Salesforce Technology and Coaching
22 Questions
1 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

In Marketing Cloud Engagement, what identifies a subscriber uniquely?

  • Contact ID
  • Email Address
  • Subscriber Key/Contact Key (correct)

    • In the context of Marketing Cloud, what does a 'Subscriber Key/Contact Key' represent?

  • A password for subscriber account access
  • A unique identifier for each subscriber (correct)
  • A unique identifier for each email template

    • What does Email Deliverability measure?

    success as a sender, avoiding issues that cause emails not to be delivered

    What are key elements of Email Deliverability? Select all that apply.

    <p>Email content consulting</p> Signup and view all the answers

    Compliance with CAN-SPAM law requires identifying the message as an advertisement.

    <p>True</p> Signup and view all the answers

    A subscriber is a person who has opted-in to receive communications from _______.

    <p>your organization</p> Signup and view all the answers

    Match the Email Marketing KPIs with their descriptions:

    <p>Opens = Tracking unique and total email opens Clicks = Recording clicks on URLs in emails Bounce rate = Tracking bounces, unsubscribes, and complaints</p> Signup and view all the answers

    What is the goal of the Marketing Associate Certification course?

    <p>To become familiar with the Salesforce ecosystem and gain the Marketing Associate Certification</p> Signup and view all the answers

    Name one key component of marketing strategy covered in the Marketing Associate course.

    <p>Email opt-in process</p> Signup and view all the answers

    Email design best practices include making it difficult for subscribers to unsubscribe.

    <p>False</p> Signup and view all the answers

    What percentage of image to text is recommended for the email body?

    <p>80%</p> Signup and view all the answers

    Match the following elements of an effective email with their description:

    <p>Logo = A recognizable and consistent sender name Hero image = Primary visual element Alternative text = Description for images in case they cannot be displayed CTA = Encourages a specific action by the recipient Footer = Contains social media follow links</p> Signup and view all the answers

    What does Personalization in Email Studio allow you to do?

    <p>Replace and populate the email with subscriber's data from the Data Extension at send time.</p> Signup and view all the answers

    Journey Builder is an engine that allows you to build real-time messages based on customer behavior.

    <p>True</p> Signup and view all the answers

    What tool in Marketing Cloud is used to construct customer journey maps?

    <p>Journey Builder</p> Signup and view all the answers

    Match the terms with their descriptions:

    <p>Re-entry anytime = Contact may enter the Interaction more than once before exiting the journey. API Event = An event triggered by an external API source. Goal target = Determines how Journey Builder evaluates the interaction’s performance. Decision Split = Splits paths based on data associated with a contact.</p> Signup and view all the answers

    Where can you upload data in Marketing Cloud?

    <p>All of the above</p> Signup and view all the answers

    How can data be mapped to the attributes / fields in the Data Extension when the source file contains a header row?

    <p>By header row</p> Signup and view all the answers

    What is Mapping Manually in the context of data import?

    <p>The application will automatically map the columns of the source file to the destination fields of the data extension. The user can confirm and map any unassigned.</p> Signup and view all the answers

    Which reports are available in Salesforce Marketing Cloud Classic Reports?

    <p>All of the above</p> Signup and view all the answers

    The Send Logging template in Salesforce Marketing Cloud is used to capture send-time information for each email.

    <p>True</p> Signup and view all the answers

    What do Intelligence Reports (Datorama Reports) in Salesforce Marketing Cloud offer?

    <p>Dashboards for visualizing data, pivot tables for custom reports, and scheduled reports for detailed analysis and sharing.</p> Signup and view all the answers

    Study Notes

    Cloud Coachers

    • Cloud Coachers is a group of experts in various technologies who are passionate about their work and provide adaptation of Salesforce technology.
    • They offer knowledge, methodology, coaching, and training to enable their clients' teams.
    • They have implemented appropriate methodological frameworks for these technologies and provide support for change management, focusing on adoption.

    History of Success

    • Cloud Coachers has been collaborating in the implementation of Salesforce in Spain, Europe, and Latin America since 2015.
    • They became official Salesforce partners in 2016.
    • They were awarded as Salesforce Key Partner in the Ecosystem in 2019.
    • In 2023, they were named Workforce Development Partner of Salesforce in Spain.

