Category: Marketing
How Salesforce Product Owners Benefit from RealZips
Salesforce Product Owners are critical in managing and optimizing Salesforce applications to meet business goals and user needs. As the bridge between business stakeholders and the technical team, they ensure that Salesforce delivers maximum value.
One powerful tool that can enhance their efforts is the Salesforce native app RealZips, which adds deep geographic and market data into the CRM platform. In this blog post, we’ll explore how Salesforce Product Owners benefit from adding RealZips to their CRM strategy, highlighting use cases and the ways in which geographic and market data improve the user experience.
Understanding RealZips for Salesforce
RealZips for Salesforce is an application that provides detailed geographic and market data, enabling businesses to segment their customer base and market more effectively. It includes comprehensive information on ZIP codes, global postal codes, demographics, market potential, and more. By automatically integrating this data into Salesforce, Product Owners can leverage precise, actionable insights and deliver enterprise-scale automation to drive their CRM strategy.
Benefits of RealZips for Salesforce Product Owners
- Enhanced Data Segmentation and Targeting
- Improved Market Penetration and Expansion
- Optimized Sales and Marketing Efforts
- Better Customer Insights and Personalization
- Streamlined Reporting and Analytics
- Grounded Use of Salesforce Einstein Copilot
- Increased User Adoption and Satisfaction
Use Cases for RealZips in Salesforce
1. Enhanced Customer Segmentation and Targeting
Example: A franchise company wants to target specific customer segments for a new product launch.
By implementing RealZips, the Product Owner makes it possible to segment customers based on geographic characteristics and demographic data, identifying high-potential ZIP codes where the new product is likely to be well-received. This precise targeting enables more effective marketing campaigns and higher conversion rates.
Benefits:
- Improved Precision: Segment customers based on location, distance to stores, income levels, and demographic factors.
- Effective Campaigns: Tailor marketing messages to resonate with each local customer segment.
2. Improved Market Penetration and Expansion
Example: A healthcare organization wants to expand its services to new regions.
With RealZips, the Product Owner enables users to pinpoint market potential in different areas, identifying underserved regions with high demand for healthcare services. Deep data from the American Community Survey is used to understand access to healthcare by ZIP code. This data-driven approach helps make informed decisions about where to expand, optimize resource allocation, and maximize patient care.
Benefits:
- Data-Driven Decisions: Identify regions with high market potential and low competition.
- Strategic Expansion: Optimize resources for expansion efforts, using, e.g., distance to healthcare locations.
3. Optimized Marketing and Sales Efforts
Example: A financial services firm aims to boost its sales in competitive markets.
RealZips enables the Product Owner to provide the sales team with detailed market insights, such as income levels from the IRS, detailed population data from the Census Bureau, and competitor presence in each ZIP code. This information enables sales representatives to tailor their pitches and prioritize high-potential leads.
Benefits:
- Informed Sales Strategies: Equip sales teams with detailed geographic and demographic data.
- Higher Conversion Rates: Focus efforts on geographic hotspots with many high-potential leads.
4. Better Customer Insights and Personalization
Example: A non-profit organization seeks to improve donor engagement.
By integrating RealZips data, the Product Owner can deliver deeper insights into donor demographics and local preferences. This lets the organization personalize communication and engagement strategies, increasing donor giving and retention.
Benefits:
- Enhanced Personalization: Understand customer demographics and preferences.
- Improved Engagement: Tailor communication to meet customer needs. Run campaigns based on distance to events.
5. Streamlined Reporting and Analytics
Example: A manufacturing company needs to track the performance of its regional sales teams and focus on closing more opportunities.
RealZips provides detailed geographic and firmographic data that can be integrated into Salesforce reports and dashboards.
The Product Owner can create visualizations highlighting regional performance, helping management identify trends, make data-driven decisions, and visualize open opportunities.
Benefits:
- Comprehensive Reporting: Integrate geographic data, delivery points, and market data into Salesforce reports and RealZips Maps.
