Salesforce’s Connections conference is like an annual review for our email programs where we learn about new product features and what the future holds for the digital landscape. Connections 2015 concluded last week and our digital marketing efforts have been graded. Ultimately, we found out that there is so much more we could be doing with the SFMC platform to make our digital campaigns more effective, which reignited the race to keep up with the Joneses.
This year was no different when it came to highlighting the successful campaigns implemented by these large industry leaders – McDonalds, Precor, Mattel, Room and Board, and Alex and Ani. Even though Will.i.Am wasn’t there to show us his high tech watch, we all still caught a glimpse of the future. After the keynote, I think everyone was pumped to get their hands on the newest developments within the Cloud because everyone wants possibilities and potential. Nobody wants to be left behind, so we’re off to our industry’s version of the arms race.
That race begins with the Enterprise 2.0 account, which wasn’t a major focus of Connections, but it will soon makes its presence felt. The E2.0 account is the future and the centerpiece to the new world order of the SFMC. All products and developments will revolve around the Enterprise 2.0 account with a completely new set of packaged offerings. This will be a game-changer as it will take your digital marketing efforts to the next level, guaranteed.
Enterprise 2.0 Explained
First off, what does this all mean? All accounts will be converted to what is referred to now as Enterprise 2.0. So say goodbye to Core, Advanced, and E1.0 as it’s time to usher in the new sophisticated era of account bundles: Basic, Pro, Core and Enterprise. Each of the four bundles leverage the structure (maybe limited depending on bundle level), ability and potential of an E2.0 account but are combined with different features to match any level of user. An immediate advantage to this structure is that if you originally sign up for a Pro account, but then your company takes off, it is very easy to upgrade to another level in this example to Corporate. Gone will be difficult migrations caused by going from one account type to another, but that does leave the challenge at hand that all accounts need to eventually be converted one final time.
The good news is that DEG is an expert in the Salesforce Marketing Cloud. We’re one of the best and largest partners of SFMC and we have tremendous experience with complex implementations and migrations like many accounts are about to face. DEG knows the power of an E2.0 account, which is why we have migrated many accounts to E2.0 in the past. During these projects, we even developed tools such as the ET Reactor, an amazing tool that helps with migrations in all kinds of ways. Therefore, when your time comes, DEG will be here to see you on the other side. No timeline has been established for these account conversions needing to take place but when your account is up for renewal, keep DEG in mind if you need an expert to guide your way.
Why Enterprise 2.0?
Now that we know what is happening, let’s explore why it’s happening. You may think that your current account (Core, Advanced, E1.0) suits you fine, but we also all thought smartphones were unnecessary until we bought one. The upgraded structures come with many abilities and features, and with the future in mind, it may be the only option to access some content and features in the Cloud. The new bundle offerings can be compared to the NBA draft, where potential is the driving force, and upgrading to that account structure is a huge lottery pick in favor of your email program’s future. The potential we’re all after is a must-have these days as the future is upon us.
Enterprise 2.0 Features
Now that you’ve had a glimpse into the future, let’s analyze what this potential really brings you as we still have to answer the question: what’s in it for you? There’s definitely a bundle for everyone, but upgrading to the top Enterprise level provides the utmost sophistication and is sure to boost any email program. There are a number of benefits to upgrading to the Enterprise, including more control, endless organization, overall account consolidation, and streamlining of workflows. The Enterprise bundle is the closest to the E2.0 account of the past, yet even more powerful. There are too many benefits to touch on now, but here are the highlights to know.
Salesforce has created the Enterprise bundle with diversity in mind. With Enterprise, companies can manage and control their brand with ease. An Enterprise account is different from all other accounts because it allows a user to secure their account and manage their brand easily. This is done with the ability to share or lockdown content as well as restrict and manage user permissions within the account.
