– [Lucy] Thank you. Thanks, Rose, for the intro. I wish I was in California. I’m in London, as you may be able to tell from my accent. Actually, luckily, we’ve just come out of national lockdown, so things are looking up for us. But nevertheless, I’ve been really looking forward to joining you all today and I just want to echo Rose’s welcome.
Thank you for joining. I’m honestly honored to kick off the celebration of email marketing. So without further ado, let’s get started. So today I’m going to talk about using the full power of Salesforce to make marketing more effective, which is something I think about a great deal.
In the past, in my past roles, I’ve been tasked with some pretty thorny challenges to do with email and Salesforce, which is how I found my passion to this perfect pairing. You know, in times of challenges I really manage to get my teeth in and understand a lot. So this event is called Conversion Conversations, as you know by this point.
So I thought about unpacking this. This word would be a good place to start. So what is a conversion? A conversion in marketing can mean many different things. It’s open to interpretation, and I’m sure you agree it’s a topic or a concept that could easily balloon into a vast-reaching conversation.
And this is something I wanted to frame here. Get it all on the table as such. These are some definitions of conversion that I could think of when I sat down to think about it. It’s likely you’ll use some in your teams, some of you will use more than others.
You may have these conversion checkpoints, but refer to them with different names. Or you may even have them sourced in a different order. Scan your eyes from left to right. As you can see, some are more obvious than others, but I would argue that every point pinned on this generic diagram of a customer journey could be counted as a conversion.
And we don’t often think beyond the initial sale all the way through to your customer converting into an advocate of your brand and converting into another follow-up sales opportunity. Marketing kind of needs to be all over this lifecycle. “Showing up.”
Like, marketing is not just focused on the top of funnel anymore as was traditionally the case and sometimes is still perceived as that. But let’s not blink ourselves. Marketing is expected to do more. There’s high expectations as I’m sure we’re all aware. Everyone’s trying to get more mileage out their marketing.
While we do have the tech, there’s often too much technology and we’re not leveraging what we do have in the most efficient way. But email marketing is timeless. It’s a timeless effective communication channel which I’ll come back to later. So there’s pressure for marketing show their value, show how marketing activities are having tangible impacts across the opportunity pipeline.
But how is that possible? How is it possible to make that link? There’s so many things one could say here, but it could just boil down to one word. Data. Actually, more specifically, the opportunity, account, lead, contact, any other data that’s housed in your CRM in Salesforce.
So, yes, I’m going to touch on everyone’s favorite topic, data. But don’t roll your eyes. Just stay with me on this one. I review a lot of posts on data and I know it can be sometimes a bit of a tricky topic or one that doesn’t seem that interesting, but honestly, the organizations who are harnessing the correct data are the ones getting ahead and data doesn’t have to be boring.
It doesn’t have to be taxing. It can help make your marketing more relevant and all in all, make your marketing automation platforms work for you. Honestly, this is one of the biggest roadblocks I’ve seen when I was doing marketing automation consulting, was people not engaging with that data and taking ownership of that.
So it’s actually quite funny. We’ve gone from fighting to accumulate data, you know, paying so much money to enrich our databases, to store it because storage is often expensive. I mean, in the Salesforce context, it is.
And the time and energy and sometimes budgets processes as well. We now have the opposite problem. Picking out the right data points. These should be the data points that are meaningful to teams across your organization, and then there’s the added challenge of leveraging these selected data points at the right time for each individual lead or customer that comes through your doors.
So you get by this point that it makes sense to integrate your CRM with your email service provider, your ESP. You have Salesforce. By some sources, it’s the most popular CRM on the planet.
It’s flexible, it’s powerful, it is your source of truth for customer data. Like, no one’s suggesting you change that. Then you have your ESP. In all the organizations I’ve worked for or consulted at, email is the foundation of marketing strategies or at least a major component.
So as I said, you can see now how your email service provider and CRM need to be connected. Like, this is really foundational. And while this perfect pairing makes sense, there’s a lot of value here that I think gets missed often in the conversation.
