Good morning! Thank you so much
for joining us today! There are some handouts on the go to webinar control
panel if you want to print those out take some notes along the way. They are
there for you but I will also be sending you the slides after the webinar. This
is Getting Started with Marketing Automation. My name is Jessie Rymph, I'm a Success Content Specialist at salesforce.org. That means I write and deliver
webinars like this one just for nonprofits. I've been a Salesforce Administrator I realized for nine years now that it's 2019 mostly in the
nonprofit sector but also in higher ed and corporate settings.
I joined salesforce.org last summer. I am joined today I'm very excited to have
Kate Elliot and Natalie Vaynberg with me today. Kate also joined .org when I
did last summer but she's been in Marketing Cloud. For a while she was a
Marketing Cloud Partner before that and did marketing cloud implementations for
Nonprofits Higher Ed K-12. She's also been a Salesforce Administrator. Natalie joined my team recently but she used to work for Pardot for two and a half years. She was on salesforce.com working for the Pardot. She is Pardot specialist and product consultant certified. Prior to that, she used Pardot in Higher Ed settings. They are here today to answer your questions Just so you know you should base your purchasing decisions only on products and services that are currently
available. Not on any forward-looking statements we might make about products
that are still in development. This webinar is in the series "Getting Started with Engagement for Nonprofits." In the first three webinars, we focused on
standard Salesforce and Nonprofit Success Pack capabilities.
By which I
mean actions you can take in Salesforce today without adding any additional
tools or costs. In the first webinar we talked about the many ways to send
email through Salesforce that recording is available for you to watch
now. Natalie will post the link to the whole series which is here. On that link you can find all the recordings to all these previous
sessions and find how to sign up for the next sessions. At the beginning of the year, I talked all about campaigns for nonprofits and that's been a really
popular session. You can watch that YouTube video you learn about campaigns. Then last month I looked at some of the great features of the Nonprofit Success Pack which are engagement plans and levels.
We did some automatic engagement plans scoring which was cool. Last month we considered installing
apps from the App Exchange. talked to some nonprofit customers about campaign
monitor for mass email and phone to action for advocacy. That YouTube video is also available. Today is the fifth webinar in this series and we're going to explore marketing automation. Then the last webinar in the series is community cloud, that'll be on April 30th.
Salesforce communities helped create momentum behind your cause and deepen engagement with your members, staff, clients, and supporters. Salesforce
provides easy-to-use tools to configure your community with just a few clicks. It takes a strategic approach and a lot of love to implement and run a thriving community. For the final webinar in this series we'll talk through the considerations of adding a salesforce community, specifically for
a relationship building. I will share the link with you on how to
register for that webinar. thank you Our goals and agenda today, we want to define marketing automation and explore how it can help you meet your engagement goals. I'll talk about a few types of marketing automation but
will primarily be focused on automated emails. I'll show you what you can do
with marketing automation for emails with just salesforce.com as you have it
right now no other tools at it on. We'll look at three sample organizations
and help them consider marketing automation tools. Then we will dig in to
the features of Pardot and Marketing Cloud.
Before we talk about marketing
automation let's just make clear what what is plain old marketing. Marketing you might already be doing that isn't marketing automation. Mass email on
its own great marketing tool but doesn't count as marketing automation unless you
build in automation to it. Social media scheduling, scheduling is
different from automating. If you had a blog post that was set up to automatically post a tweet every time it was a new blog post that would be
automating. Just scheduling your social media in advance is very helpful
but doesn't count as marketing automation. My goal with this slide is just to burst everyone's bubble they think, "Oh
I'm already doing marketing automation." right? Well if you have forms, forms are a great marketing tool. People can sign up to receive your communications right but it doesn't count as marketing automation unless something automatically happens afterward.
