B2b And B2c Marketing Solution Kit
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Take On BB and BC
Marketing with Account
Engagement and Journey
Builder
Salesforce Spring
salesforcedocs
Last updated November
Copyright Salesforce Inc All rights reserved Salesforce is a registered trademark of Salesforce Inc as are other
names and marks Other marks appearing herein may be trademarks of their respective owners
CONTENTS
Tackle BB and BC Marketing Together
Workflow
Design Considerations
Marketing Cloud Connect
Configurations
TACKLE BB AND BC MARKETING TOGETHER
Execute BB considered purchase and BC transactional purchase marketing initiatives across your business units using features like
lead scoring Salesforce integration multichannel messaging journeys and transactional messaging
Get Started
Take Trailhead modules related to this solution
Use Account Engagement Forms and Form Handlers
Account Engagement Scoring and Grading Account Engagement Lightning App
Marketing to personas throughout the buyers lifecycle requires tools for lead generation lead scoring sales alignment and multichannel
consumer marketing via journeys and transactional messaging To manage marketing efforts across your business learn how to harness
the power of Salesforce for Marketing including Account Engagement and Journey Builder
This solution kit helps you
Generate new prospects
Qualify prospects using scoring and grading
Create qualified leads in Salesforce
Send customers through a journey using email mobile and web
Required Products
Account Engagement
Tackle BB and BC Marketing Together
Workflow
Sales Cloud Service Cloud or an Industry Cloud such as Consumer Goods Cloud or Manufacturing Cloud edition must support
Marketing Cloud Connect
Marketing Cloud Contact Builder Journey Builder and Email Studio Edition must support Marketing Cloud Connect Marketing
Cloud Connect is supported only in Salesforce Classic
Implement This Solution
Workflow
Learn how different buyer persona scenarios inform workflow with Marketing Cloud Account Engagement Pardot and Journey
Builder
Design Considerations
Keeps these considerations in mind to support the flow of data between Marketing Cloud Account Engagement Pardot industry
clouds and Journey Builder
Marketing Cloud Connect
The Marketing Cloud Connect MC Connect helps you integrate industry clouds with Marketing Cloud products like Contact Builder
and Journey Builder
Configurations
Use these configurations to market with Marketing Cloud Account Engagement Pardot and Journey Builder
Workflow
Learn how different buyer persona scenarios inform workflow with Marketing Cloud Account Engagement Pardot and Journey Builder
A buyer persona is essentially a collection of attributes that make an individual a good fit for a specific suite of products or services In
this solution kit we cover two marketing scenarios a buyer with one persona and a buyer with multiple personas
When a company has one buyer persona a buyer moves through the interest purchase and customer phase with that persona For
example a company sells a suite of educational technology products A target buyer persona is a chief technology officer CTO of a
school district who is interested in purchasing technology solutions The CTO persona remains consistent throughout each stage of the
customer lifecycle and in this case remains a BB buyer persona
If a business sells a wide suite of products and services its possible they have multiple buyer personas In this case each persona has
different attributes that indicate their fit for each product or service For example an enterprise company selling healthcare technology
solutions and healthcare treatment for patients has two different buyer personas In this case marketing tools must support the BB
and BC sales processes
BB marketing supports considered purchases where a salesperson is involved in facilitating a sale BB marketing strategies can also
apply to BC transactions with a considered purchase such as real estate recruiting or general contracting
BC marketing supports transactional directtoconsumer sales A salesperson isnt involved in facilitating the transaction and most
sales are done digitally In this solution kit transactional purchases are referred to as BC and salespersonfacilitated sales are referred
to as BB
Tackle BB and BC Marketing Together
Workflow
Scenario Single Persona One Contact Record Type
Functionality Considerations
Buyer persona is consistent throughout the prospecttocustomer lifecycle A single set of data attributes is used for contacts
Account Engagement forms and qualification features are used to prioritize netnew prospects for sales reps Use cases that include
product interest forms that receive hundreds or thousands of submissions a day benefit most from this setup
When a prospect becomes a customer use Journey Builder and Automation Studio to enable complex journeys and transactional
and multichannel messaging
If customers sometimes repeat the BB buying process but must be marketed to as a consumer through Journey Builder accommodate
for this scenario in your design You must keep contacts that originated in Account Engagement in your Account Engagement database
Keep these considerations in mind
Using Marketing Data Sharing MDS rules allow contacts who originated from Account Engagement to meet your MDS criteria
Setting up MDS isnt retroactive so existing contacts dont automatically sync to Account Engagement Configure MDS in such a
way that makes Account Engagementgenerated contacts unique and therefore lets them remain visible to Account Engagement
