Your messages are doing their job, but are they working it?

If your campaigns are feeling a little too copy-paste, a little too “blah,” it might be time for a serious glow-up. You’ve got the data. You’ve got the content. Now it’s time to use the tools inside Marketing Cloud on Core (aka Growth and Advanced Edition) to turn that good-enough messaging into something that shines!

This blog will teach you how Dynamic Content and Expressions can transform your messages from basic to brilliant. You’ll learn what these new features are, how they work, and how to use them to make every send feel personal, polished, and powerful!

Let’s Start with the Basics

Before we dig into the tools, let’s talk about transformation. A glow-up for your marketing means:

• Less copy-paste, more customization
• Making use of the data you already have
• Messages that speak directly to the recipient, not the crowd

Marketing Cloud on Core gives you two powerful tools to make it happen. Ready to transform your messages? Let’s learn how to master Dynamic Content and Expressions.

Introducing Your Email’s Style Squad

Give your emails a fresh look without starting from scratch. Think of Dynamic Content like your email’s glam squad; each part makes your email stand out. Consider giving your email different “outfits” based on who’s opening it.

• Personalization Point: This is the part of your email where you give a mini makeover. It could be a subject line, preheat, hero image, or CTA – any element that could use extra sparkle.
• Personalization Decision: This is the brains behind the beauty. It figures out who should see what based on the rules you set.
• Targeting Rule: Your custom-fit formula. It defines “if this, then show that” logic. For example, “if account type = VIP, show gold banner.”

Pro Tip: Already built a variation you love? You can reuse it in other emails using recent Personalization Points.

How to Apply the Glow-Up: Creating Dynamic Content

Let’s walk through giving your content a dynamic makeover:

• Open your email in the editor and select the content block you want to glam up.
• Head to the Dynamic Content section and click Add Variation.
  • You can use the Variation dropdown to access NewVariations if you’ve already got some variations.

• When the Create or Reuse Personalization Settings window pops up, select New Variation.
  Heads up: Your message has to save first, so give it 10-20 seconds.
• Name your variation and create your Targeting Rule.
• Click Save, then customize your content within that variation, like updating a header image or swapping out messaging for a specific audience.
• Use the Variation dropdown to preview how your message looks for each version.

Pro Tip: Use dynamic blocks sparingly at first. Target high-impact spots like hero images or CTAs, and test frequently to ensure each variation shines.

The Finishing Touch for Personalized Flair

Once your content’s dressed to impress, it’s time to fine-tune the details, and that’s where Expressions come in. They’re like your behind-the-scenes styling tool that ensures every message feels personal, even when the data isn’t perfect. Here’s how Expressions keeps your messages looking polished:

• Saved Expression: Think of this as your go-to styling shortcut. It’s a reusable logic block you create once and drop into multiple campaigns; it’s less work with the same wow factor.
• Attribute Selection: This is where you tell the Expression what data to look at, such as PreferredName, LoyaltyStatus, or FavoriteProduct.
• Fallback Value: No data? No problem. Expressions let you set a backup so your message stays smooth. Instead of “Hi,” you get “Hi there!”

Expressions ensure every message feels intentional and on-brand like you planned that way (because you did). 

Adding the Ultimate Accessory: Creating Expressions

Here’s how to build your first Expression and set your messages up for consistent, reusable personalization:

1. Head to Content > Content Workspace in Marketing Cloud.
2. Click Add, then choose Content.
3. Select Expression, then click Create. (Yes, you’re about to create something fabulous.)
4. Give your Expression a name that clearly describes what it does (like “PreferredName Fallback” or “GoldMemberStatus”).
5. Use the Attribute field to choose the customer data you want to reference.
6. (Optional) Add a filter if you need to narrow down conditions, like only using this Expression when someone’s location is “US.”
7. Click Save.
8. Don’t forget to hit Publish to start using your Expression in your messages.

Pro tip: Once created, Expressions can be used repeatedly across campaigns, saving you time while keeping your personalization game strong.

Using Your Expression in a Message

Now that you’ve created your personalized shortcut, it’s time to drop it into your message for that final glow-up touch.

1. Open the email, SMS, or WhatsApp message where you want to use your Expression.
2. Select the content block where you want your personalization to appear.
3. Click the [] Add a merge field symbol.
4. Choose Saved Expressions from the dropdown menu.
5. Pick the Expression you created earlier.
6. Add a default value (like “there” or “friend”) in case your data field is empty.
7. Click Done and admire your work.

Pro Tip: This ensures your message always reads naturally, even if a customer’s name or info is missing the data.

Use Them Together for a Full-On Email Glow-Up

You’ve got the tools! Now it’s time to layer them like a pro stylist would. Dynamic Content and Expressions are great on their own, but when used together? That’s when the real transformation happens!

Think of Dynamic Content as your email’s wardrobe, changing outfits based on who’s reading. Then think of Expressions as the accessories, adding that personalized sparkle like someone’s name, product interest, or membership level.

Real-World Example

Let’s say you’re sending a promotional email:

• You use Dynamic Content to show one banner for loyalty members and another for new subscribers.
• Inside each banner block, you drop in an Expression to greet the user by name (with a fallback like “their” in case their name isn’t available).
• You also use Expression to highlight their preferred product category, so the CTA feels totally tailored.

The result? An email that looks like you custom-designed it for every person without cloning templates or managing a million logic paths.

Why This Combo Works

• You reduce manual work by creating fewer, smarter assets.
• You create hyper-relevant emails without sacrificing time or scalability.
• You build a customer experience that feels seamless, polished, and personal, even if you’re sending to thousands at once.

Using Dynamic Content and Expressions is the email marketing equivalent of putting on a fresh outfit, doing your hair, and finishing with the perfect accessory.

Ready to Give Your Emails a Glow-Up?

You don’t need a whole new wardrobe of emails, just the right tools to style them smarter. With Dynamic Content and Expressions in Marketing Cloud on Core, you can transform basic batch-and-blast messages into personalized, polished experiences that connect with your audience.

