December 20, 2023 • 45 mins
This episode peels back the curtain on the elusive customer journey, guiding you through the strategies that make marketing resonate across a variety of platforms. We will dissect the importance of walking a mile in your customer's shoes, not just to understand them, but to create an end user experience that feels seamless. We confront the trepidation that comes with integrating technology, and banish the fear of the technical, empowering you with the courage to embrace whatever you feel is too daunting to learn or understand.
The future unfurls before us, with predictions on the next wave of marketing technologies, where email, chatbots, and paid ads are mere stepping stones to an AI-driven, personalized experience. Join us to hear stories of Kaelan's students and how they transform from novice to certified Salesforce professional, and how you too can carve out your own success in the marketing universe.
Kaelan Moss is a 2023 Salesforce Golden Hoodie award recipient and recognized Marketing Champion. He guides others through his MinuteAdmin platform and YouTube channel, providing the tools needed for personal and professional growth. Kaelan’s optimism and innovative thinking continue to inspire and facilitate progress within the Trailblazer Community.
youtube.com/c/MinuteAdmin
@minuteaddmin
linkedin.com/in/kaelanmoss/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:15):
Good morning and good afternoon.
My name is Jacob Catalano, andwelcome to another episode of
Admins of Tomorrow.
This week, we have the pleasureof sitting down with one of the
nicest admins in the ecosystem,kaelin Moss.
In today's episode, we discusshow admins can better navigate
the marketing landscape and keepfocused on putting positivity
(00:36):
back into the world.
We're going to talk through howadmins should also stay up to
date on the latest trends intechnology and what the future
of marketing looks like.
For me personally, it was ablast to get into marketing
strategy.
That's my bread and butter.
I was also reminded, though,that at the end of the day, as
marketers, salespeople, adminsyou name it in this ecosystem or
(00:58):
storytellers, so prepare to beinspired as we dive into the
journey of a marketingtrailblazer who is constantly
building up others.
It was truly a joy to talk withKaelin, and I hope you feel the
same way.
From start to finish, I wasgrinning ear to ear and I left
with half a page of notes forthings I need to be doing in
2024.
From strategies to stayingfocused on what's important, to
(01:21):
insights on leveraging thelatest technologies, this
episode is a treasure trove formarketers and admins looking to
blaze their own trails in theecosystem.
So, without further ado, let'smeet Kaelin.
Kaelin is a 2024 SalesforceGolden Hoodie Award recipient
and recognized marketingchampion.
He guides others through hisMinute Admin platform and
(01:42):
YouTube channel, providing thetools needed for personal and
professional growth.
Kaelin's optimism andinnovative thinking continue to
inspire and facilitate progresswithin the trailblazer community
.
So let's not waste any moretime and dive on in With all
(02:12):
that being said, very excitedthat you agreed to join me today
.
Talk about the admins oftomorrow.
So we talked a little bit viaemail, just going through what
this platform is.
I have a background as amarketer, so I want to bring on
people who maybe aren't as 100%marketing focused, so we can
(02:36):
kind of range the gambit, butstill come back to my roots of.
I got into the Salesforceecosystem just being an
accidental admin and I'd love tohave conversations with you and
other marketers who kind of arewhether similar or not, but
kind of learn their stories.
You do an amazing thing ofhelping other people become
(02:57):
admins or learn the ropes withinmarketing cloud, so I'm kind of
curious what got you starteddown that route?
Speaker 2 (03:08):
Actually accident, but I don't think anything has
ever done on accident, because Ilook back on my life and that
you can start to thread piecesof your life together as you
look back even further and yousee where you're at in life now.
So, to answer your question, Ikind of got started accidentally
(03:29):
, didn't even know I wanted todo tech, honestly.
So the quick story leading upto the marketing cloud world was
doing data science as a masters, ended up saying, hey,
salesforce looks really cool.
Ended up becoming a Salesforceadmin, getting a job At the job.
(03:52):
My manager asks me if I want tolearn marketing cloud and I had
no idea what it was and shesaid I think it's going to be
good for your career.
And I said there was somethinginside of me that just said I
think she's right.
And I was the only person at mycompany who really was using
(04:15):
marketing cloud on a daily basis.
But that didn't really meananything at that time because I
had just heard about the system.
So there wasn't any sort ofknowledge.
I didn't even really know whata data extension was and how it
connected to an automation.
So I for a while, was justtraining a lot, doing a lot of
(04:37):
research and as I was doing theresearch, as I was learning how
the system worked, I starteddocumenting my process for
myself, just so I could rememberwhat these things were, and I
started thinking you know what?
I think somebody else mightneed this.
So as I started teaching, Iactually started falling in love
(04:58):
with the process of creatingcontent that helps other people.
And marketing cloud just sohappened to be that.
And then you start learningthat, you start learning
marketing, and then I just fellin love with marketing along the
way.
Speaker 1 (05:13):
So it's so interesting to hear because
whenever I listen to the peopleI've kind of talked to
throughout this podcast journeyhave all been, for the most part
, also in the accidental adminbucket, but it was a.
It was never accidental in thesense that they knew, yes, admin
(05:34):
was the thing or, yes, datamanagement I was.
You were already kind of onehop, skip, jump away from
jumping into that realm of datamanagement, even like pre data
cloud marketing work.
So it's interesting to hearthat kind of lead up.
So, with that being said, Iwant to take a step back because
(05:58):
we skipped a couple of thingsfor me.
I'd love for you if you couldjust quickly kind of introduce
yourself, your background, tothe, not just how you got
started, but kind of what you'veaccomplished in the ecosystem.
Just tell us a little bit aboutyourself.
Speaker 2 (06:13):
Yeah, so, kailin Moss , I am a Golden Hoodie winner.
I am a marketing cloud champion.
I've been working in themarketing cloud space for what
is it?
Since 2017.
So seven years which feels soweird to say because I never
(06:33):
thought I'd be the guy sayinglike I've been in this game a
decade, you know like just it'snot me and but yeah, seven years
in the ecosystem, taughtthousands of people have a
YouTube channel.
Thousands have learned how touse marketing cloud.
(06:55):
Taught my mom marketing cloud,taught my sister marketing cloud
, my cousins learning it rightnow that's friend learned it
like and we're talking went fromstruggling to pay the bills to
buying a house.
Like that's the stuff that I'mabout is how do we change lives,
(07:18):
right?
So that's me in a nutshell.
All the other accolades,everything you add on, it's just
the rewards along the way.
Speaker 1 (07:26):
So that's beautiful and if you haven't already taken
a listen to it, there's awonderful two minute video on
Salesforce YouTube that kind ofgoes through a quick overview
also a Kailin story so I highlyrecommend taking a watch of that
video.
It's only a couple minutes butit's so inspirational.
Just kind of see just a quicksnapshot of that journey and
(07:47):
kind of hear your perception ofyou've gotten these awards,
you've gotten the Golden Hoodiewhich everyone strives to
acquire and out throughout thekind of admin, consultant
partner space and to say, yeah,it's a cool accolade, but I just
want to help people is so kindof perfect for this environment
(08:07):
in this space.
So you're doing amazing thingsand so I'm really really excited
to kind of get your take now ona few different things
throughout this marketingecosystem.
So knowing you're all abouthelping people, changing lives
as marketing cloud and as justthe realm of marketing is kind
(08:27):
of evolving and changing, Iguess for these new admins
getting started, as you'regiving your trainings and your
videos, what are some of thetips and things you're
recommending for people to stayupdated as not only to
technologies advanced but justas strategies advanced in this
digital marketing ecosystem?
Speaker 2 (08:48):
Yeah, I think the number one thing you have to
understand is how business works.
I think that's the thing thathas changed my entire
perspective around howSalesforce works.
How marketing cloud works iswhat are businesses trying to
accomplish?
What are they, what are theirKPIs, what are their goals?
What are their H2 objectives?
(09:10):
Right, when are the?
Where's the leadership teamheaded and how can we make this
software fit that vision andthat right there.
If you become interested in thevision and you become a part of
the movement, I think thetechnology becomes easy.
So I think the number one thingis to become interested in what
(09:35):
your company is doing, whatyour vision is, or if you don't
really have something that canreally push you that way.
So think about what your next,what does your next six months
look like and how can youachieve that.
If you put your biggest dreamsout there to achieve it, how
(09:57):
could you achieve it?
