Why Salesforce and Marketing Admins Work Better Together

How often do your Salesforce and marketing platform admins talk to each other? 

  • Very little
  • Not at all
  • Only when things go wrong  

If you selected any of the above, you’re not alone. 

I’m here to tell you, no matter how awkward or challenging starting that conversation may be, it’s one that needs to happen (and continue) sooner rather than later. Having a solid bridge between Salesforce marketing and Sales Cloud admins will (I promise!) make both your lives so much easier. Here’s why…

Benefits of marketing and Salesforce admins working together 

#1 Keep your data clean in both places

Whether you’re using Marketing Cloud Account Engagement (Pardot) or the OG Marketing Cloud, the way data flows between your marketing automation platform and Salesforce was probably one of the reasons you purchased the tool. So, let’s keep it flowing. 

By working together you can avoid the following pitfalls:

  • Duplicate fields
  • Data being overwritten 
  • Sync errors (Marketing Cloud Account Engagement (Pardot)): 
    • Fun fact – most common sync errors can be avoided by knowing the Salesforce set up. 
      • Field values = prevents invalid picklist errors
      • Expected data = Prevents validation  rule errors
      • Field types = Prevents invalid field format errors 

If both admins are communicating, you can ensure any updates that happen are accurately reflected in both systems.

#2 Prevent loss of access for users and systems 

When marketing and Salesforce admins stop working together, systems can stop working together. 

True story, I’ve worked with clients who have seen automations stop working and users unable to access the systems and data because of updates that the other admins were not aware of — permissions, profiles, field accessibility. When these changes are not communicated, frustrations can arise and time can be wasted looking into the cause. 

Additionally, If you’re using a sandbox environment, understanding the refresh schedule can help prevent loss of work when it’s unexpectedly refreshed. 

Include both admins in conversations around any updates in either system. The changes may not affect the opposing team but it’s good to know just in case.

#3 Experience Team and Business Benefits

The above are all technical reasons why marketing and Salesforce admins should be best friends. But, we haven’t even touched on the business and team building benefits, which are huge.

Here are a few reasons why:

  • Improve productivity. Stop looking for the cause of a problem but rather plan for the update as a team.
  • You can help advocate for each other with other decision-makers. We are both on the same team and we should both want the same thing. But when one team of admins is working on something and leaves the other out, they can be left to play catch up and try and figure out what’s going on… increasing the frustration and silo.
  • Ultimately, it comes down to $$$ –  Two sets of admins working independently = Mo $ Mo time
  • Teach each other. The great thing about being an admin is that every day is a school day, we are always learning about the latest tools, security updates and new ways of doing things. Let’s share that knowledge. Get to know what the other team does and find out how you can help each other and make each other’s lives easier.

How to build relationships between Salesforce admins

So what can you do to improve or build a relationship between marketing and Salesforce admins?

  • Documentation, documentation and yes, more documentation. Having a record of changes that have been made and how that change relates to the other system will be a huge help in marketing and Salesforce admins working together. 
Tip: Using Pardot? Create a shared spreadsheet with all the Salesforce fields and note if they are synced with a Pardot field. What’s that field for? What’s the sync behavior? What are the values? Admins can then refer to this document when field changes need to be made and ensure the other admin knows if it’s going to affect them 
  • Schedule a regular sync up and use this time as a feedback loop, planning session. This can be monthly or quarterly, depending on how often changes are made. Here are some questions you can ask during these meetings:
    • What plans do each admin have for the month ahead?
    • How will this impact the other team?
    • Consideration you hadn’t thought about
    • What does each team need to do to prepare? How long will it take to get things in order? 
    • What’s not working at the moment and what can be done? 
  • Create a joint Slack, Teams, Google Hangouts channel. Whatever your choice of instant messaging channel, use it to inform admins on both sides of any upcoming changes. Use it to post reminders, questions, updates. This will become your go to place to find answers and work with your admins. 
  • Consider an overview training session of your respective platform. Does your Salesforce admin understand the impact on Marketing cloud when field visibility is changed in Salesforce? Probably not. Work with them to help them understand the implications of such changes. They simply may not know what affects the connection between Salesforce and Marketing Cloud.

Wouldn’t it just be easier to just give Marketing admins Salesforce admin access? 

Yes and no… If you’ve read our blog on Why Should Marketing Admins Have Salesforce Access?, you would have noticed a lot of very good reasons as to why marketing admins should have salesforce access. This is great if you can hand out this access but what happens when you can’t? Should each admin go their separate ways, never to speak again? Absolutely not! 

Even if you can get Salesforce access you should still be opening up communication between yourself and other Salesforce admins.

Strengthen those relationships between marketing and Salesforce admins

Creating a harmonious relationship between both marketing and Salesforce admins starts with the basics… communication and understanding for each other’s roles. When this is followed the benefits can be huge, both personally and technically. 

What tips do you have for improving the relationship between both admins? Let us know in the comments.

Original article: Why Salesforce and Marketing Admins Work Better Together

©2022 The Spot. All Rights Reserved.

The post Why Salesforce and Marketing Admins Work Better Together appeared first on The Spot.

By |2022-11-19T00:54:00+00:00November 19th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive, Strategy|

Podcast Preview: NextThingNow with Guest Andrea Tarrell

We all know constant changes are inevitable in the realm of marketing technology. So, having a pulse on what’s coming and what we know to be true is essential. 

ICYMI – Sercante Founder and CEO Andrea Tarrell recently joined the UpperRight team on the NextThingNow podcast to share her thoughts on the future of MarTech and the next big things coming to the Salesforce marketing community.

Here’s a quick preview of the podcast episode and links to listen so you can be in the know.

What is the NextThingNow podcast?

The MarTech landscape is complicated. NextThingNow podcast aims to demystify the craziness by talking to experts from across the ecosystem. 

Hosts and co-founders of UpperRight Adam Levelle and Alan Schulman ask questions that go beyond stock answers to real solutions to benefit listeners who work in the marketing technology space. 

Adam Lavelle
Alan Schulman

Words of Wisdom from Special Guest Andrea Tarrell

We all know constant changes are inevitable in the realm of marketing technology. So, having a pulse on what’s coming and what we know to be true is essential. 

In this episode of the NextThingNow podcast, you’ll learn what the future looks like for marketers on the Salesforce platform from Andrea’s perspective.

With the pandemic in the rearview mirror and big Salesforce Marketing Cloud platform changes on the horizon, Andrea covers the major themes she’s following to stay ahead of the curve. She also talks about her career progression, how Sercante came to be, and what’s in store for Sercante clients and friends in the coming months.

And of course, Andrea’s inherent real-talk cheekiness makes an appearance.

Listen to Andrea on the NextThingNow podcast

You have so many options to listen to the NextThingNow podcast. So, get on that!

Here’s how to listen.

