Why Should Marketing Admins Have Salesforce Access?

Getting marketing team access to your Salesforce org breaks down company siloes and can lead to enriched data you can use for things like Einstein campaign reporting.

So, you want to make the case for getting your marketing team’s hands into your company or organization’s Salesforce org. But, you’re having trouble making the case to the team that manages it.

The team may come back to you with things like,

Why do you need to get into our Salesforce org?

and

Don’t you have your own marketing automation program and mailing lists?

Well, this post is going to help you make the case for getting marketing admin access to your Salesforce org.

Salesforce needs interconnectivity to fulfill its data hub destiny

Think of Salesforce (a.k.a. Sales Cloud/Service Cloud) as your one stop shop for all your data. 

When you’re working for a company with multiple departments, or at an enterprise-level company with many locations and lines of business, you have multiple technology tools that connect to Salesforce and enrich that data. For example, your marketing team uses automation programs for email marketing and your 

And the reality is, you are one person. So, you can’t possibly know all the ins and outs of each tech tool that’s connected to your Salesforce org. 

All the Salesforce admins can live in harmony with shared access

The good news is that other tools probably have their own admins and experts who are part of your company or organization. 

These technology specialists can be your best friend when it comes to troubleshooting something between that tool and Salesforce. But, they can only be an effective best friend if they have the right level of access in Salesforce. 

Otherwise, you’re going to be an annoying best friend who asks them to look at a bunch of things you could easily look at yourself to solve the issue. 

What I’m trying to say is they become a bottleneck — unintentionally or intentionally. 

Build a process to prevent issues from Salesforce user access

They are probably thinking, 

but I don’t want anybody to mess up the Salesforce system I’ve worked so hard to build.

And it’s understandable.

I’m here to tell you that admins can give you access and ask you not to change something in the system without going through the proper process. 

Yes, that means they have to instill trust in you. That’s what makes a good team! 

Understand the Salesforce user roles

The Salesforce Marketing User in Sales/Service Cloud can create, read, edit, and delete records they can access, and they can import leads.

If you’re granted access to Sales Cloud through an Admin role, or something custom, be sure the person communicates the specifics of your user role to you. You should fully understand what you’re capable of before diving in. And the person granting access to you has a responsibility to assign a user role to you that provides an appropriate level of access.

Document a process for marketing users

Work with your Salesforce admin to establish everything marketing users need to know about their level of Salesforce access. Put it all in a document, and remember to include the process for requesting changes beyond the marketing user access level.

Make your case and get the user access you need

In case your Salesforce admin still isn’t sold on the idea of giving you admin access, here are three reasons why they should. Use these to help them understand why it’s so important for the marketing team to have access

Giving marketing users access to Sales Cloud:

  1. Allows troubleshooting to happen quickly. The marketing user doesn’t have to ping the Salesforce admin every time they need help with simple tasks for things like reporting or connected campaigns.
  2. Makes other software admins learn how Salesforce works. There’s less back-and-forth communication in the long run! 
  3. Creates shared ownership among the tools. This means less finger pointing and more collaborative ownership to build and troubleshoot.

So, if your Salesforce admin was on the fence about giving you access to Salesforce, I hope this helps you get them to rethink and ultimately grant access. I am confident in saying it’s best for the long run.

Use the comments section to tell us how it goes! Or share your Salesforce admin access stories if you dare.

Original article: Why Should Marketing Admins Have Salesforce Access?

©2022 The Spot. All Rights Reserved.

The post Why Should Marketing Admins Have Salesforce Access? appeared first on The Spot.

By |2022-05-28T12:06:38+00:00May 28th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive, Strategy|

How To Use a Custom Opportunity Amount Field in Salesforce Campaign Influence Reports

Picture the scene… You’re using a custom amount field on your opportunities (or even multiple amount fields) in Salesforce. You notice that your Salesforce Campaign Influence reports are not showing any data. You have an amount value on all your opportunities, and you’re using custom roles.

So, why is nothing working?*

The standard Salesforce Opportunity Influence model (and the associated reports) work on the basis that you are using the standard Opportunity Amount field. But more often than not, business operations are far from the “standard” processes. 

*It is assumed at this point that all other Campaign Influence set up items and prerequisites have been completed.

Going beyond standard amount fields on opportunities in Salesforce

Business models flex and are customized to the business needs. So, there are use cases where populating the one standard amount field on opportunities just won’t work. We also know that Sercante loves to break free of the “standard mindframe” and test the limits of Salesforce!

So how can you use Campaign Influence (and reports) when you don’t use the standard opportunity amount field? 

The recommended option would be to create a Salesforce Flow to update the standard amount field with the values found in your multiple custom amount field(s). But flow can be tricky to navigate if you don’t have the experience.

This post will offer an alternative way to use a custom opportunity amount field in Salesforce Campaign Influence reports that any Salesforce admin will be able to follow and apply. 

Step 1: Create one custom amount field 

If you only have one custom amount field, skip to Step 2. 

If you are using multiple custom amount fields, for example “Estimated Amount” and “Won Amount,” you will need to create ONE custom amount field that populates from your multiple amount fields. You will need to create this custom amount field because you cannot edit the standard amount field. 

I’d recommend you create a formula field using the opportunity statuses to determine which value is shown in the newly created amount field.

Instructions

  1. Create a new custom field on the Opportunity Object
  • Data Type = Formula
  • Formular Return Type = Currency
  1. Create an advanced formula – IF( IsWon = true, Won_Amount__c , Estimated amount__c )

What is this formula doing?

If the opportunity Stage = Closed Won, then the custom Opportunity Amount field will populate with the Amount Won value. However, if the opportunity stage is anything but Closed Won, the value in this field will be populated from the Estimated Amount.