Hopefully, they get an email you know
confirming that they signed up that would be a great animation to add on. Digital ads they're ubiquitous great marketing tool but not marketing
automation. Unless I suppose you could add some marketing automation personalization to the ad. Let's make the leap to talking about marketing
automation. Think of it like a supplement your existing marketing
program it can make your marketing team seem bigger like there's an extra person
on your team. They are working in the background engaging constituents while
you focus on other efforts. Some examples you could have an email that
grows goes out every day to the group of people who attended a tour yesterday and
that can be set up. What happens automatically dynamically that group
will just update every day and send it out without you having to think about it
A great feature of marketing automation that we'll talk about today
is scoring leads based on how interested they are in your organization and how
interested you are in them. Another great example is listening for social media. Searching the whole social media world out there and seeing
when people are talking about your organization. That is a great marketing automation feature but why is any of this important? Well you are doing
critical life-changing work that the world needs and of course that should
speak for itself right? Each person who reads your generic
e-newsletter should understand how important the work is and feel compelled
Well from extensive marketing research we know that 65% of donors
would give more if we personalized our messages to them. With marketing automation, you offer your constituents a better experience which drives them to
return to your website repeatedly and share with friends. Marketing automation
can help you identify and build relationships with more potential major
donors. Ultimately this all leads to raising more money increasing
volunteerism and better serving your mission. A few more examples of marketing automation personalized content this would be on your website or
an email specific to the what that person wants to see. This ad has been
personalized for me with my name and my location and personalized because anyone
is following me around on the web they can see I am looking at puppies a lot, maybe thinking about getting one. I would be tempted by this personalized ad
but personalized content you should if you're doing this to a little bit of
Not enough to be creepy there's a fine line between someone seeing
something and saying oh that's helpful that is related to what I'm interested
in versus ooh they know a lot about me
right. Just keep that in mind don't be creepy. Advanced drip campaigns are the perfect example of marketing automation it's like laying out a choose your own
adventure book for your constituent. When they reach a decision point you set up
what happens next based on the action they take. Each campaign should have a goal that you're working towards. Each step along the way is a call to action to further develop your relationship. Let's look at this scenario here. The ultimate goal The ultimate goal is to get Astro to opt-in to a text message. We're starting out though luring Astro by asking them to sign up to get a sticker. Then we're gonna send an email and the sticker. The next part
is waiting a little bit and then asking did they open our email.
If they did we
will ask them to opt-in for text if they did opt-in to text we'll send them a
text message. If they did not open our email we can send that email again with
a new subject because we know they didn't read it the first time. All of this is driving towards this one goal with specific actions. Then we're reacting based on what they do and you can using Salesforce workflow actually
sit set up a very simple drip campaign. Let's look at this example that I'm going to show you how to build out with workflow. If this whole example is about volunteering and getting someone to attend a volunteer
event that's our ultimate goal.
Astro is gonna sign up on our website with a
volunteer interest. We'll send them an email, wait four days. Then another email asking them to volunteer. If they sign up to volunteer from that email
they'll get an automatic thank you. Then three days before that volunteer event they signed up for I will send them an event reminder with some details
on what they should bring, where they should park, things like that. If they did
not sign up to volunteer we'll wait three days and send them
another reminder email.
This can all be done in Salesforce. I'm going to show you how to do that. This drip campaign is built using workflow
and assuming you have Volunteers for Salesforce Package installed. If you
have the Nonprofit Success Pack trial a lot of that comes or that comes with the
with Volunteers for Salesforce. if you don't have it you can install it from the App Exchange for free. A great tool for managing your volunteers. I'm going to my setup menu I went there from the gear here. I'm looking for workflow rules. There are a lot of workflow rules that came out of the box with the Volunteers for Salesforce
package. You can see that because they have this little arrow next to it
that means it came with this package. I've made my own volunteer drip campaign
to start with here. Open this up, this workflow rule is saying
it's going to fire when a lead record is created.
It's looking for a lead record whose volunteer status equals perspective. I've set up a form on my website that is asking people to volunteer. when they are interested
in volunteering its updating their volunteer status to perspective. I've
set that up that's really easy to set up a very simple form in Salesforce using a
web-to-lead form. I show you how to do that in the first webinar in this series. Using my web-to-lead form that will automatically come into my website
or come into my Salesforce database and mark this volunteer services perspective. I have to do a little more configuration to get it to work
with the volunteer status here.
