Use Campaigns with Other Clouds

Salesforce Campaigns + Account Engagement

Socks Unlimited supplies socks to a variety of retailers in the United States. The company wants to nurture prospects that they met at a recent trade show in Boston. Marketing manager Priya wants to use Engagement Studio to automate the process.

Before Priya builds her engagement program, she creates a Salesforce campaign called Trade Shows. She uses this campaign as a parent campaign and creates child campaigns to track events including NE Trade Show 2021.

In Account Engagement, she builds an engagement program that sends a series of emails, forms, and event invitations. When Engagement Studio sends an email, the prospect is added as a campaign member to NE Trade Show 2021 with a Sent status. Other actions update the custom campaign member status each time the prospect interacts with another asset. Another action scores prospects as they move through the program.

When a prospect’s score is good enough to be considered marketing qualified, the prospect is assigned to a Socks Unlimited sales rep. Then, tracking continues into the sales funnel.

When it comes time to report her progress, Priya can use Engagement Studio reporting together with Salesforce campaign reports to identify where the trade show prospects are responding best. The rollup metrics in the hierarchy that she created can also tell her whether the Boston trade show yielded more engagement than other events that her team attended.

Salesforce Campaigns and Marketing Cloud Engagement

Floor manager Don just learned that his car dealership is finally getting more inventory of the newest hatchback that people come in asking about. He wants to set up his sales reps for success. They need high-quality, branded content so that they can follow up with folks who expressed interest. He calls Liliana in corporate marketing and finds out that she’s already a step ahead.

A while back, Liliana used Distributed Marketing tools to create a personalized customer journey in Marketing Cloud Engagement and connected it to a Sales Cloud campaign. She gives Don the name of the campaign, which he can share with his reps. Now anyone with access to the Sales Cloud campaign can add a campaign member and customize the email content from Liliana’s marketing journey.

Don’s potential customers get great looking content from his sales reps, and Liliana can track the journey metrics and campaign performance from corporate.