Marketing Cloud Connector Partner Enablement Karalee Slayton- Principal Product Marketing Manager Marketing Cloud Integrations & Journey Builder
[email protected] Twitter: @Cablemaven
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Connected Customers
Community
Product
Mktg.
App
Online
Events
Sales
Retail
Care
Customers Expect Unified & Relevant 1:1 Experiences
Marketing Cloud Integration Points
Social Studio
Social Customer Care
MobileConnect (SMS) Pilot Pilot
Journey Builder Pilot Pilot
Predictive Intelligence BETA
Social Lead Gen BETA
Marketing Cloud
Connector
A Decade of Integration
2,500+ Integrated clients since 2005
April 2014 New integration version for all clients
2005 2007 2011 2015 2009 2013
Mary Marketer Logs into MC and check
status of ongoing work Create new invitation email from
template with landing page A/B test Inbox Preview Approvals Process
Reporting insight
Marketing & Sales
Freddie Field/Sam Sales
• Logs into SFDC and check status of ongoing work
• Initiate email send from pre approved marketing emails
• Schedule the send • Reporting insight
Mary Marketer Key Challenges:
• Lack of time given volumes of messages and tasks
• Tight on resources and skillsets (strategy, design, technical deployment)
• Usability and speed of current application
• Limited to no visibility into performance
Mary Marketer Focused on:
• Track the unknown to known individual • Log in and check status of ongoing work • View Contact model and Preference center • Build email campaign-’CertainTeed Event Campaign’
today • Identify ‘the who’- the person(s) – Audience • Identify ‘the what’ – the email & landing content • Preview the look and feel in design stage/inbox preview • Set up a quick A/B test • QA the work & schedule ‘the when’ • Triggers & Journeys • Reporting insight
Freddie Field Key Challenges:
• Interacts with prospects/customer while on the go
• Limited & fragmented to no visibility into various communications this lead / customer has received to date
• Tight on resources and skillsets
• Usability of current manual process
Freddie Field Focused on:
• Log in and check status of ongoing work • View Contact record and see full history of engagement • Access Marketing Cloud Tab • Identify ‘the who’- the person(s) – report and/or campaign • Identify ‘the what’ – the email content • Set up a quick A/B test • QA the work & schedule ‘the when’ • Reporting insights
• Leverage a single view of the contact/lead across sales, marketing, and service • Build a seamless bi-directional experience between sales and marketing • Work together where it matters most to ensure consistent branding, messaging, and ultimately extend
customer engagement • Leverage role based visibility into the success of your campaigns and insight into emerging trends
With Marketing Cloud Connector you can…
• Direct access to Salesforce segmentation data • And the ability to have easy access to all that
Salesforce CRM data in the Marketing Cloud
• Simplify data management, and build a single view of the customer
• Enable the Sales team to be their own mini marketing departments
• Ensure consistent branding and messaging across the sales team to create more relevant, data-driven messages
Marketing Cloud + Sales Cloud Breaking down the silos to build and manage 1:1 customer journeys
Marketing Cloud Connector Features Basic overview of the features available with the Connector today
How Does it Work?
Lead or Contact
Campaign or Report
Marketing Cloud
Email Internet Service
Provider (ISP)
Subscriber Takes Action
(Open, Click, Bounce, Forward to Friends, Marketing Cloudc.)
Engagement Data Added Directly to Salesforce
(Open, Click, Bounce, Forward to Friends, Marketing Cloudc.)
A Seamless Experience
• Drive targeted and relevant messages using Salesforce as your CRM system of record
• Simple data connection model • Complete view in Salesforce • Simplify Data Management • Drive targeted and relevant messages • Bridge the gap between, Sales,
Service and Marketing
Capabilities Today Send & Preview MC Emails
Run A/B Tests Leverage Email Analytics
Segment Data
Marketing Automation
• Automatically import your Salesforce data into a Salesforce Data Extension in the Marketing Cloud, segment that data in Marketing Cloud, send from the Marketing Cloud and have tracking information sent back to those Salesforce Contacts and Leads.
• Great convenience for customers who work primarily in the Marketing Cloud but collaborate across the clouds.
