MarDreamin’ 2022: Recap and How to Watch Replays

Wondering if we recorded MarDreamin’ 2022 sessions and keynotes? Well look no further. We have all the MarDreamin’ replays you seek.

MarDreamin’ is a Salesforce community conference that unites marketers for four days of virtual learning, networking, and fun. It’s jam-packed with so much content that it’s impossible to watch it all live. 

Luckily for you, all sessions were recorded with the exception of one. We’ll give you an overview of the highlights and top it off with information about watching all the MarDreamin’ replays.

How to watch all MarDreamin’ replays

Eh, we’ll get straight to the best part. Visit this page and complete the form to get access to all MarDreamin’ 2022 sessions and keynote replays. 

Every session and keynote is in there with the exception of one. The Marketing Cloud Account Engagement (Pardot) Roadmap session was not recorded. 

However, Salesforce delivers a few of these Marketing Cloud roadmap sessions each year. Keep an eye out for the next one by clicking here to become a The Spot subscriber. The monthly newsletter includes a calendar of upcoming events like these periodically scheduled Salesforce roadmap sessions.

MarDreamin’ 2022 Overview

The conference took place November 1-4, 2022, inside the Goldcast virtual summit platform. More than 2,500 attendees signed up for the MarDreamin’ event from 65 countries. 

 It included three learning tracks based on which tools attendees use and a fourth that served as a catch-all for strategy and career sessions. 

The tracks were:

  • Marketing Cloud Engagement
  • Marketing Cloud Account Engagement (Pardot)
  • Salesforce platform & Analytics
  • General/Administrative

Here’s what went down each day of MarDreamin’ 2022.

MarDreamies Award Winners 2022

Marketing teams deserve recognition for the not-always-glossy work they do behind the scenes to build, manage, and report on marketing campaigns. And that’s the goal of the MarDreamies Awards.

Here’s who won the 2022 MarDreamies Awards, which were announced during the MarDreamin’ After-Party on Day 2 of the conference.

  • Honorable Mentions
    • Roycon
    • InterWorks
  • Personalization Perfection: Right-time, right-message marketing
    • Zoopla
  • Social Impact: Creating positive change using Salesforce marketing tools
    • Lexipol
  • Grassroots Innovation: Using Salesforce marketing tools to scale small businesses
    • FTD
  • Extending Salesforce: API-driven marketing solutions
    • Nebula Consulting
  • Best in Show
    • Insurica

Learn about the 2021 winners in this blog post.

MarDreamin’ Day 0 Overview (Pre-conference Training Workshops)

The unofficial first day of MarDreamin’ was for people who purchased passes to attend the pre-conference training workshops. It included nine course sessions and one panel session from which attendees could choose to watch live. 

MarDreamin’ training workshop courses

These are the courses you may have missed:

  1. Marketing Cloud Account Engagement (Pardot) Fundamentals
  2. Marketing Cloud Engagement Fundamentals
  3. Intro to B2B Marketing Analytics
  4. Back to Basics: How To Maximize Your Efforts Through Automation in MCAE (Pardot)
  5. Kick Off Your First Welcome Series with Journey Builder (Marketing Cloud)
  6. Connected Campaign and ROI Reporting Strategies for MCAE (Pardot) and Sales Cloud
  7. Building Dynamic B2B Customer Journeys Within MCAE (Pardot)
  8. Getting Started With Lead Routing in MCAE (Pardot)
  9. Going Beyond B2BMA: Use CRM Analytics to Create Custom Dashboards

Seasons of Change: Trends, Tips and Tricks to Thrive In the Salesforce Ecosystem [PANEL]

The Day 0/Workshop Day panel session included diverse perspectives from people with valuable insights into working in the Salesforce ecosystem. Attendees heard from Vicki Moritz-Henry, Erick Mahle, Renee Davis, Kate Perez, and Joanna Rotter.

mardreamin' replays

Here’s a little gift for you… go watch the replay of this panel session by clicking here to get free access to all MarDreamin’ sessions. Sign up, and then you’ll find it in the list of all session replays.

MarDreamin’ Keynote and Panel Session Highlights

The week of MarDreamin’ balanced inspirational and skill-building content for marketers with a bit of fun mixed in. Because, you know, that’s what MarDreamin’ is all about.

These are the keynote and panel session highlights. You can watch full replays of all sessions and keynotes (with the exception of the Pardot Roadmap session) for free by completing the form on this webpage.

Keynote – Belonging: How to Build a Support Network & Find Your People

It can be a lonely existence for marketing technologists and changemakers trying to transform their organizations.  If we do our job right in the world of marketing automation, our jobs look easy — and we don’t always get the respect, appreciation, and support we need from others when that happens.

mardreamin' replays

This keynote kicked off MarDreamin’ by talking about the power of networks and community.  We talked about how to give and get support, navigate the various groups in the ecosystem, and how we can all be a part of building community in and outside of our teams.

Featuring:

  • Andrea Tarrell, Sercante
  • Guilda Hilaire, Salesforce
  • Kirsten Schlau, Sercante
  • Najee Bartley, BBVisions Media
  • Tyler McCord, Fusion Alliance
  • Toni V. Martin, Systems To Success

Exploring B2B Marketing Trends and Best Practices With Marketing Cloud Account Engagement

Learn how our panelists have built and put into play dynamic processes in their organizations using Marketing Cloud Account Engagement (Pardot) to improve their B2B Marketing. In this session, we will also explore Pardot’s newest features and how to use them within your own organization to maximize your output.

Featuring:

  • Jen Kazin, Greenkey
  • Erin Duncan, Sercante
  • Natalie (McAllister) Jackson, CBIZ
  • Ruth Bolster, Salesforce

Does It Integrate With __? Tips To Getting The Most Out Of Your Integrations (In Pardot)

Learn from our panelists on how to improve the efficiency of your marstack by leveraging integrations across your marstack and what to do when things “don’t integrate as we expected”. In this session, we will also explore a roadmap of how to tackle a new integration project and how to leverage the Pardot API to access data beyond Salesforce. This will be a good guide of what a marketer needs to know when talking to technical folks. 

Featuring:

The Road To Email Compliance: The Basics, Challenges, and Gotchas

Learn how our panelists implemented marketing compliance solutions in their own organizations. In this session, we will explore the basics of different options you have as an Administrator to capture and process marketing consent and what are some lessons learned from the process by our panelists.