Go give it a listen while you churn out your marketing magic. And then tell us about your greatest takeaway from the podcast episode in the comments section below.

Enjoy!

Original article: Podcast Preview: NextThingNow with Guest Andrea Tarrell

©2022 The Spot. All Rights Reserved.

The post Podcast Preview: NextThingNow with Guest Andrea Tarrell appeared first on The Spot.

By |2022-11-03T22:29:00+00:00November 3rd, 2022|Categories: Community, Real Talk, Strategy|

Rethink Your Lead Lifecycle for the Age of RevOps

New technology and shifting buyer expectations are pushing B2B companies to rethink their acquisition and retention strategies. Leaders across sales, marketing, and customer success are investing in centralizing their operation teams to drive efficiency and accelerate revenue. Revenue operations, or RevOps, is an emerging function in B2B companies that leverages cutting-edge technology to achieve better team alignment and meet changing buyer expectations. 

What are revenue operations?

Revenue Operations, or RevOps, is the alignment of sales, marketing, and customer success operations across the entire customer lifecycle to drive growth through operational efficiency and keep all teams accountable to revenue. Operational efficiency is especially important given the current economic climate and teams are doubling down on their RevOps investments to fuel growth.

But perhaps the most important reason that RevOps has become such a focal point for B2B companies is that it’s become necessary for meeting customer expectations. Put simply, your prospects have grown frustrated with traditional sales cycles.

Avoid leaky lead funnels for smoother customer experiences

Shifts in B2B buyer expectations have your prospects craving a frictionless, B2C-like experience with every SaaS evaluation. If it takes longer than five minutes for someone to reach out to them after their initial inquiry, they’re significantly less likely to convert. 

Five minutes. For many businesses, that sounds like a pipedream. But when studies show that 78% of customers buy from the company that responds to them first, it may be time to rethink how you currently manage your lead lifecycle processing pipeline. 

And there’s a lot to rethink. Just take a look at all the steps in the lead lifecycle today.

With so many processes occurring across different applications, it’s easy to see how leads can fall through the cracks. Leaky lead funnels account for a 30% loss of potential revenue, leading many B2B organizations to invest in RevOps and rethink how their leads are processed. But before fixing your funnel, you must first identify the gaps.

What’s causing your leaky funnel?

The most common issues affecting your lead funnel are outdated technology, scarce dev resources, and the limited integration capabilities of your current tools.

  1. Lead data is siloed across legacy and new platforms. Teams across sales and marketing must spend an inordinate amount of time on manual processes such as uploading, cleaning, and routing leads.

    Not only does siloed data lead to slower follow-up times, but it also results in a bunch of lead management headaches such as duplicate lead lists that incorrectly inflate lead counts, routing leads at the wrong stage to the wrong destination, or accidentally continuing to contact leads that have opted out.

  2. Point-to-point solutions require resources you don’t have. Cobbling together point-to-point solutions using custom code requires dev resources, which are usually not available or very limited. On top of that, as APIs inevitably change, your team remains on the hook for updating and maintaining the integrations. Put simply, it’s not a scalable solution.
  3. Out-of-the-box integrations don’t fit your business needs. Many sales and marketing platforms offer limited connectivity to a handful of tools. It’s likely that your most important apps aren’t seamlessly integrated to the customized use cases you need for your business.

    In other words, the most important lead data stays locked up within each application. Without robust integrations, none of your individual apps can deliver important insights on the full picture of where, how, and why your leads engaged with you, or the best way to follow up with them.

Rethink your lead lifecycle with a cloud-first low-code approach to automation

RevOps is a relatively new function in organizations today. As such, RevOps professionals must leverage the most modern tools available today to help them achieve their day-to-day business tasks. 

Using a low-code, cloud-first approach to automation with a platform like Tray.io, RevOps professionals can integrate their sales, marketing, and customer support applications and completely automate the entire lead lifecycle. 

Eliminating the manual processes involved in lead capturing, cleansing, recording, monitoring, and engagement results in highly-accurate lead data rapidly flowing through your funnel. Then, you see higher conversions and increasing revenue. 

To learn how low-code automation can repair your leaky funnel, check out this Mardreamin’ session on The Age of RevOps: Reinventing Lead Lifecycle Management.

Original article: Rethink Your Lead Lifecycle for the Age of RevOps

©2022 The Spot. All Rights Reserved.

The post Rethink Your Lead Lifecycle for the Age of RevOps appeared first on The Spot.

By |2022-10-26T20:26:11+00:00October 26th, 2022|Categories: Pro Tips, revive, Strategy|

Don’t Let Good Leads Go Bad in Salesforce Queues

Many organizations assign Marketing Cloud Account Engagement (Pardot) prospects who are not yet sales ready to a “Cold” leads queue in Salesforce so data syncs and is available for reporting. The problem is that Pardot can’t reassign these leads once they “score up” and many get stuck in the cold leads queue in perpetuity.

In this post, we’ll discuss how leads can be automatically reassigned from the cold leads queue with the help of Salesforce Flow and some Apex code. This solution allows marketing teams to have full-funnel lead reporting in Salesforce without burdening sales with unqualified leads.

To Sync or Not to Sync?

The question of when to sync prospects from Pardot to Salesforce is one that comes up quite often when speaking to my clients. The answers from marketing and sales often differ. And both sides are passionate about it with compelling arguments.

The Marketing Perspective 

I need to show the full impact of my marketing activities and the leads my team is generating. If leads are only synced to Salesforce when they are sales ready, my numbers are going to be understated. That means my budget is going to be questioned — and probably slashed.

The Sales Perspective 

My time is valuable and I’m working on a commission. I don’t want to be distracted by a bunch of junk leads. I need to focus my time and energy on leads who have an interest in what we have to offer. I have a quota to hit!

I’m often pulled into these conversations and asked for my recommendation. Without hesitation, my answer is always the same — it depends. Some organizations need all prospects in Salesforce for reporting purposes and some only want sales ready leads added into Salesforce. Both approaches have merit and are correct based on the needs of the organization.

However, you can have your cake and eat it too! Enter — the cold leads queue.

The Salesforce Cold Leads Queue

My favorite solution to satisfy the needs of my friends in marketing and sales is the introduction of a cold leads queue.

The cold leads queue is the best of both worlds solution. It allows all the Pardot prospects to sync immediately to Salesforce — which allows for accurate lead reporting for marketing while not burdening sales with leads that are not yet ready. The cold leads queue is also a great place for sales teams to find additional leads to call in the event they are running low on MQLs to call.


So What’s the Catch?

Like all good things, there is a catch to using a cold leads queue. By design (and for good reason), Pardot can only assign prospects if they are currently unassigned. Once the prospect is assigned and synced to Salesforce, Pardot can’t change the assignment.