When an existing contact who is visible in Account Engagement submits another form their existing prospect record and contact
record are updated If an existing contact in Salesforce who doesnt meet your MDS criteria submits a form a duplicate lead is created
rather than syncing with the existing contact record Account Engagement cant sync with Salesforce records that dont meet the
MDS criteria Use deduplication tools in Salesforce for merging and managing lead and contact records
In this setup contacts are messaged to only through Journey Builder In Account Engagement use an automation that marks all
contacts as Do Not Email Marking contacts as Do Not Email keeps them from receiving emails from Account Engagement and
counting towards your database limit
Pros of this approach
Account Engagement data remains intact on contact records in industry clouds
If a contact in Account Engagement submits an Account Engagement form again it updates the existing contact and prospect
records in Account Engagement and industry clouds
Cons of this approach
Your Account Engagement database is larger because it includes contacts that arent messaged from Account Engagement When
a business units database exceeds million prospects it can experience performance issues If you anticipate having a large
database talk to your Salesforce account team
New contacts that submit forms that dont meet your MDS criteria create a duplicate lead
If you want to intentionally share and message to contacts in Account Engagement and Journey Builder you must make further design
considerations We plan to address this use case in a future solution kit
Tackle BB and BC Marketing Together
Workflow
Scenario Different Personas Two Contact Record Types
Functionality Considerations
Buyer persona differs based on the type of product or service being sold For BB sales BB marketing features such as industry
clouds integration accountbased marketing ABM and ROI reporting are used in Account Engagement throughout the
prospecttocustomer lifecycle In directtoconsumer sales consumer marketing via transactional and multichannel messaging at
scale is done through Journey Builder messages and journeys
Two separate attribute datasets for contacts are used For example the persona for an executive that purchases healthcare technology
for their company has different data than their second persona as a patient of a health plan These separate datasets record types
normally have different security viewing and retention settings
This use case usually fits an enterprise business model that has various brands products or services that span the BB and BC
landscape and function independently from each other
The contact objects record type in an industry cloud is used to separate BB contacts that sync only to Account Engagement and
person accounts that sync only to Contact Builder To make sure that Account Engagement has visibility only for BB contact record
types use Marketing Data Sharing rules
Considerations for Both Scenarios
In both proposed solutions a single persona is messaged only from Account Engagement OR Journey Builder If you want to message
the same persona across multiple platforms you must make more design considerations For example if youre using Account Engagement
for an ABM strategy and Journey Builder for all other marketing communication Account Engagement and Journey Builder share the
contact Look for details about sharing and messaging contacts between these solutions in a future solution kit
Take the next steps in this implementation
Design Considerations on page
Marketing Cloud Connect on page
Tackle BB and BC Marketing Together
Design Considerations
Configurations on page
Design Considerations
Keeps these considerations in mind to support the flow of data between Marketing Cloud Account Engagement Pardot industry clouds
and Journey Builder
Understand the Flow of Data
Design Considerations
Single Persona One Contact Record Type
Visibility
Account Engagement syncs with leads and some contacts Contacts arent messaged with Account Engagement Marketing Data
Sharing MDS rules are used to see all leads and contacts
Journey Builder only syncs with contacts Limit the contacts that Contact Builder syncs with by applying filters Boolean flag date
range or All records with an email address in the records collection sync process You can also configure Marketing Cloud Connect
with an API user who has access only to the records designated to be owned and transferred to Journey Builder
Consent Management
In this scenario an individual is messaged from one system at a time If a person is a prospect or lead theyre messaged from Account
Engagement After that persona becomes a contact theyre messaged from Journey Builder
Tackle BB and BC Marketing Together
Design Considerations
We recommend setting up an automation in Account Engagement that sets all prospects that sync with a contact to Dont Email
The Email Opt Out field in Account Engagement automatically maps to the HasOptedOutofEmail field in an industry cloud Make
sure that this field is mapped to the contact object and is readable in other Marketing Cloud messaging features
Email preferences for Account Engagement lists dont map to industry clouds by default If you need list subscriptions to carry over
to the contact in Contact Builder you can set up a series of automations First set up an automation that maps list subscriptions to
custom fields on the lead record then map the fields to the contact or person account record You can also create a custom unsubscribe
center that uses the API to write subscription preferences across all messaging platforms
Duplication Management
