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|

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|

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|

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|

How to Prevent 5 Awkward Email Sending Fails in MCAE (Pardot)

We’ve all seen email personalization mishaps. 

The power of Marketing Cloud Account Engagement (Pardot) is really in its capacity to leverage data coming in from Salesforce and Pardot to create tailored experiences of all types for the end audience. 

But what happens when this automation doesn’t work how we intend to use it? This is particularly concerning when it comes to email.

Follow along with this blog to learn a few tricks you can use to test your Pardot org for possible email mishaps and prevent them before they happen.

Solution #1: Validate your Salesforce & Pardot User Mappings

The first solution for avoiding email sending fails is to validate your user mappings. Doing so will help you avoid awkward email segmentation and user notification issues.

It is important to know that if Salesforce Users are not mapped into Pardot, then you will not be able to leverage their relationship with Leads/Contacts in Pardot. 

Mapping a User to Pardot DOES NOT give them access — you need permission sets and other configurations for that to happen. This is often the main reason why Users are not mapped.

The remainder of this blog will reference the User object. If this does not 100% line up with your process within Pardot, neither will the rest of what we will cover.

How to validate Salesforce and Pardot user mappings

Here are some ways to validate if all your users are mapped:

  1. In Salesforce, create a report of active Users.
  2. In Salesforce, compare which Users actually manage Leads/Contacts and review their profiles.
  3. In Pardot, go to the Pardot settings tab in your navigation, then head over to the Pardot Connector Settings tab and review your Salesforce profile to Pardot role mappings.
    • If you have any missing, this is the time to add them.
  4. In Pardot, go to the Prospects tab in your navigation, and select the Unassigned Prospects filter on the filter dropdown.
    • If you see any with blue Salesforce clouds, that means the Prospect may be assigned in Salesforce but the mapping is not clear in Pardot.
    • Click on any records you found and open the record up in Salesforce. Then, make a list of who the owner is.
    • Compare this list to the report of Active Users. If there are any missing, they may be deactivated.
  5. In Salesforce, update any records that reference deactivated Users to the appropriate User. This would trigger a sync event and update the record.
  6. In Salesforce, go to Marketing Setup and for your business unit/account, click on the Manage Users button and add any missing users to the appropriate section to sync over to Pardot.
  7. In Pardot, update the Prospect database view to include Assign User and keep the Unassigned Prospect filter to see if you are missing any.
    • You may need to click the Sync With CRM button on the Prospect page to get it to sync.

The result of mapping all your Users is having Pardot and Salesforce be in sync in addition to being able to leverage this datapoint for segmentation. It also allows you to provide the appropriate person with email or Slack notifications.

Solution #2: Create an identity user for your Pardot email sender backup

Previously we covered how to use and experiment with email sender types for emails that are sent from Pardot. If you are not familiar with email sender types, then go read that post and come back after you do. We’ll wait.

Dynamic versus static email user sender types

We would like to put these User sender options into two buckets: Dynamic and static.

Dynamic are options such as Assigned User, Account Owner, or any custom options for the sender information that changed based on the relationship the User has to the Prospect.

Static are options such as General or Specific User options for the sender information that is the same for all Prospects who get the email. No relationship needed between User and Prospect

All the options “pull” data from the User information setup in Salesforce that is then pulled into Pardot.

One of the biggest pitfalls that can happen here is when you use dynamic sender options. If a Prospect does not have an assigned user or account owner, then you have to have a backup sender. Pardot enforces this by making you add an alternative sender.

Many times you will have a default general User you manually add over and over again — such as [email protected] or [email protected]. This leaves room for error and cannot be used in automations, like completion actions, to notify this email address from form submissions, for example.

How to create a Salesforce Identity License User for your Pardot email sender backup

Did you know you can save yourself from headaches caused by human error by turning this email into an Identity User?

The result is an Identity User that can be used as a backup specific User and also for notifications in completion actions throughout the system. 

Identity Users can be used for Single Sign-On or Pardot-centric purposes. However, you cannot assign to an Identity User. For more details on identity licenses, check out this Salesforce resource.

