Salesforce Marketing Cloud Basics

 

Marketing Cloud Enables you to communication with your customers utilizing an omni-channel strategy.

This Platform allows you to capture data, connect to your CRM and personalize each touch point.

Marketing Cloud is a sophisticated marketing automation tool that enables a business to communicate with their customers across channels they prefer.

These channels include email, text, push notification, ads, and web experience. Marketing Cloud enables this communication, but also enables you to automate when and on what channels your customers will receive these touchpoints.

Super Messages :

They are simply the way that Salesforce keeps track of the customer‑facing messages or experiences that come from Marketing Cloud. 

Each customer likely does have a different volume of messages as this varies based on their tier of purchase and also how many messages you plan to send out and what channels.

Well, the number of Super Messages is really going to vary based on the location of your subscribers, but let's say that we're sending out to only people in the United States. 

The cost of one SMS message in the United States is currently 10 Super Messages. 

So in our example, after we send out this message to the 10,000 audience, we've sent out 1000 SMS messages, but it's incremented up to 10,000 Super Messages. 

It's really important you monitor your sending behaviors throughout the year, and also, look into how many Super Messages you have in order to stay within your limits, and if you need to, purchase more throughout the year.

Marketing cloud Automation :

Marketing automation is technology that manages marketing processes and multifunctional campaigns, across multiple channels ,automatically.

What does Marketing Automation do ?

1.Messaging

Marketing automation allows you to communicate with your customers across multiple channels.

  (or)

Communication across multiple channels. 

 

2.Automation 

Automate when and what channel you send messages.

How does Marketing Automation affect my business ?

1.Grow your business 

Increase your volume, conversion and ROI

2.Customer Experience

Create more satisfied customer with your brand.

Studio's and Builders :

Within Marketing Cloud, there are two different types of apps, studios and builders.

Studios :

Apps that enable you to create messages that your customers interact with.

Email Studio 

Email Studio is used to develop email templates, messaging, and personalization that can send your customers.

Mobile Studio

Mobile Studio, which is where you can build and send SMS and push notifications and chat app messages across your channels.

Interaction Studio

Interaction Studio, which enables real‑time orchestration of content across channels and also provides next best actions to customers.

 

Social Studio 

Social Studio is a listening, publish, and engaging platform that enables you to manage your social media accounts such as Facebook and Twitter.

Advertising Studio

Advertising Studio uses your first‑party data to securely build a one‑to‑one advertising campaign across multiple social channels such as Google, Facebook, LinkedIn, Twitter, and Pinterest.

Automation Studio

Automation Studio, which is where you're able to build the automation of your messaging to your customers across multiple channels. 

Builders :

Apps that are used to build the piping,automation,track how everything is permorming.

Journey Builder

Journey Builder is where you pull all of this cross‑channel communication and messaging together, so that you can orchestrate the lifecycle of a customer's experience.

Analytics Builder

Analytics Builder, which is used to track how those communications are performing and gain insights into how your customers are behaving.

Contact Builder

Contact Builder is the ability to store data from multiple sources and stitch it together, and it is the app that is used to segment and personalize your data.

 

Datorama

Datorama, which is a cross-platform marketing intelligence tool.

Content Builder

Content Builder, which is where you store your assets, develop your email communication, and develop your templates to scale across all of your communication.

Foundational Elements of Marketing Cloud :

1.Business Units

2.Users & Roles 

3.Sending Reputation

4.Data

Business Units :

Business units are a way to control how information is shared across Marketing Cloud. 

This provides you the ability to manage data control and brand separation inside of your single instance of Marketing Cloud.

Note : 

it's really important that before creating new business units, you map out the intended structure based on your organization.

Users & Roles :

They are a collection of permissions you have access to within marking cloud which make up the type of role you'll perform. 

Currently, there are 10 standard roles that are a good start to separate out the levels of access of people requirements. 

Some examples of these standard roles include system admin, data manager, analyst, content creator. 

My suggestion is always being with the standard roles and determine if there are any gaps you need to separate out your users permission above the standard roles.

sending reputation :

Sending reputation is one of those elements that can be easily overlooked as you think about building a solid marketing cloud foundation, 

but it is one of the most essential elements you need to understand.

Sender reputation is how the world's ISPs(Internet Service Providers) see your email communication, is it legit, is it spam? Should I put it in the main inbox or file it away into promotions? 

When you start with a new brand and a new instance, you have a very neutral reputation. You have a fresh new IP, which is your company's address on the open web.

As you begin to send email communication, the type of content, higher customers react to that message, will begin to build a positive or negative reputation. 

Prior to sending any communications though, you need to set up your sender authentication package, which is a package that pulls together your IP address in your domains. 

The sender authentication package, as I mentioned before, is made up of two big elements, IPs and domains. Each instance has an IP address. 

It's most common to have a dedicated IP address, but in some cases you may have a shared one with a few other accounts depending on your limited volume. 