So hopefully if you don’t already have them connected, then you’re going to add that to the top of your to-do list. So what you need from your ESP connected to Salesforce is for it to be easy, effective at delivering results, and efficient. So in other words, alleviating your workload.
So now let’s whip around eight reasons I think are most compelling. Right, so the first three reasons can be grouped as it’s easy. I said it before, I’ll say it again, email isn’t dead, it’s not going away. While digital marketing is always evolving and moving towards bigger, better, faster tech, unlike a lot of marketing channels that have come and gone, email’s been persistent over the past couple of decades.
And I can just share a few statistics to back that up. 59% of marketers say email is their biggest source of ROI, and another source found that emails generate $38 per every $1 spent on average. That’s huge.
You can really win so much value out of email marketing. So need I say more? It doesn’t need to be expensive. It’s very affordable to make this move. Again, you already have Salesforce, you already have an ESP, you’ve made those big investments. Connecting to the two is actually usually very low cost, sometimes even free depending on what you want to get set up.
And funny, there’s little or no learning curve. Marketers can work in their email marketing platform. Salesforce users stay in Salesforce. Everyone is working where they’re most comfortable in those interfaces. However, everyone is reading from the same page because they’re shared insights across both platforms. Most connectors can be administered from a simple interface, so most of the heavy lifting is taken care of for you.
You know, you don’t have to build your own integrations and amend them. There’s no coding, no importing or exporting data, and any other horror stories from marketing data management you may be carrying around or have heard. So similar to the interface you see here, some connectors can have very clear and easy setups. Right.
Let’s move on to how it’s effective. So tap into the possibilities that your CRM database offers. Use CRM data not just on the individual level, so in Salesforce talk that’s the lead in the contact, but at the account level from opportunities, products, and other custom objects your organization could be using as a result of tailoring Salesforce for your company bespoke to your organization.
For example, when a lead turns into an opportunity, you can change up your marketing messaging that’s going out in emails. When an opportunity goes from the top of the funnel, so it could be before a proposal goes out into the final negotiation stages.
That’s another turning point for the prospect. When they should move from one segment to the other. Of course, an obvious one when a contact becomes a customer, you should put them on an onboarding campaign, to welcome them as a customer. And what about which campaign you want them to be included in after they’ve been a happy customer for some time?
Of course, you’d want some automated due diligence to segment out any people who may have an open case. A case meaning a Salesforce case which suggests they have a complaint in progress, or maybe are not too satisfied with some aspect to your product or service. But anyway, that source of truth for all that data is Salesforce.
As well as segmentation, you can use this wealth of data, but just better personalization overall, and also optimizing the timing of each interaction so it’s meaningful and it’s not going to get the trust straight away from your recipient’s inbox. So now this one’s quite chunky point.
Recording lead or contact engagement with a specific email campaign is the way that you’re going to build a picture of the journey your prospects and customers have gone through over time. Imagine each touchpoint your campaigns make is a step on that journey. So it’s that all-important proof that your email campaigns are being effective.
You see the date this person engaged with the email and to what extent they engaged with it. And with making these connections, you can achieve something called marketing attribution. It’s a term you may have heard been flung around and it sounds quite intimidating, but all it really is, well, nailing marketing attribution is considered, like, the Holy Grail of marketing reporting.
And in Salesforce speak, you’ll hear this referred to as campaign influence. In other words, showing how campaigns are linked to sales opportunities in Salesforce. And this validates the value of marketing’s campaigns in driving opportunity pipeline, and therefore revenue for the company.
But the first step to that is really ensuring that your email marketing is hooked into your CRM to build that rich data picture. That first hook will hook all of the other connections together. Those golden links; that’s going to match your email campaign to one revenue. So this is pretty self-explanatory.
Reducing workload. I mentioned data management horror stories earlier. But I want you to think about your organization’s relationship with data. Is it working for you or are you working for it? I see all the time, there are time-struck marketers and business leaders, yes, business leaders chipping in to help with data management.
And even in large organizations with have lots of marketing resource, it seems like the more data you have, oftentimes it can cause a lot of clutter and technical debt rather than just being very clear and handled with effective sync.
