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  • Leveraging Salesforce Data For A Custom Marketing Cloud Subscription Center

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    This document discusses leveraging Salesforce Marketing Cloud and data analytics to create a custom subscription center for the Alumni Association of the University of Michigan (AAUM). The custom subscription center was created to align with AAUM's engagement model, allow independent opt-outs for different business units, and integrate with the University's Blackbaud system of record. It features dynamic subscription preferences based on criteria like membership status and location. The next steps include onboarding more campus partners, integrating additional communication preferences with Blackbaud, expanding it to include global UM communications across channels, and integrating it with online communities.

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    This document discusses leveraging Salesforce Marketing Cloud and data analytics to create a custom subscription center for the Alumni Association of the University of Michigan (AAUM). The custom subscription center was created to align with AAUM's engagement model, allow independent opt-outs for different business units, and integrate with the University's Blackbaud system of record. It features dynamic subscription preferences based on criteria like membership status and location. The next steps include onboarding more campus partners, integrating additional communication preferences with Blackbaud, expanding it to include global UM communications across channels, and integrating it with online communities.

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    8 views16 pages

    Leveraging Salesforce Data For A Custom Marketing Cloud Subscription Center

    Uploaded by

    mianpino
    This document discusses leveraging Salesforce Marketing Cloud and data analytics to create a custom subscription center for the Alumni Association of the University of Michigan (AAUM). The custom subscription center was created to align with AAUM's engagement model, allow independent opt-outs for different business units, and integrate with the University's Blackbaud system of record. It features dynamic subscription preferences based on criteria like membership status and location. The next steps include onboarding more campus partners, integrating additional communication preferences with Blackbaud, expanding it to include global UM communications across channels, and integrating it with online communities.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 16

    Leveraging Salesforce Data for a Custom

    Marketing Cloud Subscription Center

    Andre Zoldan, Senior Director of Technology, Alumni Association of the University of Michigan
    Jonathan Maher, Director, Salesforce Architecture, Sierra-Cedar
    FOR THOSE WHO LEAVE MICHIGAN, BUT
    FOR WHOM MICHIGAN NEVER LEAVES.

    580k alumni, 100k members, 100 clubs, 750 volunteers


    About AAUM
    Alumni Success and Alumni Connections

    Success and Connections Engage in Relevant Ways Membership Based

    Help alumni be successful Inclusive Mentoring Powerhouse


    in life after graduation
    Targeted Professional Development
    Help alumni stay connected
    with each other and with the Aspirational Global Engagement
    University (local & online)

    Volunteer Management

    Travel & Camp


    Enterprise CRM Strategy

    Recruit/Admit Faculty/Staff Alumni/Clients Other

    Online Communities

    Student Faculty Alumni Other


    Org Org Org Org

    Marketing Cloud & Data Analytics

    Enterprise Service Bus

    Data
    DART PeopleSoft CRM X CRM Y
    Warehouse
    Partnerships with UM Units
    Integration with system of record

    AAUM
    Marketing Cloud
    Enterprise
    Engineering

    Sales Cloud Flint A/R


    Alumni Org

    Future A/R

    Blackbaud
    Enterprise CRM Future A/R
    Technology Landscape

    Events Mgmt.

    Salesforce Marketing Cloud

    Data Analytics

    Salesforce for Higher Education


    Marketing Cloud
    Benefits of a Custom Subscription Center

    Custom Subscription Center was created for three key reasons


    • Align customer experience with AAUM’s engagement model
    • Allow independent opt-outs for Business Unit (leveraging Marketing Cloud Connect)
    • Support integration with UM system of record (Blackbaud)

    Custom Object in Salesforce utilized for tracking subscription preferences


    • Quick insight into all of a constituent’s subscriptions inside the CRM
    • Ability to manage subscriptions within Sales Cloud
    • Future development using the Salesforce toolset
    • The potential for future expansion with Salesforce Communities
    Dynamic Subscription Center
    Features

    Based on the following criteria (AAUM and UM Partners)

    • Membership status
    • Regional club / community group
    • Geographic location
    • Communication preferences
    • Simple and intuitive user experience
    Newsletters
    Unit Specific Branding

    Each Marketing Cloud


    BU/UM-Partner requires
    specific branding,
    customizable layout and
    content, features, advertising,
    etc.
    Newsletters
    Unit Specific Preferences

    Each Marketing Cloud


    BU/UM-Partner requires the
    ability to manage alumni
    communication preferences –
    aka custom subscription
    center
    Newsletters
    Unit Specific Preferences

    Each Marketing Cloud


    BU/UM-Partner requires the
    ability to manage alumni
    communication preferences -
    custom subscription center
    Newsletters
    Unit Specific Preferences

    Each Marketing Cloud BU/UM-Partner manages customer communication


    preferences in Sales Cloud, with data synchronization to the central data
    warehouse
    Custom Subscription Center
    Dynamic Email lists - demo
    Marketing Cloud Subscription Center
    Next steps

    • Onboard additional campus partners


    • Communication Preferences/Solicit codes integration with Blackbaud
    • Build-out to include global UM communication center (including email, sms, phone, mail)
    • Integration with Online Communities
    Questions/Answers

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