DESelect

The Marketing Optimization Platform for Salesforce (and beyond).

Optimize frequency, segment, and search. 
Turnkey, drag-and-drop, and integrated directly in Marketing Cloud.

Join 2100 companies using our products.

#mop

CEO & Co-Founder

Toyota Motor Europe

I had the lead in rolling out Toyota Motor Europe's marketing automation capabilities across 30 markets, using Salesforce Marketing Cloud.

Marketing Automation Lead

As a contractor at 4C, I helped clients define and execute their CRM & Marketing Automation strategy, whether they use Salesforce, Heroku, or another platform.

Project Manager / Lead Consultant Marketing Automation

Waeg

As a contractor at Waeg, I continued to provide large & advice international companies on Salesforce CRM and in addition became specialized in Salesforce Marketing Automation and analyzed Eloqua, Marketo, Selligent, and SalesManago. 

I usually took the role of Lead Consultant or SCRUM Master.

Business & Technology Consultant

Deloitte Belgium

At Deloitte I was involved in several large international transformation projects. I gained hands-on experience with Salesforce CRM and produced broad functional analyses and defined change management approaches.

CRM Consultant

University of Bologna

Focus groups, consultancy, data-analysis, literature research.

Researcher

The Yacht Week

Event Manager

Proud to serve customers like T-Mobile, Volvo, Cornell University,... 🙏

➡️ Our Why: Elevate engagement through human intelligence at scale
➡️ Our How: Build the Marketing Optimization Platform, helping marketing teams unlock value from their Marketing Cloud
➡️ Our What: Enable marketers through segmentation, deduplication, frequency capping, scoring, search, and data process automation

Over $7 million raised in funding (Adjacent VC as lead investor)

We love 🐧s!

Just completed my Marketing Cloud Email Specialist Certification Maintenance for Spring '23, and I gotta say... there were a few (nice) surprises! ☁️

A few takeaways that got me thinking:

1️⃣ Integration with Microsoft Azure

The ability to move data between Marketing Cloud and Azure Blob Storage up to 10 times faster than FTP is interesting. 

It's a clear indication that Marketing Cloud is pushing for more seamless cloud integrations... with non-Salesforce products?! 🤨

Refreshing!

2️⃣ Trigger Automations from External Storage

Triggering automations from Amazon S3, Azure Blob Storage, and Google Cloud Storage opens up a world of possibilities for real-time data syncing and automation. 

Also interesting to see it's API based. ❤️

It's fascinating to see how Marketing Cloud is embracing the broader cloud ecosystem.

3️⃣ Einstein Content Testing

This one is probably my favorite... although I'd love to hear from people who've actually been playing around with it already. Please comment if so! 👇

The integration of Einstein Content Testing with Content Builder blocks is an important step forward in AI-driven content optimization. 

It's interesting to consider how this will shape the future of email marketing, making it more data-driven and personalized.

4️⃣ Journey Builder Entries for Push and In-App Messaging

This feature enhances real-time customer engagement, allowing marketers to retarget customers based on their interactions with push notifications and in-app messages.

It's a reminder of the importance of omnichannel marketing and the need to create cohesive customer journeys.

Side note: With DESelect Engage getting ever-more traction in the market, anything Journey Builder-related is of great(er) interest to me these days!

5️⃣ Automatically Deactivating Failing Automations

This ensures system stability and increases performance. 

Candidly: Something like this was simply overdue. 😉

---

So there were some interesting surprises to me in this one, especially related to third-party integration. As a software vendor, I like to see Salesforce remaining at least somewhat open-minded! 😁

What are your thoughts?

Anything you liked? Anything that you hoped for but did not get? 

Comment! 👇

#sfmc #salesforcemarketingcloud

🐧 Anthony Lamot

CEO @ DESelect →Turnkey optimization for your Marketing Cloud

It sure was an interesting Salesforce World Tour NYC!

First, I'd like to thank once again Hong Xiao from Aon Affinity for sharing the stage with me and presenting how he has optimized Marketing Cloud using DESelect! 🙏
Making sure their Data Strategists are served data in such a way that they can make data-driven decisions is a key to their marketing and data strategy, and we're proud to enable them exactly to do that!

Next, I'd like to Salesforce, specifically its partner organization, for organizing a great Partner Summit and sharing their vision for Einstein Co-pilot, and an exciting announcement about zero-copy data partnerships, including Snowflake, AWS, MS,... 

Having these more extensive Data Lake / DWH capabilities feeding into the Salesforce stack will certainly help!

