This document provides an overview of Salesforce Marketing Cloud (MC) for admins who are new to the platform. It begins with background on MC's acquisition history and core products. It explains the key building blocks in MC like Studios for channels and Builders for cross-channel capabilities. The document then compares characteristics of MC and Salesforce, covering differences in architecture, data management, security, and development approaches. It also outlines MC's approach to data modeling, automation, and key marketing processes like campaign management and consent/privacy. Finally, it stresses the importance of permission-based marketing and communication regulations.

1. Principal Consultant
AmberStar Consulting
@KerryTownsend
Marketing
Cloud for
Salesforce
Admins
Kerry Townsend

2. About Marketing Cloud: The Context
The Messaging Products: Studios & Builders
Characteristics: Marketing Cloud vs Salesforce
Data Management & Access
Key Marketing Processes
Trust - Permission based
Marketing
Table of
Contents
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3. About Me
My Salesforce Journey
● 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
@KerryTownsend
/in/kerrytownsend1

4. About Marketing
Cloud:
The Context
How Marketing Cloud has developed

5. Acquisition Story
CY 1999 CY ‘09 CY ‘10 CY ‘11 CY ‘12
CY ‘13
CY ‘14
CY ‘16
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CY ‘20
CY ‘21

6. Plus
● Salesforce CDP | Customer
Data Platform
● Customer 360 Data
Manager | Unified Profile
● Pardot | Personal Selling
From Trailhead: Marketing Cloud Basics
Data Products
Messaging

7. User Roles: Admins & End Users
Typical Differences between Clouds
COMMON IN BOTH
Admins
● Few Admins
● Full System Access
● User Management
● Declarative Development
● Monitor Health of
Platform
End Users
● Require a license
SALESFORCE MARKETING CLOUD
Admins
● Design & Build Processes
● Monitor Adoption
End Users
● Many End Users
● Manual data entry
● Many Users perform
same tasks
● Customer Interaction
Admins
● Manage Data Ingestion
● Design & Build Data
Structure
● Design & Build Processes
End Users
● Few End Users
● Design & Build Processes
● High level of data access
● Manipulate large volumes
of data
● Monitor & Report on
Performance

8. Marketing Cloud Core
(Messaging) Product:
Builders & Studios
The building blocks of the Messaging Tool

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

10. Studios: Channels

11. Builders: Cross Channel Capability

12. 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

13. 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

14. Characteristics:
Marketing Cloud vs
Salesforce
Understanding the different characteristics of the
two clouds

15. Different Technology to
Core
Hosted in Different
Locations
Limited Visual
Customisations
A Single Environment
Architecture
Different Build Process
Marketing Cloud has
Additional Options
Differences in Architecture Inform System Behaviour

16. Terminology
Marketing Cloud
Salesforce
Environments
● Orgs
● Sandboxes
Environments
● Tenants
● Business Units
Data Structure
● Objects
● Fields
Data Structure
● Data Extensions
● Attributes
Security
● Profiles, Permission Sets, Permission Set Groups
● Roles
Security
● Roles
Data Model
● Accounts
● Contacts
Data Model
● Contacts
● Subscribers

17. Data Modeling Approach
Contact vs Account Centric
ExampleDE

18. Skills
Marketing Cloud
Salesforce
● Declarative Development
Data Manipulation
● SOQL/ SAQL
Logic
● APEX
Visual
● VisualForce
Logic & Visual
● LWCs - JS, CSS, HTML
● Declarative Development
Data Manipulation
● SQL
Logic & Visual
● AMPscript
● SSJS
● Guided Template Language (GTL)
● Front End Developer (HTML, CSS, JS)

19. Cloud Comparison:
Data Management &
Automation
How does the approach & tools for core activities
differ between clouds

20. All Subscribers Master
Table
Normalised &
Denormalised Data
Expected Data
Duplication
No Search
Data Modelling
High Data
Volumes
Non-Persistent
Relationships
Key Differences in the Data Modelling Approach with MC

