Salesforce Integration Shows What Community Really Means

Last week, Salesforce (NYSE: CRM), the global leader in customer relationship management, announced that it would merge with its independent nonprofit social enterprise, Salesforce.org, to further scale its philanthropic efforts.

By integrating Salesforce.org into its core operations, Salesforce intends to extend its innovative 1-1-1 model by continuing to provide free or economically-priced software to nonprofits and educational institutions around the world, as well as investing in local communities by supporting employees in different capacities. The company is committed to integrating corporate profits with their company’s purpose to give back to communities and causes everywhere.

Not only is Salesforce creating an inventive education and nonprofit vertical by combining these two entities, but their decision highlights an integral focus successful corporations and organizations are honing in on: community.

At WealthEngine, we’ve always believed in the three Ps: purpose, profit, and passion. Salesforce’s decision to integrate Salesforce.org into their structure is simply the truest manifestation of this viewpoint.

When communities, causes, and corporations come together, it changes the dynamic around how people in those communities engage. Since individuals within these communities work for companies or nonprofits, they are the primary drivers of their company’s passions and purpose. Not only do individuals work to amplify the purpose and practices of their company, but they continue to inject their own values into the work they do. Simply put: individuals are the core of any community.   

And with the $420 billion corporations and individuals have given to causes and communities they care about, these groups can now leverage the same technology that powers organizations and commercial enterprises. Technology can now be approached as a great equalizer in solving societal issues.

Not only is this great for corporations, organizations, and communities alike, but it illuminates the importance of leveraging a world-class platform that contains a customer 360 view of every constituent in your database, which can turbocharge an individual’s living, giving, saving, and learning cycles.

For the first time, Salesforce customers can tie a student’s information with their parent’s information, and further integrating information on where they live, how they live, and what communities and causes they support. Similarly, WealthEngine has pioneered the concept of creating a wealth profile that we define not just as a consumer’s net worth or net income, but a collection of all of the signals that make up their virtuous life cycle. WealthEngine’s integration with both Salesforce and the Salesforce.org’s financial services cloud can now enable a private wealth manager, at any large private bank, to look at an individual’s giving history, all in one place.

Let’s take JPMorgan Chase as an example of a private bank that’s cultivating community. As a response to the economic disparity in cities around the world, JPMorgan Chase has developed AdvancingCities— a $500 million initiative to drive inclusive growth. And this initiative is taking place right in our backyard. JPMorgan agreed to pay $140 million for a landmark building that will serve as its DC headquarters. Not only are they solidifying their place in the DC community, but the wish to expand and integrate themselves into it further. They plan to open as many as 70 branches in the area. JPMorgan recognizes DC as a growing economic center with a well-educated workforce, who are forging their own path in tech.

Not only are these developments changing our perception of this industry, but it’s actively molding our participation in it. Wealth does not equate to money. Wealth equates to personal engagement as it relates to profit; purpose; passion; communities; charities; and corporations. None of these factors can be pursued without involving the other.

All this to say: when you have a platform that can combine an individual’s propensity and capacity to learn, give, spend, and save, it creates new wealth signals that can be utilized further to create engaging campaigns that would fuel a continuous cycle of philanthropic giving and spending among consumers everywhere.

WealthEngine applauds Salesforce’s decision and will continue to build an even tighter and seamless integration into the Salesforce system. One CRM; one customer; one cause; one dollar at a time.

 

Empower Prospect Research with Artificial Intelligence & Machine Learning

artificial intelligence & machine learning

The applicability of Artificial Intelligence & Machine Learning has been growing in every sector. In fact Forbes predicts that, “AI and machine learning will no longer be considered a specialty and will permeate business on a deeper level.”

At WealthEngine, Artificial Intelligence and Machine Learning are terms that are part of our Zeitgeist. We deal with these technologies every day when it comes to platform optimization. In fact, our new release WealthEngine 9.0 is all about automation and continuous learning.

This means you get accurate and up-to-date data to fuel personalized, wealth-aware campaigns.

Artificial Intelligence, Machine Learning, and Prospect Research

Artificial Intelligence helps analyze your database and build predictive models. You can use these models to identify your next best prospects. Further, Machine Learning automates the learning process to give you refined, personalized insights. In effect, the more you use the platform, the better it gets at serving your needs.

For instance, you could give us a list of 100,000 people with over 100 attributes for each record. This seems like a lot of data, but the Artificial Intelligence that powers the engine quickly analyzes these records. The engine recognizes patterns among top donors. These patterns are different for every organization. Therefore, your custom model helps you find new prospects like your top donors.

Machine Learning continuously refines your model. You can find top prospects in your database and convert them. While you do this, the algorithm sharpens itself to make the process faster and more targeted.

How do Artificial Intelligence and Machine Learning empower your organization?

