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.
The latest edition of the Technical Marketers Monthly Meeting was all about email deliverability. Al Iverson from the Salesforce Marketing Cloud Deliverability team took us through the various building blocks of creating a successful deliverability strategy. You can catch the session in its entirety via this recording link. Below is a brief summary of the key points from the session.
QRG = Quick Reference Guide of common deliverability terms SAP = Sender Authentication Package (Salesforce service offering) SPF = Sender Policy Framework DKIM = DomainKeys Identified Mail DMARC = Domain-based Message Authentication, Reporting & Conformance IP Address = Internet Protocol Address
Everybody emails because it’s “cheap and easy” to do. However, being successful at it requires some effort. There’s a reason we all get junk mail. If you want to arrive in and stay in the inbox of the people you’re looking to engage with, then it’s important to invest the time up front to configure your email solution AND monitor it as the world of spammers is constantly looking for ways to game the system and get you to click on their nefarious links. I highly recommend you watch the recording of this session and review the slides for a deeper dive into creating and maintaining a strong and successful deliverability strategy.
I am happy to share that I was included, with many talented and passionate individuals in the inaugural cohort of Salesforce Marketing Champions. The first class was announced on its blog on April 20, 2020. Congratulations to everyone!
Fortunately for me, I have had the pleasure of working with or at least getting to know, many of the newly minted champions. It’s even more exciting to see a great number of people I haven’t interacted with, meaning I have the opportunity to meet and learn from others I might have otherwise not crossed paths with. In my experience, the marketing circle is far smaller than some of its sibling (sometimes rival) departments, so it’s nice to see my circle expand!
On May 16 at 10 am EST, I am co-presenting Customer Service is Social with my friend, Karisa Booth during Virtual Dreamin‘s inaugural, completely virtual, 24-hour marathon event taking place May 16-17. Karisa and I worked together for more than 2 years and have both spoken on this topic in the past. For the first time, we’ll share the stage to cover this topic and how you can leverage it for your organization’s benefit.
You will learn how and why combining the power of Social Studio’s listening capabilities with Service Cloud’s case management capabilities to create a unified and consistent customer experience. Social compliments service, it doesn’t replace it. Learn how you can optimize and efficiently automate your social customer service.
You have your Marketing Cloud licenses and you are ready to use them to get closer to your audience. But where do you start? I’ll share my tips to implement Marketing Cloud right the first time and give your organisation the tools they need to engage with your audience.
The following tips will be explored during this session:
For more information about London’s Calling Virtual Experience, please visit their FAQ page.
I recently sat for and passed the Salesforce Marketing Cloud Administrator certification. As someone with multiple years experience with the Salesforce Marketing Cloud (the MAP formerly known as ExactTarget), I felt good going into the exam. My learning style relies heavily on practical experience, which is the primary reason I was confident going into the exam. However, I still prepared with some insights and tips from the community. The following is a outline of how I prepared and does not refer to all of the possible resources you could use in your own preparation. You know your learning style best so use your judgement in where you choose to spend your time studying.
I started with official Exam Guide provided by Salesforce. Here you while find links and references to recommended trails and modules on Trailhead, an outline of the of key sections with each weighted percentage of the exam, as well as a description of what a Marketing Cloud Administrator is expected to know.
The other thing I did, for which I’m very fortunate to have access to, was I went into system itself and refreshed myself on the various aspects of the Administrator area found in Settings. If you have access to a Marketing Cloud environment, I strongly recommend reviewing it as there have been a number of changes to its organization in the last year as the user interface (UI) has been remodeled to more closely resemble your “typical” Salesforce setup navigation.
Lastly, I completed several badges on Trailhead. If you don’t have access to a Marketing Cloud environment, this is where you can and should spend some time getting familiar with the responsibilities of a Marketing Cloud Administrator. It both narrates the practical execution of navigating and updating the configuration as well as provide visual images of much of the corresponding area in the UI for reference. If you can’t DO, then REVIEW what you can via Trailhead. The Exam Guide mentioned at the top will point to you several modules contained within the Administer Marketing Cloud Trail and Google Analytics 360 Integration for Marketing Cloud Module. Other modules you may want to review are:
How I learned how to Salesforce before Trailhead existed.
It was the year 2 BT (Before Trailhead), circa fall 2012 when my journey toward the Developer-side began. I was branching over to the “core” from a marketing focused role and looking for a starting point that suited my preference to learn by doing when I got some great advice from multiple members in the community, “use the Force.com Fundamentals book if you want to learn how to use the Platform.” Learn by doing for the win!
My first reaction was, ‘I’m not a coder.’ However, I was reassured that with Salesforce, you don’t have to code to build something on the Platform. Quick public service announcement: There are times when code is necessary. Those who know what they’re doing with code are invaluable so please, NEVER take them for granted. Now that we got that out of the way, let’s continue…
I had already tried and failed to “learn Salesforce” and pass the admin certification just by studying without practical application of the content. I even tried to cram with a course, but there wasn’t much if any hands-on work in that particular class. I found my groove when I switched my focus to the Developer track and picked up an actual book made of paper and ink at a local event. If you attend Dreamforce or another event, you can still find one to take home, order a hard copy online or simply use the online version (you can also download the PDF from here). For safe measure, I followed that up with a spin through the Force.com Workbook (now retired) which was another good resource that is best consumed by following along in your Developer Edition org.