  • Ben Lamothe, BDO Digital
  • Hannah Horning, Archerpoint
  • Krystle Solomon, Sercante
  • Angelica Cabral, Sercante
  • Bonnie Mulholland, CINT

Bring the Magic to B2B Marketing with Genie and Account Engagement

Learn how Salesforce Genie allows marketers to meet customer demands amid privacy changes and asks to do more with less. We will share how Account Engagement’s new API enhancements and extensibility features lay the foundation for bringing the magic to B2B marketing.

Plus an exclusive fireside chat with Jay Wilder, VP, Product Marketing, Marketing Cloud at Salesforce and Eric Zenz, SVP, Product Management, Marketing Applications at Salesforce.

Featuring:

  • Neha Shah, Salesforce
  • Andrea Tarrell, Sercante
  • Nathan Maphet, Salesforce
  • Eric Zenz, Salesforce
  • Jay Wilder, Salesforce

Supercharge Data-Driven Experiences with Customer Data Platform

Top brands are using Customer Data Platform (CDP) to make every customer interaction smarter, easier, and more efficient. Learn how to unify data to build a single source of truth and drive personalization at scale.

Featuring:

  • Jenny Smith, Salesforce
  • Jill Katz, Salesforce
  • Andrew Lee, Salesforce

MarDreamin’ Session Highlights

The MarDreamin’ 2022 conference welcomed over 60 speakers who delivered 55 speaking sessions. The content of the sessions ranged from Salesforce Marketing Cloud Engagement and Account Engagement to Analytics, the Salesforce platform and general marketing strategies.

You can find information about each of the session tracks and what they included by following the links below.

Here are a few screenshots and descriptions from key MarDreamin’ sessions. Remember, you can watch all session replays by clicking on this link and completing the form.

7 Tips To Bridge The Gap Between Sales And Marketing

It’s time for sales teams and marketers to realize they’re all working toward common goals — to keep customers happy and smash revenue targets. And we all know that sales and marketing teams that work together do more with less and shine brightly in the customer’s eyes.

In this session, get 7 actionable insights to use when building relationships between sales and marketing teams through shared technology tools. You’ll learn how to make the best decisions for your tech stack and how to encourage open communication between the teams.

This presentation is especially valuable for companies currently implementing Marketing Cloud Account Engagement (Pardot), but it is also relevant for teams with existing implementations.

Featuring: 

Sharon Taylor, PMMI Media Group

Breaking Borders: Going Global With Marketing Automation

Over the last few years, Salesforce has cemented Pardot / Account Engagement its as a strong competitor in the enterprise B2B Marketing Automation space, moving away from a historically SMB focus. But, when your teams are based across the globe, how can you really build a successful multi-regional marketing strategy?

Join this session to learn how to:

  • Structure and organize a global MA platform
  • Balance global collaboration with regional independence
  • Run a well-organized operation
  • Empower your people
  • Leverage the full suite of tools in MC Account Engagement for a truly global marketing automation strategy

Featuring: 

Sarah Kelleher, Nebula Consulting

Reporting Capabilities Differences SFDC vs B2BMA

This presentation will be focused on when to use what tools including use cases and best practices. Determine what each system is best at reporting on (and when you might need to move on) is top of mind for marketers and leadership teams. We’ll dive into de-mystify reporting across platforms.

Featuring: Dominique Beaudin, Sercante

10 Steps To Fully Maximize Your Pardot Investment

So, you’ve signed on to become a Marketing Cloud Account Engagement (Pardot) customer. Now what?

This session covers 10 steps to get you from beginner to where you want to be with Pardot marketing automation.

You will learn how to:

  • Identify where you are in your usage of marketing automation
  • Visualize a clear roadmap to fully maximize the system
  • Understand how to use automation or a faster sales cycle
  • Increase the tool’s return on investment (ROI)

Featuring:

Ryan Cammisa, Cloudtegic

A Beginner’s Guide To Administering Marketing Cloud Engagement

This session is for anyone new to the world of Marketing Cloud administration. You will learn about the foundational components of administering and managing a Marketing Cloud Engagement environment.

Topics include, but are not limited to:

  • Users
  • Business Units
  • Security
  • Process Automations
  • FTP Data

You will walk away with knowledge to effectively manage your Marketing Cloud Engagement org.

Featuring:

7 Tips for Securing Marketing Cloud Engagement in a Hybrid Work Environment

Two big takeaways from the pandemic era are that workers can be productive when working from home and that the vast majority expect to continue to work remotely (at least partially).

While there are plenty of benefits associated with a hybrid work environment, security is not typically thought of as one of them.

In this session we’ll discuss the security capabilities of Salesforce Marketing Cloud and how they can be used to secure your environment — no matter where your team is working from.

Featuring: 

Mike Morris, Sercante

Why Salesforce Admins Should Get To Know Marketing Cloud

Salesforce as a platform continues to evolve and enhance its capabilities. It is made up of a few clouds and the lines between them continue to blur.

Marketing Cloud has traditionally been the furthest removed from its sibling “core” clouds. However, this is changing. Two of the bigger initiatives that are driving Marketing Cloud closer and closer to the other clouds are CDP and Personalization. Both these tools will have large impacts on our CRM data.

Learn about these initiatives and why Salesforce admins should get acquainted with Marketing Cloud.

Featuring:

Chris Zullo, Allcloud

Embrace A First-Party Data Strategy For Sales And Marketing

Third-party cookies are being phased out by most web browsers in the next year, and marketers must adapt to a new environment. In the new normal, using first-party data can become a true competitive advantage.

Natasha and Jaime will show you how to build a first-party tracking cookie strategy across your whole tech stack, relying on Sales Cloud, Marketing Cloud and MuleSoft as a foundation. We will present engagement strategies for mobile using event data, and show valuable examples of ROI strategies you can take to the boardroom.

Featuring:

  • Jaime Lopez, Aiven
  • Natasha Martin, Love’s Travel Stops

How the Right Message Can Increase Conversions

Discover the strategies and best practices that world-class marketing teams leverage to send the right message and increase conversion. We’ll also reveal how to prepare your team for the future of audience segmentation, and how to build a tech stack that will get the job done.

Featuring:

Jonathan Van Driessen, DESelect

How To Bring Pardot Capabilities Into Salesforce Flow

The Marketing Cloud Account Engagement V5 API allows external systems to work with Pardot data. But, what if that “external system” is actually our Salesforce Sales Cloud instance?

