Speaker 0: Hello, everyone. We will kick things off in just a moment, give everyone a chance to join. Okay. Alright. Welcome everyone to today’s session, a beginner’s guide to administering marketing cloud engagement. Um, I am thrilled to be introducing two amazing speakers, Kirsten Schlau and Chris Zullo. Um, and with that, I will pass it over to Chris and Kirsten to, uh, kick us off.

Speaker 1: Awesome. Thank you for that introduction. Kirsten, do you wanna open us up?

Speaker 2: Sure. Absolutely. Um, and just to confirm, Teresa, this is for marketing cloud, um, engagement, not marketing cloud account engagement. So Salesforce marketing cloud SFMC is what we’re focusing on today, not Pardot. So, hopefully, that answers is super super clear. Um, so, uh, yes. Thanks for the intro, Chris. I’m Kirsten Schlau, marketing cloud practice lead here at Sercante, and, uh, really looking forward to, um, focusing on, uh, you know, the beginner’s guide of how we can, um, help administrators and the and the key tips and tricks to to get you started in the right direction.

Speaker 1: And I’m Chris Zullo. I am also a marketing practice lead, uh, for a different organization, All Cloud, and looking forward to helping you all get started on your journey. Alright. So this would not be possible without all our wonderful sponsors. So just want to say thank you to all our amazing sponsors. Uh, as you can see here, if you get a chance, please connect with them, see how they can help you with your marketing technology and strategy needs. And with that, we will move along to our agenda.

