putting the pieces together - targetx and marketing cloud

Putting the Pieces Together – TargetX & The Salesforce Marketing Cloud

The University of Houston, C. T. Bauer College of Business,

Graduate & Professional Programs

Introductions

Lenay JohnsonAssistant Director of Full Time Admissions, Trail

Rider with the World’s Biggest Family

Megan LondonMarketing Coordinator, Border Collie Owner and Best Dancer in Bauer GPP Department*

*also fluent in sarcasm

Houston’s MBA

• Overview of Bauer’s Graduate Programs• Full Time MBA, Professional MBA, Executive MBA Programs, MS

Programs

• Competitive Environment• 4th Largest City in the U.S.

CRM and Email Automation

History• Hobson’s Radius

• 2 Day Implementation• Central UH “Pilot Program”• CRM Issues – Reports, Email Automation, Customer Service

• Build It Vs. Buy It• Deciding Between a Custom Build Out or an Out-of-the-Box Option• Small department vs. campus-wide implementation

Implementation Timelines

• 2 Year Purchase Process• 4 month implementation of CRM• SFMC timeline hard to determine

Why The Salesforce Marketing

Cloud?

• Overview of 10-Week Comm. Plans and Workflows• Additional Functionality for Marketing Goals

• Reporting/Tracking• Dynamic Content• Form Embedding• A/B Testing• Google Analytics Tracking• Conversion Tracking

Houston We Have a Problem

• Decentralization of Consultants• Overall Ease of Use• Email Templates• Reports & Additional Fields in TargetX• Data Integration

Problem: Decentralization of

Consultants• SFMC Account Reps• SFMC Implementation Team• SFMC Training Team

Solution:Kick-off Meeting with all constituents to determine everyone’s role and to get everyone on the same page withyour implementation goals/outcomes.

Problem: Difficult to Use, At First

• Pay to Play• Customer Service Comparison• Complex Tool – Requires Significant Amount of Time During

and After Implementation• TargetX Email – User Friendly, Good for ‘Straight Forward’

Emails

Solution: TargetX email “Band Aid”

Problem: HTML Templates

• Best templates to use in SFMC are HTML• Learning the language of websites & emails - coding• Web developers not always in the same office as marketing• 2 week turnaround

Solution: Suggestion would be to have someone who is

familiar with HTML associated with implementation project

Problem: Reports & Additional Fields Needed in CRM

• Drip campaigns require timestamps• Needed field that captures the date of a workflow action

Solution: Created ‘Imported On’ field in SFMC to mark when a lead entered the system

Problem: Data Integration

• Data from TargetX to SFMC• Central university IT Department Support

Solution: RESEARCH, understand how it all fits together

Suggested Readings:1. Uberflip – Ultimate Marketing Automation Infographic2. Hubspot – Various Downloadable Guides3. SF Marketing Cloud – Exacttarget Glossary

Marketing Cloud Demonstration

• Email Studio• Automation Studio• Tracking

Tracking Details - Overview

Click Activity – Email Overlay View

Click Activity – Link View

Recipient Level Reporting – Unique Clicks

Status Update

• GMAT Prep Campaign Live & Multiple One-Time Sends• Migration of Communication Plans in Progress

Questions? Contact Us

• Lenay Johnson – ljohnson@bauer.uh.edu• Megan London – melondon@bauer.uh.edu