We have the Salesforce Connector to get things done between Pardot and Sales Cloud. And, thanks to the V5 API, we can extend that functionality by treating Sales Cloud as an external system.

This session will walk you through Flow Actions for Pardot, which is an app you can install in your org to get started with Salesforce flows for Pardot activities. You’ll leave with an understanding of how to install the app and use it to bring a range of Account Engagement (Pardot) capabilities into Salesforce Flow designer.

Featuring:

Turn Marketing Into a Recession-Proof Competitive Advantage

Get five marketing strategies to work smarter and rise above your competitors, even during economic downturns. We’ll equip you to execute ABM, nail nurture campaigns and prove your worth.

Featuring:

Rich Feist, Sercante

Angelica Cabral, Sercante

MarDreamin’ Day 2 Session Highlights

Here are a few screenshots from sessions that took place on MarDreamin’ Day 2.

Building Connected Pardot Campaigns: 6 Steps For Success

When a new marketing campaign is about to drop, marketers are usually rushing to get things set up in Pardot and live asap. However, this usually results in key elements being missed and ultimately impacts reporting for connected Salesforce campaigns.

In this session, Triana will talk you through a campaign setup checklist that will help ensure your data aligns correctly in Marketing Cloud Account Engagement (Pardot) and Salesforce and you don’t miss a thing!

Steps include:

  • Salesforce Campaign setup
  • Mapping out the campaign journey
  • Aligning marketing assets to your campaign
  • Considerations for offline activity
  • UTM tracking Testing that your setup is tracking correctly

Featuring: Triana Jarman, MarCloud Consulting

Building An ABM Strategy With What You Have

There are a lot of tools that promise account-based marketing (ABM) success. But you can implement an effective ABM strategy with the tech stack (and team!) you have.

In this session, we will review how to build out an ABM strategy with Salesforce and Marketing Cloud Account Engagement (Pardot). We’ll uncover ways to get sales and marketing aligned so you can deliver the right-channel messaging to the right-person at the right-time.

Topics covered include:

  • Creating your target account list and key buyer groups with sales using account persona insights, scoring, and grading.
  • Determining the best mix of channels, engagement points, and building personalized assets with HML and dynamic content.
  • Measuring the success of your strategy with engagement history and campaign influence.

Featuring: Kelly Ryan, Sercante

Using Account Engagement (Pardot) Engagement Studio For Complex Lead Routing

Engagement Studio, which lives within Marketing Cloud Account Engagement (Pardot), is a powerful tool with seemingly endless use cases and customization possibilities. Did you know that you can even use Engagement Studio to create complex lead routing processes?

We’ll walk you through a real-life example of an automation setup using Engagement Studio that takes the guesswork out of sorting through marketing leads. Learn how you can achieve a similar setup in your own Pardot instance that automatically sorts leads and identifies the hottest ones for sales to contact.

We’ll show you how to handle complex lead routing in Engagement Studio including assigning ownership based on:

  • Customer data points
  • Customer engagement activity
  • Business criteria
  • And more

Featuring: 

Sarah Empson, ADT Commercial

All About the External Actions

External Actions is a new, exciting Account Engagement feature that will supercharge your automations by enabling custom actions that make an external callout from within Engagement Studio as part of the prospect journey, opening up possibilities like sending an SMS text.

Come join my session to learn all about External Actions and walkthrough a few advanced External Action scenarios:

  • Leveraging External Services to create an Integration to Twilio SMS.
  • Execute sub-flows as part of your marketing journey.
  • Create a prospect webhook to trigger a Zapier Zap.

Featuring:

Christopher Cornett, Salesforce

Salesforce Flows 101 For Marketers

Have you heard of Salesforce flows? Have you seen what they can do? If not, you are not alone. Flows have taken the Salesforce ecosystem by storm.

Join us as we walk you through an introduction to Salesforce Flow 101 that is tailored to the needs of marketers. We’ll cover terminology and show you quick wins to implement in your org (with the support of your Salesforce admin) to reduce friction between sales and marketing teams. You can also supplement your marketing automation with the flow ideas we will showcase during the session.

Key areas we will cover include:

  • Setting up qualification questions using on-screen flows
  • Transferring data from one field to another on the same/different object(s)
  • Triggering field updates based on specific actions

Featuring: 

Heather Rinke, Sercante

The Age of RevOps: Reinventing Lead Lifecycle Management

The modern B2B buyer is growing frustrated with your sales cycle. Your prospects expect a truly frictionless, B2C-like buying experience in every SaaS evaluation. If your SaaS company isn’t engaging with leads in a timely, personalized way, you risk losing 20-30% of your revenue. 

In the emerging world of RevOps, current lead management approaches fail to meet your buyer’s expectations. Only with a cloud-first approach to automation can you better capture and engage prospects in real-time and deliver the experience they crave. 

Join this session to learn more about a modern approach to lead lifecycle management that results in higher conversion, a seamless buying experience, and a faster path to revenue.

Featuring: 

Chris Ferraro, Tray.io

Houston, We Have A Problem: Avoiding Pardot Personalization SOS Scenarios

Marketing Cloud Account Engagement (Pardot) is full of features that can help you personalize different types of experiences within the tool. From Dynamic Content to Handlebars Merge Language to Snippets — these features lean on the strong connection between Salesforce and Pardot (data) to power these functions. What happens when the data fails you or these features don’t play along with one another?

Join us for this discussion and show and tell about personalization in Pardot. We will focus on key use cases where these features could fail AND how to prevent this from happening in the first case.

Featuring:

Marcos Duran, Sercante

MarDreamin’ Day 3 Overview 

And here are a few session highlights from the third and final day of MarDreamin’ 2022.

How To Deploy Data For Success, Scale And Customer Experience

Learn the tools, techniques and strategies to make your Salesforce Marketing Cloud data more effective, efficient and easy to use. At the same time, you’ll maximize your efforts, make the most of your data, and delight customers.

Featuring:

Jason Cort, HowToSFMC.com

Pardot Business Units: Pros, Cons, And Gotchas

We are all now getting used to working with Marketing Cloud Account Engagement (Pardot) business units, but most of the implementations we’re seeing are still one business unit. However, many companies are now looking at this as a “what if?” They’re asking questions like “shall we?” or “should we be looking at more than one business unit?”

There are many pros and cons to making this decision, and we will walk through them and discuss. We also have a couple of shiny gotchas to look at and consider before making the leap to multiple Pardot business units.

