Salesforce Marketing Cloud For Dummies

1 - Title Page [Seite 3]
2 - Copyright Page [Seite 4]
3 - Table of Contents [Seite 7]
4 - Introduction [Seite 15]
4.1 - About This Book [Seite 15]
4.2 - Foolish Assumptions [Seite 16]
4.3 - Icons Used in This Book [Seite 16]
4.4 - Beyond the Book [Seite 17]
4.5 - Where to Go from Here [Seite 17]
5 - Part 1 Getting Started [Seite 19]
5.1 - Chapter 1 Introducing the One-to-One Customer Journey [Seite 21]
5.1.1 - The Dawn of the Customer Journey [Seite 22]
5.1.1.1 - Early email marketing [Seite 22]
5.1.1.2 - From batch and blast to the highly personalized message [Seite 24]
5.1.1.3 - From two channels to too many to count [Seite 24]
5.1.1.4 - From brand-centric to customer-centric [Seite 26]
5.1.1.5 - The customer journey revolution [Seite 26]
5.1.2 - The Importance of the Customer Journey [Seite 27]
5.1.2.1 - Marketers in today's businesses [Seite 27]
5.1.2.2 - Decisive moments for customers [Seite 28]
5.1.2.3 - Grow the top line [Seite 29]
5.1.2.4 - Data-based insights [Seite 30]
5.1.2.5 - Operating in real-time [Seite 30]
5.1.2.6 - Mastering the metrics that matter [Seite 31]
5.1.2.7 - The journey is the reward [Seite 31]
5.1.3 - Defining the Customer Journey [Seite 31]
5.1.3.1 - Start with the basics [Seite 32]
5.1.3.2 - The sticky note exercise [Seite 32]
5.1.3.3 - Mapping it out [Seite 34]
5.1.4 - Fulfilling the Customer Journey with Marketing Cloud [Seite 34]
5.1.4.1 - Preparing to use Marketing Cloud [Seite 35]
5.1.4.2 - Getting access to Marketing Cloud [Seite 35]
5.2 - Chapter 2 Navigating Salesforce Marketing Cloud [Seite 37]
5.2.1 - Exploring Marketing Cloud [Seite 38]
5.2.1.1 - Dashboard components [Seite 39]
5.2.1.2 - Getting help with Marketing Cloud [Seite 41]
5.2.1.3 - Accessing business units [Seite 41]
5.2.2 - Accessing Your Apps [Seite 43]
5.3 - Chapter 3 Administering Marketing Cloud [Seite 47]
5.3.1 - Managing Marketing Cloud Users [Seite 48]
5.3.1.1 - Accessing the Users page [Seite 49]
5.3.1.2 - Creating a user account [Seite 49]
5.3.1.3 - Giving an Enterprise 2.0 user access to business units [Seite 51]
5.3.2 - Providing Access for Users [Seite 51]
5.3.2.1 - The role of roles in Enterprise 2.0 [Seite 51]
5.3.2.2 - Assigning roles [Seite 53]
5.3.2.3 - Overriding role permissions [Seite 53]
5.3.2.4 - Creating or editing a role [Seite 55]
5.3.3 - Securing Marketing Cloud [Seite 55]
5.3.4 - Sender and Delivery Profiles and Send Classifications [Seite 58]
5.3.4.1 - Creating a sender profile [Seite 59]
5.3.4.2 - Creating a delivery profile [Seite 60]
5.3.4.3 - Creating a send classification [Seite 60]
5.3.5 - IP Warm [Seite 61]
5.3.5.1 - Establishing your reputation [Seite 62]
5.3.5.2 - Warming your IP [Seite 62]
5.4 - Chapter 4 Dashboard Tools [Seite 63]
5.4.1 - Using the Calendar [Seite 63]
5.4.1.1 - Calendar event sources [Seite 65]
5.4.1.2 - Creating a calendar event [Seite 66]
