Main Takeaways

• Understand what Salesforce Marketing Cloud is and how it evolved from ExactTarget.

• Identify the core tools within Marketing Cloud (Email Studio, Journey Builder, Automation Studio, Contact Builder, Analytics Builder, AMPscript).

• Learn the difference between the “Old Factory” and “New Factory” tools.

• See how Marketing Cloud supports each phase of the Email Marketing Cycle.

• Explore how customer journeys are built across email, SMS, landing pages, and automation.

• Understand how data, content, automation, and analytics work together in one ecosystem.

Main Takeaways

• Define clear, measurable marketing goals using strategy and tactics together.

• Understand the difference between strategy and tactics — and how they align.

• Identify target audiences and what motivates them to act.

• Select the right channels (email, SMS, social, video, partnerships) for campaign goals.

• Use KPIs and ROI measurement to evaluate campaign performance.

• Apply goal-setting frameworks to real campaign scenarios (e.g., RollerBaby seasonal campaigns). text goes here

Main Takeaways

• Build and manage Data Extensions to store and organize marketing data.

• Understand the difference between Sendable and Non-Sendable Data Extensions.

• Use demographic, psychographic, and behavioral data for audience segmentation.

• Apply Primary Keys and data structure best practices to maintain data integrity.

• Choose appropriate data types (text, numeric, decimal, boolean, email, phone) for filtering and accuracy.

• Create filtered Data Extensions to define targeted audiences for campaigns.

Main Takeaways

• Write effective subject lines, preheaders, and calls to action that drive engagement.

• Design emails that are accessible, mobile-responsive, and visually clear.

• Apply layout and visual hierarchy principles to improve performance.

• Build reusable templates and content blocks in Content Builder.

• Organize assets using folder structures and best-practice file management.

• Use images, buttons, and interactive elements strategically to guide user behavior.

Main Takeaways

• Understand how spam filters and ISPs influence email deliverability.

• Learn CAN-SPAM compliance requirements and legal email standards.

• Apply best practices for subject lines, frequency, and audience expectations.

• Protect sender reputation through opt-in management and list hygiene.

• Understand authentication protocols like SPF, DKIM, and DMARC.

• Avoid common deliverability mistakes such as purchased lists and deceptive messaging.

Main Takeaways

• Test emails using Subscriber Preview, Test Sends, Litmus, and Content Detective.

• Understand Send Classifications and how they control sender identity and compliance.

• Ensure CAN-SPAM compliance before executing a send.

• Configure send parameters and testing data extensions properly.

• Execute manual and triggered sends using Email Studio.

• Track performance using Send Tracking and Analytics Builder tools.

Main Takeaways

• Understand how Automation Studio enables scheduled, hands-off data processes.

• Build and manage Sendable Data Extensions connected to the All Subscribers List.

• Import, copy, filter, and transform data using Automation Activities.

• Use Enhanced FTP and file encryption to safely move external data.

• Plan multi-step automations that support ongoing campaign workflows.

• Recognize when to use APIs, file drops, or triggered processes for data movement.

Main Takeaways

• Use personalization strings to insert subscriber data into emails.

• Understand the limitations of personalization strings within sendable data extensions.

• Build reusable Content Blocks to streamline email creation.

• Create dynamic content blocks that change based on audience rules.

• Use AMPscript to access multiple data sources and apply conditional logic.

• Develop advanced personalization strategies for email, SMS, and landing pages.

Main Takeaways

• Understand how SQL is used in Marketing Cloud to filter and manage relational data.

• Write basic SQL queries using SELECT, FROM, JOIN, ON, and WHERE.

• Combine multiple Data Extensions using INNER JOIN and other join methods.

• Store query results in new Data Extensions for campaign use.

• Compare Filters vs. SQL Queries and know when to use each.

• Build and test SQL queries in Automation Studio and Query Studio.

Main Takeaways

• Understand the different Journey types: Multi-Step, Single Send, and Transactional.

• Define entry sources such as Data Extensions, API Events, CloudPages, mobile, and CRM triggers.

• Plan journey goals, audience eligibility, and desired outcomes.

• Use journey tools like messages, delays, decision splits, joins, and updates.

• Distinguish between Journey Data and Contact Data.

• Test, schedule, and optimize journeys for scalable, automated communication.

Main Takeaways

• Understand how Marketing Cloud tracks performance across emails, journeys, and campaigns.

• Use Analytics Builder reports and the Report Catalog to evaluate email performance.

• Create Snapshots and Scheduled Reports to preserve and distribute results.

• Interpret Journey Analytics to monitor contact flow, activity performance, and outcomes.

• Use Journey History to troubleshoot individual contact behavior.

• Leverage Intelligence (formerly Datorama) for executive-level, trend-based insights.

Main Takeaways

• Revisit the full Email Marketing Cycle from audience identification through optimization.

• Reinforce the importance of setting measurable goals tied to KPIs.

• Review best practices for subject lines, accessibility, and effective email design.

• Re-examine personalization approaches including AMPscript and SQL.

• Understand how data relationships and joins support advanced targeting.

• Connect strategy, data, automation, content, and analytics into one cohesive system.

• This course includes a downloadable workbook that includes all course slides and exercises.

• We offer both virtual and on-site training customized to fit your organization’s unique needs. Please send us a note outlining those needs and we will be happy to work with you to get things started.

• Ask us about our special discount for our friends who work in education!