Salesforce marketing cloud : Getting Started

 Salesforce marketing cloud Editions :

1.Basic

2.Pro

3.Coporate

4.Enterprise

Basic enables you to execute email marketing with data from Sales Cloud.

Pro is very similar to Basic plus automation Studio.

Corporate is where you're enabled to use Marketing Cloud's multi-channel capabilities through SMS and push, tying them together with Journey Builder.

Enterprise have the full capabilities of Marketing Cloud to scale your enterprise business.

cost-affecting items of Marketing Cloud :

 The key factors of cost drivers of Marketing Cloud.

 

1.Editions

2.Super Messages

3.Add-ons

Editions is one of the key factors of cost drivers of Marketing Cloud, and we'll provide you the capabilities of what you can do within the platform.

Super Messages are how you communicate with your customers.

(or)

Any type of customer facing message or experiences that comes from Marketing Cloud.

The number of Super Messages consumed per message varies by type of message

Add-ons can either include add-on functionality to your edition or purchased AppExchange products through the AppExchange to extend Marketing Cloud functionality.

Marketing Automation :

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

What does Marketing Automation do ?

Messaging  : Communication across multiple channels.

Automation : Automate when and what channel you send messages.

Studio & Builders :

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

Studios are the apps that enable you to create messaging that your customers interact with.

Builders are the apps used to build the piping, automation, and track how everything is performing.

Email Studio :

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

Mobile Studio :

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

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.

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.

Marketing Cloud Foundational Elements :

1.Business Unit :

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 :  Before creating new business units, you map out the intended structure based on your organization.

2.Roles 

Allows you to manage what people can view,create,edit and delete.

Custom roles can be created.

3.Sender Reputation

Sender Authentication Package (SAP)

IP Address

Domain

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 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 package.

4.Data

--> sources

This is where the data is stored in Marketing Cloud.

a.Data Extensions

b.Lists

 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.

--> Inputs

a.FTP

b.Integrations

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. 

--> Automations 

a.Queries

b.Filters

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.

Security Categories :

--> Logins

Time outs,SSO,Authenticated apps

--> Data

Data Encryption,business units,access

--> Landing Pages

Secure display and capture of data from the web.

Roles :

-->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.

-->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.

-->Content Manager

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

-->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.

-->Marketing Cloud Developer

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

Governance Models :

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.

-->Hub & Spoke

Centrailzed methodology across the company,but distributed resources.

-->Centrailzed

Centrailzed resources,providing content for the entire company.

-->Multi Hub & Spoke

Large scale distribution for highly complex business.

Common Compliance Regulations :

CAN-Spam

CASL

GDPR

others

Each of these have different regions and focus and have different requirements for the regulations, so it's important as you're thinking about your foundation for Marketing Cloud that you understand what regulations you need to support.