Salesforce Marketing Cloud

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Marketing is the study and management of exchange relationships. It is the business process of identifying, anticipating and satisfying customers' needs and wants because marketing is used to attract customers. It is one of the primary components of business management and commerce. A marketing cloud is an integration of cloud-based marketing tools like analytics, audience management, customer profile.

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Salesforce Marketing Cloud

Salesforce Marketing Cloud is a provider of digital marketing automation and analytics software and services. Salesforce enables you to know your customer, personalize with intelligence, and engage across the entire journey. It’s the only integrated customer engagement platform that enables you to deliver personalized customer engagement at scale on every channel, from email to web, mobile, social, and digital advertising.
Marketing Cloud used Einstein artificial intelligence to make every interaction relevant.
Create two ways, real-time engagement when and where the customer wants.
Measure, report and optimize marketing performance for customer loyalty.

Marketing Cloud empowers personalization and engages every customer touch point. It’s a set of application inbuilt application which will help you in teams of various aspects.

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Audience Studio

Capture data from any source and device then unify, segment, and activate audiences to create valuable customer experiences.

Data Studio

Expand your reach with a data sharing platform where publishers can share 2nd party data with marketers in a trusted and transparent way.

Datorama

Enable cross-platform marketing intelligence by unifying data sources, visualizing AI-powered insights, and creating actionable reports to drive ROI.

Google Analytics 360

Gain cross channel insights for seamless customer journeys with Google Analytics 360 + Marketing Cloud.

Journey Builder

Deliver cross channel personalized experiences at every step of the customer lifecycle with campaign management.

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Social Studio

Listen, publishes, and engages in creating customer advocates. Connect social to marketing, sales, and service in one platform powered by AI.

Interaction Studio

Visualize, track, and manage customer experiences with real-time interaction management

Email Studio

Use data from every department to build a smarter email from basic marketing campaigns to sophisticated 1-to-1 messages.

Advertising Studio

Use CRM to securely power 1-to-1 advertising across Google, Facebook, LinkedIn, Twitter, Pinterest, and Display at scale.

Mobile Studio

Send consistent SMS, push, and chat app messages in real-time.

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If you want to target one particular channels, such as email or mobile, Marketing Cloud can help you do that with Email Studio and Mobile Studio. If you don’t want to use entire suite of products all at once, only the products that meet your needs, you can use.

Distributed Marketing from Salesforce makes such as franchisees, financial advisors, insurance agents or resellers simple for brand to deliver consistent experiences across corporate marketing and local partners network.

When customers spend money on your products and services, they enter into a relationship with you. You want to build and cultivate that relationship to drive trust and loyalty and ultimately increase lifetime customer value. Marketing Cloud can help you make those relationships with your current and prospective customers, users, and subscribers.

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Marketing Cloud Connect integrates Marketing Cloud across the Customer Success Platform, giving you the ability to deliver connected customer engagement across your entire business.

  • Commerce Cloud: Increase loyalty and retention with behavioral influenced emails.
  • Service Cloud: Open and close service cases, or launch a customer into a Journey from a case creation in Service Cloud.
  • Sales Cloud: On-board new customers, open new opportunities, and drive product adoption with Journeys triggered by actions in Sales Cloud.
  • Community Cloud: Encourage participation for unanswered posts, drive engagement and retention, and set up drip campaigns to follow up on          Community Cloud activities.
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Marketing Cloud Connect functionality can help you use data collected across Salesforce Marketing, Sales, Service, and Community Clouds to build 1-to-1 relationships with your customers.

  • Sync CRM data to personalize every email.
  • Automate interactions across every touchpoint.
  • Empower anyone to create connected experiences.
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Digital Marketing Strategy:

Marketing Cloud can target customer based on get to know about the customer.

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01. Know your Customer:
  • Unify 1st party marketing data and augment it with other 2nd  data sources.
  • Create a unified view of customers across all business units.
  • Track customer interactions on your website.
  • Monitor your brand on social media.
  • Determine your most loyal and most at-risk customers.
  • Discover new audiences.
02. Personalize with intelligence:
  • Automate and segment marketing messages at scale.
  • Campaigns across your entire business.
  • Predict the best outcome for your customer.
  • Make targeted content recommendations.
  • Deliver unique experiences for each individual.
  • Manage all your marketing interactions with customers in one place.
03. Engage across the entire journey:
  • Make a strong connection with customers, starting from their first interaction with your brand.
  • Interact with customers in real-time.
  • Ensure you’re reaching your customers on the channel they prefer.
  • Engage your customers with mobile messaging.
  • Finding the right partner is key to making the most of Marketing Cloud.
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Messaging and Automation Products

Marketing Cloud is a single platform made up of several products that fall under four primary buckets: messaging and automation, data and advertising, social media, and measurement and analytics. Each product and various combinations of them, help you meet your digital marketing goals.