You know, you don’t want to be running into trouble transferring data between platforms, certainly not importing and exporting. You don’t want to be jumping through hoops of IT to get access or reformatting data. It’s just honestly a waste of time.
So it would just be nice, I guess, for people who are bogged down with these things to stay focused on the important things that actually need their attention. Yeah. Aligning with sales. There are use cases where the behavioral data that is generated from email marketing is intel for the sales team.
A quality connector can sync data very fast, so marketing are able to send across prospects who are hand-raisers. So they’re making a lot of activity, they’re making a lot of engagement, and they should be put on the sales team’s radar. As a result, this will help how the sales team are working.
They can work more effectively, prioritizing the sales leads that are sales-ready rather than knocking on everyone’s door and getting ignored. A couple of other examples on how the data generated from email campaigns can enhance user on the CRM side, their experience, could be when an inactive lead clicks on an email.
So someone Sales may have thought unqualified, redundant, they suddenly come back to life. Or when someone who’s part of a key account has opened, say, five emails in the past five days or something along those lines.
Maybe you’re not sending that many emails, but they open X number of emails in X days or weeks, that’s a great use case as well. So, yeah, with the reliable connector from email to Salesforce, syncing that data, you can also create dashboards using Salesforce standard reports and dashboards, which will go so far increasing the visibility of your efforts and get sales users on board and collaborating, even, you know, interacting with your reports because they would be used to Salesforce reports and dashboards rather than having to either screenshot a separate platform and put it in slides or have them log into another system.
So here’s what it looks like once you integrate. You have your various data sources feeding data in Salesforce. Remember, your source of truth. That fits right into your ESP passing over real-time information that informs your campaigns.
In turn, your email platform is sharing back engagement data, that’s the all-important behavioral data that’s going to help you see the digital footprint of your prospects and customers. Yes, it’s simple when you look at it like this.
Obviously, the details of getting everything connected, working properly with your specific Salesforce data model, you may have industry-specific quirks that, you know, you would need to address. But while the journey can be a little more complex, it’s definitely rewarding and definitely worth it. And that’s what this event is all about really.
Guiding you through the process, helping you where you may get stuck, and all in all, just helping you get on to that next level if you’re already doing something like this. So wrapping up here, I want to say, again, just think about your organization’s relationship with data and think, is it working for you or are you working for it?
So I’ll hand it back over.
– [Rose] Thank you so much, Lucy. That was awesome. I’m really grateful for you guiding us through, A, the buyer’s journey, like, really starting from the first step, illustrating why email is an essential marketing channel for connecting with these buyers, and then onto some of the fundamentals. I really can’t stress enough that it’s all about getting your data in order.
Personally, from my interactions with the customers that we help, it’s always been 80% just working out where the data lives, what’s critical, and then actually getting it into systems has been the easy part. So, you know, this is really what Conversion Conversations is all about.
We want you to basically get all the pieces connected and I’m very grateful for your help with that, Lucy. So what’s coming up next right after this, we’re going to be joined by Ross Layton. Ross is the founder of Beaufort 12, provider of some of the best Salesforce integrations on-the-app exchange and that is no lie.
Go check out the reviews for yourself. And we’re going to be having a fireside chat and Q&A session. So keep the questions coming. They’ve been really excellent. We actually have quite a bit to talk about today. So very, very grateful for you all just adding your questions to the panel in GoToWebinar. And then after our fireside chat and Q&A, we’re going to be heading into a special session just for non-profits on how you can integrate Salesforce with your ESP and use that to engage your volunteers, and of course, increase donations.
So, Ross, it’s great to see you. It’s actually always great to see you. I know we have a couple of times zones between us and, of course, you too, Lucy. But are you ready to bite off some of these great questions?
– [Ross] Yeah, I am. Thank you so much, Rose, and thank you, for everyone that’s watching right now. It’s a pleasure to be on here. Great keynote, Lucy. Thank you for that. As Rose said, I’m one of the founders of Beaufort 12 and you’ll, unfortunately, be hearing from me over the next few days. I’m covering a few sessions.
