Discover the best solution for Universal Containers to reduce Salesforce storage consumption and streamline their marketing process using Sales Cloud, Marketing Cloud, and Einstein Analytics.
Table of Contents
Question
Universal Containers (UC) uses the following Salesforce products:
- Sales Cloud for customer management.
- Marketing Cloud for marketing.
- Einstein Analytics for business reporting.
UC occasionally gets a list of prospects from third-party sources as comma-separated values (CSV) files for marketing purposes. Historically, UC would load these contacts into Lead object in Salesforce and sync to Marketing cloud to send marketing communications. The number of records in the Lead object has grown over time and has been consuming large amounts of storage in Sales Cloud. UC is looking for recommendations to reduce the storage and advice on how to optimize the marketing process.
What should a data architect recommend to UC in order to immediately avoid storage issues in the future?
A. Load the CSV files in an external database and sync with Marketing Cloud prior to sending marketing communications.
B. Continue to use the existing process to use Lead object to sync with Marketing Cloud and delete Lead records from Sales Cloud after the sync is complete.
C. Load the contacts directly to Marketing Cloud and have a reconciliation process to track prospects that are converted to customers.
D. Load the CSV files in Einstein Analytics and sync with Marketing Cloud prior to sending marketing communications.
Answer
C. Load the contacts directly to Marketing Cloud and have a reconciliation process to track prospects that are converted to customers.
Explanation
The most effective recommendation for Universal Containers (UC) to immediately avoid storage issues and optimize their marketing process is option C: Load the contacts directly to Marketing Cloud and have a reconciliation process to track prospects that are converted to customers.
By loading the contacts directly into Marketing Cloud, UC can bypass the need to store them in the Lead object in Sales Cloud, thus reducing storage consumption. This approach allows UC to continue using Marketing Cloud for sending marketing communications without relying on the Lead object as an intermediary.
To ensure proper tracking of prospects that convert into customers, UC should implement a reconciliation process between Marketing Cloud and Sales Cloud. This process can involve:
- Establishing a unique identifier for each prospect in Marketing Cloud.
- Tracking prospect interactions and engagements within Marketing Cloud.
- Monitoring prospect conversions in Sales Cloud.
- Periodically reconciling the data between the two systems to update the status of prospects and identify those who have become customers.
By adopting this approach, UC can streamline their marketing process, reduce storage consumption in Sales Cloud, and maintain accurate tracking of prospect conversions. This solution allows UC to leverage the strengths of each Salesforce product effectively:
- Marketing Cloud for managing and engaging with prospects through marketing communications.
- Sales Cloud for customer management once prospects convert.
- Einstein Analytics for business reporting and analytics.
Implementing this recommendation will enable UC to optimize their marketing efforts, improve data management, and ensure efficient use of Salesforce resources.
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