  1. Check Syntax
  2. Set the field-level security 

NOTE: If users cannot see the field they won’t be able to see it in reports or create reports using it 

  1. Add the new field onto your page layouts if you wish. 
You don’t have to add this field to the page layout(s). Not adding this field to the Opportunity page layout would prevent confusion for the sales reps – They would continue to populate the custom Revenue fields as normal
  1. Save

Consideration

I would recommend adding a validation rule that prevents users from marking an opportunity as “Closed Won” without an Amount Won Value. If the opportunity is marked as Closed Won and there is no value in Amount Won, then the Custom Opportunity Amount Field will show £0.

Step 2: Create a custom Campaign Influence Amount field

The Campaign Influence reports and dashboards get their data from the Campaign Influence object. The data the reports need from the Campaign Influence object are: 

  • Opportunity Amount
  • Revenue Share 

Now we have one singular custom opportunity amount field we need to get it onto the Campaign Influence object, so the campaign influence reports have visibility of the data. 

Instructions

  1. Create a new custom field on the Campaign Influence Object
  • Data Type = Formula
  • Formular Return Type = Currency
  1. Create an advanced formula – Opportunity.Custom_Amount_Field__c

What is this formula doing?

This formula is simply pulling in the value found on the custom Opportunity Amount field and adding it to the Campaign Influence object. 

  1. Check Syntax
  2. Set the field-level security 

NOTE: If users cannot see the field, they won’t be able to see it in reports or create reports using it.

  1. Add the new field onto your page layouts if you wish. 
  2. Save

Step 3: Create a custom Campaign Influence Share field

At this point we have:

  • A Custom Opportunity Amount field (if you’re using multiple amount fields, you now have one that populates depending on the opportunity stage)
  • A Custom Campaign Influence Amount field, which simply pulls in the value from the custom opportunity amount field 

The final custom field that needs to be created is the Custom Revenue Share, which is also found on the Campaign Influence object. 

The Standard Revenue Share field on the Campaign Influence object will use the standard Opportunity Amount to work out the revenue share for each campaign and opportunity. 

So, since a custom Opportunity Amount is being used we need to create a custom Revenue Share field, which will replicate the standard behavior using a formula.

Instructions

  1. Create a new custom field on the Campaign Influence Object
  • Data Type = Formula
  • Formular Return Type = Currency

2. Create an advanced formula – Opportunity.Custom_Amount_Field__c * Influence

What is this formula doing?

This formula is looking at the value in the custom Opportunity Amount field and multiplying it by the Influence percentage field (this is a standard field that we do not need to change)

3. Check Syntax

4. Set the field-level security 

NOTE: If users cannot see the field, they won’t be able to see it in reports or create reports using it.

5. Add the new field onto your page layouts if you wish. 

6. Save

Final Outcome

You should now have:

  • Custom Opportunity Amount Field – If you are using multiple custom amount fields this should be pulling in the value from either of these fields
  • Custom Campaign Influence Amount Field – Pulling in the value from the Custom Opportunity Amount Field
  • Custom Campaign Influence Revenue Share Field – Displaying the share of the revenue by using the Custom Opportunity Amount field and Influence field

Step 4: Customize Campaign Influence reports 

If you have installed the Sercante Campaign Influence Starter Pack, then the reports and dashboard that come with this will only work when the standard Salesforce fields are used (Opportunity Amount and Revenue Share). So, you will need to customize these reports and the dashboard (we’ll tell you how to do this next) to include your custom Opportunity Amount and Custom Revenue Share fields. If you have any of your own Campaign Influence reports you will also need to edit these. 

Sercante Campaign Influence Starter Pack – Editing the reports and dashboard 

Step 1. Open Salesforce Dashboards where you will see the Campaign Influence Dashboard that comes with the Sercante starter pack. 

Additionally. open up this link. You will need the images on this page to ensure that when you update the dashboard components you

  • Select the right report
  • Select the correct chart
  • Add the chart title and subtitle 
  • Select the correct Measure

Step 2: Right click the report on the dashboard component and open the report in a new tab

Step 3: Edit the report

  1. Under Columns, remove #Revenue Share and #Opportunity Amount.
  2. Under Columns, add the Custom Opportunity Amount field and Custom Revenue Share (Campaign Influence).
  3. Save and Run.

Step 4. Go back to the Dashboard and click Edit on the dashboard.

Step 5. Edit the individual component in which you just edited its report and use this link as a reference.

  1. Update the report the component uses
  2. Check that the correct chart is used. 
  1. Update the Measure.
  1. Update the component title and subtitle.

Step 6: Save the component and dashboard.

You’ll need to Repeat these steps for each of the other dashboard components.

Begin your journey to the marketing ROI promised land with the Sercante Campaign Influence Starter Pack

We’ve enabled and configured Salesforce Campaign Influence a number of times, and we noticed a pattern of reports and dashboard elements that were useful in getting started. 

So, we consolidated those views down into a report and dashboard package that you can ask your Salesforce Admin to install for free from our Github account. 

Get started here. Or reach out to us with any questions.

Original article: How To Use a Custom Opportunity Amount Field in Salesforce Campaign Influence Reports

©2022 The Spot. All Rights Reserved.

The post How To Use a Custom Opportunity Amount Field in Salesforce Campaign Influence Reports appeared first on The Spot.

By |2022-05-16T17:10:00+00:00May 16th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive, Strategy|

Marketing Cloud Engagement, Account Engagement & Sales Cloud: 3 Use Cases for Combining All 3

Have you ever wondered why sales and marketing teams combine Salesforce Marketing Cloud Engagement and Account Engagement (formerly Pardot), with Sales Cloud to reach their goals?

Thinking about how these platforms can work together likely makes your head spin like a twister in Kansas. 

But, fear not! In this edition, we’ll provide more clarity than confusion. 

We’ll go through a high-level overview of how Salesforce Marketing Cloud Account Engagement (formerly Pardot) and Marketing Cloud Engagement compare. But, this isn’t a versus and when to choose which (c’mon we’re all family!). 

We’ll devote the majority of this blog highlighting three use cases that unlock success using both Salesforce marketing automation platforms integrated with Sales Cloud. 

How do Marketing Cloud Engagement and Account Engagement compare?