And it comes down to what I tryto do is map everything I'm
learning around that.
So I just so happen to be inthe marketing cloud space, but I
don't just focus on themarketing cloud side of things,
which I think is what helps mewith marketing cloud.
If that makes sense.
I don't know, it's along-winded way of saying all of
(10:18):
that I think really deeplyabout this stuff.
Speaker 1 (10:20):
But no.
But I love that, though, becauseso often do we get hung up on
the technology itself as opposedto what's the technology
actually supposed to accomplish,when you and I first met, we
went down a rabbit hole of aconversation around the future
of AI and all the differentthings AI could accomplish,
whether in the marketing spaceor just the admin space, and at
(10:44):
the end of the day, I even tellmy clients who they they're like
oh, you are attendingDreamforce.
What did you learn about AI?
Should we invest?
Should we yada, yada?
And I'm constantly saying let'sback up.
What's the value for yourbusiness if you choose to go
down this path of getting thesethings?
So we can talk about the coolthings of like what generative
AI can do from a contentstandpoint or from a kind of
(11:07):
insights standpoint, but howdoes that ultimately help you
grow?
So it's an interestingperspective because a lot of
people kind of go into well, Igo to this blog and it's all
about how you learn content, butanyone can learn it Exactly,
thank you.
Speaker 2 (11:25):
You said so eloquently what I have been
trying to say and I want torewatch that.
I'm going to rewind that clip.
Man, so many people, myselfincluded, get hung up on the how
to specific technical featurewhen it's a bigger picture
thinking sort of mentality thatrequires personal growth.
Speaker 1 (11:50):
A lot of us want to just play with the shiny toys.
I'm not going to lie.
I'm the first one to be likegive me a dev org, give me a
demo org.
I want to break and play with ashiny toy and see how it can
operate.
But there are tens, if nothundreds, of thousands of
dollars being spent on thesesolutions and, again, they're
great solutions.
I'm not bashing on the companythat helps me pay my bills and
(12:13):
my mortgage, but we also have tobe cognizant of is this pushing
business forward?
A lot of times it's yes, but wedo have to be a little bit
introspective when we thinkabout that.
Speaker 2 (12:23):
Yeah, agreed 100%.
Speaker 1 (12:26):
So, thinking through, we need to focus a little bit
more about less about thetechnology and more about the
trends for the marketers andunderstanding the business.
What are some of the commonchallenges you're seeing
marketers face in regards tointegrating some of those new
technologies, or just evenexisting technologies, into
(12:47):
Salesforce?
Speaker 2 (12:50):
Yeah, I think it's.
I don't think there's a bigchallenge integrating a lot of
software systems nowadays, asfar as the technical
capabilities go right, like Ithink there's always going to be
a challenge on the project, nomatter what it is.
But I think the biggestchallenge is marketers.
(13:13):
Moving forward is reallyunderstanding how what you're
building affects the business.
I think understanding on a deeplevel who your customer is
right.
As marketers, we have campaigns, right.
We have a campaign.
(13:37):
We talk about creating anautomation or creating a journey
to send people down a specificpath, but it comes down to do
you understand who the customeris that you serve, and I think
that is really identifying andunderstanding that person and
knowing what they need and whattheir issues are and what their
(13:58):
problems are.
I think once you understand thecustomer that you're speaking
to, your marketing becomes a loteasier.
So I think my answer to that isthe biggest challenge is really
understanding on a deep levelwho it is you're serving and
(14:19):
what it is you're actually doingas a marketer.
And that goes for if you'reusing marketing cloud Salesforce
, marketing cloud, convert Kit,mailchimp, you know ParDOT.
I'm just talking aboutmarketing in general.
The biggest challenge, Ibelieve, is truly stepping into
(14:40):
your customer's shoes andwriting stories that change
their beliefs.
And, yeah, I think all thetechnical stuff is there for us,
though.
Speaker 1 (14:51):
I very much agree with that.
It's a similar answer to whatwe talked about before, but it
still rings true.
A lot of times, theintegrations may not be 100%
what you need, but 80-90% of thetime it's all there for you, at
your disposal.
It's.
How are you using it?
Working with customers who have30 plus platforms in their
(15:18):
overall tech stack and not fullyunderstanding what each
solution is going to bring tothe table in regards to your
customer's journey?
I think one of the bigger, Iwould agree, is a very big
challenge that we see right now.
It's a good call out that thetech will fall into place, but
(15:40):
why are you doing what you'redoing?
Speaker 2 (15:43):
Right, and I think a great example to talk about that
is let's say, somebody we'redoing a Marketing Cloud Connect
project.
You go through the businesslogic and you hear a lot of
Marketing Cloud folks saying,hey, I don't really understand
the sales cloud side of things.
I don't understand what a leadis or a contact is.
And once you kind of explain tothem, hey, go to your company's
(16:06):
website, sign up for a campaignand then watch how you're
spoken to or look at the processthat you're going through on
the website.
And once you have people dothat, you kind of put them into
the shoes of hey, I actuallykind of do understand what it is
that I'm building on the backend so that my customer's
(16:26):
experience is smooth andseamless on the front end.
So I think you kind of youspoke on that, but that was
something I just wanted to addin as well 100%.
Speaker 1 (16:39):
I think it's just a different way of shining that
light on it and I think it's agood way to phrase it.
So we talked about how we arestaying updated on different
trends, but thinking about howthose trends ultimately affect
the business, but then, on theflip side, how it affects the
customer.
I want to take now to the admin, to the new admin.
(17:03):
So you are doing a wonderfuljob training people on how to
use Marketing Cloud and how tothink strategically in the
Salesforce ecosystem.
I'm curious, as you havetraining sessions, as you're
making video content, as you'reworking through everything you
go through, what are some of thekind of key pieces of advice
(17:25):
that you're giving marketers asthey are just getting started
with Marketing Cloud?
Speaker 2 (17:31):
Yeah, I'd say to have a future-minded mentality of AI
, bringing AI into the mix,starting to really understand
how chat, gpt can help you andunderstand how these other AI
tools can help you.
But maybe you're notnecessarily using that within
your specific use case, but justlearning about these tools and
(17:55):
understanding how they canstreamline your productivity.
But I think kind of in tandemwith that for new admins, I know
I said I've said for yearsclicks over code, clicks over
code.
I've started to dive into thecode, just a little bit, dabble
in it and man, I'm telling youit's powerful and it'll change
(18:17):
the way you think about life.
It'll change the way you makedecisions every day.
So to a new admin I know youmight be afraid.
Look me in my eyes.
You might be afraid of being aperson who codes, but you can do
this.
I was once there too.
I was afraid of Amscript, I wasafraid of SQL, I was afraid of
(18:39):
HTML CSS Still a little bitscared of SSJS not going to lie
and APIs a little bit strange tome.
But I have confidence that Ican go in and build functions
out in Amscript.
I can build out SQL queriesright.
So that just comes frombelieving that you actually can
(19:01):
learn this stuff and that'sgoing to help your career so
much if you understand how thecode is working on the back end.
Speaker 1 (19:11):
I love that answer because it's funny.
I talk about my story from timeto time and say that I got
started 10, now 11 years ago,and I was very much like do I
like Partout, though?
Do I like Salesforce?
This is really complicated.
(19:31):
I don't have the time.
I don't have the time to gothrough Trailhead.
I don't have the time to go touser groups to learn.
I have to know just what I needfor my job.
So my company and my director ofmarketing at the time was like
hey, we just can't keep this up.
We don't have people who knowthese things, we don't have the
time to learn it all, so I'mgoing to switch to HubSpot.
(19:53):
So we moved to HubSpot, whichwas very drag, drop, point,
click.
No shade to HubSpot, no shadeto any company out there.
Everyone's doing amazing thingsin the game, but I will say,
similar to you, being able nowto go in and write my own Apex
code for Salesforce automations,write my own HTML for a landing
(20:13):
page or an email for how I needto design, how do I need to be
able to, on the engagement side,understand dynamic content and
handle bar merge language, so Ican do some really, really cool
things within my email that I'msending out to a wide audience,
but I still want it to bepersonalized.
Having that click in your headof don't be afraid of it anymore
(20:39):
is very scary, but so importantfor long term growth.
I'm curious what are somethings you recommend to help
people get over that fear, thatanxiety of?
I'm never going to be able toget this.
This is way too complicated.