Speaker 2: Thanks, Chris. Um, so, you know, when we think about today’s agenda and really, like, what’s in it for me, we’re gonna focus on the overview, so just a level set on what marketing cloud is, focusing on the administrative responsibilities along with skill set and maybe ways that you typically hire for these types of, um, folks. We’re also gonna go through, um, an overview of, you know, what are the things you need to be doing. So from users, business units, to security considerations, all of those things, we’re gonna walk through them. Um, and then Chris is gonna also do a live demo of the tool itself, um, so that you can really see, you know, behind the scenes around what it is we’re doing, what are those steps. Um, we’ll go over any questions you might have. Um, so keep those questions coming in the chat. Also, the more you participate, um, in chat, the more likely you’re, um, up for a, um, some swag. So people are definitely, oh, watching on that. Um, and also then, um, some leave behinds, um, from a hands on activities where Chris has broken down. You know, these are the key steps of of doing so you can really take those back in action. Of course, this is gonna be recorded. Um, so we are, uh, gonna head on our way. So when we think about, uh, marketing cloud so, uh, I don’t know, Teresa, if if you, uh, got a sneak preview of our presentation or not, but, um, the, I would say, evolution of Salesforce of different products that they’ve acquired and created over the years has changed. And so it can get very confusing. Right? Like, just what we went through of, is this marketing cloud, marketing cloud engagement? What are the things? So we just wanted to have a quick level set here on what that looks like. Um, so, you know, when we’re thinking about Salesforce, Service Cloud, you know, you’re also hearing probably more like core these day, SFDC, CRM, Salesforce. Um, the current name is Salesforce CRM. Um, you know, luckily campaign is the only thing that stayed current, I would say, out of this list. Um, but when we talk about marketing cloud, we’re also talking about, you know, the formerly known as ExactTarget. That’s where you’ve got email studio, mobile studio, also known as SFMC. They’re now calling it Salesforce marketing cloud engagement. And then, conversely, Pardot, um, is still sort of known as Pardot, um, but what that’s really known as account engagement powered by Pardot. Um, really, it’s marketing cloud account engagement powered by Pardot. So it’s a tongue twister, but those are the things. Um, and then, of course, some things that we’re not necessarily gonna, um, go over today, but just, you know, for you to have the latest and greatest. Uh, Datorama is now called Intelligence. Rebelmail used to be called Rebel, um, sometimes known as that. That’s what the interactive email content builder piece is. Evergage, um, became interactions to do. It’s now been renamed personalization. So, um, not to be snarky, uh, but sometimes these, uh, generic ish names are a little confusing, and it’s sort of a bit of who’s on first, who’s on second type of thing. Um, and, um, as you can see, we’ve also got CDP known as customer data platform, and, of course, loyalty management is is more of a straightforward one. Uh, content management, um, system, CMS, that’s still also a good one. Um, so but today, we are talking about ExactTarget, uh, typically been used in the past by more B2C marketers. Um, and so, um, really, uh, looking forward to get started. So, hopefully, I did not confuse you guys more, um, and we have a little bit more clarity. But, again, um, you know, if you still have questions throughout, please do not, um, be afraid to to keep those questions coming. So, um, we first wanna talk about just, like, CRM and also MC Marketing Cloud. Right? We’re we’re now introducing another acronym in here. Um, but, again, really just thinking through these things, um, realizing that, you know, for maybe a lot of the folks on this call, maybe you are a already a Salesforce CRM admin, um, and you’re looking at what does it take to be a marketing cloud admin, or maybe you’ve been handed that responsibility. It also could be inversely, but, you know, just wanted to address some of these misconceptions that you may have. So one thing that, um, I definitely heard and Chris has heard is, you know, they’re the same thing. Um, and, you know, while both parts of the they they both are part of the same ecosystem, meaning there’s both under part of that Salesforce ecosystem. Um, there is some overlap, um, in that they’re both um, being used to track leads with the ultimate goal of conversion, um, and converting those into customers. However, like, the solutions really emphasize different parts of the customer life cycle. Um, so I think that’s one that’s really, really important. Um, and then another one is, you know, marketing cloud equals email. And while email is definitely the workhorse, email has the heart you know, one of the highest ROIs of any digital marketing channel. Um, it’s really if you think about marketing cloud, it has an email functionality, but it’s really a suite within a suite. Um, so, you know, it does not come in necessarily the four tiers of increasing functionality like Sales Cloud does. Instead, what a company will do is they pay a flat rate for specific marketing modules. Um, and some of these, um, individual modules are actually available at different tiers. Um, but overall marketing teams will need to select the specific modules that they need. Um, that also can be a little confusing, um, to say, like, what did we just buy? Did I make sure I got all of the things? Um, and so folks like Chris and myself, you know, we help our clients all the time with, you know, did you get the right thing? Um, you know, my Salesforce person’s telling me I need these things. Do you really think I need to? We can absolutely, um, point you in the right direction. Um, and so just wanted to to call that one out. Another, um, maybe misconception, um, and or maybe point to call out is that, um, users. Right? The users of both systems are just different. And I don’t mean to say one is better than the other, but this statement that I’m going to make may skew one or the other. And you might tell, you know, where I where where my background’s from. You know, for CRM, it’s really like the sales teams are your members. So, you know, they’re using the tool more to lead to move leads through the system and really close deals. Where your marketing cloud users very well may be very highly technical even with developer mindset. So that may be a juxtaposition, especially if you’re a CRM admin dealing with salespeople versus then you have some marketing cloud people that are, you know, wanting to code things or they’re writing SQL queries. Um, you know, that’s very commonplace for your marketing cloud users. So, um, they’re a little different. And also, like, I would say the number of users. Right? You’re gonna have a heck more, uh, users, uh, in CRM than you typically are gonna have on marketing cloud. Um, one other thing I’d like to to talk about is push to prod, um, so and that development process. So while you definitely can have sandboxes made available in marketing cloud, many times you’re building in prod. And the reason is is because there’s not necessarily a very easy way to push things from a sandbox environment to a production environment. When they give you a sandbox, it’s really a production environment. They may just be restricting the number of emails you can send. So I understand for your traditional CRM admins, building things in prod seems scary, but it really isn’t because a lot of the things that you’re building, you still have to push a final button to make them go. So that’s just a different, um, shift in mindset. Um, and then the very last one is stand alone. So both of these systems you can use, um, as stand alone systems, uh, depending upon the company needs. You know, if your your