Salesforce.com recently engaged our team of data scientists to research the brand health of several solutions within the software company’s automated marketing product suite.
When it comes to customer relationship management (CRM) software, Salesforce is a highly recognizable name. Yet, there were still a few surprises for our team when they reviewed the results of a 900-person target audience survey regarding Salesforce.com’s marketing solutions.
Most notably, we received 900 different answers from the respondents.
It became clear the crowded marketing automation software field was causing some brand recognition issues for the company. Although Salesforce.com had built a strong CRM brand, the target audience demonstrated very little association between Salesforce products and the discipline of marketing.
Defining Recognition in Brand Health
Recognition, one of the four key attributes factored into the Discida Brand Health Score, measures name recognition, but also looks more deeply at the top-of-mind connections your target audience makes between your products and your industry.
This is critically important to brands, especially those operating in a crowded market. That’s because strong recognition helps your brand bypass the competition in the minds of your target audience. Instead of searching “marketing software” and sifting through thousands of results, Salesforce wants prospective customers to search “Pardot,” one of the product brands in its automated marketing product suite, so they can then go directly to the Salesforce.com website to gather information.
When our data scientists are analyzing a brand’s recognition attribute within a Brand Health Score study, they’re checking to see how likely it is for a member of the target audience to name the client brand through unaided recall. Recently, we conducted a sample Brand Health Score in the retail space using household giants Walmart, Target and Amazon. (We conduct mass market tests like this frequently to train our machine learning algorithms on brand health analysis.)
In this particular sample assessment, more than half the population of shoppers named Walmart unaided when asked to name a retailer. Obviously, these are results every company in a competitive field would find desirable.
The Brand Health Score for Salesforce identified that both the level of market saturation and low recognition among prospects were key issues for the company’s marketing team to address. This provided valuable guidance to develop a concerted marketing, branding and communications strategy that included a strong focus on search engine optimization (SEO) efforts.
Using the Brand Health Score as a diagnostic tool proves extremely helpful even when a company recognizes there’s a general problem. In those cases, pinpointing the root causes or the market nuances can be difficult. The Brand Health Score reveals those details. Is the problem poor industry association (Recognition), lack of understanding of your offerings (Knowledge), an issue with your brand being seen as trusted, skilled, likable or valuable (Performance) or low levels of brand affinity (Loyalty)? The Brand Health Score has the answers.
Thinking you could use a brand health diagnosis for your company or product set? Get started with our Brand Health Score today.
Also published on Medium.