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Salesforce Marketing CloudEverything 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!
Contents
Introduction 1About This Book 1Foolish Assumptions 2Icons Used in This Book 2Beyond the Book 3Where to Go from Here 3Part 1: Getting Started 5Chapter 1: Introducing the One-to-One Customer Journey 7The Dawn of the Customer Journey 8Early email marketing 8From batch and blast to the highly personalized message 10From two channels to too many to count 10From brand-centric to customer-centric 12The customer journey revolution 12The Importance of the Customer Journey 13Marketers in today's businesses 13Decisive moments for customers 14Grow the top line 15Data-based insights 16Operating in real-time 16Mastering the metrics that matter 17The journey is the reward 17Defining the Customer Journey 17Start with the basics 18The sticky note exercise 18Mapping it out 20Fulfilling the Customer Journey with Marketing Cloud 20Preparing to use Marketing Cloud 21Getting access to Marketing Cloud 21Chapter 2: Navigating Salesforce Marketing Cloud 23Exploring Marketing Cloud 24Dashboard components 25Getting help with Marketing Cloud 27Accessing business units 27Accessing Your Apps 29Chapter 3: Administering Marketing Cloud 33Managing Marketing Cloud Users 34Accessing the Users page 35Creating a user account 35Giving an Enterprise 2.0 user access to business units 37Providing Access for Users 37The role of roles in Enterprise 2.0 37Assigning roles 39Overriding role permissions 39Creating or editing a role 41Securing Marketing Cloud 41Sender and Delivery Profiles and Send Classifications 44Creating a sender profile 45Creating a delivery profile 46Creating a send classification 46IP Warm 47Establishing your reputation 48Warming your IP 48Chapter 4: Dashboard Tools 49Using the Calendar 49Calendar event sources 51Creating a calendar event 52Managing Campaigns 53Campaign associations 53Touring the campaign screen 55Creating the campaign 56Adding associations to a campaign 57Tagging a campaign 58Part 2: Utilizing Data 61Chapter 5: Identifying and Preparing Your Data 63Defining Your Data Set 64What data do you have? 64What data do you wish you had? 65Defining an initial data set 68Dealing with a data shortfall 69Data after a send 72Mapping Your Data to Your Objectives 72Marketing objectives 73Data to fulfill your objectives 73Data objective exercise 74Chapter 6: Establishing Your Data Model 75Understanding Marketing Cloud Data Models 76Subscriber-and-list model 76Relational data model with data extensions 78Which data model will work for you? 81Setting up a subscriber-and-list data model 82Setting up a relational data model 85Getting Data into Marketing Cloud 86Importing to subscriber attributes 87Importing to data extensions 88Utilizing a CRM integration 88Contact Builder 89Part 3: Marketing Cloud Builders 91Chapter 7: Content Builder 93Using Content Builder 94Changing the display 94Finding content in Content Builder 96Organizing content in folders 98Importing content from Classic Content 99Uploading content outside Marketing Cloud 100Managing content in Content Builder 101Images and More 105Templates 105Messages 107Creating reusable content blocks 107Creating reusable code snippets 109Approvals 110How the Approvals app works 110Setting up an approval workflow 111Who should use the Approvals app? 113Chapter 8: Audience Builder and Contact Builder 115Contact Builder 116Menus 116Contacts 119Relationships and cardinality 120Creating attribute groups 120Audience Builder 122Dashboard 123Audience workspace 124Creating an audience 126Chapter 9: Analytics and Personalization Builder 131Discovering Discover 132Modifying an existing report 133Creating a report from scratch 134Using Standard Reporting 136Running a report 136Subscriber Engagement report 137Recent Email Sending Summary report 138Account Send Summary report 139Email Performance for Domains report 140Viewing Web and Mobile Analytics 141Setting up web analytics 142Setting up mobile analytics 143Using Predictive Intelligence 143Chapter 10: Journey Builder 145Automation Studio versus Journey Builder 146Understanding Automation Studio 148Creating Activities 150Testing activities 150File-naming patterns 151Data extract activity 152File transfer activity 153Filter activity 154Import file activity 154Refresh group activity 155SQL query activity 156Send email activity 