5.4.2 - Managing Campaigns [Seite 67]
5.4.2.1 - Campaign associations [Seite 67]
5.4.2.2 - Touring the campaign screen [Seite 69]
5.4.2.3 - Creating the campaign [Seite 70]
5.4.2.4 - Adding associations to a campaign [Seite 71]
5.4.2.5 - Tagging a campaign [Seite 72]
6 - Part 2 Utilizing Data [Seite 75]
6.1 - Chapter 5 Identifying and Preparing Your Data [Seite 77]
6.1.1 - Defining Your Data Set [Seite 78]
6.1.1.1 - What data do you have? [Seite 78]
6.1.1.2 - What data do you wish you had? [Seite 79]
6.1.1.3 - Defining an initial data set [Seite 82]
6.1.1.4 - Dealing with a data shortfall [Seite 83]
6.1.1.5 - Data after a send [Seite 86]
6.1.2 - Mapping Your Data to Your Objectives [Seite 86]
6.1.2.1 - Marketing objectives [Seite 87]
6.1.2.2 - Data to fulfill your objectives [Seite 87]
6.1.2.3 - Data objective exercise [Seite 88]
6.2 - Chapter 6 Establishing Your Data Model [Seite 89]
6.2.1 - Understanding Marketing Cloud Data Models [Seite 90]
6.2.1.1 - Subscriber-and-list model [Seite 90]
6.2.1.2 - Relational data model with data extensions [Seite 92]
6.2.1.3 - Which data model will work for you? [Seite 95]
6.2.1.4 - Setting up a subscriber-and-list data model [Seite 96]
6.2.1.5 - Setting up a relational data model [Seite 99]
6.2.2 - Getting Data into Marketing Cloud [Seite 100]
6.2.2.1 - Importing to subscriber attributes [Seite 101]
6.2.2.2 - Importing to data extensions [Seite 102]
6.2.2.3 - Utilizing a CRM integration [Seite 102]
6.2.3 - Contact Builder [Seite 103]
7 - Part 3 Marketing Cloud Builders [Seite 105]
7.1 - Chapter 7 Content Builder [Seite 107]
7.1.1 - Using Content Builder [Seite 108]
7.1.1.1 - Changing the display [Seite 108]
7.1.1.2 - Finding content in Content Builder [Seite 110]
7.1.1.3 - Organizing content in folders [Seite 112]
7.1.1.4 - Importing content from Classic Content [Seite 113]
7.1.1.5 - Uploading content outside Marketing Cloud [Seite 114]
7.1.1.6 - Managing content in Content Builder [Seite 115]
7.1.2 - Images and More [Seite 119]
7.1.3 - Templates [Seite 119]
7.1.4 - Messages [Seite 121]
7.1.4.1 - Creating reusable content blocks [Seite 121]
7.1.4.2 - Creating reusable code snippets [Seite 123]
7.1.5 - Approvals [Seite 124]
7.1.5.1 - How the Approvals app works [Seite 124]
7.1.5.2 - Setting up an approval workflow [Seite 125]
7.1.5.3 - Who should use the Approvals app? [Seite 127]
7.2 - Chapter 8 Audience Builder and Contact Builder [Seite 129]
7.2.1 - Contact Builder [Seite 130]
7.2.1.1 - Menus [Seite 130]
7.2.1.2 - Contacts [Seite 133]
7.2.1.3 - Relationships and cardinality [Seite 134]
7.2.1.4 - Creating attribute groups [Seite 134]
7.2.2 - Audience Builder [Seite 136]
7.2.2.1 - Dashboard [Seite 137]
7.2.2.2 - Audience workspace [Seite 138]
7.2.2.3 - Creating an audience [Seite 140]
7.3 - Chapter 9 Analytics and Personalization Builder [Seite 145]
