Salesforce Marketing Cloud Account Engagement

10Sep

Salesforce Account Engagement and Evernote

Integrate Salesforce Account Engagement, fka Pardot, with Evernote Using Tray.io for Seamless Automation Connecting Salesforce Marketing Cloud Account Engagement and Evernote is simple and powerful with the Tray.io platform. Using Tray.io’s connectors, you can integrate Pardot with Evernote and other services without needing multiple integration tools. About Account Engagement: Account Engagement, formerly known as Pardot, is Salesforce’s lead marketing automation system, designed to help businesses reach potential clients through automated email, targeted campaigns, and other channels. Getting Started with Pardot on Tray.io Once authenticated, you can use Tray.io’s intuitive workflow builder to create custom automation flows between Pardot and Evernote. This integration allows teams to sync notes, manage lead information, and coordinate marketing tasks with minimal effort, maximizing both platforms’ capabilities. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

September 10, 2024in AI Tools, Marketing Automation, Salesforce Implementation Services, Salesforce Marketing Cloud Account Engagement (Pardot)

09Sep

Creating a Custom Object in Account Engagement

Create a Custom Object You can create custom objects in Account Engagement to sync with Salesforce custom objects. Before you create a custom object, it must exist in Salesforce. Creating a Custom Object in Account Engagement. Required User Permissions User Permissions Needed To create a custom object in Account Engagement: Account Engagement Administrator role Creating a Custom Object in Account Engagement Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

September 9, 2024in Salesforce Marketing Cloud Account Engagement (Pardot)

Pardot vs. Marketing Cloud: A Comparative Overview

Pardot vs. Marketing Cloud: A Comparative Overview When choosing a marketing automation solution within the Salesforce ecosystem, the decision typically comes down to Pardot (now Marketing Cloud Account Engagement) and Marketing Cloud. While both are powerful, they are designed for different purposes. Pardot (MCAE): Marketing Cloud: Pardot vs. Marketing Cloud: A Comparative Overview In summary, Pardot is tailored for B2B companies focused on lead nurturing and driving sales, while Marketing Cloud offers broader capabilities for managing customer engagement across multiple channels. The best option depends on your business needs and objectives. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

September 9, 2024in Marketing Automation, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

01Sep

Winter 25 for Marketing

The Salesforce Winter ’25 release introduces a range of innovative tools and enhancements tailored to elevate marketing strategies. Whether your focus is on personalization, database management, or campaign automation, these new features are designed to help you excel in the fast-paced world of digital marketing. Here’s a look at the top five marketing features in Salesforce Winter ’25 that marketers need to know about to stay ahead of the curve. Top 5 Marketing Features in Salesforce Winter ’25 1. Einstein Personalization: Real-Time Customer EngagementEinstein Personalization is a standout feature of the Winter ’25 release, integrated within the Customer 360 platform. Leveraging Data Cloud, this tool delivers real-time, personalized experiences across Salesforce clouds. By combining business objectives with rules-based targeting, it enables marketers to make informed, personalized decisions across various channels. With native integration into Marketing Cloud Growth, Einstein Personalization ensures a seamless and cohesive customer journey across all Marketing Cloud products. 2. Enhanced Data Management with Marketing Cloud Account Engagement (Pardot)Effective database management is crucial for successful marketing, and Salesforce has significantly improved this with the Winter ’25 release. The updated Marketing Cloud Account Engagement (formerly Pardot) feature allows marketers to find and merge duplicate prospects, maintaining an accurate and streamlined database. Additionally, you can now copy marketing forms and emails directly to Salesforce CMS and integrate landing page and form engagement details into Data Cloud. These enhancements not only preserve data integrity but also offer deeper insights for more effective segmentation and campaign targeting. 3. Advanced API Integrations and General EnhancementsThe Winter ’25 release introduces powerful API and integration updates that revolutionize how marketers manage and utilize data. New capabilities include managing tags, processing permanent prospect deletion requests, and sending list emails more efficiently. Moreover, marketers can now gain valuable insights by ingesting Account Engagement form and landing page engagement data into Data Cloud. General enhancements also allow for the opening of system email links within the Lightning App and building segments in Data Cloud using engagement data from forms and landing pages, streamlining marketing operations and ensuring they are more data-driven. 4. Dynamic Content and Automation in Marketing Cloud GrowthSignificant updates to Marketing Cloud Growth in Winter ’25 focus on dynamic content and automation. Marketers can now create highly personalized and timely campaigns using dynamic content variations and event-triggered automation. This ensures messages are not only relevant but also delivered at the most impactful moments, driving higher engagement and conversion rates. The ability to clone content and avoid duplicating records when sharing branded content across workspaces further enhances efficiency in marketing processes. 5. Einstein AI and Campaign ROI AttributionUnderstanding the return on investment (ROI) of marketing campaigns is made easier with new Einstein AI tools and campaign ROI attribution features in Winter ’25. The introduction of Einstein Copilot features and grounding tools in Marketing Cloud Growth enhances content creation and optimization using generative AI. Additionally, the Opportunity Influence feature allows marketers to automatically attribute revenue from closed deals to the most influential campaigns using email click engagement data. With options for first-touch and last-touch attribution models, marketers can clearly identify which campaigns drive success at different stages of the customer journey. Recap The Salesforce Winter ’25 release equips marketers with a robust set of features designed to empower the creation of more personalized, efficient, and effective campaigns. From real-time personalization with Einstein to enhanced data management and dynamic content automation, these updates provide the tools needed to stay competitive in the digital marketing landscape. By leveraging these new features, marketers can optimize their strategies to ensure relevance and maximize impact. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

