MC Connect – Creating a Seamless Customer Experience with Salesforce Marketing Cloud and Sales Cloud

all right I think we can go ahead and get started first off we want to thank everybody who’s joined us today title of this webinar is creating a seamless customer experience with Salesforce marketing cloud and today we’re going to be looking at a real-life solution that we’ve implemented for one of our partners in the consumer packaged goods vertical first we’ll look at the customer facing side of the experience and then we’re going to dive into the nuts and bolts of the technical side and how we were able to create a truly unique message using an integration between marketing cloud and sales cloud so first off a little bit about myself my name is Holland dots the creative director and lead marketing automation consultant at Mountain Pointe my background is in graphic design and front-end web development so a lot of HTML and CSS and a lot of Photoshop and illustrator long ago I used to work on hand coding Drupal and WordPress themes and it’s been really interesting to see the web evolve over the years it’s been a little over four years now since I first got my start in the Salesforce ecosystem I first cut my teeth on par dot and quickly became intrigued by the complexity of all the Salesforce cloud applications and how they can all work together and they’re becoming such a huge part of the way businesses operate in modern day so I currently hold eight Salesforce certifications which are a mix of admin consultant and specialist certs started with the marketing side as it was so closely tied to my previous web experience but now I’m really enjoying learning about how the other clouds work together so how marketing sales service and communities can all work together to create that seamless customer experience so a little bit about the client today they are a 90 year a manufacturer of luxury textiles they have wide variety of products for the home such as bath towels bedding table linens they operate both of b2b and b2c sales model so business to business and business direct to consumer on the b2b side they supply big-box retailers as well as high-end hotels today we’re going to be looking at the b2c side so primarily people that place orders through their e-commerce website as far as Salesforce is concerned those are treated as person accounts so anybody who’s already worked with integrating marketing cloud and sales cloud you know it’s just a little bit trickier than the standard lead and contact objects another important note about the client they run their shop floor operations with a custom iOS mobile app developed by Mountain point so they’re using a lot of different cloud technologies rootstock for their enterprise resource planning Microsoft Dynamics for financials and so on and all this data is exposed through the Salesforce platform giving full transparency of data through all the different applications so the challenge like a lot of businesses these days there’s been a big push to prioritize focus on the customer and really work to create more personalized customer experiences when we began with this initiative they were Machuca was still relatively new to marketing cloud so I would say this was our first complex effort with regards to integration between Salesforce and marketing cloud so our approach was to target a new feature that had been recently added to the e-commerce site so this is a custom monogram feature we were able to leverage those mobile app equipped shop for workers in order to do this so we’re basically talking and already highly personalized product and if you will were creating a personalized communication based on that okay so I want to give you a little demo of the front end or customer facing side of this process and the natural words I’ll show you the final output and I’m going to circle back and then focus on the technical details of how the solution

was put together okay so the client is batuque and here’s their homepage and I’m just going to pause here for a minute and fill in the the group a bit about how this came full circle so I had been working with the tube for about eight months and doing their initial marketing cloud setup so migrating them off of their previous marketing automation platform replacing all the previous functionality that they were used to and also starting to build out some of these more advanced features like personalized journeys in that time working with Matoo it was it was clear that their products were really really high-end high-quality products and I thought it would make an excellent gift for my mom so I decided that I would get her a bathrobe on the tube comm and I thought it would be great to add that custom monogram feature to so we can navigate to the robes here and before adding the product to the cart you see there’s a add a monogram checkbox when you click that it opens up a nice interactive interface so I had the idea that I thought this was a clever one I felt like she would really get a kick out of receiving a mo M bathrobe mom bathrobe probably more so than getting your actual initials on it so that’s that’s the approach I took and you can see this interactive pop up that you’re able to select from a number of different monogram styles you can choose whether it’s a one two or three letter monogram you choose from a number of different colors and then depending on the product you can potentially choose different placement options as well for the robe it’s just the one spot so for my order I chose the three-letter monogram for M om selected the style that I thought would work the best with those letters and apply that to the product and past that it’s all just basic you know your standard cart checkout and once that’s all set I think we’re all familiar with the typical process of ordering online so first you’re going to receive your order confirmation email and then typically that’s followed up with a shipping confirmation email including a tracking number and so on but it’s in between those two emails that we were able to add a really nice touch of personalization to the process so here is the actual email that I received in my inbox after my order and I just I really thought this was great I mean obviously I was involved in putting this together so I was on the lookout for the email but when I imagine a customer who’s not expecting this I would think they would really enjoy receiving this email and getting a sneak peek at their custom product I can’t really think of a more personalized email than a benefit Oh from the shop floor of your custom monogram product still in the monogram station so of course the email had has some links to videos more information about monogramming and this is really a transactional email though as opposed to a marketing as it’s it’s based solely on the ordering of that product and it’s it’s not attempting to cross-sell or upsell upsell but instead it just gives the customer a look at their custom product as soon as it’s been produced so back to the presentation here alright so now let’s look at the technical side of accomplishing this so first off I just wanted to give a high-level overview of the technical architecture involved with Mateusz business operation so spree is their ecommerce solution we’ve got EDI for distributors and all this flows into the Salesforce platform using jitter bit as the middleware it’s all exposed and accessible through