I don't want to lead you astray there. Nothing happens immediately with my workflow actions when that new lead
comes in because I also have lead auto response rules set up. When a new lead
comes in based on what type of lead it is it's gonna get an automatic response already. That's the first part of my drip campaign my immediate response then four days later. Four days after this lead was created with a volunteer status
of prospective I'm going to send them an email alert
which is my first volunteer nudge. That's encouraging them to volunteer. This email is only going this fire if their volunteer status still equals perspective. Anyone who signs up for a volunteer event gets a new status. They wouldn't meet the criteria and the email would not go out in four days same
with my seven days after the rule date.
This is seven days after they were created if they still are a perspective they'll get this second nudge. You might be wondering why we're looking at workflow rules most
Salesforce automation now is done in process builder that's our newer automation tool or even inflow. Workflow rules are excellent for time-dependent workflow actions. I would highly recommend you use workflow rules
to set up these emails that go out based on time and that's because of time-based
workflow. I'm going to click on that here and just hit my search and here I can
see all of the emails that have been scheduled to go out based on workflow rules I've set up. If I've accidentally fired off this workflow I
can go in find the lead that I don't want it to go out to and delete it. I can see everything I have scheduled out here through my different
workflow rules. With process builder it's more difficult to find these emails
that are scheduled and delete them. This is much easier in workflow, that's why I am recommending it.
Then the next part of our drip campaign going back to our workflow rules is what happens when they sign up
for an event. When a volunteer signs up this is a workflow rule that comes
with the Volunteers for Salesforce package. You just have to modify the email alert to say exactly what you wanted to say. It already has built-in personalization their name, what the event is that they signed up
for, that's a great already built-in workflow rule. Another one that I
want to modify here is my volunteer hours reminder.
This is the email when their volunteer shift comes up. This comes in saying clone this
template. This came with the package. I've cloned it here and it comes
with this really complicated formula that I don't really need to understand. I
just need to know it means send a contact and email reminding them of
their upcoming job shift. I've set this up three days before my
start date. I can send them this reminder email. Very helpful, thank you to
Volunteers for Salesforce for including all of these excellent examples of how
to set up a drip campaign. Using those ideas going in looking at the emails set
up through Volunteers for Salesforce you could set up your own simple drip
campaign using those same principles of a few days after something happens or a
few days before something else happens.
This helpful way to set up you know again a basic drip campaign just on your own now. For doing that and I recommend workflow not process builder because you can find those emails and
delete them. If you make a mistake, which is huge, it's very helpful volunteers for
Salesforce has the email setup. Let's talk about limitations if someone signs up as a lead because they are interested in volunteering but they're already a contact in your database. This is not going to catch that they're going to be sent the same email again as if you've never seen them
before. That's a limitation and there's no unsubscribe link built into
workflow emails. Watch my first webinar in this series on email here's
the link here sfdc.co/Engagement where I talk you through adding an
unsubscribe link. How to be very careful when setting up
You can do it but just be really careful with it. Let's look at three sample organizations, while we learn more about Marketing Cloud and Pardot. Today think about which of these Orgs you think would be a good fit for which
product, maybe write down for yourself. I think Org one is marketing cloud or whatever your guesses are. Then we'll see at the end what you learned. Our first org is Wilderness Explorers. Their mission is to maintain safe and beautiful trails in remote preserves.
Wilderness Explorers has three marketing goals increased volunteerism nationwide, increase return
volunteers, and acquire new donors. This is a huge organization thousands of
people on staff with a marketing team a large enterprise system. Connected with other software and they're hoping to go live with their new marketing tool
minimum of six months. They're working with a consulting partner. Make your guesses to yourself now, what marketing tool if you have any clues might work for them? Our next organization is the Ugly Dog Adoption Agency.
Ugly Dog helps uniquely adorable animals find their forever home. Their marketing goal is to do more marketing it's a small organization, medium size depending but they have one person who does both their Salesforce
and their website. Which I've been there when I started out and I worked for the
head of marketing. He's also the head of development, who's also the head of
communications. They have a very niche mission. Think about if you
think they're ready for a marketing automation, which tools might work for
them? Our last organization is People Work.
