Salesforce World Tour NYC Recap: December 2022

About a mile and a half west of their Midtown Manhattan office tower, Salesforce hosted their World Tour New York for Winter 2022 at the Jacob Javits Center in NYC.

The usual characters were walking around, like Einstein, the Genie rabbit (Marc Benioff’s admitted favorite) and the Trailblazing bear. But amongst the crowds and the usual pomp there was a clear theme that permeated through the entire event.

Salesforce World Tour NYC Theme: Are you a customer company?

From the keynote session, through to many of the product updates and case studies, Salesforce asked the question; are you a customer company? And to that rhetorical question, they had the answer. 

Using many of the tools you may already be familiar with, such as Slack or B2BMA, Salesforce Customer 360 helps you build an organization that is focused on the customer and their needs. But really what we’re talking about here is harnessing the incredible tools in the Salesforce ecosystem to create efficiencies and easier access to data.

The 7 Habits of a Customer Company (keynote address)

During the Salesforce World Tour keynote address, Salesforce CEO, Marc Benioff highlighted what he calls the 7 Habits of a Customer Company. 

  1. Salesforce Customer 360: is not so much a single product offering, but the concept of utilizing Salesforce tools to create a complete view of your customer, shared by various departments like sales, marketing, service, etc. The Customer 360 puts your customer in the center.
  2. Create a single source of truth. Most organizations have data throughout different systems. There wasn’t an easy way for customers to connect all of their data and integrate it into one platform. Mulesoft helps companies connect data from different sources to create one single source of truth.
  3. See and understand your customer. Because of the many different data storage needs companies have, they have created their own data lakes to house information. This causes “data silos” and during his keynote address, Benioff admitted this was their [Salesforce’s] mistake. Introducing, Salesforce Genie Customer Data Cloud, which is a new data warehouse product, powered by Tableau, that is deeply integrated with Salesforce and offers real-time, automated access to your data. 
  4. Maximize time to value. Using Industry Clouds, organizations can save on customizations because these various industry clouds already contain the language and processes different organizations use, such as nonprofit, education and financial clouds. Think of it as a template for your Sales Cloud org that contains the industry-specific customizations you need.
  5. Do impossible things as a team. Slack is a terrific collaboration tool and since being acquired by Salesforce in July 2021, the integration has continued to improve. I watched a terrific demo in the Campground (exhibitor area) of Slack’s integration and it really was impressive. Teams can collaborate on Accounts and Opportunities, pull in various stakeholders and work together to close business. Doing “impossible things” may be a bit of hyperbole, but the value for teams (geographically separated more now than ever before) is obvious.
  6. Save time, save money and grow revenue. Salesforce president and CMO, Sarah Franklin gave  kudos to the “Success Ecosystem” that includes partners, app developers and support teams. Furthermore, the innovation from these players in the ecosystem results in more automated processes, faster service response times and lower support costs resulting in efficiencies and profits.  
  7. Finally, Trailblazers! The folks that make the magic happen for organizations every day. Growth in the Trailblazer community has created what Franklin called a “Trailblazer economy,” referring to millions of new jobs, business revenue and community members/groups. I love my black Trailblazer zip-up sweatshirt and wear it with pride.

Introducing Net Zero Cloud

Sustainability is a core value for Salesforce as an organization. Their goal is to achieve net zero emissions by 2050. Recognizing that this is important to many companies, Salesforce has introduced Net Zero Cloud. 

This new cloud product offers a management platform for a company’s carbon footprint. It helps you track and manage your environmental impact. You can run emissions forecasting and simulations, optimize different areas for efficiency and even work with your suppliers on their environmental goals. Additionally, the carbon accounting features let you convert your energy consumption into carbon emission data. 

The Net Zero Marketplace also provides a place for companies to purchase carbon credits to offset their environmental impact.

Wandering into the Salesforce World Tour Campground

The Campground, Salesforce-speak for exhibitor hall, was abuzz with tons of activity. There were several mini theaters with tree-stump seats providing short presentations on everything from Customer 360, Slack integrations, demos and case studies. 

Trailblazer Forest was always a busy spot for seasoned Trailblazers and admins just beginning their education journey to meet up and learn more about the latest offerings, pick up some cool swag (I left empty handed), and show off their skills. 

I grabbed a seat, err, tree stump at the Customer Success Theater to watch a presentation on the 6 Guiding Principles for CRM Adoption, but missed out when the required headsets were all taken. But don’t feel too bad for me, I spent that time catching up with a great client in the partner’s hangout nearby. 

Though it may seem trivial, I loved the way Salesforce designed the Campground. Those of us that have been to other industry trade shows know that you typically find yourself in large concrete rooms, walking between narrow pathways, desperately seeking coffee or a restroom. However, the Campground was nicely decorated with lots of signs, decorations and plenty of space between exhibits (except during peak hours), with multiple opportunities to grab a snack, coffee or a drink.

The Slack demo I watched was terrific. It was sort of a “day in the life” approach to a demo and you got to see how an organization was able to collaborate with an account and eventually an opportunity. No meetings, no endless email chains, just collaboration. It was impressive.

My Favorite Session: Delivering Success as a Salesforce Admin, the Skill Every Admin Needs…

I was expecting this session to be a general overview of tips for Salesforce admins, but the focus was on one single thing. Arguably, one of the most important skills every admin needs to master. Flows. For a brief introduction, check out this terrific overview of Flows.

What was once done using complex Apex code can often be done with Flows in a simple drag/drop interface, using the same “journey paths” look and feel of Pardot’s Engagement Studio. And what is probably being done right now in your org by Workflows Rules and Process Builder will eventually need to be a Flow. 

Note: Workflow Rules and Process Rules are being retired in Winter 2023.

Overall, the session inspired me to sharpen my own Flow skills so that I can take advantage of all of the new functionality that will (pardon the pun) flow through Salesforce Flows. It’s essential that every Salesforce admin is able to automate both simple and complex business processes and Flows is the future.

Salesforce World Tour is Worth the Effort to Attend

Salesforce hosts these events all over the world and if you’re fortunate enough to be a reasonable distance from one of the host cities, it’s worth it for anyone that interacts with Salesforce as part of their role. 

The learning opportunities are practically limitless, in fact, there is no way to take in all the sessions you want simply because many sessions are scheduled concurrently, which forces you to make some tough decisions. 

The event is sponsored by the few dozen or so exhibitors that are usually represented by some of the big players in the AppExchange. But the event is well organized and designed to get you excited about everything available in the massive Salesforce ecosystem. It’s certainly not simply a trade show where endless rows of booths vie for your attention. Not at all. It’s an education event. You’ll leave inspired to try something new, explore a new product, or seek to sharpen your skills in one area of your work. 

A few tips for your next World Tour:

  1. Arrive before the exhibit hall opens. I arrived about 30 minutes before the event opened and that gave me the opportunity to grab my credentials and get the lay of the land without rushing. It’s just too massive and the lines get too long to wait until you’re trying to get to your first session.
  2. Figure out specifically what vendors and sessions you want to visit. Make sure you know what you want to learn more about and plan around it. If you rely on wandering around looking for something interesting you’ll likely miss sessions that you would otherwise be interested in. There’s too much to see and do.
  3. Similar to the first tip, arrive as quickly as possible to each session. I missed several sessions simply because I was too late to get a seat or the privacy headphones. Thankfully, the venue had coffee and refreshments on every level so I didn’t need to go out of my way for a cup of coffee, which I am always willing to do.

And make sure you check out this blog post from Andrea Tarrell to make sure you get the most out of Salesforce community events in the future.

Original article: Salesforce World Tour NYC Recap: December 2022

©2022 The Spot. All Rights Reserved.

The post Salesforce World Tour NYC Recap: December 2022 appeared first on The Spot.

By |2022-12-20T21:28:04+00:00December 20th, 2022|Categories: Community, Events, Real Talk|

Get Your [Insert Topic] Groove on at Salesforce World Tour NYC

No, that’s not a typo or forgotten placeholder in the title. It’s a representation of the wide range of sessions happening at the final Salesforce World Tour event of 2022 (December 8 in New York City)!

If you’re not able to get to NYC, you can watch virtually on Salesforce+. However you choose to engage, it’s FREE. Reserve your spot here. 

With 121 sessions happening in just one day, it can be overwhelming to craft your strategy and get the most out of your day at the Javits Center. 

If you’re not sure where to start, get 9 essential tips for attending Salesforce events in this blog post from Andrea Tarrell. Then, read on for the lowdown on Salesforce World Tour NYC.

Important notes if you’re attending Salesforce World Tour New York in person

⭐Sercante will be in the house!  If you spot one of us (look for our snazzy “Sercante” t-shirts), please  stop us to say hello (see who’s attending)

  • All sessions are first come, first seated
  • Doors open at 8:30 am (grab a morning coffee in the Campground)
  • Sessions, demos and hands-on learning begin at 9:00 am
  • Main keynote is at 10:00 am
  • Lunch is 11:30 am – 12:30 pm in the Campground
  • Afternoon sessions and demos start at 12:30 pm
  • Hit the Campground for Trailblazer networking, food and drinks 4:00 – 5:00 pm

Build your personalized World Tour NYC schedule.

Favorite sessions of interest in the schedule. Use the filters to find sessions specific to role, industry, product or topic.

Need more?

Sercante has a wide range of hands-on courses on essential topics like Salesforce integration, automations, scoring and grading, email best practices, and coding concepts like HTML & CSS. Join us to dig deeper!