If you’re familiar with these platforms, then you know they’ve traditionally been focused on industry (B2B vs B2C) and platform-specific features. While a lot of the unique needs of these industries remain true, the lines and approaches of how to communicate digital across these audiences (which are sometimes shared across a business) continue to blur. 

Below is a tried-and-true Venn diagram that shows the overlap as well as their differences. 

Features that are unique to each, such as scoring & grading from Account Engagement (Pardot) and mobile messaging in Engagement are the key differentiators. 

Why do marketing teams use both MCAE and MCE?

B2B marketers are now looking to execute more complex multi-channel messaging once a prospect converts to a customer, for example, and therefore justifies the need for both solutions. 

There are also more and more instances of B2C or D2C driven organizations that serve two very unique personas and different contacts — tne that focuses on the traditional multi-channel messaging approach and one that would benefit from lead scoring, nurturing, and more 1:1 guided selling. In this case, also, the argument for both platforms can make sense. 

And lastly, there’s the more complex instance where an organization serves two very unique personas, yet the personas apply to a single, shared contact.

Today, we’ll focus on the following:

  1. A traditional B2B org looking to execute more complex multi-channel messaging post-conversion
  2. A multi-business model organization with two unique personas
  3. A multi-business model organization with two unique personas that share a contact

Use Case #1: A traditional B2B org looking to execute more complex multi-channel messaging post-conversion


As described above, we’ve got a traditional B2B tech organization focused on a single persona that typically only applies to one contact record type. They’re looking to adopt more complex multi-channel messaging once their prospects become a customer. 

The ability to acquire leads, score and nurture until an MQL threshold is reached and sales can step in is still critical and at the heart of this organization’s business model. However, the ability to retain and engage with their customers in a competitive marketplace is of ever-growing importance.

In this scenario, the prospect will be acquired via an Account Engagement form.

  • They’ll be nurtured through email, forms, and landing pages powered by Pardot until their MQL threshold is reached.
  • Upon reaching, the MQL will be assigned to a Sales user and created as a new lead in Sales Cloud.
  • The Rep will work the lead until SQL status and from there will convert the lead and create an opportunity thereby also triggering the contact creation process.
  • Once the opportunity is closed won, the contact is now eligible for customer marketing in Journey Builder via the Marketing Cloud Connector.

Use Case # 2: A multi-business model organization with two unique personas

A hospital technology organization has two business models that support two separate personas that do not overlap. In this scenario, because of the way the organization is structured a single persona and contact is messaged only from Engagement or Account Engagement (Pardot). There is no sharing of contact and messaging between these solutions, and it’s therefore more straightforward. 

The emphasis for this use case is on how you can use both platforms to support the unique needs of your personas and overall business.

For Persona 1

  • A buyer makes a purchase and becomes a customer; a salesperson isn’t involved in this transaction.
  • As a new customer, a contact is created as a person account record in Sales Cloud.
  • Now the person account is available in Engagement via Marketing Cloud Connect and customer marketing can begin in Journey Builder.

For the Persona 2

  • The prospect will be acquired via an Account Engagement (Pardot) form.
  • They’ll be nurtured through email, forms and landing pages powered by Pardot until their MQL threshold is reached
  • Upon reaching, the MQL will be assigned to a Sales user and created as a new lead in Sales Cloud.
  • The Rep will work the lead until SQL status and from there will convert the lead and create an opportunity thereby also triggering the contact creation process and the contact is created with a specific record type: B2B Contact. 
    • Marketing Data Sharing rules in Pardot are configured to ensure that only those contacts with the B2B record type sync with Pardot. 
  • The prospect in Pardot has a bidirectional syncing relationship with the contact in Sales Cloud. 
  • And when the existing customer, still syncing to Pardot, expresses interest in another product or service, the B2B marketing team continues marketing to this customer using features in Pardot like email nurturing, scoring, grading, and sales team alignment. 
  • As it progresses from MQL to SQL, another opportunity can be created on the existing contact record. 

Use Case #3: A multi-business model organization with two unique personas that share a contact

Now this scenario is a bit tricky and is really where all the magic needs to happen – we’re tackling not only different personas that leverage both platforms but also share the contact. 

Take a financial institution, for example, that has 2 lines of business: Personal Checking/Savings and Wealth Management. The Personal LOB (line of business) is very much a self-service model, while the Wealth Management LOB is exactly the opposite of self-service, yet they both have a common, shared customer/prospect.

You may ask yourself, ‘do they really have the same target audience/segment?’ While your first gut reaction may say, ‘No, ’ which is true, it’s also partly true that these different buyer personas can have crossover and can in all actuality apply to the same single individual. 

Furthermore, the ability to convert and increase the CLV (customer lifetime value) by taking a Personal Checking/Savings customer and upselling your institution’s Wealth Management services is a very strategic and much-desired result in the banking world. The key to successfully achieving this is all in your approach. 

Let’s think through this from a basic customer journey perspective. 

  • In this case above, the potential customer gains initial awareness and exposure of the Personal Checking/Savings product through lookalike audience modeling fueled by Marketing Cloud Engagement & Advertising. 
  • They then visit the website to apply for an account, receive approval, and have now converted to a Personal Checking/Savings customer. 
  • Upon conversion, they become a contact (and Person Account record type) in Sales Cloud which is bi-directionally synced to Marketing Cloud Engagement via MC Connector. They are now eligible to be enrolled in various customer journeys — the first obvious one being a Welcome Onboarding Journey. 
  • Throughout their relationship based on their activity and inactivity, they will qualify for other journeys such as Upsell and Cross-sell. For argument’s sake, let’s say as part of one of these journeys they click on a cross-sell content piece focused on wealth management. 
  • They visit the website and fill out a wealth management form. They are then also marked as a B2B Contact Record type, and they’ll be nurtured by Pardot until their MQL threshold is reached
    • Marketing Data Sharing rules in Pardot are configured to ensure that only those contacts with the B2B record type sync with Pardot. 
  • Upon reaching the MQL, they will be assigned to a Sales user for 1:1 outreach. As it progresses from MQL to SQL, another opportunity can be created on the existing contact record. 
  • Once the Sales user converts this prospect and opportunity to Closed Won, they will now become part of the wealth management customer segment in Marketing Cloud Engagement and will likely enroll in one more many customer relationship journeys across the tenure of their relationship.

