![\"Build](\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2022\/09\/grafika-1.jpg\")
<\/a>Engaging prospects along the entire customer journey<\/strong><\/h2>\n\n\n\nFrom an anonymous visitor to a prospect<\/strong><\/h3>\n\n\n\nAs a starting point let\u2019s imagine that an anonymous visitor encouraged by a digital display ad got redirected to a promotional landing page with MCAE tracking code implemented there. The visitor finds the content highly interesting and signs up to receive product updates from the page owner. Great news for the marketer running the promotional campaign. The visitor filled out a form on the page leaving their contact details and turned from an anonymous visitor into a prospect. Thanks to the MCAE tracking code the prospect is now ready for marketing communication.<\/p>\n\n\n\n
From a prospect to a qualified sales lead<\/strong><\/h3>\n\n\n\nThere are many available out-of-the-box tools that enable to achieve that goal. MCAE provides options to:<\/p>\n\n\n\n
- easily build landing pages with the drag-and-drop builder,<\/li>
- prepare forms to enrich prospects\u2019 database,<\/li>
- create and send one-off emails to prospects lists or<\/li>
- plan and execute automated email journeys with the Engagement Studio.<\/li><\/ul>\n\n\n\n
With the help of segmentation and the ability to customize content, marketing communication is more personalized, relevant and therefore interesting to recipients (which means it is also more effective). As a result, MCAE enables to identify if a prospect is sales-ready, so it can be passed on to sales for their follow up.<\/p>\n\n\n\n
![\"Use](\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2022\/09\/Fig.-2-1024x450.png\")
<\/a>Fig. 2 Use drag-and-drop editor to create responsive landing pages for marketing initiatives<\/em><\/figcaption><\/figure><\/div>\n\n\n\nForm a lead to a contact<\/strong><\/h3>\n\n\n\nNow sales and marketing can join their efforts \u2013 thanks to MCAE and CRM working together, they are better aligned. Being eventually qualified for sales follow up, leads can be contacted directly by sales representative – via phone or in person. If they\u2019re not ready to buy \u2013 not a problem! \u2013They can still be nurtured by marketing \u2013 as marketers call \u2018the exposure of clients to communication and marketing materials.<\/p>\n\n\n\n
At this stage a marketer can execute a mailing campaign via Engagement Studio to familiarize selected group of leads with a newly launched product. Or to invite them to an upcoming event, such as fairs, where they can meet representatives of the company and get to know the company\u2019s products better. The program can even send a thank-you email to all attendees customizing the message depending on the leads\u2019 interests.
Hopefully all those efforts open a new chapter of the customer journey and create sales opportunity that will successfully get closed as a Won Deal for the company. Well done!<\/p>\n\n\n\n
![\"Build](\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2022\/09\/grafika-3-1024x471.jpg\")
<\/a>Fig. 3 Build Engagement Studio programs that allow you to target prospects based on their behavior and qualifying values<\/em><\/figcaption><\/figure><\/div>\n\n\n\nOnboarding, product upselling and cross-selling<\/strong><\/h3>\n\n\n\nIt is advised not to lose interest in a client after the first purchase is finalized. The customer onboarding campaign will help increase customer engagement after the sale. This is a great opportunity to introduce clients to product features they might not have been aware of, share best practices or send them videos with useful tips. By this time the company already managed to collect a lot of useful information about prospects. The CRM holds data, which creates additional up- and cross-selling opportunities for the business, that means offering additional products or services. Again: The Engagement Studio will be a go-to feature for this task.<\/p>\n\n\n\n
What is the return on the campaign?<\/strong><\/h2>\n\n\n\nThanks to its integration to CRM MCAE will help understand how marketing initiatives are performing. It can also provide marketers with a real ROI by synchronizing the CRM data with the opportunities\u2019 value and assigning it to the cost of the MCAE campaign. What is even more, connecting marketing campaigns with Salesforce CRM opens up even more robust analysis options thanks to the standard Salesforce reports, additional apps and available add-ons. That alone can be a topic for the whole separate article \u2013 so let me just pause for now.<\/p>\n\n\n\n
![\"Combine](\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2022\/09\/Fig.-4-1024x561.png\")
<\/a>Fig. 4 Combine your MCAE and CRM data in one of the B2B Marketing Analytics app\u2019s prebuilt dashboards<\/em><\/figcaption><\/figure><\/div>\n\n\n\nIntroducing Engagement Studio \u2013 a MCAE\u2019s shining toy<\/strong><\/h2>\n\n\n\nYou might have noticed I mentioned Engagement Studio in this article a few times already and that is for a reason. It is quite simple, intuitive and user-friendly thanks to its canva-style interface – a powerful tool. Some of the use cases were already provided but truth be told: there are numerous examples of when this feature could be put into action. <\/p>\n\n\n\n
![\"Engagement](\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2022\/09\/Fig.-5-1024x338.png\")
<\/a>Fig. 5 Engagement Studio \u2013 one of the automation features, available in MCAE out-of-the-box<\/em><\/figcaption><\/figure><\/div>\n\n\n\nEngagement Studio available in MCAE under Automations<\/em> consists of the following tabs that enable you to:<\/p>\n\n\n\n- BUILD programs,<\/li>
- TEST programs,<\/li>
- REPORT on them,<\/li>
- track ACTIVITY connected with the programs.<\/li><\/ul>\n\n\n\n
![\"User-friendly](\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2022\/09\/Fig.-6-1024x415.png\")
