This document provides an overview and agenda for a Marketing Cloud Platform walkthrough and admin deep dive session occurring in August 2020. It begins with forward-looking statements and disclaimer language. The agenda then covers topics like subscriber data management, data extensions, import activities, contact modeling, and integration with Salesforce CRM data. It also discusses channels, personalized marketing capabilities, and various admin roles and setup aspects like business units. Enablement options are mentioned at the end.

1. Marketing Cloud Platform
Walkthrough and Admin Deepdive
Aug’20
Senior Manager, Salesforce
Gaj Sisodia
Director, Salesforce
Vlad Silak

2. Forward-Looking Statements
Statement under the Private Securities Litigation Reform Act of 1995:
This presentation contains forward-looking statements about the company’s financial and operating results, which may include expected GAAP and non-GAAP financial and other
operating and non-operating results, including revenue, net income, diluted earnings per share, operating cash flow growth, operating margin improvement, expected revenue
growth, expected current remaining performance obligation growth, expected tax rates, the one-time accounting non-cash charge that was incurred in connection with the
Salesforce.org combination; stock-based compensation expenses, amortization of purchased intangibles, shares outstanding, market growth and sustainability goals. The
achievement or success of the matters covered by such forward-looking statements involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or
if any of the assumptions prove incorrect, the company’s results could differ materially from the results expressed or implied by the forward-looking statements we make.
The risks and uncertainties referred to above include -- but are not limited to -- risks associated with the effect of general economic and market conditions; the impact of
geopolitical events; the impact of foreign currency exchange rate and interest rate fluctuations on our results; our business strategy and our plan to build our business, including
our strategy to be the leading provider of enterprise cloud computing applications and platforms; the pace of change and innovation in enterprise cloud computing services; the
seasonal nature of our sales cycles; the competitive nature of the market in which we participate; our international expansion strategy; the demands on our personnel and
infrastructure resulting from significant growth in our customer base and operations, including as a result of acquisitions; our service performance and security, including the
resources and costs required to avoid unanticipated downtime and prevent, detect and remediate potential security breaches; the expenses associated with new data centers and
third-party infrastructure providers; additional data center capacity; real estate and office facilities space; our operating results and cash flows; new services and product features,
including any efforts to expand our services beyond the CRM market; our strategy of acquiring or making investments in complementary businesses, joint ventures, services,
technologies and intellectual property rights; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; our
ability to realize the benefits from strategic partnerships, joint ventures and investments; the impact of future gains or losses from our strategic investment portfolio, including
gains or losses from overall market conditions that may affect the publicly traded companies within the company's strategic investment portfolio; our ability to execute our
business plans; our ability to successfully integrate acquired businesses and technologies, including delays related to the integration of Tableau due to regulatory review by the
United Kingdom Competition and Markets Authority; our ability to continue to grow unearned revenue and remaining performance obligation; our ability to protect our
intellectual property rights; our ability to develop our brands; our reliance on third-party hardware, software and platform providers; our dependency on the development and
maintenance of the infrastructure of the Internet; the
effect of evolving domestic and foreign government regulations, including those related to the provision of services on the Internet, those related to accessing the Internet, and
those addressing data privacy, cross-border data transfers and import and export controls; the valuation of our deferred tax assets and the release of related valuation allowances;
the potential availability of additional tax assets in the future; the impact of new accounting pronouncements and tax laws; uncertainties affecting our ability to estimate our tax
rate; the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; factors related to our outstanding debt, revolving credit facility, term
loan and loan associated with 50 Fremont; compliance with our debt covenants and lease obligations; current and potential litigation involving us; and the impact of climate
change.
Further information on these and other factors that could affect the company’s financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings it
makes with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of the
company’s website at www.salesforce.com/investor.
Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.

3. Agenda
Why should you invest your time with SFMC
Platform walkthrough
MC Admin Activities
Enablement options
Upcoming Sessions

4. Subscriber Data
Management
• Contact model.
• Explain preference and profile center concepts.

5. Data Extensions
A data extension is simply a table with fields of data about your contacts.
Data extensions can be standalone or related to other data extensions.
You can use the data to run queries, pull information, and send to a subset of
subscribers.
You can manually import data extensions, or you can automate the import through
Automation Studio or the Marketing Cloud API.

7. Contd…
• Standard data extensions are used for building a custom set of fields.
• Filtered data extensions are used to create a subset/segment from an existing data
extension.
• Random data extensions allow you to randomly select subscribers from a source data
extension
Non Sendable Data
Extensions
Sendable Data
Extensions

8. Import Activity
FTP Safehouse

9. Contact Model
Contacts
A contact is a person you send messages to through any marketing channel. A contact appears
in the All Contacts section.
Subscribers
A subscriber is a person who opted to receive communications or belongs to a
particular channel. A subscriber lives in the individual studios. Subscribers can be
imported or created manually and are stored in data extensions.
Keep in mind that all subscribers are contacts, but not all contacts are subscribers.
With email, a contact is somebody you sent emails to, so a subscriber in Email Studio
will always be a contact. You can have contacts whom you’ve never sent to who don’t
appear in All Contacts. A subscriber is only added to All Contacts once something is
sent to them.