Solution #3: Update user records and check token types for email sender signatures

When you get ready to build your emails, you may want to include sales rep signatures in the email body.

Here are the fields you have access to inject into your emails from the User object:

  • First Name
  • Last Name
  • Full Name
  • Email
  • Job Title
  • Phone
  • URL
  • ID
  • Signature

All of these details are managed in Salesforce under the User Settings (view Solution #1 above). If these are not filled out, then the row where you have the Handlebars Merge Language (HML) tag on your email will be awkwardly blank.

To resolve this, simply update the User record. Seems easy enough, right? 

You are correct!

However, let me call out a common mistake we see when using these HML tokens — there are two different sets of tokens. 

Tokens: Sender versus Owner

The owner fields pull directly from the Assigned User, which is one person for the Lead/Contact.

The sender fields pull directly from who you choose as a Sender User on the email. This can be an Account Owner, an Identity User, or a custom CRM User lookup.

Note: Depending on the scenario, you may want to use one over the other. But we use the Sender tokens to play it safe.

Lastly, we would like to note that general Users do not have titles, phones, signatures, or additional URLs. For best results, use an Identity User and make sure you fill in those fields. This will result in a more consistent experience for everyone.

As always, test your tokens!

Solution #4: Create a company-wide backup to avoid blank prospect data when you use queues

One of the main use cases for queues is to help with Lead assignments and send the Prospect to Pardot. If you are using queues for these cases, then there is one thing you have to know.

Queues do not have job titles, companies, or “people” names.

You may be thinking…

Yes, that is correct. So what’s your point?

Well, if you are sending emails on behalf of assigned users, for example, technically Prospects owned by a queue are owned — but not by a person. 

This means when you send emails out trying to use “dynamic” sender options, you may not be actually showing a signature or other details in your emails when queues are involved.

How to avoid email awkwardness caused by having Prospects owned queues

For these scenarios where you know you may have Prospects owned by queues we recommend two options:

Option 1: Ensure your backup Sender is a specific User (try an Identity User). Do not use a general User if you are adding signatures to your email copy.

OR

Option 2: Use HML to create conditional logic to create a backup to blank User fields. Be careful with the extra spacing around HML tokens.

This is what the final syntax looked like for the default in the event John Doe (User) didn’t have a phone number: we added a general corporate number.

{{#if Sender.Phone}}Contact us at {{Sender.Phone}}{{else}}Contact us at 1800 – Sercante{{/if}}

You can use this format to create syntax for other fields you need on your email signatures.

The end result is having a customizable backup for User or organization-specific details to make sure no one sees missing data or has a less than favorable experience.

Solution #5: Set global and default field values as a backup when you use HML in emails

Finally, we come to mail merge fields. We have all seen use cases of subject lines not rendering and showing as {Recipient.FirstName}} because someone forgot to add the extra “curly bracket” that you didn’t notice was missing earlier in this sentence or forgot to test altogether.

Here are some of the more common HML options used in an email:

  • First Name
  • Company Name
  • Job Title
  • City
  • View Online
  • Email Preferences Center
  • Unsubscribe Page

For a list of all the out-of-the-box mail merge fields click here.

How to set global and default field values as a backup when you use HML in emails

If a Prospect does not have data on a field and you use mail merges (HML), it will be displayed as a blank.

We have two options to solve this issue:

  1. Set a global field value.
    If you do this, anywhere where the field is used will display the same text IF there is no existing data.
  2. Set a default value on the email template using HML.
    If you do this, the default text will only work for this one email template, but you can customize it across any email template (check out solution #4). However, if you selected the global field value option, this solution isn’t going to work.

Take action now to avoid awkward marketing email fails later

If you are new to Pardot and don’t know much about how you can use Prospect fields in emails or if you want to take your email personalization game beyond mail merge fields, we recommend you review Content Personalization: Using Dynamic Content, Pardot HML, and Pardot Snippets.

In the end, you have less awkward endings in your sentences and more customized messaging you can leverage to wow your audience(s) by taking these precautionary steps. Pardot can provide many tools to improve your email marketing. But your data flow has to be working properly to take full advantage of everything it has to offer.