The idea is simple. Models built specifically for your organization result in increased fundraising and marketing efficiency. Our predictive score is a strong indicator of conversion. It helps lower acquisition costs by enabling you to focus on top prospects.

When causes and corporations become efficient, they level-up entire communities! McKinsey reports that Artificial Intelligence is seeing niche applications in several social sectors. Plus, the technology has great potential to be scaled up.

Besides Artificial Intelligence and Machine Learning, we have defined a set of qualities that will empower us to uplift you.

What does AI/ML mean for us?

Our company is operating on a theme that we call Level Up! Every aspect of our business is being pushed to perform at a higher level. The notion applies to us, our platform, partners, and our approach to customer engagement.

Further, it means leveling up the work that our customers do- making their goals and missions our own. Through them, we will work towards uplifting communities and causes.

We believe that Automation, Integration, Monitoring, and Learning are key to achieving this.

Automation

Automation helps us present a tested and unified recipe in the form of a customer or donor profile. The process involves taking bits of data or ingredients in varying proportions from different sources and orchestrating them into a comprehensive profile. Our profiles can help you understand a person’s capacity, propensity, and intent.

 Automation also helps ensure that you are always working with the latest information. This reduces the margin of error and acquisition costs. We automate the most manual, error-prone aspects of the process through Artificial Intelligence.

For instance, if you are a bank you can go beyond generic service offerings. An updated profile allows you to offer products based on current life stage and needs.

Integration

We take efficiency one step further through integration. Having updated profiles is great, but if we can provide this to you within a familiar platform, it is even better!

 Our Salesforce connector app is one such integration. It allows you to see richer data on each profile within the ecosystem that you already use.

 Integration reduces your effort and helps you focus on driving engagement.

Monitoring

Monitoring enables the platform to automate and provide a seamless user experience. It provides insights that help us enhance the profile frequently. The process also helps us refine our integrations for each sector.

For instance, giving history may be a top data point for a nonprofit. The same data point may be nothing more than an interesting side note for a luxury marketer. Monitoring powered by Machine Learning creates a tailored experience for you. When you access the platform, you will see a dashboard built on data and features that are most relevant to you.

Learning

Nothing is more important than continuous learning. We are interested in two types of learning. Insights at the platform level can help enhance your experience continuously.

At a higher level, we keep our eye on about global wealth, charitable giving and macroeconomic trends that could affect you. This helps us champion your causes and thereby level-up communities.

Leveling Up Together

Artificial Intelligence and Machine Learning enable us to offer relevant and updated insights. Our focus on Automation, Integration, Monitoring, and Learning empowers your prospect engagement.

When engagement and personalization come into greater focus, corporations can better serve customers. These customers can better support causes. This means that we each help the other to level up!

Learn More

Power up your prospect research to find your next best donors and customers.  Contact us for a demo on how to implement AI/ML to power up your prospect research.

Prospect Automation: Why Old Ways of Prospecting Will No Longer Deliver Results

prospect automation

At WealthEngine, we’ve been in the business for 20-plus years. We understand wealth at a granular level. We’ve been curating 250 million profiles, spanning 170 million households, and have made the data easily accessible for all to use.

3 Key Trends in Prospecting

Whether you are looking for your next best customer or your next best donor, we will continue empowering you, and help you meet your goals, by working in ways that are compatible with the dynamic nature of the data landscape. In this endeavor, I have seen that our industry is being shaped by the convergence of three unique trends:

1.   First, market segments comprised of millennials and Gen Zers are fundamentally different from those we have communicated with before. They come in with a very clear point of view and awareness. These qualities enable them to engage with products, people, technologies, and processes differently.

In the next decade, millennials and Gen Zers are going to form ⅔ of our population. They may not have the money yet since baby-boomers control 46% of their assets, but Gen Zers and millennials fundamentally control household spends. In fact, they control 70% of all discretionary spending. This indicates that they have a tremendous impact on what we do every single day.

2.   Second is the unbundling of services. This trend has a huge impact on almost every field. There’s been the unbundling of the hotel industry with AirBnB’s emergence, among other businesses that have followed a similar model. The success of companies such as Uber and Postmates are also prime examples of this trend. The sharing economy and emphasis on access to assets as opposed to ownership are all part of this unbundling.

3.   The third and most important trend is personalization. This trend affects practically every industry. Let’s consider a bank. People have been able to have unique experiences with their banking provider resulting in reduced churn by 10% to 30%, increase revenue by 30% to 40%, and increased engagement by two to three times.

While these figures are great, banks and financial institutions have to learn to engage with new generations as they operate and engage differently.