In summary, the banking institution is leveraging Salesforce Marketing Cloud Engagement for full lifecycle management including awareness of its self-service line of business. For its more considered purchase model line of business, Account Engagement (Pardot) is used. However, once these prospects convert to customers, the ongoing customer relationship communications, like SMS messaging, will occur through Marketing Cloud Engagement.

Closing Thoughts

As you can see, the potential use cases can range from simple to complex. Therefore it’s important to understand the long-term plan of what you’re trying to achieve to ensure what you’re building today can scale and grow for the future. 

A partner who has breadth and depth of experience in both platforms as well as the know-how to be future-proof, especially for organizations that have more than one business model, is an ideal next step.

What other use cases can you think of for these platforms? Let us know in the comments!

Original article: Marketing Cloud Engagement, Account Engagement & Sales Cloud: 3 Use Cases for Combining All 3

©2022 The Spot. All Rights Reserved.

The post Marketing Cloud Engagement, Account Engagement & Sales Cloud: 3 Use Cases for Combining All 3 appeared first on The Spot.

By |2022-05-16T10:51:42+00:00May 16th, 2022|Categories: Emails & Forms, Marketing Automations, Pro Tips, revive, Strategy|

Einstein Send Time Optimization: A How-To Guide

Balancing all the emails your teams want to send to Prospects versus how many emails the Prospects want to receive is difficult. 

Email your Prospects too often and they may opt out. Email them too little and they may miss the important updates they subscribed for. 

Also, determining when to email your Prospects is always a struggle. Should you split your sends by time zones? Is there a sweet spot that covers most time zones? Does anyone actually read emails on Mondays?! 

Up until now, the best way to tackle these decisions is Dynamic Frequency and Recency lists coupled with the numerous studies concerning which days and times are the best to send emails. However, with Pardot and Einstein, you can let machine learning do this analysis for you and have one less thing to think about.

Note: The 2 Einstein Solutions below are only available to Advanced and Premium Editions of Pardot. 

Optimize your email send times

Einstein Send Time Optimization analyzes the timestamp of sends, opens, clicks, unsubscribes, and spam complaints to determine the optimal time to send a Prospect an email. 

Keep in mind, Einstein Send Time Optimization includes List emails, Engagement Studio Program emails, and Salesforce Engage sends in its analysis. It does not include Operational emails or Autoresponders. 

How Send Time Optimization works in the abstract is a little confusing, but this example from Salesforce’s help doc is great: 

example

Send Time Optimization is only available in emails sent from the new MCAE (Pardot) Lightning Email Builder

When sending a list email from the Lightning Builder, three Send Time options appear:

  1. Einstein Optimized (choose this option)
  2. Send Now
  3. Send Later
Einstein Optimized
  • For “Start Date” enter the earliest day you want the emails to go out. 
  • For “Time,” it takes about an hour for Einstein to analyze the prospects, so set this one hour before the earliest time your email should go out (i.e. If I want the emails to start sending at 9AM, I’ll select 8AM). 
  • Then set your “Send Emails Within” value (up to 168 hours which is 7 days). The gray box at the bottom of the Send Time section will show the latest time your email can go out and will update as you change your “Send Emails Within” value. 

Once your email starts sending, you can monitor how many emails have gone out anytime during the Send Time window by going to Pardot Email > Scheduled > All Scheduled Emails.

What data do you need?

Each Prospect needs to have engaged with an email in the last 90 days. If a Prospect is new or has not engaged within this window, Einstein will recommend an aggregate of your email engagement data. 

Enabling Einstein Send Time Optimization

You’ll enable Einstein Send Time Optimization by going to Setup > Einstein Pardot > Send Time Optimization

Once enabled, it will take up to 72 hours to analyze your data and create your custom model.  

Use Einstein Send Time Optimization to customize email frequency 

Einstein Engagement Frequency (EEF) analyzes Prospect’s email engagement over the last 90 days plus their overall engagement data in the past 28 days to determine if the Prospect is Undersaturated, On Target, or Saturated. 

Similar to Einstein Send Time Optimization, EEF analyses List emails, Engagement Studio Program emails, and Salesforce Engage sends. It does not include Operational emails or Autoresponders. 

So, say for example you have a list of 100 Prospects who all received an email two days ago. You need to send all 100 another email, but you are worried about over emailing them. With EEF, you can run a dynamic list looking at your Recipient list from your first email and see which Prospects are Undersaturated or On Target and could be emailed again. 

Dynamic list rules

Or, even better, you could set up an Engagement Studio Program for the second email, and any future communications, to wait for the Prospect’s EEF status to change from Saturated. 

Engagement studio program

What data do you need?

Each Prospect needs to have engaged in at least the last 28 days, but 90 days is recommended. EEF also requires 5+ variations of emails be sent to at least 10 Prospects within the last 28 days.

Enabling EEF

You’ll enable Einstein Send Time Optimization by going to Setup > Einstein Pardot > Einstein Engagement Frequency

Once enabled, it will take up to 72 hours to analyze your data and create your custom model, a new Prospect default field, Einstein Engagement Frequency, will also be created. 

dynamic list rules

Lean on the machines with Einstein Send Time Optimization

With Einstein Send Time Optimization and Einstein Email Frequency, we can begin leaning on machine learning to make some of the email sending decisions for us.

 If you’ve already started using these two Einstein tools with Pardot, please share your tips, tricks, and findings in the comments!

Original article: Einstein Send Time Optimization: A How-To Guide

©2022 The Spot. All Rights Reserved.

The post Einstein Send Time Optimization: A How-To Guide appeared first on The Spot.

