Salesforce Marketing Cloud for Dummies

Chester Bullock

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Description and properties
ISBN9781119122098
AuthorChester Bullock
Publication year2017
PublisherJohn Wiley & Sons
Pages360
Languageanglų kalba
Formatpaperback

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!

TURINYS

Introduction1(4)

About This Book

1(1)

Foolish Assumptions

2(1)

Icons Used in This Book

2(1)

Beyond the Book

3(1)

Where to Go from Here

3(2)Part 1: Getting Started5(56)

Chapter 1 Introducing the One-to-One Customer Journey

7(16)

The Dawn of the Customer Journey

8(5)

Early email marketing

8(2)

From batch and blast to the highly personalized message

10(1)

From two channels to too many to count

10(2)

From brand-centric to customer-centric

12(1)

The customer journey revolution

12(1)

The Importance of the Customer Journey

13(4)

Marketers in today’s businesses

13(1)

Decisive moments for customers

14(1)

Grow the top line

15(1)

Data-based insights

16(1)

Operating in real-time

16(1)

Mastering the metrics that matter

17(1)

The journey is the reward

17(1)

Defining the Customer Journey

17(3)

Start with the basics

18(1)

The sticky note exercise

18(2)

Mapping it out

20(1)

Fulfilling the Customer Journey with Marketing Cloud

20(3)

Preparing to use Marketing Cloud

21(1)

Getting access to Marketing Cloud

21(2)

Chapter 2 Navigating Salesforce Marketing Cloud

23(10)

Exploring Marketing Cloud

24(5)

Dashboard components

25(2)

Getting help with Marketing Cloud

27(1)

Accessing business units

27(2)

Accessing Your Apps

29(4)

Chapter 3 Administering Marketing Cloud

33(16)

Managing Marketing Cloud Users

34(3)

Accessing the Users page

35(1)

Creating a user account

35(2)

Giving an Enterprise 2.0 user access to business units

37(1)

Providing Access for Users

37(4)

The role of roles in Enterprise 2.0

37(2)

Assigning roles

39(1)

Overriding role permissions

39(2)

Creating or editing a role

41(1)

Securing Marketing Cloud

41(3)

Sender and Delivery Profiles and Send Classifications

44(3)

Creating a sender profile

45(1)

Creating a delivery profile

46(1)

Creating a send classification

46(1)

IP Warm

47(2)

Establishing your reputation

48(1)

Warming your IP

48(1)

Chapter 4 Dashboard Tools

49(12)

Using the Calendar

49(4)

Calendar event sources

51(1)

Creating a calendar event

52(1)

Managing Campaigns

53(10)

Campaign associations

53(2)

Touring the campaign screen

55(1)

Creating the campaign

56(1)

Adding associations to a campaign

57(1)

Tagging a campaign

58(3)Part 2: Utilizing Data61(30)

Chapter 5 Identifying and Preparing Your Data

63(12)

Defining Your Data Set

64(8)

What data do you have’

64(1)

What data do you wish you had?

65(3)

Defining an initial data set

68(1)

Dealing with a data shortfall

69(3)

Data after a send

72(1)

Mapping Your Data to Your Objectives

72(3)

Marketing objectives

73(1)

Data to fulfill your objectives

73(1)

Data objective exercise

74(1)

Chapter 6 Establishing Your Data Model

75(16)

Understanding Marketing Cloud Data Models

76(10)

Subscriber-and-list model

76(2)

Relational data model with data extensions

78(3)

Which data model will work for you?

