Incorporation of your Salesforce Marketing Cloud with Salesforce Community, Salesforce Sales, and Salesforce Service Clouds is done though Marketing Cloud Connect. It enables the user to access the power of tools, within Service and Sales Clouds. The best thing is that it is simple to design a set of users that can convey extraordinary advantages to important clients, marketers, sales, and service reps.
The Salesforce Marketing Cloud has the framework to construct very high quality and customized email messages. With Marketing Cloud Connect, users can join the power of Email Studio with access to Salesforce reports and campaigns. With this connection, users can effortlessly target clients and customize messages for them by using all the CRM information, specifically in the Marketing Cloud.
Here are the 5 ways to easily optimize Marketing Cloud Connect
1). Create New Lead and Contact Records in Sales Cloud
Transactional value-based and activated triggered emails and messages can get tricky while originating from API calls outside the Sales Cloud. In these cases, it is important to make sure that a reach is being made in Sales Cloud first.
A Lead or Contact is being created in the Sales Cloud. This needs to be set as the Subscriber Key prior to successfully making calls from external frameworks and outside systems into the Marketing Cloud.
If an email is activated in the Marketing Cloud without the same email address residing in the Sales Cloud, the record will get added to all subscribers with the wrong supporter key. This could cause a real headache for the user and they may subsequently face an issue of a duplicate, inaccurate subscriber.
2). Use Record ID in Marketing Cloud
The user must distinguish and consistently identify the Contacts across and over the clouds, it is important to make the most of SFDC record key ID as a Subscriber Key to uniquely recognize and identify Contacts in Marketing Cloud. When using the connected app or sending from Sales Cloud, the Marketing Cloud automatically uses subscribers and endorsers in Email Studio with the use of Salesforce record ID. If the record is a new lead or contact and does not exist then they will be added to your All Subscribers list with their lead/contact ID. In case the user is using a different ID value (like email address) for other different campaigns, the user will make a duplicate copy of subscribers and limit their ability to use the connector in the future without making bad data.
3). Use Salesforce Data for Journeys
While utilizing the Salesforce data entry source in Journey Builder makes kicking off, overseeing and managing complex journeys processing are much easier. The connector allows the user to select Sales Cloud objects that should trigger journeys processing and at that point guidelines and rules are created to further additionally refine your group of audience. One example is to set up a Journey Builder to monitor and screen a custom “Cart” object in Salesforce. When a Cart is updated or refreshed with a status of “Abandoned”, it starts the related Contact down a journey, encouraging them to pick up where they left off and get their latest relevant point of interest.
4). Use Salesforce Reports or Campaigns for Segmentation
The user can make use of the Import Activity Salesforce Data Extensions and businesses can deal and manage their audience segments in a way similar to how they make reports in the Sales Cloud. This involves making a report or campaign in Salesforce and then creating and making an Import Activity in the Marketing Cloud to find the campaign/report and bring those contacts into the Marketing Cloud. Once the process is set up to manage and deal with the creation and import of reports, it becomes very easier and simpler to create specific segments like “Customers with Anniversaries this month” and send custom-made tailored content. This approach also likewise allows businesses to leverage their existing campaigns and reports and so the user can quickly start informing and messaging the general audience that matters the most.
5). Replacing API Calls with Triggers
A good place to start after the wake of standing up MC Connect is to identify objects in Salesforce that when refreshed, it should trigger marketing campaigns or messages after the updates. There are frequently simple updates to existing marketing programs that can reference Salesforce instead of relying on an external API call into the Marketing Cloud. For example, you can trigger a “Welcome” email when a Contact is created in the Sales Cloud. Simply just go to the Sales Cloud and navigate to the Marketing Cloud application. Once there, select “Triggered Send” and set up the criteria for the send alongside with the Marketing Cloud email that ought to be triggered.
There is a lot more than you can do with the Marketing Cloud Connect technology. Marketing Cloud Connect also works well in Salesforce Classic instances. I hope that this blog has opened new possibilities for utilizing the Salesforce Marketing Cloud Connector.