mateus custom salesforce mobile app and using that app on a mobile device is part of the daily operation of many of their shop floor workers so as far as a high-level overview of what was set up to accomplish this project order is placed on the e-commerce site get passed down into the ERP and ultimately generate an order object record within Salesforce so again we’re using person accounts for these b2c orders and by using MC connect we are able to pull data from Salesforce in the marketing cloud in order to use it for more more personalized communications setting up marketing Cloud Connect requires users on both Salesforce and marketing cloud side and for the sake of time we won’t really be looking at that on this webinar but it is well documented and I can provide links to resources in the description when the recording is posted so what I do want to show you is a close look at some of the features that are available once MC Connect is set up specifically the concept of synchronized objects so once you have embassy Connect configured and marketing cloud that’s connected with the Salesforce platform you have the ability to select Salesforce objects and choose fields on those objects to pull data into the marketing cloud and once in marketing cloud that information is going to live in data extensions so for date extensions you can just you can think of as the marketing cloud equivalent of a Salesforce object there’s not a standard object model per se like there is in Salesforce so things are highly configurable and they’re all considered data extensions so it’s also worth noting that synchronized Salesforce objects are going to retain their data model relationship from Salesforce so it’s not something that you have to recreate in marketing cloud when you select them to sync they preserve their relationships so once this data is pulled in from Salesforce and lives on data extension it’s available for use for things like email content or decision criteria so whether or not a contact enters a journey or even decision splits within the journey you can use them to deliver dynamic content number of things can utilize this for once it’s a marketing cloud so let’s look at my actual order within the Duke Salesforce org so you can see all the standard billing and shipping information areas and we can move down to see the new section that we’ve created to keep all of the monogrammed journey custom fields together so there’s a checkbox we use as a trigger and another one as a safety precaution completed box we have a QR code on here a file upload some URL fields and I’ll come I’ll cover some of these in a little more detail as we look at the journey entry criteria an email template but essentially we’ve made customizations to the standard order object and Salesforce and with marketing Cloud Connect setup we had all the data flowing that we needed in order to create the email that I showed you earlier so the way this all works is that there is a physical printout called the traveler that stays with the product as it moves through the shop floor and here’s an example of the traveler for my row border and you can see the QR code so when the shop for worker at the monogram station scans the badge with their device it automatically brings up that particular order object record in Salesforce the worker is then able to upload the photo to the correct record so once that is accomplished we’ve got

some additional automations put in place to solve for the you of image resizing so imagine all the marketers on the call or where the issues that you would run into with trying to use a full resolution image as content on the HTML email so that was one of the first things I considered when we were originally discussing this concept I knew we were going to have to figure that out somehow and of course one involves what want to make it is minimal of an effort as possible so actually my contact motika was able to find a really great solution using Amazon Web Services that completely automates this process so when the full-size photo is uploaded the Salesforce it automatically goes to AWS as well and optimized versions become available through a standardized link structure it actually handles the placement of logo so that adds another touch of branding to the image as well so again optimally sized versions of the images of the uploaded image can be accessed through a standardized link structure so we were able to actually build this link based on a formula field and sales force just because we knew we knew what the structure path was going to be and we were able to use a formula to pull in the file name from the other field so all these all these fields in this monogrammed section are kind of working together to provide the information that we need in the monogram journey so let’s hop over to marketing cloud and take a look at how this information is being pulled in so it’s marketing cloud Connect set up if you navigate to audience builder and then under that contact builder and select the data sources tab at the top of the page then select synchronize tab you’re going to see a card like this now this name that appears is actually the name of your API connector user that you it’s one of the users used for the integration when setting up MC Connect so you want to click into this card to setup or update synchronize objects so if MC Connect has just been set up there won’t be any entities or attributes right here and when you click into the card you won’t see any object cards so you would then just go to the the blue setup object button and it gives you the option to browse through all your Salesforce objects in order to decide what you would like to be synchronized with the marketing cloud so for this particular project because we are using person accounts and they’re a little bit different as they’re a mix of the standard contact and account object so in order to create a marketing cloud journey using person accounts you’re going to want to sync both of those objects to bring over all the necessary fields and then as you saw within the monogram journey section of the order object we have a number of fields on the order object that we need to have synced as well so this is a closer look at one of these one of these synchronized objects looks like when you click into it this is the order object with each synchronized object you’re going to have a handful of required fields that must be synced to setup the object but then you also have the option of adding and additional fields as well and this is where you want to find your your custom fields that you’ve created so you can see the group of optional fields pasted in there because I couldn’t fit everything in one slide and one thing I really wanted to note for everybody just because this was really big gotcha along this process so hopefully I can see some folks some time and headache when setting up synchronized objects it’s really important to set filters so the reason is because currently every record that is brought into marketing cloud through a synchronized object is treated as a contact under all contact section this didn’t make sense to me at first especially with some of these order