Featuring: 

Tracy Keeling, Capgemini

The Trifecta of Website Event Management

Your website is your digital front store. The experiences your prospects have and how your team interacts with their engagement is crucial in setting yourself apart from your competition. With form completion at an all time less than 1% events are getting harder to gather engagement on, especially via the traditional method of email, landing page and form. 

What if you could engage with your prospects on your website, in real time? Get registration from an interaction without having to pull out the dusty traditional email? 

In this session, you will learn how to deliver fresh event options to your audience on your site via chat. See how conversion rates excel and also allow for new fresh bespoke experiences so that return visitors always have something new to engage with.

Featuring:

Jennifer Lynn Schneider, Qualified

Using Einstein AI Within Account Engagement

It’s time to put Einstein to the test to feel the benefits of using data-driven insights to power your sales and marketing efforts. This session will help you understand how artificial intelligence (AI) tools can show you which prospects are most engaged and the campaigns that were most successful.

You’ll walk away with a better understanding of:

  • How the different Einstein features work within Marketing Cloud Account Engagement (Pardot)
  • The value of using these features
  • Best practices from Salesforce customers

Featuring: 

Jeffrey Stollenwerk, Salesforce

How To Audit Subscriber Activity For Marketing Cloud Journey Builder

Marketing Cloud Journey Builder’s reporting interface gives users the ability to view high-level statistics on journey performance and the overall volume of subscribers to reach each activity. However, the ability to gain a granular view of the specific step that subscribers are currently at within each journey is limited from the Journey Builder interface. This lack of visibility poses issues from both a reporting and auditing/troubleshooting standpoint.

In this session, we will show you a method of setting up journeys and querying data views that allows marketers to keep track of the steps that subscribers have completed within a Journey, all within a single Data Extension.

Featuring:

  • Austin Kirby, Media.Monks
  • Claudia Hoops, Media.Monks

Everything Marketers Need to Know About Web Tracking Cookies

There’s been a lot of talk about the death of web tracking cookies. Some even suggest it will end marketing as we know it. We’re here to assure that it’s just another evolution in how we make the magic of marketing work.

In this session, we’ll talk about what’s changing, what isn’t, and how marketers on the Salesforce platform can navigate this rapidly evolving landscape.

Topics covered:

  • The differences between third- and first-party web cookies
  • The driving force behind these changes and why it’s a win for user privacy
  • Impact on key stakeholders
  • New technologies and how they fill this gap
  • What marketers can do today to take charge

Featuring:

Krystle Solomon, Sercante

Watch MarDreamin’ replays and get ready for the next one

So, there you have it. MarDreamin’ 2022 is in the books. And thank goodness we recorded the whole thing. 

Until next year, you can consume all MarDreamin’ replays from previous years to get caught up. Visit this webpage and complete the form to get access to all the videos.

And make sure you get on the mailing list so you’re the first to know when we announce the call for speakers, sponsors, and MarDreamies Award submissions for 2023.

Let us know what you liked or want to see more of next year in the comments section.

Original article: MarDreamin’ 2022: Recap and How to Watch Replays

©2022 The Spot. All Rights Reserved.

The post MarDreamin’ 2022: Recap and How to Watch Replays appeared first on The Spot.

By |2022-11-11T21:16:00+00:00November 11th, 2022|Categories: Career Development, Community, Events|

A Pocket Guide to Earning the Salesforce Associate Certification

Passing the Salesforce Associate Certification exam is a great way to show initiative when you’re looking to break into the Salesforce ecosystem or prove to your employer that you’re ready to dive deeper into Salesforce. And, whether you’re a fresh graduate looking to establish a career in the world of technology or you’re an experienced professional seeking a career change, Salesforce is always a smart option. 

For far too long, the Salesforce Administrator Certification, which was traditionally the first level of credential to validate your Salesforce knowledge, has daunted beginners due to the wide depth of topics to cover. Studying the 68-hour long trailhead has indeed been a big barrier for beginners, as well as some experienced folks looking to get certified.

salesforce certified associate

Salesforce Entry Level Certification

Well, here’s great news! In September 2022, Salesforce launched its new entry level certification known as Salesforce Certified Associate

This entry-level credential is designed to test your understanding of the Salesforce Customer 360 Platform and the ecosystem, and thereby giving your Salesforce career a kickstart.

How is the Salesforce Associate Exam Conducted?

  • You can take the exam online from the comfort of your home. This is where a proctor monitors your exam through a webcam. Or, you can take the exam onsite at an authorized testing center.
  • The exam consists of 40 questions, which need to be answered in 70 minutes (that is A LOT of time when compared to some other Salesforce certification exams).
  • Each question has only one correct answer. And unlike some other Salesforce certification exams, you have only 3 options to choose from. So if you’re good at the process of elimination, this exam makes life easier for you.
  • You need to secure 62% correct answers to pass the certification examination, which roughly counts to getting 25 correct answers.

Salesforce Associate Certification Exam Outline

Below are the four sections that constitute the exam, and the weightage of each section is mentioned in percentage of number of questions:

  • Salesforce Ecosystem: 32%
  • Navigation: 28% 
  • Data Model: 25 %
  • Reports and Dashboard: 15%

Section 1 – Salesforce Ecosystem

This section has the most weight in the exam (i.e. 32%), which roughly accounts to 13 questions of the 40. It primarily deals with the areas of: 

  • Salesforce and its Values
  • Trailheads and the Trailblazer Community
  • Trailhead Playground Management
  • Understanding Salesforce Customer 360
  • Salesforce for Nonprofits / Nonprofit Success Pack (NPSP)
  • Types of Salesforce instances
  • Salesforce architecture and Multitenant environment
  • Career paths in the Salesforce ecosystem

Section 2 – Navigation

This section has the second most weightage in the exam i.e. 28% which roughly accounts to 11 questions of the 40. It primarily deals with the basics of the following areas, with situation based questions mainly focused on how to Navigate to these.

  • Understanding Account, Contacts and their Relationships
  • Understanding the Salesforce AppExchange
  • Scrum and Kanban Workflows
  • Search Solution Basics
  • Company-Wide Org Settings
  • Data Organization
  • User Management
  • List Views
  • Lightning App Builder
  • Personalizing Salesforce experience

Section 3 – Data Modeling

This section has a weightage of 25%, which roughly accounts to 10 questions of the 40.

