Getting Your Data to Veeva Can Help Sales Deliver More Targeted Communications, but It Can Be Tough When That Data’s a Real Beast

If your data lives on multiple siloed platforms and in various formats, using it to enhance Veeva presentations may become complex. Make sure that you consider whether common identifiers are available to connect your data from various sources. If not, plan to build look-up routines (using Veeva’s APIs) in order to add Veeva’s identifiers to your outside data.

Tip 1: Common Language and Data Mapping

If your data lives on multiple siloed platforms and in various formats, tying it all together may become complex. Make sure that you consider whether common identifiers are available to connect your data from various sources. If not, plan to build look-up routines (using Veeva’s APIs) in order to add Veeva’s identifiers to your outside data.

Tip 2: Consider Use Cases for Your Data

Work with your sales force and technology teams to ensure that the external data that you’re feeding into Veeva aligns, not only with targeted territories, accounts, and products, but with presentation methods and device types as well. Optimizing your data will ensure the best user-experience. If you’re presenting customized data, implementing custom logging can help track specific data usage and effectiveness.

Tip 3: Provide Targeted Default Content to Make the Most of Any Sales Opportunity

When it comes to maximizing the value of your outside data, the best-case scenario often involves sales reps taking steps to prepare the message that they wish to deliver ahead of the call to an HCP. However, you want to make sure that the reps are also armed with compelling, relevant messages even if they get an unexpected opportunity to talk with an HCP and no time to prepare. Automate the creation of fallback messaging based on data that you have regarding the HCPs and/or the geography that they work within. Integrating third-party data into Veeva can supercharge presentations with rep-customized messages that contain targeted and compelling statistics and drive the sales conversation. These fallback messages will make sure the rep is always equipped, even at a moment’s notice.

Tip 4: Use Veeva-certified Vendors and Solutions

Collaborating with a Veeva-certified partner can help ensure that your integration will go as smoothly as possible, as they have extensive knowledge of Veeva’s environment and how to best integrate data so that you can maximize the ROI of not only Veeva CRM, but other Veeva features such as Approved Email.

Tip 5: Leverage New Data from M&A

Integrating data after a merger or acquisition can add a number of challenges to a Veeva data migration project and can complicate your ability to work around a translation process. Consolidating all relevant data by the dates agreed upon in your Transaction Service Agreements can help you not only go to market with approved presentation content faster, but also save money by decommissioning legacy systems no longer in use.

Tip 6: Create a Project Plan with Safety in Mind

Being aware of the standard process that are in place will save your team a lot of headaches throughout a data integration project. If you’re working with a new vendor, they will probably need to participate in a review by your Information Security group in order to ensure that adequate safety protocols are in place to protect your third-party data before the integration process. These processes can be involved, and time consuming. Take this into account when considering project timelines.

Tip 7: Update Data Sources After Territory Realignment

When a company does a territory realignment, and there’s third-party data integrated with Veeva, you will need to update both your data source and your Veeva platform in a way that minimizes interruption. Planning ahead can help make sure you that all of your systems remain in sync and the effort is completed within your timeline while minimizing impact on the sales force.

Want More Tips? Connect with D2’s Veeva Team

D2 Creative will work with your team to add a custom data object to Veeva CRM. Data stored there is synced to reps’ devices (based on customized VMOC rules) and leveraged to make territory- or HCP-specific content available for display within Dynamic CLM presentations, enhancing in-person presentations, virtual presentations (via Engage) or even Approved Email. Get in touch.

Google Just Launched its Newest Campaign Type: Performance Max

Marketers are used to selecting the ad formats and channels for campaigns in Google Ads. However, if you want to run Search ads and Display ads, you need to make two separate campaigns and split your budget accordingly. With the recent launch of Google’s Performance Max, those days are over.

Instead of having to select and build separate campaigns for specific ad formats, Performance Max ads are shown in every channel Google is able to target within one campaign, including Search, Shopping, YouTube, Display, Discover, Gmail, and Maps.

What Are the Benefits of a Performance Max Campaign?

To start, it’s much easier to build one Performance Max Campaign than it is to create and monitor multiple campaigns by ad format or channel. You simply create one campaign and upload all your copy, images, and videos to that campaign.

