The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness.
Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022.
Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.
MarDreamies Award Categories
The MarDreamies awards are divided into five categories to honor the teams behind the magic:
Social Impact: Creating positive change through Salesforce
Grassroots Innovation: Scaling small business with Salesforce
Extending Salesforce: API-driven solutions
Best in Show
You can find all the details about what went into choosing the award winners in this blog post.
2022 MarDreamies Award Grassroots Innovation Category Winner: FTD Disorders Registry
Here’s the solution that won the MarDreamies 2022 award for the Grassroots Innovation category, which recognizes teams that scale small businesses with Salesforce marketing tools. The MarDreamies Grassroots Innovation award went to FTD Disorders Registry, which was submitted by Sherry Harlass.
What does the FTD Disorders Registry do?
The FTD Disorders Registry (FTDDR) is designed to bring together the frontotemporal degeneration (FTD) community. This means persons diagnosed, their family members, caregivers, and friends as well as clinicians, scientists, patient advocacy groups, and the pharma/biotech industry.
Their goal is to advance the science and move faster toward finding treatments and cures for this spectrum of disorders, which includes:
FTD with motor neuron disease (also called FTD-ALS)
A diagnosis of FTD can be isolating, so the registry was created to be a resource for patients, families, and caregivers. We provide one location to collect and share de-identified data, promote research studies, and notify potentially eligible research study candidates.
How does FTD Disorders Registry use Salesforce to reach their goals?
The team at FTD Disorders Registry is technologically savvy and uses the Salesforce platform in a unique way to support the company’s mission. Specifically, the marketing team uses Marketing Cloud Account Engagement (Pardot) to communicate with their audience while tracking campaign success so they can adjust their strategy when needed.
The FTD Disorders Registry collects data to help researchers and direct prospects to clinical trials in the search for treatments and a cure for a group of rare diseases, for which there currently are none. Maintaining data fields is critical for reporting on these diseases. When the team updated their enrollment forms, they added several new data points in Salesforce. An intricate Pardot campaign was built to collect this additional data from participants who joined prior to the update.
Turning to the Salesforce Community for Help
Marketing teams who have limited resources know the importance of relationship building within technical communities to solve challenges that go beyond their teams’ expertise.
As a small (3 people when campaign was initiated) nonprofit registry, FTD Disorders Registry lacked time, people, and knowledge to set it up. Thanks to a Spring of Salesforce opportunity, we learned by doing guided by a wonderful (volunteer) expert (in another state).
Assets the team built for this campaign included:
1 layout template
2 landing pages
2 forms
1 Thank You landing page on their website
6 email templates
12 Engagement Studio Programs
17 email lists
4 completion actions
6 operational emails
2 Thank you emails
Salesforce is the data collection tool from which enrollment and survey information is collected. The team then generated an NIH Globally Unique Identifier (GUID), which allows the sharing of data specific to a research participant without exposing personally identifiable information. They used Pardot to collect missing data fields, because they also use it to generate lists from these same Salesforce fields to send targeted emails about research opportunities.
Small Teams Use Grassroots Innovation to Accomplish Big Goals
The team at FTD Disorders Registry truly encompasses the spirit of the grassroots innovation category. The small team wears many hats and uses community resources to figure things out when necessary. Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.
The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness.
Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022.
Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.
MarDreamies Award Categories
The MarDreamies awards are divided into five categories to honor the teams behind the magic:
Social Impact: Creating positive change through Pardot
Grassroots Innovation: Scaling small business with Pardot
Extending Pardot: API-driven solutions
Best in Show
You can find all the details about what went into choosing the award winners in this blog post.
2022 MarDreamies Award Best In Show Category Winner: INSURICA
Here’s the solution that won the MarDreamies 2022 award for the Best In Show category, which recognizes the overall winner from Mardreamies Award submissions. The MarDreamies Best In Show award went to INSURICA, which was submitted by Andy Paden.
What does INSURICA do?
Placing over $1 billion in annual premiums for our clients, INSURICA is among the 50 largest insurance brokers in the United States and is currently the 24th largest privately-held independent agency in the country.
INSURICA employs more than 700 colleagues in 35+ offices located throughout Oklahoma, Alabama, Arizona, Arkansas, California, Colorado, Florida, Mississippi and Texas. They are constantly looking to expand their network with partners who bring additional value and expertise to the enterprise and clients.
Award-winning solution details
INSURICA wanted a way to pull in data from the Department of Transportation (DOT) alongside their client’s information/statistics. Their intention for the project is to offer a well-rounded picture of their DOT data with the end result being a customized report by account.
