Sales Cloud 101 for Pardot Marketers

As Marketing Cloud continues to grow and integrate more and more with Salesforce, the good old days of marketers working in silos within Marketing Cloud Account Engagement (Pardot) are long past due. Today, modern marketers are being asked to manage both the marketing operations and Salesforce, requiring a multifaceted skill set.

It can be difficult for marketers working in the trenches day in and day out to capture customer data, grow their audience, and prove a return on investment. With a full integration to Salesforce, those days are in the past, as we can now harness the power of Salesforce and combine that with Marketing Cloud, analytics tools, and third-party systems to create a full picture of all of your marketing efforts. 

In this blog, we will highlight all things Salesforce Sales Cloud from a marketer’s perspective, including data architecture, security, sales processes, reports, dashboards, and the integration between Salesforce and Pardot.

Let’s Get to Know Salesforce

Salesforce is one of the leading Client Relationship Management systems (CRM) worldwide. At its core, a CRM helps companies grow and manage their customer base, streamline day-to-day operations, and increase profitability organization-wide. Specifically, Salesforce serves as a glorified rolodex — providing a vast array of departments, including sales and marketing, a centralized view of your customer.

Note: We often refer to Salesforce Sales Cloud as simply “Salesforce.”

Data and Relationships 

Salesforce is built upon data models. Think of data models as a spreadsheet. Everything built within Salesforce is built within a spreadsheet. 

When you think of it in that way, it’s so much simpler when you first login and start navigating the CRM. Every object within Salesforce is its own spreadsheet, and within that spreadsheet there are Fields (columns), Records (rows), and Cells (specific field on a record).

Contacts (object)
First Name (field) Last Name (field) CRM ID (field)
David (specific field) Bowie (specific field) 000000001 (record)
Freddy (specific field) Mercury (specific field) 000000002 (record)
Stevie (specific field) Nicks (specific field) 000000003 (record)
Tina (specific field) Turner (specific field) 000000004 (record)

Standard and Custom Objects

There are two types of objects in Salesforce — Standard and Custom objects. Standard objects are the items provided out-of-the-box when you initially purchase Sales or Service Cloud. They contain standard fields as well, though custom fields can be created. Custom objects are created by a Salesforce Administrator to store data that is specific for your organization. These objects can include the standard fields as well as custom fields. 

The out-of-the-box objects included in Salesforce are:

  • Campaigns: A marketing initiative (the way to create a MQL)
  • Leads: Potential customers (generated MQL)
  • Contacts: People sales are negotiating with (SQL)
  • Accounts: Companies you do business with (customer)
  • Opportunities: In-progress deals (SOW)

Connecting Salesforce and Marketing Cloud Account Engagement (Pardot) 

While marketers prioritize their time within Pardot, the sales team is operating within Salesforce. By connecting the systems together, it allows the two teams to collaborate, by leveraging shared knowledge and resources via segmentation for marketing and messaging for Sales. 

So, how does it all work?

  • Website visitors are cookied by tracking code in Marketing Cloud Account Engagement (learn more about web tracking cookies in this blog post).
  • Visitors complete Forms or Form Handlers and are converted into Prospects
  • Prospects are nurtured by the marketing team and once they reach MQL status are assigned to Sales
  • Prospects assigned to Sales convert into a Lead record that feeds information back to Marketing
  • Once the Lead reaches the SQL status they are converted into a Contact and Account and an Opportunity is created
  • When opportunities are closed, revenue is attributed back to marketing and sales, and ROI is calculated

Let’s Build a Campaign

When marketers say “Campaign,” what they are really saying is the key initiative they are running to generate leads, create an upsell opportunity, or promote a company event. 

A marketing campaign is made up of a multitude of efforts that include:

  • Digital Ads
  • Social media
  • Emails
  • Search Engine Optimization (SEO)
  • Print Media
  • Radio/TV

Several of these efforts can be created within Pardot or connected through integrations, and they can be tracked both by marketing and sales by syncing the data back to Salesforce.

Salesforce Campaign vs. Pardot Campaign

We all know what a “Campaign” is, but there are other uses of this term within Pardot and Salesforce. Also, they have very different uses and properties. Let’s learn the differences! 

Pardot Campaigns populate sources within the platform and serve as thematic touchpoints that track first touch for Prospects. 

Salesforce Campaigns are used to track, manage, and report on all marketing collateral. 

Together, a Pardot Campaign captures first touch, and Salesforce Campaigns can capture ongoing touch points, showing a multi-touch attribution.

Salesforce Campaigns
  • One to many with leads/contacts
  • Can be linked to opportunities
  • Generally more specific than Pardot campaigns
    • Specific webinar vs. the category of webinars
  • Can be organized into hierarchies and categorized for reporting 
Pardot Campaigns
  • One to one with prospects
  • Every asset must be linked to a campaign
    • Email, landing page, form, file
  • Pardot campaign equals the first initiative that the prospect engaged with
  • Now labeled Source Campaign in Pardot
    • Not to be confused with Lead Source
  • Generally broader buckets
    • Events, social, webinars, etc.

Here’s a chart that compares the differences between Salesforce and Pardot campaigns:

Data Sync and Segmentation

It is important to note that Pardot syncs on an individual level, not a company level. Records sync directly to Leads, Contacts, and Person Accounts within Salesforce. They can read Accounts and Opportunities, but they must be related to a person object with an email address. However, any object that you sync to Pardot can be used for segmentation, as long as it is tied to a Lead, Contact, or Person Account record. 

You can learn more about Pardot sync behavior in this blog post.

This sync behavior becomes key in building a marketing campaign to know what you can and cannot segment your lists by, thus determining your target audience. Furthermore, the sync works both ways, allowing you to target a specific subset of Prospects based on specific data and then syncing those Prospects back to the Salesforce Campaign to track engagement.

Let’s Update the Sales Team

As marketers, we rely on the sales team to help us drive performance, segment data, and prove ROI as well as confirming marketing qualified leads. In turn, sales relies on us to see how our marketing engagements are impacting their Leads and Contacts so as not to overlap efforts. 

When working with each other, you will see improved growth across the organization. This is much easier to accomplish by connecting Pardot and Salesforce.

Learn more about building strong relationships with the people who manage your Sales Cloud instance in this blog post.

Lead Assignment

Pardot was built with the primary goal of warming Prospects in order to advance them to sales as a marketing qualified lead. This is done most often through Pardot’s Scoring and Grading features, which allows marketers to know when a Prospect is ready to be handed to Sales. 

Learn more about Pardot Scoring and Grading in this blog post.

Once Prospects are ready, Pardot has ways to automate lead assignment, such as Automation Rules or Completion Actions, to get that Prospect to the next level of the funnel.

Marketing Data in Salesforce

As marketers, we use data day in and day out to drive our decision making. Sales does the same, and we can arm them with additional data just as they do for us. 

With the Salesforce sync, there are now a series of available fields and buttons that can empower your sales team to make more strategic decisions and to help you run even more successful campaigns. The data points provided below can be easily referenced by working with your Salesforce Administrator to add them to the Page Layouts for Contacts, Leads, and Person Accounts.

Pardot Data in available in Salesforce:

  • Pardot Campaigns
  • Pardot Comments
  • Pardot Conversion Date
  • Pardot Conversion Object Name
  • Pardot Conversion Object Type
  • Pardot Created Date
  • Pardot First Activity
  • Pardot First Referrer
  • Pardot First Referrer Query
  • Pardot First Referrer Type
  • Pardot Grade
  • Pardot Hard Bounced
  • Pardot Last Activity
  • Pardot Last Scored At
  • Pardot Score
  • Pardot URL

In addition to sharing fields between Salesforce and Marketing Cloud Account Engagement, you will also have the capability to enable the sales team to be able to add Prospects to campaigns or lists within Pardot via “Add to Pardot List,” “Add to Campaign,” or “Add to Engagement Studio.”

Let’s Prove Your Marketing ROI

By enabling Connected Campaigns, you will also be able to view Engagement History metrics within Salesforce. All of your reporting data will be easily accessible and measurable through Salesforce reporting. Through Engagement History and Campaign Influence, we are empowering the marketing team with the full force of Sales Cloud to report on their end-to-end marketing efforts.

Learn more about Connected Campaigns in this blog post.

