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Known and unknown Salesforce Marketing Cloud limitations… and some workarounds ;-), Cyril Louis

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Known and unknown Salesforce Marketing Cloud limitations… and some workarounds ;-), Cyril Louis

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As a Marketing Cloud newbie, you may want to be aware of Salesforce Marketing Cloud limitations! And as a veteran, you may have already faced some limitations…

So what if the Trailblazer Community could support you and share tips and tricks to anticipate limitations?

Join me in this session to learn from what I have faced around topics such as testing, data sync, lead scoring, customer journeys and more.

*Tips you don’t have from official online documentation*

As a Marketing Cloud newbie, you may want to be aware of Salesforce Marketing Cloud limitations! And as a veteran, you may have already faced some limitations…

So what if the Trailblazer Community could support you and share tips and tricks to anticipate limitations?

Join me in this session to learn from what I have faced around topics such as testing, data sync, lead scoring, customer journeys and more.

*Tips you don’t have from official online documentation*

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Known and unknown Salesforce Marketing Cloud limitations… and some workarounds ;-), Cyril Louis

  1. 1. Known and unknown Salesforce Marketing Cloud limitations and some workarounds ;-) Cyril LOUIS Mavericx CEO - Salesforce MVP
  2. 2. #CD22 Salesforce Marketing Data & AI Snowboard Trailblazer Community Cyril LOUIS Dobrý den!
  3. 3. #CD22 Cyril LOUIS Dobrý den!
  4. 4. #CD22 Skiforce! Stay tuned… Winter is coming ;-) https://skiforce.co/ #Skiforce @SkiforceEvent
  5. 5. #CD22 Forward-Looking Statements Statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  6. 6. #CD22 Forward-Looking Statements Statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  7. 7. #CD22 Marketing Cloud?!...
  8. 8. #CD22 Known and unknown Marketing Cloud limitations And some workarounds ;-)
  9. 9. #CD22 Known and unknown Marketing Cloud limitations And some workarounds ;-) Sandbox 1
  10. 10. #CD22 Sandbox I should have said ‘no sandbox’ Workaround ▪ Identify your tests data with a custom field (checkbox ‘Sandbox’) and use this criteria to limit your campaigns and journeys to your « test » data ▪ Segregate your data into a dedicated « Business Unit », and Sync the « Sandbox » BU with a Dev Org (Multi- BU/Multi-Org) ▪ Upvote this idea: http://bit.do/CD22-idea1 Context ▪ Can I test Marketing Cloud in a Trial/Developer Org? ▪ Where is my Sandbox? ▪ How do I manage my tests with a Sales/Service Cloud Sandbox?
  11. 11. #CD22 Known and unknown Marketing Cloud limitations And some workarounds ;-) Sandbox Cloud Sync 1 2
  12. 12. #CD22 Cloud Sync Both ways between Marketing and Sales/Service Workaround ▪ Marketing Cloud Connect easily get data from Sales/Service to Marketing Cloud ▪ You need Journey Builder / Salesforce Activities to update from Marketing Cloud to Sales/Service Cloud ▪ You can also use AMPScript to update Sales/Service Cloud ▪ Upvote this idea: http://bit.do/CD22-idea2 ▪ For subscriber email status at least… Context ▪ How can I sync Sales/Service Cloud data with Marketing Cloud with the connector? ▪ How can I update my Sales Cloud data from Marketing Cloud with the connector?
  13. 13. #CD22 Known and unknown Marketing Cloud limitations And some workarounds ;-) Sandbox Mobile Preview Cloud Sync 1 2 3
  14. 14. #CD22 Mobile preview For a ‘real’ mobile rendering Workaround ▪ Use Litmus to test your emails with real- time previews for tons of mobile devices (and email clients): https://litmus.com/blog/new-integrate- litmus-with-salesforce-marketing-cloud ▪ Follow innovation in Email Studio after the acquisition of Rebel/Interactive Email ▪ Upvote this idea: http://bit.do/CD22-idea3 Context ▪ The mobile preview version looks good in Marketing Cloud, but it’s getting crazy when I received it, so how do I manage mobile rendering of my email templates?
  15. 15. #CD22 Known and unknown Marketing Cloud limitations And some workarounds ;-) Sandbox Mobile Preview Cloud Sync Commercial Threshold 1 2 3 4
  16. 16. #CD22 Commercial threshold Manage commercial pressure & avoid over-solicitation Workaround ▪ Use Einstein Engagement Frequency (EEF) to avoid email fatigue/unsubscribe ▪ Use ‘Mesures’ to track number of emails sent, and filter subscribers based on the amount of emails sent to them ▪ Build a DE to store emails sent to each contact ; and use activity in automation studio to update an exclusion list ▪ Upvote this idea: http://bit.do/CD22-idea4 Context ▪ Where do I set a threshold for my commercial messages? ▪ How can I define the commercial pressure on my customers? ▪ How do I make sure to not over- sollicitate my subscribers?