By developing a connection between the data into Sales Cloud and using Pardot to call that information into an email template with merge tags.
How it works
Here’s how the solution pulls Department of Transportation Data into Salesforce and uses merge tags to dynamically populate email in Pardot.
Using the API to call in DOT data to Sales Cloud, and the database updates that pull on a monthly basis. TO accomplish that, the team developed custom Sales Cloud fields on the account object. Then, the solution parses that data over to Pardot via mapped fields.
Additionally, the team uses an email template with custom merge fields to populate data in a report-like layout template. Then, sales team lead members enroll their accounts to receive the email using a custom Salesforce flow action on the account record page.
Data updates monthly and the report needs to be refreshed to ensure the most up-to-date information.
And the results speak for themselves. The team at INSURICA now has custom data-centric reports to enrolled accounts.
Congratulations to the Best In Show Winners
Marketers often turn to third-party data sources to accomplish their goals. The team at INSURICA now has a customized view of carrier data that varies by account, and it does that through an innovative API-driven solution that lead to their MarDreamies Best in Show award.
Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.
The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness.
Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022.
Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.
MarDreamies Award Categories
The MarDreamies awards are divided into five categories to honor the teams behind the magic:
Social Impact: Creating positive change through Pardot
Grassroots Innovation: Scaling small business with Pardot
Extending Pardot: API-driven solutions
Best in Show
You can find all the details about what went into choosing the award winners in this blog post.
2022 MarDreamies Award Personalization Perfection Category Winner: Zoopla
Here’s the solution that won the MarDreamies 2022 award for the Personalization Perfection category, which recognizes teams that deliver right-time, right-message marketing campaigns. The MarDreamies Personalization Perfection Award went to Zoopla and was submitted by Rebecca White.
What does Zoopla do?
Zoopla is a property website and app based in London, England. It is part of Zoopla Limited, which was founded in 2007.
The website and app have over a million properties to browse along with helpful tools and reliable house price estimates.
Personalization Perfection Project Details
Zoopla needed to drive user adoption for a major software upgrade with their clients and internal teams, and they needed it to be completed fast. It was a task that needed to be automated due to the scale of the project. And the teams couldn’t let anyone slip through the cracks.
The team created a flow of Marketing Cloud Account Engagement (Pardot) Engagement Studio Programs (ESPs) that used third-party and Salesforce data to send clients and internal teams through personalized next steps based on their stage in the journey, as well as reminders using unique upgrade dates.
The ESPs ensured any changes in client information were reflected in the messaging and when they were delivered, they also updated campaign member statuses that helped departments understand where members were in the journey.
Personalization through automation was the key to success
Upgrading such a large client database in a short period of time was the key problem that inspired this initiative. With so many variables, stages and a reliance on third-party and Salesforce data, there was no possibility that this could have been done manually. But, having limited internal resources and having previously used spreadsheets and other offline resources meant there was also the opportunity to change the way internal departments worked.
Using data from third-party platforms and Salesforce, ESPs seamlessly moved clients through the upgrade stages, monitoring their actions and adapting messages when needed. It wasn’t just clients receiving the right messaging at the right time, ESPs sent internal updates (campaign statuses) to each department, some of which had been used to only working with spreadsheets. This initiative streamlined the way Zoopla worked and gave them time back knowing that automation was now working for them.
Challenges they overcame along the way
A key challenge was seamlessly piecing together the stages that relied on external data. ESPs also needed to react to client changes and still send the correct information. An average CTR of 5% shows messages are resonating with clients.
Taking a complex journey and ensuring internal teams knew what was happening and what action they needed to take was a hurdle. But, Salesforce reports, tasks and campaigns are now part of their day. 100+ Salesforce tasks have been created to help teams take action.
Results from the project
Pardot allowed Zoopla to create nimble automations that reflected the original goal of automating the upgrading process. Engagement Studio Programs (ESPs) and the Pardot connector allowed them to not only personalize messaging at a time right for clients but also deliver relevant information to internal teams. That ensured they could monitor the campaign in real time and provide a feedback loop to marketing, while Salesforce API integration allowed custom information from the upgrade portal to flow through to Pardot and the ESPs.
Using Personalization to Complete Essential Business Tasks
We often think of personalization in marketing as something that changes marketing assets based on customer personas. However, personalization is something that is essential when a company needs to get things done that affect their ability to operate. This project helped the Zoopla team to get clients and internal teams upgraded to the new Zoopla CRM. And they accomplished this through an automated process that ensured everyone felt supported and nobody was left behind.
Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.
The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness.
Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022.
Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.
MarDreamies Award Categories
The MarDreamies awards are divided into five categories to honor the teams behind the magic:
Social Impact: Creating positive change through Salesforce marketing tools
Grassroots Innovation: Scaling small business with Salesforce marketing tools
Extending Pardot: API-driven marketing solutions
Best in Show
You can find all the details about what went into choosing the award winners in this blog post.
2022 MarDreamies Award Social Impact Category Winner: Lexipol
Here’s the solution that won the MarDreamies 2022 award for the Social Impact category, which recognizes teams that utilize Salesforce to affect positive social change. The MarDreamies Social Impact award went to Lexipol, which was submitted by Miriam Childs and Julie Rasco.
What does Lexipol do?
Lexipol serves more than 2 million public safety and government professionals with a range of informational and technological solutions to meet the challenges facing these dynamic industries. The company strives to make communities safer through the development of content and technological solutions that empower local government leaders.
How does Lexipol use Salesforce to reach their goals?
The team at Lexipol is technologically savvy and uses the Salesforce platform in a unique way to support the company’s mission. Specifically, the marketing team uses Marketing Cloud Account Engagement (Pardot) to communicate with their audience while tracking campaign success so they can adjust their strategy when needed.
Enabling first responders to access essential mental health resources
In recent years, suicide has been the leading cause of death for police and firefighters—ahead of line-of-duty deaths. Research has shown that 75% of first responders have unresolved emotional issues from stress on the job, with 70% concerned about the cultural stigma around asking for help. This is preventable, but agency leaders often don’t know the risks of ignoring wellness or have the expertise to develop wellness resources first responders will trust and use.
Using Pardot to provide wellness education for first responders
In December 2020, Lexipol acquired Cordico, a wellness solution for first responders and public servants. Since then, and specifically over the last 18 months, Lexipol has utilized Pardot to create an ongoing campaign to accomplish several goals.
Their goals are to:
Build awareness of the Cordico solution.
Educate first responders on the importance of both physical and mental wellness.
Break down the cultural stigma around mental health that exists in public safety.
Introduce key wellness topics that disproportionately affect them.
Because of the stigma surrounding wellness in public safety, education is critical. Both the Cordico wellness solution itself and the campaign surrounding Cordico focus heavily on education. Lexipol provides resources including tip sheets, Q&As, webinars and case studies that highlight critical behavioral health issues affecting first responders. These resources, shared through email campaigns and landing pages, clearly demonstrate the need for wellness, an often-avoided topic in public safety.
MarDreamies award-winning campaign results
Wellness is a challenging topic, and first responders require specialized resources and communication. Lexipol has delivered over 65,000 emails featuring case studies and other resources, and our wellness webinar invitations have generated 1,500+ leads. Over the last 18 months, since creating the quarterly Cordico wellness newsletter, subscribers have grown by 101%. Across the board, these campaigns have influenced 100+ won opportunities, meaning more agencies with the right resources.
Salesforce tools and features used in the solution
Pardot was critical in targeting the correct audience and tracking successes: List and automated emails, dynamic segmentation and engagement studios were key to Lexipol’s strategy.
Integration with outside apps, including GoToWebinar, along with Pardot files and landing pages, were central to gathering leads. A/B testing allowed the team to hone in on the most effective topics and phrasing. Scoring, grading and connected campaigns informed the sales team of interaction data to convert prospects to customers.
Using Tech to Deliver Essential Resources to People Who Need It Most
The team at Lexipol is using the Salesforce platform in innovative ways to reach their goals. Leveraging Pardot as a communication engine, the team at Lexipol has found success in building awareness about the resources available to their core audiences. As a result, they are creating positive social change in the world by bridging the gap between first responders who work with people in the most critical moments in the lives of the people they serve and essential wellness resources that can keep them feeling their best.
Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.
The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness.
Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022.
Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.
MarDreamies Award Categories
The MarDreamies awards are divided into five categories to honor the teams behind the magic:
Social Impact: Creating positive change through Pardot
Grassroots Innovation: Scaling small business with Pardot
Extending Pardot: API-driven solutions
Best in Show
You can find all the details about what went into choosing the award winners in this blog post.
2022 MarDreamies Award Extending Salesforce Category Winner: Nebula Consulting
Here’s the solution that won the MarDreamies 2022 award for the Extending Salesforce category, which recognizes teams that build API-driven marketing solutions. The MarDreamies Extending Salesforce award went to Nebula Consulting, which was submitted by Kyle Blacker and Sarah Kelleher.