 

Changes in Prospecting and the Emergence of Prospect Automation

With these trends not only emerging but converging, I believe that the old ways of prospecting are fundamentally broken. The error-prone, manual creation process, engaging with clients in broad ways, and the “spray-and-pray” approach of reaching customers online, are just not very effective. These methods produce poor conversion rates and people stop caring. For example, almost everyone utilizes some form of marketing automation, whether it’s through online messaging or direct print mail marketing. The problem is that, when you spend that dollar, you just don’t know how effective it is. In fact, marketers know that when they spend billions of dollars a year, half of it is going to be wasted. So, the problem lies in not knowing which half!

I fundamentally believe that there is a gap between how sales works and how marketing works. There are gaps in automation, engagement, and personalization because the number of attributes that really uniquely define an individual has fundamentally changed.

These gaps can be uniquely filled by WealthEngine in a way that that is hitherto unexplored. We call this gap the prospect automation gap. We believe that prospect automation has unique ways of nurturing our existing customers and identifying high- value prospects.

So, the next question is: how does this all come together in the context of prospect automation? How can you find your next best prospect? And, when you find them, what is the next best thing to do with them?

 

Advantages of Prospect Automation

The idea of creating the next best action, when you find the next best prospect has to be automated. Not only can machine learning and AI  be leveraged to curate new sets of information, but they are also able to connect the dots, score the data, model it, and find unique insights. This helps you identify & connect with high-position targets you wouldn’t have found if you hadn’t acquired data using prospect automation.

Upon acquiring data on prospects, you then need to understand three unique aspects: their capacity, propensity, and intent to live, give, save, spend, and travel. The ability to do that, all in a structured way from within the same application platform, is unique to WealthEngine.

To explain further, we have been able to combine all this functionality into a compelling new platform that we’ve enabled through an API that you can access, automate and operationalize within your own environments. The option to personalize those wealth profiles with a unique wealth score can not only give you hindsight but also insight and foresight on a prospect, all on the same platform. This new solution addresses the prospect automation gap and propagates a new and effective way of nurturing prospects.

You can leverage prospect automation regardless of how you want to reach the user. It could be through an owner-management system, a sales automation system, a digital automation system, or another system. We can seamlessly integrate across all of these dimensions in a unique way. All of the rich attributes for a given wealth profile are now readily available across your systems.

Our AI and machine learning technology connect the dots between prospecting and personalization, between segmenting and scoring, between prospects and past donations, utilizing something we call learning science. We’ve baked learning science into the core of our platform, which we’re really excited about launching in our big 9.0 release.

 

WealthEngine 9.0

This new prospect engagement platform is unique in the industry. It minds the gaps when it comes to data, engagement, personalization, and predictive analysis. With the 9.0 release comes a new personalization paradigm, meaning that the future of wealth screening is available to you now.

This new system truly elevates the game through four key factors:

  1. We help you reduce your cost of prospect acquisition dramatically. 10, to 20, to 30% in some cases will help you increase lifetime value by 2x to 5x.
  2. We help you dramatically increase your circle of connections through our circle of friends feature.
  3. You can directly measure lift from your campaigns contributions and tie it back to your marketing ROI.
  4. Personalized wealth direct campaigns will change the prospecting game, especially in the way you interact with the next generation of prospects.

When packaged well together, this is going to be a new way forward for both commercial and nonprofit organizations. This new and secure platform is unlike any other. WealthEngine 9.0 provides you with new data that are refreshed almost daily; the ability to connect you to nationwide benchmarks; and run predictive modeling and scoring.

I believe that this new approach to prospect management can create a whole new world of engagement for the $30 trillion that will be passed on between generations. I hope you share in our vision that could help shape the future together.

Ethical By Design – Marketing in the Age of Personalization and Privacy

Over the past few years, marketing has experienced a shift. As businesses moved into digital channels, and with the emergence of social media platforms, they were given the opportunity to communicate with customers on an individual level. Although personalized marketing has allowed businesses to understand their customers individually, how ethical is it for businesses to use affinity data to learn more about their consumers?

Momentum always follows money and motivation. In 2017, over $15B had been invested in AI-focused startups. As of this year, that amount has been surpassed and is forecasted to be over $58B by 2021. Industry analysts believe AI-enabled businesses will create over $2.1T worth of business value and generate over 2.3M new jobs while eliminating 1.8M existing jobs. Technology has always been the core of our economic growth, where disruption and business value are constantly created and recreated in a virtuous cycle.

Creating business value is defined by new revenue, new markets, new customer experiences, and cost reductions. Although the needs of the consumer are the main focus, their personal values seem to fade into the back as companies digitally transform. How do we unlock business value that also serves the beliefs of the greater good? Creating this balance can be challenging.

AI-enabled experience economies, for example, face this challenge. However, these technologies come with self-learning techniques, so they are able to seamlessly gather and sift through information on individuals and their interests. Although this data provides businesses with the ability to understand and persuade consumers on a personal level, without human judgment and intervention things can go awry. We will need a moral and ethical playbook for the practice of personalization.