Speaker 2 (20:56):
I think the best way to do it is to set a small
promise to yourself, just asmall one.
You don't have to go overboard.
I see myself so many times,katelyn, you're going to do this
new thing, and I said, oh, I'mgoing to go study for it for two
hours every day for the nextweek.
That's not happening.
(21:17):
No, you're just not going tostudy that long.
No, it's not Like I don't carehow much you tell yourself, but
I just say study for 10 minutes.
10 minutes on this subject.
You have the bookmark open.
As soon as you open up thatsubject, click the timer.
I go to Google Timer.
Just type in Timer on GoogleChrome and then set the number
(21:39):
of minutes you want, press Enterand then alarm goes off at the
end.
If you feel satisfied at the endof that and you don't want to
do anything else but you justwanted to keep that promise to
yourself you get up, walk awayand you did 10 minutes of
studying for HTML, css, sql,amscript, whatever it is.
You end up choosing SSJS APIs.
(21:59):
You stack enough of those dayson top of each other.
After about 7 to 14 days, youdo that consistently.
There's going to be a day yougo for 20 minutes.
There's going to be a day yougo for 35 minutes because you're
going to just get lost in thesubject, especially if you're
(22:20):
doing it every day.
Make that small promise toyourself that hey, I know I
don't right now really want todo this, but to create a habit
for myself, I'm going to justunder promise and over deliver.
I'm going to just say 10minutes of studying, 5 minutes
if you have to Hit that promise,and that's it.
(22:42):
You kept a promise to yourself.
That's what worked for me washow do I actually get over the
fact that I don't like this, Ican't learn this, I'm not good
at this.
That's my strategy.
That's what.
Speaker 1 (22:57):
I did.
I like to change my officearound from time to time and I
have a whiteboard right on theother side of this wall.
I'm absolutely, and I alreadywrote in my little notebook but
keep that promise is going to bemy mentality going forward,
because I do the same thing.
I go all out and it's just partof my personality to just give
(23:19):
it 100% but going into.
Whenever I've tried dieting,weight loss, trying to start
this podcast, the fear offailure is crippling.
Being able to set that goal foryourself.
Keep that promise to don't haveto go crazy.
You don't have to spend fivehours on it a day on this thing.
Just give it a little by littleand it will come with time.
(23:41):
That's a really hard pill toswallow, but I think having that
mentality is so important.
Speaker 2 (23:48):
Very.
You can get anything done ifyou just chip away at it Next
thing you know.
You can see that in so manythings in life.
Speaker 1 (23:58):
It's a mindset for sure Hard mindset, but it
definitely is a needed mindsetTalking through that
recommendation to learn aboutthat and set yourself up for
success by having thoseattainable goals.
Last question on this part ofthe subject where can I go to
(24:20):
set that goal, to learn thatcode?
So from experience and for alot of effort looking, I can't
get a dev org for MarketingCloud.
If I try to find a sample orgfor me to play around in the
system, break the toy.
As I said before, where can Ifind some of those resources so
(24:40):
I can learn that code?
Break the toy.
Speaker 2 (24:45):
Yeah, there are these companies called basically,
authorized training providers,ATPs.
Salesforce has so much demandthat they have employed a legion
of companies to train themarket, to train the world.
(25:07):
So with that, these companiesget access to marketing cloud
environments because they'retraining providers.
So I happen to work for atraining provider, Revolent
Group.
So with Revolent Group you canbasically just say, hey, want to
(25:30):
join this program and I want toget trained up on being a
marketing cloud admin.
I'm going to take this class.
It's an instructor led class.
I get access to a marketingcloud org for X number of weeks,
plus access to the instructorfor X number of weeks, X number
of days.
So there's a lot of programslike that.
(25:53):
I work at Revolent Group.
That's the biggest route thatI've been seeing so far.
You can go the freelancingroute you can go.
If you have that confidencethat you can just jump in.
Speaker 1 (26:09):
I was able to get very lucky in my situation, and
I had clients, and I was justkind of put in the ringer and I
was a support for someone.
We have quite a few people whoare very specialized with
marketing cloud engagement, andso I was able to tag along, go
through a training course aswell as then kind of sit down
(26:30):
and work within that org, be asupport and learn it that way.
I also know, though, that I amthe minority, not the majority
of people who have that luxury,so I love the call out of these
ATPs, and so, definitely, we'llmake sure to plug Revolent Group
post episode, because I had afeeling there had to be some
(26:52):
resource out there like that,and it's good to know that it
does exist.
It's not just my own wishfulthinking.
Speaker 2 (26:58):
Yep, yeah, there's a lot of programs and there's
programs for military veterans.
You have Pathfinders.
Salesforce has a lot ofresources to get people
upskilled, so we've had thepleasure of working very closely
with Merivis Merivis Group.
Speaker 1 (27:18):
They are wonderful people.
They do amazing things in theveteran space.
I've already had two veteranson the podcast, so very excited
to see about adding more ofthese resources and more of
these kind of vendors out therewho specialize in just helping
the next generation of admin.
It all comes full circle in theend of finding ways to think
(27:42):
less about what can Salesforcedo for your business, but what
are the people doing to helpbolster Salesforce.
So, with that said, I'm curious.
So we're talking about howwe've done training, how to
think about the future ofmarketing strategy.
I love your opinion.
(28:04):
What do you envision the futureof marketing from a technology
to engagement standpoint lookinglike?
How do you think the usage ofemail or chat box or paid ads?
What do you think the future ofthat is going to shift to as we
are continuing the growth ofall the power that marketing
(28:26):
cloud can do.
Speaker 2 (28:28):
Yeah, I think it's going to be.
When you hear the word seamless, I think it's truly going to be
seamless.
I think it's going to be forthe customer.
The experience is going to beso smooth and so positive that
(28:49):
it's going to absolutely changethe entire way we look at data
collection, the way that we lookat data storage and the way
that we look at tracking and howimportant tracking is going to
be and APIs.
We are moving into a seamlessworld.
(29:14):
Seamless no cracks in the code,no cracks in the system.
I look at it like the onlything that can really power
something like that and work atthat level is AI.
I think somehow getting inlearning AI.
(29:36):
I think that's where themarketing world is headed for
sure.
Speaker 1 (29:44):
That is so interesting to hear.
I mean, it makes absolute senseand it's very similar to the
things we've heard at Dreamforce, at Connections, at the
different events.
But I love that phrasing.
It's seamless.
It's not just a way of ussaying, hey, the AI is connected
into Slack and it's giving yourecommendations on what type of
(30:07):
campaigns to do.
It's more focused on.
That end user has no idea.
There are so many APIconnections, triggering and
firing and batching off.
There's no understanding fromthe end user that we didn't even
have this campaign ready tosend to you before the AI just
(30:28):
said yep, we're going to havethis out the door and you're
going to have this email in yourinbox or text on your phone and
it's going to go full end toend.
That is so.
That's exciting to think about.
Don't get me wrong.
I love the toys and I lovewatching the keynotes that we
saw at Dreamforce and everything, but to think of it in that way
is so exciting as a marketerwho wants nothing but the best
(30:52):
for your end to end customerjourney.
Speaker 2 (30:55):
Yep.
Speaker 1 (30:56):
So one last thing I want to ask before we get into
that final question is for youwhat is a really cool success
story that you've seen from oneof your trainees?
So you've done a lot oftraining.
As you said before, you've donethousands of trainings.
Can you kind of give us alittle bit of a success story
(31:18):
moment for the admins listeningto this, who kind of hear all
the cool content coming out, allof the cool resources they're
going to learn from what is asuccess story that could be in
their minds?
Thinking, that's me.
Speaker 2 (31:33):
Yeah, I think my mom is the perfect example.
I mean, my mom is.
She is what?
48?
I think 48 and I'm 29.
So she had me at 18 and grew upmy whole life with my mom and
my dad.
Also, both of them were in mylife and she was a single mom,
(31:58):
he was a single dad and you know, they had me in high school,
right.
And so grow up I'm seeing thestruggle.
I see, you know, every kidwho's had that single parent
more than likely has understandsthe struggle, so I don't even
need to explain it.
So you go fast forward andfinally, this is in 2020, covid.
(32:28):
I tell my mom, hey, let's livetogether, let's all just, you
know, during the next year ofCOVID, let's all just live
together, close, as a family,and I'll teach you Salesforce,
I'll teach you marketing cloud.
And they took the offer.