Let’s review content and asset sharing. If you have multiple business units or one central hub, controlling how your brand is portrayed through content is imperative, and that means you need a sound method for version control. In Enterprise, users can share and lockdown content in order to keep the brand identity consistent. Content can either be shared down from an admin level or allow business units to create and share as necessary across the enterprise. By combining shared content with features, such as Content Canvas, you can empower your workforce to build effective 1:1 messages with little technical knowledge needed and without worrying about rogue associates, franchises, or departments.
Emails, templates, portfolio items, and content areas can all be shared, but that’s not all! You can add another layer of security by allowing data to be accessible only by certain business units or users. With the ability to customize how data flows in your account there are endless possibilities for configuration. Each business unit can have separate data and processes, or the account can have one entry point segmented down to each business unit as needed. With the state of data security these days, this is a premium feature that can’t go underutilized.
If you thought controlling content and assets was great, then just wait for all the user permissions capabilities. With Enterprise, users can be fitted for very specific roles. There are numerous out-of-the-box roles such as data analyst, content editor, and admins, just to name a few. If you want something more custom, then you can create your own roles. There are more than 400 permissions to work with, which allow for the most detailed specialization. Again, combining this feature with shared content capability really focuses your workforce with specialization while ensuring your clients’ and customers’ data will remain secure.
The next major difference in Enterprise compared to other accounts is the ability to configure your account in any type of dimension that suits your business. No other account type has business units that can be leveraged in this kind of shared manner. There are business units in previous account types like E1.0, but those were completely separate and distinct accounts without any connection or ability to share content. Business units in Enterprise also share apps and features in the Cloud, whereas in E1.0 each app and feature had to be purchased and configured separately.
When you start with an Enterprise bundle, the first conversation that your DEG implementation team would discuss with you is how your account should be setup to be most effective. As with many objectives in the Cloud, there are numerous ways to achieve the same result, and, once again, you will see all the potential and possibilities available, and of course DEG’s many years of expertise (11 years as SFMC partner to be exact). Depending on your business, you may have business units configured by geographic locations; especially if there is an international component to sales, operations, or customers. Globalization has commonly changed business needs for many SFMC users and the Enterprise allows for flexible adaptation and configuration. Other popular configurations are driven by brand, product, and departments within a company. With all this possibility, it’s clear why sharing content and controlling user permissions are beneficial but crucial at the same time.
The SFMC has practically become a science and a necessary tool to implement and manage successful digital campaigns. It continues to grow in sophistication and respond to market needs. Most of these needs revolve around getting work done faster as we’re never going to be able to get more time in the day. Therefore, the last highlight on the Enterprise is efficiency. Imagine if you could have one account that connects all your internal stakeholders and empowers them to do their job, while giving them unprecedented ability to communicate 1:1 messaging with your customers and clients. Then you’d be able to achieve far beyond anything previously as a result of efficiencies and streamlined processes — that’s what the Enterprise can do for you. Enterprise bundles truly create an equation where the sum is more than just the individual parts. As described above, these abilities for content sharing and user control keep the workflow consistent because everyone is on the same page and connected. By incorporating other Cloud tools into your workflow such as approvals, campaigns and calendar, you will practically be able to run your entire email program without leaving the SFMC.
Over the past 11 years, we’ve seen many changes, advancements, and improvements within the SFMC. However, none have ever been so game changing as this latest technological achievement. Retrospectives are always great to review where we’ve been, and they ultimately help us move forward, which is clearly something SFMC has done with the new bundles. So now back to the future (no, unfortunately Michael J Fox wasn’t at Connections this year), perspective of why the E2.0 will be leveraged for all new account bundles is simply because many of the new developments are being added on top of the E2.0 platform. That means in order to take advantage of them fully, you’ll need to be on the E2.0 level. Hence, when the conversion of your account is upon you — call DEG. Eventually features like Audience Builder, Journey Builder, Predictive Intelligence, and Discover reports will all be in one package, and that’s the Enterprise Bundle. This definitely makes the Enterprise bundle a one-stop shop that provides you with all the potential and possibilities you’ll ever need, but no matter your business size there will be a bundle for you.
There you have it — once again, the E2.0 is molding the future and the future is now.