  17. 17. #CD22 Known and unknown Marketing Cloud limitations And some workarounds ;-) Sandbox Mobile Preview Cloud Sync Commercial Threshold 1 2 3 4 Super Message Usage 5
  18. 18. #CD22 Super Message Usage Follow your ‘super-message’ usage Workaround ▪ For emails only, you can report on what you have used on Email app: Admin / Subscription Details / Access Email Send Report ▪ Wait for the “Monthly Account Summary” email with your usage/remaining balance ▪ For real time information, you still have to raise the question to your AE! ▪ Upvote this idea: http://bit.do/CD22-idea5 Context ▪ Where do I follow and track my contractual ‘Super Messages’ counter? ○ My subscribers database is growing fast, and I am sending more and more emails ○ I send SMS in different countries with different Super Message multipliers ○ I send push notifications ○ I have more and more CloudPage impressions
  19. 19. #CD22 Known and unknown Marketing Cloud limitations And some workarounds ;-) Sandbox Mobile Preview Cloud Sync Commercial Threshold Lead Scoring 1 2 3 4 6 Super Message Usage 5
  20. 20. #CD22 Lead Scoring Bring a bit of Pardot into Marketing Cloud Workaround ▪ Implement basic custom scoring with Marketing Cloud Connect and Process Builder ▪ Use Customer Journey to feed a Data Extension for each interaction on Email and CloudPages ▪ Implement Saleswings for Lead Scoring & Website Tracking: saleswingsapp.com ▪ Upvote this idea: http://bit.do/CD22-idea6 Context ▪ How can I score my subscribers? ▪ I saw that Pardot got Lead Scoring, where do I find this option for Marketing Cloud?
  21. 21. #CD22 Known and unknown Marketing Cloud limitations And some workarounds ;-) Sandbox Mobile Preview Cloud Sync Commercial Threshold Lead Scoring 1 2 3 4 6 Social Media Management 7 Super Message Usage 5
  22. 22. #CD22 Social Media Management Has someone seen Social Studio? Workaround ▪ Social Studio can still work if you already have purchased it… until… is retirement! ▪ You can wait for Salesforce to buy another solution ▪ I would not bet on this one… but we never know ▪ Have a look on solutions like Sprinklr, Sprout Social or Hootsuite that integrate with Salesforce Context ▪ If Marketing Cloud is omnichannel, how do I management the social media? ▪ I heard about Social Studio, how do I activate it on my org?
  23. 23. #CD22 Known and unknown Marketing Cloud limitations And some workarounds ;-) Sandbox Mobile Preview Cloud Sync Commercial Threshold Lead Scoring 1 2 3 4 6 Social Media Management BONUS 8 7 Super Message Usage 5
  24. 24. #CD22 BONUS Yep… the more you work with Marketing Cloud, the more you may face limitations Workaround 1. Use a daily refresh table in the Data Model to associate date and contact then use in a decision split in the journey 2. Default is CST… so recalculate dates AT TIME ZONE 'Eastern Standard Time' or 'Central European Standard Time' 3. It can be done via API shortener API call or via custom Script activity 4. Build a DE for clickers via an SQL request in data views, and use it in decision split Context 1. For legal constraint or respect, how do we ensure not to send SMS on sundays in a journey? 2. Some dates are getting crazy while synchronized in SFMC from SFDC… 3. I know that I can shorten URL in email; what about in SMS? 4. I would like to split journey based on click for CloudPages but I can’t see my parameters in URL.
  25. 25. #CD22 Known and unknown Marketing Cloud limitations And some workarounds ;-) Sandbox Mobile Preview Cloud Sync Commercial Threshold Lead Scoring 1 2 3 4 6 Social Media Management BONUS 8 7 Super Message Usage 5 SUCCESS QUEST
  26. 26. #CD22 Duplicate Landing Pages Use same landing page template for different pages Workaround ▪ Build, manage and customize contact forms with FormAssembly: https://help.formassembly.com/help/sfmc -exacttarget ▪ Not possible to copy a landing pages created with CloudPages ▪ All content must be recreated manually ▪ Released! ▪ June ‘20: CloudPages Experience Preview Context ▪ Can I duplicate a landing page to reuse it with some modification? ▪ Can I clone an existing landing page as a template?
  27. 27. #CD22 Duplicate Customer Journeys Deploy a Journey from a Business Unit to another Workaround ▪ You can share assets, emails, templates within the Business Units using the « Shared » folder ▪ To share a Journey to another Business Unit, no workaround! Just rebuild it! ▪ Released! ▪ AppExchange: Deployment Manager for Marketing Cloud ▪ Still need to recreate the Salesforce Data Entry Source Context ▪ I have tested a Journey on my ‘Sandbox’ Business Unit, how do I deploy it to other Business Units? ▪ How do share existing journeys between Business Units?
  28. 28. #CD22 Anyone to share his top tips? How did you solve a limitation you faced during a project?
  29. 29. Thank you! #CD22