The key thing we would love for you to walk away with is, in the words of our colleague Mike Creuzer, to remember to “test all the things”!

Feel free to contact us if you have any questions about how to improve your useability of Pardot.

Original article: How to Prevent 5 Awkward Email Sending Fails in MCAE (Pardot)

©2022 The Spot. All Rights Reserved.

The post How to Prevent 5 Awkward Email Sending Fails in MCAE (Pardot) appeared first on The Spot.

By |2022-06-10T00:04:50+00:00June 10th, 2022|Categories: Emails & Templates, Getting Started, revive, Setup & Admin|

How to Connect Marketing Cloud Engagement to Salesforce CRM

Does your marketing and sales data live in separate places? Do you want all customer details to live in one place? If so, Marketing Cloud Connect is the answer. 

Marketing Cloud Connect combines the digital marketing capabilities of Marketing Cloud Engagement with the data management, segmentation, and campaign management tools in Sales Cloud. 

What is Marketing Cloud Connect?

Marketing Cloud Connect is an installed package that integrates your Salesforce CRM (Sales Cloud/Service Cloud) with Salesforce Marketing Cloud Engagement. By creating unitary customer relationships with more data-driven, personalized conversations and the ability to automate the customer journey,  Marketing Cloud Connect provides access to powerful Marketing Cloud tools directly within Sales or Service Clouds and vice versa.

Connecting Marketing Cloud Engagement with Salesforce CRM

The overall process of connecting these two clouds together is relatively straightforward, and it can be summarized in a 6-step process. However, there are key items to consider along the way.

Connect marketing cloud to salesforce crm steps

Step 1. Review prerequisites for implementation

From system to user requirements, set yourself up for success by reviewing the prerequisites or requirements you’ll need for Marketing Cloud Connect implementation.

Step 2. Install the Marketing Cloud Connect managed package

Download the managed package for connecting the Salesforce clouds. To do that, you’ll copy-paste the URL below that relates to where you’ll install the package. Remember to log in to Salesforce using your administrator credentials.

  • Production Org: https://sfdc.co/MCC
  • Sandbox Org: https://sfdc.co/MCCSandbox

Step 3. Configure CRM settings

Ensure users can view email fields for contact and leads, as well as modify any additional permission sets within your Salesforce CRM account.

Step 4. Configure Marketing Cloud

Create the API user and configure the integration. This will enable core system communication activities between Marketing Cloud and Sales or Service Cloud.

Step 5. Finalize configuration

Make final configuration setting adjustments between both clouds to finalize the connection.

Step 6. Test the connection

Finally, complete a test to check for a successful connection. You’ll complete this step with a test email send. Then, you’ll confirm user setup. Once all the tests are successful, you can start using it.

Considerations for implementing Marketing Cloud Connect

Keep the following considerations in mind as you complete the implementation.

User Admin Level Access

The user setting up the connection should have admin access to both Marketing Cloud and Sales Cloud.

1:2 Relationship

Marketing Cloud Connect requires a relationship between a single Marketing Cloud account and one or more Salesforce orgs. Your Marketing Cloud account must be provisioned and enabled for use with Marketing Cloud Connect before connection.

Subscriber Key

The Subscriber Key is required for Marketing Cloud Connect. If it is not enabled in your Marketing Cloud account, complete a Subscriber Key Migration before proceeding with the connection process.

Avoid using email addresses as the Subscriber/Contact Key in Marketing Cloud.

Instead, use something that is: 

  • Unique
  • Persistent
  • Channel agnostic
  • Global

We recommend using Salesforce Contact ID as your Marketing Cloud Subscriber Key to deliver maximum synchronization between the two clouds. Learn more about contact model relationships here.

Important Note: If the email address has already been set as the Subscriber Key, please reach out to your Salesforce consulting partner or Salesforce Account Executive before connecting Marketing Cloud and Sales Cloud. They’ll provide  more guidance and help you to avoid duplicates.

Custom Tabs Available

Ensure that four custom tabs are available in your Salesforce org.

Multiple Licenses

To use most Marketing Cloud Connect functionality, users need a Marketing Cloud license and a Sales or Service Cloud license.

