noisy place, so how do you create shoppable content that gains the honor of a deeper look? To stand out, it’s critical to know what motivates your shoppers. Now more than ever, customers make decisions based on their values. In fact,66% of customershave stopped buying from a company whose values didn’t align with theirs — up from 62% in 2020. Where’s the connection between your brand and your customer? The answer is found in your “why.” Whether you’re creating an image, video, or ad, focus on your values to drive awareness, sales, and loyalty. For example: Do you donate a percentage of profits to a specific cause? Show shoppers how they can be part of your initiatives with their purchase. Is your brand focused on sustainability? Tell shoppers how a highlighted product is a part of your efforts. Does your brand showcase diversity and inclusion? Let your shoppers know that all are welcome. Take a look at howTimberlandleads with its values by showcasing its sustainable materials in imagery and captions: A vast majority of customers (88%) expect companies to clearly state their values, but only 50% say they do. That’s a big opportunity to build trust, and shoppable content is a great place to start. 2. Use social listening Social listening is the process of identifying and assessing what’s being said about your company, product, or service on social media. One way to do that is to ask for reviews. Nearly all customers (97%) say that reviews factor into their buying decisions. And 92% of consumers hesitate to make a purchase when there are no customer reviews.Social media reviewsare the linchpin of a strong feedback loop, and an invaluable part of your social commerce strategy. (Yes, even negative reviews.) And they benefit more than just your customers. Whenever you post shoppable content, reviews help you gauge interest, guide product development, and improve the customer experience. Philipp Plein, a global luxury fashion and lifestyle brand, uses social listening to get a deeper understanding of its audience to drive growth. Here’s how founder Philipp Plein sees it: “Some brands just want to set trends, but we listen to what people are saying and try to gauge what our customers want to wear. For example, sports luxe has gone from being nowhere to everywhere. We tweaked the design of our sneakers in line with feedback on social media, and now 30% of sales come from our sporty couture range.” Monitoring and responding to customer reviews in a timely manner is key to a successful social commerce strategy. For small companies, the business owner might want to handle this task. Other companies might delegate review responses to a social media manager, customer service agents, or sales reps. For larger companies, this can be a job in itself. No matter what, you’ll want someone at the helm who understands your brand mission, vision, and values — and can communicate them well in written form. The better your feedback loop, the better your shoppable content will be. 3. Stay relevant, but stay on brand Relevancy is crucial to any social media presence. The content that resonates this month might not work the next. That’s the nature of social media: The landscape changes quickly and trends seem momentary. Keeping up with it can be a full-time job (literally). What’s the key to creating relevant, shoppable content that feels authentic? Put yourself in your customer’s shoes. Stay on top of trends, but keep in mind that not every trend will lend itself to your brand’s message. Find and create moments that blend your brand’s purpose with trending topics and formats. Here are a few ways to help you stay on top of your game: Scroll, scroll, scroll.Immerse yourself in social media trends daily. For instance, the For You and Explore pages on TikTok and Instagram, respectively, are great places to start if you want to quickly discover what content is trending. Follow industry influencers.What big names affect buying decisions in your market? Find those accounts and give them a like, comment, or follow. Engagement is a two-way street. Ask your customers.Want to know what content resonates most with your customers? Go straight to the source. Customer expectations change rapidly, so poll shoppers regularly to keep a pulse on their preferences. Keep an eye on the competition.Find out what’s working for your key competitors, and then implement your own version of their moves. (As they say, imitation is the highest form of flattery.) Delegate social commerce tasks.Decide who’s responsible for carrying out your social commerce strategy. Make sure your teams know who’s in charge of everything from developing your overall strategy to smaller tasks like social listening, responding to comments, and writing captions. Let data lead the way.By usinggenerative AI, your social, merchandising, and marketing teams can work smarter, not harder. Creating shoppable moments that resonate is more important than ever. That’s especially true for TikTok, which launched its game-changing Shop feature — a “Buy Now” button that lets you purchase directly in the app — in March. Today, social commerce makes upmore than half (56%)of retail sales in the U.S. By 2025, that number is expected to jump to 80%. Relevant shoppable content with a unique brand view will help differentiate your business, and turn social scrolls into shopping sprees. Ready to create shoppable content that converts? To find social commerce success and create shoppable content that resonates, you need an authentic edge. It all comes down to telling your story and differentiating your brand with values-driven, relevant messaging and listening to your customers to create an optimal experience. Your relationship with your customers is a two-way street, and social commerce offers a great way to connect, listen, and add value to the conversation.

Indonesia is the largest digital economy in ASEAN, and is emerging as a digital leader on the global stage. Indonesia’s Ministry of Finance estimates technological adoption will grow the economy by as much as$2.8 trillion by 2040, with an eightfold increase in the size of the digital economy over the next 10 years. Many Indonesian businesses will require support to capture this opportunity and unlock the benefits of digitisation. That’s why LIKE.TG, the global leader in customer relationship management (CRM), is proud to announce that we are deepening our commitment to Indonesia with the launch of our Indonesian entity, the general availability ofHyperforce, and a new partnership to address the digital skills imperative in the region. The new Indonesian entity will bring LIKE.TG’s team and decision-making closer to our customers and partners in the market and enable LIKE.TG to tap into the local talent pool. The efforts aim to create greater impact and support growth of businesses in Indonesia. “We’re launching our new entity at a very exciting time for Indonesia and the broader region in ASEAN,” said Sujith Abraham, Senior Vice President and General Manager, LIKE.TG ASEAN. “Embracing digitisation unlocks the potential for Indonesian companies to cultivate stronger customer connections and establish an adaptable workforce. LIKE.TG also benefits the ecosystem, such as the budding entrepreneurial developer community in Indonesia who can build on, extend and monetise from the LIKE.TG platform.” Bringing the power of secured Public Cloud to Indonesia The evolving global landscape presents new challenges in terms of innovation, trust and safety. This requires businesses to enhance the way they scale operations globally, while ensuring they meet local data security and privacy requirements. Hyperforcereimagines LIKE.TG’s platform architecture for the public cloud, placing greater emphasis on rapidly and reliably delivering LIKE.TG applications to global locations. Indonesian companies can now useHyperforceto quickly and securely deploy the majority of the LIKE.TG Customer 360 products – including Sales Cloud, Service Cloud, Experience Cloud, Platform, and Industry Clouds such as Financial Services Cloud – by leveraging the scale and agility of public cloud computing. Hyperforcewill empower more Indonesian businesses to capitalise on the value of LIKE.TG while streamlining adherence to local data residency regulations – an imperative for regional and global organisations in regulated industries such as financial services, telcos, government-linked businesses and more. “As the world shifts and reshapes, the pillar of trust stands firm. At LIKE.TG, we champion the security and privacy of your data,” says Matthew Parin, Product Director ofHyperforce. “Hyperforce’s path-breaking innovation embodies this value – providing customers across dozens of countries a world-class, scalable foundation for the LIKE.TG platform with security, privacy, data residency, and agility across clouds.” Accelerating Indonesian innovation with Hyperforce To thrive in the digital economy, Indonesian businesses need to develop and deploy innovative solutions at speed and scale. “The local launch of Hyperforce allows Indonesian organisations to harness the scalability of the public cloud to facilitate growth and the pursuit of innovation.” said Abraham. WithHyperforce, resources can be quickly and easily deployed in the public cloud to reduce implementation time from months to weeks or days, and deliver performance at B2B and B2C scale with built-in trust and local data storage. Hyperforce also gives Indonesian businesses backwards compatibility, ensuring that every LIKE.TG app, customisation and integration will run on Hyperforce. Addressing Indonesia’s digital skills imperative As well as product innovation, LIKE.TG recognises the imperative to build digital skills in Indonesia to help drive growth in its digital economy. That’s why LIKE.TG has engaged in a new skills partnership with The Ministry of Communication and Informatics (KOMINFO) in Indonesia. “LIKE.TG is continuing our commitment to addressing the skills imperative in Indonesia by equipping local talent with the tools and skills to improve their job prospects in the digital economy,” Abraham said. Under the KOMINFO Digital Talent Scholarship Program, participants will be supported to develop the skills required for roles as LIKE.TG Administrators, Developers and App Builders. Nokentech will support the delivery of training to participants, which will be delivered viaTrailhead– LIKE.TG’s free online learning platform – and through expert-led workshops. This builds on LIKE.TG’s existing partnership with Nokentech to train up to 100,000 students in Indonesia in customer relationship management (CRM). Delivered over three years, the training will be delivered to a student base made up of 50 percent of women in order to address gender inequity in access to digital skills. “Today’s announcement of our Indonesian entity, the launch of Hyperforce and our local skilling initiatives underscore LIKE.TG’s ever-growing commitment to the Indonesian market. We look forward to working more closely with our customers and partners to help more businesses in Indonesia leverage AI, data and CRM to capture the digital opportunity today,” said Abraham. How Hyperforce can empower your business future Want to learn more on how to take your business to the next level with Hyperforce? We are excited to invite you to join us on 5 October, 10.00am Jakarta time. Our leading experts, Matthew Parin, Product Management Senior Director, LIKE.TG Hyperforce and Eric Suwandhi, Principal Solution Engineer, LIKE.TG Indonesia will delve into these comprehensive benefits as well as cover the migration process. Don’t miss this opportunity to hear how Hyperforce can empower your organisation and drive your business forward with the next-generation hyperscalable and hypersecure cloud infrastructure. Register now to find out more.

