What are the Benefits and costs of real-time communication built with Marketing Cloud Account Engagement (ex Pardot)? Is Account Engagement the tool of choice when it comes to real-time communication and interaction with your clients? In this session, we will take a closer look at 1:1 personalized communication to build with the help of APEX, flows, and of course Account Engagement. The session will cover a description of the solution, specific use cases, learnings from such implementations, and well as the obstacles and limitations you can face once using it from the point of marketing and development. Do not worry we are not talking about a solution that requires lots of months to build and a big team effort. The session is designed for both marketers and developers whereas the solution needs a deep understanding of both worlds. We will speak about marketing and demonstrate the code as well.

1. Real-time communication with Account Engagement
(Pardot). Marketers meet developers
Kristína Tyrlíková & Marek Tyrlík
201 level

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Who we are?
Kristína Tyrlíková
Business Consultant
Enehano Solutions
Marek Tyrlík
Salesforce developer / architect
Enehano Solutions

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Why are you here? :)

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1. Real-time communication
with AE - Pardot.
2. Use case introduction - Interior design studio
3. Business need - Tech solution
● product catalogue
● designs
● personalized offer - email + landing page
● error handling
4. Summary with key learnings
5. Q&A
What are we gonna talk about?

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Real-time:
- communication
- data
- marketing
What is the difference?

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Real-time Communication
● file sharing
● screen sharing
● automatic, live meeting transcription
● team messaging (real-time or near-real-time)
● chat bots
● live customer chat (real-time or near-real-time)
● face to face communication
● mobile
● teleconferencing
● video calling
● video conferencing
● presence
Source:
https://www.techtarget.com/searchunifiedcommunications/definition/real-
time-communications

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Real-time data
● right data delivered at right time to the right systems
Real-time marketing
● focus on delivering information when the end user needs it
Difference
● the speed of data processing and the speed of action taken based on
that data.

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Real-time and Account Engagement
MARKETING
- Scoring and grading
- Engagement Studio and
Automation rules
DATA
- Pardot (AE) - SF sync 2-
5min doc.
- API milliseconds
- focus on prospect
- web, LP, emails, links,
CRM
COMMUNICATION
- email
- cannot use data from
opportunities / custom
objects in
personalization
- sms (not native)
- landing page / sales rep
- notifications

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1. Real-time communication with AE - Pardot.
2. Use case introduction -
Interior design studio
3. Business need - Tech solution
● product catalogue
● designs
● personalized offer - email + landing page
● error handling
4. Summary with key learnings
5. Q&A
What are we gonna talk about?

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- business: manufacturer of interior furniture with
interior design studio
- clients: companies that own/rent offices and
want to create modern working space for their
employees and co-working spaces
- one client can own multiple office spaces
(Prague, Brno, Bratislava)
- team: sales rep + marketer + developer
- tools: Sales Cloud + Account Engagement

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1. Real-time communication with AE - Pardot.
2. Use case introduction - Interior design studio
3. Business need - Tech
solution
● product catalogue
● designs
● personalized offer - email + landing page
● error handling
4. Summary with key learnings
5. Q&A
What are we gonna talk about?

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Meet Susan
- owner of offices in Prague and Brno
- wants to redesign them
- eager to explore design possibilities
- she is actively looking for an interior
design studio
- she called to our sales rep.
- THINK

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Goals of marketer and B2B sales rep.
- convert to a customer
- get to know her desires, needs and
preferences as well as budget > build a
relationship
- persuade Susan that we are reliable partner
- impress her with our designs to gain
credibility > catalogue

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Channels & metrics
- email send from sales rep
- OR, CTR - pdf download
- pdf download > create task to assigned user
- meeting scheduled > change stage of opp.

