Salesforce: Preparing for your Salesforce Certified Marketing Cloud Consultant Exam (CRT-550)

Course Outline

Lessons and Topics

Course Introduction

• Course Purpose
• Agenda
• Learner Expectations
• Exam Overview

Discovery

• Provided with a set of business requirements, determine what additional information is needed to design the recommended solution.
• Provided with a list of branding and creative strategies, probe for additional information that is needed to recommend an appropriate solution.
• Provided a customer environment and goals, determine the viability of external systems that need to be included in the solution (I.e. POS, CRM, e-commerce, data warehouse, data source inputs).
• Demonstrate how to gather requirements in order to put together the data and segmentation strategy for the customer (I.e. frequency, complexity, volume of sending).
• Given a scenario that includes customer information about subscriber acquisition, management, and attrition, utilize this information to select solution components.
• Given a solution, recommend the appropriate customer skill sets required to utilize the Marketing Cloud application.

Marketing Cloud Connect

• Understand the prerequisites to consider prior to starting a Marketing Cloud Connect configuration (I.e. Salesforce edition, list of integration users, scope user, administrator credentials).
• Understand how to send an email to a contact, lead, campaign, and report via the Sales/Service Cloud and Marketing Cloud (I.e. sending, triggered, automated).
• Understand how Sales/Service Cloud data in the Marketing Cloud can be segmented.

Account Configuration

• Given a customer scenario, recommend the appropriate Marketing Cloud role based on User Stories.
• Determine which type of customer scenario warrants the creation of a business unit (I.e. publication types, demographic, workflow processes, and organizational structure).
• Given a scenario, troubleshoot issues regarding Reply Mail Management.
• Analyze the impact of applying Sender Authentication Package (SAP) to a business unit (I.e. link wrapping, Landing Pages, image URLs).

Reporting

• Explain how the information in data views and tracking extracts are accessed.
• Compare and contrast standard reports, data views, and tracking extracts.
• Summarize Send Logs including when/why to use it; how to create and manage.

Data Design

• Explain the various data objects in the Marketing Cloud (I.e. data extensions, list model, data retention model, publication lists, suppression lists).
• Understand available data types, retention, and template options when building a data extension.
• Understand how data is retrieved within a Relational Data Model (I.e. basic SQL).
• Given a customer scenario, recommend the appropriate import method with lists or data extensions.
• Understand the implications of a system being database of record.

Email Build

• Understand the required steps to build, test, and deploy an email based on customer requirements.
• Explain the various ways to individualize email content (I.e. AMPscript, personalization strings, Dynamic Content, Guide Template Language).
• Compare and contrast the ways to individualize content, such as: SSJS vs. AMPscript, Dynamic Content Wizard vs. AMPscript/ LookupRows function.
• Explain various Marketing Cloud Email technologies (I.e. Link Alias tags, Impression regions, Web Analytics Connector).

Contact Builder

• Explain the role and capabilities within Contact Builder.
• Understand how cardinality impacts data modeling.
• Summarize how to use Data Designer to incorporate data source into Contact Builder.
• Given a customer scenario, know how to build an Attribute Group to be used for a simple interaction.

Journey Builder

• Compare and contrast automation tools such as Journey Builder and Automation Studio.
• Given a customer scenario that includes Journey Builder, evaluate the requirements, activities, and steps.
• Explain the requirements for and the methods by which a contact can enter a Journey.

Course Wrap-Up