Marketing Cloud &

The State of Marketing

B2B
Salesforce Team
Welcome

Salesforce for
Marketing

Sync Your Data

Live Preview
AGENDA
Resources
 Customer Data
Platform

Real-Time Interaction
Management

Multi-Channel
Journey Management
Marketing Account-Based

Cloud 360 Marketing

Unpacking the Email Marketing

platform
Digital Advertising

Social Customer Care

Analytics
Key Business Drivers

● Sales & Marketing synergy

● Sales Efficiency

● Real Time Customer Behavior Information (worm engagement)

● Marketing end-to-end traceability

● Better Quality Leads

Footnote
Account Engagement
Key Differentiators

● Calificación:Una vez que el Prospecto alcanza o supera el límite para la calificación en un

esquema de lead nurturing entonces se lo asigna al equipo de venta como un LEAD de
Salesforce CRM.

○ Prospect Score: Puntaje basado en la interacción del prospectos los activos de Marketing (dinamico)

○ Prospect Grade: Calificación por tipo de perfil del prospecto.

○ Einstein Behaviour Scoring: Puntaje calculado por AI (basado en info de Pardot y CRM).

● Analitica:
○ B2B Marketing Analytics : Optimizar ROI ejecutando Campañas “Data Driven”.

● Empoderamiento Comercial
○ Salesforce Engage: Visión del historial del comportamiento del lead, alertas en tiempo real.
One Platform to Boost Results

Engage Buyers
Digital Advertising & Social | Advertising

B2B Marketing Automation | Pardot

Data Enrichment | Lightning Data

Close Deals
Sales Automation | Sales Cloud

Sales Alignment | Salesforce Engage

Grow Relationships
Customer Retention | Service Cloud

Marketing Analytics | Einstein Analytics

 “The move seemed daunting and risky at the
outset, but that couldn’t have been further
from reality. We felt in very good hands with
Pardot and the performance we’re seeing daily
proves it was worth it.”

Tracy Eiler
CMO, InsideView

50% 75% 60
Reduction in
Increased
Campaign Days to Value
Productivity
Assets

Source: The Pardot Time-to-Value Guide

Lead Generation
Drive top-of-funnel ROI leads with SEO and inbound marketing
Improve Search Results
● AdWords integration Lead Gen ROI Analysis
● Google Analytics integration
Increase w/ Projected
Capitalize on Social Metric Current
Pardot Impact
● Automate posts to key social channels
● Track engagements with social postings Marketing Lead Gen 600 32% 792

Harness events, webinars, and video Avg. Deal Size $10,000 N/A $10,000
● Integrate and track every interaction with
Close Rate 17% N/A 17%
Eventbrite, GoToWebinar, Vidyard, and more
Revenue $1,020,000 32% $1,346,400
Enable Sales to create pipeline
● 1:1 and 1:many campaigns using Lead Gen ROI $326,400
marketing-curated content
 Dynamic, Automated Marketing at Scale
Why customers choose Salesforce for marketing

Welcome

Salesforce for
Marketing

Sync Your Data

Live Preview
One Platform Productivity Analytics Intelligence
Artificial Intelligence

Resources
 Dynamic, Automated Marketing at Scale
Functionality for marketing and sales teams
Welcome
Salesforce for Marketing
Marketing
Adaptive nurturing campaigns
for the marketing team
Sync Your Data
Custom landing pages & forms
with progressive profiling
Live Preview
Easily test engagement
programs in real time
Resources
Revenue attribution and
lifecycle reporting
Automated lead scoring,
grading and assignment
Sales
Adaptive nurturing campaigns
for sales people
Insights based on demographic
and behavioral data
Fully integrated with Salesforce
CRM for prescriptive insights
Marketing approved mini
campaigns for sales teams
Real time notification of
prospect interest / behavior
Account Engagement
Engage buyers across every stage
of the customer journey

Generate New Business

Explore new marketing channels and convert more leads
with content that resonates
Nurture With Personalized Journeys
Create tailored, relevant email campaigns for new and
existing customers
Act on Insights & Adapt Quickly
Funnel lead information directly into Marketing Cloud
Lead Capture for Sales Cloud/Account
Engagement
Track marketing performance in one place, and empower
30%
higher ROI
your teams to make decisions together

Source: Salesforce Customer Success Survey conducted from 2017-2019.

