Speaker 0: Hello, everyone. Hello. Sorry. Just checking something there. Welcome to our session. If you are here to talk about Data Cloud, then you are in the right session. Our session is called Why Should Marketers Care About Data Cloud? We hope you’re having a wonderful day at MarDreamin, that you’ve got some lunch and you’re refreshed and ready to go. I’ve got Jen Kaysen here from Green Tea Digital and she’s going to be talking all about Data Cloud. We were just talking backstage. She only has one monitor. Once she shares her screen, that is all she’s gonna be able to see. So I might pop on and off the screen to interrupt you, Jen, but, um, go ahead and introduce yourself if you would.

Speaker 1: Yeah. Perfect. Thank you, Nick. Um, appreciate it, and really happy to be here. I’ve been, um, speaker at MyDreaming for, um, several years, and really happy to be here again today. I’m actually a consultant. I’m a Marketing Cloud account engagement consultant. That’s my background. But I chose this topic because I see so much transformation happening in Salesforce and specifically in the marketing space. I’m really excited about it. I’m excited about all the change. One really key component for the underlying glue for all the change that’s happening is Data Cloud. I did get certified on Data Cloud this summer and so wanted to share a little bit of my perspective, what I see, um, and with you today. This is not a technical. This is not going to be graphics and schemas. And, I mean, it’s more of understanding the concepts and also getting excited about some of the things that I see coming down the road.

Speaker 0: Alright. Thank you, Jen. And I’m going to be keeping track of questions. If you have any feedback or questions, go ahead, throw them in the chat. Jen and I already agreed, so don’t think I’m being rude that I will get on stage and interrupt her. But Jen, why don’t you go ahead and try to share your screen, just make sure we’re all set there, and then I will leave you the.

Speaker 1: All right.

Speaker 0: Perfect. All right. I’m going to leave stage, Jen. Thank you.

Speaker 1: All right. Everything looks good then, Nick?

Speaker 0: Yes, it does.

Speaker 1: Yeah. Perfect. Like I said, I did my introduction already, so I’m going to just go ahead to the first slide. My first question to everyone is is just horse versus car, and you don’t need to respond to this. It’s more of just a hypothetical, but put yourself back into the nineteen hundreds. So think about, gosh, what was life like back then? Um, horses, buggies were very prevalent. I’m thinking around the 1898 to 1910 era, um, but then the the automobile was also created. And so if you think about it, it was it was a really it was a precipice. There was a lot of change happening. Um, and I like to use this because as I continue, horse versus car, if you continue to ask yourself, there was advantages to both. Horses were cheap and effective. They also created a lot of jobs, but horses also had problems like pollution, noise, and traffic. Right? Horses were slow and they took up a lot of space. Where cars were seen, they were cleaner, safer, more efficient, And they also were but they the problem with cars is they were more expensive, like maintenance, gas, insurance, repairs.

And I added a slide just to clarify. It’s not like maintenance to your car today. Right? We sit here in 2024. I mean, I think about, you know, I maintain my car maybe annually if that. Um, but back in the nineteen hundreds, some of the key problems with cars, they were really slow to start. You know, you might have been a steam engine or it could be a gas car, um, but it was hard to start, really difficult to maintain. Like, if you had a steam engine car, it was water was you had to stop and refill with water. Um, I heard read something else that, like, if you went on a long car ride, it was known that you’re you would probably have to replace one or two tires throughout the duration. Right? It’s not like what you know today. So it was very different. So you really were weighing the pros and cons of the situation.

So kind of a silly analogy, but I like to use it because I think of, like, the horse as Sales Cloud. Um, Sales Cloud has been around for twenty five years. Um, in the world of technology, that’s quite a long time, pretty mature. And I like to think of beta cloud as the car, something that’s new, it’s innovative. You know, people can see the promise of it, but there’s still some challenges with it and how are we gonna work through that? Um, data cloud, it’s it’s futuristic, transformational, maybe even disruptive. Right? It’s changes happening. And so I like to use this, uh, quick analogy, and I will circle back at the end.