Does it seem like everyone around you is casually tossing around terms like “generative AI,” “large language models,” or “deep learning”? Feeling a little lost on the details? We’ve created a primer on everything you need to know to understand the newest, most impactful technology that’s come along in decades. Let’s dive into the world of generative AI. We’ve put together a list of the most essential terms that will help everyone in your company — no matter their technical background – understand the power of generative AI. Each term is defined based on how it impacts both your customers and your team.” And to highlight the real-world applications of generative AI, we put it to work for this article. Our experts weighed in on the key terms, and we let a generative AI tool lay the groundwork for this glossary. Each definition needed a human touch to get it ready for publication, but it saved loads of time. Generative AI Terms by Topic AI CORE TERMS Artificial intelligence (AI) Artificial neural network Augmented intelligence CRM with AI Deep learning Generative AI Generator GPT Machine learning NLP Transformer AI TRAINING LEARNING Discriminator (in GAN) GAN Hallucination LLM Model Prompt engineering Sentiment analysis Supervised learning Unsupervised learning Validation ZPD AI ETHICS Ethical AI Maturity Model Explainable AI (XAI) Machine learning bias Artificial intelligence (AI) AI is the broad concept of having machines think and act like humans. Generative AI is a specific type of AI (more on that below). What it means for customers:AI can help your customers by predicting what they’re likely to want next, based on what they’ve done in the past. It gives them more relevant communications and product recommendations, and can remind them of important upcoming tasks (example: It’s time to reorder). It makes everything about their experience with your organisation more helpful, personalised, efficient, and friction-free. What it means for teams:AI helps your teams work smarter and faster by automating routine tasks. This saves employees time, offers customers faster service, and provides more personalised interactions, all of which improves customer retention to drive the business. Artificial neural network (ANN) An ANN is a computer program that mimics the way human brains process information. Our brains have billions of neurons connected together, and an ANN (also referred to as a “neural network”) has lots of tiny processing units working together. It’s like a team all working to solve the same problem. Every team member does their part, then passes their results on. At the end, you get the answer you need. With humans and computers, it’s all about the power of teamwork. What it means for customers:Customers benefit in all sorts of ways when ANNs are solving problems and making accurate predictions – like highly personalised recommendations that result in a more tailored, intuitive, and ultimately more satisfying customer experience. Neural networks are excellent at recognising patterns, which makes them a key tool in detecting unusual behaviour that may indicate fraud. This helps protect customers’ personal information and financial transactions. What it means for teams:Teams benefit, too. They can forecast customer churn, which prompts proactive ways to improve customer retention. ANNs can also help in customer segmentation, allowing for more targeted and effective marketing efforts. In a CRM system, neural networks could be used to predict customer behaviour, understand customer feedback, or personalise product recommendations. Augmented intelligence Think of augmented intelligence as a melding of people and computers to get the best of both worlds. Computers are great at handling lots of data and doing complex calculations quickly. Humans are great at understanding context, finding connections between things even with incomplete data, and making decisions on instinct. Augmented intelligence combines these two skill sets. It’s not about computers replacing people or doing all the work for us. It’s more like hiring a really smart, well-organised assistant. What it means for customers:Augmented intelligence lets a computer crunch the numbers, but then humans can decide what actions to take based on that information. This leads to better service, marketing, and product recommendations for your customers. What it means for teams:Augmented intelligence can help you make better and more strategic decisions. For example, a CRM system could analyse customer data and suggest the best time for sales or marketing teams to reach out to a prospect, or recommend products a customer might be interested in. Customer Relationship Management (CRM) with generative AI CRMis a technology that keeps customer records in one place to serve as the single source of truth for every department, which helps companies manage current and potential customer relationships. Generative AI can make CRM even more powerful — think personalised emails pre-written for sales teams, ecommerce product descriptions written based on images alone, marketing campaign landing pages, contextual customer service ticket replies, and more. What it means for customers:A CRM gives customers a consistent experience across all channels of engagement, from marketing to sales to customer service and more. While customers don’t see a CRM, they feel the connection during every interaction with a brand. What it means for teams:A CRM helps companies stay connected to customers, streamline processes, and improve profitability. It lets your teams store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location. For example, it makes information about every customer interaction available to anyone who might need it. Generative AI amplifies CRM by making it faster and easier to connect to customers at scale – think marketing lead-gen campaigns automatically translated to reach your top markets across the globe, or recommended customer service responses that help agents solve problems quickly and identify opportunities for future sales. Deep learning Deep learning is an advanced form of AI that helps computers become really good at recognising complex patterns in data. It mimics the way our brain works by using what’s called layered neural networks, where each layer is a pattern (like features of an animal) that then lets you make predictions based on the patterns you’ve learned before (ex: identifying new animals based on recognised features). It’s really useful for things like image recognition, speech processing, and natural-language understanding. What it means for customers:Deep learning-powered CRMs create opportunities for proactive engagement. They can enhance security, make customer service more efficient, and personalise experiences. For example, if you have a tradition of buying new fan gear before each football season, deep learning connected to a CRM could show you ads or marketing emails with your favourite team gear a month before the season starts so you’ll be ready on game day. What it means for teams:In a CRM system, deep learning can be used to predict customer behaviour, understand customer feedback, and personalise product recommendations. For example, if there’s a boom in sales among a particular customer segment, a deep learning-powered CRM could recognise the pattern and recommend increasing marketing spend to reach more of that audience pool. Discriminator (in a GAN) In a Generative Adversarial Network (GAN), the discriminator is like a detective. When it’s shown pictures (or other data), it has to guess which are real and which are fake. The “real” pictures are from a dataset, while the “fake” ones are created by the other part of the GAN, called the generator. The discriminator’s job is to get better at telling real from fake, while the generator tries to get better at creating fakes. This is the software version of continuously building a better mousetrap. What it means for customers:Discriminators in GANs are an important part of fraud detection, so their use leads to a more secure customer experience. What it means for teams:Discriminators in GANs help your team evaluate the quality of synthetic data or content. They aid in fraud detection and personalised marketing. Ethical AI maturity model An Ethical AI maturity model is a framework that helps organisations assess and enhance their ethical practices in using AI technologies. It maps out the ways organisations can evaluate their current ethical AI practices, then progress toward more responsible and trustworthy AI usage. It covers issues related to transparency, fairness, data privacy, accountability, and bias in predictions. What it means for customers:Having an ethical AI model in place, and being open about how you use AI, helps build trust and assures your customers that you are using their data in responsible ways. What it means for teams:Regularly evaluating your AI practices and staying transparent about how you use AI can help you stay aligned to your company’s ethical considerations and societal values. Explainable AI (XAI) Remember being asked to show your work in maths class? That’s what we’re asking AI to do. Explainable AI (XAI) should provide insight into what influenced the AI’s results, which will help users to interpret (and trust!) its outputs. This kind of transparency is important when dealing with sensitive systems like healthcare or finance, where explanations are required to ensure fairness, accountability, and in some cases, regulatory compliance. What it means for customers:If an AI system can explain its decisions in a way that customers understand, it increases reliability and credibility. It also increases user trust, particularly in sensitive areas like healthcare or finance. What it means for teams:XAI can help employees understand why a model made a certain prediction. Not only does this increase their trust in the system, it also supports better decision-making and can help refine the system. Generative AI Generative AIis the field of artificial intelligence that focuses on creating new content based on existing data. For a CRM system, generative AI can be used to create a range of helpful things, from writing personalised marketing content, to generating synthetic data to test new features or strategies. What it means for customers:Better and more targeted marketing content, which helps them get exactly the information they need and no more. What it means for teams:Faster builds for marketing campaigns and sales motions, plus the ability to test out multiple strategies across synthetic data sets and optimise them before anything goes live. Generative adversarial network (GAN) One of twodeep learningmodels, GANs are made up of two neural networks: ageneratorand adiscriminator. The two networks compete with each other, with the generator creating an output based on some input, and the discriminator trying to determine if the output is real or fake. The generator then fine-tunes its output based on the discriminator’s feedback, and the cycle continues until it stumps the discriminator. What it means for customers:They allow for highly customised marketing that uses personalised images or text – like custom promotional imagery for every customer. What it means for teams:They can help your development team generate synthetic data when there is a lack of customer data. Especially useful when privacy concerns arise around using real customer data. Generative pre-trained transformer (GPT) GPT is a neural network family that is trained to generate content. GPT models are pre-trained on a large amount of text data, which lets them generate clear and relevant text based on user prompts or queries. What it means for customers:Customers have more personalised interactions with your company that focus on their specific needs. What it means for teams:GPT could be used to automate the creation of customer-facing content, or to analyse