If an industry cloud contact with a prospect record submits an Account Engagement form both records are updated
If an industry cloud contact submits an Account Engagement form but doesnt have a prospect record because it didnt meet the
MDS criteria a duplicate lead is created
Data Architecture
Account Engagement syncs with prospects leads and some contacts However in this scenario Account Engagement sends emails
only to prospects and leads
Contact Builder only syncs with contacts
In this scenario Account Engagement and Contact Builder can both sync with the same contact record However only Journey
Builder emails the contact
Performance
If you expect a single Account Engagement business unit to have more than million prospects talk to your account manager
In Contact Builder use filters in the records collection when configuring Synchronized Data Extensions Filters let you limit the number
of Contact records that you bring into Journey Builder by including only relevant records and fields
Different Personas Two Contact Record Types
Visibility
Account Engagement syncs with prospects leads and contacts with a BB record type Use MDS rules to limit contact visibility to
contacts with the BB record type
Contact Builder only syncs with person accounts which is a separate record type from BB Contacts Limit the contacts that Contact
Builder syncs Apply filters Boolean flag in the records collection sync process or configure the MCC integration with an API user
that has access only to the BC record type
Consent Management
In this scenario a single persona is messaged from one system at a time A BB contact persona is messaged only through Account
Engagement A BC contact persona is messaged only through Journey Builder
You can use the subscription management tools included in all Salesforce for Marketing products to manage email subscriptions
separately
Duplication Management
In some use cases a single person can exist as both personas For example a healthcare company that markets to a healthcare
executive who is a decision maker for BB sales and a patient at their hospital This person would have separate contact records and
would be marketed to as two separate entities
Data Architecture
Account Engagement syncs with prospects leads and contacts associated with the BB record type Account Engagement sends
emails to prospects leads and contacts
Contact Builder syncs with person accounts When adding person accounts in Contact Builder use AccountPersonContactID as the
unique identifier
Tackle BB and BC Marketing Together
Marketing Cloud Connect
You can sync leads to Contact Builder but we strongly recommend that Account Engagement manage leads when a salesperson
is involved in the sales process
In this scenario Account Engagement and Contact Builder never sync with the same contact record
Performance
If you expect a single Account Engagement business unit to have more than million prospects contact your account manager
Related Content
Review earlier steps in this solution
Workflow on page
Take the next steps in this implementation
Marketing Cloud Connect on page
Configurations on page
See Also
Account Engagement
Marketing Data Sharing Rules
Do Not Email and Opted Out Fields
Marketing Cloud
Explore CrossCloud Engagement Data Models
Implement Synchronized Data Sources Best Practices
Industry Cloud
Record Types
Person Accounts
Marketing Cloud Connect
The Marketing Cloud Connect MC Connect helps you integrate industry clouds with Marketing Cloud products like Contact Builder
and Journey Builder
The Salesforce connector integrates Marketing Cloud Account Engagement Pardot with an industry cloud All Account Engagement
business units purchased after February are provisioned from and connected to a designated industry cloud Sales Cloud or
Service Cloud instance Business units purchased before February can set up the Salesforce connector
Related Content
Review earlier steps in this solution
Workflow on page
Tackle BB and BC Marketing Together
Configurations
Design Considerations on page
Take the next steps in this implementation
Configurations on page
Configurations
Use these configurations to market with Marketing Cloud Account Engagement Pardot and Journey Builder
Scenario Single Contact Record Type
Configuration Details
A person with an email address that doesnt exist in Account Engagement or Salesforce submits an Account Engagement form A
prospect record is created
Tackle BB and BC Marketing Together
Configurations
The standalone prospect record is emailed from Account Engagement or an engagement program The prospect continues to
interact with other Account Engagement assets like forms and landing pages Using the default scoring model and other automation
features the prospects score and grade values adjust
You set up an automation rule to find all unassigned prospects who meet a certain score and grade threshold For example you
want to find all prospects with a score of at least and a grade of at least B These prospects are considered a Marketing Qualified
Lead MQL
The automation rule assigns these prospects to a sales user in Salesforce Assignment can be via Salesforce lead assignment rules
queues groups or individual users
The assignment automation triggers Salesforce to create a lead The lead has a bidirectional syncing relationship with the corresponding
prospect record in Account Engagement
A sales rep qualifies the lead
A sales rep determines that theres a potential opportunity with this lead making it a Sales Qualified Lead SQL The sales rep converts
the lead to a contact creates an account and creates an opportunity