But let’s talk about more about what data cloud is and by definition. So this is Salesforce’s definition. Data cloud is a platform that unifies all of your company’s data into a single platform, giving you a three sixty degree view of customers that allows you to analyze analytics, personalize engagement, empower AI. Um, say, you know, I know this is Salesforce’s definition. That’s why I wanted to at least get it on record because that’s technically accurate. It’s what it does. I just feel that when I say that to someone, they’re like, I still don’t get it. Or, you know, so I’m like, what does it really mean? What is data cloud? Um, but it creates a holistic customer view by turning high volumes of disconnected disconnected data into a single trusted model that’s easy to access and understand. So the second sentence below, I think, is a little easier to maybe get and to grasp, um, but I like to explain data cloud, um, with this little Plinko board.

So if you’ve ever seen a Plinko board, um, this maybe is, like, stands up against the wall. It’s vertical. And what I would do is at the top here, I could actually pour, like, imagine, like, a big jar of marbles, and they would fall down through, hit these little pegs and down and below. Um, so I actually like to think of this when I think of what is data cloud doing. So if I had jar of marbles, you can see all these different colored marbles. Each color might represent something different, like a data source that’s very different, um, or and then but they’re also colored. And so you can see as they fall through, data cloud is actually categorizing them, grouping them, matching them. And so you can see what is somewhat you know, as the marbles are falling, you know, data that’s coming from all different places, not really usable, not really sure what I can do with it. It’s the process of going through data cloud is actually organizing it and putting it into a format that you’re going to be able to use. And specifically with marketing, um, so if you have data coming from a variety of places, like, you know, my my service cloud, my sales cloud, um, my ERP, anything that’s, you know, different areas you’re actually able to pull together and use it.

So data cloud is it’s a way of to unify your data. Um, so this is kind of my definition. I you know, again, it unifies data. So here on the example I have, imagine Anne. She’s a Salesforce contact. So she’s a contact in your sales in your Salesforce. So her name is Anne s Boyle. There’s her email and her phone number. K. So, you know, your Sales Cloud is one source of data. You also might have ERP. So Anne Boyle might also show up in there. Um, and ERP might be, like, all your accounting transactions. Like, it shows all the purchases that were were made, you know, all year round throughout the company. Um, so maybe Anne made a purchase for your company. So simple enough. You’re like, big deal. Data cloud puts these two together. But let’s just stop for a second. So, like, look at how the Ann is spelled differently, a n n e. Maybe she actually just typed it no. Type her name wrong or something. Or like I said, my name, Jen, Jenny, Jennifer has lots of versions of it. Sometimes I see different versions of my name sometimes. Um, Sales Cloud and Data Cloud is smart enough to know even though the name is different and I see different emails, it’s able to do a fuzzy match on the name and also normalize the phone numbers to say, hey. These are a match. This is the same person. And so, like I said, it’s sophisticated. We’re not talking about, oh, the emails are just matching. It’s being able to take data from different sources that have different formats, slightly different information that actually is truly meant to be similar, and it’s pulling it together.

So what? Big deal. So this is what beta cloud does. Like, why how does this pertain to me? I work in marketing. So the big reason why marketers should care about Data Cloud is that the new platform, Marketing Cloud, is going to sit on top of Data Cloud. And that’s the big uh-huh. Um, so if you just think about right now when you use if you if you’re familiar with Salesforce, like, how many time is a marketer talking about a lead or a contact or an opportunity or a campaign? I mean, quite a bit. Right? Because because you’re usually using the data in your sales cloud. Um, and so therefore, you know, those are common, you know, common discussions. Well, now the new marketing cloud is going to sit on top of data cloud. So a lot of the terminology and the functionality and and just intuitively understanding how data cloud works is really important for a marketer because your system is going to be, like I said, your new marketing platform will be sitting on top of that.

