Marketing Cloud 2018 Release

Marketing Cloud
January 2018 Release Overview
February 8th, 2018

January 2018 Release Is Live
January 2018 Release Overview Agenda
Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Journey Builder – Alicia Greer Advertising Studio – Zachary Reiss-Davis
Email Studio – Todd Yoho Salesforce DMP – Paul Cordasco
Content Builder – Doug White Distributed Marketing – Will Kolbus
Automation Studio – Gabriel Alvarez Social Studio – Nick Clark
Contact Builder – Clint Winkler GDPR Overview – Kelsey Jones
Einstein – Rick Thomas


Journey Builder
Journey Templates
Create journeys from predefined templates

based on common use cases & best
practices
• Accessible from MC Homepage or search
a full gallery
• Guided setup & content recommendations
• Customize & make your own
• Quick access to help documentation
Journey Builder
Configuration Experience
Maintain context & configure activities with

the journey is still in view
• Reference an activity’s position in the journey
while setting it up
• Fewer clicks to configure, rename,
or delete any activity
Journey Builder
Send Email Activity Setup
Configure send email activities with greater

confidence
• Familiar, full-screen, easy-to-use setup
that aligns with other sending flows in
Automation Studio & Email Studio
• More visible triggered send details for
each activity
• Support for dynamic CC & BCC values
• Changes made to activities in running
journeys carry over to new versions
Journey Builder
Simplified Data Extensions
‘Audience’ entry source is now

‘Data Extension’
• Select a Data Extension from sendable Data
Extensions linked to contact model
• Configure an optional filter
• That’s it!
Journey Builder
Scheduling Journeys
Scheduling is configured as an
independently for journeys using a Data
Extension or Audience entry source
(Contact Event uses existing flow)
• Run Once (on activation or at specific
date/time)
• Recurring (ongoing schedule)
• Automation (run when an automation
completes)
Schedule tile appears after configuring a

DE or Audience entry source
Journey Builder
Data Events
Now editable & improved user experience

for the Salesforce Data Event
• Edit the trigger criteria
• Lightning experience for Salesforce
Data Event
• Address in market feedback that has caused
bugs with cases
Journey Builder
Access Controls
Administrators must be able to restrict

access to Journey Builder from users that
don’t need it
• Create the right permission
• Grant it to everyone who was denied
• Don’t cause harm
Demo

Email Studio
Classic Content End of Life
Classic Content will no longer be supported starting January 2019
Content Builder is Marketing Cloud’s application that makes managing,

creating, & editing content easier
The End of Life date is

scheduled for July 2019
Learn more here:

http://sforce.co/2ELrrry
Email Studio
Preview & Test
Banner added to Classic Validate page

allowing users to directly navigate to
Preview & Test in Content Builder emails
• Preview & Test in Content Builder creation
flow allows validating the email against an
audience with detailed subscriber attribute Banner Text:
Validate for Content Builder emails
specific validation is being removed in a future
release. Validate is included with
• Classic Validate page will be removed from Subscriber Preview. Use Preview &
Content Builder drop-down in a future release Test to preview & validate your email
against an audience.
Email Studio
Analytics Builder Reports
Banner added to Reports pages in Email

Studio to encourage you to use Reports in
Analytics Builder application
• Available Reports in Email Studio cannot be
used to run Content Builder reports
• Reports application in Analytics Builder
supports both up-to-date Content Builder &
Classic Email reports
Email Studio
Domain Verification Guardrails
For new customers, the ability to add

guardrails for verification process where
users enter email addresses to send from
Marketing Cloud
• Automatically integrates with customers who
use Sender Authentication Package (SAP)
• Limits users for from address drop-down
Unverified sending addresses restricted via

new send flows
Existing customers will be optional in this
release, but coming in future releases

Content Builder
Live Images Content Block
Provides marketers with the ability to

control content at time of open with highly
relevant images, in real-time
Add two images to the block
• Image A & Image B
Add destination URLs

Select switch trigger criteria
• Number of Opens
• Number of Clicks
• Date/Time
• Manually Switch
Content Builder
Usability Enhancements
Multiple small, user-requested usability

enhancements, including:
• New option to set the default content in
Dynamic Content blocks to blank content
• New selector to insert personalization
attributes into URLs & link text
• Additional web safe fonts added to blocks &
global styling
• New four & five column layouts
Content Builder
HTML for Emails & Templates
Review the entire HTML document for an

email or template
• New code view option to show *all* the HTML
for an email or template has been added
• Block HTML is now shown, but can’t be edited
& is highlighted for clarity
Demo