September 1, 2024in Generative AI, Salesforce Implementation Services, Salesforce Managed Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

01Jul

Marketing Personalization Explained

It feels like you’ve found “the holy grail” — a customer ready for a long-lasting brand relationship built on personalized marketing leading to customer loyalty. But then, just as quickly as the sparks fly, they fizzle out. Engagement plummets, and those once-enthusiastic customers cool or even disappear. What went wrong? Marketing Personalization Explained. In the world of personalized marketing, making the wrong moves can turn a promising relationship into a fleeting encounter. Or even a downright negative experience. Salesforce data shows that 81% of customers expect faster interactions as technology advances, and 73% crave better personalization. Without these, poor service can drive customers away, which is the number one reason they stop purchasing. Customers today value their experience with a company almost as much as their experience with the product or service. Customer experiences can be greatly improved with personalization. And we don’t just mean inserting their first name into an email. With timely data at your fingertips, influencing customer behavior seems straightforward. But there’s a catch: failing to utilize all available data can negatively impact customer experiences — pushing customers away faster than they can click “unsubscribe.” At the end of the day, as consumers, we are well aware that our data is being captured and we are willing for that to be so as long as the data is utilized to improve customer experiences. If I’ve just opted out of shoes in your custome preference center and then get an advertisement via email or web site experience pushing shoes, I quickly recognize you are not using the data you are collectig on me. At least not for personalization. So what are you doing with it? How can you build one cohesive personalized marketing journey instead of a series of disjointed interactions? First, let’s define personalized marketing and then cover some do’s and don’ts for fostering long-term customer relationships. What is Personalized Marketing? Personalized marketing ditches the one-size-fits-all approach, using data to tailor messages and offerings to individual customers. This can range from including a customer’s name in an email, to recommending products based on past purchases, to tailoring customer conversations with AI-powered chatbots. Done right, it fosters loyalty and boosts revenue. Done wrong, it becomes annoying and intrusive. Personalized Marketing in Practice Personalization continues to evolve, with more than half of marketers now adopting a lifecycle approach. They target potential customers with awareness campaigns and nurture existing ones with product support and loyalty programs. Marketers engage customers across an average of 10 channels, which is what customers expect. However, accessing up-to-date data across all channels can be challenging. Just like any relationship, personalized marketing requires effort to succeed. Companies must responsibly collect and analyze customer data, translate it into clear audience segments, and share it across departments to create a connected experience. Every interaction, big or small, can make or break a relationship. Maintaining personalization also requires constant monitoring and adaptation, a challenge for businesses with limited resources. Real-time data driven marketing is powerful. Large enterprises often have more data and the infrastructure to execute complex strategies, while small businesses may rely on simpler tactics. The core idea remains the same — understanding your audience and tailoring your marketing to resonate with them. But, rushing things or being overly clingy can lead to disaster. The Do’s and Dont’s of Personalized Marketing Imagine getting served irrelevant ads or recommendations for something you already bought. Perhaps even at a better price than you paid. Building trust with your audience is key to avoiding this. Turn your relationship from doomed to devoted with these tips: Personalized Marketing in Action The honeymoon stage is blissful in relationships as well as consumer interactions, but it’s the next phase that makes or breaks the relationship. Here’s how personalized marketing done right can keep your customers coming back for more. Example: National Time Outside (NTO) NTO, a fictional outdoor apparel retailer, faced stagnant conversion rates. They knew personalization was key but needed to cater to a diverse customer base. Here’s how they tackled the problem: By delivering personalized shopping experiences, NTO saw a significant increase in conversion rates. Waterfall segmentation helped prioritize various audience subsets, retain loyal customers, and avoid oversaturation of promotions. Customers received offers and communications that were highly targeted to their interests. Tent campers weren’t receiving ads for RV accessories, and bikers weren’t receiving communications for horseback riding. Example: Salesforce At Salesforce, they use their own product, Data Cloud, to cut the time between a lead expressing interest and it being sent to the correct sales rep from 25 minutes to 45 seconds. Processing over 20 million leads annually, Salesforce’s own system, now built on their automation platform Flow, unifies customer data from all sources, making it accessible and actionable across departments. Personalized marketing is a balancing act requiring resources and expertise. However, truly personalized marketing depends on shared, accessible, and actionable data across the entire business. Ditch the one-size-fits-all approach, invest in your data strategy, and watch your customer relationships blossom with relevant recommendations and experiences that keep them coming back for more. Personalization is about building relationships, and just like in love, every interaction counts. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