needs are primarily you wanna improve quality, um, and maybe the speed of the sales funnel, you probably would just be focusing on CRM CRM. Uh, on the other hand, right, you can absolutely use marketing cloud by itself, um, unlike its its friend, um, and family member Pardot. A lot of the times you always see that connected with CRM. With marketing cloud, a lot of the times those are, you know, for retailers, for e commerce, they’re connected to a website, they’re connected to an ERP system, they’re connected to something completely different because they’re not really using CRM in that same way. And so for those folks that are maybe wanting to reach the right customer, um, at the right time with the right message, Marketing Cloud can absolutely be a great stand alone solution. However, if you’re really wanting to have integrated, um, software and more control over lead generation and overall deal making, this is an absolute perfect marriage of why you wanna use marketing cloud and CRM. And I would definitely say the trend is is that we’re seeing more, um, organizations have marketing cloud, integrating them whether whether that’s Service Cloud, whether that’s Sales Cloud, AKA core. Right? You’re definitely seeing more of that, um, joining together and being part of the same tech stack. So hopefully, those, um, misconceptions, um, will give you maybe a little bit more insight into how you can maximize, um, and think about, um, marketing cloud that may be different for how you typically are managing your your Sales Cloud instances. Um, and this is just a definition, um, that I found from, um, Salesforce. It is really interesting when you Google Salesforce marketing cloud, all the different things. I found so many wrong ones. Maybe I should have put those out there. But at the end of the day, what what Salesforce positioning is on, um, marketing cloud is it connects discrete, um, interactions from any channel, um, on the customer’s terms. So whether that’s email, which is a huge one, you can also be doing SMS. You can be doing direct mail. This idea of regardless of the channel, you can really meet the customer where they are using Journey Builder, which which is a really powerful tool to nurture depending upon where a customer is on the customer journey is is super important. So, again, those customer behaviors in real time, creating more, um, intelligent communications is is the the one, I would say, real differentiator of marketing cloud as a whole compared to other marketing automation systems. And so, yes, it does automation just like, um, you know, CRM. At the end of the day, it’s not CRM. It’s different. So I’ll get off my, um, soapbox around how they’re different, and I wanna focus on just some, um, considerations when it comes to the admin. Um, so some key responsibilities of, I think, someone that’s gonna be a successful Salesforce admin that we advise, um, clients and prospects alike is you’re definitely gonna have, um, and need cross functional collaboration with marketing and IT. A lot of the times, this individual doesn’t necessarily fit in either. You know, it’s almost like that marketing ops person, that martech. Right? You understand marketing. You understand technology. And so very much, you may be on an island by yourself, and you’re really being that translator. Other times, you’re living maybe in IT as its own group. Um, so, again, having cross functional collaboration, having good relationships internally is gonna be super important. Um, you’re also gonna probably be thinking about governance, um, from a data and compliance perspective, um, and then also security and user management. Um, and I’m gonna put a little plug in here. Uh, tomorrow, uh, we’ve got a, um, session around seven tips for security in your marketing cloud engagement, um, in a hybrid work environment. I think, you know, there’s some of these basic security practices that have been in place, but no one’s necessarily been thinking about, well, what does that look now that maybe my workforce is more of a, um, hybrid environment? What does that look like? Are we still secure? Right? What does it mean if I’m in an organization where people are remote all the time and maybe they’re using the Starbucks Wi Fi? Like, do we need to consider VPN? So that’s gonna be a really great one tomorrow at 10:20 AM eastern time with Mike Morris. So please check that one out. Um, and, uh, Jennifer can go ahead maybe and send the link, uh, in the chat as well, not to put you on the spot, uh, Jennifer. And then also, um, uh, integrations is also another one. Right? You’re typically gonna be managing integrations with the systems, not even not only just marketing cloud and, um, and sales CRM, which which, uh, Chris will talk about in a little bit, um, but just other integrations that might have have to happen. And then also change management. Right? Um, I think that goes without saying. Also, from a common background and skill set, we definitely expect them to be tech savvy. They likely are sometimes an owner of another Salesforce product, um, and or they have comparable marketing technology experience as well. Um, and so with that, you have to think about, like, well, how are we gonna hire for this this person? What does this look like? Um, a lot of the time, I would say when we’re implementing marketing cloud for folks, um, they’re not thinking about the admin. There’s no one necessarily internally that’s gonna admin this. So there’s two ways you can do it. You can tap a superuser. So someone that, like, really knows the system and admins may be just a portion of their job. I think that has its pros and cons. Number one, they’re gonna absolutely make sure that the system is doing what they need to do, but they might be a little bit lighter on, like, the governance, the compliance, the security, the managing of installed packages. That’s probably not going to be their jam. They’re probably not going to care about it as much, or give it as much attention as it needs. Or you can think about, um, a CRM admin. And so what really would happen is if it’s a CRM admin that’s maybe owning now both marketing cloud and sales cloud, they’re probably also gonna wanna partner up with that super user because they’re gonna have questions of like, okay, this is as an organization, the way that we wanna approach maybe this policy, that policy security, but it’s really great to have that super user as their partner, uh, their, you know, Robin to Batman, Batman to Robin, whoever you wanna say you are. And so with that to really say, like, okay, what does that do for the user experience? What does that do for someone that’s actually using Marketing Cloud? Because as a super user of marketing cloud in the past, having those, um, policies being told to you without actually thinking what it means for you, um, and you as the end user trying to get your marketing up can be super, super frustrating. Um, so took a quick little video here. I think you might have to click, Chris, because I don’t think I added the animation. But when you log into, um, marketing cloud, um, this is gonna be the first screen that you will see. But what you’ll do is you’ll go ahead and navigate to the upper right hand corner, click on setup, and this really is the home for people that are becoming admins of the system. Um, you’ll see that there’s a ton of resources. Um, there’s also a bit of a quick start checklist that you can reference if you’re like, gosh. Where do I even need to start if you’re just starting out? And then also if it maybe it’s something that you’re inheriting. Let’s go through and see what are those steps. So that is something that definitely has been enhanced, um, over the years. Um, Chris and I can both tell you this is not what it used to look like back in the day, um, in the in the interface. So definitely feel free to to use those and really guide you on your journey. Um, but, ultimately, for for, uh, for administrators, that’s gonna be your home place.