Um, some of the new marketing cloud and this again, new marketing cloud. I’m not talking about marketing cloud like the former ExactTarget or or Marketing Cloud Engagement. This is the new marketing app. Um, sometimes it’s referred to as Marketing Cloud Encore. I’ve also heard it called like Marketing Cloud Growth or Marketing Cloud Advanced. So the new era of marketing app, um, it’s going to be it’s built on Einstein One, which is a platform that, uh, helps deploy AI models. And, uh, and like I said, and it also is a feature inside Einstein One is the data cloud. So this, I guess, is to me the crux of why I think it’s really important for marketers to learn. Um, I’ve spent some time in the new marketing cloud and it clearly like, you know, you can just learn, oh, I just need to to push on this tab or I I need to go to this button and hit this. But, like, when you understand data cloud, it’s going to be more intuitive. You’re gonna have a better understanding of what’s actually happening behind the scenes.

So here’s another way of of explaining it. Um, again, I’m an account engagement consultant, so I do have probably a little bit of a slant of explaining through the eyes of Marketing Cloud account engagement. But right now, our current world, uh, most companies has a marketing platform that’s connected to Sales Cloud. Um, you know, again, account engagement has that. Sometimes, uh, Marketing Cloud engagement has that capability and we’re friendly other competitors. Other marketing platforms have that same capacity and where it’s a platform connected to Sales Cloud. What you’re gonna see in the future is your marketing platform is connected to Data Cloud. And like I said, Data Cloud with its core capability of organizing data, like that Plinko board, like helping you take disorganized data and making it very organized. That’s its key functionality. You can see my Sales Cloud can connect into Data Cloud. My Service Cloud plugs into Data Cloud. And then on the right, I have like it’s a question mark there. Like, that just doesn’t that means like it could be anything. Um, you might have webinars. Maybe webinars is a big part of your marketing. So you basically maybe are plugging in all your webinar data will feed into Data Cloud. Or you might have, um, like I said, the ERP, maybe maybe you have some transactions in your Sales Cloud, but not all of them. And so now, like, you know, hooking into the greater database, well, it gives you a full access of all the different transactions. And there might be some things that it also becomes very useful as you try to engage and reengage with prospects.

Um, This is a diagram that I really liked. Um, it also, again, I think shows kind of the complexity, um, and the sophistication that’s coming. I got this from Salesforce, uh, but I really like it. I it sticks in my mind, so I wanted to share with everybody here today too. So again, account engagement, um, you know, it’s got limited touch and reach. Right? As we know, if you have a prospect in account engagement, it’s gonna connect with an opportunity, a lead, a contact, and a campaign. Right? That’s standard functionality and account as well. Whereas you can see the Marketing Cloud growth and advanced, you can see there’s far more interconnection and reach. You’re going to be able to connect into custom objects, um, cross object merge fields. Right? All that is because of the infrastructure behind there is going to open a lot more doors and opportunities. And don’t worry about not being able to read all the little bubbles on the right. It’s again, it’s just meant to provide a visual of, like, another level of connectivity that’s going to give you more capabilities.

So enough about the concepts. Let’s actually jump into more of a, um, a concrete example. This is Casey’s, it’s a convenience store. I literally just went there today and had pizza right before my session today. It’s really close to my house. But I really like this example because it really illustrates some of the power of what you can do with Data Cloud. So Casey is a convenience store, which means that you can drive there and buy gas. Uh, if you walk inside, you know, of course you can buy soda or chips, um, any type of, like, basic items for your car for maintenance, things like that. Uh, coincidentally, they have really good pizza. I just had a supreme, and it’s really good. Um, but I also think Casey’s, uh, they kinda are a first mover on the marketing side. So with Casey’s, you can either purchase something in store or when you buy gas, like, there’s ways that you can actually access a menu and make purchases directly from the gas pump, like the gas pump kiosk, or you could go online and make a purchase. So Casey has all these entry points for purchases. Um, and so as the marketing team at Casey’s was like, hey. We’re planning to do promotions. We’re planning to provide some type of customized promotions. It’s hard to do that unless you see all the purchases that can happen. Right? Um, my husband goes here as well. I tend to buy pizza frequently. He’s always buying the coffee there. Um, so we’re two different people. When Casey’s uses Data Cloud to combine all the data from the registers, the kiosk, and what is happening online, Data Cloud actually becomes the hub, the resource for all of that data to reside in a single place where they now can see all the purchases that are happening. And then the marketing team is now able to offer customized marketing promotions. So for instance, um, I don’t buy coffee. I don’t drink coffee at all. But if they were promoting, hey, you know, come to Casey’s, here’s a free coffee. I’m like, I’m not that doesn’t get me out of my seat. Right? But my husband, now that they can see that he is always a regular coffee purchaser, he’s gonna get customized marketing promotion. I who often buy pizza might see that I get, oh, there’s a five dollars discount for pizza. Right. Um, and so like those are customized marketing promotions that they can offer because they’re taking data from all these, um, very unique places, combining them in one spot, and then, of course, organizing it and and running a promotion off of it.