Reports & Dashboards

Through Engagement History, you will gain five custom report types:

  • Engagement Metrics on Campaigns: Provides data on all campaigns and all associated assets, including emails, links, forms, and landing pages produced within Pardot.
  • Engagement Metrics on Landing Pages: Provides data points pertaining to Landing Pages produced and operated from within Pardot.
  • Engagement Metrics on List Emails: Provides metrics specific to emails deployed out of Pardot, including Engagement Studio, list emails, autoresponders, and email templates.
  • Engagement Metrics on Marketing Forms: Measures the performance of Pardot Forms and Form Handlers that exist outside of the platform, such as on the company website.
  • Engagement on Marketing Links: Measures clicks and activity directly related to Custom Redirect links or files housed within Pardot.

These reports enable you to report on Leads and Contacts who are also Campaign Members to measure their marketing engagement, performance, and the overall success of marketing’s efforts.

You can learn more about how Salesforce handles Pardot marketing reporting in this blog post.

Salesforce Campaign Influence

Next, Salesforce offers Campaign Influence, which measures end-to-end performance and proof of ROI on all marketing efforts. Ultimately, it allows marketers to see the impact of your campaign on the closed/won opportunities. 

Within Salesforce, there are influence models set up that scan all active campaigns to identify campaign members who are also assigned a contact role on an opportunity. They also verify eligibility based on additional rule criteria that can be configured. There are currently two types of Campaign Influence – Campaign Influence 1.0 and Customizable Campaign Influence.

Here’s a comparison chart that shows the differences between the two types of Salesforce Campaign Influence models.

Feature Campaign Influence 1.0 Customizable Campaign Influence
Available in Salesforce Classic X X
Available in Lightning Experience X
Primary Campaign Source Model X X
Auto-association with opportunities X X
Multiple Attribution Models X
Flexible Influence Attribution X
Locked Models X
API Access X

Through these data-driven models, Salesforce uses artificial intelligence to look at engagement patterns that led to conversion and tailors attribution credit based upon Campaign Influence Eligibility Limits and Auto-Association Rules. By setting eligibility limits, you are controlling how long a campaign is considered influential. This is determined by comparing the date that a contact was first associated with the campaign and the date that the opportunity was created. 

In general, you want to double your average sales cycle. For the Auto-Association Rules, you are applying specific criteria to limit the types of campaigns that are considered influential.

When combined together, Campaign Influence and Engagement History give marketers worldwide insights into their campaign performance and allows for adjustments to be made or campaigns to be built upon to improve marketing effectiveness and to improve revenue company-wide.

Check out this blog post to watch a video that explains Campaign Influence in further detail.

Sales and Marketing Teams Work Better Together

By embracing these tips and tricks, the goal is for you to learn how to use Salesforce to drive alignment between your marketing efforts and the sales team to grow your business and prove your marketing ROI. 

The integration between Salesforce and Marketing Cloud Account Engagement (Pardot) plays a key role in growing your brand. It is our goal at Sercante to help you in this effort. To learn more about Salesforce and receive more in-depth training, we encourage you to register for one of our upcoming Salesforce Basics for Marketers online courses.

Original article: Sales Cloud 101 for Pardot Marketers

©2022 The Spot. All Rights Reserved.

The post Sales Cloud 101 for Pardot Marketers appeared first on The Spot.

By |2022-11-24T11:50:00+00:00November 24th, 2022|Categories: Getting Started, revive, Setup & Admin|

Marketing Cloud Personalization: 3 Use Cases and Implementation Tips

Salesforce Marketing Cloud Engagement has so many complex ways to create personalized experiences for the audiences the platform touches.

And if you haven’t gathered from the title, Salesforce Marketing Cloud Personalization (formerly Interaction Studio… RIP Interaction Studio) is a great way to level up your personalization game. This is for the pros who have long since mastered things like personalization strings, dynamic content, and even AMPscript in the platform.

However, as with many Marketing Cloud features, Marketing Cloud Personalization offers so much flexibility and configurability that it can be challenging to know just where and how to begin.  

Three Marketing Cloud Personalization Use Case Examples

Perhaps the best way to get started is to understand some industry-specific use cases for when Marketing Cloud Personalization web and mobile personalized campaigns can be strategically leveraged to create a customized, unified, and value-driven experience for your customers at every stage of the life cycle. 

Use Case #1: Serve targeted educational content for prospective customers in the finance industry

A financial advisory company knows that potential new customers frequently conduct more research in the earliest stages of the buying lifecycle. Fortunately, the company maintains a finance blog on their site that features thought leadership from their advisors for just this very purpose.

When a new customer first comes to the company’s site, they may see an assortment of featured blog posts on the home page. Some posts on mutual fund investments capture their interest, so they click into them. They may then use the navigation menu or site search to investigate further.

Tracking content engagement

Meanwhile, Marketing Cloud Personalization tracks their site activity, such as which blog posts and product pages they spend more time on. They use this information to build a  profile of customer preferences and affinities. Then, surface content in which the customer has indicated an interest using this customer profile information.

Showing profile-specific content

The next time the customer navigates to the home page or the blog landing page, they see featured posts on best tips to diversify their funds and an explainer of what investment objectives, risks, charges, and expenses they should be aware of when selecting a mutual fund. The customer clicks into the posts and successfully becomes further engaged with the company’s website.

Use Case #2: Enrich a student’s higher education on-campus experience.

With tuition more expensive than ever and the pool of college students ever shrinking, a regional college knows that one of the strongest differentiators they can offer their students is a rewarding college experience that isn’t just confined to the classroom.

Showing targeted reminders in the college online portal

When a student subscribes to a college campus group’s mailing list, Marketing Cloud Personalization tracks that activity. The tool displays reminders of upcoming meetings hosted by that group on the home page of the student’s online portal account. 

And, Marketing Cloud Personalization highlights a promotion for an upcoming lecture hosted by a notable product designer when the student browses the college’s events calendar. That’s because the system knows the student once took an elective on product design.

After class, the student stops by a local art gallery that features art from fellow college students. Marketing Cloud Personalization notes the geolocation and time spent within the store. It uses that information to display a 15% discount code for the gallery in an infobar banner ad within the college’s mobile app. The student also sees an ad for the store when they get the monthly campus newsletter they subscribed to.

Enhancing the overall student experience

By being served content that is tailored to the student’s own personal and educational interests, the student is more connected with their campus and, as a result, their satisfaction with their college experience increases.

Use Case #3: Onboard new app users with well-timed contextual tips and cross-sell to existing customers in the same place, at the same time.

New users logging into a company’s app for the first time may need initial guidance on how to use the app to encourage adoption. But there also needs to be a balance between providing timely instruction and not being obstructive. 

Marketing Cloud Personalization first designates which users are logging into their accounts for the first time and those who have already been using the app extensively into two audiences.

Automate first-time user adoption

When a first-time user logs onto the app, they receive a pop-up window offering them a brief tutorial on how to use the app, with the option to entirely skip or end the tutorial at any time. The tutorial displays step-by-step contextual pop-ups at different places on the screen to demonstrate the app’s functionality and features. The tutorial finishes by pointing out to the user where they can access the support center for future assistance. If the user skipped the tutorial or exited out of it early, Marketing Cloud Personalization can note this.

Ensure continued use over time

Marketing Cloud Personalization can then monitor these new users for a defined period of time to evaluate whether they are using the app, and place them on a journey within Journey Builder to issue reminders and feature highlights. Once a user becomes comfortable in using the app, they can be moved from the first-time user audience and into other segments for further targeted marketing.

Create deeper connections over time

For the audience of existing users, Marketing Cloud Personalization can display inline banner promotions for other products they may be interested in or useful tips on how to use the product that they bought based on their actions, how long they’ve been a customer, and their personal attributes, all within the app, on the company website, and in marketing emails and text messages.

While targeting two different audience segments, Marketing Cloud Personalization can display content not only based on customer activity, but also at strategic moments and through different statuses, such as whether they’re a first-time user or not. Customers, in turn, not only receive personalized content, but content that is served to them at the time they would benefit from it the most.

Three Things to Prepare Before SFMC Personalization Implementation

The above examples are hardly an exhaustive list of all the ways in which companies can engage potential, new, and existing customers with Marketing Cloud Personalization. But no matter the industry or use case, there are also three things you should do to set your company up for success long before you implement.

Step 1. Align Internal Teams

You need to align your internal teams. The lift for setting up Marketing Cloud Personalization is quite a bit heavier than many of Marketing Cloud’s other tools. Depending on your business needs, the tool will require more resources of varying specializations. 