From targeting rules to fallback names, you have everything you need to bring out the best in your campaigns without doubling your workload. Whether you’re just dipping your toes into personalization or looking to scale with style, this glow-up is just the beginning.

Want help applying what you learned?

Book a consultation with Sercante’s Marketing Cloud experts to review your personalization strategy or sign up for one of our hands-on workshops. Let’s glow up your next campaign together!

Original article: Personalization with Marketing Cloud on Core: How to Use Dynamic Content & Expressions

©2025 The Spot. All Rights Reserved.

The post Personalization with Marketing Cloud on Core: How to Use Dynamic Content & Expressions appeared first on The Spot.

Welcome to your Masterclass in Account Scoring – where we take your Salesforce skills from good to guru-level! With the Spring ‘25 release, Salesforce introduces Account Scoring, a smart, customizable, and easy-to-manage scoring solution within Marketing Cloud Growth and Advanced Editions (aka “Marketing Cloud on Core” or just “Marketing Cloud”). So, grab your virtual whiteboard, and let’s dive in!

Account Scoring 101: The Fundamentals

Account Scoring is a brand-new feature in Marketing Cloud on Core, designed to give businesses deeper insights into which accounts are most likely to convert. Unlike People Scoring, which evaluates individual leads and contacts based on engagement and fit, Account Scoring takes a broader approach, analyzing entire organizations. This is especially valuable for Account-Based Marketing (ABM) strategies, where sales and marketing teams focus on targeting high-value accounts rather than individual leads.

How Does Account Scoring Differ from People Scoring?

• People Scoring is focused on individual engagement and fit. Individuals are scored based on how well they fit your ideal persona and how often they engage with your Marketing initiatives.
• Account Scoring aggregates data from all contacts within an organization, providing a more holistic view of an account’s likelihood to convert.
• Intent Scoring (optional in Account Scoring) identifies buying signals, making it easier to target accounts actively considering a purchase.

Account Scoring is a game-changer for ABM-focused campaigns, where teams need to evaluate an entire company rather than just a single decision-maker. With this new feature, marketing and sales teams can prioritize high-value accounts, personalize outreach at the account level, and drive stronger conversion rates.

Let’s break down the core curriculum of Account Scoring in Marketing Cloud on Core:

1. Engagement Scoring – Think of this like a participation grade. The more someone interacts (emails, website visits, messages), the higher the score.
2. Fit Scoring: This is your compatibility test. Does the account match your ideal customer profile? If so, your points will increase.
3. Intent Scoring – This one’s all about purchase signals. If an account drops hints they are ready to buy, the score reflects that.

Now let’s discuss how to elevate your Account Scoring skills to an expert level.

Take Control of Calculated Insights

Previously, once you published scoring rules, the system would auto-refresh Calculated Insights every six hours – whether you wanted it or not. With Spring ‘25, Salesforce has introduced the power to unschedule or reschedule Calculated Insights. Now, you control when and how often your scores refresh, ensuring you’re optimizing Data Cloud service credits and keeping your system running efficiently.

Customize Your Scoring Model Like a Pro

Say goodbye to one-size-fits-all scoring. Account Scoring allows you to adjust the weighting of Engagement, Fit, and Intent Scores to align with your business strategy and ensure the scoring model fits your unique needs. 

• Need Engagement to weigh 70% instead of 50%? You got it.
• Want Intent to be the biggest factor? Done.
• Would you prefer Fit to lead the charge? No problem.

Activating Account Scoring

To start using Account Scoring:

1. Create a Unified Account Identity ruleset
   1. Account Identity rulesets allow you to target contacts related to accounts as well as segments based on Account attributes.
2. Enable Account Scoring
   • You can also enable Intent Scoring at this stage if you wish to use this feature.

3. Customize your scoring rules and your score ratio. Don’t forget to republish your rules once your changes are saved.

Smarter Rule Management and Publishing

No more accidental rule mishaps! Now, when you tweak your scoring rules, you’ll need to publish them again for the changes to take effect. Here’s your checklist for success:

• Customize Fit and Engagement Scoring under Setup > Scoring Rules.
• Fine-tune Account Scoring under the Account tab.
• Republish once all your changes are set.
• Remember, once published, rules cannot be unpublished – only modified.
• Keep case sensitivity in mind (“Example” ≄ “example”)

Time to Put Your Skills to the Test

Congratulations, you’ve just completed your Spring ‘25 Account Scoring Masterclass! Now, it’s time to put your knowledge to work. Whether refining your scoring model or just getting started, these updates give you everything you need to optimize and win more deals. 

Want expert guidance? The Sercante team is here to help. Contact us, and let’s make your scoring strategy a success!

Original article: Masterclass in Marketing Cloud Account Scoring: Spring ’25 Edition

©2025 The Spot. All Rights Reserved.

The post Masterclass in Marketing Cloud Account Scoring: Spring ’25 Edition appeared first on The Spot.

Salesforce marketers have been navigating a whirlwind of changes over the past year, and with every announcement one question looms large: What does the future hold for Marketing Cloud Account Engagement? If you’ve been worried about Marketing Cloud Account Engagement (formerly Pardot), you can breathe easy knowing it is evolving in powerful new ways, especially in conjunction with Marketing Cloud on Core (aka Marketing Cloud Growth and Advanced Edition).

Let’s explore why the future of Salesforce marketing is brighter than ever and how Account Engagement and Marketing Cloud on Core can work together to create a competitive edge for businesses looking to scale their marketing impact.

Marketing Cloud Account Engagement is Evolving

Account Engagement remains a key part of Salesforce’s marketing ecosystem. As the recent Salesforce Marketing Tech Roadmap highlights, Account Engagement is evolving with deeper AI capabilities, enhanced automation, and better connectivity with Data Cloud. Instead of being phased out, Account Engagement is fine-tuned to work seamlessly with the latest Salesforce innovations.

