MARK 4650 Salesforce Test 4
Good subject lines
"Hold your breath until you see this" ; "Dads: This email is not for you. Forward to your family" ; "Starfish. You named it. You bought every pair. And we made more." ; "Express shipping: On Dasher, on Dancer, on Procrastinator"
Bad subject lines
"[Day of Week] Newsletter" ; "Re: Previous email" ; "[Blank]: Check out this deal."
Marketing Cloud
A part of the Salesforce Customer Success Platform & manages engagement across the entire customer journey
Diagnostic AI
AI that tells you "Why?". Dependencies and patterns
Descriptive AI
AI that tells you "what happened?". Least complex.
Prescriptive AI
AI that tells you what action to take next. The most complex.
Predictive AI
AI that tells you what is likely to happen next.
Salesforce Competitors
Adobe Marketing Cloud, Oracle Marketing Cloud, Nielson Marketing Cloud, etc.
Omnichannel
All channels available to the consumer and they are connected.
Multichannel
All channels available to the consumer but are not integrated. Can't jump channels. Start in one lane & have to stay there until you complete the transaction. Less complex but much cheaper
Marketing Data Harmonization
An automated approach standardizes how data is organized & stored.
Google Analytics 360
Gain cross-channel insights for seamless customer journeys with ____________________________ + Marketing Cloud.
3.3 M
How many jobs were created by the Salesforce ecosystem in 2022?
Commerce Cloud
Increase loyalty & retention w/ behavioral-influenced emails. Set up triggers in Journey Builder for commerce activities like making a purchase or abandoning a cart.. Ex. someone abandons their cart so we send them an email
Social Studio
Listen, publish, and engage to create customer advocates. Connect social to marketing, sales, and service in one platform powered by AI.
Marketing Intelligence
Marketer-friendly, AI-powered technology that allows you to analyze, visualize, & activate your data from one place.
Datorama
Offers a single source of truth for all of your marketing & customer data—a centralized system of record where you can store & pull near real-time insights about your customers' needs to help shape campaigns & optimize customer engagement. Enable cross-platform marketing intelligence by unifying data sources, visualizing AI-powered insights, and creating actionable reports to drive ROI.
Sales Cloud
Onboard new customers, open new opportunities, & drive product adoption w/ Journeys triggered by actions in ______________________. All about getting new customers
Service Cloud
Open & close service cases or launch a customer into a Journey from a case creation in ____________________. Ex. a customer has a bad experience, so they go to the website to find the phone number to complain. w/o service cloud integrated, it might accidentally target this person w/ promotion. w/ service cloud, you can make exceptions & remove customers individually
Outside-Journey Content
Resources that customer navigates to w/ a click or tap, such as web content Ex. here's a link go check out our website, download etc. Ex. web content, downloadable, interactive
Mobile Studio
Send consistent SMS, push, and chat app messages in real-time.
Marketing Cloud Data and Advertising
Solutions include Advertising Studio, Audience Studio, & Data Studio. These products help you create custom audiences & combine data from any source to deliver more targeted marketing.
Marketing Cloud Measurement and Analytics
Solutions include Datorama & Google Analytics 360. These products help you understand what's working—or what's not—across all your marketing efforts, using cross-platform reporting & insights
Marketing Cloud messaging and automation
Solutions include Email Studio, Mobile Studio, Journey Builder, & Interaction Studio. These products help you create, build, deploy, & manage communication across different marketing channels at scale, which help map the ways you communicate w/ your customers.
Marketing Cloud Social Media
Solutions include Social Studio. This product lets you listen to digital conversations; engage across marketing, sales, & service; & publish information for key discussions your customers are having about your brand.
Always on optimization
The ability to make your data accessible, interactive, & impactful through real-time data visualization, insight, & activation.
Preheader
The text that follows the subject line in an email preview. Limit to about 100 characters & make it catchy. Personalize in subject line and/or email body.
Single Source of Truth
This is the place where you can find all of your up-to-date data. It's usually an unbiased third-party platform that brings together many data sources. This unified view drives smarter insights & interactions throughout the customer lifecycle.
A/B Testing
This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts
Advertising Studio
Use CRM to securely power 1-to-1 advertising across Google, Facebook, LinkedIn, Twitter, Pinterest, and Display at scale.
Email Studio
Use data from every department to build smarter email—from basic marketing campaigns to sophisticated 1-to-1 messages.
Interaction Studio
Visualize, track, and manage customer experiences with real-time interaction management—driving valuable engagement at the right moment.
Global, Master, List
What are the tiers of unsubscriptions via Salesforce Marketing Cloud?
Apple
What company is investing in wearable tech with Warby Parker?
What company is partnering with Ascension Health to acquire data on user's health and medical information?
What company is partnering with Citibank?
Controlling the Assault of Non-Solicited Pornography and Marketing Act
What does CAN-SPAM stand for?
20%
What is the email bounce rate threshold to stay under to avoid being blacklisted?
Inbound sales calls
What is the most effective way to acquire email subscribers?
Organization
What is the most important general business skill employers look for?
Who owns Fitbit?
Bad
_____ data models are opaque (rules are unclear), scale is applied to many people, and they cause damage because they are unfair
Good
_________ data models are transparent, continuously updated, data is real proxies, clear assumptions, and pure conclusions
4th Industrial Revolution
First use of big data, predictive analytics and artificial intelligence. Data is coming in from everywhere, and marketers need to capture and make sense of the information and Marketing Cloud is an answer.
Real Time Interaction Management
Feature of Salesforce Marketing Cloud that makes personalization at scale possible using real-time data collected from multiple sources. Helps solve disconnected channels and inconsistent experiences.
Audience Studio
Capture data from any source and device, then unify, segment, and activate audiences to create valuable customer experiences.
Customer Journey
Consists of all interactions that customers have w/ a company's brands, products, or services across all touchpoints & channels. A map of planned interactions
In-Journey Content
Content is the delivered message itself, that can be consumed w/o leaving the inbox or screen. Message is within the text. Ex. email content, SMS content, social content, push content
Dynamic Content
Content that displays according to rules that you define based on values within a subscriber's record. Ensures subscribers receive messages targeted to their interests.
Journey Builder
Deliver cross-channel personalized experiences at every step of the customer lifecycle with campaign management.
Triggered Automations
Emails sent based on behavior or status: - Welcome or onboarding emails - Shipping Status - Abandoned cart
Community Cloud
Encourage participation for unanswered posts, drive engagement & retention, & set up drip campaigns to follow-up on activities in ________________________. All about the socials
Data Studio
Expand your reach with a data sharing platform where publishers can share 2nd party data with marketers in a trusted and transparent way.
