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Salesforce Marketing Cloud training - Sailfin Technologies

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Overview of Salesforce Marketing Cloud - the Platform for 1-to-1 customer journey

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Salesforce Marketing Cloud training - Sailfin Technologies

  1. 1. The Platform for 1:1 Customer Journey
  2. 2. Agenda  Introduction to Salesforce Marketing cloud  Email Studio and Content Builder  Automation Studio  Journey Builder  Contact Builder  Mobile Push  Marketing Cloud Connect
  3. 3. What is Salesforce Marketing Cloud ?  Marketing Cloud is a cross-channel communication and Data management platform for Marketers that help to reach customers at the right time, with the right message, and in the right way.  It connects you with your customers via email, mobile messaging, digital advertising, website content, and social media. Marketing Cloud covers it all!  Marketing Cloud helps to manage digital communications and customer experiences, across marketing, sales, and service.
  4. 4. Marketing Cloud Products  Email Studio, Create 1-to-1 customer journeys with personalized email marketing at scale.  Mobile Studio, Reach customers via SMS, MMS, and group messaging regardless of location.  Social Studio, for social media marketing. Listen, engage, and publish on a single platform.  Advertising Studio, an audience and campaign management tool. Activate customer data in Salesforce to securely power Google, Facebook, and display advertising at scale.  Journey Builder, for cross-channel consumer engagement. Build and automate customer journeys across email, mobile, advertising, the web, and connect to Sales Cloud and Service Cloud.  Salesforce DMP, a data management platform. Capture, unify, and activate data to strengthen consumer relationships across every touchpoint.  Data Studio, a secure platform for data sharing.
  5. 5. Features of Marketing Cloud Channels PlatformsChannels Platforms Email Studio Social Studio Advertising Studio Web Studio Mobile Studio Journey Builder Audience Builder Content Builder Analytics Builder Marketing Cloud Connect Marketing Cloud
  6. 6. Email studio  Create 1-to-1 customer journeys with personalized email marketing at scale.  Great channel for reaching customers, email is better in conversions, Customers trust email  It’s easy to track customer behavior —like which emails they open, which links they click, which offers they redeem, and on which devices.  With Email Studio you can build great emails, segment and target your audience, and send with confidence—all without any coding.  Share content development across channels: Easily tag, search, and share content across distribution channels— including email, social, and mobile using Content Builder—for content creation and management at scale
  7. 7. Email Studio’s tools( tabs) What does it include? Content Create and share content, including emails, Templates, portfolio, Surveys, using Content Builder. Subscribers Create and Manage subscriber data, including creating Sendable Data Extensions. Interactions Initiate a triggered send. A/B testing Use A/B testing to see what content or parameters (emails, subject lines, content blocks, send dates/times, from names, preheaders) are most effective with your audience. Tracking See various details related to your sends, including whether or not a send actually occurred. Admin (for admins only) Manage account information, security settings, Users, Business Units, Roles, Reply Mail Management, physical mailing address displayed in email footers, and more.
  8. 8. Content Builder ➢ Content Builder is a cross-channel content management tool that allows to consolidate images, documents, and content in a single location for use in the Marketing Cloud. ➢ Content Builder is integrated with Email Studio. With an easy-to-use, drag and drop interface, Content Builder is more efficient than our previous creating and editing tools. ➢ Create professional emails without knowing HTML ➢ View changes to email content in real time with always-present preview ➢ Insert code snippets for inserting common links such as Forward to a Friend, Open Tracking, and more
  9. 9. Key terminology  All Subscriber list :- Master list of records for the account.  Subscriber Key:- Uniquely Identify a subscriber in our System.  List: - Compilation of subscribers that receive your communications.  Data Extension:- A table within the application database that contains contact data. Data extensions import more quickly than lists.  Business Units:- A business unit is like a sub-account of a main parent account. Content can be Shared among multiple business units.
  10. 10. Key terminology continued….  Enhanced FTP:-A file transfer location is an FTP site or other file storage location used to transfer files to or from your Marketing Cloud account.  CAN-SPAM law:- The CAN-SPAM act requires that Commercial emails, whose primary purpose is to deliver commercial content, meet the following criteria: Include your company’s physical mailing address. Provide a mechanism to opt out. Honour opt out mechanism promptly  Profile Center:- Webpage where subscribers can enter and maintain the personal information that we keep about them.  Subscription Center:- The lists you identify as public in the application are available for a subscriber to opt in to on the subscription centre.
