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.

In 2024, Sercante and Salesforce community experts hosted the 5th MarDreamin’, the virtual community conference for marketers on the Salesforce platform that brings together the brightest minds in marketing to share knowledge, network, and transform strategies for growth. For the first time, MarDreamin’ is being taken to a whole new level with the first-ever in-person event: MarDreamin’ Summit.

Save the Date for May 7-8, 2025, to join an exclusive group of marketers in the community with a balanced mix of all experience levels, plus Marketing Champions, and Salesforce MVPs to gather in Atlanta, Georgia, for a peer-led, curated experience, to have deeper conversations, build lasting relationships, and learn from one another in a way that the virtual world can’t replicate.

What is MarDreamin’ Summit?

MarDreamin’ Summit isn’t just a conference—it’s a curated, no-fluff gathering for marketers redefining what’s possible with Salesforce. This day-and-a-half conference will feature expert-led, interactive workshops, peer-led, insightful sessions and panels, and exclusive networking opportunities where the conversations you have and the people you meet, are purposed to genuinely elevate your marketing game.

Every attendee will get to contribute, have their voice be heard, and will leave with actionable strategies, practical insights, and lasting connections to elevate their careers and drive real business impact.

This is an experience built by marketers for marketers. Expect the real-talk, you’ve come to love at MarDreamin’, in a learning-centric environment, where real marketers share real stories and solutions using the technology you can access right now.

Tell me about the agenda

Here’s a sneak peek at what’s in store at MarDreamin’ Summit:

Day 1: Workshop Day – May 7 (Half Day)

Engage in interactive, hands-on training sessions led by Salesforce-certified instructors. These workshops are designed to equip you with practical skills and strategies to:

• Maximize the Salesforce platform
• Create personalized, seamless customer experiences
• Drive measurable growth in your organization
• Thrive in your role and propel your career forward

Day 2: MarDreamin’ Summit – May 8 (Full Day)

Day 2 is the main event! Look forward to an exhilarating summit of keynotes, panels, and insightful sessions across multiple floors. Highlights include:

• Exclusive, in-person only content
• Intimate networking experiences with peers and industry leaders
• Insightful conversations to spark inspiration and build deeper relationships
• Practical solutions to tackle the latest industry challenges
• Live demos of the top solutions focused on learning what’s possible
• Curated experiences where every unique voice contributes to community impact

Why MarDreamin’ Summit is a must-attend event

There are so many stellar community conferences out there, why should MarDreamin’ Summit be added to your calendar? Here are the top five:

1. Build deeper community connections: Step into a room full of marketers ready to engage and share their experiences, a space where everyone brings unique insights to the table to foster meaningful conversations, elevated learning, and lasting relationships.
2. Advance your skills with hands-on learning: Participate in interactive workshops tailored for all experience levels to be more efficient in your role, reach goals faster, and create even better customer experiences that drive real impact for your business.
3. Be inspired by peer-led content: Hear from your peers that have been in the trenches and engage in audience-led discussions to learn from each other in a way that fuels creativity and sparks your best ideas.
4. Maximize impact with real-world value: Every workshop, keynote, panel, networking experience, and session will be dedicated toward empowering attendees with practical strategies and solutions that they can apply to their customer experiences, role, and careers with the resources and technology they have available today.
5. Thrive in a curated, impact-driven environment: All demos and solutions shared will be focused on learning what’s possible to empower attendees with methods to solve real marketing challenges with effective tools—without the pitch.

What makes MarDreamin’ Summit different from other Dreamin’ events?

MarDreamin’ has been known in the ecosystem as being the must-attend, virtual conference for marketers on Salesforce. It has connected marketers from across the globe with attendees from 55+ countries sharing their challenges, experiences, best practices, and proven solutions to learn and grow together. MarDreamin’ has been the blend of powerful technology meeting the human connection that drives growth in careers, business, and fuels attendees’ most innovative ideas to create un-matched customer experiences. 

Now we’re bringing this energy, in person for the community to connect like never before. MarDreamin’ Summit, is where marketers can gather with their peers on a deeper level, have their voice be heard, and feel supported by others who have been there and get it, and grow their skills to drive meaningful impact.

MarDreamin’ will still be held virtually in the fall.

For those unable to attend in May, MarDreamin’ 2025 will return virtually this fall with incredible content and community engagement. Stay tuned for details!

Want to Be a Part of the Action?

• Pre-register: Seats are limited for MarDreamin’ Summit and the content will be carefully crafted and selected to support maximum learning for every attendee. Pre-register here to express your interest and share more about your goals for attending.
• Be a Speaker: Have a great session idea? Start thinking about your proposal and visit the Call for Speakers page to learn more about speaking at MarDreamin’ Summit. Then stay tuned for when the call for speakers opens!

Don’t miss out on MarDreamin’ Summit!

Spaces are limited for this exclusive, in-person curated experience, so be sure to pre-register to request your seat. Whether you’re looking to advance your skills, build transformative connections, or gain fresh insights to drive growth, MarDreamin’ Summit is the place to be.

Visit mardreamin.com to pre-register and learn more.

Join the community in Atlanta this May for the curated in-person experience of the year for marketers on Salesforce!

About MarDreamin’ Summit

MarDreamin’ Summit is a curated gathering for marketers redefining what’s possible with Salesforce. With peer-led sessions, hands-on learning, and intimate networking experiences, where every unique voice is heard, in an impact-driven environment, attendees have the opportunity to connect and learn from each other on a deeper level—in a way the virtual world can’t replicate. Pioneered by Sercante and Salesforce community leaders who get it, the MarDreamin’ Summit experience cuts through the noise and inspires creativity, from real marketers, real insights, and real connections. 

Original article: Announcing MarDreamin’ Summit: The MarDreamin’ You Love, Live In Person!

©2025 The Spot. All Rights Reserved.

The post Announcing MarDreamin’ Summit: The MarDreamin’ You Love, Live In Person! appeared first on The Spot.

