Inclusivity in Advertising

Inclusive paper hands, colorful

Over the past few years, there has been a shift in marketing practices to convey socially driven stories. Brands are getting better at listening to feedback from consumers and aligning with their values.

Making The Change

Reality, Relatability, and Diversity.

It might come as no surprise that you see certain demographics collectively embracing brands that stand for something, focus on inclusivity, and try to make the world a better place. Previously the trend was to create brands and products that felt exclusive. Consumers responded to unrealistic fantasies that contrasted with their reality and would change the way they lived or saw themselves. That narrative has changed significantly and consumers now want reality, relatability, and diversity.

Exclusivity still is incredibly enticing to consumers, especially when it comes to luxury brands. Some people want to be sold an unrealistic dream from tall, thin, attractive models or an expensive product that promises to change their life in some way. In addition to that, the ideas of small-batch products, waitlists, memberships, rewards, etc. are also highly coveted by consumers.

70% of Millennials are more likely to choose one brand over another if that brand demonstrates inclusion and diversity in terms of it promotions and offers
54% of younger Millennials surveyed believe that retailers have a responsibility and duty toward addressing wider social and political issues with regards to diversity.
The Shift to Diversity

Improving Our Society

While the appeal of exclusivity still exists among a particular demographic, our society is becoming more and more diverse and interconnected as time goes on, so why shouldn’t our marketing reflect that? The stakes are at an all-time high and it’s important for companies to be thoughtful about the messages, images, endorsements, and values that are being used to represent and promote their brands. According to Salesforce’s new research, 90% of consumers believe that businesses have a responsibility to look beyond profit and improve the state of the world.

The Goal

Power of Promotion

Advertisements that are inclusive and diverse are becoming increasingly common in today’s consumer market. Countless brands are getting involved in the manufacturing of products that can be marketed to different demographics as well as employing models that consumers might see as being relatable. The responsibility of marketers is to make sure the brand’s message is received in a way that resonates with people from all backgrounds, regardless of race, ethnicity, gender identity, age, religion, ability, sexual orientation, or otherwise. Now is a time to give a platform to the people that have been typically and historically marginalized or underrepresented. The goal of true inclusivity is to deepen customer relationships and encourage positive change. While acknowledging the great strides that have been made thus far, it is also important to recognize that there is still a lot of room for growth and improvement when it comes to inclusive marketing opportunities.

51% of younger millennials are more likely to shop at a retailer that demonstrates awareness of such issues.

Why is customer service more important than ever?


Have you ever purchased goods or services from a business? Have you ever worked for a business or company that provides goods or services to consumers? If you answered yes to either of those questions, congratulations! You’re already pretty familiar with customer service, whether your experiences were good, bad, or ugly. Knowing the ins and outs of business-customer relationships is our livelihood here at CRMD, and it’s our mission to help those relationships thrive.

What’s the deal with customer service?

Customer service is the assistance provided by a company to the people who buy or use its products and/or services. Customer service directly correlates with customer satisfaction. In the sphere of running a business, customer service often takes a back seat to the daily demands of the operation. While it’s easy to prioritize things like accounting, networking, and delegating tasks over customer service, it is just as important to acknowledge that without the customer, none of those other aspects of your business would matter. Without the customer, you wouldn’t have a successful business. Exceptional customer service is what keeps the business of existing customers and piques the interest of potential customers. Developing and maintaining relationships with your customers should be a top priority among employees. 


Why is customer service so important now?

We’ve got the answer to that question! We are currently in the midst of what is being called the “4th Industrial Revolution.” This promises to bring positive changes to the way we live, work, and relate to one another through the advancements being made in technology and cyber systems. These advancements are bringing changes to the business, government, and household spheres, all of which will eventually lead to a societal transformation similar to the previous industrial revolutions. 


It’s no surprise that more and more people are taking advantage of the convenience that online platforms provide. Whether it be online shopping, bill paying, or consulting, all of these can now be done from the comfort of a home without even talking to a representative on the phone, in most cases. As these services becoming increasingly accessible to consumers, it is important to keep up with the changing technology and be there for your customers. 


The saying “The customer is always right” might make you roll your eyes at first, but it’s not just an empty adage. Think about it: what do customers do? They purchase products or services, interact with employees, tell friends about their experience, and provide feedback. The success of any business lies in the hands of the people that support them. In order to keep up with the advancements within this revolution, it is our job as business owners, employees, and consultants to make sure we improve and maintain our customer service standards and protocol.  


