Salesforce - CRM Marketing Cloud Controls
- Carrie Felton
Marketing Cloud (MC) is an integrated system with Salesforce CRM and provider of digital marketing automation and analytics software and services.
UIT (Brandon Gresham) manages a central MC instance, so configuration of that system must go through the UIT team. This guide goes through the CRM configuration and controls that support the sync into MC.
Foundation: Campaign
A Campaign is the foundation for all marketing efforts in Salesforce.
All campaigns will have basic information.
The Marketing Cloud sync has three minimum requirements
The Campaign Record Type must be Program Inquiry Campaign
The Campaign must be Active
The Academic Program must be defined for the MC segmentation
If Leads will be coming from an external partner (OptinMonster, Red Ventures, etc.), the Campaign Code must be defined. The ISM team can help with this if the value is missing.
Campaigns managed in Marketing Cloud also have additional values to control the sync.
At least one unit indicator must be checked to sync to Marketing Cloud. As of Jul 31, 2023, only UOnline is configured to have Leads in Marketing Cloud. Additional units will have a similar indicator as the integration is updated.
Any Lead with a Campaign Member record created after the sync date will go into MC.
This date controls the first sync of Campaign Leads. While the date field is blank, no Leads associated with this campaign will sync. Once the date is filled, only Leads with Campaign Members created after the sync date will go into MC.
Connect: Campaign Member
A Lead record will only ever sync to MC after the Campaign Member record has been created to match the Lead to the Campaign (Program of Interest).
With the creation of the Campaign Member, certain values to transferred from the Campaign to the Lead to support MC segmentation.
Program of Interest (Academic Program name)
Program ID (Academic Program Account ID)
Unit Lead (UOnline or other unit indicator)
All of these values are required to sync a Lead to Marketing Cloud successfully.
Details: Lead
Fields
The MC Sync details of a specific Lead can be found on the Lead record.
Below the Lead’s personal details, there are three sections with Campaign and Sync details.
Actions
Within the Marketing Cloud section, at the bottom of the page, there are three interaction options available.
Send Marketing Cloud Email
View Marketing Cloud Analytics
View Lead data on a weekly basis or within custom dates
View aggregate data for all sends on a weekly basis or within custom dates
View email-specific data - need to identify the email
Marketing Cloud Unsubscribe
Unsubscribe the Lead from MC
Replaces the buttons with a “Resubscribe” option for that Lead.
Email Results
Any emails sent out of Marketing Cloud will have certain information stored on the related Lead record. These emails are separated by the type of sending in Marketing Cloud.
Single Send Emails
Triggered Send Emails
These email results include send date, engagement details, and an email preview.
Journey Interaction Points
Certain Marketing Cloud Journeys will create tasks in CRM to prompt user interactions. These reminders will be available in the Activity section of the Lead record on the right side of the screen.
A list of all assigned Activities is also available from the Tasks list view.
Additional information about Salesforce Activities can be found here: https://uclsupport.atlassian.net/wiki/spaces/UDSIT/pages/2511634467/Salesforce+-+Activities+and+Chatter#Activities