Scott Thomas - Salesforce Marketing Cloud for Dummies

Salesforce Marketing Cloud For Dummies

Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright 2018 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Control Number: 2017954557

ISBN 978-1-119-12209-8 (pbk); ISBN 978-1-119-12210-4 (ebk); ISBN 978-1-119-12211-1 (ebk)

1. Table of Contents

Ever since that first corporate website found its way onto the Internet, the marketing universe has been expanding and changing. One after another, things such as text-message marketing campaigns, social media marketing, and mobile apps have come on the scene. Suddenly, even email marketing which was in its infancy only a generation ago is now just the tip of the iceberg of what today's marketers need to know how to do.

Fortunately, sophisticated tools, such as Salesforce Marketing Cloud, have evolved at the same time to help you manage all these marketing channels. Marketing Cloud makes an online marketer into a superhero. But, of course, it has its own learning curve. That's where this book comes in: We want to show you around a product that we adore, help you get started, and sprinkle in a few insider tips that we've picked up over time.

This book is born of love. We both had the pleasure to be actively involved in the early development of the software that is now known as Salesforce Marketing Cloud, and the experience led to career opportunities and new friendships. Rarely do you have the opportunity to work with such talented people, all of whom are dedicated to their clients' success.

Now we're thrilled to have the chance to share our knowledge and dare we say wisdom about Salesforce Marketing Cloud and online marketing in general. We've been accumulating experience for close to a decade. With the help of Salesforce Marketing Cloud For Dummies, we can transfer what you need to know so you can hit the ground running on your own Marketing Cloud adventure.

Like all the titles in the Dummies series, this book provides tools for people who are confident enough to say, I don't know what I'm doing (yet). We give you no-nonsense answers to how to think about your audiences and data, as well as practical step-by-step procedures to get your marketing messages out the door.

You can read this book from cover to cover, or jump directly to an individual chapter about the functionality you're currently working on. Marketing Cloud contains many apps, so keep this book nearby for a quick refresher when you need to get back into a part of the tool that you haven't used in a while.

You can tell from the title that we wrote this book for people who are new to using Salesforce Marketing Cloud, including Basic, Pro, Corporate, and Enterprise Editions. However, almost anyone interested in learning more about online marketing can find useful information within. Any time you write instructions, though, you have to make a few assumptions. In your case, we assume the following:

• You're familiar with how to operate a computer, a keyboard, and a mouse.
• You've used enough software to recognize conventions such as opening menus, clicking buttons, and pausing your mouse pointer on something to make a tooltip appear.
• You know the definitions of words such as email, URL, and social media.

If any of these assumptions leave you scratching your head, we recommend visiting your local library, where a librarian can point you in the right direction.

You'll see the following icons as you read the chapters of this book. This section describes what they mean.

The Tip icon indicates a tidbit of information that may not be necessary to the procedure you're working on but may make things easier.

Remember icons refer to information that we talked about before but that's especially important to recall at this point in the chapter.