Special thanks to Shannon Mathews for sharing insights on how we can tie into Salesforce's roadmap specifically for Marketing Cloud Growth. 

Thanks to Jason Garrett and 🐧 Christy Willemin for doing an awesome job at our always-busy booth! You guys rock (and you're really funny too)!

Also loved catching up with Chris Zullo, Andrea M. Tarrell, Pratik Desai and so many more!

Alright, time to board the flight to Austin now!

How can DESelect optimize Marketing Cloud?

How does Snowflake contribute to zero-copy data partnerships with Salesforce?

Marketing Cloud offers a flexible data model. ☁️

But with great power comes great responsibility! 🐧

After 8 years of navigating Salesforce Marketing Cloud (SFMC), I've seen firsthand the pivotal role a well-thought-out data model plays in marketing success. 

Here are some crucial lessons I've learned:

1. Know Your Data Sources...
Starting with a clear understanding of the data you want to use in SFMC is crucial. From CRM systems to social media interactions, defining these sources early shapes effective campaigns and seamless journeys.
Very often, customers will integrate their Salesforce CRM data. If you do so, it's paramount that you don't blindly sync everything! Only sync what you really need for campaigns.
Pro tip: A straightforward way to figure that out is to think about *who* you will send to and *what* you will send (since personalization is driven by data).

2. Real-Time vs Batch Processing... 
Decide early whether your campaigns need real-time data for triggers or if batch processing suffices. This choice significantly impacts the integration techniques you'll use, such as API for real-time needs and FTP for batch operations.
I'm a big fan of REST-ful APIs, but not everyone has the dev capacity to maintain it. And if you're only going to sync data for reporting every week, then REST is overkill and you're probably better of using SFMC's SFTP.

3. The Right Tools for the Right Job...
SFMC's strength lies in its adaptability, but it's easy to get lost in its vast toolkit. Always align your tools with your campaign goals—whether it's leveraging Marketing Cloud Connect for Salesforce integration or utilizing manual imports for one-off lists.
Note: Some people may shudder when they hear "lists", but for certain things, like hosted events, your processes may still require it. With the right governance and standards it can be OK.

4. Continuous Evaluation and Integration...
The digital marketing landscape is ever-evolving, and so should your use of SFMC. Regularly reassess your data integration strategies to ensure they meet your changing needs and take advantage of SFMC’s robust capabilities.
Personally I'm a huge fan of using something like Confluence or even just a very well-organized Google Doc (that's what we do) to centralize data-architecture and MA-related documentation. The importance of GOOD documentation really can't be overstated. 😉

...

Embracing these practices has transformed how I approach data in SFMC, allowing for more targeted and effective campaigns - and enabling our customers to do so. 

If you’re diving into SFMC, remember—structure your data strategy not just for the present, but for the scalability and adaptability you’ll need in the future.

#sfmc #salesforcemarketingcloud

How important is a well-thought-out data model for marketing success?

How can Salesforce Marketing Cloud help my marketing campaigns?

What are some effective data sources for Salesforce Marketing Cloud campaigns?

Celebrating 3 Years with TFL 🇬🇧

From passenger chaos to precise campaigns in London’s Underground. 🚇

Having ridden the tube through London countless times myself, I've seen firsthand the evolution and improvements in how Transport for London (TFL) engages with its passengers. 

As we approach the Salesforce World Tour London (less than 2 months!), where many guests will rely on TFL’s services, I'm reminded of our almost 3-year journey with this iconic institution!

...

When we first partnered with TFL, their challenges were clear: a rapidly expanding user database and a heavy reliance on third-party vendors for CRM tasks. 
The process was not only costly but also sluggish, often caught in what we call 'Targeting Ping Pong' with IT departments that slowed down campaign executions. (I've written on this before)

With DESelect Segment, we aimed to transform this by granting TFL’s marketing teams the independence they needed. They’ve since created over 850 audiences, streamlining their operations and significantly cutting costs by bringing their marketing operations in-house.

---

Here’s how it changed the game:

➡️ Personalized Campaigns for Each Borough:
Whether it’s sending activity summaries to Rent-a-Bike users or advising on the best travel tariffs, TFL now crafts tailored communications that resonate with each unique user.


➡️ Efficient Data Management: 
With DESelect, TFL’s teams navigate their extensive databases with ease, from total miles traveled to intricate campaign specifics, without any SQL hassle.

➡️ Empowered Teams: The shift has freed up their tech-savvy marketers to focus on impactful projects, enhancing overall productivity and campaign creativity.

