Scaling Developer Efforts with Salesforce Marketing Cloud

Scaling Developer Efforts with
Salesforce Marketing Cloud
August 2, 2018 | 10:00 a.m. PST
Nisha Baxi
Developer Marketing
Director
Salesforce
Dave Hacker
Senior Technical
Product Manager
Salesforce
Don Owens
Director, Product
Management for
Marketing Cloud
Salesforce
Allen Hoem
Senior Product
Manager, Messaging
Salesforce

Forward-Looking Statement
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any
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services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing
and delivering new functionality for our service, new products and services, our new business model, our past
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Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and
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Go Social!
Salesforce Developers
The video will be posted to YouTube & the
webinar recap page (same URL as registration).
This webinar is being recorded!
@salesforcedevs / #SalesforceDX

Have Questions?
• Don’t wait until the end to ask your question!
– Technical support will answer questions starting now.
• Respect Q&A etiquette
– Please don’t repeat questions. The support team is working their
way down the queue.
• Stick around for live Q&A at the end
– Speakers will tackle more questions at the end, time-allowing
• Head to Developer Forums
– More questions? Visit developer.salesforce.com/forums

Agenda
• Building Your Data Model Best Practices
• Content Block SDK: Customize & Extend the Content Builder Platform
• Transactional Messaging: Getting the Most Out of Your API Sending

Building Your Data Model
Dave Hacker
Senior Technical Product Manager
Salesforce

Agenda
• Steps to creating a data model
• Code not clicks!
• Deep dive on data model steps
• Q & A

Focus on the first 3 steps to setup model
Building Your Data Model
Setup Data Extensions
Setup Contacts
Setup Core Data
Import Data
Segment
Data & Send!

Clicks or Code?
You have options along the way…

Code not clicks!
Why? Not just because this is a developer webinar

• Saves you time with > 1 Business Unit
– Save time by running code against different BUs
• Automation makes it easier to promote from sandbox to
production
– Less error prone
– Faster than clicks
• Marketing Cloud is API-first
– Behind the scenes the UI is powered by APIs
– API is a super set of the UI
• Looks better on your resume
Why Code?
Code has a few advantages

Step 1: Data Extensions
Build data extension tables to hold data used to power journeys & other sends

Creating Data Extensions
• Use case: promote DE changes from sandbox to production
https://sforce.co/DataExtension

Tip: Data Extensions Over Lists
• Completely customizable
• No limits on attributes
• Optimized for custom queries

Step 2: Contact Model
Take data extensions from step 1 and link into the contact model

Setting Up the Contact Model
Before: After:
Contacts is not a blank sheet but you’ll need to fill in the blanks

Setting Up the Contact Model
Use case: send emails and texts for fans of a specific artist without
writing SQL
https://sforce.co/DataExtension

Step 3: Sales & Service Model
Setup Sales & Service model to sync with Marketing Cloud for
cross-cloud use cases

Set Up ‘Core’ Model, Sync with Marketing Cloud
Example use case: lead conversion – offer discounts until lead converts
Out-of-the-box standard objects
Add custom objects
– Similar to Marketing Cloud, extend standard model via custom objects
– https://sforce.co/API
– Sync Schema with Marketing Cloud
– Auto-adds synchronized data extensions
– Auto-links to Contact Model
Sync Data with Marketing Cloud

Marketing Cloud is a Blank Sheet

Roadmap: OOB Standard Data Model
• Standard, out-of-the-box data model that is deeply integrated
• Provide needed APIs, UX and practices
• Align with core: sales & service
• Ability to package Salesforce industry (finserv, health,
government) models and ISV (communications, life sciences,
etc) models to AppExchange

Resources and Next Steps
• Power your Marketing with First Party Data
• Data Quality
Recommended Trailhead modules:

Content Block SDX
Don Owens
Director, Product Management for Marketing Cloud
Salesforce

Education
Marketing Cloud Content Block SDK
• Build custom content blocks
• Using the SDK, developers can create reusable
content blocks for virtually any use case
• Install blocks from the AppExchange
• Select from dozens of pre-built partner blocks to
include in emails
• Create customized work flows
• Hide default blocks and use custom blocks to
create simplified and/or targeted editing
experiences to meet workflow needs
Extensible platform for developers, marketers and partners to quickly
build content

Custom Block Architecture Diagram
• Custom block widgets are HTML
documents
• They run on their own applications
• If needed, they manage auth
against their API
• If needed, they manage auth
against the Salesforce Marketing
Cloud
• Block SDK is a cross-document (not
API) wrapper
Block SDK
3rd party app
Salesforce Marketing
Cloud Content Builder
3rd party
API
Salesforce
Marketing
Cloud API
(as appexchange app)

Developer Resources to Start Building Blocks
• SDK Codebase
• sforce.co/GHR
• Testing your block
• sforce.co/BTA
• Developer documentation
• sforce.co/DevDoc
Create custom content blocks to enable drag-and-drop functionality

Transactional Messaging:
Getting the most out of
your API sending
Allen Hoem
Senior Product Manager, Messaging
Salesforce

Let’s Talk Transactional Messaging
and what it means to your brand

What is a Transactional Message?
A person initiated,
non-promotional message,
confirming the completion of a process,
with expectations of immediate
delivery.
Account creation/verification
Password reset
2FA
Order confirmation
Opt-in requests
Triggered by a person

Shipping/delivery
notifications
Appointment reminders
Weather alerts
Financial alerts
Triggered by a system
What is a Transactional Message?
A system initiated,
non-promotional message,
informing a person of an event,
with expectations to be sent asap.