<\/a>Fig. 6 User-friendly interface of the tool allows users to build dependent paths<\/em><\/figcaption><\/figure><\/div>\n\n\n\nDefine who you want to target<\/strong><\/h2>\n\n\n\nStart building your program with defining the group of prospects to target. For a fully automated program, such as a welcome email series, you might want to select a dynamic MCAE list \u2013 self-maintained, running in the background that will add and remove prospects based on specific, selected criteria. For a one off-campaign a static, manually created list is a better choice.<\/p>\n\n\n\n
In some cases, there might be prospects you do not want to communicate with \u2013 e.g., your competitors \u2013 MCAE gives you an option to implement a suppression list to the program as well. Quite a useful functionality.<\/p>\n\n\n\n
![\"As](\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2022\/09\/Fig.-7-1024x409.png\")
<\/a>Fig. 7 As a first step \u2013 define the target group of your program<\/em><\/figcaption><\/figure><\/div>\n\n\n\nBuild drip logic<\/strong><\/h2>\n\n\n\nEngagement Studio offers you a visual and intuitive canva to create your program logic. Hover over \u201c+\u201d to check what are your options.<\/p>\n\n\n\n
![\"Define](\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2022\/09\/Fig.-8.png\")
<\/a>Fig. 8 Define next step \u2013 do you want MCAE to do anything specific, listen for a trigger or check anything?<\/em><\/figcaption><\/figure><\/div>\n\n\n\nThere are 3 types of elements you can add to an engagement program:<\/p>\n\n\n\n
An ACTION tells the tool to take an action on the prospect<\/strong>
Add to list
Assign to user
Create a Salesforce task
Send email
Notify user<\/p>\n\n\n\nAs you can see, this engagement program step can take action in MCAE (adding to a MCAE program, sending an email) or Salesforce CRM (assigning a user or notifying a user). Engagement Studio allows also to trigger some external actions, such as notifying a Slack channel when a prospect interacts with an asset. With a help of some add-on’s marketers can also fully automate and schedule text messages with the Engagement Studio. And with the Winter\u201923 release the new External Actions feature will be introduced that will allow actions such as registering prospects for a webinar or event or sending a survey, also to third-party platforms.
A TRIGGER will define the next step of the program based on the prospect\u2019s activity<\/strong>
Did they download the file?
Did they click link in the email?
Did they fill out the form?
A RULE will check the database to see if they match criteria and select a path based on the outcome<\/strong>
Do they belong to a certain list?
Do they have a certain scoring?
Are they assigned to a certain user?
What is their campaign status?<\/p>\n\n\n\nAnd there are some additional features available to adjust the program to the marketers\u2019 needs. Actions and rules can be executed immediately or can be scheduled. A trigger can be set to wait up to a maximum of a number of selected days. Super helpful when the expected activity is opening an email, clicking a link or filling out a form. <\/p>\n\n\n\n
![\"The](\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2022\/09\/Fig.-9.png\")
<\/a>Fig. 9 The tool will navigate you through the steps of creating a path \u2013 select an element and define criteria based on the type of activity<\/em><\/figcaption><\/figure><\/div>\n\n\n\nTest the program<\/strong><\/h2>\n\n\n\nMCAE lets you test your programs before activating them. First you select a starting date and then you launch the test. At each stage you will decide which decision path should be tested. Go through each pathway to get an idea of how it will work and see if there is room to make the program more efficient. This testing feature provides you with a testing log \u2013 overview table that will help you understand how long the program will last. Pretty cool, huh?<\/p>\n\n\n\n
![\"Ready](\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2022\/09\/Fig.-10-1024x386.png\")
<\/a>Fig. 10 Ready for some testing? Check the program\u2019s logic and length selecting different paths<\/em><\/figcaption><\/figure><\/div>\n\n\n\nOptimize your programs based on reporting<\/strong><\/h2>\n\n\n\nReport tab allows you to check how successful was your engagement program. It\u2019s a good way to check the metrics, indicating how successful the campaign was \u2013 what percentage of prospects have navigated down each path, the open rate for specific emails, and click-throughs to selected links. You can go as deep as to the list of the exact prospect following each decision path. Or select a specific email if you want to see an in-depth view into more email metrics.<\/p>\n\n\n\n
As a starting point let\u2019s imagine that an anonymous visitor encouraged by a digital display ad got redirected to a promotional landing page with MCAE tracking code implemented there. The visitor finds the content highly interesting and signs up to receive product updates from the page owner. Great news for the marketer running the promotional campaign. The visitor filled out a form on the page leaving their contact details and turned from an anonymous visitor into a prospect. Thanks to the MCAE tracking code the prospect is now ready for marketing communication.<\/p>\n\n\n\n
From a prospect to a qualified sales lead<\/strong><\/h3>\n\n\n\nThere are many available out-of-the-box tools that enable to achieve that goal. MCAE provides options to:<\/p>\n\n\n\n
- easily build landing pages with the drag-and-drop builder,<\/li>
- prepare forms to enrich prospects\u2019 database,<\/li>
- create and send one-off emails to prospects lists or<\/li>
- plan and execute automated email journeys with the Engagement Studio.<\/li><\/ul>\n\n\n\n
With the help of segmentation and the ability to customize content, marketing communication is more personalized, relevant and therefore interesting to recipients (which means it is also more effective). As a result, MCAE enables to identify if a prospect is sales-ready, so it can be passed on to sales for their follow up.<\/p>\n\n\n\n
