Salesforce Marketing Cloud Account Engagement Specialist

Every lead begins as someone unknown. You learn how anonymous visitors are tracked and become prospects, read a prospect’s activity history, and use Prospect Audits to choose the right next step.

• How visitors are tracked
• How a visitor becomes a prospect
• Reading prospect activity
• Using Prospect Audits
• Choosing a plan of action for a prospect
• Privacy and tracking considerations

You build A prospect walkthrough from first visit to a recommended action, using an audit.

Clean setup keeps data trustworthy. You create and edit fields, map them to Salesforce, learn what syncs and how conflicts resolve, and know what the Recycle Bin can recover.

• Creating and editing prospect fields
• Field types and their uses
• Mapping fields to Salesforce
• How sync works and how conflicts resolve
• Users and roles
• Using the Recycle Bin

You build A field and mapping plan for one business, with sync rules explained.

Forms are how prospects tell you who they are. You build forms and form handlers for different situations, choose the right one for a scenario, and attach actions that run after someone submits.

• Forms and when to use them
• Form handlers for forms hosted elsewhere
• Required and hidden fields
• Thank-you pages and redirects
• Reading form metrics
• Choosing between a form and a handler

You build A lead capture form and a form handler, with the metrics you would watch.

A landing page has one job. You build pages that match a campaign’s purpose, connect them to forms, track how visitors behave, and read page metrics to see what to change.

• Landing page purpose and structure
• Connecting pages to forms
• Layouts and templates
• Tracking views and conversions
• Reading page metrics
• Testing a page

You build A landing page tied to a form, with a measure of its conversion.

Marketing works when the right people get the right thing. You use static and dynamic lists, segmentation rules and automation rules to group prospects, and choose which tool fits each situation.

• Static and dynamic lists
• Segmentation rules
• Automation rules and their triggers
• Choosing the right list type
• Matching rules and processing order
• Avoiding rules that conflict

You build A segmentation design using lists and rules for three audiences.

Small automations make behavior count. You attach completion actions to forms and links, use page actions to react to visits, and use custom redirects to track clicks to anywhere on the web.

• Completion actions on forms and files
• Page actions for tracked pages
• Custom redirects for any link
• Chaining actions for a purpose
• Testing actions before launch

You build A set of completion actions, page actions and redirects for a content download.

Sales needs a way to know who is ready. You use scoring to measure interest and grading to measure fit, set the rules for each, and combine them to decide when a prospect should reach sales.

• What scoring measures
• What grading measures
• Designing scoring rules
• Designing grading criteria
• Combining score and grade
• Adjusting rules after reviewing results

You build A scoring and grading model with a hand-off rule to sales.

Email is the main way to nurture. You tell emails from email templates, choose the right kind of email for a job, and read the email metrics so you know whether a send worked.

• Emails compared with templates
• List emails, one-to-one and automated emails
• Choosing an email for a scenario
• Building an email from a template
• Delivery, open, click and bounce metrics
• Reading unsubscribe and complaint signals

You build An email template and a send plan, with the metrics that would judge it.

Nurture programs move prospects forward over time. You build an engagement program from its components, set triggers and rules that branch by behavior, and update a running program without losing its assets.

• Components of an engagement program
• Triggers, rules and actions
• Branching by prospect behavior
• Setting recipients and timing
• Testing a program before it runs
• Updating a live program and its assets

You build A multi-step nurture program with a behavior-based branch.

Build one campaign from first click to sales hand-off. You capture leads with a form and page, group and score them, nurture with email and a program, and hand qualified prospects to sales.

• Planning the campaign and its audience
• Building capture, lists and scoring
• Building the nurture program
• Handing prospects to sales
• Reading results and improving

You build A complete lead capture and nurture campaign, with a qualified-lead hand-off.