So so now that we’ve talked a little bit about data code, let’s branch into what is this new world? What does this new marketing app look like? So if I go to the upper left and I go into the app launcher and I click on marketing, um, I can actually pull up, uh, the marketing app. And so, you know, if you’re obviously, if you’ve been in Salesforce, you’re gonna see it. It looks and has a lot of the same look and feel as Salesforce. Right? Um, but you’re gonna see at the top different items. So for instance, segment is a choice, analytics, profile explorer, consent, identity resolutions. Right? These are unique tabs. That’s not something that you would normally see. And again, it’s because the new marketing system is sitting on top of and connected to data cloud. So a lot of the inner workings and how you operate inside the new marketing cloud app is is going to be with a lot of tabs for data cloud.

So here’s some of the things that are, you know, making some comparisons and how your terminology will change. So in the new marketing application, so the Martin new marketing cloud, you’re gonna be creating, uh, lists with segmentation. Right? In account engagement, you would use dynamic lists or segmentation lists. Um, you know, on the left here, you’re gonna be you know, if you need to do something, if some action needs to happen inside of your marketing application, you’re gonna be using flows. That’s going to replace an account engagement, you know, automation rules, engagement studio programs, or completion actions. Um, scoring and grading, uh, that’s actually gonna be done with calculated insights. So, again, calculated insights is a common core functionality for data cloud. And then also engagement history dashboards and b two b m a, um, that is going to be the new way to do it, uh, replacing or, yeah, replacing, uh, Salesforce operational reporting.

So why should marketers care about data cloud? So let me I wanna go into now a little more detail on the marketing side of capabilities. So we already touched on segmentation. Um, so I mean, I know it sounds costly. Like, I get it. Right? I’m going to be able to go into Data Cloud and create, um, you know, a list for anything that I need to to use. But I would say it’s going to be far more expansive and universal. Where in the past you were really limited to the world of what’s in your Salesforce, if you could put it in Data Cloud, you literally can segment on literally anything. Again, imagine I like to use a webinar. If you have a webinar platform, you could start streaming that data inside of Data Cloud, and now you can pull up segmentations directly you know, from some of that webinar day data. Um, you know, or, like, website traffic. Um, literally anything you put in there will work. I also think one of the key capabilities, it’s really gonna give you that three I know sounds cliche, the 360 degree view, but, again, it’s across anything, any of your trend ERP or your sales transactions, emails, landing pages, sales, websites. Um, so you’re gonna be able to get far more broader reach.

One thing I like, um, is that you can do retargeting ads. So in the account engagement world, that’s not possible. So what you can do is that you might be say, I’m gonna run a segmentation. So, again, leveraging segmentation to say, here’s a group of people that we’re really trying to target. Um, then you can in through data cloud, you can activate that segmentation. Um, and then, of course, now you’re going to be, um, using that across Google, Amazon, or any of the meta. Um, so you’re gonna be able to really focus on targeting specific groups outside of what you can do even within your marketing application. And another cool capability is that you actually can ingest detail back. So if you were targeting like, um, hey, I’m going to retarget ads for Facebook and LinkedIn, um, and then all of a sudden you actually also can bring detail back, not at an individual level, but you can actually, you know, as information on that campaigns are become known, you can actually pull that back into, um, your data Cloud as well.