BONUS: Explore Sercante’s Training Courses ➞

Some suggestions for your Salesforce World Tour NYC session selection journey:

The Basics / Admin

World Tour NYC: Main Keynote
10:00 AM – 11:15 AM EST

Hear how Customer 360 is helping Trailblazers reduce costs and increase productivity.

6 Guiding Principles for CRM Adoption

12:00 PM – 12:20 PM EST + 2:30 PM – 2:50 PM EST

Getting adoption for a new tool can sometimes be … a challenge. Get these 6 principles under your belt to get teams on board and find business value 

Enhance User Experience with Lightning Web Components

12:30 PM – 12:50 PM EST

Further your user adoption with beautiful and functional Lightning Components that are easy to create.

Make Life Easier with 10 AppExchange Apps for Admins

1:00 PM – 1:20 PM EST + 4:00 PM – 4:20 PM EST

AppExchange apps can make any admin’s day easier, but the list is overwhelming! Check out 10 highlights. (Also check out the App Demo Jam at 4:30 PM!) 

Backup & Recovery: Prepare for the Worst, Bring Out the Best

2:30 PM – 2:50 PM EST

A backup plan isn’t only for a disaster. The right backup-and-recovery solution can help you ensure data quality and drive new insights on a daily basis.

Skill Up and Connect from Anywhere

3:00 PM – 3:20 PM EST

Anyone can build a successful career, community, and company in the Salesforce ecosystem – explore the latest Trailhead and Trailblazer Community innovations.

BONUS: View Sercante’s board of Salesforce platform jobs ➞

Analytics

CRM Analytics: Product Roadmap highlights for CRM Analytics

1:30 PM – 1:50 PM EST

Drive cost savings and increase productivity by supercharging every Salesforce user with data, intelligence, and automation.

In Conversation: Building a Data Culture

2:00 PM – 2:20 PM EST

Join this fireside chat and see how you can set your business up for success with data and analytics

Salesforce on Analytics

3:30 PM – 3:50 PM EST

Learn how Salesforce uses data as a guide to be an agile organization in the face of changes and uncertainty.

BONUS: 

Genie / CDP

Salesforce on Salesforce: Turn Data into Magical Experiences

12:30 PM – 12:50 PM EST

Learn from the source! See how Salesforce uses Customer Data Platform to deliver compelling, personalized customer moments that become trusted relationships.

Learn Genie for Admins, Architects, and Developers

1:00 PM – 1:20 PM EST

Learn how Genie works and why it’s the single source of truth across Customer 360 and beyond.

Democratize and Demystify Your Customer Data with Genie

1:30 PM – 1:50 PM EST

Transform customer experience delivery across all engagement channels while driving measurable ROI.

Marketing Cloud

Create a Data Strategy to Maximize Marketing Outcomes

1:30 PM – 1:50 PM EST

Learn how to effectively harness cross-channel data to drive outcomes across the entire customer journey.

BONUS: MarDreamin’ On-Demand – Turn Marketing Into a Recession-Proof Competitive Advantage ➞

Unlock Tips and Tricks for Advanced Reporting as a New Admin

2:10 PM – 2:30 PM EST

improve value for your users and easily enable your teams with the data they need to be successful with advanced reporting features.

BONUS: Salesforce Native Reporting: Get More From Your Data ➞

Level Up Your Lead and Account Nurturing with AI

2:30 PM – 2:50 PM EST

AI can help you identify the best leads and accounts for targeted campaigns that nurture them to the point of conversion.

Automate a Personalized Web Experience for Every Customer

3:30 PM – 3:50 PM EST

Learn how to efficiently deliver site visits that drive relevant customer experiences with Marketing Cloud Personalization.

BONUS: Marketing Cloud Personalization: 3 Use Cases and Implementation Tips ➞

Sales and Service Clouds

Transform your Contact Center

9:30 AM – 9:50 AM EST

Learn how you can transform your legacy contact center into an intelligent, omni-channel engagement center.

5 Ways to Save Costs and Drive Efficiency in Selling

3:00 PM – 3:20 PM EST

Learn how Salesforce brings sales engagement under one roof, lights up a 360-degree view of your customer, and helps you win more deals.

Sales Cloud Hands-on Workshop: Territory Planning

3:00 PM – 4:00 PM EST

[Laptop Required and Limited Space] After going through guided exercises, you’ll be a TP pro! Includes a 30-day demo org to share what you learned at the office. 

Easy as 1, 2, 3: Finding, Winning, and Keeping Customers

4:00 PM – 4:30 PM EST

Learn how you can do more with less by getting back to basics with CRM and maximizing your customer relationships.

Say “hello” to the Sercante team

Please stop us to say hello!

Andrea Tarrell, CEO | LinkedIn

Angelica Cabral, Marketing Manager | LinkedIn

Pam Carey, Marketing Automation Strategist | LinkedIn

Jordyn Jaffer, Senior Salesforce Solution Engineer and Salesforce Marketing Champion | LinkedIn

Nick Loeser, Marketing Automation Strategist | LinkedIn

Original article: Get Your [Insert Topic] Groove on at Salesforce World Tour NYC

©2022 The Spot. All Rights Reserved.

The post Get Your [Insert Topic] Groove on at Salesforce World Tour NYC appeared first on The Spot.

By |2022-12-05T17:49:00+00:00December 5th, 2022|Categories: Community, Events|

Mardreamies 2022 Award Winner Story: Grassroots Innovation

The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. 

Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022. 

Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.

MarDreamies Award Categories

The MarDreamies awards are divided into five categories to honor the teams behind the magic:

  • Personalization Perfection: Right-time, right-message marketing
  • Social Impact: Creating positive change through Pardot
  • Grassroots Innovation: Scaling small business with Pardot
  • Extending Pardot: API-driven solutions
  • Best in Show

You can find all the details about what went into choosing the award winners in this blog post.

2022 MarDreamies Award Grassroots Innovation Category Winner: FTD Disorders Registry

Here’s the solution that won the MarDreamies 2022 award for the Grassroots Innovation category, which recognizes teams that scale small businesses with Salesforce marketing tools. The MarDreamies Grassroots Innovation award went to FTD Disorders Registry, which was submitted by Sherry Harlass.

What does the FTD Disorders Registry do?

The FTD Disorders Registry (FTDDR) is designed to bring together the frontotemporal degeneration (FTD) community. This means persons diagnosed, their family members, caregivers, and friends as well as clinicians, scientists, patient advocacy groups, and the pharma/biotech industry.

Their goal is to advance the science and move faster toward finding treatments and cures for this spectrum of disorders, which includes:

  • behavioral variant FTD (bvFTD)
  • primary progressive aphasia (PPA)
  • progressive supranuclear palsy (PSP)
  • corticobasal degeneration (CBD) / corticobasal syndrome (CBS)
  • FTD with motor neuron disease (also called FTD-ALS)

A diagnosis of FTD can be isolating, so the registry was created to be a resource for patients, families, and caregivers. We provide one location to collect and share de-identified data, promote research studies, and notify potentially eligible research study candidates.

How does FTD Disorders Registry use Salesforce to reach their goals?

The team at FTD Disorders Registry is technologically savvy and uses the Salesforce platform in a unique way to support the company’s mission. Specifically, the marketing team uses Marketing Cloud Account Engagement (Pardot) to communicate with their audience while tracking campaign success so they can adjust their strategy when needed. 

The FTD Disorders Registry collects data to help researchers and direct prospects to clinical trials in the search for treatments and a cure for a group of rare diseases, for which there currently are none. Maintaining data fields is critical for reporting on these diseases. When the team updated their enrollment forms, they added several new data points in Salesforce. An intricate Pardot campaign was built to collect this additional data from participants who joined prior to the update.

Turning to the Salesforce Community for Help

Marketing teams who have limited resources know the importance of relationship building within technical communities to solve challenges that go beyond their teams’ expertise.

As a small (3 people when campaign was initiated) nonprofit registry, FTD Disorders Registry lacked time, people, and knowledge to set it up. Thanks to a Spring of Salesforce opportunity, we learned by doing guided by a wonderful (volunteer) expert (in another state). 

Assets the team built for this campaign included:

  • 1 layout template
  • 2 landing pages
  • 2 forms
  • 1 Thank You landing page on their website
  • 6 email templates
  • 12 Engagement Studio Programs
  • 17 email lists
  • 4 completion actions
  • 6 operational emails
  • 2 Thank you emails

Salesforce is the data collection tool from which enrollment and survey information is collected. The team then generated an NIH Globally Unique Identifier (GUID), which allows the sharing of data specific to a research participant without exposing personally identifiable information. They used Pardot to collect missing data fields, because they also use it to generate lists from these same Salesforce fields to send targeted emails about research opportunities.

Small Teams Use Grassroots Innovation to Accomplish Big Goals 

The team at FTD Disorders Registry truly encompasses the spirit of the grassroots innovation category. The small team wears many hats and uses community resources to figure things out when necessary.
Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.

Original article: Mardreamies 2022 Award Winner Story: Grassroots Innovation

©2022 The Spot. All Rights Reserved.

The post Mardreamies 2022 Award Winner Story: Grassroots Innovation appeared first on The Spot.

By |2022-12-01T20:17:14+00:00December 1st, 2022|Categories: Community, Community Spotlight, Events|

Mardreamies 2022 Award Winner Story: Best In Show

The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. 

Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022. 

Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.