<\/a>Fig. 2 Use drag-and-drop editor to create responsive landing pages for marketing initiatives<\/em><\/figcaption><\/figure><\/div>\n\n\n\nForm a lead to a contact<\/strong><\/h3>\n\n\n\nNow sales and marketing can join their efforts \u2013 thanks to MCAE and CRM working together, they are better aligned. Being eventually qualified for sales follow up, leads can be contacted directly by sales representative – via phone or in person. If they\u2019re not ready to buy \u2013 not a problem! \u2013They can still be nurtured by marketing \u2013 as marketers call \u2018the exposure of clients to communication and marketing materials.<\/p>\n\n\n\n
At this stage a marketer can execute a mailing campaign via Engagement Studio to familiarize selected group of leads with a newly launched product. Or to invite them to an upcoming event, such as fairs, where they can meet representatives of the company and get to know the company\u2019s products better. The program can even send a thank-you email to all attendees customizing the message depending on the leads\u2019 interests.
Hopefully all those efforts open a new chapter of the customer journey and create sales opportunity that will successfully get closed as a Won Deal for the company. Well done!<\/p>\n\n\n\n
<\/a>Fig. 3 Build Engagement Studio programs that allow you to target prospects based on their behavior and qualifying values<\/em><\/figcaption><\/figure><\/div>\n\n\n\nOnboarding, product upselling and cross-selling<\/strong><\/h3>\n\n\n\nIt is advised not to lose interest in a client after the first purchase is finalized. The customer onboarding campaign will help increase customer engagement after the sale. This is a great opportunity to introduce clients to product features they might not have been aware of, share best practices or send them videos with useful tips. By this time the company already managed to collect a lot of useful information about prospects. The CRM holds data, which creates additional up- and cross-selling opportunities for the business, that means offering additional products or services. Again: The Engagement Studio will be a go-to feature for this task.<\/p>\n\n\n\n
What is the return on the campaign?<\/strong><\/h2>\n\n\n\nThanks to its integration to CRM MCAE will help understand how marketing initiatives are performing. It can also provide marketers with a real ROI by synchronizing the CRM data with the opportunities\u2019 value and assigning it to the cost of the MCAE campaign. What is even more, connecting marketing campaigns with Salesforce CRM opens up even more robust analysis options thanks to the standard Salesforce reports, additional apps and available add-ons. That alone can be a topic for the whole separate article \u2013 so let me just pause for now.<\/p>\n\n\n\n
<\/a>Fig. 4 Combine your MCAE and CRM data in one of the B2B Marketing Analytics app\u2019s prebuilt dashboards<\/em><\/figcaption><\/figure><\/div>\n\n\n\nIntroducing Engagement Studio \u2013 a MCAE\u2019s shining toy<\/strong><\/h2>\n\n\n\nYou might have noticed I mentioned Engagement Studio in this article a few times already and that is for a reason. It is quite simple, intuitive and user-friendly thanks to its canva-style interface – a powerful tool. Some of the use cases were already provided but truth be told: there are numerous examples of when this feature could be put into action. <\/p>\n\n\n\n
<\/a>Fig. 5 Engagement Studio \u2013 one of the automation features, available in MCAE out-of-the-box<\/em><\/figcaption><\/figure><\/div>\n\n\n\nEngagement Studio available in MCAE under Automations<\/em> consists of the following tabs that enable you to:<\/p>\n\n\n\n- BUILD programs,<\/li>
- TEST programs,<\/li>
- REPORT on them,<\/li>
- track ACTIVITY connected with the programs.<\/li><\/ul>\n\n\n\n
<\/a>Fig. 6 User-friendly interface of the tool allows users to build dependent paths<\/em><\/figcaption><\/figure><\/div>\n\n\n\nDefine who you want to target<\/strong><\/h2>\n\n\n\nStart building your program with defining the group of prospects to target. For a fully automated program, such as a welcome email series, you might want to select a dynamic MCAE list \u2013 self-maintained, running in the background that will add and remove prospects based on specific, selected criteria. For a one off-campaign a static, manually created list is a better choice.<\/p>\n\n\n\n
In some cases, there might be prospects you do not want to communicate with \u2013 e.g., your competitors \u2013 MCAE gives you an option to implement a suppression list to the program as well. Quite a useful functionality.<\/p>\n\n\n\n
<\/a>Fig. 7 As a first step \u2013 define the target group of your program<\/em><\/figcaption><\/figure><\/div>\n\n\n\nBuild drip logic<\/strong><\/h2>\n\n\n\nEngagement Studio offers you a visual and intuitive canva to create your program logic. Hover over \u201c+\u201d to check what are your options.<\/p>\n\n\n\n
<\/a>Fig. 8 Define next step \u2013 do you want MCAE to do anything specific, listen for a trigger or check anything?<\/em><\/figcaption><\/figure><\/div>\n\n\n\nThere are 3 types of elements you can add to an engagement program:<\/p>\n\n\n\n
An ACTION tells the tool to take an action on the prospect<\/strong>
Add to list
Assign to user
Create a Salesforce task
Send email
Notify user<\/p>\n\n\n\nAs you can see, this engagement program step can take action in MCAE (adding to a MCAE program, sending an email) or Salesforce CRM (assigning a user or notifying a user). Engagement Studio allows also to trigger some external actions, such as notifying a Slack channel when a prospect interacts with an asset. With a help of some add-on’s marketers can also fully automate and schedule text messages with the Engagement Studio. And with the Winter\u201923 release the new External Actions feature will be introduced that will allow actions such as registering prospects for a webinar or event or sending a survey, also to third-party platforms.