Congratulations to the 2024 Salesforce Marketing Champions! We are honored and excited that some of our own Sercante dragons were selected as part of this prestigious group. Let’s get to know our new Marketing Champions.

What is a Marketing Champion?

Before we meet our new Champions, what exactly is a Salesforce Marketing Champion? Marketing Champions are nominated by the Trailblazer community for their expertise in the marketing industry, their wealth of knowledge with Marketing Cloud, and for actively helping other members of the Trailblazer Community grow and thrive. 

We also want to send a BIG  congratulations to the entire Salesforce Marketing Champion class of 2024! See the complete list here. 

Meet our new Marketing Champions

Aaron Stayman

• The Spot Author page
• Linkedin
• Location: New York, NY
• Why are you excited about joining the Marketing Champions Program?
  • I am honored and excited to join my peers in this year’s class, and I am eager to learn from the expertise of others. I hope that my presence shines a spotlight on the incredible capabilities of Marketing Cloud Intelligence as a tool for marketers looking to utilize data for decision making.
• Favorite Salesforce Tool:
  • Marketing Cloud Intelligence (f.k.a. Datorama), it’s how I entered the Salesforce ecosystem and still the tool I love to dive into in new and exciting ways every day.
• Something Fun:
  • I am a board game fanatic-my favorite games are Star Realms, Splendor, Business Walrus, and Monikers (depending on the crowd). When I want a lively evening out, I enjoy concerts and Broadway shows (Guternberg! The Musical! is a somewhat recent favorite).

Ambre Juryea-Amole

• The Spot Author page
• Linkedin
• Location: Reading, PA 
• Why are you excited about joining the Marketing Champions Program?
  • Content is in everything marketers touch. I’m excited meet other content marketers through the program and create a better understanding of what works and what doesn’t when it comes to the marketing tools we use.
• Favorite Salesforce Tool:
  • Engagement Studio Programs (Account Engagement/Pardot) – I love all the creative use cases beyond standard prospect nurtures. At the same time, it’s got that user-friendly aspect that makes it easy to turn nurture strategies into Engagement Studio Programs.
• Something Fun:
  • My happy place is skanking in circle pits at ska and punk shows. A couple of my faves in 2024 were Voodoo Glow Skulls, Folly, The Interrupters, NOFX, The Bouncing Souls, Lagwagon, Catbite, and We Are the Union.

Cara Clanton Pope

• The Spot Author page
• Linkedin
• Location: Atlanta, GA
• Why are you excited about joining the Marketing Champions Program?
  • I have been following and learning from my fellow Marketing Champions for years. When I first got started in the ecosystem I remember reading their blogs, being amazed by their knowledge, and just wanting to be part of this esteemed group. I am excited to continue to learn but to also give back to the community. I hope to continue to bring analytics and reporting for marketers to the forefront. 
• Favorite Salesforce Tool:
  • I am a CRM Analytics/ B2B Marketing Analytics girly all the way . I love being able to help customers analyze their marketing efforts. This sounds dorky, but genuinely being able to make a really awesome dashboard that shows how hard the marketing team has been working legitimately makes me excited. 
• Something Fun:
  • I sang in an a cappella group in Atlanta for 10 years! Even though I am retired now, they are still some of my closest friends! I even sang for President Barack Obama in college! 

Heather Rinke

• The Spot Author page
• Linkedin
• Location: Peterborough, Ontario
• Why are you excited about joining the Marketing Champions Program?
  • I have learned from and admired this group of awesome people for a long time. Not just their knowledge, but their willingness to help support others in the community. I’m thrilled to join this group, to continue to learn, and also to give back and pay it forward to help others learn.
• Favorite Salesforce Tool:
  • Salesforce Flow! I’ve been a #flownatic for years and love to build cool solutions for marketing teams. I have been so excited about how this tool has evolved and enjoy digging in and trying out what’s possible. 
• Something Fun:
  • I took up pottery a few years ago and it’s become my favourite way to get away from the computer, chill out, and get my hands dirty.

Theron Troxel

• The Spot Author page
• Linkedin
• Location: Adams, Nebraska
• Why are you excited about joining the Marketing Champions Program? 
  • I’m excited about joining the Marketing Champions Program because it offers an incredible opportunity to network with and learn from some of the best minds in the Salesforce marketing ecosystem.
• Favorite Salesforce Tool:
  • There are so many, but I find myself using Sercante’s HTML to Email Text Converter daily. 
• Something Fun:
  • I’m a huge fan of arcade and pinball machine restoration.  You can find me elbow-deep in wiring, schematics, and bringing vintage games back to life!

Repeat Sercante Marketing Champions

We’re super proud of our new Marketing Champions. But let’s all take a moment to recognize members of the Sercante team who were named Marketing Champions in the past (once you’re in, you’re in for good) and are already seasoned pros when it comes to championing marketing for Salesforce.

• Andrea Tarrell
• Brian Roff
• Cara Weese
• Cate Godley
• Catherine Williams
• Christina Anderson
• Erin Duncan
• Jacob Catalano
• Jordyn Jaffer
• Julian Janssen
• Kelly Ryan
• Kirsten Schlau
• Laura Curtis
• Marcos Duran
• Mike Creuzer
• Mike Morris
• Rich Feist
• Shonica Mitchell
• Taylor Bacchus

Connect with the Salesforce Marketing Champion Community

One of the qualities of a Salesforce Marketing Champion is that they put themselves out there to be helpful to the greater Salesforce community. Champions frequently write blog posts, speak at Salesforce events, lead user groups, answer questions in Slack and trailblazer communities, etc. Consider this your invitation to connect with Marketing Champions!

• Follow Marketing Champions on Twitter and Linkedin with #MarketingChampions
• Connect with Champions in the Trailblazer Community or in Slack in the Pardashians Community
• Check for Trailblazer Community Groups in your area
• Attend a Community Conference or World Tour event

Learn from Marketing Champions during MarDreamin 2024

Original article: Introducing the 2024 Salesforce Marketing Champions: Sercante Edition

©2025 The Spot. All Rights Reserved.

