Presentation from Salesforce.org Higher Ed Summit 2018 by: Jennifer Mick, Associate Director, CRM - Executive Education IT Harvard Business School Executive Education was determined from day one to capitalize on our new Sales Cloud in order to create highly targeted audiences. Our Marketing Cloud journey has taken us through Data Imports, AMPScript, Journey Builder and Cloud Pages with several twists along the way. We will share how these features, backed by Sales Cloud data, help us to create impactful campaigns, dynamic email content and personalized landing pages. Watch a recording of this presentation: https://youtu.be/rjn5WKcOe64

1. A Tale of Two Clouds: Powering the
Marketing Cloud at Harvard Business
School
Jennifer Mick, Associate Director, CRM – Executive Education IT
Salesforce Application Architect
Marketing Cloud Consultant and Email Specialist

2. Harvard Business School Executive Education
125+ Programs (some running several times)
189 HBS faculty taught in ExEd
278 Program weeks
10,000+ Participants (66% international)
200+ Salesforce users (ExEd Staff, IT and others)

3. Comprehensive Leadership Programs CLP
Varied formats include 4-9 weeks on campus + distance learning
Over 100 Distinct Program Offerings
FOCUSEDFocused Open Enrollment Programs
Generally 3 – 5 days in duration
CUSTOMPrograms Designed for Individual Companies/Associations
Generally 1 week in length
GLOBALGlobal Programs
Generally 1 week in length or 3-4 weeks modular; most held in China
& India
Comprehensive Leadership Programs CLP
Varied formats include 4-9 weeks on campus + distance learning
FOCUSEDFocused Open Enrollment Programs
Generally 3 – 5 days in duration
CUSTOMPrograms Designed for Individual Companies/Associations
Generally 1 week in length
73 Programs
86 Iterations
GLOBALGlobal Programs
Generally 1 week in length or 3-4 weeks modular; most held in China
& India
11 Programs
11 Iterations
4 Programs
11 Iterations
48 Programs
59 Iterations

4. “It was the best of times, it was the
worst of times

5. Sales Cloud
884K Contacts
327K Applications
250K Participants
850K Inbound Activities (Unique Inquiries)
4 Business Units
680K-1.1M Emails per Month
11.1M Emails FY17
460K Subscribers
Marketing Cloud

6. Weekly Newsletters

7. Web Forms

8. Event Registration Journey

9. Import CRM Data

10. CRM Data
Extensions

11. Create Segments using SQL Queries

12. Sales
Cloud
Marketing
Cloud
How It All Fits Together
Inquiries
Applicant
Alumni

13. Dynamic Email Content
Journey Builder
Cloud Pages

14. www.exed.hbs.edu
Jenn Mick - jmick@hbs.edu

16. Demonstration Screenshots

17. Program Record in Sales Cloud

18. Marketing Cloud Asset Fields

19. Program Data Extension

20. Subscriber Sendable Data Extensions

21. Individual Program Email Template

22. AMPScript

23. Final Email

24. Final Email

25. Application Record