Speaker 1: Yep. Sorry. Sorry. It it’s just re it’s just keeps wanting to jump ahead. Alright. So, hopefully, I didn’t go too far.

Speaker 2: No. You didn’t. You’re still on navigation. So if you wanna go to the next slide, that’d be awesome.

Speaker 1: Yeah. Technical difficulties. Blame blame blame the guy on the chair. It’s me my fault. Uh, I think it did go too far now or no. I can’t tell.

Speaker 3: We’re good. We’re good. We’re good. All good.

Speaker 2: All good. I mean, guys, this is just showing you that we are, um, live. This is not a recording we’re just playing back for you. I also see that Mike Morris is in the chat. Mike Morris, if you wanna go ahead and do a a link to your session tomorrow, feel free to do so. The man, the myth, the legend, Mike Morris. So, um, while maybe Mike’s doing that, um, I just wanna talk about one of the, you know, main things that you’ll also be doing. One of the key tasks is, uh, overall roles, um, and permissions within the org. Um, and so just wanted to level set on what those actually mean and then going into some out of the box stuff. And then I’m gonna stop talking and hand it over to Chris, and then he can handle his slides and, um, you know, go from there. I just gave you a hard time, Chris. So, um, from a role’s perspective, a role is really a collection of permissions that allows or denies, um, actions on a specific item or property. It’s not necessarily, uh, if the permission is not in the set, the permission has the same effect as a deny. So, again, it’s very much pass fail. I have this permission. I don’t. Um, and then from a permissions perspective, permissions is a tool that you can use to control users’ access to screens in the application. So you can set, you know, each permission to, um, like, allow or deny. One thing, though, to call out, though, is when you explicitly deny permission, always overrides other permissions. So if you are tweaking through user permissions, um, and you’re like, why is this still not working? Why does this person get those things? Look to see if you have something that’s overriding other things. That’s typically, um, where, um, your your issue, uh, may in lie. So, um, then the next slide we wanna go through, um, just the out of the box roles and permissions, um, that are made available to you. So, um, you’ll see that there’s a ton of these. Um, you can assign, um, users up to one of five, uh, standard roles and then more specific permissions within marketing cloud account as well. Um, these absolutely can get super, super granular. You can really restrict, um, features and applications. Um, but I encourage you not to do that. Um, it becomes a bit of a rabbit hole, I will say. You can get so far down into the customization that you need to, like, look back and be like, where the heck am I? So I say, if anything, really look at these, make sure you’re not I mean, I wanna say that everyone is special. Yes. Everyone is special. But when it comes to roles, I’m sure there’s a role here for you that’s gonna that’s gonna work for you. So, of course, you as an administrator, that would be the role that you’re going to be doing because ultimately, you’re gonna be assigning users and managing those channels and apps. Um, this role applies really to every type of marketing functionality except email studio. We have more on that in the next slide. The marketing cloud viewer, right, pretty self explanatory explanatory. Um, they’re gonna be wanting to viewing cross channel marketing activities and results. Um, it’s generally the more restrictive role. So this I think of sometimes as people that like you that maybe want to be in the know, but you don’t want them building anything. You don’t want them touching anything. Maybe there’s someone that says, I just, you know, wanna be able to check-in every now and then, on, you know, what’s going on. You know they’re never going to. You know you they have no business being in here. Just give them a marketing cloud viewer. Um, it’s fine. Um, it doesn’t allow them to do much, but they’ll say that they have access, and it’ll make everyone feel better. Um, and then the marketing cloud channel manager. Right? Like, I think this is gonna be your super users. Um, they really are creating and building. Right? These are the people that should have access to the system. Um, it permits the users to create, send, and monitor journeys as well. Um, and that those permissions also include reports. Um, the marketing cloud security administrator is one that I don’t see as often used. I do think, though, the larger the organization and maybe where you really wanna divide and conquer those things, that can be a really helpful one. Um, they’re the one that’s usually getting user activity and alerts. Um, again, it’s really someone that’s really just focused on marketing cloud security. Um, so if your administrator is the same person that’s also doing security administration, the the high level administration, um, one will suffice, and so they don’t need that. And then last but not least on here is the content editor and publisher. So they’re the ones that are, you know, creating and delivering messages. It permits them to, um, um, do, um, creation of, uh, emails. They can send marketing journeys and messages, um, but it doesn’t allow any access to reports. Um, so those are just very much from, like, a high level marketing cloud role perspective. Now there’s also more ones that you can, um, you can do, and that’s on the next slide, around, um, specifically email studio. And, you know, Chris, what are your thoughts on this? I feel like eventually this is sort of gonna merge together. It’s just steps of legacy products. What’s your thought there? I’m putting you on the spot.