MarDreamies Award Categories

The MarDreamies awards are divided into five categories to honor the teams behind the magic:

  • Personalization Perfection: Right-time, right-message marketing
  • Social Impact: Creating positive change through Pardot
  • Grassroots Innovation: Scaling small business with Pardot
  • Extending Pardot: API-driven solutions
  • Best in Show

You can find all the details about what went into choosing the award winners in this blog post.

2022 MarDreamies Award Best In Show Category Winner: INSURICA

Here’s the solution that won the MarDreamies 2022 award for the Best In Show category, which recognizes the overall winner from Mardreamies Award submissions. The MarDreamies Best In Show award went to INSURICA, which was submitted by Andy Paden.

What does INSURICA do?

Placing over $1 billion in annual premiums for our clients, INSURICA is among the 50 largest insurance brokers in the United States and is currently the 24th largest privately-held independent agency in the country.

INSURICA employs more than 700 colleagues in 35+ offices located throughout Oklahoma, Alabama, Arizona, Arkansas, California, Colorado, Florida, Mississippi and Texas. They are constantly looking to expand their network with partners who bring additional value and expertise to the enterprise and clients.

Award-winning solution details

INSURICA wanted a way to pull in data from the Department of Transportation (DOT) alongside their client’s information/statistics. Their intention for the project is to offer a well-rounded picture of their DOT data with the end result being a customized report by account. 

By developing a connection between the data into Sales Cloud and using Pardot to call that information into an email template with merge tags.

How it works

Here’s how the solution pulls Department of Transportation Data into Salesforce and uses merge tags to dynamically populate email in Pardot. 

Using the API to call in DOT data to Sales Cloud, and the database updates that pull on a monthly basis. TO accomplish that, the team developed custom Sales Cloud fields on the account object. Then, the solution parses that data over to Pardot via mapped fields. 

Additionally, the team uses an email template with custom merge fields to populate data in a report-like layout template. Then, sales team lead members enroll their accounts to receive the email using a custom Salesforce flow action on the account record page.

Data updates monthly and the report needs to be refreshed to ensure the most up-to-date information.

And the results speak for themselves. The team at INSURICA now has custom data-centric reports to enrolled accounts.

Congratulations to the Best In Show Winners

Marketers often turn to third-party data sources to accomplish their goals. The team at INSURICA now has a customized view of carrier data that varies by account, and it does that through an innovative API-driven solution that lead to their MarDreamies Best in Show award.

Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.

Original article: Mardreamies 2022 Award Winner Story: Best In Show

©2022 The Spot. All Rights Reserved.

The post Mardreamies 2022 Award Winner Story: Best In Show appeared first on The Spot.

By |2022-11-29T21:35:00+00:00November 29th, 2022|Categories: Community, Community Spotlight, Events|

Mardreamies 2022 Award Winner Story: Personalization Perfection

The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. 

Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022. 

Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.

MarDreamies Award Categories

The MarDreamies awards are divided into five categories to honor the teams behind the magic:

  • Personalization Perfection: Right-time, right-message marketing
  • Social Impact: Creating positive change through Pardot
  • Grassroots Innovation: Scaling small business with Pardot
  • Extending Pardot: API-driven solutions
  • Best in Show

You can find all the details about what went into choosing the award winners in this blog post.

2022 MarDreamies Award Personalization Perfection Category Winner: Zoopla

Here’s the solution that won the MarDreamies 2022 award for the Personalization Perfection category, which recognizes teams that deliver right-time, right-message marketing campaigns. The MarDreamies Personalization Perfection Award went to Zoopla and was submitted by Rebecca White.

What does Zoopla do?

Zoopla is a property website and app based in London, England. It is part of Zoopla Limited, which was founded in 2007. 

The website and app have over a million properties to browse along with helpful tools and reliable house price estimates.

Personalization Perfection Project Details

Zoopla needed to drive user adoption for a major software upgrade with their clients and internal teams, and they needed it to be completed fast. It was a task that needed to be automated due to the scale of the project. And the teams couldn’t let anyone slip through the cracks.

The team created a flow of Marketing Cloud Account Engagement (Pardot) Engagement Studio Programs (ESPs) that used third-party and Salesforce data to send clients and internal teams through personalized next steps based on their stage in the journey, as well as reminders using unique upgrade dates. 

The ESPs ensured any changes in client information were reflected in the messaging and when they were delivered, they also updated campaign member statuses that helped departments understand where members were in the journey.

Personalization through automation was the key to success

Upgrading such a large client database in a short period of time was the key problem that inspired this initiative. With so many variables, stages and a reliance on third-party and Salesforce data, there was no possibility that this could have been done manually. But, having limited internal resources and having previously used spreadsheets and other offline resources meant there was also the opportunity to change the way internal departments worked.

Using data from third-party platforms and Salesforce, ESPs seamlessly moved clients through the upgrade stages, monitoring their actions and adapting messages when needed. It wasn’t just clients receiving the right messaging at the right time, ESPs sent internal updates (campaign statuses) to each department, some of which had been used to only working with spreadsheets. This initiative streamlined the way Zoopla worked and gave them time back knowing that automation was now working for them.

Challenges they overcame along the way

A key challenge was seamlessly piecing together the stages that relied on external data. ESPs also needed to react to client changes and still send the correct information. An average CTR of 5% shows messages are resonating with clients.

Taking a complex journey and ensuring internal teams knew what was happening and what action they needed to take was a hurdle. But, Salesforce reports, tasks and campaigns are now part of their day. 100+ Salesforce tasks have been created to help teams take action.

Results from the project

Pardot allowed Zoopla to create nimble automations that reflected the original goal of automating the upgrading process. Engagement Studio Programs (ESPs) and the Pardot connector allowed them to not only personalize messaging at a time right for clients but also deliver relevant information to internal teams. That ensured they could monitor the campaign in real time and provide a feedback loop to marketing, while Salesforce API integration allowed custom information from the upgrade portal to flow through to Pardot and the ESPs.

Using Personalization to Complete Essential Business Tasks

We often think of personalization in marketing as something that changes marketing assets based on customer personas. However, personalization is something that is essential when a company needs to get things done that affect their ability to operate. This project helped the Zoopla team to get clients and internal teams upgraded to the new Zoopla CRM. And they accomplished this through an automated process that ensured everyone felt supported and nobody was left behind.

Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.

Original article: Mardreamies 2022 Award Winner Story: Personalization Perfection

©2022 The Spot. All Rights Reserved.

The post Mardreamies 2022 Award Winner Story: Personalization Perfection appeared first on The Spot.

By |2022-11-25T18:34:00+00:00November 25th, 2022|Categories: Community, Community Spotlight, Events|

Mardreamies 2022 Award Winner Story: Social Impact

The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. 

Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022. 

Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.

MarDreamies Award Categories

The MarDreamies awards are divided into five categories to honor the teams behind the magic:

  • Personalization Perfection: Right-time, right-message marketing
  • Social Impact: Creating positive change through Salesforce marketing tools
  • Grassroots Innovation: Scaling small business with Salesforce marketing tools
  • Extending Pardot: API-driven marketing solutions
  • Best in Show

You can find all the details about what went into choosing the award winners in this blog post.

2022 MarDreamies Award Social Impact Category Winner: Lexipol

Here’s the solution that won the MarDreamies 2022 award for the Social Impact category, which recognizes teams that utilize Salesforce to affect positive social change. The MarDreamies Social Impact award went to Lexipol, which was submitted by Miriam Childs and Julie Rasco.

What does Lexipol do?

Lexipol serves more than 2 million public safety and government professionals with a range of informational and technological solutions to meet the challenges facing these dynamic industries. The company strives to make communities safer through the development of content and technological solutions that empower local government leaders.

How does Lexipol use Salesforce to reach their goals?

The team at Lexipol is technologically savvy and uses the Salesforce platform in a unique way to support the company’s mission. Specifically, the marketing team uses Marketing Cloud Account Engagement (Pardot) to communicate with their audience while tracking campaign success so they can adjust their strategy when needed.

Enabling first responders to access essential mental health resources

In recent years, suicide has been the leading cause of death for police and firefighters—ahead of line-of-duty deaths. Research has shown that 75% of first responders have unresolved emotional issues from stress on the job, with 70% concerned about the cultural stigma around asking for help. This is preventable, but agency leaders often don’t know the risks of ignoring wellness or have the expertise to develop wellness resources first responders will trust and use.

Using Pardot to provide wellness education for first responders

In December 2020, Lexipol acquired Cordico, a wellness solution for first responders and public servants. Since then, and specifically over the last 18 months, Lexipol has utilized Pardot to create an ongoing campaign to accomplish several goals. 

Their goals are to:

  • Build awareness of the Cordico solution.
  • Educate first responders on the importance of both physical and mental wellness.
  • Break down the cultural stigma around mental health that exists in public safety.
  • Introduce key wellness topics that disproportionately affect them.

Because of the stigma surrounding wellness in public safety, education is critical. Both the Cordico wellness solution itself and the campaign surrounding Cordico focus heavily on education. Lexipol provides resources including tip sheets, Q&As, webinars and case studies that highlight critical behavioral health issues affecting first responders. These resources, shared through email campaigns and landing pages, clearly demonstrate the need for wellness, an often-avoided topic in public safety.

MarDreamies award-winning campaign results

Wellness is a challenging topic, and first responders require specialized resources and communication. Lexipol has delivered over 65,000 emails featuring case studies and other resources, and our wellness webinar invitations have generated 1,500+ leads. Over the last 18 months, since creating the quarterly Cordico wellness newsletter, subscribers have grown by 101%. Across the board, these campaigns have influenced 100+ won opportunities, meaning more agencies with the right resources.