7.3.1 - Discovering Discover [Seite 146]
7.3.1.1 - Modifying an existing report [Seite 147]
7.3.1.2 - Creating a report from scratch [Seite 148]
7.3.2 - Using Standard Reporting [Seite 150]
7.3.2.1 - Running a report [Seite 150]
7.3.2.2 - Subscriber Engagement report [Seite 151]
7.3.2.3 - Recent Email Sending Summary report [Seite 152]
7.3.2.4 - Account Send Summary report [Seite 153]
7.3.2.5 - Email Performance for Domains report [Seite 154]
7.3.3 - Viewing Web and Mobile Analytics [Seite 155]
7.3.3.1 - Setting up web analytics [Seite 156]
7.3.3.2 - Setting up mobile analytics [Seite 157]
7.3.4 - Using Predictive Intelligence [Seite 157]
7.4 - Chapter 10 Journey Builder [Seite 159]
7.4.1 - Automation Studio versus Journey Builder [Seite 160]
7.4.2 - Understanding Automation Studio [Seite 162]
7.4.3 - Creating Activities [Seite 164]
7.4.3.1 - Testing activities [Seite 164]
7.4.3.2 - File-naming patterns [Seite 165]
7.4.3.3 - Data extract activity [Seite 166]
7.4.3.4 - File transfer activity [Seite 167]
7.4.3.5 - Filter activity [Seite 168]
7.4.3.6 - Import file activity [Seite 168]
7.4.3.7 - Refresh group activity [Seite 169]
7.4.3.8 - SQL query activity [Seite 170]
7.4.3.9 - Send email activity [Seite 171]
7.4.3.10 - Wait activity [Seite 171]
7.4.4 - Creating an Automation [Seite 172]
7.4.5 - Error Reporting [Seite 174]
8 - Part 4 Marketing Cloud Studios [Seite 175]
8.1 - Chapter 11 Email Studio [Seite 177]
8.1.1 - Understanding Email Marketing in Salesforce Marketing Cloud [Seite 178]
8.1.1.1 - The email channel in Salesforce Marketing Cloud [Seite 178]
8.1.1.2 - Benefits of email as a channel [Seite 179]
8.1.1.3 - When to use email [Seite 180]
8.1.2 - Creating Email Content [Seite 181]
8.1.2.1 - Subject-line best practices [Seite 181]
8.1.2.2 - Avoiding the spam folder [Seite 182]
8.1.2.3 - Preheader best practices [Seite 183]
8.1.2.4 - Rendering best practices [Seite 184]
8.1.2.5 - Style sheet best practices [Seite 185]
8.1.2.6 - Creating an email [Seite 186]
8.1.3 - Preparing an Email to Send [Seite 188]
8.1.3.1 - Previewing the email [Seite 188]
8.1.3.2 - Performing QA tests [Seite 189]
8.1.3.3 - Choosing an audience [Seite 190]
8.1.4 - Sending an Email [Seite 192]
8.1.5 - Tracking Your Email [Seite 193]
8.1.5.1 - Accessing email tracking [Seite 194]
8.1.5.2 - Navigating email tracking [Seite 195]
8.1.5.3 - Comparing tracking for multiple emails [Seite 198]
8.1.5.4 - Pausing or canceling a send [Seite 199]
8.1.6 - Advanced Tactics in Email [Seite 199]
8.1.6.1 - A/B testing [Seite 199]
8.1.6.2 - Dynamic content [Seite 200]
8.1.6.3 - AMPscript [Seite 201]
8.2 - Chapter 12 Mobile Studio [Seite 203]
8.2.1 - Deciding Whether You're Ready for Mobile Marketing [Seite 204]
8.2.2 - Understanding Mobile Terminology [Seite 204]
8.2.2.1 - SMS and MMS [Seite 205]
8.2.2.2 - Short codes [Seite 205]
8.2.2.3 - Mobile-originated campaigns [Seite 206]