  11. 11. Automation Studio Platform to Automate Simple and Complex Data Processes ➢ Automation Studio is a Salesforce Marketing Cloud application used to execute Marketing Activities( Import, Data refresh, Sending an email or SMS messages). ➢ Execute the Activities on Immediately, Schedule and Triggered basis. ➢ Create simple to complex Multi- step workflow using drag and drop tools. ➢ Extract, Transform and Load any data from any source with speed and accuracy ➢ Combine Data using filters or SQL Queries to create highly personalized and relevant campaigns ➢ Increase efficiencies and productivity by automating Data Management and processing activities
  12. 12. Steps to build an automation Create Workflow with Steps( The order in which activities are to be executed) and Activities(task) Create your Automation Schedule( start date and time, time zone, Repeat( Hourly, Daily, monthly) and End Date. Review the Automation Activity ( notification email address needs to enter) Select the Type of Automation ( Schedule or Triggered)
  13. 13. Automation Activities ➢ Data Extract:- Data Extract activity creates one or more zipped files for your use outside the Marketing Cloud Application. ➢ Send Email:- Choose and configure an Email message to be sent. ➢ Send Push:- Choose and configure an Push notification to be sent. ➢ Import file:- Use an outside file to update a subscriber List or Data Extension in Automation Studio. ➢ Wait:- Wait activities in Automation Studio cause an automation to wait for a specific duration or until a specific time before performing the next step
  14. 14. Automation Activities ➢ Filter:- Apply the logic of a data filter you select to create a Group or Data Extension in Automation Studio. ➢ SQL Query:- Retrieves Data Extension or data view information according to criteria you set, then include that data in a Data Extension. Use SQL to create the query used in this activity. No more than 20 query activities are permitted in a single Automation step. ➢ File Transfer:- Use this activity to unzip or decrypt a file found in the Marketing Cloud's Enhanced FTP directory or to securely transfer files from the Marketing Cloud's secure file transfer location, the Safehouse, to a selected FTP location.
  15. 15. How Customers Use Automation Studio Scheduled Automation:- ▪ Nightly Data Import ▪ Run a weekly report ▪ Update a list or data extension Simple Automated Email ▪ Birthday ▪ Anniversary ▪ Renewal Reminder Triggered Automation ▪ Website click ▪ Cart abandonment ▪ Confirmation ▪ Alerts Simple Campaign ▪ Welcome Series Emails send over time ▪ Newsletters
  16. 16. Use cases for Automation Studio Case 1:- A bank wants to send out a series of emails to new customers that open a checking or savings account. The emails will be used to educate and inform customers regarding their current account and other bank offerings: • Data for the campaign will be in two data extensions: Customer and New Accounts • The Customer data extension is currently used for multiple campaigns and is updated at 1:00 a.m. • The New Accounts data is encrypted and will be placed on the FTP at 10:00 p.m. Which automated workflow meets the customer's requirements? A. A scheduled automation that starts at 2:00 a.m. that executes Data Extract Activity, Import Activity, Query Activity, Wait Activity, and Send Email Activity. B. A triggered automation that executes File Transfer Activity, Import Activity, Query Activity, Wait Activity, and Send Email Activity. C. A scheduled automation that starts at 2:00 a.m. that executes File Transfer Activity, Import Activity, Query Activity, Wait Activity, and Send Email Activity. D. A scheduled automation that starts at 12:00 a.m. and executes a File Transfer Activity, Import Activity, Query Activities, Wait Activity, and Send Email Activity.