Salesforce tools and features used in the solution

Pardot was critical in targeting the correct audience and tracking successes: List and automated emails, dynamic segmentation and engagement studios were key to Lexipol’s strategy. 

Integration with outside apps, including GoToWebinar, along with Pardot files and landing pages, were central to gathering leads. A/B testing allowed the team to hone in on the most effective topics and phrasing. Scoring, grading and connected campaigns informed the sales team of interaction data to convert prospects to customers.

Using Tech to Deliver Essential Resources to People Who Need It Most

The team at Lexipol is using the Salesforce platform in innovative ways to reach their goals. Leveraging Pardot as a communication engine, the team at Lexipol has found success in building awareness about the resources available to their core audiences. As a result, they are creating positive social change in the world by bridging the gap between first responders who work with people in the most critical moments in the lives of the people they serve and essential wellness resources that can keep them feeling their best.

Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.

Original article: Mardreamies 2022 Award Winner Story: Social Impact

©2022 The Spot. All Rights Reserved.

The post Mardreamies 2022 Award Winner Story: Social Impact appeared first on The Spot.

By |2022-11-22T21:04:00+00:00November 22nd, 2022|Categories: Community, Community Spotlight, Events|

Mardreamies 2022 Award Winner Story: Extending Salesforce

The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. 

Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022. 

Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.

MarDreamies Award Categories

The MarDreamies awards are divided into five categories to honor the teams behind the magic:

  • Personalization Perfection: Right-time, right-message marketing
  • Social Impact: Creating positive change through Pardot
  • Grassroots Innovation: Scaling small business with Pardot
  • Extending Pardot: API-driven solutions
  • Best in Show

You can find all the details about what went into choosing the award winners in this blog post.

2022 MarDreamies Award Extending Salesforce Category Winner: Nebula Consulting

Here’s the solution that won the MarDreamies 2022 award for the Extending Salesforce category, which recognizes teams that build API-driven marketing solutions. The MarDreamies Extending Salesforce award went to Nebula Consulting, which was submitted by Kyle Blacker and Sarah Kelleher.

What does Nebula Consulting do?

Nebula Consulting started out in 2012 as a core Salesforce consultancy practice. Since then, the team has added Pardot, Communities and CPQ to their skillsets. However, Nebula Consulting’s focus then remains the same today — helping companies to grow their revenue. 

To do this effectively, they believe that first and foremost the company’s consultants must truly understand the sales & marketing process.  That drives them to only hire the very best people with relevant real-world experience. That’s why they truly believe that there is no team better to work alongside your own.

Extending Salesforce Award Project Details

The team at Nebula Consulting built Enhanced Engagement History, which is a component that’s available to all Pardot users via their listing on the Salesforce AppExchange.

The Enhanced Engagement History component allows users to view and inspect Prospect activities, regardless of which Pardot Business Unit (PBU) the user is logged into. It also allows users to interact with the activities, to view the emails sent and engaged with, without ever needing to leave the record page.

The standard Engagement History component displays activities from one Business Unit at a time depending on the BU a User was last logged into. Users are required to switch PBU just to see if there had been any cross-activity or if Users aren’t aware of this then they will see inaccurate data. Users can see an email had been engaged with, but not what the email was.

Why Nebula build the Enhanced Engagement History component

The initial concept of the product came from a problem a customer of Nebula was facing. What initially started out as a single consultant’s task evolved into several members of different teams collaborating. 

After the solution for the customer was deployed, we identified areas where this solution could be improved and developed further in a managed package to distribute via the Appexchange. We became an ISV partner as part of this process which was a complete new way of doing business for us.

Challenges the team overcame

During the initial concept phase, the team at Nebula wasn’t sure whether data from multiple PBUs could be collated into one place. In discovery and testing, they found the API in general to be a challenge; making sure to return correct information, remove unwanted data and optimize accordingly. 

Results of the project

The Enhanced Engagement History app provides time-saving and productivity benefits, not only providing greater visibility for Salesforce users without the need to switch PBU, but also in returning data using the API quicker than the standard component.

The majority of the component uses the Pardot API, however various security features using Apex were implemented. For example, ensuring that if a user doesn’t have access to a Lead, then they still can’t see that Lead. There are security checks in the background. In addition, with the flexibility of Salesforce we developed this as a Lightning Web Component that is customizable.

Finding innovation while meeting client needs

The team at Nebula Consulting found an innovative way to meet their client’s expectations. And they found a way to build on that solution so other Pardot customers can use it. 

Enhanced Engagement History reveals marketing engagement across multiple Pardot Business Units to give users rich insights to make data-driven decisions and drive meaningful customer conversations. It’s a solution that embodies the spirit of extending Salesforce, which is why it was chosen for a 2022 MarDreamies award.

Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.

Original article: Mardreamies 2022 Award Winner Story: Extending Salesforce

©2022 The Spot. All Rights Reserved.

The post Mardreamies 2022 Award Winner Story: Extending Salesforce appeared first on The Spot.

By |2022-11-22T00:03:00+00:00November 22nd, 2022|Categories: Community, Community Spotlight, Events|

MarDreamin’ 2022: Recap and How to Watch Replays

Wondering if we recorded MarDreamin’ 2022 sessions and keynotes? Well look no further. We have all the MarDreamin’ replays you seek.

MarDreamin’ is a Salesforce community conference that unites marketers for four days of virtual learning, networking, and fun. It’s jam-packed with so much content that it’s impossible to watch it all live. 

Luckily for you, all sessions were recorded with the exception of one. We’ll give you an overview of the highlights and top it off with information about watching all the MarDreamin’ replays.

How to watch all MarDreamin’ replays

Eh, we’ll get straight to the best part. Visit this page and complete the form to get access to all MarDreamin’ 2022 sessions and keynote replays. 

Every session and keynote is in there with the exception of one. The Marketing Cloud Account Engagement (Pardot) Roadmap session was not recorded. 

However, Salesforce delivers a few of these Marketing Cloud roadmap sessions each year. Keep an eye out for the next one by clicking here to become a The Spot subscriber. The monthly newsletter includes a calendar of upcoming events like these periodically scheduled Salesforce roadmap sessions.

MarDreamin’ 2022 Overview

The conference took place November 1-4, 2022, inside the Goldcast virtual summit platform. More than 2,500 attendees signed up for the MarDreamin’ event from 65 countries. 

 It included three learning tracks based on which tools attendees use and a fourth that served as a catch-all for strategy and career sessions. 

The tracks were:

  • Marketing Cloud Engagement
  • Marketing Cloud Account Engagement (Pardot)
  • Salesforce platform & Analytics
  • General/Administrative

Here’s what went down each day of MarDreamin’ 2022.

MarDreamies Award Winners 2022

Marketing teams deserve recognition for the not-always-glossy work they do behind the scenes to build, manage, and report on marketing campaigns. And that’s the goal of the MarDreamies Awards.

Here’s who won the 2022 MarDreamies Awards, which were announced during the MarDreamin’ After-Party on Day 2 of the conference.

  • Honorable Mentions
    • Roycon
    • InterWorks
  • Personalization Perfection: Right-time, right-message marketing
    • Zoopla
  • Social Impact: Creating positive change using Salesforce marketing tools
    • Lexipol
  • Grassroots Innovation: Using Salesforce marketing tools to scale small businesses
    • FTD
  • Extending Salesforce: API-driven marketing solutions
    • Nebula Consulting
  • Best in Show
    • Insurica

Learn about the 2021 winners in this blog post.

MarDreamin’ Day 0 Overview (Pre-conference Training Workshops)

The unofficial first day of MarDreamin’ was for people who purchased passes to attend the pre-conference training workshops. It included nine course sessions and one panel session from which attendees could choose to watch live. 

MarDreamin’ training workshop courses

These are the courses you may have missed:

  1. Marketing Cloud Account Engagement (Pardot) Fundamentals
  2. Marketing Cloud Engagement Fundamentals
  3. Intro to B2B Marketing Analytics
  4. Back to Basics: How To Maximize Your Efforts Through Automation in MCAE (Pardot)
  5. Kick Off Your First Welcome Series with Journey Builder (Marketing Cloud)
  6. Connected Campaign and ROI Reporting Strategies for MCAE (Pardot) and Sales Cloud
  7. Building Dynamic B2B Customer Journeys Within MCAE (Pardot)
  8. Getting Started With Lead Routing in MCAE (Pardot)
  9. Going Beyond B2BMA: Use CRM Analytics to Create Custom Dashboards

Seasons of Change: Trends, Tips and Tricks to Thrive In the Salesforce Ecosystem [PANEL]

The Day 0/Workshop Day panel session included diverse perspectives from people with valuable insights into working in the Salesforce ecosystem. Attendees heard from Vicki Moritz-Henry, Erick Mahle, Renee Davis, Kate Perez, and Joanna Rotter.

mardreamin' replays

Here’s a little gift for you… go watch the replay of this panel session by clicking here to get free access to all MarDreamin’ sessions. Sign up, and then you’ll find it in the list of all session replays.

MarDreamin’ Keynote and Panel Session Highlights

The week of MarDreamin’ balanced inspirational and skill-building content for marketers with a bit of fun mixed in. Because, you know, that’s what MarDreamin’ is all about.

These are the keynote and panel session highlights. You can watch full replays of all sessions and keynotes (with the exception of the Pardot Roadmap session) for free by completing the form on this webpage.