The lead is converted to a contact This contact still has a bidirectional syncing relationship with the prospect However the contact
is messaged only through Journey Builder An automation rule is triggered in Account Engagement to set all prospects that are
syncing with contacts in Salesforce as Dont Email Account Engagement cant message these prospects
The contact becomes available in Contact Builder via Marketing Cloud Connect in synchronized data extensions Any other custom
object that is needed for segmentation personalization or journey routing can also be synced from Sales Cloud Service Cloud or
Consumer Goods Cloud to Marketing Cloud Contact Builder
After the opportunity is closed won and the contact is officially a customer customer marketing begins in Journey Builder Use
Contact Builder and other segmentation tools to add the customer to multichannel journeys bulk email sends or triggered messaging
based on their consumer behaviors and interests
OPTIONAL Journey Builder has more features to interact with Sales Cloud or an industry cloud such as Consumer Goods Cloud
directly Journey Builder entry sources listen for changes in Sales Cloud such as a contact added to a campaign and add them to a
journey Sales Service Cloud and Consumer Goods Cloud canvas activities in Journey Builder They can be used to create or update
Sales Service and Consumer Goods Cloud object records for connected Marketing Cloud contacts Although Journey Builder canvas
activities provide a data connection to Sales Cloud and Consumer Goods Cloud theyre intended for specific campaign actions like
creating a task or updating a person account Dont use Journey Builder as a largescale bulk data transformation tool to bulk update
Sales Cloud and Consumer Goods Cloud objects
Tackle BB and BC Marketing Together
Configurations
Scenario Two Contact Record Types
Configuration Steps
BB Persona
A person with an email address that doesnt exist in Account Engagement or Salesforce submits an Account Engagement form A
new prospect record is created
The standalone prospect record is emailed from Account Engagement or an engagement program The prospect continues to
interact with other Account Engagement assets like forms and landing pages Using the default scoring model and other automation
features the prospects score and grade values adjust
You set up an automation rule to find all unassigned prospects who meet a certain score and grade threshold For example find all
prospects with a score of at least and a grade of at least B These prospects are considered a Marketing Qualified Lead MQL
The automation rule assigns these prospects to a sales user in Sales Cloud or an industry cloud such as Consumer Goods Cloud
Assignment can be via lead assignment rules queues groups or individual users
The assignment automation triggers Sales Cloud or an industry cloud such as Consumer Goods Cloud to create a lead The lead has
a bidirectional syncing relationship with the corresponding prospect record
A sales rep qualifies the lead
A sales rep determines that theres a potential opportunity with this lead making it a Sales Qualified Lead SQL The sales rep converts
the lead to a contact creates an account and creates an opportunity
The lead is converted to a contact The contact is created with a specific record type BB Contact Marketing Data Sharing rules in
Account Engagement are configured to ensure that only those contacts with the BB record type sync with Account Engagement
The prospect in Account Engagement has a bidirectional syncing relationship with the contact in Sales Cloud or an industry cloud
such as Consumer Goods Cloud
The existing customer still syncing to Account Engagement expresses interest in another product or service The BB marketing
team continues marketing to this customer using features in Account Engagement like email nurturing scoring grading and sales
team alignment Another opportunity can be created on the existing contact record
Tackle BB and BC Marketing Together
Configurations
BC Persona
A buyer makes a purchase and becomes a customer A salesperson isnt involved in this transaction
As a new customer a contact is created as a person account record in Sales Cloud or Consumer Goods Cloud
The person account is available in Contact Builder using the contact ID via Marketing Cloud Connect using synchronized data
extensions In addition to the contact object any custom object needed for segmentation personalization or journey routing can
be synced from Sales Cloud Service Cloud or Consumer Goods Cloud to Contact Builder
After the initial purchase customer marketing begins in Journey Builder Use Contact Builder and other segmentation tools to add
the customer to multichannel journeys bulk email sends or triggered messaging based on their consumer behaviors and interests
OPTIONAL Journey Builder has more features to interact with Sales Cloud and Consumer Goods Cloud directly Journey Builder
entry sources listen for changes in Sales Cloud and Consumer Goods Cloud such as a contact added to a campaign and add them
to a journey Sales Service and Consumer Goods Cloud canvas activities in Journey Builder can be used to create or update object
records for connected Marketing Cloud contacts Although Journey Builder canvas activities provide a data connection to Sales Cloud
and Consumer Goods Cloud theyre intended for specific campaign actions like creating a task or updating a person account Dont
use Journey Builder as a largescale bulk data transformation tool to bulk update Sales Cloud objects
Related Content
Review earlier steps in this solution
Workflow on page
Design Considerations on page
Marketing Cloud Connect on page