Marketing Cloud on Core is Changing the Game for Marketers

Account Engagement and Marketing Cloud on Core are essential components of Salesforce’s marketing ecosystem, each serving a unique yet complementary purpose. Account Engagement continues to be the trusted tool for B2B marketers, while Marketing Cloud on Core brings an expanded, AI-powered, data-driven marketing approach. Built on the Einstein 1 Platform, these solutions create a seamless, unified experience across Sales, Service, and Marketing, leveraging AI and Data Cloud to enhance customer interactions. Rather than replacing one another, these tools are evolving side by side to offer marketers a more connected and intelligent way to engage with their audiences.

What’s Exciting About Marketing Cloud on Core?

• Generative AI helps marketers create AI-driven campaigns, emails, and segments in minutes.
• Einstein AI provides predictive insights with Einstein Send-Time Optimization and Einstein Engagement Frequency, and Einstein Engagement Scoring.
• Data Cloud ensures every customer touchpoint is informed by a single source of truth, say goodbye to disconnected marketing efforts.
• Omnichannel marketing is effortless with native email, SMS, and WhatsApp channels.

The Dream Team: Marketing Cloud Account Engagement Paired with Marketing Cloud on Core

The real magic happens when Account Engagement and Marketing Cloud on Core work together. Here’s how they complement each other:

• Lead Nurturing & Cross-Channel Engagement: Imagine a B2B marketing manager running a nurture campaign for high-value prospects. Account Engagement ensures these leads receive timely, relevant emails based on engagement, while Marketing Cloud on Core supplements this with SMS reminders and AI-driven segmentation, creating a truly engaging experience for each customer.
• Segmentation + Personalization: A marketing operations specialist wants to create highly personalized experiences for prospects. Automate lead nurturing based on behavioral triggers with Account Engagement’s Engagement Studio. At the same time, Marketing Cloud on Core dynamically adjusts messaging using Dynamic Content built within the Data Cloud Data Graph, ensuring every touchpoint is tailored to the recipient’s journey.
• Sales Alignment + AI-Powered Insights: Picture a sales team receiving AI-powered lead insights. Account Engagement scores Leads based on interactions, ensuring sales reps prioritize the most engaged prospects. Meanwhile, Marketing Cloud on Core uses AI to predict customer needs, alerting sales when a lead is likely to convert.

What This Means for Marketers

With Account Engagement advancing and Marketing Cloud on Core opening new possibilities, Salesforce marketers have more tools than ever to drive impactful engagement. The key takeaway? Marketing Cloud Account Engagement is evolving, and when combined with Marketing Cloud on Core, it unlocks even more significant marketing potential. The shift to a unified Salesforce marketing ecosystem means:

• More automation and AI-driven insights to improve efficiency.
• A seamless user experience across Salesforce products.
• Greater flexibility to adapt marketing strategies to changing customer behaviors.
• The ability to scale effortlessly with Data Cloud.

If you’re ready to explore how Account Engagement and Marketing Cloud on Core can work together for your organization, reach out to Sercante so we can help you start experimenting with the latest AI-driven features. The future of marketing is here! Are you ready to make the most of it?

Original article: Smarter, Stronger Marketing with Account Engagement and Marketing Cloud on Core

©2025 The Spot. All Rights Reserved.

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Marketing Cloud on Core (also known as Marketing Cloud Growth or Advanced Edition) can now track how marketing efforts contribute to revenue! With the Spring ‘25 release, Salesforce introduced Opportunity Influence, helping businesses connect marketing engagement to pipeline and revenue. But how does it work, and what’s the difference between Opportunity Influence and Campaign Influence? Let’s dive in!

Opportunity Influence vs. Campaign Influence: What’s the Real Deal?

Before we break down how to customize and report on Opportunity Influence, let’s clarify how it differs from Marketing Cloud Account Engagement’s Customizable Campaign Influence. While both models aim to connect marketing efforts to revenue, they function in distinct ways and serve different use cases. 

Important Note for Account Engagement Users

You cannot use Opportunity Influence alongside Customizable Campaign Influence. If your team already relies on Account Engagement’s Campaign Influence Models, keep this in mind when deciding which model to use.

Additionally, Account Engagement users cannot activate Opportunity Influence as it does not currently integrate with Account Engagement’s Campaign Influence model. If your organization currently tracks marketing-driven revenue using Campaign Influence reports, you’ll need to continue using that model. However, if you’re considering a shift to Marketing Cloud on Core, Opportunity Influence could offer enhanced multi-touch attribution and engagement tracking.

Battle of Influences: Campaign vs. Opportunity – Which One Wins?

Let’s say you’re running a B2B software company and you’ve executed multiple marketing campaigns using a variety of platforms, including ads, email, an e-book, and a webinar, to engage your prospects.

• Campaign Influence: A prospect attends the webinar, clicks on an email, and downloads the e-book before being transitioned to sales as a marketing-qualified lead. These interactions are recorded under a Salesforce Campaign and can be manually associated with the Opportunity when created based on the Opportunity Contact Role and Campaign Member. You can assign influence weight based on your customized rules.
• Opportunity Influence: Marketing Cloud on Core automatically tracks all marketing engagement, including the ad view and click, webinar attendance, and e-book download. These touchpoints are automatically associated to attribute influence based on the predefined model and associated to the Opportunity upon creation.

If Campaign Influence were a fine-dining experience, it would be a chef-curated meal—meticulously crafted with manual customization to fit your exact taste. You decide which interactions get the most credit, but it requires hands-on effort. On the other hand, Opportunity Influence is like an all-you-can-eat buffet with an expert chef behind the scenes. It automatically dishes out credit across touchpoints, giving you a full spread of marketing influence with minimal effort. If you love precision and control, Campaign Influence is for you. But if you want a seamless, automated view of your entire marketing impact, Opportunity Influence takes the crown.

How to Set Up Opportunity Influence

Setting up Opportunity Influence requires configuration in Sales Cloud to ensure marketing engagement is properly attributed to revenue-generating activities. To fully connect marketing efforts with sales outcomes, ensure that contacts engaging with marketing campaigns are linked to Opportunities. This allows for accurate tracking of marketing interactions that influence deals.