Speaker 0: Hey, Jen. Sorry to interrupt you. Um, question about the retargeting. Um, is that a connector that’s available directly? So, um, I know from my marketing days doing retargeting, you would have to upload a list of Facebook, um, from whatever database you had, like as a CSV filers. Do you know if that’s a connector or have you seen that before?

Speaker 1: Yes. Like I said, I haven’t personally done it. But again, when I remember studying for the Data Cloud, it was exciting. You’re going to be able to Meta is one of you’re saying, is it a connector? Not sure that connector is the right word for it, but you’re able to make a connection with Meta through retargeting. Then so it’s basically one of the core capabilities of Data Cloud is activating a segment. When you walk through the steps of activating a segment, you would naturally have already a connection made with Meta. Then of course, through those steps of activation, you would be able to send that data over to them.

Speaker 0: Okay. That makes sense. Yeah. Just a quick time check. We’re at about eight minutes.

Speaker 1: Yeah. Sounds good. I only have a couple of slides too, but thank you.

Speaker 0: Yeah.

Speaker 1: Then Marketing and Cloud growth, um, and advanced. One key thing is that you’re going to actually use a lot more key functionality with flows. If any of you are familiar with Salesforce flows, thumbs up, you’re in a good shape. Um, if it’s something that, you know, I’ve always thought about doing more of those or I want to learn more, I think now is the time to get started on that because, you know, as you if your company transitions into the Marketing Cloud growth and advanced, making anything happen in the system is, um, is is going to be done with a flow. Uh, so like I said, Kai, on the earlier slides, in a world of account engagement, anything you did with an automation rule or a segmentation rule or a completion action, you would now be doing that with a flow. You can also see improved SMS features. That’s a big plus for the Marketing Cloud growth in advance. In account engagement, you didn’t have SMS capabilities, now you would. In Marketing Cloud engagement, I think they have now two way SMS. That was available on the new marketing platform as well. Um, it’s also providing a good foundation for consent and also, you know, the opportunity influence is a really, um, hot topic as well. The key here is, um, I would say one of the key values of Data Cloud is it’s really giving you faster time to value. For instance, for some of the items here, you probably could pull aside and your company say, Look, I’m really trying to do this. You can always build technology to make it happen. But with Data Cloud, it’s designed for you to plug into. It’s already designed to process data and do some of the common features and functionalities to match people and also then to distribute, to either analyze or activate that data or, like I said, leverage it in marketing applications. So again, it’s it’s gonna give you it’s a faster way to leverage data that otherwise was never used or untouched.

Um, I’ll keep a couple of slides here, but I also want to, um, as I’ve kind of evolved with this product in the last six months, I feel like a lot of people have the mindset of, okay. So I’m in marketing cloud engagement or I’m in account engagement, and now I’m gonna have to think about when I’m going to switch. And people think of it as such a binary black and white where you’re like, okay, I’m in one system and then I’m gonna completely be in another. And I would actually challenge that thinking because the more I’ve learned about how systems were working and I see the systems evolving, I really think it’s more about how you would use your current system together with the new marketing app. For instance, in account engagement, maybe you just wanna use SMS. You’re gonna still do nine out of 10 of the marketing functionalities in account engagement, but whenever you need to text, you would flip into, uh, the new marketing app. Again, I think it’s more of leveraging those systems together is, I think, uh, the the world we’re in today right now.

