Why Admins Need to get Familiar with Marketing Cloud
Thank you for joining me at my Why Admins Need to get Familiar with Marketing Cloud session at Dreamforce. I hope you enjoyed the session. To help you get more familiar with the Salesforce Marketing Cloud, I have compiled the links referenced in the session, and beneath these are the slides as seen during the session.
Thank you for joining me at my session at Southeast Dreamin. I hope you enjoyed the session. To help you get more familiar with the Salesforce Marketing Cloud, I have compiled the links referenced in the session. UPDATE: Slides with Notes are available below too.
Thank you for joining me as my session at London’s Calling. I hope you enjoyed the session. To help you get more familiar with the Salesforce Marketing Cloud, I have compiled the links referenced in the session.
Introducing a pet project I’ve been working on with my oldest. This is Mark Otter, Marketer. Mark is a charismatic mammal. He is social, playful, and creative. Thanks to my favorite artist, Mark Otter was born, glasses and all!
My kids inherited their affection for stickers from me. They have combed through my collection, much of which came from various Salesforce events, among other interests. They have enjoyed many of the Salesforce characters. With this in mind, my creative team and I created the following design for a sticker that I’m happy to bring to London’s Calling this year. My Creative Director made the executive decision, that Mark’s glasses should like like Harry Potter’s since Mark is making his debut in London.
The easiest way to find Mark Otter will be in my session, Why Admins Need to get Familiar with Marketing Cloud in the King’s Vault, 1:30 – 1:55 pm.The Salesforce platform continues to evolve and expand its capabilities. The lines between their products continue to blur. Marketing Cloud has traditionally been the furthest removed from its sibling “core” clouds. However, the gap is closing. Two significant additions driving the Marketing Cloud closer and closer to its sibling clouds that make up the Salesforce CRM are the Salesforce Customer Data Platform (CDP) and Personalization (Interaction Studio). Both these tools will have large impacts on our CRM data and admins should get acquainted.
Even if you can’t make my session due to plethora of amazing sessions at London’s Calling, I’ll be at the event from start to finish so say hello and get your own limited edition, Mark Otter at #LC22. While supplies last!
Thank you for joining Karmel James and me for our session at London’s Calling, thank you. We hope you enjoyed the workshop and its content. Below are resources we compiled for your reference as you shape or reshape your marketing operations.
Marketing journeys will have various stops along the way. Sometimes one emotion will weigh in more than another. It’s an important balance we all need to learn and maintain. As we mentioned in our session, set it and forget is not a recipe for success. Revisiting your documentation with your expected results and assumptions outlined goes a long way to reaching ParDomination.
While there are many questions, it just takes one decision to get you started. Your steps do not need to be big but in the right direction.
Just because you can, doesn’t mean you should automate everything. Automation should be leveraged to free up your amazing team from highly stable and repeatable processes so that they can focus on important tasks that cannot or should not be automated.
While it may seem self-explanatory to you, your customers see your marketing with rose colored glasses. So testing will illuminate where you have made assumptions and get you closer to understanding your market.
Everyone would love to jump straight to amazing ROI and validation of our KPIs. However, that rarely falls into place perfectly from the start. That’s why it’s important to take the first step in setting your goals early so that they can be evaluated and determine whether they are reliable benchmarks and identify your KPIs.
Often forgotten, this will be your saving grace to see the forest when you have been in the trees. Taking time to transcribe the who, what, when, where, why, and how can save you pain & heartache when your memories go to long term storage.
The take away here is that, like the plot of the movie, the 5 emotions of email marketing are most effective as a collaborative team. Sure, there are moments when one must step up for a moment, but overall, it’s teamwork that makes the dream work.
In order to engage and support people at the center of whatever service, product, or program you are offering, it’s important to create and maintain a connected and consistent view of them in order to deliver a successful experience.
Throughout my career, conversations around an organizations CRM (aka Customer Relationship Management system) have referred to it as the system of record (SOR) or source of truth (SOT). These terms are not always interchangeable. For the purpose of this post, I will consider them one in the same, SOR/T for short. Next, I will define what is a system of engagement and how it relates to CRM.
For all intents and purposes, The Salesforce Marketing Cloud is a communication and engagement platform used to share information through various channels to engage with your audience (customers, constituents, students, patients, donors, and . . . you get the picture that this list can go on for a while). What it is NOT, is the single source of truth for any one individual. It can, however, be the single source of digital engagement. It can even support traditional offline communications, but that is conversation for another day.
Regardless of the channel of communication, people expect a consistent experience and at minimum for you to get their name right, should you choose to personalize your messages. Email, mobile, or any communication channel for that matter, should leverage the same view of the person to whom they are delivering messages.
Your system of engagement isn’t just for marketing. For more on this topic, refer to my post titled End the Marketing Cloud. Just like channels shouldn’t matter, the stage that each person chooses to engage with you should not prevent you from delivering consistent communications where, different parts of your organization are aware of what has happen so far and should be able to make informed decisions when responding to or initiating a conversation. For example, if a person has requested support with a product/service, it would make sense not cross/up-sell something else before you have resolved their concern. Similarly, if I just bought something, I hope I’m not immediately bombarded with ads everywhere I go to buy the thing I just bought! In cases where I just donated to a cause, does it really makes sense to hit me up immediately after with another a request for more money?