Also, as Rose mentioned, we had all the questions. So when guys signed up, you did have the possibility of asking questions. So we’ve captured those and we’ve collated them and we’ll try our best to go through them. And we’ll also go through any questions that we’re going to Q&A. we’re getting a few of those as well, so we’ll try our best there. So let’s move on to the very first question.
I’ll just read that out now. So, Lucy, what are some of the biggest opportunities you see for people combining their CRM and ESP?
– Sure. Great to see you again, Ross. And I was just laughing to myself, had a bit of a chuckle because you said, unfortunately, you’re going to hear from me in the next few days. I’m just like, that is so British of you to say that. Apologizing for your great presence.
I guess with the fireside chat as well, I always just imagined a fireplace and a crackling fire, so, yeah, we should have maybe arranged something like that. I don’t have one handy. But pubs are open now, so.
– [inaudible] with this weather.
– Yeah. So back to opportunities for combining CRM and ESPs. So, yeah, just to reiterate what I covered in my talk, I gave eight reasons, but, you know, I’m not going to flog a dead horse here. I think, you know there was a lot of information there, but the two that I wanted to pick out especially was the rich segmentation just tapping into that CRM data to not only improve personalization on your marketing assets, so your emails basically, but also the timing.
So many customer journey timestamps can be determined by your customer data when you think about it. Even if you don’t have date fields set up and dedicated in Salesforce already, you can create them and start collecting those timestamps from today.
The second one, as you can probably guess, is the marketing-driven conversions. Keeping all that subscriber activity and engagement stored in Salesforce campaigns to paint that picture of how your prospects and customers are reacting to email activity and providing those magic links between sales opportunities and marketing spend.
– Yeah. That makes total sense. And I guess from our side and we do see a number of businesses kind of asking why they should use the integration. And I’d have to say one of the biggest things that we see or I’d say is a benefit is automation. So many, and you touched on in your keynote, so many companies, particularly small companies, have somebody effectively downloading from Salesforce into Excel formatting, uploading the information that then gets it into their ESP, but they’re not seeing that data back in Salesforce.
So I think one of the biggest things that we see is automation. Let an integration automate that for you. It can do it reliably. It can take off a mundane job for somebody. And if it’s syncing data back and, again, you just touched on that, you get to see that information right in Salesforce, against your Salesforce records kind of on when you came forward.
So thank you for that.
– Totally. And you’d be shocked at what some people are doing in 2021 with data, you know, it’s not fun. That’s not what email marketing is about.
– There’s plenty of opportunities to automate that. And we had a question, apologies. I think my eyes are glancing because we are getting some questions in. The question we just had in from one of the participants is a question from Mary. And she says, “In our business, the migrated data we have in Salesforce is quite messy and I’m told it’s required a major cleanup to make the connection.”
So what would you say on that? I’ve got some thoughts. What would you say on that, Lucy?
– Well, I’d say first stage is deduplication, and honestly, this is one of my least favorite topics because deduplication is so essential. Especially, you don’t want to have duplicate records and then having some marketing engagement on one record and then some on another, and then one record progresses through the opportunity pipeline and the other one doesn’t.
So that would be my first step. And then I suppose standardizing data for personalization so fields that you know you’re going to use in personalization, getting those standardized. But what are your thoughts, Ross?
– Yeah, I mean, I tend to agree. I mean, the problem is data is king and if data is not great, it’s always going to make it that much harder. You touched on it, Lucy, when I’ve done this as a consultant, you know, we’ve used various techniques using Salesforce reports, deduping tools, there’s quite a few of those on the app exchange, enrichment tools, things like Clearbit to kind of clean up the data.
One of the nice things on the side of Campaign Monitor, and I know we’re talking quite generically, but on the Campaign Monitor side, when you upload records to a subscriber list, it’s going to look at unique records. So a lot of questions we get and a lot of concerns that we get is if I upload my entire database, will I have thousands of duplicates? Will I have thousands of duplicates?
And the simple answer is no. The way that the system would work is it would deduplicate. It would stop those email addresses being added. The [inaudible] then comes into what are you looking to do further? And for me, it always comes down to your requirements.