A TRIGGER will define the next step of the program based on the prospect\u2019s activity<\/strong>
Did they download the file?
Did they click link in the email?
Did they fill out the form?
A RULE will check the database to see if they match criteria and select a path based on the outcome<\/strong>
Do they belong to a certain list?
Do they have a certain scoring?
Are they assigned to a certain user?
What is their campaign status?<\/p>\n\n\n\nAnd there are some additional features available to adjust the program to the marketers\u2019 needs. Actions and rules can be executed immediately or can be scheduled. A trigger can be set to wait up to a maximum of a number of selected days. Super helpful when the expected activity is opening an email, clicking a link or filling out a form. <\/p>\n\n\n\n
<\/a>Fig. 9 The tool will navigate you through the steps of creating a path \u2013 select an element and define criteria based on the type of activity<\/em><\/figcaption><\/figure><\/div>\n\n\n\nTest the program<\/strong><\/h2>\n\n\n\nMCAE lets you test your programs before activating them. First you select a starting date and then you launch the test. At each stage you will decide which decision path should be tested. Go through each pathway to get an idea of how it will work and see if there is room to make the program more efficient. This testing feature provides you with a testing log \u2013 overview table that will help you understand how long the program will last. Pretty cool, huh?<\/p>\n\n\n\n
<\/a>Fig. 10 Ready for some testing? Check the program\u2019s logic and length selecting different paths<\/em><\/figcaption><\/figure><\/div>\n\n\n\nOptimize your programs based on reporting<\/strong><\/h2>\n\n\n\nReport tab allows you to check how successful was your engagement program. It\u2019s a good way to check the metrics, indicating how successful the campaign was \u2013 what percentage of prospects have navigated down each path, the open rate for specific emails, and click-throughs to selected links. You can go as deep as to the list of the exact prospect following each decision path. Or select a specific email if you want to see an in-depth view into more email metrics.<\/p>\n\n\n\n
With the help of segmentation and the ability to customize content, marketing communication is more personalized, relevant and therefore interesting to recipients (which means it is also more effective). As a result, MCAE enables to identify if a prospect is sales-ready, so it can be passed on to sales for their follow up.<\/p>\n\n\n\n
<\/a>Form a lead to a contact<\/strong><\/h3>\n\n\n\nNow sales and marketing can join their efforts \u2013 thanks to MCAE and CRM working together, they are better aligned. Being eventually qualified for sales follow up, leads can be contacted directly by sales representative – via phone or in person. If they\u2019re not ready to buy \u2013 not a problem! \u2013They can still be nurtured by marketing \u2013 as marketers call \u2018the exposure of clients to communication and marketing materials.<\/p>\n\n\n\n
At this stage a marketer can execute a mailing campaign via Engagement Studio to familiarize selected group of leads with a newly launched product. Or to invite them to an upcoming event, such as fairs, where they can meet representatives of the company and get to know the company\u2019s products better. The program can even send a thank-you email to all attendees customizing the message depending on the leads\u2019 interests.