Speaker 1: God, I hope so.

Speaker 2: It doesn’t make a lot of sense to me, and unless I’m just super slow. It’s still confusing. You have to do both, but you have to do both. Right? You do. Um, so in addition to this, just the end the overall, um, cloud per cloud of marketing cloud, there’s then the email studio role. And, of course, there are, uh, more permissions on the other studios, mobile studio, automation studio. Um, like I said, try to work with what you have first, and then if it’s not working, then start tweaking is is the always the recommendation. So, of course, the administrator, they have access to everything in email studio, including setup, email data, email creating, and also data extensions. Um, another one, so maybe they are a, um, marketing cloud channel manager, but you only wanna give them content creator access. So here they’re creating they have access to the content, shared folders, but they don’t have access to any administrative features or data. So this may be for folks that, like, literally, they’re your copywriters, they’re creatives, they’re building your emails, but maybe who manages data is completely separate. Um, and that would be then your data manager where they have every access to everything in emails to you except the the email content. So sometimes we see folks where you’ve got a person that’s building the emails, entering the copy, adding the images, adding the links, and then you have someone that’s a data manager that then does the other side of it, making sure it goes to the correct list, there’s the correct segmentation, they’re probably working in, uh, automation studio, uh, doing maybe some SQL, uh, as well as then managing those data extensions. So you can very much see those as complementary roles. And then also the last one being analyst. So this person really just has access to the tracking features in email. So like I said before, um, we’d recommend that you try to use what’s out of the box and then figure out what are the things that aren’t working for you. Try to set people in roles even if it’s like, hey. I’m going to think through what this person’s gonna be. If they are this person, let me go ahead and figure out what I have access to and confirm that I have everything I need before you start, you know, letting everything loose. So with that, I’m gonna hand it off to Chris to talk a little bit more about business units and some more, um, specifics around what it means to be an admin.

