Marketing Cloud New Feature OverviewJune 2021

Marketing Cloud Italy Team

[IL WEBINAR INIZIERA’ A BREVE]

This presentation contains forward-looking statements about the Company’s financial and operating results, which may include expected GAAP and non-GAAP financial and other operating and non-operating results, including revenue, net income, earnings per share, operating cash flow growth, operating margin improvement, expected revenue growth, expected current remaining performance obligation growth, expected tax rates, stock-based compensation expenses, amortization of purchased intangibles, shares outstanding, market growth, environmental, social and governance goals, expected capital allocation, including mergers and acquisitions (such as the proposed acquisition of Slack Technologies, Inc.), capital expenditures and other investments, expectations regarding closing contemplated acquisitions and contributions from acquired companies. The achievement or success of the matters covered by such forward-looking statements involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, the Company’s results could differ materially from the results expressed or implied by the forward-looking statements it makes. The risks and uncertainties referred to above include those factors discussed in Salesforce’s reports filed from time to time with the Securities and Exchange Commission, including, but not limited to: risks associated with our ability to consummate the proposed Slack Technologies, Inc. transaction on a timely basis or at all; our ability to successfully integrate Slack Technologies, Inc.’s operations; our ability to realize the anticipated benefits of the proposed transaction; the impact of Slack Technologies, Inc.’s business model on our ability to forecast revenue results; disruption from the transaction making it more difficult to maintain business and operational relationships; the impact of, and actions we may take in response to, the COVID-19 pandemic, related public health measures and resulting economic downturn and market volatility; our ability to maintain service performance and security levels meeting the expectations of our customers, and the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate performance degradation and security breaches; our ability to secure and costs related to data center capacity and other infrastructure provided by third parties; our reliance on third-party hardware, software and platform providers; the effect of evolving domestic and foreign government regulations, including those related to the provision of services on the Internet, those related to accessing the Internet, and those addressing data privacy; current and potential litigation involving us or our industry, including litigation involving acquired entities such as Tableau; regulatory developments and regulatory investigations involving us or affecting our industry; our ability to successfully introduce new services and product features, including any efforts to expand our services beyond the CRM market; the success of our strategy of acquiring or making investments in complementary businesses and strategic partnerships; our ability to compete in the market in which we participate; the success of our business strategy and our plan to build our business; our ability to execute our business plans; our ability to continue to grow unearned revenue and remaining performance obligation; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; our ability to limit customer attrition and costs related to those efforts; the success of our international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer base and operations; our dependency on the development and maintenance of the infrastructure of the Internet; our real estate and office facilities strategy and related costs and uncertainties; fluctuations in, and our ability to predict, our operating results and cash flows; the variability in our results arising from the accounting for term license revenue products; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; our ability to protect our intellectual property rights; our ability to develop our brands; the valuation of our deferred tax assets and the release of related valuation allowances; uncertainties regarding our tax obligations in connection with potential jurisdictional transfers of intellectual property; uncertainties regarding the effect of general economic conditions; and risks related to our debt and lease obligations.

Forward-Looking Statements

031621

June 2021 Release NotesCheck out the Latest Release Notes

Check them out here:sfdc.co/MCreleasenotes

First, some logistics

How do you ask a question?Post a question on the Italia User Group

Will this be recorded?Don’t worry, yes!

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Your Speakers Today

Senior Technical Consultant

Vincenzo PariniSenior Success Manager

Martina Pennarola

Senior Engagement Manager

Valerio GiannunzioSolution Architect

Claudio Esposito

MC Services Manager

Fabio Moroni

Senior Solution Consultant

Fausto Montrasio

What We’ll Be Covering Today

Email Studio & Mobile

CloudPages

Salesforce CDP

Einstein

Google Analytics

Interaction Studio

Social Studio

Marketing Cloud Connect

Advertising Studio

Distributed Marketing

Datorama Reports for MC

Datorama

Email Studio & Mobile

Senior Customer Success Manager

Martina Pennarola

Email StudioClassic Landing Pages and Microsites End of Life

Classic Tools are Retiring• Customers should begin using CloudPages for

Landing Pages and Microsites• We will be retiring the Classic Tools in Email

Studio for Landing Pages and Microsites• Nothing changing right now

More information coming soon!

