With Marketing Cloud Growth now available to some Account Engagement (Pardot) customers and rolling out to others, it’s essential to prepare effectively for this transition. Salesforce has been working on integrating Account Engagement’s capabilities with the core Salesforce platform, leveraging services like Salesforce CMS, Flow, and Data Cloud. Here’s how you can prepare for a smooth migration to Marketing Cloud Growth:
1. Set Up Your Data Model (in Data Cloud)
Why It Matters:
- Data Cloud is central to Marketing Cloud Growth for segmentation and activation. Understanding how to set up and manage your data model in Data Cloud is crucial for leveraging these capabilities effectively.
Action Steps:
- Learn the Terminology: Familiarize yourself with Data Cloud concepts such as Data Model Objects (DMOs) and Data Lake Objects (DLOs). Resources like Eliot Harper’s articles can be invaluable.
- Seek Expert Help: Consider consulting with a specialist or consultant to ensure your data model is set up correctly. Misconfigurations can be challenging to reverse.
2. Convert Files to Salesforce CMS
Why It Matters:
- Salesforce CMS acts as a centralized repository for assets like images, which is now used across Salesforce products, including Marketing Cloud Growth.
Action Steps:
- Copy Existing Files: Instead of downloading and re-uploading, copy your Account Engagement files into Salesforce CMS. This process was enhanced during the Summer ‘24 release and maintains image references.
- Enable Data Cloud: Ensure Data Cloud is enabled to use this functionality.
3. Get Flow-Curious
Why It Matters:
- Marketing Cloud Growth uses Salesforce Flow for automation, referred to as “Campaign Flow.” Familiarity with Flow can help you design effective campaign automations.
Action Steps:
- Understand Flow Basics: Learn about Flow elements and how they overlap with Campaign Flow. Familiarize yourself with terminology and functionalities.
- Experiment with Campaign Flow: Start exploring how Campaign Flows work, including their triggers and actions.
4. Communicate With Your Salesforce Admin
Why It Matters:
- Coordination between marketing and Salesforce admin teams is crucial for a successful migration and ongoing management of Marketing Cloud Growth.
Action Steps:
- Identify Key Contacts: Determine who on your Salesforce team will handle the setup and support for Marketing Cloud Growth.
- Discuss Key Areas:
- Permission Assignment: Ensure that permissions for Campaign Flow and other functionalities are properly assigned.
- Complex Flows: For advanced automation needs, collaborate with your Salesforce admin to build and manage complex flows.
- Data Cloud Maintenance: Regularly review and maintain Data Cloud configurations to avoid issues with data accuracy and completeness.
Summary
By following these preparation tips, your team will be better equipped to utilize Marketing Cloud Growth’s features and enhance your marketing strategies. Understanding and configuring Data Cloud, converting files to Salesforce CMS, getting comfortable with Flow, and maintaining strong communication with your Salesforce admin are all critical steps in this migration process.
Share Your Thoughts:
Have questions or interesting use cases related to Marketing Cloud Growth? Feel free to share them in the comments below!
