Speaker 0: Can you hear anything, Ollie?

Speaker 1: Uh, can you hear fuzzing?

Speaker 0: Yeah. I can hear fuzzing.

Speaker 2: Sorry about that. Can you hear me now?

Speaker 0: Yes. We can I can hear you? Yeah.

Speaker 2: Welcome to our session. Uh, sorry for the technical issues. It changed when we went live on stage. Um, hello, and welcome to the session. I’m Pamela Sercante, and pass it off to Emily and Ollie for our session.

Speaker 1: Big thank you, Pam, and, uh, welcome everyone to our MarDreaming session, opt in, opt out, and shake it all about with the marketing app extension. This session is about how we can bridge the gap between account engagement and some of, uh, Salesforce’s consent management records and its model. My name is Oliver Monti. I’m a product architect and consultant at Capgemini, and this is my cohost.

Speaker 0: Hello, everyone. Um, pretty excited to be here today. My name is Emily, and I’m also a marketing automation consultant at Capgemini.

Speaker 1: So So the motivation for this talk mostly came, uh, when researching the marketing app extension around a year year or so ago when it was introduced. Um, what could it do? The the big fanfare about it being the being able to connect with external systems, and and that was quite interesting. But we noticed there wasn’t that huge amount of resources on connecting account engagement to Salesforce besides from examples like creating cases and things like that. What if it could connect to things such as the consent management model, um, that’s housed within Salesforce?

Speaker 0: Yep. And at the same time, we also had a client that was looking to set up the consent management in Salesforce, and the solution design was up to the marketing team and needed to involve account engagement. So these things happen together at a perfect timing. So now moving on to the agenda, we’ll set the scene with some background and the challenge. Then it’s all about the solution, what the marketing app extension is, and the journey. Then get ready for an exciting live demo, some observations, and the good and bad final thoughts. If there’s time at the end, we’ll tackle your questions during the q and a.

Speaker 1: That’s right. But before we leak get into that, um, we’re gonna start with a quick poll to ascertain engage the room’s confidence with marketing app extension, everyone’s familiarity with it. So, uh, Pam, if you will do the honors, we’ve prepared a little poll.

Speaker 0: I think Pam’s having some technical issues.

Speaker 1: That’s totally fine. We can move on if the poll’s not working. Give it a few more seconds.

Speaker 0: I think I’m seeing a poll.

Speaker 1: Oh, good.

Speaker 0: Some votes in.

Speaker 1: Cool. Let me know because I can’t see.

Speaker 0: That’s fine. So let me have a look. Okay. So there’s a lot of, um, votes for I know nothing, which is, uh, really interesting. Um, second, we’ve got about so that was about 15 votes. We got 10 votes for just passing interest and five votes for quite familiar. So that’s really good to know.

Speaker 1: Great. So the majority of people in the right place. Uh, and those that are, uh, quite familiar with the, um, the technology can definitely catch touch base with us later on and, uh, see how this, uh, tool kinda compares to their own existing knowledge. So first, we’re gonna set the scene with a bit of, uh, background.

Speaker 0: Yep. So let’s begin with, firstly, the Salesforce consent background. So Salesforce has introduced a consent framework to help, um, companies comply with GDPR. Now this framework offers advantage for both company and the communication recipients. So for example, the company can benefit from a legal basis for communication and avoid unnecessary blanket, um, unsubscribes, whereas the recipient can gain control of how their data is used and receive comms through the right channel. Now as you can see on my screen, uh, there are a set of objects that Salesforce offers to help capture and store consent data. It considers the individual’s entire experience and not just, um, a single contact point. Now this is great because it’s available for all additions, and you can really manage the level of granularity depending on the regulatory requirements. Now, for example, some organizations would benefit from extending this further. So let’s take the data use purpose, uh, as an example. Organizations can include categories of how they intend to use that data for, so they can really expand it. So here, we’ve we’re going to build something for marketing. So you have marketing for data use purpose. Or if we’re simply talking about the privacy opt in, that could also be that category. And, lastly, with all of these objects as well, they don’t count towards the storage limit, so you can really make full use of, uh, some of the objects or full extent of all of those objects as well.