EmailOptional Features: Compliance Check Settings

Controls for regulatory compliance• Override validators that prompt marketers to

include important, and often regulatory, aspects of an email.

Managed through Setup• Save time; no more help cases and delays.

Configured at each business unit• Setup different policies based on the needs of

each of your business units.

What are the new features? Customers can create a data extension without a phone number and the system will check the phone number from contact details.

Historical background Previously mobile number was a requirement while sending WhatsApp messages in journey builder, now customers can only add a contact key in the DE and the system will look up the number from contact details

How it’s purchased It is available with WhatsApp product. WhatsApp is purchased with WhatsApp Chat Messaging Access SKU and WhatsApp Chat Messages SKU

Mobile - Chat MessagingContact Key Sending for WhatsApp

CloudPages

Update Existing Records when targeting a Data Extension with primary key(s)• If the submitted form data contains primary

key(s) that match an existing record, the other fields will be updated with the new data

• If the primary key(s) passed in the submission do not match, a new row will be added to the DE

CloudPagesUpsert Support in Smart Capture Block

CloudPagesNew CloudPages Experience

The tools you love, in a whole new view• Available now if you already have CloudPages

• All of your content created in the classic editor of legacy CloudPages is still available.

CloudPagesCloudPage URLs Support Tenant-Specific Endpoints

Enhanced Security• Each tenant has a unique identifier; no stack

level ID is exposed.

Improved Performance/Reliability• TSEs offer a direct route to customer’s

Marketing Cloud instance, rather than routing through a specific stack and then determining customer location.

Salesforce CDP

Senior Solution Consultant

Fausto Montrasio

New to Salesforce CDP

Segmentation Improvements

Enhanced Calculated Insights Data Mapping Data Modeling

Platform Enhancements

JDBC DriverActivation Improvements

Commerce Cloud Connector (PILOT)

Interaction Studio Integration

Salesforce CDPInteraction Studio Integration

Target consumers using behavioral data• Ingest behavioral events and user data from

Interaction Studio to enrich the unified profile and drive high levels of personalization

Enrich real time decisioning• Activate segments with unified profile attributes

and calculated insights to Interaction Studio to support better decisioning for in-the-moment personalization

Salesforce CDPCommerce Cloud Connector (PILOT)

Enrich profiles with commerce data• Seamlessly capture and connect all your commerce

data with pre-built order data bundle, removing silos and connecting as one brand

Personalize using commerce purchase data• Build targeted audiences and deliver personalized

experiences based on purchase history

Salesforce CDPEnhanced Calculated Insights

Powerful new advanced analytical functions• Support for advanced functions such as Ranking,

Bucketing, Lead, Lag, Exponential, StdDev, Approx Count and Date/Time related functions

Sophisticated & complex business logic support• Define complex metrics and higher level scores using

nested logic

Improved Calculated Insights management• Clone, Edit friendly names, Disable, Function library in

authoring experiences, View Calculated Insights results in Data Explorer, Packaging & Enhanced APIs

Salesforce CDPMapping Enhancements

Advanced dependency management• Show explicit list of downstream dependencies that

user must address before deleting a data model object or attribute

Centralized data stream and modeling controls• Delete data model objects directly from the

mapping canvas and browse data stream mappings in rapid succession

Salesforce CDPData Modeling Enhancements

Create Standalone Data Models Objects• Create new data model objects choosing “From

Existing”, “From File”, “New”• “From File” allows bulk creation of DMO and all its

fields from a CSV file

Data Model Graph• See the new graphical view of the data model which

provides a useful framework for creating and curating the logical data model.

Salesforce CDPSegmentation Improvements

Suggested values for filter definitions• Type ahead functionality to surface ingested values

for attributes

Copy segment• Easily copy a segment (definition and filters) to

quickly create segments with the best starting point

Additional new operators• Has No Value, Is Yesterday, Is Tomorrow, Is Today,

Is This Month, Is Next Month, Is Last Month

Salesforce CDPActivation Improvements

Einstein drives contact point selection• Einstein Engagement Scores drive which contact

points are activated to M&J.