  • You’ll need web development resources for deploying the necessary code to your website and apps (and the more frequently your site changes, the greater the demand on your web development team). 
  • Your marketing and graphic design teams will need to create all the variations of content and assets that could be displayed to your audiences. 
  • It is also highly recommended that you invest in UX Design resources as well, because…

Step 2. Know Your Audience

You need to know your customers. Not only should you identify all potential customer personas, but you should also map the journeys each persona could have across your website or app, whether it’s a first-time visitor browsing your site or a long-standing customer who wants to change the billing information associated with their account. 

Identify customer interaction points

This process involves identifying every point of customer interaction, including areas where your customer is likely to experience frustration and reward (there’s a reason, after all, that Marketing Cloud Personalization is called a Real-Time Interaction Management platform). 

A good UX designer will conduct research and testing to accurately paint a full picture of how customers use your website or app. From there, you will be able to create a strategy for how Marketing Cloud Personalization will display the right messages in the right ways at the right time to deliver the highest value for your customers.

Step 3. Create Content Beforehand

You must frontload your content. Of course, with all that pre-planning and journey mapping means you’ll actually have to create the content you’ll be using for every personalized path your strategy involves. 

Determine content categories and tags

You will also need to make sure your content is properly categorized and tagged for the audiences and customer interaction points with which they’ll be associated, and this is even more crucial. 

For example, you want to feature other recommended products (let’s say, a moisture-resistant jacket, water bottle, and thermal socks) that are related to the product that a customer is viewing on your website (hiking boots). 

You’ll need to decide on the content tags that determine what other related products to display (hiking, moisture resistance, outdoors) and for what type of audience segment attributes (new and returning customers, hikers, outdoor enthusiasts, beginner to intermediate experience, ages 20-45).

Completing Marketing Cloud Personalization implementation pre-work is totally worth it

While the amount of pre-work required to leverage Marketing Cloud Personalization can seem daunting all on its own, it’s important to remember that a hyper-personalization system requires a hyper-detailed amount of content to feed into it. 

And all that work is likely to pay significant dividends in the end. According to a McKinsey & Company report, over three-quarters of consumers report that personalized communications are a key factor in brand considerations and increase the likelihood of repurchase. 

When implemented (and maintained) correctly with the right personalization strategy in place, Marketing Cloud Personalization can give your company a powerful tool to sharpen your communications and truly engage with the full breadth and depth of your customers.

Ready to learn more about Marketing Cloud?

Sign up for our six-week virtual Salesforce Marketing Cloud Admin Bootcamp.

More Resources on Marketing Cloud Personalization:

Original article: Marketing Cloud Personalization: 3 Use Cases and Implementation Tips

©2022 The Spot. All Rights Reserved.

The post Marketing Cloud Personalization: 3 Use Cases and Implementation Tips appeared first on The Spot.

By |2022-11-23T19:27:00+00:00November 23rd, 2022|Categories: Getting Started, revive, Setup & Admin|

Salesforce Marketing Cloud Basics: Connect with Potential Customers

It’s a Salesforce Marketing Cloud basics 3-parter, y’all. In this three-part series, we’ll uncover the fundamental skills you should master when you’re getting started with Salesforce Marketing Cloud Engagement (SFMC). 

You’ll learn how SFMC allows you to easily connect with potential customers, nurture their interests, and convert that interest into sales. In Part 1, we review all the ways SFMC can help you connect with potential customers.

Connect with Potential Customers via SFMC

The word ‘connect’ can mean different things to different people. There’s connecting from a business lens perspective, which is where we’re making connections with prospects on different channels as well as connecting those various channels for a customer across a user journey, like Journey Builder from a platform perspective.

Connecting From a Business Lens

When we think about it from a pure business lens, Salesforce Marketing Cloud Engagement allows us to connect with existing customers but can also help make a connection with prospective customers and leads via form capture. 


Lead acquisition and generation is a top initiative for all marketers and a critical component of the Engagement platform. Over the years, the lead capture functionality has really evolved and is now pretty easy for a non-technical person to implement. 

There are two main features of SFMC for lead acquisition and capture: 

  • Lead Capture
  • Smart Capture

Lead Capture

Lead Capture is actually an app, available on the Salesforce AppExchange (click here to view the listing).

The app is free to use. It enables you to collect leads from Facebook and Google and have them enter directly into Engagement. 

This lead capture app and functionality allows you to collect lead data from your paid ads, which is awesome by itself. But more importantly, you’re able to capture first-party data, which is the future when a cookieless world finally arrives. This first-party data in turn can be used to help nurture your prospects and drive transactions. 

Lastly, highlights of the app include: 

  • Capture is real-time via a secure connection (not like we would expect anything less)
  • Leads captured can get added directly to a lead nurture journey and therefore can create more targeted intent-based content
  • You can do both via a simple and intuitive user flow

Smart Capture

Smart Capture is another tool, this one native in Email Studio, that you can use to create lead capture forms that you can then include on your landing pages. 

When a lead completes the form on the landing page and clicks the Submit button, the Smart Capture form automatically adds the information to a subscriber list, data extension, or outside data source such as an integrated CRM system like Sales Cloud. Smart Capture forms are super easy to use within a much better UI, unlike the previous form functionality.

 Some common use cases for Smart Capture forms include:

  • Generate leads from people who sign up to receive a newsletter or attend an event.
  • Create tasks in Salesforce to follow up with leads.
  • Send automated emails to people who complete the form.
  • Send email messages through Salesforce CRM.

Connecting from a Channel Perspective

When we think of the concept of Connect from a channel perspective, Salesforce Marketing Cloud allows us to connect with prospects and customers through a variety of channels. 

These channels include: 

And while with Engagement you have access to all these channels, email still remains the workhorse. 

Email

I’d like to focus on an underutilized feature of Email Studio that can help you better connect with prospects and clients: Interactive Email Content Block as well as Mobile Studio.

Interactive Email Content Block

If you are a long-time user of the system or industry, you will remember that this tool was an acquisition — formally known as Rebelmail. But, I digress. 

The Interactive Email Form block in Marketing Cloud Content Builder allows marketers to receive subscriber information like profile data, product reviews, and sales leads directly from an embedded form in an email. Allowing subscribers to submit forms without ever leaving their inbox helps increase customer engagement and gives marketers more data to use for segmentation.

There are several templates available to solve these use cases: 

  • The Empty Form Template allows you to start from scratch and create any type of form you want.
  • The Reviews Template allows subscribers to complete product reviews or other feedback surveys.
  • The Progressive Profile Template collects or updates subscriber preferences and demographic data, such as name, birthday, product preferences, and interests.
  • The Case Form Template allows subscribers to create or update a support case via Journey builder. 
  • And finally, the Lead Form Template captures or updates subscriber information from your leads.

Yes, I’ll say it again — users can respond to forms, reviews, and update cases right from their inbox!

Mobile Studio

And yes, while Email is the bread and butter of SFMC Engagement, Mobile Studio is another great way to connect with your customers and prospects. 

So, what do we mean by Mobile Studio? Well, at first thought most people automatically think Mobile Studio equals SMS. But, that’s really not true. (I, too, am guilty of using both these terms synonymously!) 

There are three main offerings under this studio: 

  • MobileConnect
  • MobilePush
  • GroupConnect

MobileConnect is where you can create, send and receive and track SMS and MMS text messages (this is what comes to mind for most folks). Typically these messages are transactional in nature to alert subscribers as well as allow marketers to automatically respond to incoming messages based on established keywords.

MobilePush as the name suggests allows you to send notifications to encourage the use of your app. A few examples to consider based upon industry include:

  • Flash sale from your favorite retailer that has an app to make purchasing on mobile a breeze
  • A strategically sent time of day message before dinner time from your favorite food delivery app provider
  • Time-based notification 24 hours before your flight letting you know you can check in on your airline carrier of choice
  • Proximity-based notification using beacon technology for in-store coupons at your local nationwide pharmacy

GroupConnect allows you to send messages via the LINE messaging app and Facebook Messenger via messaging API. (this offering is not as widely used as the others, but is still valuable — especially for those based in Asia – history of LINE)

(There’s also WhatsApp Chat Messaging. But that’s not truly considered part of Mobile Studio and is positioned as more of an add-on to Marketing Cloud.)

Connecting from a Platform Perspective

 And finally, from a platform perspective, through Salesforce Marketing Cloud Engagement, specifically Journey Builder you can connect all your communications across varying channels to reach customers with the right message at the right time.

Journey Builder 101

Journey Builder is a campaign planning tool in SFMC Engagement that allows you to design and automate campaigns that guide customers through their journey with your brand. You can begin with a blank canvas or an existing template and select various activities based on how you want to communicate with your audience. These activities can range from types of messages (by channel), decisions, updates, or a combination of these elements and are grouped in the builder panel as the following categories:

  • Messages
  • Advertising
  • Flow Control
  • Customer Updates
  • Sales & Service Cloud 
  • Custom

The possibilities of journeys you can create are quite endless. 

