Salesforce Marketing Cloud: October 2020 Release Highlights
Speaker 1: Welcome to the In the Clouds podcast. In the Clouds is a Marketing Cloud podcast powered by Lev, the most influential marketing- focused Salesforce consultancy in the world. Lev is customer experience- obsessed, and podcast hosts Bobby Tichy and Cole Fisher have partnered with some of the world's most well- known brands to help them master meaningful, one- on- one connection with their customers. In this podcast, they'll combine strategy and deep technical expertise to share best practices, how- tos, and real- life use cases and solutions for the world's top brands using Salesforce products today.
Bobby Tichy: Welcome to the In the Clouds podcast. This is Bobby Tichy, along with Cole Fisher. And boy, do we have an exciting podcast today.
Cole Fisher: Try to simmer it down, Bobby. We're going to have to keep this somewhat, at least appropriate, because this is wild content.
Bobby Tichy: October 2020 release highlights, and I've got to tell you, the first one's a backbreaker, because how long have we been hearing about Customer 360? And Salesforce finally released 360 Audiences. So, we have our first look at what this actually looks like. So, for those of you who haven't had a chance to take a look at it, first, I would recommend taking a look at the Salesforce Marketing Cloud YouTube channel. There's a great couple- minute overview of what it is. But at a high level, what we're able to do is able to bring in data streams from Marketing Cloud, Sales and Service Cloud, as well as anything from Amazon S3. We can also have other data streams through, like an SFTP, come in as well. We can bring all those data streams together, all those data sources together, and then we can start to create a unified profile across them. So, I can say," Okay, here's my data from Sales Cloud. Here's my data from Marketing Cloud. And here's my data from my data warehouse." I can create a unified profile through drag- and- drop functionality, which is really slick, and then I can build all kinds of segments off of that, and then I can decide where I want to activate those specific segments. So, whether it's Marketing Cloud or Ad Studio or Sales and Service Cloud, there's a ton of different options there. So, a nice toe in the water for Customer 360. Yeah.
Cole Fisher: Yeah. That's a pretty big deal. Not that we've heard this coming for a long time or anything, but...
Bobby Tichy: No, no. This is the first time I've heard about it.
Cole Fisher: Say what, 360, now? So, another couple updates. Interaction Studio. So, the ability to trigger straight into Journey Builder now. So, previously, we've got enough data and we've got events in Interaction Studio, but now we have the capability to, whether it's a purchase, a web activity, resolutions to call centers, or things like that, now you can trigger immediate responses in Journey Builder and kick off a journey as soon as that interaction has taken place.
Bobby Tichy: Oh, that's nice.
Cole Fisher: Yeah. I mean, it's really cool, and I think you get used to seeing Interaction Studio on these releases, because there's going to be a lot of really cool things coming up, from what I understand. As inaudible gets stitched more into the Salesforce ecosystem and the family of products, there's going to be a lot of really cool ones. So, I think we've heard about a couple of them that are on the docket to be proposed for the next few releases. So, I won't ruin any surprises yet, but another really cool one is in Einstein. So, I'll start with actual, the ability to segment journey contacts by predicted engagement, and so that's actually able to be pushed through email or mobile push messages right now. And so, Einstein Engagement splits activity, and Journey Builder lets you automatically segment the contacts in a journey based on whatever their predicted engagement may be for either channel.
Bobby Tichy: Oh, that's pretty cool.
Cole Fisher: It is. The good thing right now is, any Einstein splits that are currently running will run as before. They're not going to require any sort of updates or modifications to them. So, that's nice [crosstalk 00: 04:23]-
Bobby Tichy: Oh, okay. So, it's only for net new journeys.
Cole Fisher: Yeah. But, so, it's not going to throw a wrench in anybody's current journeys, but it will be a cool feature to take advantage of. And the other one I actually thought was really cool was optimal send time frequency. So, we've had send time optimization for a while, and it's the actual time to send out, but I remember what we used to call standard... I think they were standard battery reports, or I forgot what the name was exactly, when we were at Salesforce, but we used to dump a lot of time and resources into finding a proper send time optimization and optimal send frequency. So, answering that question of like, when are you oversending versus undersending? When am I leaving crosstalk on the table? When am I just starting to pester somebody and risking losing them as a subscriber? So, this actually takes a look at individual patterns of behavior and determines when they should be sent to, and so you can actually create those splits in journeys now and say," If this is somebody that just requires more touches, then I can send them on this higher frequency send. If not, we can leave them off now."
