Automating Salesforce Marketing Cloud 1st edition by Greg Gifford,Jason Hanshaw 9781803244648 180324464X
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Authors:Greg Gifford Jason Hanshaw , Series:Management [554] , Author sort:Hanshaw, Greg Gifford Jason , Languages:Languages:eng , Published:Published:Mar 2022 , Publisher:Packt Publishing Ltd
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ISBN 10: 180324464X
ISBN 13: 9781803244648
Author:Greg Gifford,Jason Hanshaw
Make the most of Salesforce Marketing Cloud through automation and increase your productivity on the platform without adding any extra resources
Key Features
- Increase your knowledge of automation theory and the applications of SFMC
- Explore automation with SFMC and its capabilities beyond general usage
- Understand the automation features and integrations of SFMC to use the platform from outside the user interface (UI) for maximum efficiency
Book Description
Salesforce Marketing Cloud (SFMC) allows you to use multiple channels and tools to create a 1:1 marketing experience for your customers and subscribers. Through automation and helper tasks, you can greatly increase your productivity while also reducing the level of effort required in terms of volume and frequency. Automating Salesforce Marketing Cloud starts by discussing what automation is generally and then progresses to what automation is in SFMC. After that, you’ll focus on how to perform automation inside of SFMC all the way to fully running processes and capabilities from an external service. Later chapters explore the benefits and capabilities of automation and having an automation mindset both within and outside of SFMC. Equipped with this knowledge and example code, you’ll be prepared to maximize your SFMC efficiency. By the end of this Salesforce book, you’ll have the skills you need to build automation both inside and outside of SFMC, along with the knowledge for using the platform optimally.
What you will learn
- Understand automation to make the most of the SFMC platform
- Optimize ETL activities, data import integrations, data segmentations, email sends, and more
- Explore different ways to use scripting and API calls to increase Automation Studio efficiency
- Identify opportunities for automation with custom integrations and third-party solutions
- Optimize usage of SFMC by building on the core concepts of custom integrations and third-party tools
- Maximize utilization of employee skills and capabilities and reduce operational costs while increasing output
Who this book is for
This book is for Salesforce Marketing Cloud users who want to know how to make their day to day lives more efficient and get the most out of the tool by working smarter, not harder. A solid understanding of SFMC and basic knowledge of what automation is will help you get the most out of this book.
Automating Salesforce Marketing Cloud 1st Table of contents:
Section 1: Automation Theory and Automations in SFMC
Chapter 1: What Is Automation?
Automation theory
Automation definition
Automation opportunities and pitfalls
Opportunities
Expanded opportunities
Pitfalls
Concepts of automation
Infrastructure
Triggers
Data collection
Information routing
Activity tracking
Implementation best practices
Starting small
Understanding the process
Sticking to the objective
ABD – Always Be Documenting
Documentation best practices
Summary
Chapter 2: SFMC Automation Tools
Salesforce Marketing Cloud
The ExactTarget years
Salesforce acquisition
Multi-channel and cross-channel marketing
Multi-channel marketing
Cross-channel marketing
Marketing Cloud evolves beyond email
Automation tools in Marketing Cloud
Marketing Cloud tools
Journey Builder overview
Single Send journeys
Transactional Send journeys
Multi-Step journeys
Journey Builder configuration overview
Journey entry events and activities
Journey Builder considerations and best practices
Automation Studio overview
Scheduled automations
File drop automations
Automation Studio activities
Comparing Automation Studio and Journey Builder
The key differences
Which one should I use?
With our powers combined
Automation Studio and Journey Builder interactions
Summary
Chapter 3: SFMC Automation Best Practices
Best practices
Establishing a best practice
Maintaining best practices
Keep it simple, stupid (KISS)
Creating high-quality testing
Testing woes in Salesforce Marketing Cloud
Creating test versions in your production business unit
Creating a sandbox business unit
Developing and testing outside Marketing Cloud
Performance and efficiency in your architecture
Will the solution solve the problem?
Is the solution your best path forward to meet your needs?
Does this solution consider all future scenarios?
Can your solution handle triple the volume and frequency that’s currently expected?
Is the solution fully planned out and developmentally sound?
Is efficiency greater than performance?
Why are we not certain?
Is efficiency better than performance?