Journey Builder – Marketing Cloud – 8 November 2022 – Watch Video

Messages

Messages supported in Journey Builder include email, SMS, LINE message, push notifications, inbox message, in-app message, as well as WhatsApp. 

If you’re just getting started, we recommend starting simple with email. When you drag and drop the email message activity you will notice it is grayed out — this is because you need to finish configuring this activity. You have the option to select an existing email (we recommend this), or you can create from within Journey Builder from scratch. 

You’ll also notice you can update the name of the email or really any activity by hovering over the text and clicking the pencil icon.

Advertising

There are currently only two activities under the Advertising section:

  • Ad Audience
  • Campaign

Ad Audience allows you to create an advertising Audience for any activated channel (Pinterest, Facebook, and so on) in Journey Builder. A common use case would be for targeting new customers who haven’t engaged with an email — perhaps a paid ad will be better suited for driving engagement. Don’t forget, you’ll need to navigate to the activated channel for further targeting and to complete the ad campaign setup.

Whereas the Ad Campaign activity will allow you to create a Facebook Ad Campaign directly in Journey Builder. This can be helpful if you have a new simple Facebook campaign you want to test out or one that isn’t already set up. 

You configure the creative elements of your advertisement and set campaign specifications, including total and daily advertising spend settings, within Journey Builder. You can also set a Retention Period for campaign members to prevent oversaturating their social media feeds with your advertisement.

When you activate the journey, it creates an advertising campaign, too. As the journey continues, customers populate the advertising campaign and see your advertisement.

Two important things to call out: 

  1. Customers who exit journeys aren’t automatically removed from that Advertising Audience, so it’s important to add in a suppression step to avoid retargeting the same customers. 
  1. You can edit the campaign outside of Journey Builder, but not all changes will be reflected in that running journey.

These activities allow marketing teams to easily build cross-channel journeys that extend the reach of email campaigns.

Flow Control

Flow Control activities are by far the most numerous — with 15 to be exact options for ‘controlling’ the flow of your journey from splits and joins to wait by/until how your journey flows is up to the marketer’s discretion!

But builders beware, Salesforce Flows can get quite complex if you’re not careful. Thankfully the Validate function, which didn’t always exist, helps identify when you’re missing a Join or have a ‘dead end path of sorts’ occurring.

Typically for those just starting out, Decision Split and Engagement Split are good ones to include in your journey. 

Did you know that using an Engagement Split to resend an email with an updated subject link to those that didn’t Open can result in tremendous payoff and engagement lift? 
Check out these stats:
  • 54.7% increase in the overall email reach
  • CTR is 51.1% greater than your first email
  • An email (with a different subject line) resent a week later has 30% more openings
  • Additional email open rates of 11%

Source: https://encharge.io/resending-emails-for-better-results/

To learn more about other flow actions stay tuned for Part 2 of 3 of this Series: Nurturing your Prospects & Customers

Customer Update

Customer Update Activities include:

  • Salesforce Personalization Activity
  • Update Contact

The Salesforce Personalization Activity will only appear for those customers that have purchased Personalization (formerly known as Interaction Studio). This activity allows you to pass data from Journey Builder to Marketing Cloud Personalization during the course of a customer journey. You can include custom action names that indicate the journey or journey step. After you share the data with Personalization, you can use it to personalize the experience your customers have with your website or mobile app based on recent journey interactions. 

This integration allows you to tie all your customers’ experiences together — from the website as mentioned to calling your call center, or entering a loyalty number on point of sales. 

A few use cases to consider are: 

  1. A retail customer recently purchased a snow jacket for the upcoming winter season. The Personalization activity could suggest matching a hat and gloves to complete the look based on the color and age/gender category of the snow jacket purchased. 
  2. A banking customer applies for a home mortgage. The personalization activity could suggest a credit card with 0% interest for 12 months to help with the moving expenses associated with a new home purchase.

Update Contact, as it sounds, allows you to update a contact to a specific attribute of a selected data extension. 

Some common use cases for use of this function in a journey include: 

  1. Updating Customer Tier based upon a previous activity or perhaps based upon the length of time as a customer. For example, as an airline loyalty customer — after reaching x miles you update their status to ‘gold’.
  2. Updating the date field using current time to timestamp for the most recent visit to a doctor’s offer perhaps so you can remind them of the next visit.

Lastly, Sales & Service Cloud activities require integration with Sales and/or Service Clouds to be able to leverage. Here’s a quick rundown of what each specific activity entails: 

Activity Details
Account Create a New Record or Find and Update using a Salesforce look-up field whose data matches a Marketing Cloud attribute to identify the correct record to update. If you have a Person Account, you can create or update both Business and Person Account activities.
Campaign Member Add a new or existing contact or lead to an existing campaign in Salesforce and optionally set their activity and status as you see fit. Use this activity to track important moments of engagement throughout the journey.
Case Create a case and associate it to the Sales and Service Cloud contact that matches the Marketing Cloud contact’s ID. Or create a Sales and Service Cloud contact to associate to an existing case.
Contact Create or update a contact from Sales or Service Cloud using Sales or Service Cloud data brought into a journey or Marketing Cloud contact data.
Convert Lead Convert qualified leads from the Sales and Service Cloud into a contact or account. This activity schedules important actions, such as assigning a lead owner, creating an opportunity or task, and changing the lead’s conversion status.
Lead Just like contact, except for Lead object – Create or update a lead from Sales or Service Cloud
Object Activity Use this activity to create or update a standard Salesforce object record, such as a lead or task, or a custom object record.
Opportunity Creates an opportunity record in Sales and Service Cloud. Use Marketing Cloud contact attributes to populate the fields in the opportunity record, or populate each record with a fixed value.
Task Create a task in Sales and Service Cloud for each Marketing Cloud contact that reaches this activity based upon their assigned sales or service rep.

Common use cases include: 

  • Create a lead when a Marketing Cloud contact enters a journey.
  • Update a lead based on engagement within a journey.
  • Create a CRM contact record when a Marketing Cloud contact reaches the activity.
  • Update a CRM contact record with Marketing Cloud contact data.
  • Update a custom object based on engagement within a journey.
  • Create a task when another object, such as a lead or contact, enters a journey.
  • Associate a case or task to an account.
  • Update a task based on a contact or lead’s response in a journey.
  • Update a person or business account.

Summary

As you can see, Marketing Cloud allows marketers to connect with potential customers in many different ways — from acquisition and driving engagement on various channels to uniting communications across a customer journey. My hope is your one takeaway is: it’s a pretty powerful tool that can meet the unique needs of any organization, regardless of size, vertical, or industry.

To keep it going, check out this quick reference that explains the basics things to know about each tool within SFMC Engagement.

Next up…

Part 2 of 3: Nurturing your Prospects and Customers. While you’ve got a sneak peek of what Journey Builder can do from our 101 section, we’ll discuss more of the how-tos: from concept to execution.

Original article: Salesforce Marketing Cloud Basics: Connect with Potential Customers

©2022 The Spot. All Rights Reserved.

The post Salesforce Marketing Cloud Basics: Connect with Potential Customers appeared first on The Spot.

By |2022-11-04T14:57:00+00:00November 4th, 2022|Categories: Getting Started, Marketing Cloud, Salesforce Marketing Cloud, SFMC|

How to Seamlessly Migrate Emails to a Salesforce Marketing Automation Program

Looking for an easier way to migrate email templates as you prepare to move into a Salesforce marketing automation platform (MAP) from a legacy system?

You’ve already decided to migrate to a Salesforce Marketing Cloud Engagement or Marketing Cloud Account Engagement (Pardot). It took countless hours of analysis and planning — involving practically everyone on your marketing team — to get to this point. And it’ll take months more to get it done.

You explored and evaluated several MAPs and selected the ideal one from Salesforce. It’s one that can deliver incredible value for your organization. And it’s the most intelligent decision you could have made.

Or have you?

If your MAP migration happens without a Stensul™ email creation platform added simultaneously to your marketing automation technology stack, this critical initiative will take more time and money than even your sharpest projections suggest.

Here’s how an email creation platform makes migration to a Salesforce MAP faster and more cost effective.

Eliminate the need to recheck or recreate all of your email templates

A Stensul email creation platform lets you reuse your templates regardless of which MAP or email service provider (ESP) you’ve been using. This lets you avoid the cost of paying developers to do that work. 