Editor's Notes

  • Salesforce: CRM industry since last 17 years, with a strong focus on Salesforce since last 12 years.
    Working on many « clouds », Sales, Service, Community, App, Analytics, Commerce, Marketing, integration with Mulesoft, mobile app with Heroku.
    Marketing: not just talking of Marketing Cloud here, but all support on Marketing activities and processes.
    Data & AI: products such as DMP and CDP, with predictive recommendation through machine learning.
    Snowboard: not a year since 2012 without riding my board ;-)
    Trailblazer Community: All about giving back! Sharing knowledge and best practices, and levering my peers! Through Geneva User Group, but also different Community events like CzechDreamin.
  • Regarding giving back, I have some volunteer activities with some schools.
    I also had the chance to give my opinion and to share my vision in some articles for some newspapers or blogs.
    I am regularly involved in different conferences around eCommerce and Retail Expérience, but also Salesforce events World Tour or Basecamp to be a speaker.
  • Talking about Snowboard, Trailblazer Community and Giving Back… I am also in the organisation team of Skiforce : Ski + Salesforce!

  • Before I begin, and because Salesforce is a publicly traded company, I would need to share this “Forward-Looking Statements”
    So basically, please be aware that you should make your buying decisions only on the products and features currently available from Salesforce.
  • As I will speak of Salesforce IdeaExchange and ways to have an impact the Salesforce roadmap by upvoting for new features…
    Please remind again that you should always base your purchasing decisions on what is currently available.
    I will share links and QR Codes to upvote like: http://bit.do/CD22-idea1
  • As an introduction, by rising your hand:
    Who know nothing about Marketing Cloud and is a pure newbie here to initiate his journey?
    Who is not yet a customer but thinking going to Marketing Cloud and want to learn more about?
    Who is currently a Marketing Cloud customer or user? I’m curious: when did you start as veteran?

    So I assume the ones of you who never raised their hands are just set in the room randomly, or just because you found a chair waiting for the next session :-)
    At least I hope you also will learn something during this session ;-)

    In 2011, Salesforce acquired Radian6, a social media tracking company, for $340 million.
    In 2012, Salesforce acquired Buddy Media, a social media marketer, for $689 million.
    In 2013, Salesforce acquired ExactTarget, an email marketer, for $2.5 billion. => 9 years ago.

    ExactTarget was founded in 2000 under the name ExactTarget => 20 years ago. The company filed for an IPO in 2007, but withdrew its filing two years later and raised $145 million in funding. It acquired CoTweet, Pardot, iGoDigital and Keymail Marketing. In 2012, it raised $161.5 million in an initial public offering, before being acquired by Salesforce for $2.5 billion in 2013. ExactTarget was renamed to Salesforce Marketing Cloud in 2014 after the acquisition by Salesforce.
  • Idea: https://success.salesforce.com/ideaView?id=08730000000l1yFAAQ
  • Idea: https://success.salesforce.com/ideaView?id=0873A000000LmcdQAC


  • Idea: https://success.salesforce.com/ideaView?id=0873A000000cRT1QAM


  • Idea: https://success.salesforce.com/ideaView?id=0873A000000cRT6QAM


  • Idea: https://success.salesforce.com/ideaView?id=0873A0000003T8PQAU


  • Idea: https://success.salesforce.com/ideaView?id=0873A000000Tti5QAC

  • Q: When is Social Studio End of Renewal? When is Social Studio End of Life?
    A: After August 1, 2022, you will no longer be able to renew Social Studio as a product. You will still have access to Social Studio until the end of your contract date or November 18, 2024 -End of Life- (subject to change), whichever comes first.
  • Email Openers on iOs 15 – no satisfying solution to identify them
  • ×