NOVEMBER 2021CIOAPPLICATIONSEUROPE.COM 19as interesting as its conception story. As Lamot shares, the solution was an end-product of an all-night-long hackathon organised by DESelect. "The idea was to give back something worthwhile to the Salesforce marketing community," remarks Lamot. Rightly so, DESelect Search is a free-of-charge Chrome extension that facilitates searches for content builder objects, data extensions, query activities, as well as data filters that are traditionally hard to find on SFMC. Its ease of use and functionality makes it an indispensable tool for any marketer. DESelect Search even has provisions to `pin' the search results on top of the screen with a visual representation of folders and subfolders in which the data file can be efficiently stored. Marketers can thus easily access data extensions that are even 10 levels deep in the SFMC folder structure.But DESelect's innovative offering doesn't end just here. In order to help marketers usher in the era of data-driven marketing even further, DESelect is gearing up for the release of a new application called DESelect Connect. "We have seen businesses struggle to get the right data. And that's where our launch of DESelect Connect can change the usual narrative," adds Lamot. It is a no-code data integration tool with drag-and-drop features that allow marketers to easily integrate any third-party data source to SFMC via webhooks (API). "Then they can direct the data into DESelect Segment and create more detailed and accurate data-backed customer or audience segments," states Lamot. Marketers can also use DESelect Connect to build advanced rules like email suppression management, to ensure more refined and personalised marketing--like not sending out marketing emails to customers who have recently lodged any complaints.A Company Driven by Strong Entrepreneurial SpiritWhat makes DESelect a cut above the rest is its strong organisational culture and entrepreneurial principles. Lamot shares that DESelect's leadership ideologies are predominantly guided by the internet entrepreneur and Salesforce founder Marc Benioff's book, Trailblazer: The Power of Business as the Greatest Platform for Change; and renowned American investor and hedge fund manager Ray Dalio's book, Principles for Success. Based on their ideologies, Lamot and his team have defined a set of five guiding principles when founding DESelect. The centrepiece of these five tenets is continuous innovation and improvement, which DESelect follows to the T. DESelect continually updates its solution suite with significant new upgrades by taking client feedback into strong consideration for each modification. "Even after we've sold a product, we set up calls with our clients to learn about their pain points and further marketing enablement requirements. This feedback serves as a constant source of our improvement," underscores Lamot. Alongside, DESelect also excels in its customer support. The company constantly arms its clients with the necessary industry knowledge to embolden their marketing initiatives. "Although our solutions are intuitive enough for clients to use easily, we are always ready to take the first step forward in training them so that they can make the best use of our solution modules," Lamot adds further.To best explain how such a perfect blend of technology and human support empowers DESelect clients, Lamot offers the client success story of Alm. Brand, a national insurer in Denmark. Alm. Brand is one of the early adopters of SFMC in Europe. But to ensure more efficient use of SFMC, Alm. Brand sought help from DESelect. Now the marketers of Alm. Brand can develop the data themselves, as DESelect solved their biggest stumbling block--writing SQL queries every time they need marketing data from SFMC. "Notably, they're now able to increase their efficiency by 50 percent when it comes to streamlining their marketing data," adds Lamot.With many similar success stories under its hood, DESelect is now looking at a multidimensional expansion. From the technological point of view, the company is planning to continue creating innovative and smart marketing enablement solutions that are simple, powerful, and easily accessible. On that note, DESelect is well on its way to creating a version of its free Quick Search app on Salesforce AppExchange. "We have seen many businesses having policies against using free Chrome extensions, due to security reasons," explains the CEO. With this release, more businesses will be able to leverage the benefits of DESelect Search app. Together with that, from a geographical expansion perspective, DESelect is also looking forward to opening its new offices in the Austin, Texas and Australia. "All in all, the time ahead looks favourable of DESelect, and we are going to take full advantage of it and create a frictionless future for the marketers. And when doing so, we have no place for complacency; because we believe in continuous improvement, and as such, we are never done improving our marketing enablement offering for the world," concludes Lamot. DESelect aims to be the leading marketing data enabler for Salesforce AppExchange
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