Speaker 1: And let’s take a quick look at account engagement, uh, and the consent management, uh, associated with that. So a prospect might arrive at a form and have their consent management, uh, details collected there. They could then, uh, arrive at an email later on down the the line and, uh, edit their preferences, uh, via an email preference center, which is mainly focused on email, by the way, but could also, um, facilitate, uh, other channels. Uh, a key thing to note is the bidirectional sync between the prospect and the contact lead and, um, the importance of the opted out and the do not email mailability fields, uh, to control specifically email, uh, consent. However, there are a few challenges, uh, that we’ll now address. First of all, the consent model that Emily, uh, went over is can be quite complex. Um, heavy configuration can be required in many cases because it’s so, um, flexible, And, uh, it’s also worth noting that, uh, account engagement has traditionally been more limited in how it can communicate with external systems. Um, marketers have previously or here to ever like, until this point, have lacked a lot of visibility and control over, uh, things like these Salesforce consent records that have been introduced. So let’s look at our proposed solution.

Speaker 0: So beginning with what is the marketing app extension and external actions to begin with, uh, the marketing app extension serves as a bridge to connecting account engagement with third party through the account engagement API. It is an integration point that facilitates the connection between anything with an API. So from a webinar provider like GoToWebinar to video services and also integrate to your Salesforce instance. It consists of two things. So one being the external action, which is sending data to the external systems. It’s triggered by an invocable code, uh, which is a custom reusable set of instructions that can be initiated through flow or Apex code. Now these invocable codes will give you the control on how the external action then appears and execute, um, in account engagement with your marketing assets. And we will show that a bit later on in our demo. And now in contrast, the external activities receives data from external systems like tracking of specific, uh, prospect activities, um, like recording SMS engagement or monitoring webinar attendance. So, yeah, so that’s, um, the two things. And in this session, we will mainly focus on the external actions.

Speaker 1: So just to put things in perspective, what we’re aiming to do here is when a prospect, um, changes or, um, creates or updates, uh, their consent preferences, We want the marketing app extension to do the heavy lifting. We want that information to transmit across that junction. Uh, we’re gonna use Apex for our example, but you can also use Flows to manage the instruction. And we’re through the marketing app extension, we’re going to update slash create, um, the contact contact yeah, consent records in Salesforce. So that’s the end to end journey that we’re gonna try and build now. And, obviously, this is great because this in doing this, we’re empowering marketers and giving them visibility and give letting them contribute to the consent management process. So now let’s look at the proposed journey from an architect, uh, architectural perspective.

Speaker 0: Yep. So let me run through the steps with you. So firstly, in step one, um, the prospect will complete a form. And within this form, they will have choices to opt in or opt out of marketing channels. In step two, after completing the form, the lead, sorry, the prospect is created in account engagement, and then a lead or contact is synced to Salesforce. Now in step four, a key part that we haven’t really dived into in deep detail, um, for today’s session is that the individual record is created. Now this will be set up by your Salesforce admin, but, essentially, the individual record is important for associating consent preferences and managing data privacy, ensuring that the consent preferences are accurately linked to specific individuals. Now like I mentioned before with the Salesforce objects, it’s really not a single contact point. It does consider the individual’s entire entire experience, and you’ll see this in our demo a later in a bit later from. Um, so moving on to step five, the prospect in account engagement runs through an engagement studio program. And within that engagement, uh, studio, there’ll be, um, external actions that’ll be created in there, which the prospect will pass through. And then in step seven, where I spoke about the invocable code, that will be fired. Um, and then in step eight, that would create free contact point type consent records. Um, so that’s the Salesforce object, um, based on the marketing channels. So here, we’ve chosen to use email, SMS, and phone. And then the last step here is based on the prospect selection on a form. Uh, those fields for each channel will be opt in or opt out. So, hopefully, that gives you a bit of a overview and idea of, um, our journey and our solution today.