8.2.2.4 - Mobile-terminated campaigns [Seite 206]
8.2.3 - Configuring Your Account for Mobile [Seite 206]
8.2.3.1 - Setting up your data for use with mobile [Seite 206]
8.2.4 - MobileConnect [Seite 207]
8.2.4.1 - MobileConnect overview screen [Seite 208]
8.2.4.2 - Setting up keywords [Seite 210]
8.2.4.3 - Setting your blackout window [Seite 211]
8.2.4.4 - Creating a message [Seite 212]
8.2.5 - MobilePush [Seite 214]
8.2.5.1 - General messages [Seite 214]
8.2.5.2 - Location-specific messages [Seite 215]
8.2.6 - GroupConnect [Seite 216]
8.2.7 - Respectful Mobile Marketing Checklist [Seite 217]
8.3 - Chapter 13 Social Media Studio [Seite 219]
8.3.1 - Deciding to Go Social [Seite 220]
8.3.1.1 - Figuring out if you're ready [Seite 220]
8.3.1.2 - Going for it [Seite 221]
8.3.2 - Social Studio Concepts [Seite 221]
8.3.2.1 - Inspector [Seite 222]
8.3.2.2 - Topic profiles [Seite 222]
8.3.2.3 - Workspaces [Seite 224]
8.3.2.4 - Users and roles [Seite 226]
8.3.3 - Supported Social Media Networks [Seite 227]
8.3.4 - Getting Started with Social Studio [Seite 227]
8.3.5 - Social Media Marketing in Social Studio [Seite 228]
8.3.5.1 - Analyze [Seite 229]
8.3.5.2 - Engage [Seite 231]
8.3.5.3 - Publish [Seite 232]
8.3.6 - Social Media Best Practices [Seite 237]
8.3.6.1 - Use cases [Seite 238]
8.3.6.2 - Listening and analytics [Seite 239]
8.3.6.3 - Engaging your community [Seite 240]
8.4 - Chapter 14 Advertising Studio [Seite 243]
8.4.1 - Advertising Studio Editions [Seite 244]
8.4.2 - Lead Capture Edition [Seite 244]
8.4.2.1 - Facebook lead capture forms [Seite 245]
8.4.2.2 - Creating a lead capture task [Seite 247]
8.4.2.3 - Sample lead data extension [Seite 248]
8.4.2.4 - Creating a lookalike audience [Seite 249]
8.4.3 - Professional Edition [Seite 251]
8.4.3.1 - When someone else owns the ad network accounts [Seite 253]
8.4.3.2 - Supported social and ad networks [Seite 254]
8.4.3.3 - Creating an audience [Seite 255]
8.5 - Chapter 15 Web Studio [Seite 257]
8.5.1 - Supported Online Content [Seite 258]
8.5.1.1 - Web content [Seite 258]
8.5.1.2 - Social content [Seite 260]
8.5.1.3 - Mobile content [Seite 261]
8.5.2 - Creating Content in CloudPages [Seite 262]
8.5.2.1 - Creating a collection [Seite 264]
8.5.2.2 - Adding content to a collection [Seite 264]
8.5.3 - Publishing Content [Seite 269]
8.5.3.1 - Unpublishing content [Seite 270]
8.5.4 - Analyzing Content Performance [Seite 271]
9 - Part 5 Mapping the Customer Journey [Seite 273]
9.1 - Chapter 16 Designing a Customer Journey [Seite 275]
9.1.1 - Understanding Journeys [Seite 276]
9.1.2 - Parts of a Journey [Seite 278]
9.1.2.1 - Entry sources [Seite 280]
9.1.2.2 - Messages [Seite 281]
9.1.2.3 - Splits [Seite 281]
9.1.2.4 - Joins [Seite 283]
9.1.2.5 - Waits [Seite 283]
9.1.2.6 - Customer updates [Seite 283]
9.1.3 - Considerations before Starting [Seite 283]
