nbs consulting

NBS

ConsultingYour digital transformation partner !

@NBS Consulting 2019, Tous droits réservés

Cabinet de conseil et de développement spécialisé en système

d’informations, Partenaire historique de Salesforce dans la region MENA,

NBS Consulting accompagne les entreprises de tous les secteurs dans leur

processus de transformation digitale.

L’Enjeu: Être un levier de croissance des entreprises en accompagnant le

processus de transformation digitale avec le leader Mondial du CRM,

Salesforce.

Le Positionnement: NBS Consulting est leader du consulting CRM et

d’implementation des solutions Salesforce au Maroc, dans la region du

Maghreb et d’Afrique Francophone.

Les Services: répartis selon 4 univers métiers, allant du consulting au

change management en passant par le CRM & Stratégie et l’integration.

La TEAM: NBS Consulting est soutenu par une équipe experte et certifiée.

Les consultants ambitieux et expérimentés, sont forts de leur maîtrise des

technologies et des usages du numérique.

Les Valeurs: l’Excellence, l’Innovation, la Passion et la Réussite.

À Propos

Salesforce Marketing Cloud

KENZ

Oussama

CRM Project Manager

at NBS Consulting


The Fourth Industrial Revolution


2ndIndustrial Revolution

Electricity1st Industrial Revolution

Steam

3rd Industrial Revolution

Computing

4th IndustrialRevolution

Intelligence

1700’s 1800’s 1970’s TODAY

Data Explosion is Leading the Revolution


Word of Mouth

Marketing

Mass

Marketing

Digital

Marketing

Intelligent

Marketing

Technology is Redefining People Behaviour


By 2020

10 devices per person

4.4B Social Users

How do you

meet the

expectations of

the empowered

consumer?


The Path to Intelligent Engagement


Know everything about your consumer

Engage across the entire consumer journey

Personalize everywhere with

artificial intelligence


Marketing Cloud Products

Advertising

StudioSocial Studio Mobile Studio Google

MarketingJourney

Builder

Interaction

Studio

Data Studio Email Studio Audience

Studio

Datorama

Journey Builder


Journey Builder is Marketing Cloud’s premier campaign planning and

execution tool. It’s what empowers you, to design and automate

campaigns that guide customers through a series of interactions with your

brand. Journey Builder is:

Multi-channel: Communicates seamlessly across email, SMS, push

notifications, ads, landing pages, and apps so your customers get the right

information in the right place.

Responsive: Tailors the customer journey based on real-time events like

purchases, mobile app downloads, reading an email, or closed service

cases.

Adaptive: Continually adjusts customers’ paths based on their current or

predicted behavior.

Email Studio


Whether you’re a digital marketing manager, a Marketing Cloud admin, or

a little of both, with Email Studio you can build great emails, segment and

target your audience, and send with confidence—all without any coding.

No coding required: Accelerate email creation with an intuitive UI and

drag-and-drop static and dynamic content blocks.

Share content development across channels: Easily tag, search, and

share content across distribution channels—including email, social, and

mobile using Content Builder—for content creation and management at

scale.

Send with confidence: Test emails and see the exact customer data in the

preview. No more send anxiety.

Built-in predictive intelligence: Take advantage of Einstein AI and send

highly personalized emails with product recommendations based on past

customer behavior.

Create all your emails with one application.

Audience Studio


Salesforce allows you to capture, unify, and activate data to strengthen

consumer relationships across every touchpoint with a powerful data

management platform. Salesforce Audience Studio lets you:

• Create complete data profiles - Combine all your data from any source

to deliver more relevant marketing experience.

• Discover new insights - Respond to new data signals and sources to

identify new audiences.

• Access premium data sources - Use the most trusted second- and third-

party data sources to build and scale your audiences.

Audience Studio gathers data from: Web and mobile sites, Email, Apps•Digital media (like news websites and blogs) , CRM, E-commerce and point of sale (POS), Emerging marketing channels, Beacon and location devices.

Mobile Studio


Send consistent SMS, push, and chat app messages in real-time.

GroupConnect : Use GroupConnect to send messages to contacts via

messaging apps. Currently, GroupConnect supports the LINE mobile

messaging app and Facebook Messenger (available only via chat

messaging API). The LINE app is integrated into Content Builder and

Journey Builder. Use GroupConnect to create and send messages, manage

contact subscriptions, and review messaging activities.

