Salesforce Marketing Cloud for Dummies

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!

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.

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

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