This document discusses Marketing Cloud Connector, which provides an integration between Salesforce Marketing Cloud and Salesforce Sales Cloud/Service Cloud. It allows for: - Synchronizing data between the clouds for a single customer view - Enabling sales and service teams to leverage marketing automation capabilities - Building seamless customer journeys across marketing, sales, and service through features like dynamic email previews and Salesforce-triggered emails The presentation outlines the connector's current capabilities and roadmap, including simplified configuration, use of the Salesforce connected app, and enabling journeys with sales/service activities. The goal is to break down data and system silos for more unified, relevant 1:1 customer experiences.

1. Marketing Cloud Connector
Partner Enablement
Karalee Slayton- Principal Product Marketing Manager
Marketing Cloud Integrations & Journey Builder
kslayton@salesforce.com
Twitter: @Cablemaven

2. Safe Harbor
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3. Connected
Customers
Community
Product
Mktg.
App
Online
Events
Sales
Retail
Care
Customers Expect Unified & Relevant 1:1 Experiences

4. The Lines are Blurring
​ Between Marketing, Sales & Service

5. Connecting the Clouds

6. Marketing Cloud Integration Points
Email
Social Studio
Social Customer Care
MobileConnect (SMS) Pilot Pilot
Journey Builder Pilot Pilot
Predictive Intelligence BETA
Social Lead Gen BETA
Marketing
Cloud
Connector

7. A Decade of Integration
2,500+
Integrated clients since 2005
April 2014
New integration version for all clients
2005 2007 2011 20152009 2013

8. Sales Use Case

9. Mary Marketer
​ Logs into MC and check
status of ongoing work
​ Create new invitation email from
template with landing page
​ A/B test
​ Inbox Preview
​ Approvals Process
​ Reporting insight
Marketing & Sales
Freddie Field/Sam Sales
• Logs into SFDC and check
status of ongoing work
• Initiate email send from pre
approved marketing emails
• Schedule the send
• Reporting insight

10. Mary Marketer
Key Challenges:
• Lack of time given volumes of messages and tasks
• Tight on resources and skillsets (strategy, design, technical
deployment)
• Usability and speed of current application
• Limited to no visibility into performance

11. Mary Marketer
Focused on:
• Track the unknown to known individual
• Log in and check status of ongoing work
• View Contact model and Preference center
• Build email campaign-’CertainTeed Event Campaign’
today
• Identify ‘the who’- the person(s) – Audience
• Identify ‘the what’ – the email & landing content
• Preview the look and feel in design stage/inbox preview
• Set up a quick A/B test
• QA the work & schedule ‘the when’
• Triggers & Journeys
• Reporting insight

12. Freddie Field
Key Challenges:
• Interacts with prospects/customer while on the go
• Limited & fragmented to no visibility into various
communications this lead / customer has received to date
• Tight on resources and skillsets
• Usability of current manual process

13. Freddie Field
Focused on:
• Log in and check status of ongoing work
• View Contact record and see full history of engagement
• Access Marketing Cloud Tab
• Identify ‘the who’- the person(s) – report and/or campaign
• Identify ‘the what’ – the email content
• Set up a quick A/B test
• QA the work & schedule ‘the when’
• Reporting insights

14. • Leverage a single view of the contact/lead across sales, marketing, and service
• Build a seamless bi-directional experience between sales and marketing
• Work together where it matters most to ensure consistent branding, messaging, and ultimately extend
customer engagement
• Leverage role based visibility into the success of your campaigns and insight into emerging trends
With Marketing Cloud Connector you can…

15. • Direct access to Salesforce segmentation data
• And the ability to have easy access to all that
Salesforce CRM data in the Marketing Cloud
• Simplify data management, and build a single
view of the customer
• Enable the Sales team to be their own mini
marketing departments
• Ensure consistent branding and messaging
across the sales team to create more relevant,
data-driven messages
Marketing Cloud + Sales Cloud
Breaking down the silos to build and manage 1:1 customer journeys

16. Marketing Cloud Connector Features
Basic overview of the features available with the Connector today

17. How Does it Work?
Lead or
Contact
Campaign
or Report
Marketing
Cloud
Email Internet
Service
Provider (ISP)
Subscriber Takes
Action
(Open, Click, Bounce,
Forward to Friends,
Marketing Cloudc.)
Engagement Data Added
Directly to Salesforce
(Open, Click, Bounce,
Forward to Friends, Marketing Cloudc.)

18. A Seamless Experience
• Drive targeted and relevant messages
using Salesforce as your CRM system of
record
• Simple data connection model
• Complete view in Salesforce
• Simplify Data Management
• Drive targeted and relevant messages
• Bridge the gap between, Sales,
Service and Marketing

19. Capabilities Today
Send & Preview MC Emails
Run A/B Tests Leverage Email Analytics
Segment Data
Marketing Automation

20. • Automatically import your Salesforce data
into a Salesforce Data Extension in the
Marketing Cloud, segment that data in
Marketing Cloud, send from the Marketing
Cloud and have tracking information sent
back to those Salesforce Contacts and
Leads.
• Great convenience for customers who work
primarily in the Marketing Cloud but
collaborate across the clouds.
Salesforce Data Extension