Survey respondents were 3,384 Salesforce customers randomly selected.
Sales Emails and Alerts
Close deals by enabling sales to connect early,
effectively, and often

Strike while the iron is hot

Get real-time alerts the minute a prospect
signals interest
Make every conversation count
Tailor each interaction based on prospects’
engagement history
Work from anywhere
Work the way you want to – in Salesforce, in your
inbox, or on-the-go
B2B Marketing Analytics
Grow relationships by acting quickly on
marketing and sales data

Track business growth

View marketing and sales data in one place with
visual, customizable dashboards
Explore what works
Analyze what efforts improve campaign performance
and marketing ROI
Act on insights
Share your insights from any device and quickly take
data-driven actions as a team
B2B Marketing Analytics Plus
Intelligent experiences anywhere for every B2B marketer

Built for B2B Marketers

Get quick insights with pre-built marketing Apps and
Dashboard
Connected
Aggregate across all of your marketing, sales, and service
data with just a few clicks
Intelligent
Uncover new marketing insights, attribute impact, and get
AI-driven recommendations
Enterprise Ready
Quickly explore millions of data points with the world’s #1
trusted cloud platform
Lightning Email & Landing Page Builder
Quickly create engaging beautifully
designed HTML templates

Create Customized Content in Less Time

Drag and drop to design simple email and landing page
templates
Consistent Building Experience
Identical building experience for Marketing, Sales, &
Service users
Ensure Positive User Experiences
Responsive HTML design automatically adjusts content
to the recipient’s screen size
Nominate
Design Emails on Your Mobile Device Your
Preview and design emails with mobile form factors Customer!
Upgrade to Account Engagement Premium
Digitally transform and scale your marketing

Scale Marketing Teams Globally

Empower corporate and regional demand generation
leaders with multiple business units
Take Action on Intelligent Insights
Connect your marketing automation, sales & service data
and act on predictive insights
Deploy Account Engagement with Confidence
Test, audit, and deploy your Account Engagement
configurations in a sandbox environment
Blaze Your Trail to Success, Faster
Achieve your goals with resources tailored to your success
with premier level support
 Account
Engagement
Bring your Own Key Premium
Add On
for Encryption at Rest
Security is a team sport

Built in Security
Empower your users to do their jobs safely and efficiently

Commitment to Customer Trust

Enable your team to protect your customers data at any
moment

Safeguard your Data

Plan proactive next steps in case of a compliance or cyber
security threat

*Add on available for Account Engagement Premium customers

Account-Based Marketing in Salesforce
Powered by AI and built on the world’s #1 CRM

Identify Key Accounts

Create an account-centric view across CRM, engagement,
and external data
Engage Buyers Everywhere
Build cross-channel account engagements in a single
platform
Deliver Connected Engagements
Align marketing, sales and service teams to close bigger deals
Grow Customer Relationships
Measure and optimize your business with account analytics
to increase customer lifetime value
 Account
Engagement
Advanced,
Premium

Einstein Key Account Identification

Identify and Tier Top Accounts with AI

Identify Account Targets

Use AI to surface accounts that are most likely
to become ideal customers
Intelligently Tier Your Accounts
Use Einstein to analyze engagement in order
to stack-rank accounts
 All Account
Engagement
Customers

Accounts as Campaign Members

Engage Accounts with Salesforce Campaigns

Increase Contacts Per Account

Add accounts to a campaign with the goal of identifying
at least one contact for each account
Execute ABM Campaigns
Drive key accounts to a virtual event or send direct mailers
with our API integration
Report on Account Based Results
Create custom reports using the new direct relationship
between campaigns and accounts
Engagement History Dashboards
Understand your customers engagement patterns

Access Engagement Data Easily

View engagement data directly on the account, lead,
contact and opportunity record
Increase Visibility Across Teams
Quickly align marketing, sales and service teams with
unified insights, dashboards and analytics
Analyze What Works
Understand content and campaign performance, and
adapt marketing efforts as customer expectations change
Slack App
Connect your people and drive revenue
team orchestration