So if you would want to send out mass emails to all your contacts, you’re probably good to go because your data’s in there. Your email addresses are deduplicate. That, it’s fine. Where the problem will come in is if you’re looking to use custom data or segmentation information. Then you can’t reliably then rely on that data because it could have been duplicate, it could have come from a different record.
And that’s where your cleaning up might come from. So I think the first step I would say is try to understand what you’re trying to do. And if it’s simply just to send out emails, we have very little customization to them, then you could use something like Campaign Monitor as a way to deduplicate those email addresses. But if you are looking for cleaning up your data, then there are quite a few tools on the Salesforce app exchange that you might want to have a look at that might help out there.
I’ll move on to the next question. And my apologies, I am moving a little bit of a pace just because we are getting so many questions through. So the next question… – Wow. [crosstalk]
– We have a few in the queue. I will take one again from the ones that were asked earlier. So, “What are the biggest mistakes you see people making with their CRM and ESP?” Again, sorry, Lucy. I’ll pass it to you first and I’ll chip in.
– Can I go on about campaign influence again? Yeah, I would say not using Salesforce campaigns and as a result, not using campaign influence, and that maybe, or probably is because marketing engagement isn’t being synced to Salesforce campaigns automatically.
So, yeah, it’s just that, I think, is a huge mistake. And another mistake could be marketers not understanding what happens to leads and opportunities that fall out of the pipeline.
So if they’ve been disqualified or opportunities being closed/lost. So often in Salesforce you have, like, the closed/lost reason field. Is that being enforced? What reasons are in there? Which do you consider marketable? It’s honestly low-hanging fruit for you.
– Yeah, I tend to agree. And, again, from my side, very development focused, but everything for me kind of comes to good requirements. And so, some of the biggest mistakes I see is people just not thinking about what they want to do. I like to reverse engineer things, so if I want to send out an email campaign, for example, and I know it’s going to need some custom data in there, I’ll analyze and find out what that data is.
Do we have good coverage of that data? You know, are we actually able to do what we want to do? Do we need to look an enrichment tool, again, something like Clearbit to effectively garner some data for our records to make them a bit better on the sending out? So I think the biggest mistake I see is people just not really looking at what they’re trying to do and then kind of reverse engineer it backwards to put the best possible solution and almost hoping that if you put an application in, it will do the hard work.
And, you know, after 20 years, it just unfortunately isn’t that way. There is a little bit of legwork to be done, unfortunately.
– Yeah. And you could also apply that to getting results from, you know, based on your previous campaigns experience. You know, you need to send an email to 100 people in order to get two conversions and then so on and so on sales and it’s, yeah. Just not just setting yourself up for success in that respect.
– Yeah. Exactly. Next question I have here is, and this is again another live question. So, “What is the advantage of seeing campaign analytics in Campaign Monitor for Salesforce rather than using an analytics tool within Campaign Monitor itself? Is the data replicated in both places?” And I can probably quickly fill that one.
So the data that you see in Campaign Monitor is pretty good because you get to see it within context, and as Campaign Monitor is a mass email tool, what you’re seeing is very relevant reports, very relevant UI in that way. Now, what we do, and is we take a copy of that data and we put it into Salesforce into your contacts and leads. So you can see it in a very real way against a contact and lead.
You could create Salesforce reports. Part of Lucy’s presentation talked about campaign influence. So you could, if you wanted to, have an integration tool like ours, create Salesforce campaigns, which would have campaign members and off the back of that, use influence to create opportunities off there. So there is a pretty good use case for having the data, first and foremost, in Campaign Monitor, and then secondly, in an integration like ours, like Campaign Monitor for Salesforce.
It is, again, worth noting that this is all very optional. So if you only want to see the information in Campaign Monitor in the case of our integration and other integrations, you can generally restrict that or turn it off so you just simply view it in the ESP. Why that’s important, and again, Lucy touched on it earlier is that storage is a premium, Salesforce storage is quite expensive.