Speaker 1: So we’ve looked at the proposed journey. How do we actually set this up? Let’s look at the key highlights. First of all, what we wanna do is create the marketing app extension itself. So let’s have a look inside. So in our example, let me put it in full screen, we have, um, the marketing setup, which you can access in the left hand side toolbar. You’ve got the marketing app extension. This houses the marketing app extensions you can build. So you can build more than one. Um, you can assign them to different business units as well. Uh, if you click inside this so once you’ve created a new one, you’ll notice that you have to mark it as active. And within it, it houses the actions that we mentioned earlier and activities. So for our demo, we’re only gonna talk about the actions. So as you can see, we’ve got a, uh, create consent action and an update consent action that’s been created. Right. So, secondly, we need to create the invocable code. So these are the instructions, uh, in Salesforce that we want our external action to trigger. So if we have a look inside here again so as you can see here within our developer console, we’ve got the create consent and update consent, um, codes. The key thing to note in here is that these things, these things marked, uh, invocable variables. So these are the classes that we’ve built to create the marketing parameters. So these will unlock, um, the fields within our marketing assets that we can then populate and push that information to the new consent records. So that’s really important. Uh, a key thing to note is that we’re, once again, reiterating that we’re using Apex for this. Alternatively, if you wanted a more lower code solution, a more declarative solution, you could use, uh, Salesforce flows to accomplish the same thing. Thirdly, we’re gonna create our external actions. So back at the marketing app extension, what we do uh, let me get it out. Sorry. Back at the marketing app extension, uh, what we do is we create our action type by the new button. Uh, I’m gonna go into the create one. So when you’re creating a new action type, once again, you need to mark it as being active in automations to fire off. Uh, the invocable action bit, so you’d modify this section and find your Apex or your flow instructions. So this is where you’d connect the code to the action. Once you’ve done that, it will populate this invocable action schema section. So this will bring in all the classes that we mentioned before in a JSON package. Um, and once we’ve done that

Speaker 0: So here as well, um, I’d like to add that you can’t add to the JSON schema, so you can only remove bits. So let’s say you don’t need it later on. You don’t have to go in and edit the Apex code. So you won’t be required to do that. You can just remove it from the schema. So then those won’t actually show onto your marketing assets later on.

Speaker 1: Cute. And as a final point, now what you need to do is add these external actions to your marketing assets. So let’s go into our Salesforce instance. Find it. Uh, is it gone? So let’s go into, uh, account engagement, and you’ll notice that although we’ve used, uh, we’re gonna use, uh, engagement studio to do this, you can also, um, achieve the very same thing with external actions. See, on this completion action, uh, on this form, we’ve managed to attach an external action. So there’s a great degree of flexibility in how you could create this and and trigger off those, um, external actions. But let’s go back to our engagement studio. So we’ve got here a purpose built consent management engagement studio. So when a prospect completes a form, they would reach, uh, this tag. If they’re new, they would go down this, uh, path and a consent object uh, this node here, the create consent, uh, would be triggered. So what is in here? So in here, you can see these marketing parameters that the marketer, um, can, uh, adjust. So you’ll notice that there is takes advantage of things like HML in here, uh, where you can pull in part of information to the consent records that we are creating. So in this example, we’ve got the name being pulled in. Um, also, with this business brand at the top, you’ll notice that we’ve used identify uh, unique identifiers. Um, mainly, this is best practice to do this because sometimes names of things like web and stuff like that can change. Therefore, using the unique identifier for things you wanna bring across cements that, um, and can help, uh, avoid issues, um, being created. And as you can see here, these are all the parameters, but there’s a lot of flexibility in terms of what you can add. So these are all modifiable. We got this create step, which we then tag to tell to tell, um, system that a person has reached the create step before. And you’ll see we then got a secondary, um, um, node, which is the update consent one. So this is deals with prospects that have come through a second time and need their, um, email preferences tweaked. Once they’ve gone through there, they will be removed from the engagement studio and which completes their journey.

Speaker 0: So for this, um, part of adding to your marketing assets, um, I really like to emphasize that it is so powerful. You can really control what to update in Salesforce, um, giving, especially, marketers the real control on their marketing consent management. So yep.

Speaker 1: So now you’ve seen the setup, but let’s actually see it in in, uh, in the field. So it’s time to shake it all about with quick demo.