- Informed Decision-Making: Use visualizations to identify trends and insights. Use distance analytics for optimizing logistics.
6. Grounded Use of Salesforce Einstein Copilot
Example: A retail company wants to leverage AI for personalized customer interactions.
By integrating RealZips and deep metadata, the Salesforce Product Owner can provide the Salesforce Einstein Copilot with accurate and localized geographic conditions and demographic data. This ensures that the AI models are guided to create reliable and relevant data, leading to accurate predictions and personalized customer recommendations. RealZips verified data makes it possible to segment customers based on location, distance to outlets, income, and market potential, enhancing the effectiveness of AI-driven initiatives.
Benefits:
- Accurate Predictions: Ensure AI models are trained on verified and reliable data available in RealZips.
- Enhanced Personalization: Use geographic and demographic data for more personalized customer interactions.
7. Increased User Adoption and Satisfaction
Example: A technology firm wants to enhance its Salesforce user experience.
By incorporating RealZips data, the Product Owner can provide users with valuable insights that make their jobs easier. Sales and marketing teams can dynamically (based on the customer record they happen to view) access detailed territory and market data directly within Salesforce, reducing the need for external tools and increasing overall satisfaction and adoption.
Benefits:
- Enhanced User Experience: Provide accurate territory team and market insights on each record in Salesforce.
- Higher Adoption Rates: Reduce reliance on external tools by providing automated territory and market data inside Salesforce.
Geographic Data Improves Salesforce User Experience
Precise Targeting
Geographic data allows Product Owners to segment customer data in Salesforce automatically. This ensures that marketing and sales efforts are directed towards the right prospects and customers, leading to higher engagement and conversion rates.
Informed Decision-Making
With access to detailed geographic and market data, Product Owners can enable Salesforce Users to make informed decisions about where to focus their efforts. This data-driven approach minimizes risks and maximizes returns.
Enhanced Personalization
Geographic and contextual market data provide insights into customer preferences and behavior. Product owners can now empower marketing teams to personalize communication and engagement strategies, improving customer satisfaction and loyalty.
Streamlined Operations
Integrating territory and geographic data into Salesforce streamlines operations by providing users with all the information they need in one place. This reduces the need for external tools and improves efficiency. The robust ownership automation of leads, prospects, and customers drives trust across Salesforce Users.
Conclusion
Salesforce Product Owners are pivotal in ensuring that Salesforce delivers maximum value to the organization. By integrating RealZips for Salesforce, they can leverage detailed territory, geographic, and market data to enhance their CRM strategy. RealZips allows them to optimize sales and marketing efforts, enhance user experience, and ultimately achieve their business goals more effectively.
Implementing RealZips for Salesforce is a strategic move that equips Product Owners with the tools to drive their CRM strategy forward. Whether it’s targeting specific customer segments, expanding into new markets, or optimizing sales efforts, RealZips provides the insights needed to succeed in a competitive landscape.
Salesforce product owners can use RealZips to enhance their CRM strategy by leveraging the benefits and use cases outlined in this post.
Improve your customer data in Salesforce with RealZips
Why should you consider the RealZips app for Salesforce?
The RealZips GeoData Platform structures and organizes your customer data in Salesforce automatically, empowering your team to connect faster with the right customers in the right places.
Problem: Deterioration of customer data
Organizations are rapidly adding large amounts of customer data to Salesforce. As more data is added, the ability to search and report on customer data deteriorates.
Your customer data is becoming more and more disorganized over time, severely limiting your teams’ ability to run targeted marketing campaigns and focused sales activities. When consistent and structured geographic data is missing across records, your team can no longer use customer data efficiently.
Solution: Organize customer data geographically
The RealZips app provides a mission-critical geographic data structure for your customer data in Salesforce. Every record in Salesforce is automatically related to zip code or international postal code. Each zip code holds a wealth of deep geographic information, which automatically organizes and improves your entire customer database.