So if you’ve got a lot of tracking data, you might want to choose to keep only a bit of that or you might want to keep all the information within Campaign Monitor and use that to view email tracking. To that point, Lucy, we’ve recently, and I’m sure you guys have crossed it, started to surface data using lightning components so that it’s actually surfaced in real-time rather than stored for Salesforce reports.
Is that something you’ve seen on the Pardot side, the other side that you guys work with?
– It’s stored in lightning components, yes. Yeah. Yeah, I’ve seen that. I think that’s the way it’s going, you know, you want to have that lightning component to move around all the pages and stick it where people want it because that’s the way lightning is going, that user satisfaction.
You know, we have such optimized apps in our life as consumers that users expect the same nice look and feel and convenience in lightning components.
– Yeah, I couldn’t agree more. Apology for keeping glancing left as the questions come thick and fast. So I will move on to the next kind of question that we got in via the initial registration process. So the question is, “What are some of the most valuable ways that a business can use Salesforce to automate processes or alternatively, what are the key processes that Salesforce can help you automate?”
Give me your thoughts on that, Lucy.
– Yeah. Because this came through before and I had some time to think about it. I even sat down and wrote a blog post on what I thought in terms of marketing, what the most valuable processes are. So I think my favorite out of the 10 that I covered previously was lead keys. So in keys in Salesforce, like, basically help users prioritize incoming records, distribute them.
It’s almost like a holding area in your CRM, so users can wait to pick them up. But you can assign needs to a team so that whoever has the capacity can pick them up almost rather than getting assigned to one person and if they’re busy, the lead doesn’t get seen to. Or you can even route these leads away from sales and put them in like a marketing nurture queue or something like that so that they’re not seen to immediately.
And I think that’s really valuable. Another one was customer lifetime value, like, calculating the total amount of all the past opportunities for an account and seeing who your loyal customers are. You may be able to, with a bit of tinkering in Salesforce, be able to see, okay, which customers have referred us to most business.
And that’s great for segmentation.
– I agree. I mean, the one that we get asked a lot, which is a very basic example, I think we’re going to cover it in one of the demos a little bit later over the next couple of days’ sessions is, it’s kind of a very simple Salesforce web to leads. It amazes me how many companies use that or use something like form assembly just to get that web to lead traffic.
Again, it was part of your presentation. You had the website showing data flowing into Salesforce. On our side, what we’ve seen is people want to automate the whole flow. They want the web to lead to come into Salesforce. They want that lead then to be passed on to the ESP and for that ESP to have some automated journeys on there. So that’s the automation I tend to get a lot of questions on or see a lot on it. And it’s something that we do cover in a few sessions here.
I do have a Pardot question here, Lucy. So I know you’re actually on Pardot, so I’ll pass this over to you. So, is Pardot an ESP or an automation? Is there really a difference? We have Pardot/Salesforce, is this considered the kind of integration Lucy spoke to?
– Yeah. I mean, it’s a similar, one part of that is email marketing, right? So with Pardot, there are some differences. You do get extra features but it obviously is dependent on the budget that you can spend as a company. Oftentimes, sorry, my cat’s just joined us. Oftentimes… As soon as I said Pardot he just comes running.
So I think, you know, it just depends on your budget and oftentimes you may not use all the features, right? So it just depends on what’s going to work for you. As I said, email marketing is like the cornerstone of most marketing strategies. So it just depends on what we need.
– That makes sense. There’s another question that’s kind of come in again live and just to give you a bit of a break there, Lucy, it’s more on my side. So what if you’re using Salesforce campaigns for donations versus email tracking, can you do both? And the simple answer is yes. There are a couple of ways that you could do this. You could have a type on your campaign, or if the fields were very different, then you could do something like record types and have different page layouts.
But the short answer is yes, you could have Salesforce campaigns with donations for donation tracking, and you could have campaigns for email tracking and just separating those two by using types. Record types is a good way if you want to change up the page layout there. Now, I know you’ve written a blog on this one, Lucy, because I read it a few days back. We heard of a question from Megan regarding campaign influence.