While these sources might not be as entertaining as learning on Trailhead, it was extremely interesting because of their tell, show and do methodology. If you need humor and bite-size chunks of material, then start with Trailhead. It’s a lot of fun and you might forget you’re learning something new! They hold contests multiple times a year for prizes (I won a once after I completed the Battle Station Trail) and miraculously made getting the key information out Release Notes bearable with their Release Notes Trails.
The key for me is the hands-on experience. The Developer Community helped me obtain my first Salesforce certification and fed my appetite to continue learning. As of this writing, I have 7 Salesforce certifications. I would not be where I am now if I was not introduced to the Developer track. Like the rest of this community, I love creating things. It’s why LEGO is so much fun and a great excuse to have kids.
Make it Personal
One of my favorite accomplishments on the platform, Babyforce 2.0 was inspired by the birth of my youngest child and my friend, everyone’s favorite wizard, Brian Kwong who created 1.0 (Pre-Salesforce1). I created an app for the “fun” purpose of tracking diapers, wipes and a silly excuse to build it mobile first. I created a fully functional and mobile app without a single line of code and even ran a pilot with my wife who graciously tolerated my antics for a month while I tracked diaper changes. She even let me install Salesforce1 on her phone and used it for a few days. My advice, build something for yourself. The content will be more interesting and at the end, you could have a pretty awesome app to call your own.
Meet and Greet the Community
What I love most about this community is the accessibility of information and opportunities for hands-on learning. Whether you do it all online or balance it with attending live events like your local Developer Group, people are willing to point you in the right direction as long as you’re willing to roll your sleeves up and take action. Hands-on applications are a common component of Developer Groups. In North Carolina, where I co-lead a group, we coordinate with other groups in our region for a “supergroup” meetup on an annual basis where we get together for a whole day of learning, networking, and fun.
The Bottom Line
If you want to learn Salesforce, there’s no better place to start than the Developer Community. You don’t have to be a coder to start. If you want to code, great, you can learn. If you don’t, that’s fine too. Either way, you must “do or do not, there is no try” — Yoda. Developing on Salesforce can only be learned by doing so might as well have fun doing it. Jump on Trailhead. Join your local group (my bias strongly recommends this last one). Connect with other Developers, both aspiring and seasoned veterans. You’ll have plenty of time to bury yourself developing on your own, but you’ll have more fun and support when you stumble upon a tricky trigger or bug. There’s even an e-book from the Salesforce Developer team help you get started. What are you waiting for?
With one month till Dreamforce kicks off, how ready are you? Have you taken the best points from the numerous “how to do Dreamforce right” posts to get yourself right for one busy week? If you’re not already aware, there is an amazing community that wants to help you with your everyday job as well as making the most of your Dreamforce experience. Just read any of the following posts covering a range of tips and tricks for making your Dreamforce attendance justifiable, efficient and enjoyable:
This is just a small sample of the effort put forth by the Salesforce community to help one another. Salesforce also jumps into the act with live broadcasts in the weeks leading up to its marquee event called the Road to Dreamforce to share information about activites during the event as well as pre and post conference to-dos. As you can see, there is no shortage of resources to prepare you for Dreamforce. Whether it’s for your first time or tenth time, each year brings something different and new so no two conferences are alike and therefore you have an opportunity to improve how you prepare from one year to the next. As the conference attendance has grown to well over a 100,000 attendees, logistics navigating to/from and during Dreamforce has become part science, part art.
So in addition to many great tips provided by the authors in the list above, remember to pack your patience and common sense. There will be delays. They’re never intended, are they? Be courteous to your fellow attendees and to those working the event. We’re all busy at the event and have a hundred things to accomplish daily, but that does not give us license to be rude. The line at Starbucks (all of them) will be long so get there early or try one of the many other coffee shops and cafes for your caffeine fix. You just might find your secret oasis in the sea of coffee fiends. Many of us will descend upon San Francisco from the clouds. Therefore, travel smart. Pack as much as you can in your checked and carry-on luggage to shorten your time in the security line and to help everyone else behind you move through as quickly as possible. No one enjoys the process so get TSA Pre✓®, Global Entry or get yourself ready for the x-ray/body scan machines before you need to separate yourself from your luggage to pass through to your departing gate. Here’s a quick checklist to keep in mind:
Be patient – you’re not the only one going somewhere
Be nice – knuckleheads aside, everyone deserves basic respect
Be adventurous – Starbucks is not the only place that serves coffee
Be prepared – Make your security process as short and painless as you can
Be prepared bonus – Check-in for your flights BEFORE you get to the airport
Lastly, enjoy your time at Dreamforce. Check out any of the posts listed here (and those not) for fantastic tips on making the most of your experience. If there are any great DF prep resources not included in this post, add them to the comments below. See you in a month. Are you Dreamforce Ready?