customer feedback and extract insights. Generator A generator is an AI-based software tool that creates new content from a request or input. It will learn from any supplied training data, then create new information that mimics those patterns and characteristics. ChatGPT by OpenAI is a well-known example of a text-based generator. What it means for customers:Using generators, it’s possible to train AI chatbots that learn from real customer interactions, and continuously create better and more helpful content. What it means for teams:Generators can be used to create realistic datasets for testing or training purposes. This can help your team find any bugs in a system before it goes live, and let new hires get up to speed in your system without impacting real data. Hallucination A hallucination happens when generative AI analyses the content we give it, but comes to an erroneous conclusion and produces new content that doesn’t correspond to reality. An example would be an AI model that’s been trained on thousands of photos of animals. When asked to generate a new image of an “animal,” it might combine the head of a giraffe with the trunk of an elephant. While they can be interesting, hallucinations are undesirable outcomes and indicate a problem in the generative model’s outputs. What it means for customers:When companies monitor for and address this issue in their software, the customer experience is better and more reliable. What it means for teams:Quality assurance will still be an important part of an AI team. Monitoring for and addressing hallucinations helps ensure the accuracy and reliability of AI systems. Large language model (LLM) An LLM is a type of artificial intelligence that has been trained on a lot of text data. It’s like a really smart conversation partner that can create human-sounding text based on a given prompt. Some LLMs can answer questions, write essays, create poetry, and even generate code. What it means for customers:personalised chatbots that offer human-sounding interactions, allowing customers quick and easy solutions to common problems in ways that still feel authentic. What it means for teams:Teams can automate the creation of customer-facing content, analyse customer feedback, and answer customer inquiries. Machine learning Machine learning is how computers can learn new things without being programmed to do them. For example, when teaching a child to identify animals, you show them pictures and provide feedback. As they see more examples and receive feedback, they learn to classify animals based on unique characteristics. Similarly, machine learning models learn from labelled data to make accurate predictions and decisions. They generalise and apply their knowledge to new examples, just as humans do. What it means for customers:When a company better understands what customers value and want, it leads to enhancements in current products or services, or even the development of new ones that better meet customer needs. What it means for teams:Machine learning can be used to predict customer behaviour, personalise marketing content, or automate routine tasks. Machine learning bias We’ve all heard the phrase “garbage in, garbage out,” right? Machine learning bias is just a turbocharged AI version of that. When computers are fed biassed information, they make biassed decisions. This can be the result of a deliberate decision by the humans feeding the computer data, by accidentally incorporating biassed data, or when the algorithm makes wrong assumptions during the learning process, leading to biassed results. Example:If a loan approval model is trained on historical data that shows a trend of approving loans for certain demographics (like gender or race), it may learn and perpetuate those biases. This isn’t because of a prejudice in the system, but a bias in the training data. It will have huge implications for the accuracy and effectiveness of the system, and help build equality and trust among customers. What it means for customers:Working with companies that actively engage in overcoming bias leads to more equitable experiences, and builds trust. What it means for teams:It’s important to check for and address bias to ensure that all customers are treated fairly and accurately. Understanding machine learning bias and knowing your organisation’s controls for it helps your team have confidence in your processes. Model This is a program that’s been trained to recognise patterns in data. You could have a model that predicts the weather, translates languages, identifies pictures of cats, etc. Just like a model aeroplane is a smaller, simpler version of a real aeroplane, an AI model is a mathematical version of a real-world process. What it means for customers:The model can help customers get much more accurate product recommendations. What it means for teams:This can help teams to predict customer behaviour, and segment customers into groups. Natural language processing (NLP) NLP is a field of artificial intelligence that focuses on how computers can understand, interpret, and generate human language. It’s the technology behind things like voice-activated virtual assistants, language translation apps, and chatbots. What it means for customers:NLP allows customers to interact with systems using normal human language rather than complex commands. Voice-activated assistants are prime examples of this. This makes technology more accessible and easier to use, improving user experiences. What it means for teams:NLP can be used to analyse customer feedback, power chatbots, or automate the creation of customer-facing content. Prompt engineering You don’t need an engineering degree for this one. Prompt engineering means figuring out how to ask a question to get exactly the answer you need. It’s carefully crafting or choosing the input (prompt) that you give to a machine learning model to get the best possible output. What it means for customers:When your generative AI tool gets a strong prompt, it’s able to deliver a strong output. The stronger, more relevant the prompt, the better the end user experience. What it means for teams:Can be used to ask a large language model to generate a personalised email to a customer, or to analyse customer feedback and extract key insights. Sentiment analysis Sentiment analysis involves determining the emotional tone behind words to gain an understanding of the attitudes, opinions, and emotions of a speaker or writer. It is commonly used in CRM to understand customer feedback or social media conversation about a brand or product. What it means for customers:Customers can offer feedback through new channels, leading to more informed decisions from the companies they interact with. What it means for teams:Sentiment analysis can be used to understand how customers feel about a product or brand, based on their feedback or social media posts, which can inform many aspects of brand or product reputation and management. Supervised learning Supervised learning is when a model learns from examples. It’s like a teacher-student scenario: the teacher provides the student (the model) with questions and the correct answers. The student studies these, and over time, learns to answer similar questions on their own. It’s really helpful to train systems that will recognise images, translate languages, or predict likely outcomes. (Check outunsupervised learningbelow). What it means for customers:Increased efficiency and systems that learn to understand their needs via past interactions. What it means for teams:Can be used to predict customer behaviour or segment customers into groups, based on past data. Transformer Transformers are a type ofdeep learningmodel, and are especially useful for processing language. They’re really good at understanding the context of words in a sentence because they create their outputs based on sequential data (like an ongoing conversation), not just individual data points (like a sentence without context). The name “transformer” comes from the way they can transform input data (like a sentence) into output data (like a translation of the sentence). What it means for customers:Businesses can enhance the customer service experience with personalised AI chatbots. These can analyse past behaviour and provide personalised product recommendations. They also generate automated (but human-feeling) responses, supporting a more engaging form of communication with customers. What it means for teams:Transformers help your team generate customer-facing content, and power chatbots that can handle basic customer interactions. Transformers can also perform sophisticated sentiment analysis on customer feedback, helping you respond to customer needs. Unsupervised learning Unsupervised learning is letting AI find hidden patterns in your data without any guidance. This is all about allowing the computer to explore and discover interesting things on its own. Imagine you have a big bag of mixed-up puzzle pieces, but you don’t have the picture on the box to refer to, so you don’t know what you’re making. Unsupervised learning is like figuring out how the pieces fit together, looking for similarities or groups without knowing what the final picture will be. What it means for customers:When we uncover hidden patterns or segments in customer data, it enables us to deliver completely personalised experiences. Customers will get the most relevant offers and recommendations, enhancing customer satisfaction. What it means for teams:Teams get valuable insights and a new understanding of complex data. It enables teams to discover new patterns, trends, or anomalies that may have been overlooked, leading to better decision-making and strategic planning. This enhances productivity and drives innovation within the organisation. Validation In machine learning, validation is a step used to check how well a model is doing during or after the training process. The model is tested on a subset of data (the validation set) that it hasn’t seen during training, to ensure it’s actually learning and not just memorising answers. It’s like a pop quiz for AI in the middle of the semester. What it means for customers:Better-trained models create more usable programs, improving the overall user experience. What it means for teams:Can be used to ensure that a model predicting customer behaviour or segmenting customers will work as intended. Zone of proximal development (ZPD) The Zone of Proximal Development (ZPD) is an education concept. For example, each year students progress their maths skills from adding and subtracting, to multiplication and division, and even up to complex algebra and calculus equations. The key to advancing is progressively learning those skills. In machine learning, ZPD is when models are trained on progressively more difficult tasks, so they will improve their ability to learn. What it means for customers:When your generative AI is trained properly, it’s more likely to produce accurate results. What it means for teams:Can be applied to employee training so an employee could learn to perform more complex tasks or make better use of the CRM’s features. Take the next step with generative AI Generative AI has the power to help all of your teams connect more closely with your customers, unlock creativity, and increase productivity. From a business perspective, there’s almost no part of your organisation that AI can’t make more efficient. Sales, service, marketing, and commerce applications are all able to use the power of generative AI to deliver better, more tailored solutions to your customers, and to do so quickly. By letting AI assist us with the more routine tasks of helping our customers thrive, we’ll be able to free our human teams to do what they do best — come up with new ideas and new ways to collaborate, all while building those unique connections that only humans can. Now that you’re up to speed on Generative AI for CRM,see it in action.