As Jan Poklewski, Senior Product Owner at TFL, puts it, “DESelect has solved almost every challenge we've had with Marketing Cloud. It’s about communicating the right things, to the right customers, at the right time.”

Our journey with TFL is a testament to how tailored solutions can drastically improve operational efficiency and user engagement in public transportation. 

As many of you prepare to use TFL’s services for the upcoming Salesforce event, we are proud to have played a part in enhancing your travel experience. 🙏

#sfmc #salesforcemarketingcloud

How can streamlined marketing operations improve productivity?

Attn. Texans wanting to learn more about Marketing Cloud Growth (MCG)! 🤠

I'm thrilled to announce that we'll be co-hosting an upcoming event at our Austin office together with Salesforce and none other than Marcos Duran  from Sercante!

Even more thrilling, we'll have the privilege of meeting Guilda Hilaire and team from Salesforce during the event. 

Her community-building and leadership in marketing technology have profoundly influenced the ecosystem, and I can’t wait to dive into some enriching conversations!

🔗 Check out more details and how you can join us here:
https://lnkd.in/er_nFBsF

This is more than just an event—it's a perfect opportunity to explore innovative ideas in marketing cloud technology and network with fellow enthusiasts. 

Whether you're looking to enhance your technical skills or expand your professional network, this gathering will serve as a catalyst for growth and inspiration.

Looking forward to seeing many of you there and exchanging ideas that propel us forward!
#salesforcemarketingcloud #sfmc #deselect

What is Sercante's role in the upcoming event?

Open article: Marketing Cloud Growth Edition: Deep Dive by invite.salesforce.com • 1 min read

Marketing Cloud Growth Edition: Deep Dive

When we founded DESelect nearly 6 years ago, our vision was clear 🐧

Enable marketers to get more out of their (Marketing Cloud) data!

---

Having worked extensively with Salesforce for 11 years now, I understood the potential of what we could achieve by integrating deeply with Salesforce Data Cloud as its roadmap continues to make strides

🔗 Salesforce Data Cloud has been a game-changer in how we perceive and utilize data. 
It provides a unified platform to access, analyze, and activate data across multiple sources, setting a gold standard in data-driven decision making.

🎯 With DESelect Segment, we've tailored a solution that complements Data Cloud by enabling precision in segmentation without needing complex code. 
This synergy between our solutions means marketers can swiftly create targeted campaigns that resonate deeply with their audiences.

And all directly inside of Marketing Cloud - turnkey & fully integrated!

---

A vivid example of this integration in action is seen with one of our customers, School Specialty.

They leveraged Salesforce Data Cloud alongside DESelect Segment to revolutionize their marketing efforts. 

By seamlessly syncing their data and segmenting it effectively, they could execute more personalized marketing campaigns, leading to enhanced customer engagement and increased sales conversions.

Here's what makes this combination powerful:
+ Rapid Segmentation: What used to take hours now takes minutes, enabling real-time marketing decisions.
+ Increased Personalization: With better data handling and segmentation, marketers can craft messages that speak directly to the consumer’s needs.
+ Efficiency at Scale: Reduce overhead and free up resources to focus on strategy and creativity.

---

🌍 As we continue to innovate at DESelect, our commitment remains strong to making marketers' lives easier and helping them achieve more with their data.

💬 I’d love to hear how others are harnessing the power of their Marketing Cloud / Data Cloud data. 
Are your data strategies driving the results you want?

#salesforcedatacloud #salesforcemarketingcloud #sfmc #deselect

What is DESelect Segment and how does it complement Salesforce Data Cloud?

How can I improve my data strategies to achieve better results?

How can Salesforce Data Cloud help me with data-driven decision making?

Seeing partnerships take root is a beautiful thing. 🤝

Here's how Springbok Agency revolutionized segmentation for their clients. 🐧

...

In the dynamic world of Marketing Automation and CRM, Springbok Agency faced a common challenge: the complexity of audience segmentation in Salesforce Marketing Cloud. 

With clients demanding an easier way to create and segment audiences, the agency sought a solution to streamline this process and enhance campaign personalization.

Enter DESelect. 😏

With DESelect's intuitive segmentation tool, Springbok Agency revolutionized its approach to client campaigns. Here's what they achieved:

➡️ Created a New Revenue Stream: By managing client audience segmentation, Springbok opened up new opportunities for growth.

➡️ Empowered End-to-End Campaign Ownership: Clients no longer needed to rely solely on their technical marketers, allowing for more strategic project focus.

➡️  Faster Time-to-Market: Automated segmentation reduced campaign launch times, enabling more personalized and effective marketing.