July 1, 2024in Marketing Automation, Salesforce Data Cloud, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Optimization, Salesforce Personalization, Salesforce Sales Cloud

23Jun

Account Engagement Prospect Activities

Each prospect record contains an Account Engagement Prospect Activities table that displays the prospect’s past actions. Each activity is represented by an icon and a description, including the name of the marketing element or email and the date of the action. *Note: Activities marked with an asterisk are considered passive and will not change a prospect’s status from Never Active to Active, nor will they update the Last Activity field. Passive activities will not be reflected in the “Account Engagement Last Activity” field within Salesforce. Here is a list of possible prospect activities you may see in the Prospect Activity table: Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more Top Ten Reasons Why Tectonic Loves the Cloud The Cloud is Good for Everyone – Why Tectonic loves the cloud You don’t need to worry about tracking licenses. Read more

June 23, 2024in Salesforce Marketing Cloud Account Engagement (Pardot)

21Jun

Effective Use of Tags in Account Engagement

Effective Use Cases for Tags in Account Engagement Tags in Account Engagement are a powerful tool similar to folders. They help you sort, organize, report, and search your data more efficiently. Here’s how you can leverage tags to streamline your marketing efforts: Organize Your Content By Campaign If you recently launched a webinar campaign and want to track all associated forms, landing pages, email templates, lists, and segmentation or automation rules, tags can help. Tagging all items related to a campaign allows you to easily find, copy, and manage them later. Organize Your Content By Type Account EngagementTags can categorize various files uploaded into Account Engagement, making it easier to create new marketing materials and track prospects. Apply tags like “image,” “logo,” “white paper,” and “data sheet” to different file types. Similarly, you can tag emails (newsletter, autoresponder, nurturing) and forms (kiosk-mode/tradeshow, website, paid search conversion) to streamline finding and reporting on specific items. Sort Your Prospects Create custom criteria for tagging prospects, making it easy to review or report on specific groups. For example, tag prospects as “Sales Ready” when their score exceeds 100 and they have attended at least one webinar. Tags can be applied through completion actions, segmentation rules, or automation rules, allowing for both automated and manual tagging based on your needs. Omit Clients, Partners, or Unqualified Prospects From Daily Prospect Emails Exclude prospects with specific tags from Daily Email Alerts to reduce noise and help your sales team focus on the best leads. To tag prospects: Tag clients, partners, unqualified prospects, or other less relevant leads and omit them from daily reports. For example, set up an automation rule to tag clients: Track Campaign Touch Points Tags can highlight key campaigns that engage your prospects the most. Apply a tag when a prospect participates in significant campaigns, such as registering via a kiosk-mode form at a trade show booth or downloading a Buyer’s Guide. This tagging allows you to quickly see important engagements, track prospects’ journeys towards becoming sales-ready, and identify those with notable actions. By strategically using tags in Account Engagement, you can enhance your marketing organization, improve reporting, and better manage your prospect interactions. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

June 21, 2024in Marketing Automation, Salesforce Marketing Automation, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Optimization