I’m sure you see where I’m going with this. In our case, we would assign a lead that does not meet our MQL criteria to the colds leads queue (in Pardot), so it will sync to Salesforce. This is perfect as the lead is in Salesforce for reporting purposes and is not cluttering the lists views of our sales teams.

But what happens when that prospect interacts with our marketing campaign and “scores up” to meet our MQL criteria? Houston, we have a problem!


Reassigning MQLs from the Salesforce Cold Leads Queue

I’ve seen this many times. Leads get stuck in the cold leads queue and are not reassigned once they hit the MQL threshold.

Why does this happen? Well, there are a few reasons.

  1. People forget that Pardot can’t reassign previously assigned leads and assume that their automation rule is doing the trick!
  2. Since reassignment has to be done in Salesforce, the marketing team does not have the proper permissions to do the job.
  3. Manual reassignment of leads is not a fun or glamorous job that Salesforce Admins look forward to doing.
  4. People just plain forget about leads once they hit the cold leads queue.

So what’s the solution to this issue? I’m glad you asked.

The solution is to use a Salesforce flow and Apex combined to automate it.

Let’s Start With Some Definitions

Apex 

Apex is a strongly typed, object-oriented programming language that allows developers to execute flow and transaction control statements on Salesforce servers in conjunction with calls to the API. Using syntax that looks like Java and acts like database stored procedures, Apex enables developers to add business logic to most system events, including button clicks, related record updates, and Visualforce pages. Apex code can be initiated by Web service requests and from triggers on objects.

Flow 

A flow is an application that can execute logic, interact with the Salesforce database, call Apex classes, and collect data from users. You can build flows by using Flow Builder.

*Definitiations from the Salesforce Glossary

The Big Reveal

I know I talked about having your cake and eating too at the beginning of this post. Well, it’s time for cake! The trick to using cold lead queues effectively is automating the process of “promoting” leads from the queue and into the hands of your sales team — and here’s how you do it.

  • Step 1 – Determine the criteria that should trigger the reassignment of leads that are in the cold leads queue. This could be a Pardot score crossing a threshold or the change in a custom field value.
  • Step 2 – Review your Lead Assignment Rules (Salesforce) for accuracy and make and needed updates.
  • Step 3 – Create an Apex class to call your lead assignment rules from Salesforce — in sandbox. This is an invocable process and can be called by flow. Below is an example of how this code could look.

  • Step 4 – Create a test class to ensure code coverage. You’ll need to have 75% code coverage in sandbox before your code can be pushed to production.
  • Step 5 – Create a record triggered-flow based on your MQL criteria. As an example, your flow could be triggered when a lead us updated and their Pardot score exceeds 150 points.

When creating your flow, it’s important that you include an asynchronous path. This will ensure that the flow runs after the changes to the lead record (that triggered the flow) are complete.

The rest of the flow is pretty basic and will look something like this.

  • Step 6 – Test and validate. Test your flow first using Debug to make sure it’s being triggered when your lead score is changed to exceed the target score. Once verified, activate the flow in sandbox and test on some actual leads.
  • Step 7 – After validating your flow in sandbox, create your outbound changeset. In production, validate your inbound change set (since this change set does include Apex code,  be sure to run all local tests). Deploy once validated.
  • Step 8 – Activate your flow and relax — knowing that no good leads are going to go bad in your cold lead queue!

Get Those Lead to Sales!

This post provided a high-level overview of how to automate the reassignment of leads from your cold leads queue. This is a common problem and addressing it is a great way to get some great leads into the hands of your sales team immediately.

If you need a hand setting up the actual process, contact us with your questions.

Original article: Don’t Let Good Leads Go Bad in Salesforce Queues

©2022 The Spot. All Rights Reserved.

The post Don’t Let Good Leads Go Bad in Salesforce Queues appeared first on The Spot.

By |2022-11-01T17:49:38+00:00October 25th, 2022|Categories: Marketing Automations, Pro Tips, revive, Strategy|

What To Do in Pardot When Contacts Change Jobs

People change jobs all the time. Maybe they’re part of The Great Resignation. Or navigating a new career path after years of military service. But have you ever thought about what to do in Marketing Cloud Account Engagement (Pardot) when contacts change jobs?

It’s something you should consider for two reasons. 

  1. If the person leaving was the primary contact, then you’ll have to figure out how to address generating new sales opportunities with the company.
  2. The contact who changes jobs may be joining another company that can use your products or services.

You could:

  • Delete the contact record
  • Update the record
  • Tell sales they left
  • Sales can tell you they left

THERE ARE SO MANY OPTIONS!!!

What do you do???

The do nothing easy button when Pardot contacts change jobs…

The simple answer is to do nothing. Delete the prospect record, and move on.

For the majority of records in your database, letting them go peacefully is exactly what we ought to do. A great many records in your database are not going to buy from you anyhow.  If they are really interested in your offerings, then they will come back on their own with their new business email address.

Easy! Next Question!

If only business was so easy…

Is that really the user experience you want people to have with your brand? 

How does Pardot know when CRM contacts leave a company?

The simplest answer is that we see email hard bounces when we send contacts an email through Pardot.

Some email systems won’t hard bounce emails as an anti-spam measure. (This is why we should delete records after a period of time when they show no activity and may be silenced hard bounces.) In those cases, we would depend on other ways of knowing.

Use the CRM to notify Pardot when the contact record changes

Sales tried calling and was told they left. This is usually marked in the CRM in some fashion. We can configure Pardot to recognize this and take action accordingly. The solution likely looks like a dynamic list looking for these former employees and deleting them in Pardot periodically. 

Or, we may have a data augmentation vendor, which is telling us that the contact has left. We would again follow a similar process to the above to get these records out of our Pardot instance.

Use a hand-wavy custom field process to record when contacts change jobs

When there isn’t a formal process or custom fields to use for employment status, people will just figure things out. 

Too often, this involves editing a field, such as the last name, to add “Left the company” or “retired” or “died” —  yes, I have seen all of these. In fact, I have seen physical mailers go out with ‘died’ in the address because we couldn’t filter out records we shouldn’t take action on anymore. Talk about cringeworthy.

(read more on avoiding marketing horror stories in this post)

If we look at the data vendors as likely followers of best practice, we see many of them with two fields:

  • An ‘active/inactive’ field
  • And sometimes a ‘reason’ field

The reason field may be more important to our account-minded sales team. That’s because they have established relationships with these individuals versus the bulk data vendors who don’t have the same visibility as to why people are no longer at a company.

Determine personal versus business interest for the contact

A lot of people want to change an email address to the new company email address in Pardot, and then change a Contact record over to the new Account in the CRM.

This may not be the best idea.

While an individual doesn’t forget everything about you when they change jobs, their new company may be effectively starting from scratch.  Personal interest doesn’t automatically transfer to a person’s new company. That’s because the business interest may not be there… yet.