➡️  Advanced Personalization: With DESelect, Springbok could achieve a level of personalization previously unattainable without AMPscript.

Pierre Van Rooten, Client Service Director at Springbok, praised DESelect for its ability to consolidate data and segment it efficiently, resulting in delighted customers and a significant ROI.

Discover how DESelect transformed Springbok's operations and expanded their client offerings!

#MarketingAutomation #CRM #Segmentation #DESelect #SalesforceMarketingCloud


How can DESelect help with audience segmentation?

Why is advanced personalization important in marketing?

I'm super excited to share the stage in NYC with Hong Xiao from AON Affinity! 🐧

LINK in first comment 👇

--- 

We've been honored to be working together with AON Affinity and supporting its segmentation strategy.

Hong, Architect for SFMC Solutions, Personalization &Customer Data, is one of those people who just radiates passion for Marketing Automation. 

I've had the pleasure to meet him in person at the last World Tour New York, in December, and we immediately hit it off!

Come check out our session at the Salesforce World Tour on April 25th! ☁️

We will kick off the World Tour at 9:00 AM!

Learn how a global insurance and risk management firm brings data in Marketing Cloud Engagement to strategists and business units to support faster and smarter data activation and decision-making.

#sfmc #marketingcloud


What is the importance of Marketing Cloud Engagement?

Who else is going to the Salesforce World Tour in New York City this week? 🕺

I'll be arriving early (tomorrow) - let me know if you'll be there!

FYI
* We're at booth #205 (and yes, there will be swag 🐧)
* We'll be on stage with our customer AON Affinity - come check out the presentation at Theater 2 at 9AM!  (link to session in comments)
* We'll be hosting a dinner for customers

More on our events page (link in comments).

5 Keys to Unlocking the Power of Segmentation in Salesforce Marketing Cloud 🐧

How you can take your marketing segmentation to the next level (link in first comment).

***

Have you ever considered how your everyday interactions are a masterclass in segmentation? 

From choosing the perfect birthday gift for your fitness-enthusiast friend to avoiding a Thursday night out with your Italian class-attending colleague, you're constantly tailoring your approach based on their preferences.

Now, imagine applying that same level of personalization to your marketing efforts. 

That's where the magic of segmentation in Salesforce Marketing Cloud (SFMC) comes in.

In our latest blog post, we've unveiled an eBook that used to be one of our best-kept secrets! 

It's packed with insights on how to elevate your marketing game through effective segmentation. 

***

Here's a sneak peek 🫣

Why Personalization Matters: 
58% of consumers say personalization is crucial in their purchase decisions. 
It's about making your brand resonate on a personal level.

Segmentation Strategies: 
Discover five data segmentation strategies that can transform your marketing outcomes.

Real-World Examples: 
Learn from scenarios in retail, education, and insurance industries to see segmentation in action.

The Business Process: 
Understand the importance of having your data in the right format for optimal segmentation.

Time and ROI: 
Find out how a faster approach to segmentation can save you time and boost your ROI.
Whether you're new to SFMC or looking to refine your segmentation skills, this post is a goldmine of information.

***

I hope you find inspiration in this blog post for your own marketing efforts (link in first comment).

If so, consider sharing this! ❤️

#salesforcemarketingcloud #sfmc

14 insights we gathered from 57 in-depth interviews with MOps leaders and experts! 🐧

The webinar leaders and experts using Marketing Cloud can't miss!

---

The Story:

Diving into the world of Marketing Operations (MOps), a few months ago Jonathan van Driessen and myself embarked on a journey to uncover the challenges and opportunities faced by industry leaders. 

The insights we gathered are not just data points; they're a reflection of the evolving landscape of MOps, especially within the Salesforce Marketing Cloud ecosystem.

---

Webinar Details:

Join us on April 3, 2024, at 10:00 am CST / 5:00 pm CET for a webinar that promises to be a deep dive into 

"14 Data & AI Challenges Collected from 57 Leaders in MOps." 

Register now to be part of the conversation: 
https://lnkd.in/eDJuT-8t

---

What will you learn?

Well, here's a glimpse of what we've uncovered:

➡️ The delicate dance between data complexity and marketing agility.

➡️ The importance of balancing collaboration and autonomy in a digital-first world.

➡️ The ongoing quest for a holistic view of the customer journey, amidst a sea of data silos.

This is your chance to engage with the collective wisdom of MOps professionals who are shaping the future of marketing automation!

--- 

On a personal note, this has been one of the more interesting and energizing projects I've had the opportunity to work on.

