Marketing Cloud Stories #01: Marketing Campaign Planification with Gen AI

I had the pleasure of hosting the first episode of Marketing Cloud Stories with a Julien Coatelen. We talked about his incredible journey in the Salesforce Marketing Cloud ecosystem. Watch the video below or read the summarized transcript.

Mounir:

Hello everyone. Let’s start with a brief introduction for those who don’t know me. I am the founder of a company that started five years ago. Our company historically was the first French ISV on the marketing platform. We have a connector between TikTok Ads and Salesforce Marketing Cloud, which allows you to target your audience on TikTok with personalized ads.

Today, we are launching “Marketing Stories.” In this series, I will be inviting various personalities from the marketing cloud ecosystem, including founders, marketing champions, integrators, and architects. The sessions will primarily be in English, but we are starting with a French participant, Julien, who is a pioneer in France on the Salesforce Marketing Cloud. 

Julien Coatelen: 

Thank you, Mounir, for the invitation and the interesting initiative for the marketing cloud community. I hope the marketing cloud trailblazers and marketers will find this series valuable. 

To introduce myself briefly, I am Julien Coatelen, an expert in marketing cloud and the founder of BasicX Marketing. I started working with marketing cloud in 2013 as an integrator with ExactTarget, before its acquisition by Salesforce. Over the years, I have built practices around marketing cloud at Deloitte Digital and IBM, and co-founded the French Marketing Cloud User Group in 2016.

Mounir: 

Let’s talk about your vision of the marketing cloud ecosystem over the past decade. What are your thoughts on the current state and future of the stack?

Julien Coatelen:

The marketing cloud has evolved significantly, integrating various channels like push, SMS, and ads into Journey Builder for a comprehensive marketing strategy. Although there have been rapid advancements, it’s crucial for users to keep up with training and investment in these technologies. The focus is shifting towards data integration and AI, with tools like Data Cloud enhancing data management and personalization.

Mounir:

How do you see the role of Data Cloud and the challenges of integrating it with Marketing Cloud?

Julien Coatelen: 

Data Cloud allows for advanced segmentation and personalization but requires a methodological approach. Clients should start with a basic marketing cycle and gradually incorporate Data Cloud to enhance segmentation and personalization capabilities. It’s also important to consider the complexities and costs associated with Data Cloud.

Mounir:

Can you tell us about the importance of having a marketing plan and how it impacts marketing cloud operations?

Julien Coatelen:

A strategic marketing plan is essential for guiding marketing efforts and ensuring alignment with business goals. It includes defining personas, setting clear objectives, and mapping out the customer journey. Without a plan, companies risk disorganized and ineffective marketing activities.

Mounir: 

How has the French Marketing Cloud User Group evolved since its inception?

Julien Coatelen:

The user group started with a few members and has grown to over 800. It provides a platform for sharing experiences and best practices, which helps members stay updated and improve their marketing strategies.

Mounir:  

What are your thoughts on AI in marketing, especially with tools like Salesforce Einstein?

Julien Coatelen:

AI can significantly enhance marketing by automating tasks and providing insights. However, its effectiveness depends on the quality of the data used. Properly structured and clean data is crucial for AI to deliver accurate results. Additionally, managing AI involves setting clear instructions to avoid issues like data hallucination.

Mounir:  

Any final advice for those new to the marketing cloud ecosystem?

Julien Coatelen: 

Join the Marketing Cloud community to connect with others and learn from their experiences. Stay informed about the latest developments and continuously invest in training to maximize the potential of the tools available.