What does Nebula Consulting do?
Nebula Consulting started out in 2012 as a core Salesforce consultancy practice. Since then, the team has added Pardot, Communities and CPQ to their skillsets. However, Nebula Consulting’s focus then remains the same today — helping companies to grow their revenue.
To do this effectively, they believe that first and foremost the company’s consultants must truly understand the sales & marketing process. That drives them to only hire the very best people with relevant real-world experience. That’s why they truly believe that there is no team better to work alongside your own.
The Enhanced Engagement History component allows users to view and inspect Prospect activities, regardless of which Pardot Business Unit (PBU) the user is logged into. It also allows users to interact with the activities, to view the emails sent and engaged with, without ever needing to leave the record page.
The standard Engagement History component displays activities from one Business Unit at a time depending on the BU a User was last logged into. Users are required to switch PBU just to see if there had been any cross-activity or if Users aren’t aware of this then they will see inaccurate data. Users can see an email had been engaged with, but not what the email was.
Why Nebula build the Enhanced Engagement History component
The initial concept of the product came from a problem a customer of Nebula was facing. What initially started out as a single consultant’s task evolved into several members of different teams collaborating.
After the solution for the customer was deployed, we identified areas where this solution could be improved and developed further in a managed package to distribute via the Appexchange. We became an ISV partner as part of this process which was a complete new way of doing business for us.
Challenges the team overcame
During the initial concept phase, the team at Nebula wasn’t sure whether data from multiple PBUs could be collated into one place. In discovery and testing, they found the API in general to be a challenge; making sure to return correct information, remove unwanted data and optimize accordingly.
Results of the project
The Enhanced Engagement History app provides time-saving and productivity benefits, not only providing greater visibility for Salesforce users without the need to switch PBU, but also in returning data using the API quicker than the standard component.
The majority of the component uses the Pardot API, however various security features using Apex were implemented. For example, ensuring that if a user doesn’t have access to a Lead, then they still can’t see that Lead. There are security checks in the background. In addition, with the flexibility of Salesforce we developed this as a Lightning Web Component that is customizable.
Finding innovation while meeting client needs
The team at Nebula Consulting found an innovative way to meet their client’s expectations. And they found a way to build on that solution so other Pardot customers can use it.
Enhanced Engagement History reveals marketing engagement across multiple Pardot Business Units to give users rich insights to make data-driven decisions and drive meaningful customer conversations. It’s a solution that embodies the spirit of extending Salesforce, which is why it was chosen for a 2022 MarDreamies award.
Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.
Wondering if we recorded MarDreamin’ 2022 sessions and keynotes? Well look no further. We have all the MarDreamin’ replays you seek.
MarDreamin’ is a Salesforce community conference that unites marketers for four days of virtual learning, networking, and fun. It’s jam-packed with so much content that it’s impossible to watch it all live.
Luckily for you, all sessions were recorded with the exception of one. We’ll give you an overview of the highlights and top it off with information about watching all the MarDreamin’ replays.
How to watch all MarDreamin’ replays
Eh, we’ll get straight to the best part. Visit this page and complete the form to get access to all MarDreamin’ 2022 sessions and keynote replays.
Every session and keynote is in there with the exception of one. The Marketing Cloud Account Engagement (Pardot) Roadmap session was not recorded.
However, Salesforce delivers a few of these Marketing Cloud roadmap sessions each year. Keep an eye out for the next one by clicking here to become a The Spot subscriber. The monthly newsletter includes a calendar of upcoming events like these periodically scheduled Salesforce roadmap sessions.
MarDreamin’ 2022 Overview
The conference took place November 1-4, 2022, inside the Goldcast virtual summit platform. More than 2,500 attendees signed up for the MarDreamin’ event from 65 countries.
It included three learning tracks based on which tools attendees use and a fourth that served as a catch-all for strategy and career sessions.
The tracks were:
Marketing Cloud Engagement
Marketing Cloud Account Engagement (Pardot)
Salesforce platform & Analytics
General/Administrative
Here’s what went down each day of MarDreamin’ 2022.
MarDreamies Award Winners 2022
Marketing teams deserve recognition for the not-always-glossy work they do behind the scenes to build, manage, and report on marketing campaigns. And that’s the goal of the MarDreamies Awards.
Here’s who won the 2022 MarDreamies Awards, which were announced during the MarDreamin’ After-Party on Day 2 of the conference.