Your team will be able to instantly search and report across customers and territories, using endless geographical dimensions such as cities, counties, MSA Metros. Deep contextual data for each Zip code will guide your teams activities to the best possible geographic markets.
Tap into local market conditions with deep data
RealZips provides unlimited contextual market data, related to consumers, businesses, business risk, and other local conditions. You can automatically rank every Zip code based on market potential, and compare against your current sales performance.
Jurisdictions such as states, counties and cities often have a great impact on your ability to market and sell. Once you implement RealZips, your team can automatically categorize prospects based on state-based incentives, local laws and regulations, consumer and political preferences, climate conditions, crime risk and much more.
Implement distance zones for marketing, sales & support
Logistics is a key factor in your team’s ability to succeed, even if your team is working 100% remotely. For example, if a prospect is closer to a competitive location, your team is at an immediate disadvantage.
The RealZips app allows you to automatically organize all records in Salesforce by distance to your own locations and competitive outlets. Every customer record will be given a score based on competitive risk and serviceability. In turn, your team can now optimize marketing, sales and support activities based on distance zones.
Unlock Success: Data-driven territory management in Salesforce
A critical key to success for any organization is territory management; automatically assigning prospects and customers to territories and best-fit team members. Creating territories is a data-driven process, requiring robust geographic data, deep market data and your own sales data.
The RealZips app enables your team to use deep data for each zip code while creating and updating territories. Each Zip code can now be treated as a micro-market, comparing market potential against sales results.
Distance calculations are used to automatically predict your teams ability to serve customers in the Zip code. Every Zip code can be served by multiple territories, efficiently managed by the RealZips app.
Which organizations benefit from RealZips?
Organizations with many records in Salesforce will enjoy instant business value from RealZips. If your Salesforce database is burdened with legacy automation (old workflows, process builders, custom APEX) you will rapidly benefit from RealZips, using out-of-box RealZips automation.
RealZips GeoData is proven to empower organizations across all industries, ranging from non-profits to the financial industry. The more data you are managing in Salesforce, the faster you will achieve business value from RealZips.
Organizations that must focus on geographic areas with the highest sales potential (not having an unlimited marketing and sales budget) are very likely to get in touch with more prospects and close more opportunities shortly after implementing RealZips.
Answer these 8 questions and learn if you need RealZips
If you are getting more than three “Yes” responses, you and your team will benefit from adding RealZips GeoData to your Salesforce customer data:
- Is your Salesforce customer data missing geographic data points?
- Does every customer have critical territory team assignments, and distance to closest team member?
- Can you drill-down into customer data across regions, territories, state, counties and MSA metros, and cities?
- Is lead routing already an issue, with hard-to-manage rules and overlapping automation?
- Are you running out of Salesforce Enterprise Management Hierarchies and Territory Assignment Filters?
- Does your Salesforce Org have complex automation for sharing rules, ownership rules and territories?
- Does your marketing team struggle to run campaigns by metropolitan areas and travel distance to venues?
- Does the sales team miss data on where to focus their sales activities, based on local market potential?
How soon should I expect results from RealZips?
The RealZips app can be up and running rapidly. Oftentimes the customer data can be automatically structured into geographic areas and territories on the first day for implementation.
Depending on your Salesforce ORG’s complexity, the RealZips time to value usually varies between immediate value and up to a few weeks to be fully implemented.
What will the RealZips team bring to the table?
Consider the RealZips team your trusted partner in unlocking your team’s sales success. We have 30+ years of experience from global CRM implementations, across most industries.
Run GeoTargeted Marketing with RealZips in Salesforce
Organizations that use RealZips in their Salesforce drive marketing success. This is how they leverage RealZips within their GeoTargeted Marketing.
Lead Generation Challenges
Marketing teams have a tremendous responsibility of finding and qualifying best-fit leads for sales. However, it’s not uncommon for marketers to unknowingly deliver low quality leads to the sales team, overwhelming the sales pipeline with incompatible prospects.