16Jun

Transactional Operational Emails and Account Engagement

Summer ’24 Salesforce Release: A Game-Changer for Marketing Cloud Account Engagement, formerly Pardot The Salesforce Summer ’24 release notes are here, bringing with them one of the most anticipated features for Marketing Cloud Account Engagement (MCAE/Pardot). The ability to send operational emails in Engagement Studio has long been requested, earning the fifth most points in the Account Engagement category on the IdeaExchange. Transactional Operational Emails and Account Engagement are here! What is an Operational Email? Operational emails are informational and differ from marketing emails. Operational emails include transactional emails such as receipts, shipping acknowledgements, etc. But when using the label operational or transactional you must refrain from including marketing content. Marking an email as “operational” allows it to bypass the recipient’s opt-in status, ensuring delivery even if the subscriber has opted out. However, it’s crucial to use operational emails correctly to maintain your sending reputation and comply with the CAN-SPAM Act. Enabling Transactional Operational Emails and Account Engagement To enable operational emails in MCAE: Only Account Engagement Admin users and custom user roles can send operational emails. Sending Operational Emails with Engagement Studio Previously, operational emails could only be sent through list sends, requiring manual audience selection, email content creation, and sending. Now, operational emails can be sent directly from Engagement Studio, where recipients are enrolled based on user-defined criteria, and emails are automatically sent according to your parameters. Practical Applications Imagine you’re a SaaS company needing to communicate about planned system outages. Instead of setting up multiple operational list sends, you can create an Engagement Studio program to automate outage and issue-resolved notifications. Another scenario could involve notifying customers about upcoming product license expirations. An Engagement Studio program can be set to send timely renewal reminders, eliminating the need for manual list sends. Other potential use cases include: Effective use of operational emails in Engagement Studio requires planning: crafting appropriate email content, ensuring accurate data for recipient targeting, and complying with the Marketing Cloud Account Engagement Permission Based Marketing Policy. Limitations Salesforce has outlined several limitations for using operational emails in Engagement Studio: A Significant Advancement in Email Marketing This new feature greatly enhances efficiency for marketers and improves customer experiences by ensuring timely delivery of crucial information without manual intervention. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

June 16, 2024in Marketing Automation, Salesforce Implementation Services, Salesforce Marketing Cloud Account Engagement (Pardot)

14Jun

Salesforce Account Engagement Custom Reports

Advanced reporting is simple with Salesforce Account Engagement Custom Reports. Just follow these easy steps. Salesforce Account Engagement Custom Reports Step 1: Create a Custom Report Type Access Report Types: Create a New Custom Report Type: Define Your Report Type: Relate Your Report Type to an Object: Step 2: Build Your Report Access the Reports Tab: Select the Custom Report Type: Configure Report Filters: Customize Your Report: Naming and Saving: Step 3: Export and Review View and Export: By following these steps, you’ll create a powerful custom report to effectively analyze your marketing efforts. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

