Dream ole '18 marketing cloud 8 things i wish i had known
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Kerry Townsend shares 8 things they wish they had known when starting with the Salesforce Marketing Cloud. The technology is not built on the Salesforce core and has a different data approach with fewer guide rails. The required skill set includes declarative languages like AMPscript, SQL, HTML and CSS. Support is more dependent on the community than traditional Salesforce products. When organizing for scale, it's important to define terminology, structure folders appropriately, and view the tools as a toolkit. The connector is recommended but may not update all subscribers, and environments require careful management. Releases happen 5 times per year and functionality can be deprecated.
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Dream ole '18 marketing cloud 8 things i wish i had known
- 2. Marketing Cloud: 8 Things I wish I had known Kerry Townsend Assoc. Manager, Accenture |Salesforce MVP @KerryTownsend Barcelona 2018#dreamOle18
- 3. Who and Why? @kerrytownsend, 10 Certs Working with Salesforce 10+ yrs London Marketing Cloud UG Leader Worked in Marketing for 7 yrs “This interests me, I know a bit about this…” Started with MC 18 months ago #dreamOle18
- 4. The 8 Things The Technology The Skill Set The Support Network Organising for Scale #dreamOle18
- 5. The 8 Things (cont.) Environment Management The Connector Releases And Finally… #dreamOle18 “The talk I wish I had seen when I started ”
- 6. · Not built on Core · Different Data Approach · Fewer Guide Rails The Technology Learnings #dreamOle18 · Don’t make assumptions “If in doubt test!” · OK to De-normalise & Replicate Data “Just because you can, doesn’t mean you should” Recommendations
- 7. The Skill Set Learnings · Declarative + AMPscript, SQL, HTML, CSS, Server Side JS · Can’t Ignore Regulation · Marketing is Collaborative #dreamOle18 “I wish I had learnt AMPscript from the start” Jimson Lee · Develop New Skills – Web Course – AMPscript website &book – Email Specialist Class · GDPR, CAN- SPAM + Regional Regulations · Learning Marketing Processes Recommendations
- 8. The Support Network Learnings · MC Specialists · Community is developing · More dependant on Support #dreamOle18 Recommendations · People · Places – Salesforce StackExchange – GIThub – New Trailhead – Join a User Group – MC Office Hours - Friday Eliot Harper Adam Spriggs Jimson Lee
- 9. Organise of Scale Learnings · No default Structure · Not all functionality is appropriate at scale #dreamOle18 · Define Terminology – Contact, Lead, Campaign, Lifecycle, Ad-hoc · Naming/ Folder Structure · Think of as… “Set of Tools in a Toolkit” Recommendations
- 10. Environment Management Learnings · No Developer Orgs · Use Business Units for Dev & Test · No Commercial Deployment Tools #dreamOle18 · Only Company/ Partner Org · Consider Environments Upfront · Plan in Deployment time · Don’t Refresh SF Sandbox · Avoid repointing connection Recommendations
- 11. Releases Learnings · 5 Releases a year · Functionality Deprecated · Whole Org Upgrades #dreamOle18 · Calendar Release Dates · Deploy and Activate before pending Release · Regression Test · Release Notes & Webinar · Plan to refactor Recommendations
- 12. The Connector Learnings · The Connector Recommended · All Subs updates not #dreamOle18 · Don’t make assumptions · Create Automations to update All Subs when: – Email address changes – Email Opt Out change – Lead converts All Subs Recommendations
- 13. Last but not least…
- 14. Future’s Bright! Learnings · Continuously improving · Product Growth · Salesforce Focus · Growth in Digital Marketing #dreamOle18 Recommendations · Get Involved! – There is a skills shortage – Great time to learn – Community is Growing
- 15. Resources Slides bit.ly/8ThingsMC Trailhead · Personalise Customer Journeys with Marketing Cloud https://trailhead.salesforce.com/trails/personalize_customer_journeys_marketing_cloud · Learn Marketing Best Practices https://trailhead.salesforce.com/trails/learn-marketing-best-practices · European Union Privacy Laws Basics https://trailhead.salesforce.com/modules/european-union-privacy-law-basics Courses/ Guides · The Complete Web Developer Course 2.0 https://www.udemy.com/the-complete-web-developer-course-2/learn/v4/content · AMPscript https://ampscript.guide/ · Podcast https://www.salesforce.com/products/marketing-cloud/resources/podcasts/ #dreamOle18
- 16. Q & A Barcelona 2018#dreamOle18
Editor's Notes
- Signpost challenges that I have come across and suggestion some solutions This is a lot of information in this presentation as I want people to learn from my experiences. I have a bit.ly link to the presentation at the end so it there is something that I only touch lightly on them people find me later in the day to talk in more detail. Q Put your hand up if you have or are currently using Marketing Cloud? Q Keep your hand up if you would consider yourself an intermediate of advanced user of the tool? Look around everyone these are the people that you want to connect to. I would like to make this an interactive session so if you have something to add that would benefit the audience please say as we go. Options 4 main topics with 2 sub heading in each one.
- Who am I? Kerry Townsend, Associate Manager at Accenture, I have 10 certification, 5 of which are the Marketing Suite I have worked with Salesforce for over 10ys and worked with in a marketing team for 7 yrs . I have been focusing on Marketing cloud in the last 18 months Co-lead of the London Marketing Cloud User Group, Co-organiser London’s Calling and Surf Force. As for March 18 Salesforce MVP Why am I telling you all this? To give you some context on how I can’t to Marketing Cloud. It is very much with a Salesforce lens/ view point.
