Speaker 0: Awesome names in the chat already. Yeah. I’m

Speaker 1: so excited for this session, Vicky Vicky. Wonderful. Well, we’re at time. So good morning, afternoon, evening to everybody joining us wherever you are in the world today. For those of you that have joining us for the first time, welcome. Excited for you to be joining MarDreamin and even more excited for you to be joining this session, which is going to be all around unleashing the power of marketing cloud connect. So with that, I’d like to introduce to you our speaker today, the wonderful Vicky Moritz Henry.

Speaker 0: Oh, thank you very much. Well, thanks everybody for joining today from wherever you are in the world. And, uh, great to be here for another MarDreamin. So today, we’re going to be talking all about one of my favorite topics, which is Marketing Cloud Connect. So using Marketing Cloud with the Salesforce CRM and really, like it says, unleashing the power of the Marketing Cloud Connector. So first of all, huge thanks to all of our sponsors. As we know, events like this and sessions like this wouldn’t be able to go on if we didn’t have all of these amazing companies supporting us. And, actually, I realized I forgot to do a little introduction slide, so I’ll come back here and say a little introduction to myself. So, um, my name is Vicky Maritzon, and I’m an architect at Sam Consulting and a certified Salesforce instructor for Trailhead. So you might see me on some of the free certification days. I teach marketing cloud and Pardot and a couple of the other ones. But, uh, today, we’re here to talk about why to use the marketing cloud connector in the first place. And sometimes that’s the hardest discussion to have is, first of all, why should we invest our time in setting up the connector using the two products together? And then, also, are we using it to the best of its ability? So I know some companies, some customers, some clients will have both systems, but won’t necessarily be using everything that we can use. So why should we connect our data in the first place? Well, first of all, we wanna break down all of those team verticals. We have sales and marketing teams that are a lot of times are at competition with each other that aren’t necessarily working together. Let’s break down some of those verticals. Let’s enable some conversation using our systems. Also, segment our audiences from anywhere. So we’ll see in a bit how we can really, um, send and segment from wherever our users are living and allow them to have some control over that segmented audience to make sure we’re getting to the perfect people at the perfect time. We also wanna get a 360 degree view of our customers. So that’s what a CRM is all about. It’s all about getting all of those great data points together and being able to use those for our marketing. So super powerful stuff there. And enriching our data with our marketing cloud insights. And this is one that I find a lot of people don’t necessarily think about right away, but are really happy to benefit off the back of using marketing cloud connector because it actually syncs your data in both directions. So we’re gonna get some tracking data, some insights back into our CRM as well. Personalize our content. Any data point that you have at the sys in the system, you can use to personalize your contact, your content, and then creating human touch points. And then I work with a lot of nonprofits, a lot of smaller organizations. And one of the concerns around using a marketing automation tool in the first place and getting buy in in the company is sometimes the loss of that human touch. They’re worried that it won’t be personalized enough, that it won’t be feel like a nice connected, um, interaction with your customers, with your clients, with your subscribers, whoever they are. So it’s all about opening up your time to do other things on the team, but also to create those human touch points. And it may be getting a deal over the line. It may be getting a donation over the line, whatever it takes, but really focusing in on that. So we’re gonna dive into these points a little bit more. Those are high level, why we would do it in the first place. And before we go any further, we have to take a look at what the Marketing Cloud Connect does in the first place. It is helping us to connect all of our data together, and we have this bidirectional sync of data. So you’ll even see my little arrows here that we have our data, our all of those data points around the customers, our contacts and leads, and any other data points that are connected to them in the CRM. All of that syncing over into marketing cloud so that we can use our awesome marketing cloud content to do all of our sending. And then we have that bidirectional sync. So the other side of this is that the marketing cloud is tracking some of our data, and we get all of that awesome tracking data against our leader contact in Salesforce, which opens up insight and communication with our sales support team, whoever it is that are our users living and breathing in Salesforce CRM.