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Messaging and Automation: Email Studio, Mobile Studio, Journey Builder, and Interaction Studio these are the product products that help you create, build, deploy, and manage communication across different marketing channels at scale map the ways you communicate with your customers.

Advertisement: Advertising Studio, Audience Studio, and Data Studio help you create custom audiences and combine data from any source to deliver more targeted marketing. 

Social Media: Social Studio product lets you listen to digital conversations; engage across marketing, sales, and service; and publish information for critical discussions your customers are having about your brand.

Measurement and Analytics:  Google Analytics 360 help you with analytics.

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Email Studio

Email Studio can help you personalize your messages to drive 1:1 engagement with customers at scale. With Email Studio you can segment, build, send, and track both your promotional and transactional messages all in one place.

  • Create AI-powered segments to target subscribers based on engagement.
  • Build mobile-optimized email templates.
  • Unify promotional and transactional messages on the same platform.
  • Personalization at scale.
  • Efficiency and effectiveness
  • Improve Internal communication
  • Provide delight to communication.
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Mobile Studio

As per data analysis most of the percentages of mobile customers, find your business online will act within few hour and is  best way for companies to make customer connections.

Mobile Studio is the Salesforce Marketing Cloud mobile marketing solution that drives immediate and relevant customer engagement. Marketers can manage participation across every customer interaction by personalizing their email, advertising, push, and SMS messages from a single platform. The mobile studio provides some tool which helps to bring it affective.

Mobile Connect: To create and send text messages.

Mobile Push: Create and send automated, interactive, or scheduled push messages from mobile applications.

Group Connect: Chat App Messaging, allows creating one to one conversations on messaging apps.

 

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With the help of email studio, we can perform various tasks.

  • Deliver time sensitive messages like account alerts and appointment reminders.
  • Target customers with location based marketing.
  • Drive mobile app to keep customers coming back.
  • Use personalized data on the customer success platform to have a view of the customer.
  • Create messages in Content Builder, without leaving Journey Builder.
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Journey Builder

Select the part of the journey that will have the most impact as the starting point for your customer. Focus on where your business needs it the most, and go from there. They identify a group of customers where they can get a quick win as a template for success. The following are areas where we’ve seen our customers have the most success.

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01. Acquisition and onboarding:
  • Welcome new subscribers.
  • First purchase and thank you.
  • Refer a friend.
02. Engagement
  • Influence next purchase.
  • Download the mobile app.
  • Complete a profile or loyalty program.
  • Finish a customer survey.
03. Loyalty and Retention
  • Birthday and Anniversary messages.
  • Win back customer.
  • Cart reminders.

You can create the flow of how and when emails, push notifications, or ads are sent to your subscribers. You can add a decision split into the journey when the customer joins your rewards program so that a coupon is automatically sent to a new rewards member.

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Interaction Studio

Real-time interaction management helps the entire business rethink customer engagement and provide personalization at scale across every customer interaction, including digital interactions, offline moments and assisted engagements. Interaction Studio rich feature where you can in tract with the customer.

  • Capture insights on every owned channel to manage real-time customer interactions.
  • Coordinate engagement everywhere by connecting online digital interactions to offline moments.
  • Visualize the customer lifecycle and optimize the path to purchase across lifecycle stages.
  • Get suggestions for the next-best experience for the customer.
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Advertising Studio

 Advertising Studio can reach the right audience, with the most relevant campaign, at the right time using your Salesforce CRM data.