June 14, 2024in Salesforce Marketing Cloud Account Engagement (Pardot)

10Jun

Syncing Custom Objects in Account Engagement

Considerations for Syncing Custom Objects in Account Engagement When syncing custom objects between Salesforce and Account Engagement, the following key considerations should be taken into account: Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

June 10, 2024in Salesforce Marketing Cloud Account Engagement (Pardot)

26May

Account Engagement Automating Prospect Grading with Automation Rules

Automating Prospect Grading with Automation Rules Instead of manually qualifying prospects by evaluating each profile criterion, you can build Automating Prospect Grading with Automation Rules on prospect field data. How Grading with Automation Rules Works Grading Condition Impact on Grade Matches Positive: Increases Grade Does Not Match Negative: Decreases Grade Not Known Neutral: No Impact Important: You need to create a rule for each profile criterion. Steps to Set Up Automation Rules Note: You can list multiple field values separated by semicolons to match any value in the list. Best Practices for Automation Rules Avoid using a single automation rule to apply a new profile and match criteria simultaneously, as the new profile might not be applied in time for the criteria change. Instead, use two separate automation rules: Example: Rule 1: Apply Profile Rule 2: Change Criteria Based on Profile This approach ensures that the new profile is applied before the criteria change action takes place, providing accurate and timely grading adjustments. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more Top Ten Reasons Why Tectonic Loves the Cloud The Cloud is Good for Everyone – Why Tectonic loves the cloud You don’t need to worry about tracking licenses. Read more

May 26, 2024in Marketing Automation, Salesforce Marketing Cloud Account Engagement (Pardot)

20May

Salesforce Summer 24 Marketing Release

Marketing Salesforce offers three marketing products: Account Engagement (formerly known as Pardot), Engagement (formerly known as Marketing Cloud), and Marketing Cloud Growth edition. Unified Messaging tools support Marketing Cloud Growth and other Salesforce apps. Salesforce Summer 24 Marketing Release. Salesforce Summer 24 Marketing Release Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

May 20, 2024in Salesforce

Salesforce Marketing Cloud Account Engagement

26Apr

Account Engagement Engagement History Dashboard

The Account Engagement Engagement History Dashboard, powered by CRM Analytics, empowers sales and marketing users to explore and visualize critical data. Embed this dashboard component on campaign, account, lead, contact, person account, or opportunity records, with custom page layouts showcasing tailored widgets for each record type. This out-of-the-box dashboard displays campaign performance metrics over time, revealing how prospects interact with your Marketing Cloud Account Engagement initiatives, including emails, landing pages, and associated files. Account Engagement Engagement History Dashboard are integrated into several record types, each presenting slightly different information depending on its placement. These dashboards are part of the Engagement History feature set, offering a quick and impactful way to incorporate Account Engagement data into Salesforce page layouts. They provide visibility across the organization, ensuring that campaign efforts are appreciated and understood. Engagement History Dashboards share commonalities in availability and permissions. They are all based on valid, unfiltered visitor and prospect data, including archived prospects identified by a prospect ID. However, the filtering and widgets on each dashboard type vary slightly based on the associated record. There are four dashboard types tailored to campaigns, opportunities, accounts, and leads/contacts. Each type includes basic filtering to align the dashboard’s content with the specific record it accompanies. Users can further explore the data using additional filters, enhancing their understanding and insights. Learn about Account Engagement Salesforce Implementation Solutions. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

April 26, 2024in Salesforce, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Optimization, Salesforce Sales Cloud, Salesforce Service Cloud