This section primarily tests your understanding of the Standard Objects, its Relationships and managing data access levels within the organization. It focuses on the following areas:

  • Custom & Standard Objects, Object Customization and Relationships
  • Working with Schema Builder
  • Managing Leads & Opportunities
  • Data Security
  • Using Formulas and Validations
  • Understanding Permission Set Groups
  • Lightning Setup and Customization
  • Picklist Administration
  • Custom fields

Section 4 – Reports & Dashboards

This section has the lowest weightage of 15%, which roughly accounts to 6 questions of the 40. But this section has some of the most interesting and crucial areas such as Salesforce reporting

Here’s what this section covers:

  • Basics of creating Reports and Dashboards
  • Reports & Dashboards for Lightning Experience
  • Report Types and Report Formats
  • Joined Reports
  • Managing Report Filters

Who can take this exam?

This exam is designed for anyone with 0-6 months of Salesforce experience.

However, we believe it can also be taken by candidates who fall in these categories:

  • If you are the Salesforce Admin at your organization, and need to get validation of your knowledge for a promotion or general acknowledgement.
  • If you want to get into Salesforce consulting in your next job
  • If you have had no Salesforce experience, but want to make a second career in Salesforce and are willing to learn the Trailheads.

Fees and Retakes

  • The cost of taking this exam is USD $75 
  • The exam retake is free of cost

Resources and Takeaways

After having read this pocket guide, we recommend you to complete the trailheads for this certification exam (links provided below). 

If you have a high-level understanding of the Salesforce functionalities and have completed most if not all of the Trailheads, then you are on a great path to pass this entry-level certification exam and take a leap in building your Salesforce career. 

Resources:

Work toward more Salesforce certifications

Looking to skill up beyond the basics of the Salesforce platform? The Salesforce Basics for Marketers course may be perfect for you. Or, you can see the full roster of Sercante Training courses and offerings here

Other Sercante Salesforce Certification Exam Guides:

Original article: A Pocket Guide to Earning the Salesforce Associate Certification

©2022 The Spot. All Rights Reserved.

The post A Pocket Guide to Earning the Salesforce Associate Certification appeared first on The Spot.

By |2022-09-27T19:39:00+00:00September 27th, 2022|Categories: Career Development, Community, revive|

Blog About Salesforce: A Blog Post

Sure, Salesforce has all the resources customers and consultants need to figure out how to do things. So why are there so many Salesforce blogs out there?

Salesforce bloggers offer unique perspectives, alternative solutions, and real customer experiences that go beyond the content you can find in Salesforce help articles and on Trailhead.

And it doesn’t end there. This technology is constantly evolving. Bloggers offer their unique perspectives and new solutions for old ways of doing things.

Salesforce bloggers often go further in depth than Trailhead and help articles can. And that’s why the ecosystem needs you to contribute what you can to this body of knowledge.

Here are six strategies you can use to create Salesforce blog content — even if you claim to be a non writer.

Strategy 1. Explore Salesforce blogs!

If you want to start creating Salesforce blog content, then the first step is to consume all the content that’s already out there. That will help you to determine where you want to start.

Think about these questions as you explore other Salesforce blogs: 

  • What types of content resonate with you most?
  • What do the blogs offer beyond the written word? (video, infographics, polls, etc.)
  • What writers would you like to emulate?
  • How are the blogs structured?
  • Which blogs do you trust to offer the most accurate information?

Keep these questions in mind as you start to develop your own content creation style.

Strategy 2.  Turn existing content into a blog post

Creating a Salesforce blog post is easy when you use content you already have. I have helped so many people who claim that they cannot write to churn out content. That’s because they are able to turn the work they’ve already done into publishable blog posts.

Think back to cool solutions you’ve built and use any notes you took as the basis for blog posts. You can reframe solutions as hypothetical if your client or manager would rather not share identifying information.

Additionally, non-writers can benefit from free and low-cost tools that can help to create video that can accompany blog posts. For example, you can record yourself walking a user through a demonstration of how to perform a specific task in an area you know well.

Free/low cost video creation tools:

Strategy 3. Keep posts simple and focused

The next strategy is to narrow your topic for each blog post so you keep each post on topic and easily digestible for your readers. 

The best way to do this is to summarize the focus of your blog post into a few words. We call this a keyphrase. 

The keyphrase will serve two purposes:

  1. Help search engines to find your posts
  2. Let the reader know what to expect

Use your keyphrase or keywords early and often in the blog post so the reader understands what they’re getting from it. 

And remember, it’s easy to go on tangents. Your readers will thank you for respecting their time and sharing your tangent in a future post.

Strategy 4. Create web-friendly content

Writing for the web is totally different from what you may have learned about writing in an academic setting. That’s because people consume content differently on a screen than they do when it’s just words on printed paper. 

Creating web-friendly content ensures that people will actually read your content and search engines can find it.

Optimize your content for digital consumption by making it…

Media enriched

Add rich media like graphics, and video to add depth to your blog posts.

Short & sweet

Keep sentences and paragraphs simple and short when possible.

Reader-focused

Use headers and subheads to tell the reader what they’ll learn in each section. 

Keyword-rich headers also:

  • Help search engines to find you.
  • Break up big blocks of text.
  • Make the content scannable so the reader can skip to the sections that include the information they want to read.

SEO juiced 

To create SEO-friendly blog posts, remember to include: 

  • Keywords in title & headers
  • Internal & external links
  • Alt text
  • Meta descriptions

And if you have SEO tools, like Yoast,  added to your website backend, then do what they say to get those green dots!

Strategy 5. Get yourself out there

The best way to get eyes on your content and understand what blog posts people in the Salesforce ecosystem can benefit from is to get out there and share your knowledge with real people.

Join a community or group

There are endless options to meet Trailblazers in-person and virtually.

  • Trailblazer community user groups
  • Local tech & business groups
  • Slack communities
    • Ohana Slack
    • Pardashians
    • Online Geniuses (content mktg)

Attend in-person & virtual events

Get to know people who fill similar roles and can talk shop with you. 

  • Salesforce events
  • Dreamin’ conferences
  • Webinars & panel sessions
  • Virtual training courses
  • Salesforce user group meetups

Strategy 6. Ask for all the feedback.

Something may make more sense in your head than it does for others. That’s why it’s so important to ask for feedback when you create Salesforce blog posts. Reviewers may also point out gaps in your solutions. 

All feedback is good — whether you like it or not. There is much to learn from people who have lived different experiences than you have. So, lighten up and learn from them!