People wWorks mission is to provide
services to job seekers. They provide support to both employers and employees
who go through their program. Their marketing goal is to get more employers into their program. They're a smaller organization, they have
a dedicated marketing manager. They'll be working with a consulting partner. I want
to go live in about two months. They're already using MailChimp, HootSuite, and
Google Ads but they're not that interested in super technical stuff. Just think about which of these organizations be good for which
marketing tool. Diving into help understand Pardot and Marketing Cloud. We've come up with an analogy for you.
Pardot is like Hellofresh or Blue Apron you get a ready-made
meal kit with repaired ingredients that you can put together to make a delicious
Marketing Cloud is like a bag of ingredients and an amazing chef's kitchen. You can do that use that to do whatever you want. It can be simple, it can be much more complicated. Pardot if your goal is to get marketing automation up and running quickly to nurture leads. We
recommend Pardot. Marketing Cloud if your goal is robust intricate marketing
automation over the relationship lifecycle. You're willing to invest more in setup and maintenance. Marketing Cloud would be great. We're going to
start by diving in more to hard on to start with. Again, in a nutshell, Pardot is to get you up and running quickly to nurture leads. Pardot basically is adding email and social tools on top of Sales Cloud, Service Cloud, and Nonprofit
Success Pack. It's not an integration with Salesforce it's built directly into
Salesforce. It's more user-friendly, easier to learn, and quicker to get
going with then Marketing Cloud. I mentioned nurturing leads with
Well, leads are any prospective stakeholders in your organization. They may be interested in your organization
but they don't have a deep enough relationship to be considered a contact
quite yet. Some examples are someone here on the left signed up for your
email list or the woman in the middle came to an informational event or
someone who just signed an online petition. Again, you don't have a whole lot of information here about them but you're wanting to
learn more. Be aware that not every organization chooses to use leads they
simply keep everyone as a contact for simplicity sake and that's fine.
It's fine with Pardot you can nurture contacts in the same way. I'm going to continue
to refer to leads but sometimes I'll say prospects. Just know that Pardot can
work with leads and with contacts. You nurture your leads by gently encouraging them to take more actions right? Think of a mama bird and baby birds in her nest. Just nurturing them, encouraging them. By sending them information to increase their engagement including some compelling stories to draw them in
and lead them down a specific path with calls to action.
In this example, what we looked at before we were nurturing the lead up until the point where they
attended a volunteer event. Pardot uses lead scoring to determine who's interested in our organization right now. and how interested they are so you can
tell that someone isn't interested in a few ways. If they open and click an email then go to your website you can track what
they look at on your website. The lead in the middle, Sarah has a high lead
score but we can tell from her search history on our site that she's looking
for in internship with us. We can also know that a leads interest our leads interest by embedding a part out form on our website
when they fill it out and you capture their email address. You also are capturing their IP address so you know when that specific person is
visiting your website later.
If like Sam here on the right with the highest
lead score. She's going to the donate page that's the signal that she's really
interested. Here's a peek at Pardots engagement studio where you build out
lead nurturing drip campaigns. The green icons in this diagram indicate Pardot is listening for a link click and the next
action will decide how to adjust the Pardot score. Not all leads are created
equal by creating a profile of your ideal lead. You can better determine who should be personally cultivated by your major gift officer. Which person
is worth taking up that time of your valuable major gift officer? Who should continue just to receive these automated emails? With Pardot, leads
are automatically evaluated in comparison to your ideal donor profile
and assign a letter grade A through F. While your lead score is how interested
your lead is in your organization, their grade is how interested you are in them. Jacob is an excellent fit for our organization close to our ideal profile.
Sarah though if we're looking for major
donors here Sarah is not a great fit she's looking for an internship with us
right? Sam is almost perfect for our ideal profile. Looking at both the lead score and the lead grade gives you a full picture of your prospects. Jacob and Sam with their gold stars here. We'll get personalized messages. Sam
will definitely be asked to set meetings with a major gift officer. Sarah would continue to receive the general marketing automation journeys. Pardot also makes it easy to create gorgeous online forms to collect information from
your leads. This example is Pardots own website they offer a white paper for
you to download in exchange for giving them all this information about you.