10. Subscriber Key
In Email Studio, contacts are identified by the Subscriber Key, which becomes the Contact Key
in Contact Builder. Use a Subscriber Key to:
• Maintain multiple sets of subscriber attributes for a single email address. For example, if a
family shares an email address, you can use a Subscriber Key to uniquely identify each
member of the family.
• Include a single email address multiple times on a list. For example, send a separate
message for each car a subscriber owns in a single send.
Deciding on a Subscriber Key is a crucial business decision that must be kept consistent
throughout your entire Marketing Cloud operation. Be sure to establish the Subscriber Key
with every data extension created through the send relationship.
The Subscriber Key must be present in every sendable data extension.

11. Contact Key
The Contact Key identifies a contact within an account and ties together the contact,
channels, and the relationship. The Contact Key is the same no matter what channel is
used to send messages.
The Contact Key is what allows you to connect contacts in multiple channels.
Make sure you are consistent across all channels when assigning a Contact Key to a
contact.

12. Attribute Groups

14. Contact Data & Journey Data

15. Journey Builder Overview
Journey Data
Preserves the state of a
contact's data at the moment
an entry event fires,
facilitating the use of that
data throughout a journey.
Contact Data
Captures the data values in
the event source data
extension at the time when
Journey Builder evaluates it.
Contact Filter: Journey Data vs. Contact Data

16. Profile Center
When you import a list, you can import
attribute values for your subscribers that
appear when a subscriber visits the profile
center.
The subscriber can update their
information on this page and provide
additional information. Your subscribers
can view their data and their
subscriptions to your communications.
The lists you identify as public in the
application are available for a subscriber
to opt in to on the subscription center.
Only lists you would like subscriber to be
able to opt-in or opt-out of should be
marked as public. List you do not want
subscribers to see, opt-in or opt-out of
should not be marked as public.
Subscription Center

17. MC ⇄ CRM Connector
Marketing Cloud
Connector
API
API

18. Three Integration Features
Marketing Cloud
Any CRM Object
Journey Builder Events
Journey Builder Activities
Journey Builder
Integration
Contacts, Leads, Users
Subscriber Tracking
Marketing Cloud
Connect Package
Any CRM Object
Contacts Model
And Data Extensions
Synchronized Data
Sources (Data Sync)
Messaging CRM “Contacts”
via Marketing Cloud
Sales/Service/Community
Clouds

19. Synchronized Data Sources
Gain instant access to all your
customer data without the need of
technical resources
Create a single view of your
customers in Marketing Cloud with
continuous sync
Leverage customer data from
standard and custom objects
Personalize marketing using all your Salesforce data

20. Using CRM Data to Send Email
Send from CRM to a Sales/Service Cloud report, campaign, or individual
MC Connect
Marketing Cloud
Sales Cloud
Service Cloud
Community Cloud
Campaign
Person
Report

21. Manage the Entire Enterprise
Bring all your orgs together with
Multi-Org configuration options.
Use with any Marketing Cloud
Connect feature.
Simplified configuration and user
management.
Streamlined and flexible workflow options

22. Supported and Not Supported Configurations
Supported configurations:
1 MC BU to 1 CRM Org
Many MC BU’s to 1 CRM Org
Not supported configurations:
1 MC BU to many CRM Orgs
Many MC BU’s from different
accounts to same CRM Org
Business Units

23. Channel Management
• Mobile Studio.
• Email Studio.
• Social Studio and Advertising Studio.
• Journey Builder.

24. Mobile Studio
Mobile Connect: Sending SMS
Mobile Push: Sending push notifications through phone app

25. Social Studio

26. Personalization Builder (Einstein)
Implementation of Personalization Builder depends
on which type of recommendations we chooses to
implement: email, web, triggers*, or all three.
A base package that implements Javascript Collect
Code and Catalog is always required.
Deep discovery is needed to understand customer
use cases and customer-side tech for catalog, data
integration, channels (web and email), and triggers
(e.g. abandoned cart, abandoned browse, back in
stock, new arrival, post purchase.)

27. Interaction Studio
Interaction Studio is the engagement layer that allows you to:
• connect customer’s tools, databases and communication silos.
• Providing you with customer intelligence and insights that your brand can use to drive real-time, customer-centric
conversations.
• Interaction Studio unifies the end-to-end customer experience providing a seamless, consistent and personal
customer journey every time.

28. Datorama

29. Setup

32. Roles

33. Custom Role

34. User

36. Business Units
Business Units allow you to create a segregated environment
within Marketing Cloud.
Business Units are great to separate brands, regions, etc.
depending on how your marketing organization is set up.
Each Business Unit has its own users, data, content,
journeys, reporting.
You can also choose to share some/all data and content
across Business Units, to enable collaboration across
brands/regions (e.g. HQ can distribute templates to regions).
Business Units are recommended if you wish to separate the
opt outs for each brand.

37. Enablement Options

38. Trailhead Open For Everyone

39. Partner Learning Camp