A few things to keep in mind:

Other people show you things you can’t see.

  • Improve clarity.
  • Edit unnecessary words.
  • Ensure accuracy.

Don’t take it personally. They’re trying to help.

  • All feedback is good.
  • Learn from it!

Take ‘em or leave ‘em.

  • Consider the reviewer’s unique perspective.
  • Understand how others might react to your post.

You don’t have to agree with every comment. The important thing is that you’re taking the reviewer’s unique perspective into consideration so you understand how others might react to your post.

Start writing Salesforce blogs!

The hardest part is diving in and hitting ‘publish’ on your first post. Just remember, you have to start somewhere. The more blogging you do, the better you’ll get at it.

Here are a few resource for getting started:

Original article: Blog About Salesforce: A Blog Post

©2022 The Spot. All Rights Reserved.

The post Blog About Salesforce: A Blog Post appeared first on The Spot.

By |2022-09-21T17:36:51+00:00September 21st, 2022|Categories: Career Development, Community, revive|

A Marketer’s Guide to Dreamforce 2022

We’re getting ready for a special edition of Dreamforce. That’s because it’s the 20th year for the largest software conference in the world. Dreamforce ‘22 is jam-packed with all the Salesforce things you can imagine and more parties and activities than any human can possibly wrap their heads around. 

But we don’t mean to freak you out about it. We have the knowledge and experience and we’re going to do our best to help you reel it in and build your ultimate Dreamforce 2022 schedule as a badass marketer.

Step 1

Turn on our Spotify Playlist to start channeling your inner Flea: Dreamforce Bands of the Past

Step 2 

Remind yourself that you’re human and this is just a guide. Make sure you leave room in your schedule for last-minute session changes, new friends and networking, vendor hall and swag, snacks and naps.

Step 3

Take a deep breath and get excited for Dreamforce 2022!

Dreamforce 2022 has everything — from small breakout sessions to inspirational keynotes from world leaders and celebrities. Just check out the number of different roles, industries, and topics Trail Maps Salesforce provided! 

The main aspects of the conference are streaming on Salesforce+ so virtual attendees can take part in the action. (Don’t forget to join the conversations and fun on Twitter #DF22.)

Here are our top marketing sessions, meetups, parties, and events to consider as you build your ultimate Dreamforce schedule. 

Day 0: Monday, September 19th

Marketers Welcome Bash

Start your week on a good note at an epic bash designed to bring marketers together in style. Joins us at the Marketers Welcome Bash to meet marketers, make friends to enjoy the week with, and say ‘cheers’ to a fun-filled Dreamforce.

Monday, Sep 19 | 4:00 PM – 7:00 PM PDT

Register here

Day 1: Tuesday, September 20th

Dreamforce Main Keynote

Join Co-CEOs Marc Benioff and Bret Taylor along with special guests!

Tuesday, Sep 20 | 10:00 AM – 12:00 PM PDT | Keynote Room, Moscone North

Bookmark this session

Tap the Full Potential of Your Martech Ecosystem

Marketers are using more applications than ever before. Learn how Account Engagement’s extensibility features help you keep all your webinar and survey data in one place, and use it in automations.

Tuesday, Sep 20 | 12:30 PM – 12:50 PM PDT | Marketing Theater, Moscone West

Bookmark this session

Create Efficiency and Focus on ROI with Intelligence

Learn how to drive marketing efficiency and maximize ROI with a centralized view of performance, automated cross-channel data connections, and actionable insights to optimize campaigns and investments

Tuesday, Sep 20 | 1:00 PM – 1:40 PM PDT | Room 3014, Moscone West

Bookmark this session

Build a Data-First Strategy for Personalization with CDP

Understanding every customer is essential to providing personalization. Learn how to build a data-first strategy to make every engagement contextual and personalized across every touchpoint.

Tuesday, Sep 20 | 1:30 PM – 2:10 PM PDT | Room 3014, Moscone West

Bookmark this session

The Art of Communications: Strategy to Execution

Discover how CreditAssociates & other businesses utilize Vonage & Salesforce to deploy intelligent contact centers, omni-channel strategies & deliver upgraded experiences for employees & customers.

Tuesday, Sep 20 | 1:30 PM – 2:10 PM PDT | Camp Three, Moscone South

Bookmark this session

Ethical Real-Time Personalization: The What and the How

In this session, learn how Salesforce’s marketing personalization tools are designed with ethics from the ground up and how to drive cost savings from personalization while realizing its full promise.

Tuesday, Sep 20 | 1:30 PM – 2:10 PM PDT | Commerce Theater, Moscone West

Bookmark this session

Discover How CDP Unifies All Customer Data in One Place

Building a single-source-of-truth customer profile that unifies data wasn’t easy — until now. Learn how Customer Data Platform (CDP) is a game changer for marketers who use the Salesforce Platform.

Tuesday, Sep 20 | 2:30 PM – 2:50 PM PDT | Trailhead Theater, Trailblazer Forest

Bookmark this session

Automated Real-Time Personalization

94% of marketers say customers expect personalized experiences. See how Marketing Cloud Personalization uses its own technology to create 1:1 customer experiences that drive efficiency and conversions.

Tuesday, Sep 20 | 3:00 PM – 3:40 PM PDT | Room 3014, Moscone West

Bookmark this session

Day 2: Wednesday, September 21st

Winter ’23 Release Readiness Live: Sales Cloud

Release Readiness Live is here at Dreamforce. Join our Sales Cloud product management team to learn what’s new in the Winter ’23 release for core sales, sales engagement, and rep productivity.

Wednesday, Sep 21 | 8:30 AM – 9:10 AM PDT |  Room 2018, Moscone West

Bookmark this session

Turn Marketing into a Recession-Proof Competitive Advantage

Get five marketing strategies to work smarter and rise above your competitors — even during economic downturns. We’ll equip you to execute ABM, nail nurture campaigns, and prove your worth.

Wednesday, Sep 21 | 10:30 AM – 11:10 AM PDT | Moscone South, Level 3, Room 306

Bookmark this session

Blog About Salesforce 

Propel your career and build your network by learning six strategies non-writers can use to start blogging about Salesforce. Blaze a trail from zero to content rockstar.

Wednesday, Sep 21 | 12:30 PM – 12:50 PM PDT | Einstein Community Campfire, Trailblazer Forest

Bookmark this session

Marketing Keynote: Deliver Moments That Count

Cookieless future. Tighter budgets. Marketers, we got this — thanks to CDP and Marketing Cloud. See how real-time engagement makes every moment count, so you can build trusted relationships at scale.