Using Net Promoter Score (NPS) and brand mavens

If you use Net Promoter Score surveys, people changing jobs may be a great way to action those scores. Your 9s and especially the 10s may very well ‘recommend to a friend or colleague’ at their new position. 

If somebody truly loves your brand, they may be the best sales person you can have. They will find all the hidden buyers at that new organization and close a sale before your sales team is even involved. 

Keep your brand mavens happy even if there isn’t an opportunity now. They will work on the new org at their own pace and the org may be ready in a few years without needing much time spent by sales.

Conversely, a NPS 1-4 moving to a new org with an active project can totally derail the opportunity. Sales may be blindsided as the negative new hire may not come to their attention. A project that was about to close just evaporates in front of their eyes, inexplicably. 

Create a process for your team for contact job changes

Notify the sales team.

If we get an email bounce for somebody who is connected to an open opportunity, we probably ought to notify sales that we’ve lost somebody in our buying center. This usually involves creating a task in Salesforce.  

Sales could use this information to try to find the new person taking over the project. The task shouldn’t demand action. But rather, it informs the team of the situation and suggests a few possible courses of action — as defined by the sales manager.

This could look like an automation rule looking at the high/low NPS scores, Pardot bounces, and the dynamic list of records marked in CRM as left.

Link an old Salesforce record to a new record.

If your business makes sense for doing so, you could link contacts together as a custom field(s) and connect a person from their prior job to the new contact record. This would be a forward looking pointer. We want to be able to follow that brand advocate to where they are now. We are less interested in where somebody was in this context.

If your business truly has a good user community and you want to keep track of people over the course of their career (let’s use the Salesforce MVPs as an example), then we can create a custom object to track brand mavens, VIPs, influencers, or  whatever you want to call it. 

A contact record would link to this custom object. As people move around, we have a consistent way to find the most current contact record for these rock stars. 
To make this actionable in Pardot, we would have a ‘current contact’ ID on this custom object and pull this into Pardot as a custom object.  We can now create dynamic lists, and provide a red carpet treatment in our Engagement Studio Programs (ESPs).

Wait, the contacts aren’t gone, just promoted!

Funny thing, preconceived notions. We just jump to conclusions! 

The title of this article said nothing about leaving the company….

Tracking internal job movement

Internal job movement is going to be harder to suss out and action at scale in Pardot. Is the Prospect in the same department and our products or services even still relevant to them?

Our Grading may change with the new role. We need to make sure that our Grading Rules are written in a way that they can re-evaluate correctly to the new criteria.

Speaking of new roles…. Oftentimes, our Pardot to CRM sync field settings are set that the CRM ‘wins’ if there is a difference. 

People filling out forms in a hurry tend to not always properly capitalize things, or may abbreviate. Conversely, our sales team tends to make sure these details are exactly right before a PO gets sent out. Thus our expensive, staff-curated data tends to have more ‘staying power’ than user-submitted data.
But if the Prospect just filled out a form telling us about their new promotion, and that new job title syncs to the CRM, the CRM refuses the change and we’ve lost the big news!

This is the pain of data management. We can’t have easy, simple processes that always work all the time. 

We may need to change the field sync behavior to last updated, and hope that we don’t get end users damaging our data too often.

How do promotions affect buyer personas?

The other thing to think about is how their information needs may change with the new role. Being promoted to a manager means they no longer use the product every day, so they are less interested in specific features and usability, but now more on team effectiveness and ROI for how they spend that fancy new budget they just got control over.

Our ESPs need to be designed such that we can fall out of the old role-relevant nurtures, and they can start getting the new content.

Like most things in marketing, the answer is “it depends”

There are a lot of options that we could do. Depending on your business and your audience, some things will be more impactful than others to the company’s bottom line.  

However, we don’t need to do all the things right now.  Pick one thing that seems like it will help the most, and try to work on that. 

It may take a couple of iterations before you get it right. It’s OK.

And if you’re still stuck after that, then tell us about it in the chat. Or send us a message.

Original article: What To Do in Pardot When Contacts Change Jobs

©2022 The Spot. All Rights Reserved.

The post What To Do in Pardot When Contacts Change Jobs appeared first on The Spot.

By |2022-10-21T20:52:26+00:00October 21st, 2022|Categories: Data Management, Pro Tips, revive, Strategy|

Creating a Custom Pardot Campaign Influence Model: Lessons Learned

Sometimes the standard Campaign Influence models that come with Marketing Cloud Account Engagement (Pardot) just don’t quite fit what you are looking to measure. We recently went through the exercise of creating a Custom Model, and it wasn’t quite as straightforward as we would have liked it to be. 

To save you some ramp-up time we’ve decided to share some of the things we learned. Here they are!

Lessons Learned the Hard Way while Creating a Custom Pardot Campaign Influence Model

We went ahead and created a custom Pardot Campaign Influence model and took excellent notes so you can reap all the benefits. 

Here’s what you should know before you start your own custom Pardot Campaign Influence Model project.

Simplify your Custom Model, then nail it down

There’s a lot of calculations needed in Campaign Influence, and the last thing you want to do is build this a few times as you discover exactly what you are looking for. 

Spend some time with the business and really think about which touches you really want to measure and if having them measured will drive meaningful business value. Can you explain it in 20 seconds or less? No? Your model might be too complex.

You have 2 options for integrating your Model

The simple example Salesforce provides as part of its documentation is to have a Trigger on the CampaignInfluence object, which allows you to create your records when Salesforce creates theirs.  This example is okay for demonstrative purposes, and it avoids a lot of the complexities. 

The example also works okay if the Model that you are “watching out for” creates and deletes CampaignInfluence records at the same time you need to. Though for us, often we discovered that we wanted our Model to recalculate, but it never did. This is because the default model didn’t need recalculating so no new records were created/edited. As a result, ours never had the chance to run. 

One way around this is to watch out for the b2bmaEvenDistributionModel as it has the most chance of adding/removing records, and firing off your trigger.

Another thing to consider (if you are relying on another model’s calculation to trigger your custom one) is that Salesforce doesn’t properly batch influence calculation. We learned this when turning off the Even Distribution Model and turning it back on hoping it would trigger calculation on all Opportunities. We ended up having our own Batch APEX class run to initially populate data for our new model.

If you need a little more control, you would need to introduce triggers on various objects (such as CampaignMember, OpportunityContactRole, Opportunity) looking for the events that would have an impact on your Model and cause it to recalculate. You might find luck here using Platform Events to separate the triggering event from all the processing that the Model might need, especially important as Opportunities often already have a lot of custom automations hanging around them.

Campaign Influence code runs as a special User

Salesforce’s CampaignInfluence records are created by a Special Salesforce User “Salesforce Administrator” which you can’t pick when setting up debug logs. You can find this User’s ID by looking at the CreatedById field of any of the CampaignInfluence records in your org.