Salesforce Data Extension
Send messages at the right time: • Salesforce users will be able to quickly
automated email messages • Trigger based on actions and field changes
that occur in Salesforce Contact or Lead Record
Possible Use Cases • New Customer Welcome • New purchase confirmation / thank you • Generate an internal notification based on a Lead or
Customer record change • Send more targeted, relevant emails based on Contact
or Lead interactions
Salesforce Triggered Emails
• Generate an email preview when defining your email send
• Select from Static (with AMPScript) or Dynamic preview (fully rendered)
• Select a contact or lead to preview in the email
Dynamic Send Preview
Simplified Configuration Process Guided first time user experience
Automated configuration steps to reduce manual effort
Streamlined documentation
Salesforce Connected App Trusted App Exchange Package
• Seamless log-on and password update experiences
• Leveraged to raise API limits
• Create or update Leads and Contacts • Message account owners based on journey
activity of their customers
• Create tasks and events for follow through
A marketer can utilize journey interactions to trigger specific Salesforce Activities: • Lead • Contact • Account • Task • Case • Add Member to Campaign • Custom Objects
Journey Builder Sales & Service Activities
PILOT
Native Journeys with Sales and Service Clouds
Sales & Service Events in Journey Builder
Sales & Service Activities in Journey Builder
• First ever integration of Mobile Connect and Salesforce.
• Send SMS messages to leads, contacts or segment with reports and campaigns.
• Looking for Pilot customers now Needs to have Integration v5 Needs to have Mobile Connect
Mobile Sending (SMS) PILOT
Marketing Cloud Connector – Multi-Org
Salesforce Org A Enterprise 2.0
Business Unit 1
Salesforce Org B
Salesforce Org C
Business Unit 2
Liberate the Business Unit!
Every Channel 1-to-1 emails, SMS/MMS, Push-Notifications, Social Media, Advertisements and Website content Smarter Campaigns Predictive and personalized content and product recommendations Everywhere Your Customers Are Mobile, Desktop, Apple Watch, Car, Kiosk, In-Store Display or any connected device
Introducing: Marketing Cloud Connect (GA in October) Build 1-to-1 Customer Journeys for Sales, Service, Marketing, Community, Analytics, Apps and IoT
MARKETING CLOUD WHY MARKETERS COME TO DREAMFORCE
Click Facebook Ad
Newsletter Sign-up
Personalized Content Email
Mobile Opt-in Download App
Contact Customer Support
Evangelize on Facebook
Support Issue Resolved
First Purchase
Customers are on a journey with brands MARKETING CLOUD WHY MARKETERS CARE
Marketing, sales & service collaboration to improve customer experience
360 degree view from sales to onboarding to customer service
Personalized emails based on behavior & interests
Increases in productivity & customer satisfaction
1-to-1 Customer Journeys at Fleetcor MARKETING CLOUD NEXT GEN JOURNEY BUILDER
“Real-time data is crucial to providing the right message at the right time.”
Needed solution for marketing, sales, and service collaboration to improve customer experience
Leverages Salesforce from the sales cycle to onboarding customers to service needs, creating a 360-degree view of customers
Sends personalized emails based on previous behavior and identified interests
Seeing increases in productivity and customer satisfaction
FLEETCOR Fuels Integrated Customer Journeys
Pamela Coan, Director of Customer Marketing, FLEETCOR
Synchronize Any Sales & Service Cloud Data
Select the Salesforce data you want to sync to
the Marketing Cloud
Ongoing, real-time synchronization keeps the Marketing Cloud up to date
Use any Marketing Cloud application or tool in with your
Salesforce Data
Disconnected experience equals
dissatisfaction Seamless experiences that drive satisfaction
Onboard & Support with 1 to 1 journeys
Customer Success
MARKETING CLOUD NEXT GEN JOURNEY BUILDER
• Easy access to data to drive more relevant messages • Easy access to Marketing Cloud technologies from within Salesforce Sales & Service Clouds
• Bridge the gap between marketing and sales and Service • Branding standards and consistency across the entire organization • Marketing’s opportunity to show ROI
Why Clients Want the Integration
Common Questions
1 Do you support Custom Objects? YES if you’re using them for segmentation YES if you’re using them for personalization NOT YET if you’re sending to them as a Person & require tracking
2 Do I need MC User Licenses? YES if the user wants to send emails NO if the user wants to view tracking data Don’t forget to leverage scope by user
3 Why am I running into API issues?
The Marketing Cloud Connector uses API calls during many processes which contribute to their API limit. Reach out to Core to see if a limit-raise is possible. Becoming a Connected App is on our roadmap, and will allow us to raise limits.
4 Why are my sends failing? Do your reports have a ContactID or LeadID populated? All reports must have one of these fields.
5 Why are emails getting sent to old/wrong email address?
Updates to email address in Salesforce do not automatically update the email address in MC’s All Subscribers. Using the EMAIL_DATA_SOURCE Business Rule is the current solution, but a more permanent solution is on our roadmap.