The post Introducing the 2024 Salesforce Marketing Champions: Sercante Edition appeared first on The Spot.

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.

The post Empowering Users to Overcome Disabilities and Learn Salesforce appeared first on The Spot.

Event marketing is a fantastic way to connect with your audience, build brand awareness, and generate leads. However, managing event marketing activities can take time and effort. That’s where Account Engagement can help — in more ways than you probably thought!

Salesforce Marketing Cloud Account Engagement (f.k.a. Pardot) can streamline your event marketing efforts from initial promotions and registrations to post-event follow-up and nurturing. In this post, we’ll explore how you can use Account Engagement for event marketing to ensure a seamless and impactful experience. We’ll show you which out-of-the-box tool(s) we recommend using at what time during the event process so you can maximize your efforts.

Using Account Engagement for Event Marketing: Planning and Promotion

A marketing event is only as good as the planning that goes into it. Ensuring you have your campaigns and other assets created in advance with a clear goal and structure in mind will dramatically improve the organization of your initiatives and enable consistent reporting down the road.

Here’s how to do that.

Set Up Your Event in Account Engagement (Pardot)

If you’re using Connected Campaigns, start by creating a campaign (or hierarchy of campaigns) in Salesforce for your event. This will help you track all marketing activities and ROI related to the event. You’ll then associate all your event assets (emails, landing pages, forms) with these campaigns later.

If you’re not using Connected Campaigns, then we highly recommend you read this blog post to understand the advantages of Connected Campaigns and how to enable the feature. Then, reach out to Sercante if you’re unsure of your next steps.

Create Your Campaign Structure

These are the steps to create your campaign structure:

1. Navigate to Campaigns and click on + Add Campaign.
   • Name your campaign using your organization’s standard naming conventions.
   • Set default and/or custom fields, like cost, start/end date, and type.
     • If it is a child campaign, select the appropriate parent to create your hierarchy
   • Ensure your campaign is marked “Active” so it can sync with Account Engagement via Connected Campaigns.

Design Event Registration Forms

Now it’s time to design your forms to collect attendee information such as name, email, job title, and company.

1. Under Content  > Forms, click + Add Form.
   • Ensure your form includes fields that are crucial for segmenting and personalizing follow-up communications.

Develop Event-Specific Landing Pages

Create engaging landing pages to capture registrations. These pages should highlight the event’s benefits, speakers, and agenda, and include a clear call-to-action (CTA).

1. Navigate to Content  > Landing Pages and click on + Add Landing Page.
   • Choose a layout template that fits your event’s branding.
   • Customize the page with relevant content and images.
   • When prompted, select the form you created in the previous step.

Promoting Your Event

Develop Email Marketing Campaigns

After all, Account Engagement is an email marketing platform! Let’s use that core functionality to promote our event. Next, you’ll create a series of emails to promote your event. 

Your campaign will include some form of the following emails:

• Invitations
• Reminders
• Last-chance registration prompts
• Follow-up correspondence with attendees

Some emails may be used as List Emails, while others may be automated sends using email templates.

I always recommend my clients have a comprehensive, universal email template on hand in their org. What I mean by that is a repeatable template that has lots of different sections for all types of emails. You’d clone this template, remove the sections you don’t need, and save.

On the right is an example of a Sercante Ultimate Email Template the team built for The Spot. It’s a common request our clients bring to us, so drop us a message if you don’t have a universal email template and want to get one.

Sending One-Off List Emails

If you’re sending a one-off List Email, follow these basic steps:

1. Navigate to Account Engagement Email > List Emails and choose one of your published Email Templates.
   • Modify your sections accordingly, while keeping consistent branding.
   • Craft compelling subject lines and body content that convey the value of attending your event.
   • Include a call to action, depending on the needs of the event.
   • Make sure to always test before you schedule or send your emails. There’s a handy QA checklist in this blog post so you can hit the send button confidently.

Segmentation and Targeting

Use Account Engagement’s segmentation features to target specific audience groups with tailored messages.

1. Go to Prospects > Segmentation Lists and create lists based on criteria such as past event attendance, industry, or engagement level.
   • Use dynamic lists for criteria-based segmentation (i.e. location, job title, CRM status).
   • Use static lists for manual segmentation (i.e. adding individual prospects to an invitation list).

Want to go a step further? Use social media connectors

Tap Account Engagement’s social posting capabilities to promote your event on LinkedIn, Twitter, and Facebook.  You’ll need to set up your social media connectors under Account Engagement Settings > Connectors and log in to connect your social media accounts with Account Engagement. 

Under Content > Social, you can create, manage, and schedule social posts. To complete the circle, you can insert CTAs in your posts that link back to your event landing page.

Managing Marketing Event Registrations with Account Engagement

Tracking Registrations

Forms

Use Forms to ensure all data flows into Account Engagement seamlessly. There’s a handy form style generator here you can use to customize your forms to match your branding.

1. Navigate to Content > Forms and click + Add Form (or clone one you already have!)
   • Map your fields to capture all necessary registration information.
   • Ensure you customize your Completion Actions for autoresponders, assignments, campaign membership, etc.

Automation Rules for Registration Management

If Completion Actions don’t offer the functionality you’re looking for, consider creating Automation Rules to manage registrants. 

Automation Rules allow you to automate actions such as adding them to a list, sending confirmation emails, or notifying your sales team when hot prospects or accounts are actively engaging.

1. Go to Automations > Automation Rules and click + Add Automation Rule.
   • Set criteria (i.e. form completion) and corresponding actions (ie. add to list, send email, update campaign member status).
   • Once you’re ready to run it, make sure you “unpause” the automation rule.

Confirmation and Reminder Emails

For this, we highly recommend using Account Engagement’s automated nurture engine: Engagement Studio. This powerful tool comes out of the box with all MCAE editions.