Enabling Opportunity Influence

1. Navigate to Salesforce Setup > Opportunity Influence
2. Enable Opportunity Influence
3. Select an Attribution Model
   1. First-Touch: Gives full credit to the first marketing engagement that led to the opportunity. It’s ideal for understanding which top-of-funnel efforts drive initial interest.
   2. Last-Touch: Assigns full credit to the last marketing interaction before the opportunity was created. It helps measure the final push that converted a lead into an opportunity.
   3. Even-Distribution: Spreads credit evenly across all marketing interactions that occurred before opportunity creation, giving a balanced view of multi-touch engagement. This approach is ideal for businesses with long sales cycles and/or multiple high-value touchpoints.

Going Beyond Activation

Customization is key to maximizing Opportunity Influence. Marketers should align influence models with their sales cycle, ensuring critical marketing touchpoints, such as email engagements, paid ads, and automation journeys, are correctly captured. Because Opportunity Influence consumes Data Credits, it’s essential to be strategic when enabling multiple models to avoid unnecessary credit usage.

Making Sense of Your Data: Reporting on Opportunity Influence

Once Opportunity Influence is enabled and tracking data, you can start reporting on marketing’s impact. The key to unlocking valuable insights is leveraging Salesforce’s Reports & Dashboards to tell a clear story about how marketing drives revenue.

Your Treasure Map to Salesforce Reports & Dashboards

• Head over to Salesforce Reports and search for Opportunity Influence Reports. This is your go-to hub for seeing which marketing touchpoints are helping close deals.
• Get specific with your insights! Use filters to refine reports by timeframe, campaign, or opportunity. Want to know which emails led to the most revenue? Adjust your filters to see the impact.
• Create Salesforce Dashboards to visualize Opportunity Influence. Need a quick snapshot for your leadership team? Build an easy-to-read chart that shows exactly how marketing is fueling revenue.

The Ultimate Guide to Opportunity Influence Report Types

Salesforce provides several built-in report types to help you analyze how marketing efforts contribute to revenue. Here are the key report types you can use:

• Opportunity Influence Summary Report – This high-level report shows how marketing engagements are influencing revenue across all opportunities. Use it to track overall marketing impact.
• Opportunity Influence Detail Report – A more granular report that breaks down individual touchpoints per opportunity, allowing you to analyze which specific marketing interactions played a role in closing deals.
• Influence Attribution Model Comparison Chart – Compare first-touch, last-touch, and even-distribution models side by side to see which one provides the best insights for your marketing strategy.
• Marketing Touchpoint Analysis Report – Identifies which marketing channels (email, ads, website visits, etc.) are contributing the most to opportunity creation and pipeline growth.

By setting up and analyzing Opportunity Influence reports, marketing teams can gain deeper insights into which touchpoints matter most, optimize their strategies accordingly, and confidently demonstrate their return on investment.

Why Opportunity Influence is a Game-Changer

Opportunity Influence is a must-have tool for any marketing team looking to measure true revenue impact. No more guessing which emails, ads, or landing pages are driving pipeline – Opportunity Influence connects the dots, giving you a clear picture of how marketing fuels business growth. With built-in attribution models, you can customize insights based on what matters most to your strategy.

Whether you’re aiming to prove marketing ROI, optimize your campaigns, or align better with sales, Opportunity Influence provides automated, data-driven attribution that simplifies reporting and enhances decision-making. If you want better visibility into marketing’s role in revenue generation, this feature is your new best friend!

Next Steps:

1. Check your org to see if the new update is available.
2. Test Opportunity Influence tracking before rolling it out company-wide.
3. Monitor data service credit usage if you’re using multiple attribution models.

Want to learn more? Check out the full Spring ‘25 release highlights or dive into the official release notes.

What are your thoughts on Opportunity Influence? Drop a comment below, and let’s discuss!

Original article: Cracking the Code: How Opportunity Influence Connects Marketing to Revenue

©2025 The Spot. All Rights Reserved.

The post Cracking the Code: How Opportunity Influence Connects Marketing to Revenue appeared first on The Spot.

Spring has sprung at Salesforce, and it comes in the form of the Salesforce Spring ‘25 Release Notes! Whether you’re a seasoned pro or a budding marketer, this release is packed with goodies that will make your campaigns bloom brighter than ever. Let’s dive into the highlights for Marketing Cloud Growth and Advanced Edition!

Take Your Marketing Global 

Marketing Cloud is getting a boost with a WhatsApp integration, making it easier to incorporate this channel into your marketing strategy. Whether you share updates, promotions, or ongoing support, WhatsApp helps you connect with your customers worldwide. The integration includes a campaign template, communication subscription support, and a default Email Preference Center. In addition, it supports 2-way conversations, and the message builder supports audio, video, and file sharing.

AI: Your Marketing Superpower

Salesforce is supercharging your marketing strategy with expanded AI capabilities, bringing unparalleled efficiency and creativity to your campaigns. With Agentforce, you can generate landing pages and email content in seconds, freeing time for more strategic tasks. Need to plan a campaign? Agentforce also crafts detailed campaign briefs, ensuring you start with a strong foundation. For Marketing Cloud Advanced Edition users, the Agentforce Campaign Designer (Beta) takes it even further, providing a single interface to edit and refine your campaign strategies, multi-channel flows, and content. These tools empower you to create more innovative, impactful campaigns.

Spring into Smarter Campaigns and Content

Marketing Cloud’s Spring ‘25 Release is focused on making campaigns smarter and your content work harder. From reusable personalization tools to seamless flows, Salesforce has designed the release to help marketers craft successful campaigns from start to finish.

Personalization That Packs a Punch

Stop spinning your wheels! Simplify your workflow and create tailored campaigns effortlessly with reusable content and personalization points. These features save you time and help you connect more deeply with your audience. Reusing merge fields with Expressions across campaigns will keep your messaging sharp, consistent, and right on target—making every interaction count.

Smarter Segmentation for Better Results

Segmentation is getting a makeover! The Spring ‘25 release features new tools that filter attributes—like new leads—right from the Campaign record, saving you time and speeding up your campaign’s delivery. Plus, you can preview up to 1,000 segment members before activating your campaign flow, giving you confidence in your targeting strategy.

