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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!
Auteur
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.
Texte du rabat
Engage your customers across devices Keep ahead of the curve in digital marketing Everything is making its way into to the cloudand digital marketing is no exception. With helpful step-by-step instructions, this book walks you through the use of Salesforce's dynamic suite of cloud-based digital marketing solutions, which give you the power to plan, personalize, and optimize your customers' journey. Salesforce Marketing Cloud For Dummies will help you get your head in the cloud, and get ahead of the competition. Inside
Résumé
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!
Contenu
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</...