marketing automation – is a solution that allows to target different marketing content to different people at the same time, on a large scale. Marketing automation tools allow users to design specific scenarios that are automatically triggered at the right time, replacing time-consuming human work. It consists of creating different paths for a consumer who, through his online activities, shows to the system his preferences and needs, thanks to which marketing automation tools send him personalized content.

CRM – stands for Customer Relationship Management. CRM is a strategy that companies use to manage interactions with individuals, including customers, service users, colleagues, and suppliers. CRM helps organizations to streamline processes, build relationships, increase sales, improve customer service, and increase profitability. It can be understood on three levels:

  • as a technology, CRM system is typically cloud-based platform, which teams use to record, report, and analyze company-user interactions
  • as a strategy, understood as a business philosophy concerning the method of managing relations with clients and potential clients,
  • as the process or system that the company adopts to nurture and manage these relationships.

CRM system – CRM stands for Customer Relationship Management. Simply put, CRM is about managing leads and existing customers in order to improve the relationship and communication, and consequently, generate the highest possible profit on sales. Organizations use extensive CRM systems to improve their work and better understand the base of their potential and existing customers. The company uses this system to analyze interactions with customers and measure data in the customer lifecycle, according to which the customer’s needs and set of values change at different stages. As the consumer base grows with the growth of business, the CRM system becomes an indispensable solution for organizing the work of people in various departments of the company.

CRM is not only a tool tailored to work with customers, as the name may suggest. By using the system appropriately, business relationships, practices and processes can be significantly improved. In addition to customer relationships, a CRM system can improve other business relationships. For example, contact with suppliers, communication between marketing teams, or improvement of internal sales activities thanks to synchronized communication channels.

Salesforce – is a CRM platform, i.e. offering solutions for customer relationship management. Connect with customers in a completely new way thanks to the world’s best CRM platform – it’s Salesforce’s slogan which perfectly defines activities of this organization.

Salesforce provides companies with complete CRM software that provides a concrete database of information about individuals, so that users can better understand existing relationships. The modernity of Salesforce consists in, among other things, complete operation in the cloud. Software, databases, servers and networks are available over the Internet, so users can use them from anywhere, which gives them quick access to relevant information and improves decision-making processes.

Salesforce’s offer includes application segments such as:

  • Sales – named number one in the world among the available sales platforms.
  • Service – focusing on customer service and meeting their needs.
  • Marketing – helping to create a personalized so-called customer journey based largely on marketing automation.
  • Commerce – supporting e-commerce activities for B2B and B2C.

And other products, equally useful, such as: Engagement, Platform, Integration, Analytics, Industries, Communities, Enablement, Productivity. A comprehensive product catalog makes it easier for companies to stay in constant contact with current and potential buyers, partners and their own employees.

Salesforce certification – is the ultimate benchmark that recognizes the skills, expertise, and know-how in the field of operating with selected Salesforce tools. The Salesforce Certification program offers certifications organized into tracks according to roles: Administrators (4), Architects (11), Consultants (7), Developers (4), and Marketers (5). In total, the company offers 31 different certificates. Each certificate can be obtained by passing a special online exam or in selected institutions. The prices for those exams range from $ 200 to $ 6000.

content – everything that is within something, to have something inside or include something as a part – ideas, messages, an article, speech, video, website, advertisement, post on social media, etc.

content marketing – a type of marketing that involves the creation and sharing of online material (such as videos, graphics, infographics, blogs, and social media posts) that does not explicitly promote a brand, but is intended to stimulate interest in its products or services.

customer journey – are all the experiences a customer makes between the first contact with a brand and their final purchase decision. This model assumes that a customer rarely decides spontaneously, but rather gets in touch with a brand, a product, or a service at different points during their journey, called touchpoints. These can be at least partially influenced by a company. By optimizing these touchpoints you can positively affect customer experience and direct them towards a purchase decision. In online business, companies benefit from the fact that most of the digital customer journey can be monitored.

conversion – occurs when a customer who visits a website or sees an advertisement decides to buy a product or a service. In digital marketing, conversion means that the visitor to your website has achieved a desired goal. For example, he/she filled out a form or made a purchase. The percentage of all users who converted is called the conversion rate. Depending on your website’s or business’s goals, types of conversions may include:

  • generating new leads
  • E-mail registration
  • Completing a form