Guiding you on your martech journey
Success in working with Salesforce Marketing Cloud requires a combination of technical skills, strategic thinking, and a deep understanding of marketing principles. My resources will give you a good introduction to digital marketing with focus on Salesforce Marketing Cloud.
Lukas Lunow
What does it take to succeed with Salesforce Marketing Cloud?
Technical Proficiency
- SFMC Platform Knowledge: Develop a deep understanding of the Salesforce Marketing Cloud platform, including its various modules such as Email Studio, Journey Builder, Automation Studio, and more.
- AMPscript and HTML/CSS: Learn AMPscript for dynamic content and personalization in emails. Familiarize yourself with HTML and CSS for email template customization.
Strategic Marketing Skills
- Marketing Automation Strategy: Understand marketing automation principles and create strategic plans for automating customer journeys.
- Segmentation and Targeting: Master audience segmentation to deliver personalized and relevant content to specific groups.
Data Management
- Data Integration: Integrate Salesforce Marketing Cloud with other systems to ensure seamless data flow and accessibility.
- Data Cleansing and Maintenance: Maintain a clean and accurate database to enhance targeting and personalization.
Content Creation and Design
- Email Design Best Practices: Stay updated on email design trends and best practices for creating visually appealing and responsive email campaigns.
- Content Personalization: Use dynamic content and personalization to tailor messages to individual preferences.
Analytics and Reporting
- Data Analysis Skills: Analyze campaign performance data to derive insights and make data-driven decisions.
- A/B Testing: Implement A/B testing to optimize campaigns and improve key performance indicators (KPIs).
Compliance and Privacy
- Understanding Regulations: Stay informed about data protection regulations and ensure compliance with laws such as GDPR and CAN-SPAM.
- Permission Marketing: Implement permission-based marketing practices to build and maintain a positive sender reputation.
Collaboration and Communication
- Cross-Functional Collaboration: Work closely with other teams (e.g., sales, customer service) to align marketing efforts with overall business goals.
- Effective Communication: Clearly communicate campaign objectives, strategies, and results to stakeholders.
Continuous Learning
- Stay Updated: Salesforce Marketing Cloud is regularly updated with new features and improvements. Stay informed about the latest updates and continuously learn to leverage new functionalities.
- Salesforce Certifications: Obtain relevant Salesforce Marketing Cloud certifications to demonstrate your expertise and boost credibility.
Most recent posts on Salesforce Marketing Cloud and Digital Marketing
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Avoid paying too much for your contacts in Marketing Cloud
Last Updated on April 18, 2024 You probably already know, that contact count is one of the main variable cost drivers of your Salesforce Marketing Cloud license. However this is also one of the factors which is most in your control. Let’s revisit what the contact count actually is: A contact in Contact Builder is…
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Tracking clicks on outbound links from Cloud Pages
Last Updated on February 22, 2024 We are tracking clicks in our emails, but is there a way to track clicks on links from Cloud Pages? Salesforce Marketing Cloud Admin Wouldn’t it be fantastic, if your click tracking wasn’t limited to just emails? I have been asked more than once, if it is possible to…
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Understanding tracking across Marketing Cloud and Google Analytics
Last Updated on January 17, 2024 Idea for this article came, as few other before this one, from an interesting discussion on one of the online Salesforce communities. I realised, that not everyone is looking for deeply technical explanation of SSJS based consent management, or building cross cloud LWCs. Sometimes it is what might seem…
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Upcoming changes and guidelines from Google and Yahoo
Last Updated on January 10, 2024 Are you panicking, realising it is now 2024, and Google along with Yahoo will start enforcing some added protection mechanisms to safeguard their users against spam? Do you feel your engagement rates at risk, asking yourself what they mean by one-click unsubscribe? Let me calm you down and explain…
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Avoiding time zone confusion in SFMC
Last Updated on December 15, 2023 Working with time zones in Marketing Cloud, especially in SQL, is not always easy. We have multiple time zones in there, depending on where you look. Here is a good unofficial (compiled in best effort) overview of where which time zone applies: Whenever you need to adjust the time…
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