On the other side, you have domains, which will be used to link what will be shown in your emails in the landing pages and images to your brand and your SAP(Sender Authentication Package) package.

Data :

1.sources

This is where the data is stored in Marketing Cloud. In most cases you'll be utilizing data extensions 

which are a flexible way to store small and large data that can either be your customers directly or information about them.

2.inputs

Inputs are how the data gets into Marketing Cloud, this typically includes out-of-the-box integrations with Sales Cloud, but can also include APIs and FTP integrations to bring new data into Marketing Cloud.

3.Automation

Once you have your data in Marketing Cloud, you typically need to transform or segment it in some way to get to the right audience, 

that's where queries and filters come into the picture.

Salesforce Marketing cloud Security,Compliance and Governance :

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Security :

Within security, there are three main categories.

1.Logins

This includes your information for your login, your FTP information, but it also includes the settings you have inside of your instance. 

How long it takes an account to log out when you've logged in and it's been idle. Do you have SSO set up? Is there an authenticated app in play here?

Ensuring that you have your security standards set up correctly for logins can prevent a lot of miss access of data.

Note : Timeouts SSO and Authenticated Apps

2.Data

we have data, which includes data encryption, how that data is accessed through business units, and import and export of data. 

Data is the key of your business, so it's really important to understand what are the compliance requirements of your industry and, also, 

how are you going to keep that data secure?

Note : Data Encription,business units and access.

3.Landing Pages

Because Marketing Cloud has a capability to display landing pages on the open and public web, 

you need to make sure that how you're displaying that information, what type of information, 

and how you capture information about your customers is set up properly so that the information is secure in that transfer.

Note : Secure display and capture of data from the web.

Roles :

1.Marketing Manager 

At the top of the list, you have our Marketing Manager. This person is responsible for directing the team where they're going to be heading and bringing the requirements to the table to define what is being built in Marketing Cloud. 

2.Marketing Cloud architect

Marketing Cloud architect who is responsible in finding how the overall solution will be constructed based on the business requirements.

Key activities include defining how data will be used in the platform, building for scale, and ensuring the proper use of platforms, and so much more.

3.Content Manager

Generally, the Content Manager is responsible for asset creation and will bring the email from concept to life.

4.Data and analytics analyst

Data and analytics analyst will work in tandem with the Content Manager to build up the necessary filters, transformations, and ensure the company is sending to the right audience.

5.Marketing Cloud Developer

 

Marketing Cloud Developer role is critical as you begin to mature your communication and begin to bring personalization that will require AMPscript into life.

Governance Models :

There are a lot of different types of governance models in the world. For marketing automation, I've seen three typical models that have been developed in order to really provide the scale you need for your instance. 

1.Hub and Spoke

Hub and spoke, which is a centralized methodology where the best practices are centralized, but the resources are distributed.

2.Centralized

where our centralized resources really do live in a single team and support the multiple lines of business and business units across the entire corporation.

3.Multi-hub and Spoke model

This is essentially a large scale distribution model of the hub and spoke, but depending on the complexity of a business, this may extend further and further out.

Common compliance regulations :

CAN-SPAM, CASL, GDPR and others.

Salesforce Territory Management

 Territory Management is a tool for sharing account records with users.

Territories organized by specific criteria.

Orgs can increase Sales and lower costs.

Territory Types are used to categorize territories.

Territory Models offer way to preview/test strategy.

Role Hierarchy vs Territory Management :

Role hierarchies are great for representing your organization's entire management structure, but each user will be assigned to one role.

A territory hierarchy however, is just specific to managing sales territories. In this structure, you can have one salesperson assigned to multiple territories.

Territory Management :

Territory Management starts with an account record.

Territory Management revolves around an account record.

Each account record is typically associated with one or more contact records, along with cases and opportunities.

Default Access Levels :

Territory Management is not enabled by default, but in addition to enabling this feature, you will also need to configure access to certain data objects.

That being said, it is important for you to realize that for account records, you will need to configure access that allows users to either view an account, or view and edit an account, or view, edit, transfer and delete an account record.

Since territory management revolves around an account record, any objects that are associated with an account, such as a contact, well, these will be configured a little differently. 

And most importantly, which associated objects needs to be configured will depend on how you have defined the org-wide defaults or sharing settings in your org.

You also have an option to allow users to view any related contacts or view and edit related contact records, and these default access options apply to any related account objects, and that includes cases, as well as opportunities.

Opportunity Territory Assignment :

One optional configuration option you need to be aware of involves access to opportunities that are associated with a parent territory.

Territories can be organized into a hierarchy, and there can be one parent territory that is associated with multiple children territories.

It is possible for there to be opportunities that are assigned to some of these children territories, and when configuring access, you have the option of determining what kind of access to these children is allowed.

Opportunity Territory Assignment allows you to optionally Enable Filter-Based Territory Assignment. 

Salesforce does provide some Apex code that you can modify to suit your needs, but this is really an edge case that most orgs will never utilize.

Note :

When Contact sharing is set to 'Controlled by parent', access to the Contact is the same as access to the Account.