21. Data Security: Access
Typical Differences between Clouds
COMMON IN BOTH
Org Level
● Named User Logins
● MFA
● Encryption
● SSO
● IP Whitelisting
SALESFORCE MARKETING CLOUD
Data Visibility
● Object Level Security
● Field Level Security -
Column Level Security
● Sharing - Row level
security
Org Level
● Salesforce Shield
Data Visibility
● DE Folder Structure & DE
Settings defined by
Admins
● Restricting access to All
Subscribers
● Restricting Access to BUs
● Scope of Salesforce
Connect User
Org Level
● Field Level Encryption
● Tokenized Sending
● SSL Certificates

22. Automation
Marketing Cloud
Salesforce
Declarative
● Process Builder
● Flow
Declarative
● Journey Builder - Cross Channel Messaging
● Automations - Data Manipulation (& Messaging)
Programmatic
● APEX
● Lighting Web Components
Programmatic
● AMPscript - Message Logic & Data Manipulation
○ Advanced Personalisation
○ Creating Records in Salesforce
● SSJS
○ When no AMPscript function
○ Landing Pages (Cloud Pages)
○ Working with JSON
○ Handling Excepting
● Guided Template Language (GTL) - Templates
● Journey Builder Custom Activities SDK

23. Admin
Marketing Cloud Connect
Recommended Method of Connecting MC to
core Salesforce
Admin/ Developer
MC connected sFTP site
Declarative way of bring data in at scale
Developer
REST & SOAP APIs
Sends triggered by other systems
Real-time data from other systems
Admin
Manual Entry
Userful for creating test data or one off campaigns
Bring Data In
Marketing Cloud is a High Volume Data Consumer

24. Key Marketing
Processes:
Campaign & Consent
Processes that drive Marketing Cloud use

25. SALESFORCE
● Lead Generations Process
● Sales Process
● Support Service Process
● Onboarding Process
● Field Service Processes
MARKETING CLOUD
In-line with Communication Strategy
● Campaign Ideation
● Campaign Delivery Process
● Consent Management Process
● Transactional Communication Processes
Different Core
Processes
Different Processes to Master

26. Trust
Permission Based
Marketing & Delivery
Essential Component for Success

27. Communication
Regulations have
changed & increased
66% of nations have Data Privacy Legislation*
Non-compliance has significant fines and reputation
damage
Some significant regulations to be very familiar with:
● GDPR – Europe’s General Data Protection Regulations
● CCPA – California Consumer Privacy Act
Be clear on the regulations in the regions you operate in.
*United Nations Conference on Trade and Developement https://unctad.org/page/data-
protection-and-privacy-legislation-worldwide

28. Why do you want to
communicate with
Customers?
To build & deepen the relationship
Trust is at the heart of all relationships. Consent is at the
heart of Trust with communication. The following are key
to building a trusted relationship:
● Understand your Customers Personas
● Develop a Communications Strategy that meets their
needs
● Use the channels that work for that
● Respect they communications preferences

29. PRODUCT SETUP: SENDER AUTHENTICATION PACK
(SAP)
SAP is a set of product features that gives you
tools to validate your brand as an email marketing
entity and give you access to the inbox.*
IMPLEMENTATION ACTIVITY: IP WARMING
IP warming is the process building a sender
reputation by gradually increasing the volume of mail
sent by a new IP address. Built over at least 30 days
period.
ONGOING: DELIVERABILITY MONITORING
Email deliverability monitoring is the ongoing
process of monitoring your IP and domain for
deliverability, your sender reputation, and
blacklisting.
Deliverability
Applies to email, the
ability of a message to
get to the desired inbox
*Trailhead

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

31. 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

32. Resources:
Additional Session
Resources to deepen your Knowledge

33. Session: Getting Started with Marketing Cloud
bit.ly/GettingStartedwithSFMCPhoenix
Past Sessions
Medium Blog Post: A Guide to Salesforce Marketing
Cloud Resources
Session: 8 Things I wish I had known about Marketing Cloud
bit.ly/8ThingsMCRec
Salesforce Ben Blog Post: MC Admin Certification Tips
bit.ly/SFBenMCAdminTips
Session: A Guide to Salesforce Marketing Cloud
Resources
Other Sessions & Blog
posts at Admins
learning Marketing
Cloud.

34. Do you have any
questions?
Twitter: @KerryTownsend
Send it to us! We hope you learned something
new.