Marketing Cloud

Introduction to Salesforce Marketing Cloud

• Overview of Digital Marketing and Automation
• What is Salesforce Marketing Cloud (SFMC)
• SFMC Editions, Products, and Architecture
• Understanding Marketing Cloud vs Sales/Service Cloud

Marketing Cloud Setup and Access

• Accessing Marketing Cloud Environment
• Setup Home and Administration Overview
• Roles, Permissions, and Business Units
• Understanding MID and Subscriber Keys

Data Management in SFMC

• Data Extensions vs Lists
• Creating and Managing Data Extensions
• Import Wizard and File Drop
• Data Retention and Best Practices

Email Studio Fundamentals

• Introduction to Email Studio
• Building and Designing Email Templates
• Personalization Strings and AMPscript Overview
• Email Send Classifications and CAN-SPAM Compliance

Content Builder

• Overview of Content Builder
• Creating and Managing Folders, Blocks, and Templates
• Dynamic Content Creation
• Using Einstein Content Selection

Journey Builder Introduction

• What is Journey Builder
• Journey vs Automation Overview
• Entry Sources and Event Types
• Designing a Basic Customer Journey

Journey Builder Advanced

• Decision Splits and Engagement Splits
• Multi-Step Journeys
• Testing and Validating Journeys
• Monitoring Journey Analytics

Automation Studio

• Introduction to Automation Studio
• Activities: SQL Query, Filter, Import, Script
• Building and Scheduling Automations
• Automation Error Handling

Personalization & AMPscript (Basics)

• Personalization strings vs AMPscript
• Displaying subscriber-specific data
• Simple IF/ELSE personalization
• Referencing Data Extensions in email

SQL & Data Views in SFMC

• Using Query Activities
• System Data Views (Sent, Open, Click, Bounce)
• Building engagement-based segments
• Storing query results in Data Extensions

Contact Builder & Data Model

• Contacts vs Subscribers
• Attribute Groups and Relationships
• Contact Keys and Subscriber Keys
• Using Contact Builder with Journeys

Audience Segmentation

• Segmenting audiences using Filters
• Behavioral segmentation (openers/clickers)
• Audience Builder (if enabled)
• Best practices for large data volumes

Mobile Studio (SMS / Push)

• Overview of Mobile Studio
• MobileConnect for SMS campaigns
• MobilePush for app users
• Using SMS in Journeys (reminders/OTP)

Advertising & Social (Ad Studio)

• Advertising Studio overview
• Audience sync to Facebook/Google
• Lead capture journeys
• Social posting and listening (legacy)

CloudPages & SmartCapture

• What are CloudPages?
• Creating landing pages and microsites
• SmartCapture forms → store in DE
• Preference center / unsubscribe pages

AMPscript – Intermediate

• Lookup and LookupRows functions
• Conditional content and loops
• Personalizing based on behavior
• Common AMPscript errors and debugging

SSJS (Server-Side JavaScript) – Intro

• When to use SSJS vs AMPscript
• Using SSJS in Automation Studio / CloudPages
• Reading/Writing to Data Extensions
• Simple utility scripts for marketers

Einstein for Marketing Cloud

• Einstein Engagement Scoring
• Einstein STO (Send Time Optimization)
• Einstein Content Selection
• Using Einstein in Journeys

Marketing Cloud Connect (SFMC ↔ CRM)

• What is Marketing Cloud Connect?
• Package installation & prerequisites
• Synchronized Data Extensions
• Triggered sends from Sales/Service Cloud

APIs & Integrations in SFMC

• REST vs SOAP APIs in Marketing Cloud
• Authentication and Installed Packages
• Triggering journeys via API
• Importing and exporting data via API

Deliverability & Compliance

• CAN-SPAM, GDPR, CASL considerations
• Bounce management and suppression
• Send throttling and IP warming
• Sender reputation best practices

Reporting & Analytics in SFMC

• Email tracking and journey analytics
• Discover reports / legacy reports
• MC Intelligence / Datorama overview
• Campaign performance dashboards

End-to-End Campaign Build

• Define campaign objective & audience
• Build content → journey → automation
• Add Einstein optimization
• Testing, QA, and go-live checklist

Best Practices & Certification Path

• Asset naming and foldering standards
• Performance and data hygiene tips
• Common SFMC issues and fixes
• Salesforce Marketing Cloud Email Specialist / Consultant roadmap

Recall Session