The real benefit comes from expanding your audience pool to include all of Google’s channels and networks, not just the ones you specifically select. This can help you find more converting customers from places you might not have expected.

Finally, as marketers, we understand the frustration that can come with trying to crack Google’s algorithm. Most experts estimate that Google changes its search algorithm around 500-600 times each year.

Whether you’re building an audience segment or optimizing a landing page for search, it can feel like a constant struggle to get it right so that you’re able to reach the right audience at the right time. Performance Max campaigns hand Google the reins, allowing it to use its real-time understanding of customer intents and preferences. Basically, you’re letting the algorithm do the heavy lifting for you.

Performance Max Campaign Assets and Specifications

Here are the assets you can include in your Google Performance Max campaign:

Text

  • 3-5 headlines (30 characters max; include one with 15 or less)
  • 1-5 long headlines (90 characters max)
  • 2-5 descriptions (90 characters max; include one with 60 or less)


Image

  • 1-20 landscape images (1.91:1)
  • 1-20 square images (1:1)
  • 0-20 portrait images (4:5)
  • 1-5 square logos (1:1)
  • 0-5 landscape logos (4:1)


Video

  • 0-5 horizontal, vertical, or square videos, at least 10 seconds long


You’ll notice that some assets (like headlines, company logo, etc.) are mandatory, but others (like video) can be omitted if you don’t have content available.

These specifications may change, so check Google Ads documentation for the most current information before you create your assets.

What are the Drawbacks of a Google Performance Max Campaign?

When building a campaign in Google Ads, one of the first steps is to select campaign advertising and conversion goals, respectively. This helps the Google algorithm better predict to whom to serve the ads based on the actions that person is most likely to take.

Should your ads have different campaign goals, know that Google will only allow you to select one objective per campaign. For example, if you’re planning to increase website traffic using Search ads, build brand awareness using Display ads, and get leads using YouTube ads, a Performance Max campaign might not be the right choice.

Lastly, if you already have a number of Google Ad campaigns up and running, it’s possible that a Performance Max campaign could cannibalize existing campaigns and cause their performance to suffer if you’re not properly prepared.

Ready to Create a Campaign?

Google Performance Max campaign can increase ad reach and find more customers where they are, but at a cost of some control. To set your Performance Max campaigns up for success, check out Google’s best practices guide or ask your digital ad agency for some assistance. D2 Creative is a certified Google Ads Partner.

President of D2 Creative, Mike DeFabrizio, discusses the thriving partnership between D2 Creative and Veeva Systems, and what it means for D2 clients.

What is D2’s relationship with Veeva Systems?

Veeva is a leading provider of software solutions for the global life sciences industry, and our agency specializes in development, marketing, and communications in life sciences as well as the medical devices and technology industries. Many of our clients use Veeva, and have looked to us to make a great solution work even better for their sales teams.

D2 and Veeva have been working together for a number of years. We are a technology and multi-channel content partner with Veeva, and in 2021 our integration with CRM/CLM was certified by Veeva. Through the content partnership program, D2’s staff holds business and technical certifications in CLM, Approved Email, Engage Meeting, and Engage for Portals. As part of our technology partnership, members of D2’s development team obtained white belt certification in both CRM and Vault.

What is Dynamic CLM Integration?

Our team had a specific pain point to solve: How can life sciences companies smoothly integrate outside data into Veeva? We created the Dynamic CLM Integration, a Veeva-certified technology solution, to push this external data into Veeva, making it available for use in presentations or to better inform reporting. Learn More.

Why Does Certification Matter?

Being a Silver Certified Technology Partner means that we’ve met stringent criteria to provide a proven, validated, and certified integration with Veeva. Silver Certified Partners must have Veeva-trained employees, reference-able customers, and continuously work with Veeva’s product team to maintain their certified integration.

What’s Next for D2 and Veeva?

On top of our Dynamic CLM Integration, D2 Creative offers our clients multi-channel content partner services, enhanced Approved Email, content creation and publishing management, and custom development within Veeva. This is in addition to our standard digital agency offerings which include in-house brand building, digital marketing, video production, and other marketing support. There are plenty of opportunities for our current clients who use Veeva, as well as new clients, to take Veeva to the next level.