Based on all the info you give them they're gonna create a score for you and a grade. Think about if you have anything enticing you want to put
on your website that people would fill out a form for like a sticker or a white
paper. I also just want to mention that Pardot has great landing pages.
Our ability to make great landing pages which is what you get to when you click
a link in an email. That is the basics of Pardot that I want to get to.
Now I want to check in with Kate and Natalie. Is there anything you want to
clarify or add or any questions that folks had about Pardot or Marketing
Automation in general? Just a quick question about scoring, "How does
scoring work and where does the scoring system come from?" Pardot does have a
default scoring model that you can use right out of the box and it kind of
gives you a guideline of what kinds of things to look for.
If you wanted to set
up your own scoring model and if you wanted to ever edit. For example, an
email open might be worth 1 point and completing a forum might be worth 25 points right? So completing that form you're getting more data that's more useful to you. That's worth more points but if you don't have any forums and you only look at emails you could make that email score a little bit higher. That's also easily done but Pardot gives you kind of general marketing guidelines that you
can start looking at. Just to see what would generally people look for when
they're scoring. Hopefully, that helps. Thank you, anything else you wanted to mention? Let's see one other person asked, "Is it
difficult to switch between operating with Pardot to operating with Marketing
Cloud?" I think kind of as Jessie mentioned you know Pardot is really quick to get started with. You could pretty much get up and running and
understand most of the functionality within just a few weeks. I think
marketing cloud is a little bit more complicated just the learning curve is just gonna be a little bit steeper.
If you do have that knowledge of Pardot, you have kind of the basics of marketing automation down. It should be a little bit easier than someone who's brand-new
to the whole process. I don't know Kate if you want to add anything to that
in terms of Marketing Cloud. Sure and I know Jessie's going to talk about Marketing Cloud in just a minute here. Another question that we just got is, "If Pardot and Marketing Cloud can work together?" The question is yes, it is definitely use case with larger organizations or universities that I've
seen where you have Pardot for the lead nurturing aspect.
Perhaps in the high school students if you're in university. Then you have Marketing Cloud for more complex journeys once you get to know a little bit more about your leads. Then you can put them into a more complicated journey. They're definitely products that can work together with you. I have also worked with organizations that have started with one
and switched to the other, it's definitely doable. I would say Marketing Cloud has a few other you know technical components that
I know Jessie will talk about but it's it's definitely doable. Thank you both so much. Let's jump into Marketing Cloud. Then I'm sure there'll be more questions. With Marketing Cloud, you ensure that constituents are receiving high quality
personalized communication throughout the lifecycle of your relationship with
them. I did tell you I like puppies right? We saw that earlier, I love this picture. Think of this little puppy as first clicked on your website but with
Marketing Clouds a marketing journey you want to tailor messaging to them at each
stage of their life cycle.
Until this guy over here is going to be putting you in his will. Marketing journeys can keep steering that relationship toward more
engagement. Here's a peek at a marketing journey, this is a marketing
journey that's happening when a case is closed in Salesforce. That's a really specific example of a journey based on a fact on something that happens. It can
be examples are they haven't donated in six months. Then this journey is going to start from here and here we go this is the engagement split. This orange node here is when you know what they do have
goes and takes them off in a different direction.
We could also have the journey based on something on where someone lives or other facts like that
but you can also drive your journeys based on personas, motivation, the psychology of what actually drives a person. For example, is that person deeply motivated to stop climate change. Did they want to plant a tree with
our organization once to honor their grandmother? What's motivating those people is vastly different. You'd want to take
them on a different journey and just think about how you would feel if you had one of those goals versus the other. You just see receive the same
generic emails right personalizing it can make such a difference in how someone feels welcomed by your organization. When getting started with marketing cloud, you'll need to configure the Salesforce
connector to reach Salesforce data.
Marketing Cloud was built originally as a separate product with minimal technical expertise. You can
build your emails using what you see is what you get an email editor or WYSIWYG
as we call it in the biz. So the WYSIWYG editor makes it easy to
edit create your emails and you can segment your data with simple filters
just like you do in Salesforce. The real power of Marketing Cloud comes in though
when you kick it up a notch. A knowledgeable person could write sequel
queries to segment data pulled from any object in Salesforce or actually from
another source of your data in Marketing Cloud doesn't have to just be from Salesforce itself. It could be from some some other system you're
connected to with and you can create sophisticated data segmentations to
personalize your marketing communications.