9.1.3.1 - Choosing the right tool [Seite 284]
9.1.3.2 - Data extension prerequisite [Seite 284]
9.1.3.3 - Contact Builder prerequisite [Seite 284]
9.1.3.4 - Data powers the journey [Seite 285]
9.1.3.5 - Message content [Seite 285]
9.1.4 - Beginning to Map a Customer Journey [Seite 285]
9.1.5 - Journey Preparation Checklist [Seite 287]
9.2 - Chapter 17 Creating Your Customer Journeys [Seite 289]
9.2.1 - Revisiting the Basics of a Customer Journey [Seite 290]
9.2.2 - The Journey Builder Dashboard [Seite 290]
9.2.2.1 - Journeys menu option [Seite 291]
9.2.2.2 - History menu option [Seite 292]
9.2.3 - Journey Canvas [Seite 295]
9.2.3.1 - Version [Seite 296]
9.2.3.2 - Undo, redo, copy, and delete buttons [Seite 296]
9.2.3.3 - Goals [Seite 297]
9.2.3.4 - Settings [Seite 298]
9.2.3.5 - Save, Test, and Activate buttons [Seite 299]
9.2.3.6 - Builder [Seite 299]
9.2.4 - Journey Entry Sources [Seite 300]
9.2.4.1 - Email Studio audiences [Seite 301]
9.2.4.2 - Automation Studio audience [Seite 304]
9.2.4.3 - MobileConnect audience [Seite 306]
9.2.5 - Understanding Activities [Seite 307]
9.2.5.1 - Messages [Seite 308]
9.2.5.2 - Flow Controls [Seite 309]
9.2.5.3 - Updating contacts [Seite 313]
9.2.5.4 - Real-time metrics [Seite 314]
9.2.5.5 - Journey Builder reporting [Seite 315]
10 - Part 6 The Part of Tens [Seite 317]
10.1 - Chapter 18 Ten Customer Journeys for Beginners [Seite 319]
10.1.1 - Welcome Series [Seite 319]
10.1.2 - Abandoned Cart [Seite 320]
10.1.3 - Birthday [Seite 322]
10.1.4 - Browse Retargeting [Seite 323]
10.1.5 - Customer Anniversary [Seite 325]
10.1.6 - Loyalty Series [Seite 326]
10.1.7 - App Download [Seite 327]
10.1.8 - Post-Purchase [Seite 328]
10.1.9 - Re-engagement [Seite 329]
10.1.10 - Newsletter Series [Seite 330]
10.2 - Chapter 19 Ten Secrets to a Successful Implementation [Seite 331]
10.2.1 - Set Realistic Function Expectations [Seite 331]
10.2.2 - Set Realistic Time Expectations [Seite 332]
10.2.3 - Design for the Data [Seite 332]
10.2.4 - Purchase Support [Seite 332]
10.2.5 - Take Care with Your IP Warm [Seite 332]
10.2.6 - Work Closely with Your Implementation Partner [Seite 333]
10.2.7 - Establish Standards [Seite 333]
10.2.8 - Document Everything [Seite 333]
10.2.9 - Inform All Key People [Seite 334]
10.2.10 - Allow Time for Training [Seite 334]
10.3 - Chapter 20 Ten Bad Habits of Digital Marketers [Seite 335]
10.3.1 - Not Testing Enough [Seite 335]
10.3.2 - Testing Too Many Variables [Seite 336]
10.3.3 - Assuming That Flashy Features Equal Better Results [Seite 337]
10.3.4 - Hyper-Targeting [Seite 337]
10.3.5 - Forsaking Proven Channels [Seite 337]
10.3.6 - Buying the "It Just Works" Myth [Seite 338]
10.3.7 - Over-Messaging [Seite 338]
10.3.8 - Forgetting That Content Is King [Seite 338]
10.3.9 - Not Staying Current [Seite 339]
10.3.10 - Not Asking for Help [Seite 339]
11 - Index [Seite 341]
12 - EULA [Seite 363]