By |2022-05-06T16:00:00+00:00May 6th, 2022|Categories: Analytics & Reporting, Emails & Forms, Pro Tips, revive, Strategy|

How to Manage Salesforce Campaign Activation with a Simple Flow

Twice in the span of less than a week, two different clients had questions or issues related to Salesforce campaign activation. I had my fair share of questions and assumptions about that little checkbox when I was in a marketing role and it seems like I’m not the only one. 

With the help of a very simple Salesforce flow (that we’ll build in this post), we can automate the Salesforce campaign activation (and deactivation) process for Marketing Cloud Account Engagement (formerly Pardot), and let the marketing folks get back to marketing!

What does that “active” checkbox even do?

When creating a Salesforce campaign, we’ve all robotically checked that standard “Active” checkbox and never given it a second thought (because that’s what we were told to do). Well, for every good marketer who “checks the box,” there are plenty who don’t — and it does matter. 

Campaign activation implications in Marketing Cloud Account Engagement (Pardot) 

Just about all MCAE (Pardot) assets REQUIRE a campaign to be selected upon creation including: 

  • Custom redirects
  • Emails
  • Forms
  • Form handlers

When the Active box is checked, you’ll be able to see your campaign and correctly associate it with your MCAE (Pardot) asset. If it’s not checked, then you are out of luck!

Additionally, imports into MCAE (Pardot) also require a campaign and play by the same rules. And completion actions? You guessed it. Only active campaigns can be selected and used.

Campaign deactivation implications in Marketing Cloud Account Engagement (Pardot) 

Scrolling through long lists of campaigns in MCAE (Pardot) is not one of my favorite things. Deactivating campaigns helps by limiting visibility and shortening lists.

However, deactivating a campaign will NOT remove associations to assets that were made when the campaign was active.

If there’s an Add to CRM Campaign completion action set, it will continue to add members after the campaign has been deactivated. However, you will not be able to create new completion actions that reference the deactivated campaign.

I thought that box was automatically checked

I’ve been there too! Seems like a logical assumption. 

If you’re going to ask me for the campaign start date and end date, then why the hell don’t you put it to use! 

We’re going to do just that with a simple flow.

Enter Salesforce Flows

For MCAE (Pardot) Admins, think of Flow Builder as the Salesforce equivalent of Engagement Studio. With Flow Builder, just about anything in Salesforce can be automated using a graphical user interface and no code. 

For Salesforce Admins, you should be getting comfortable with flow as Salesforce is retiring Workflow Rules and Process Builder at the end of 2022.

Let’s build our Flow to automate Salesforce campaign activation

Prerequisite Requirements 

Before we start building, we need to ensure that we have all the necessary data to power the flow. Take a moment to look at your campaign page layout and make sure the following fields are present and required. 

  • Start Date (Make required)
  • End Date (Make required)

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

Step 1: Create a new Salesforce Flow 

We will be using a Record-Triggered Flow for this use case. The flow will launch when a record is created, updated, or deleted.


Step 2: Configure start 

In this step, you’ll be selecting the object and configuring the trigger. We’ll be using the Campaign object in this example and we’ll be triggering the flow when a record is created. 

We won’t be adding any entry conditions, but you might want to based on how your organization is set up. For example, you could set the Flow to only trigger for marketing record types.


Step 3: Configure the immediate path

We’ll be using two paths in this flow. We’re going to address the first path in this step and we’ll tackle the second path later.

The first path will run immediately (hence the “Run Immediately”) label. All we need this path to do is check the active box once our campaign is created. 

To do this, we’ll be using the Update Records element. Add this by clicking the + sign under the Run Immediately label and selecting Update Records.

You’ll then want to add a descriptive label and set the field values. In this case, a good label is “Set Active to True.” 

The field that we’ll be updating is the IsActive field. Since this is a checkbox, we’ll be using the $GlobalConstant.True to “check the box.”

Step 4: Configure the second path

To add a second path to your flow, select the “Add Scheduled Paths” option. If you don’t see this, you’ll need to click on the “Start” trigger to open the editing section.

After adding the scheduled path, we’ll need to configure it. Below are the key elements:

  • Path Label – Name/description of the path
  • Time Source – The time element that will trigger the path
  • Offset Number – The length of the delay
  • Offset Option – Specify the measure of time (minutes, hours, or days) and if the path should activate before or after the Time Source

In this example, the scheduled path will run one day after the campaign end date. If you would prefer to have your campaigns visible for a longer period of time, you can increase the Offset Number.

After configuring our scheduled path, we’ll need to add another Update Records element. This will look very familiar from the Run Immediately path. The only difference is that we will be using the $GlobalConstant.False value to uncheck the Active box.


Step 5: Save, Activate and Test

Your flow should look like the image below at this point. 

If you are anything like me, you don’t want to sit around waiting days to see if your flow works as expected. To speed up your testing, simply update the setting in your scheduled path. 

You can set the Time Source to Campaign: Created Date, Offset Number to 5, and Offset Options to Minutes After. With this configuration, your campaign will be deactivated 5 minutes after it’s created.

You can test your flow by creating a campaign (be sure the flow has been saved and activated), verifying that the Active box has been checked, and then checking the campaign again in 5 minutes to confirm that the Active box has been unchecked.

Once your testing is complete, don’t forget to update your scheduled path options back to the original settings.

Step 6: Deploy to Production

Once your flow has been tested, deploy to production using a change set, and sit back and relax! 

Full Salesforce campaign management

The flow we built today was very basic and served a single purpose — to automate the activation of campaigns. However, it does not need to end there. 

This flow can be enhanced to automatically update campaigns to “Completed” when they end and to send reminder emails to the campaign owner if they fail to enter the Actual Cost in Campaign.

Automate your Salesforce campaigns with Flow 

Campaign management does not need to be manual. And it’s an essential piece when reporting on your efforts as a marketer. With the help of a simple Salesforce Flow, automation can be used to simplify the process and make things easier for your marketing team. 

If you have questions about the simple flow detailed in this post or would like to look under the hood of the full campaign management solution, drop us a note in the comments section or reach out to the team at Sercante.

Original article: How to Manage Salesforce Campaign Activation with a Simple Flow

©2022 The Spot. All Rights Reserved.