With Stensul, the chance for code to break during the recreation process is zero.

Decrease dependence on external resources for email creation

Because the Stensul email creation platform lets non-technical people create quality, on-brand emails, there’s no need to outsource email creation to an external agency.

If you opt not to handle any email creation, you can still leverage an agency, having them create emails in Stensul in a fraction of the time. With fewer billable hours applied to email creation, you can use the agency for other services — like strategy development.

Even if the agency is miles away from your marketing operation, Stensul gives you visibility into the entire process, at every step for real-time collaboration and instant feedback.

Reduce email creation training time and cost drastically

When your team is exposed to new software and faced with a new, complex system, like a MAP, there’s typically training involved. And lots of it at a hefty cost. 

Let’s say the hourly cost rate of a marketer who handles email creation is $100. It generally takes 10 hours to get them comfortable building emails in a new MAP. That’s a minimum of $1,000 per team member. 

Now multiply that across your entire team. It will add up fast. 

Beyond that, there are inevitable glitches and fumbles when using a new MAP to create emails. When that happens, it’s a bottleneck that causes everything associated with the MAP to grind to a halt. And that’s an additional cost of consequence.

Cut time in half when migrating email to a new MAP 

It takes half the time to get marketers up to speed using a new MAP — regardless of brand — when using an email creation platform like Stensul. Consider that most email migrations take two to three months to get set up in a new MAP when Stensul isn’t in place. That makes your return on your investment in the new Salesforce MAP take that much longer, and it will cost more.

If you’re looking to move to a new MAP, like Salesforce Marketing Cloud or Pardot, then consider incorporating a Stensul email creation platform into the process. It will simplify, speed up, and save costs associated with the migration process. What’s more, is it will make email creation far more efficient.  Get your copy of “An Introduction to Email Creation Platforms” to learn more.

Original article: How to Seamlessly Migrate Emails to a Salesforce Marketing Automation Program

©2022 The Spot. All Rights Reserved.

The post How to Seamlessly Migrate Emails to a Salesforce Marketing Automation Program appeared first on The Spot.

By |2022-10-28T13:36:00+00:00October 28th, 2022|Categories: Emails & Templates, Getting Started, Setup & Admin|

An Easy Guide to Salesforce Engage for Pardot Admins

Salesforce Engage is awesome because it lets marketing teams share content with sales teams. Sales reps can use marketing-approved email templates to contact prospects at the right moment and track the effectiveness of the messages in Salesforce.

In a nutshell, Salesforce Engage allows marketing teams to keep things consistent across divisions. And sales teams deliver powerful content while gaining insights into their hottest prospects. Then, they can magically reach out at the perfect time.

In this blog post, we’ll show you all the things Pardot admin users will want to know about Salesforce Engage and steps to getting sales users started.

Getting Started with Salesforce Engage

So you’ve bought Salesforce Engage licenses, and your sales team is basically begging for access. 

(And if they’re not begging for access, here are tips from Celine Newsome to get them more excited about Salesforce Engage.)

Well, let’s get into it! 

Before we get started, there are some considerations to keep in mind. 

  1. You must have a verified Salesforce-Pardot connection.
  2. Salesforce Engage isn’t supported in sandbox.
  3. Do not add legacy Custom Permissions for Pardot to your Salesforce profiles.
  4. Salesforce Engage users must also be Pardot users.

Click here to check out the official Salesforce Engage implementation guide.

Provisioning Access to Salesforce Engage

Giving users access to Engage is simple. We’ll give access through permission sets, update page layouts, and configure sending settings in Marketing Cloud Account Engagement (Pardot). 

1. Give your users the correct permission sets.

We can assign Engage to users in bulk. First we’ll search the app launcher for Salesforce Engage License Assignment.

App Launcher

We can select users with the CRM User, Sales Cloud User, or Service Cloud User permission set to assign the Salesforce Engage permission set license. Click “Add License(s)” when all users have been selected. 

user permissions

Optional: Users can also attach files to Engage email templates. To unlock this feature, enable Public Links and Set Up Content Deliveries

2. Customize your page layouts.

There are several buttons that we can add to page layouts to give users access to send Engage emails straight from a List View of the record itself. 

The buttons I recommend using are:

  • Send Engage Email
  • Add to Nurture List

Let’s navigate to Settings and Object Manager. In this example, we’re going to work from the Leads object. These buttons should be added to both Leads and Contacts.

Object Manager

From the Leads page, we will click on Page Layouts. Update all page layouts that your team will send Engage emails from.

Select Mobile & Lightning Actions. Drag the two buttons onto the page layout.

Page Layouts

The record page will look similar to the image below.

Send engage email

We can also add these buttons to the Search Layout. Doing this will allow users to send Engage Campaigns or 1-to-many emails in Engage. Back on the Leads object in Object Manager, select Search Layouts. Scroll to Custom Button, and select Send Engage Email. Move this to the Selected Buttons table, and click Save.

object manager

Next click on List View Button Layout in the left-hand navigation bar. Click to edit the buttons displayed.

list view button layout

Select or deselect all of the standard buttons you would like to display. Move the Send Engage Email button from Available to Selected. Click Save.

object manager

The List View will look something like this.

List view

Now any Salesforce Engage users can send Engage emails from individual records or from a list view.

3. Maintain Salesforce Engage in Pardot

Our job as admins doesn’t stop at providing access. There are also some maintenance tasks we need to follow in Pardot. 

In Pardot Settings, we can manage how many Engage email sends per user can be sent each day as well as how to manage unsubscribes. Click Edit and scroll down to Salesforce Engage. These are the options you will see.

Engage settings

The Engage Campaign Limit is set at 200 by default. This could be any number from 0 to 500. Keep in mind, this is the limit per Engage user and not for all Engage users.

If you are using the Lightning Email Builder in Pardot, you can enable those templates to be used in Engage as well. Setting a default template for Engage emails is highly recommended. This will provide a template for users who do not select one when prompted. 

More Pardot Maintenance Tips for Engage

It’s important to keep your email templates well organized in Pardot. Your Pardot organization will reflect in the Engage interface. 

One key detail to remember is that any email template published as a 1-to-1 template can be sent through Engage — even if you didn’t want it to be sent. Complete a regular template review to make sure only approved content is available for our Engage users to access. 

One last organization tip is to create a folder structure for the Engage templates that works well for Engage users. They will see the folders templates are placed in, and it’s best practice to make them end-user friendly. 

Note: Ever accidentally build a list email that you need as a template for Salesforce Engage? Here’s an easy solution for that dilemma from Joanna Rotter.

4. Measure adoption and template performance.

 The last step to ensure a successful implementation is reporting. Salesforce Engage has individual reporting for each user and the emails they have sent. Salesforce also offers Engage Team Reports. This is a free managed package that allows users to view Engage performance as a whole based on role hierarchy. 

Download Engage Team Reports here.

Salesforce Engage Implementation Complete!

These steps take you through the Engage implementation as a Salesforce/Pardot admin. Once you’ve completed the setup, you’re ready to get going with training and onboarding. 
Let us know how you did in the comments section. Or drop us a line if you need help!

Original article: An Easy Guide to Salesforce Engage for Pardot Admins

©2022 The Spot. All Rights Reserved.

The post An Easy Guide to Salesforce Engage for Pardot Admins appeared first on The Spot.

By |2022-09-06T17:27:00+00:00September 6th, 2022|Categories: Emails & Templates, Getting Started, revive, Setup & Admin|

Sync Error Workaround: Dynamic Dependent Picklist Fields and Pardot Forms

An issue faced by many marketers using Marketing Cloud Account Engagement (Pardot) is how to find a workaround for dynamic dependent picklist fields and Pardot forms that will reduce sync errors in Salesforce. Specifically, Pardot admins are often looking for ways to collect and sync values from Pardot forms and form handlers to Salesforce restricted picklist fields. 

Out of the box, Pardot’s handling of dependencies between fields is virtually non-existent. This leads to sync errors when values passed from Pardot cannot be accepted by Salesforce. 

The workaround described below aims to mirror the dependencies between dynamic picklist fields so that values can be passed cleanly to Salesforce without error.

The Challenge: Syncing Dynamic Dependent Picklist Values

Using dynamic dependent picklists in Pardot is a great way to cut down on otherwise lengthy lists of values from which your audience can choose. Here’s an article from Marcos Duran that describes how to set up this use case for dynamic dependent picklists. So how do you sync this data to Salesforce CRM?