  • Use CRM data to reach customers and prospects on Google, Facebook, Instagram, Pinterest, Twitter, and LinkedIn.
  • Effectively identify and reconnect with customers who are no longer interacting with your brand and connect with them on their preferred channel.
  • Connect with Pardot and Sales Cloud to coordinate your advertising with lead scoring, email nurture campaigns, and your sales teams.
  • Improve ROI and reduce spend by optimizing your ad campaigns and suppressing irrelevant audiences from your campaigns.
  • Synchronize customer records instantly from any digital channel and make sure they’re always up to date, whether you’re managing campaigns for dozens of millions.
  • Increase the ROI from your Google Ads strategy by segmenting your prospects and existing customer campaign.
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Data Studio

Data Studio is a data-sharing platform for marketers, brands, and publishers. It allows marketers to expand their reach, discover new audiences, and supercharge their DMP. Brands and publishers use it to safely share and provision their owned data with secure permissions to drive incremental revenue. Marketers are always looking to acquire new customers, and they often want access to data that publishers own.

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Audience Studio:

Audience Studio is Salesforce’s data management platform, which captures and analyzes consumer data for marketers. Audience Studio can take data from various sources and unify that data to individual consumers. An Audience Studio user can then group those individual consumers into audience segments.

Personalization: Gather all data to gain a 360-degree view of your target consumers to drive more personalized marketing engagements across channels in your digital advertising campaigns

Gain insights: you can use the data inside Audience Studio to get that type of insight that can inform all of your marketing.

Social Studio

You can listen, publish, engage, and analyse your customer’s conversations on social media that means you can listen to the social media conversation about your brand and then identify the most engaging content. You can adjust your marketing strategy as these conversations happen and get the most compelling and effective content to your customers.

  • Plan and publish social marketing campaigns.
  • Listen to and analyse social media conversations to monitor your social media presence.
  • Use social with Sales Cloud and Service Cloud.
  • Control content publishing with approval rules.
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Datorama

Using cross-platform marketing intelligence, Datorama makes it possible for marketers like yourself to connect all of your marketing data in one place. You can use Datorama to use AI-powered insights and automate cross-channel reporting which enables information sharing and collaboration. Together, these provide the tools, time, and insight to optimize marketing campaigns, in near real-time, while driving ROI and growth.

Data sources: Use AI to integrate, streamline, and classify all customer data into a single view.

Visualize AI-powered insights: Quickly surface insights to optimize channel and campaign performance almost in real-time.

Campaigns: Create powerful one-click dashboards, custom visualizations, and shareable reports.

Collaborate: Make every insight actionable with cross-platform alerts and activations to optimize campaigns and increase ROI.

Through increased transparency and speed, Datorama helps you measure, report, and optimize your total marketing performance and impact to maximize ROI and drive growth.
Generate a holistic view of all marketing campaign performance.

  • Tie marketing campaigns and spend to business outcomes, such as conversions or sales.
  • Measure ROI of all marketing efforts.
  • Streamline reporting processes and build internal and external alignment.
  • Automate performance reports on various levels.
  • Effectively align messaging, creative, and channels by audience segment.

With Datorama, marketers are able to connect with all marketing data sources, visualize AI insights to optimize performance in real time, and create reports to drive ROI. By using Datorama one click dashboards can build a report to see how different channels and campaigns across the customer lifecycle are working.

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Google Analytics 360

Google Analytics 360 is the enterprise version of Google Analytics and includes more advanced analyses, more integrations with Google’s ads products, and seamless integration with Marketing Cloud. You get a better view of your customer, data-driven insights, and the ability to create more meaningful moments to build customer relationships. 

  • Easily link the two systems to share reporting views and audiences.
  • Understand how effective your journeys and emails are in driving time on site.
  • Discover what content in your journeys drives the most engagement beyond the click.
  • Better attribute the success of your marketing activities and spend across Google Ads and Marketing Cloud channels.
  • Optimize web experiences based on engagement.
  • Extend the conversations you have with web and app visitors into other channels by seamlessly sharing Analytics 360 audiences for activation in Marketing Cloud.

Marketing Cloud is any size business solution. Either your company is a team of 10 or a team of 10,000, Marketing Cloud in a way that fits your company. Marketing Cloud is currently available in Basic, Pro, Corporate, or Enterprise. It’s important to know what edition you purchased so that you understand what products and features are included in your business.

