Best Practices for Migrating to Salesforce Marketing Cloud
- 2. Today’s Speakers Keith Reinhardt Marketing Manager kreinhardt@freshaddress.com Zoey Sollisch Business Development Manager zsollisch@devsutd.com Pato Sapir VP CRM & Marketing Automation psapir@devsutd.com
- 3. • Email Database Services Company • Founded in 1999 • Help companies and nonprofits clean, protect, and grow their email lists • 2,500+ clients including 25% of the Fortune 100 • Over 14 billion email addresses processed About FreshAddress
- 4. • Gold Salesforce Consulting Partner • Over 25 marketing automation experts located in United States, Argentina and Chile • 80+ Marketing Automation Implementations • 5/5 Customer Satisfaction Rating • Part of a full service advertising agency, Marcus Thomas About Devs United
- 5. • Introduction to Salesforce Marketing Cloud • Migrating to Salesforce Marketing Cloud • Data Hygiene with Fresh Address and Salesforce Marketing Cloud (demo) • Q&A Today’s Agenda
- 6. Introduction to Salesforce Marketing Cloud
- 7. The Opportunity YOUR CUSTOMER YOUR BRAND Challenges: - Organization and technology silos - Holistic management of data - Real-time consumer journeys Source: "State of the Connected Customer," Salesforce Research Expect companies to provide a consistent experience wherever they engage with them 75%
- 8. Overcoming today’s marketing challenges Know your consumer Personalize with intelligence Engage across the entire journey
- 9. World’s #1 Marketing Platform Interaction Studio Email & Mobile Studio Advertising Studio Pardot Social Studio Journey Builder DMP & Data Studio Datorama Marketing Intelligence Google Analytics 360
- 10. Migrating to Salesforce Marketing Cloud
- 11. Data Migration Best Practices 1. Ensuring the structure of your data 2. Onboarding subscribers into your new platform 3. Ensuring the integrity of your data
- 12. 1. Define your Business Units and Brand Structure Parent BU Child BU Child BU Child BU
- 13. 2. Define your Subscriber Key Definition Impact Benefit ● Allows unique identifier other than Email Address ● System default uses email address as unique identifier for each Subscriber ● Opt-in status will be evaluated using this new value ● May require a custom Subscription center to manage preferences ● Maintain multiple sets of subscriber attributes for a single Email Address ● Choose a different unique identifier when the database of record is not Salesforce Marketing Cloud
- 14. 3. Design and implement a data loop
- 15. 4. Validate Email Addresses with FreshAddress
- 16. Is My Email Data Safe to Migrate? There are many types of bad addresses, especially in older files and data you collect from new sources. ● Hurts your bottom line and muddles your metrics ● Potential deliverability issues ● Just one toxic address can sink your entire email program
- 17. Verify each address in real time to confirm that it’s valid and can accept mail. Our patented spell-check technology corrects as many as seven errors in a single address and fixes any typos in your file. We check each email address to identify and flag spamtraps and other damaging email addresses. How It Works: SafeToSend®
- 18. Demo
- 20. Free List Check
- 21. Thank You/Learn More! Keith Reinhardt Marketing Manager kreinhardt@freshaddress.com Zoey Sollisch Business Development Manager zsollisch@devsutd.com Pato Sapir VP CRM & Marketing Automation psapir@devsutd.com
- 22. Questions?