    Expertise

    • Cloud Coachers has 32 professionals with 14 certifications and 7 instructors with 21 official certifications in Marketing Cloud.
    • They have a 1 MVP and a 67 NPS score.

    Training

    • They offer courses in Salesforce with experienced professionals as instructors.
    • Their courses are characterized by small groups, real-life cases, active participation, and a good sense of humor.
    • They provide online support.

    Bootcamp

    • The bootcamp is a 2-week course with 5 days of 10 hours of training.
    • The schedule includes 3 hours of training, a 10-minute break, and 2 hours of Q&A.

    Goals

    • The course is designed for those new to the Salesforce ecosystem who want to learn and gain knowledge and skills to work on the Salesforce platform.
    • The goal is to become familiar with the Salesforce ecosystem and obtain the Marketing Associate certification.

    Marketing Associate Certification

    • The certification is designed for those who can demonstrate knowledge, skills, and experience in email marketing best practices.
    • It includes message design, subscriber and data management, inbox delivery, and external integrations.

    Learn with Trailhead

    • Trailhead is Salesforce's free online learning platform accessible to everyone.
    • It provides trails and functionality-specific modules to learn Salesforce for free.
    • Users can earn points and badges by completing trails.

    Salesforce Help

    • Salesforce Help provides documentation by product to get answers to specific questions and configuration needs.
    • It includes Q&A, ideas, and suggested content from the Trailblazer community.
    • Users can get support by opening a case, locating a Salesforce community, or opening a chat window.

    Salesforce Certified Marketing Associate Exam Overview

    • The exam consists of 40 questions, with a passing score of 62%.
    • The time allotted is 70 minutes, and the exam is available in English.
    • The exam includes 5 sections: Marketing Concepts, Marketing Cloud Engagement Basics, Email Sending and Journeys, Data Management, and Reporting and Analytics.

    Module 1: Marketing Concepts

    • Key components of marketing strategy
    • Email opt-in process
    • Privacy laws
    • Basic email goals
    • Type of content message

    Module 2: Marketing Cloud Engagement Basics

    • Business Units and Permissions
    • Essential features of MCE
    • Identify different resources for assistance, training, and support
    • Differentiate between subscriber IDs and contact keys

    Email Design Best Practices

    • Always personalize
    • Use a clear and concise subject line
    • Use a hero image
    • Design for mobile
    • Always make it easy to unsubscribe

    3 Stages of an Email

    • Envelope
    • Email Content
    • Landing Page

    Call to Actions (CTAs)

    • Urgent
    • Brief
    • Action-oriented
    • Clear and predictable
    • Limited and visible

    Email Compliance

    • Accurately identify the sender in the header information
    • Use a subject line that accurately represents the content of the email
    • Identify the message as an advertisement
    • Include your physical mailing address
    • Honor opt-out requests promptly

    Deliverability

    • Measures success as a sender
    • Avoiding issues that cause emails not to be delivered
    • Key elements: permission-based marketing, email list capture process, email from address branding, email content consulting

    Subscriber Acquisition and Communication

    • How to acquire new subscribers
    • Best practices when interacting with subscribers
    • CAN-SPAM and GDPR compliance

    Omni Channel

    • Creates seamless experiences for customers across channels
    • Maintains a meaningful relationship with customers throughout all stages of the buying process

    Compliance

    • CAN-SPAM
    • GDPR
    • Impact, basis of data processing, compliance obligations, breach notification, data protection officer, and enforcement

    Email Marketing Metrics

    • Opens
    • Clicks
    • Click-through rate
    • Bounce rate
    • Unsubscribes
    • Complaints### Marketing Cloud Extension Products
    • MC Advertising (Advertising Studio): engage with customers on Facebook, Instagram, Google Ads, LinkedIn, Twitter, Pinterest, or Audience Studio
    • MC Customer Data Platform (CDP): captures, unifies, segments, and activates customer data for personalized experiences
    • MC Personalization (Interaction Studio): combines information from disparate sources to create a single customer view
    • MC Intelligence (Datorama): provides AI-powered marketing intelligence and analytics