Hopefully all those efforts open a new chapter of the customer journey and create sales opportunity that will successfully get closed as a Won Deal for the company. Well done!<\/p>\n\n\n\n
<\/a>Fig. 3 Build Engagement Studio programs that allow you to target prospects based on their behavior and qualifying values<\/em><\/figcaption><\/figure><\/div>\n\n\n\nOnboarding, product upselling and cross-selling<\/strong><\/h3>\n\n\n\nIt is advised not to lose interest in a client after the first purchase is finalized. The customer onboarding campaign will help increase customer engagement after the sale. This is a great opportunity to introduce clients to product features they might not have been aware of, share best practices or send them videos with useful tips. By this time the company already managed to collect a lot of useful information about prospects. The CRM holds data, which creates additional up- and cross-selling opportunities for the business, that means offering additional products or services. Again: The Engagement Studio will be a go-to feature for this task.<\/p>\n\n\n\n
What is the return on the campaign?<\/strong><\/h2>\n\n\n\nThanks to its integration to CRM MCAE will help understand how marketing initiatives are performing. It can also provide marketers with a real ROI by synchronizing the CRM data with the opportunities\u2019 value and assigning it to the cost of the MCAE campaign. What is even more, connecting marketing campaigns with Salesforce CRM opens up even more robust analysis options thanks to the standard Salesforce reports, additional apps and available add-ons. That alone can be a topic for the whole separate article \u2013 so let me just pause for now.<\/p>\n\n\n\n
<\/a>Fig. 4 Combine your MCAE and CRM data in one of the B2B Marketing Analytics app\u2019s prebuilt dashboards<\/em><\/figcaption><\/figure><\/div>\n\n\n\nIntroducing Engagement Studio \u2013 a MCAE\u2019s shining toy<\/strong><\/h2>\n\n\n\nYou might have noticed I mentioned Engagement Studio in this article a few times already and that is for a reason. It is quite simple, intuitive and user-friendly thanks to its canva-style interface – a powerful tool. Some of the use cases were already provided but truth be told: there are numerous examples of when this feature could be put into action. <\/p>\n\n\n\n
<\/a>Fig. 5 Engagement Studio \u2013 one of the automation features, available in MCAE out-of-the-box<\/em><\/figcaption><\/figure><\/div>\n\n\n\nEngagement Studio available in MCAE under Automations<\/em> consists of the following tabs that enable you to:<\/p>\n\n\n\n- BUILD programs,<\/li>
- TEST programs,<\/li>
- REPORT on them,<\/li>
- track ACTIVITY connected with the programs.<\/li><\/ul>\n\n\n\n
<\/a>Fig. 6 User-friendly interface of the tool allows users to build dependent paths<\/em><\/figcaption><\/figure><\/div>\n\n\n\nDefine who you want to target<\/strong><\/h2>\n\n\n\nStart building your program with defining the group of prospects to target. For a fully automated program, such as a welcome email series, you might want to select a dynamic MCAE list \u2013 self-maintained, running in the background that will add and remove prospects based on specific, selected criteria. For a one off-campaign a static, manually created list is a better choice.<\/p>\n\n\n\n
In some cases, there might be prospects you do not want to communicate with \u2013 e.g., your competitors \u2013 MCAE gives you an option to implement a suppression list to the program as well. Quite a useful functionality.<\/p>\n\n\n\n
<\/a>Fig. 7 As a first step \u2013 define the target group of your program<\/em><\/figcaption><\/figure><\/div>\n\n\n\nBuild drip logic<\/strong><\/h2>\n\n\n\nEngagement Studio offers you a visual and intuitive canva to create your program logic. Hover over \u201c+\u201d to check what are your options.<\/p>\n\n\n\n
<\/a>Fig. 8 Define next step \u2013 do you want MCAE to do anything specific, listen for a trigger or check anything?<\/em><\/figcaption><\/figure><\/div>\n\n\n\nThere are 3 types of elements you can add to an engagement program:<\/p>\n\n\n\n
An ACTION tells the tool to take an action on the prospect<\/strong>
Add to list
Assign to user
Create a Salesforce task
Send email
Notify user<\/p>\n\n\n\nAs you can see, this engagement program step can take action in MCAE (adding to a MCAE program, sending an email) or Salesforce CRM (assigning a user or notifying a user). Engagement Studio allows also to trigger some external actions, such as notifying a Slack channel when a prospect interacts with an asset. With a help of some add-on’s marketers can also fully automate and schedule text messages with the Engagement Studio. And with the Winter\u201923 release the new External Actions feature will be introduced that will allow actions such as registering prospects for a webinar or event or sending a survey, also to third-party platforms.
A TRIGGER will define the next step of the program based on the prospect\u2019s activity<\/strong>
Did they download the file?
Did they click link in the email?
Did they fill out the form?
A RULE will check the database to see if they match criteria and select a path based on the outcome<\/strong>
Do they belong to a certain list?
Do they have a certain scoring?
Are they assigned to a certain user?
