Salesforce Marketing Cloud for Dummies

Title Page
Copyright Page
Table of Contents
Introduction
	About This Book
	Foolish Assumptions
	Icons Used in This Book
	Beyond the Book
	Where to Go from Here
Part 1 Getting Started
	Chapter 1 Introducing the One-to-One Customer Journey
		The Dawn of the Customer Journey
			Early email marketing
			From batch and blast to the highly personalized message
			From two channels to too many to count
			From brand-centric to customer-centric
			The customer journey revolution
		The Importance of the Customer Journey
			Marketers in today’s businesses
			Decisive moments for customers
			Grow the top line
			Data-based insights
			Operating in real-time
			Mastering the metrics that matter
			The journey is the reward
		Defining the Customer Journey
			Start with the basics
			The sticky note exercise
			Mapping it out
		Fulfilling the Customer Journey with Marketing Cloud
			Preparing to use Marketing Cloud
			Getting access to Marketing Cloud
	Chapter 2 Navigating Salesforce Marketing Cloud
		Exploring Marketing Cloud
			Dashboard components
			Getting help with Marketing Cloud
			Accessing business units
		Accessing Your Apps
	Chapter 3 Administering Marketing Cloud
		Managing Marketing Cloud Users
			Accessing the Users page
			Creating a user account
			Giving an Enterprise 2.0 user access to business units
		Providing Access for Users
			The role of roles in Enterprise 2.0
			Assigning roles
			Overriding role permissions
			Creating or editing a role
		Securing Marketing Cloud
		Sender and Delivery Profiles and Send Classifications
			Creating a sender profile
			Creating a delivery profile
			Creating a send classification
		IP Warm
			Establishing your reputation
			Warming your IP
	Chapter 4 Dashboard Tools
		Using the Calendar
			Calendar event sources
			Creating a calendar event
		Managing Campaigns
			Campaign associations
			Touring the campaign screen
			Creating the campaign
			Adding associations to a campaign
			Tagging a campaign
Part 2 Utilizing Data
	Chapter 5 Identifying and Preparing Your Data
		Defining Your Data Set
			What data do you have?
			What data do you wish you had?
			Defining an initial data set
			Dealing with a data shortfall
			Data after a send
		Mapping Your Data to Your Objectives
			Marketing objectives
			Data to fulfill your objectives
			Data objective exercise
	Chapter 6 Establishing Your Data Model
		Understanding Marketing Cloud Data Models
			Subscriber-and-list model
			Relational data model with data extensions
			Which data model will work for you?
			Setting up a subscriber-and-list data model
			Setting up a relational data model
		Getting Data into Marketing Cloud
			Importing to subscriber attributes
			Importing to data extensions
			Utilizing a CRM integration
		Contact Builder
Part 3 Marketing Cloud Builders
	Chapter 7 Content Builder
		Using Content Builder
			Changing the display
			Finding content in Content Builder
			Organizing content in folders
			Importing content from Classic Content
			Uploading content outside Marketing Cloud
			Managing content in Content Builder
		Images and More
		Templates
		Messages
			Creating reusable content blocks
			Creating reusable code snippets
		Approvals
			How the Approvals app works
			Setting up an approval workflow
			Who should use the Approvals app?