Meet the CRM Prospect Object

Say hello to your new best friend: the CRM Prospect Object. It’s here to help you manage prospects like a pro. Create prospects with forms, nurture them automatically, and convert them into loyal customers. With account scoring based on engagement, fit, and intent, you can prioritize the leads most likely to convert.

Forms That Go Where Your Customers Are

Why make your customers come to you when you can bring the form to them? With the new ability to embed forms on external sites, you can deliver them to your hosted web page. After a quick setup in Salesforce and your external site, grab the form’s code block from its detail page and drop it into your site’s HTML. It’s as simple as copy-paste! (Just make sure your site supports iframes, is secure, and uses HTTPS.)

Flow Like a Pro

Managing Flows is easier and more intuitive than ever. You can handle more of the process directly from the Campaign record, track flow statuses in the new Marketing Calendar (fully integrated with the Sales Calendar), and view flow versions and failures to provide quicker, seamless resolutions. The new Campaign Stage field offers insight into the current campaign and keeps your team updated. Need a little extra customization? Add custom fields to your campaign briefs to make them truly yours.

Content Updates That Shine

Marketing Cloud is releasing new content creation features. With a new “Processing” content status, you’ll always know when landing pages, forms, and branding updates are pending publication. While changes can’t be made during this time, you can relax knowing your updates are locked in. Need to duplicate content? Cloned content is easier to manage by saving it in a shared workspace, keeping your team aligned. Consistent branding has never been more straightforward—assign default branding to your workspace to ensure emails, landing pages, and forms all have the same polished look. Ensure brand consistency across all your forms by assigning a brand, with forms automatically adapting to reflect your workspace, landing page, or external site branding.

And More!

• Connect External Web Tracking to a Campaign allows existing customers to install new data kits and deploy new data streams.
• Tracking and Source Information for Consent helps you comply with global laws and regulations to review the source and consent status change via the Consent Audit Trail in Data Explorer.
• Setup Enhancements aim to save users time. They include tracking setup progress, installing or updating the Sales Data Kit, a guided experience for authenticating domains, and the ability to autogenerate an Identity Resolution Ruleset.

Original article: Salesforce Spring ‘25 Highlights: Marketing Cloud Edition

©2025 The Spot. All Rights Reserved.

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Learning how to use and customize Salesforce can be a rewarding experience, but it can also present unique challenges for individuals with disabilities. Whether it’s navigating the interface, processing complex data, or communicating effectively with colleagues, users with disabilities may encounter barriers that hinder their learning journey.

It’s a topic that’s near and dear to my heart, and I had the pleasure of presenting a session on this topic at WITNess Success, a Salesforce community conference.

In this blog, we’ll explore the experiences of individuals who have learned Salesforce while managing disabilities, highlighting their strategies, successes, and the resources available to support them.

Emphasizing the importance of accessible online learning modules to learn Salesforce while overcoming disabilities

The Salesforce community includes inspiring members who have shared insights into the experiences of individuals with disabilities learning Salesforce.

Here’s what they have to offer.

Akasia Parran

Akasia Parran, who has been legally blind for five years, found her path to a Salesforce career through the support of the Blind Institute of Technology and Salesforce’s accessible online learning modules.

Akasia completed her Salesforce Administrator certification in just six months. “I wouldn’t have a career without Salesforce’s continuing efforts to create accessible software,” she shares.

This accomplishment showcases the significant impact of accessible technology on career development​ (Salesforce)​​ (Trailhead | The fun way to learn)​.

Thomas Frantz

Thomas Frantz, Senior Manager of Accessibility Partnerships and External Communications at Salesforce, emphasizes the role of inclusive design and community support.

He has been instrumental in promoting accessibility within Salesforce and shares how the company’s efforts have helped him and many others thrive in their careers.

His work continues to foster a culture of inclusion and accessibility within the tech industry​ (Salesforce)​.

Leveraging Assistive Technologies

A range of assistive technologies is available to help users with disabilities learn Salesforce.

• Screen readers like JAWS and NVDA help visually impaired users navigate the Salesforce interface.
• Voice recognition software such as Dragon NaturallySpeaking enables users to input data and commands through speech, which can be particularly beneficial for those with mobility impairments or dyslexia.
• Alternative input devices, like adaptive keyboards and mice, provide valuable support, allowing users to interact with Salesforce more comfortably and efficiently.

Seeking Personalized Support

One of the most effective strategies for learning Salesforce with a disability is to seek personalized support.

The Salesforce Trailblazer Community is a fantastic resource where users can connect with others who share similar experiences. Local user groups and accessibility resources provide additional guidance and support. By reaching out to these communities, users can access tailored advice, mentorship, and encouragement.

Embracing Universal Design

Inclusive design practices ensure that Salesforce training materials and resources are accessible to users of all abilities. Organizations should advocate for and implement universal design principles, ensuring their training content is user-friendly and accommodating. This includes providing alternative formats for materials, ensuring compatibility with assistive technologies, and creating an inclusive learning environment.

Building a Supportive Community

Fostering a culture of empathy and support within the Salesforce community is essential for empowering disabled users. Encouraging open dialogue about challenges and sharing strategies for overcoming them helps create a more inclusive and understanding environment. Users should feel empowered to share their experiences, learn from one another, and support each other in their Salesforce journeys.

Learning Salesforce with a disability may present unique challenges, but it is possible to succeed with the right strategies, resources, and community support.

Remember, your unique perspective is a source of strength, and your experiences can inspire and empower others on their learning journeys.

Original article: Empowering Users to Overcome Disabilities and Learn Salesforce

©2025 The Spot. All Rights Reserved.

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Consumers today want personalized experiences from beginning to end. This is why Sercante is thrilled to announce that The Home for Marketers has undergone a transformative name change. We’re marking a new era of comprehensive strategies focused on growth services. 

This is more than a rebrand! It’s a reflection of Sercante’s expanded vision and commitment to driving radical business impact across all teams inspired by our recent acquisition by Trilliad. Our new home at dreamforce will be a place for anyone in sales, customer success, and marketing to gather. Without further ado,  we are excited to introduce the Growth Lounge at Dreamforce 2024.