Bobby Tichy: Well, I think what's really cool about that is, it goes more towards what we've been hearing a lot in the marketing industry of moving more towards personalization as much as possible. So, sending the right message at the right time, but also another cool thing about that, too, is, as probably anybody who is contracted with Salesforce Marketing Cloud knows, is, you're also billed against how many messages you send from the platform. So, in an effort to be more efficient with your messaging, it allows you to say," These people, I'm going to message more, versus these ones, I'm going to clock down a little bit because they're not as engaged," or whatever the case may be.
Cole Fisher: Yeah. That's a really good point. Not only are you minding the subscriber a little more and not risking attrition, but you're also putting money back in your pocket. So, very cool.
Bobby Tichy: Yeah. For those interested in ABM and who do quite a bit of marketing on LinkedIn, there's a new Ad Studio company matching functionality. So, what's really cool is ad campaigns that you create on LinkedIn, you can now combine company, job title, and location information to target specific accounts. So, for example, account- based marketers can use company names to create audiences who work in those target accounts. And this is something near and dear to our hearts because Lev has started to do some of this. We're going to, in 2021, start doing a little bit more account- based marketing. So, this will certainly be helpful for us, but for anybody out there who leverages LinkedIn as an Ad Studio activation partner, this'll be really helpful.
Cole Fisher: So, the next one's a little bit of a red flag for any customers that have sender authentication packages using private image domains that don't have SSL certs. We're going to start seeing images not loading in Marketing Cloud, and so that's the Google Chrome blocks mixed content. So, HTTPS is becoming more and more of a requirement for browsers. Google Chrome, starting in September of 2020, started sending out a series of warnings and beginning blocking that mixed content, and they're actually going to have mixed content downloads starting in January 2021. So, if you're not already operating with SSL certs, or you're considering a sender authentication package or expanding new business units with SAPs, that's something you're going to want to pay attention to so that your content's actually making it through.
Bobby Tichy: The number- one thing we typically see missed on Salesforce Marketing Cloud contracts are the correct number of SSL certificates. So, make sure that you're talking with your Salesforce partner or your Salesforce account executive as you're going through that path to make sure you've got the correct number of SSL certs based on the business units you have and based on how many different domains and things you'll be supporting, as well. The next one is tracking Automation Studio changes with Advanced Audit Trail. So, what's really nice is, in the past, if someone stopped an automation and made adjustments or restarted it, there was no way to keep track of who was doing this, except for starting and stopping, and so now you can view logged events for automations and activities in Automation Studios for the last 60 days, so you are able to actually identify those specific changes. So, Audit Trail events can be exported to an SFTP. We do have a lot of customers who want to bring that data back into their data warehouse, or their security teams want to have it somewhere, but you can now see it in that Audit Trail data extract activity in Automation Studio to pull that out, or you can also pull it out through the API.
Cole Fisher: Which will be really helpful because now, whenever the Lev delivery team goes in and says," Hey, who blew up this automation?", they'll know it was me.
Bobby Tichy: Yeah. There you go. Yeah. One key point there is that it is a purchase. So, if you don't have it today and you're interested in, it's called Advanced Audit Trail. Talk to your account executive at Salesforce.
Cole Fisher: I think our last update is another red flag. I feel like I'm the bearer of bad news, but... It's not really bad. In fact, it will probably be minimal impact to most customers, but anybody on V2 of Marketing Cloud Connect needs to go for the upgrade. They're on V5, so if your current version is named Marketing Cloud, Marketing Cloud Connect, then you're probably fine because that's V5. If you're on V2, you've been on this way too long.
Bobby Tichy: Cut the cord.
Cole Fisher: Do yourself a favor and update, because it is being retired at the end of March 2021.
Bobby Tichy: Awesome. Yeah. So, those are a couple of the highlights that we thought were most pertinent coming out in October 2020 release. There are a couple other ones out there, as well. So, if you want to take a look at them, the help documentation, or you can just Google," Salesforce Marketing Cloud October 2020 release." But, most importantly, moving to completely unrelated...
