Marketing Cloud Connector Partner Enablement Karalee Slayton- Principal Product Marketing Manager Marketing Cloud Integrations & Journey Builder

kslayton@salesforce.com Twitter: @Cablemaven

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Connected Customers

Community

Product

Mktg.

App

Online

Events

Sales

Retail

Care

Customers Expect Unified & Relevant 1:1 Experiences

The Lines are Blurring  Between Marketing, Sales & Service

Connecting the Clouds

Marketing Cloud Integration Points

Email

Social Studio

Social Customer Care

MobileConnect (SMS) Pilot Pilot

Journey Builder Pilot Pilot

Predictive Intelligence BETA

Social Lead Gen BETA

Marketing Cloud

Connector

A Decade of Integration

2,500+ Integrated clients since 2005

April 2014 New integration version for all clients

2005 2007 2011 2015 2009 2013

Sales Use Case

Mary Marketer   Logs into MC and check

status of ongoing work   Create new invitation email from

template with landing page   A/B test   Inbox Preview   Approvals Process

  Reporting insight

Marketing & Sales

Freddie Field/Sam Sales

• Logs into SFDC and check status of ongoing work

•  Initiate email send from pre approved marketing emails

• Schedule the send • Reporting insight

Mary Marketer Key Challenges:

•  Lack of time given volumes of messages and tasks

•  Tight on resources and skillsets (strategy, design, technical deployment)

•  Usability and speed of current application

•  Limited to no visibility into performance

Mary Marketer Focused on:

•  Track the unknown to known individual •  Log in and check status of ongoing work •  View Contact model and Preference center •  Build email campaign-’CertainTeed Event Campaign’

today •  Identify ‘the who’- the person(s) – Audience •  Identify ‘the what’ – the email & landing content •  Preview the look and feel in design stage/inbox preview •  Set up a quick A/B test •  QA the work & schedule ‘the when’ •  Triggers & Journeys •  Reporting insight

Freddie Field Key Challenges:

•  Interacts with prospects/customer while on the go

•  Limited & fragmented to no visibility into various communications this lead / customer has received to date

•  Tight on resources and skillsets

•  Usability of current manual process

Freddie Field Focused on:

•  Log in and check status of ongoing work •  View Contact record and see full history of engagement •  Access Marketing Cloud Tab •  Identify ‘the who’- the person(s) – report and/or campaign •  Identify ‘the what’ – the email content •  Set up a quick A/B test •  QA the work & schedule ‘the when’ •  Reporting insights

•  Leverage a single view of the contact/lead across sales, marketing, and service •  Build a seamless bi-directional experience between sales and marketing •  Work together where it matters most to ensure consistent branding, messaging, and ultimately extend

customer engagement •  Leverage role based visibility into the success of your campaigns and insight into emerging trends

With Marketing Cloud Connector you can…

•  Direct access to Salesforce segmentation data •  And the ability to have easy access to all that

Salesforce CRM data in the Marketing Cloud

•  Simplify data management, and build a single view of the customer

•  Enable the Sales team to be their own mini marketing departments

•  Ensure consistent branding and messaging across the sales team to create more relevant, data-driven messages

Marketing Cloud + Sales Cloud Breaking down the silos to build and manage 1:1 customer journeys

Marketing Cloud Connector Features Basic overview of the features available with the Connector today

How Does it Work?

Lead or Contact

Campaign or Report

Marketing Cloud

Email Internet Service

Provider (ISP)

Subscriber Takes Action

(Open, Click, Bounce, Forward to Friends, Marketing Cloudc.)

Engagement Data Added Directly to Salesforce

(Open, Click, Bounce, Forward to Friends, Marketing Cloudc.)

A Seamless Experience

•  Drive targeted and relevant messages using Salesforce as your CRM system of record

•  Simple data connection model •  Complete view in Salesforce •  Simplify Data Management •  Drive targeted and relevant messages •  Bridge the gap between, Sales,

Service and Marketing

Capabilities Today Send & Preview MC Emails

Run A/B Tests Leverage Email Analytics

Segment Data

Marketing Automation

•  Automatically import your Salesforce data into a Salesforce Data Extension in the Marketing Cloud, segment that data in Marketing Cloud, send from the Marketing Cloud and have tracking information sent back to those Salesforce Contacts and Leads.

•  Great convenience for customers who work primarily in the Marketing Cloud but collaborate across the clouds.