Introducing The Growth Lounge

The atmosphere and unique space that the Home for Marketers has offered in the past will still be returning to San Francisco, but we now extend an invitation to friends in sales and service as well. Renamed The Growth Lounge, this space will serve as the central hub for professionals across marketing, sales, and service to gather, spark inspiration, and exchange ideas on elevating customer experiences and through the latest technologies.

The Growth Lounge at Dreamforce is designed to foster deeper connections among these crucial teams. We’re promoting collaboration and alignment that are essential for delivering seamless interactions for consumers across any industry. This transformation reflects the growing recognition that customer experience is a shared responsibility across all departments.

Opening Doors to Sales and Customer Success

The Growth Lounge is dedicated to opening doors for sales and customer success teams. We want to be sure these teams have the tools and support needed to thrive. We believe growth is a collective effort, and by integrating the expertise of these teams, we can drive significant business outcomes. 

Sales teams can tap our insights and strategies to identify new opportunities, while customer success teams can enhance their engagement efforts for long-term customer satisfaction and loyalty. This cross-functional approach not only boosts individual team performance but also contributes to the overall growth of the organization.

Why the Growth Lounge Matters

When a consumer enjoys a seamless interaction with your brand, they shouldn’t be able to distinguish whether they are dealing with marketing, sales, or service. They are simply having their own personal experience, and here at Sercante, we strongly believe that it is that consistency that fosters loyalty and satisfaction. The Growth Lounge aims to facilitate the integration and cooperation by creating a safe space to foster new connections, discover tech to level up your game, and receive live support from experts.

Join us at Dreamforce

If you’re heading to Dreamforce this year, make sure to RSVP for your FREE 3-day pass to The Growth Lounge. 

This year, we are hosting the lounge September 17-19, 2024 from 8:00 a.m. to 4:00 p.m. each day at Yerba Buena Bar. And that’s not all! There’s so much more to join in on while at Dreamforce 2024.

Marketer’s Meet Up

We have set aside time to mix and mingle with our fellow marketers and we hope you do not miss out! Along with your free pass to The Growth Lounge, Sercante will be hosting a mix and mingle for sales, marketing, and customer experience professionals before Dreamforce even kicks off. 

RSVP today to save your spot!

Monday, September 16, 2024

6:00 – 9:00 PM

Yerba Buena Bar

Sercante After Party “In the Clouds”

There’s nothing quite like ending a day at Dreamforce than with a Sercante hosted party “In the Clouds.” We will be celebrating cross-cloud collaboration and business growth with all of you, along with a live band and DJ to keep the party going following day one of Dreamforce’s festivities. 

RSVP today so you don’t miss out on the celebration.

Tuesday, September 17, 2024

7:00 PM – 12:00 AM

715 Harrison

Our Fellow Sponsors

Not only do you have the opportunity to connect with several Sercante Dragons who will be in attendance, but we would be remiss without calling out our fellow Growth Lounge sponsors. When you stop by The Growth Lounge, you will also have the opportunity to meet up with other like-minded industry experts to discover new tools, tips, and tricks to take your business growth to the next level. 

Our sponsors will be hosting live demos, providing free support, and, of course, there will be tons of swag!

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Don’t miss out on your chance to be part of a community committed to redefining customer experience through collaboration and innovation. We look forward to seeing you at Dreamforce and working together to take the standards of customer interactions further than ever before.

Original article: The Growth Lounge: Unifying Customer Experiences at Dreamforce ’24

©2025 The Spot. All Rights Reserved.

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Personalized marketing can make a significant impact on customer engagement and business growth. According to a recent study, personalized marketing can boost ROI by up to 20%.

One of the most effective ways to achieve this personalization is by scoring leads and contacts based on their engagement and fit with your ideal customer profile. This approach allows marketers to prioritize high-value prospects and create targeted campaigns that resonate with specific audience segments.

By understanding and implementing engagement and fit scoring, you can enhance your marketing strategies, improve customer relationships, and drive business growth. This blog provides valuable insights and practical steps to get you started effectively scoring leads and contacts in Marketing Cloud Growth Edition. 

Understanding Engagement and Fit Scoring

By combining Engagement and Fit Scoring, businesses can create a comprehensive scoring model that prioritizes leads and contacts based on their level of interest and their potential value to the company. This dual approach ensures marketing efforts are focused on the most promising prospects, leading to more effective and efficient campaigns.

What is Engagement Scoring?

Engagement Scoring evaluates how actively and positively leads and contacts interact with your marketing efforts. It quantifies the level of interest and involvement a prospect shows, helping you identify the most engaged individuals who are likely to convert into customers.

Key Metrics Used in Engagement Scoring

When configuring rules, utilize data from the available attributes. Ensure the specified values are exact and case-sensitive. Many attribute values are unique to your organization or vary based on the lead or contact. To identify the correct values, review your data model objects in Data Explorer.

What is Fit Scoring?

Fit Scoring assesses how closely a lead or contact matches your ideal customer profile. This scoring method evaluates criteria to determine the potential value and suitability of a prospect for your business. Fit helps prioritize leads that are not only engaged but also align well with your target market characteristics. Currently, the default fit model only includes “Contact Point Address.” However, you can customize your fit model by adding additional attributes.

Criteria Used to Determine Fit

1. Demographic Information: This includes age, gender, income level, education, and other personal attributes that help define your ideal customer profile.
2. Firmographic Data: For B2B businesses, this includes company size, industry, revenue, and other business characteristics that indicate a good match with your products or services.
3. Behavioral Patterns: This involves analyzing past behaviors and actions, such as purchase history, product usage, and interaction patterns, to predict future behavior and fit.
4. Geographic Location: The physical location of a lead can be crucial, especially for businesses with regional sales strategies or location-specific products.
5. Technographic Information: For tech-related businesses, understanding the technology stack a prospect uses can indicate their compatibility with your solutions.

Customizing Engagement and Fit Scoring

Leads and contacts are scored according to the rules you establish. You can use the default rules provided by Marketing Cloud Growth or customize them to your specific needs.