Under Automations > Engagement Studio, you can create intelligent nurture programs to automate follow-up, update records and act immediately on interactions with your prospects.

Sending Confirmation Emails

Ensure that every registrant receives an immediate confirmation email with event details. 

Reminder Emails

Schedule reminder emails leading up to the event to keep registrants engaged and reduce no-shows. Create a series of reminders — starting a week before the event, a day before, and a few hours before the start.

Event Marketing Doesn’t End There. Keep it Going!

You’ve made it to the day of your event! While your pre-event promotion is over, and your email invitations and reminders have all been sent, you can still use Account Engagement to engage with your prospects during and after the event, and throughout the sales process.

During the Event

Engaging Attendees with Personalized Content

Use Account Engagement’s dynamic content features to personalize the content displayed to attendees based on their profiles. 

1. Navigate to Content > Dynamic Content and create content blocks that change based on prospect data (i.e. industry, job title, location).

Real-Time Data Collection

Use Account Engagement’s tracking capabilities to monitor attendee interactions during the event, such as session attendance and engagement with event content. You can also implement tracking codes on event-related pages and materials to capture real-time data.

Feedback Forms

Create and send feedback forms immediately after each session to gather attendee insights and improve future events. This is a crucial step that will help your team continuously improve and build stronger relationships with your audience.

Post-Event Follow-Up

Analyzing Event Performance

Generating Reports

Use Account Engagement’s reporting features to analyze event performance, including registration numbers, attendance rates, and engagement metrics.

1. Navigate to Account Engagement Reports to view detailed reports on your event’s asset performance (forms, landing pages, emails, etc.).
2. You can filter and export data, or use other tools like Salesforce Lightning Reports or B2B Marketing Analytics for more advanced reporting and data visualization.

ROI Analysis

Calculate the ROI of your event by comparing the costs associated with the event to the revenue generated from leads and opportunities. 

1. Use Account Engagement’s ROI reporting tools under Reports > Marketing Assets.

Nurturing Leads

Follow-Up Emails

Create a series of follow-up emails to thank attendees, share event highlights, and provide additional resources. Use Engagement Studio to automate these follow-up emails for timely and relevant communication.

Lead Scoring and Grading

Update lead scoring and grading models based on attendees’ behaviors during the event.

• Go to Account Engagement Settings > Scoring to adjust scoring rules, and use this updated data to prioritize leads for sales follow-up.

Re-Engaging Non-Attendees

Post-Event Outreach

Don’t forget about those who registered but didn’t attend. Reach out with recorded sessions, summaries, and key takeaways to keep them engaged. Use segmentation lists to identify non-attendees and create a specific follow-up campaign for them.

Surveys and Feedback

Send a survey to non-attendees to understand why they couldn’t attend and gather insights to improve future events. 

1. Use Forms to create and distribute these surveys, and analyze responses to enhance your event strategy.

Planning Future Events

Reviewing Your Feedback

Incorporate feedback from attendees and non-attendees into your planning for future events to continuously improve the experience. 

1. Use Account Engagement Reports > Forms to analyze the feedback forms you’ve sent after previous events, and make data-driven decisions and adjustments to your approach.

Early Bird Promotions

Start promoting your next event early with exclusive offers and early bird discounts to previous attendees. 

1. Use Account Engagement Email to create and send promotional emails, and leverage Dynamic Content for personalized offers.

Now you’re an Account Engagement event marketing pro!

Using Account Engagement’s powerful features and capabilities, you can streamline every aspect of your event marketing activities, from initial planning and promotion to post-event follow-up and long-term nurturing. This ensures a seamless and impactful event experience and maximizes your marketing ROI and strengthens your relationships with prospects and customers.

Utilizing Account Engagement for event marketing can lead to more organized, efficient, and successful events, ultimately driving more meaningful interactions with your customers.

Wanna take a deeper dive into event marketing with Salesforce? Check out this blog post, 5 Event Marketing Best Practices To Implement For Your Next Campaign, which is a roundup of insights from seasoned event marketing professionals.

Original article: Using Account Engagement for Event Marketing: From Planning to Follow-Up

©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!

• 
  • Visit Website
  • Book a Meeting

•  
  • Visit Website
  • Book a Meeting

• 
  • Visit Website
  • Book Meeting

• 
  • Visit Website
  • Book Meeting

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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Do you have an organized brain, enjoy project managing across multiple stakeholders and departments, love visualizing a process, and want to prove it with a new Salesforce certification? Well, then the Salesforce Business Analyst Certification is the right one for you!

Here is our guide to passing the Salesforce Business Analyst Certification exam. Good luck!

Step 1. Review the Salesforce Business Analyst Exam Guide & Schedule Your Test

Quick reminder that there are no longer any prerequisites for the Business Analyst exam! It is helpful to know or have experience with Salesforce and understand platform functionality and terminology though.

According to the Salesforce Business Analyst exam guide, this certification is “designed for Business Analysts with Salesforce experience. The successful candidate understands business needs, captures requirements, and collaborates with stakeholders to support the development of Salesforce solutions which drive business improvements.”

If you are interested in refreshing your Salesforce skills or earning one of the related certifications first, here are two helpful resources:

• A Pocket Guide to Earning the Salesforce Associate Certification – great for beginners!
• Salesforce Administrator Certification Exam Tips & Tricks

Salesforce Business Analyst Exam Outline

• Customer Discovery: 17%
• Collaboration with Stakeholders: 23%
• Business Process Mapping: 12%
• Requirements: 18%
• User Stories: 18%
• Development Support and User Acceptance: 12%

The exam guide goes into each objective in more detail and also describes the person who is more likely to succeed with this certification (a.k.a. you!).

Schedule Your Exam

Once you have confirmed that this is the certification for you, schedule your test so we have a deadline to study for. Here is the link to make this the easiest step. 