Speaker 0: Yep. So now we’re gonna show a video where I’ll walk you through. So we have a lovely form that we created, um, in account engagement. So a prospect, like I mentioned before, will fill in a form where they’ll have option to opt in or opt out from marketing channels. So we have Bella who would now fill in the form, um, for first name and last name, and she she will fill in her company. And then she’ll fill in her email address. And then after she’s filled in her email address, then she’ll fill in her phone number. So these are all dummy datas that we’re just popping in. And then after she’s filled in her phone number, she will now see some marketing channels, um, and she can choose to opt in or opt out from them. So we have, uh, email consent, phone consent, and SMS consent. Now Bella has chosen to opt in for for to all of the marketing channels here. Uh, once she’s completed all those, then she can submit the form. So once she hits submit, then we can actually look at this in account engagement. So we’ll go into account engagement, and then we’ll we will click on prospects. And in prospects, we’re looking for Bella. So you can see her at the top there, and we’ll just click through to her name. And once we’re here on the page, we can see her name, the details that she filled in, like email and company. And you can see that she’s, uh, synced into Salesforce now. In prospect activities, you can see she filled out a a form via the landing page. And I’m just zooming in on this section, which is the custom field. So earlier, you saw email consent. This is true. Phone consent, which is true, and SMS consent, which is also true. Now once Bella fills in a form, she will enter a list, and that list will be the beginning of the engagement studio. So we’ll go into automations and then engagement studio. So this is the engagement studio. Um, Ollie was going through with us earlier. So he’s gonna run through the full journey with you guys today. So I’m just scrolling up and just zooming in. Um, so in here, Bella will run through, um, be added to the MCAE consent list, and then there’ll be a rule check to check if she is is tagged to be created consent. So she’ll be no because she’s come in, and this is the create consent action external action. And all of these fields here, we’ve got the business brand, which Ollie spoke about earlier. We’ve got the capture contact point type, which we put as web as it’s from the form, capture source, which is essentially the URL of the landing page where the form sits. We’ve got the, um, the name, uh, the data use purpose, uh, the lead ID. So you can see merge fields as well. And then we’ve got the privacy consent status as not seen. So this external action is creating those, um, consent records. And then the next step is apply tags. So we’ve got, um, created consent, so when they come back into the engagement studio later. Then we’ve got the external action step for update consent. So this is updating the opt out, opt in status. And in the details, we’ve got the email address here. Uh, once she Bella runs through, then she’ll be removed from the list with this action here and then be removed from the engagement studio. So now let’s view Bella in Salesforce. So we’ll go back into prospects to navigate. And then this time, we’re gonna click on the blue cloud icon, which will then bring us to Salesforce. So here, we’re opening, um, Bella’s lead record as you can see there. Uh, we’ve got the company, phone, and also the email. And we’ll go to the detail section. So from here, you can see, um, the information has synced across. And just scrolling down, um, you’ll be able to see the custom fields synced across. So you’ve got SMS consent, true, phone consent, true, and email consent, true. And you’ve also got the individual, so we can click through, um, Bella’s name here. And from here, you can see we’re on the individual record of Bella. And in the related tab, we’ve got the contact point type consent that’s free based on the different marketing channels. And then scrolling down, we’ve got the lead that is connected to it. So looking at those three contact point type consent records, we’ve got one for email, which you can see an engagement channel type, um, that we added. So second one, we’ve got opt in for phone, um, as you can see. And then we’ve got the last one, which is an SMS. So what we’re gonna do now is click through the email one. So we’ll click through. We’re now on the contact point type consent, um, of Bella. And then you can see the party, which is the individual, uh, the contact point type, which is email, and data use purpose marketing. So earlier when I spoke about the data use purpose, you can really categorize it. So here we’ve got marketing, and we’ve also got the opt in status. Now looking through here, some organizations might require to do consent, expiry, or renewal. So here we’ve got real time stamped um, fields here, like capture, uh, date, effective to, and effective from as well. Um, so they’re really useful. And as you can see at the bottom as well, we’ve got the business brand, which earlier, Ollie showed the, um, unique identifier. So you can see the actual text here. And flexibility wise, um, you can add any other fields on here, um, which makes it super customizable, and you can really customize it to your regulatory requirements. So that’s the create creation of consent records. So we move on, um, and Ollie will go through the update.