Account Territory Assignment :

To avoid performance issues during account inserts, turn assignment rules off.

When your account insert job is finished, turn assignment rules back on.

Territory Type :

Territory types help you categorize and define individual territories. Creating territory types is the first step in building your territory model in Salesforce.

Territory Model :

When it comes to creating a new territory, each territory will need to be associated with both a territory type and a territory model.

The Territory model is used to connect a territory with user and account assignments.

Each territory model will always be in one of the following states.

1.P1anning

2.Active

3.Archived

By default, each new model begins in the planning state.

Once a model is well defined and previewed, it can move to an active state.

There is always the option of moving a once active model to an archived state.

One of the big benefits of Territory Management is that a sales team can define up to four different territory models; however, only one of these models can be in an active state.

Territory Hierarchy :

The territory hierarchy defines a model’s territory structure and serves as its main point of interaction.

Collaborative Forecasts :

Collaborative forecasting is a tool that quite simply provides a prediction, or forecast, of future sales.

It all revolves around the Opportunity object, which, as you know, is one of the objects impacted by territory management.

Forecasting involves working with multiple factors like what time period is involved, what kind of revenue is expected, and what kind of adjustments might need to be made, things like that.

Note : Territories must have a forecast manager assigned.

Summary 

1.Territory Management must be enabled and default access defined.

 --> Access levels available depend on OWD

2.You  can have four different territory models, but only one will be active.

3.A territory hierarchy can be nested and should not duplicate your sales structure.

4.Enable Customizable forecasting.

 --> You will need to enable Customizable Forecasting, and any territories you create should have a forecast manager assigned.

Territory Assignments :

1.Territory Assignments are actually a few things that can be assigned to a territory.

2.Accounts are the main thing you will assign.

3.And even though accounts are owned by users, which by default means that if an account is assigned to a territory, well, 

so is the user that owns it; however, you can also assign salespeople that operate in a specific territory to that territory 

regardless of whether they own any accounts that are assigned to it.

4.Opportunity Territory Assignment setting allows you to assign opportunities to territories.

5.One or more assignment rules can be assigned to a territory.

ways to handle Territory Assignment :

When it comes to assigning territories, we have two ways to do this.

1.Assignment Rules

2.Assign manually

Assignment Rules :

Assignment rules, which you can be assigned to a territory, are the automated way to make this happen.

Assign Manually :

You have the option of assigning one or more territories manually to an account, and this includes users, opportunities, and even assignment roles.

 

The Territory models include a territory hierarchy.

This hierarchy can be nested, and parent territories can be associated with multiple children territories. 

It is important to realize that a parent-to-child relationship exists for these hierarchies, and children will inherit the sharing access of their parents if that is configured so.

Note : 

Salesforce does offer a granular locking feature that enables organizations to lock a portion of records and not an entire group maintenance table 

when certain events take place, for example, events like adding and deleting territories or even just adding or moving users from a territory.

View and Manage Assignment Rules :

what permissions allow users to view and manage territory assignments?

1.Manage Territories

2.View Setup and Configuration

Assignment Rules :

Define criteria used to select accounts

- Amount of company revenue

- Number of employees

- where company is located

- what industry they belong to

Limit to 10 criteria fields

-You should know that these rules are limited to no more than 10 criteria fields.

when an assignment rule is assigned to a parent territory, you have an option to have it automatically applied to all children territories. 

Applying a rule to children territories from the parent territory is actually considered a territory management best practice.

Manually Assigned Accounts :

why Manually Assign Accounts?

There are always special considerations that need to be made, and manual assignments could be thought of as a workaround.

It is also possible to assign an account to more than one territory, and a manual assignment may be the best way of accomplishing that.

Manually Assigned Users :

When it comes to territory assignments, accounts that are assigned to a specific territory are assigned independently of any users that are assigned to that same territory. 

Note : Assignment rules must be run before account sharing rules are applied.

Any users assigned to that territory will automatically have access to the account regardless of whether they own that account or have been granted access through some other way.

 

Run Assignment Rules :

When it comes to running rules for any territory model, that model can be in either an active or a planning state.

You can essentially preview which accounts will be assigned to which territories before you actually activate that model.

Remember, you can have up to four different models, but only one of those models can be active.

Note : Just don't forget that previewing assignments should be done in a full sandbox before running or activating a model in a production org.

Just don't forget when creating new rules that the assignment will not happen until the rule has been assigned to a specific territory. 

It would be very easy to forget this step and not understand why the assignments were not happening.

Summary :

Territory Assignment includes 

Accounts, users, Opportunities(may be), Assignment rules

Territories assigned using rules or manually.

Territory updates can result in record locks.

--> Large orgs should plan very carefully.

Children territories can inherit rules from a parent.

Users that manage territories need :

--> Manage Territories

--> View Setup and Configuration

Assignment rules can be run when model is in planning or active state.

--> Rules must first be assigned to at least one territory.

--> Best practice is to apply to all children.