Marketing Cloud onCore
A Series of 7 webinars
Erin Duncan
Product Director,
Sercante
Presenting Day 1, 5, 7
Claudia Hoops
Senior Marketing
Consultant, Salesfive.
Presenting Day 3, 6, 7
François Perret
Bamsoo, founder
Presenting Day 2, 4, 7
3.
Forward looking statements
Thispresentation contains forward-looking statements about, among other things, trend analyses and
statements regarding future events, anticipated growth and industry prospects, and our strategies,
expectation or plans regarding product releases and enhancements. 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, results or outcomes
could differ materially from those expressed or implied by these forward-looking statements. The risks and
uncertainties referred to above include those factors discussed in Salesforce's reports filed from time to
time with the Securities and Exchange Commission, including, but not limited to: our ability to meet the
expectations of our customers; uncertainties regarding Al technologies and its integration into our product
offerings; the effect of evolving domestic and foreign government regulations; regulatory developments and
regulatory investigations involving us or affecting our industry; our ability to successfully introduce new
services and product features, including related to AI and Agentforce; our ability to execute our business
plans; the pace of change and innovation in enterprise cloud computing services; and our ability to
maintain and enhance our brands.
Last updated: September 10, 2024
What is Flow?
ForMarketing Cloud on Core
● Engine for marketing execution and lead
nurturing
● Build programs that engage prospects at
every step of the customer journey
● Launched from the Campaign Record
6.
What can youdo with Flow?
● Send Communications - send emails, SMS
and Whatsapp messages.
● Wait - wait for an action to take place or
wait for an amount of time (minutes to
months)
● Create and Update Records - send data to
multiple objects or create tasks for other
team members
● Customize Journeys - use branching logic
to send Prospects down different paths
based on data or engagement
● Test - debug the flow or use Path
Experiment to test your channels, content,
or even cadence
7.
Flow Types forMC on Core
Segment Triggered
Flows
Event
Triggered Flows
Several Campaign templates that
include assets and the appropriate
flow type
8.
Segment Triggered Flows
Whenyou would use it:
● Sending emails, SMS or Whatsapp
message(s)
● Automating processes
● Nurturing prospects/leads
How they are launched:
● Runs on a schedule for qualified Data
Cloud segment members
● Can be set to run once or recurring
9.
Event Triggered Flows
Whenyou would use it:
● Form Submission
● Email Subscription, Open, Click
● SMS Subscription
● Whatsapp Subscription
● See full list in picture
How they are launched:
● Configured per event type
● This type of flows runs in the background
without user interaction
10.
How to buildflows
While you can start in the campaign interface, sometimes you’d like to add a little more…
Campaign Interface Flow Builder Interface
Flow Building Blocks
Canvas
●Working area, where you build your flow
by adding Elements
Button Bar
● Where you can view flow information,
save, debug, and activate
Element Properties
● Where you control the configuration of
each element
Button Bar
Canvas
Element
Properties
13.
What can youdo in Flow?
A few of the most common Elements:
● Start (Segment Triggered) - where you
determine:
○ When to run the flow
○ What segment to use
● Start (Event Triggered) - where you
determine
○ The Event-Trigger
14.
What can youdo in Flow?
Interaction Elements:
● Send Email or SMS Message* - choose this
and add your email/SMS template,
subscription and sender details
● Consent Request - creates/updates a
consent status for a chosen contact point,
channel and communication subscription
● Action - offers a range of other triggered
actions from different objects including the
Consent Request
● Subflow - lets you launch a subflow from a
library of your built flows
*Whatsapp for enabled accounts
15.
What can youdo in Flow?
Some Logic Elements:
● Decision - Use a Decision element to branch the
Flow based on record type, engagement, or field
values.
● Path Experiment - can be used with Marketing
Cloud Advanced
● Wait for Amount of Time - wait from Minutes
to Months before continuation
● Wait Until Date - wait until specific date
● Wait Until Event - wait until specific event from
library, i.e. Email Link Click
16.
What can youdo in Flow?
Data Elements:
● Create Records - Creates or updates a Record of
your choice.
● Get Records - add a Get Records element to
query other objects in your flow, i.e. campaign
members
● Update Records - update an existing record
● Delete Records - delete a record, i.e. duplicates
Creating & Managinga Form in MC on Core
Why use Forms?
● Capture user info & create/update Salesforce
records
● Automatically link forms to landing pages,
campaigns & flows for automation
19.
Creating & Managinga Form in MC on Core
How to create a Form?
