Salesforce Marketing Cloud Engagement Consultant

Good designs start with good questions. You learn to uncover the customer’s goals, audiences, channels and existing tools, and to write them up so that the design that follows is traceable to what was said.

• Discovery questions for a marketing team
• Understanding audiences and journeys
• Auditing current tools and data
• Success measures and KPIs
• Capturing constraints: budget, skills and time
• Writing a discovery summary

You build A discovery summary with goals, audiences, constraints and success measures.

How an account is divided affects every later decision. You design business units for brands and regions, decide what is shared, and set roles so teams work independently without losing control.

• Business units for brands and regions
• What to share and what to separate
• Role design for marketing teams
• Governance across units
• Planning for growth

You build An account architecture diagram with roles for a multi-brand customer.

Campaigns are only as good as the data behind them. You plan how customer and subscriber data is modeled, where it comes from, how it is loaded and how often it is refreshed, including links to Salesforce CRM.

• Choosing data extensions or lists
• Designing keys and relationships
• Sources and load methods
• Syncing with Salesforce CRM
• Refresh frequency and data quality
• Retention and archiving

You build A data design for one customer, with sources, keys and refresh schedule.

Reaching people lawfully is a design question. You plan how consent is collected, how preferences are stored, how unsubscribes are honored across channels, and how the design meets the regulations that apply.

• Capturing consent at each touchpoint
• Preference centers
• Honoring opt-outs across channels
• Regulations that shape the design
• Handling suppression and complaints

You build A consent and preference design that covers email and mobile for one customer.

Email remains the backbone of most programs. You plan templates, content strategy and personalization, set the sending identity, and design for deliverability so that messages reach the inbox and earn attention.

• Template and content strategy
• Personalization and dynamic content
• Sender authentication and domains
• Deliverability planning
• Testing and approval workflow
• Planning send cadence

You build An email program plan with templates, personalization rules and a sending schedule.

Customers expect messages where they already spend time. You choose between SMS, push and messaging channels for a goal, plan the opt-in each requires, and decide how they combine with email.

• Choosing a channel for a goal
• SMS planning and codes
• Push messaging for an app
• Messaging apps as a channel choice
• Opt-in rules by channel
• Coordinating channels in one program

You build A multichannel plan that assigns each message to its channel with the opt-in it needs.

A journey is a design for timing and relevance. You decide entry sources, splits, waits and goals, plan how messages follow customer behavior, and design for testing and for change.

• Choosing entry sources and criteria
• Splits, waits and decisions
• Setting journey goals and exit rules
• Designing for customer behavior
• Testing a journey before launch
• Planning journey changes safely

You build A journey design for a welcome or onboarding series, with entry, branches and goals.

A good design must be built. You plan the project, sequence delivery, manage migration of data and assets, train the customer’s team, and decide how to launch in stages rather than all at once.

• Project plan and phases
• Migrating data and content
• Testing and acceptance
• Training the customer’s team
• Staged launch planning
• Handing over to the customer

You build An implementation plan with phases, migration steps and a staged launch.

A program proves itself with results. You plan what to track, choose reports that show progress against the customer’s goals, and design tests that improve content, timing and audience over time.

• Tracking plans
• Reports for different audiences
• Attribution and its limits
• A/B testing and what to test
• Reading results and acting on them

You build A measurement plan and reporting pack for one marketing program.

Take one customer from goals to a delivered design. You combine discovery, architecture, data, channels and journeys with a delivery and measurement plan, and present it so the customer can decide.

• Framing the customer’s marketing goals
• Designing architecture, data and channels
• Planning delivery and measurement
• Naming risks and trade-offs
• Presenting the design to the customer

You build A complete Marketing Cloud Engagement solution design for one customer.