What is their campaign status?<\/p>\n\n\n\nAnd there are some additional features available to adjust the program to the marketers\u2019 needs. Actions and rules can be executed immediately or can be scheduled. A trigger can be set to wait up to a maximum of a number of selected days. Super helpful when the expected activity is opening an email, clicking a link or filling out a form. <\/p>\n\n\n\n
<\/a>Fig. 9 The tool will navigate you through the steps of creating a path \u2013 select an element and define criteria based on the type of activity<\/em><\/figcaption><\/figure><\/div>\n\n\n\nTest the program<\/strong><\/h2>\n\n\n\nMCAE lets you test your programs before activating them. First you select a starting date and then you launch the test. At each stage you will decide which decision path should be tested. Go through each pathway to get an idea of how it will work and see if there is room to make the program more efficient. This testing feature provides you with a testing log \u2013 overview table that will help you understand how long the program will last. Pretty cool, huh?<\/p>\n\n\n\n
<\/a>Fig. 10 Ready for some testing? Check the program\u2019s logic and length selecting different paths<\/em><\/figcaption><\/figure><\/div>\n\n\n\nOptimize your programs based on reporting<\/strong><\/h2>\n\n\n\nReport tab allows you to check how successful was your engagement program. It\u2019s a good way to check the metrics, indicating how successful the campaign was \u2013 what percentage of prospects have navigated down each path, the open rate for specific emails, and click-throughs to selected links. You can go as deep as to the list of the exact prospect following each decision path. Or select a specific email if you want to see an in-depth view into more email metrics.<\/p>\n\n\n\n
Hopefully all those efforts open a new chapter of the customer journey and create sales opportunity that will successfully get closed as a Won Deal for the company. Well done!<\/p>\n\n\n\n
<\/a>Onboarding, product upselling and cross-selling<\/strong><\/h3>\n\n\n\nIt is advised not to lose interest in a client after the first purchase is finalized. The customer onboarding campaign will help increase customer engagement after the sale. This is a great opportunity to introduce clients to product features they might not have been aware of, share best practices or send them videos with useful tips. By this time the company already managed to collect a lot of useful information about prospects. The CRM holds data, which creates additional up- and cross-selling opportunities for the business, that means offering additional products or services. Again: The Engagement Studio will be a go-to feature for this task.<\/p>\n\n\n\n
What is the return on the campaign?<\/strong><\/h2>\n\n\n\nThanks to its integration to CRM MCAE will help understand how marketing initiatives are performing. It can also provide marketers with a real ROI by synchronizing the CRM data with the opportunities\u2019 value and assigning it to the cost of the MCAE campaign. What is even more, connecting marketing campaigns with Salesforce CRM opens up even more robust analysis options thanks to the standard Salesforce reports, additional apps and available add-ons. That alone can be a topic for the whole separate article \u2013 so let me just pause for now.<\/p>\n\n\n\n
<\/a>Fig. 4 Combine your MCAE and CRM data in one of the B2B Marketing Analytics app\u2019s prebuilt dashboards<\/em><\/figcaption><\/figure><\/div>\n\n\n\nIntroducing Engagement Studio \u2013 a MCAE\u2019s shining toy<\/strong><\/h2>\n\n\n\nYou might have noticed I mentioned Engagement Studio in this article a few times already and that is for a reason. It is quite simple, intuitive and user-friendly thanks to its canva-style interface – a powerful tool. Some of the use cases were already provided but truth be told: there are numerous examples of when this feature could be put into action. <\/p>\n\n\n\n
<\/a>Fig. 5 Engagement Studio \u2013 one of the automation features, available in MCAE out-of-the-box<\/em><\/figcaption><\/figure><\/div>\n\n\n\nEngagement Studio available in MCAE under Automations<\/em> consists of the following tabs that enable you to:<\/p>\n\n\n\n- BUILD programs,<\/li>
- TEST programs,<\/li>
- REPORT on them,<\/li>
- track ACTIVITY connected with the programs.<\/li><\/ul>\n\n\n\n
<\/a>Fig. 6 User-friendly interface of the tool allows users to build dependent paths<\/em><\/figcaption><\/figure><\/div>\n\n\n\nDefine who you want to target<\/strong><\/h2>\n\n\n\nStart building your program with defining the group of prospects to target. For a fully automated program, such as a welcome email series, you might want to select a dynamic MCAE list \u2013 self-maintained, running in the background that will add and remove prospects based on specific, selected criteria. For a one off-campaign a static, manually created list is a better choice.<\/p>\n\n\n\n
In some cases, there might be prospects you do not want to communicate with \u2013 e.g., your competitors \u2013 MCAE gives you an option to implement a suppression list to the program as well. Quite a useful functionality.<\/p>\n\n\n\n
<\/a>Fig. 7 As a first step \u2013 define the target group of your program<\/em><\/figcaption><\/figure><\/div>\n\n\n\nBuild drip logic<\/strong><\/h2>\n\n\n\nEngagement Studio offers you a visual and intuitive canva to create your program logic. Hover over \u201c+\u201d to check what are your options.<\/p>\n\n\n\n
<\/a>Fig. 8 Define next step \u2013 do you want MCAE to do anything specific, listen for a trigger or check anything?<\/em><\/figcaption><\/figure><\/div>\n\n\n\nThere are 3 types of elements you can add to an engagement program:<\/p>\n\n\n\n
An ACTION tells the tool to take an action on the prospect<\/strong>
Add to list
Assign to user
Create a Salesforce task
Send email
Notify user<\/p>\n\n\n\nAs you can see, this engagement program step can take action in MCAE (adding to a MCAE program, sending an email) or Salesforce CRM (assigning a user or notifying a user). Engagement Studio allows also to trigger some external actions, such as notifying a Slack channel when a prospect interacts with an asset. With a help of some add-on’s marketers can also fully automate and schedule text messages with the Engagement Studio. And with the Winter\u201923 release the new External Actions feature will be introduced that will allow actions such as registering prospects for a webinar or event or sending a survey, also to third-party platforms.
A TRIGGER will define the next step of the program based on the prospect\u2019s activity<\/strong>
Did they download the file?
Did they click link in the email?
Did they fill out the form?
A RULE will check the database to see if they match criteria and select a path based on the outcome<\/strong>
Do they belong to a certain list?