Where does Salesforce belong in this conversation?

Since Salesforce is a customer relationship management (CRM) platform with the main purpose of improving business relationships, it can exist as the overarching topic of this conversation. Salesforce gives users the ability to create individual profiles of customers that can be accessed by all departments, such as marketing, sales, finance, etc. This effectively puts the customer in the middle of everything. Marketing is a great example of how to perfect the customer service experience. 

Salesforce products like Marketing Cloud and Service Cloud, for example, can provide you with invaluable tools that can help distinguish your company from the rest of the competition. Marketing Cloud features marketing solutions like Journey Builder, Social Studio, Datorama, and Interaction Studio. Each solution provides a different insight into each individual customer’s journey within the departments of your company. They also give you the best opportunities to engage with current and potential customers across social media channels in real-time. Service Cloud provides the engine that powers how productively agents handle actual tickets and customer conversations. Through Service Cloud, service processes, workflows and searches for relevant resources can become streamlined and automated. Other features like Service for Apps provides in-app mobile support, including live agent video chat, screen sharing, and on-screen guided assistance. Service Cloud provides even more ways to communicate with customers, with integrated social “listening” features and with easy integration with Salesforce’s Community Cloud. These are just some of the many ways a clear strategy for customer service and effective use of what technology and tools to leverage can help you maximize time and efficiency while achieving customer satisfaction. 

Improve your customer service, enhance your CRM

Contact Us Today

How Salesforce is Spicing Up Its CRM Game with CMS

How Salesforce is Spicing Up

Its CRM Game with CMS

You may have heard that Salesforce just recently announced its own Content Management System. At their core, Content Management Solutions are able to create and manage digital content. Now, Salesforce CMS is proposing using Salesforce’s capabilities as a leading customer information powerhouse to transform how content management is done.



What’s new?

Contemporary Content Management Solutions promise sophistication and customization even for users who have little to no exposure to coding or development. As simple as drag and drop, advanced user interfaces are giving users control over their webpages that would normally require the lift of both developers and designers.

The official page for Salesforce CMS already promises all the features you would expect from a modern CMS: collaboration across teams; responsive design; distribution to multiple communications channels; edit views of live pages; and easy to use interface. At a quick glance, you can already observe that the interface is as simple and customizable as current leading website builders. 

Salesforce CMS, which considers itself a “hybrid content management system,” distinguishes itself by being built natively on, of course, a CRM. CRM data is baked into the Content Management Solutions from the get-go, reducing the hassle and maintenance of setting up CMS-CRM connections. For businesses invested in digital transformation, the ability to visualize CRM data straight to content pages in ways that are easy, beautiful, on brand, and timely will be a significant difference than what other Content Management Solutions can provide. Further, users of Salesforce CRM solutions can now potentially be active content creators without having to lean on developers.

Hey, I think I’ve seen these features before…

Yes, sort of. In the beta release of its Content Management Solution, Salesforce refers to Salesforce CMS as an upgrade to CMS for Community Cloud in its Summer ’19 Release Notes. Users of CMS for Community Cloud had their content automatically moved to the new Salesforce CMS, which included new functionality.

The release of Salesforce CMS marks that it is “now generally available” with more features, according to Salesforce’s Winter ’20 Release Notes. Content can also now also be shared to the B2B Commerce managed package and communities created using Salesforce Tabs + Visualforce. Lightning Communities can build customized pages, which are no longer limited to the preset layouts and navigation structure or menu components. Through Salesforce CMS, role-based access can now be assigned to team members for authoring content authoring and selecting setting. 

As of mid-November 2019, commerce and marketing cloud features are listed as “Coming Soon.” 

Why Salesforce CMS now?

In the current landscape of CMS solutions, we are definitely not short options. We dare you to scroll through this list of available CMS technology. According to BuiltWith’s web technology usage trends, WordPress continues to be a clear world frontrunner with 27+ million live websites, consistently capturing greater than 50% of the CMS technology market share. Despite the many open source options available, Wix, Squarespace, and Shopify have captured a strong user base with 3.9+ million 1.7+ million and 1 million live websites, respectively, who are drawn to its convenience and affordability. This new guard of relatively out-of-the-box, developer-not-needed solutions, however, may be better suited for small- to medium-sized businesses.