MarDreamin’ Day 0 Overview (Pre-conference Training Workshops)
The unofficial first day of MarDreamin’ was for people who purchased passes to attend the pre-conference training workshops. It included nine course sessions and one panel session from which attendees could choose to watch live.
Back to Basics: How To Maximize Your Efforts Through Automation in MCAE (Pardot)
Kick Off Your First Welcome Series with Journey Builder (Marketing Cloud)
Connected Campaign and ROI Reporting Strategies for MCAE (Pardot) and Sales Cloud
Building Dynamic B2B Customer Journeys Within MCAE (Pardot)
Getting Started With Lead Routing in MCAE (Pardot)
Going Beyond B2BMA: Use CRM Analytics to Create Custom Dashboards
Seasons of Change: Trends, Tips and Tricks to Thrive In the Salesforce Ecosystem [PANEL]
The Day 0/Workshop Day panel session included diverse perspectives from people with valuable insights into working in the Salesforce ecosystem. Attendees heard from Vicki Moritz-Henry, Erick Mahle, Renee Davis, Kate Perez, and Joanna Rotter.
Here’s a little gift for you… go watch the replay of this panel session by clicking here to get free access to all MarDreamin’ sessions. Sign up, and then you’ll find it in the list of all session replays.
MarDreamin’ Keynote and Panel Session Highlights
The week of MarDreamin’ balanced inspirational and skill-building content for marketers with a bit of fun mixed in. Because, you know, that’s what MarDreamin’ is all about.
These are the keynote and panel session highlights. You can watch full replays of all sessions and keynotes (with the exception of the Pardot Roadmap session) for free by completing the form on this webpage.
Keynote – Belonging: How to Build a Support Network & Find Your People
It can be a lonely existence for marketing technologists and changemakers trying to transform their organizations. If we do our job right in the world of marketing automation, our jobs look easy — and we don’t always get the respect, appreciation, and support we need from others when that happens.
This keynote kicked off MarDreamin’ by talking about the power of networks and community. We talked about how to give and get support, navigate the various groups in the ecosystem, and how we can all be a part of building community in and outside of our teams.
Exploring B2B Marketing Trends and Best Practices With Marketing Cloud Account Engagement
Learn how our panelists have built and put into play dynamic processes in their organizations using Marketing Cloud Account Engagement (Pardot) to improve their B2B Marketing. In this session, we will also explore Pardot’s newest features and how to use them within your own organization to maximize your output.
Does It Integrate With __? Tips To Getting The Most Out Of Your Integrations (In Pardot)
Learn from our panelists on how to improve the efficiency of your marstack by leveraging integrations across your marstack and what to do when things “don’t integrate as we expected”. In this session, we will also explore a roadmap of how to tackle a new integration project and how to leverage the Pardot API to access data beyond Salesforce. This will be a good guide of what a marketer needs to know when talking to technical folks.
The Road To Email Compliance: The Basics, Challenges, and Gotchas
Learn how our panelists implemented marketing compliance solutions in their own organizations. In this session, we will explore the basics of different options you have as an Administrator to capture and process marketing consent and what are some lessons learned from the process by our panelists.
Bring the Magic to B2B Marketing with Genie and Account Engagement
Learn how Salesforce Genie allows marketers to meet customer demands amid privacy changes and asks to do more with less. We will share how Account Engagement’s new API enhancements and extensibility features lay the foundation for bringing the magic to B2B marketing.
Plus an exclusive fireside chat with Jay Wilder, VP, Product Marketing, Marketing Cloud at Salesforce and Eric Zenz, SVP, Product Management, Marketing Applications at Salesforce.
Supercharge Data-Driven Experiences with Customer Data Platform
Top brands are using Customer Data Platform (CDP) to make every customer interaction smarter, easier, and more efficient. Learn how to unify data to build a single source of truth and drive personalization at scale.
Featuring:
Jenny Smith, Salesforce
Jill Katz, Salesforce
Andrew Lee, Salesforce
MarDreamin’ Session Highlights
The MarDreamin’ 2022 conference welcomed over 60 speakers who delivered 55 speaking sessions. The content of the sessions ranged from Salesforce Marketing Cloud Engagement and Account Engagement to Analytics, the Salesforce platform and general marketing strategies.
You can find information about each of the session tracks and what they included by following the links below.
Here are a few screenshots and descriptions from key MarDreamin’ sessions. Remember, you can watch all session replays by clicking on this link and completing the form.