Keynote – Belonging: How to Build a Support Network & Find Your People

It can be a lonely existence for marketing technologists and changemakers trying to transform their organizations.  If we do our job right in the world of marketing automation, our jobs look easy — and we don’t always get the respect, appreciation, and support we need from others when that happens.

mardreamin' replays

This keynote kicked off MarDreamin’ by talking about the power of networks and community.  We talked about how to give and get support, navigate the various groups in the ecosystem, and how we can all be a part of building community in and outside of our teams.

Featuring:

  • Andrea Tarrell, Sercante
  • Guilda Hilaire, Salesforce
  • Kirsten Schlau, Sercante
  • Najee Bartley, BBVisions Media
  • Tyler McCord, Fusion Alliance
  • Toni V. Martin, Systems To Success

Exploring B2B Marketing Trends and Best Practices With Marketing Cloud Account Engagement

Learn how our panelists have built and put into play dynamic processes in their organizations using Marketing Cloud Account Engagement (Pardot) to improve their B2B Marketing. In this session, we will also explore Pardot’s newest features and how to use them within your own organization to maximize your output.

Featuring:

  • Jen Kazin, Greenkey
  • Erin Duncan, Sercante
  • Natalie (McAllister) Jackson, CBIZ
  • Ruth Bolster, Salesforce

Does It Integrate With __? Tips To Getting The Most Out Of Your Integrations (In Pardot)

Learn from our panelists on how to improve the efficiency of your marstack by leveraging integrations across your marstack and what to do when things “don’t integrate as we expected”. In this session, we will also explore a roadmap of how to tackle a new integration project and how to leverage the Pardot API to access data beyond Salesforce. This will be a good guide of what a marketer needs to know when talking to technical folks. 

Featuring:

The Road To Email Compliance: The Basics, Challenges, and Gotchas

Learn how our panelists implemented marketing compliance solutions in their own organizations. In this session, we will explore the basics of different options you have as an Administrator to capture and process marketing consent and what are some lessons learned from the process by our panelists.

  • Ben Lamothe, BDO Digital
  • Hannah Horning, Archerpoint
  • Krystle Solomon, Sercante
  • Angelica Cabral, Sercante
  • Bonnie Mulholland, CINT

Bring the Magic to B2B Marketing with Genie and Account Engagement

Learn how Salesforce Genie allows marketers to meet customer demands amid privacy changes and asks to do more with less. We will share how Account Engagement’s new API enhancements and extensibility features lay the foundation for bringing the magic to B2B marketing.

Plus an exclusive fireside chat with Jay Wilder, VP, Product Marketing, Marketing Cloud at Salesforce and Eric Zenz, SVP, Product Management, Marketing Applications at Salesforce.

Featuring:

  • Neha Shah, Salesforce
  • Andrea Tarrell, Sercante
  • Nathan Maphet, Salesforce
  • Eric Zenz, Salesforce
  • Jay Wilder, Salesforce

Supercharge Data-Driven Experiences with Customer Data Platform

Top brands are using Customer Data Platform (CDP) to make every customer interaction smarter, easier, and more efficient. Learn how to unify data to build a single source of truth and drive personalization at scale.

Featuring:

  • Jenny Smith, Salesforce
  • Jill Katz, Salesforce
  • Andrew Lee, Salesforce

MarDreamin’ Session Highlights

The MarDreamin’ 2022 conference welcomed over 60 speakers who delivered 55 speaking sessions. The content of the sessions ranged from Salesforce Marketing Cloud Engagement and Account Engagement to Analytics, the Salesforce platform and general marketing strategies.

You can find information about each of the session tracks and what they included by following the links below.

Here are a few screenshots and descriptions from key MarDreamin’ sessions. Remember, you can watch all session replays by clicking on this link and completing the form.

7 Tips To Bridge The Gap Between Sales And Marketing

It’s time for sales teams and marketers to realize they’re all working toward common goals — to keep customers happy and smash revenue targets. And we all know that sales and marketing teams that work together do more with less and shine brightly in the customer’s eyes.

In this session, get 7 actionable insights to use when building relationships between sales and marketing teams through shared technology tools. You’ll learn how to make the best decisions for your tech stack and how to encourage open communication between the teams.

This presentation is especially valuable for companies currently implementing Marketing Cloud Account Engagement (Pardot), but it is also relevant for teams with existing implementations.

Featuring: 

Sharon Taylor, PMMI Media Group

Breaking Borders: Going Global With Marketing Automation

Over the last few years, Salesforce has cemented Pardot / Account Engagement its as a strong competitor in the enterprise B2B Marketing Automation space, moving away from a historically SMB focus. But, when your teams are based across the globe, how can you really build a successful multi-regional marketing strategy?

Join this session to learn how to:

  • Structure and organize a global MA platform
  • Balance global collaboration with regional independence
  • Run a well-organized operation
  • Empower your people
  • Leverage the full suite of tools in MC Account Engagement for a truly global marketing automation strategy

Featuring: 

Sarah Kelleher, Nebula Consulting

Reporting Capabilities Differences SFDC vs B2BMA

This presentation will be focused on when to use what tools including use cases and best practices. Determine what each system is best at reporting on (and when you might need to move on) is top of mind for marketers and leadership teams. We’ll dive into de-mystify reporting across platforms.

Featuring: Dominique Beaudin, Sercante

10 Steps To Fully Maximize Your Pardot Investment

So, you’ve signed on to become a Marketing Cloud Account Engagement (Pardot) customer. Now what?

This session covers 10 steps to get you from beginner to where you want to be with Pardot marketing automation.

You will learn how to:

  • Identify where you are in your usage of marketing automation
  • Visualize a clear roadmap to fully maximize the system
  • Understand how to use automation or a faster sales cycle
  • Increase the tool’s return on investment (ROI)

Featuring:

Ryan Cammisa, Cloudtegic

A Beginner’s Guide To Administering Marketing Cloud Engagement

This session is for anyone new to the world of Marketing Cloud administration. You will learn about the foundational components of administering and managing a Marketing Cloud Engagement environment.

Topics include, but are not limited to:

  • Users
  • Business Units
  • Security
  • Process Automations
  • FTP Data

You will walk away with knowledge to effectively manage your Marketing Cloud Engagement org.

Featuring:

7 Tips for Securing Marketing Cloud Engagement in a Hybrid Work Environment

Two big takeaways from the pandemic era are that workers can be productive when working from home and that the vast majority expect to continue to work remotely (at least partially).

While there are plenty of benefits associated with a hybrid work environment, security is not typically thought of as one of them.

In this session we’ll discuss the security capabilities of Salesforce Marketing Cloud and how they can be used to secure your environment — no matter where your team is working from.

Featuring: 

Mike Morris, Sercante

Why Salesforce Admins Should Get To Know Marketing Cloud

Salesforce as a platform continues to evolve and enhance its capabilities. It is made up of a few clouds and the lines between them continue to blur.

Marketing Cloud has traditionally been the furthest removed from its sibling “core” clouds. However, this is changing. Two of the bigger initiatives that are driving Marketing Cloud closer and closer to the other clouds are CDP and Personalization. Both these tools will have large impacts on our CRM data.

Learn about these initiatives and why Salesforce admins should get acquainted with Marketing Cloud.

Featuring:

Chris Zullo, Allcloud

Embrace A First-Party Data Strategy For Sales And Marketing

Third-party cookies are being phased out by most web browsers in the next year, and marketers must adapt to a new environment. In the new normal, using first-party data can become a true competitive advantage.

Natasha and Jaime will show you how to build a first-party tracking cookie strategy across your whole tech stack, relying on Sales Cloud, Marketing Cloud and MuleSoft as a foundation. We will present engagement strategies for mobile using event data, and show valuable examples of ROI strategies you can take to the boardroom.

Featuring:

  • Jaime Lopez, Aiven
  • Natasha Martin, Love’s Travel Stops

How the Right Message Can Increase Conversions

Discover the strategies and best practices that world-class marketing teams leverage to send the right message and increase conversion. We’ll also reveal how to prepare your team for the future of audience segmentation, and how to build a tech stack that will get the job done.

Featuring:

Jonathan Van Driessen, DESelect

How To Bring Pardot Capabilities Into Salesforce Flow

The Marketing Cloud Account Engagement V5 API allows external systems to work with Pardot data. But, what if that “external system” is actually our Salesforce Sales Cloud instance?

We have the Salesforce Connector to get things done between Pardot and Sales Cloud. And, thanks to the V5 API, we can extend that functionality by treating Sales Cloud as an external system.

This session will walk you through Flow Actions for Pardot, which is an app you can install in your org to get started with Salesforce flows for Pardot activities. You’ll leave with an understanding of how to install the app and use it to bring a range of Account Engagement (Pardot) capabilities into Salesforce Flow designer.

Featuring:

Turn Marketing Into a Recession-Proof Competitive Advantage

Get five marketing strategies to work smarter and rise above your competitors, even during economic downturns. We’ll equip you to execute ABM, nail nurture campaigns and prove your worth.

Featuring:

Rich Feist, Sercante

Angelica Cabral, Sercante

MarDreamin’ Day 2 Session Highlights

Here are a few screenshots from sessions that took place on MarDreamin’ Day 2.

Building Connected Pardot Campaigns: 6 Steps For Success

When a new marketing campaign is about to drop, marketers are usually rushing to get things set up in Pardot and live asap. However, this usually results in key elements being missed and ultimately impacts reporting for connected Salesforce campaigns.

In this session, Triana will talk you through a campaign setup checklist that will help ensure your data aligns correctly in Marketing Cloud Account Engagement (Pardot) and Salesforce and you don’t miss a thing!