  17. 17. Use cases for Automation Studio Case 2:- The customer has these requirements for storing engagement data in their data warehouse: • All email open and click activity must be pulled daily from the Marketing Cloud. • Output files must meet the specific requirements for the data warehouse. • All the activity must be provided via FTP in one file. Provide automation workflow that meets the customer requirements? A. Report activity that generates Recent Send Summary report > Report delivered directly to FTP B. Extract activity of Tracking Extracts that combines data into required file > Transfer activity C. Query activity to pull data view information > Extract activity of data extension > Transfer activity D. Extract activity of data view tables > Query activity to create the required file > Transfer activity
  18. 18. Use cases for Automation Studio Case 3:- A customer is collecting data from a Smart Capture form that stores submissions in a data extension. The customer wants an email sent to the marketing manager each morning that contains the previous day's submissions as a CSV attachment. Assuming that the customer has the attachments feature enabled. Which automation workflow will accomplish this? A. Triggered Automation: Data Extract > SQL Query > Transfer File > Send Email B. Scheduled Automation: Data Extract > SQL Query > Transfer File > Send Email C. Triggered Automation: SQL Query > Data Extract > Transfer File > Send Email D. Scheduled Automation: SQL Query > Data Extract > Transfer File > Send Email
  19. 19. Audience Builder Cross-channel Data Management Tool ➢ Build a Single view of Customer Manage all contacts in one system, combine marketing cloud data with any of the external sources, continuously sync any object from Sales or Service cloud to create cross- channel profiles for every customer. ➢ Perform Sophisticated Segmentation Using a drag and drop interface we can quickly segment the subscribers without needing to know SQL. ➢ Discover New Opportunities Using formatted attributes we can quickly work with data to find new marketing opportunities.
  20. 20. Key to effective Marketing is Customer Data We need to understand the Customer data In order to deliver WOW! experience(relevant ad or an email) to customer using Marketing cloud platform. Customer Data Comes in 3 forms:- Demographics:- Important information regarding individual or Object like, location, gender, Name, Age, Email Address, Interest, price. Use of Demographics Data:- First name personalization in email Behavioral Data:- This includes customer’s interactions on web, in email, etc. Ex:- purchase, abandoned cart, triggered email after any support case closed Preference Data:- this adds additional level of understanding regarding customer data which includes preferences and motivations, it helps building long term relationship Example:- positive response to a survey—call to action to ‘share their experience’ with friends Negative response to survey- customer will be served with more fitting message instead
  21. 21. Universe:- All available data Population:- All Data to be used for email communication Segmentation: The Audience split into multiple parts based on the condition Contact:- An individual contact within our population Segment 1:- The Audience who has an interest in Reading Segment 2:- The Audience who has an interest in Singing Contact Attributes Gender Last Purchase Zip code Occupation Remainder:- All Audience not captured by all other segments Contact 1:1 Attributes Gender Income Email Job 1: n Attributes Open Action Click Action Opened email twice Clicked 4 links
  22. 22. Contact Builder ➢ Contact Builder provides a single view of a customer that displays all interactions with your brand.  Provides access to Contact Data contained in account and relationship designed to use that Data.  manage, consolidate, organize, and link data from all Marketing Cloud apps and external sources ( ERP, CRM, Point-of-Sale system).  We can use all collected information to personalize customer conversations at any size in any channel.  All of the associated address ( email address, Mobile number, Device ID), subscription, and tracking information associated with activities and journeys relate back to that single contact record.