- Look for some white icons that illustrate concepts
- The key point is that MC has grown thought acquisition. In practical terms this means that you can’t assume they will behave the same way. Unlike Wave, now Einstein Analytics, the tools that make up Marketing Cloud have not been rebuilt on the Core Platform. This means that it will not behave in the same way. You can’t make assumption about the way things will behave. For example the connector What are the different tools that were bought: BuddyMedia Radian6 Fewer Guide Rail Examples Where to create data extension Email Studio or Contact Builder Bringing data into MC, Data Imports, Salesforce Reports, Data Stream
- Skills and knowledge are different Like SF there is a level of set up that is point and click configuration but APEX and visualforce have no application here. However if you do really want to get the most from the tool you will want to learn AMPscript. What is AMPscript – Marketing Cloud scripting languages allow you to personalize landing pages, create applications, construct cross-channel templates/layouts, and work with messaging functions on the Marketing Cloud platform. When to use server side java script There are regulation in different countries that determine the permission you need before you contact someone and the options they need to withdraw their consent and update their information. Experience with Marketing Delivery are also great skills to have, you will learn there are you go but it will be a very steep curve Recommendations For web course check out Code School or ??? On Udemy https://www.udemy.com/the-complete-web-developer-course-2/learn/v4/content Eliot Sprigs and Code School Course AMP Script Book and Courses
- Unlike Salesforce the community created resources are not as mature. Only in the last years have there been CM MVPs The people with experience in MC are different to those from Salesforce. Some MC customers don’t use Salesforce, although increasingly now it is more likely to be both. This means you need to hunt for the information in different places. The Exacttarget help was separate but has recently been merged. Although this is improving, error messages in MC often just say ‘Please contact support’ with no other information Recommendations For Techincal solutions the stackexchange is best. You would notice that Eliot Harper and Adam Spriggs answer a lot of question on there. List of top 5 answerers. The Success Community is good for more entry level and general capability questions. There is an Office Hours session run by ??? Every firday where he will try and answer your questions on the call or find someone that can and get back to you. These sessions are recorded. Eliot is a co-lead of a Marketing Cloud developer group in AUS. They allow people to join online although the timezone makes it late. There are also code resources on GIThub. When I was looking to understand more about the REST API I found example code on GIThub. Q Does anyone know of any other resources?
- MC have grown organically which means that it wasn’t designed initially with scale in mind. This is important to know if you are application is at an enterprise level. It means that not all the functionality is appropriate for large scale implementation. For example to capture data you have the options of List and Data Extensions however Lists have a limit of 500,000 rows where a List or a Data Extension could for example be an email sending list. ExactTarget stared with only lists but developed Data Extensins when volumes started to grow. Now most of the development focus is on DEs. Another example is transferring data from Salesforce to Marketing Cloud, this used to be only possible via Salesforce Reports and Automated Data Imports but more recently the way to do this a scale is via Data Stream. Assets in MC are organised in folders, although Folders aren’t available every where, for example Journeys. This folder structure can get out of control quickly, especially if there are multiple people creating Assets. Recommendation Agree and define terminology so that everyone has a shared understanding. Agree the naming convention and Structure for Folders and Assets. This makes it easier for people to use the system and reduces duplication and human error. Think of MC as toolkit with a set of tools. There is typically always more then one way to achieve something and it is about selecting the most appropriate tool for the job.
- This has to be the number one asked question. “How do I get a Dev Org” and the answer is you don’t. Partners will have a Org but this will be a shared environment. Sandbox – It is possible to purchase a Sandbox. I have not seen one The strategy I have seen is to used Business Units as lower level environments. Each of these have a cost. The number you require depends on the Multi-Org allows you to link 1 Salesforce org to multiple Business Units so you can connect Production to 1 or multiple Regional or Brand Business Units and then connect to SF sandboxes to individual Business Unit. Top tips, Business Units have a non-trial cost so you want to think and talk about this when you are scoping MC. If you are using Business Units you will only have 1 MC login, access to Business Units is permission based for each login. If you use this strategy all they environments will be upgraded at the same time so there is no opportunity to do regression testing before Production is upgraded. No commercially available deployment tools. This means that deployments are manual Person who develops is best placed to deploy Deployment time needs to factored into Dependences need to be captured and accommodated for in sprint planning.
- MC release 5 times per year in comparison to SF 3 releases. These were on Fridays but have now moved to weekends. I have been in a situation where I have built a Journey in a dev BU and then a release deprecated the entry Source that I was using so I could not deploy it. I had to use and test an new entry source which worked but took additional time that was not planned for. It is also important to know that it is not possible to preview what is coming in the release as all Business Units are on the same server. Recommendations Make sure you know when the releases are. Plan your deployments so they don’t span across releases without out adding time to test. Carry out regression testing post release. Take advantage of the release resources
- The Marketing Cloud Connector is the recommended way to join Salesforce and Marketing Cloud. For some companies this is the only integration they have with Marketing Cloud. The connector gives you the capability but there are key pieces that youhave to build in. Some people make assumptions about how it will work out of the box so I recommend you test all your assumptions. It is important to understand where people can update their contact details and communications preferences across all systems so that information gets updated across systems accordingly. Automations I recommend you consider creating are. Eliot’s book Data Architecture Book
- Since I have been using Marketing Cloud there have been improvements. The information returned to the user is much better, the options available are less confusing, there are some things you don’t have to build in any more. We are seeing a lot more focus on MC and as a partner we are seeing more and more clients using it. The community is growing, the most recent way we have seen this is with the release of the AMPscript guide book. . Recommendations There is a shortage of skills in this area which is ultimately going to slow down growth of adoption. Within our every day lives appropriate, timely and wanted communication has never been more important. Lots of people are finding their way in this new MarTech era, you could be part of how it is shaped.
- MC is a focus for Salesforce There are some great companies that use it