(32:49):
We lived together and thenbasically taught them marketing
cloud.
Went from trying to explainthings and they were like
Katelyn, stop, slow down, thisis not good, this is you're not
explaining this, right.
And so I just got a ton offeedback from them, just telling
(33:09):
me how to teach, how to explainthings, breaking things down,
making things simple, right.
And so I started to finally showthem how the system works.
Finally, when we got to thepoint of, they could understand
me.
So eventually our lease wasalmost up for that year and I
(33:31):
said, hey guys, it's almost up,it's not going, you know, like
the good life is.
It's gonna be running outpretty soon here.
And I said you guys got to getcertified.
You guys got to get certifiedand you got to get a job.
You've been learning the system, you've been understanding it,
we've been talking about it andmy mom, within 28 days, got
(33:57):
certified and got her first job.
Speaker 1 (33:59):
So that if that's not inspirational, I really don't
know what is.
And that's not just me beinglike corny saying or cliche
saying that is trulyinspirational.
Speaker 2 (34:08):
Thank you, yeah, and you know, it was just based
around the selfish motives, ofcourse, for me internally
sometimes we all have them I'mlike, all right, if I make my
mom richer because she has asix-figure job or she has this
high paying job, then my life'sgoing to be better, like my
(34:31):
brother's life is going to bebetter, my sister's life is
going to be better, my niece andnephew's life is going to be
better, like her grandchildren,right.
So I'm like it's selfish on mybehalf, because then I'm not the
only person making money in myfamily, right?
So that was the biggest stepfor me was I got to get my mom
(34:53):
this job, get her and then gether to do that, and she ended up
getting two jobs.
That's cool, yeah.
And I was like, hey, she's outhere, she's out here working.
She was working, so, but that'sjust the way she is and it's
that's.
That's the biggest story isbecause, like, I'm literally
(35:15):
sitting in her house right nowsomething.
She's, this is her first house,so that's the biggest success
story, for sure.
I absolutely adore that.
Speaker 1 (35:24):
And one thing I'm taking from that is you have to
put in the work.
It's not just going to be yes,you can have the assistance and
have the training and have theresources to set you up for
success, but if you're notwilling and passionate enough to
give it the old college, tryand put forth that work to
hustle.
it's yeah, you the solutionsaren't crazy difficult, but you
(35:47):
can't just wing it and so, no, Iabsolutely adore that story.
That is so cool to hear thatwithout or like wording in a bad
way, but like anyone can do it,like you have to, you can put
in the work and it's soattainable it's so very
attainable.
Yeah, it really is man.
Speaker 2 (36:06):
Like that's it.
It's just the work that you putin will get you to where you
want to be at and you hit itright there in the nail on the
head.
That's it she put in the work.
I believe that's the way she'sgoing to do it.
I put in the work right it was.
You have to make sacrifices,like.
The journey is definitely notgoing to be easy.
(36:26):
It's not, but it's worth it.
It is worth it when you'reworking, when you're working
100% remote, when you're youknow you can take a flight in
the middle of your work daybecause you know you've already
gotten your work done or you aregoing to get it done later that
night.
Whatever it may be Like,there's no better way of like,
(36:54):
at least if there's a live, arich life starter pack.
Like rich not even meaningmoney.
Speaker 1 (37:04):
Rich means no fulfilled emotionally being able
to have.
I have a very close friend whoshe was not happy at all in her
employment situation and justwas so frustrated, so down in
the dumps and got into workingwith Salesforce and now, yeah,
(37:26):
very similar story of being ableto now work at a job that gave
them the opportunity to learnSalesforce, to learn the things
they need, are now loving whatthey do and, yeah, they also
live the life that they areimagining.
So it's so funny too, because Ihave a co-worker who says just
(37:46):
that's like build the life youwant to live.
No one's going to hand it toyou.
You have to do that for you.
So if you want to have that jobthat is fully remote, you have
to find and put in the work toget that job.
If that is something thatinterests you, you have to jump
headfirst and don't look back.
Give yourself small goals tolead you up to it, but no,
(38:09):
that's where you want to moveforward to, and love that story
to, kind of make it fulfilling.
Yeah, so talking through we'vetalked through the success story
now for the future.
So thinking not just now aboutthe future of the admin of
tomorrow, but then the future ofthe Salesforce ecosystem.
(38:29):
So the final question I have iswhat do you think the role
marketers will play, the nextgenerations of admins will play
in shaping the future ofSalesforce, as well as
Salesforce and Marketing Cloud?
Speaker 2 (38:45):
Well, as a marketer, you are in the business of
sharing stories.
You're in the business ofinfluence.
You are influencing buyingbehavior.
You are persuading anindividual to change their mind.
(39:08):
The role that you're going toplay is understanding how to
story tell, understanding how towrite, understanding how to
critically think and analyzeyour behavior, others behavior,
human behavior.
The skill stack is be able tocommunicate very well and be
(39:34):
able to story tell.
I think the role that we'regoing to play as marketers is
we're going to be shaping theway the world works.
We're going to be shapingindustries.
We're going to be shaping minds.
As marketers, we're shapingminds.
When you're forging a mind,when you're molding a mind,
(39:58):
you've got to understand how touse that ethically.
We have to bring ethics andmorals and positivity back into
the world.
As marketers, my message atleast I don't want to tell
anybody what their messageshould be, but my message is
(40:21):
give back to the world, spreadthe positivity, spread the
spread.
There's so much abundance outhere for us.
There's a lot of fear mongeringand marketing.
There's a lot of persuasionused the wrong way in marketing.
I think the role we're going toplay is this role of good
(40:44):
marketer versus that clichemarketer.
I meet people that say theythink marketers are scam artists
, they're Ponzi schemas.
It's like there's so many goodpeople out there.
There's so many on the otherside that are good and that are
doing things for a purpose,because marketing actually gets
(41:06):
results for life.
Business just so happens to bea big part of our life.
If you understand what you'redoing in society and what your
role is, I think that's the rolethat you're shaping.
Marketing Cloud is a marketingautomation tool.
(41:27):
I think.
Use the tools for good.
Understand how to use themwithin compliance standards.
Follow all the canned spam laws.
Understand how to ethicallycollect data, how to opt people
out, do things above reproach,do things with a gold standard
(41:50):
and do things the right way,with integrity.
Speaker 1 (41:53):
That is so beautiful to say when people think about
that question.
It's a lot of.
It's about, well, there's goingto be more personalization,
there's going to be more ABM, soSalesforce is going to be able
to create some new cool, newthing to help with the ABM and
blah.
But honestly, we have to thinkbigger picture as marketers,
(42:17):
just as within the ecosystem asa whole.
Thinking about that biggerpicture, thinking about how are
we using these tools to help ourcompany, helping our customer,
how we're using it for good whenthere is, like you said, so
much negativity out there?
That is, this whole episode hasbeen such an amazing
(42:39):
conversation about just usingthe things we know for the power
of good, because it's so easyto fall into the negative or
just follow also just negativebest practices.
So, no, this has been such anamazing conversation and kind of
journey of understanding fromstart to finish.
(43:01):
We are storytellers and we havethe power to do so much good,
not just for customers but forthe society as a whole.
So, katelyn, I so muchappreciate you coming on and
being this uplifting goldenpresence of a conversation that
can sometimes get a little bittoo technical and a little bit
too present.
(43:21):
So I really appreciate yourtime and jumping on.
It's been a wonderful time.
Speaker 2 (43:26):
Man, I appreciate you .
Thank you, jacob, thank you,thank you.
Speaker 1 (43:41):
And with that, another episode of Admins of
Tomorrow is in the books.
Now.
It's always great to get adifferent perspective around
trends in the ecosystem.
I feel like we always get hungup on the technical aspects of
how platforms will integrateinto Salesforce and making sure
the data is clean and organized,but so often we forget that
marketing cloud, sales cloud orreally whatever tool you use,
(44:04):
it's a means to drive thebusiness forward, and
understanding what your businessneed is key for the future.
And with that, a big thank youto our phenomenal guest, katelyn
Moss, for sharing theirexpertise and trailblazing
stories.
Don't forget to check outKatelyn's YouTube channel Minute
Admin for insights and trainingabout Salesforce, marketing
cloud and other Salesforceproducts.
(44:26):
We hope this conversation hasprovided you with valuable
insights, actionable strategiesand the inspiration to navigate
the modern marketing landscapewith confidence and creativity
Now.
