We will be covering the teams presentation on Campaign Development featured in the week 9 Marketing Cloud Personalization Bootcamp that is hosted and created by Jyothsna Bitra as part of the Phoenix Salesforce Marketer Group.

For more information on the Phoenix Salesforce Marketer Group please follow this link to sign up: https://trailblazercommunitygroups.com/salesforce-marketer-group-marketing-cloud-phoenix-united-states/

Use Case – The Why
To set context for the campaign development it feels important to serve up a real world use case to understand why it’s important to consider Marketing Cloud Personalization and how it can drive business value for your company.

In our use case The Why is served up in several ways:
(1) Key Segments – Marketing Cloud Personalization allows companies to understand their data, to influence and drive the digital marketing strategy. In our example the team uses MCP reporting to understand there are two distinct segments, Credit Card and Mortgage buyers.

The target audience of credit card buyers could be younger professionals maybe in their early twenties who are looking to establish their credit. That audience/segment could be dramatically different than a mortgage buyer who could trend older, maybe early thirties all the way up to even baby boomers.

As we’ll show in this use case Marketing Cloud Personalization will allow you in real time to customize the experience to these two segments in many ways:
(a) Product focused theme – A customized home page tailored to credit cards or mortgages including a customized offer.
(b) Customized product mix – Serve up a portfolio of products that are custom to each segment. For those Credit Card buyers the focus could be on banking starter products like checking/savings accounts where as Mortgage buyers could be focused on investments/401k.
(c) Customized design theme – Tailor the imagery and copy based on your segment. For those younger Credit Card buyers the imagery/copy should match their younger/more active lifestyle, where as for Mortgage buyers the content elements could lean more toward building a home and family theme.

(2) Digital Actions – Marketing Cloud Personalization has endless options to report on the activity of your subscribers or even general web traffic. We isolated new vs returning visitors as a key metric to drive the strategy to further understand how segmentation drives the digital strategy.

In addition to credit card/mortgage buyers there are first time visitors and returning visitors, maybe even more important segments than product interest. Those returning visitors are probably more likely to convert as they have moved from the consideration/top of the funnel stage to more of a ready to commit/bottom of the funnel stage.

Marketing Cloud Personalization gives you the tools to customize the messaging, offer and product mix to drive the highest conversion for those bottom funnel visitors.

Marketing Cloud Personalization Walkthrough – Action/Behavior Reports

With only a few clicks users have access to rich data in the Marketing Cloud Personalization platform. And that data can be valuable just capturing web activity data before implementing customized experiences.
(1) Select the correct data set
(2) Select the appropriate data range
(3) Select Action reports

And selecting Behavior reports users can dial into the habits of those web visitors

(1) New vs returning visitors
(2) Toggle to see Engagement and other data points

Campaign Development – Marketing Objectives

How do you go from pulling out key data points and segmentation strategy from Marketing Cloud Personalization to executing the vision/strategy in the Platform? Start with creating clear and concise marketing objectives.
(1) Customized home page – For that key returning audience segments, customize the home page to either their credit card and younger persona or their mortgage and middle age persona.
(2) Upsell relevant products – Serve up a custom 1-to-1 portfolio of products that compliment exactly each returning prospective buyer.
(3) Increase conversion – These returning customers are ready to buy compared to first time discovery leaning prospects. Serve each prospective buyer with the right offer that will push them to take the next step.
(4) Capture email – This objective is a bit tactical, but in the marketing automation world it is significant as it opens up the email channel to continue providing the customize messaging and drive conversion.

Campaign Development – Campaign Strategy
The next step is to create the campaign strategy which will be the bridge between objectives and beginning the implementation into Marketing Cloud Personalization. Salesforce provides excellent templates to work though the strategy step by step.

(1) Goal – What do you want to do: deliver product and offer driven messaging on the homepage
(2) Audience – Who are you targeting: returning website visitors interested in credit card and mortgage products
(3) Metrics – How will you measure success: there are so many options here which could range from increased time on the website, more page views even conversion metrics like sales appointments and customer conversion.
(4) Campaign – In our use case we’ll be looking at three different areas, the home page hero, the product recommender and the exit popup.

Campaign Development – Organization

The second template that Salesforce provides allows the user to start detailing out the pieces and parts that will determine how to implement in Marketing Cloud Personalization.
(1) Goal: Frames out the three different content zones which will translate into the Template and Campaign asset builds
(2) Who: In this use case the same two segments apply which will impact the development of the User segments in the platform. This column of the template can be very complex once you move from a more walk/run stage targeting dozens or more segments/personas.
(3) Where/When: Starts to frame out what are the assets to be built and where on the website.
(4) Reach, Impact and Difficulty: help prioritize the build so all involved can understand the greatest impact and the associated difficulty.

Campaign Development – Campaign Assets

Now we are ready to execute but how do we get there efficiently and who will help us get there. Time spent to craft a strategy around campaign asset development is a crucial step to ensure success as Marketing Cloud Personalization development isn’t always linear.

Three key roles: The Marketer
The best thing about Marketing Cloud Personalization is that it’s a clicks, not code platform so you the marketer will be able to drive the majority of the functionality.
But in order to pull everything together, to set up those campaigns you’ll need key assets from the designer and the Salesforce developer.

The Designer
The designer will be creating the visual components including photos, illustration, copy, fonts, etc that will connect with younger credit card potential buyer or more family oriented images for the mortgage buyer.

Identify each customization zone so in this example in columns we break out the Hero, Product Recommender and Exit Popup. Then indicate how each of these areas can differ based on the product/segment that will be served up this experience.

The Developer
Depending on your comfortability with SSJS, CSS and HTML most likely a developer will need to be involved at least initially to create/update the sitemap and build the templates that will drive the customization executed in the campaigns.

Just like with the Designer, identify the key content zones and how the development assets can change depending on the product/segment.

Determining how many Marketing Cloud Personalization templates and campaigns might not come naturally the first time. Over time you will be able to leverage the templates and campaigns efficiently to reduce developer time needed.

In our next blog we’ll spend time into the development of the Templates as well as modifications to the Site Map to execute the campaign in the MCP platform.