The point is your CRM and SOE should be connected with each other, and connected with other systems, as needed, to ensure the best possible view of the people who have chosen your organization. They are not obligated to choose you and you should not assume they always will. Do what you can to connect the fragments of their profile so that you can thoughtfully utilize it to deliver and respond with timely messages for any and all relevant occasions.
Even if you have all your systems mapped and documented with respect to how your systems are connected, have you mapped out the various touch points between you and those who have engaged with you? Are these reflected in your overall architecture? Are there any gaps or areas of opportunity to improve profile accuracy? As automated as society has become, people still expect people to be on the other end. That is why it’s important to put as much care and thought into your system of engagement as your system of record or source truth.
It’s time for the Salesforce Marketing Cloud (product) to end.
If only I could get Luke Skywalker himself to utter these words the same way he delivered a similar line in the Last Jedi, “It’s time for the Salesforce Marketing Cloud (product) to end.” Especially, after the recent renaming for the Community Cloud (product) as the Experience Cloud (blog). That name change was made to include various enhancements and product additions.
The term marketing does not encompass all that the cloud it represents is capable of doing. It hasn’t for a while. I’ve had countless conversations with friends, colleagues, and customers who share a similar point of view. Sure, you can market with it, but not everyone that uses it, markets, at least that not all they do. The Marketing Cloud platform, which is what it truly is, does so much more than just market.
The Marketing Cloud support multiple channels, and when combined provide a omni-channel engagement and communication solution for many industries and organizations. For example, many higher education institutions use Marketing Cloud’s email, mobile, and social tools to engage with its students and their families on a number of topics. Add in former and prospective students to the mix and you’re looking at marketing, service, fundraising to name a few.
A few years ago, after delivering a session focused on Marketing Cloud, I referenced an old analogy that organizations are either looking to increase revenue or decrease costs. This analogy fell flat with the higher education portion of the audience. A good friend of mine, who is a career member of the higher ed community and present at the time, gently corrected me. That’s when I realized the Marketing Cloud is all wrong. It’s not inclusive enough. It’s far too limiting, and does not project to current and potential users what its true nature is.
The Salesforce CRM (Sales/Service Clouds) in many cases is considered the source of truth (SOT) or system of record (SOR). This is very common when integrated with the Marketing Cloud, which I like to refer to as the system of engagement (SOE). That is why Salesforce should “end” the Marketing Cloud as we know it. It’s time for the rise of the Engagement Cloud!
The latest edition of the Technical Marketers Monthly Meeting was all about email deliverability. Kevin Ryan, Product Manager at Salesforce for SMS took us through three product areas he and his team are responsible for: Mobile Connect, Journey Builder SMS Activity, and SMS APIs. You can catch the session in its entirety via this recording link. Below are five key points from the session as outlined in Guilda’s post on Twitter.
One thing I learned from this session is that content is not shared between Mobile Connect and SMS Activities in Journey Builder. Each app has its own content store. Mobile Connect manages its content while SMS Activities relies on Content Builder for its content.
QRG = Quick Reference Guide for Mobile terminology Short Message Service (SMS) is the most common form of text messaging Multimedia Messaging Service Mobile Terminated (MT) are outbound mobile messages sent to your customers/subscribers Mobile Originated (MO) are inbound mobile messages sent by customers/subscribers Delivery Receipts (DLR) only let you know whether a message was delivered, it does not confirm that it was read Application-to-Person (A2P) messaging is where a person receives messages from an application – IN scope in this post Person-to-Person (P2P) messaging is where a person receives messages from another person – Out of scope in this post
What’s required to send SMS from Marketing Cloud?
There are three attributes the are required to deliver SMS messages from Marketing, they are:
1. Subscriber Key 2. Mobile number 3. Locale (Country)
The Locale value is inferred when using the contact model. You can use a Data Extension (DE) too, but you must include the appropriate, 5 alphanumeric locale (country code) in order to send from the DE, said Kevin. I’ve reference a number of resources for this topic in the Resources section at the bottom.
Do I Have Permission?
May I vs. Can I? Just because you (technically) can, doesn’t mean you should send SMS without explicit opt-in (permission) from the recipient. Otherwise, you come off looking like this…
Subscriptions live at a code and keyword level. What this means is that when inbound mobile messages sent by customers/subscribers are received, Marketing Cloud will first match to account (MID) that is associated with that code. Second, it will route to the keyword owner, which is at the Business Unit level. Several more checks and validations are applied to ensure that wishes of the person sending the SMS are respected and handled appropriately. For a deeper look at this process, you should look slides 21-22 and/or watch the recording around the 21 minute mark.
Kevin included a lot of good, easy to digest examples and use cases for leveraging MobileConnect, including many tips, tricks, and sample code. In addition to the excellent information shared in this session, I’ve added a few more to supplement it, below. Hope you enjoy(ed) the session as much as I did. Additional resources, including the recording and slides, as well as a number of other SMS related resources, are linked below.