Select contact points by source priority• Select contact points by source and control which

contact points are activated by source priority

Activate Calculated Insights measures• Activate highly granular calculated Insights for

maximum precision in activation channels

Salesforce CDPPlatform Enhancements

Extending Standard Data Models with Packaging• Package your customizations on CDP’s

Standard Data Model for migration or publish to Appexchange

Flow integration with Control Events• Build Salesforce Flows on stream, segment,

calculated insight and activation changes such as statuses or counts

Salesforce CDPJDBC Driver

Go beyond Tableau• Connect to your BI tool of choice

Data Scientist friendly• Enable your Data Scientists to consume data

from CDP to build/train AI/ML models

Extend reach to huge tooling ecosystem• If it supports JDBC connection, it can connect

to CDP

https://github.com/forcedotcom/Salesforce-CDP-jdbc/releases

Einstein

Senior Engagement ManagerValerio Giannunzio

Selects the best content from a pool of approved content for every section of the message

Manage which assets are eligible for selection, over what period of time, and who they target

Real-time analytics and always-on optimization as subscribers engage with your email

Automated, intelligent, real-time message personalization at scaleEinstein Content Selection

EcoregionNatural landscapeWoodMountainBedrockSkyTravelBiomeLandscapeFont

ECT Tag Analytics in ECSMore content insight

ECS assets are automatically tagged using Einstein Content Tagging.

Tags can then be used in Performance Analytics.

Sample Applications

What are the top performing feature tags?

What features do my best content pieces have in common?

Should I order more content featuring “Trails”?

For Hiking content, do customers prefer woods or open sky?

EinsteinEngagement Frequency for MobilePush

Personalized App-level Frequency Recommendation• Generate contact-level MobilePush send

frequency recommendations, within each mobile app

Journey Builder Einstein Frequency Split• JB split activity to segment contacts based on

their desire to receive messages

Historical Performance by Frequency• Predict optimal MobilePush send frequencies

for contacts in addition to split activity analytics indicating current performance

EinsteinEinstein STO Data Extension Preview

Preview Einstein’s send times on the fly• Build a preview of Einstein’s timing

recommendations for any channel, time frame, and audience you need

Better inform other teams of email impact• Manage downstream impact to other

stakeholders like increased web traffic or call center volume

EinsteinCopy Insights Enhancements

Insights & Analytics based on language• Review a business unit’s 30 most performant or

used unique subject lines and subject line phrases based on identified language rather than associated email

Improved Emotional Tone and Language Factor Insights• Einstein now evaluates the subject lines your

subscribers see when determining the most prevalent and performant emotional tones and language factors

EinsteinPerformance Tester for Subject Lines

Get a sneak peek at a subject line’s predicted performance• Get a quick reading on predicted performance

versus your average• See the range of potential open rates based on

your historical performance + global data• Zero-in on the open rate Einstein thinks is most

likely

Context is key• Compare Einstein’s prediction to your past

performance including average open rate and open rate distribution

Google Analytics Integration

Solution ArchitectClaudio Esposito

Google Analytics 4

● What is Google Analytics 4?

● What it means to the Marketing Cloud.

● How do you get the new features?

● Demo

What is Google Analytics 4?

Privacy First, Unified, Cross-Platform

Customer-Centric Measurement

Smarter, More Actionable Insights

What does it mean for the MC GA Integration?

Mobile App Analytics and Behavioral Data

● Rich behavioral data from mobile apps brought into MC for segmentation

App+Web Performance Data

● Understand the impact of mobile activities in Journeys, with mobile opens, taps and conversions integrated into the MC Journey Analytics dashboard

Further Deepening our Existing Integration

● Richer ID matching across apps, websites, email and other channel marketing

How do I get the MC GA4 Integration?

● Google Analytics 4

○ Mobile app configured to use Firebase and Google Analytics

○ Create and Enabled a web or app stream in a GA4 property.

● Marketing Cloud Integration

○ Available free to all accounts w/Journey Builder

○ MobilePush SDK with AnalyticsEventCampaignDetails event

Demo - Tracking parameters

Demo - Journey reporting

Demo - Journey reporting

Demo - Journey reporting

Demo - Journey reporting

Interaction Studio

Interaction StudioServer Side Templates & Campaigns

Templated Approach to Campaigns• Allows a templated approach to common use

cases (i.e. passing recommendations / segments / attributes)

Leverage Campaigns Across Channels• Easily build campaigns that can be leveraged

across single or multiple channels (call center, POS, kiosk, ATM, server side web, etc.)

