Slides presented at the Phoenix Marketing Cloud Community Group giving an introduction to some of the core concepts of the Marketing Cloud Messaging & Journey products. The session cover concepts about the tool and also some tool agnositc Success Fundementals.

1. Getting Started with Marketing Cloud
Phoenix, Marketing Cloud Community Group
27th May 2021
Kerry Townsend, AmberStar Consulting

2. About Me - My Salesforce Journey
@KerryTownsend
/in/kerrytownsend1/
• Salesforcing since 2005, MC since 2016
• Solo Admin, Consultant (Independent/ Boutique/ GSI)
• Salesforce MVP (4yrs)
• 16 Certifications, incl. all 6 Marketing
• Worked in Marketing for 7 yrs
• London Marketer (Marketing Cloud) Group Leader
• London’s Calling & Surf Force Co-organiser
• DF Speaker/ Occasional Blogger
• On the B2C Architect Journey

3. Getting Started
Using the Tool
Understanding Success
Fundamentals
Tool Building Blocks
Trailhead
Certifications
Communication Strategy
Subscriber Management
Deliverability
Getting Started
But First...

4. Marketing Cloud - A Story of Acquisition
CY 1999 CY ‘09 CY ‘10 CY ‘11 CY ‘12
CY ‘13
CY ‘14
CY ‘16
CY ‘18
CY ‘20

5. Learning the Tool

6. Marketing Cloud Building Blocks
Email Studio
Web Studio
Mobile Studio
Advertising Studio
Contact
Builder
Content
Builder
Journey
Builder
Simplified View of Marketing Cloud
Salesforce
Connect
MC FTP
API

7. Studios - Channels

8. Builders – Cross Channel Capability

9. Get on the Trail
Email Studio
Search Trailhead: Email Studio Basics Email Creation and Sending
Create and send targeted emails with email studio
Mobile Studio
Search Trailhead: SMS Messaging with Mobile Connect
Advertising Studio
Search Trailhead: Audience Studio Implementation Learn about audience first Digital Advertising
Web Studio
Search YouTube: Web Studio & Content Builder - Create a Landing Page with CloudPages

10. Get on the Trail
Content Builder
Search Trailhead: Create Compelling Content with Content Builder
Journey Builder
Search Trailhead: Manage Campaigns with Journey Builder
Contact Builder
Search Trailhead: Marketing Cloud Contact Management
Mobile Contact Management

11. Things you should know
● Grown through acquisition: Applications are not tightly coupled
● Different Technology Architecture: Fewer guide rails
● Lifecycle Management: No commercial Limited Dev Ops tools
● End user are like Admins: Role split between Admin & End user
● Business Rules aka hidden settings

12. Success
Fundamentals

13. 3 Success Fundamentals
● Sender Authentication (SAP)
● IP Warning
● Delivery Monitoring
Communication
Strategy
Deliverability
Subscriber
Management
● What content?
● What channel?
● When?
● Consent - The minimum
● Preference Management
● Define System of Record
Trust

14. Get on the Trail
Communication Strategy
Search: Email Marketing Strategies
Content Strategy Development
Subscriber Management
Search: European Union Privacy Law Basics
US Privacy Laws Basics
Deliverability
Trailhead
Search: Email Deliverability Concepts
Videos Trailhead Live By Al Iverson, Director of Deliverability
Marketing Cloud Deliverability fundamentals
Deliverability Features and Reporting in Marketing Cloud

15. Get on the Trail
Sender Authentication Pack (SAP)
YouTube Videos
Sender Authentication Package: Common Topics and FAQs
Understand DNS Hosting for Your Sender Authentication Package - Part 1
How to Fill Out the Sender Authentication Package Form - Part 2
IP Warning
Salesforce Help PDF
Marketing Cloud IP Warming Guide and FAQs

16. Questions?

17. Kerry Townsend
@KerryTownsend