MobileConnect : Create, send, receive, and track SMS and MMS text

messages using MobileConnect. Send alerts and transactional messages

to subscribers using templates and a drag-and-drop interface.

Automatically respond to incoming messages, manage keywords, and

many other tasks.

MobilePush: Marketing Cloud MobilePush lets you create and send

notifications to encourage use of your app.

Social Studio


Social Studio is a solution allowing you to manage, schedule, create, and

monitor posts. You can organize the posts by brand, region, or multiple

teams and individuals in a unified interface. Social Studio offers powerful

real-time publishing and engagement.

Publish - Enables you to create and publish content, at scale, across

channels, and in near real time.

Engage - Engage allows Community Managers to moderate and join

conversations started with the content created using Publish. Use

classification and workflow controls to manage any scale of social

engagement enabling more complex use cases such as Social Customer

Service and lead generation.

Analyze - To monitor multiple social accounts and topic profiles, monitor

discussions from owned social accounts and broader social news. Create

custom dashboards. Dashboards can be printed as a PDF for hardcopy

records and sharing.

Advertising Studio


Advertising Studio is use to coordinate campaigns with social, mobile,

sales, and customer service efforts. Marketing Cloud Advertising Studio

helps you enhance your email marketing goals with advertising. Use

YouTube, Instagram, Google Ads, or Social Studio to engage with existing

customers. Find new prospects with lookalikes, and re-engage inactive

users within the customer journey across digital advertising

Advertising Audiences in Advertising Studio : Advertising Studio

Audiences allows customers to take their CRM/first party data stored in

the Marketing Cloud and use it to target their digital advertising

campaigns across Facebook, Google, Twitter, YouTube, Google Ads,

Pinterest, LinkedIn, or Instagram.

Journey Builder Advertising : Journey Builder Advertising to create

Facebook campaigns in Journey Builder.

Lead Capture in Advertising Studio : To connect your Facebook

advertising leads with Marketing Cloud Data Extensions in real time, use

Advertising Studio’s Lead Capture feature.

Interaction Studio


With a solid awareness of consumer interactions, you can deliver a more

personalized and streamlined customer experience.

Interaction Studio allows you to engage with customers at every stage

along the path from lead to loyalty. Interaction Studio tracks customer

data through cookies and matches that data with information that

customers have provided, such as their email addresses and phone

numbers. As long as you comply with local data privacy laws and GDPR,

this can be a powerful way to improve your relationships with your

customers.

Interaction studio enables Omnichannel Customer Experiences.

Data Studio


Salesforce Data Studio is a premium data sharing platform. Data Studio

offers marketers one-stop shopping for premium data. Data Studio also

provides publishers and other data owners a safe way to provision data to

trusted partners.

Google Marketing


Google marketing platform simplifying how you work with these two

mission-critical systems ( SFMC and Google analytics ) while helping you

build a better view of your customer, get data-driven insights, and create

more meaningful moments on your way to building customer

relationships.

This new integration enables marketers to:

• Be more productive.

• Analyze rich data in one place.

• Create personalized messages.

• Make smart marketing decisions.

Datorama


Datorama is cross-platform marketing intelligence. Allow marketer to be

able to act on the right insights at the right moment. For each marketing

activity, it’s allow to see all performance, outcome, and investment data in

one place.

Datorama marketing intelligence platform helps users to hold every

investment and activity accountable :

Connect and unify all your marketing data and insights in one centralized

platform across Marketing Cloud technologies and any other tools and

technologies in the market—with clicks, not code.

Analyze and report across all channels and campaigns so every

stakeholder in the organization has the right information at their

fingertips. Visualize AI-powered insights across all data to take action at

scale to achieve KPIs.

Act and collaborate to drive ROI to bring the organization together

toward common goals using built-in activation and collaboration tools to

connect your marketing technology stack and decision makers.

SFMC Link With Salesforce Cloud



Marketing Cloud APIs

SFMC REST API


The REST API for Marketing Cloud is a great way to share assets from your internal databases

or applications with your Marketing Cloud account.

Content Builder

Share marketing content, such as emails,

images, text, and other documents.

Event Notification Service

Journey Builder

GroupConnect Chat Messaging

Receive notifications when certain events occur in Marketing Cloud.