Um, and then I will just, um, I’m gonna jump here to some of the challenges that I’ve seen. Um, so again, I’m gonna be slowly my in my car horse and car examples because, again, you would say, um, couple of things that I’ve seen is that there has been a delay on getting avail information available in segmentation. So again, in the new Marketing Cloud growth in advance, um, when you put something or a new lead or a new contact in Salesforce, it can take up to twelve hours to actually get into your marketing app. So there’s a delay with that data. Um, some people think the flows get complicated, like, to do execute some of the flows. It’s not just simple drop downs. It gets fairly sophisticated at times. And so I know that’s been some feedback of a challenge. I think there’s still not feature parity between the marketing cloud growth and advanced to, uh,

Speaker 0: uh,

Speaker 1: you know, to the the existing systems. So in account engagement, for instance, there’s no custom redirects. There’s no page actions, form handlers. So again, these are the items that we’re still watching for. And I think another, um, challenge is uncertainty on cost. There’s still a lot of questions of even if someone’s like, yeah, I’m interested. Yep. I’m interested. This looks good. I’m I I think this is what we want. Um, there’s still a lot it gets really, uh, hard to understand how the cost structure works. So I think those are some of the current challenges. And this was a slide this is probably from late summer, like August. But in terms of when marketing cloud growth came out, like, this was, like, a common way of trying to understand the cost structure around it. Um, and so, again, you know, it’s sitting down. I would highly recommend talking to your AE if this is something you’re considering, and they can help walk you through how that cost structure works.

But going back, um, to my example or analogy at the beginning, where are we at? I still like, it’s still very much feels to me. We’re at a precipice of like the horse versus car. And this is a slide I was trying to give credit for it, but it wasn’t clear. I’ve seen this many times on the internet, but I liked it, uh, for its visual. And this was on the left. This is Easter morning in New York City in the year 1900. So you can see there’s a little red circle. That’s the one, uh, automobile in in the entire street full of horses and buggies. And then you can see on the right, this is exactly thirteen years later, same spot, and you can see it’s just completely reversed where you’ve got one horse and everyone has a car. So I I’m not I don’t make any claims. Again, I think there’s still a lot that’s happening with the, uh, the the data, but, um, I definitely see the direction it’s going, and I am excited about the capabilities. Um, I want to keep everyone’s eyes wide open with it. There are some challenges just like when the new cars came out. There were some known challenges, but over time, um, new innovations take place. They fix you know, new things are are getting corrected all the time. And, um, again, it’s it’s kind of the start of a whole new exciting world. So I’ll leave that. So two minutes for questions, maybe one if there are any.

Speaker 0: Yeah.

Speaker 1: Should I come off screen, probably?

Speaker 0: No. No. You could stay on. Um, can you hear me, Jen? Yes. Okay. Yeah. We we only have a minute and a half left, um, and we do have a question, um, but it’s it’s a question that takes about an hour to answer, unfortunately. But quick quick question. Um, so, um, if I’m using account engagement, um, and would like to take advantage of the new marketing cloud, um, you know, how do these two align? And correct me if I’m wrong, but most people should be seeing a banner that invites them to try it out, um, to try growth out. Any any thoughts on that? Are your customers asking about it?

Speaker 1: I I know, um, I know Circante has been really promoting the, um, the questions, uh, or that pop up box. It has not been generating a ton of questions from me, but, um, um, it’s so you’re right. It’s a hard it’s a long question to to to get started. I would say, first of all, understand what is it that you’re excited about in the new system, and I think that is where you can focus on. So I’ll give the example of texting. So if you’re like, hey. I’m really excited about getting started with leveraging texting. I would say go start by talking with that having that conversation with your AE because your AE could help explain how it works, um, what it means, and also they can hook you up with the correct Salesforce partner. Um, I would say for the stage we are right now, it does take some help. I don’t think we’re at a stage where you can just, um, go online and read a couple of blogs and figure it out. But I think starting with your AE is a great starting point.

Speaker 0: Yeah. That’s a great point. Jen, I just want to thank you for your time. Thank you for your wonderful presentation. Hopefully, that planted a seed and people are interested in it. Hopefully, everyone’s going to stick around and jump to another session. Thanks again, Jen. I appreciate it.

Speaker 1: Yeah. Thank you. Bye. Bye.