81(1)

Setting up a subscriber-and-list data model

82(3)

Setting up a relational data model

85(1)

Getting Data into Marketing Cloud

86(3)

Importing to subscriber attributes

87(1)

Importing to data extensions

88(1)

Utilizing a CRM integration

88(1)

Contact Builder

89(2)Part 3: Marketing Cloud Builders91(70)

Chapter 7 Content Builder

93(22)

Using Content Builder

94(11)

Changing the display

94(2)

Finding content in Content Builder

96(2)

Organizing content in folders

98(1)

Importing content from Classic Content

99(1)

Uploading content outside Marketing Cloud

100(1)

Managing content in Content Builder

101(4)

Images and More

105(1)

Templates

105(2)

Messages

107(3)

Creating reusable content blocks

107(2)

Creating reusable code snippets

109(1)

Approvals

110(5)

How the Approvals app works

110(1)

Setting up an approval workflow

111(2)

Who should use the Approvals app?

113(2)

Chapter 8 Audience Builder and Contact Builder

115(16)

Contact Builder

116(6)

Menus

116(3)

Contacts

119(1)

Relationships and cardinality

120(1)

Creating attribute groups

120(2)

Audience Builder

122(9)

Dashboard

123(1)

Audience workspace

124(2)

Creating an audience

126(5)

Chapter 9 Analytics and Personalization Builder

131(14)

Discovering Discover

132(4)

Modifying an existing report

133(1)

Creating a report from scratch

134(2)

Using Standard Reporting

136(5)

Running a report

136(1)

Subscriber Engagement report

137(1)

Recent Email Sending Summary report

138(1)

Account Send Summary report

139(1)

Email Performance for Domains report

140(1)

Viewing Web and Mobile Analytics

141(2)

Setting up web analytics

142(1)

Setting up mobile analytics

143(1)

Using Predictive Intelligence

143(2)

Chapter 10 Journey Builder

145(16)

Automation Studio versus Journey Builder

146(2)

Understanding Automation Studio

148(2)

Creating Activities

150(8)

Testing activities

150(1)

File-naming patterns

151(1)

Data extract activity

152(1)

File transfer activity

153(1)

Filter activity

154(1)

Import file activity

154(1)

Refresh group activity

155(1)

SQL query activity

156(1)

Send email activity

157(1)

Wait activity

157(1)

Creating an Automation

158(2)

Error Reporting

160(1)Part 4: Marketing Cloud Studios161(98)

Chapter 11 Email Studio

163(26)

Understanding Email Marketing in Salesforce Marketing Cloud

164(3)

The email channel in Salesforce Marketing Cloud

164(1)

Benefits of email as a channel

165(1)

When to use email

166(1)

Creating Email Content

167(7)

Subject-line best practices

167(1)

Avoiding the Spam folder

168(1)

Preheader best practices

169(1)

Rendering best practices

170(1)

Style sheet best practices

171(1)

Creating an email

172(2)

Preparing an Email to Send

174(4)

Previewing the email

174(1)

Performing QA tests

175(1)

Choosing an audience

176(2)

Sending an Email

178(1)

Tracking Your Email

179(6)

Accessing email tracking

180(1)

Navigating email tracking

181(3)

Comparing tracking for multiple emails

184(1)

Pausing or canceling a send

185(1)

Advanced Tactics in Email

185(4)

A/B testing

185(1)

Dynamic content

186(1)

AMPscript

187(2)

Chapter 12 Mobile Studio

189(16)

Deciding Whether You’re Ready for Mobile Marketing

190(1)

Understanding Mobile Terminology

190(2)

SMS and MMS

191(1)

Short codes

191(1)

Mobile-originated campaigns

192(1)

Mobile-terminated campaigns

192(1)

Configuring Your Account for Mobile

192(1)

Setting up your data for use with mobile

192(1)

MobileConnect

193(7)

MobileConnect overview screen

194(2)

Setting up keywords

196(1)

Setting your blackout window

197(1)

Creating a message

198(2)

MobilePush

200(2)

General messages

200(1)

Location-specific messages

201(1)

GroupConnect

202(1)

Respectful Mobile Marketing Checklist

203(2)

Chapter 13 Social Media Studio

205(24)

Deciding to Go Social

206(1)

Figuring out if you’re ready

206(1)

Going for it

207(1)

Social Studio Concepts

207(6)

Inspector

208(1)

Topic profiles

208(2)