Stakeholders
Developer
Content Creator
Executive
Customer Service Agent

Are You Capitalizing on Transactional Messages?
• High engagement - upwards of 95%
• Customer loyalty - It’s always 1:1
• Opportunity to ask for feedback or a review or follow on social media
• Can extend the visibility of your brand

Effective Use of Transactional Email
Survey of 179 senior marketing executives
Source: MediaPost.com / CMOCouncil.org

Salesforce Marketing Cloud
Transactional Messaging

Salesforce Messaging APIs
• Complements Marketing, Automations, Journeys
• 360 view of a contact
• Multiple channels of engagement
• Shared audience and content management
• Reduces your cost to serve
• Platform uptime SLA
• Leader in enterprise B2C engagement
• World class support teams
Benefits
Salesforce Confidential - Not for External Distribution

Sending a Transactional Message
SOAP
• Available via the TriggeredSend object using the Create method
REST
•Route for sending email: /messaging.../messageDefinitionSends
•Route for sending sms: /sms/v1/messageContact/
AMPScript
•Available via the TriggeredSend object using the InvokeCreate or HTTPPost
functions
•Used for landing pages on the Marketing Cloud
Available Options

Easier
Integration
Higher
Performance
Predictability
More Features
Common Asks

Roadmap Investment Themes
Accelerated
Sending
Developer
Focused
One
Experience
Measurement
Dashboard
Scalable
Platform

Sending a Transactional Message
Definitions
• Operate on definition resource objects
• Accessed via .../{channel}/definitions/{definitionKey}/
Queues
•Manage the definition queue while it’s deactivated
•Accessed via .../{channel}/definitions/{definitionKey}/queue
Sending
•Frictionless message sending and message status
•Accessed via .../{channel}/messages/{messageKey}
Tracking
•Real-time transactional send status through webhooks
•Accessed via .../ens-callback and .../ens-subscription

Sending email in 1-2-3
•## Create email definition
curl -X "POST"
"https://.../email/definitions/"
-H 'Content-Type: application/json'
-H 'Authorization: --token-- '
•-d $'{
"content": {
"customerKey": "34402ce9-8513-44e0-
8efa-9cc5cd11ef89"
},
"definitionKey": "shipping-confirm-v1",
"name": "My Definition with Attributes
v2",
"description": "Created via REST",
"subscriptions": {
"list": "test-list"
}
•## Create callback subscription
curl -X "POST" "https://.../ens-
subscriptions/"
•-d $'[
{
"subscriptionName": "demo-
subscription-email",
"eventCategoryTypes": [
"TxnSendEvents.EmailSent",
"TxnSendEvents.EmailNotSent",
“TxnSendEvents.EmailBounced"
],
"callbackId": "09c5d22d-9398-408c-
9192-268194d2014a"
}
•## Send email
curl -X "POST"
•"https://.../email/messages/"
•-d $'{
"recipient": {
"subscriberKey": "user208493",
"to": "user@example.com",
"attributes": {
"Last": "User",
"First": "Guest"
}
}
}'
API preview - subject to change

API preview - subject to change
Sending SMS in 1-2-3
•## Create SMS definition
curl -X "POST"
"https://.../sms/definitions/"
•-d $'{
"name": "My Definition with Attributes
v2",
"description": "Created via REST",
subscriptions: {
• sms: {
• keyword: "YES"
• }
• }
•}’
•## Create callback subscription
•curl -X "POST" "https://.../ens-
subscriptions/"
•-d $'[
{
"subscriptionName": "demo-
subscription-sms",
"eventCategoryTypes": [
"TxnSendEvents.SmsSent",
"TxnSendEvents.SmsNotSent"
],
"callbackId": "09c5d22d-9398-408c-
9192-268194d3940a"
}
•]
•## Send sms
curl -X "POST"
•"https://.../sms/messages/"
•-d $'{
"recipient": {
"subscriberKey": "user208493",
"to": "12345556789",
"attributes": {
• "FirstName": "Guest",
• "LastName": "User"
• }
• "message": {
• "text": "This is a request message
example: %%FirstName%% %%LastName%%"
• },
•}'

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Q & A
Try Trailhead: trailhead.salesforce.com
Join the conversation: @salesforcedevs

Scaling Developer Efforts with Salesforce Marketing Cloud

Scaling Developer Efforts with Salesforce Marketing Cloud

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