Base  Model

How to Create a Customized Model

1. Navigate to Setup > Scoring Rules
2. Next to Unified Individual DMO Name, click Select
3. Select Score On Unified Individual
   
4. Select Save
5. Edit, Delete, or Add rules as needed. Keep in mind that you are limited to 30 rules of each type (Engagement and Fit)
6. When you are done editing your rules, select Save
7. Select Publish

• The rules are immediately applied to records that are related to the target object you selected.
• After you publish scoring rules, you can’t unpublish them.
• After you publish rules for the first time, you must publish them again to save any further changes.

Combining Engagement and Fit Scoring

The overall marketing score is a comprehensive metric that combines both engagement and fit scores. The engagement score measures how actively a prospect interacts with your marketing efforts, while the fit score evaluates how closely they match your ideal customer profile. By integrating these two dimensions, you can prioritize leads that are not only highly interested, but also highly relevant to your business.

While engagement and fit scores will be a sum of points, the Overall Score will always be between 0 and 100. Out of the box, the Overall Score will consist of 50% of the engagement score and 50% of the fit score. However, this can be customized per org.

By maintaining a balanced scoring approach, you can ensure your marketing efforts are directed toward leads that are both highly engaged and closely aligned with your ideal customer profile. This holistic view enables more effective segmentation, targeted content delivery, and higher conversion rates.

Combining engagement and fit scores into an overall marketing score provides a nuanced understanding of each lead’s potential. By carefully balancing these scores, you can optimize your marketing strategies to focus on the most promising prospects, leading to more successful and efficient marketing campaigns.

Personalized marketing is the future

In conclusion, personalized marketing is essential for standing out in today’s highly competitive digital landscape. Research shows that businesses using advanced personalization techniques see a 10-30% increase in sales and customer retention rates. This underscores the importance of understanding and meeting customer preferences.

With the insights and practical steps outlined, you are now equipped to optimize your lead-scoring methods. Embrace this dual approach to prioritize your most promising prospects, ensuring that your marketing efforts are both efficient and effective. By doing so, you will position your business for sustained success in an increasingly competitive marketplace.

More Marketing Cloud Growth Edition Resources

1. Announcing Marketing Cloud Growth Edition
2. The Marketing Cloud That Broke the Internet (& 5 Key Takeaways)
3. Data Cloud No Cost Edition: Get Ready First
4. What Marketing Cloud Growth Edition Means for Your Career
5. Evolving Your Skills as a Marketing Cloud Engagement Practitioner
6. Evolving Your Skills as an Account Engagement Pro
7. Marketing Cloud Growth Edition: Creating Brand Guidelines
8. All the FAQs on Marketing Cloud Growth Edition
9. Marketing Cloud Growth Edition: Landing Page and Form Builder
10. How to Create Campaign Assets with Marketing Cloud Growth Edition

Original article: Marketing Cloud Growth Edition: A Guide to Fit and Engagement Scoring

©2025 The Spot. All Rights Reserved.

The post Marketing Cloud Growth Edition: A Guide to Fit and Engagement Scoring appeared first on The Spot.

In the age of big data, effective audience segmentation strategies are the key to unlocking the full potential of vast datasets available to enterprise-level companies. Join me on a journey from data overload to impactful insights as we explore how enterprise segmentation strategy drives meaningful results. 

From demographic segmentation to behavioral analysis, we’ll delve into the various segmentation approaches that empower enterprise companies like yours to understand their audiences on a deeper level.

Segmentation strategies for enterprise marketers

Businesses today face a monumental challenge: how do they effectively harness and analyze the customer information that’s at their disposal? 

One powerful solution is audience segmentation. By dividing large datasets into smaller, more manageable subsets based on common characteristics or behaviors, segmentation enables enterprises to unlock the hidden value within their data and make informed decisions that significantly impact their bottom line.

 In this blog, we’ll examine the fundamental principles of segmentation, discuss its various applications, and provide practical insights into implementing segmentation strategies that deliver measurable results for marketers at enterprise companies. 

Demystifying Segmentation

At its core, segmentation is a strategy marketers use to divide their broad customer base into smaller groups based on shared characteristics, behaviors, or preferences. The end goal is that marketing has specifically targeted lists to tailor their efforts. With their extensive reach and scale, enterprise businesses typically have large target audiences spanning across different demographics, geographies, and industries. 

These audiences can encompass millions of consumers, making effective targeting and engagement a significant challenge. However, by having the marketing team segment its audience into smaller, more manageable groups, your business can tailor their marketing efforts, products, and services to meet customer needs.

Data Distilled

Identifying segmentation criteria determines the variables that will be used to divide target audiences into distinct segments. The choice of segmentation criteria depends on the specific goals of the business, the nature of the product or service being offered, and the available data. 

Standard segmentation criteria include geographic, behavioral, product interest, or demographic factors. Businesses can create meaningful segments that enable more targeted and effective marketing strategies by carefully selecting segmentation criteria that are relevant, actionable, and aligned with business objectives.

Geography

Geographic segmentation focuses on location or region. This is most often used when there is great variation between consumers based on their locale. 

One well-known enterprise to use this strategy is McDonald’s. In a recent article written by Two Teachers, they share that “By tailoring its products, services, and marketing messages to meet the unique preferences and needs of consumers in different regions, McDonald’s has been able to create a powerful global brand that resonates with people from all walks of life.” 

McDonald’s successfully uses geographic segmentation daily by tailoring their advertising and their menu items, to fit the local preferences. For example, here in the United States, we may seek the Big Mac, whereas in Japan, their HiruMac Teriyaki McBurger. Yum!

Behavioral

Behavioral segmentation includes purchase history, loyalty, and social engagement. This strategy focuses on consumer preferences and patterns, and Netflix is one of many enterprises using this method daily. 

According to Scientific American, “users discover around 80 percent of shows through algorithmic recommendations.” For Netflix, this is highly dependent on users sharing their ratings along with watching preferences and saves. With AI at our disposal, behavioral targeting is becoming even more popular and easier.

