PFL Launches Tactile Marketing Automation on Salesforce AppExchange

Marketing technology company PFL recently released Tactile Marketing Automation (TMA) on Salesforce AppExchange, a solution that offers a host of features aiming to personalize and automate direct mail. It's designed to work in tandem with Salesforce Marketing Cloud's Journey Builder, which constructs one-to-one customer journeys across a range of customer touch points.

"[TMA] allows the triggering of any physical piece—whether it's a gift, or print, or direct mail directly from within Salesforce, without a human having to say, 'Yes, I want to send…a gift, and pick out a gift, and type out a note.' It automates that kind of tactile touch," says Andrew Field, CEO of PFL.

The TMA solution has four key features: personalization, campaign efficiency, live connections, and analytics. Users can draw upon profile attributes, digital activity, and business rules to craft personalized messages. "Any of the data that's in Salesforce, anything you know about somebody in Salesforce, can go into the pieces that you're sending out," Field says. Salesforce standard objects can be employed to programmatically send direct mail of any size, with TMA handling the sourcing, printing, and fulfillment. "There's a limit to how much response you can get with clever emails, and there has to be some other touches. We have a number of customers who have used our TMA apps who have found that by taking the big three or the big four of digital marketing—which includes email, SMS, real-time personalization, and ad retargeting—by taking those and adding an additional touch, which is something that shows up either in the mail or [via] FedEx, they find they get substantially increased response rates."

Users receive delivery alerts via their dashboards, allowing them to make follow-up calls in a timely manner, Field says. "The idea that if you're making phone calls and not necessarily getting through, you really want to be able to get a live connection, and there's even brain science around the concept that opening up a package or a letter—something that you hold in your hands—really affects a different part of the brain than staring at a screen. Having something show up physically is going to increase your live connection rate." The solution's analytics enables users to track promotional history, with the goal of gaining performance insight. Field says that Salesforce's native reporting capabilities "allow people to see how much pipeline is influenced—and deals won and closed—by using tactile marketing automation."

In addition to providing sales enablement and marketing automation solutions, PFL also delivers printing, mailing, and fulfillment services. The company aims to be a bridge between B2B organizations and solutions that increase productivity and deliver business results. PFL's SwagIQ platform enables salespeople to send gifts and personalized notes through Salesforce, with the goal of closing more deals. SwagIQ relies on data from sales activities to notify users of the optimal times to deliver personalized gifts. 

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