Example: Country and State Global Picklists

One very common example of this type of dependency is found between the Country and State global picklists in Salesforce. For example, a country of the United States may only accept values matching one of 52 allowable states, while the country of Canada may only accept one of 13 provinces or territories. 

If a Pardot prospect has a country of Canada and a state other than one of those 13 allowable values, a sync error will result — even if the state value matches one of the 52 allowable U.S. states.

Example: Dependencies Between Custom Salesforce Fields

Another common example involves dependencies between custom Salesforce fields. For example, dependencies can exist for product lines and SKU. 

In this example, a candy company might sell products that fall into one of 3 product lines: 

  1. Chocolates
  2. Hard Candies
  3. Gummies

Within the Chocolates product line, available SKUs include chocolate bars, truffles, and hot chocolate. Each SKU can belong to only one product line — in other words, a chocolate bar can only belong to the chocolate product line, and cannot qualify as a hard candy or gummy. 

Requirements for Setting Up Dynamic Dependent Picklists in Pardot

For the purposes of this blog, I will focus on the candy company’s use case, described above. The below solution assumes that a prospect can only belong to one Product Line at a time and that a prospect cannot be interested in multiple SKUs within that Product Line simultaneously.

Salesforce Dependencies

The candy company’s Salesforce org utilizes two restricted picklist fields:

  • Product Line (Product_Line__c)
    • Data type: Picklist
    • Values: Chocolates, Hard Candies, Gummies
  • SKU (SKU__c)
    • Data type: Picklist – dependent on value selected on Product Line field
    • Values: Chocolate Bar, Truffle, Hot Chocolate, Lollipop, Candy Apple, Mints, Gummy Bears, Gummy Worms, Wine Gums

A dependency has been set on the “Product Line” field to control which “SKU” values can be accepted under each Product Line: 

An excel document showing how to edit a field dependency in Salesforce using an example of a list of products in two columns.

Pardot Dropdown Form Fields

The candy company’s marketing team is using a Pardot form to collect new leads. That form collects both “Product Line” and “SKU” values:

An image of a product line drop down field with a check mark selected.
A SKU dropdown field showing a list of candy products and a check mark symbol.

Because the prospect fields in Pardot are not dependent on one another, a prospect is able to select any SKU value regardless of the Product Line selected. This is resulting in sync errors when a newly generated prospect tries to sync from Pardot to Salesforce with a SKU value that does not align with their selected Product Line.

The Solution: Custom Fields + Dependent Fields + Engagement Studio Program

To help the candy company solve their data syncing woes, we will use a combination of tools available within Pardot. We will create custom Pardot prospect fields, dependent fields on the Pardot form, and an Engagement Studio program to translate values from one Pardot field to another. 

The entire solution should take less than 2 hours to implement.

STEP 1: Create new custom prospect fields in Pardot

Create a new custom prospect field for each of the three “SKU” value subsets. These will be Pardot-only fields and should NOT sync to Salesforce:

  1. SKU1_Chocolates
    • Data type: Dropdown
    • Values: Chocolate Bar, Truffle, Hot Chocolate
  2. SKU2_Hard Candies
    • Data type: Dropdown
    • Values: Lollipop, Candy Apple, Mints
  3. SKU3_Gummies
    • Data type: Dropdown
    • Values: Gummy Bears, Gummy Worms, Wine Gums

STEP 2: Update your Pardot form to include the above fields

  1. Edit the existing “Product Line” field on your Pardot form to display dependent fields based on the criteria shown below. 

During this step, you can allow Pardot to automatically create the 3 dependent fields by following the prompts provided:

An image of a dependent field in Pardot.
  1. Edit each of the 3 new “SKU#” dependent fields to display as dropdowns and load in your pre-defined SKU values by clicking the “Load Default Data” button.
  2. Add a completion action to your form to add prospects to a static list on form submission.

    NOTE: You will need to create the static list before completing this step.

  3. Save your new form — and voila! The new dependent “SKU#” fields will now appear or disappear based on the “Product Line” value selected.
A candy company dropdown form showing a SKU2 Hard candies drop down with a selection of candies and a check mark.

STEP 3: Create an Engagement Studio program

  1. Create a new Pardot Engagement Studio Program. This program will translate the SKU# values collected via your Pardot form into the SKU values that will sync to Salesforce.
  2. Edit the program’s “Start” step – add the static recipient list referenced in Step 2 as your “Recipient List.”
  3. Add a “Rule” step to check for each of the available SKU# values, as below.

    Note: based on the candy company’s defined requirements, you will need a total of 9 Rule steps:

    • “SKU1_Chocolates” is Chocolate bar, or
    • “SKU1_Chocolates” is Truffle, or
    • “SKU1_Chocolates” is Hot Chocolate, or
    • “SKU2_Hard Candies” is Lollipop, or
    • Etc…
  4. On the YES branch beneath each Rule, add an “Action” step to update the prospect field “SKU” based on the value found on the SKU# field – for example:
    • If “SKU1_Chocolates” is Chocolate bar, then change prospect field value “SKU” to Chocolate bar
    • If “SKU1_Chocolates” is Truffle, then change prospect field value “SKU” to Truffle
    • Etc…
  5. Add an “Action” step just above the End step on your program to remove the prospect from your recipient list. This will allow us to re-enter the prospect into the program at a later date, if desired. 
  6. OPTIONAL: Add an ‘ELSE’ condition on the leftmost NO branch to catch any prospects whose SKU# value cannot be translated. This is a failsafe to catch any prospects who might have entered this program by accident or who were not able to be processed. 
    • In the example below, I have added a step to notify a specific user (i.e. the Pardot admin) who will then review and update the records that could not be processed via the Engagement Studio. 
    • I also added an additional “End” step following this ‘ELSE’ action so that prospects who cannot be processed by the Engagement Studio will remain on the recipient list for review by the Pardot admin.
  7. Start your Engagement Studio Program!
A chart of a step by step custom program in Pardot Engagement Studio.

Solve Your Salesforce Sync Error Woes

That’s it! You’ve created custom and dependent fields and set up a new Pardot Engagement Studio Program. Now the source of your sync errors should be resolved! 

Continue to monitor your sync error queue over time to determine whether adjustments to your Engagement Program are needed. For example, does the program need to repeat for returning prospects and, if so, how often?

And if you still have troubles, reach out to the team at Sercante for guidance.

Original article: Sync Error Workaround: Dynamic Dependent Picklist Fields and Pardot Forms

©2022 The Spot. All Rights Reserved.

The post Sync Error Workaround: Dynamic Dependent Picklist Fields and Pardot Forms appeared first on The Spot.

By |2022-09-02T15:18:00+00:00September 2nd, 2022|Categories: Forms & Form Handlers, Getting Started|

Everything Sales Users Should Know About Salesforce Engage

So, your marketing team has you all set up and ready to access a fancy tool called Salesforce Engage. Now what? 

Salesforce Engage is a super powerful way for marketing teams to share marketing-approved templates  with sales teams. You can use those email templates to contact prospects at the right moment and track the effectiveness of the messages in Salesforce.

Bridge the gap between sales and marketing teams

In a nutshell, Salesforce Engage allows marketing teams to keep things consistent across divisions. And your team can deliver powerful content while gaining insights into your hottest prospects. Then, you can magically reach out at the perfect time.

Salesforce engage bridges the gap between pardot and sales cloud

It’s the ultimate tool to unite sales and marketing teams by bridging the gap between Pardot and Salesforce CRM (Sales Cloud). 

In this blog post, we’ll show you all the things sales users will want to know about Salesforce Engage as they get started.

Want to know more about Salesforce Engage from a Pardot admin perspective? Check out this blog post.

How does Salesforce Engage work?

Send fully written email templates to your leads and contacts, AND see how they perform. We can send emails to a single record or to multiple recipients at one time. 

Let’s break it down.

Sending emails to one Lead or Contact

You’ve just finished a call with Sam at Gidgets & Gadgets Co. They are a high-profile, target account that we are speaking to for the first time. Sam also wants more information on our service offering. 

How can we get this information to him? 

You guessed it! Using Salesforce Engage.

Navigate to Sam’s record and click Send Engage Email.

Send engage email

From here, we can send him the template that covers the initial follow-up banter and the content he’s looking for. Any link click, file access, and action taken from the email will be tracked and contribute to Sam’s marketing prospect score. 

Sending emails to multiple Leads or Contacts

It’s event season, and your marketing department is putting on a huge virtual event to launch a new product offering. It’s bound to bring in mega upsell revenue from accounts eligible for the new product. We can invite all contacts related to those accounts in one Salesforce Engage Campaign. 