Elevate Marketing and Sales Collaboration

Help sales prioritize prospect outreach by notifying them
when their prospects engage with marketing assets
Relevant Insights in Real Time
Create notifications with custom messaging to provide
sales teams the next best action
Account Engagement Extensibility
Bring your apps and data together to
streamline your workflow

Leverage External Content and Data in Account

Engagement
Increase efficiency and connect your third-party apps
to use external assets, information, and data in
Account Engagement
Humanize Every Moment
Use rich engagement data collected in third-party
apps to further personalize touchpoints across the
customer journey
 Connecting Pardot with Salesforce
The what, when, and how

Welcome

Salesforce for
Marketing

Sync Your Data

Leads

Live Preview
Accounts Campaigns Opportunities Custom
Resources

Contacts /
Person Accounts
Welcome

Salesforce for
Marketing

Sync Your Data

Demo !
Live Preview

Resources
 Pardot on Trailhead
Learning in bite size pieces

Welcome

Salesforce for
Marketing Pardot Basics Pardot Lead Automate Salesforce Pardot Lead Pardot Email Einstein Basics
Generation Marketing to Engage Basics Scoring and Marketing
Business Grading

Sync Your Data

Live Preview Pardot Pardot Lead Salesforce and B2B Marketing Salesforce B2B Marketing Pardot Process
Engagement Nurturing Pardot Analytics Engage for Analytics Automation
Studio Integration Sales Users Datasets and
Dashboards
Resources

Language
localization:
To Scale, Demand Generation Marketers Have To Shift

Understand every buyer Align marketing, sales & Grow long term
within an account service teams account relationships

Sales Service

Marketing
Understand Your Buyers
Unify buyers and account data to define your targets and key personas

Make Data-Driven Decisions

Unify buyers and account data into a single source
of truth to prioritize marketing initiatives and spend

Target High-Value Accounts

Pardot drives communication
Build out your ICP to generate interest among key
with new members to raise
buyers and prioritize account segments
funds online
Launch Relevant Campaigns
Create meaningful engagements for every buyer
60%
Increase in web traffic
based on their behavior patterns and unique profiles
123%
Share Account Insights Increase in
Provide account and buyer insights to sales and transplant center use
service teams to drive meaningful conversations
Align Marketing & Sales
Personalize every engagement with AI to close deals faster

Make Every Conversation Count

Tailor each interaction based on prospects’
engagement history

Deliver High-Touch Engagements

Marketing uses ABM to target Create white glove experiences for accounts
healthcare facilities that host that are most likely to buy across channels
screening centers
7x 65% Build High-Quality Pipeline
Nurture buyers based on their engagement
Faster product More artwork
turn around processed patterns with AI-powered scoring
68% Increase Connect In Real-Time
in quote accuracy
Send real-time alerts to sales and service
reps the minute a prospect signals interest
Grow Account Relationships
Tie campaigns to revenue from awareness to loyalty

Attribute Marketing Influence

Know which campaigns drive pipeline, velocity,
and revenue to optimize marketing spend

Act On Predictive Insights

Use AI to identify future high-value account
targets and segments to hit your growth goals Monitors the health of their
customer relationships to
Drive Business Growth proactively communicate
Engage top-tier accounts based on their usage
and support cases to build cross and upsell 100%
Of marketing activities
Increase Customer Lifetime Value pivoted to ABM
Optimize success and NPS for top accounts
to build customer advocates
 Google Slides does not
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B2B Best Practices Please place an image of

speaker over this circle
manually. Place Logo in
Prasanna Vijayakumar circle below.
Senior Director, Product Management
Pardot Coaching Session Portfolio
We’ve got a lot to offer
Getting Started How To Review Insights Advanced

New Admin Health B2B Marketing Global Marketing

Manage Leads
Onboarding* Analytics* Strategy*
Optimize your Pardot
Send List Emails*
Prepare for and Salesforce Reporting
Implementation* Integration
Use Automation Tools

Empower Your Sales Database Hygiene

Use Forms and Landing
Users* Assessment
Pages*

Use Engagement Studio

Use Salesforce
Campaigns*

Use Salesforce Engage*

Email Marketing
Strategy
 Data Hygiene
Forms
Focus areas
Dynamic Content
Nurture Programs
Data Hygiene
Components of a healthy database