The post How to Manage Salesforce Campaign Activation with a Simple Flow appeared first on The Spot.

By |2022-04-20T17:31:05+00:00April 20th, 2022|Categories: Analytics & Reporting, Marketing Automations, Pro Tips, revive, Strategy|

Salesforce Product Retirement: Social Studio Sails into the Sunset

The Salesforce platform social media scheduling tool, which we all know as Social Studio, has officially entered sunset mode and has a retirement date set for 2024. 

While the writing’s been on the wall for over a year, it may still be a shock for people who keep everything on the Salesforce platform and rely on Social Studio. We’ve seen a wave of big news, like product name changes, from Salesforce lately. And this news increased our collective jaw drops.

But, but, but… why would Salesforce retire social studio and duck out of the third-party social posting game? This seems like an odd decision.

In reality though, it’s a practical decision that team Salesforce has been working toward for a while. In this post, we’ll break it down for you so you can accept it and adjust your marketing strategy as you plan for the future.

Why is Salesforce no longer selling Social Studio licenses?

We (as-in, the Sercante marketing team) recently discovered the news about Social Studio’s journey into the sunset while shopping for social media scheduling tools. 

During our shopping process, we learned that Salesforce hasn’t made any updates or enhancements to Social Studio in over a year. Then, we contacted a Salesforce AE who informed us that Salesforce is not selling Social Studio licenses after January 31, 2022. 

So, we moved forward with one of our other social media scheduling tool options and said sayonara to the idea of using Social Studio.

Social Studio end-of-life dates

Here are important dates you should know about if you’re a Salesforce Social Studio customer:

  • August 1, 2022 – no Social Studio product renewals after this date
  • November 18, 2024 – end-of-life target date for Social Studio

You will still have access to Social Studio until the end of your contract date or November 18, 2024 (subject to change), whichever comes first. 

Other social media scheduling tools do it better

Salesforce tries to do it all within the platform. But social media scheduling is (arguably) one of the things their competitors do better. 

While there’s no official statement about the reasoning, we’re guessing team Salesforce has rightfully accepted the superiority of competing platforms.

Who will feel the greatest impact of the Salesforce Social Studio retirement?

Some people are going to feel Salesforce Social Studio’s retirement more than others. While other third-party social scheduling platforms include functionality that’s superior to Social Studio, there’s a few major things the competition hasn’t figured out yet.

Here’s who will feel greater effects of the Social Studio retirement moving forward.

Social Studio users who include organic Facebook carousels in their marketing strategy

We have a client who uses Salesforce Social Studio. They have had great success with the inclusion of organic Facebook carousel posts in their marketing strategy. But, they now have to revisit their social strategy based on the news.

We’ve evaluated several third-party social scheduling apps and haven’t found any that can handle posting organic Facebook carousel posts. Let us know in the comments if you have a solution for that.

People who integrate Social Studio with Salesforce Service Cloud

As you’d expect, Social Studio has easy-to-use integrations with other Salesforce clouds, and now teams that rely on those integrations need to revisit their setup.

The two main things you can currently do through Social Studio integrations with other Salesforce clouds is create Sales Cloud leads and respond to or create Service Cloud cases. These features may seem insignificant to some, but they are game changers to teams that rely on them.

If you’re using Social Studio integrations with other Salesforce clouds, then you’re going to need to find an alternative before the tool goes away forever.

Best Social Studio alternative for Salesforce users

The good news is that Salesforce is already working to create alternatives to Social Studio by teaming with third-party social scheduling platforms.

Depending on your company size, industry, and goals, we have a few recommendations for alternatives you can implement before Social Studio is completely retired. You’ll want to evaluate a few alternatives to Social Studio before jumping on board with one. 

For example, you may not need the robust capabilities of one platform if all you do is share simple text social media posts. Or, you may need an advanced platform if you’re scheduling social media posts for an enterprise-level company with many social channels and lines of business.

A few of our favorites are:

One thing we’re already excited about is all of these alternative platforms have better reporting capabilities than what was available in Social Studio. For example, most of these alternatives give you a holistic view of engagement reporting across ALL social channels. Whereas, Social Studio only offers engagement reporting for individual channels.

Sprout Social and Salesforce partnership

Salesforce and Sprout Social logos

Salesforce and Sprout Social recently announced they’ve joined forces to create an integration between the two platforms. According to the release, the integration connects Sprout to Sales Cloud, Service Cloud, and Slack.

The great part about this partnership is that many of the same functionalities from Social Studio will be available through the integration with Sprout Social.

The Sercante team jumped on board with Sprout Social, and we’re happy to report that it meets all of our social scheduling needs. It’s easy to use, we can manage multiple brands, and it has other helpful features, like the integration with Canva.

How to connect Sprout Social to Salesforce

The integration is already live and ready for you to integrate Sprout Social with your Salesforce org. This integration allows you to create Sales Cloud leads and respond to or create Service Cloud cases just like you did with Social Studio. 

You can find instructions for integrating Sprout Social with Salesforce here

Goodbye Social Studio, and fare thee well

Whelp Social Studio, it was a good run. But Salesforce is giving you the it’s not you… it’s me treatment. And we’ve already moved on.

For the team at Sercante, the partnership between Sprout Social and Salesforce made choosing a third-party social media scheduling tool easy. The integration means it will do all the same stuff Social Studio does — plus a bunch of other features that make our lives easier. 

However, you may find an alternative platform that meets your needs better. And that’s to be expected. 

What third-party social media platform are you using? What are your favorite features and what do you wish yours could do better? Tell us in the comments.

Original article: Salesforce Product Retirement: Social Studio Sails into the Sunset

©2022 The Spot. All Rights Reserved.

The post Salesforce Product Retirement: Social Studio Sails into the Sunset appeared first on The Spot.

By |2022-04-19T15:47:05+00:00April 19th, 2022|Categories: Community, Industry News, Pro Tips, revive, Strategy|

Use “Clone with Related” to Templatize Pardot Campaigns

As a Pardot admin, I try to stay up to date on all the new features and functionality coming to the Pardot platform. Some new features are announced way in advance (looking at you Conditional Completion Actions) and other features seem to squeak by unnoticed. 