21. Send messages at the right time:
• Salesforce users will be able to quickly
automated email messages
• Trigger based on actions and field changes
that occur in Salesforce Contact or Lead
Record
​ Possible Use Cases
• New Customer Welcome
• New purchase confirmation / thank you
• Generate an internal notification based on a Lead or
Customer record change
• Send more targeted, relevant emails based on Contact
or Lead interactions
Salesforce Triggered Emails

22. • Generate an email preview when defining
your email send
• Select from Static (with AMPScript) or
Dynamic preview (fully rendered)
• Select a contact or lead to preview in the
email
Dynamic Send Preview

23. Roadmap: The Packaged Integration

24. Simplified
Configuration Process
Guided first time user experience
Automated configuration steps to reduce
manual effort
Streamlined documentation

25. Salesforce Connected App
​ Trusted App Exchange Package
• Seamless log-on and password update
experiences
• Leveraged to raise API limits

26. • Create or update Leads and Contacts
• Message account owners based on journey
activity of their customers
• Create tasks and events for follow through
A marketer can utilize journey interactions
to trigger specific Salesforce Activities:
• Lead
• Contact
• Account
• Task
• Case
• Add Member to Campaign
• Custom Objects
Journey Builder
​ Sales & Service Activities
PILOT

27. Native Journeys with Sales and Service Clouds
Sales & Service Events
in Journey Builder
Sales & Service Activities
in Journey Builder

28. • First ever integration of Mobile Connect and
Salesforce.
• Send SMS messages to leads, contacts or
segment with reports and campaigns.
• Looking for Pilot customers now
​ Needs to have Integration v5
​ Needs to have Mobile Connect
Mobile Sending (SMS)
PILOT

29. Marketing Cloud Connector – Multi-Org
Salesforce Org A Enterprise 2.0
Business Unit 1
Salesforce Org B
Salesforce Org C
Business Unit 2
​ Liberate the Business Unit!

30. Where we are headed

31. Every Channel
1-to-1 emails, SMS/MMS, Push-Notifications, Social
Media, Advertisements and Website content
Smarter Campaigns
Predictive and personalized content and product
recommendations
Everywhere Your Customers Are
Mobile, Desktop, Apple Watch, Car, Kiosk, In-Store
Display or any connected device
Introducing: Marketing Cloud Connect (GA in October)
​ Build 1-to-1 Customer Journeys for Sales, Service, Marketing, Community, Analytics,
Apps and IoT
MARKETING CLOUDWHY MARKETERS COME TO DREAMFORCE

32. Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Mobile Opt-inDownload App
Contact Customer
Support
Evangelize on
Facebook
Support Issue
Resolved
First Purchase
Customers are on a journey with brands
MARKETING CLOUDWHY MARKETERS CARE

33. One platform to manage the customer journey
MARKETING CLOUDWHY MARKETERS CARE

34. ​ Marketing, sales & service collaboration
to improve customer experience
​ 360 degree view from sales to onboarding
to customer service
​ Personalized emails based on behavior
& interests
​ Increases in productivity & customer
satisfaction
1-to-1 Customer Journeys at Fleetcor
MARKETING CLOUDNEXT GEN JOURNEY BUILDER

35. “Real-time data is crucial to
providing the right message
at the right time.”
Needed solution for marketing, sales, and service collaboration to improve customer experience
Leverages Salesforce from the sales cycle to onboarding customers to service needs, creating a 360-
degree view of customers
Sends personalized emails based on previous behavior and identified interests
Seeing increases in productivity and customer satisfaction
FLEETCOR Fuels Integrated Customer Journeys
Pamela Coan, Director of Customer Marketing, FLEETCOR

36. Synchronize Any Sales & Service Cloud Data
Select the Salesforce
data you want to sync to
the Marketing Cloud
Ongoing, real-time
synchronization keeps the
Marketing Cloud up to date
Use any Marketing Cloud
application or tool in with your
Salesforce Data

37. Disconnected
experience equals
dissatisfaction
Seamless experiences
that drive satisfaction
Onboard & Support with 1 to 1 journeys
Customer
Success
MARKETING CLOUDNEXT GEN JOURNEY BUILDER

38. • Easy access to data to drive more relevant messages
• Easy access to Marketing Cloud technologies from within Salesforce Sales & Service Clouds
• Bridge the gap between marketing and sales and Service
• Branding standards and consistency
across the entire organization
• Marketing’s opportunity to show ROI
Why Clients Want the Integration

39. Common Questions
1 Do you support Custom Objects?
YES if you’re using them for segmentation
YES if you’re using them for personalization
NOT YET if you’re sending to them as a Person & require tracking
2 Do I need MC User Licenses?
YES if the user wants to send emails
NO if the user wants to view tracking data
Don’t forget to leverage scope by user
3 Why am I running into API issues?
The Marketing Cloud Connector uses API calls during many
processes which contribute to their API limit. Reach out to Core to
see if a limit-raise is possible. Becoming a Connected App is on our
roadmap, and will allow us to raise limits.
4 Why are my sends failing?
Do your reports have a ContactID or LeadID populated? All reports
must have one of these fields.
5
Why are emails getting sent to old/
wrong email address?
Updates to email address in Salesforce do not automatically update
the email address in MC’s All Subscribers. Using the
EMAIL_DATA_SOURCE Business Rule is the current solution, but a
more permanent solution is on our roadmap.

40. Thank you