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Processes in Pardot (AE)
- catalogue saved in Pardot files
- ensure all variable fields exists
- Email template build in Classic Email
Builder. Why not Lightning?
- cannot use dynamic content or snippets
- isn’t any API support
- create contact > account > opportunity > Send
quote button

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Screen flow
Subflows
EmailMessage
record
Apex
callout to pardot

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Marketer:
1. Define the goal of the use case with B2B sales rep
2. Prepare Email Template
Developer:
1. Create ReadyToSend EmailMessage
2. Process EmailMessage to Pardot
3. Update EmailMessage with HTML/Text body and Subject

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1. Real-time communication with AE - Pardot.
2. Use case introduction - Interior design studio
3. Business need - Tech
solution
● product catalogue
● designs
● personalized offer - email + landing page
● error handling
4. Summary with key learnings
5. Q&A
What are we gonna talk about?

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Susan met our sales rep.
- downloaded the catalogue
- scheduled meeting in her office space
- preferes industrial and rustic design
- price range 25-30k EUR
- THINK/DO
Follow up > send design ideas in Susan's
prefered style and budget

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Goals, channels and metrics
- Susan will want specific price proposal
- impress Susan with design and
personalised communication. Move to DO
phase.
- email and sales rep
- OR, downloaded PDF > task sales rep

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Studio works on follow-up
- sales rep will create quote under
opportunity with specified design style
- designers prepare visuals in specific budget
range (Blueprint)
- upload them as PDF to quote
- sales rep validates it and wants to send an
email to Susan

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1. Real-time communication with AE - Pardot.
2. Use case introduction - Interior design studio
3. Business need - Tech
solution
● product catalogue
● designs
● personalized offer - email + landing
page
● error handling
4. Summary with key learnings
5. Q&A
What are we gonna talk about?

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Susan requested detailed price proposal
- Susan liked our visuals
- chose 2 of them
- requested a price proposal
- price proposal includes specific furniture,
materials used and price
- DO

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Goals, channels and metrics
- close the opportunity
- Susan will place an order
- email, landing page, personal contact
- OR, CTR, LP views, order placed, form
filled

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Custom fields
- prospect based
- cannot use fields from opportunities in
personalization
- opportunity will sync if it has a contact
role assigned
- one client can have more opportunities
with more quotes

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Marketer
1. Create Email Template, dynamic content and use variables in a PDF link
2. Create custom fields
Developer
1. Create field-value map in flow
{“fieldName”: ”value” , ”fieldName2”: ”value2”}
2. Save map to EmailMessage
3. Update/create prospect in pardot with values before sending

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Email template
2 quotes for 1 opportunity 1 quote per opportunity

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Email template

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Landing page
- Layout template with specified CSS
- Form with completion action >
create a task and notify assigned
user
- Landing page using both above
- javascript for personalisation and
hiding required email field in a form

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Landing page
- Javascript: that help us to parse data from URL link to
specific sections of the landing page as well as hide email in
form.
- dynamic content: at form or at the landing page (only
classic landing page). The issue is that is error prone.
Personalisation based on only one attribute.

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Marketer
1. be sure your data model is suitable for the use case
2. think about the complexity - content and journey
3. skillset - start easy and work on developments
Developer
1. Use Prospect flat structure for limit child record
2. Format values with formula fields

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1. Real-time communication with AE - Pardot.
2. Use case introduction - Interior design studio
3. Business need - Tech
solution
● product catalogue
● designs
● personalized offer - email + landing page
● error handling
4. Summary with key learnings
5. Q&A
What are we gonna talk about?

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Notify sales rep if email was not send
- not delivered emails
- explain why
- provide suggestion what they should do
next

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• Un-authorized
-> do not change password :)
• Multiple prospects with the same email
-> send to first one… or the last one?
-> just to notify user
• Read timeout
-> req.setTimeout(60000); //0-12000
• Too many concurrent requests
-> make less :-/
• Other EmailMessage.ErrorMessage
-> send notification after record update to FailedToSend
• Prospect not mailable
-> handle it before save (pi__pardot_hard_bounced__c)
?!

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1. Prevent error in sending before EmailMessage
creation

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Summary
Fast and easy way to send real-time personalized email to clients if business case
allows you.
- Quick and simple way to send emails with real-time data
- 2 people to implement, MVP in 5MD from scratch
- Be aware of reporting issues - do not see data in Engagement History reports

72. Thank you