7 Tips To Bridge The Gap Between Sales And Marketing
It’s time for sales teams and marketers to realize they’re all working toward common goals — to keep customers happy and smash revenue targets. And we all know that sales and marketing teams that work together do more with less and shine brightly in the customer’s eyes.
In this session, get 7 actionable insights to use when building relationships between sales and marketing teams through shared technology tools. You’ll learn how to make the best decisions for your tech stack and how to encourage open communication between the teams.
This presentation is especially valuable for companies currently implementing Marketing Cloud Account Engagement (Pardot), but it is also relevant for teams with existing implementations.
Featuring:
Sharon Taylor, PMMI Media Group
Breaking Borders: Going Global With Marketing Automation
Over the last few years, Salesforce has cemented Pardot / Account Engagement its as a strong competitor in the enterprise B2B Marketing Automation space, moving away from a historically SMB focus. But, when your teams are based across the globe, how can you really build a successful multi-regional marketing strategy?
Join this session to learn how to:
Structure and organize a global MA platform
Balance global collaboration with regional independence
Run a well-organized operation
Empower your people
Leverage the full suite of tools in MC Account Engagement for a truly global marketing automation strategy
Featuring:
Sarah Kelleher, Nebula Consulting
Reporting Capabilities Differences SFDC vs B2BMA
This presentation will be focused on when to use what tools including use cases and best practices. Determine what each system is best at reporting on (and when you might need to move on) is top of mind for marketers and leadership teams. We’ll dive into de-mystify reporting across platforms.
So, you’ve signed on to become a Marketing Cloud Account Engagement (Pardot) customer. Now what?
This session covers 10 steps to get you from beginner to where you want to be with Pardot marketing automation.
You will learn how to:
Identify where you are in your usage of marketing automation
Visualize a clear roadmap to fully maximize the system
Understand how to use automation or a faster sales cycle
Increase the tool’s return on investment (ROI)
Featuring:
Ryan Cammisa, Cloudtegic
A Beginner’s Guide To Administering Marketing Cloud Engagement
This session is for anyone new to the world of Marketing Cloud administration. You will learn about the foundational components of administering and managing a Marketing Cloud Engagement environment.
Topics include, but are not limited to:
Users
Business Units
Security
Process Automations
FTP Data
You will walk away with knowledge to effectively manage your Marketing Cloud Engagement org.
7 Tips for Securing Marketing Cloud Engagement in a Hybrid Work Environment
Two big takeaways from the pandemic era are that workers can be productive when working from home and that the vast majority expect to continue to work remotely (at least partially).
While there are plenty of benefits associated with a hybrid work environment, security is not typically thought of as one of them.
In this session we’ll discuss the security capabilities of Salesforce Marketing Cloud and how they can be used to secure your environment — no matter where your team is working from.
Why Salesforce Admins Should Get To Know Marketing Cloud
Salesforce as a platform continues to evolve and enhance its capabilities. It is made up of a few clouds and the lines between them continue to blur.
Marketing Cloud has traditionally been the furthest removed from its sibling “core” clouds. However, this is changing. Two of the bigger initiatives that are driving Marketing Cloud closer and closer to the other clouds are CDP and Personalization. Both these tools will have large impacts on our CRM data.
Learn about these initiatives and why Salesforce admins should get acquainted with Marketing Cloud.
Featuring:
Chris Zullo, Allcloud
Embrace A First-Party Data Strategy For Sales And Marketing
Third-party cookies are being phased out by most web browsers in the next year, and marketers must adapt to a new environment. In the new normal, using first-party data can become a true competitive advantage.
Natasha and Jaime will show you how to build a first-party tracking cookie strategy across your whole tech stack, relying on Sales Cloud, Marketing Cloud and MuleSoft as a foundation. We will present engagement strategies for mobile using event data, and show valuable examples of ROI strategies you can take to the boardroom.
Featuring:
Jaime Lopez, Aiven
Natasha Martin, Love’s Travel Stops
How the Right Message Can Increase Conversions
Discover the strategies and best practices that world-class marketing teams leverage to send the right message and increase conversion. We’ll also reveal how to prepare your team for the future of audience segmentation, and how to build a tech stack that will get the job done.
Featuring:
Jonathan Van Driessen, DESelect
How To Bring Pardot Capabilities Into Salesforce Flow
The Marketing Cloud Account Engagement V5 API allows external systems to work with Pardot data. But, what if that “external system” is actually our Salesforce Sales Cloud instance?