Do they have a certain scoring?
Are they assigned to a certain user?
What is their campaign status?<\/p>\n\n\n\nAnd there are some additional features available to adjust the program to the marketers\u2019 needs. Actions and rules can be executed immediately or can be scheduled. A trigger can be set to wait up to a maximum of a number of selected days. Super helpful when the expected activity is opening an email, clicking a link or filling out a form. <\/p>\n\n\n\n
<\/a>Fig. 9 The tool will navigate you through the steps of creating a path \u2013 select an element and define criteria based on the type of activity<\/em><\/figcaption><\/figure><\/div>\n\n\n\nTest the program<\/strong><\/h2>\n\n\n\nMCAE lets you test your programs before activating them. First you select a starting date and then you launch the test. At each stage you will decide which decision path should be tested. Go through each pathway to get an idea of how it will work and see if there is room to make the program more efficient. This testing feature provides you with a testing log \u2013 overview table that will help you understand how long the program will last. Pretty cool, huh?<\/p>\n\n\n\n
<\/a>Fig. 10 Ready for some testing? Check the program\u2019s logic and length selecting different paths<\/em><\/figcaption><\/figure><\/div>\n\n\n\nOptimize your programs based on reporting<\/strong><\/h2>\n\n\n\nReport tab allows you to check how successful was your engagement program. It\u2019s a good way to check the metrics, indicating how successful the campaign was \u2013 what percentage of prospects have navigated down each path, the open rate for specific emails, and click-throughs to selected links. You can go as deep as to the list of the exact prospect following each decision path. Or select a specific email if you want to see an in-depth view into more email metrics.<\/p>\n\n\n\n
Thanks to its integration to CRM MCAE will help understand how marketing initiatives are performing. It can also provide marketers with a real ROI by synchronizing the CRM data with the opportunities\u2019 value and assigning it to the cost of the MCAE campaign. What is even more, connecting marketing campaigns with Salesforce CRM opens up even more robust analysis options thanks to the standard Salesforce reports, additional apps and available add-ons. That alone can be a topic for the whole separate article \u2013 so let me just pause for now.<\/p>\n\n\n\n
<\/a>Introducing Engagement Studio \u2013 a MCAE\u2019s shining toy<\/strong><\/h2>\n\n\n\nYou might have noticed I mentioned Engagement Studio in this article a few times already and that is for a reason. It is quite simple, intuitive and user-friendly thanks to its canva-style interface – a powerful tool. Some of the use cases were already provided but truth be told: there are numerous examples of when this feature could be put into action. <\/p>\n\n\n\n
<\/a>Fig. 5 Engagement Studio \u2013 one of the automation features, available in MCAE out-of-the-box<\/em><\/figcaption><\/figure><\/div>\n\n\n\nEngagement Studio available in MCAE under Automations<\/em> consists of the following tabs that enable you to:<\/p>\n\n\n\n- BUILD programs,<\/li>
- TEST programs,<\/li>
- REPORT on them,<\/li>
- track ACTIVITY connected with the programs.<\/li><\/ul>\n\n\n\n
<\/a>Fig. 6 User-friendly interface of the tool allows users to build dependent paths<\/em><\/figcaption><\/figure><\/div>\n\n\n\nDefine who you want to target<\/strong><\/h2>\n\n\n\nStart building your program with defining the group of prospects to target. For a fully automated program, such as a welcome email series, you might want to select a dynamic MCAE list \u2013 self-maintained, running in the background that will add and remove prospects based on specific, selected criteria. For a one off-campaign a static, manually created list is a better choice.<\/p>\n\n\n\n
In some cases, there might be prospects you do not want to communicate with \u2013 e.g., your competitors \u2013 MCAE gives you an option to implement a suppression list to the program as well. Quite a useful functionality.<\/p>\n\n\n\n
<\/a>Fig. 7 As a first step \u2013 define the target group of your program<\/em><\/figcaption><\/figure><\/div>\n\n\n\nBuild drip logic<\/strong><\/h2>\n\n\n\nEngagement Studio offers you a visual and intuitive canva to create your program logic. Hover over \u201c+\u201d to check what are your options.<\/p>\n\n\n\n
<\/a>Fig. 8 Define next step \u2013 do you want MCAE to do anything specific, listen for a trigger or check anything?<\/em><\/figcaption><\/figure><\/div>\n\n\n\nThere are 3 types of elements you can add to an engagement program:<\/p>\n\n\n\n
An ACTION tells the tool to take an action on the prospect<\/strong>
Add to list
Assign to user
Create a Salesforce task
Send email
Notify user<\/p>\n\n\n\nAs you can see, this engagement program step can take action in MCAE (adding to a MCAE program, sending an email) or Salesforce CRM (assigning a user or notifying a user). Engagement Studio allows also to trigger some external actions, such as notifying a Slack channel when a prospect interacts with an asset. With a help of some add-on’s marketers can also fully automate and schedule text messages with the Engagement Studio. And with the Winter\u201923 release the new External Actions feature will be introduced that will allow actions such as registering prospects for a webinar or event or sending a survey, also to third-party platforms.
