Salesforce Marketing Cloud For Dummies
Published on 22. December 2017
Book
Paperback/Softback
360 pages
978-1-119-12209-8 (ISBN)
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Description
Salesforce Marketing Cloud: Take your digital marketing on a journey!
Everything seems to be moving to the cloud these days--and digital marketing is no exception! Salesforce Marketing Cloud For Dummies guides you through the use of Salesforce's exciting suite of cloud-based digital marketing solutions, which have the power to help you plan, personalize, and optimize your customers' journey. Written by a leader of the Salesforce training and development team, Salesforce Marketing Cloud users will find essential information on using the suite of tools and tips and tricks that only an insider would be able to share. With easy-to-follow instructions, this guide helps you discover how to incorporate your data sets into the tools to create models, campaigns, and customer maps that enable you to create a positive experience for your customers.
As Salesforce.com's multi-channel digital marketing platform, the Salesforce Marketing Cloud focuses on helping you manage one-on-one customer journeys. Leveraging a variety of features, this suite of tools offers email marketing, mobile marketing, social media marketing, content and messaging, predictive intelligence, and more. Your ability to navigate these features and functions will determine your digital marketing campaign's success, so it's critical that you make the most of this tool!
* Navigate and manage the Salesforce Marketing Cloud
* Define and understand your customers' journeys--and how you fit into them
* Engage your customers across devices, ensuring consistent communication
* Use predictive data to optimize engagement
Salesforce Marketing Cloud For Dummies helps you make the most of your investment in the digital marketing world!
Everything seems to be moving to the cloud these days--and digital marketing is no exception! Salesforce Marketing Cloud For Dummies guides you through the use of Salesforce's exciting suite of cloud-based digital marketing solutions, which have the power to help you plan, personalize, and optimize your customers' journey. Written by a leader of the Salesforce training and development team, Salesforce Marketing Cloud users will find essential information on using the suite of tools and tips and tricks that only an insider would be able to share. With easy-to-follow instructions, this guide helps you discover how to incorporate your data sets into the tools to create models, campaigns, and customer maps that enable you to create a positive experience for your customers.
As Salesforce.com's multi-channel digital marketing platform, the Salesforce Marketing Cloud focuses on helping you manage one-on-one customer journeys. Leveraging a variety of features, this suite of tools offers email marketing, mobile marketing, social media marketing, content and messaging, predictive intelligence, and more. Your ability to navigate these features and functions will determine your digital marketing campaign's success, so it's critical that you make the most of this tool!
* Navigate and manage the Salesforce Marketing Cloud
* Define and understand your customers' journeys--and how you fit into them
* Engage your customers across devices, ensuring consistent communication
* Use predictive data to optimize engagement
Salesforce Marketing Cloud For Dummies helps you make the most of your investment in the digital marketing world!
More details
Other editions
Additional editions
Chester Bullock | Mark Pollard
Salesforce Marketing Cloud For Dummies
E-Book
10/2017
Wiley
€18.99
Available for download
Chester Bullock | Mark Pollard
Salesforce Marketing Cloud For Dummies
E-Book
10/2017
Wiley
€18.99
Available for download
Persons
Chester Bullock and Mark Pollard are digital marketing technology experts at Trendline Interactive. Following many years on the brand side, they are now in charge of making sure clients get the most out of their marketing platforms.
