How To Sell Salesforce To Marketing, Advertising And PR Agencies

Posted on November 9, 2016

Selling Salesforce to creative service companies — like advertising, public relations, and marketing agencies — is a unique challenge, much different than the struggles of selling to high-tech customers.

A high-tech prospect knows why they need a CRM, but they may be skeptical that you’re the right fit. Prospects in the creative services industry may not understand how Salesforce can help their business, or have written it off as being overly technical or robust.

So, how do you go about selling Salesforce to marketing, PR and advertising agencies? Here are three essential tips.

Know How the Industry Works

If you’re not familiar with how creative agencies operate, you need to learn before you pick up the phone.

First, understand that as a sales professional, you and your creative prospect already have something in common: creative agencies need to win work and to do so, they usually need to pitch.

Once the agency has successfully signed the client, they agree to create a certain amount of product (advertisements, PR campaigns, digital content), for a specific price, within a certain timeframe. In some cases, the client might hire the company as the “agency of record,” retaining their services for a longer timeframe, for a suite of projects.

Understanding the unique operational model of creative service agencies will help you make a stronger case for how Salesforce can help.

Make Salesforce Relatable

Knowing how an agency works will help you prove the relevancy of Salesforce. To show a creative prospect how a CRM can improve their business, draw connections between their business processes and the features of Salesforce most relevant to their industry. For example:

  • A creative agency is typically working with several clients at a time, on projects that are at different stages. Salesforce can organize all that client data in one, searchable platform. It can also track project progress, and trigger actions; for example, a project marked completed in Salesforce could trigger the generation of an invoice.
  • Warm leads for new clients often happen casually, through personal connections and socializing. But does that information ever get recorded? Salesforce can store details about potential new clients, including who made the connection, and it can be used to record all the work undertaken to win their business (like the date and time of phone calls, emails, etcetera). If the agency signs the prospect, they can move into the agency’s database of clients at the click of the button. And if the deal is lost, an explanation of why can be added to their record.
  • All creative agencies need to modify strategies and try new tactics to win business. Those tactics should be informed by data. Salesforce can help an agency analyze its history of won clients, lost clients, how quickly or slowly a client relationship progressed, why a project was lost, what client feedback was like, and etcetera.

Simplify the Process

The implementation of Salesforce and the on-boarding of employees is often what intimidates creative industry prospects and causes them to hesitate about signing on the dotted line. You can expect that your prospect will have one or several of the following concerns:

  • Setting Salesforce up will be painful, time-consuming and confusing
  • Employees will complain about having to learn another system
  • Some employees will forgo using it entirely
  • There’s not enough in-house tech support to help with any questions or issues that may arise

Explaining the services of Salesforce implementation partners can help assuage these fears and get your prospect to the next step. An implementation partner will create a plan and set up Salesforce according to the unique needs and processes of the prospect’s company. Many Salesforce implementation partners will provide training for staff, and phone and web support afterwards.

Book a Free Discovery Session

Do you have a question? Do you want to start a project? Get in touch.

Name(Required)

Name*

Toronto Office – Head Office
146 Thirtieth Street
1st Floor
Toronto, ON M8W 3C4

What Our Customers Are Saying

"Great team to work with! App Solve knows their stuff. They helped to get Pardot integrated with Salesforce, and I am excited to see what we can do with it."

Dawn Jones, Director of Marketing | Kraun Electric Inc.

"The App Solve team was very knowledgeable, organized, and worked diligently to set up Salesforce and Pardot within a tight timeframe. We enjoyed working with everyone on the project and appreciated the guidance along the way."

Simon Dealy, CEO | HIRE Technologies

"Experienced partner with good staff. We did our first project with App Solve this past summer. It was implemented professionally and has had a positive impact on our business. The staff are responsive and know their stuff. We will definitely use them again."

Aaron Jones, CEO | Kraun Electric Inc.

"Highly skilled and easy to work with! I’ve been working with App Solve for several years as a Salesforce partner and a software implementor of our platform - Accounting Seed. In my experiences with App Solve, they've been spot on with respect to the Accounting Seed and Salesforce value proposition and I've had countless successful project roll-outs with our mutual customers! Cheers to many more, App Solve!"

Anthony Schermer, Senior Account Executive | Accounting Seed

"A great long term partner. The team at App Solve has helped us implement several strategically valuable modules, custom design, and workflow processes to our org. We have been working with them for four years now. They understand our business needs and help us scope projects appropriately for our requirements and budget. Planning projects is always difficult when we don't understand the complexity of some challenges. They help us navigate appropriately and are reasonable to work with when original plans inevitably end up drifting into something different than first envisioned."

Craig MacAdam, CFO | Lift North America

"App Solve is great to work with, they take the time to understand our business and how best to implement Salesforce solutions to meet our objectives. Very knowledgeable team to work with our company as we rolled out Salesforce across North America to 12 cities, implementing our entire business. It was a pleasure doing business with App Solve. Thank you."

John Chiaramonte, Senior Business Development Executive | Enwave North America LP.

"Exceptional work and customer service! We contracted App Solve to help us with an implementation roadmap project and feasibility study. We were very pleased with the level of service they provided, the clarity of communication, and the attention we received. All our needs were addressed! I strongly recommend App Solve, their level of expertise, and customer service are unparalleled."

Asia Nebesnaia, IT Project Manager | Cox Automotive Canada Company

"Extremely pleased. David and his team have been a dream to work with. They are very responsive and complete projects in a timely manner. They also take the time to thoroughly explain things to a novice Salesforce user. I look forward to working with David in the future!"

Sierra Hayes, Operations Manager | Dream Local Digital

"We worked with the App Solve team to implement Salesforce for our organization, including the main system architecture and setting up the data model needed for our business. They have been a true partner in getting us rolling with Salesforce and have also been of great assistance in tackling smaller projects after the implementation was largely completed."

Gregory Kennedy, Controller | Generis

"Great Group to work with. We have used App Solve a few times and they have been great to work with. They were very knowledgeable and showed a willingness to work with or organization. I will use them for future consultation."

Chris Haase, President | Environmental Products Group

"Fantastic experience working with Pattie & David. Our company recently completed the transition to Lightning with the competent, guiding hand of Pattie. This transition provided us the perfect opportunity to fix an ongoing issue that was caused by a custom-built feature. Pattie & her team took the time to clearly understand the issue and to take the proper steps to fix it. I would highly recommend App Solve to anyone looking to integrate Salesforce into their business."

Lee-Anne Golden, Managing Director | Urban Flats Toronto

"A true partner. The team at App Solve is amazing. We have truly valued their expertise and consider them a partner, helping us maximize our Salesforce experience. They have been lifesavers on more projects than I can count. We look forward to a long and productive relationship. 5 stars all around!"

Kerrie LePage, Director of Marketing and Product Management | Edenred Commuter Benefit Solutions

Share This