Step 2. Organize Your Study Resources

We already established we have well-organized, to-do list, and process-visualization brains so I’ve gone ahead and done the pre-work (Googling) for you to track down our favorite resources, practice tests, and study guides. Plus we’ve included some key topics to revisit based on our experience earning the Business Analyst certification.

Trailheads & Trailmixes

• Salesforce Business Analyst Exam Guide
• Trailmix: Prepare for Your Salesforce Business Analyst Credential
• Module: Salesforce Business Analyst Certification Prep

Blogs

• Salesforce Ben – Salesforce Business Analyst Certification Guide & Tips
• Focus on Force Salesforce Business Analyst Certification Guide
• Automation Champion – How to Pass Salesforce Business Analyst Certification Exam
• How to Pass the Salesforce Business Analyst Certification Exam – Two pages (hard-to-miss arrow on the second page at bottom-ish)

Practice Exams & Courses

This is an essential step for the Salesforce Business Analyst certification! You need to get in the head of the Salesforce test writers to best understand the use cases and user stories they are presenting because at first glance, most of the answers are going to appear correct. However, we want to choose the best process, steps, model, team structure, etc. that matches the specifics of the situation outlined.

• Cert Prep: Salesforce Business Analyst – free, there are good practice questions within the Trailhead modules (not the questions at the end for checking understanding, but these are helpful too)
• Focus on Force Salesforce Business Analyst Certification Practice Quiz and Sample Questions – free
• Focus on Force Salesforce Business Analyst Practice Exams – paid course
• Salesforce Ben – Practice Exam Pack – paid
• Salesforce Certified Business Analyst Exam Actual Questions – free
• Salesforce Certified Business Analyst Exam Practice Test – free, flashcards
• Udemy – The Complete Salesforce Certified Business Analyst Course – paid

Study Groups

Salesforce certifications are difficult. Lucky for us, there are a ton of welcoming communities that we can reach out to for support. 

One of our favorites is co-led by one of our own Sercante team members, the Boston Area Community Group with Jordyn Jaffer. This group hosts annual, virtual certification camps that are run completely by attendees. The attendees work together to present different topics each week to help each other prepare for taking the certification. Jordyn says, “ We are in our fourth year of facilitating these and are tackling the Salesforce Advanced Administrator Certification (for the second time!).” Check out their upcoming camps on their Trailblazer Community page here – Boston Women in Tech.

Topics Worthy of a Second Glance

• Know the process chart names and when to best use them based on the use case described. There are specific matches Salesforce will be looking for and there are going to be a lot of lengthy use case and user story questions.
• Understand the order of the four phases of the implementation lifecycle.
  • Video: Business Analyst: Skilling Up for the Implementation Lifecycle
• Understand the differences in processes/workstreams, diagrams, and use cases for each of these project management styles – Agile, Kanban, and Scrum.
  • Trailhead: Scrum and Kanban at Salesforce
  • Blog: Agile vs. Waterfall: Which to Choose for Your Salesforce Projects
• Remember what SIPOC stands for and the process order, not necessarily the detailed steps.
  • Trailhead: Speak the Process Mapping Language
• The Universal Process Notation (UPN) will come up, so understand the main components of this diagram.
  • Trailhead: Understand Universal Process Notation

Step 3. Ready? Pass the Salesforce Business Analyst Certification!

You might never feel ready to take the Business Analyst test – there are endless ways to think about processes and user stories and everything in between. But just like the solutions we are managing and building, there has to be an activation date. 

Test-Taking Tips from the Sercante Dragons

• Find Keywords
  • These phrases in the questions can indicate the answer or what you can eliminate as an answer.
• Mark Questions for Review & Read Them Carefully
  • Always refer back to the full question during or at the end of the exam when you are starting to second guess yourself, there might be something key you missed when you first read it. 
  • The correct answers for this exam are going to be very order-dependent so make sure you read them slowly.
• Pay Attention to How Questions Answer Each Other
  • The use cases being described usually highlight a specific title or department so consider that when choosing the correct answer.
  • Think about how they phrased other questions as that might help you focus on the correct answer for a question you were unsure of.
• Don’t Overthink Questions that Seem Easy
  • There are going to be a lot of questions that sound the same in this exam – don’t get stuck in a second-guessing loop when the answer seems too simple.
• Using Synonyms of Words Can Help Answer a Question
  • For example, “what is the best diagram for this?” One of the correct answers is “the big picture.”
• Have a General Understanding of the Main Salesforce Products
  • There will be questions and answers that list actual Salesforce platforms or functionality by name. For example, “your team/client/customer has this problem, which feature/product would help solve this?”

Good luck, you’ve got this!

Share any resources or problem topics in the comments section to help prepare the next group of Salesforce Business Analyst test takers.

Original article: How to Pass the Salesforce Business Analyst Certification Exam

©2025 The Spot. All Rights Reserved.

The post How to Pass the Salesforce Business Analyst Certification Exam appeared first on The Spot.

It’s that time of the year again — when marketing, sales, and service professionals from around the globe gear up to reunite in Chicago, IL for the highly anticipated Salesforce Connections 2024 conference!

What is Salesforce Connections and why you should attend?

If you’re new to the ecosystem or never heard of this conference, here’s the lowdown.

This year Salesforce Connections 2024 is happening on May 22 – 23, at the McCormick Center in Chicago, Illinois. This annual two-day conference, hosted by Salesforce, is a must-attend event for anyone who delivers exceptional customer experiences, specifically digital marketers and commerce professionals who use the Salesforce platform. The 270+ sessions at this conference cover topics trending in the general marketing and Salesforce ecosystem like AI, CRM, and data strategies.

Who should attend?

If you’re a Salesforce user or a marketers who use Sales Cloud, Marketing Cloud, and Commerce Cloud, then this event is made just for you. The real magic lies not just in the sessions, but also in the immersive networking opportunities you will find throughout the week that can transform your career.

Be sure to read up on the benefits of attending these events to help you get even more inspired. 