Database Email Account Account

Quality Deliverability Organization Settings
Post Account Audit
Sample assessment
 Forms Form Handlers

● ‘Low code’ friendly ● ‘Higher code’

● Progressive profiling, ● Ideal for 3rd party forms
dependent fields, email ● Strict control over UI
validation
Forms ● Visual control and thank
● OOTB functionality from
forms is not supported - it
Forms you text
simply passes data to
vs Form Handlers ● Customize error messages
Pardot
● Natively integrates into LP
● Recaptcha OOTB

● Kiosk mode
 One form, multiple landing pages

Confirmed opt in process

Forms Form reporting with Salesforce reporting
Some best practices
 1. Have a strategy

2. Order your dynamic

content (least restrictive to
Dynamic Content most)
The basics
3. Keep the variations simple

4. Content over styling

Dynamic Content
Increases personalization -> increased conversions

● Repurpose static space in emails, website and

subject lines
● Use rich content in Dynamic Content variations
● Adapt Calls To Action in landing pages and
emails for even more personalized experience
Nurture Programs
Best practices

Start with segmentation

Personalize everything
Design for your audience
Test, test and test again
Nurture Programs
Best practices
 More Info Available
SALESFORCE SUMMER ‘21 RELEASE NOTES
Recent Product Updates
Prospect Mailability Model Upgrade
Einstein Attribution Conversion Configuration
Campaign Clone with Related Assets Accounts as Campaign Members (GA)
First Party Cookies (Beta)
First Party Cookies (GA) Email Template Packaging Updates
Metrics Guard for Email
Key Accounts Identification (pilot) API Key Sunset
API: Layout Template & File (Beta)
Domain Management Changes New User Permission for Marketers
Wordpress Plugin with Salesforce Sign-on
Marketing Setup App Email in Lightning Setup Enhancements
Queue Prospect Sync Errors
Pardot User Migration Operational Emails in Lightning
New List Email Experience in Lightning
Pardot API V5 Analytics Object Sync

Pardot Email in Lightning Updates Einstein Send Time Optimization

Two-Click Unsubscribe Expanded Email Font Support

Einstein Key Account Identification
Accounts as Campaign Members (Beta)
Cross Business Unit Leads and Contacts

Trailblazer Inspired Features 28k IdeaExchange

Points

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Zebra Technologies Tailors Every Customer
Experience with Real-Time Personalization
Zebra uses Salesforce Interaction Studio to deliver the most relevant experience
for each customer by focusing on three main pillars of execution: embedded
experiences, journey overlays, and recommendations
Increases website engagement and content consumption by personalizing the
homepage, category, and subcategory pages across key verticals based on visitor
behavior
Tests multiple modal types like timed or scroll-based to promote key assets on
strategically targeted pages using Einstein Recipes
45% 25% 29%
reduction in bounce rate with reduction in bounce rate increase in form
vertical-led homepage driven by increased conversions from modal
personalization video views promotion of gated
asset
MARKETING

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Citrix Improves Demand Generation with
Real-Time Personalization
Wanted to direct online visitors to the products and content most relevant to
them based on their needs and stage in the funnel

Uses Salesforce Interaction Studio to recognize visitors – detecting their interests,

attributes and solution needs

Activates data for real-time personalization across homepage, product pages and
more

+50% +700 +17.5%

increase in demo increase in
conversions from requests from clickthrough
personalized personalized rates from
content recs call-to-action personalized
recs on thank
you pages

MARKETING

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Web Personalization Dramatically Improves
Demand Gen Results for Paycor
HR software company wanted to better target diverse buyers by addressing
individuals’ needs and pain points

Uses Salesforce Interaction Studio to identify website visitors and render relevant
experiences in real time

Machine learning drives personalized recs – eliminating the need for manual
content sequences

+164% +$338K +3.8X

lift in homepage pipeline influenced increase in
conversion rate by personalized offers clickthrough
rates from
machine-learning
recs

MARKETING
Key Interaction Studio Differentiators

01 02
Unified Customer Deep Behavioral
Profile & Decisioning Tracking with Business
Context

03 04
True Real Time AI/Machine Learning
Applied Throughout

05 06
Consistent Personalization Personalize all
across all Channels Experiences
Thank You