Setting up a Debug log for this user is a bit more involved than normal, and needs you to manually create a TraceFlag entry referencing the special User as well as the Id of DebugLevel. We used https://workbench.developerforce.com ‘s REST explorer to create the record, and we used the SFDC_DevConsole DebugLevel allowing us to use the DeveloperConsole to check out the logs as we were testing.  A bit of setup for each debugging session, but worth it.

Break your code into debuggable chunks

We ran into a few different challenges as we were putting this together, and we found having our code broken up really sped up our debugging process. Each chunk of code had debug statements giving us an idea of the overall state / progress, which made it easy to quickly diagnose where things might be going awry.

While we aren’t yet ready to share a precise recipe, we can at least give you the ingredients we used!

  1. Build a list of Opportunity IDs of the Opportunities that need to be calculated
  2. Get all Opportunity details (including Opportunity Contact Roles)
  3. Get all needed CampaignMember records
  4. Calculate the “winning” CampaignMember records for each Opportunity
  5. Calculate the CampaignInfluence records needed from the “winning” CampaignMember records
  6. Insert final results

Plan for custom Campaign Influence Model success

Creating a Custom Campaign Influence Model is not for the faint of heart. It takes quite a bit of planning and work to put together even the simplest of Models (which might be why there’s so little out there when we tried googling for examples). 

If you are looking to take this on, hopefully these tips save you a bit of frustration and colorful language. If it still looks daunting and you need some help, we would love to have a chat!

Further Reading

Original article: Creating a Custom Pardot Campaign Influence Model: Lessons Learned

©2022 The Spot. All Rights Reserved.

The post Creating a Custom Pardot Campaign Influence Model: Lessons Learned appeared first on The Spot.

By |2022-10-19T18:44:00+00:00October 19th, 2022|Categories: Analytics & Reporting, Pro Tips, revive, Strategy|

How to Choose a Salesforce Marketing Reporting Tool

Not sure which Salesforce marketing reporting tool is the best for showing the results of your campaigns? 

With so many to choose from between Salesforce CRM, Marketing Cloud Account Engagement (Pardot), and CRM Analytics, it can be difficult to nail down what reporting tool is the best fit for you. 

While all the tools described here (to some extent) can be used to meet each criteria, some do it better than others. 

Questions to determine which Salesforce marketing reporting tool is best for your team’s goals 

We’ll help you narrow it down with some simple questions and a review of what each tool excels at! Hint: They all contain the letter “A”!

Question 1: What are you “asking” of the data?

While there are many uses for data, breaking down what you want into categories can help you create specific and purpose driven reporting content. 

What that content is meant to inspire is the million dollar question. So… “What do you want your data to do for you?”

I Need Operational Data!

This type of reporting is really ideal for managing day to day metrics. The key here is that these are used to keep a pulse on the health and activities that keep your business running day to day. 

  • How many deals were open, closed, won or lost?
  • How many tasks were completed?
  • What is overdue? Or due today?
  • Who are my best performing Salespeople?

Best Fit: Salesforce

Why? Salesforce reports excel at showing data in a way that tells you what’s going on right now. Built-in report types give you easy access to history data and other commonly used data. 

Need a quick list or visual to get the point across that is specific to a specific business metric? It’s easy to do (assuming you have the data in place). Another cool feature is that your reports and dashboards can be tailored to run as the person opening them, making them a custom fit and focussed.

I Need Trending Data and Patterns, preferably in visuals!

  • How fast are we closing sales?
  • How is the pipeline looking for Q2 Compared to Q1? What had the most impact?
  • Which activities lead to sales?
  • How are my KPI’s Performing to goal
  • What are my leading or lagging indicators?

Best Fit: CRM Analytics

Why? Of all the tools this is the one that allows you to do “gymnastics” with your data and connect lots of things together. It also has much more robust visualization options, allowing you to connect and visualize data more easily. 

Built-in apps provide “purpose” driven dashboards and insights based on best practices. You can have many filters and even specify which dashboard items interact with which filter! 

While you can do some trend analysis in Salesforce, CRMA brings it to the next level. To top it off, if you have the right license, predictive analytics are within your reach.

I Need Marketing Asset Intelligence!

  • What is the health of my campaigns?
  • I need to create list reports to segment and manage prospects!
  • What marketing activities are leading to increased engagement?
  • What activities are occurring? Or have occurred?
  • How is my nurture program performing?

Best Fit: Pardot Reporting

Why?: Pardot is purpose built to surface marketing metrics and streamline prospect management. Reports on common metrics (click through, open-rate, bounce rate opt out etc.) are available. While more limited in the sense of customization, these are critical metrics for every marketing department and company and help you keep a pulse on the health of your assets.

Other considerations for selecting a Salesforce marketing reporting tool

Who is your audience?

This one is really all about functional role and (ahem) attention span. Think about the following questions to determine how audience affects which Salesforce marketing reporting tool to use:

  • How much time does the audience for the report have time to absorb the information? Does it come from multiple sources? 
  • Are they open to navigating many reports? 
  • How many filters are needed on the front end? 

If your audience does not use your reports, then all the platforms are equally terrible. Always consider useability and make sure you consider hidden costs when comparing value.

Leadership Team (C-Suite) 
  • These stakeholders tend to want a 5,000-foot strategic view that can be visually absorbed quickly and without too much explanation or time. For this group, CRM Analytics is a good fit since its strength lies in optimizing connected datasets in a visual way.
Operational Managers
  • This group often wants to look at the high-level metrics, but also be able to dig into the records and data when a pattern or interesting number stands out. For these stakeholders, Salesforce reporting can be the best choice. 
Marketing staff, Designers, Marketing Managers (admins, marketing staff etc)
  • As the lifeblood of marketing, these stakeholders need quick and easy access to see who is a best fit for nurture programs, check scoring and grading status and see what assets are performing best. Pardot reporting provides this view and the data that’s needed day to day.
Analytics Staff
  • When you need ALL the data and want to know all the things, a deeper tool is needed. CRM Analytics allows the high-level and low-level data and allows the ability to create unlimited customized datasets to use for reporting. Additionally with licensing upgrades, the power of Einstein predictions can be unleashed. Fun fact, this data can be written back to Salesforce with the Salesforce Data connector, adding even more potential uses (teaser for a future blog 😉).

What resources do you have available for reporting and analytics?

Ok, so this one is kind of a trick question. No one ever has enough time or money… But it does matter. Having the right resources to develop your brilliant report or having the time to consume report content is critical. 

How can you get the most out of each platform if you are strapped for resources? Any of the choices requires expertise and time to master customization or modification. But many “no effort” solutions also exist out there. 

Also, while tools like CRM Analytics are pricier, consider the time to create 10 reports in Salesforce to get the same information and the limitations around connecting objects. Additionally, consider the pitfalls around manual reporting (Excel gathering) and the potential data and time issues that can occur. Consider all the costs of NOT having a single version of the truth. 