From security to conformity, the difficulties for managing a CMS for larger enterprises can certainly get massive and complex. Setting up connectivity between CMS and a CRM can especially be a challenge for those organizations actively tracking their customers’ activities across many digital campaigns. There certainly is a growing market need for a new type of Content Management Solution for large organizations.

Thus, the Salesforce Content Management Solution poses an intriguing proposition to its loyal base of heavy-hitting enterprise CRM users. It further positions itself to be the Content Management Solution of choice for any new organization looking to get started on other Salesforce solutions.

Salesforce has demonstrated how they can grow fast and clearly dominate. Among CRM providers, Salesforce’s comprises nearly one fifth of the market, which is double the CRM sales of the runner-up, SAP, and three times as much as Oracle in third. The question remains whether adoption of Salesforce CMS will be just as significant.

Closed Lost Opportunity In Salesforce

A common request from our clients is tracking Closed Lost opportunities. What is Closed Lost? Closed Lost is an opportunity that didn’t get approved by the company. From a Sales Management POV the most critical Salesforce report is the Closed Lost reason. This gives management important insight on why an opportunity did not Closed Won and become a successful deal for your team. The way that we track this information is through a Validation Rule. The Validation Rule verifies that certain data is entered into an object (opportunity) before a record can be saved.  Follow along with John as he walks you step-by-step on how to create a Closed Lost Reason.

Let's get started!

  1. In your Lightning Home Screen, click Setup

  2. Type ‘Object’ in your Quick Find box and select Object Manager

  3. Scroll down and click Opportunity. 

  4. From the details panel select Fields & Relationships. 

  5. Click New.

Writing in Journal

Step One: Create Your Lost Reason Field

  1. Choose Picklist from the options and click Next. (Check out this Tutorial for instructions on how to create a picklist.)

  2. Name your Field ‘Lost Reason.

  3. Click Through.

  4. Hit Save.

Step Two: Validation Rules

  1. From the details panel, Select Validation Rules.

  2. Enter Rule Name.

  3. Type in your Error Condition Formula.


  5. Enter the reason: NEED LOST REASON.

Step Three: Check Your Rule

  1.  Go to an  Opportunity. (We recommend creating an example to test this out)
  2. Click on Closed.
  3. Click Select Closed Stage.
  4. Select Closed Lost.
  5. After hitting Enter you will notice the dialogue box pop-up with an error message. 

Now that you’ve completed this Validation Rule you will not be able to close a Closed Lost Opportunity without selecting a reason. This is a great way to organize your Closed Lost Opportunities. This gives your sales team a high level overview of trends surrounding Lost Opportunities and changes that need to be made in the future. 

Having trouble with this tutorial? No worries, this is what our business is about. Contact us today and we can help you with Validations rules and much more.

How To Create A New User In Salesforce

We are going to create a new user in your Salesforce instance. Simply put a user is anyone who logs into Salesforce. This can be an employee, colleague or someone new who is working for you. This tutorial will explain how to grant access to new users in your Salesforce instance.

  • Usernames are unique across all of Salesforce.
  • A Password link can be sent to a new user so they can easily change it.

Follow along with John and use this article as your guide: 

Let's get started!

  1. In your Lightning Home Screen, click Setup

  2. Type ‘Users’ in your Quick Find box and select Users

Laptop on brown table with flowers and a cup of coffee. In Natural sunlight.

Step One: Add New User

  1. From Setup, enter Users in the Quick Find box, then select Users.

  2. Click New User to add a single user or click Add Multiple Users to add up to 10 users at a time.

  3. Enter each user’s name, email address, and a unique username in the form of an email address. By default, the username is the same as the email address, but you can overwrite this.

  4. Select the user license you want to associate with the users you create (the license determines which profiles are available for each user).

  5. Select  profile.

  6. Select Generate passwords and notify user via email to email a login name and temporary password to each new user.

  7. Click Save.

Salesforce Create New User Screenshot of Page

How easy was that? In just a few simple steps you created a user in your Salesforce org. Remember that you can create up to 10 user profiles at a time. This saves a lot of time and energy to focus on other things within your business. Well done!

Celebration of Salesforce Avatars

Too many users to add?  Contact us today and let us worry about that, you have a business to run!