Speaker 1: Thank you. So let’s just say Bella, uh, wants to amend her preferences for communications. She would navigate to, uh, an email preference center like the one shown, and she could select, uh, her new preferred, um, consent. So let’s just say Bella did not want to receive any more emails. Uh, she doesn’t wanna receive any more phone calls, annoying phone calls. She only wants to be communicated by the medium of SMS on text. So she should go into email preference center or form and submit that information. And behind the curtain, uh, her prospect record, would be updated. So you can see we’ve got her submissions on there. Her the custom fields that contain email, phone, and SMS have all been updated so that only SMS is opted in. This form submission would, uh, cause a reentry to that consent management journey that we built. And she’s already come through here before. She’s already had the tag applied for consent, um, consent, uh, created. So instead of going down the left path, you go down the right path of the journey this time, which should take her straight to the update step. As you can see, everything’s been tied together by her, uh, the email on this one. And once she’s passed through that step, her consent records should be updated. Uh, she’d be removed from this list again, That concludes her journey in the consent management engagement studio. So if we navigate now, back to her lead and go to her individual record, we can now see that the content point type consent record. So those essentially, the content records that we’re building that contains the engagement channel choices, they have been updated. We’ve got SMS has now been ticked, but the the the rest of them have now been opted out. So you can see on her second on her second submission of these, um, the process works for updates, And that’s the end to end journey. So now let’s go through a few observations that we picked up when we were creating this, uh, demo, this process. First of all, we’ve got to really salute the whole flexibility here. You can utilize handlebar merge language, so account engagements, proprietary, uh, merge fields to automatically populate data, um, when an action executes in Salesforce. So you can bring all that rich um, marketing data that you’ve accrued over into your consent management objects, which is really, really powerful. Uh, another thing to note, uh, is that in many ways, this is a successor to a lot of the older third party connector apps. You know, things that have been on their way out, things that are currently listed for retirement, stuff like Webex and all that. Um, a lot of those apps is proprietary apps that were linked to one company. Um, they, um, kind of on their way out, and they offer a very fixed view. Whereas with the marketing app extension, um, we’ve now got a bit more of an agnostic open approach to integration as long as you have that, um, connection point or the that kind of API, um, availability there. This is great for account engagement because, obviously, you can overcome traditional limitations. Uh, the the most common one that you tend to hear about is about SMS part of account engagement consent SMSes. Well, now it indirectly can for if you’re using, um, SMS provide provision service, um, which can be communicated to via the marketing app extension. So this is really powerful, and that can all be linked into the consent management too. So it’s a bit of a game changer. Uh, the second big advantage is scalability. So let’s just say you’re an enterprise client with, um, a third party consent validation system. You can now, uh, communicate to that system, uh, and validate your consent across, um, different technologies. Uh, linked to that is the whole cross system consent sync. Uh, you might have multiple other marketing automation systems. You might have different CRM systems, ERP systems, and external actions can be, um, that marketing app extension can be that junction box that helps synchronize consent across these systems. This allows you to better align, uh, it ensures consistency and accuracy of preferences, um, across the board. And finally, um, auditing is another big win. So while we were, um, setting up this process and playing around with the code, we created lots of errors. Um, not all the data went across correctly, but there’s a place that houses all of this information where you can identify, diagnose, and resolve, um, all these issues you might have. So if you go into your settings in external actions error, you can see on the right, you’ve got your error message will be provided, which is really useful for troubleshooting. Um, bottom right, you can see you’ve also got some nifty new, uh, request usage statistics. So this gives you um, visualization of the performance of your external actions that are firing. And on the left there, you can see in the usage section of your settings, you’ve also got a, um, gauge to show you how close you are to hitting your limits of external actions calls. Uh, one thing to note at the moment, it’s a 100,000 action calls a day. Uh, so that might be significant if you were setting up, um, this process. But, yeah, some big wins all around for auditing. Next, we’re gonna talk about the good and the bad.