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Tenant TypeDescription
Enterprise 2.0A tenant is the top-level account and includes all as-sociated business units.
Enterprise 1.0A tenant is the top-level account and includes all as-sociated On-Your-Behalf or Lock & Publish business units.
CoreA tenant is a single account.
AgencyEach top-level account and each associated client account is a separate tenant.
  • An Enterprise 2.0 tenant includes multiple MIDs for Enterprise-edition accounts.
  • An Enterprise tenant includes multiple MIDs.
  • A Core tenant includes a single top-level account with one MID.
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Knowing your instance is necessary to configure the Web Collect URL, SOAP Web Services API, and more. It also helps you monitor any performance concerns on the Salesforce Trust site and use the release schedule to predict when new features are released to your account.

You can check the company information on Salesforce Marketing cloud platforms.

  • Go to Marketing Cloud Setup.
  • Click on Company Setting.
  • Click on Account Setting.
  • You can see the informational also you can update.
  • Click on Edit.
  • Company Name, Street, City and zip code information can be update.
  • Time Zone and Date Format that are the default settings for all of your users.

Headers and Footers are the last information to complete on General Settings page for your initial setup. Marketing Cloud can automatically add text and images to the beginning and end of your email messages that ensure compliance.

  • In Account Settings, click Edit.
  • In the Headers and Footers section, select a setting for HTML and Text Headers, and HTML and Text Footers.
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Security

Marketing Cloud includes several settings to help you keep your account secure. In Marketing Cloud Setup, use Quick Find to navigate to Security Settings. You can manage several settings for all users of your Marketing Cloud tenant, including session timeout, requiring a secure connection.

FieldSetting
Session Timeout20 minutes
Login Expires After Inactivity90 days or less
Invalid Logins Before Lockout3
Count Invalid Logins Across SessionsYes
Minimum Username Length8 characters
Minimum Password Length8 characters or more
Enforce Password History8 passwords remembered
User Passwords Expire In90 days
Send Password Change Confirmation EmailEnable
Enforce Export Email WhitelistEnable
Enable Audit Logging Data CollectionEnable
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User Management

Marketing Cloud includes standard roles and permissions for how areas of the application can be accessed and used. Roles are convenient because they package a set of permissions that you can grant to a user, rather than having to grant individual permissions to each user manually. Permission allows users access to something and determines what they can do with it.

  • Marketing Cloud Administrator– This role assigns Marketing Cloud roles to users and manages channels, apps, and tools.
  • Marketing Cloud Viewer– This role views cross-channel marketing activity results in Marketing Cloud.
  • Marketing Cloud Channel Manager– This role creates and executes cross-channel interactive marketing campaigns and administers specific channels like Email Studio.
  • Marketing Cloud Security Administrator– This role maintains security settings and manages user activity and alerts.
  • Marketing Cloud Content Editor/Publisher– This role creates and delivers messages through applicable channel apps.
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Business units control access to information and sharing of data throughout Marketing Cloud. A company with multiple divisions or brands can create a business unit for each brand so that users within that business unit can access only their brand-specific content.

  • Before creating business units, map out your organizational structure for business units
  • To Setup in Marketing Cloud.
  • Click Business Units.
  • Click Create to get started.
  • Define the name, description, and other properties for the business unit.
  • Provide Time Zone.
  • Add the display name and address.
  • Add physical mailing address information.
  • Save your new business unit.

Marketing Cloud supports email, SMS message channels, in-app inboxes, push notifications. When you choose the subscribers, and the time to send a message that’s a user-initiated send, these are typically marketing-related messages. You manage the entire process of a user-initiated email message through Marketing Cloud.

Journey Builder is a planning tool in Marketing Cloud that you use to design and automate customer journeys as they encounter your brand. When configured, Journey Builder runs responsive campaigns automatically.

Email Studio provides a collection of products designed to help ensure that your email messages reach the recipient’s inboxes.

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Tracking

 Marketing Cloud makes tracking easy for you to get that information and more for every message you send. After you start sending emails, follow these steps to access monitoring data. After you select a specific email, you can view tracking data.

  • Total and unique opens.
  • Total and unique clicks.
  • Unsubscribes.
  • Delivery rate, including bounces.
  • Forwards.
  • Click activity and exactly which links were clicked.

Reports 
Marketing Cloud provides many of the standard reports to track the effectively of your campaigns. You can run reports manually or schedule to run. You can also choose who receives the reports and what.