You can be notified when customers request password resets, get

order confirmations, log in using two-factor authentication, and

other events.

Create event-driven, responsive campaigns to distribute

across any channel (online and offline), at any time and at

any frequency.

Send real-time event-based messages to your users in

Facebook Messenger and LINE.

Representational State Transfer

SFMC REST API


Here are a few important things to note about the Marketing Cloud REST API :

● The REST API uses JSON (JavaScript Object Notation) request and response bodies and resource endpoints to

support multi-channel use.

● Most REST calls are synchronous.

● Timeout values are 120 seconds for non-tracking operations and 300 seconds for tracking and data retrieve

operations.

● The maximum payload of any call is 4 megabytes.

Simple Object Access Protocol

SFMC SOAP API


SOAP APIs provide a means for applications on different operating systems, technologies, and

languages to communicate using only XML.

Send Email

Schedule and send emails, identifying message

recipients using dynamic, rule-based

segmentation of lists, events and profiles.

Tracking

Subscribers and lists

Automations

Retrieve tracking data and use it to create reports and dashboards to

see how your customers view and respond to your data.

Retrieve subscribers for a list or lists for a subscriber.

Define an activity using an automation in Automation

Studio.

Simple Object Access Protocol

Triggered Send

Create a triggered email send

SFMC SOAP API


Here are a few important things to note about the Marketing Cloud SOAP API :

● The SOAP API uses SOAP envelopes to pass information between you and Marketing Cloud.

● A limit of no more than 2000 per minute for SOAP calls.

● Support may request your SOAP envelope to troubleshoot issues.

Representational State Transfer

SFMC Programming Languages


Marketing Cloud offers a ton of functionality to both users who prefer drag-and-drop interactions and those who like to

customize their interactions a little more. Marketing Cloud offers custom scripting languages to :

● personalize landing pages

● create applications

● construct cross-channel templates or layouts

● work with messaging functions

Marketing Cloud offers 3 programming languages to :

● AMPScript

● SSJS

● GTL

AMPSCRIPT


AMPscript is Marketing Cloud's proprietary scripting language, available for use in email messages, landing pages,

SMS messages, and push messages. From simple personalization to moving around larger amounts of data,

AMPscript can handle the task. Because AMPscript can interact with most every facet of Marketing Cloud, it's a good

general-purpose tool to accomplish tasks within messages or landing pages. For example, you can include simple

requests like the date and time of a send in your message.

AMPscript is a scripting language that you can embed within HTML emails, text emails, landing pages, SMS messages,

and push notifications from MobilePush.

For example, “Thanks for your purchase, Ted, you earned 1,000 points as a Gold subscriber!” AMPscript is your

answer for personalization.

Marketing Cloud processes the AMPscript calls at the time of send.

SSJS : Server-Side JavaScript


AMPScript is a robust programming language, but developers appreciate something a little more familiar.

Marketing Cloud uses JavaScript code processed by Marketing Cloud servers.

Instead of using the browser to render the JavaScript on the client-side computer, Marketing Cloud executes the

JavaScript on the server when rendering.

If you're familiar with web development, SSJS bears a striking resemblance to languages you've already used.

SSJS comes in two libraries:

• Platform—use this library for messaging and other Marketing Cloud applications.

• Core—use this library only for Marketing Cloud landing pages and applications.

AMPSCRIPT vs SSJS


● AMPscript is the preferred language for personalizing message content. It simply and efficiently handles inline

personalization or simple IF ELSE statements.

● AMPscript works better than SSJS for use cases where each subscriber needs to see unique content.

● AMPscript has a shorter learning curve than SSJS for users new to scripting languages in general.

● A great number of people already know JavaScript and can immediately apply that knowledge to Marketing

Cloud.

● Most users can handle the tasks they need to perform using AMPscript.

GTL : Guide Template Language


GTL provides a declarative syntax used for creating personalized, dynamic, data-driven messages, as well as

constructing cross-channel templates and layouts.

GTL uses the widely adopted Handlebars and Mustache template languages and provides additional functionality, while

simplifying how users interact with content and data to help them quickly build personalized Journey messages.

GTL works with JSON data sources supplied by script or by a REST API service. Guide can also access specified lists

and data extensions within a Marketing Cloud account.

SFMC : Certifications


Thanks!

nbs consulting

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