Don't Let the Wrong Marketing Automation Solution Stunt Your Growth
Putting the Pieces Together - TargetX and Marketing Cloud
1. Putting the Pieces Together – TargetX & The Salesforce Marketing Cloud
The University of Houston, C. T. Bauer College of Business,
Graduate & Professional Programs
2. Introductions
Lenay Johnson
Assistant Director of Full Time Admissions, Trail
Rider with the World’s Biggest Family
Megan London
Marketing Coordinator, Border Collie Owner and Best
Dancer in Bauer GPP Department*
*also fluent in sarcasm
3. 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.
4. 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
5. Implementation Timelines
• 2 Year Purchase Process
• 4 month implementation of CRM
• SFMC timeline hard to determine
6. 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
7. Houston We Have a Problem
• Decentralization of Consultants
• Overall Ease of Use
• Email Templates
• Reports & Additional Fields in TargetX
• Data Integration
8. 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 with
your implementation goals/outcomes.
9. 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”
10. 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
11. 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
12. 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 Infographic
2. Hubspot – Various Downloadable Guides
3. SF Marketing Cloud – Exacttarget Glossary