Select the contacts you would like to invite from the List View table. Click Send Engage Email, and find the invite template that marketing created.

recently viewed contacts

Review the content, and make sure everything looks great. Click Send, and your invites are complete.

Salesforce Engage Reporting 

Salesforce Engage also allows you to report on email templates sent. To view these metrics, navigate Engage Reports in the App Launcher or from the Salesforce Engage app. 

Salesforce engage app launcher

These reports will show you the email templates sent, how many opens, and how many clicks each template received. We can customize the date range to view the data.

Engage reporting

Image Source: Salesforce

Tips & Tricks for Salesforce Engage

Now that you’ve got the basics, let’s cover some best practice steps to get the most out of Engage.

Use List Views

List Views can be created on all Salesforce objects. They are a great way to filter records for Engage Campaigns. Any time you want to email a list of records with specific criteria, create a List View.

Preview Emails

Before you click Send, always preview your email content. In Engage, you have the option to preview the email as the recipient. This will minimize any awkward chats around missing information, oddly placed characters, incorrect contact information, etc.

Don’t Be Creepy

Engage has a feature named Engage Alerts. Engage Alerts is a real-time service that informs you about the prospect activity you might be interested in. It matches prospects based on filter criteria and displays them in a card-based filter view. This is a great way to know what is relevant and interesting to prospects as well as who is engaged. 

Image Source: Salesforce

Use this information wisely! It is against best practice advice to open any conversation (verbal and written) with “I see you were looking at several of our white papers.” 

Find additional tips for sales users in Engage in this article.

Sales & Marketing Teams are Stronger Together

We tend to think of Salesforce Engage as a sales tool. While that is true, it is also an opportunity for marketing and sales teams to collaborate. The marketing team is able to get a glimpse into the sales day-to-day, and the sales team gets the chance to participate in the marketing nurture cycle. 

Salesforce Engage is best used to templatize emails we would typically type over and over, day after day. By using Engage, you’ll be able to reduce your follow-up times and close more deals.

Need help getting started with Salesforce Engage? Drop us a line so we can chat about it.

Original article: Everything Sales Users Should Know About Salesforce Engage

©2022 The Spot. All Rights Reserved.

The post Everything Sales Users Should Know About Salesforce Engage appeared first on The Spot.

By |2022-08-31T18:41:00+00:00August 31st, 2022|Categories: Emails & Templates, Getting Started, revive, Setup & Admin|

Hands On: How to Build a Pardot Email Engagement Dashboard in Salesforce

Do you have connected campaigns with Pardot and would like to see email engagement data in one place? In this blog, we are able to see how easy it is to build a Pardot Email Engagement in Salesforce

Reasons for a marketing email dashboard in Salesforce:

  • Your team does not have access to B2BMA or Analytics Studio.
  • You need more transparency and shareability cross-departmentally
  • You’re looking for an easy solution.

Prerequisites:

Building the Report in Salesforce

  • Click: Campaigns > Campaigns with List Emails
    • The report will pull up both list and automated (Engagement Studio) emails
    • If you don’t see the data, you may check with your Salesforce admin on the settings

Filters Settings on the Report

  • Show me > All Campaigns
  • Create Date > All Time
  • Subject > does not contain proof
  • Total sent > greater than 0

Outline Setting on the Report

  • Group Rows by Scheduled Date and Type
  • Select the Columns of your choice
  • For the Rates and Ratio – Select Average

Building a dashboard

  • Use the “Campaigns with List Email Report” as the basis the dashboard components
  • You may use metric chart for the headers
  • Set colors to express performance satisfaction
  • Use Line Chart for Open and CTR%
  • Stacked Vertical Bar Chart for Email Record Count
  • Vertical Bar Chart for Custom Campaigns field metric

Original content from Karla Vince. Watch more sessions like hers at this year’s MarDreamin’, a conference for marketers on Salesforce.

Original article: Hands On: How to Build a Pardot Email Engagement Dashboard in Salesforce

©2022 The Spot. All Rights Reserved.

The post Hands On: How to Build a Pardot Email Engagement Dashboard in Salesforce appeared first on The Spot.

By |2022-07-05T16:43:31+00:00July 5th, 2022|Categories: Getting Started, Marketing Automations, revive|

An Introductory Guide to Salesforce Flow for Marketers

Marketing and sales teams have a lot on their plates. Marketing is focused on generating interest and qualifying leads, and the Sales team is focused on closing deals and securing business. 

Both teams benefit from working together to make sure they are focused on the right people at the right time, by streamlining the handoff and ensuring data quality every step of the way. To help with this, marketers have the power of Marketing Cloud/Pardot automation tools, which can tackle a lot of work. 

But when it comes to more advanced data wizardry and support for unique processes and actions like related record creation, marketers have another powerful tool that can help. 

Enter — Salesforce Flow!

Wait, what is Salesforce Flow?

Salesforce Flow is a powerful declarative automation tool that can be used to automate complex business processes without developer skills. Flows let you build customized user experiences and can save time by making sure the right actions are completed at the right time.

And, because they are declarative (relying on clicks, rather than code), Salesforce Flows are easier to manage than a developed (e.g. Apex) solution.

Flow is the future for Salesforce declarative automation 

Sound familiar? You may have heard Salesforce Flow discussed a lot in the community recently. For one thing, Salesforce has really gone all-in with enhancements to Flow that let you do way more than ever before.  

Not to mention, Salesforce has announced plans to sunset Workflow Rules and Process Builder, two of its legacy automation tools. For this reason, you should use flow for new process automation, and companies should consider migrating existing (and relevant) processes to Flow.

Sounds cool, right? Now you’re probably wondering, how do I learn more about Flow? 

We’ve got you! Here is a high-level overview on the basics around Salesforce Flow.

Marketing Uses of Flow

Now that you know a little more about flows and how they work, it’s time to explore how marketing teams can use Flow.

Below are just a few ideas, but the possibilities are endless! 

  • Managing Salesforce campaign activation
  • Creating a custom task series for Sales
  • Standardizing Campaign Member Statuses
  • Capturing lifetime prospect scores
  • Guiding a rep through a outbound calling “wizard” with branded messaging
  • Initial customer onboarding steps when an opportunity closes
  • Automating field values based on another field
  • Automating Lead Conversion (with the help of Apex)
  • Setting the Marketing Data Sharing field value to control when Leads/Contacts sync to Pardot and, if using multiple Pardot Business Units, which Business Unit they sync to

Flow Building Basics

This section covers what you need to know when building a flow.

We recommend you build and test your flow in a Sandbox environment. After testing and validation, deploy to production.

Flow Types

First, there are four core flow types that are most commonly used:

Screen Flows

When to use Screen Flows:

  • When you need a wizard-like screen interface that users can interact with to view/add/update information, create records, etc.
  • Good for customizing user experience and guide them through process steps

How Screen Flows are launched:

  • Common uses include launching from an action button or displayed on a Lightning record page.

Use Cases:

  • Walkthrough of creating a lead or opportunity
  • Quick start of setting up accounts
  • Agent phone script guidance
  • A “card” displayed on a record page displaying related record information in rich text, or showing an image when a lead is hot. (see screenshot)

Record-Triggered Flows

When to use Record-Triggered Flows:

  • An autolaunched flow that runs in the background when a record is created, updated, or deleted.
  • It’s this type of flow that replaces the functionality of Workflow Rules and Process Builder.

How they are launched:

  • Launched Independently, when a record is created, updated, or deleted and meets entry conditions

Use Cases:

Schedule-Triggered Flows

When to use Schedule-Triggered Flows:

  • Background process that runs at a specified time and frequency (daily, weekly, or one-time)

How they are launched:

  • Launched Independently, based on set time and entry conditions

Use Cases:

  • Create or update records in batches
  • Delete obsolete data periodically
  • Send email alert to Marketing if Lead is hasn’t been actioned by Sales

Autolaunched Flows

When to use Autolaunched Flows:

  • An automated process that is triggered by another process, like another flow, process builder, Apex or API.
  • Good for situations when you have a repeatable set of tasks that may be called by more than one process (called a subflow).

How they are launched:

  • From another process

Examples:

  • Error handling subflows, like having a more user-friendly message that appears if you experience an error.
  • A utility flow that handles task creation for different record triggered events

This handy chart can help to determine which type of flow to use:

which type of salesforce flow to use

Building Salesforce Flows

Ok, so now we know the types of flows we can build. Now let’s take a closer look at what goes into building them.