How can I stretch my time and budget around Salesforce analytics? 

Here are resources that might help.

Salesforce: Check out the app exchange for many free useful examples and fully functioning Dashboards. Everything from adoption metrics to quality check dashboards can be had at the click of a button … and many are free. 

CRM Analytics: This one is license specific, but you don’t need a data scientist to install apps such as B2BMA analytics (included for many Pardot  versions – more information here).

Pardot: Sometimes less is more! This documentation around all reports Pardot will get you pointed in the right direction!

Which Salesforce marketing reporting tool is best? It depends…

So in conclusion, while each reporting platform has its strengths and weaknesses, the strongest is the one that presents the right content, to the right audience at the right time. 

We hope the information in this post helps you to nail down which tool is right for your unique situation. 

Still not sure? Drop us a line and we’ll see how we can help you.

Original article: How to Choose a Salesforce Marketing Reporting Tool

©2022 The Spot. All Rights Reserved.

The post How to Choose a Salesforce Marketing Reporting Tool appeared first on The Spot.

By |2022-10-10T18:27:00+00:00October 10th, 2022|Categories: Analytics & Reporting, Pro Tips, revive, Strategy|

Pardot Scoring & Grading Lab

As inbound marketing efforts continue to grow across industries, marketers are having to come up with new ways to qualify the best of these new leads. Once they’ve been qualified by marketing, the next challenge is making sure the sales team gets the lead at the right time in their journey to capitalize on their interest. 

With Marketing Cloud Account Engagement (Pardot) you can use prospect scoring and grading together to surface the most relevant leads. Combined with the automation tools built into the platform, you can save time by automatically qualifying leads and routing them to the appropriate sales person or team. 

In this blog, we’ll discuss how these two systems work together and the best ways to automate your approach.

Pardot Prospect Grading

Prospect grading takes place once you have set up your company’s ideal customer profile (ICP) and have a set of factors to evaluate a new prospect on. The best ICP’s are made up of quantifiable data, like number of employees, industry, job title and location. 

Once you have determined your criteria, you can provide the information to Pardot, and the system will automatically apply a letter grade (A-F) to prospects as new data is collected. 

To learn more about setting this up, check out Pardot Grading 101

For now, let’s take a look at some of the common criteria that marketers use to grade their prospects:

 

  • Location – If your organization uses geography to prioritize leads, you can adjust a prospect grade based on what location they provide.
  • Industry – Market and sell only to the industries that your business is targeting.
  • Job Title – Be sure you’re reaching the influencers and decision makers at an organization.
  • Company Size – Be Goldilocks and only reach out to the companies that are just right for you.

     

Try it out for yourself!

Not sure how prospect grading works in the real world? Here’s a chance for you to see how this functionality might work in your own organization.

Tell Us About Your Ideal Lead:

What sized companies do you target?



What industry do you typically target?



What department do you sell to?



Who are you typically targeting?





Joe is new inbound lead

D+

Pardot Prospect Scoring

You can use the Pardot prospect score in conjunction with the prospect grade to make sure only the best leads are being passed on to the sales team as qualified. Lead scores are a numerical value that can help you determine how interested a prospect is in working with your company. 

With prospect scoring, you assign points to the actions you decide are the most important. These points are totaled up and displayed as the prospect score and helps you determine how engaged a prospect has been with your marketing materials.

Let’s take a look at some of the actions you could use to influence a prospect score:

  • Page Views – Increase a prospect score with every page visit on your website.
  • Form Submission/Landing Page Success – Add points if a prospect fills out an important form on your website or landing page.
  • File Access – Adjust a score based on a prospect downloading an important file. 
  • Email Clicks – Good interaction with your email content may be an important indicator of how interested a prospect is in your offerings.

Let’s see it in action

I mentioned earlier that using prospect scoring and grading together can help to only qualify the best leads and send them to the sales team. Using these two tools can give you a better understanding of the prospects you’re working with and how to market to them appropriately. 

Check out each of the leads below to learn more about how their score and grade impact marketing efforts.

Roy

Roy is a great fit for your product or service, but either hasn’t had time to do any research, or doesn’t know that your product exists yet. This lack of activity is why he has a high grade, but a low score.

Recommended Action: Call him or place him on a nurturing campaign.

Ryan

Ryan is a student interested in an internship with your company. All of his activity on your site (like browsing your careers page) has given him a great score, but since he is not going to purchase, he receives a low grade.

Recommended Action: Do not assign Ryan to a sales rep.

Katie

Katie is enthusiastic about your company, but may not be the best fit for your product. This gives her a decent score, but moderate grade.

Recommended Action: Nurture Katie with a drip campaign to conserve resources.

Renee

Renee is a great lead who has been working with your sales team for a while. She has done her research, has a lot of interest in your product, and fits your ideal profile. This gives her a great grade and terrific score.

Recommended Action: Send Renee pricing and bottom-of-funnel resources.

Better Together: Pardot Prospect Scoring and Grading

Prospect scoring and grading can work fine separately, but I think they work best when used together as seen in the example above. 

With automation rules, you’re able to tell Pardot to send prospects to the appropriate sales representative and add them to lists or engagement studio programs when they reach the right combination of score and grade. This helps to ensure only the best leads are being sent to the sales team, and that you’re sending the right information to the right prospects at their stage of the buying cycle.

Don’t be afraid to subtract points or letter grades for bad matches, either! You can use page actions to subtract points from a prospects score if they (for example) visit your careers page. You’re also able to set up grading to lower a prospects letter grade if they’re the exact opposite of your ideal customer profile. 

Let me know in the comments if you’ve got more questions about these two tools, or reach out to us for help with your own prospect scoring and grading strategy.

Original article: Pardot Scoring & Grading Lab

©2022 The Spot. All Rights Reserved.

The post Pardot Scoring & Grading Lab appeared first on The Spot.

By |2022-09-29T14:30:58+00:00September 29th, 2022|Categories: Marketing Automations, Pro Tips, revive, Strategy|

Automation Facelift: Migrate Workflow Rules and Process Builder to Salesforce Flow

With Salesforce moving to Flow as its go to low-code automation tool, and Workflow Rules and Process Builder planned for retirement, it’s a good idea to migrate your existing automations to Flow. Here are best practices to get started on this process BEFORE you begin migrating.

Reviewing Your Current Automation Stack

Depending on how old your org is, it may have a lot of legacy configurations from old or obsolete business processes that don’t mean anything for your organization today. Do you really need to bring all of that technical debt along in your migration process? Or would you rather have an opportunity for a fresh start with your automations?

Before jumping in and migrating all of your current automations, this is a good opportunity to develop a migration strategy so that the changes being made now will meet the current and future needs of your organization. 

