Actionable Segmentation for targeted client and prospect outreach
Key Takeaway
Admins create and activate an actionable list definition, which builds a cross-object dataset in CRM Analytics. List creators filter that dataset into actionable lists, then prioritize and assign them. Sales or service agents work each list in Outreach List and the Actionable List Engagement component.
Actionable Segmentation in Agentforce Financial Services lets front-line sales teams segment similar client profiles, curate them, and design timely, personalized client outreach programs. Actionable list definitions and actionable lists are the two key elements of the feature. A wealth manager might build an actionable list of high net worth individuals for a wealth plan outreach initiative. A different list might hold potential leads for an insurance plan initiative. After a list is built, it is prioritized, assigned to agents for outreach, and tracked.
The need for customer segments
In discovery, look for a sales team that needs to segment its book of business and plan targeted outreach. Signs that point to Actionable Segmentation include these problems for front-line finance professionals:
- They search, filter, manually group, and format customer data themselves to reach clients one at a time or as a group.
- The relevant data is spread across different objects in Salesforce.
- They need lists for timely, personalized client outreach.
- Alternatives such as spreadsheets give users a disjointed experience.
Actionable Segmentation answers these needs with segmentation that uses cross-object filters, simple list curation, admin-configured data sources, collaborative outreach, and tracking of outreach outcomes. Teams build data sources with cross-object information, filter that information into lists of clients, share and assign the lists, and track progress on the selected clients.
A consultant interviews advisors at a regional bank. Each Monday, the advisors export account and financial account data into a spreadsheet, filter for clients with more than US$1 million in assets, and split the names by hand. They log calls in the same spreadsheet, so nobody can see which clients were already contacted. The consultant recommends Actionable Segmentation. An admin builds one cross-object dataset, advisors filter it into actionable lists and assign them to agents, and each member's engagement status is tracked in Salesforce.