Content
Introduction 1
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 2
Beyond the Book 3
Where to Go from Here 3
Part 1: Getting Started 5
Chapter 1: Introducing the One-to-One Customer Journey 7
The Dawn of the Customer Journey 8
Early email marketing 8
From batch and blast to the highly personalized message 10
From two channels to too many to count 10
From brand-centric to customer-centric 12
The customer journey revolution 12
The Importance of the Customer Journey 13
Marketers in today's businesses 13
Decisive moments for customers 14
Grow the top line 15
Data-based insights 16
Operating in real-time 16
Mastering the metrics that matter 17
The journey is the reward 17
Defining the Customer Journey 17
Start with the basics 18
The sticky note exercise 18
Mapping it out 20
Fulfilling the Customer Journey with Marketing Cloud 20
Preparing to use Marketing Cloud 21
Getting access to Marketing Cloud 21
Chapter 2: Navigating Salesforce Marketing Cloud 23
Exploring Marketing Cloud 24
Dashboard components 25
Getting help with Marketing Cloud 27
Accessing business units 27
Accessing Your Apps 29
Chapter 3: Administering Marketing Cloud 33
Managing Marketing Cloud Users 34
Accessing the Users page 35
Creating a user account 35
Giving an Enterprise 2.0 user access to business units 37
Providing Access for Users 37
The role of roles in Enterprise 2.0 37
Assigning roles 39
Overriding role permissions 39
Creating or editing a role 41
Securing Marketing Cloud 41
Sender and Delivery Profiles and Send Classifications 44
Creating a sender profile 45
Creating a delivery profile 46
Creating a send classification 46
IP Warm 47
Establishing your reputation 48
Warming your IP 48
Chapter 4: Dashboard Tools 49
Using the Calendar 49
Calendar event sources 51
Creating a calendar event 52
Managing Campaigns 53
Campaign associations 53
Touring the campaign screen 55
Creating the campaign 56
Adding associations to a campaign 57
Tagging a campaign 58
Part 2: Utilizing Data 61
Chapter 5: Identifying and Preparing Your Data 63
Defining Your Data Set 64
What data do you have? 64
What data do you wish you had? 65
Defining an initial data set 68
Dealing with a data shortfall 69
Data after a send 72
Mapping Your Data to Your Objectives 72
Marketing objectives 73
Data to fulfill your objectives 73
Data objective exercise 74
Chapter 6: Establishing Your Data Model 75
Understanding Marketing Cloud Data Models 76
Subscriber-and-list model 76
Relational data model with data extensions 78
Which data model will work for you? 81
Setting up a subscriber-and-list data model 82
Setting up a relational data model 85
Getting Data into Marketing Cloud 86
Importing to subscriber attributes 87
Importing to data extensions 88
Utilizing a CRM integration 88
Contact Builder 89
Part 3: Marketing Cloud Builders 91
Chapter 7: Content Builder 93
Using Content Builder 94
Changing the display 94
Finding content in Content Builder 96
Organizing content in folders 98
Importing content from Classic Content 99
Uploading content outside Marketing Cloud 100
Managing content in Content Builder 101
Images and More 105
Templates 105
Messages 107
Creating reusable content blocks 107
Creating reusable code snippets 109
Approvals 110
How the Approvals app works 110
Setting up an approval workflow 111
Who should use the Approvals app? 113
Chapter 8: Audience Builder and Contact Builder 115
Contact Builder 116
Menus 116
Contacts 119
Relationships and cardinality 120
Creating attribute groups 120
Audience Builder 122
Dashboard 123
Audience workspace 124
Creating an audience 126
Chapter 9: Analytics and Personalization Builder 131
Discovering Discover 132
Modifying an existing report 133
Creating a report from scratch 134
Using Standard Reporting 136
Running a report 136
Subscriber Engagement report 137
Recent Email Sending Summary report 138
Account Send Summary report 139
Email Performance for Domains report 140
Viewing Web and Mobile Analytics 141
Setting up web analytics 142
Setting up mobile analytics 143
Using Predictive Intelligence 143
Chapter 10: Journey Builder 145
Automation Studio versus Journey Builder 146
Understanding Automation Studio 148
Creating Activities 150
Testing activities 150
File-naming patterns 151
Data extract activity 152
File transfer activity 153
Filter activity 154
Import file activity 154
Refresh group activity 155
SQL query activity 156
Send email activity 157
Wait activity 157
Creating an Automation 158
Error Reporting 160