Generative AI hasraised considerable buzz lately, but with this hype comes a lot of misconceptions and confusion onhow it can help marketers. With customer expectations rising and personalisation now an expectation, marketers can use generative AI to help maintain customer loyalty and gain insights in a post-cookie world. We’ve already seenhow AI can help marketers, commerce teams, salespeople, and more make informed decisions. This merely scratches the surface on how brands can useAI in their marketingto become more efficient and productive. Werecently asked marketershow this technology will help, with 60% saying it will transform their role. More than half (51%) are already experimenting with generative AI or using it at work already. In our survey, marketers estimated that generative AI could save them 5 hours per week — that adds up to over one month a year. Imagine how much more you could do with that time back. Thoughgenerative AIis still in its early stages, here are three ways marketers can use it today to better connect with customers. What generative AI for marketing could look like Generative AI can help with drafting marketing materials or providingquick answers to customer responses. But that’s just the start of what businesses can do with this technology. Combining generative AI with an intuitive customer data platform can arm companies with the tools to take action onreal-time insights. This can help you deliverpersonalisation at scale, such as product recommendations, tailored to individual customers based on their browsing and purchase history. Consumers also expect brands to use their data to offer more relevant services. We found that over60% of customers expect that companiesinstantly react with the most up-to-date information when transferring across departments. Generative AI can satisfy this customer need by giving agents suggested responses generated right in the moment, based on real-time data. The next step for brands? Education. In our latest research, 54% of marketers told us that generative AI training programs are essential to them successfully using this technology. And 72% expect that their employers will provide them with the opportunities to learn how to use generative AI. The last mile of personalisation Today’s customers expect personalisation at every step. Recently, we found65% of customerssay they will stay loyal if the company offers a more tailored experience. Combining the power of generative AI with your CRM data gives marketers the ability to create those kinds of digital experiences for their customers. Altogether, this results in more efficient marketing journeys that are better tailored to their audience across content generation, design, and targeting. 3rd-party cookie replacement Third-party cookie deprecation andaccess to high-quality data— data that’s well-structured and useful — is a growing challenge for marketing organisations. We discovered that41% of business leaderscite a lack of understanding of data because it’s too complex or not accessible enough. As data becomes increasingly difficult to collect, store, and analyse, marketers can now turn to AI tools to help analyse the data they do have and make the right decision. AI will help marketers process their existing, perhaps limited, first-party data and provide them with rich insights. That trusted first-party data is important for generative AI to work well, 63% of marketers told us. Marketers themselves also play a pivotal role in generative AI’s success, with 66% saying that human oversight is necessary to make sure a brand’s voice stays authentic. Letting you focus on the customer This shift in focus and conversation around generative AI is imperative, not a nice-to-have. By eliminating the confusion and delay in analysing data, generative AI takes the heavy lifting out of content creation. This technology can generate product descriptions that are accurate, compelling, and optimised for search engines. With generative AI handling lower-level tasks, marketers are able to focus on strategic campaigns, executing on creative, and creating connections with customers. Generative AI can fundamentally change how marketing departments operate, allowing teams to place more focus where it belongs — on the customer.

Prospects — the potential customers you want to sell to — are the fuel for the sales pipeline. Every prospect represents a possible deal. So growing your base of prospects and working to nurture them will grow your revenue. Even though prospecting is important, it may sometimes feel like you’re just wishing and hoping the right people will come. Let’s see how to make prospecting a science instead — less like drilling for oil and more like filling up on gas. What is sales prospecting? Prospects are possible customers, and prospecting is finding possible customers. Sales reps use prospecting to expand the size of their potential customer base. They’ll reach out to leads (potential sales contacts) and nurture them into “opportunities” (leads who have been warmed up over time). There are various sales prospecting techniques, from making calls to sending direct mail, attending networking events, and connecting on social platforms like LinkedIn. The stages of the sales prospecting process The sales process goes from cold leads to warm opportunities to red-hot deals. Prospecting is what happens in between: From leads … Sales and marketing source leads. Leads are unqualified prospects. Leads can come from marketing (think a webinar that requires a form fill) or sales (think cold outreach). … to opportunities … Sales qualifies leads into prospects. Sales gets to know leads and decides whether they’re a good fit for the product. If they are, the lead is “qualified” to become a prospect. Sales nurtures prospects into opportunities. As sales works to make prospects more and more interested in the sale, these prospects become “opportunities” who are more and more likely to buy. … to customers Sales closes opportunities into deals. In the end, after many conversations, there will be two kinds of opportunities: “closed-lost” (boo) or “closed-won” (yay!). How do I find new sales prospects? We could talk about all the different platforms out there, but let’s be real. “When it comes to sourcing prospects online, LinkedIn is the biggest game in town,” says Stephanie Svanfeldt, a strategic account executive at LIKE.TG. Here are tips to get going: 1. Follow the prospect before you connect Unless you’re sending InMail, which is a sponsored message, you’ll need to get connected with prospects before you can message them on LinkedIn. Start by following them. From there, you can begin to comment on, like, and share their status updates and work your way into their world. If they think you’re providing value, they’ll be more likely to respond to a connection request. 2. Find them in groups Joining a group where your prospect is active can give you a shortcut to getting connected. Look for the groups they belong to on their profile and see if there’s one that also makes sense to join. Then you can chime in on the group’s posts. Even if you can’t respond to them directly, they might get email alerts about the best comments left in the group, which is a great way to end up directly in their inbox. 3. Hype them up Everyone wants to go viral. Follow the prospect’s activity and help drum up engagement. This is a great way to show that you’re interested in your prospect’s ideas. You can also look at the information they highlight on their profile — like courses, presentations, and thought leadership — and “endorse” them for skills that matter most to them. How has the sales prospect changed? Prospecting used to be a volume play. Salespeople could make 200 calls a day and send out blasts of emails and know that enough of them would stick to be worth it. Cold outreach is still an important piece of the puzzle, but sales development representatives (SDRs) and sales reps will need to balance broad quantity outreach with targeted quality outreach. Here’s why: The new prospect isn’t waiting by the phone like they used to Prospects are spread out across digital platforms — mainly LinkedIn, but also Twitter, Facebook, and messaging apps — and they have strong opinions about where they like to communicate. The new prospect is flooded with more messages than ever. Our inboxes have never been more crowded. First, in a trend The Economist calls, “It could have been an email,” meetings are getting shorter — by 20%, according to this Harvard Business School study. Conversations that used to happen in meetings are happening in emails instead. Second, that same study shows that more emails are being sent in the pandemic (by 5%) — with more recipients on average (by 3%), and more frequently after hours (by 8%). The question becomes: How can you capture people’s attention as their inboxes overflow? The new prospect wants more out of their interactions. The intense, shared experience of the pandemic has taught us all to go beyond the superficial layer. To get a prospect’s attention now, you have to be authentic and relevant. Get articles selected just for you, in your inbox Sign up now How can I approach this new sales prospect? Account-based marketing made a splash when companies began to personalise marketing campaigns to individual companies. Now this trend of personalisation is coming to sales. Here’s Stephanie Svanfeldt again: “Everyone talks about account-based marketing, but it’s also about account-based sales. We need to study the individual and be relevant when we reach out.” What are the prospect’s preferred channels? How can you stand out from the crowd? How can you find an authentic common ground that gives the relationship traction? Here are the steps to take: Lean on customer relationship management (CRM) Sales prospecting is harder than it used to be, now that we need to be more relevant and personalised with every approach. It takes more time and more care, and it’s harder to scale. We need technology to close the gap. CRM gives you a control room for all your interactions with our prospects — the last email you sent, notes from all of your meetings, and the pitch deck you presented —so all the information you need is at your fingertips. Research your way into their world Research is the groundwork. If it’s a publicly traded company, read their investor reports. If it’s a small or medium business (SMB), then set up Google alerts to learn about their press, and devour everything they put out there about themselves. Insights about opportunities and accounts (at LIKE.TG, we use Opportunity Management) help you bring more value to the table. You’re trying to learn about problems and people, so by the time you reach out, you’re not only saying the right things — you’re also saying them to the right person. Find the channel that sticks Everyone is different. Every approach needs to be different too. Some of us are old school and like to talk on the phone. Some of us live in our inboxes. Some of us really love getting gifts in the mail. How can you find the right channel? The answer is to leave no stone unturned. If the prospect doesn’t pick up the phone, try connecting on LinkedIn. Still no luck? Reach out again and be as relevant as you can. Craft an email that grabs them. Keep working on the interaction until you see a spark. Earn the right to ask them what their favourite communication channel is — and meet them there. How do I qualify a sales prospect? Qualifying a prospect is an important piece of the puzzle, but don’t mistake “qualifying” for “deciding whether someone is important.” Everyone you talk to is important — because if they’re not the right person to talk to, then they can point you to the person who is. Here are questions to help you qualify whether a prospect is a good fit: Is this the right person? Does the prospect match your ideal customer profile? Are they already interested in your product? Can they influence the deal, or even decide to buy it? Is this the right company? Is it in your territory? Is the industry a good fit? What’s the size of their organisation? (Don’t just think of how many employees they have. If you’re selling a subscription or usage-based service, then also think about the size of their consumption.) Is this the right project? Is the department funded to pay your price? Will the project be a priority this year for the company? Will the team be using the product for the right use case — in a way that will create an impact? How can I move sales prospects to the next stage in the sales cycle? Research is important, but you’ll need more than that to take the conversation to the next level. After all, it’s just as easy for prospects to research us as it is for us to research them. We won’t get anywhere with them by repeating the same general information on your company’s website. How can you go deep, and bring them an insight that no one else has? You’ll need to learn their accent — not just their language — and become knowledgeable about their lives at work. That means learning about specific trends in their industries, their companies, and even their lives. Ready to take your very best practices for prospecting, and set them into motion at scale? Sales Cadences lets sales managers set steps for sellers to follow — things like: when to email versus call, what call script to use, and what material to send if they say no. Keep the conversation moving. Don’t just think about closing the deal. Think about closing every step of the deal. It can be easy to get carried away in your excitement to move the conversation along. Here’s how: Obsess over the next step Don’t forget to end every conversation with a question. “Can we connect for five minutes after you’ve taken a look?” “Is there someone on your team I could work with on that?” “If you’re not the right person to ask, can you tell me who is?” Advance but qualify Prospecting is all about marching onward. But don’t over-focus on a deal that won’t be worth the effort. As you move the conversation forward, you need to keep qualifying at the same time. At every stage, ask whether the prospect is still a fit. Qualification also means making sure that they’re ready to move onto the next step. You won’t have all the answers, but someone else will Selling is a team sport. You need to lean on everyone you can to get the information you need. Ask subject matter experts at your company to teach you about a new domain. Reach out to technical and digital advisors to help you map out a solution. Ask marketing for help with a new pitch. You don’t have to do this alone. Head over to Trailhead and learn how to prospect for better sales. You’ll discover why prospecting is important, how to develop a contact strategy, and when it’s best to reach out.

