London’s Calling Session Resources

Inside Out of the Box: Marketing Success

Here are a few resources to help you on your way to Marketing Success
Source: Disney Pixar via Giphy

ParDreamin Session Resources

Inside Out: 5 Personas of Email Marketing

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. 

Process/Journey Mapping

Joy and Sadness in Abstract Thought
Processes sometimes require abstract thinking
Source: Disney Pixar via Giphy

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. 

Automation

Automation can reduce how much your team is juggling
Source: Disney Pixar via Giphy

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.

Testing

Pressing buttons is fun. Just make sure you know what happens before you need to
Source: Disney Pixar via Giphy

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. 

Analytics

Show me, don’t tell me what’s working
Source: Disney Pixar via Giphy

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.

Documentation

Show me, don’t tell me what’s working
Source: Anonymous MakeaGif via Giphy

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. 

Summary

Don’t you love it when a plan comes together?
Source: Disney Pixar via Giphy

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.

Resources

There are plenty of resources to help you on your way to ParDomination
Source: Disney Pixar via Giphy

System of Engagement

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.

People engage with people

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.

End the Marketing Cloud

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!

SMS Technical Deep Dive

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.

You can access the recording by using the registration link in the Tweet above

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

SMS Messaging and Value Chain Process – Image from presentation

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…

Source: Gifer

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.

Inbound Messaging Outline as shown on slide 22

Summary

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.

Resources

SMS Technical Deep Dive session recording (56 minutes)
SMS Technical Deep Dive session slides (downloadable PDF)
SMS Subscription Management (B2C Marketer Group London recording)
Mobile Messaging Strategies (Trailhead module)
Mobile Contact Management (Trailhead module)
SMS Messaging with MobileConnect (Trailhead module)
Digital Engagement SMS Messaging Reference (Salesforce Knowledge Article)
Mobile Concepts and Definitions (Salesforce Knowledge Article)
What is P2P and A2P messaging? (Twilio Support Article)
Mobile Keywords and Codes (Salesforce Help Doc)
MobileConnect Guides for SMS Sending (Salesforce Help Doc)
Valid Locales for Data Extension Sends (Salesforce Help Doc)
Data Extension Sends (Salesforce Help Doc)
ISO 3166 COUNTRY CODES (International Organization for Standardization)

Marketing Champion

2020 Salesforce Marketing Champions List
2020 Salesforce Marketing Champions List

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!

GIF (image) from Reddit via GIPHY

Follow #MarketingChampions on Twitter see posts from individual champions and learn more about the program’s activities. You can also follow the Marketing Cloud Champions list curated by Guilda Hilaire, Senior Manager of Product Marketing at Salesforce Marketing Cloud.

London's Calling (Virtually) 5 Tips for Seamless Marketing Cloud Implementation

Speaker Image for London's Calling 5 Tips... Session

In light of recent events, London’s Calling 2020 will be a virtual event complete with virtual expo and live access to sponsors (Note: expo and sponsor chat are open during the event only). Tune in Friday at 11:05 am GMT (7:05 am EST) on London’s Calling TV to catch my 5 Tips for a Seamless Marketing Cloud Implementation.

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:
  • Technology
  • Stakeholders
  • Deliverability
  • Data
  • Plan

For more information about London’s Calling Virtual Experience, please visit their FAQ page.

Talking Marketing Cloud with The Wizard News

wizard-news-logo-header

I was fortunate to join the Episode 53 of the WizardCast to talk Marketing Cloud. You can subscribe to the WizardCast through these sources. Click the link below for access to the original post and podcast where I talk Marketing Cloud with Brian and Mark.

via WizardCast Marketing Cloud with Chris Zullo — The Wizard News

My DF14 Sessions

At the time of this post, Dreamforce is only 9 days away! If you haven’t filled in your agenda already, you should stop reading and immediately go and do that. Do not delay, do not pass Go, etc. However, if you’re still with me and you have some slots to fill in your DF14 schedule, then take a look at the followings sessions I am participating in when Dreamforce rolls around. This is my third Dreamforce in as many as years and coincidentally I have 3 sessions. Rather than reinvent the wheel, I hit the easy button and copied the session details below with links if your interested.