So now we’re going to get into the fun stuff and really break down why we would use the connector and what are the different ways that we’re going to be able to improve the experience of both our users internally and our external subscribers as well. So first of all, targeting the perfect audience here. We have a ton of great people who are interacting with us with our organization. And many of us being marketers here, we’re at MarDreaming, so a lot of people might have that background. If you don’t, that’s no problem either. I didn’t have a marketing background to begin with. But, um, we have all of these great people, and we know that one of the ways to lose them is to blast emails out and to really overload them with content. We don’t wanna add to the noise because we know as individuals, our inboxes are flooded as it is. Our customers are the same way, so we don’t wanna overload them with too much messaging. We don’t wanna just blast out content. So we want to really segment and choose who we send the messages to. Who is the perfect person for this particular message over another one? And that’s where we have all of these great data points. So for those of you who aren’t familiar with the CRM side, this is what our data can look like. We have all of these rich data points around simple things like a person’s address. I can target somebody by country and let them know the events that are closest to them or even their interest. Here, I can see that on my contact record, I am interested in cross country skiing. So I can make sure that the images, that the content that I’m getting in front of my users are going to be at the most pertinent here. And even things like your shopping profile underneath. So you’ve got things like our last purchase dates, our all of our great, um, interactions. So whatever it is that our company is doing, we can record all of that in Salesforce and then use that for our segmentation. And we can start to use segmentation tools like reports and dash uh, reports to start to segment and use our different data points. So we can see a nice record here and all of the things that we might be able to store on this particular contact and even everything that’s related to them. So all of these opportunities, these cases, we’re going to be able to use all of these data points. Next on up is personalizing our content. So we’re gonna come back to our sending in just a second, but before we get there, we have to talk about our content. These are going to be the emails going out to the individual people. And using all of that great CRM data, we’re going to be able to personalize our content so that we don’t have to maintain multiple versions of an email or multiple different sends. Within the same email, we’re going to be able to target to personalize. And we know that our customers are really looking for the personalized experience. If somebody took the time to share their data with me, to fill out a form, to give me their data, well, that person is going to expect me to use it. So it’s all about getting the right message to the right person. I thought for our session today, what better use case than to talk about a March dreaming event? So we’ve got a speaker image here, and, actually, this is not an image. In Marketing Cloud, we have what we call dynamic content. I can use dynamic content to show the right image based off of somebody’s next event. So on my contact record, I have created a field called next event, and my events are either going to be my dreaming, automation dreaming coming up in a week about a week or so, and then French touch streaming, December 1. Little sales pitch for all of those too. And, uh, we have all of this great content that we’re going to be able to use in a email in a piece of dynamic content. So I can say that my default is going to be more dreaming. If somebody doesn’t fit any of the other rules that I’m creating, I’ll default to this image. But then if that field if that data point says automation dreaming is the next event that they’re attending in Salesforce, then I can surface a nice automation dreaming image or a French touch streaming image. We also have great um, personalization directly within the text itself. So we’re able to bring in these personalization strings that are bringing in that data point of first name and the next event. So that, again, we’re not maintaining multiple versions of the email to say, okay. If they’re going to Marjoramming, send them this one. If they’re going to automation streaming, send them this one. If they’re going to French touch streaming, send them this one. All within the same email, one target list, and we’re just using the data points to be able to target the individuals with the perfect content. So we can see what this looks like by coming in. We’ve got a nice little test data extension here, and I can see exactly what this looks like for each individual as I see their data changing. So here we’ve got French touch streaming, and we had our MARR dreaming as well. So the other part of the Marketing Cloud Connect is also going to be sending to you from where your users are working. And I would say this is a huge part of it because, traditionally, us as marketers, we’ve had to go out and have those conversations. Not that conversations and communication are great, but sometimes we get some overload. And, uh, we’ve had to have those conversations of, okay, what’s the target audience for this particular send? So our sales team, our service team, either we would be guessing or we would be going out and getting their input each and every time and then doing that segmentation ourselves. Well, actually, with the Marketing Cloud Connect, we can open it up so that our users can do the sending from the Salesforce side. So, actually, they can either segment the list or do the sending themselves with all of our pre created on brand on tone content that we’ve created for them in the marketing cloud side. So one of my favorite use cases, somebody’s asking for a one off email, no problemo. So we don’t need to create a data extension in marketing cloud that has just one person on it. That’s a lot of work to get just one email out. With the marketing cloud connector, from within Salesforce, I can send to a single lead or contact and send them my great content all from within the Salesforce system. So that opens it up for my sales representatives, for my score agents to be able to have those conversations and have somebody say, oh, yeah. I didn’t get that news I didn’t get your newsletter before. I’d love to see last month’s newsletter as well and get signed up for the next one. Can you do that for me? And we say, absolutely. Let me go ahead and send you my last month’s newsletter as a single leader contact and then sign you up so that you get all of the future communications. Before, that was a huge headache. Also, we’re letting our sales and service team do our segmentation for us. So sending to reports, sending to campaigns. Our reports were able to create our reports the way that our users are familiar with doing in the Salesforce side. We can segment on our data. We can target individuals and say, this is my perfect target audience. And rather than handing that over to our marketing team and then us recreating that, they can do all of this report creation in Salesforce. And then whether we’re sending from the Salesforce CRM or from Marketing Cloud, we can send to that report. Or simply, while somebody is on the phone with