objects that there’s not even send able information flow again but that’s how things are currently set up so the big implication of this is that marketing cloud customers could potentially be charged over e overage fees if the number of contacts exceeds what’s stated in their original contract so you can sync an object without any filters but you might find that you’ve exceeded that limit by quite a bit so that’s definitely a very important detail to be aware of and you can save yourself a lot of time and frustration by setting up good filters before sinking those objects rather than happen to segment and delete those records after the fact currently you can only filter synchronize objects based on a simple checkbox field so in this instance we have a checkbox trigger setup to kick off the journey and we decided that would be a grateful to use for this order object so here’s a look at the synchronized account object and you can see we’ve got the person email field under optional fields which is what we’ve what we’re using for the recipients email address at the other optional field there is used for another journey that we have set up and then we’ve got contact object sync as well so you can see that we have some filter set up on these objects on accounts we’re using the is person account field because we knew we wanted to bring in all person accounts but not all standard accounts like the ones they’re using for their b2b customers okay so now let’s look at the journey this is an overview of the journey the journey itself so you can see the journey is not very complicated at all actually we only want the journey to send one email and most of the complexity is is more around the entry criteria and the way the email references the data extensions so once the contact enters the journey they are something the email and then there’s another step that makes an update to a field and it’s that completed checkbox so look into that a little closer here shortly but that’s really it the journey is done after that so I wanted to show a closer look at some of these specifics like how we filter who enters the journey and how we added in that safety check to prevent accidental sending of duplicate monogrammed emails so this is a close look at the entry source the entry criteria so you’ll see that a lot of its similar to the filters that we have set up on those synchronized objects as far as the criteria here’s our main area down here that determines who enters the journey so we’re looking to account ID and that’s is not blank I haven’t been able to find out why why set is used I’m not sure but that’s what it means so you set that is not all well when you’re setting up the criteria and that’s how it looks in the overview all right account ID is not blank and we want to make sure that the monogram journey entry trigger is checked or true and also that the monogram journey completed checkbox is not equal to true so to tie that together that’s the field update step that comes directly after the journey email is sent so if you think about this from the beginning when the order object is created neither one of those boxes are selected once the photo is taken and uploaded to the record a Salesforce user checks the monogrammed entry trigger checkbox and saves the record and that’s what kicks off the journey and once the journey begins the email is sent and as soon as the email is sent the update order activity checks that journey monogrammed

completed checkbox which is again part of the entry criteria so that’s that’s how we’re preventing the chance of multiple sentence there and then there’s one more component on the entry criteria that makes sure that an image has actually been uploaded because we definitely don’t want to send this monogrammed email with an empty image so that covers our entry criteria section below that you’ll see our entry data this means these data points are available for use by this journey so you can that can come in the form of email content or decision splits if this were more complex journey some of these fields are not currently being used but we do have them included in case we want to create a new version of the journey later that maybe uses the customer name for instance you can see the actual monogram email that I received and that we’re only using personalization to display the monitoring image the order number and the order date but we went ahead and laid the groundwork for including more information later if we want without having to reconfigure that entry source so now we can look at the actual email object within content builder and you can see the percent percent order numbers here so these personalization strings or how we reference the data on those data extensions that are being pulled into the odd that’s synchronized objects if you click into this content block you will see what appears to be an empty image block but when you click into that image you see the details come up over on the side you can see the personalization string that’s being used to reference the image URL formula field for from Salesforce that makes the image appear in the email so let’s go back to the journey overview so we covered the entry criteria here showed the personalization strings to pull in the values from the data extensions from our synchronized objects and then we have the update order activity step so this is how we’re marking that monogram during a completed check box once the email sent wanted to show you what what that step looks like when you open it up in the settings so first we need to select our object so we’re selecting the order object and then your action section you just you decide if you want to create a new record update an existing record or find an update and then on the third step that’s where you’re going to select your field and you can set the value that you want to update that field with so you can see here we the monogram journey completely filled and we have that checkbox set to true and the final section just gives you a summary of your settings for this activity so pretty straightforward as far as that object update activity goes I think this was nice detail to add and just as a additional safety precaution so I think that covers all the important aspects of how this particular journey is working let’s take a look at the outcomes and the value that this provides so first of all you see a happy mom here with her new robe she loved her gift which of course is great but I think the main consideration here is that batuque has enhanced their customer’s experience with this feature I think it’s a really great concept and any customer who has ordered a custom monogram I think would be more than happy to receive this email and get a sneak peek at their custom product while it’s still in production I think this is a great way of bringing customers into the manufacturing process which establishes more of a connection between the customer and the brand and I think it also reinforces the feeling that the customer has purchased a luxury product I think I think this level of