157Wait activity 157Creating an Automation 158Error Reporting 160Part 4: Marketing Cloud Studios 161Chapter 11: Email Studio 163Understanding Email Marketing in Salesforce Marketing Cloud 164The email channel in Salesforce Marketing Cloud 164Benefits of email as a channel 165When to use email 166Creating Email Content 167Subject-line best practices 167Avoiding the spam folder 168Preheader best practices 169Rendering best practices 170Style sheet best practices 171Creating an email 172Preparing an Email to Send 174Previewing the email 174Performing QA tests 175Choosing an audience 176Sending an Email 178Tracking Your Email 179Accessing email tracking 180Navigating email tracking 181Comparing tracking for multiple emails 184Pausing or canceling a send 185Advanced Tactics in Email 185A/B testing 185Dynamic content 186AMPscript 187Chapter 12: Mobile Studio 189Deciding Whether You're Ready for Mobile Marketing 190Understanding Mobile Terminology 190SMS and MMS 191Short codes 191Mobile-originated campaigns 192Mobile-terminated campaigns 192Configuring Your Account for Mobile 192Setting up your data for use with mobile 192MobileConnect 193MobileConnect overview screen 194Setting up keywords 196Setting your blackout window 197Creating a message 198MobilePush 200General messages 200Location-specific messages 201GroupConnect 202Respectful Mobile Marketing Checklist 203Chapter 13: Social Media Studio 205Deciding to Go Social 206Figuring out if you're ready 206Going for it 207Social Studio Concepts 207Inspector 208Topic profiles 208Workspaces 210Users and roles 212Supported Social Media Networks 213Getting Started with Social Studio 213Social Media Marketing in Social Studio 214Analyze 215Engage 217Publish 218Social Media Best Practices 223Use cases 224Listening and analytics 225Engaging your community 226Chapter 14: Advertising Studio 229Advertising Studio Editions 230Lead Capture Edition 230Facebook lead capture forms 231Creating a lead capture task 233Sample lead data extension 234Creating a lookalike audience 235Professional Edition 237When someone else owns the ad network accounts 239Supported social and ad networks 240Creating an audience 241Chapter 15: Web Studio 243Supported Online Content 244Web content 244Social content 246Mobile content 247Creating Content in CloudPages 248Creating a collection 250Adding content to a collection 250Publishing Content 255Unpublishing content 256Analyzing Content Performance 257Part 5: Mapping the Customer Journey 259Chapter 16: Designing a Customer Journey 261Understanding Journeys 262Parts of a Journey 264Entry sources 266Messages 267Splits 267Joins 269Waits 269Customer updates 269Considerations before Starting 269Choosing the right tool 270Data extension prerequisite 270Contact Builder prerequisite 270Data powers the journey 271Message content 271Beginning to Map a Customer Journey 271Journey Preparation Checklist 273Chapter 17: Creating Your Customer Journeys 275Revisiting the Basics of a Customer Journey 276The Journey Builder Dashboard 276Journeys menu option 277History menu option 278Journey Canvas 281Version 282Undo, redo, copy, and delete buttons 282Goals 283Settings 284Save, Test, and Activate buttons 285Builder 285Journey Entry Sources 286Email Studio audiences 287Automation Studio audience 290MobileConnect audience 292Understanding Activities 293Messages 294Flow Controls 295Updating contacts 299Real-time metrics 300Journey Builder reporting 301Part 6: The Part of Tens 303Chapter 18: Ten Customer Journeys for Beginners 305Welcome Series 305Abandoned Cart 306Birthday 308Browse Retargeting 309Customer Anniversary 311Loyalty Series 312App Download 313Post-Purchase 314Re-engagement 315Newsletter Series 316Chapter 19: Ten Secrets to a Successful Implementation 317Set Realistic Function Expectations 317Set Realistic Time Expectations 318Design for the Data 318Purchase Support 318Take Care with Your IP Warm 318Work Closely with Your Implementation Partner 319Establish Standards 319Document Everything 319Inform All Key People 320Allow Time for Training 320Chapter 20: Ten Bad Habits of Digital Marketers 321Not Testing Enough 321Testing Too Many Variables 322Assuming That Flashy Features Equal Better Results 323Hyper-Targeting 323Forsaking Proven Channels 323Buying the "It Just Works" Myth 324Over-Messaging 324Forgetting That Content Is King 324Not Staying Current 325Not Asking for Help 325Index 327