You might be like hang
on back up did she just say sequel queries for data segmentation. Yes, I said sequel or SQL there is actually a debate out there in the tech world of how to
say that but it is a specialized language for updating, deleting, and
requesting information from databases. It's one of the magical powers that can really extend your use of Marketing Cloud plus add-ins and HTML there you
can really get cooking. Let's look at some examples of this sophisticated
segmentation so for everyone who volunteered last year. You can find those
people and their employer is also a sponsor of our big fundraising gala.
can send them a list of available volunteer shifts in their zip code. Each of these people will get a different email based on the zip code
they live in. That is really cool if you're thinking you could run a report to do that sure but you'd have to run that report create that email copy and paste every time. This is just doing this dynamically and we can also see if these folks have
opted into text messages if we want to send them an email instead help that Communicate with them the way that they prefer to be communicated with.
Another way that we could segment our data is based on what someone did after
they received an email. For example, if they didn't open the email after two days you can send them the same content again because they didn't see it the first time.
If they clicked to buy tickets for an event but they didn't complete
the transaction you can say hurry buy those tickets, they're selling fast! I've
definitely gotten the emails like that I'm like oh yeah I forgot to do that. Just a note with Pardot. Pardot also allows you to take action
based on if they opened an email or completed a form. Let's look at a few other features that Marketing Cloud and Pardot actually have in common. There are third-party apps that can extend functionality for Marketing Cloud and
Parot depending on what you want to do.
They have these the WYSIWYG editors for
building emails and simple send processes. That means you don't have to
know HTML and building an email can be essentially similar in both environments.
Both of these tools have ROI or return on investment reports that come out of
the box to help you justify the cost of the tools, that could be really helpful. A quick note of contrast Marketing Cloud
has social studio. Which is an add-on to it but it can listen to social media
like I mentioned before engage and publish tweets and posts. It also connects with other systems so it can reach out to your various other places
where you have data. It doesn't even need a CRM or Salesforce, it can stand alone. Pardot is more limited on the social, it can
schedule posts for you and you can embed a Pardot form on your website or on your Facebook page which is pretty cool. Pardot works with lead assignment rules. If you have those going or want to use
those to say who you want this lead to be, to talk with.
Next which person owns
the lead you do that. You can actually nurture your leads without
sinking them back to Salesforce right away. They can kind of be over in their own space and not mixed in with your other data. Back to Kate and Natalie, I know that was pretty quick on marketing cloud. Do we have questions? I was gonna say we do have one question from Brian, "Do you
have to build all the emails for every part of the customer journey
or the Salesforce generate emails using a common template?" Brian, you do have
to actually build those emails but you do have templates to get you started or you can customize and create something brand new if you want. There's kind of a variety of things to do but you do have to create that
Another question is "Do you absolutely have to use sequel or SQL and Marketing Cloud for
segmentation?" The answer to that is no. There are some filters that you can
create using more of a drag-and-drop. You can create some filters that are a little bit more limited in scope than what you could do with a query. If you don't have some on your team that knows sequel you are able to still
segment your audience that way then. I'm seeing a couple questions on the
connector. I see from Andrew, "How sophisticated is the Marketing Cloud
connector back to Sales Cloud? Can you connect any object in MC back to Sales Cloud?" In terms of sophistication the Marketing Cloud connector with Sales Cloud primarily works from Sales Cloud to Marketing Cloud. There are some ways that you can do a feedback loop to Sales Cloud.