What is First Party Data? First party data refers to the data collected directly by your company from your audience, including customers, website visitors, and social media followers. As the first party, your business gathers unique information about your audience without any intermediary involved. First party data encompasses various types of data, such as: Demographic information Behavioral data from website, app, or product interactions Data stored in your CRM Social media conversations Subscriptions and email engagement Survey responses Customer feedback Purchase history Online chat transcripts Why is first party data important? First party data holds significant value as it is collected directly from your own audience, enabling you to understand and engage with them effectively. It allows you to retarget and nurture your audience based on their preferences and behaviours, leading to improved marketing and decision-making processes. According to Think With Google and Boston Consulting Group, brands that leverage first party data in their marketing functions achieved a 2.9X revenue lift and a 1.5X increase in cost savings. How is first party data collected? First party data is collected by implementing tracking pixels on your website, product, or social media profiles. These pixels track user behaviours and actions, storing the data in your CRM or customer data platform (CDP). For example, when visitors land on your website, view products, or interact with social media posts, the tracking pixel records those actions. You can also gather first party data through customer surveys, direct conversations, or any shared information about their experiences with your business. It’s important to note that aggregating customer product reviews from platforms like Amazon would not be considered first party data. How is first party data used? First party data serves various purposes, including retargeting through advertisements, nurturing leads and informing the sales process. It also helps identify the characteristics of your ideal customers, enabling more targeted outreach and marketing efforts. For instance, if you have ever viewed a product online and later encountered ads for that same product, it demonstrates the effectiveness of first party data retargeting. You might also be familiar with second or third party data — here’s a breakdown of the differences. Second Party Data Second-party data refers to information that you obtain from a source other than your own direct data collection. In other words, it is data collected by someone else, but you have a trusted relationship with the data provider. This type of data exchange occurs between businesses that mutually benefit from sharing audience insights. For instance, let’s consider a software company collaborating with an agency partner to resell its products. The software company may share its first party data with the agency, allowing the agency to use it as second-party data to target and attract new clients. How is second party data collected? Second-party data is acquired from sources outside your own business and not directly through actions taken by your organisation, such as conducting product satisfaction surveys. One way to obtain second-party data is by purchasing it from a reliable source that possesses the data you require. However, while this method is faster than collecting the data yourself, it carries some risk, as you may spend money on data that is not relevant or useful to your specific needs. It is advisable to request a preview or summary of the data before making a purchase to ensure its relevance and suitability for your company. How is second party data used? First party and second-party data are used in similar ways, such as creating targeted ads, nurturing leads, and streamlining the sales process. The distinction lies in the perspective that second-party data offers, providing you with insights and perspectives on your customers that you may have overlooked or not included in your own research. By leveraging second-party data, you can uncover trends, patterns, and customer needs that supplement your existing knowledge. It offers a fresh viewpoint and can help enhance your business processes and product offerings. However, it’s important to note that second-party data should not be considered the most trustworthy or valuable source of information since it originates from an entity without a direct relationship with your customers. Instead, it serves as a valuable supplemental source of insights. Third Party Data Third-party data refers to data collected by a business that has no direct connection to your own business or audience. Its scope is broader compared to first and second-party data. Third-party data is often gathered from multiple sources and is sold or purchased by companies to gain insights into audiences. However, since it is not directly collected from your own paying customers and is also accessible to your competitors, its usefulness may be limited compared to first or second-party data. Nevertheless, third-party data can provide a broader perspective on audiences that your own data might not capture. How is third party data collected? The collection process for third-party data is similar to that of first and second-party data. Researchers employ methods such as surveys, interviews, feedback forms, and more to gather information about a large audience. Organisations can then acquire this data for their own use, much like second-party data. One distinction is that third-party research often involves random sample sizes, with participation open to anyone willing to fill out the forms. As a result, the results are not directly derived from your own customers. While this approach yields a larger number of participants and responses, the information may not always be highly relevant or useful for your specific business needs. How is third party data used? While it may be tempting to rely solely on third-party data in place of conducting your own research, it is best used as a complement to your first party data. Remember that having more results does not necessarily mean it is more applicable to your business. Instead, start by analysing your first party data to identify trends and patterns in customer behaviour. Then, compare your findings with the third-party data, specifically targeting respondents who align with your buyer personas. This allows you to determine if the behaviours you observed align with the majority of your target market. By combining both sources of data, you can gain a more comprehensive understanding of your audience and make informed business decisions. FAQs What is first party data? First party data, also referred to as 1P data, pertains to the data that a company directly acquires from its customers and has legal ownership of. This data serves as a valuable piece in the pool of information that marketers can utilise. It has the potential to complement, augment, or even replace other types of data. What is 1st, 2nd and 3rd party data? In summary, first party data is the most trustworthy and distinctive information, as it originates from your own sources. Second-party data is shared with different partners, which may result in reduced accuracy. Conversely, third-party data is a collection of information from relatively obscure sources.

It’s not a stretch to saygenerative AIin email marketing is a hot-button topic. You’ve probably heard some version of the following about how the tool is transforming the field: “Welcome to the future of email marketing.” “Where creativity meets innovation and personalization takes center stage.” “Say hello to generative AI, the game-changing technology redefining how brands connect with their audiences through email campaigns.” But what do marketers want to know about generative AI and email marketing? We asked the best and coolest experts we know: ourMarketing Trailblazer Community. They told us how they plan to use generative AI for email marketing and the impact they believe the technology will have on efficiency and effectiveness, job security, and more. Now let’s turn it over to our Trailblazers! How will generative AI impact email marketing in the next 2-5 years? “Increased productivity and saving time are the two major values of generative AI. In the next two to five years, generative AI will help create content quickly — in the form of text, video, and images. It can also create multiple variations of this content and speed up A/B testing to target different customer groups. Email marketing is most impactful when we can deliver 1-on-1 personalized messages.”Buyan Thyagarajan, Principal, Eigen X “In the next two to five years, the tool will help businesses make better decisions for their email marketing campaigns. I believe most of the campaign process, from lead generation to final customer message, will be led by generative AI.”Lumbet Bitini, Senior Marketing Cloud Consultant, Merkle DACH “I think generative AI is already having an impact on the ability to create content for A/B testing. In the next 2-5 years, I expect to see it go beyond generating first-draft copy and become a strategic tool for high-level campaign planning based on accumulated performance and industry data. But, there will always be a need for human creativity to cut through the noise.”Ed Gray, Delivery Team Manager Marketing Practice Lead, Arkus, Inc. “People who adapt and adopt generative AI can create content on many more topics. Even if the tool isn’t being used verbatim, the current versions do a good job. It can increase personalization at scale, improve engagement, reduce costs, and improve ROI. However, there could be consequences too if we aren’t careful. The fundamentals of email marketing may be less understood as we start to skip the sweat, tears, and hard learnings.”Mike Creuzer, Pardot Partnerships API Integrations Lead, Sercante Are you already using generative AI? If so, how? Can you give us some examples? “My A/B testing improved 10x using generative AI in my email marketing. Instead of testing only subject lines, I can also test user behavior, allowing me to be more strategic with every send. Along with content, I also use AI in the design process. It helps me select images and colors that best resonate with my target audience. Finally, AI also optimizes my send time, ensuring these audiences receive my messages at the time they are most likely to open.”Taylor Baker, Marketing Consultant/Owner, Resilient Innovation “I’ve used generative AI as an assistant, not as a copywriter. In practice, I use it to outline the message I want to write — then I add my personal touch to the content. It’s a great way to get a “second opinion” and ensure all key angles are covered. For example, I recently wrote an article about building a MarTech stack. I asked ChatGPT to give me a list of subcategories and their definitions. This gave me a good wireframe to write my content.”Timo Kovala, Managing Marketing Architect, Capgemini Finland “Right now, we’re testing it in the background as it is too early to adopt it into our daily processes officially. We are actively building up use cases, examples, and studies on it so we can fully embrace it in the future.”Greg Gifford, Director, DM Engineering, Merkle “Our team tested a few tools.” We used it to write subject lines for email nurture paths. The results were okay, but I’m sure they’ve improved since then. I will say it was helpful to have those suggestions to lean on. We have also done some test pilots with social media using some tone options.”Shonica Mitchell, Global Marketing Automation Community Manager, BrightDrop How can this technology improve your job as an email marketer? “Generative AI could help me move faster, create more personalization, and push out more content. Today, this process is lengthy and requires multiple layers of approval. I could see a decrease in our turnaround time.”Shonica Mitchell, Global Marketing Automation Community Manager, BrightDrop “Using detailed prompts generated by AI that include the appropriate data about the lead or customer I am trying to target can positively impact my KPIs — including higher open rates, improved click-through rates, and increased conversion rates. Email marketers can create more engaging and impactful campaigns, ultimately driving better results, fostering stronger relationships, and sharing personal impact with stakeholders.”Sadaf Sabet, Marketing Automation Specialist, Gallagher “I see this as an opportunity to drive marketers toward more empathetic and thoughtful content. In this sense, generative AI can help us be more efficient and drive us to become better at what we do.”Timo Kovala, Lead Marketing Consultant, Twoday Biit What needs to happen for generative AI to achieve its full potential in email marketing? What still needs to improve? “The biggest gap in AI is lack of training and trust in verifying content.” We need human interventions to verify content, governance, and regulation to prevent misuse. This will make AI more trustworthy.”Buyan Thyagarajan, Principal, Eigen X “There is a disconnect in generative AI adoption. Right now, I feel there is either fanatical love or irrational fear toward AI in the workplace. AI is replacing mindsets, not jobs — but training still needs to improve. It feels as if you use AI in your job, you are “cheating.” Instead, education on how it enhances and increases your role’s impact toward company growth should be showcased.”Taylor Baker, Marketing Consultant/Owner, Resilient Innovation “Accuracy and trust are imperative for email marketing to realize its full potential. Marketers need to be able to rely on AI’s accuracy of data, information, and content and trust that there is no bias in the data or content being served up by the tool.”Shonica Mitchell, Global Marketing Automation Community Manager, BrightDrop LIKE.TG’s viewpoint on the future of email marketing We’re very excited about the potential forgenerative AI to transform marketing, in particular email marketing. Think of the tool as your new best friend —saving you time and money, supporting you in your role, and putting your big-picture goals in focus. Looking to take the manual out of your next campaign and gain instant data analysis for high-level planning? Say hello toAI as your digital assistant. Want to find a reliable way to test youremail send timesand content selection — includingcatchy subject lines, images, and colors — to improve engagement and conversion rates? AI takes the guesswork out. Trying to connect with your customers and deliver a unique experience that makes them feel understood? Yep, you guessed it. AI deliverspersonalization at scalebased on customer behavior and preferences. Your new best friend has you covered. But, we know friendship takes time, and there are still a lot of questions about AI. Whether it’s ensuring ethical action, verifying content, training with the tool, or trusting the accuracy of data, we’re committed to learning as much as we can and helping others navigate as the technology evolves and becomes mainstream. And of course, our Trailblazer Community will be there every step of the way.