  23. 23. List of All Contacts contained within Marketing Cloud Account with additional information on individual contact like Engagement activity, Membership to list on all available channel and attributes information. It allows centralized our data- based activities and full cross-channel view of a contact All Contacts The Channel Address Order in Contact Configuration determines which channel address field takes precedence over another for all send activities. For example, if a contact uses three different email addresses, determine which email address to use over the other addresses unless otherwise specified. Marketing Cloud automatically uses the email address from the All Subscribers list as the priority address for email sends. Contact Configuration Basis of contact information within Marketing Cloud. By creating and linking Data Extensions we can access information about contacts and use that information to segment, filter, and target contacts with relevant sends across multiple channels. Data extensions relate to each other on a single piece of information called a primary key. Data Extensions Use the Imports screen to save and reuse import definitions that bring information into Contact Builder. Imports Contact Builder’s tools
  24. 24. Contact Builder’s tools(Tabs) continued.. It defines, organizes, and relates information to contacts within account. Data Designer permits linking data extensions to the contact record or to other data extensions. For example, we can use the email address from a contact record to link to another data extension that contains product and shipping information. Cardinality for the relationship between Data Extensions: 1:1 Relationship, Population, One-to-Many Relationship, Many-to- Many Relationship Data Sources indicate where account stores and locates contact attributes. For example, we can tag customer purchasing data as arriving from an outside source. Data Sources include three types of locations: ▪ System - data structures created by default within MC. ▪ Synchronized – use Marketing Cloud Connect to move data from another Salesforce cloud into Marketing Cloud. ▪ Custom- collect attributes used with Contact Builder and visually link those attributes to a specific data source. Data Designer Data Sources A master set of contacts within your Marketing Cloud account joined by an overarching theme. For example, the Marketing Cloud account for a health care provider could include three separate populations: Patients, Doctors, Insurers. Populations link to the contact model using Contact Key to a primary key with a 1:1 relationship. Populations
  25. 25. Data Designer’s Workflow Attribute Group creation:- • Enables to organize data in Contact Builder • Each attribute group includes a data model consisting of data extensions linked to either the contact record or other data extensions Data Extension Linking:- • Relate data in existing data extensions to either the contact record or another data extension. • Link all data extensions that contain information about the specified topic. Select Cardinality:- • While linking Data Extensions we need to select the cardinality of the relationship. Ex:-one-to-one, many-to-one, or many-to-many relationships Link Attributes:- Select attributes with the same data type, do not have to select attributes with the same name. Events:- Use events to bring behavioural information into Contact Builder, segment and better target marketing activities toward contacts. Ex:-we can find out which contacts abandoned shopping carts and contact them to complete their order.
  26. 26. Marketing Cloud Mobile Studio ➢ This communication platform always on and always connected to their customers ➢ Engaging with Customers : Send mobile messages alongside established channel : Email, Web, social and ads ➢ Trigger Mobile Messages : Deliver targeted messaged based on behavior and segmentation ➢ Optimize Campaign: Track and analyze mobile marketing ➢ Sending SMS/MMS( Mobile connect), Push notifications( Mobile Push), and chat app Messages( Group Connect) ➢ Deliver time sensitive information and re-engaging customers ( 90% of SMS messages are read with in 3 minutes) ➢ Connect across the globe, target messages based on location ➢ More than 70% of people have their mobile device with them at all time and 60% of all media time is spent on mobile
  27. 27. Mobile Push Increase Mobile app engagement ▪ Target App Users Trigger location based messages with geo location across the globe and beacons ▪ Reach your Customers App Inbox Deliver messages straight to app inbox with cloud pages ▪ Personalize the Experience Send real-time alerts, Reminders, discounts, promotions and more using data across the platform ▪ Automate App Alerts Trigger a message or set up Automation
  28. 28. Customer Journey ➢ Customer Journey is the customer communication plan a marketer designs.  In past several years number of customer touchpoints are increasing, technology is changing the way people are engaging with brands and expectations of the experience has increased.  Customers expect that we should know who they are, to know their history, to recognize them on any channel and to make things easy for them.  They expect relevance and willing to spend more to have a better experience.  Companies have to examine how they are engaging with their customers to provide best experience possible.
  29. 29. Customer lifecycle Onboard Make a strong first impression and set the stage for Ex:- Welcome series emails Retain Don’t give up on the unengaged subscriber. Engage Provide value that turns prospects into customers and brand enthusiasts. Ex:- Birthday and Anniversary emails Acquire Invite customers to connect across multiple channels. Ex: Sign up
  30. 30. Journey Builder The Platform for 1-to-1 Customer Journeys  Journey Builder is a powerful campaign planning tool that empowers businesses to join the customer journey by:  Listening to customer cues and focusing on the moments that matter most.  Connecting the entire experience across channels and across marketing, sales, service and the entire business.  Automating processes and interactions so brands can meet customers wherever their journey takes them.  Analysing every interaction to offer the best experience possible.
