Recently, I worked on a project to set up Distributed Marketing feature for a Bank’s contact centre. The feature allowed contact centre agents working for a Bank to send Marketing approved emails to customers from within the service console in Salesforce. The feature was greatly liked by agents and we saw good adoption rates after some training and persuasion.
Use Case: Work with your service team to get an understanding of what kind of content your customers are looking for when they are calling and speaking with the service centre agents. Or try to understand the frequently asked questions when customers reach out for help through email, social web or phone. This will help you in creating Distributed Marketing Content to provide to your service centre staff. You can then create the Distributed Marketing journeys’ in Marketing Cloud with the relevant content and add those as a quick send feature in the Service Cloud console that contact centre agents use. Now when your support team staff/agents are speaking to customers and they see that the customer is asking about something that is already available as a Quick Send Message in the Service Cloud console they can quickly review that message, make quick edits / personalize and send it to the customer as an email. This saves a lot of time for agents and they are sending a marketing approved copy thus ensuring a consistent brand experience for customers.
Requirements to Use Distributed Marketing: Before you can use Distributed Marketing, you need to have:
- Salesforce CRM – Sales / Service Cloud
- Marketing Cloud
- Salesforce Connector for Marketing Cloud
- Marketing Cloud Connector
- Distributed Marketing license for each user in Salesforce CRM
Steps to implement Distributed Marketing in Salesforce CRM / Marketing Cloud:
- Install Distributed Marketing managed package in Salesforce
- Create email messages/templates for Distributed Marketing Quick Send
- Create a journey in Marketing Cloud with the distributed marketing content that you want to use as a quick send message in Salesforce. The journey can have one or more messages and decision-split activities.
- Enabled or disable any distributed marketing journeys created in Marketing Cloud for use in Salesforce CRM. This can be done from the Distributed Marketing Tab in Salesforce CRM. Distributed Marketing Administration Tab also allows many other options like setting up SFMC Business Units for Marketing Cloud Use, Sender Options, Personalization model etc.
- Adding the Quick Send Message to the Page Layout of the console that your agents use
- Assign Distributed Marketing permission sets to users who need to use this feature in Salesforce. There are different types of Distributed Marketing permission sets and they are assigned keeping in mind the role of the end user. A user who only needs to send an email message may be given Distributed Marketing Standard User permission set but users who need to approve/disapprove content and perform other administrative tasks may be assigned Distributed Marketing Administrator permission set.
- Providing training to the end users on how to use the feature and its benefits
Advantages of Distributed Marketing
- Saves time. Contact centre agents can quickly send an email message from within the Service Console while talking to a customer
- Consistent Brand Experience. Marketers are creating the content as per brand guidelines for use by support agents. This ensures a consistent brand experience for customers.
- Provides the agents and service team to see what messages have been sent to customers and engagement data – whether the email was delivered, opened, clicked or not.
- Improves compliance as content is usually approved by marketing and legal teams.