One way is with individual email results where you get it actually
generated a file that it's attached to every lead or contact that you email to. It will have if they email results so if they clicked if they opened right
there on their record page in Sales Cloud. Another way is using the product
journey builder which is available in some editions of Marketing Cloud.
complete actions in Sales Cloud. You can create tasks, you can update
fields, etc in terms of the connection from Sales Cloud to
Marketing Cloud. you can pull over data from any object in Sales Cloud. There's a couple ways to do it there's something called a data stream. Where you
can get real-time data every 15 minutes updated in a synchronized data extension. You can pull over reports and objects in you know kind of one-time or
repeated imports using an import activity. There's definitely quite a bit of flexibility there in terms of how you can move the data from Sales Cloud
into Marketing Cloud indicate. There is one more question on, "Can you connect any object in Marketing Cloud back to sales cloud or Salesforce?" In terms of that, in Marketing Cloud there aren't really traditional objects like in Sales Cloud. You can connect any data from Sales
Cloud into Marketing Cloud. They would be put in what's called the data extension, which is a data table. You can do that again through the
That's the real-time updates for every 15 minutes it will
update information or through pulling a report or actually just doing
an import of the object at a routine cadence. There are some limits with that in terms of record numbers or things timing out. It can get a little tricky if you're doing like a report port specifically but those are many things that you can find a workaround for. I was wondering you've been said Sales Cloud a lot, what if I'm just using Nonprofit Success Pack? clarification that is Sales Cloud. Nonprofit Success Pack sits on top of Sales Cloud it would work there too. You can pull over any of the Nonprofit Success Pack object. The volunteer object that Jessie talked about earlier that comes in the package
that's something that could be connected too. Someone asked it, "Does cloud pages have
some limitations because they've been told that they should use Forum Assembly
or something similar for forum building?" Cloud pages, to be honest, I think it gets more into the UI or some like additional functionality that you're trying to build.
For some use cases, Form Assembly can be a better product to use. I think about things especially I also see people that use Eventbrite for things like ticketing. You can actually run purchases through there. The biggest thing is and this is actually a really feature Pardot is in
Marketing Cloud unless if you're using journey builder, it can be a little bit
harder to do something. Where it's if you fill out a form send an automated email maybe either have to create a triggered send with an API call
in marketing cloud or leverage journey builder. Which again is only in some
editions and you know is a little bit more of a technical product. Pardot
allows you to do to completion actions and some of the other products like Form Assembly that can integrate can do that as well. It does kind of depend on your use case. Sometimes cloud pages which are for
those that I don't know the ability to make landing pages and do things like
smart capture for surveys sometimes based on your use case.
be a little bit easier for the reporting and things that you need to use Form
Assembly or another third-party application. As Jessie said you can extend Marketing Cloud and Pardot out with some
of these third-party apps. It's just great that we have such a robust ecosystem so you guys can get what you need. Thank you and
Jessie do we have time for one more question a question around the
connecting Marketing Cloud to Salesforce via the connector. Is that a
wizard or is it more of a kind of a manual process?" Another great question, we actually have a great trail on Trailhead that walks you through how to set up the connector.
It's actually a another package that you download in the
App Exchange. There's a series of tasks that you need to complete on the Sales Cloud side. On the Marketing Cloud side the one big thing I will say is you
do need to have a user seat be an API user in both, in the Marketing Cloud and in the Sales Cloud.
That's what actually forms the bridge. You might need to look at how many licenses you have. Talk to your executive or perhaps even file a support ticket if you have questions about that. It does require that but our trail on trailhead does
walk you through step by step exactly how to do it. It's not quite a wizard. They've made it so much easier in the past couple of years that with Trailhead you can follow it step by step.
You can get through the setup without having to do custom code. Thank you both so much for all of your help. We'll get back to questions at the end if we have more time. Wilderness Explorers larger organization and but within their marketing team, they can divide up their
different goals. They're different segments of the population they're
working within each and really have those going in different directions
different journeys. Marketing Cloud is a little better for having such a large
system and different people working on it. It's going to take longer to get started with Marketing Cloud and I'm glad to see that they are working here
with a consulting partner. Ugly Dog Adoption Agency, what
did you all think about what they might want to use for their marketing? Well I would say Ugly Dog Adoption Agency being so small is not ready for marketing automation.
They should really need to invest more in their sales for staff,
more in their marketing staff. Before they want to maybe do more social
media get some Google Ads going do more basic things before really investing in
marketing automation. Last People Work has one great marketing goal dedicating marketing manager there want to get going much more quickly. They're already doing some great stuff here. Pardot would be a good fit for
them because they're really wanting to nurture leads. They want to
get more employers enrolled in their program. That's a great use case for building that relationship with someone up.