communication and an effort is really makes a better connection with the client in addition to enhancing the customer experience we’ve we’ve also built out a framework to create more elaborate journeys down the road with MC Connect and these synchronize the objects the connect the connectivity is set up so whether it’s enhancing the monogram journey or creating a completely different journey that makes use of Salesforce data we’ve we’ve already got the groundwork laid so I think this was a big win with regards to improving customer experiences by making a concerted effort to communicate in a more personalized way as a consultant I was really happy to be involved in this process and to bring this feature to life and as a customer I was really happy to actually receive the email myself so at this point we can open things up for any questions if you do have a question please submit it through the chat also just so our viewers are aware we’re fortunate to have Stuart Kiley joining us on the webinar Stu is the VP of digital strategy of Machuca and he was my main point of contact in creating this Monogram journey ok great so we do have a question just Stu I’m glad you’re on here I think this one is definitely best suited for you so Tim would like to know how difficult was it to implement this into the shopfloor process the process was actually really surprisingly pretty easy to implement in the shop floor as Hollen mentioned we have iPod Touches deployed throughout the manufacturing facility to handle all of our work order routings and bookings of labour and those types of things and so by just including the QR code on the work order all we really had to do was train the operators how to you know scan the QR code what’s actually encoded in the QR code is a as a deep link so it calls open the Salesforce one mobile app and it calls it open focused on the actual order record itself and so the operator really all I have to do is scan the QR code it brings them into the Salesforce one mobile app automatically focused on the order object and then from there they literally touch the file upload button and gives the user the option to take a sure we trained them on you know the right kind of aspect ratio and the lighting and the angle to take the picture of these monograms but from there it’s as it’s as easy as saving a picture you know to a Salesforce object through an iPhone I’m sorry an iPod Touch mobile app and that’s about it that was very very little training involved at all great all right thanks to it it looks like we have one more that I think is best suited for you as well this one is from Johnny sue and she would like to know if you could elaborate more on the AWS solution used to resize the images so in order to minimize actually eliminate any kind of need for a human to resize you know or use something like Photoshop to manipulate these images we kind of pieced together an interesting automation with a couple of well one app exchange partner called s link and then another service called injects so I’m sorry I think it’s called s3 link yeah s3 links my company called Neal and technologies if you just google it or maybe we can provide a link so s3 link basically makes any files or attachments from any object in Salesforce immediately accessible to an s3 buckets so in essence we have it configured so that any attachment on this Salesforce order object gets automatically pushed up to an s3 bucket and that’s important because we need that image to be readable from the outside world in an automated way and you can’t really do that you know using the native kind of file attachment object in Salesforce so basically what happens is the operator takes the image from their iPod touch saves it within the Salesforce one

mobile app to the order object as soon as it’s up loaded that file is then copied up to an s3 bucket with a predictable file path so the order number and then the file name kind of are exactly kind of how the URL is structured so we have predictability on how to like recreate the URL pointing to an s3 bucket where this image now resides on top of that we use a service called injects I am ji XCOM which is really awesome web-based photo processing software which works in conjunction with an s3 bucket so basically then the configuration of injects were pointing to there our s3 bucket and it allows you to basically set parameters in the URL that do things like resize the image or add the watermark or crop it or add a filter or do anything literally just by sending different URL parameters so the image is hosted on an s3 bucket it’s like the original image it’s you know ten megabytes large or whatever and just by way of sending URL parameters through injects you can actually generate a URL that has that references an image that you know is only whatever are 300 pixels wide and has this watermark and that now is pushed in the marketing cloud so that we’re sending an image that’s optimized for email and all this is done completely automated without any human interaction so the two tools that we use is called s3 link by Neal Nealon let’s use Google you’ll find it and then injects I am gix comm is the service that we use to to automate the processing of the images perfect well it looks like that’s all the questions we have I want to thank everybody who joined us today and really appreciate you jumping in and fielding some of these questions too so I think we go ahead and wrap things up now if anyone would like to connect you can find me on LinkedIn also if your company is interested in working with the Salesforce implementation partner whether a marketing cloud project or any other sales forces many products we have a very experienced team of consultants here at Mountain point so please don’t hesitate to reach out if you would like to start a conversation thanks everyone I appreciate your time and hope you found this helpful