putting the pieces together - targetx and marketing cloud
TRANSCRIPT
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