Develop a Salesforce Flow Migration Strategy

STEP 1: Audit your current workflow rules and process builders

First, inventory your list of workflow rules and process builders and perform an analysis. Here is a template you can use for your audit (click File > Make a copy).

When looking at your current automation, consider the following questions:

  • Which automations are active?
  • What automations are still relevant?
  • How many automations are there per object?
  • How complex is each automation?
  • Can any automations be combined?
  • Which automations make updates to the same record that triggered it?

STEP 2: Decide Which Automations to Migrate

After completing the audit, you will have a better idea of the automations in your org, which are still relevant and need to be migrated, and which can be decommissioned. 

This is also a great time to decide on which you will consolidate. Candidates for consolidation are:

  • Automations on the same object with the same trigger criteria. For example if you have 3 workflow rules that trigger from a Lead Status change, these may be a good candidate for combining into a single flow.
  • Automations that include field updates on the triggering record.
  • Automations that have similar components that could be combined into a subflow that’s called from each flow.

STEP 3: Prioritize Your Migration Plan

As you assess the automations in your org, you will become aware of those that are critical vs nice to have, and which can be combined into a single well performing flow. Use this understanding to prioritize the workflow rules and process builders you want to tackle first.

STEP 4: Get Familiar with Salesforce Flow

If you’re not familiar with Flow, and the types of flows available, this should be your next step before jumping in, to help make informed decisions about your flow strategy.

There are many resources available to help you get started.

You can check out my recent blog post for more information and links to a few great resources. Or this one from Mike Morris that outlines a process to manage Salesforce campaign activation with Flow.

STEP 5: Decide on a Flow Strategy

Ok so you know what workflow rules and processes need to be migrated and which to tackle first. So how are you going to actually migrate them? 

Salesforce Migrate to Flow Tool
  • Salesforce provides a Migrate to Flow Tool to help with the process of migrating current Workflow Rules and Process Builder to flow.
    • Support for migrating Workflow Rules is generally available as of Summer ’22.
    • Support for migrating Process Builder is coming and estimated early 2023.
  • The tool is very easy to use and does pretty much all of the lift in the migration process, creating the flow with start criteria and each action, and even makes it easy for you to deactivate the old and active the new.
  • One consideration is that the current version of the tool will migrate each workflow rule into its own flow. So if you have 20 workflow rules and use the tool to migrate you will end up with 20 flows. Will this work for your org?
Third-Party Migration Tools
  • The UnofficialSF site has a tool called ConvertToFlow v2 that can be used to convert Workflow Rules and Process Builder. I personally have not used it but it has been recommended in the community.
Building Flows Manually

If you have identified automations that can be combined, or are migrating process builders, you will no doubt build some flows. Before clicking that New Flow button, decide on:

  • Will this be a ‘Before Save’ vs ‘After Save’ record-triggered Flow?
    • Will the flow make an update on the same record that triggered the flow? If yes then a Before Save flow may be the best fit for better performance.
    • Will this flow be invoking an action or creating/updating related records? Then you will want to create an After Save flow.
  • Is there an existing flow with the same entry conditions? Can it be updated to include the logic you are currently migrating?
  • Is there an existing flow that has the same components involved? Can those components be converted into a subflow to be used in each of the flows?

Step 5: Build your Flow(s)!

Now that you have completed all of this awesome prep work, you are ready to roll up your sleeves and get building!

Questions about using Salesforce Flow? 

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

We’re here to help!

Original article: Automation Facelift: Migrate Workflow Rules and Process Builder to Salesforce Flow

©2022 The Spot. All Rights Reserved.

The post Automation Facelift: Migrate Workflow Rules and Process Builder to Salesforce Flow appeared first on The Spot.

By |2022-08-06T00:16:00+00:00August 6th, 2022|Categories: Marketing Automations, Pro Tips, revive, Strategy|

7 Marketing Cloud Security Tips for a Hybrid Work Environment

You can keep your free snacks and ping pong tables. If we’ve learned one thing from the pandemic, it would be that employees really want the ability to work remotely — at least part of the time. While organizations have become more accepting of this new reality, IT departments are facing security challenges.  

In this post, we’re looking at Salesforce Marketing Cloud security best practices for hybrid and remote work environments. We’ll review some of the security settings in Marketing Cloud that will allow your remote employees to work safely and take some of the stress off of your IT team.

Marketing Cloud security for remote and hybrid work models

Since the onset of the pandemic, the number of remote workers has grown exponentially and the hybrid work model is becoming the new norm. A 2021 Mckinsey & Company survey found that 52% of workers prefer a more flexible working model moving forward. And listening to those wishes is helping many employers to avoid the effects of the Great Resignation at their companies.

Luckily, Marketing Cloud is built with security in mind and it can be configured to allow your employees to work securely — wherever they may be. 

Let’s take a look at some ways you can protect your data in addition to using multi-factor authentication (MFA).

Security Tip #1: Limit the Data in Salesforce Marketing Cloud

Salesforce Marketing Cloud is not a data warehouse. So don’t treat it like one. 

When bringing data into SFMC, ask yourself how it will be used for segmentation. If data will not be used for segmentation, don’t import or sync it over. Data like credit card numbers should NEVER be stored in Marketing Cloud.

Special attention also needs to be applied when handling Personally Identifiable Information (PII). The Department of Homeland Security defines PII as:

As any information that permits the identity of an individual to be directly or indirectly inferred, including any information that is linked or linkable to that individual, regardless of whether the individual is a U.S. citizen, lawful permanent resident, visitor to the U.S., or employee or contractor to the Department.

Linked PII is information that can be used by itself to identify an individual (ex. Social Security number) and linkable PII is information that can be used in combination with other information to identify an individual. Depending on the type of data in your account and the industries you serve, additional security measures like data at rest encryption, field level encryption and tokenized sending might be necessary.

Security Tip #2: Control Access with Marketing Cloud Business Units

Even before creating users, I like to see how organizations are structured. If your organization operates in several regions, all users might not need access to all the data. The best way to secure data is to not grant access to it in the first place!

This is where business units come in. Business units in Marketing Cloud allow you to control access to information by creating a hierarchical structure. They also allow you to control branding elements including email display name, email reply address, and physical mailing address at the business unit level. You can even control the settings to allow unsubscribe at the business unit level or the enterprise.

Business units don’t have to be limited to geography. Your hierarchy can be built based on your unique needs. Building a hierarchy based on products is a great use case.

Note: Business Units are available in Enterprise and Enterprise 2.0 accounts.


Security Tip #3: Provide Users with the Correct Access Based on Need

Now that we’ve established our hierarchy and determined where users should be included, the next question is access level. Let’s start by talking about the differences between roles and permissions.

  • Permissions are micro-level security.
  • Roles are macro-level security.
    • They are a collection of permissions.