Our Salesforce Connections 2024 must-see agenda

This is a filtered view of our team’s top picks for the upcoming conference, be sure to add them to your agenda. 

Marketing Keynote

Marketing Keynote: Reimagine Personalization with Einstein 1

Description: The AI revolution is here to stay. Keep up by learning how Einstein 1 unlocks new ways for marketers to use trusted data and AI to fuel better personalization, business outcomes, and relationships.
Add to your agenda >

AI & Data Cloud

Prep Your Small Business for Using AI in Marketing
Description: In this roundtable, we will discuss three ways small businesses can prepare to successfully use AI in their marketing. Be sure to say hi to our VP of Technology, Kirsten Schlau, after the session.
Add to your agenda >

How to Elevate Your B2B Marketing with Data and AI (Account Engagement)

Description: Hear how Einstein functionality in account engagement helps marketers save time and scale customer engagement. Plus, learn how to prepare your data and marketing team to realize the full value of AI.
Add to your agenda >

Marketing Cloud

Create Connected Journeys for Your Small Business Customers (Growth)

Description: Learn how small businesses can leverage Salesforce flows and data from marketing, sales, and service touchpoints to create connected customer journeys.
Add to your agenda >

Unlock B2B Marketing Innovation with Data and AI (Account Engagement)
Description: Learn how Account Engagement and Data Cloud can help B2B marketers unlock data outside of the CRM for more personalized journeys. Plus, learn how data and AI are accelerating B2B marketing innovation.
Add to your agenda >

Align Sales and Marketing with Account Engagement in Slack (Account Engagement)

Description: Learn how to accelerate lead conversion, enable sales efficiently, and deepen customer relationships with stronger sales and marketing teamwork through Slack and Marketing Cloud Account Engagement.
Add to your agenda >

Unlock Data to Power Personalization and Ignite Engagement (Engagement)

Description: Join us to see how we’re helping financial services marketers to make data their competitive advantage in powering relevant engagement journeys at each stage of the customer lifecycle.
Add to your agenda >

How to Connect Customer Journeys from Doorsteps to Digital (Engagement)

Description: Learn how top communications service providers are increasing both physical and digital conversion rates with a unified data strategy that enhances their targeting and journey personalization.
Add to your agenda >

Marketing Operation Fundamentals

Learn How to Improve Your Email Sender Reputation

Description: Deliverability can seem like a puzzle, but together we’ll break it down so you can set your email program up for success. You’ll develop a strategy to manage, monitor, and understand deliverability.
Add to your agenda >

The Three P’s of Migration — Platform, People, and Process

Description: Join Women in Tech Leadership to discuss the importance of a healthy relationship between marketing and IT, associate training, an MVP mentality, building a platform foundation, and value stories.
Add to your agenda >

Beyond the sessions: What else should I expect?

Life is more than just work, after all, no Salesforce conference is complete without a little celebration. Last year, we brought you a Wildly Epic Night (check out the gallery), and we are back at it again this year. Come celebrate your achievement and forge new connections with us!

A happy hour to match digital experiences that delight

Join us this year for the Roof Rhythms & Refreshments Happy Hour hosted by Sercante, Stensul, and SalesWings at ROOF.  We’re teaming up with Stensul and SalesWings to create an evening as meaningful as the digital experiences we deliver to our clients.

Form real connections with people who get it and dance to a live band playing your favorite hits so you can feel radical impact on the first night of Connections. It’s at the iconic ROOF on theWIT and space is limited, so be sure to RSVP to secure your spot! 

Wednesday, May 22, 2024
Time: 7:00 – 10:00 PM
Roof Gallery at ROOF on theWIT
Register now >

Stay tuned to more celebrations popping up closer to the event.

How to connect with Sercante at Connections

Still undecided? Be sure to follow Salesforce’s social media accounts and website for updates (you may even score a discount). Below are a few opportunities to connect with our team during the conference to explore new opportunities and industry insights.

Schedule a meeting with our team
Book a meeting >

Join our session “Prep Your Small Business for Using AI in Marketing” with Kirsten Schlau (Sercante) and Charlotte King (Salesforce)
Add to agenda > 

Let’s chat about career growth – check out new roles at Sercante
Browse roles >

See you at Salesforce Connections 2024

Regardless of whether you attend in person or virtually (through Salesforce+), tag us on LinkedIn with your best moments. We’d love to be part of your conference experience.

We can’t wait to see you there!

Original article: Conference Preview: Get Ready for Salesforce Connections 2024

©2025 The Spot. All Rights Reserved.

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These are my highlights and key takeaways from Salesforce World Tour D.C. 2024, where the Salesforce community converged to explore the latest in AI, data management, and nonprofit marketing. 

From actionable tips on implementing Data Cloud to insights into trusted AI with Einstein Copilot, this recap unveils the strategies and innovations driving success in today’s dynamic business landscape. 

Join us as we delve into the transformative power of unified data, organizational alignment, and customer-centricity, shaping the future of Salesforce in Washington, D.C., and beyond.

Salesforce World Tour D.C. 2024 Highlights

Salesforce checked in for their annual World Tour D.C. on April 10, 2024, at the Walter E. Washington Convention Center.

I had the pleasure of attending and being a part of the growing Salesforce community in the DMV area.

The focus of World Tour D.C. this year just like every other Salesforce event for 2024 was AI, AI, and more AI. 

Pro Tip: If you missed the event this time around, you can catch all the main sessions & keynote videos here. 

That said, here are my top takeaways from World Tour D.C.

Highlight 1: Top Tips for Getting Started with Data Cloud

World Tour D.C. showcased the top 5 must-have tips if your organization is thinking about implementing Data Cloud and harnessing the power of all your siloed data infrastructure under one unified SF Data Cloud platform. 