Connecting Marketing Cloud Account Engagement, Marketing Cloud, and Salesforce

23Apr

Connecting Account Engagement, Marketing Cloud, and Salesforce

Connecting Account Engagement, Marketing Cloud, and Salesforce – the case for all three. A common inquiry we often encounter from clients is: “Should I opt for Salesforce Marketing Cloud or Marketing Cloud Account Engagement?” “How do we choose which one is right for us?” This query may appear peculiar since Marketing Cloud Account Engagement is typically acknowledged as the go-to B2B solution, while Salesforce Marketing Cloud is favored for B2C endeavors. The conventional wisdom suggests that businesses select one of these platforms based on their organizational setup and target demographic. Our perspective on the question at Tectonic diverges from this norm. Depending on your primary marketing channels, it can be highly effective for any business to utilize both platforms! Connecting Account Engagement, Marketing Cloud, and Salesforce Permit me to explain. Marketing Cloud Account Engagement excels in automated email marketing, lead capture via forms and landing pages, and engagement tracking through scoring and grading tools. Moreover, it boasts unequeled integration with Salesforce. Yet, there are instances where marketers require an additional channel to strategically retarget accounts or re-engage with prospects who may have become disconnected from email communication. Marketing Cloud Advertising Studio This is where Marketing Cloud’s Advertising Studio module becomes invaluable. Leveraging Salesforce’s architecture, you can craft a seamless experience for your audience with personalized journeys. The system architecture integrating MCAE for data entry and automated email marketing, Sales Cloud as the CRM and database of record, and Marketing Cloud Connect as the mechanism for triggering targeted ads. Automated Processes The process initiates in Account Engagement upon initial record creation or update. Subsequently, a prospect may enter a MCAE Engagement Studio campaign or journey, trigger an Automation Rule, or prompt a Completion Action. With seamless Sales Cloud integration, the contact record update synchronizes with the CRM, generating or updating a specific Salesforce Report for an Audience. The Marketing Cloud Connector facilitates this activity to trigger an automation in the Marketing Cloud Automation Studio, importing the contact record into a Data Extension. This Data Extension serves as the source for an Audience set up in Advertising Studio, enabling advertising campaigns across digital channels such as Facebook, Google, and LinkedIn. This is just one example of the seamless integration within the Salesforce suite of marketing products! From a user perspective, the familiarity in the look and feel of each platform empowers teams to craft sophisticated journeys without being confined to a single platform. Whether one focus on B2B and the other B2C, or one on prospecting and one on customer communications, there is a time and a place to use both. Connecting Pardot, Marketing Cloud, and Salesforce Together? When is it appropriate to leverage both platforms? Depending on your core marketing channels, for any business it can actually be very effective to use both Salesforce Marketing Cloud and Pardot for great results. Utilizing both Salesforce Marketing Cloud and Marketing Cloud Account Engagement is most suitable for businesses that: Pricing The pricing structure of Marketing Cloud, based on the Studios (features) you require access to, ensures businesses pay a flexible premium tailored to their needs. In this insight, Advertising Studio is showcased to illustrate how Account Engagement and Marketing Cloud can collaborate. However, there are other studios within Marketing Cloud that marketers can leverage for comprehensive marketing campaigns. Other studios within Marketing Cloud include: Intrigued? Consider adopting Salesforce Marketing Cloud and Marketing Cloud Account Engagement)in tandem for a comprehensive, multi-channel automated marketing strategy. The Tectonic team and I are available to assist with Salesforce architecture setup, integration, or serve as an extension of your team to devise effective Marketing Cloud strategies for long-term success. Reach out to us to learn more. The Account Engagement Plus, Advanced, and Premium editions offer a range of features designed to empower marketing teams with sophisticated tools for analyzing performance, implementing automation, and enhancing campaign effectiveness. Let’s break down each edition’s offerings: Account Engagement Plus Edition: Account Engagement Advanced Edition (Includes Einstein AI-powered features): Account Engagement Premium Edition: These editions cater to different levels of marketing sophistication, offering scalable features and capabilities to meet the diverse needs of marketing teams within organizations. Whether it’s advanced analytics, AI-driven insights, or enterprise-grade tools, Account Engagement editions empower marketers to optimize performance and drive business growth effectively. Connecting Account Engagement Marketing Cloud and Salesforce for Distributed Marketing The Distributed Marketing & Marketing Cloud Connect solution offers seamless integration of corporate marketing, employees, channel partners, and brand engagement to ensure cohesive experiences across corporate and partner networks. With this solution, marketers can create and distribute on-brand content using Marketing Cloud. Key features of Distributed Marketing & Marketing Cloud Connect include: Overall, Distributed Marketing & Marketing Cloud Connect simplifies content collaboration, strengthens brand consistency, and facilitates efficient engagement across diverse networks within an organization. This integration of marketing efforts fosters better communication and alignment across all stakeholders involved in brand promotion and customer interactions. By Tectonic Salesforce Marketing Cloud Solution Architect, Shannan Hearne Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

