Build and Analyze Customer Journeys using Marketing Cloud

Discover how to build unique, memorable customer engagements with Marketing Cloud. In this 5-day instructor-led course, you’ll learn how to build customer journeys in Marketing Cloud. Our team of experts share best practices related to implementing, monitoring, and analyzing your journeys, preparing you to design personalized journeys and engage with customers in new, exciting ways.

Who Can Benefit

• This course is designed for digital marketers who manage the email channel for their marketing team. Whether you’re new to Marketing Cloud or want tips to improve your existing customer journeys, this class is a great place to start. No prior knowledge of Marketing Cloud is needed.

Skills Gained

• When you complete this class, you will be able to:
• Explain compliance concepts to ensure optimal deliverability.
• Use tools within Marketing Cloud to uphold deliverability standards.
• Utilize email design best practices to ensure the best customer experience.
• Develop effective, relevant messages using Content Builder.
• Evaluate different delivery methods and options when sending an email message.
• Implement customer journeys using automation tools within Marketing Cloud.
• Differentiate the use cases for automation activities in Automation Studio and Journey Builder.
• Define fundamental data management and structure terminology.
• Use data segmentation tools to create targeted emails.
• Apply a simple data model concept to a real-world scenario.
• Define subscriber statuses, unsubscribe methods, and preferences.
• Analyze marketing campaigns using common key performance indicators (KPIs).
• Solve a common marketing problem with troubleshooting guidance.
• Implement testing methods and tools to ensure quality control.
• Explain fundamental account and sending administration best practices.
• Know where to go for more information, guidance, and support.
• Describe Marketing Cloud platform capabilities..

Course Content

Course outline

• Introduction to Salesforce Marketing Cloud
• Describe Capabilities Across the Marketing Cloud
• Know Where To Go for Support

• Administration Essentials
• Set Up an Account
• Send Setup Information

• Data Management
• Gather Contact Data
• Generate Data Extensions
• Segment Data
• Synchronize Data Extensions

• Email Message Design and Creation
• Design Email Messages
• Organize Content
• Create Content

• Message Testing, Delivery, and Email Marketing Best Practices
• Test Messages
• Deliver Messages
• Follow Email Marketing Best Practices

• Marketing Automation
• Discover Automation Studio
• Explore Journey Builder
• Learn About Journey Testing

• Analytics and Troubleshooting
• Track Performance
• Generate Reports

• Summary
• Review the Capstone