• Organizational Alignment: Establish a clear owner and get all departments/stakeholders on the same page.
• Pick a Use Case: Focus on one or two initial use cases that drive team optimization and deliver tangible results within a reasonable timeframe.
• Identify Success Metrics: Define KPIs, establish baseline metrics, monitor data quality, track user adoption, and always iterate to improve. 
• Leverage the Customer 360 Data Model: You have to walk before you can run. Use the out-of-the-box data models when you’re getting started.
• Think Big, Start Small: The platform has growth capabilities so you can scale, but you have to take small bites in the beginning.

My takeaways

The two tips around Organizational Alignment and Think Big, Start Small resonated with me the most as these two tips will surely put your organization on the right track for success. 

Getting buy-in from every major stakeholder around defined goals is paramount to achieving the success needed. Shoot for the stars in what you want to achieve with Data Cloud, but start small with a basic use case that can showcase the power of unifying your data and implementing a customer journey that can show value to your organization.

Favorite quote from the presentation

“Customer experiences are only as good as your insight into your customer data”

Highlight 2: Great Insights from the Main Keynote 

During the main keynote, Salesforce leaders took to the stage to show how everyone can become an Einstein with CRM + AI + Data + Trust.

Emphasizing Data Trust

Parth Shah, Senior Manager for Product Marketing at Salesforce, was on hand to discuss how trusted AI requires trusted data to achieve your organization’s success. 

Key Insight from Parth Shah: 81% of IT leaders say data silos hinder digital transformation

Einstein Copilot

Alice Steinglass, EVP & GM Platform at Salesforce, spoke to all the exciting features of Einstein Copilot. She explained that Einstein Copilot uses trusted AI grounded with your own company’s data, so you can tap into Copilot across every app and reduce repetitive work. 

A study from Asana in 2023 found that 62% of work time is lost to repetitive tasks. Why not use the great features of Einstein Copilot to reduce the need for repetitive work by your team? That way, you can focus on what is most important — your customers!!

Highlight 3: How to use Data Cloud for Nonprofit Marketing

If you are a Salesforce Marketing Cloud user in the nonprofit arena, How to Use Data Cloud for Nonprofit Marketing was a must-see presentation. Nikki Aguilar, Salesforce Solution Engineer, spoke about the reasons unified data matters. 

My 3 takeaways for using Data Cloud for Nonprofit Marketing

1. Increase awareness & collaboration. Collaboration and awareness are the keys to being successful when using Data Cloud for nonprofit marketing. It solidifies trust and facilitates connections across the organization.
2. Deliver unified, accessible, and actionable data. To support awareness and collaboration at nonprofits, delivering unified, accessible, and actionable data helps with getting resources on board who can elevate the fundraising and marketing experiences.
3. Create a culture of data as a strategic asset. Your data is a strategic asset for the organization as a whole. Creating a culture where data is a strategic asset helps advance operational and program excellence and establish trust among all stakeholders.

World Tour D.C.: Innovations in AI, data management, and nonprofit marketing

World Tour D.C. April 2024 brought together the vibrant Salesforce community in Washington, D.C., for a dynamic event showcasing the latest trends and innovations in AI, data management, and nonprofit marketing. From insights into leveraging Data Cloud to the unveiling of Einstein Copilot’s capabilities, we left with inspirational tips to take home and share with our teams. 

As we reflect on the event, it’s clear that the path to success lies in aligning organizational goals, harnessing the power of trusted AI, and embracing a culture where data drives strategic decisions. 

I hope you enjoyed my top 3 takeaways from World Tour D.C. 2024! As always, you can send us a message to chat about your Salesforce org and ways to get more ROI from your technology.

Original article: Roadshow Recap: Salesforce World Tour D.C. 2024

©2025 The Spot. All Rights Reserved.

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Since the announcement of Marketing Cloud Growth Edition on February 20th, we’ve been digging into the features of this new product as well as listening closely to the community’s questions about Growth. We’ve compiled the most common questions from Salesforce webinars, Slack communities, our internal team, and our clients. Use this Marketing Cloud Growth FAQ list to get answers to all your questions in one place. 

NOTE: This blog post was updated in September 2024 to reflect Salesforce Summer and Winter ’24 release features.

Answers to all of your Marketing Cloud Growth questions

Here’s a list of the most common questions about Marketing Cloud Growth Edition that we’ve seen.

What is Marketing Cloud Growth Edition?

Marketing Cloud Growth Edition is a new marketing automation platform from Salesforce. Built on the Einstein 1 platform (also known as “Core”), Growth allows you to build multi-channel campaigns with Data Cloud, personalize marketing assets with Experience Cloud, and automate journeys with Flow. Growth also includes AI and out-of-the-box content approval processes. 

Is Marketing Cloud Account Engagement and/or Engagement being retired?

This is the most common question we’ve heard so far and the resounding answer is No, Engagement and Account Engagement are not being retired. Marketing Cloud Growth Edition is another option for organizations that want to bring their marketing operations into Salesforce. If you’re a current Engagement or Account Engagement user, you’ll eventually have the option to use Growth alongside your current platform, but Engagement and Account Engagement will continue to have their own robust product roadmaps. 

Who is Marketing Cloud Growth’s target customer?

Currently, Salesforce is recommending Marketing Cloud Growth Edition for B2B SMB customers. This is based on the functionality now, which is more focused on B2B SMB use cases (such as capturing leads, sending leads on journeys with email and SMS, automating notifications sales and service). In future releases, Growth’s features will expand to support B2C and larger organizations.

What Salesforce Edition does Marketing Cloud Growth Edition work with?

Marketing Cloud Growth Edition works with Salesforce Enterprise Edition (EE) and Unlimited Edition (UE).

Is this the direction the Marketing Cloud platform is going? All bundled within Core?

Salesforce is absolutely working to build Marketing Cloud services and applications that are near/in the Einstein 1 platform (Core). This path allows marketers to get fluid access to customer data across the CRM, and other clouds connected to Einstein 1 can access marketing data, experiences, and services.

Is Marketing Cloud Growth Edition an add-on to Data Cloud? Can customers purchase it without Data Cloud?