Steps include:

  • Salesforce Campaign setup
  • Mapping out the campaign journey
  • Aligning marketing assets to your campaign
  • Considerations for offline activity
  • UTM tracking Testing that your setup is tracking correctly

Featuring: Triana Jarman, MarCloud Consulting

Building An ABM Strategy With What You Have

There are a lot of tools that promise account-based marketing (ABM) success. But you can implement an effective ABM strategy with the tech stack (and team!) you have.

In this session, we will review how to build out an ABM strategy with Salesforce and Marketing Cloud Account Engagement (Pardot). We’ll uncover ways to get sales and marketing aligned so you can deliver the right-channel messaging to the right-person at the right-time.

Topics covered include:

  • Creating your target account list and key buyer groups with sales using account persona insights, scoring, and grading.
  • Determining the best mix of channels, engagement points, and building personalized assets with HML and dynamic content.
  • Measuring the success of your strategy with engagement history and campaign influence.

Featuring: Kelly Ryan, Sercante

Using Account Engagement (Pardot) Engagement Studio For Complex Lead Routing

Engagement Studio, which lives within Marketing Cloud Account Engagement (Pardot), is a powerful tool with seemingly endless use cases and customization possibilities. Did you know that you can even use Engagement Studio to create complex lead routing processes?

We’ll walk you through a real-life example of an automation setup using Engagement Studio that takes the guesswork out of sorting through marketing leads. Learn how you can achieve a similar setup in your own Pardot instance that automatically sorts leads and identifies the hottest ones for sales to contact.

We’ll show you how to handle complex lead routing in Engagement Studio including assigning ownership based on:

  • Customer data points
  • Customer engagement activity
  • Business criteria
  • And more

Featuring: 

Sarah Empson, ADT Commercial

All About the External Actions

External Actions is a new, exciting Account Engagement feature that will supercharge your automations by enabling custom actions that make an external callout from within Engagement Studio as part of the prospect journey, opening up possibilities like sending an SMS text.

Come join my session to learn all about External Actions and walkthrough a few advanced External Action scenarios:

  • Leveraging External Services to create an Integration to Twilio SMS.
  • Execute sub-flows as part of your marketing journey.
  • Create a prospect webhook to trigger a Zapier Zap.

Featuring:

Christopher Cornett, Salesforce

Salesforce Flows 101 For Marketers

Have you heard of Salesforce flows? Have you seen what they can do? If not, you are not alone. Flows have taken the Salesforce ecosystem by storm.

Join us as we walk you through an introduction to Salesforce Flow 101 that is tailored to the needs of marketers. We’ll cover terminology and show you quick wins to implement in your org (with the support of your Salesforce admin) to reduce friction between sales and marketing teams. You can also supplement your marketing automation with the flow ideas we will showcase during the session.

Key areas we will cover include:

  • Setting up qualification questions using on-screen flows
  • Transferring data from one field to another on the same/different object(s)
  • Triggering field updates based on specific actions

Featuring: 

Heather Rinke, Sercante

The Age of RevOps: Reinventing Lead Lifecycle Management

The modern B2B buyer is growing frustrated with your sales cycle. Your prospects expect a truly frictionless, B2C-like buying experience in every SaaS evaluation. If your SaaS company isn’t engaging with leads in a timely, personalized way, you risk losing 20-30% of your revenue. 

In the emerging world of RevOps, current lead management approaches fail to meet your buyer’s expectations. Only with a cloud-first approach to automation can you better capture and engage prospects in real-time and deliver the experience they crave. 

Join this session to learn more about a modern approach to lead lifecycle management that results in higher conversion, a seamless buying experience, and a faster path to revenue.

Featuring: 

Chris Ferraro, Tray.io

Houston, We Have A Problem: Avoiding Pardot Personalization SOS Scenarios

Marketing Cloud Account Engagement (Pardot) is full of features that can help you personalize different types of experiences within the tool. From Dynamic Content to Handlebars Merge Language to Snippets — these features lean on the strong connection between Salesforce and Pardot (data) to power these functions. What happens when the data fails you or these features don’t play along with one another?

Join us for this discussion and show and tell about personalization in Pardot. We will focus on key use cases where these features could fail AND how to prevent this from happening in the first case.

Featuring:

Marcos Duran, Sercante

MarDreamin’ Day 3 Overview 

And here are a few session highlights from the third and final day of MarDreamin’ 2022.

How To Deploy Data For Success, Scale And Customer Experience

Learn the tools, techniques and strategies to make your Salesforce Marketing Cloud data more effective, efficient and easy to use. At the same time, you’ll maximize your efforts, make the most of your data, and delight customers.

Featuring:

Jason Cort, HowToSFMC.com

Pardot Business Units: Pros, Cons, And Gotchas

We are all now getting used to working with Marketing Cloud Account Engagement (Pardot) business units, but most of the implementations we’re seeing are still one business unit. However, many companies are now looking at this as a “what if?” They’re asking questions like “shall we?” or “should we be looking at more than one business unit?”

There are many pros and cons to making this decision, and we will walk through them and discuss. We also have a couple of shiny gotchas to look at and consider before making the leap to multiple Pardot business units.

Featuring: 

Tracy Keeling, Capgemini

The Trifecta of Website Event Management

Your website is your digital front store. The experiences your prospects have and how your team interacts with their engagement is crucial in setting yourself apart from your competition. With form completion at an all time less than 1% events are getting harder to gather engagement on, especially via the traditional method of email, landing page and form. 

What if you could engage with your prospects on your website, in real time? Get registration from an interaction without having to pull out the dusty traditional email? 

In this session, you will learn how to deliver fresh event options to your audience on your site via chat. See how conversion rates excel and also allow for new fresh bespoke experiences so that return visitors always have something new to engage with.

Featuring:

Jennifer Lynn Schneider, Qualified

Using Einstein AI Within Account Engagement

It’s time to put Einstein to the test to feel the benefits of using data-driven insights to power your sales and marketing efforts. This session will help you understand how artificial intelligence (AI) tools can show you which prospects are most engaged and the campaigns that were most successful.

You’ll walk away with a better understanding of:

  • How the different Einstein features work within Marketing Cloud Account Engagement (Pardot)
  • The value of using these features
  • Best practices from Salesforce customers

Featuring: 

Jeffrey Stollenwerk, Salesforce

How To Audit Subscriber Activity For Marketing Cloud Journey Builder

Marketing Cloud Journey Builder’s reporting interface gives users the ability to view high-level statistics on journey performance and the overall volume of subscribers to reach each activity. However, the ability to gain a granular view of the specific step that subscribers are currently at within each journey is limited from the Journey Builder interface. This lack of visibility poses issues from both a reporting and auditing/troubleshooting standpoint.

In this session, we will show you a method of setting up journeys and querying data views that allows marketers to keep track of the steps that subscribers have completed within a Journey, all within a single Data Extension.

Featuring:

  • Austin Kirby, Media.Monks
  • Claudia Hoops, Media.Monks

Everything Marketers Need to Know About Web Tracking Cookies

There’s been a lot of talk about the death of web tracking cookies. Some even suggest it will end marketing as we know it. We’re here to assure that it’s just another evolution in how we make the magic of marketing work.

In this session, we’ll talk about what’s changing, what isn’t, and how marketers on the Salesforce platform can navigate this rapidly evolving landscape.

Topics covered:

  • The differences between third- and first-party web cookies
  • The driving force behind these changes and why it’s a win for user privacy
  • Impact on key stakeholders
  • New technologies and how they fill this gap
  • What marketers can do today to take charge

Featuring:

Krystle Solomon, Sercante

Watch MarDreamin’ replays and get ready for the next one

So, there you have it. MarDreamin’ 2022 is in the books. And thank goodness we recorded the whole thing. 

Until next year, you can consume all MarDreamin’ replays from previous years to get caught up. Visit this webpage and complete the form to get access to all the videos.

And make sure you get on the mailing list so you’re the first to know when we announce the call for speakers, sponsors, and MarDreamies Award submissions for 2023.

Let us know what you liked or want to see more of next year in the comments section.

Original article: MarDreamin’ 2022: Recap and How to Watch Replays

©2022 The Spot. All Rights Reserved.

The post MarDreamin’ 2022: Recap and How to Watch Replays appeared first on The Spot.

By |2022-11-11T21:16:00+00:00November 11th, 2022|Categories: Career Development, Community, Events|

MarDreamin’ 2022 Demo Jam Recap: Products to Extend Salesforce

The final day of MarDreamin’ 2022 kicked off with the third-annual Demo Jam, which is like speed dating for SaaS/technology product solutions. Each participant shows the audience what there is to love about the products they’re selling, and then the audience votes to select a winner.

MarDreamin’ is a Salesforce community conference for the marketer. So, this Demo Jam’s focus was on products that play nice with Salesforce Marketing Cloud Engagement and Account Engagement (Pardot).

Each participant had three minutes to present their product demo. Then, demo jam attendees weighed in with their votes after all company representatives finished their presentations. We crowned the MarDreamin’ Demo Jam Champion at the end thanks to everyone’s votes.

2022 MarDreamin’ Demo Jam Winners

This year, we had a tie and named two MarDreamin’ Demo Jam winners. The two winners are Stensul and Sercante Labs. 

Both Sercante Labs and Stensul were neck-and-neck in the end, and the hosts had to call it a tie when a few last-minute votes left both companies with the same number of votes at the end.

