So You have Marketing Cloud Connect installed (yay!) and assigned to Marketing Cloud users, now what? As a follow-up to Installing Marketing Cloud Connect in Salesforce, where we shared key prep considerations, I wanted to share suggestions that will track adoption and email analytics, extend Marketing Cloud use to Sales and Service Cloud users and provide new automation capabilities. These suggestions assure greater use of Marketing Cloud Connect.
Track adoption and email analytics
There are several report types made available from Marketing Cloud Connect. Monitor who is engaging with Connect, and which emails are showing the most engagement with these reports.
To track adoption, use Report Type: Users with or without Email Sends. In this report, you can add details about the Sender (information from the User table in Salesforce) and details about the Email (from the Email Sends object used by Marketing Cloud). Below is an example, specifically looking for those who have Marketing Cloud for AppExchange Admin or Marketing Cloud for AppExchange User access.
Using this report to monitor adoption, will allow you to gauge:
- Who is comfortable with the tool
- Who is not sending emails. This may result in giving your workers more training, or freeing up more Marketing Cloud licenses for your workers.
To track email analytics, use Report Type: Email Sends. In this report, you can add details about the Email, Recipients, and Sender. Also, just like with any Salesforce Report, you can sort, summarize, add filters, and create graphs to showcase your desired emails to analyze.
This report example (above) is specifically focused on rates, whereas the next example (below) showcases volume.
You might also consider adding these reports onto your Salesforce dashboard. This way, you can monitor from one location.
Extend Marketing Cloud use to Sales and Service Cloud users
Marketing Cloud isn’t just for marketers. Imagine enabling your sales colleagues with the tools that come with Marketing Cloud — or even those supporting your customers. Your sales and support workers will become more productive once they’re enabled with beautifully-crafted emails that have consistent branding, purposeful layouts, and tracking capabilities within Marketing Cloud and Salesforce. And because Connect is in Salesforce, they won’t have to log into Marketing Cloud.
Few things to note:
- License considerations: To send Marketing Cloud emails within Salesforce, the Salesforce user must also have a Marketing Cloud license.
- Training: Train your workers before allowing them to send email (especially those outside of the Marketing Department). It will help with adoption, address guidelines surrounding email policies your company may have, and mitigate future support questions.
- Support: Adding in additional Marketing Cloud Connect users will likely drive additional questions from Salesforce based end users. Plan ahead, and perhaps think through piloting, or rolling out access in supportable numbers.
New automation capabilities
One cool feature that you get from Connect is the Triggered Sends feature. For one, it looks oh-so-similar to workflow rules. When object records are created or updated, use triggered email sends to create and send automated messages to Salesforce leads, contacts, or person accounts. This is a major usability upgrade from coding Triggered Sends in Marketing Cloud via Marketing Cloud API, to configuring via user interface.
To support this feature, there is a prerequisite to create Apex Triggers for each desired object. Easy work for a Salesforce Admin or Developer, since documentation and code is provided by Salesforce Marketing Cloud. For more details on how to configure Triggered Sends via Marketing Cloud Connect in Salesforce, check out this reference document and this video tutorial from Salesforce Marketing Cloud.
For such a powerful feature, we strongly suggest that only Salesforce Marketing Cloud Admins be given the ability to configure Triggered Sends. We also recommend only enabling those who have a solid understanding of your data — they should know who or what systems insert or updates data, and how that could impact any automated emails that meet triggered send criteria (i.e. New Lead created by Marketing Cloud Integration User, with Source equal Web). Otherwise, emails can be sent unintentionally.
Monitoring, empowering, and increasing worker productivity are all within reach with your Marketing Cloud Connect implementation. We want to help you succeed, so feel free to check out the Appirio Resource Hub — a library of blogs, ebooks, videos, and publications to support businesses in the cloud. Should you have any questions, don’t be shy — contact us.