Part 4: Marketing Cloud Studios 161
Chapter 11: Email Studio 163
Understanding Email Marketing in Salesforce Marketing Cloud 164
The email channel in Salesforce Marketing Cloud 164
Benefits of email as a channel 165
When to use email 166
Creating Email Content 167
Subject-line best practices 167
Avoiding the spam folder 168
Preheader best practices 169
Rendering best practices 170
Style sheet best practices 171
Creating an email 172
Preparing an Email to Send 174
Previewing the email 174
Performing QA tests 175
Choosing an audience 176
Sending an Email 178
Tracking Your Email 179
Accessing email tracking 180
Navigating email tracking 181
Comparing tracking for multiple emails 184
Pausing or canceling a send 185
Advanced Tactics in Email 185
A/B testing 185
Dynamic content 186
AMPscript 187
Chapter 12: Mobile Studio 189
Deciding Whether You're Ready for Mobile Marketing 190
Understanding Mobile Terminology 190
SMS and MMS 191
Short codes 191
Mobile-originated campaigns 192
Mobile-terminated campaigns 192
Configuring Your Account for Mobile 192
Setting up your data for use with mobile 192
MobileConnect 193
MobileConnect overview screen 194
Setting up keywords 196
Setting your blackout window 197
Creating a message 198
MobilePush 200
General messages 200
Location-specific messages 201
GroupConnect 202
Respectful Mobile Marketing Checklist 203
Chapter 13: Social Media Studio 205
Deciding to Go Social 206
Figuring out if you're ready 206
Going for it 207
Social Studio Concepts 207
Inspector 208
Topic profiles 208
Workspaces 210
Users and roles 212
Supported Social Media Networks 213
Getting Started with Social Studio 213
Social Media Marketing in Social Studio 214
Analyze 215
Engage 217
Publish 218
Social Media Best Practices 223
Use cases 224
Listening and analytics 225
Engaging your community 226
Chapter 14: Advertising Studio 229
Advertising Studio Editions 230
Lead Capture Edition 230
Facebook lead capture forms 231
Creating a lead capture task 233
Sample lead data extension 234
Creating a lookalike audience 235
Professional Edition 237
When someone else owns the ad network accounts 239
Supported social and ad networks 240
Creating an audience 241
Chapter 15: Web Studio 243
Supported Online Content 244
Web content 244
Social content 246
Mobile content 247
Creating Content in CloudPages 248
Creating a collection 250
Adding content to a collection 250
Publishing Content 255
Unpublishing content 256
Analyzing Content Performance 257
Part 5: Mapping the Customer Journey 259
Chapter 16: Designing a Customer Journey 261
Understanding Journeys 262
Parts of a Journey 264
Entry sources 266
Messages 267
Splits 267
Joins 269
Waits 269
Customer updates 269
Considerations before Starting 269
Choosing the right tool 270
Data extension prerequisite 270
Contact Builder prerequisite 270
Data powers the journey 271
Message content 271
Beginning to Map a Customer Journey 271
Journey Preparation Checklist 273
Chapter 17: Creating Your Customer Journeys 275
Revisiting the Basics of a Customer Journey 276
The Journey Builder Dashboard 276
Journeys menu option 277
History menu option 278
Journey Canvas 281
Version 282
Undo, redo, copy, and delete buttons 282
Goals 283
Settings 284
Save, Test, and Activate buttons 285
Builder 285
Journey Entry Sources 286
Email Studio audiences 287
Automation Studio audience 290
MobileConnect audience 292
Understanding Activities 293
Messages 294
Flow Controls 295
Updating contacts 299
Real-time metrics 300
Journey Builder reporting 301
Part 6: The Part of Tens 303
Chapter 18: Ten Customer Journeys for Beginners 305
Welcome Series 305
Abandoned Cart 306
Birthday 308
Browse Retargeting 309
Customer Anniversary 311
Loyalty Series 312
App Download 313
Post-Purchase 314
Re-engagement 315
Newsletter Series 316
Chapter 19: Ten Secrets to a Successful Implementation 317
Set Realistic Function Expectations 317
Set Realistic Time Expectations 318
Design for the Data 318
Purchase Support 318
Take Care with Your IP Warm 318
Work Closely with Your Implementation Partner 319
Establish Standards 319
Document Everything 319
Inform All Key People 320
Allow Time for Training 320
Chapter 20: Ten Bad Habits of Digital Marketers 321
Not Testing Enough 321
Testing Too Many Variables 322
Assuming That Flashy Features Equal Better Results 323
Hyper-Targeting 323
Forsaking Proven Channels 323
Buying the "It Just Works" Myth 324
Over-Messaging 324
Forgetting That Content Is King 324
Not Staying Current 325
Not Asking for Help 325