  31. 31. Journey Builder Entry Sources Data Extensions:- One common way to admit contacts into a journey is to fire them into the journey from a sendable data extension. We can configure a filter to control which contacts enter, or admit all contacts in the data extension. Admit Contacts Via API:- The API event in Journey Builder connects the Journey canvas to an API used to admit contacts into a journey. When the API fires an event, the contacts entering the journey are stored in a data extension you choose. You can set a filter using data attributes to ensure that only intended customers enter the journey. If they meet filter and entry mode criteria, the journey admits contacts when an API call is made. Events:- An event prompts one or more contacts to enter a journey. Examples of events include, but are not limited to, these actions:  A contact purchases a product.  A contact signs up for a conference.  A customer publishes a restaurant review. Date-Based Events simplify building a journey in Journey Builder when entry is based on a known date attribute for a contact.
  32. 32. Journey Builder Activities  Messages: Select message content, like an email or an SMS message.  Decision Split: Decide on a path based on your data. A decision split allows you to configure up to 20 paths based on a contact’s attributes as evaluation criteria.  Random Split: Create advanced A/B splits (two to 10 branches).  Engagement Split: Decide on a path based on opens or clicks.  Join: Reconnect two or more paths.  Wait: Define the wait time for your messages in minutes, hours,  Update Contact: Set an attribute and value in a Marketing Cloud data extension when the contact reaches this step.  Sales & Service Cloud (requires Marketing Cloud Connect): •Opportunity •Lead •Contact •Case, Task •Object Activity •Convert Lead
  33. 33. Journey Builder Contact re-entry modes  No re-entry :- Ex:- Welcome Journey--we only want our customers to be introduced to our brand once.  Re-entry anytime--- allows a contact to enter the journey multiple times and be in the journey at the same time. post-purchase engagement Journey , for example, you’ll want to allow contacts to enter the journey whenever they make any purchase.  Re-entry only after exiting:- If you want your customers to be able to go through a journey multiple times but not at the same time, like a seasonal promotion or a yearly membership renewal, use the Re-entry only after exiting.
  34. 34. Any Journey is Possible Experiences across the organization  Service Journeys  New Purchase Journeys  Product Adoption Journeys  HR or Employee Journeys  Sales Associate Journeys  Partner Journeys  Patient Journeys  Student Journeys
  35. 35. Use cases for Journey Builder Case 1:- A customer wants to create a journey with the goal of making users activate their accounts within 72 h of registration. New account registrations are stored in a data extension via an API call with a Boolean field indicating whether the subscriber has activated their account. The journey should send activation reminder emails 24 and 48 h after creating an account. The user exits the journey if they activate their account. Which activities should be included in the customer's journey? A. 24 hour Wait > Decision Split > Send Email > 24 hour Wait > Decision Split > Send Email B. Decision Split > 24 hour Wait > Send Email > Decision Split > 48 hour Wait > Send Email C. 24 hour Wait > Decision Split > Send Email > 48 hour Wait > Decision Split > Send Email D. Decision Split > 24 hour Wait > Send Email > Decision Split > 24 hour Wait > Send Email
  36. 36. Use cases for Journey Builder Case 2:- A customer wants to automate the process of sending a series of welcome emails based on the Subscriber's data. Emails should be sent weekly for up to five weeks. If a subscriber makes a purchase, they should stop receiving welcome emails. A Boolean flag should be set in the data extension if the subscriber makes it through the welcome series. Which steps should be used to accomplish this in Journey Builder? A. Define Goal, Send Email, Wait, Decision Split B. Random Split, Send Email, Wait, Define Goal C. Define Goal, Update Contact Data, Send Email, Wait D. Update Contact Data, Wait, Send Email, Join
  37. 37. Marketing Cloud Connect ▪ Marketing cloud connect is an integration tool for connecting your marketing cloud instance with salesforce sales cloud or service cloud data. ▪ With marketing cloud connect, we can send emails directly from salesforce, either to lists, or single individuals, also can see tracking information (sends, opens, clicks) in salesforce, too. ▪ We can use the power of salesforce to store and organize our data, and the power of marketing cloud to create content and deliver it to the right person at the right time. Salesforce Salesforce Salesforce Salesforce Sales Cloud Service Cloud Community Cloud Marketing Cloud Marketing Cloud Connect API API