In Spring ‘21, Salesforce expanded the “Clone with Related” functionality on campaigns to include Pardot marketing assets and no one really talked about it. 

Yes, I know we have always been able to clone Pardot assets within Pardot, so the feature at face value doesn’t seem super fancy. However, when used correctly, it can allow you to streamline and templatize campaigns for your users. 

But, before we get into that, let’s talk about how this feature works. 

What can be cloned?

When cloning a Salesforce campaign, you can also clone:

  • Campaign Member Statuses
  • Landing Pages (Pardot Classic experience only)
  • Marketing Forms (Both Pardot Forms and Form Handlers)
  • Marketing Links (Custom Redirects & Files)
  • Snippet Assignments

These are the options within a Salesforce campaign:

This view will change depending on the assets that are associated with the campaign when cloned. For example, if your campaign only has a Form associated, “Clone with Related” will display:

When selected, all assets of a specific type will be cloned. If your campaign has 2 Pardot Forms and 1 Pardot Form Handler associated with it, all three assets will be cloned if “Marketing Form” is selected. You cannot pick and choose which of the 3 Forms/Form Handlers will be cloned. 

When cloned, the new asset will have the Date (YYYYMMDD) _ Time (HHMMSS) appended to the asset name. 

“Clone with Related” also has a maximum number it can clone for each asset type. The limitations for each type are outlined here

The limitations I ran into most are concerning the form fields, Pardot Forms are limited to 50 fields and Form Handlers are limited to 25. If a campaign has multiple Forms/Form Handlers and one is over the fields limit, none of them can be cloned. 

What isn’t cloned?

When an asset is cloned, all fields and customizations are copied except: 

  • Archive Date (available on Landing Pages)
  • Vanity URL (available on Landing Pages, Custom Redirects, and Files)
  • Bitly URL (aka Short URL, available on Landing Pages, Custom Redirects, and Files)

For Tracker Domains, the Salesforce documentation states that the cloned asset will use the Pardot account’s primary domain.

However, when testing in an org with multiple verified tracker domains I found that the cloned asset maintained the same tracker domain as the original asset, even if the original asset was using a domain that is not set as the primary.

Finally, Snippets themselves are not cloned, just their assignment. Since Snippets can be attached to multiple Campaigns the “Clone with related” action just associates the new Campaign to the existing Snippet.  

So, does this help with Multiple Pardot Business Units

[long sigh]….no. When you have multiple Pardot Business Units (PBUs) you need to employ Campaign Record Types and specify which Record Type syncs to which PBU. Campaign Record Types and PBUs have a one to one relationship. 

The “Clone with Related” functionality will create a campaign of the same record type, it does not allow you to change the clone’s Campaign Record Type before creating the clone. But, maybe this is laying the groundwork for this functionality in the future (Please!)?

Well, then why is this a big deal?

This functionality can be used to templatize your campaigns. 

For instance, if for every webinar users need to: 

  1. Set up a Salesforce Campaign
  2. Create a registration Form
  3. Create a registration Landing Page
  4. Put the form on said Landing Page
  5. Create a Custom Redirect

How the feature templatizes your campaigns

Users could create a new Salesforce campaign, find the form template (or an up-to-date form if there is no template), copy it, find the landing page template, copy it, edit the Landing Page to include the correct form…so on and so forth. 

However, each user is going to tackle the process differently and the more steps a user has to take, the more steps that have the potential to be skipped or done incorrectly. With the “Clone with Related” functionality you could instead create a Campaign called something like “Template_Marketing_Webinar” and make templates of all those standard assets you need for each webinar. 

You can configure the assets just as you like, with custom fields, specific completion actions, fancy design aspects, and the works. Then when a marketer needs to set up a new webinar all they really need to do is click “Clone with Related,” name their new campaign, configure their vanity domains, bitlys, and archive dates and viola, DONE!

Not groundbreaking, but helpful nonetheless 

This feature likely snuck by many Pardot admin’s noses because, at face value, it’s not entirely groundbreaking. However, used the right way this is one of those great additions that can make your life as a Pardot admin or marketer so much easier. 

What other uses do you have for “Clone with Related”? Let us know in the comments!

The post Use “Clone with Related” to Templatize Pardot Campaigns appeared first on The Spot for Pardot.

By |2022-03-25T20:06:00+00:00March 25th, 2022|Categories: Data Management, Marketing Automations, Pro Tips, revive, Strategy|

How to Create Complex Pardot Lead Routing Rules with LeanData

Lead routing with Salesforce Sales Cloud and Pardot can trip up even the most experienced sales and marketing teams. And choosing the right lead management strategy and tools to automate the process is even more challenging and important. 

Cultivating interest, inspiring action, and responding to people who raise their hands is why we’re here, right?

LeanData is a third-party tool with Salesforce-native functionality that enables you to create complex lead routing rules. These complex rules enable you to do things like pull cleaner data into your org, reroute already assigned leads, or customize how sales gets alerts.

Here’s what you should know about lead routing in Salesforce and Pardot with LeanData.

Lead routing in Salesforce

Here’s how Salesforce Sales Cloud handles lead routing.

Lead assignment rules

In Sales Cloud, you can set up lead assignment rules to automate the assignment of new leads to your sales team or queues based on the specified rule criteria. 

The rules will execute and evaluate in the numbered order as leads enter Sales Cloud. Each lead assignment rule consists of multiple rule entries that specify exactly how the leads or cases are assigned. When a lead matches the rule, it will be assigned to the correct person or queue. Only one lead assignment rule can be active at a time.

To get started, review this Salesforce help article: Set Up Assignment Rules

Round-robin lead assignment

The round-robin lead assignment rule in Sales Cloud helps you automate the assignment of new leads in an even way to your sales team or queues.