Flow Builder

Flow Builder is the place where you build and test your flows. There are three key areas in the builder:

  • The Toolbox is where you create and manage all of the elements and resources that go into your flow. More on that shortly.
  • The Canvas is where you build your flow by adding elements using the (+) tool. 
  • The Button Bar at the top lets you view flow information, and test/debug, save and activate your flow. 

Flow Building Blocks

The main building blocks for building Salesforce flows are:

  • (1) Start – This is where you decide how and when the flow is going to start! Options are dependent on the type of flow — most relevant for Record Triggered or Scheduled flow types — but this can be very important to making sure the flow starts when it should.
  • (2) Elements – These are what you add to the Canvas to build out your flow. While the full list can be found here, several common elements include:
    • Get Records
    • Create or Update Records
    • Decisions
    • Actions
    • Loops
  • (3) Connectors – These define the path a flow will take, and which element to execute next.
  • (4) Resources – These are the pieces that store information that are used by Elements throughout the flow. Examples of these are variables that store field values, formulas or choice sets. 

Tips on Building and Updating Salesforce Flows

  • Copying/Pasting Elements – You can duplicate elements which can be a time saver if you need a similar element somewhere else in the flow. Simply click on the element and select Copy Element, then click the (+) in the place where you want to paste the copy, and click Paste Copied Elements. 
  • Extending Flows – Using the components available on the AppExchange and UnofficialSF.
  • Save often – While building a flow it’s a good idea to Save your flow often so you don’t lose any work. You can perform a quick save on Flows that haven’t been activated instead of having to save as another version.
  • Be sure to activate when ready! – Once you’re ready to run the flow live, remember to activate it.
  • Opening existing Flows – Clicking on the flow name on the Flows page will open the Active flow. If you have saved a new version of the flow but haven’t activated it, you need to go into View Details (click the arrow to the right of the flow in the list view) to view and open the newer inactive version.

There are many more best practices to building flows that are highly recommended.

I’ve built a Flow! What’s next?

Once you’ve built your flow it’s important to debug and test your flow to make sure it’s running the way it’s expected to. 

When you have tested and are happy with the results, then you can deploy to production. If you’re using a changeset to deploy, make sure you activate the flow in your production environment!

Where to learn more about Flow

This article is just the tip of the iceberg of flow related content. There are A TON of great resources out there. 

Here are a few to get you started:

Let us know how you’re using Flow in the comments section, or reach out to us with any questions.

Original article: An Introductory Guide to Salesforce Flow for Marketers

©2022 The Spot. All Rights Reserved.

The post An Introductory Guide to Salesforce Flow for Marketers appeared first on The Spot.

By |2022-06-24T20:55:00+00:00June 24th, 2022|Categories: Getting Started, revive, Setup & Admin|

Look Before You Leap: Preparing for Salesforce & HubSpot Integration

Your team finally has approval to connect Salesforce & HubSpot. Soon you will have all the data you’ve wanted to perfect your nurtures and segmentation! 

But before you can access that sweet treasure trove of data each system is hoarding, you have to build the bridge between them. The gap between the two can be daunting and look like a far distance to leap across at first. And if you jump too soon, you might fall way in over your head.

Rick Astley falling

Thankfully we’ve got some gear to make that first trek across safer.

Check your equipment before connecting Salesforce & HubSpot

Salesforce Sales Cloud and HubSpot have a unique way of communicating with each other. There are a lot of moving pieces with any type of Salesforce integration, so it is important to check your available tools and make sure you understand how to use each of them.

Sales Cloud and HubSpot Object Connections 

HubSpot uses different names for common Sales Cloud objects. For one, Salesforce fields are called “properties” in HubSpot. But HubSpot also has “objects” that work the same as they do in Salesforce.

On a normal integration, HubSpot automatically connects its 3 main objects with the 4 heavy hitters in Sales Cloud.

Salesforce Object HubSpot Object
Lead
Contacts
Contacts
Account Company
Opportunity Deals

One big important thing to note is Leads and Contacts in Salesforce are connected to the same 1 object in HubSpot — Contacts. You will be able to map fields from both Contacts and Leads to a single HubSpot property.

When you set up your bridge between the two sets of data, you can select whether a new Contact in HubSpot creates a new Lead or Contact in Salesforce. This lets you continue your normal lead generation strategy, just with leads coming in from a new source.

There are additional object connections you may make, though it may require some extra work inside of Sales Cloud. The Activities object will let you track the activities a HubSpot contact has done, such as submitting a HubSpot form or clicking on a HubSpot email, back into Salesforce. You also have the option to sync custom objects from Salesforce with HubSpot.

Field Mappings 

HubSpot and Salesforce disagree on one important thing. While Sales Cloud uses “fields” to display values and content about a contact, lead, account, or opportunity, HubSpot calls the same thing a “property” in its own system.

HubSpot properties are the basis for almost all automation in HubSpot, and they work almost the same way as fields do in Sales Cloud. You can set a property to be a text value, a numerical value, a picklist, etc just like you can create fields inside of Salesforce.

Each property can then be mapped to an individual field inside of the Salesforce object. Only Company properties can be synced with Account fields, for example. For Contact properties, these can be synced with either Lead or Contact fields.

But what is the great “source of truth” — two systems of data are talking to each other, but who has the authority to make a change to a record? Well when you set your field mappings, you can choose which system has the authority over each field.

With each individual property, you are given 4 options on how the data should go if there is a conflict between what’s in a Salesforce field and the corresponding HubSpot property:

  • Prefer Salesforce unless blank
    Salesforce is the Source of Truth, unless the Salesforce field happens to be blank. Then HubSpot will write its own value into this field in Salesforce. From there, it will only update the field if the value is updated in Salesforce.
  • Always use Salesforce
    Salesforce stays the Source of Truth no matter what. Even if the value is blank in Salesforce, HubSpot will not write its own value into that field.
  • Two-way
    Both systems act as the Source of Truth. This revolves entirely around which system had the most recently updated value — if a property was updated in HubSpot 1 day ago, and the Salesforce field has not been updated in 1 week, HubSpot will write its value into the Salesforce field.
  • Don’t sync
    HubSpot and Salesforce will not talk about this field at all. If one value changes in Salesforce or HubSpot, the other system will not be notified or updated.

Salesforce & HubSpot integration limitations to be aware of

You will also need certain privileges in Salesforce to complete this bridge. Generally, having the Salesforce admin role or the HubSpot Integration Permissions set covers all the bases. But make sure you have access to the following abilities in Salesforce:

Action items before take off

Now that you’ve checked and understand your tool set, you might want to get Salesforce and HubSpot talking right away. But it’s important to take a breather. Once the two start communicating, they will talk all the time and major changes to one may no longer be possible. 

Do a Salesforce Field Audit

Comb through the fields in the 4 major objects in Salesforce that will talk to HubSpot. Make sure that you keep track of the following information for each field:

  • Field Name
  • Field Type (text, number, formula, etc.)
  • Any picklist values 

Once you have gone through the field audit for your Salesforce objects, now create properties in HubSpot that match all of the fields you want to make the two data powerhouses talk about. The property type needs to match the type of field in Salesforce. Picklist values will also need to match to prevent any sync errors.

Free template alert!

We’ve set up a handy spreadsheet template to get you started! (click ‘Make a copy’ and share to your own drive)

Connect Custom Objects

One great part of Salesforce is that you can highly customize it. HubSpot understands that flexibility is key, and thus has a way to connect custom objects your team may use.

HubSpot only allows for up to 10 custom objects to be synced though, so prioritize which objects are most needed for marketing if you must choose between several options — even if it feels like picking a favorite child. 

Focus on the custom objects that your HubSpot user team will need the most. Do they need to know customer support case numbers? If not, maybe keep a custom Service app unconnected.

Be sure to do an audit of fields for any custom objects you will be syncing as well!

Now you’re ready to go

Integrations can be tricky. The giant opening between your two systems can feel quite cavernous. But as long as you take a moment to inspect your gear and know the basics of the two systems, you will be more than prepared to bridge the gap between Salesforce and HubSpot.

Reach out to us if you have any questions or share your experience preparing for the Salesforce and Hubspot integration in the comments section below.

Original article: Look Before You Leap: Preparing for Salesforce & HubSpot Integration

©2022 The Spot. All Rights Reserved.

The post Look Before You Leap: Preparing for Salesforce & HubSpot Integration appeared first on The Spot.

By |2022-06-22T15:16:56+00:00June 22nd, 2022|Categories: Getting Started, revive, Setup & Admin|