Figuring out which leads are best suited for a sales team is oftentimes a complicated process. Lead profiling is often based upon metrics related to the industry, company size, decision-makers’ access, buyer intent, creditworthiness, and more.
Location data is often neglected in lead profiling because the marketing team has little or no supporting data for meaningful geotargeting. This lack of user location data makes lead generation inefficient.
Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.
— John Wanamaker
Switch to RealZips Geotargeting
When your team utilizes geotargeting with RealZips, it becomes possible to leverage location data throughout the entire lead generation process.
These are the six basic methods to use RealZips for your geotargeting efforts, helping you generate sales success:
Geographic boundaries. Existing boundaries such as states, cities, and sales territories play a critical role in effective lead generation. For example, using County Business Patterns (CBPs) as part of a framework of lead generation is proven to be very effective.
Industry hotspots. Similar companies tend to be clustered geographically. It’s essential to break down Total Addressable Market (TAM) into geography-based industry hotspots from a geo-targeting lead generation perspective.
Local economy. The economic outlook in MSA Metropolitan areas will have a direct impact on lead generation. Economic factors can range across people moving to or from an area, shifts in local unemployment levels, changes in state and local taxes, fluctuations in building permits, competitive organizations setting up outlets and offices, and much more.
Proximity planning. Sales teams often prefer lead generation in concentrated areas such as near airports, close to their stores and field offices, and even far away from competitive locations. Companies with a proximity strategy for lead generation tend to reap substantial benefits related to logistics.
Action triggers. Marketing teams using action triggers in their lead generation have a competitive advantage. They use time zones as a powerful action trigger, sending outbound emails at the best possible local time. Sellers of electric cars may use local gas pricing as an action trigger, spending more on lead generation as gas prices rise.
External data. External data managed in RealZips opens up endless possibilities for lead generation. For instance, use sun hour data by zip code to sell solar panels, leverage local water quality data to provide filtration technology. Tap into flooding and hurricane risk data to provide insurance or new building technology. Leverage financial incentives issued by state and local agencies to promote your products and services. There are no limits to how external data can be used within the RealZips platform, driving success across both marketing and sales.
Generate Quality Leads with GeoTargeted Marketing
Organizations that properly use these methods for geotargeting will likely see an increase in their best-fit lead generation.
The goal is to deliver market-qualified leads in the best possible geographic locations, allowing the sales team to close deals faster. Save time by eliminating leads that are hard to service and avoid marketing in areas where there are few reasons to purchase your product or service.
Quality Over Quantity
Lead generation is about reaching the right prospect, located in the right place, with the right message, at the right time.
When you deliver leads to your sales team, quantity is not always better. If they end up disqualifying a high percentage of leads, your team will lose valuable selling time. Additionally, they may even start doubting if the lead generation process works.
Improving the lead generation process seems to work very well for many organizations, initially setting focus on generating high-quality leads in the best-fit locations. Once the quality of marketing-generated leads meets the needs of the sales team — it becomes possible to increase the number of leads — while maintaining a high close rate.
Next Steps
With RealZips GeoTargeted Marketing, the marketing and sales teams can align efforts and deliver results. RealZips has the potential to enhance your geotargeting, boost your lead generation, and close more deals.
7 Steps to Accelerating Revenue with RealZips
Organizations using the Salesforce platform are implementing the RealZips app, empowering their whole team.
Users of RealZips are continuously sharing how they are now closing more deals with our app.
This post shows you the 7 steps successful teams take, as they accelerate their revenue with the app and our market data.
What is the RealZips app?
RealZips adds a geographic structure and market data to all CRM data in Salesforce. Your team will have powerful territory management, thanks to our extensive geographic database based on zip codes. The app and it’s data are 100% native, ensuring no security risks and instant user acceptance.
How will we benefit from RealZips?
The app automatically structures existing CRM data by zip codes, cities, metropolitan areas, counties, sales regions, sales territories and more. The benefits are immediate since your team can search and report customer data in new ways – focusing activities in geographical areas that will generate most sales.