Cole Fisher: Mm- hmm( affirmative). This is the part that everybody fast- forward to the rest of it to get [crosstalk 00:10: 25 ].
Bobby Tichy: Exactly. Exactly. Or, it's the part where no one else is listening [crosstalk 00: 10: 29 ].
Cole Fisher: crosstalk tune out.
Bobby Tichy: Yeah. Favorite board game.
Cole Fisher: That's easy for me. My family always got really big into playing Clue.
Bobby Tichy: Oh, I love Clue.
Cole Fisher: So, a good whodunnit. I mean, it would get intense and people were like, just guarding your cards, don't let anybody see you. I would always sit next to my grandma. She's such a sweetheart, but she would always kind of hold her cards out a little bit just so she could see them better, and you get a good angle on them. That's a few extra guesses. So, now I know it's not Colonel Mustard and I know it's not in the conservatory. But, I mean, it would be intense, and if you won Clue, you made sure everybody knew. I mean, people [crosstalk 00:11:13]-
Bobby Tichy: Oh, yeah. Rub it in?
Cole Fisher: People are taking their hoodies off and starting to break a sweat. I mean, it was intense. Yeah. That was a rivalry type of game.
Bobby Tichy: Clue, a lot of fun with four people or more. Gets real tiring with only two. It's a pretty long game. It's like playing Monopoly with two people. It's like a multi- day affair. Yeah.
Cole Fisher: Yeah. You get seven guesses at once.
Bobby Tichy: I think mine has to be Stratego. Have you replaced Stratego?
Cole Fisher: I thought you were going to say checkers. You strike me as a checkers guy, not a chess guy.
Bobby Tichy: No. That's the most backhanded compliment, no offense to any checkers players out there.
Cole Fisher: No, no, of course not.
Bobby Tichy: But no. Actually, I don't know how to play checkers, but I know how to play chess.
Cole Fisher: inaudible
Bobby Tichy: But Stratego is basically capture the flag on a board game.
Cole Fisher: I've never played Stratego.
Bobby Tichy: Oh, it's a blast. So, you have these different levels of... You decide where you want to hide your flag, and then you have... It's a little bit like chess, where the king, you want to just protect your king, but in this scenario, you have different levels of soldiers that are protecting your flag, and the soldiers have different numbers allocated to them. So, like, a general has 10 and then a peon has one, or something like that, and then you move one at a time against your opponent, and when your soldier comes up to another one, you say," Okay, this is a general. He's a 10." And they say," Oh, he's peon," so you take his peon, and then you [crosstalk 00:12:38].
Cole Fisher: Can you see their flags?
Bobby Tichy: No, so you have no idea where the flag is. You have no idea what soldiers are there. It's pretty fun.
Cole Fisher: Huh. That is interesting. Is that over a map of countries and stuff like that?
Bobby Tichy: Yeah. Yeah. So, there's-
Cole Fisher: Is that the one they were playing in the Seinfeld episode between Kramer and Newman?
Bobby Tichy: Oh, no. What was that?
Cole Fisher: Risk. That was Risk. Okay. Yeah, yeah, yeah.
Bobby Tichy: Risk. Yeah. Risk is fun, too, but a lot of work.
Cole Fisher: Sounds like it.
Bobby Tichy: Yeah.
Cole Fisher: That took, like, a whole episode to get through that, the two of them.
Bobby Tichy: Oh, I know. I know. Great. Well, thanks, everybody, for listening. As always, you can email us at Lev... Or, I'm sorry, intheclouds @ levdigital. com, or connect with us on LinkedIn or go to the website, levdigital. com. Thanks, everyone.
Hosts Bobby and Cole share their thoughts on the Marketing Cloud updates for October 2020. Updates include:
+ Customer 360 Audiences
+ Interaction Studio triggers into Journey Builder
+ Einstein for Marketing Cloud enhancements
+ Ad Studio LinkedIN company matching
+ Tracking Automation Studio changes with advanced Audit Trail
Listen until the end for a discussion about their favorite board games and why they love them.