	Chapter 8 Audience Builder and Contact Builder
		Contact Builder
			Menus
			Contacts
			Relationships and cardinality
			Creating attribute groups
		Audience Builder
			Dashboard
			Audience workspace
			Creating an audience
	Chapter 9 Analytics and Personalization Builder
		Discovering Discover
			Modifying an existing report
			Creating a report from scratch
		Using Standard Reporting
			Running a report
			Subscriber Engagement report
			Recent Email Sending Summary report
			Account Send Summary report
			Email Performance for Domains report
		Viewing Web and Mobile Analytics
			Setting up web analytics
			Setting up mobile analytics
		Using Predictive Intelligence
	Chapter 10 Journey Builder
		Automation Studio versus Journey Builder
		Understanding Automation Studio
		Creating Activities
			Testing activities
			File-naming patterns
			Data extract activity
			File transfer activity
			Filter activity
			Import file activity
			Refresh group activity
			SQL query activity
			Send email activity
			Wait activity
		Creating an Automation
		Error Reporting
Part 4 Marketing Cloud Studios
	Chapter 11 Email Studio
		Understanding Email Marketing in Salesforce Marketing Cloud
			The email channel in Salesforce Marketing Cloud
			Benefits of email as a channel
			When to use email
		Creating Email Content
			Subject-line best practices
			Avoiding the spam folder
			Preheader best practices
			Rendering best practices
			Style sheet best practices
			Creating an email
		Preparing an Email to Send
			Previewing the email
			Performing QA tests
			Choosing an audience
		Sending an Email
		Tracking Your Email
			Accessing email tracking
			Navigating email tracking
			Comparing tracking for multiple emails
			Pausing or canceling a send
		Advanced Tactics in Email
			A/B testing
			Dynamic content
			AMPscript
	Chapter 12 Mobile Studio
		Deciding Whether You’re Ready for Mobile Marketing
		Understanding Mobile Terminology
			SMS and MMS
			Short codes
			Mobile-originated campaigns
			Mobile-terminated campaigns
		Configuring Your Account for Mobile
			Setting up your data for use with mobile
		MobileConnect
			MobileConnect overview screen
			Setting up keywords
			Setting your blackout window
			Creating a message
		MobilePush
			General messages
			Location-specific messages
		GroupConnect
		Respectful Mobile Marketing Checklist
	Chapter 13 Social Media Studio
		Deciding to Go Social
			Figuring out if you’re ready
			Going for it
		Social Studio Concepts
			Inspector
			Topic profiles
			Workspaces
			Users and roles
		Supported Social Media Networks
		Getting Started with Social Studio
		Social Media Marketing in Social Studio
			Analyze
			Engage
			Publish
		Social Media Best Practices
			Use cases
			Listening and analytics
			Engaging your community
	Chapter 14 Advertising Studio
		Advertising Studio Editions
		Lead Capture Edition
			Facebook lead capture forms
			Creating a lead capture task
			Sample lead data extension
			Creating a lookalike audience
		Professional Edition
			When someone else owns the ad network accounts
			Supported social and ad networks
			Creating an audience
	Chapter 15 Web Studio
		Supported Online Content
			Web content
			Social content
			Mobile content
		Creating Content in CloudPages
			Creating a collection
			Adding content to a collection
		Publishing Content
			Unpublishing content
		Analyzing Content Performance
Part 5 Mapping the Customer Journey
	Chapter 16 Designing a Customer Journey
		Understanding Journeys
		Parts of a Journey
			Entry sources
			Messages
			Splits
			Joins
			Waits
			Customer updates
		Considerations before Starting
			Choosing the right tool
			Data extension prerequisite
			Contact Builder prerequisite
			Data powers the journey
			Message content
		Beginning to Map a Customer Journey
		Journey Preparation Checklist
	Chapter 17 Creating Your Customer Journeys
		Revisiting the Basics of a Customer Journey
		The Journey Builder Dashboard
			Journeys menu option
			History menu option
		Journey Canvas
			Version
			Undo, redo, copy, and delete buttons
			Goals
			Settings
			Save, Test, and Activate buttons
			Builder
		Journey Entry Sources
			Email Studio audiences
			Automation Studio audience
			MobileConnect audience
		Understanding Activities
			Messages
			Flow Controls
			Updating contacts
			Real-time metrics
			Journey Builder reporting
Part 6 The Part of Tens
	Chapter 18 Ten Customer Journeys for Beginners
		Welcome Series
		Abandoned Cart
		Birthday
		Browse Retargeting
		Customer Anniversary
		Loyalty Series
		App Download
		Post-Purchase
		Re-engagement
		Newsletter Series
	Chapter 19 Ten Secrets to a Successful Implementation
		Set Realistic Function Expectations
		Set Realistic Time Expectations
		Design for the Data
		Purchase Support
		Take Care with Your IP Warm
		Work Closely with Your Implementation Partner
		Establish Standards
		Document Everything
		Inform All Key People
		Allow Time for Training
	Chapter 20 Ten Bad Habits of Digital Marketers
		Not Testing Enough
		Testing Too Many Variables
		Assuming That Flashy Features Equal Better Results
		Hyper-Targeting
		Forsaking Proven Channels
		Buying the “It Just Works” Myth
		Over-Messaging
		Forgetting That Content Is King
		Not Staying Current
		Not Asking for Help
Index
EULA