Speaker 1: Thanks, Kirsten. And so as we kinda build off of what what Kirsten’s already covered from our roles and permissions, uh, as well as the, um, sort of how we manage and control access to various pieces of marketing cloud. One of the main ways that we are able to structure and organize our accounts is through business units. So, uh, if you think about from a marketing perspective, uh, think about the parent child campaign, we can do a similar hierarchical setup for marketing cloud where we can set up sort of the parent level, which would be sort of your primary business, uh, unit, and then you can have a number of child or children business units built on top of that, which basically downstream. Now that doesn’t mean you have to do that. It just means we have the ability to support that. And so some of the common use cases for using uh, business units, multiple business units are your geographical regions. As we continue to evolve in a world of data privacy and compliance, there’s more and more, uh, regulations and and expectations that things are going to be partitioned for the benefit of our customers or our constituents or whatever the context of your target audience may be. Um, so whether that is by region or just by country, you may use that as as an example. You may also have a number of brands. Uh, we know there’s, you know, maybe a few, you know, conglomerates sitting out there besides, uh, you know, big and large, uh, for those of you who are Wall E fans. Uh, you can use this to manage the the various brands. And, again, the main thing is with Marketing Cloud, unlike the core, uh, sibling of the equation, Marketing Cloud, we use brands I mean, use business units to basically intentionally create sort of silos of data. Because with the roles and permissions that Kirsten covered, that is what can you do. It’s a pass fail. You either can do something or you can’t do something. We don’t have data specific rules and regulations, and business units is the primary reason we’re able to basically break in break out data to, um, basically isolate it from certain from other users, but also for compliance reasons, you may need to do that. So those are just some of the the the key, uh, use cases for for business units within marketing cloud. Another area as we, you know, talk about data is the FTP, the use of FTP. So if we’re not integrated with Salesforce or even when we are integrated with Salesforce CRM, we may have other external data sources where we need to get data into the marketing cloud. We’re also able to use FTP to get data out of the marketing cloud. And just to kinda give you a little bit of a high level, um, you know, a, FTP. Uh, hopefully, I’m not getting this wrong because it’s kind of a old school. File transfer protocol is actually what FTP is short for. It does actually have words behind it. Um, and so we get 10 out of the box, uh, per per business unit, uh, which MID is kinda short for. And so we can set up a number of users, and we can use that again to pull and push data out of Marketing Cloud. It has its own secure server. So one caveat I’d like to kinda highlight is, as of current state, it doesn’t go out and pull anything off of any external servers. The data’s gotta get to Marketing Cloud’s FTP server, and from there, it can do all the magic if it’s pulling in and vice versa. If it’s pushing out to the FTP server, you’ve gotta retrieve it from there. It it’s kinda it meets you at it meets you at the bridge. And so you just gotta have the proper connection through the account. And so we got enabled, disabled, and locked. Enable means it’s active. It’s ready to use. Uh, disabled, uh, means we need to kinda reenable that. And then locked means you gotta talk to your your account executive. So just a high level on FTP. And so I know, um, you know, big thing around the connection with Salesforce. So Marketing Cloud Connect is really what makes all the magic happen from a data perspective between the core clouds on the Salesforce CRM platform and the marketing cloud platform, uh, because it is a separate stack. It is a separate platform. It is a very powerful platform, but we do need to connect it, with the with the, uh, CRM through this integration. And this is an install package, so that’s the good news. Um, I will highlight again not to throw, you know, shade or anything, but there it’s not fully enabled. So there are pages that you may need to use your navigational, uh, arrows within your browser. But, otherwise, you wanna make sure the important thing is that the connector is in place for the data, not necessarily for navigation within, uh, within the Salesforce CRM. And so, um, you know, we have the default subscriber key is generally going to be it it’s gonna default to the Salesforce ID unless we set it otherwise. As far as the install package is concerned, you want to always have, um, basically, one of each API user. You wanna have a dedicated marketing cloud API user on the marketing cloud side talking to a dedicated CRM API user on the CRM side. Main reason is if something breaks, which is which it happens, uh, it’ll be a lot easier to triage. Also, if you are sharing that and something on another connection breaks, well, then you’ve got that much more legwork to dig through and figure out what actually broke the the integration, why isn’t something working as expected. So for the for your own sanity and for the the integrity of your integration, it is strongly recommended you only have a dedicated API user on each side to make this connection happen. Uh, and then with the use of connected app, again, this again reinforces the security with between the two clouds to ensure proper data protection. Um, I think I’m running a little on time, so I’m gonna try and get to the demo real quick. Uh, data management marketing is a lot more than just the pretty content. And so it’s important if your if your data isn’t right, it doesn’t matter how amazing the content that you’re putting out is. It’s not gonna get where it needs to go or it’s not gonna be as engaging because you’re getting to the wrong audience. So the biggest thing with marketing cloud is it is line of sight, but less is more. Put in what you need. If you’re not if you’re not using it for creating segments or personalizing the content, it doesn’t have a purpose. So don’t overdo it. Keep it simple and and and, um, just kinda move along. Another important thing with the data, if you are an administrator for the marketing cloud, it’s a very, uh, it’s a great idea if you know what your contractual, um, sort of, uh, contact limits are and to pay attention with that because it isn’t there is no built in solution within the platform that tells you your, uh, you know, your usage. The only way you can truly do that is either know what the number is and you monitor it manually, or you gotta make a phone call to your account executive to have them tell you. Um, so if you wanna kinda keep things in house, proactively to keep, uh, keep an eye on on your usage from a data perspective. And so, uh, keep

Speaker 3: I will say, though, Chris, interrupt you.

Speaker 1: Scared me. Kinda came in loud. Sorry.

Speaker 3: Sorry. This is not this is not you’re not dying. This is not

Speaker 1: true. It sounded it sounded like it. I’m sorry.

Speaker 2: Well, I mean, God probably is

Speaker 3: a woman. So, um, just saying that now. Um, I’m gonna get myself in trouble.

Speaker 2: Um, they if you don’t

Speaker 3: know what your contact counts are, you def and you go over them, your AE will absolutely send you a message very quickly that says, hey. You’re over your limits. We have to upgrade your account. I think it’s a basically, an automated, um, message. Uh, they’re very always quick to to let you know when you’ve gone over, but, definitely, um, the way that Chris was saying, um, is probably better, um, because once you get that note, they’re very quick to say, hey. Let’s let’s upgrade you upgrade you or let’s fix this, and that can be challenging and add pressure to your systems. Um, but, you know, have no fear. They will definitely let you know if you’re over.

Speaker 1: Uh, I cannot wait to never go come back and watch this recording to watch myself jump out of my own chair. That was fantastic.

Speaker 3: I went off script. I’m sorry, Chris.