Workspaces

210(2)

Users and roles

212(1)

Supported Social Media Networks

213(1)

Getting Started with Social Studio

213(1)

Social Media Marketing in Social Studio

214(9)

Analyze

215(2)

Engage

217(1)

Publish

218(5)

Social Media Best Practices

223(6)

Use cases

224(1)

Listening and analytics

225(1)

Engaging your community

226(3)

Chapter 14 Advertising Studio

229(14)

Advertising Studio Editions

230(1)

Lead Capture Edition

230(7)

Facebook lead capture forms

231(2)

Creating a lead capture task

233(1)

Sample lead data extension

234(1)

Creating a lookalike audience

235(2)

Professional Edition

237(6)

When someone else owns the ad network accounts

239(1)

Supported social and ad networks

240(1)

Creating an audience

241(2)

Chapter 15 Web Studio

243(16)

Supported Online Content

244(4)

Web content

244(2)

Social content

246(1)

Mobile content

247(1)

Creating Content in CloudPages

248(7)

Creating a collection

250(1)

Adding content to a collection

250(5)

Publishing Content

255(2)

Unpublishing content

256(1)

Analyzing Content Performance

257(2)Part 5: Mapping The Customer Journey259(44)

Chapter 16 Designing a Customer Journey

261(14)

Understanding Journeys

262(2)

Parts of a Journey

264(5)

Entry sources

266(1)

Messages

267(1)

Splits

267(2)

Joins

269(1)

Waits

269(1)

Customer updates

269(1)

Considerations before Starting

269(2)

Choosing the right tool

270(1)

Data extension prerequisite

270(1)

Contact Builder prerequisite

270(1)

Data powers the journey

271(1)

Message content

271(1)

Beginning to Map a Customer Journey

271(2)

Journey Preparation Checklist

273(2)

Chapter 17 Creating Your Customer Journeys

275(28)

Revisiting the Basics of a Customer Journey

276(1)

The Journey Builder Dashboard

276(5)

Journeys menu option

277(1)

History menu option

278(3)

Journey Canvas

281(5)

Version

282(1)

Undo, redo, copy, and delete buttons

282(1)

Goals

283(1)

Settings

284(1)

Save, Test, and Activate buttons

285(1)

Builder

285(1)

Journey Entry Sources

286(7)

Email Studio audiences

287(3)

Automation Studio audience

290(2)

MobileConnect audience

292(1)

Understanding Activities

293(12)

Messages

294(1)

Flow Controls

295(4)

Updating contacts

299(1)

Real-time metrics

300(1)

Journey Builder reporting

301(2)Part 6: The Part Of Tens303(24)

Chapter 18 Ten Customer Journeys for Beginners

305(12)

Welcome Series

305(1)

Abandoned Cart

306(2)

Birthday

308(1)

Browse Retargeting

309(2)

Customer Anniversary

311(1)

Loyalty Series

312(1)

App Download

313(1)

Post-Purchase

314(1)

Re-engagement

315(1)

Newsletter Series

316(1)

Chapter 19 Ten Secrets to a Successful Implementation

317(4)

Set Realistic Function Expectations

317(1)

Set Realistic Time Expectations

318(1)

Design for the Data

318(1)

Purchase Support

318(1)

Take Care with Your IP Warm

318(1)

Work Closely with Your Implementation Partner

319(1)

Establish Standards

319(1)

Document Everything

319(1)

Inform All Key People

320(1)

Allow Time for Training

320(1)

Chapter 20 Ten Bad Habits of Digital Marketers

321(6)

Not Testing Enough

321(1)

Testing Too Many Variables

322(1)

Assuming That Flashy Features Equal Better Results

323(1)

Hyper-Targeting

323(1)

Forsaking Proven Channels

323(1)

Buying the “It Just Works” Myth

324(1)

Over-Messaging

324(1)

Forgetting That Content Is King

324(1)

Not Staying Current

325(1)

Not Asking for Help

325(2)Index327

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