Automation Studio
Query Suspension
SQL query activities that fail repeatedly tax

system resources, as a safeguard, these
query activities will be suspended
• Activity will be suspended after 24 consecutive
failures regardless of time
• On-screen notification to alert the user
• Self-Service to remove the suspension
• Suspended query cannot be copied, run once,
or dropped in an automation
Automation Studio
Programs to Automations Migration
Remaining customers will be migrated
Changes include:
• Sales Cloud & Service Cloud integrated
customers will continue to use Imports under
Interactions
• Import Activity under Automation Studio now
provides support for File Encoding
• SOAP API AsyncActivityStatus Retrieve
method is now supported

Contact Builder
Deletion of Contacts
Contact management across channels has

been made easier, permanently delete
contacts from the following channels:
• Email
• Mobile Connect
• Mobile Push
• Sendable Data Extensions
Simplified removal of contacts via a user-

friendly UI within Contact Builder
Accessible within the ‘All Contacts Screen’


Einstein
Data Extensions
Customers can now turn on the DE’s

necessary for Einstein Recommendations
without Salesforce Services
DE’s include:
• Profiles
• Products
• Product Attributes
• Content Items
• Content Attributes
• Sessions
• Purchases

Mobile Studio
MobilePush Data Extensions
Leverage existing data extensions across

MobilePush & Email
• No longer need to upload your data extension
into a list
• Use subscriber/contact key to target using the
same data extension you created in Email
• Add personalization directly from your data
extension when creating your message
content in MobilePush
Availability
All sendable data extensions are available
in MobilePush for targeting & exclusion
Mobile Studio
MobilePush Send Errors
MobilePush data is now easier to obtain

• MobilePush data extract now matches
Message Detail Report
• APNS & GCM send error feedback is now
visible directly in the data extract
Availability
Automation Studio > New Activity > Data Extract
Demo

Advertising Studio
Journey Builder Advertising
Create Facebook advertising campaigns

directly within Journey Builder
• Build cross-channel journeys
• Combine email, mobile, & Facebook
advertising
• No need to involve a separate digital
advertising team or agency
Demo
Advertising Studio
Journey Builder Advertising
Authorize your Facebook account

in both Advertising Audiences &
Advertising Campaigns
Then, go to Journey Builder & add
“Ad Campaign” to the Journey
Advertising Studio
Journey Builder Advertising FAQs
When, & how long, will my campaign run?

The campaign is created when the Journey is activated. It will run
continually as long as it has budget remaining. It starts delivering when
there are enough matched contacts in the audience.
How large an audience is required?

Your campaign will start delivery once there are at least 20 matched
contacts & will be more effective after 100.
Can adjust the budget of a campaign after I launch it?

Yes. You can adjust the budget up or down at any time as a new version of
the journey.
Can I edit this campaign outside of Journey Builder?

Yes. However not all changes will be reflected in Journey Builder until a
new version of the Journey is saved.

Salesforce DMP
Capture, Unify, & Activate Your Data
Reach the Right Customers

• Quickly & consistently optimize
Ensure Better 1-to-1 Experiences
• Personalization across campaigns
Drive Marketing ROI
• See your marketing budget go further
Salesforce DMP
What Problem Are We Solving?
Impressions per user per month
Move budget here
Kill this
Conversion
Bid into this
1-3 (20%) 4-20 (20%) 21+ (60%)

Demo

Distributed Marketing
WHY WHO WHAT
Marketers own brand Financial Service Providers Empower marketing to build
Franchises content designed
Distributed Teams own for business team
relationships Dealers
collaboration
Customers expect continuity Owners
Empower distributed
• 2,000,000+ agents in the US Manufacturers teams to supercharge
• 500,000+ franchises globally Retailers revenue-generating
• 75% of manufactures via activities with streamlined
Direct Sellers
channel sales content personalization
Partners & audience control
Available: February 13, 2018

Create Experiences Across Corporate Marketing & Local Partner Networks
Corporate Corporate Within Sales, Consumers receive Corporate

marketing creates marketing Service or consistent, on brand marketing &
on-brand shares journeys Community Cloud, messages from the partners get
consumer with partners via partners can entire business complete visibility
journeys Sales, Service access journeys, into journey
or Community add contacts & engagement
Cloud personalize analytics
messages for
deeper consumer
engagement
Prerequisites
Journey Builder Managed Package

