You would think that a digital marketer would feel lost in a large tech event like the Salesforce Singapore Basecamp but AFDigital’s Tina Relampagos proved otherwise.
Tina, AFD’s Digital Managed Services Head, attended this year’s Salesforce learning adventure in Singapore and she learned quite a few things that she was excited to bring back and teach her team. But just how and why was a digital marketing expert sent to a tech event?
AFDigital is a Creative Marketing Tech Company
Tina may be head of the Digital Managed Services Department for AFDigital, overseeing mostly digital marketing executions post-Salesforce PowerOn implementations for clients, but she knows that AFDigital is a creative marketing tech company. She understands that though her team is responsible for enriching clients’ customer journeys through social media management, social listening, email marketing, and various types of content, it is also imperative that she (and her team) gets a grasp of what Salesforce is and what it does for clients.
“Yes, I understand the marketing side but how does that work when you have Salesforce?,” Tina explains. And she says that answering this makes for a powerful combination.
Even so, she admitted to being a little flustered when she was selected for the Singapore Basecamp, thinking that she might get lost in all the tech jargon.
So she wanted to come prepared.
Luckily, AFDigital President and CEO Pauline Pangan is a Basecamp ‘veteran’ and she shared keynotes from past events with Tina. Tina spent a lot of time doing Trailhead modules that she thought will be helpful for the trip. Also, it helped that she attended the event with two other tech Trailblazers Kevin and Zeke.
With her preparations, Tina came to Singapore with a few expectations and a few things she was excited about. Were those expectations met?
Tina at Salesforce Singapore Basecamp
Tina said she was really looking forward to learning about what’s new with Salesforce and eventually connecting these with how AFD can change and improve processes for their clients. The event did not disappoint her.
The thing that initially struck her was just how huge the Salesforce community is. She always had an idea that it was, based on previous events like Dreamforce, but being at the Singapore Basecamp actualised just how extensive it was. Tina shares, “It was a mix of different nationalities and experiences. It was lovely to meet new people in Salesforce and it felt inspiring to be part of that community.”
But more than meeting new people, our Digital Marketing Trailblazer shared these three new things about Salesforce that made her excited for the company’s future tech and digital marketing implementations:
- Salesforce connection with in-store POS. This got Tina excited because she saw how this marries the brick-and-click sides of the business. She talked about how this innovation allows stores to track customers online and offline and expounds, “Not only will you track them when they call or when they purchase online; when they visit your store, you know that it’s the same customer. It changes everything for retail and service because the experience in-store, which adds to the brands’ credibility, need not be detached from the customers’ online experience.”
- Einstein Voice. Tina may not be a salesperson but she gets that those in sales are always on-the-go and Einstein Voice makes it easier for them to organise their prospects, record closed deals, and update their numbers. This Salesforce feature is an ‘upgraded’ virtual assistant that not only reads back scheduled meetings but also updates accounts and chatters on the Salesforce CRM via voice commands.
- Google Analytics. This is the first time that Google has partnered with another supplier and it was fitting for a marketer like Tina to be excited about this development. With this partnership, any digital marketer can just stay in the Salesforce platform and access all sales- and service-related data that they need plus the brand’s Google analytics, too!
What’s Next for Tina and Her Team?
All these new Salesforce features may be great in reaching that goal of conversion but Tina said that the Singapore Basecamp reminded her of one important thing, the thing that Salesforce has championed right from the start: It’s STILL all about the customers.
It’s easy to forget this, she admits, with the many things that a marketer (and a Salesforce developer) keeps in mind in every single content and image being curated. But she said that she hopes to remind her team that at the end of the day, the questions that really matter are, “Is this something that the customers would like? How will this help increase their purchase intent? How is it going to make it easy for the customers to make that decision?”
She adds, “That’s what Salesforce has been all about. Yes, it helps enterprises optimise operations but at the end of the day, that’s still for the customer. So you increase the lifetime value of the customer.”