A TRIGGER will define the next step of the program based on the prospect\u2019s activity<\/strong>
Did they download the file?
Did they click link in the email?
Did they fill out the form?
A RULE will check the database to see if they match criteria and select a path based on the outcome<\/strong>
Do they belong to a certain list?
Do they have a certain scoring?
Are they assigned to a certain user?
What is their campaign status?<\/p>\n\n\n\nAnd there are some additional features available to adjust the program to the marketers\u2019 needs. Actions and rules can be executed immediately or can be scheduled. A trigger can be set to wait up to a maximum of a number of selected days. Super helpful when the expected activity is opening an email, clicking a link or filling out a form. <\/p>\n\n\n\n
<\/a>Fig. 9 The tool will navigate you through the steps of creating a path \u2013 select an element and define criteria based on the type of activity<\/em><\/figcaption><\/figure><\/div>\n\n\n\nTest the program<\/strong><\/h2>\n\n\n\nMCAE lets you test your programs before activating them. First you select a starting date and then you launch the test. At each stage you will decide which decision path should be tested. Go through each pathway to get an idea of how it will work and see if there is room to make the program more efficient. This testing feature provides you with a testing log \u2013 overview table that will help you understand how long the program will last. Pretty cool, huh?<\/p>\n\n\n\n
<\/a>Fig. 10 Ready for some testing? Check the program\u2019s logic and length selecting different paths<\/em><\/figcaption><\/figure><\/div>\n\n\n\nOptimize your programs based on reporting<\/strong><\/h2>\n\n\n\nReport tab allows you to check how successful was your engagement program. It\u2019s a good way to check the metrics, indicating how successful the campaign was \u2013 what percentage of prospects have navigated down each path, the open rate for specific emails, and click-throughs to selected links. You can go as deep as to the list of the exact prospect following each decision path. Or select a specific email if you want to see an in-depth view into more email metrics.<\/p>\n\n\n\n
<\/a>Engagement Studio available in MCAE under Automations<\/em> consists of the following tabs that enable you to:<\/p>\n\n\n\n Start building your program with defining the group of prospects to target. For a fully automated program, such as a welcome email series, you might want to select a dynamic MCAE list \u2013 self-maintained, running in the background that will add and remove prospects based on specific, selected criteria. For a one off-campaign a static, manually created list is a better choice.<\/p>\n\n\n\n In some cases, there might be prospects you do not want to communicate with \u2013 e.g., your competitors \u2013 MCAE gives you an option to implement a suppression list to the program as well. Quite a useful functionality.<\/p>\n\n\n\n Engagement Studio offers you a visual and intuitive canva to create your program logic. Hover over \u201c+\u201d to check what are your options.<\/p>\n\n\n\n There are 3 types of elements you can add to an engagement program:<\/p>\n\n\n\n An ACTION tells the tool to take an action on the prospect<\/strong> As you can see, this engagement program step can take action in MCAE (adding to a MCAE program, sending an email) or Salesforce CRM (assigning a user or notifying a user). Engagement Studio allows also to trigger some external actions, such as notifying a Slack channel when a prospect interacts with an asset. With a help of some add-on’s marketers can also fully automate and schedule text messages with the Engagement Studio. And with the Winter\u201923 release the new External Actions feature will be introduced that will allow actions such as registering prospects for a webinar or event or sending a survey, also to third-party platforms. And there are some additional features available to adjust the program to the marketers\u2019 needs. Actions and rules can be executed immediately or can be scheduled. A trigger can be set to wait up to a maximum of a number of selected days. Super helpful when the expected activity is opening an email, clicking a link or filling out a form. <\/p>\n\n\n\n MCAE lets you test your programs before activating them. First you select a starting date and then you launch the test. At each stage you will decide which decision path should be tested. Go through each pathway to get an idea of how it will work and see if there is room to make the program more efficient. This testing feature provides you with a testing log \u2013 overview table that will help you understand how long the program will last. Pretty cool, huh?<\/p>\n\n\n\n Report tab allows you to check how successful was your engagement program. It\u2019s a good way to check the metrics, indicating how successful the campaign was \u2013 what percentage of prospects have navigated down each path, the open rate for specific emails, and click-throughs to selected links. You can go as deep as to the list of the exact prospect following each decision path. Or select a specific email if you want to see an in-depth view into more email metrics.<\/p>\n\n\n\n<\/a>Define who you want to target<\/strong><\/h2>\n\n\n\n
<\/a>Build drip logic<\/strong><\/h2>\n\n\n\n
<\/a>
Add to list
Assign to user
Create a Salesforce task
Send email
Notify user<\/p>\n\n\n\n
A TRIGGER will define the next step of the program based on the prospect\u2019s activity<\/strong>
Did they download the file?
Did they click link in the email?
Did they fill out the form?
A RULE will check the database to see if they match criteria and select a path based on the outcome<\/strong>
Do they belong to a certain list?
Do they have a certain scoring?
Are they assigned to a certain user?
What is their campaign status?<\/p>\n\n\n\n<\/a>Test the program<\/strong><\/h2>\n\n\n\n
<\/a>Optimize your programs based on reporting<\/strong><\/h2>\n\n\n\n