Index 327
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 2
Beyond the Book 3
Where to Go from Here 3
Part 1: Getting Started 5
Chapter 1: Introducing the One-to-One Customer Journey 7
The Dawn of the Customer Journey 8
Early email marketing 8
From batch and blast to the highly personalized message 10
From two channels to too many to count 10
From brand-centric to customer-centric 12
The customer journey revolution 12
The Importance of the Customer Journey 13
Marketers in today's businesses 13
Decisive moments for customers 14
Grow the top line 15
Data-based insights 16
Operating in real-time 16
Mastering the metrics that matter 17
The journey is the reward 17
Defining the Customer Journey 17
Start with the basics 18
The sticky note exercise 18
Mapping it out 20
Fulfilling the Customer Journey with Marketing Cloud 20
Preparing to use Marketing Cloud 21
Getting access to Marketing Cloud 21
Chapter 2: Navigating Salesforce Marketing Cloud 23
Exploring Marketing Cloud 24
Dashboard components 25
Getting help with Marketing Cloud 27
Accessing business units 27
Accessing Your Apps 29
Chapter 3: Administering Marketing Cloud 33
Managing Marketing Cloud Users 34
Accessing the Users page 35
Creating a user account 35
Giving an Enterprise 2.0 user access to business units 37
Providing Access for Users 37
The role of roles in Enterprise 2.0 37
Assigning roles 39
Overriding role permissions 39
Creating or editing a role 41
Securing Marketing Cloud 41
Sender and Delivery Profiles and Send Classifications 44
Creating a sender profile 45
Creating a delivery profile 46
Creating a send classification 46
IP Warm 47
Establishing your reputation 48
Warming your IP 48
Chapter 4: Dashboard Tools 49
Using the Calendar 49
Calendar event sources 51
Creating a calendar event 52
Managing Campaigns 53
Campaign associations 53
Touring the campaign screen 55
Creating the campaign 56
Adding associations to a campaign 57
Tagging a campaign 58
Part 2: Utilizing Data 61
Chapter 5: Identifying and Preparing Your Data 63
Defining Your Data Set 64
What data do you have? 64
What data do you wish you had? 65
Defining an initial data set 68
Dealing with a data shortfall 69
Data after a send 72
Mapping Your Data to Your Objectives 72
Marketing objectives 73
Data to fulfill your objectives 73
Data objective exercise 74
Chapter 6: Establishing Your Data Model 75
Understanding Marketing Cloud Data Models 76
Subscriber-and-list model 76
Relational data model with data extensions 78
Which data model will work for you? 81
Setting up a subscriber-and-list data model 82
Setting up a relational data model 85
Getting Data into Marketing Cloud 86
Importing to subscriber attributes 87
Importing to data extensions 88
Utilizing a CRM integration 88
Contact Builder 89
Part 3: Marketing Cloud Builders 91
Chapter 7: Content Builder 93
Using Content Builder 94
Changing the display 94
Finding content in Content Builder 96
Organizing content in folders 98
Importing content from Classic Content 99
Uploading content outside Marketing Cloud 100
Managing content in Content Builder 101
Images and More 105
Templates 105
Messages 107
Creating reusable content blocks 107
Creating reusable code snippets 109
Approvals 110
How the Approvals app works 110
Setting up an approval workflow 111
Who should use the Approvals app? 113
Chapter 8: Audience Builder and Contact Builder 115
Contact Builder 116
Menus 116
Contacts 119
Relationships and cardinality 120
Creating attribute groups 120
Audience Builder 122
Dashboard 123
Audience workspace 124
Creating an audience 126
Chapter 9: Analytics and Personalization Builder 131
Discovering Discover 132
Modifying an existing report 133
Creating a report from scratch 134
Using Standard Reporting 136
Running a report 136
Subscriber Engagement report 137
Recent Email Sending Summary report 138
Account Send Summary report 139
Email Performance for Domains report 140
Viewing Web and Mobile Analytics 141
Setting up web analytics 142
Setting up mobile analytics 143
Using Predictive Intelligence 143
Chapter 10: Journey Builder 145
Automation Studio versus Journey Builder 146
Understanding Automation Studio 148
Creating Activities 150
Testing activities 150
File-naming patterns 151
Data extract activity 152
File transfer activity 153
Filter activity 154
Import file activity 154
Refresh group activity 155
SQL query activity 156
Send email activity 157
Wait activity 157
Creating an Automation 158
Error Reporting 160
Part 4: Marketing Cloud Studios 161