It’s a bit of mystery. “Does it require someone to engage in an email or does it simply give a campaign influence on an opportunity if it was the last campaign the subscriber received prior to the conversation?” Are you able just to give a little bit of color to what campaign influence means? Just, I know it’s quite a broad subject.
– Yeah, sure. I think to answer the first part of that question, the level of engagement that the campaign considers, right? So you have different campaign member statuses and some of those statuses you say, “Yup, that was a meaningful engagement,” and other ones you say, “No, that was nothing to us.” So yeah, you can determine that by those status values, and that’s kind of what we’re talking about, Campaign Monitor syncing, or your email marketing platform syncing.
Then the second part of that, can you just repeat the second part of that question it was to do with it the opportunity, right?
– So, “or does simply give a campaign influence on an opportunity if it was the last campaign the subscriber received prior to the conversation?” Conversion rather. To the conversion. Pardon me.
– Yeah. So the campaign that they last interacted with before an opportunity closed, I believe, or before, I always forget. It’s either before a lead is converted or before an opportunity is closed is considered, like, the last touch. And how the Salesforce model works is that it normally looks at the first touchpoint, but you can build custom models to say, okay, I want to weight the last touch point as the most important, or I want to give like a 30, 70 split or even distribution across them all.
So there are ways you can build custom models to do that.
– Cool. I know that you’ve done quite a bit on that. So if anybody wants to look at that a little bit further, there’s actually a very good blog post that Lucy’s done on that. It’s worth a read. It’s very good.
– And that was written just by me getting very confused and trying to demystify it for myself. So I hope it’s helpful.
– I find the best blog post is one that you’ve actually had a…I’ve written a few blog posts, and it’s generally where I’ve had a problem, and I just, for the life of me, could not find a really good answer. And then after a lot of searching or a lot of work with Salesforce support or one of the Salesforce community people, I’ve got a decent answer and then I’ve written a post on it because it’s just, you know, I wish I had that post in the first place.
– Yeah. Yeah. And that’s how the drop started, you know, documenting the undocumented.
– Yeah. Exactly. Yeah. And there were so many gray areas. Exactly. And a very quick question here which is more my side, “Is the integration of Salesforce free?” So what we do is we do offer a free version.
It is quite limited. Then we offer a version that’s, like, a premium version that is paid for. And our pricing is all based on the number of subscribers that you have. We do link off to our website and there are resources there so you can take a look at pricing. But there is a free version, you can try the product completely free 14 days, and that’s the premium version of the product so you can try it and make sure it works for you.
But the free version, I would say that is quite limited. So some of the automations that we cover within the sessions that you’ll see a bit later, we tend to use something called the Import Wizard, which is probably one of the most popular tools, that is a paid-for feature. But we do offer a free version and we do offer a 14-day free trial so you can make sure it works for you.
I’m just going to hop back now to the document. So next question. “What would you say are the top three reports every business should use?”
– Okay. Okay. So I guess maybe it’s coming at it from a consultant’s point of view, but when I want to understand, like, the health of a marketing pipeline, the health of an opportunity pipeline, I don’t just look at the successes.
I look at the failures, the bottlenecks as well. So as I mentioned before, disqualified leads and whatnot. There is one called the opportunity trends report, which is a standard Salesforce report type which shows you where opportunity is getting stuck, because it shows you, okay, this opportunity is like 100 days old and it’s been in this stage for 40 days.
And you can really start to see, oh, actually, things are getting caught here. Is there something that Marketing can be doing to help that? Or if that is genuinely how long the stage takes or should take, is there anything that Marketing can do to keep that warm? I don’t like talking idealistically.
I know it’s easier said than done. But I like that as a pulse check. Another one is obviously the influence pipeline reports. You can look at campaigns that have influenced opportunities and opportunities that have influenced campaigns. So from two viewpoints, which is quite cool.
– Yeah. I tend to agree. I think Salesforce do a pretty good job on providing sort of some pre-packaged reports. And these days, you know, the AppExchange itself, you can download various reports and dashboard packs that are free. For me, I don’t really have, I would say three top reports that I like. The things I would always, we got a lot of questions on when you’re importing data, what things should you do your report?