Ah — that sometimes elusive, but always thrilling moment of closing deals. That’s why we’re all here. We love to help customers, chase new challenges, and in the process, hit those numbers. But sales is an art, and like art, its style changes over time. That’s why we’ll move past outdated and ineffective sales closing strategies and techniques in this article and talk to sales experts to get the nitty-gritty of what it means to close like a boss in today’s world.What is sales closing?Sales closing, or getting a prospect to agree to a deal and sign a contract, is how reps make their quota and how businesses grow revenue.It represents the culmination of all your efforts. Identifying and addressing the prospect’s pain points is crucial in making a strong case for why your solution can alleviate these challenges. Now that you’ve popped the question with a (sales) proposal, it’s time to find out if this prospect is ready to commit.Getting to that yes takes a lot of patience and persistence. Prospects will often say no before they get to a yes. The problem is, many salespeople give up before they reach that yes.As we’ll explain further, sales closing isn’t the only stage of the pipeline that matters, but it is absolute. You either close or you don’t. The make-or-break nature of sales closing can make it one of the most stressful aspects of the selling process, but it doesn’t have to be.“Fundamentally, closing a deal should be the easiest part of a sales cycle,” said Jay Camp, a strategic account director for large enterprises at LIKE.TG. “There are a series of key milestones you have to hit in order to be in a position to close a deal. If those key milestones are done well, closing is the easy part because the work’s already been done.”What are the most common sales closing techniques?There’s no one way to close a sale. Your approach will shift based on the prospect with whom you’re engaging and what their needs are. Incorporating effective sales closing phrases and refining your sales technique are crucial steps in mastering these closing techniques. But this curated list of tried-and-true methods provides a template of what strategies to deploy and when.Assumptive CloseThis is a true power move that requires confidence in yourself and your product. In the assumptive sales close, you move forward under the assumption that the prospect wants to buy and that the deal is pretty much done. Instead of asking them if they’re ready to buy, you’ll ask how many products they would like or when the solution could be implemented. The key here is to be assertive without being aggressive, which can ruin the rapport and scare the prospect off. It’s also important to make sure the assumptive close happens right after you’ve driven home the benefits of your offer so it’s fresh in the prospect’s mind.Puppy Dog CloseThis sales closing technique comes from the idea that if a pet store offered to let you “test a puppy out” and take it home for a few days, you would fall in love with it and never return it. In a puppy dog close, offer a free trial of your product with no strings attached. The hope is that the prospect finds your product so indispensable that after their little test drive, they can’t bear to part with it.Scale CloseThis is also referred to as the gauge close. You take the prospect’s temperature by simply asking them point-blank how interested they are in your product. (Ex: “On a scale of one to 10, with one being ‘Let’s end this conversation now’ and 10 being ‘Let’s get this solution implemented on Monday,’ how likely are you to move forward with purchasing?”) The scale close does two things: It lets you know if you’ve been effectively communicating the value of your product to encourage prospects, and also gives you an opportunity to address any objections they might not have shared with you.“I would say that curiosity is key. You need to always be asking questions,” said Francois Carle, a strategic account executive at Schneider Electric who has worked in sales for more than 20 years. “You need to be curious about what they’re trying to achieve and drill down into what their challenges are. The risk of a conversation going nowhere is strong if you aren’t listening.”Scarcity CloseAlso known as the now-or-never close, the scarcity sales close leverages good old-fashioned FOMO (fear of missing out) to get a prospect to buy. You sweeten the deal with a discount or an added benefit to the prospect, but only if they act now and make a purchase. This mainly works when the prospect is sincerely interested in buying, but needs a small nudge to get to yes.Takeaway CloseThis technique capitalises on people’s desire for things that they can’t have, also known as reverse psychology. Note that your solution “might not be a good fit” for them or that their company “may not qualify for your solution like other companies have.” The takeaway close is effective because you’re doing the opposite of what a salesperson typically does, which is sell, so the prospect doesn’t expect it. Similar to the scarcity close, this tactic only works if the prospect has already established interest in your product but hasn’t pulled the trigger on buying.Summary CloseSales cycles can be long, especially for B2B selling. A prospect who’s juggling conversations with different vendors about different products might not remember all the great things your solution has to offer. In a summary sales close, you review the features of the product and how it will help the potential client meet their needs. It gives the prospect one more time to really envision what your product might accomplish for them before making a decision.Get articles selected just for you, in your inboxSign up nowHow do you improve at closing?Okay, so you know a lot of the proven techniques. How do you build on this foundation and get better at sales closing? A key player in this process is the sales rep, who must master these techniques and apply them effectively. Sales reps face the challenge of not only meeting their revenue targets but also engaging with prospects in a way that makes them feel valued and understood. This involves asking for the prospect’s opinion on the product, a technique that not only sways the client towards a yes but also uncovers any potential issues with the product or service. Here are a few pointers to keep top of mind when you’re trying to reel in the deal, ensuring that sales reps are equipped to overcome these challenges and close sales successfully.✅ Know the customerSelling shouldn’t feel like selling. It should feel like helping, because that’s ultimately what you’re doing. The consultative approach will always beat the transactional approach, especially in B2B selling. Use discovery calls and your own research to know the customer inside and out. What are their pain points? How does your solution address them? Are they an ideal fit for your solution? This personalised approach builds trust, and at the end of the day, successful selling is all about relationships.✅ Know their objectionsPreparation is half the battle. Your prospect will naturally have objections about why this isn’t the right time for them to buy. A very common one is pricing. What’s the competitive advantage of your tool that offsets the cost? Be ready to go with solid answers to whatever pushback they might have. This makes you look more knowledgeable about the prospect and the product.✅ Know the decision makerAre you talking to the right person? If not, how do you get to the right person? So much of sales closing requires getting the correct people in the room who have the power to call shots. You’ll want to suss this out earlier on in the sales process when you’re qualifying leads. Don’t spend too much time communicating the value of your tool to the marketing manager if the person holding the purse strings is the vice president of marketing.✅ Know when to fold ‘emSales representatives don’t close every single opportunity in their sales pipeline. That means a lot of the prospects that come your way may not become customers. It’s also possible a small percentage of leads could bring in a lot of your revenue, which means you don’t have to pursue those unlikely to close. Knowing when to move on is critical. Don’t dwell on prospects that have shown no interest in closing. You’ll lose sight of more promising opportunities.“Every deal, whether it’s a win or loss, has something you can learn from. It’s an opportunity to reflect on how you can evolve both in process and strategy,” said Kelly Myers, an account executive at LIKE.TG who specialises in enterprise-level deals.✅ Know you’re part of a teamCombined expertise will outweigh one person’s expertise every time. When you’re facing hurdles, lean on your collaborative tools like Slack to connect with your fellow reps or your sales managers in real-time so you can decide your next move as a team. We recommend even creating deal-specific channels in Slack that can act as a repository of knowledge and support for high-level opportunities.“You’re going to win 10 times more as a team than you are as an individual,” said Myers. “There will be a lot of times when you don’t have the answers, and that’s okay. It’s important to know you have a team that will do everything in their power to help you deliver what the customer needs.”What sales closing mistakes should you avoid?Experience can be the best teacher when it comes to knowing what not to do. Here are common pitfalls that the smartest salespeople have learned to overcome.❌ Going in for the hard closePressure selling is out, empathy selling is in. When you come out early with an ask for the sale and then keep aggressively asking before you’ve even truly established your product’s value, it shows little consideration for the buyer. It makes it appear as though you’re speeding through the sale to meet your quota, and it’s off-putting. After all, selling isn’t about you, it’s about them.“I don’t think the hard sale has any place in today’s market. I always tell people sales is not about ‘selling’ or convincing anybody of anything. It’s about helping people solve problems or achieve goals,” said John Barrows, the CEO of JB Sales, a sales training firm.❌ Not asking for the saleAn important thing to remember when closing? Ask for the sale. Inertia can be a difficult thing to overcome when working with prospects. Many waffle when faced with multiple vendors and put off making a final purchase decision. If you tell them to “take some time to think about it and circle back,” you may never hear from that person again. After you’ve effectively communicated why your product is a fit and they’ve reciprocated interest, sometimes it’s powerful to simply ask if they’re ready to buy. If they balk, that’s your cue to ask more questions about their needs.❌ Only closing at the endHow do you know when it’s the right time to close? How do you avoid closing too early? Too late? This is a bit of a trick question. There is no singular moment when you go in for the close because, if you’re wise, sales closing is something that happens throughout the sales process. The prospect signing on the dotted line is more of a natural conclusion, not an event.“Closing should happen at every stage of the sales process. You’re closing for the next steps, you’re closing for meetings. It’s ongoing,” said Barrows.Sales closing techniques: next steps“Always be closing” used to be a common saying in sales. That’s shifted to “Always be connecting.” You should always be studying your prospects and adapting your approach to match their expectations and their needs. Understanding and refining sales techniques is crucial for successfully closing a sales deal. Similar to chess, your first moves often determine your final ones. When the rest of the sales process has been strategic and focused, sales closing becomes less of a conquest and more of a collaboration between you and the buyer.