● 1. Create a Signup Campaign ->
Auto-generates a form & flow
2. From the “Content” tab
● Add Form components -> Include at least one
input field and one button
● Map Data Sources -> optionally links fields to
Salesforce objects for faster creation
● Set Form Submission Actions -> Define what
happens after submission
● Style the form
● Publish the Form -> Ensure it’s connected to a
flow & campaign
20.
Creating & Managinga Landing Page in MC
on Core
Why use Landing Pages?
● Host content, collect leads, or promote marketing
campaigns
● Can include forms to capture user information
● SEO-friendly with customizable search settings
How to create a Landing Page?
● Create a New Landing Page from Campaign or
Content -> Add layout, images and headings
● Include a Form (Optional) -> Create the form first,
then add it.
● Optimize for SEO -> Enable indexing & add meta
descriptions
● Preview & Test -> Check desktop and & mobile
views
● Optionally: Add a vanity URL
● Publish -> Activate the page & any connected flows
Personalize Marketing Content
DynamicContent can update (multiple) email sections based on user data, while Merge
Fields insert specific data points directly into the email.
Dynamic Content Merge Fields
24.
Dynamic Content andSalesforce Personalization
Dynamic content is built using personalization points, decisions, and targeting rules to
tailor emails based on customer attributes.
Personalization Point
Defines what content can
be personalized (subject
lines, images).
Example: Hikers see "Versatile
Summer Hiking Pants" while
runners see "Run Faster in
Our Lightweight Shorts."
Personalization Decision
Determines which
content variation a
recipient gets based on
targeting rules.
Example: “Hikers” vs
“Runners”
Targeting Rule
Specifies conditions that
decide who sees which
variation.
Example: Datapoint Interested
in “Hiking” vs interested in
“Running”
25.
Creating Dynamic ContentVariations
Create a New Variation
- Open the email editor
from Campaigns or
Content
- Select the component
(e.g. text, image, subject
line)
- Click New Variation and
give it a name
- Define targeting rules
(e.g. user behaviour or
attributes)
- Customise content &
styling
Personalization Point
- clone or link other
email components
When?
- Use cloning or linking
when you want to apply
the same targeting rules
to another email
component without
manually recreating it
How?
- Select a component
without existing
variations
- Click New Variation and
choose existing
personalization point
- Clone/link it and adjust it
Prioritize Variations
- If a recipient
qualifies for multiple
variations, set
priority
- Use Edit Priorities
to adjust ranking
- Default variation is
used if no rules are
met
Edit or Delete
Variations
- Modify targeting
rules in the Rules
panel
- Rename or delete
variations as needed
26.
Linking Personalization Pointsin Dynamic
Content
Why link Personalization Points?
● Ensure multiple components (e.g. image, buttons,
subject lines) share the same targeting rule
● Auto-applies changes to rules, priorities, and
variations across linked components
● Helps staying within 25 personalization points
limit
How it works:
● Create a Personalization Point for a component
● Link a button or subject line to an existing one
upon clicking on new variation
● It inherits variations & targeting rules from the
original personalization point
27.
Personalizing Messages withMerge Fields
● Insert customer data into emails, SMS, or
WhatsApp.
● Pull data from the individual, events or related
objects via Data Graph (cross-object Merge
Fields)
● Event-triggered messages personalization -
select an event data source for merge fields
● Save custom expressions in Salesforce CMS to
maintain consistency & speed up content
creation
Reporting in MarketingCloud on Core
Footer
● Powered by Data Cloud & Tableau Next
● Available on Marketing Performance tab &
Campaign records
● Engagement metrics are accessible on people
records & Analytics page
● Scoring components like Calculated Insights,
can be added to Prospects, Leads & Contacts
and a report collection can be added to
Analytics
31.
Report and DashboardTypes
1. Marketing Performance Dashboard
Access via Marketing Performance tab. Provides a
high-level overview of all campaign insights and trends to
act on.
2. Campaign Performance Dashboard
Located in Campaign records under Insights. Detailed
understanding of how a specific campaign is performing.
3. Email/SMS/Forms Engagement Reports &
Dashboard
Found in Analytics tab. Measures delivery rates, opens,
clicks, conversions, and engagement trends.
4. Engagement Score & Details
Visible in Lead & Contact records. Shows individual
prospect engagement levels.
Upcoming Sessions
● March20th - Let's Get Building
● March 25th - Marketing Cloud Advanced
● March 27th - Exploring the Power of Agentforce (Einstein) in Marketing Cloud
● April 1st - Ask Me Anything