    Marketing Cloud Interface

    • Calendar and Campaigns at the top of the page
    • Feedback option to share ideas
    • Header options: toggle between My Apps and All Apps
    • Setup menu for admins: account configuration, general metrics, and release notes

    Cloud Preferences

    • Review and update personal user settings, such as time zone and login preferences
    • Option to log in directly to Journey Builder dashboard

    Salesforce Help & Training

    • Links to Salesforce Help page, Salesforce Docs, Developer Docs, Trailhead, and community groups

    Get Support from Salesforce

    • Access to existing cases, profile settings, and creating a new case
    • Option to update success level and confirm service availability

    Salesforce Trust

    • Information on service availability, performance, security, and compliance procedures

    Data in the Marketing Cloud

    • Subscribers: individuals who have opted-in to receive communications
    • Subscriber Key: unique ID for each subscriber
    • Required attributes: email address, subscriber key, and status

    Data Storage

    • Two ways to store data: Lists (legacy) and Data Extensions
    • Lists: collections of subscribers with email address and subscriber key
    • Data Extensions: custom tables to store data, relating to subscribers or additional data

    Profile Management

    • Profile Center: web page for subscribers to enter and maintain personal information
    • Subscription Center: displays available public lists and publication lists for subscribers to manage subscriptions

    Data Extensions

    • Primary Key: determines whether a field is unique for the Data Extension
    • Sendable and non-sendable data extensions: sendable data extensions map to a subscriber key, non-sendable data extensions contain reference data

    Contact Builder

    • Provides a single view of a customer, displaying all interactions with the brand
    • Needed for Journey Builder

    Contacts vs. Subscribers

    • Contacts: any person stored in the Marketing Cloud, identified by a Contact Key
    • Subscribers: individuals who have opted-in to receive communications, identified by a Subscriber Key

    CloudPages

    • Publish targeted marketing content to customers across multiple channels: landing pages, mobile push pages, and microsites

    Smart Capture

    • Content block used to create forms in CloudPages, targeting email subscribers or data extensions

    Content Builder

    • Store and manage content, including images, content blocks, templates, and emails
    • Features include folder structure, thumbnail view, and fine-tune sharing and locking of assets

    Personalization

    • Personalization strings: replace and populate the email with subscriber data from the Data Extension
    • Dynamic content: display content based on subscriber data
    • Ampscript: scripting language for advanced personalization

    Journey Builder

    • An intuitive 1:1 marketing engine that allows real-time messages across online and offline channels
    • Used to plan, personalize, and optimize customer lifecycle programs

    Anatomy of a Multi-step Journey

    • Entry event: initiate the journey
    • Activities: splits, waits, and joins
    • Channel activities: execute the journey through various channels
    • Schedule: define the timing and frequency of the journey### Journey Builder
    • Journey Entry Sources:
      • API Event
      • Audience (Audience Studio audiences in advanced SF versions)
      • Cloud Pages
      • Data Extensions (cannot use Lists)
      • Event (Data Based Event)
      • Inbound Chat
      • Salesforce Data
      • Others ($): Salesforce Audience Studio, Google Analytics 360
    • Data Extension:
      • Select the Data Extension as an entry source
      • Filter contacts
      • Schedule: Choose how frequently contacts should enter the journey (Run Once, Recurring, or Automation)
    • Journey and Contact Data:
      • Journey data: preserves the state of a contact's data at the moment an entry event fires
      • Contact data: captures the data values in the event source data extension at the time when Journey Builder evaluates it
    • Personalization Strings: %%First_Name%%
    • Use AMPscript to retrieve Contact Data

    Setting a Goal

    • The target set in this step determines how Journey Builder evaluates the interaction's performance
    • Journey Builder checks for contacts who have reached the goal:
      • Each time a contact is fired into a Journey
      • Each time a wait period expires
      • Every day at midnight, Central Standard Time