LIKE.TG helps more than 150,000 customers in every industry connect with their customers. People worldwide and in APAC rely on our Customer Relationship Management (CRM) platform and Salesforce Customer 360 to keep their businesses running effectively and efficiently. Here, we’re talking about all the developers who work with LIKE.TG technologies to build solutions for our customers and partners. LIKE.TG, of course,employsa lot of developers who build our products. If that sounds more like you, check out ourengineering blog. But since LIKE.TG runs LIKE.TG on LIKE.TG, much of what you read here may still apply. How developers work in the world of LIKE.TG With LIKE.TG, you can build solutions using a combination of no-code tools and code. The right tools for the right task. We call this low-code development. Through no-code customisations, developers solve some requirements without coding. This means when they do code, they end up writing less repetitive or boilerplate code. LIKE.TG productsare expansive, covering sales, service, marketing, analytics, commerce, and more. Every part of LIKE.TG exposesAPIs. Developers use these to create web apps onHeroku, supercharge their integration withMuleSoft, or even customise one of the standard applications. It’s fair to say that any developer can be aLIKE.TG Developer. What does a developer do with LIKE.TG? Most developers who work with LIKE.TG technologies build custom business apps and solutions. They do this either with theLIKE.TG Platform(including Sales Cloud, Service Cloud, and Experience Cloud communities) or with Heroku. While some developers specialise, most fit the description of full-stack developers working with both back-end logic and front-end experiences. Beyond the LIKE.TG Platform, there are many other opportunities for developers in the world of LIKE.TG. Some build custom marketing experiences onMarketing Cloud. Others plumb the depths of data and expose new insights withTableau. There are developers building engaging commerce experiences withCommerce Cloud’s PWA kit. Others craft their company’sdigital HQwith custom Slack apps. LIKE.TG technologies offer opportunities for developers to work with every aspect of business applications. Build Your Developer Career on LIKE.TG New to LIKE.TG development? Here's a quick tour of how you can quickly build apps and integrations with LIKE.TG. Hit the Trails +9,700 points Trailmix Build Your LIKE.TG Developer Career Follow this path to get the skills you need to become a LIKE.TG Platform Developer. Which skills does a developer need to work with LIKE.TG? Code is the stock-in-trade of every developer, so you may wonder which programming languages you might use. A lot depends on which part of the LIKE.TG world you choose to work in. The two most prominent languages in the LIKE.TG world areJavaScriptandApex. JavaScript is, of course, the language used for front-end customisations as surfaced throughLightning Web Components. Apex is the most widely adopted back-end language in the LIKE.TG ecosystem. The LIKE.TG Platform also has two domain-specific query languages. LIKE.TG Object Query Language (SOQL) is a SQL-like query language for accessing data in the LIKE.TG multi-tenant database. LIKE.TG Object Search Language (SOSL) is a text-based search language that can be used to find both data and documents stored on the platform. In addition to the LIKE.TG Platform, certain products support other languages. Both Python and JavaScript are supported languages for theSlack Bolt SDK. For customised marketing experiences, you may useAMPscriptfor Marketing Cloud. If you build integrations with MuleSoft, your data transformations can be written in DataWeave. If you work with dashboards in LIKE.TG CRM Analytics, you might use the LIKE.TG Analytics Query Language (SAQL) to fine-tune visualisations. And, most recently, Data Cloud gives access to its data usingSQL. The technology and language landscape for LIKE.TG is rich and broad. No matter your interests, you can find a niche to master. Since LIKE.TG offers no-code customisations, every developer working in the LIKE.TG ecosystem will end up learning how to use the no-code tools that support their work, too. For instance, certain features that can be complex to implement, like wizards, data security rules, and basic user interface (UI) customisations, can all be can be accomplished without coding at all. Developers with previous experience in enterprise software tend to make the easiest transition to working in the world of LIKE.TG. But this is by no means a requirement. Again, any developer can become a LIKE.TG Developer. Many have joined directly from college or moved over from other software engineering experiences. What are the career prospects for a developer who works with LIKE.TG in APAC? As the ecosystem around LIKE.TGgrows, developers continue to be highly sought after. In the past 5 years, the number of new developer positions has increased by 165percenton average year-over-year. And based on U.S. data, a starting salary for a developer is $105,000 per year. Developers often come to LIKE.TG as a career opportunity. Once here, many get hooked on the friendly support of theLIKE.TG Developer Community. You can also connect, share ideas, and build your skills through local, in-personmeetups. Join the conversation virtually with developers daily through theLIKE.TG Developersgroup in theTrailblazer CommunityonTrailhead—LIKE.TG’s free online learning platform. Take your learning and networking even further by attending one of the communityconferencesfound worldwide and in APAC. Which credentials and certifications are relevant for the job? As a developer, you want to work with the most relevant technologies, languages, and platforms. No language is more universally relevant today than JavaScript. You can show your JavaScript competence by earning theJavaScript Developer 1 Certification. This certification tests your knowledge of JavaScript in the browser and in NodeJS. While used to validate the skills of many candidates in the LIKE.TG ecosystem, because it’s focused on universal knowledge, any company can use this certification when looking to hire a JavaScript developer. To demonstrate your competence in developing with LIKE.TG Platform-specific features, tools, and technologies, you can pursue several paths. To learn about all the platform features that require no coding, you can take thePlatform App Builder Certification. To show knowledge and understanding of different programming features, earn yourPlatform Developer 1 Certification (PD1). Once you have your PD1, you can go further by pursuing the practical, hands-onPlatform Developer 2 Certification. In addition to these core LIKE.TG Platform certifications, you can also pursue specialist certification in products such as: OmniStudio Developer: Develop cloud applications using OmniStudio declarative development tools. Industries CPQ Developer: Develop configure, price, quote (CPQ) applications for the LIKE.TG Communications, Media, and Energy Utilities clouds. B2C Commerce Developer: Customise LIKE.TG Commerce through configurations, user management, and development with the LIKE.TG B2C Commerce Digital platform. Marketing Cloud Developer: Create personalised, dynamic messages and landing pages using Marketing Cloud scripting languages, data configuration, manipulations, and advanced segmentation, as well as reporting and analytics. Slack Certified Developer: Build interactive apps on the Slack platform. MuleSoft Developer Certifications: Build, test, and deploy APIs and integrations using the MuleSoft platform. Embarking on your developer career journey in APAC. As a developer, you hold some of the most sought-after skills in every industry. Every business needs technical experts to turn their requirements for business applications, integrations, and customer-facing websites into experiences that deliver what their users and customers need. You might have long-standing experience developing on other platforms. You might just be launching your career. You might be somewhere in between. Whatever the case, there are many paths for you to become a developer in the LIKE.TG ecosystem. If this has you excited to learn more, theLIKE.TG Developers websiteis a great place to start. You can also learn about the latest developer features through ourLIKE.TG Developer blogorYouTube channel. And be sure to keep up with all the latest from uson LinkedIn, and connect with us in theLIKE.TG Developers Trailblazer Community Group.

