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Course Overview
Discover how to drive more qualified leads, nurture prospects through the sales cycle, and sell more effectively with Marketing Cloud Account Engagement. In this 3-day instructor-led course, learn how to design and implement marketing workflows with Engagement Studio to make data-driven decisions and drive your company’s business forward. Create and automate dynamic emails, generate and qualify leads, and leverage reports and data in order to boost sales.
Who Should Attend
- This course is designed for marketers and Salesforce administrators who are responsible for designing, building, and implementing marketing workflows and reports with Marketing Cloud Account Engagement. It is also designed for business users who are interested in learning more about Account Engagement. This is also a great foundational course for anyone interested in earning their Marketing Cloud Account Engagement Specialist credential.
Course Outline
1. Course Introduction
- Review Course Objectives
- Set Learner Expectations
- Review Housekeeping Items
- Review Additional Course Resources
- Explore Course Case Study
2. Salesforce Integration
- Understand the Relationship Between Account Engagement and Salesforce
- Sync Data Between Salesforce and Account Engagement
- Enable Account Engagement in Salesforce
- Create Custom Fields
- Review Salesforce Campaigns
3. Administration
- Create an Account Engagement Dashboard
- Authenticate Your Email Sending Domains
- Sync with Third-Party Applications Using Connectors
- Restore Assets from the Recycle Bin
- Create and Assign Users and User Groups
- Understand Usage Governance
4. Visitors and Prospects
- Describe Account Engagement Visitors
- Identify Account Engagement Prospects
5. List Management
- Create List Types
- Organize Prospects Using Static Lists
- Test Emails Using Test Lists
6. Personalization and Email Marketing
- Personalize Emails with Handlebars Merge Language (HML) and Advanced Dynamic Content
- Automate Email Marketing
- Create Email Templates
- Understand Audiences Using A/B Testing
- Track Email Performance Using Email Reports
7. Forms and Landing Pages
- Capture Leads with Forms
- Convert Visitors to Leads Using Landing Pages
- Track Leads with Forms and Landing Page Reports
- Measure Clicks Using Custom Redirects
- Create Custom Redirect Reports
8. Lead Management
- Trigger Page Actions
- Automate Actions from a Marketing Element Using Completion Actions
- Create a List of Prospects and Use Segmentation Rules to Apply a Segmentation Action
- Define Repeatable Criteria-Based Automation Rules
- Generate Dynamic Lists
- Choose an Automation Tool
9. Lead Qualification
- Understand Prospect Scoring
- Grade Prospects Based on Profiles
10. Lead Nurturing
- Build an Engagement Program
- Create Engagement Program Reports