Wednesday, Sep 21 | 1:00 PM – 1:45 PM PDT | Keynote Room, Moscone North

Bookmark this session

Fusion Teams Part I: Finally Uniting IT & Business Teams?

Companies are struggling to adopt new technologies across business and technical teams. Rising fusion teams present a fresh way to deliver value — learn their benefits and how they’re structured.

Wednesday, Sep 21 | 1:00 PM – 1:20 PM PDT | Platform Theater, Moscone West

Bookmark this session

Day 3: Thursday, September 22nd

Salesforce for Admins Keynote: Deliver Success

Get an inside look at how Salesforce Admins build solutions and deliver success at their organizations. See technology in action with live demos, and learn about the skills admins need to succeed.

Thursday, Sep 22 | 9:00 AM – 9:40 AM PDT | Keynote Room, Moscone North

Bookmark this session

Tech & Media Keynote: The Future of Growth & Efficiency

Learn from visionary leaders and brands how products that enable personalization, automation, and the unlocking of data lead to increased CLTV, deeper audience engagement, and sustained revenue.

Thursday, Sep 22 | 9:00 AM – 9:40 AM PDT | Keynote Room, Moscone West

Bookmark this session

Better Lead Attribution with UTM Capture Across Time & Space

Learn a native Marketing Cloud Account Engagement and Salesforce workflow combined with a simple website plug-in to capture first and last UTMs for visitors across site pages and landing pages.

Thursday, Sep 22 | 9:30 AM – 9:50 AM PDT | Magic Falls Theater East, Moscone West

Bookmark this session

Innovation Keynote: Discover The New Customer Data Platform

Next-gen CDP will change how you do business. Unlock your data’s full value with integrated marketing, sales, service, and analytics. Personalize in real time and earn trust — no cookies needed.

Thursday, Sep 22 | 10:30 AM – 11:10 AM PDT | Keynote Room, Moscone North

Bookmark this session

How Adecco Turned Its Website into a Pipe Gen Machine

Learn how Adecco used Pipeline Cloud to engage qualified buyers in real time conversations, right on the website. The result: $37M in sourced pipeline in just two months.

Thursday, Sep 22 | 11:00 AM – 11:20 AM PDT | Theater Two, Moscone South

Bookmark this session

Drive Efficiency by Aligning Sales and Marketing

Disconnected tools make it impossible to align marketing and sales. Learn how Marketing Cloud Account Engagement can help you drive leads to sales, close deals, and showcase marketing impact.

Thursday, Sep 22 | 1:00 PM – 1:40 PM PDT | Room 2008, Moscone West

Bookmark this session

How to Increase Efficiency and Revenue with Automation Apps

Learn how customers are using apps to automate workflows, campaigns, and revenue intelligence. See how you can accelerate automation with AppExchange and increase productivity.

Thursday, Sep 22 | 2:00 PM – 2:20 PM PDT | AppExchange Campfire, Trailblazer Forest

Bookmark this session

Admin Preview: Winter ’23 Release Readiness Live

Release Readiness Live is here at Dreamforce. Learn the top features for admins from the Winter ’23 release. Watch live demos and ask your Flow, Permissions, and DevOps Center questions in a live Q&A.

Thursday, Sep 22 | 3:00 PM – 4:00 PM PDT | Keynote Room, Moscone West

Bookmark this session

Our Favorite Events, Meetups, Parties, & Places

Home for Marketers Lounge

The Home for Marketers is where marketers on the Salesforce platform can go to find their people. It’s the perfect spot to take a break, network, refuel with amazing food and drinks, and get resources to level-up their MOPs.

Register here

Dreamforce ’22 Admin Meadow

The Admin Meadow is a place you’ll definitely want to stop when you arrive. Full of resources, support, and information for our #AwesomeAdmins.

Learn more 

Home for Marketers Genius Bar

Troubleshoot your marketing woes with one of our experts. Sign up to secure a time slot or drop by at a time that works for you.

Save your spot

Night of Enchantment Party

Everyone’s going to be talking about this enchanted Dreamforce party, so register and get it in your calendar now.

The epic bash is taking place at Temple Nightclub. It includes a live DJ, mouth-watering hors d’oeuvres, memorable activities and prizes, and exclusive VIP experiences. 

Tuesday, Sep 20 | 7:00 PM PDT | Temple Nightclub

Register here

The Engagement Party

Idealist Consulting’s Engagement Party is Back! For over 15 years, their Engagement Party has been the go to event at Dreamforce. 

Wednesday, Sep 21 | 7:30 PM PDT | The Pawn Shop

Register here

Pardot Users / Pardashians Meetup

Join the largest gathering of Marketing Cloud Account Engagement (formerly Pardot) users at Dreamforce! This is a great networking opportunity to meet your fellow Pardashians and share your tips and tricks for the Account Engagement platform.

Tuesday, Sep 20 | 8:00 AM PDT | Pink Elephant Alibi

Learn more

HowToSFMC Meetup

MHowToSFMC is a helpful community for Salesforce Marketing Cloud users. This is a great networking opportunity to meet your fellow practitioners and talk tips and tricks for the SFMC platform. 

Tuesday, Sep 20 | 11:30 AM PDT | Pink Elephant Alibi

Learn more

Financial Services Marketers Meetup

Meet up with your fellow Financial Service Industry Marketers to network, connect and grab some fuel (coffee, refreshments & snacks) before walking on over to grab a front-row seat at Salesforce’s Financial Services Keynote at 11:30 a.m.

Wednesday, Sep 21 | 10:00 AM PDT | Pink Elephant Alibi

Learn more

Merivis Meetup

Merivis supports veterans preparing for their next mission through training, mentorship and job placement for Salesforce cloud technology careers. Join us to connect with military veterans and milspouses who are at all stages of their journeys into the Salesforce ecosystem. Learn from others and share your story so we can all grow together. 

Thursday, Sep 22 | 11:30 AM PDT | Pink Elephant Alibi

Learn more

Diverse Salesforce Business Founders & Allies Meet Up

Close out the week of Dreamforce by networking with fellow diverse partners and founders in the ecosystem. This happy hour is open to founders and CEOs of businesses that identify as Black, Latinx, AAPI, LGBTQ+, veteran-owned, persons with disabilities, or women owned / led / founded — along with the allies who support them.

