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Salesforce Marketing Cloud for Dummies
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Table of Contents

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 the Author

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.

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