And for me, it’s all about efficiency. And as a developer, you want the process to be as efficient as possible. And generally, the best way to do that is just to make sure that you’re filtering correctly. And that could be as simple as if you’re uploading all of your contacts, apply one very simple filter to check to make sure there’s an email address.
There’s no point sending up a list of all contacts you want to email to If half of them don’t have email addresses. So applying a very simple filter means that not only is your report much more efficient, but it’s a great way to check the data. If you’ve got 1000 records and you’ve got 1000 records now in Campaign Monitor, you know that’s true because you’ve got the source on there.
But if you’ve got, say, 2000 records in Salesforce but you only see 1000 in Campaign Monitor, one of the most popular reasons is there wasn’t an email address in the first place. So things like filters I think are a good thing. I think things like making sure that you only add the columns that you really need within your ESP. Again, a lot of times, and Lucy’s mentioned this, we used sample reports.
And those sample reports might have 20, 30 columns, and all you’re sending over is a person’s name and email address. Well, again, from efficiency perspective, very easy to clone a report. And then once you’ve cloned that report, you can simply remove the columns that you don’t need. Really just focusing on the ones that you’re actually going to work with.
So I don’t really have, I would say like a top report. I think Salesforce do a very good job on the reports that they provide. But filters, definitely. And the other thing, I know we’re all pressed for time but I will be quite quick, cross object filters. They are incredibly powerful. So if you haven’t come across those, I think they’re probably one of the most understated report features in Salesforce.
They are very handy. A typical use case we have on our side is that if somebody wants to update all the records that are in Campaign Monitor, what we do is when we add a contact to Campaign Monitor, we create what’s called a subscriber list membership record, it shows you that contact is on a list. Now, with Salesforce, you can create a very standard contact report. You can use a cross object filter that looks at this child relationship and says, do they have a list membership record?
And if you combine those two things in there, very quickly, you’ve got a very dynamic report that shows you every record that’s in Campaign Monitor. You can also filter on the state for example, and you can use that as a way to update records. Now, we do have more questions and I think as Rose says, we will circle back on those. Apologies for everybody that we didn’t get to.
There were a few questions left, but we’ll try and get back to those questions in a different mechanism. And I will now hand back over to Rose.
– Thank you so much, both of you. Actually, Lucy, Ross, it has been terrific. Seriously, learning from your real-world experiences as Salesforce professionals, as people that are developing the tools that we use today. And of course, getting our questions answered live was just simply fabulous. So, personally, I thought it was really great to hear about the reports in particular and about where we can find insights and how to improve the buyer’s journey, especially with the bottlenecks that you’ve been talking about, Lucy, and yeah, the pre-packaged reports are really a good starting point.
So before I say goodbye to you both for just the short period, Lucy, we had your blog mentioned numerous times, and really, congratulations on your community of over 25,000 Salesforce users. Just before we wrap up, can you remind everyone where to find your blog?
– Sure. So we cover Salesforce marketing automation, so often things to do with best practices for using Salesforce as a marketer. It’s part of salesforceben.com, which is I think the largest independent blog. So the domain is, you know, salesforceben.com/thedrip, or you can just Google “The DRIP” Salesforce and it should come up.
– Awesome. Thank you so much. I just want to make sure we got a proper shout out in there for you.
– Thank you. Appreciate it. That’s good. Good. And also, I’d want people’s feedback on what they want to see and what they want to learn as well. So please, any inspiration, hand it across.
– That’s great. Thank you. And then Ross, before we go on break, I know we’re going to talk a lot more about Campaign Monitor for Salesforce. That’s great. We have some awesome opportunities for people to learn more and ask questions. Just quickly. Shout out on your side.
You mentioned the free version and the 14-day trial, where do you recommend people go to find out more about that?
– The best spot to go to is our website. So if you go to beaufort12.com, off there you’ll see our products. So we have integrations for Campaign Monitor. We also have integrations for Emma, which is the sister company of Campaign Monitor and Eventbrite. By clicking on those links, you’ll be able to learn more about the products, but beaufort12.com is the best way.
– Great. Thank you, Lucy. Thank you, Ross.