Here’s how the repeating round robin assignment looks if your sales team for lead assignment has 3 members:

  • Lead 1 is assigned to sales person 1
  • Lead 2 is assigned to sales person 2
  • Lead 3 is assigned to sales person 3
  • Lead 4 is assigned to sales person 1
  • Lead 5 is assigned to sales person 2
  • Lead 6 is assigned to sales person 3

To get started, review this Salesforce help article: Create a Round-Robin Lead Assignment Rule

Extra Resources

Lead routing in Pardot

There are multiple ways to assign new leads in Pardot ranging from manual assignments to complex and automated assignments based on lead criteria or activity.

Assign to User

Assigns a prospect to the specified user when the requirements of the rule are fulfilled.

Assign to Group

Assigns a prospect to a user in a specific group (round robin lead assignment) when the requirements of the rule are met.

Assign to Queue

Assigns a prospect to the Sales Cloud lead queue when the rule’s criteria are met. You can assign only leads to Sales Cloud lead queues.

Assign Prospect Via Salesforce Active Assignment Rule

Pushes a prospect to your Salesforce active assignment rule when the rule’s criteria are met (see more information on this process below). The prospect syncs to Salesforce without an owner. The assigned user is synced to Pardot when the active assignment rule determines who to assign it to.

To get started, review this Pardot help article: Assigning Prospects

Extra resources

Complex lead routing with third-party tools

Third-party tools enable you to create complex lead routing rules that go beyond out-of-the-box Salesforce and Pardot lead routing features. Different tools serve specific purposes that may be the right fit depending on what you’re trying to accomplish.

Here are the most common ones.

LeanData

LeanData is a native Salesforce lead matching and routing platform that is easy to use and customize with their visual drag-and-drop interface functionality and complex rule building.

RingLead

RingLead is a native Salesforce lead routing, data normalization, enrichment, and duplicate managing platform.

Validity

DemandTools from Validity is a data management platform to help with importing, assigning, standardizing, manipulating, and the deduplication of your Salesforce data quickly.

Integrating LeanData with Pardot & Salesforce for lead routing

After you’ve weighed your options, you may decide that LeanData is the best third-party tool to accomplish your goals.

Here’s how to make it happen.

Getting started

Find the LeanData listing on the Salesforce AppExchange, and contact LeanData via the Get It Now button. Then, install the LeanData managed app in Salesforce. 

You will need to partner with your Salesforce admin to configure the settings both in Salesforce and LeanData. Assuming you have Salesforce and Pardot connected, you won’t need to do anything extra in Pardot during this setup phase.

To ensure a seamless install and configuration, plan out the platform strategy with your marketing and sales operation managers, sales leadership, and your marketing campaign or demand generation managers. LeanData expands your assignment capabilities from just leads to leads, contacts, accounts, and opportunities. By taking the time to allow these roles to understand the functionality and goals of the new tool, you will avoid complications and process restarts later in the year.

Keep your company’s open sales pipeline and quarterly goals in mind. For instance, you probably don’t want to change the lead assignment and data management process in the middle of the year or end of a quarter. Give sales time to learn and adopt the new tool and process as well.

Favorite LeanData lead routing features and challenges they solve

Matching

Matching helps identify orphaned leads or leads not linked to an account through lead to account matching and prevents duplicates from being created at the account, contact, and lead levels. This keeps the data clean and organized, providing marketing and sales a more complete view of an account.

The LeanData matching algorithm is based on their core, multipoint matching criteria to quickly identify exact matches, while helping determine and automate close matches by evaluating a set of criteria rules and tiebreakers. These rules can be added to, reordered, and customized as needed.

This feature is essential to your success with LeanData, Pardot, and Salesforce. Take the time to confirm which rules best match your data management needs and then start cleaning. There is no point in having a great lead assignment process if you’re working with bad data!

Lead Routing & Assignment

LeanData routing allows you to create complex lead assignment and reassignment processes with functionality that’s easy to test and update. Instead of being stuck with only one active assignment rule, you can create multiple rules within a process or separately to indicate the order in which leads and contacts should be evaluated and routed.

Want to know one of the best parts about this feature? You can route net new leads and contacts, plus reroute and reassign existing leads and contacts based on different criteria. Salesforce-native routing functionality only focuses on the new leads.

Common routing and assignment rules are:

  • Regional assignments
  • Territory queue round robin
  • Product and service queue round robin
  • Sales representative to customer success team selling
  • Net new lead assignment vs. nurture lead reassignment
  • Channel or campaign specific paths

This feature is also key for other things. You can map out the assignment considerations for net new leads in demand generation efforts and new leads or contacts at known accounts for your account-based marketing (ABM) target accounts. 

For each assignment process, you are able to list out who you do or don’t want to run through the program. So, you can assign net new leads to your regional sales team immediately, while the platform automatically converts new leads to contacts on your target account list through lead to account matching and assignment. And, by all means, you should. Draft out as many simple or complex assignment evaluation processes as your business needs. 

Real Time Notifications

Because of the integration of LeanData in Salesforce and Pardot, routing and assignment rules are run in real time, making sure sales is being alerted as the lead comes in. By reducing the time to assignment (and assigning to the right sales person or queue on the first try), the lead gets follow-up quickly and efficiently.

Plus, you can bring Salesforce fields into LeanData to trigger and evaluate matching, routing, and assignment. Create layers of logic to automate these processes and reduce missing leads and bad data.

You can also notify sales of their new leads wherever they prefer to work — in a Salesforce task, email, or Chatter post. And the new LeanData and Slack integration is something we’re excited about.

Get LeanData certified

Keep it going! Here are resources to get LeanData certified so you can master lead routing using the tool.

Ready to implement LeanData in your org? Or maybe you decided to go with another option to manage and automate your lead routing. Either way, tell us about it in the comments! And reach out to Sercante when you need Pardot consultant expertise for extra help and customization.

The post How to Create Complex Pardot Lead Routing Rules with LeanData appeared first on The Spot for Pardot.

By |2021-12-22T21:41:57+00:00December 22nd, 2021|Categories: Data Management, Marketing Automations, Pro Tips, revive, Strategy|