We have the Salesforce Connector to get things done between Pardot and Sales Cloud. And, thanks to the V5 API, we can extend that functionality by treating Sales Cloud as an external system.
This session will walk you through Flow Actions for Pardot, which is an app you can install in your org to get started with Salesforce flows for Pardot activities. You’ll leave with an understanding of how to install the app and use it to bring a range of Account Engagement (Pardot) capabilities into Salesforce Flow designer.
Turn Marketing Into a Recession-Proof Competitive Advantage
Get five marketing strategies to work smarter and rise above your competitors, even during economic downturns. We’ll equip you to execute ABM, nail nurture campaigns and prove your worth.
Here are a few screenshots from sessions that took place on MarDreamin’ Day 2.
Building Connected Pardot Campaigns: 6 Steps For Success
When a new marketing campaign is about to drop, marketers are usually rushing to get things set up in Pardot and live asap. However, this usually results in key elements being missed and ultimately impacts reporting for connected Salesforce campaigns.
In this session, Triana will talk you through a campaign setup checklist that will help ensure your data aligns correctly in Marketing Cloud Account Engagement (Pardot) and Salesforce and you don’t miss a thing!
Steps include:
Salesforce Campaign setup
Mapping out the campaign journey
Aligning marketing assets to your campaign
Considerations for offline activity
UTM tracking Testing that your setup is tracking correctly
Featuring: Triana Jarman, MarCloud Consulting
Building An ABM Strategy With What You Have
There are a lot of tools that promise account-based marketing (ABM) success. But you can implement an effective ABM strategy with the tech stack (and team!) you have.
In this session, we will review how to build out an ABM strategy with Salesforce and Marketing Cloud Account Engagement (Pardot). We’ll uncover ways to get sales and marketing aligned so you can deliver the right-channel messaging to the right-person at the right-time.
Topics covered include:
Creating your target account list and key buyer groups with sales using account persona insights, scoring, and grading.
Determining the best mix of channels, engagement points, and building personalized assets with HML and dynamic content.
Measuring the success of your strategy with engagement history and campaign influence.
Featuring: Kelly Ryan, Sercante
Using Account Engagement (Pardot) Engagement Studio For Complex Lead Routing
Engagement Studio, which lives within Marketing Cloud Account Engagement (Pardot), is a powerful tool with seemingly endless use cases and customization possibilities. Did you know that you can even use Engagement Studio to create complex lead routing processes?
We’ll walk you through a real-life example of an automation setup using Engagement Studio that takes the guesswork out of sorting through marketing leads. Learn how you can achieve a similar setup in your own Pardot instance that automatically sorts leads and identifies the hottest ones for sales to contact.
We’ll show you how to handle complex lead routing in Engagement Studio including assigning ownership based on:
Customer data points
Customer engagement activity
Business criteria
And more
Featuring:
Sarah Empson, ADT Commercial
All About the External Actions
External Actions is a new, exciting Account Engagement feature that will supercharge your automations by enabling custom actions that make an external callout from within Engagement Studio as part of the prospect journey, opening up possibilities like sending an SMS text.
Come join my session to learn all about External Actions and walkthrough a few advanced External Action scenarios:
Leveraging External Services to create an Integration to Twilio SMS.
Execute sub-flows as part of your marketing journey.
Create a prospect webhook to trigger a Zapier Zap.
Featuring:
Christopher Cornett, Salesforce
Salesforce Flows 101 For Marketers
Have you heard of Salesforce flows? Have you seen what they can do? If not, you are not alone. Flows have taken the Salesforce ecosystem by storm.
Join us as we walk you through an introduction to Salesforce Flow 101 that is tailored to the needs of marketers. We’ll cover terminology and show you quick wins to implement in your org (with the support of your Salesforce admin) to reduce friction between sales and marketing teams. You can also supplement your marketing automation with the flow ideas we will showcase during the session.
Key areas we will cover include:
Setting up qualification questions using on-screen flows
Transferring data from one field to another on the same/different object(s)
Triggering field updates based on specific actions
The Age of RevOps: Reinventing Lead Lifecycle Management
The modern B2B buyer is growing frustrated with your sales cycle. Your prospects expect a truly frictionless, B2C-like buying experience in every SaaS evaluation. If your SaaS company isn’t engaging with leads in a timely, personalized way, you risk losing 20-30% of your revenue.
In the emerging world of RevOps, current lead management approaches fail to meet your buyer’s expectations. Only with a cloud-first approach to automation can you better capture and engage prospects in real-time and deliver the experience they crave.
