Salesforce Technology and Coaching

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