Permissions in Marketing Cloud are very granular. For this reason, the good folks at Salesforce have included default roles within Marketing Cloud based on common needs/scenarios (similar concept to the default user roles in Pardot). These are divided into Marketing Cloud and Email Studio Roles. I would highly recommend using these roles and limiting the creation of custom roles.

Marketing Cloud Role Description
Marketing Cloud Administrator This role assigns Marketing Cloud roles to users and manages channels, apps, and tools.
Marketing Cloud Viewer This role views cross-channel marketing activity results in Marketing Cloud.
Marketing Cloud Channel Manager This role creates and executes cross-channel interactive marketing campaigns and administers specific channels like Email Studio.
Marketing Cloud Security Administrator This role maintains security settings and manages user activity and alerts.
Marketing Cloud Content Editor/Publisher This role creates and delivers messages through applicable channel apps.
Email Studio Role Description
Administrator Access to all Email Studio functions including Setup, email creating, and creating data extensions.
Content Creator Access to all content, shared folders, and tracking in Email Studio, but no access to data or administrative features.
Data Manager Access to everything in Email Studio except email content
Analyst Access to tracking features in Email Studio.

Marketing Cloud Roles and Permissions

When assigning roles to users, you should always start with the lowest level that permits the individual to do their job. I’m always amazed when I log into an account for the first time and see all users have the Marketing Cloud Administrator and Administrator roles assigned. There’s simply no reason for this. I generally like to have two admins in an organization. It’s always good to have a backup in the event of an emergency!

It’s also worth noting that SFMC defaults to the most restrictive value when multiple roles are assigned to a user. For example, if a user was assigned the Content Creator, Marketing Cloud Channel Manager, and the Marketing Cloud Viewer roles, they would not be able to send an email. This is due to the fact that the Marketing Cloud Viewer is the most restrictive of the three roles and does not permit email sending.

It’s very possible that the same user will have access to multiple business units, but perform different functions in each. That’s perfectly fine and SFMC has you covered. Roles can be assigned at the business unit level so the same user could have admin access in one and view only in another. This is very handy and should be utilized if users don’t need full access to all the BUs that they are part of.

Security Tip #4: Follow Login and Password Best Practices

Marketing Cloud allows admins to set security policies very easily within the Security Setting under setup. However, I’m really surprised by how often I see accounts where the standard Salesforce recommendations are not followed. Take a minute to audit your account to ensure that they comply with the recommended account settings from Salesforce included below.

Field Recommended Setting
Session Timeout 20 minutes
Login Expires After Inactivity 90 days or less
Invalid Logins Before Lockout 3
Count Invalid Logins Across Sessions Yes
Minimum Username Length 8 characters
Minimum Password Length 8 characters or more
Enforce Password History 8 passwords remembered
User Passwords Expire In 90 days
Send Password Change Confirmation Email Enable
Enable Audit Logging Data Collection Enable

Security Tip #5: Limit Logins by IP Address

The Restrict Logins by IP Address (IP Allowlisting) setting allows you to define a list of IP addresses that can access your account.

This feature is optional and is set to Off by default, but can quickly be activated under Setup > Security Setting > Username and Logins. When activating, you’ll have the option to log non-allowed IP addresses and permit access or log non-allowed IP addresses and block access. Don’t forget to add IP addresses to your allowlist under Setup > Security > Login IP Allowlist if you choose to use this feature. 


Security Tip #6: Limit Exports

Ask yourself this simple question…

Does this user need to extract data from SFMC to do their job?

If the answer is “no,” then don’t allow them to export. It’s that easy!

Data extracts are a security risk that I see in most accounts. While data in the hands of a user can be risky, the real concern is data sitting on a computer that is not properly secured. Once the data leaves SFMC, all bets are off. This is a huge risk with remote workers. Let’s mitigate this risk by limiting exports.

Data can be exported from SFMC using Data Extract activities in Automation Studio, from tracking in Email Studio, and from reports in Analytics Studio. While some reports can be viewed onscreen or downloaded as PDFs, email and file transfer locations are the primary ways that data is exported. 

Email Export 

Your data is sent from SFMC via email. This is pretty scary, but can be controlled with Export Email Allowlists. The email allowlist includes individual email addresses or domains that are authorized to receive email exports from your account.

Export Email Allowlists must be activated in your SFMC account by first selecting the Enforce Export Allowlist in Security Setting. You will then need to specify the individual email addresses and domains that are authorized to receive email exports within your Export Email Allowlist (Setup > Security > Export Email Allowlist).

File Transfer Locations 

Marketing Cloud also makes use of file transfer locations to import and export data. The most common location is the Enhanced FTP Account, but you can also add additional locations under Setup > Administration > Data Management > File Locations.

To access data from the Enhanced FTP Site, users must login. Access to the data can be controlled by limiting users and not sharing login credentials. Marketing Cloud allows up to 10 FTP users per MID, allocate them wisely! Users can be granted Read Only or Full access.

Security Tip #7: Automate and Review Audit Trails

Audit Trails in Marketing Cloud can be used to track account access and activity. Reports can be automated through Automation Studio or through REST API extracts.

Before audit trails can be exported, the following actions must be taken to enable them in your account.

  • Enable Audit Trail Data Collection under Setup > Security > Security Settings
  • Assign the Marketing Cloud Security Administrator role to the user who will be extracting the data

Once these requirements are met, automations can be created in Automation Studio to extract the access and activity logs. Salesforce recommends that audit trail data be retrieved periodically based on a rolling window.

There are a couple of things to keep in mind when creating your automations.

  • You must create a Data Extract activity and select the desired extract type (Audit Trail Access Log or Audit Trail Activity Log).
  • Data is extracted to the Marketing Cloud Safehouse, so a File Transfer activity is needed to securely transfer files to the FTP location of your choice.

The automation is pretty simple and will look like this when complete.

The Basic Audit Trails are a great place to start. They are included in your account and have a 30-day retention period. Advanced Audit Trails, which can be purchased for an additional fee, extend the retention period to 60-days and include additional data related to Email Studio, CloudPages, MobileConnect, and more. Learn more about Basic and Advanced Audit Trails. 

Take Action to Secure your Marketing Cloud account

This post includes some recommendations to help secure your Marketing Cloud account with the rise in remote workers. However, it is not inclusive of all the security capabilities of SFMC. 

For more information, check out the following Trailhead modules or post your questions in the comments section. We’re here to help you succeed with Marketing Cloud! You can contact us with any questions.

Original article: 7 Marketing Cloud Security Tips for a Hybrid Work Environment

©2022 The Spot. All Rights Reserved.

The post 7 Marketing Cloud Security Tips for a Hybrid Work Environment appeared first on The Spot.

By |2022-06-28T20:44:08+00:00June 28th, 2022|Categories: Data Management, Privacy & Compliance, Pro Tips, revive, Strategy|