Salesforce Data Extension

Send messages at the right time: •  Salesforce users will be able to quickly

automated email messages •  Trigger based on actions and field changes

that occur in Salesforce Contact or Lead Record

  Possible Use Cases •  New Customer Welcome •  New purchase confirmation / thank you •  Generate an internal notification based on a Lead or

Customer record change •  Send more targeted, relevant emails based on Contact

or Lead interactions

Salesforce Triggered Emails

• Generate an email preview when defining your email send

• Select from Static (with AMPScript) or Dynamic preview (fully rendered)

• Select a contact or lead to preview in the email

Dynamic Send Preview

Roadmap: The Packaged Integration

Simplified Configuration Process Guided first time user experience

Automated configuration steps to reduce manual effort

Streamlined documentation

Salesforce Connected App  Trusted App Exchange Package

•  Seamless log-on and password update experiences

•  Leveraged to raise API limits

•  Create or update Leads and Contacts •  Message account owners based on journey

activity of their customers

•  Create tasks and events for follow through

A marketer can utilize journey interactions to trigger specific Salesforce Activities: •  Lead •  Contact •  Account •  Task •  Case •  Add Member to Campaign •  Custom Objects

Journey Builder  Sales & Service Activities

PILOT

Native Journeys with Sales and Service Clouds

Sales & Service Events in Journey Builder

Sales & Service Activities in Journey Builder

•  First ever integration of Mobile Connect and Salesforce.

•  Send SMS messages to leads, contacts or segment with reports and campaigns.

•  Looking for Pilot customers now   Needs to have Integration v5   Needs to have Mobile Connect

Mobile Sending (SMS) PILOT

Marketing Cloud Connector – Multi-Org

Salesforce Org A Enterprise 2.0

Business Unit 1

Salesforce Org B

Salesforce Org C

Business Unit 2

 Liberate the Business Unit!

Where we are headed

Every Channel 1-to-1 emails, SMS/MMS, Push-Notifications, Social Media, Advertisements and Website content Smarter Campaigns Predictive and personalized content and product recommendations Everywhere Your Customers Are Mobile, Desktop, Apple Watch, Car, Kiosk, In-Store Display or any connected device

Introducing: Marketing Cloud Connect (GA in October)  Build 1-to-1 Customer Journeys for Sales, Service, Marketing, Community, Analytics, Apps and IoT

MARKETING CLOUD WHY MARKETERS COME TO DREAMFORCE

Click Facebook Ad

Newsletter Sign-up

Personalized Content Email

Mobile Opt-in Download App

Contact Customer Support

Evangelize on Facebook

Support Issue Resolved

First Purchase

Customers are on a journey with brands MARKETING CLOUD WHY MARKETERS CARE

One platform to manage the customer journey MARKETING CLOUD WHY MARKETERS CARE

 Marketing, sales & service collaboration to improve customer experience

 360 degree view from sales to onboarding to customer service

 Personalized emails based on behavior & interests

 Increases in productivity & customer satisfaction

1-to-1 Customer Journeys at Fleetcor MARKETING CLOUD NEXT GEN JOURNEY BUILDER

“Real-time data is crucial to providing the right message at the right time.”

Needed solution for marketing, sales, and service collaboration to improve customer experience

Leverages Salesforce from the sales cycle to onboarding customers to service needs, creating a 360-degree view of customers

Sends personalized emails based on previous behavior and identified interests

Seeing increases in productivity and customer satisfaction

FLEETCOR Fuels Integrated Customer Journeys

Pamela Coan, Director of Customer Marketing, FLEETCOR

Synchronize Any Sales & Service Cloud Data

Select the Salesforce data you want to sync to

the Marketing Cloud

Ongoing, real-time synchronization keeps the Marketing Cloud up to date

Use any Marketing Cloud application or tool in with your

Salesforce Data

Disconnected experience equals

dissatisfaction Seamless experiences that drive satisfaction

Onboard & Support with 1 to 1 journeys

Customer Success

MARKETING CLOUD NEXT GEN JOURNEY BUILDER

• Easy access to data to drive more relevant messages • Easy access to Marketing Cloud technologies from within Salesforce Sales & Service Clouds

• Bridge the gap between marketing and sales and Service • Branding standards and consistency across the entire organization • Marketing’s opportunity to show ROI

Why Clients Want the Integration

Common Questions

1 Do you support Custom Objects? YES if you’re using them for segmentation YES if you’re using them for personalization NOT YET if you’re sending to them as a Person & require tracking

2 Do I need MC User Licenses? YES if the user wants to send emails NO if the user wants to view tracking data Don’t forget to leverage scope by user

3 Why am I running into API issues?

The Marketing Cloud Connector uses API calls during many processes which contribute to their API limit. Reach out to Core to see if a limit-raise is possible. Becoming a Connected App is on our roadmap, and will allow us to raise limits.

4 Why are my sends failing? Do your reports have a ContactID or LeadID populated? All reports must have one of these fields.

5 Why are emails getting sent to old/wrong email address?

Updates to email address in Salesforce do not automatically update the email address in MC’s All Subscribers. Using the EMAIL_DATA_SOURCE Business Rule is the current solution, but a more permanent solution is on our roadmap.

Thank you