Good morning and
welcome to Connections.
We're about to hear
from a couple of
Salesforce marketing
champions driving
real results at
their organizations.
I'm very happy to be
joined by Jen Brown
from the University
of Tennessee and
Vanessa Vasquez from
Johnson & Johnson,
here to share advice
on how to get started
and make the most of
Connections. Jen and
Vanessa, it's so good
to have you both here.
Thank you for having
us. Welcome now, I'm
very glad you're here
as part of our marketing
champions program.
Some of our most
forward thinking
marketers that we love to
bring a little bit
closer into the fold and
find out what they're
doing. So, there is so
much going on in
marketing right now.
Connections has never
been more impactful. So,
tell me what are you
excited about in the
world of marketing
right now, Jen? I might
start with you. Really,
agentic marketing.
Like, how are these
different organizations,
industry leaders
using it? How do they
implement it? I want to
know all of the things.
Yes. All of it. Well,
you're in the right
place. Vanessa, how
about you? I'm excited
about how can we
connect from enterprise
solutions to everything
agentic force. Like,
I'm super excited of
those layers. How can
we bring legacy into
the all new Agent Force
marketing next? I love
that. I think we've
all kind of started
wrapping our heads
around what is agency
marketing. We're moving
into let's get hands
on keyboards and get it
done. Love it. Well,
there's so many
announcements coming out
of Connections. I know
you're both seasoned
Connections attendees.
So folks watching
online are about to
see a whole lot of
exciting announcements
in the keynote. So
do you have tips
on how to really
synthesize what you're
seeing and really
understand how can I
bring what I'm
seeing here into my
community? own strategy.
Do you have tips
on how to think about
that, Jen? Yeah.
So, okay. First of
all, have a notebook
or have your phone,
something to take
notes, because as I'm
listening to keynotes
and what is being
shared, I'm automatically
thinking, how can
I use that feature
in our business
in its meaningful,
impactful way? So then
I can email it to myself
and put it on my
little parking lot.
So we don't forget
what's going on. Yes.
Vanessa, how about
you? Same thing.
Pretty much I listen
to what they bring to
the table and then try
to, in my own hands,
try to understand what
can I do in my group
and then come over there.
Okay, guys, we need
to start planning for
the future. Going steps
ahead, not backwards.
I already feel like
agents will probably
start doing that for us
at some point very
soon, which is very
exciting. So Jen, I wanted
to talk a little bit
about touching on that
subject, road mapping.
So I know you have
experience with chatting
backstage about the
work you've done with
road mapping and looking
towards that future
vision. So I often
find the easiest way to
get started is to look
for those really high
impact but low effort
use cases. So do you
have any tips for folks
watching on how they
can not only see what
they're, what's being
announced, but how to
really hone in on the
best ones to go after
first? So we start with
strategic planning.
So what are our goals?
What are the leaders
goals? And then we're
looking for what of
those features fill that
need because that way
we can become a little
more successful than
just focusing on
the technology but not
having that end goal.
So yeah, we work our
way backwards and then
build out from there.
Yeah. Vanessa, does
that look similar for
you? It's a very large
organization. It is
similar because pretty
much even though if
you're a small company or
a larger company, you
have similar identities
when you try to expand.
So that's pretty
much yeah yeah in fact
on that note so you
do work at a large
organization you've had
experience working with
large organizations so
there's often a bigger
lift to get teams
aligned on that single
vision and get everyone
on board with whatever
the big marketing
shift of the moment is
so do you have tips on
how to navigate that
environment yes always
listening because as
you said we're a big
company and also
different markets when you
have different markets
you have to understand
what is the need of
that market and try to
adapt the program also
even at a global level
yes because sometimes
what is needed in
north america is not
needed in the aspect world
what is needed in
latin america is not
needed in uk so you have
to understand and see
how can you up and lift
and do arrangements
to make sure that it's
actually adaptable
to what is the company's
need yeah so that's
absolutely that's
great especially when
salesforce you you have
your Some teams that
don't use email and
other teams are heavy on
WhatsApp and all those
teams are SMS purely.
So you have to
understand that. Yeah,
I think what I'm
hearing from you
both is like
collaboration is really
key there. Yes.
Yes, we're giving
it along for the
ride. I love it.
Well, marketing,
what we're seeing
here, what we're
about to see at
Connections this
week, it is a new
frontier for a lot
of organizations.
So that also
comes with changes
in how we
measure success.
So Jen, I would love
to hear from you on
if you've had thoughts
about not necessarily
agentic marketing,
but marketing is just
shifting so much in
general, how are you
thinking about how
you measure success?
So we've got kind of
twofold. So we have
our student success
that we're looking to
increase retention and
student engagement on
campus and then
graduation rates. So those
are our goals that
we're working on. But we
also have, I like to
look at the staff side
of it. So it's kind
of twofold in that I
need to also make their
jobs easier and then
get them out of manual.
It's a good way to
bring people on board.
Yes, very much so.
Love it. And how about
you, Vanessa? Oh,
it depends on what
we're working with
because you have
marketing groups. Like
I said, you have
marketing groups with
ideas that go far
beyond the capabilities.
And then you have
marketing groups
that are still kind
of understanding what
is the audience and
what's the voice.
So you use the new
moving forward. How do
you adapt them to say,
hey, you have your
data. How can we use your
data in this perspective?
So you have to become,
as a technologist
marketer, I would
call it myself, or an
agent for his marketer.
You have to adapt.
You have to adapt to
their needs in order
to make it more
successful for them.
Yeah. Jen, you touched
on something really
interesting, too,
because I think it may be
lost on some people
that even though you're
an educational
institution, you still
have goals. You have
desired actions that you
want your stakeholders
to take. So if you're
comfortable, are
you able to touch on
that a little? Because
I think it's an
interesting way to think
about marketing from a
whole different angle.
Yes. So, you know,
when we're thinking
about goals for the
university and roadmapping
for the university,
we're also getting
some of that where
students can disagage
easily and quickly,
especially when you're
getting closer to the
middle of the year.
so having our strategy
be solid using the
tools that we have then
keeping that student
engaged throughout the
year is going to help
us tremendously to grow
yeah there's so much
there well look jen and
vanessa thank you so
much for sharing your
insight i think you've
said everyone up for
success who's watching
online so very grateful
you've been here but
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