Salesforce Marketing Cloud For Dummies

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!

Autorentext

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.

Zusammenfassung
Salesforce Marketing Cloud: Take your digital marketing on a journey! Everything seems to be moving to the cloud these daysand 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' journeysand 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!

Inhalt
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</...