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Job Role

Admin, End User, Marketer, Business User

Duration

In-Person: 3 Full Day(s)
Virtual: 3 Full Day(s) or 6 Half Day(s)

User Interface

Lightning Experience
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Overview

Who should take this course?


This course is designed for marketers and Salesforce administrators who are responsible for designing, building, and implementing marketing workflows and reports with 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.

 

Students should have at least two months of experience building marketing workflows with Marketing Cloud Account Engagement.


When you complete this course, you will be able to:


  • Enable Account Engagement.
  • Explain the relationship created between Account Engagement and Salesforce.
  • Generate leads with Account Engagement’s various lead generation tools.
  • Manage leads with Account Engagement’s lead management tools.
  • Engage leads with Account Engagement’s lead engagement tools.
  • Qualify leads with Account Engagement’s scoring and grading functionality.
  • Interpret data generated via Account Engagement’s reporting capabilities.
  • Design successful end-to-end marketing workflows using Engagement Studio.

Prework

Prepare for the course with this Trailmix.

Class Registration

Lessons and Topics

Course Introduction

  • Review Course Objectives
  • Set Learner Expectations
  • Review Housekeeping Items
  • Review Additional Course Resources
  • Explore Course Case Study

 

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

 

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

 

Visitors and Prospects

  • Describe Account Engagement Visitors
  • Identify Account Engagement Prospects

 

List Management

  • Create List Types
  • Organize Prospects Using Static Lists
  • Test Emails Using Test Lists

 

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

 

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

 

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

 

Lead Qualification

  • Understand Prospect Scoring
  • Grade Prospects Based on Profiles

 

Lead Nurturing

  • Build an Engagement Program
  • Create Engagement Program Reports