  38. 38. Installation and Configuration ❑ 1. Create API enabled User in Marketing Cloud with Administrator and Marketing Cloud Admin permission enable User permission ( Email> Integration> Salesforce CRM) 1. 2. Install latest version of Marketing Cloud Connect and Connected App Authentication package in Salesforce CRM 2. 3. Create Tracking User in Salesforce CRM with System Administrator profile and put the following fields on the User page layout and check both fields for the Integration user: ExactTarget for AppExchange User ExactTarget for AppExchange Admin 4. 4. Add Custom Links to Page Layouts---Add Send Marketing Cloud Email, Unsubscribe and Re-subscribe custom links to page layout of Contact, Lead, Campaign and Person account. 5. 5. Check Field Access to HasOptedOutOfEmail for Contact and Leads--Setup > Customize > Contacts/ Leads > Fields> Click Email-opt out> Click Set Field-Level Security. Make visible to Integration Users. 6. 6. Add Email Send, Marketing Cloud, Send Analytics tabs 7. 7. Set Tracking User( Salesforce System User) in Marketing Cloud– Admin> Account Setting> Salesforce Integration>Edit> Enter Tracking User credential
  39. 39. User Types and Permissions ▪ Marketing Cloud Administrator:- Sets up and configures a marketing cloud account and users. This admin works with the salesforce CRM administrator to install and set up marketing cloud connect. ▪ Salesforce CRM (sales or service cloud) Administrator:- Sets up and configures a salesforce CRM account and users. This admin works with the marketing cloud administrator to install and set up marketing cloud connect. ▪ Marketing Cloud Connect API User:- Completes the account-level connection between the sales or service cloud and marketing cloud. ▪ Salesforce System User:- Tracking user, this sales or service cloud user is required to complete the account-level connection between the marketing cloud and sales or service clouds. This user is the primary mechanism for making marketing cloud tracking data available in CRM. It’s used exclusively for sending to CRM audiences from the marketing cloud in non-scope-by-user accounts. Read access to contacts, leads, campaigns, and reports. Read access to any objects that are related to marketing cloud objects or the standard objects. ▪ Marketing Cloud for AppExchange Admin permission:-this salesforce CRM admin permission lets admins view all data and send to any contact, lead, campaign, or report. ▪ Marketing Cloud for AppExchange User permission:-this non-admin permission lets salesforce CRM users access the marketing cloud connect interface, enabling them to perform sends. If the account is configured as “scope by user,” users view and send to only the records they own. ▪ Connected App Authentication permission:- assign this permission to all marketing cloud connect users. Connected app manages all cross-cloud authentication from marketing cloud into sales and service clouds.
  40. 40. Marketing Cloud Connect Capabilities Journey Builder :- We can set up entry events in Journey Builder from the Sales and Service clouds data and automated Journeys will kick- off when a record is created or updated in Salesforce. Data Stream :- Allows to sync data from Salesforce CRM to Marketing Cloud into Synchronized Data Extension. We can sync Leads, Contacts and other standard and custom objects and can be updated in every 15 minutes. Connected App Authentication :- More secure way to pair Marketing cloud with Salesforce CRM. Users no longer have to manage their Salesforce CRM user password in Marketing Cloud. Multi-Org Account Configuration( Enterprise 2.0 edition configuration) :- Connecting different business units to different org in Sales cloud. We can connect to multiple Salesforce account at the level of the individual Business units.
  41. 41. Multi-Org Account Configuration BU 1 ORG A BU 2 ORG B ORG A Enterprise 2.0 Account 1 Enterprise 2.0 Account 2 BU 2 Supported ▪ One Marketing Cloud BU to one Sales or Service cloud Org ▪ Many Marketing Cloud BU to one Sales or Service cloud Org Not Supported ▪ Single BU to multiple Sales or Service cloud Org ▪ Business Units of multiple Enterprise 2.0 account to the same org.
  42. 42. Multi-Org User Configurations BU1 BU2 U1 U2 U1 U3 ORG A ORG B UA UB UC ▪ Single Marketing Cloud user can access multiple Business unit ▪ We can map a single Marketing Cloud user to multiple Sales or Service Cloud users if the Sales or Service Cloud users are in different orgs and the Marketing Cloud user has access to the connected business units. ▪ We can map users to multiple orgs through multiple business units. However, users access only the org that is connected to the business unit the user is logged in to. In this example, U1 can access BU1 and BU2, but can’t map to UC while logged in to BU1, U1 must log in to BU2 to connect to UC.