Thank you again for taking thetime to listen and support the
podcast.
If you have any feedback,questions or topic suggestions,
we would love to hear from you.
So don't hesitate to connectwith us on LinkedIn or Twitter,
(44:48):
or email us at info atadminsoftomorrowcom.
If you enjoyed this episode,don't forget to subscribe, leave
a review and share it with yourfellow trailblazers.
Once again, I'm Jacob Catalano,your host signing off.
We appreciate you for listeningto Admins of Tomorrow,
trailblazing the next generation.
Good morning and good afternoon.
My name is Jacob Catalano, andwelcome to another episode of
Admins of Tomorrow.
This week, we have the pleasureof sitting down with one of the
nicest admins in the ecosystem,kaelin Moss.
In today's episode, we discusshow admins can better navigate
the marketing landscape and keepfocused on putting positivity
(00:36):
back into the world.
We're going to talk through howadmins should also stay up to
date on the latest trends intechnology and what the future
of marketing looks like.
For me personally, it was ablast to get into marketing
strategy.
That's my bread and butter.
I was also reminded, though,that at the end of the day, as
marketers, salespeople, adminsyou name it in this ecosystem or
(00:58):
storytellers, so prepare to beinspired as we dive into the
journey of a marketingtrailblazer who is constantly
building up others.
It was truly a joy to talk withKaelin, and I hope you feel the
same way.
From start to finish, I wasgrinning ear to ear and I left
with half a page of notes forthings I need to be doing in
2024.
From strategies to stayingfocused on what's important, to
(01:21):
insights on leveraging thelatest technologies, this
episode is a treasure trove formarketers and admins looking to
blaze their own trails in theecosystem.
So, without further ado, let'smeet Kaelin.
Kaelin is a 2024 SalesforceGolden Hoodie Award recipient
and recognized marketingchampion.
He guides others through hisMinute Admin platform and
(01:42):
YouTube channel, providing thetools needed for personal and
professional growth.
Kaelin's optimism andinnovative thinking continue to
inspire and facilitate progresswithin the trailblazer community
.
So let's not waste any moretime and dive on in With all
(02:12):
that being said, very excitedthat you agreed to join me today
.
Talk about the admins oftomorrow.
So we talked a little bit viaemail, just going through what
this platform is.
I have a background as amarketer, so I want to bring on
people who maybe aren't as 100%marketing focused, so we can
(02:36):
kind of range the gambit, butstill come back to my roots of.
I got into the Salesforceecosystem just being an
accidental admin and I'd love tohave conversations with you and
other marketers who kind of arewhether similar or not, but
kind of learn their stories.
You do an amazing thing ofhelping other people become
(02:57):
admins or learn the ropes withinmarketing cloud, so I'm kind of
curious what got you starteddown that route?
Speaker 2 (03:08):
Actually accident, but I don't think anything has
ever done on accident, because Ilook back on my life and that
you can start to thread piecesof your life together as you
look back even further and yousee where you're at in life now.
So, to answer your question, Ikind of got started accidentally
(03:29):
, didn't even know I wanted todo tech, honestly.
So the quick story leading upto the marketing cloud world was
doing data science as a masters, ended up saying, hey,
salesforce looks really cool.
Ended up becoming a Salesforceadmin, getting a job At the job.
(03:52):
My manager asks me if I want tolearn marketing cloud and I had
no idea what it was and shesaid I think it's going to be
good for your career.
And I said there was somethinginside of me that just said I
think she's right.
And I was the only person at mycompany who really was using
(04:15):
marketing cloud on a daily basis.
But that didn't really meananything at that time because I
had just heard about the system.
So there wasn't any sort ofknowledge.
I didn't even really know whata data extension was and how it
connected to an automation.
So I for a while, was justtraining a lot, doing a lot of
(04:37):
research and as I was doing theresearch, as I was learning how
the system worked, I starteddocumenting my process for
myself, just so I could rememberwhat these things were, and I
started thinking you know what?
I think somebody else mightneed this.
So as I started teaching, Iactually started falling in love
(04:58):
with the process of creatingcontent that helps other people.
And marketing cloud just sohappened to be that.
And then you start learningthat, you start learning
marketing, and then I just fellin love with marketing along the
way.
Speaker 1 (05:13):
So it's so interesting to hear because
whenever I listen to the peopleI've kind of talked to
throughout this podcast journeyhave all been, for the most part
, also in the accidental adminbucket, but it was a.
It was never accidental in thesense that they knew, yes, admin
(05:34):
was the thing or, yes, datamanagement I was.
You were already kind of onehop, skip, jump away from
jumping into that realm of datamanagement, even like pre data
cloud marketing work.
So it's interesting to hearthat kind of lead up.
So, with that being said, Iwant to take a step back because
(05:58):
we skipped a couple of thingsfor me.
I'd love for you if you couldjust quickly kind of introduce
yourself, your background, tothe, not just how you got
started, but kind of what you'veaccomplished in the ecosystem.
Just tell us a little bit aboutyourself.
Speaker 2 (06:13):
Yeah, so, kailin Moss , I am a Golden Hoodie winner.
I am a marketing cloud champion.
I've been working in themarketing cloud space for what
is it?
Since 2017.
So seven years which feels soweird to say because I never
(06:33):
thought I'd be the guy sayinglike I've been in this game a
decade, you know like just it'snot me and but yeah, seven years
in the ecosystem, taughtthousands of people have a
YouTube channel.
Thousands have learned how touse marketing cloud.
(06:55):
Taught my mom marketing cloud,taught my sister marketing cloud
, my cousins learning it rightnow that's friend learned it
like and we're talking went fromstruggling to pay the bills to
buying a house.
Like that's the stuff that I'mabout is how do we change lives,
(07:18):
right?
So that's me in a nutshell.
All the other accolades,everything you add on, it's just
the rewards along the way.
Speaker 1 (07:26):
So that's beautiful and if you haven't already taken
a listen to it, there's awonderful two minute video on
Salesforce YouTube that kind ofgoes through a quick overview
also a Kailin story so I highlyrecommend taking a watch of that
video.
It's only a couple minutes butit's so inspirational.
Just kind of see just a quicksnapshot of that journey and
(07:47):
kind of hear your perception ofyou've gotten these awards,
you've gotten the Golden Hoodiewhich everyone strives to
acquire and out throughout thekind of admin, consultant
partner space and to say, yeah,it's a cool accolade, but I just
want to help people is so kindof perfect for this environment
(08:07):
in this space.
So you're doing amazing thingsand so I'm really really excited
to kind of get your take now ona few different things
throughout this marketingecosystem.
So knowing you're all abouthelping people, changing lives
as marketing cloud and as justthe realm of marketing is kind
(08:27):
of evolving and changing, Iguess for these new admins
getting started, as you'regiving your trainings and your
videos, what are some of thetips and things you're
recommending for people to stayupdated as not only to
technologies advanced but justas strategies advanced in this
digital marketing ecosystem?
Speaker 2 (08:48):
Yeah, I think the number one thing you have to
understand is how business works.
I think that's the thing thathas changed my entire
perspective around howSalesforce works.
How marketing cloud works iswhat are businesses trying to
accomplish?
What are they, what are theirKPIs, what are their goals?
What are their H2 objectives?
(09:10):
Right, when are the?
Where's the leadership teamheaded and how can we make this
software fit that vision andthat right there.
If you become interested in thevision and you become a part of
the movement, I think thetechnology becomes easy.
So I think the number one thingis to become interested in what
(09:35):
your company is doing, whatyour vision is, or if you don't
really have something that canreally push you that way.
So think about what your next,what does your next six months
look like and how can youachieve that.
If you put your biggest dreamsout there to achieve it, how
(09:57):
could you achieve it?
And it comes down to what I tryto do is map everything I'm
learning around that.
So I just so happen to be inthe marketing cloud space, but I
don't just focus on themarketing cloud side of things,
which I think is what helps mewith marketing cloud.
If that makes sense.
I don't know, it's along-winded way of saying all of
(10:18):
that I think really deeplyabout this stuff.
Speaker 1 (10:20):
But no.
But I love that, though, becauseso often do we get hung up on
the technology itself as opposedto what's the technology
actually supposed to accomplish,when you and I first met, we
went down a rabbit hole of aconversation around the future
of AI and all the differentthings AI could accomplish,
whether in the marketing spaceor just the admin space, and at
(10:44):
the end of the day, I even tellmy clients who they they're like
oh, you are attendingDreamforce.