Building Culture: It’s Bigger than Salesforce

Speakers: Kyla Longe, Christopher Fuller, Mark Kovacevich, Pauline Mulvey and Chris Zullo

Join us to learn how to use Work.com and Chatter to improve and manage the culture of your organization. It’s not all about flipping a switch and watching the magic happen by itself. In order to make the undesirable desirable, harness peer pressure positively, design rewards, and demand accountability, you must have a plan if you hope to change the culture in your Salesforce environment. We’ll describe practical use-cases, even in regulated industries, that will help you drive change and engage your employees and colleagues. Discover how to get more traction in your Salesforce instance while shifting the culture.

Time & Location

Monday, 1:30 PM – 2:10 PM
Hilton San Francisco Union Square
Golden Gate 6,7,8

Building a Successful Social Strategy with #5W1H

Speakers: Nicholas Zinser and Chris Zullo

You’re an admin and you are expected to be all things to all people…right? Don’t just “do” social, “be” social. Join us as we leverage the familiar concept of Who, What, When, Where, Why, and How…aka #5W1H, to help your organization be more social and measure it. Walk away with the framework and tips for each section that can be customized to your organization’s needs to be social and add value to the bottom line.

Time & Location

Tuesday, 9:00 AM – 9:40 AM
Century Theaters
Theater 4

Building Culture: It’s Bigger than Salesforce

Speakers: Kyla Longe, Pauline Mulvey and Chris Zullo

Use Work.com and Chatter to improve and manage the culture of your organization. It’s not all about flipping a switch and watching the magic happen by itself. In order to make the undesirable desirable, harness peer pressure positively, design rewards and demand accountability you must have a plan if you hope to change the culture in your Salesforce environment. We’ll describe practical use-cases, even in regulated industries that will help you drive change, and engage your employees and colleagues. Join us and discover how to get more traction in your Salesforce instance while shifting the culture.

Time & Location

Thursday, 10:00 AM – 10:30 AM
Moscone Center West
Admin Theater Zone

CNX14 Week in Review

Now that Connections 2014 has wrapped up, I’d like to take a moment to look back at a great week for the following reasons:

  • Education – This should always be the priority when attending these conferences
  • Networking – It is called Connections after all. Might as well make some
  • Entertainment – After many hours of running from one session to the next, it’s nice to unwind

Education

Knowledge is power and so is understanding how to use it. If training is offered, take it. Deep dive training tracks usually come at an extra cost. Grab one if it fits your budget. However, there typically are several shorter training sessions that are included with your conference pass. I was able to take advantage of both this week and glad I did. I left CNX14 knowing more than I did going in.

In a couple weeks, I’ll be attending Dreamforce in San Francisco. Once again, I’m grabbing as many Hands-on Training Sessions (HOTs) as I can manage. These are among the most popular and highly attended sessions. Grab one if you can.

One major announcement that will allow me to continue learning and expanding my skills is the new Marketing Cloud Developer Edition. For the first time ever, anyone can get access to a developer account with ExactTarget. This great for those looking to broaden their command of the core application as well as extend functionality through custom development. To learn more about what you can do with your new account, check out Getting Started with ExactTarget Marketing Cloud development.

Networking

Mingle. Knowledge isn’t the only new thing you should walk away with. Bring cards, use LinkedIn and other means to engage with people and share ideas. One of the things that makes Salesforce Community so strong is the community itself where we learn as much from each other as we do from the official guides and online help.

wpid-imag2904.jpg

Entertainment

CNX14 had a great lineup starting with local band Dude!will.i.amThe Script, DJ Casey Connor  and Walk the Moon.  will.i.am even performed LIVE with a wearable prototype that allowed him to DJ from his wrist! All the acts were at a minimum, entertaining and energetic. It’s nice to wrap up a long day with some great entertainment.

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All in all it was a week we’ll spent. I am looking forward to Connections ’15 in New York!