To the point where you're gonna
turn them over to that manager who's going to really work with of getting
them involved in their program. Some conclusions, think about what your
primary goals are when thinking about marketing and automation. If your primary
goal is sophisticated segmentation to get more personalized really unique to
the individual communications, think about marketing cloud. Of your goal is to
nurture leads cultivating your relationship Pardot is a good tool excellent tool really both are excellent tools.
Like we mentioned earlier you can actually use both and a lot of organizations do. To go
from lead nurturing through the whole lifecycle look at both tools. We advise you to explore Marketing Cloud and Pardot. We have a whole team dedicated to your success with marketing automation so reach out to your Account
Executive to get started. They will contact the internal experts to answer
your questions and put you on the right path. To find your Account Executive right now if you go into the Power of Us Hub.
Go to down click the little arrow by your profile. Your picture go to my profile, my org, then you'll find your Account Executive there. The Power of
Us Hub which is our online community for nonprofits is actually going to switch
to Lightning very soon so finding your Account Executive is going to be
You're going to look at your profile in the new hub 2.0 to find your account executive. In the Power of Us Hub in
Lightning we're gonna be using topics instead of groups so look for a #Engagement #Marketing Cloud or #Pardot to start those conversations with folks. If you're going in there today to ask some more questions which is what we recommend if you do have more questions besides from
your AE. I'm looking for the groups but next week I believe pretty soon you'll
be using topics instead. We have a quiz are you ready for marketing
automation then that you can find right now. If someone could please post this link into the chat that would be awesome. I helped develop this quiz
at an open source community sprint. This is where nonprofit customers and
Salesforce staff get together we have these about three times a year. We work on improving things in Salesforce and also things related to how our
customers are using Salesforce.
Jaclyn Facet of Idealist Consulting is a whiz
at marketing cloud and Pardot. She led us on creating this quiz. There are 18 questions and we can help you determine what kind of marketing
tools your organization is ready for. We're not going to divide you into Pardot or Marketing Cloud or neither but it's going to help you see if you're on the right track to consider marketing automation
and where you are in that journey so fun quiz. Should really be helpful to you. More next steps I have a trail mix for you. Trailhead is our free online learning community. Your trail mix will have all of the links that I've
already mentioned or that we've shared there in that description. Then a couple of trails modules units that you can do on Marketing Cloud, Pardot and
the email strategy. I think we can share that link out with you now as well. That'll also come to you in a follow-up email where you get the
recording and the slides and also join the Trailblazer community.
The Trailblazer community is outside of the nonprofit community. It's for anyone
using Salesforce and I think you'll get a lot bigger conversations there
around Marketing Cloud, Pardot, and marketing communication. Also the
Trailblazer community is where you can connect with people in person so join
look for a non-profit user group in your area or maybe I don't know some metropolitan areas. I think even have marketing user groups. If we have any
Premiere Success customers on the call and we have a variety of accelerators. Kate who's been helping us out today has developed some marketing cloud
accelerators just for nonprofits.
That is awesome, very helpful to our premier
customers. We also have some create Pardot salesforce.com accelerators that
could be tailored to your needs. Do we have any more questions? we have just a
couple more minutes just want to see if anything else came in that we wanted to
address. Weah we do have one quick question for Kate about marketing cloud, "Do you have customers who use cases with journey builder where they have offline
elements to the journeys so basically does marketing clouds do offline as part
offline function. You absolutely can use that for offline.
You can also put in decision splits or different criteria based on offline actions that
are recorded in Salesforce. Whether it's a phone call was completed and then you get an automatic follow-up email you're absolutely able to do that as long as you have the data. Thank you and questions regarding cost we
would definitely recommend you talk with your Account Executive about that. Thank you everyone so much for joining us! Do we have any other questions or
anything else we wanted to either of you wanted to add? I think we're good. Well thank you so much everyone for joining us today. We do have
a quick survey that we would love for you to fill out. This is our first time running this webinar, it'd be great to hear what we can improve for what you liked that'd be very helpful.
Thanks everybody! Really appreciate your time today. Have a good one..