somebody, adding them to a campaign. That’s a really easy task for a, uh, sales representative to do as they’re on the phone with the customer is, okay. You’d like to get the newsletter. Absolutely. Let me add you to that campaign. Or you’re interested in coming to our dreaming or speaking at our dreaming or sponsoring our dreaming? No problem. I’ll just add you as a campaign member. So note my little asterisk is down here. For our reports, you do need to have that record ID in your report to be able to send from it and our email address. And then if we’re using a campaign to do our sending, we add the later contact as a campaign member, and we can use those common fields in between the two. So no more looking at leads and contacts separately. We can just look at that overlap and target that common first name field. So this one I blame on Halloween being not too long ago. Pick your poison or your send method here. So, um, we can send it to a reporter campaign from Salesforce. We can send to a reporter campaign from Marketing Cloud in Email Studio with a send flow. We can also automate our Salesforce sends from Automation Studio, so sending to those reports or campaigns, or we can use our contact data. So any of our data coming through the connector, synchronized data, to filter down on journey sends. So whether it’s a single send in Journey Builder or a multistep, we’ve got all of that down there. And last but not least, no Marketing Cloud Connect presentation would be complete without Journey Builder. So here’s really where we’re able to break down some of those team verticals. And I like to say, get the two systems talking together. They’re having some of this conversation for us and really enriching our experience for both our internal and external users. So our Salesforce data, we’re first of all, we’re able to use our Salesforce data in multi step journeys as the entry source. We can listen for something happening in the Salesforce side and say, actually, let’s launch a whole journey builder campaign off the back of it. And journey builder is that rich nurture journey. So we’re going to be able to really nurture people along on their path, share more information, inform them about products or events or whatever it is we’d like, all from within Journey Builder. We’re even able to bring experience Experience Cloud into this, and Experience Cloud is a powerful tool. It’s allowing us to expose data on a external platform for our customers. And that’s a really great sign up point because we know that welcome emails are some of the most highly anticipated emails out there, and that leads to really high engagement. So rather than having the kind of cookie cutter, um, doesn’t really look that great, Salesforce welcome email for Experience Cloud when somebody signs up. We can instead launch them into a journey and send them some really great on brand content and then even a nurture journey. So continuing that engagement, continuing that um, informative sharing of information. And the way that we can get our two systems to speak together are going to be by using our Salesforce activities within Journey Builder. So when we start to use Journey Builder, we get a whole set of activities where we can write in to Salesforce and either create new records or update existing records on many of our standard objects, our leads, our contacts, our accounts, our campaigns, our, um, opportunities, our cases, and then even our custom objects. And we can write all of that data into the system. So for example, I have a new donor journey here, and I have an email that says, how would you like to get involved? It has three buttons in it. If they click that they would like to get involved as a volunteer, I check my data to see if they’re already a volunteer or not. If they are, I just let them go to my sign up form. If not, I need to have a conversation with them. There’s my human touch point there. I’ll create a volunteer opportunity record against that contact so that I can make sure to follow-up on this volunteer. And then also a follow-up task for a sales representative or a volunteer representative in this case to get in touch with that individual and make sure to follow-up. And that adds it to their to do list in Salesforce side so that we make sure that that follow-up task is being completed. And then we can even keep on going and say, well, did they say they wanna donate? Okay. Yes. They donated already. Let’s just let them leave. Otherwise, if they haven’t donated after six days, then we will send a donation reminder and allow them to exit afterwards. So we’re creating that follow-up, that continued call to action there. And I do have another example here. So even coming back to our dreaming event, this is my dreaming email. And whether they click on, yes, I’d like to be a speaker or not, we can have a case open up with a potential speaker case and then allow all of that grace great case management in the service cloud side in Salesforce with a thank you email. Or if they don’t, then we just say watch this space, and we add them to a campaign so that we’re retargeting them through another journey that’s run off of that campaign, and we’re allowing them to stay informed and make sure that they register for the event. Last piece here. So driving at home, enriching our Salesforce data with marketing cloud touch points. So we’ve got all of these great possibilities, and these are the activities that are driving that journey builder scenario that we saw before. All of these Salesforce activity possibilities out there for us. One of my favorites is creating tasks so that we have that human touch point that we’re opening up in the system. And we’re saving our sales reps time so that they’re not spending all of their time sending out mass emails or sending out informational emails. We’re doing that for them. And that way, we’re allowing them to redirect their time to what really matters and have those human interactions. And then we also see all of our tracking data coming back into Salesforce. So that’s part coming back to that bidirectional sync of data where we have our data driving all of our marketing, all of our, um, journey builder, all of our sends, all of our personalization. And then we’re able to have all of that great tracking data coming back in against the individual contact or lead record. So I can see what emails they’ve been sent and how they’ve interacted with those emails as well. Have they clicked? Have they opened? And then I can see high level information as well. So as a support representative, if you give me access to it, I can come in here and see how our marketing is doing all from within the Salesforce side. So we’re opening up a little bit more access so that people can see how we’re getting involved. So let’s review. Why connect our data in the first place? This is a a moment of truth time because I said so. No. It is coming back to all of our points that we saw there at the beginning. Breaking down our team verticals, segmenting our audience to get the perfect message to the right person at the right time, and then all of the rest here. I won’t read them through again. I’ve already read that once for you. But at this point, I know we’re coming up towards the end of time. Thank you so much for joining. I’ve put my LinkedIn information in here at Twitter as well. I’d love to hear from all of you. And, um, if we have any questions, I might have time to answer one or two. Let me just come into the q and a.