MarDreamin’ Demo Jam rules

Each participant had 3 minutes to demo their product and wow the audience. Then at the end of the Demo Jam, the audience voted for their favorite product through an online poll.

2021 MarDreamin’ Demo Jam participants

Richard Feist and Angelica Cabral from Sercante shared Demo Jam hosting duties and provided welcome comic relief while giving away swag to attendees throughout the competition. 

Here’s who presented their products to compete for the best Salesforce Marketing Cloud-integrated  solution:

How the products from the Demo Jam can make your life easier

Each of the presentations at the MarDreamin’ Demo Jam included demonstrations of products that ease pain points for people who work in marketing roles and use Salesforce. 

Here’s a summary of each one and a replay of each demo:

LeanData

Standing at the center of Salesforce CRM, LeanData’s family of solutions orchestrate and automate the go-to-market process to help revenue teams close more deals and drive more revenue, faster.

Click here to request a demo from LeanData’s suite of products.

Sercante Labs

Sercante has grown and built a reputation for helping marketers succeed on the Salesforce platform. We do that through our consulting services, topical training, and by sharing thought leadership content. With Sercante Labs, we take that one step further and aim to build products, wizards, and tools that help marketing & sales pros kick ass.

Sercante Labs products are born out of challenges we see our customers routinely facing and usually start with an idea submission from our team or someone in the community. If you have a request or a “wouldn’t it be nice if…” idea, let’s chat!

Click here to chat with a Sercante Labs expert.

Stensul

The Stensul™ email creation platform dramatically reduces email creation time — by up to 90% — so teams can better focus on improving email performance. Stensul streamlines collaboration and simplifies the creation process for all marketers, so they can create emails that drive stronger results. 

Stensul integrates with all leading ESPs/MAPs as well as workflow platforms, image libraries, live content, link tracking, and messaging platforms. Top brands that trust Stensul to solve their most demanding email problems include Accolade, BMW, Cisco, Codecademy, Electric, Equifax, Lucidworks, MURAL, and Yahoo.

Click here to get an email efficiency analysis from Stensul.

Stack Moxie

Anyone who has managed a complex tech stack has experienced how minor inconsistencies can wreak havoc across integrated systems.

Typos, spelling errors, permission sets, and other simple problems can break systems sync, preventing proper lead routing, which stops the sales team from knowing when great leads are interested in your company.

Stack Moxie’s army of robots work on your behalf to make sure each lead promptly reaches its destination as expected. If errors arise, the robots proactively notify you so problems can be mitigated quickly.

Click here to request a personalized demo.

DESelect

DESelect helps marketers unlock the full power of Salesforce Marketing Cloud without needing to write SQL. Using DESelect’s simple drag-and-drop solutions, users can create complex audience segments quickly, easily integrate new data sources, accelerate campaign execution, and reduce costs by ending technical dependencies. 

Since launching in 2019, DESelect has raised $5.5+ million, built an international team, and helped customers like T-Mobile, Volvo, Cazoo, Emerald, and Merlin.

Click here to book a demo.

Tray.io

Tray.io is a low-code automation platform that can easily turn unique business processes into repeatable and scalable workflows that evolve whenever business needs change. Powering RevOps at Mixpanel, AdRoll and other industry leading enterprises, Tray helps you accelerate revenue and win more deals.

Click here to start your trial.

Why were these companies’ products featured?

The companies featured in the MarDreamin’ Demo Jam are all essential to the success of this conference each year. That’s because they are companies that sponsor the conference. 

The MarDreamin’ team can’t bring all this free content to you without the help of these sponsors. So, be sure to check them out using the links above as a ‘thank you’ to them for their sponsorship.

How to join next year’s Demo Jam

Hey, product marketing friends — you’re probably  kicking yourself and wishing you could have had your company’s tools featured in the Demo Jam. 

It’s all good. You can get ahead and reach out to the MarDreamin’ team now by clicking on this link. Complete the form on that page so you can lock in your sponsorship for 2023.

Learn more about extending Salesforce

We hope you’ve found something helpful through the demos or have sparked ideas to implement integrations in your tech stack. Remember to watch the 2021 Demo Jam Replay and read the 2021 Demo Jam Recap to see the demos from last year and keep it going. The 2020 Demo Jam Replay is also available here.

Have something in mind that you wish Salesforce could do but you haven’t found the solution yet? Tell us about it in the comments below or reach out to Sercante Labs to see if we can help. And remember to check out each of the Demo Jam participating companies!

Original article: MarDreamin’ 2022 Demo Jam Recap: Products to Extend Salesforce

©2022 The Spot. All Rights Reserved.

The post MarDreamin’ 2022 Demo Jam Recap: Products to Extend Salesforce appeared first on The Spot.

By |2022-11-09T22:43:00+00:00November 9th, 2022|Categories: API & Integration, Community, Events|

The Pardot Admin’s Guide to MarDreamin’ 2022

Calling all Marketing Cloud Account Engagement (Pardot) end users, admins and friends, make sure you are signed up for MarDreamin’ 2022. Join fellow Trailblazers as we share best practices, tips and tricks, and stories from the industries most admired thought leaders.  

This virtual event runs from November 2-4, 2022 and is perfect if you are looking to ramp up sales and marketing initiatives for the year ahead. 

Register now for MarDreamin’ 

MarDreamin’ 2022 agenda for Pardot people

Dive deep into the exciting collection of sessions that are lined up to entice, educate, and expand your knowledge and skill set as a marketing and Salesforce professional. Learn about the latest features and explore fascinating use cases. Skill levels from beginner to intermediate and even the most advanced users will gain insight and leverage exciting takeaways. 

Below is an agenda for Pardot, which enthusiasts like you can watch live during MarDreamin’ 2022.

Note: We’ve listed these sessions in chronological order. You can get details about the event and see the full schedule on the MarDreamin’ event website

Day 1 – Wednesday, Nov 2, 2022

Demystifying the Salesforce and Pardot Connector | 10:35 a.m. – 11:00 a.m. ET

Do you find data flow between Marketing Cloud Account Engagement (Pardot) and Salesforce to be a difficult topic in your organization? Are you plagued by thousands of sync errors? What do all the checkboxes and settings on the connector page do? 

In this session, we will cover the basics of the Salesforce connector in a friendly and easy-to-understand way. 

Topics we will touch include: 

  • Pardot V1/V2 connector
  • Marketing Data Sharing Rules
  • User Sync

The multiple checkboxes found in the settings panel and field management.

Additionally, we will cover some quick-win scenarios for you to run through to get your org running more efficiently. And, time permitting, we will have an open Q&A for the audience to share in on the fun!

This session is perfect for both Pardot veterans and newcomers who want to have a deep understanding of the connector to act as air control for their org.

Presenter: Marcos Duran

How to Optimize MCAE (Pardot) Scoring Rules and Categories | 10:20 – 10:45 a.m. ET

Join us for a complete overview of Marketing Cloud Account Engagement (Pardot) Scoring Rules and Scoring Categories. 

You’ll learn how to track and aggregate prospect engagement using a lead scoring framework. This will include a thorough introduction to both Pardot Scoring Rules and Scoring Categories with clear definitions as well as technical explanations and use cases. 

Key learnings:

  • Introduction to Pardot Scoring and Scoring Categories
  • Identifying and measuring key touch points across the marketing funnel
  • Developing a customized scorecard for specific business needs
  • Technical setup
  • Naming conventions and best practices

You will come away from the presentation with an attitude change that makes you more critically minded and data driven. The objective is not to simply make you aware of scoring tools available, but to provide you with the knowledge that empowers you to customize these options for your specific business needs and marketing goals. 

Presenter: Christopher Meah

Key Questions Campaign Influence Can Help Your Nonprofit Answer | 11:10am – 11:50 p.m. ET

For years, nonprofit fundraisers and marketers have been chasing down the answers to questions from leaders around impact. How much did a campaign contribute to the fundraising goal? How did this marketing effort generate awareness about our cause? How did a new program impact our community?

With Salesforce and Marketing Cloud Account Engagement (Pardot), your nonprofit staff can start tracking data to find answers. Pulling from the hands-on work he’s done at large national nonprofit organizations, nonprofit consultant Mike Kirkpatrick breaks down Campaign Influence (a.k.a. attribution) and how to effectively fold it into a marketing plan for better reporting. 

Attendees will learn how to use Campaign Influence to track fundraising or marketing efforts. From there, Mike will equip attendees with tips for using analytics to showcase the ROI of specific fundraising or marketing campaigns.

Presenter: Mike Kirkpatrick

Pardot Lightning Email and Landing Page Builders: Lessons Learned | 11:55 – 12:35 p.m. ET

The Marketing Cloud Account Engagement (Pardot) Lightning landing page and email builders brought the sweet relief of drag-and-drop capabilities to the tool. But with great power comes great responsibility. 

While many Pardot users found excellent use cases for the new builders, some quickly found a few gotchas to keep in mind. 

This session is a deep dive into the lessons learned from implementing and using the Lightning email and landing page builders in Pardot. 

Topics include: 

  • Capabilities and limitations of the Lightning builders
  • Tips and tricks for building emails & landing pages
  • Demo of the Lightning builders

Presenter: Hannah Horning

Fun with Pardot Form Handlers | 1:10pm – 1:35 p.m. ET

In this Session, we will uncover the power of using form handler features in Marketing Cloud Account Engagement (Pardot). Using Pardot form handlers is the alternative to creating forms using Pardot iFrames. That’s because the feature allows you to have complete control over the look and feel of your form as well as other customization options you need to reach your goals.