Speaker 1: No. That that it’s it’s fine. It’s fine. I was just it just it was the volume. I was like, what? I’m like, what did I do wrong? Alright. Back onto the script here. Uh, so, uh, kinda feel like these guys just came out except there was Kirsten. Um, so we’re let’s talk a little bit about permission engagement. Uh, so there’s a couple of different ways to kinda approach this. Uh, there’s channel permission. Uh, you know, do I want an email or not? Do I want mobile or not? Do I want snail mail or not? I mean, if you’re doing it right and you’re fully omnichannel, you probably should have a flag that says, have they opted in for direct mail? Because, you know what, it’s actually more exciting these days to get something cool in the mail, the real mail, than email because the whole the whole model flipped on its head in the last twenty years is just amazing. So interest, it’s sort of like, what do I why? What do I what do I want you to contact me about? You know, do I want you to remind me about anniversaries? Or could it be a contract anniversary? Or could it just be, hi. I’ve I’ve you know, I I got married, and I wanna I wanna be rewarded. Promotions, topics, all of these, they they they are different. They are different. You should track these, and you should always have permission. Don’t assume. Implied doesn’t count. It doesn’t matter. And Salesforce even has built into its platform for marketing cloud. When you send an email, you any email content that you let go out, you have to check a box that says, I have explicit permission. It is their get out of jail for get out of jail free card. So do yourself a favor and make sure that you have explicit permission and don’t ever this may upset some people. Don’t buy lists. That was cool back in the day. It’s not anymore. I don’t know if it was ever cool. It was tolerated, but it’s not tolerated, and it’s definitely not cool. Uh, so try to, uh, wherever you possibly can, make sure your data is clean. You’ll hear first party data is a big thing now or zero party data. That is a direct connection, uh, with the people that you are targeting. And so, also, be aware of your, um, your local compliance, uh, needs, uh, whether it be GDPR or CASL or CAN SPAM, whatever. More are coming out every day. Be aware of that. Prepare for that. And if need be, talk to your legal team. Make sure that you are in line with what you need to do. I’m not a lawyer. Pretty sure no one else here is. Do it do it above the line, uh, as much as you possibly can. And just a little just one other thing from a data perspective. I have another session on Friday where I won’t jump out of my seat, uh, where I will dig a little bit deeper into the data, uh, within marketing cloud and how it impacts the Salesforce CRM org. So if you want a deeper dive from a data perspective, uh, come see me on Friday. With that, I am going to switch over to a very abbreviated demo, uh, because we have a little bit of time left, and I wanna make sure we have time for some questions. And so pro tip when you do a demo, pre get you know, preset your tabs because I’m not really gonna be clicking through all these things. Uh, I am gonna just kinda quickly go through some of these tabs. And so, you know, you we got a very brief drive by earlier from a navigation perspective. This is the home page. Here’s all your major components from a studio and journey, um, uh, builder perspective and additional advanced components. I’m not gonna spend really any time here. Just kinda calling that out. And then what I am going to show you now is setup. So you would get that under your name. You would click on setup. Magically, this, uh, setup screen would open up. So you’ll notice the Salesforceification of the admin section within marketing cloud. It should look somewhat familiar. This is sort of that lightning look and feel. Uh, and so all of the things that we talked about here are or most of the things we talked about here are under this, uh, left hand panel here. We got users where the roles that we were talking about, um, where and individual permissions. And, again, please just stick to the roles. Don’t get down into the into the mud with with individual permissions. Roles are here. You can manage your users, business units. Uh, you have FTP. And if we’re extending the platform, doing other components, we can do, you know, feature bits. There’s other things that we can enable or turn off or control. All of that’s here under the setup screen. And then from the navigation, you can just pop up here, and you can go anywhere you want. And next on our path here is, I believe, we’re gonna go to contact builder, which would be under audience builder. Is there something you were gonna say? Because I saw you come off mute. I’m prepared for you now. Let’s go.

Speaker 3: I I was gonna remember very like an angel. It’s an angel. Um, so we, uh, can’t actually see. We’re still seeing the the journey template. So I think this happened to me yesterday when I was trying to record. Now we’re seeing it.

Speaker 1: Oh, right.

Speaker 3: It was, like, some weird, like, lightning thing. But what you were saying was good stuff. So now we can see setup.