April 23, 2024in Distributed Marketing, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

20Apr

Marketing Cloud Account Engagement Email Compliance

Account Engagement Email Compliance FAQs Sometimes it is difficult to get a straight answer as to Account Engagement Email Compliance requirements. Tectonic has you covered. Using Purchased and Third-Party Lists in Account Engagement I purchased a list from a third party who assures me it’s an opted-in list. Can I email this list with Account Engagement? NO. Using a purchased list directly violates our permission-based marketing policy. Emails sent to such lists are unsolicited bulk emails, defined as spam. Using a purchased list can damage your company’s reputation and make you a spammer. I’m a member of X industry and I got this list from the membership directory of a group I’m in. Can I email this list with Account Engagement? NO. Third-party lists, regardless of origin, are not allowed. Before using this list in Account Engagement, you must solicit permission from each prospect through 1:1 emails (outside of Account Engagement) or a phone campaign. Someone followed us on LinkedIn or other social media. Does that mean they opted in? NO. Following your business on social media does not equate to consent for receiving emails. Prospects must explicitly provide their email address and permission to receive marketing emails. CAN-SPAM only requires an unsubscribe link, so can I send email to any list through Account Engagement? NO. Our Permission-Based Marketing Policy requires explicit permission before sending marketing emails to prospects. This policy, part of our service agreement, mandates obtaining permission before using Account Engagement to send emails. Simply including an unsubscribe link does not comply with our policy. I had a booth at a tradeshow, and the organizers gave me a list of attendees. Can I email them with Account Engagement? MAYBE. Tradeshow lists are complex regarding permission-based marketing. While attendees might be aware of opting into communications, explicit permission is still necessary. You can send one initial email indicating where you obtained their information and requesting opt-in for future communications. Prospects who don’t opt-in cannot be emailed again through Account Engagement. I collected these prospects over a year ago, and I’m ready to start emailing them. Can I use Account Engagement? MAYBE. For stale lists (especially over a year old), run a Permission Pass to clean up your list and confirm that prospects still wish to receive your emails. This helps maintain low spam complaints by re-soliciting permission from the prospects. When prospects buy my product, I ask them if they’d like to subscribe to marketing emails. Is it okay to email them with Account Engagement? YES. Emailing customers who have opted in is acceptable. As long as you have explicit permission from the prospect, you can use Account Engagement to email them. I had a booth at a tradeshow and prospects filled out an email opt-in form at my booth. Can I use this list with Account Engagement? YES. Emailing prospects who have opted in through an email opt-in form at your booth is fine. Ensure you have explicit permission from the prospect. To be safe, set up a Confirmed Opt-In Process to verify the opt-in request and validate the email address. I had prospects verbally opt in. Can I use this list with Account Engagement? Yes, but… After receiving a verbal opt-in, follow up with an email thanking the prospect for opting in. This confirms their consent and reduces the likelihood of your emails being reported as spam. I was searching Hoovers and spotted some employees who would be interested in my content but don’t know their email address. Can I guess their email address and send to them? NO! This practice, known as appending, violates our Permission-Based Marketing Policy. Guessing email addresses risks damaging your email reputation due to hard bounces or spam complaints. Explicit permission from prospects eliminates the need to guess email addresses. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more Top Ten Reasons Why Tectonic Loves the Cloud The Cloud is Good for Everyone – Why Tectonic loves the cloud You don’t need to worry about tracking licenses. Read more

April 20, 2024in Marketing Automation, Salesforce Managed Services, Salesforce Marketing Automation, Salesforce Marketing Cloud Account Engagement (Pardot)

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