Report TypeDescription
CloudPagesAccess the data you collect from Smart Capture forms using the CloudPages Data Extension on any CloudPages Landing Page, Microsite, Facebook Tab.
ContactsLearn the total number of billable contacts in accountv.
DiscoverDiscover provides templates with measures and attributes preselected to answer a specific business question.
EmailReview email performance by device or attribute, email success in campaigns.
Journey BuilderSee tracking and engagement metrics for emails sent in journeys, aggregated by day or a specified period of time.
MobileGet the total number of subscribers and unsubscribes for SMS, tracking information about SMS messages, and keyword activity summaries.
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Developer Tools

Salesforce Marketing Cloud provides a customer solution of the application for the various customers around the globe.
It supports both API to integrate the application with others. The REST API exposes broader access to Marketing Cloud capabilities. The SOAP API provides comprehensive access to most email functionality. These two APIs share a common authentication mechanism based on OAuth2.

REST API for Marketing Cloud is a great way to share assets from your internal databases or applications with your Marketing Cloud account.

  • The REST API uses JSON request and response bodies and resource endpoints to support multi channel use.
  • Timeout values are 120 seconds for non-tracking operations and 300 seconds for tracking and data retrieve operations.
  • The maximum payload of any call is four megabytes.

SOAP APIs provide a means for applications on different operating systems, technologies, and languages to communicate using only XML. You can use the Marketing Cloud SOAP API for managing things such as tracking data, subscribers and lists, automation, content, and most other email activities.

  • The SOAP API uses SOAP envelopes to pass information between you and Marketing Cloud.
  • We recommend a limit of no more than 2000 per minute for SOAP calls.
  • Support may request your SOAP envelope to troubleshoot issues.

Salesforce Marketing offers support for six platform SDKs: C#, Java, Node, PHP, Python, and Ruby. Salesforce Marketing Cloud SDKs, excluding the Mobile Push and Content Builder SDKs, are community-supported projects.

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AMPScript

Marketing Cloud offers custom scripting languages to personalize landing pages, create applications, construct cross-channel templates or layouts, and work with messaging functions on the Marketing Cloud platform.

AMPscript- AMPscript is a scripting language that you can embed within HTML emails, text emails, landing pages, SMS messages, and push notifications from Mobile Push. It uses JavaScript code processed by Marketing Cloud servers. Instead of using the browser to render the JavaScript on the client-side computer, Marketing Cloud executes the JavaScript on the server when rendering. While you can duplicate the functionality of AMPscript using SSJS, SSJS doesn’t work with the Document Object Model (DOM) and doesn’t function with exterior libraries.

Features provided by the AMPscript.

  • AMPscript is the preferred language for personalizing message content. It simply and efficiently handles inline personalization.
  • AMPscript works better than SSJS for use cases where each subscriber needs to see unique content.
  • AMPscript has a shorter learning curve than SSJS for users new to scripting languages in general.
  • A great number of people already know JavaScript and can immediately apply that knowledge to Marketing Cloud.
Most users can handle the tasks they need to perform using AMPscript
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Package

A package is a container made up of components that create and manage custom functionality. In other words, the components determine what the package can do.
You use the package to create API integrations, install custom apps, or add custom Journey Builder components for example- All of which you can share with other business units in the Marketing Cloud account.

  • Go to Marketing Cloud, navigate to Setup.
  • Under Platform Tools, expand Apps and click Installed Packages.
  • Click on New.
  • Give the package a name and description.
  • Select the checkbox next to Create the package with enhanced functionality.
  • Save the package
  • Click on Add Component.
  • Select a component type
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Security

Security is an important part of that trust. Marketing Cloud gives you the power to go out of simple username and password. As part of your account configuration, you can set up extra security measures at login by using combination of complex key word.

  • Verify the browser with an email verification code via Identity Verification feature.
  • Adhere to strict password requirements for length and characters.
  • Provide a range of IP address from the Login IP White list.

Marketing Cloud security revolves around keys. Keys are values used to securely allow different functions in Marketing Cloud such as encrypting and decrypting data, managing single sign-on, or generating JSON Web Token values for custom Journey Builder activities.

SSL Certificates- handles web pages that allow subscribers to submit information, subscribe to communications, or view messages outside of their email client. To ensure the safest experience Salesforce recommends using SSL certificates to secure web-based communications.

The best practices are avoiding common security risks like cross-site scripting, sensitive data exposure, HTML injection, and others.

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