Speaker 1: Alright. Yeah. Again, imagine all the things I just talked about. You were up to speed with me. All that’s here on the left. It’s just very much like Salesforce. Uh, now we’re gonna switch over to the contact, and I’m gonna share this tab instead. Thank you for that. That saves me a lot of headaches for tomorrow as well or Friday, whenever that is. Uh, so under contact builder, this is where all the major, uh, data pieces are. Um, FYI, you can still do things. Data extensions is kind of a shared thing between Email Studio and and contact builder. As much as possible, do all your work here. Uh, there it is not feature parity. Most things will work, but you will run into limitations or gotchas if you do some things in Email Studio and and not here. So when whenever possible, do it here. Um, and so also under data sources, probably the one thing I’ll I’ll try and do here on the fly here. You see synchronize. This is, uh, one of the major benefits of the Marketing Cloud Connect, uh, install package where we control the data coming in. You can see these six entities basically represent six objects within Salesforce. Whether they’re standard or custom, they can all come, but you can control what and how much. And to a degree, how often, which is generally, uh, as low as every 15 minutes, I think as long as an hour. And so you kinda get, uh, you kinda get a free pass from a data perspective. It’s kind of ignores most of the API governance that it applies to any other sort of integration with the Salesforce CRM. Three more things, then we’ll switch over to Q and A. I’m gonna switch screen here. We got automation studio. So, uh, again, automation. This isn’t Salesforce automation. This isn’t flow. This isn’t workflow or all the other flavors of that, but this is the workhorse within the Salesforce marketing cloud. And so this is where we can do a lot of, um, uh, really you know, we can run queries or we can run scripts. We can execute, uh, you know, reports and distribution. You can send emails. There’s a whole lot of things that you can do here. So as you get involved, this is this is really the automation, uh, engine for marketing cloud only, and it is not, uh, if it’s not a either or with with Journey Builder, which I’m gonna switch screen to. These are very complimentary. There’s very slight overlap between the two, but they generally play very well together. They’re kind of like, uh, kinda like, uh, you know, like a brother, sister, or siblings, whatever you wanna call them. They they play very well together and and do support one another. So, um, journeys is is really our powerful if then. It’s kind of a if then, uh, you know, flowchart. It it allows us to make that dynamic, uh, provide that dynamic experience for for our communications regardless of the channel. We can jump in and out of email, mobile, advertising as well, and and even external activities. So, uh, JourneyBuild is really cool and and probably, you know, the where everything is is moving towards and really where the most investment is going within the platform, uh, from a from a, you know, foundational enhancements. And then lastly is content builder where we make all of our emails. And so that’s where all the magic kinda happens from from that perspective. Um, and so you can build the building blocks tiny, you know, create reusable templates. You can create all these various bits. Again, we don’t have the time to get into all of that, but we will, um, just wanna kinda give you a quick lay of the land from that perspective. And so switching back to our tabs here or to our slides, um, we do have some resources. Again, this will be all shared and linked out. These are all hyperlinked, so you don’t necessarily have to go and research these real quick. Uh, but here’s our toolbox of resources for you. These are all marketing cloud engagement specific, AKA, shout out to ExactTarget, Orange Crush, and all you, uh, old school, uh, practitioners. If you’re new to this, orange is our favorite color. Welcome to the club. Welcome to our party, and, uh, hope you enjoyed this. And next, we are open for Q and A with however much time we have left. Minute and a half and go.

Speaker 0: So, uh, there is one question posted in the Q and A right now from Donna who’s asking, is it possible to turn off Einstein from the navigation? She said she’d love to be able to hide that from franchise business units.

Speaker 1: That’s a good question. So we have, uh, my apps and all apps. I know you can, uh, manage through cloud preferences, which is, um, under your name. I haven’t ever tried to get rid of it because I kinda like his cute little mustache, so I’ve never tried to get rid of him. Um, I’m trying to look on the fly to see if I can control that. I don’t know if you know, Kirsten.

Speaker 2: No. I think it’s a great question.

Speaker 3: Um, I would say let let us know. Um, Yeah. Um, no. I think, um, I’ve never had anyone ask that. I can definitely go ahead and and look into it myself as well.

Speaker 0: Uh, and in our our last thirty seconds, a really great question from Christie. What is your favorite studio and why?

Speaker 1: Ladies first, Kirsten.

Speaker 3: I don’t really like any of those studios. I mean, they’re fine. But what I think is your most favorite thing so, right, you ask me a question, I’m gonna answer it differently. Mhmm. Um, would be I think Journey Builder is the most important, right, because you can use all the channels, right, together. So, um, I would say for me, Journey Builder is the the the best, um, which technically, yes, is under Automation Studio. Yes. Thank you, Wagner. But I guess I was thinking from, like, a true channel. I don’t think Automation Studio should be its own studio, so don’t get me started on that.

Speaker 1: I I love that answer. I think it’s probably the most usable and user friendly, um, but I’m going to stick with data as the most important. I don’t know if it’s my favorite, but it’s the most important mainly because if that’s not right, nothing else is gonna work. So I’m gonna go with contact builder and the ability to control, uh, uh, how your data works. So though, if anyone from Salesforce is listening, there’s a few suggestions I have for making some improvements.

Speaker 0: That’s great. Well, thanks so much, Chris and Kirsten. Uh, this is really great session. And, uh, thanks everybody who joined us today. Um, special shout out to our sponsors. Once again, please, uh, make sure to pop by the sponsor booth sometime during the event to show them that you care. And, uh, we hope you have a great time in your next session, and we’ll see everybody soon.

Speaker 3: Thanks, Sally. Thank you.