Marketing Cloud Best Practices – Salesforce Marketing Cloud is a very sophisticated and powerful tool that brings unlimited possibilities to the world of marketing. Although there is a lot to learn and know, you will find that some of the most important things to know have less to do with the platform itself and more to do with your organizational skills. In this article, we’ll look at some of the basics that will help you get the most out of Cloud Marketing.
Many different users can access the same Marketing Cloud instance. This means that different things you create can (and often do) appear to others. Whether you’re scheduling emails, making trips, or managing data, it’s important to log your activities in your account. And while there are countless ways to do this, here are some ideas to get you started:
Marketing Cloud Best Practices
A data dictionary is a database that describes how data is organized in your account, most likely data extensions. A good data dictionary will provide the names of the various fields, descriptions of field functions, data type, data length, and whether the field is a primary key, required, or invalid. This ensures that your data is free of ambiguity and also ensures the processing of data in the format. It is also useful to know how different data extensions can relate to each other.
Best Practices For Migrating To Salesforce Marketing Cloud
A change log is an ongoing document that contains significant changes to a particular process or configuration. It should include the changed product, a detailed description of the change, the date of the change and the person responsible for the change. Changelogs work well for documenting things like stopping/cancelling/stopping triggered shipments or automatic updates. This is a fantastic tool to ensure you always have a record of the latest activity in your process.
The project documents the main features and goals, as well as technical details and system dependencies for your Marketing Cloud account. Trips, automation, and general account management are great things to document. Projects should include an overview of the process as well as a list of any assets or other processes related to what you are documenting.
All of the above documents should be easily accessible and regularly updated. There is nothing more frustrating than finding out that the documents you are looking for are months or even years out of date! Such documents will take time to create and maintain. However, in my experience, the benefits are always worth the extra effort.
In addition to documentation, you’ll also want to consider using naming conventions for your account. If done correctly, even new users of the Marketing Cloud instance will be able to navigate your account easily. Here are some areas where consistent naming principles are most important:
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Marketing Cloud doesn’t dictate how to name or organize your portfolio, so it’s up to you and your team to come up with a system that works. Note that your files will appear in multiple places. For example, the folder names and structures you create in Content Builder are reflected in Journey Builder, Automation Studio, MobileConnect, Mobile Push, and Cloud Pages. The best time to design (or redesign) your filing system is now; You will undoubtedly have more files and more things to organize over time.
A short but descriptive title is always good practice. Adding data can (and should) be in a separate folder structure, so you need to make sure that the same methods are used throughout your account. You should also keep track of the field names of the extension data. For example, one extension does not have a field called “Email”, but another extension does not have a field called “Email Address”. Differences in data format extensions (whether they are naming conventions or data types) can sometimes cause problems when importing data or connecting data using SQL queries.
As an extension of information, your email address should be as brief and descriptive as possible. Will the title have the shipping date as a prefix? Maybe this type of campaign is stalking? These are the things you want to decide as soon as possible. Additionally, some Marketing Cloud users choose to include email addresses in their URL links when configuring Web Analytics links. For this reason, you want your email addresses to be “customer-facing,” meaning that you better email the recipient when they see the email address.
None of these ideas are complicated or technical. However, using them regularly will ensure that Marketing Cloud users of all skill levels can better understand their account. A customized account will save you time searching for products or troubleshooting. And the time saved can be much better spent partnering with the people you are trying to connect with.
Email Subject Line Best Practices
At Attain Partners, we have a team dedicated to the digital engagement that Salesforce Marketing Cloud and Pardot can bring to email marketing programs. Whether it’s a new implementation or a review of an existing configuration, we’re here to help. Click here to learn more about how we can help your organization achieve its goals.
Van Snead is a Salesforce senior consultant for marketing cloud implementation on the Attain Partners Digital Engagement team. Van has worked with retail, non-profit and higher education clients. He enjoys helping organizations discover and implement new Salesforce Marketing Cloud solutions that meet goals and exceed expectations. This post is intended for Salesforce Marketing Cloud administrators and developers who want to learn how to use Salesforce Marketing Cloud (SFMC) while maintaining their environment. In this blog, we look at three of the most common mistakes SFMC professionals make when it comes to security. Read on to understand how to avoid these lines and keep your SFMC instance safe.
Before we dive into the best practices, let’s take a look at what Salesforce Marketing Cloud (SFMC) has to offer. SFMC is a powerful marketing platform. Highly customizable, SFMC makes no assumptions about your use cases, data structure, or your MarTech stack. Out of the box, it’s basically a blank sheet of paper that can be tailored to meet the specific needs of the organization. From storing complex data structures to expanding databases to developing custom Journey Builder actions, SFMC can handle almost any possible use case.
Unlike Sales Cloud, SFMC does not have a sandbox. Some organizations may have access to a demo account or trial trading unit. However, most SFMC practitioners and users learn and test in a production environment. This is important because many times SFMC managers do not consider that changes to the production environment can increase security vulnerabilities.
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In Marketing Cloud, administrators can set specific permissions for each user. However, the accuracy that can be obtained can be great. As a result, most users usually have an administrator to access their SFMC account. While creating a new user account can save you a few minutes, giving it to the general manager is not the best way.
If the user has access to the administration, it means they can export client data, change extension data, and access the installed package’s credentials. They can even install their own packages, which are difficult for SFMC to detect and can easily be missed. Below are two best practices to follow to ensure a safe SFMC instance.
If the predefined SFMC roles do not provide the access you need, use custom roles to better meet the needs of your users.
The user API is mainly used to integrate SFMC with Sales or Cloud Service through Marketing Cloud Connect. When creating or editing Cloud Marketing users, there is a checkbox for “API User”. The best practice is to disable this option for SFMC users and API users. This is a basic HTTP authentication option that has since been replaced by OAuth 2.0 and can only be used with the Marketing Cloud SOAP API.
Best Practices To Keep Salesforce Marketing Cloud Secure
If you need to create an API user for integration, there may be certain cases where you need to enable the “API User” checkbox. However, in general, all API access must be authenticated via OAuth2 (not username/password). Enable the ‘API User’ field for SFMC users only when needed.
When creating an API user, they should also be a dedicated integration user instead of a real user account whenever possible. For more information on why this is important from a Sales Cloud perspective, read: Why do you need a Salesforce integration user?
Limiting the number of API administrators and users will ensure that users do not have access to the API that they should not. This is important for two reasons. First, the user can intentionally use their API access. Second, security vulnerabilities and data loss can occur if users do not fully understand the level of access to them.
Marketing Cloud packages are used to build API integrations, install custom apps, and add custom Journey builder or builder components. Each individual package installed has its own credentials and scope of permissions. Testing with and
Using Best Practices To Secure Apps In Multi Cloud Environments
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