As an outcome of this session, you’ll learn:

  • The value of using form handlers
  • Anatomy and technical components of an endpoint URL
  • Basics of an http POST and query strings
  • Best practices for working with Pardot form handlers

Presenter: Brandon Walton

Here At Last: Pardot Conditional Completion Actions | 2:25 – 2:50 p.m. ET

Conditional Completion Actions was much-awaited for in the Pardot community and was only just released this year. Join us to get tips and tricks to maximize the new Marketing Cloud Account Engagement (Pardot) Conditional Completion Actions feature that’s sure to be a time saver for Pardot admins everywhere.

We’ll cover:

  • Tips and gotchas to watch for
  • Helpful use cases
  • How users can maximize this brand-new feature

Presenter: Karla Vince

Day 2 – Thursday, Nov 3, 2022

Improve Accuracy and Compliance by Automating Campaign Management in Salesforce | 10:20- 10:45am ET

We’ve all been there. The creative use of campaign member status, inconsistent campaign names, campaigns that have been “In Progress” for years, and missing actual costs in campaigns. 

These common issues are not a problem for OwnBackup. Learn how they have automated the campaign management process using several cool tools (free) created by Sercante Labs and Salesforce Flow Builder. 

Presenter: Mike Morris

Double Trouble or Double Awesome? Embedding Dynamic Content within Dynamic Content | 10:50am – 11:15 a.m. ET

Marketers know how to leverage Marketing Cloud Account Engagement (Pardot) dynamic content features to add personalization to campaigns. But have you ever considered advanced use cases for Pardot dynamic content?

As an organization continues to advance, the need or potential need for double-dynamic content becomes a reality. That means, you may find yourself embedding dynamic content blocks within other dynamic content blocks. 

In this session, you’ll learn the pros and cons of using dynamic content within dynamic content. Then, you’ll uncover use cases for double dynamic content so it all makes sense and you can put it into action. 

Presenter: Dani Reeve

Identify Ideal Customers and Tune Pardot to Better Serve Them | 11:20 – 11:45 a.m. ET

All customers are equal, but some are more equal than others. If you agree with this and/or love Orwell quotes, then this session is for you. 

We will show you how you can create an Ideal customer profile to streamline your sales and marketing and target prospects that bring the most value to your business — today and in the future. Moreover, we will demonstrate how you can gear Marketing Cloud Account Engagement to give these customers a smooth experience and fast-track them through the funnel.

Presenter: Jaime López

How to Bring Pardot Capabilities into Salesforce Flow | 12:00 – 12:40 p.m. ET

The Marketing Cloud Account Engagement V5 API allows external systems to work with Pardot data. But, what if that “external system” is actually our Salesforce Sales Cloud instance? 

We have the Salesforce Connector to get things done between Pardot and Sales Cloud. And, thanks to the V5 API, we can extend that functionality by treating Sales Cloud as an external system.

This session will walk you through Flow Actions for Pardot, which is an app you can install in your org to get started with Salesforce flows for Pardot activities. You’ll leave with an understanding of how to install the app and use it to bring a range of Account Engagement (Pardot) capabilities into Salesforce Flow designer.

Presenter: Adam Erstelle, Mike Creuzer, and Jacob Catalano

Using Account Engagement (Pardot) Engagement Studio for Complex Lead Routing | 1:05 – 1:30 p.m. ET

Engagement Studio, which lives within Marketing Cloud Account Engagement (Pardot), is a powerful tool with seemingly endless use cases and customization possibilities. Did you know that you can even use Engagement Studio to create complex lead routing processes? 

We’ll walk you through a real-life example of an automation setup using Engagement Studio that takes the guesswork out of sorting through marketing leads. Learn how you can achieve a similar setup in your own Pardot instance that automatically sorts leads and identifies the hottest ones for sales to contact. 

We’ll show you how to handle complex lead routing in Engagement Studio including assigning ownership based on:

Customer data points

  • Customer engagement activity
  • Business criteria
  • And more

Presenter: Sarah Empson

Pardot External Actions: An Intro and How to Build Them | 1:35 – 2:15 p.m. ET

External Actions is a newer feature for Marketing Cloud Account Engagement (Pardot).

It’s a game-changer because it enables external callouts from within an Engagement Studio Program (ESP). For example, you can now do things from ESPs like sending an SMS text or registering someone for a webinar.

Come and learn more about the power of Pardot External Actions. This session covers:

  • An overview of use cases for the feature
  • How to build Pardot External Actions
  • How to package the actions you build

Presenter: Christopher Cornett

Understand and Protect Your System of Record | 2:20 –  2:45 p.m .ET

Behind every great technology is a system of record. Every. Single. One. 

Marketing Cloud Account Engagement (Pardot), webinar systems, data analytics systems, Sales Cloud. They all have a system of record.

There are lots of functions, and behind every system is a discreet database. This talk will focus on how to:

  • Determine your system of record
  • Communicate it across your stakeholders
  • Protect that database like your digital life depends on it — because it does.  

MH will discuss simple non-tech solutions and best practices gleaned from years on the DevOps side of the world.

Presenter: M.H. Lines

Day 3 – Friday, Nov 4, 2022

7 Tips to Bridge the Gap Between Sales and Marketing | 12:40- 1:05 p.m. ET

It’s time for sales teams and marketers to realize they’re all working toward common goals — to keep customers happy and smash revenue targets. And we all know that sales and marketing teams that work together do more with less and shine brightly in the customer’s eyes.

In this session, get 7 actionable insights to use when building relationships between sales and marketing teams through shared technology tools. You’ll learn how to make the best decisions for your tech stack and how to encourage open communication between the teams.

This presentation is especially valuable for companies currently implementing Marketing Cloud Account Engagement (Pardot), but it is also relevant for teams with existing implementations.

Presenter: Sharon Taylor

Pardot Business Units: Pros, Cons, and Gotchas | 12:45pm – 1:10 p.m. ET

We are all now getting used to working with Marketing Cloud Account Engagement (Pardot) business units, but most of the implementations we’re seeing are still one business unit. However, many companies are now looking at this as a “what if?” They’re asking questions like “shall we?” or “should we be looking at more than one business unit?” 

There are many pros and cons to making this decision, and we will walk through them and discuss. We also have a couple of shiny gotchas to look at and consider before making the leap to multiple Pardot business units.

Presenter: Tracy Keeling

Grab and Hold Those UTMS: Advanced Touchpoint Attribution Techniques | 1:15 – 1:40 p.m. ET

In the past, determining marketing attribution using UTMs with Marketing Cloud Account Engagement was limited to a same-page-same-visit form fill. What if you could hold those UTMs across multiple pages and even across multiple visits, until the visitor completes a form?  

This session lays out a process using a simple low-cost third-party tool that works on ANY website and enables tracking of UTMs across site pages. It even tracks visits between landing pages and your main site. The process works by capturing first- and last-touch UTMs in hidden fields on any Pardot form and on any page.

We will further explore the process of setting first- and last-touch UTM fields that flow through Salesforce from leads to opportunities. Ultimately, you’ll have the power to attribute newly acquired business to specific UTM campaigns.

Presenter: Bill Fetter

Using Einstein AI within Account Engagement | 1:45- 2:10 p.m. ET

It’s time to put Einstein to the test to feel the benefits of using data-driven insights to power your sales and marketing efforts. This session will help you understand how artificial intelligence (AI) tools can show you which prospects are most engaged and the campaigns that were most successful.

You’ll walk away with a better understanding of:

  • How the different Einstein features work within Marketing Cloud Account Engagement (Pardot)
  • The value of using these features
  • Best practices from Salesforce customers

Presenter: Jeffrey Stollenwerk

Houston, We Have A Problem: Avoiding Pardot Personalization SOS Scenarios | 2:50 – 3:30 p.m. ET

Marketing Cloud Account Engagement (Pardot) is full of features that can help you personalize different types of experiences within the tool. From Dynamic Content to Handlebars Merge Language to Snippets — these features lean on the strong connection between Salesforce and Pardot (data) to power these functions. What happens when the data fails you or these features don’t play along with one another?

Join us for this discussion and show and tell about personalization in Pardot. We will focus on key use cases where these features could fail AND how to prevent this from happening in the first case. 

You’ll understand concepts such as:

  • CRM User (Sender)
  • Handlebars Merge Language (HML) 
  • Dynamic Content and Snippet testing best practices 

This session is for any admin who deals with data and/or manages campaigns using Pardot.

Presenter: Marcos Duran

Get Ready for MarDreamin’ 2022

Register now for the leading 3-day virtual conference that’s all about marketing with Salesforce. 

There’s still time to sign up! Be sure to register now and share the registration link with your colleagues so they can watch the sessions too. Secure your favorite board room, grab some popcorn, and make a multi-day event with your entire marketing team. 

To get the most out of the MarDreamin’ and soak in all the knowledge, take a look at the 1 day pre-conference training workshops.

If you are a motivated marketer looking to take your skillset to the next level and get an edge over the competition, your all-access pass to the workshops are a must-have add-on to the main event. New this year — get access to our entire catalog of workshops for the price of one. We look forward to seeing you this year and we’re here to help if you have any questions.

Original article: The Pardot Admin’s Guide to MarDreamin’ 2022

©2022 The Spot. All Rights Reserved.

The post The Pardot Admin’s Guide to MarDreamin’ 2022 appeared first on The Spot.

By |2022-10-17T14:16:29+00:00October 17th, 2022|Categories: Community, Events|