The COVID-19 pandemic has dramatically altered the B2B landscape. As increasing numbers of business buyers use multiple channels to connect with companies, the need to deliver first-rate omnichannel customer experiences has acquired greater significance than ever.

But, how can B2B companies delight their customers, irrespective of the channel used? What does it take to deliver highly personalized services that perfectly meet their needs? They need to make the best use of customer and marketing data, and this is where Customer Relationship Management (CRM) platforms become critical. Modern CRM systems receive data from multiple sources, and it is very important companies get a 360^o view of all data that flows into these systems to achieve business success.

Today, we’ll examine how users of Salesforce, the most-widely used CRM solution in the world, can leverage the immense potential of data in their systems by integrating them with Mulesoft. Mulesoft is the world’s leading data integration platform and helps enhance the Salesforce users’ ability to get valuable data-driven insights by:

Facilitating Seamless Consolidation of Data Collected from Multiple Sources

One of the key challenges faced by most Salesforce users (or for that matter, users of any CRM system) is consolidating their customer and marketing data collected from disparate data sources such as customer transactions, social media interactions and so on. This often results in poor utilization of the data. In fact, a study by Salesforce revealed only 1% of a company’s data is used by its CRM system, leaving vast amounts of customer insights left untapped.

The integration of Salesforce with Mulesoft can help B2B companies fully leverage this data; the integration helps the organizations bring structured and unstructured data sources together, enabling them to get invaluable insights from massive amounts of data in the Salesforce systems. This, in turn, enables the businesses to come up with the right strategies to target their customers and meet their needs.

Enabling Hassle-free Integration of Data Generated by Various Tools with Salesforce

The B2B business of the 21^st century uses a myriad of IT tools; a study by Mulesoft showed 900 applications exist, on an average, in a B2B organization. These applications generate vast amounts of data, but most of it remain unused by marketing and sales teams as a vast majority of the applications are not integrated with CRM systems. The report reveals only about 28% of applications used in an organization are integrated with the CRM systems.

Salesforce users can effectively overcome this problem by integrating their systems with Mulesoft. Mulesoft can help the users get a big picture of their entire organizational data, by allowing them to consolidate data in diverse applications ranging from complex Enterprise Resource Planning (ERP) systems to mobile apps used to facilitate payments by customers. 

Eliminating Data Silos that Prevent a Single View of the Customer

Data silos are one of the biggest challenges in understanding customer needs clearly. Many companies often find themselves disconnected from what’s happening with their customers because they don’t have access to comprehensive, real-time data. To overcome this problem, most organizations rely on data integration tools developed using custom code and/or complex web services. This often results in increased expenditure and puts stress on the organizations’ IT infrastructure.

Salesforce-using companies can overcome this problem by integrating their CRM platforms with Mulesoft. The integration helps the business organizations eliminate the need for complex data handling methods and use the treasure-trove of information in their data repositories very effectively. Mulesoft also enables Salesforce users to integrate data easily, without writing a single line of code.

Empowering users to unlock data using Application Programming Interfaces (APIs)

Many companies are using APIs to make the best use of their CRM data; the report by Mulesoft revealed nearly 60% of IT leaders feel integration of data using APIs is critical to their digital strategies. APIs enable businesses connect various systems and processes to provide a unified data view. Another key advantage of APIs is they can be reused across multiple projects. This enables organizations to multiply value with each project, allowing them to provide fully connected customer experiences, quicker.

Users of Salesforce systems can unleash the power of APIs to meet their data needs, by integrating the systems with Mulesoft. Mulesoft helps Salesforce users to create an API-driven framework to ensure hassle-free integration of various data systems to provide secure, comprehensively connected customer experiences.

Allowing Salesforce Users to Launch Digital Initiatives to Get a 360^o View of Data

The need for digital transformation in the B2B world has never been more significant. Companies across the world are looking at innovative ways to develop effective solutions that are highly agile and flexible to meet ever-evolving data requirements and deliver fully connected customer experiences across all channels.

Salesforce users can harness the immense potential of digital technologies by integrating their data platforms with Mulesoft. The integration helps them use the technologies to create a single source of truth by consolidating data across various fragmented systems and multiple customer touchpoints. This enables the companies to have a highly precise, timely and comprehensive view of the customer, which allows them to take the right decisions that drive growth.

Thus, Mulesoft helps Salesforce users to make the best use of their CRM data to achieve marketing success. At Solunus, we help you leverage the capabilities of Mulesoft to get a comprehensive view of your Salesforce data to meet your unique marketing requirements.

Hope you find this post interesting. How do you use your Salesforce data to get the big picture of the customer? We’d love to know.

About Solunus:

Solunus, a North-American based Salesforce Partner, prepares businesses for their next-generation customers. Established in 2014, we simplify Salesforce for you to build more meaningful customer relationships. We partner for a win-win arrangement with a clear ROI that the client realizes by the end of the engagement. Our 350+ years of cumulative industry exposure and Salesforce experience underpin our position as the right Salesforce partner. We are a team of Salesforce Certified Professionals, CRM Architects, and certified Agile Scrum Masters with a passion for making a difference.

About the Author:

Phani is a seasoned content writer. He has written several well-received blog posts and articles on various subjects, ranging from online training to regulatory compliance. When he is not writing, you can find him watching Hollywood classics.