Marketing Cloud Growth Edition requires Data Cloud, and Marketing Profiles in Growth include the credits necessary to market to them.

What volume of sends does Growth include?

Marketing Cloud Growth Edition includes 180K emails/yr. Additional email sends can be purchased at $10 per 1k messages.

Does MC Growth consume super messages for email and SMS?

Growth has different entitlements, emails and SMS do not consume super messages.

Can clients with their own data warehouses use Marketing Cloud Growth? 

Yes, Growth and the Einstein 1 platform are built on top of Data Cloud, which means they can connect to your data wherever it lives.

What is the setup of Marketing Cloud Growth like?

Setup for Marketing Cloud Growth is being streamlined with each new release. Users with the Marketing Cloud Admin permission set can access the setup assistant for easier implementation of Marketing Cloud Growth. Use the setup assistance to install or update all the required data marketing kits.

Is the intention to have customers install and do everything themselves?

The intention is to reduce the amount of energy spent on behalf of the customer to get to where they need consultants. Simply put, Marketing Cloud Growth has very good defaults and a streamlined setup process, but there is still value to be added by consultants. If you’d like support setting up or optimizing Marketing Cloud Growth, send us a message.

Can you configure marketing asset branding/brand standards within Marketing Cloud Growth?

Yes! Growth currently includes a Brand Center that lets you specify brand colors, typography, button styling, margins, and borders that can be applied to your marketing assets. If your brand standards are later updated, any marketing assets using that brand will also be updated. 

The Brand Guidelines you create in the Brand Center also include Brand Identity and Brand Tone. These brand details help Agentforce (f.k.a. Einstein Co-Pilot/ to better generate content that matches your unique brand and allows you to quickly revise content using a different tone when needed.

Are any Marketing Cloud Growth features available in Account Engagement?

Yes, the first Growth feature available for Account Engagement is the new Lightning Email editing experience released in Spring ‘24. With the Winter ‘25 release, you can share content between your Marketing Cloud Growth and Marketing Cloud Account Engagement CMS Workspaces (read more on that in this blog post – Big News! Account Engagement Users Can Access Marketing Cloud Growth Edition).

How do I use Salesforce Flow with Marketing Cloud Growth?

Users can now create Marketing Consent records directly from form fills, set criteria for when records should exit a Flow, and check for and manage duplicates. Data Graph attributes can also be pulled in, allowing Marketers to work with related objects within their Flow logic. 

What scoring model does Marketing Cloud Growth use? And how does it work?

Marketing Cloud Growth Edition uses Engagement Scoring and Fit Scoring.  Engagement Scoring can be customized to fit your company’s needs. Create simple or conditional/complex rules (up to 30) to add or subtract points when a record meets a rule.  Fit Scoring, similar to Account Engagement Grading, tells Marketing and Sales how closely the prospect and their company aligns with the ideal client personal. Fit Scoring Rules can be added for the individual and/or their Account.

What unique Campaign features can I find with Marketing Cloud Growth?

Users can add templated flows to campaigns, easily preview and test campaign content, and quickly send communications to Campaign members. A new Campaign template is coming to MCG that will enable Marketers to easily send event-based email messages to their audience. This new campaign can be used when a prospect or contact performs an action and then receives an email personalized with event data.

How does Agentforce (f.k.a. Einstein Co-Pilot) work with Marketing Cloud Growth?

Agentforce is generally available for Marketing Cloud Growth with the Winter ‘25 release and can assist in generating campaigns and copy.

What is Opportunity Influence? Is it different from Campaign Influence?

Yes, while Opportunity Influence is similar to Campaign Influence, it is a different feature.  Opportunity Influence will assist marketers in identifying which campaigns were impactful for opportunities.  First-touch and last-touch attribution models will allow marketers to report on which campaigns are most effective during the different stages of the customer’s journey.

Can Growth personalize messages based upon the individual record? 

Yes, merge fields connected to the Unified Individual can be used for personalization. Users can also build a Data Graph to employ cross-object personalization. Dynamic Content is now available for use in email subject lines, email preheaders, and email components.  You can even use Agentforce to help with the copy.

Does Data Cloud segment creation mean that SQL Query in Marketing Cloud will become a thing of the past?

Yes, clicks-not-code is the idea. Growth includes prompts to help marketers build the appropriate filters in the segmentation builder, but you can also start from scratch within the builder. 

What are some ways to generate segments?

Add leads and contacts as campaign members individually or in bulk, and then send messages to them from the campaign record. When you send a message to campaign members, a segment is created for you based on campaign membership. Einstein Data Prism is enabled when you turn on Einstein Segment Creation, Data Prism generates more accurate and relevant Einstein segments.

Does SMS support emojis?

Yes

Will SMS have the same process around provisioning and approvals as MC Engagement?

There are two SMS code options available in Marketing Cloud Growth Edition. The short code option follows the same provisioning process that exists today for Marketing Cloud Engagement. There is also a self-serve option called a 10 Digital Long Code.

How does SMS Opt In work?

Use the Preference Manager merge field in your message that links to a default SMS preference page.  This allows people to opt in or out of your SMS communication subscriptions.

What was Sercante’s involvement in the launch of Marketing Cloud Growth Edition?

Two of Sercante’s product directors participated in the Marketing Cloud Growth Pilot. We were also the first partner to be provisioned a Growth Edition Partner Org. We used it to provide feedback, documentation help, and FAQs to the development team.

Add to the Marketing Cloud Growth Edition FAQ list

Want to learn more about Marketing Cloud Growth Edition? Check out some of our previous blog posts and subscribe to The Spot so you stay in the loop as we dive deeper into this new product.

• Announcing Marketing Cloud Growth Edition
• Evolving Your Skills as an Account Engagement Pro
• Evolving Your Skills as a Marketing Cloud Engagement Practitioner

Send us a message if you still have questions that aren’t on the Marketing Cloud Growth Edition FAQ list.

Original article: All the FAQs on Marketing Cloud Growth Edition

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