6. A story about crawling, walking & running
Salesforce Personalization
robin.bosmans@cx-expertise.be
Robin Bosmans, Marketing Automation Expert @ CX-Expertise
7. ABOUT MYSELF
• Marketing Automation
Expert @ CX-Expertise
• 8 years of experience in
Marketing Automation
• Specialized in Salesforce
Marketing Cloud & Account
Engagement
• 4.5 years @ Engie
11. IMPLEMENTATION
Implementation started in January 2021
• First big one in the Benelux
• Implementation done by Salesforce in close collaboration with key stakeholders at Engie
• Use cases defined (low – medium – high)
Kick off
Discovery
phase
Design &
Build
Deploy,
UAT &
Enablement
GO LIVE MID
OF 2021
12. POST GO LIVE ISSUES
• Strong organizational changes within Engie
• Agile way of working with Squads and Chapters
• No real business ownership on the implemented campaigns
• Corona crisis
• Some key people from the initial project team left Engie (both internal and external)
13. POST GO LIVE ISSUES
• Integration gap between Salesforce Marketing Cloud & Personalization
• Different languages
• Scattered documentation and resources
• Not yet focused on the integration part
14. SITUATION
• Use cases kept running but weren’t optimized
• Really basic things
• Personalization was barely used by business
• No ROI generated with the tool
16. • Inspiration sessions about Personalization towards Marketing chapter
• Showing the power of Personalization
• Potential use cases
• Brainstorm sessions with individual squads
ACTION PLAN
Everyone saw the potential of Personalization
but it was really difficult for business to think out
of the box to come up with solid business use
cases.
17. • Focus on data capture (CDP approach)
ACTION PLAN
18. The use of Personalization became part of their campaign strategy
• More ‘advanced’ use cases went live
• Results were analyzed
• Optimizations were done
THE SHIFT
20. • Energy Market was under extreme pressure (2022)
• Cost structure Personalization =
• License cost + Monthly Unique Visitors + Named Individual Profiles (NIP)
• NIP volume increased drastically
• Deleting NIP without visit for the last 90 days to stay under our limit
• Single shot campaigns
THE SHIFT ISSUES
Make sure to make future
estimations on expected NIPs!
26. • More clicks generated with the new component
• Long term campaign
• One topic performed very well: ‘Steunmaatregelen overheid’
• Default topic scored better than personalized topics ☹
• New Fixed Price
HOMEPAGE EXPERIMENT RESULTS
The energy market was still very turbulent …
27. NEXT BEST PRODUCT EXPERIMENT
Next Best Product already existed at Engie but we faced some issues
• Certain zones in the customer area
• Use of outdated propensity scores
• Copy wasn’t updated anymore for the last 4 years
• No evaluation on results
• No A/B testing on the actual content
• No possibility to extend it with other product key messages (Engie Smart App)
28. NEXT BEST PRODUCT EXPERIMENT
Solving the issues with Personalization
• Migrate NBP blocks to Personalization
• Enable fresh propensity scores to show
relevant messages
• Be more in control of the content
• Result evaluation once a month with
business stakeholders
• NBP blocks can be used for additional
products and communications
32. • Always on campaign
• Experiences on real time data
• Flexibility
• A/B testing
• Copy changes
• Product changes
• Direct product conversions
NEXT BEST PRODUCT EXPERIMENT RESULTS
2 % Overall Conversion
Rate
34. • Recently launched Salesforce products come with extra challenges
• Don’t underestimate the need for change management
• User adoption is key
• Success and Failure attribution is not always straightforward
• Start with basic use cases (trial & error)
• Analyze & Optimize
• Aim for always on campaigns
• Be the inspirator
• Never give up!
KEY TAKE AWAYS
35.
36.
37. Key significant learnings from ENGIE after
5+ years of working with SFMC
Belgian Salesforce Marketing Cloud SF Office Event
March 13, 2024
ssjsdocs.xyz | ampscript.xyz | (in) ivanrazine
Ivan Razine, TA, Marketing Champion, Community Group Leader, author
38. Statement under the Private Securities Litigation Reform Act of 1995
Forward-Looking Statement
(in) Mounir Nejjai
39. About me
• Salesforce Marketing Champion
• Salesforce Community Group Leader
• Author of ampscript.xyz and ssjsdocs.xyz
• Webinar special guest for CloudKettle (Canada),
HowToSFMC and Salesforce Marketer Bootcamp
(Singapore & USA)
• Top Salesforce Marketing Cloud influencer blogger by
The Drip (fka SalesforceBen)
• Developer, web & graphic designer, email specialist
I’m that guy behind that thing
Ivan Razine
Technical Analyst
@ENGIE
40. How big is the Marketing Cloud
implementation @ENGIE Electrabel?
41. How big is our SFMC implementation?
2600+ template-
based emails
3694 data
extensions
96M+ emails sent
last 12 months
3M+ SMS sent last
12 months
400+ active
Triggered Send
Definitions
485* cloud pages
1550 active
automations
80 registered
SFMC users
45. How did we solve these issues?
Way of working
Implementing Agile
methodology vs « Busy
Bee »
Sharepoint
documentation &
DevOps wikis
Improving hiring
practices & manage
expectations
Knowledge sharing,
trainings & T-shaping
POCs, AB testing and
workshops
(understanding the need
first)
Working groups for
tackling specific topics
(eg Governance, Data-
driven)
Rethinking and
improving existing
processes and
implementations
Breaking down epics in
features and user stories
(divide-and-conquer)
46.
47.
48.
49.
50. Technical solutions
How did we solve these issues?
One click deeplink, no
« view in browser » link
Automate everything as
much as possible (eg
bounce management)
E2E testing, test cases &
regression testing
PowerBI/GA for data
analysis & visualisation
vs Intelligence
Improve communication
with Business (eg specs,
user stories,
communication board)
Universal Form Handler
for Cloud Pages
Smart email templates
Custom apps in SSJS
and Node.js
60. What issues are we still facing today?
Men @ work
KNOWLEDGE
SILOS (20+
PEOPLE
WORKING WITH
SFMC)
DATA SANITY,
HARMONISATION
& MAPPING
LEGACY
PLATFORMS,
TOOLS &
INTEGRATIONS
AUTONOMY &
ONBOARDING
(BE CURIOUS)
TAKE
ADVANTAGE OF
NEW FEATURES
GDPR RTA/RTF
AUTOMATION
PERSONALIZATI
ON
GOVERNANCE
AND USE CASES
TEST EVIDENCE
WOW
SFMC API
LIMITATIONS