Lightning Experience

Salesforce Lightning Experience is not supported for Marketing Cloud Connect features. Those using Lightning Experience with Salesforce are automatically redirected to Salesforce Classic when any Marketing Cloud Connect tabs are clicked.

Using Marketing Cloud Connect

While the initial focus may be getting Marketing Cloud Connect set up properly, the real magic occurs in using these clouds together. 

Top benefits include:

  • Syncing CRM data to make smarter decisions and personalize every message in Marketing Cloud Engagement. By tapping into the Synchronized Data sources and Contact Builder, marketers are able to create highly targeted communications while avoiding static or outdated data at the time of send.
  • Automating 1:1 cross-channel journeys across clouds and bi-directionally. You can listen and react to changes in any object across the Salesforce suite of cloud products for journey enrollment. Additionally, the sync can update tasks, open and close service cases, or update sales opportunities based upon interactions that have occurred in Marketing Cloud.
  • Empowering sales & service users to send Marketing Approved Emails within their native platform. – can be sent on a 1:1 basis, to a specific report or prospects/leads that are part of an existing campaign in Sales Cloud; users will also be able to see performance tracking results also from Sales Cloud
  • Sending triggered actions from Sales Cloud via Apex Trigger for a specific Object – typically for a contact based upon a set trigger such as new record is created or lead is updated

Benefits of Salesforce Marketing Cloud Connect Integration

By enabling Marketing Cloud Connect functionality, you’re helping to reduce previous data silos that may have once existed. Through a single source that consolidates your marketing and sales data, you’re able to send highly personalized, super-targeted data-rich communications more confidently. 

To learn more about how to implement Marketing Cloud Connect for your organization and how to maximize Marketing Cloud Connect in your digital marketing efforts, contact us today.

Resources: Marketing Cloud Implementation Guide 2020

Original article: How to Connect Marketing Cloud Engagement to Salesforce CRM

©2022 The Spot. All Rights Reserved.

The post How to Connect Marketing Cloud Engagement to Salesforce CRM appeared first on The Spot.

By |2022-06-06T17:08:21+00:00June 6th, 2022|Categories: Getting Started, revive, Setup & Admin|

Email for Everyone: Creating Accessible Digital Marketing Assets

Accessibility has always been top of mind for me in everything I do. As someone with a disability, I am conscious of others who may be having similar struggles. 

So, when I found a professional career in digital marketing, specifically email marketing, the idea of accessibility transitioned with me. 

This idea was further driven home for me when I encountered a client who was working on a massive project to update their entire digital platform, email marketing, website, social, etc. to be compliant with the Americans with Disabilities Act (ADA). I learned a lot from that project and now I want to share it with you.

In this article, I will share with you the top resources and items to check off your to-do list when enacting the ADA guidelines into your digital marketing to achieve email accessibility. Hopefully, this will save you a lot of time googling!

Why does email accessibility matter to me?

More than 1 billion people have a disability, which is 15% of the world’s population. Of those struggling with a disability, approximately 43 million people live with blindness and 295 million people live with moderate-to-severe visual impairment, leaving them to use an assortment of assistive devices to interact on the web. These devices include:

  • Screen Readers: software that allows users to read text with a speech synthesizer or braille display
  • Magnifiers: tools that increase the text size for the reader
  • Navigation Assistants: systems that guide users via sound commands

As a marketer, it is important for us to take these into consideration when creating our digital marketing content, such as your website, landing pages, emails, social posts, and any other digital content. Overall, companies who practice digital marketing accessibility experience fewer lawsuits, an increased customer base, and an improved sense of brand loyalty.

At the end of the day, this isn’t about accommodating someone’s preferences or unique quirks. It’s about meeting the needs of your customers. The likelihood of one of your customers falling into the 15% of disabled users is very high and meeting their needs should be a top goal for every marketing initiative. Luckily, the best practices for ensuring accessibility in your digital marketing efforts is also the best practice for improved usability and SEO performance across the board.

What can I do to create accessible digital marketing assets?

There are a handful of basic tips and tricks that you can enact today to make your marketing content more effective and accessible to all of your audience members.