What did you learn about AI?
Should we invest?
Should we yada, yada?
And I'm constantly saying let'sback up.
What's the value for yourbusiness if you choose to go
down this path of getting thesethings?
So we can talk about the coolthings of like what generative
AI can do from a contentstandpoint or from a kind of
(11:07):
insights standpoint, but howdoes that ultimately help you
grow?
So it's an interestingperspective because a lot of
people kind of go into well, Igo to this blog and it's all
about how you learn content, butanyone can learn it Exactly,
thank you.
Speaker 2 (11:25):
You said so eloquently what I have been
trying to say and I want torewatch that.
I'm going to rewind that clip.
Man, so many people, myselfincluded, get hung up on the how
to specific technical featurewhen it's a bigger picture
thinking sort of mentality thatrequires personal growth.
Speaker 1 (11:50):
A lot of us want to just play with the shiny toys.
I'm not going to lie.
I'm the first one to be likegive me a dev org, give me a
demo org.
I want to break and play with ashiny toy and see how it can
operate.
But there are tens, if nothundreds, of thousands of
dollars being spent on thesesolutions and, again, they're
great solutions.
I'm not bashing on the companythat helps me pay my bills and
(12:13):
my mortgage, but we also have tobe cognizant of is this pushing
business forward?
A lot of times it's yes, but wedo have to be a little bit
introspective when we thinkabout that.
Speaker 2 (12:23):
Yeah, agreed 100%.
Speaker 1 (12:26):
So, thinking through, we need to focus a little bit
more about less about thetechnology and more about the
trends for the marketers andunderstanding the business.
What are some of the commonchallenges you're seeing
marketers face in regards tointegrating some of those new
technologies, or just evenexisting technologies, into
(12:47):
Salesforce?
Speaker 2 (12:50):
Yeah, I think it's.
I don't think there's a bigchallenge integrating a lot of
software systems nowadays, asfar as the technical
capabilities go right, like Ithink there's always going to be
a challenge on the project, nomatter what it is.
But I think the biggestchallenge is marketers.
(13:13):
Moving forward is reallyunderstanding how what you're
building affects the business.
I think understanding on a deeplevel who your customer is
right.
As marketers, we have campaigns, right.
We have a campaign.
(13:37):
We talk about creating anautomation or creating a journey
to send people down a specificpath, but it comes down to do
you understand who the customeris that you serve, and I think
that is really identifying andunderstanding that person and
knowing what they need and whattheir issues are and what their
(13:58):
problems are.
I think once you understand thecustomer that you're speaking
to, your marketing becomes a loteasier.
So I think my answer to that isthe biggest challenge is really
understanding on a deep levelwho it is you're serving and
(14:19):
what it is you're actually doingas a marketer.
And that goes for if you'reusing marketing cloud Salesforce
, marketing cloud, convert Kit,mailchimp, you know ParDOT.
I'm just talking aboutmarketing in general.
The biggest challenge, Ibelieve, is truly stepping into
(14:40):
your customer's shoes andwriting stories that change
their beliefs.
And, yeah, I think all thetechnical stuff is there for us,
though.
Speaker 1 (14:51):
I very much agree with that.
It's a similar answer to whatwe talked about before, but it
still rings true.
A lot of times, theintegrations may not be 100%
what you need, but 80-90% of thetime it's all there for you, at
your disposal.
It's.
How are you using it?
Working with customers who have30 plus platforms in their
(15:18):
overall tech stack and not fullyunderstanding what each
solution is going to bring tothe table in regards to your
customer's journey?
I think one of the bigger, Iwould agree, is a very big
challenge that we see right now.
It's a good call out that thetech will fall into place, but
(15:40):
why are you doing what you'redoing?
Speaker 2 (15:43):
Right, and I think a great example to talk about that
is let's say, somebody we'redoing a Marketing Cloud Connect
project.
You go through the businesslogic and you hear a lot of
Marketing Cloud folks saying,hey, I don't really understand
the sales cloud side of things.
I don't understand what a leadis or a contact is.
And once you kind of explain tothem, hey, go to your company's
(16:06):
website, sign up for a campaignand then watch how you're
spoken to or look at the processthat you're going through on
the website.
And once you have people dothat, you kind of put them into
the shoes of hey, I actuallykind of do understand what it is
that I'm building on the backend so that my customer's
(16:26):
experience is smooth andseamless on the front end.
So I think you kind of youspoke on that, but that was
something I just wanted to addin as well 100%.
Speaker 1 (16:39):
I think it's just a different way of shining that
light on it and I think it's agood way to phrase it.
So we talked about how we arestaying updated on different
trends, but thinking about howthose trends ultimately affect
the business, but then, on theflip side, how it affects the
customer.
I want to take now to the admin, to the new admin.
(17:03):
So you are doing a wonderfuljob training people on how to
use Marketing Cloud and how tothink strategically in the
Salesforce ecosystem.
I'm curious, as you havetraining sessions, as you're
making video content, as you'reworking through everything you
go through, what are some of thekind of key pieces of advice
(17:25):
that you're giving marketers asthey are just getting started
with Marketing Cloud?
Speaker 2 (17:31):
Yeah, I'd say to have a future-minded mentality of AI
, bringing AI into the mix,starting to really understand
how chat, gpt can help you andunderstand how these other AI
tools can help you.
But maybe you're notnecessarily using that within
your specific use case, but justlearning about these tools and
(17:55):
understanding how they canstreamline your productivity.
But I think kind of in tandemwith that for new admins, I know
I said I've said for yearsclicks over code, clicks over
code.
I've started to dive into thecode, just a little bit, dabble
in it and man, I'm telling youit's powerful and it'll change
(18:17):
the way you think about life.
It'll change the way you makedecisions every day.
So to a new admin I know youmight be afraid.
Look me in my eyes.
You might be afraid of being aperson who codes, but you can do
this.
I was once there too.
I was afraid of Amscript, I wasafraid of SQL, I was afraid of
(18:39):
HTML CSS Still a little bitscared of SSJS not going to lie
and APIs a little bit strange tome.
But I have confidence that Ican go in and build functions
out in Amscript.
I can build out SQL queriesright.
So that just comes frombelieving that you actually can
(19:01):
learn this stuff and that'sgoing to help your career so
much if you understand how thecode is working on the back end.
Speaker 1 (19:11):
I love that answer because it's funny.
I talk about my story from timeto time and say that I got
started 10, now 11 years ago,and I was very much like do I
like Partout, though?
Do I like Salesforce?
This is really complicated.
(19:31):
I don't have the time.
I don't have the time to gothrough Trailhead.
I don't have the time to go touser groups to learn.
I have to know just what I needfor my job.
So my company and my director ofmarketing at the time was like
hey, we just can't keep this up.
We don't have people who knowthese things, we don't have the
time to learn it all, so I'mgoing to switch to HubSpot.
(19:53):
So we moved to HubSpot, whichwas very drag, drop, point,
click.
No shade to HubSpot, no shadeto any company out there.
Everyone's doing amazing thingsin the game, but I will say,
similar to you, being able nowto go in and write my own Apex
code for Salesforce automations,write my own HTML for a landing
(20:13):
page or an email for how I needto design, how do I need to be
able to, on the engagement side,understand dynamic content and
handle bar merge language, so Ican do some really, really cool
things within my email that I'msending out to a wide audience,
but I still want it to bepersonalized.
Having that click in your headof don't be afraid of it anymore
(20:39):
is very scary, but so importantfor long term growth.
I'm curious what are somethings you recommend to help
people get over that fear, thatanxiety of?
I'm never going to be able toget this.
This is way too complicated.
Speaker 2 (20:56):
I think the best way to do it is to set a small
promise to yourself, just asmall one.
You don't have to go overboard.
I see myself so many times,katelyn, you're going to do this
new thing, and I said, oh, I'mgoing to go study for it for two
hours every day for the nextweek.
That's not happening.
(21:17):
No, you're just not going tostudy that long.
No, it's not Like I don't carehow much you tell yourself, but
I just say study for 10 minutes.
10 minutes on this subject.
You have the bookmark open.
As soon as you open up thatsubject, click the timer.
I go to Google Timer.