    Canvas Activities

    • Message Activities:
      • Email
      • Custom Channel Activities (Eventable)
      • In-App Message
      • Inbox (App Inbox messages)
      • LINE Message
      • Push Notification
      • SMS
      • WhatsApp integration
    • Flow Control Activities:
      • Decision Split: Split paths based on data associated with a contact
      • Engagement Split: Based on a customer action or behavior
      • Join: Directs Contacts from one branch into another branch
      • Path Optimizer: For A/B testing paths (up to 10 paths)
      • Random Split: Divides the group of Contacts in the Interaction into groups randomly
      • Wait: Keeps contacts from reaching the next activity
      • Einstein activities: Send Time Optimization, Scoring Split, Frequency Split
    • Engagement Splits:
      • Select one or more links to filter against
      • Contacts who click on a selected link are sent down a Yes path
      • Contacts who do not click on a selected link are sent down a No path

    Path Optimizer (A/B Test)

    • Determine how the winning path will be selected:
      • Email Engagement
      • Automatically select a winner based on path engagement metrics
      • Select the metric to measure the winning path (click rate, open rate, or unsubscribe rate) and the time before a winner is chosen
      • Manual Selection: Manually select a winner after the journey is active
    • Path Optimizer - Split: Choose the percent distribution and number of paths for this activity
    • Path Optimizer - Holdback: Optionally hold back a percentage of contacts until a winner has been selected to send them through the winning path

    Customer Update Activity

    • An activity that prompts the system to automatically update a Contact's data (up to 5 attributes)
    • Select a data extension that the activity writes data to and choose the Attributes or Values that the activity is to update
    • Updating an Attribute or Value overwrites the existing value

    Cross-Cloud Journeys

    • Salesforce Sales and Service Entry Events & Activities
    • Salesforce Data Entry Event: Listens for triggers like Service Case Closed, or changes that occur in the Sales or Service Cloud to launch customers into a Journey
    • Activities: Create or update records within the Sales & Service Cloud during a Journey
    • Engagement Data: Emails sent through Journey Builder will return tracking to the Sales Cloud and Service Cloud

    Module 4: Data Management

    • How to import data:
      • Import wizard in Contact Builder/Email Studio
      • Import activity in Automation Studio
      • Via API
    • Prepare your file:
      • Prepare your file (csv)
      • Delete columns you are not going to use
      • Include a header row for mapping purposes
      • Move the email field to the last column (or a field that always has data)
    • Upload File:
      • Reference File: Where is the data coming from?
      • Select Source: Enhanced FTP site, Your Local computer, or From Existing Data Extension
    • Import Settings:
      • Will the import be adding new data, updating existing data, or overwriting existing data?
      • Import type: Add, Update, Add and Update, or Overwrite

    Module 5: Reporting and Analytics

    • Reporting:
      • Classic + Intelligence
      • Tracking Reports
    • KPIs and Email Marketing metrics:
      • Tracking: Tracking is a result of your email send
      • Within tracking, you can view critical elements such as email opens, clicks, and other metrics online
    • Tracking:
      • Send Logging: To gather information on multiple email sends and create a data extension for this purpose
      • Send Logging captures send-time information for each email, including subscriber data, send data, and email content
    • Classic Reports:
      • A report provides aggregated information about your subscribers, sends, and other aspects of your Email, Mobile, and Social applications
      • There are 3 types of reports: Standard, Custom, and Discover
      • When executing a standard report, you select: Date range, Date format, Time zone, and Report specific parameters
    • Classic Reports Tool:
      • Access new and existing reports across multiple channels: Email, Mobile, and Social
      • Available in all accounts
      • Layout and information defined by Salesforce Marketing Cloud
    • Delivering and scheduling a report:
      • 5 ways to deliver a report: Email, Upload to Export Folder on ExactTarget Enhanced FTP, Download to computer, Save a snapshot, and Schedule to run on a recurring basis
    • Intelligence Reports (Datorama Reports):
      • Dashboards: Easily analyze your data and make informed, data-driven decisions with prebuilt dashboards
      • Pivot tables: Explore your data and create custom reports that organize, summarize, and slice your data
      • Scheduled reports: Retrieve, view, and share a detailed analysis of your data

    Studying That Suits You

    Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

    Quiz Team

    Description

    This quiz is about Cloud Coachers, a group of experts in Salesforce technology, providing coaching, training, and implementation services to clients.

    More Like This

    Use Quizgecko on...
    Browser
    Open
    Browser
    Browser