Speaker 0: Yep. So starting off with the good, um, external actions truly shine when it comes to tackling very complex consent management challenges. So if your organization deals with intricate consent scenarios, then external actions can be, um, a comprehensive toolbox that you can, um, use these to handle these complexities. Now through automation and tracking, external actions ensure an up to date compliant consent without, uh, manual efforts, and it’s great use for cases like consent expiry and renewals. Now for teams that are very well versed in Apex code or have a really good, uh, flow support from Salesforce, then external action can really offer that customization. This means that you can really tailor your consent, uh, management to fit your business requirements. And for marketing folks, um, especially, um, who want to control who wants more control over Salesforce consent, then the external actions provide that flexible option to manage consent, uh, data precisely, uh, the way you wanna manage your marketing initiatives. Now for the not so great points, um, it’s really important to remember that it’s not for everyone. Um, it might not be best for organizations with basic consent management and those organizations which is a bit smaller where they don’t need to speak to other systems or they don’t have external applications, um, that needs syncing to. And for those, um, organizations that aren’t quite fluid in Apex code or have that support for flows, then, um, it’s not the ideal, um, scenario. We know it is really complex, um, and, you know, we’ve worked, um, we worked through this in our demo org, and we definitely recommend getting a consultancy to work with you or contractor to help you out just like us at Capgemini. Um, so definitely shout out myself or Ollie, um, or connect with us if you have any further questions outside of the session as well. Now, um, moving on to the final thoughts. So, um, final thoughts. In summary, um, external actions prove to be a really versatile, um, tool. So like I said, it really does work with the complex, um, consent management demands. On Ollie’s point earlier about account engagement moving away from company specific third party integration, it does move towards more open approach now. So whereas the old connectors that you’re probably familiar with with account engagement, they are, um, out of their way now. So this allows you to actually keep up with the market demand. So finding new integration, uh, tools, finding external apps that are able to connect with account engagement. So for example, SMS, and, basically, this is the future. Um, with the so as a sum up, it does offer that scalability. It does offer the flexibility and the robust auditing. So where Ollie mentioned earlier, you can definitely monitor. So a lot of tracking there, and you can monitor the external actions, errors within account engagement. So that’s something that is new. Um, with all of that in mind, though, that is that’s not all. The possibility extend far beyond what we’ve explored today. So with the marketing app extension, it does open a world of opportunities, enabling seamless connection to external apps that were previously out of reach. So with account engagement and the limitations that we spoke about, um, you are able to now connect with those external apps, which is probably great for organizations, more global organizations, um, which have different CRM systems or different external apps. Um, so it’s really just opening those doors of possibilities for your, especially, consent management journey where, um, account engagement cannot directly, um, update object in Salesforce. So Ollie and I are really excited to, obviously, continue to explore, um, our topic today, uh, in for example, looking at the, uh, external activities that we briefly spoke about today and really looping this back into account engagement, um, potentially, uh, looking at a external app as well.

Speaker 1: And, uh, we’d also like to give our thanks for everyone who supported us, uh, in making this demo and presentation a reality. So first of all, special thanks to Wilson Gong and Shivshankar at, uh, Capgemini who helped us really get our head around some of the Apex code, um, since we’re not, um, um, engineers in that sense. So it was really helpful to getting their input on this. As well as that, there’s been a few, um, influences from the ecosystem, some inspiring articles and presentations from, uh, Nathaniel Sambu and some articles by Carl Mortimer that were really helpful in helping us get our heads around, um, this topic. So a big thank you there. And finally, a big thank you to yourselves for watching and, um, being a part of this, um, presentation. So thank you very much for your attendance. Finally, uh, we’re gonna move on to the q and a section in case anyone has any questions that we can try and answer to the best of our ability, but no promises. Yeah.

Speaker 2: And we sure do have a ton of questions. We have about six and a half minutes, give or take. So let’s go ahead and get started. If you wanna stop sharing your screen, I believe I can even cast the questions on screen so everybody can see as well.

Speaker 1: Let’s do that. Yeah.

Speaker 2: Alright. First question. Let’s go with Michelle. Is there a way to build various triggers into the marketing app slash flow to update opt in?

Speaker 1: Um, sorry. I’m just trying to get my screen working. Uh, over here. Sorry. Could you repeat that? Or, Emily, do you wanna have a go at that?

Speaker 0: Yep. So I can actually see the question. It’s, um, trigger into marketing to update opt in fields based on country. I can see that. So where we have, um, so, yes, we you can base it on country. So where we have business brand, for example, we based it on different types of brand. Um, so in a client that I worked with, we did it based on the different brands of the company. So you can do that for country. You would just need to add that, um, section. So the contact point type, consent record, you will have maybe a country, and it’ll be based on the country of that opt in. Um, so you can definitely build that within the code. And then in engagement studio, you can then identify whether what country that is, um, within the engagement studio. Um, anything you’d like to add, Ollie?

