Have you ever thought that a dedicated tool for the Campaign management would have been useful for your business or your customer business? Marketing Cloud could be the perfect solution for your request because it is a platform to build and manage customer journeys. It is oriented to reimagine your customer’s experience.
What is Salesforce Marketing Cloud?
A Salesforce platform that allows creating and managing marketing relationships and campaigns with customers. You can use marketing automation to build customer journeys across email, mobile, advertising, your website, and the internet of things to deliver a seamless experience across marketing, sales, and service. There is the possibility to implement a single view of each customer with information from any source so you can target specific audiences and segments across the customer journey. The platform that can be divided in different Business Unit: a BU can’t be seen as an org, because you can configure something different between different BUs but they have few configurations in common.
Marketing Cloud Connector
If you are wondering whether you can see in Marketing Cloud all your customer data saved in Sales Cloud and Service Cloud, Marketing Cloud Connector makes it possible! Marketing Cloud Connector solves the number one challenge for markers: data synchronization. Access your data across the Customer Success Platform, all directly inside Marketing Cloud. Imagine being able to act on any data from the entire Salesforce ecosystem, instantly and automatically.
The connector let you transfer report and object, send email directly from Salesforce and keep tracking information about each email sent. What you cannot do is sending back to Salesforce information not linked to the Campaign. Marketing Cloud Connect features work in Salesforce Classic. Those using Lightning Experience with Salesforce are automatically redirected to Salesforce Classic when any of the Marketing Cloud Connect tabs are clicked.
How to manage a Campaign?
Campaigns enable marketers to plan, coordinate and measure cross-channel campaigns in real-time, allowing them to implement cross-channel campaigns that work, increase marketing ROI and prove results to executives. A campaign can let you collect a list of leads and perform activities configured in the campaign. A lead is a specific object used to save in Salesforce only the most important information for a person that has to be involved in the marketing campaign and could become an Account if few conditions are satisfied. The first step for the Campaign creation is the insertion in the System of each Lead involved in it. You can use the Data Loader to save quickly a large number of leads.
The user has to be sure that in the Setup section has the checkbox Marketing User at true because it is mandatory to be able to create a Campaign.
After Campaign creation, you can add members using the standard functionality thanks to the dedicated button.
Setting Marketing Cloud connection with Salesforce and Email Management
The primary mechanism for making Marketing Cloud tracking data available in CRM is a Salesforce system user used exclusively for sending to CRM audiences from the Marketing Cloud in non-scope-by-user accounts. You have to create a user with Licence Salesforce and Profile System Administrator, then you have to select at true the following checkboxes (Note: probably you have to customize the Page Layout to see these two fields)
To proceed you have to create the Integration User in the Business Unit you want to connect with Salesforce. You have to open Marketing Cloud and Tap on Email – Admin – My User and create the User that you have to use for the Integration. For the next step you have to tap on Salesforce integration and configure the Salesforce Integration User created before:
To complete the Connection between the two platforms, you have to tap on Marketing Cloud tab in Salesforce and complete the following section with Marketing Cloud user’s credentials
Congratulations, you have completed the Connection with Marketing Cloud!
Now you can proceed with the configuration of the email that you want to send to your leads in the specific Campaign using the section below.
Tap on Marketing Cloud tab and you will redirect to the page above in which you can configure all the most important options for the email: you can select a template that will be used, the Campaign that will give you the Lead list and you can configure the Email Address that will be used as email sender.
Marketing Cloud let you configure easily the email template going in Email – Content – My template. One of the most powerful functionality available in the system is the Tracking on the email management for each Lead involved in the campaign. You have standard Reports that can show you important information about the campaign. For example, when the Lead opens the email you receive an update in Marketing Cloud, if he taps on a specific section you can see this data in Marketing Cloud. You have to tap on Email – Tracking – Sends and select the template email used to see the following information
The great advantage is that you can retrieve automatically these reports in the Salesforce org you have linked to Marketing Cloud. The connector does the whole job for you!
You can find these reports about the campaign, in the section Email Sends opening the lookup Send Definition adding to the page layout the standard Visualforce Page ‘chartSendPerformnce’.
Marketing Cloud Multi-Org Functionality
You have been able to link a Marketing Cloud BU with a Salesforce Org. The System doesn’t let you connect different BU with different Salesforce Org less than you active the Multi-Org Functionality. The Multi-Org configuration was introduced in version v5.494 of the Connector, so to enable this functionality you will need to ensure that you are upgraded to this version or higher. Another prerequisite for it is the configuration of Custom Profile Center.
In addition, this feature is useful also because the platform does not provide a quality environment and a possible workaround is using a business unit as quality environment and link it to the Salesforce quality org. Be careful because business units are not data-isolated. Test data and production data are co-mingled when using a sandbox, which impacts data cleanliness and adds complexity to reporting, audience creation, etc.
A single user can have access to multiple Marketing Cloud business units. You can map a single user to multiple Sales or Service Cloud users if the Sales or Service Cloud users are in different orgs and the Marketing Cloud user has access to the connected business units. Another important thing is that you can’t map a single Marketing Cloud user to more than one Sales or Service Cloud user within one org. You have to know that you can’t map a Marketing Cloud user to a Sales or Service Cloud user if that org is connected to a business unit that the Marketing Cloud user can’t access. You can map users to multiple orgs through multiple business units. You can’t configure this functionality by yourself but you have to open a case to Salesforce asking for helping to install it. You have to know that after the activation you will not be able to deactivate it.
In conclusion, I hope that this short trip around the Marketing Cloud World could help you to understand easily and quickly the most important features that you can manage.
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