Chapter 11: Email Studio 163
Understanding Email Marketing in Salesforce Marketing Cloud 164
The email channel in Salesforce Marketing Cloud 164
Benefits of email as a channel 165
When to use email 166
Creating Email Content 167
Subject-line best practices 167
Avoiding the spam folder 168
Preheader best practices 169
Rendering best practices 170
Style sheet best practices 171
Creating an email 172
Preparing an Email to Send 174
Previewing the email 174
Performing QA tests 175
Choosing an audience 176
Sending an Email 178
Tracking Your Email 179
Accessing email tracking 180
Navigating email tracking 181
Comparing tracking for multiple emails 184
Pausing or canceling a send 185
Advanced Tactics in Email 185
A/B testing 185
Dynamic content 186
AMPscript 187
Chapter 12: Mobile Studio 189
Deciding Whether You're Ready for Mobile Marketing 190
Understanding Mobile Terminology 190
SMS and MMS 191
Short codes 191
Mobile-originated campaigns 192
Mobile-terminated campaigns 192
Configuring Your Account for Mobile 192
Setting up your data for use with mobile 192
MobileConnect 193
MobileConnect overview screen 194
Setting up keywords 196
Setting your blackout window 197
Creating a message 198
MobilePush 200
General messages 200
Location-specific messages 201
GroupConnect 202
Respectful Mobile Marketing Checklist 203
Chapter 13: Social Media Studio 205
Deciding to Go Social 206
Figuring out if you're ready 206
Going for it 207
Social Studio Concepts 207
Inspector 208
Topic profiles 208
Workspaces 210
Users and roles 212
Supported Social Media Networks 213
Getting Started with Social Studio 213
Social Media Marketing in Social Studio 214
Analyze 215
Engage 217
Publish 218
Social Media Best Practices 223
Use cases 224
Listening and analytics 225
Engaging your community 226
Chapter 14: Advertising Studio 229
Advertising Studio Editions 230
Lead Capture Edition 230
Facebook lead capture forms 231
Creating a lead capture task 233
Sample lead data extension 234
Creating a lookalike audience 235
Professional Edition 237
When someone else owns the ad network accounts 239
Supported social and ad networks 240
Creating an audience 241
Chapter 15: Web Studio 243
Supported Online Content 244
Web content 244
Social content 246
Mobile content 247
Creating Content in CloudPages 248
Creating a collection 250
Adding content to a collection 250
Publishing Content 255
Unpublishing content 256
Analyzing Content Performance 257
Part 5: Mapping the Customer Journey 259
Chapter 16: Designing a Customer Journey 261
Understanding Journeys 262
Parts of a Journey 264
Entry sources 266
Messages 267
Splits 267
Joins 269
Waits 269
Customer updates 269
Considerations before Starting 269
Choosing the right tool 270
Data extension prerequisite 270
Contact Builder prerequisite 270
Data powers the journey 271
Message content 271
Beginning to Map a Customer Journey 271
Journey Preparation Checklist 273
Chapter 17: Creating Your Customer Journeys 275
Revisiting the Basics of a Customer Journey 276
The Journey Builder Dashboard 276
Journeys menu option 277
History menu option 278
Journey Canvas 281
Version 282
Undo, redo, copy, and delete buttons 282
Goals 283
Settings 284
Save, Test, and Activate buttons 285
Builder 285
Journey Entry Sources 286
Email Studio audiences 287
Automation Studio audience 290
MobileConnect audience 292
Understanding Activities 293
Messages 294
Flow Controls 295
Updating contacts 299
Real-time metrics 300
Journey Builder reporting 301
Part 6: The Part of Tens 303
Chapter 18: Ten Customer Journeys for Beginners 305
Welcome Series 305
Abandoned Cart 306
Birthday 308
Browse Retargeting 309
Customer Anniversary 311
Loyalty Series 312
App Download 313
Post-Purchase 314
Re-engagement 315
Newsletter Series 316
Chapter 19: Ten Secrets to a Successful Implementation 317
Set Realistic Function Expectations 317
Set Realistic Time Expectations 318
Design for the Data 318
Purchase Support 318
Take Care with Your IP Warm 318
Work Closely with Your Implementation Partner 319
Establish Standards 319
Document Everything 319
Inform All Key People 320
Allow Time for Training 320
Chapter 20: Ten Bad Habits of Digital Marketers 321
Not Testing Enough 321
Testing Too Many Variables 322
Assuming That Flashy Features Equal Better Results 323
Hyper-Targeting 323
Forsaking Proven Channels 323
Buying the "It Just Works" Myth 324
Over-Messaging 324
Forgetting That Content Is King 324
Not Staying Current 325
Not Asking for Help 325
Index 327