  43. 43. Email Send ▪ Send Single Email:- Navigate to a lead, contact, person account, or campaign, click on custom link “Send Marketing Cloud Email” ▪ Triggered Send:- Create and send automated, timely and personalized messages to Salesforce Contacts, Leads, or person accounts when object records or created or updated. Example: Welcome emails to new customers or thank you notes for purchases. ▪ Marketing Cloud Sends to Campaigns or Reports:- Reports must contain ContactID or LeadID fields. Store reports in a custom Salesforce folder for sending and ensure the user executing the send has access to the folder. Marketing Cloud Connect does not support sending to joined reports or reports stored in standard Salesforce folders. Add up to 10 reports or campaigns to Recipients.
  44. 44. FAQ Can Multiple Sales or Service Cloud Orgs Be Connected to One Marketing Cloud Account? Yes, It allows individual Marketing Cloud business units to independently connect to a single Sales or Service Cloud account. How Do We Authenticate Between the Clouds? Marketing Cloud Connect uses Connected App (users from Marketing Cloud into Sales and Service Clouds) and OAuth 2.0(users from Sales and Service Clouds into Marketing Cloud), trusted authentication tools to work seamlessly across Sales, Service, and Marketing Clouds without the need to store credentials. What are connected App and benefits of using Connected App Authentication? Connected Apps are Salesforce managed packages used to connect applications to Salesforce using APIs. Secure Authentication mechanism and also prevents SOAP and REST API calls made by Marketing Cloud Connect from counting against your rolling 24-hour limit. Example:- A customer executes a large number of sends via Marketing Cloud Connect and is concerned about API Limits. We need to upgrade the Marketing Cloud Account to Connected App Authentication To minimise the impact of Marketing Cloud Connect on daily API limits, Connected App Auth can’t rolled back once its enabled in account.
  45. 45. Use Case : Drip Campaign Goal:- Send a Series of automated messages, to communicate with subscribers over an extended time and to encourage them participation in further actions or sales.  Northern Trail Outfitters (NTO), an outdoor gear store, manages customer relationships in Sales Cloud and sends emails in Marketing Cloud. NTO offers a 30-day free trial program and sends three emails about the program each day:  A welcome email message to contacts who signed up for the program  A follow-up email to contacts who signed up for the program 14 days ago.  A follow-up email with a reminder about the trial expiration to contacts who signed up for the program 27 days ago.  NTO sends the emails automatically from Marketing Cloud, using Sales Cloud reports that filter contacts by corresponding dates.  Steps 1: Install and Set up Marketing Cloud Connect  Setps2: Create 3 Emails in Marketing Cloud for Day 1, Day 14 and Day 27 messages.  Step 3: Create 3 Test Contacts  Step 4: Create 3 reports ( Day 1 Test, Day 14 Test and Day 27 Test ) with Report Type Contacts & Accounts and filter created date equals ( Today, 14 days ago and 27 days ago). Please Ensure reports must contain Contact Id field for each Contact.  Step 5: Create Salesforce Email Send Interactions in Email Studio > Add Salesforce reports to Targeted  Step 6: Create Schedule Automation with 3 Salesforce Email Send activity( Day 1, Day 14 and Day 27) with
  46. 46. Key Points  Marketing Cloud connect works with all Marketing Cloud Editions( Basic, Pro, Corporate, Enterprise) and works with Salesforce Performance, Unlimited, Enterprise, and Developer Edition Sandbox accounts. It does not currently work with Professional Edition.  Lightning Experience is not supported for Marketing Cloud Connect features.  Marketing Cloud Connect is not supported in the Salesforce App.  Custom attributes that are based on the Lead, Contact, Account, or Person Accounts objects can be mapped. Mapping to custom objects is not currently available.  Reports must contain either a Lead ID or Contact ID field, and you must have permission to view the report.  We can send up to 10 campaigns, reports, or a combination of both from the Marketing Cloud tab.  We can send from your own email address, the owner of a record, an organization-wide email address, or a Marketing Cloud send classification.  Installation requires administrative rights to both Marketing Cloud and Sales or Service Cloud.  Multi-Org connects multiple Salesforce orgs to a single Enterprise 2.0 account