Speaker 1: Thanks, Vicky. Can you can you hear me okay, Vicky?

Speaker 0: Yes. I can.

Speaker 1: Thank you so much. Awesome session. I’ve been watching with eagle eyes on on that one and I think in a short amount of time we’ve already learned so much just within those twenty or so minutes. So absolutely wonderful. We do have some time for some questions. Um let me go and open the Q and A tab. So we have a question from Avery asking, um essentially can we send a single email, a single marketing cloud email from within Salesforce to one single person and how would we do that?

Speaker 0: Absolutely. So this one actually, um, it looks like I got unsubscribed here. So I’m going to look at another contact, and, uh, that’s the same one. So we’ll come down here, but it’s actually on the page layout for your contact or lead record. There’s a Visualforce component that gets installed as part of the Marketing Cloud Connect app. And when you install this component and you surface it on the page layout, you have this option to send a Marketing Cloud email, and you would click here. It redirects you to the right page to send that individual leader contact email.

Speaker 1: Awesome. Brilliant. Well, hopefully, that’s answered your question, Avren. You can go and and try that out for yourself. Any other questions? We have a little over five minutes left. So if you’ve got questions for Vicky, now is the time to ask them. I think we’ve had so much feedback for you, Vicky, that people have joined your CERT days. They feel like they’re friends now, they’re constantly on cert with you. They’ve loved this live demo actually being in the environment and seeing how it works rather than just having a slide deck. So lots and lots of praise, um, across the chat for you, um, today Vicky. Another question that’s just come in, can we use dynamic emails from emails sent?

Speaker 0: Um, from, uh, from email sent on the marketing cloud connect side? You can, uh, dynamic content. Not a 100% sure on that one, actually. So our dynamic content, we would have to point it towards a data extension. I don’t know that you’d be able to use dynamic content. You can use the personalization strings, though. Um, and even dynamic content, really, we should be able to. Let me take a look here really quick. And, uh, you would have to sync it to the profile attributes on the subscriber list, though. So when you use the marketing cloud connector, you can sync with this field in Salesforce. And if you do that sync, then you’d be able to point towards your profile attributes in marketing cloud to be able to do all of that personalization. So So it is an extra step there.

Speaker 1: Wonderful. Great insight on that one. I don’t think we’ve got any more questions. So I’m happy to close out if nobody else has got any questions. This is kind of your your final chance to ask those burning questions to Vikki. But otherwise, apart from that, I wanna thank you so much, Vikki. I’m sure that I’m speaking on behalf of everybody that was live during this session. It was awesome. Um I’d also like to thank all of our sponsors without whom we wouldn’t be able to make my dream impossible. So thank you so much to those sponsors. And if you do have some time, try and stop by Deselect’s booth to learn more about ready plugin, fully integrated marketing enablement solutions for marketing cloud. So essentially it’s extending your marketing cloud environment, head over to Deselect. And if you’re looking for more of a one to one session to drive your questions, so if you think about any questions as we close out this session and you want to ask somebody, head over to the Genius Bar and book a one on one session. And then finally, if this has just simply started to whet your appetite for marketing cloud engagement content, then we have plenty more coming up over the next couple of days. My two favourite for today that I would recommend heading over to is a beginner’s guide to administrating marketing cloud engagement, starting at 01:40 eastern and then creating a great welcome email journey in marketing cloud at 02:25 eastern. So thank you so much Vicky, thank you everybody for joining us and we’ll see you around soon.