Data is our frenemy. It’s our fuel. It’s also the basis of the Information Age.

Consider Facebook, Google, and WhatsApp’s business models. We don’t value them simply because they’re free. We value them because they adapt to our needs and values. These platforms allow us to connect with our external environment by adapting to our behaviors, and subsequently suggesting where we should go, who we should meet, and what we should do all day, every day.. It is free because businesses realize, in the long run, that having and subsequently monetizing your data is much more valuable than having you pay for their services.

Although these platforms make daily life easier, we are collectively subsidizing our personal data for access to free browsers, searches, ratings, and reviews. Digital social platforms, in some cases, have been able to manipulate this data to influence our way of thinking and being instead of serving us what we have consented to. This helps businesses understand your values and provide you with items that may be of high value to you. Data, in that sense, helps businesses and users cut through the digital noise, and provides us with an experience that feels more gratifying and focused. Instead of having to enter our information constantly, or searching for related items, we are given recommendations that are just a click away.

Well, Data is still your frenemy. But, so is Personalization.

So that begs a few questions: Where are our ethical boundaries in our data usage? What are the gray areas? Who gets to store, share, secure, and govern our data? Who decides? It is our responsibility to be vigilant and to remain aware of how and where our data is being used.

Ethics isn’t a pile of red tape that we have to maneuver around in order to forge connections. Ethics is the system upon which our businesses and technological systems should be designed-in.

In the conquest for privacy, personalization takes a hit.

In the quest for personalization, individual freedoms take a hit.

So what does ethical marketing look like? That will be the focus of our series on ethical marketing and personalization. Why? Because it’s personal.

Finding Purpose

purpose.png

Have you seen this story? Someone left the Henry Street Settlement a multimillion dollar donation, in fact the biggest individual donation thus far in New York history! This someone wasn’t some well-known, billionaire philanthropist.

In fact, it was a 96-year-old Brooklyn woman, who worked as a secretary for most of her life and managed to quietly amass a fortune! She then chose to leave most of it to charity in her will.

Sylvia Bloom, from the story above is definitely one of a kind! However, you have to wonder what drives someone to invest wisely, live frugally, save effectively and then donate so generously at the end of their life.

That driving factor or motivation can be termed as our purpose or us trying to find meaning in our existence. Ultimately, we want our life to add up to more than just the sum of a series of daily activities. 

We want to explore the meaning of ‘purpose’ in people’s lives. What could give your life meaning? Of course, the answer is different for every individual!

When we truly reflect on purpose, we may feel disoriented that we’re not quite sure where life is headed. What are we really meant to be doing with our life?

Everyone is motivated by differently. For some it’s career and ambition, for others it’s seeking knowledge and improving themselves every day. Yet others are driven by altruism and philanthropy or being at the peak of health or physical perfection. Of course, there are also those who want to leave behind a legacy!

Purpose is also a dynamic, ever-evolving notion. Take Bill Gates for example, for years his purpose was to build a business and define an industry through innovation. He has been at the pinnacle wealth for a few years, and now Bill & Melinda Gates spend their time supporting their successful foundation. Their purpose is now focused on solving world-scale problems including agricultural development, gender equality, K-12 US education and the eradication of infectious and vicious disease cycles. Uniquely, they chose to give while they are alive and their Foundation unwinds 20 years after their passing.

There are several business models today that are both profitable and philanthropic that make giving as natural as buying. Take the example of a company called Aspiration. They donate 10% of all their earnings to causes that they believe in.

Additionally, there are activist investors who obtain stake in companies where they believe good can be done, or corporate greed can be curtailed. Activist investments have recently been on the rise and they aim to keep companies from violating SEC regulations and antitrust laws.

WE believe in virtuous cycle of Passionate Living, Profitable Saving and Purposeful Giving. Our belief is that we all can uplift each other’s potential by integrating this virtuous cycle into our daily lives and the actions we take.

WE exist at the centre of this virtuous cycle which can be examined from three perspectives

  • Purposeful Giving: The macro view as it relates to society. Communities, corporations and causes interact with each other, at this level.
  • Profitable Saving: The micro perspective of corporations (and nonprofits) where data plays an increasingly important role.
  • Passionate Living: The nano perspective of the individual whose purpose is dynamic and brushes across all three sectors- living, giving and saving.

Whatever your purpose(s) may be, it is connected to a layer that ultimately builds towards uplifting humanity’s potential. Whether it is supporting causes, working at an organization that puts principles first, saving and conserving to support future generations or even living passionately enough to make the most of available resources.

We hope you enjoyed exploring the meaning of ‘purpose’ with us!