Just type in Timer on GoogleChrome and then set the number
(21:39):
of minutes you want, press Enterand then alarm goes off at the
end.
If you feel satisfied at the endof that and you don't want to
do anything else but you justwanted to keep that promise to
yourself you get up, walk awayand you did 10 minutes of
studying for HTML, css, sql,amscript, whatever it is.
You end up choosing SSJS APIs.
(21:59):
You stack enough of those dayson top of each other.
After about 7 to 14 days, youdo that consistently.
There's going to be a day yougo for 20 minutes.
There's going to be a day yougo for 35 minutes because you're
going to just get lost in thesubject, especially if you're
(22:20):
doing it every day.
Make that small promise toyourself that hey, I know I
don't right now really want todo this, but to create a habit
for myself, I'm going to justunder promise and over deliver.
I'm going to just say 10minutes of studying, 5 minutes
if you have to Hit that promise,and that's it.
(22:42):
You kept a promise to yourself.
That's what worked for me washow do I actually get over the
fact that I don't like this, Ican't learn this, I'm not good
at this.
That's my strategy.
That's what.
Speaker 1 (22:57):
I did.
I like to change my officearound from time to time and I
have a whiteboard right on theother side of this wall.
I'm absolutely, and I alreadywrote in my little notebook but
keep that promise is going to bemy mentality going forward,
because I do the same thing.
I go all out and it's just partof my personality to just give
(23:19):
it 100% but going into.
Whenever I've tried dieting,weight loss, trying to start
this podcast, the fear offailure is crippling.
Being able to set that goal foryourself.
Keep that promise to don't haveto go crazy.
You don't have to spend fivehours on it a day on this thing.
Just give it a little by littleand it will come with time.
(23:41):
That's a really hard pill toswallow, but I think having that
mentality is so important.
Speaker 2 (23:48):
Very.
You can get anything done ifyou just chip away at it Next
thing you know.
You can see that in so manythings in life.
Speaker 1 (23:58):
It's a mindset for sure Hard mindset, but it
definitely is a needed mindsetTalking through that
recommendation to learn aboutthat and set yourself up for
success by having thoseattainable goals.
Last question on this part ofthe subject where can I go to
(24:20):
set that goal, to learn thatcode?
So from experience and for alot of effort looking, I can't
get a dev org for MarketingCloud.
If I try to find a sample orgfor me to play around in the
system, break the toy.
As I said before, where can Ifind some of those resources so
(24:40):
I can learn that code?
Break the toy.
Speaker 2 (24:45):
Yeah, there are these companies called basically,
authorized training providers,ATPs.
Salesforce has so much demandthat they have employed a legion
of companies to train themarket, to train the world.
(25:07):
So with that, these companiesget access to marketing cloud
environments because they'retraining providers.
So I happen to work for atraining provider, Revolent
Group.
So with Revolent Group you canbasically just say, hey, want to
(25:30):
join this program and I want toget trained up on being a
marketing cloud admin.
I'm going to take this class.
It's an instructor led class.
I get access to a marketingcloud org for X number of weeks,
plus access to the instructorfor X number of weeks, X number
of days.
So there's a lot of programslike that.
(25:53):
I work at Revolent Group.
That's the biggest route thatI've been seeing so far.
You can go the freelancingroute you can go.
If you have that confidencethat you can just jump in.
Speaker 1 (26:09):
I was able to get very lucky in my situation, and
I had clients, and I was justkind of put in the ringer and I
was a support for someone.
We have quite a few people whoare very specialized with
marketing cloud engagement, andso I was able to tag along, go
through a training course aswell as then kind of sit down
(26:30):
and work within that org, be asupport and learn it that way.
I also know, though, that I amthe minority, not the majority
of people who have that luxury,so I love the call out of these
ATPs, and so, definitely, we'llmake sure to plug Revolent Group
post episode, because I had afeeling there had to be some
(26:52):
resource out there like that,and it's good to know that it
does exist.
It's not just my own wishfulthinking.
Speaker 2 (26:58):
Yep, yeah, there's a lot of programs and there's
programs for military veterans.
You have Pathfinders.
Salesforce has a lot ofresources to get people
upskilled, so we've had thepleasure of working very closely
with Merivis Merivis Group.
Speaker 1 (27:18):
They are wonderful people.
They do amazing things in theveteran space.
I've already had two veteranson the podcast, so very excited
to see about adding more ofthese resources and more of
these kind of vendors out therewho specialize in just helping
the next generation of admin.
It all comes full circle in theend of finding ways to think
(27:42):
less about what can Salesforcedo for your business, but what
are the people doing to helpbolster Salesforce.
So, with that said, I'm curious.
So we're talking about howwe've done training, how to
think about the future ofmarketing strategy.
I love your opinion.
(28:04):
What do you envision the futureof marketing from a technology
to engagement standpoint lookinglike?
How do you think the usage ofemail or chat box or paid ads?
What do you think the future ofthat is going to shift to as we
are continuing the growth ofall the power that marketing
(28:26):
cloud can do.
Speaker 2 (28:28):
Yeah, I think it's going to be.
When you hear the word seamless, I think it's truly going to be
seamless.
I think it's going to be forthe customer.
The experience is going to beso smooth and so positive that
(28:49):
it's going to absolutely changethe entire way we look at data
collection, the way that we lookat data storage and the way
that we look at tracking and howimportant tracking is going to
be and APIs.
We are moving into a seamlessworld.
(29:14):
Seamless no cracks in the code,no cracks in the system.
I look at it like the onlything that can really power
something like that and work atthat level is AI.
I think somehow getting inlearning AI.
(29:36):
I think that's where themarketing world is headed for
sure.
Speaker 1 (29:44):
That is so interesting to hear.
I mean, it makes absolute senseand it's very similar to the
things we've heard at Dreamforce, at Connections, at the
different events.
But I love that phrasing.
It's seamless.
It's not just a way of ussaying, hey, the AI is connected
into Slack and it's giving yourecommendations on what type of
(30:07):
campaigns to do.
It's more focused on.
That end user has no idea.
There are so many APIconnections, triggering and
firing and batching off.
There's no understanding fromthe end user that we didn't even
have this campaign ready tosend to you before the AI just
(30:28):
said yep, we're going to havethis out the door and you're
going to have this email in yourinbox or text on your phone and
it's going to go full end toend.
That is so.
That's exciting to think about.
Don't get me wrong.
I love the toys and I lovewatching the keynotes that we
saw at Dreamforce and everything, but to think of it in that way
is so exciting as a marketerwho wants nothing but the best
(30:52):
for your end to end customerjourney.
Speaker 2 (30:55):
Yep.
Speaker 1 (30:56):
So one last thing I want to ask before we get into
that final question is for youwhat is a really cool success
story that you've seen from oneof your trainees?
So you've done a lot oftraining.
As you said before, you've donethousands of trainings.
Can you kind of give us alittle bit of a success story
(31:18):
moment for the admins listeningto this, who kind of hear all
the cool content coming out, allof the cool resources they're
going to learn from what is asuccess story that could be in
their minds?
Thinking, that's me.
Speaker 2 (31:33):
Yeah, I think my mom is the perfect example.
I mean, my mom is.
She is what?
48?
I think 48 and I'm 29.
So she had me at 18 and grew upmy whole life with my mom and
my dad.
Also, both of them were in mylife and she was a single mom,
(31:58):
he was a single dad and you know, they had me in high school,
right.
And so grow up I'm seeing thestruggle.
I see, you know, every kidwho's had that single parent
more than likely has understandsthe struggle, so I don't even
need to explain it.
So you go fast forward andfinally, this is in 2020, covid.
(32:28):
I tell my mom, hey, let's livetogether, let's all just, you
know, during the next year ofCOVID, let's all just live
together, close, as a family,and I'll teach you Salesforce,
I'll teach you marketing cloud.
And they took the offer.
(32:49):
We lived together and thenbasically taught them marketing
cloud.
Went from trying to explainthings and they were like
Katelyn, stop, slow down, thisis not good, this is you're not
explaining this, right.
And so I just got a ton offeedback from them, just telling
(33:09):
me how to teach, how to explainthings, breaking things down,
making things simple, right.
And so I started to finally showthem how the system works.
Finally, when we got to thepoint of, they could understand
me.
So eventually our lease wasalmost up for that year and I
(33:31):
said, hey guys, it's almost up,it's not going, you know, like
the good life is.