Psychological

Pscychographic segmentation prioritizes attitudes, values, lifestyles, and interests. This method targets a customer’s motivations and preferences. This is a broader method, as it can be challenging to target someone based on feelings, but some brands do it successfully. 

Let’s take a look at Nike. According to PDF Agile, Nike has very specific personalities they are targeting – men who go to the gym and love sports, women who exercise or prefer sportswear, and children who are also athletes. 

According to that article, “Nike focuses on the people who enjoy engaging in sports. The company is passionate about sports, and it makes products suitable for sports lovers.” As a result, all of their campaigns are focused on that type of individual.

Demographic

Demographic segmentation assesses age, gender, income, education, job role/title, etc. This strategy allows business to tailor their marketing efforts to meet the needs of a specific demographic. This is the easiest of the segmentation strategies as it is the easiest data to collect, and it’s also inexpensive while effective. 

Let’s look into the financial sector, which offers “different tiers of products and services based on income levels,” according to Faster Capital. Affluent customers are targeted and sold premium credit cards with high fees and exclusive perks, while a college student would be offered a credit card with low fees and a rewards program. 

Navigating the Data Maze: Enterprise Segmentation Strategy

So, how do I get from point A to point Z? Let me walk you through it.

1. Perform Market Research: Know your market and collect ALL of the data!
2. Create the Personas: Who is your ideal customer and what do they want?
3. Analyze and Segment: Analyze the data, examine segmentation opportunities, and go for it!
4. Build a Targeted Campaign: Build a robust multifaceted campaign with that persona at its center.
5. Continuously Monitor and Evolve: Once you’re done, keep going. Be on the lookout for new ways to segment or reach your target audience in new and creative ways.

Get help with segmentation strategies for your enterprise team

Segmentation strategies are invaluable assets for enterprises seeking to navigate the complexities of modern markets and effectively engage with diverse customer bases. 

Enterprises can gain deeper insights into customer preferences, behaviors, and needs by segmenting their audiences based on demographic, geographic, psychographic, and behavioral criteria. Moreover, the continuous refinement and optimization of segmentation strategies enable businesses to adapt to evolving market dynamics and stay ahead of competitors. 

As enterprise companies continue to embrace the power of segmentation, they will unlock new opportunities for growth, innovation, and customer satisfaction.

We’ve helped countless enterprise teams figure out the best approach to audience segmentation, and would love to solve your segmentation challenges, too. Reach out the the team at Sercante to get help with your team’s segmentation strategies.

Original article: Big Data to Big Impact: Enterprise Segmentation Strategy

©2025 The Spot. All Rights Reserved.

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Are you ready to ignite your digital marketing efforts? The collaboration between Marketing Cloud Account Engagement and Advertising Audiences, both powerful tools in their own right, will skyrocket your success in digital marketing. In this blog post, we’ll show you how Account Engagement and Advertising are powerful tools when they’re coupled with one another.

Marketing Cloud Account Engagement

Account Engagement is the Salesforce B2B marketing automation software. Its main uses are account-based marketing, cross-channel campaigns, and lead generation. And though it does so much more than that to optimize your marketing efforts and provide out-of-this-world analytics, it cannot help you run your digital advertising campaigns. 

Marketing Cloud Advertising

Advertising Audiences, powered by Marketing Cloud Advertising, seamlessly integrates with online advertising platforms, including social media, Google Ads, and more, to target your Prospects specifically. It enables marketers to easily reach existing customers, generate new leads, suppress a subset of Prospects, and re-engage. 

This all sounds great, right? Absolutely! But wouldn’t it be cool if your advertising efforts were linked to your marketing automation efforts? 

Why should I connect Account Engagement with Advertising Audiences?

That’s easy! Pairing these tools can help you to automate your processes, improve cross-channel campaigns, and expand your footprint. Who doesn’t want this for their business?

Automate Processes

Getting leads from social media campaigns is often a manual process of exporting and importing. Bleh! Who has time for that? With this integration,  you can automate lead transfers directly from your social media and paid ad campaigns to Account Engagement. This also lessens the chance of human error and ensures that you are staying within legal guidelines at a global level.

Improve Campaigns

There are many digital touchpoints: email, Facebook, LinkedIn, Instagram, Google Ads, etc. With Account Engagement and Advertising Audiences, you can unite all of these touch points into a centralized hub and be able to track and report on them seamlessly. This combo gives you a more accurate preview of sources and measures of what is and isn’t working for your company. It also allows you to use first-party data to create and target lookalike audiences, improving your chances of getting new leads.

Expand Your Footprint

When running campaigns via media buys and email, you can now target and re-engage inactive Prospects, target Prospects based on behavior, and enable exclusions based on data, demographics, or purchase history. And this is all done in real time. Does this not seem like a great return on investment?

I’m ready to launch Advertising and Account Engagement. How do I make this happen?

The setup can be cumbersome and often requires work with a Salesforce Partner, but it’s quite straightforward if you are comfortable in the Salesforce ecosystem. 

The good news is that it’s done once it is in place. It’s all about building new audiences or tweaking existing audiences from then on. 

You will need access to Sales Cloud, Marketing Cloud Account Engagement, and Marketing Cloud Advertising to get started. You will also need to ensure that all connectors are active. 

Here’s a high-level look at what it takes to get this launched:

Sales Cloud

1. Create a Salesforce Campaign
2. Build a Salesforce Report

Account Engagement

1. Build automation(s) to populate your audience(s):
   • Automation Rule
   • Page Actions
   • Completion Actions
   • Engagement Studio

Advertising Audiences

1. Generate a Data Import
2. Create an Automation
3. Build your Audience

If you are ready to expand your digital footprint, the obvious next step is having all the tools you need at your fingertips. The power of Account Engagement combined with Advertising Audiences is among the most effective tools. 

To learn more about the implementation process, click here. Need help? Contact Sercante to learn more.

Original article: How Marketing Cloud Advertising and Account Engagement Work Together

©2025 The Spot. All Rights Reserved.

The post How Marketing Cloud Advertising and Account Engagement Work Together appeared first on The Spot.