• API entry source • Push upgrades
• Send Email Activity • Named credentials/OAuth2.0
• Custom permissions
Content Builder
• HTML or Text content Standard Objects
• Profile Attributes • Campaign
• Sender Profiles • Contact, Lead, Person Accounts
Enhance Campaigns with Marketing Cloud Journeys
Salesforce Campaigns can be enhanced

with Marketing Cloud journeys
• Associate a single active Marketing Cloud
journey to one or more campaigns
• View the Marketing Cloud emails that are part
of any campaign
• Take action on nominated members or create
your own custom audience
• Gain insight into engagement across your
book of business
• Continue using our robust sharing model to
control the campaigns users can access
Preview & Personalization
Preview content & make default

modifications, then customize for
individuals & see what they’ll see
• View subscriber-less previews of all email
content using default data (static preview)
• Make your life easier by tailoring messages
from the get go (default personalization)
• Craft a custom introduction &/or conclusion
for individuals or groups of members (per-
member & bulk personalization)
• Preview any message for any member
(dynamic preview)
Audience Management
Approve marketing-nominated members,

or create custom audiences from your
book of business
• Nominate customers for DM user approval
using standard Salesforce tools like reports &
imports
• Approve or reject nominated customers
based on personal insight
• Add individuals ad hoc to campaigns for self-
serve messaging
Demo

Social Studio
Conversation Insights
Gain deeper insights from conversations

happening on social media
• Identify & display top influencers around your
brand, competitors & industry
• Understand by location, where your
campaigns & mentions are resonating
• Enhance reporting with key conversation
insights like age, gender & influence score of
your social community
Demo

EU General Data Protection Regulation
GDPR Update
On May 25, 2018, the EU General

Data Protection Regulation (GDPR)
goes into effect. The GDPR focuses
primarily on data privacy of
individuals.
To learn more:
GDPR Trailhead
salesforce.com/gdpr/market
ing/
Marketing Cloud Resources
MC Trailblazer Community
1 Exchange Ideas & Best Practices
@ sforce.co/MCTrailblazer
Marketing Cloud Basics
2 How-To Video Series
@ sforce.co/MCBasics
Marketing Cloudcast
3 Podcast Where Trailblazers Talk Marketing
@ sforce.co/Cloudcast
Forward-Looking Statement
Statement under the Private Securities Litigation Reform Act of 1995
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if
any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-
looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of
product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of
management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments
and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our
service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of
growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and
any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain,
and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling
non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the
financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form
10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the
Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may
not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently
available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
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Marketing Cloud

January 2018 Release Overview

February 8th, 2018

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Create journeys from predefined templates

Maintain context & configure activities with

Configure send email activities with greater

‘Audience’ entry source is now

Schedule tile appears after configuring a

Now editable & improved user experience

Administrators must be able to restrict

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Classic Content will no longer be supported starting January 2019

Content Builder is Marketing Cloud’s application that makes managing,

The End of Life date is

Learn more here:

Banner added to Classic Validate page

Banner added to Reports pages in Email

For new customers, the ability to add

Unverified sending addresses restricted via

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Provides marketers with the ability to

Add destination URLs

Multiple small, user-requested usability

Review the entire HTML document for an

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

SQL query activities that fail repeatedly tax

Remaining customers will be migrated

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Contact management across channels has

Simplified removal of contacts via a user-

Accessible within the ‘All Contacts Screen’

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Customers can now turn on the DE’s

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Leverage existing data extensions across

MobilePush data is now easier to obtain

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Create Facebook advertising campaigns

Authorize your Facebook account

When, & how long, will my campaign run?

How large an audience is required?

Can adjust the budget of a campaign after I launch it?

Can I edit this campaign outside of Journey Builder?

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Reach the Right Customers

Impressions per user per month

Move budget here

Bid into this

1-3 (20%) 4-20 (20%) 21+ (60%)

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Available: February 13, 2018

Corporate Corporate Within Sales, Consumers receive Corporate

Journey Builder Managed Package

Salesforce Campaigns can be enhanced

Preview content & make default

Approve marketing-nominated members,

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

Gain deeper insights from conversations

Login Pages – Kelsey Jones Mobile Studio – Jen Mavis

On May 25, 2018, the EU General

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