Dreamforce is the crown jewel of the LIKE.TG event universe —and it was epic. From amazing keynote sessions to demos showcasing the tools to solve your biggest challenges, Dreamforce had something for everyone (including the very best swag!). But are you ready for the understatement of the year? That’s right – AI pretty much stole the show. From generating hyper-relevant sales emails to prospects to anticipating a customer service issue with a VIP, AI is here to serve and support every aspect of the business.Here’s the thing: it’s IT that enables everyone else to leverage AI.As an IT leader, you’re already feeling the pressure to pivot to an AI-led approach across your organization. But you’re faced with the harsh reality of connecting and harmonizing your data while adhering to security and data governance standards? How can you build AI-powered applications that you can trust? And how can you do it now? AI for IT: 3 launches you can use Let’s take a look at how these new AI launches, all announced at Dreamforce 2023, are helping IT teams get more done – and how you can, too! 1. Unlock the full power of your data According to our latest State of IT report, 86% of IT decision-makers worldwide believe that generative AI will play a significant role in their organizations in the near future.However, the average organization reported more than 1000 distinct applications used across the enterprise. Scarier still, fewer than a third of these apps are integrated. This is a problem when AI depends on accurate, unified data to deliver critical insights and predictions. In MuleSoft’s 2023 Connectivity Benchmark Report, enterprise IT leaders estimated spending an average of $4.7 million per year on custom integration efforts. That’s an increase of 31% from their 2022 estimate of $3.6 million. With this in mind, it’s critical to have the right tools and development environments at the ready to implement and build the experiences customers expect. All of this with security and powerful generative AI capabilities built right in. One way to get connected quickly is with MuleSoft, loaded with new generative AI capabilities to make integration faster than ever before. Connect to any data or system, wherever it resides, with security and governance built in. The MuleSoft Accelerator for Data Cloud can help you unlock and connect to critical industry systems quickly and securely. Once unlocked, your teams can finally harmonize with existing data sources through the power of LIKE.TG Data Cloud. This enables you to get a unified view of every customer so that you can deliver the right experiences at the right time every time.Harmonizing data quickly? That’s music to our ears. Get IT articles selected just for you, in your inbox Sign up now 2. Put your data to work If your teams have tackled the data unification challenge — bravo! After all, it’s these integration challenges that slow down digital transformation initiatives for 80% of IT teams. But it’s actually garnering insights and getting recommendations from AI that IT leaders are being pressured to deliver. With unified data in place, how can we start to see the benefits of AI? Well, IT teams can make the building of apps and automations a bit easier with Prompt Builder.Because every generative AI-powered CRM app depends on the quality of the AI prompt, it’s useful to get a boost with the provided prompt templates. These templates guide IT teams in building AI prompts that will root the AI in specific data and instructions —making it possible for the AI to deliver better suggestions more quickly. This low-code prompt management tool allows IT teams to build, test, and fine-tune trusted AI prompts within the Einstein Trust Layer. Any sensitive data is automatically masked to limit bias and toxicity. With this tool, IT teams can leverage AI to build everything from auto-generated emails to product descriptions for websites. This means freeing up time to focus on deeper, more sophisticated IT challenges. Low-code. Painless. That’s how AI should be. 3. Deploy safely and quickly With a tremendous amount of pressure to consistently deliver new solutions, IT leaders must balance speed and delivery with security.We know all too well what can happen when an organization skirts security concerns to increase deployment speed. According to our recent State of the Connected Customer Report, the average cost of not complying with data protection regulations is $14.8 million. That’s a lot, and we want to work toward avoiding any data breaches.One thing AI can help with is mitigating security concerns without compromising on deployment speed. By using secure development environments with sandboxes, IT teams can safely test AI processes without the risk of pushing any errors to the production org.Plus, sandboxes are also a great space to train teams on how to responsibly build code with the help of generative AI.When it comes to production environments, a new feature will help protect your sensitive data and stay compliant. Privacy Center will feature new data management policies where IT teams can delete stale data or de-identify at scale to protect the production org.But if something were to go awry, we’ve got you covered there, too. LIKE.TG Backup is a native solution that allows you to protect against corruption, data loss, or coding errors by providing daily backups and the ability to restore quickly.Delivering new solutions with peace of mind. Sounds peaceful. Don’t sleep on AI What’s top-of-mind for IT leaders is how to get the most out of AI —now. That starts with the right tools to pull together your data with security and governance built-in. Leading IT organizations are already transforming to accommodate the latest AI trends. Make sure you’re one of them.

“Where’s my order?” It’s the kind of question that companies are increasingly using artificial intelligence (AI) to answer quickly. But consider these two potential, AI-generated responses your agent could send to this customer. Response 1: Thank you for your inquiry. What is your name, email, and order number? Where did you place your order? Response 2: Jon, thanks for being a Gold Level loyalty member! How can I help? Do you have an issue regarding the mug in your cart, the messenger bag you’re currently browsing on our website, or something else? There is a huge difference in how those replies make your customer feel. And that difference comes down to data. The data difference Generative AI promises to significantly reshape how you manage your customer relationships, but it requires data that is accurate, updated, accessible, and complete. This is called data-centric AI, and is predicated on the notion that AI systems are developed using only quality data. It also requires companies to have a connected, up-to-the-minute view of customer’s activity. The Trailblazer view “You might have data available but is it current, authoritative, and complete?” said Carl Brundage, a certified technical architect specialising in data and analytics at Odaseva. “If not, you might not have a complete picture of your customer.” Having the complete picture — knowing what, when, why, and how your customer does something –is the key to adding valuable context to AI. What your company can do now While some of the most impactful AI tools for businesses are still being developed, there are some key steps your business can take now to get its data house in order: Ensure the quality of your data. Remove duplicates, outliers, errors, and other things that can negatively affect how you make decisions. Connect your data sources — marketing, sales, service, commerce – into a single record, updated in real time, so the AI can make the best recommendations. Lay the groundwork for data-centric AI Customer data is at the heart of delivering great experiences. Your data does not need to be perfect to build an effective AI program, but it needs to be clean. That means free of errors, incorrect formats, duplicates, or mislabelings. The data experts at Tableau offer these steps on how to clean your data, an important first step in unifying data sets for AI projects: Remove duplicate or irrelevant observations Duplication happens when you combine data sets from multiple places, and duplicate entries are created. Irrelevant observations happen when data (say, on older consumers) doesn’t fit into a problem you’re trying to analyse (say, millennial shopping habits). Removing these makes analysis more efficient, useful, and accurate for an AI system. Fix structural errors This happens when data includes typos, incorrect capitalisation, or mislabelings. For example, “N/A” and “not applicable” mean the same thing, but are not analysed the same way because they’re rendered differently. The entries should be consistent to ensure accurate and complete analysis by the AI system. Filter unwanted outliers There are often one-off observations that don’t appear to align with the data you’re analysing. That might be the result of incorrect data entry (and should be removed) but sometimes the outlier will help prove a theory you’re working on. In any case, analysis is needed to determine its validity. Get articles selected just for you, in your inbox Sign up now Handle missing data Missing or incomplete data is a very common problem in data sets, and can reduce the accuracy of AI models. There are a few ways to deal with this: Eliminate observations that include missing values; however, this will result in lost information. Input missing values based on other observations; however, you may lose data integrity because you’re operating from assumptions and not actual observations Consider altering the way the data is used to effectively navigate the missing values. Validate After cleaning the data, you should be able to answer these questions: Does the data make sense? Does the data follow the appropriate rules for its field? Does it prove or disprove your theory, or surface any insight? Can you find trends that help inform the next theory? If not, is that because of continued data quality issues? Data-centric AI + CRM = killer combo AI has already begun to transform CRM and the way companies connect with and serve their customers. AI is useless without good data that is integrated, accurate, and real-time. At the same time, making sense of your mountains of data is impossible without AI. The winning approach is combining the two practices. Doing so will help you identify and foresee trends, challenges, and opportunities across all lines of business —and serve your customers better. A unified customer profile, enabled by Data Cloud, gives you a comprehensive view of your users, whether they are visitors, customers, prospects, or subscribers. Historically, marketing data has been locked inside marketing systems, service data in service systems, etc., which doesn’t give you the complete picture of your customer’s activity. “There’s absolutely a need to have a trusted unified customer profile, in one place and updated in real time,” said Brundage. “Something you did last month, you may do differently this month, based on the data. And if you have outdated data, that’s what AI will use.” There’s a famous pyramid which demonstrates the hierarchy of knowledge management. Data sits at the bottom, representing everything we collect, progresses to information, then knowledge, and finally wisdom, which sits at the top. Data and information provide little context or answer the “why” of anything. But with integrated, real-time data layered with AI, you can see patterns, predict trends, and make connections between things that on the surface might not seem to go together. “Knowledge is knowing that a tomato is a fruit,” Brundage said. “Wisdom is knowing it does not go into a fruit salad.”