Speaker 1: Basically, that the fact that those parameters are all modifiable, you can edit them. Yeah. So the world is your oyster in terms of what you information you could pull across from Pardot to account engagement and put it in whatever records you you want. But not that’s not needed to say that it’s it’s easy to do that. It takes some familiarity. We do wanna stress that. This this is not, like, out of the box stuff, but it can be done.

Speaker 2: Awesome. Alright. Next question. Let’s go, Angel. I am new to Salesforce account engagement, and I’ve heard varying opinions about opting in leads, prospects at high scale. We normally email to the masses not asking for opt ins, but, of course, allow them to opt out. Is that possible with account engagement, or is opting in

Speaker 1: a 100% required? It’s a great question. Uh, Yeah. Opting in is, um, well, it’s a 100% required in terms of account engagement has, though, an opted in field and a do not email field. So it’s got a whole mailability section that’s been added and is a big focus, uh, especially in different regions and locales. For example, in The UK and in Europe, we’ve got GDPR as a big focus. So all, um, companies that operate in that sphere need to abide by that. So there needs to be an, um, a system there in place, uh, and account engagement does make it mandatory to either have, uh, an unsubscribe or an a link to an email preference center, um, by default, I think, to comply with, um, regulations. And I think that’s right, Emily. Anything you’d add to that?

Speaker 0: That’s correct. Um, no. Nothing else to add for that one note. Awesome.

Speaker 2: Moving right along to Faye’s question. I’m unclear on the necessity of creating the marketing app extension for consent collection when we could you use utilize forms and Pardot fields for the same purpose?

Speaker 0: Yep. So this one in particular, um, the use case for this marketing app extension is being able to actually update the Salesforce objects. So we’re specifically looking at objects, whereas, um, account engagement focuses on leads and contacts. Um, it wouldn’t usually directly update other Salesforce objects out of the box. So the purpose of using the marketing app extension is to update those objects and being able to sync that back through to account engagement. So this just doesn’t it doesn’t just sit on Pardot. So sorry. Pardot account engagement. Um, it doesn’t just sit on there. So where it just sits on there is probably not a use case to use the marketing app extension as it’s probably not as complex. So the complexity sits on the marketing app extension and using that. Um, Yeah. Anything to add, Ollie?

Speaker 1: Yeah. I’d say let’s rephrase this a bit. Let’s just say, uh, you, uh, you wanted to pull across certain information on your prospect record, a prospect interest in a certain product or industry. That information can be sent all the way from Pardot into specific consent management records, um, that you’ve built in Salesforce. Quite not not talking about the leap. We’re talking about quite far away for something that Pardot couldn’t traditionally reach. So that’s the key advantage. All information in Pardot can be brought across, uh, to these other objects.

Speaker 2: Awesome. And I even think that may have answered Amy’s question as well, but Amy asked, I may have missed this, but the individual object, a custom object created specifically for concept management, is it necessary?

Speaker 1: Do you want me to answer this Emily?

Speaker 0: Uh, Yeah. You can answer it, and I can add on. Yeah.

Speaker 1: Okay. Cool. Uh, so the individual object is not technically a custom object. It’s, um, this strange kind of junction object that is the basically, it’s a foundation for a lot of the other consent management record objects. A lot of them are tied to it. Um, it it’s it’s kind of an advancement on the concept of the lead. It’s like, this is the the individual person. It’s like the everything is connected to that point. Um, so, uh, Yeah. It isn’t it is a 100 necessary. It’s the foundational level. So the consent records that you see, like contact point type consent, all those tongue twister records, they’re all attached to this. Um, Yeah. Would you add anything else, Emily?

Speaker 0: Um, Yeah. That’s. Yeah. So it the individual is crucial to this. Um, it really does kind of tie in the lead and the contact as well. So yeah. Like, I agree with what Ollie said.

Speaker 2: Awesome. And that’s pretty much all the time we have questions for. If you have any other follow-up questions for Ollie and Emily, click on their little profile icons, and you can send them a direct DM.