Best practice is not always best
Context matters
Subject matter experts don’t know everything
Do research and testing
You (your preferences) matter
Imposter syndrome
Trust yourself
Your situation matters
Summary
Section 2: Optimizing Automation inside of SFMC
Chapter 4: Automating Email Sends
Email marketing automation overview
Real-time versus scheduled
Real time
Scheduled
Real time or scheduled – which is the right choice?
1:1 messaging versus batch sends
1:1 messaging
Batch messaging
Batch or 1:1? Why not both?
Analytics-powered insights
Analytics in Marketing Cloud
Considerations regarding email automation
Summary
Chapter 5: Automating Your ETL and Data
What is ETL?
Extract
Transform
Load
How is ETL used?
Activities for data in Automation Studio
SQL Query activities
What is a SQL Query activity?
Uses of the SQL Query activity in automation
Filter activities and data segmentation
Filters
Groups
Filtered mobile lists
Import data options
Export data options
Data extract
File Transfer activity
Tracking extract
Summary
Chapter 6: The Magic of Script Activities
Technical requirements
Script activities (SSJS and AMPscript)
AMPscript inside of a Script activity
Overview of SSJS in Marketing Cloud
What is SFMC SSJS in a nutshell?
Oh, the possibilities! (What you can do in SSJS)
Arrays and objects
Functions in SSJS
try…catch in SSJS
More capabilities than we can mention
WSProxy
A real-life example implementation
Setup
Functions
Global variables
allTriggers logic
for loop
The upsert
Summary
Chapter 7: The Power of In-Step APIs
What are APIs?
The REST and SOAP APIs
Authentication
The SOAP API in Marketing Cloud
The REST API in Marketing Cloud
SFMC native functions and WSProxy
AMPscript
Server-side JavaScript
WSProxy
Script.Util for the REST API
HttpResponse
HttpGet
HttpRequest
Why is this important?
External services
Example 1
Example 2
Example 3
Example 4
Summary
Chapter 8: Creating Mini Web Apps
Technical requirements
What is a web app?
Creating a Marketing Cloud web app
Setup and administration
Installed packages inside Marketing Cloud
API component and scope
CloudPages
Example implementation
Automation Dashboard
The full code
The SSJS
The HTML and CSS
Client-side JavaScript
The power is yours!
Summary
Section 3: Optimizing the Automation of SFMC from External Sources
Chapter 9: Getting Started with Custom Integrations
The who, what, and why of custom integrations
Out-of-the-box solutions
Custom integrations
Have your cake and eat it too – combining approaches
Building your integration toolbox
ETL, ELT, and Reverse ETL
Point-to-point integrations versus hub-and-spoke integrations
Point-to-point integrations
Hub-and-spoke integrations
The paradox of choice – finding the right tools
Know your limits
Setup and next steps
Summary
Chapter 10: Exploring SFMC as a Piece of the Puzzle
Technical requirements
Knowing about your process flow
Identifying owners and key players
Putting pen to paper
Defining a use case
Understanding the lightning component framework
Building our lightning component
Understanding the importance of structure
Model
View
Controller
Testing, testing, and more testing
Creating specific tests
Summary
Chapter 11: Exploring SDKs, APIs, and Specs
Understanding APIs
Open APIs… what does that mean?
Partner APIs… a little closer to the vest
Internal APIs… all in the family
Composite APIs… with our powers combined
Requests and protocols – a deep dive
SOAP – not the kind you use in the shower
REST – but not a nap
GraphQL – making data easier
To SDK or not to SDK
APIs versus SDKs
Marketing Cloud platform SDKs
Summary
Chapter 12: Webhooks and Microservices
Technical requirements
Webhooks versus APIs
An event-based example
Configuring the GitHub webhook
Setting up the endpoint
Microservices, assemble!
Advantages of monolithic architecture
Disadvantages of monolithic architecture
Advantages of microservices architecture
Disadvantages of microservices architecture
Summary
Chapter 13: Exploring Custom Journey Builder Activities
Technical requirements
An overview of the required files and structures for Journey Builder
Setting up your package and environment
Setting up your application in Heroku
The Marketing Cloud custom activity configuration
Exploring configuration and activity UI
The config.json file
The index.html file
Using the Postmonger events and payloads
Implementing handlers and authentication
Utilizing logging
Summary
Section 4: Conclusion
Chapter 14: Carpe Omnia
Lessons we’ve learned so far
Final lessons and examples
Calling an automation from another automation
Creating automated scripts with Heroku Scheduler
How and why to use Heroku Scheduler
Last-minute tips and tricks
Summary (adieu and auf wiedersehen)
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