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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Microsoft Slams the Gate on Unverified Senders: Are Your Emails Ready for the Moat?
Starting May 5, 2025, Microsoft now outright rejects bulk emails that fail SPF, DKIM, and DMARC authentication. If you’re sending more than 5,000 emails per day to Outlook, Hotmail, or Live users, this blog breaks down exactly what changed, why it matters, and how to stay compliant. Especially if you use Salesforce Marketing Cloud. Learn…
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Protect Your Visitor Identities: Why you should always salt your hashed email
Salting hashed email addresses is crucial for secure visitor identity tracking. Understand the GDPR implications, potential risks of unsalted hashes, and practical examples of implementing salted HEMs in Salesforce Marketing Cloud.
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I Passed the Salesforce Marketing Associate Certification (in 10 Minutes!). But Missed Just One Question 😅
Just passed the Salesforce Marketing Associate Certification in 10 minutes (missed only one question!). In this post, I share tips for acing the exam, study resources, and what you need to know about Salesforce’s big move from Webassessor to Pearson VUE starting July 2025.
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Yahoo’s April 2025 Deliverability Shake-Up
Experiencing a sudden drop in Yahoo email deliverability? You’re not alone. Discover what changed in April 2025, why open rates collapsed, and how to recover fast. Learn how Yahoo’s new domain-based filtering and stricter sender requirements are reshaping inbox access – and what you must do to stay compliant.
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Broken Links are so 2004: Automate URL Validation in Salesforce Marketing Cloud
Automate broken link detection in Salesforce Marketing Cloud and keep your email campaigns flawless. Discover how to proactively spot and fix 404 links, even after sending, to boost conversions and safeguard your brand’s reputation.
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The Hidden Costs of Poor SFMC Implementations – And Why Getting It Right the First Time Matters
Avoid costly SFMC mistakes. Learn whether to hire in-house or a consultant, and how to maximize ROI from your Salesforce Marketing Cloud investment.