How does the RealZips app work?
RealZips is the world’s only GeoData Platform. This is the quick-take:
- 40,000 zip codes are added to your Salesforce in 15 minutes.
- Zip codes have 50 data points, for geographic structure and market data.
- Existing CRM data records are automatically linked to a zip code.
- Sales territories are based on zip codes, linking all CRM data to sales territories.
What are the steps to get started?
RealZips enables organizations like yours to identify growth opportunities and drive sales results. These are the seven steps organizations take while rolling out the RealZips app:
1. Identify Addressable Market
The RealZips app has very deep market data by zip code, enabling your team to pinpoint the total addressable market. The app describes for example corporate targets across 1,000 industries and ranges of employees, including headquarter locations. The demographics data is incredibly deep, ranging across income, age, and lifestyles.
In RealZips, it’s now possible for organizations to distinguish their total addressable market by their primary market and secondary market.
For example, the primary market for your team might be neurosurgeons, while the secondary market would be patients served by these doctors.
Secondary market data is one of the most powerful ways for sales teams to drive trust in discussions with their prospects.
For example, a rep can showcase the RealZips demographics data for the area surrounding the customer’s office.
2. Set Geographic Structure
The RealZips app structures CRM data dynamically across all geographical level. Your team can instantly use e.g. metropolitan areas and counties, to drive successful marketing and sales activities. New geographic levels can be added on the fly, to include areas for specific marketing campaigns!
With a geographic structure in place, existing CRM data is dramatically enhanced and becomes actionable for both marketing and sales teams. With drive time data in RealZips, a lead can be automatically assigned to the closest sales representative or location. Also, drive time data can be used for marketing campaigns based on all customers’ proximity to your sales representatives or locations.
3. Index Market Potential
Many companies miss out on tremendous growth opportunity – simply by not relating each geographic area, to the local market potential – right in Salesforce.
Without market potential in Salesforce, there is no method to track revenue growth against the total addressable market, optimize territories based and prospects, and empower the sales team across territories.
Marketing teams running campaigns without geographic market potential will not be able to target the best-fit areas, missing out on lead generation and revenue growth.
The RealZips app creates automatic indexes for each zip code. Your team will be able to act on each area’s’ market potential and real-time revenue data.
4. Implement Territory Management
The Territory Management module in RealZips effectively combines each territory’s zip codes, market potential and existing leads, accounts and contacts.
Key metrics for each territory roll up from zip codes, giving the sales team a real-time view over where to find and close deals.
A RealZips Territory can quickly be divided into zones based on drive time for the sales representative.
Sales hotspots can be created on the fly within territories, to manage revenue growth in areas with highest market potential.
As territories are changed – customers can quickly and accurately be reassigned to a new territory – complete with a track record of changes.
5. Focus Marketing Activities
It’s a marketers dream to have all leads and customers organized by MSA Metropolitans, cities, CBSAs, counties, sales territories, and regions. The marketing team can run campaigns in zip codes that can be targeted with Google AdWords campaigns, within a 20-minute drive time of the closest representative or location!
Campaigns can be geared towards areas with the high market potential and no current customers. Events can be launched in the exact areas where most leads and customers can quickly travel to.
6. Empower Sales Teams
Most sales teams struggle to build a pipeline of new customers, and closing deals. The RealZips app is simply designed to empower salespeople to be at the right place, taking to the right customers, at the right time.
RealZips cuts down on the search for new customers, allowing the whole organization to focus on areas with most prospects, as close to as possible to your company’s locations.
7. Accelerate Revenue Growth
RealZips can often be implemented in a matter of days. Our customers love to report back on their sales success. We are seeing motivated organizations drive results within weeks, generating net new revenue streams.
Our app is built on 25+ years of CRM experience within companies producing hyper growth. You can now apply our experience of accelerating sales, by rolling out RealZips and market data to your team.