Updates and best practices in Salesforce Marketing Cloud

Updates and best practices in Salesforce Marketing Cloud

If you, dear readers, are like me, you will surely do your best to keep up with the changes that are happening in Salesforce Marketing Cloud. And, as you will know, there are many… and pretty consecutive. We don’t have enough time to develop a true mastery in any new functionality when they’re already launching a new adjustment or a new update.

Data, something vital for the appropriate implementation and management of the platform

For some of us data is something magical and incomprehensible, but nothing could be further from the truth; not only because it is something extremely easy to understand, once we know what we want from our customers; but also because, depending on our role inside Marketing Cloud, it is something we work with every day without even realizing it. It is important to stay up to date with news and best practices

Our communication strategy will only be as powerful as the ability to evolve from our data model

This principle is really simple: humans are people that change and transform constantly. If the information that we so eagerly seek to obtain and carefully safeguard about our subscribers does not have the capacity to reflect this, then we will never be doing truly personalized communication, we will never be able to see the 360 degrees of our client. If it is not planned for the long term, then from the beginning our clients will begin to suffer the consequences, since sooner rather than later, they will begin to see lags in their information as well as in communication that it costs so much work for a multidisciplinary team to be able to specify.

We must keep ourselves at the forefront

This is especially true for digital marketing, because the work of a marketing professional never ends; this is an iterative process that tends to drag on for what may seem like forever to some people. If we see it in a methodical way, resources are invested in generating a good strategy in order to later inherit this great idea that is composed of information, styles, tone, and emotions to the other appropriate channels in which our brand has a presence. To then proceed to analyse the metrics to make, in the shortest possible time, adjustments, sometimes unforeseen, that help raise or improve our KPIs.

Build and Analyze Customer Journeys using Marketing Cloud


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If we put aside all the practical angles of a Salesforce job for a moment, then we invariably fall into theoretical issues. And when we consider these issues then we consequently think of the highly coveted certifications. At least I’m a big fan of getting certifications; since in addition to the satisfaction of inserting a new certificate in my resume or in the signature of my email, it also shows the commitment that one has professionally with Salesforce, with Marketing Cloud and with our employer. And, after all, the mixture of technical and practical knowledge is what really makes us masters in a particular subject.

The big benefit of achieving certifications is that Trailhead will give us support in a very simple way to keep on updating ourselves with the latest changes in Salesforce Marketing Cloud. It doesn’t matter if our role is the one of an administrator, a specialist, an email consultant or even a developer; always the standard that Salesforce sets and invites us to follow. Someone with a vision for the future and with the understanding that this technology will continue to grow and conquer more market and therefore will result in the birth of more job opportunities.

A good way to keep growing professionally: following a best practices guide

Some of them should be:
• Safeguard the integrity of the information of our contacts.
Communicate clearly, concisely and honestly.
• When possible, use native functionality of the platform before favoring a complicated development or solution. And when you can’t use standard functionalities, make sure to build a fail-safe solution (poka-yoke)
Run tests… And tests, and tests and more tests.
• Familiarize ourselves in depth with the business processes of our client or company.
• Digital marketing is a mix of art and science. We must have the sensibility to reach a connection with our consumers at an emotional level as well as using creativity also to solve technical problems.
• Invest time in developing soft skills that will make us improve as time savers, leaders and members of a team.

And in the spirit of continuing to learn, I advise you to take a look at these links to continue learning and stay up-to-date with what’s new in Salesforce Marketing Cloud:

Training courses, workshops, webinars and more in the web of ISDI CRM.

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