Join this session to learn more about a modern approach to lead lifecycle management that results in higher conversion, a seamless buying experience, and a faster path to revenue.
Featuring:
Chris Ferraro, Tray.io
Houston, We Have A Problem: Avoiding Pardot Personalization SOS Scenarios
Marketing Cloud Account Engagement (Pardot) is full of features that can help you personalize different types of experiences within the tool. From Dynamic Content to Handlebars Merge Language to Snippets — these features lean on the strong connection between Salesforce and Pardot (data) to power these functions. What happens when the data fails you or these features don’t play along with one another?
Join us for this discussion and show and tell about personalization in Pardot. We will focus on key use cases where these features could fail AND how to prevent this from happening in the first case.
Featuring:
Marcos Duran, Sercante
MarDreamin’ Day 3 Overview
And here are a few session highlights from the third and final day of MarDreamin’ 2022.
How To Deploy Data For Success, Scale And Customer Experience
Learn the tools, techniques and strategies to make your Salesforce Marketing Cloud data more effective, efficient and easy to use. At the same time, you’ll maximize your efforts, make the most of your data, and delight customers.
Featuring:
Jason Cort, HowToSFMC.com
Pardot Business Units: Pros, Cons, And Gotchas
We are all now getting used to working with Marketing Cloud Account Engagement (Pardot) business units, but most of the implementations we’re seeing are still one business unit. However, many companies are now looking at this as a “what if?” They’re asking questions like “shall we?” or “should we be looking at more than one business unit?”
There are many pros and cons to making this decision, and we will walk through them and discuss. We also have a couple of shiny gotchas to look at and consider before making the leap to multiple Pardot business units.
Featuring:
Tracy Keeling, Capgemini
The Trifecta of Website Event Management
Your website is your digital front store. The experiences your prospects have and how your team interacts with their engagement is crucial in setting yourself apart from your competition. With form completion at an all time less than 1% events are getting harder to gather engagement on, especially via the traditional method of email, landing page and form.
What if you could engage with your prospects on your website, in real time? Get registration from an interaction without having to pull out the dusty traditional email?
In this session, you will learn how to deliver fresh event options to your audience on your site via chat. See how conversion rates excel and also allow for new fresh bespoke experiences so that return visitors always have something new to engage with.
Featuring:
Jennifer Lynn Schneider, Qualified
Using Einstein AI Within Account Engagement
It’s time to put Einstein to the test to feel the benefits of using data-driven insights to power your sales and marketing efforts. This session will help you understand how artificial intelligence (AI) tools can show you which prospects are most engaged and the campaigns that were most successful.
You’ll walk away with a better understanding of:
How the different Einstein features work within Marketing Cloud Account Engagement (Pardot)
The value of using these features
Best practices from Salesforce customers
Featuring:
Jeffrey Stollenwerk, Salesforce
How To Audit Subscriber Activity For Marketing Cloud Journey Builder
Marketing Cloud Journey Builder’s reporting interface gives users the ability to view high-level statistics on journey performance and the overall volume of subscribers to reach each activity. However, the ability to gain a granular view of the specific step that subscribers are currently at within each journey is limited from the Journey Builder interface. This lack of visibility poses issues from both a reporting and auditing/troubleshooting standpoint.
In this session, we will show you a method of setting up journeys and querying data views that allows marketers to keep track of the steps that subscribers have completed within a Journey, all within a single Data Extension.
Featuring:
Austin Kirby, Media.Monks
Claudia Hoops, Media.Monks
Everything Marketers Need to Know About Web Tracking Cookies
There’s been a lot of talk about the death of web tracking cookies. Some even suggest it will end marketing as we know it. We’re here to assure that it’s just another evolution in how we make the magic of marketing work.
In this session, we’ll talk about what’s changing, what isn’t, and how marketers on the Salesforce platform can navigate this rapidly evolving landscape.
Topics covered:
The differences between third- and first-party web cookies
The driving force behind these changes and why it’s a win for user privacy
Watch MarDreamin’ replays and get ready for the next one
So, there you have it. MarDreamin’ 2022 is in the books. And thank goodness we recorded the whole thing.
Until next year, you can consume all MarDreamin’ replays from previous years to get caught up. Visit this webpage and complete the form to get access to all the videos.
And make sure you get on the mailing list so you’re the first to know when we announce the call for speakers, sponsors, and MarDreamies Award submissions for 2023.
Let us know what you liked or want to see more of next year in the comments section.