Social Studio

Senior Technical ConsultantVincenzo Parini

Social StudioEnhanced Promoted Post Performance

Improved Ingestion Time• For the subset of promoted Facebook posts

which Social Studio can monitor, ingestion time has been reduced

Respond Faster to Customer Queries• Quickly react to customer queries on your

promoted posts

Marketing Cloud Connect

Marketing Cloud ConnectUpgrade from v43 to v51 API

Journey Builder Integrations as well as Synchronized Data Extensions now have access to Loyalty Management and Order Management objects for use as the source of events and activities.

Advertising Studio

Advertising Studio Snapchat IntegrationSnapchat Audience Match

Reach your target audience on SnapchatPush customer email lists for tailored advertising

Acquire, retarget or suppress audiencesFind new customers that look like your most loyal customers, connect with high engagers or exclude customers to reduce wasted ad spend

Secure configuration in Advertising StudioConnect and activate quickly and securely

Advertising StudioLead Capture Error Detail View

More visibility into lead activitySee lead-level error details and resolution recommendations

Faster path to error resolutionUse detailed error descriptions to quickly troubleshoot and resolve failed leads

Retry and clear failed leadsIncrease lead success with bulk actions in a consolidated dashboard

Distributed Marketing

MC Services Manager

Fabio Moroni

Distributed MarketingCollaborative Campaign Auto Send

Marketers can automate sending for DM Users• DM Users, Admins or Corporate Marketing teams

can schedule send in the future, without• All pending members are included in the Journey

at auto-send time.

Distributed MarketingUpload Local Images

Personalize Content with local images• DM users can upload local images from

desktop or other local storage sources

Catalog image for reuse• Image is stored in folder for user to access and

reuse

Datorama Reports

Marketing Cloud GeneralDatorama Reports for Marketing Cloud - Advanced

Customize data views• Design and edit dashboards to showcase data

according to unique business needs.

Expand messaging analytics use cases• Leverage data extensions and custom attributes

to enrich email, mobile, and journey analytics.

Unlock cross-channel marketing insights• Gain out-of-the-box analytics for email + web,

Advertising Studio, Sales Cloud, and more.

Datorama ReportsMobilePush Analytics

Analyze Push Performance Measure engagement, delivery, and journey performance of Push campaigns with pre-built, filterable dashboards.

Build Customized ReportsEasily create reports from custom pivot tables using email, journey, and now Push attributes and measures.

Show the Value of Push CampaignsSchedule and share campaign analytics across your organization, and export to any location.

Available shortly after June release

Datorama

Fix & MaintainSave valuable time and insights from data governance discrepancies

Proactively monitor and enforce your data governance• One central location with topline KPIs to measure

your data governance performance

Collaboratively correct issues with the business owners from the entire team• Create reports for your team to correct directly from

Fix & Maintain

Maximize insights by minimizing data governance discrepancies• Keep ahead of errors before they affect reporting and

your business.

Datorama Datorama Audience Insights for Advertising Studio

Connect and harmonize Advertising Studio first-party audience data with performance across your activation channels.• Integrate the performance data of audiences

activated in Facebook Ads, Twitter Ads, and Google Ads (coming soon!) in minutes.

Explore how your audiences are being used across channels• Optimize your audience strategy with a single,

cross-channel view to analyze the effectiveness of your first-party audiences.

See which audience activations are having the most impact on your KPIs over-time.• Understand at a glance performance of your

first-party activations, by KPI.

Available in Datorama Reports

Advanced!

DatoramaCDP Connector & Application

Enhance your marketing impact with CDP data in DatoramaEnrich your marketing impact insights with automated ingestion of CDP Calculated Insights into Datorama via our new connector

Uncover customer insights automatically with out-of-the-box visualizations

Automatically uncover insights and optimizations driven by engagement, conversion and demographics data with Datorama’s CDP App

Available ResourcesJune 2021 Release

Latest Demos• https://sfdc.co/MCJun21Demos

FAQ: June 2021• https://sfdc.co/MCJun21FAQ

Release Notes• sfdc.co/MCreleasenotes

Thank You