It's gonna be running outpretty soon here.
And I said you guys got to getcertified.
You guys got to get certifiedand you got to get a job.
You've been learning the system, you've been understanding it,
we've been talking about it andmy mom, within 28 days, got
(33:57):
certified and got her first job.
Speaker 1 (33:59):
So that if that's not inspirational, I really don't
know what is.
And that's not just me beinglike corny saying or cliche
saying that is trulyinspirational.
Speaker 2 (34:08):
Thank you, yeah, and you know, it was just based
around the selfish motives, ofcourse, for me internally
sometimes we all have them I'mlike, all right, if I make my
mom richer because she has asix-figure job or she has this
high paying job, then my life'sgoing to be better, like my
(34:31):
brother's life is going to bebetter, my sister's life is
going to be better, my niece andnephew's life is going to be
better, like her grandchildren,right.
So I'm like it's selfish on mybehalf, because then I'm not the
only person making money in myfamily, right?
So that was the biggest stepfor me was I got to get my mom
(34:53):
this job, get her and then gether to do that, and she ended up
getting two jobs.
That's cool, yeah.
And I was like, hey, she's outhere, she's out here working.
She was working, so, but that'sjust the way she is and it's
that's.
That's the biggest story isbecause, like, I'm literally
(35:15):
sitting in her house right nowsomething.
She's, this is her first house,so that's the biggest success
story, for sure.
I absolutely adore that.
Speaker 1 (35:24):
And one thing I'm taking from that is you have to
put in the work.
It's not just going to be yes,you can have the assistance and
have the training and have theresources to set you up for
success, but if you're notwilling and passionate enough to
give it the old college, tryand put forth that work to
hustle.
it's yeah, you the solutionsaren't crazy difficult, but you
(35:47):
can't just wing it and so, no, Iabsolutely adore that story.
That is so cool to hear thatwithout or like wording in a bad
way, but like anyone can do it,like you have to, you can put
in the work and it's soattainable it's so very
attainable.
Yeah, it really is man.
Speaker 2 (36:06):
Like that's it.
It's just the work that you putin will get you to where you
want to be at and you hit itright there in the nail on the
head.
That's it she put in the work.
I believe that's the way she'sgoing to do it.
I put in the work right it was.
You have to make sacrifices,like.
The journey is definitely notgoing to be easy.
(36:26):
It's not, but it's worth it.
It is worth it when you'reworking, when you're working
100% remote, when you're youknow you can take a flight in
the middle of your work daybecause you know you've already
gotten your work done or you aregoing to get it done later that
night.
Whatever it may be Like,there's no better way of like,
(36:54):
at least if there's a live, arich life starter pack.
Like rich not even meaningmoney.
Speaker 1 (37:04):
Rich means no fulfilled emotionally being able
to have.
I have a very close friend whoshe was not happy at all in her
employment situation and justwas so frustrated, so down in
the dumps and got into workingwith Salesforce and now, yeah,
(37:26):
very similar story of being ableto now work at a job that gave
them the opportunity to learnSalesforce, to learn the things
they need, are now loving whatthey do and, yeah, they also
live the life that they areimagining.
So it's so funny too, because Ihave a co-worker who says just
(37:46):
that's like build the life youwant to live.
No one's going to hand it toyou.
You have to do that for you.
So if you want to have that jobthat is fully remote, you have
to find and put in the work toget that job.
If that is something thatinterests you, you have to jump
headfirst and don't look back.
Give yourself small goals tolead you up to it, but no,
(38:09):
that's where you want to moveforward to, and love that story
to, kind of make it fulfilling.
Yeah, so talking through we'vetalked through the success story
now for the future.
So thinking not just now aboutthe future of the admin of
tomorrow, but then the future ofthe Salesforce ecosystem.
(38:29):
So the final question I have iswhat do you think the role
marketers will play, the nextgenerations of admins will play
in shaping the future ofSalesforce, as well as
Salesforce and Marketing Cloud?
Speaker 2 (38:45):
Well, as a marketer, you are in the business of
sharing stories.
You're in the business ofinfluence.
You are influencing buyingbehavior.
You are persuading anindividual to change their mind.
(39:08):
The role that you're going toplay is understanding how to
story tell, understanding how towrite, understanding how to
critically think and analyzeyour behavior, others behavior,
human behavior.
The skill stack is be able tocommunicate very well and be
(39:34):
able to story tell.
I think the role that we'regoing to play as marketers is
we're going to be shaping theway the world works.
We're going to be shapingindustries.
We're going to be shaping minds.
As marketers, we're shapingminds.
When you're forging a mind,when you're molding a mind,
(39:58):
you've got to understand how touse that ethically.
We have to bring ethics andmorals and positivity back into
the world.
As marketers, my message atleast I don't want to tell
anybody what their messageshould be, but my message is
(40:21):
give back to the world, spreadthe positivity, spread the
spread.
There's so much abundance outhere for us.
There's a lot of fear mongeringand marketing.
There's a lot of persuasionused the wrong way in marketing.
I think the role we're going toplay is this role of good
(40:44):
marketer versus that clichemarketer.
I meet people that say theythink marketers are scam artists
, they're Ponzi schemas.
It's like there's so many goodpeople out there.
There's so many on the otherside that are good and that are
doing things for a purpose,because marketing actually gets
(41:06):
results for life.
Business just so happens to bea big part of our life.
If you understand what you'redoing in society and what your
role is, I think that's the rolethat you're shaping.
Marketing Cloud is a marketingautomation tool.
(41:27):
I think.
Use the tools for good.
Understand how to use themwithin compliance standards.
Follow all the canned spam laws.
Understand how to ethicallycollect data, how to opt people
out, do things above reproach,do things with a gold standard
(41:50):
and do things the right way,with integrity.
Speaker 1 (41:53):
That is so beautiful to say when people think about
that question.
It's a lot of.
It's about, well, there's goingto be more personalization,
there's going to be more ABM, soSalesforce is going to be able
to create some new cool, newthing to help with the ABM and
blah.
But honestly, we have to thinkbigger picture as marketers,
(42:17):
just as within the ecosystem asa whole.
Thinking about that biggerpicture, thinking about how are
we using these tools to help ourcompany, helping our customer,
how we're using it for good whenthere is, like you said, so
much negativity out there?
That is, this whole episode hasbeen such an amazing
(42:39):
conversation about just usingthe things we know for the power
of good, because it's so easyto fall into the negative or
just follow also just negativebest practices.
So, no, this has been such anamazing conversation and kind of
journey of understanding fromstart to finish.
(43:01):
We are storytellers and we havethe power to do so much good,
not just for customers but forthe society as a whole.
So, katelyn, I so muchappreciate you coming on and
being this uplifting goldenpresence of a conversation that
can sometimes get a little bittoo technical and a little bit
too present.
(43:21):
So I really appreciate yourtime and jumping on.
It's been a wonderful time.
Speaker 2 (43:26):
Man, I appreciate you .
Thank you, jacob, thank you,thank you.
Speaker 1 (43:41):
And with that, another episode of Admins of
Tomorrow is in the books.
Now.
It's always great to get adifferent perspective around
trends in the ecosystem.
I feel like we always get hungup on the technical aspects of
how platforms will integrateinto Salesforce and making sure
the data is clean and organized,but so often we forget that
marketing cloud, sales cloud orreally whatever tool you use,
(44:04):
it's a means to drive thebusiness forward, and
understanding what your businessneed is key for the future.
And with that, a big thank youto our phenomenal guest, katelyn
Moss, for sharing theirexpertise and trailblazing
stories.
Don't forget to check outKatelyn's YouTube channel Minute
Admin for insights and trainingabout Salesforce, marketing
cloud and other Salesforceproducts.
(44:26):
We hope this conversation hasprovided you with valuable
insights, actionable strategiesand the inspiration to navigate
the modern marketing landscapewith confidence and creativity
Now.
Thank you again for taking thetime to listen and support the
podcast.
If you have any feedback,questions or topic suggestions,
we would love to hear from you.
So don't hesitate to connectwith us on LinkedIn or Twitter,
(44:48):
or email us at info atadminsoftomorrowcom.
If you enjoyed this episode,don't forget to subscribe, leave
a review and share it with yourfellow trailblazers.
Once again, I'm Jacob Catalano,your host signing off.
We appreciate you for listeningto Admins of Tomorrow,
trailblazing the next generation.
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