I'm super grateful to have been enjoying conversations with so many experienced and insightful leaders and experts! 🙏

I'm looking forward to greet you all during this webinar and answer any questions you may have!

#sfmc #salesforcemarketingcloud

Open article: Webinar: 14 Data & AI Challenges Collected from 57 Leaders in MOPs by deselect.com • 1 min read

Webinar: 14 Data & AI Challenges Collected from 57 Leaders in MOPs

I love this step back to look at the CDP space more comprehensively.

I think this phrase is key "For one, I find the segmentation process and interface overly complicated."

Certain key features like 'Calculated Insights'  still rely on writing SQL... just like you have to in Marketing Cloud.

If only there were a plug-and-play solution for that, huh! 😉

Docs on Calculated Insights:
https://lnkd.in/ezDsNmnU

What are the differences between Salesforce Data Cloud and other CDPs?

Why are CDPs becoming increasingly important for business executives?

How has GenAI changed the importance of CDPs?

Managing Architect at Capgemini, Author at Salesforce Ben, Salesforce Marketing Champion

Data Cloud vs. Other CDPs – Round 1 – Fight! 🤼‍♂️ 

Although Salesforce is my main breadwinner these days, I haven't always roamed the streets with a blue cloud icon on my forehead. In fact, I've worked with most of the bigger martech stacks in the past, including HubSpot, MS Dynamics, Eloqua, Marketo, Exponea and Tealium.

Even pre-Covid, I was fascinated with the customer data platform (CDP) and the possibilities it brings. Before last year, CDPs were on marketing leaders' lips mostly due to the 3rd-party cookie sunset and the revolution of data-driven marketing.

However, GenAI came and changed everything (well, almost). Business execs outside the marketing domain too started to get more interested in customer data. CDPs is seen as the fulcrum upon which the success of GenAI hangs on. But the burning question is: which CDP to go for?

I thought that I'd pitch in based on my experience with Salesforce Data Cloud and its competitors. Have a read and let me know what you think!

#CDP #CustomerDataPlatform #Salesforce #DataCloud Salesforce Ben #MarketingChampions

Open article: Salesforce Data Cloud vs. the CDP Market by salesforceben.com • 4 min read

4 Common Time Drains in SFMC Segmentation—and How to Avoid Them 🐧

Have you ever felt like your marketing campaigns are stuck in a perpetual game of "Targeting Ping Pong"? 

You're not alone. 

Back when I navigated the complexities of Salesforce Marketing Cloud as a consultant, I’ve observed a common theme: time slipping away in areas we least expect. 

Here’s where the minutes go:

1️⃣ Briefing Delays

I observed teams often having to write briefs to get their segments made by someone else.

These briefs are an extra step of work. 

Are they necessary? Not with the right process and tech!

2️⃣ SQL Slowdowns

Yes, SQL is robust, but quick? 

Not so much. 

Sure, copy-pasting an existing SQL query and updating a filter is peanuts.

But how often does that happen?

Creating custom queries and setting up data extensions often turns into a marathon of bug fixes and tweaks.

3️⃣ Lost in Translation

Bridging the gap between what marketers need and what technical teams understand...

a) marketers don't always know data dictionaries, what's available, etc.
b) their tech counterparts might not be able to make sense of the briefs / don't have a good view on what the campaign is trying to achieve

4️⃣ The Waiting Game

The real wait begins when your technical team, already deep in their projects, finally picks it up.

"We'll do it in the next sprint" is something commonly heard by Marketing teams. 😕

---

The good news? 

It doesn’t have to be this way. 

Platforms like DESelect introduce a drag-and-drop functionality that simplifies segmentation, allowing marketers to bypass the usual delays and take control of their campaign timelines.

Imagine moving from concept to customer without the back-and-forth. 

#sfmc #salesforcemarketingcloud #DESelect


How can DESelect help simplify segmentation?

What are some common time drains in SFMC segmentation?

How can technical teams better understand what marketers need in SFMC segmentation?

Taplio

🐧 Anthony Lamot's Linkedin Analytics

🐧 Anthony Lamot

What is 🐧 Anthony talking about?

Who is engaging with 🐧 Anthony

🐧 Anthony Lamot's Best Posts (last 30 days)

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}🐧 Anthony Lamot's Linkedin Analytics

🐧 Anthony Lamot

What is 🐧 Anthony talking about?

Who is engaging with 🐧 Anthony

🐧 Anthony Lamot's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

🐧 Anthony Lamot's Linkedin Analytics

🐧 Anthony Lamot's Best Posts (last 30 days)