Let’s get started!

Color Contrast

Use clear color contrast between text color and your background. Users with color blindness will be especially thankful to you. So let’s experience less of this and more of that.

Color contrast examples

We recommend WebAim to measure your color contrast ratio. It is a great tool that will give you an easy to decipher pass/fail grade for all things accessibility.

Large Font Sizes

While people can use their magnifiers or zoom in on your content, why should they have to? This is especially true if it ruins the look and feel of what you are providing them. 

Instead, create your content using larger font sizes, and build the design around it. 

The ADA recommends a font size of at least 16 pt on any form of digital media. This is also the preferred size for most of the population.

Font size examples

Text & Imagery

Avoid using text on your images and graphics. Individuals who use screen readers can’t read text on an image. That’s because screen readers simply see that as a picture file and will overlook it. 

Using text in your graphics means some of your readers may not be getting the full message you are trying to present. Ensure that the key content and messaging you are providing is in your text, and use images as a supporting player.

Text and imagery examples

Alternative Text

Alt text can be your best friend! 

If you are using images or have web links that you are sharing, insert your alt text so that screen readers don’t overlook the additional information. 

Screen readers know to look for alt text and will provide this content to the reader allowing them to get a fuller picture and better user experience.

Alt text describes an image

Visual Hierarchy

Use headers and subheadings appropriately to provide the reader with an overview of the content and establish the key points. Also, use breaks and keep content left aligned when possible. This helps visually-impaired readers define the critical information that is being provided and allows for an easier experience when they don’t have to jump around due to justification changes.

Plain Text

This is an easy win for our Marketing Cloud Account Engagement (Pardot) users! 

When building an email in Pardot, you are required to create a text version of every email you deploy. This ensures accessibility for all recipients and allows for you to include the pertinent information in a text email that assistive devices can easily access. 

Use alt text to provide content for screen readers to describe what's in an image

Accessible Links

Do not group links together. Instead, space them apart and consider using bullets. This helps readers who are using navigation assistants to click on the correct URL. This is also helpful for users who are on mobile devices.

Emoji Overload

Any type of bright, strobing media can cause dangerous, life-threatening seizures. This can include emojis such as the Party Parrot or flashing Gifs. 

Images that could cause seizures include:

  • Flash more than 3 times per second
  • Are sufficiently large
  • Are bright with high contrast

Are there legal ramifications for not following digital marketing accessibility guidelines?

As I previously referenced, there are potential legal ramifications and fallout for not following ADA guidelines. 

Web Accessibility Initiative (WAI) is an international organization that sets standards around accessibility. Their latest publication, WCAG 2.1, references three levels of accessibility with 61 checkpoints. However, they are not all equal. I have grouped the levels of accessibility below by importance here:

  • The “must” list: Without these changes, at least one group of potential customers will not have access to your information.
  • The “should” list: Meeting these t=recommendations ensures significant barriers are removed for those with disabilities, increasing your brand visibility.
  • The “may want to” list: Individuals with disabilities may struggle to fully access your content, but it won’t be impossible.

Based on your company’s headquarters, laws may differ. So, I encourage you to take the time to look into your local laws and regulations pertaining to disabilities. 

For the United States, Title III of the Americans with Disabilities Act states that “discrimination against individuals with disabilities persists in such critical areas as employment, housing, public accommodations, education, transportation, communication, recreation, institutionalization, health services, voting, and access to public services.” With communication being covered, arguably, within digital marketing. As a result, regardless of industry or sector, it may be time to assess your accessibility guidelines.

Email accessibility benefits everyone

Building emails that everyone can access is not only the right thing to do. It’s something that’s going to ensure you’re not just delivering messaging, but instead delivering messaging everyone can process and understand. 

Tell us about your experiences with email accessibility in the comments section!

Original article: Email for Everyone: Creating Accessible Digital Marketing Assets

©2022 The Spot. All Rights Reserved.

The post Email for Everyone: Creating Accessible Digital Marketing Assets appeared first on The Spot.

By |2022-05-19T21:16:00+00:00May 19th, 2022|Categories: Emails & Templates, Getting Started, revive, Setup & Admin|