Thursday, Sep 22 | 4:00 PM PDT | Pink Elephant Alibi

Learn more

Circle of Success: Various Topics

Join these small group discussions on various topics related to the Salesforce ecosystem to learn best practices, brainstorm, and network. 

Tuesday, Sep 20 & Thursday, Sep 22 | Multiple Times | Marriott Marquis

Learn more

Salesforce Ben’s Ultimate List of Dreamforce 2022 Parties & Events

Salesforce Ben has been putting together this list since 2016, and after a two-year hiatus, they’re proud to bring you the best parties and events Dreamforce has to offer.

See the list here

Stay in Touch!

Pardashians

Join all the cool new Slack groups you learned about including our favorite, The Pardashians.

APPLY TO JOIN

MarDreamin’

Register for MarDreamin’ for free – a 3-day virtual conference focused on all things marketing on the Salesforce platform.

SIGN UP FOR MARDREAMIN’

See You There!

Dreamforce 2022 is a massive event and you will feel overwhelmed at times. But remember, you are not alone. 

This is an inclusive community of like-minded individuals who will be just as lost as you, even if they are a seasoned Dreamforce professional. (Keep an eye on #SalesforceOhana to see what others are up to.)

Plus, Team Sercante will be there passing out pink dragons (trust us, you want one), sharing Pardot Marketing Cloud Account Engagement secrets, and absorbing as much knowledge as we can. 

Stop by and say hi!

Dreamforce Home for Marketers Lounge

Streaming keynotes, 1:1 meeting space, open all week.

Register here

Original article: A Marketer’s Guide to Dreamforce 2022

©2022 The Spot. All Rights Reserved.

The post A Marketer’s Guide to Dreamforce 2022 appeared first on The Spot.

By |2022-09-14T21:01:00+00:00September 14th, 2022|Categories: Career Development, Community, Events|

Breaking into the Salesforce Ecosystem: A Military Veteran’s Story

Merivis recently named Sercante as their “Partner of the Year” for 2022, and I couldn’t be more proud to be a #Merivet AND a #SercanteDragon. In the spirit of this award, I want to share the story of my journey into a new career in the Salesforce ecosystem as a transitioning military veteran.

Summer is in full swing, and folks are having BBQs, going to baseball games, and heading out for vacation. This is also the time of year when many active-duty servicemembers and their families are getting ready to move from one duty station to another, or transition from the service back to civilian life. 

Every year, over 200,000 active-duty sailors, soldiers, airmen, marines, guardians, and coast guardsmen separate or retire from active duty. This is a large group of highly motivated, smart, and loyal potential employees that have no idea that they can break into tech and the Salesforce ecosystem. 

First, I’m going to tell you a bit about my journey and then I’ll lay out resources for you and your team to tap into this talent goldmine. 

My Limited Duty Officer Class in front of the USS Constitution in Newport RI, circa 2011

My journey from sailor to Salesforce solution engineer

Why am I talking about this? 

Well,  a little over two years ago, I was in that same group of transitioning service members. I was coming up on 20 years of active duty service and was preparing for life after the Navy (Yes, I’m a retired sailor). I knew I didn’t want to be one of the guys who leaves the service only to come back as a Government employee — it just isn’t for me. 

I spent a lot of time mulling over my options, and I knew I wanted to break into tech. But that’s a nebulous destination at best with so many options (too many to count!). 

By now, you’re probably thinking…

“Jason, get to the point, I mean isn’t this blog supposed to be about marketing?”

Well, not in the traditional sense but be patient young grasshopper. 

Here I am reenlisting one of the best sailors I ever worked with. Reenlisting a sailor was a sacred honor I cherish to this day.

Introduction to big tech through military-sponsored program

In 2019 as I was planning my escape, er I mean, retirement, I applied to and was accepted into a program called Fourblock. It’s a program specifically designed to help veterans and transitioning Active Duty break into tech. 

We got to do some cool stuff like visiting the T-Mobile HQ, Microsoft Campus, Amazon (they are truly everywhere in Seattle), and meeting with and networking with Veteran Group Leaders at these Fortune 100 companies. 

We did resume reviews, interview prep, and networking! Pretty awesome stuff, right? I mean I had never seen a place that had craft beer ON TAP in the lunchroom, wild!

It was during this time in my Fourblock cohort when I was lamenting about breaking into tech without any tech skills (queue up imposter syndrome), and someone recommended Salesforce.

I jumped on Trailhead, created my profile, and got to work. ANNNND then the pandemic hit — my job got super crazy and I totally neglected Trailhead, Astro, and all the cool things I was starting to get hyped about with Salesforce. 

Learning Salesforce through the Merivis cohort program

Fast forward to Spring 2021 and I’m starting to panic about my post-Navy career. Then, after one fateful Veterati Mentorship phone call, I was directed to the Merivis website

I applied to and was accepted into Admin Cohort 20, and I achieved my Salesforce Administrator certification in June of 2021. 

It was through a Merivis contact, the amazing (and former Sercante Dragon) Hayley Tuller, that I was introduced to the leadership team at Sercante. And the rest is history. 

Team Sercante with Merivis Executive Director Kate Perez

Since joining Sercante in September 2021, I’ve added 2 more certifications and I truly love my job! 

I get to work with thought leaders in the Salesforce and Pardot (MCAE) space every day. And the best part is that it’s fully remote. My commute is the 15 seconds of walking downstairs to my office after taking my dogs out. 

What is Merivis?  

The name Merivis comes from the Latin roots of Merit and Force, Merivis is a non-profit Veteran’s Service Organization (VSO) that specializes in “Transforming military years into tech careers.”

 It was founded by Hector Perez, Kate Perez, and Joe Castro and focuses exclusively on helping veterans, military spouses (current and former), and transitioning service members break into the Salesforce Ecosystem. From Hector’s experience as a hiring manager at various tech companies, he recognized a growing talent gap that veterans could be trained and hired to fill, which inspired him, Kate, and Joe to found Merivis. 

Merivis provides no-cost training by Salesforce Certified Instructors to members on a wide range of certifications: 

  • Salesforce Administrator
  • Platform App Builder
  • CRM Analytics
  • MCAE (Pardot)
  • and more

Members of each cohort are paired up with a coach to help them with the technical side of understanding Salesforce and a mentor for accountability and guidance on job seeking and networking. 

Seriously, that one phone call with  Jeri Lim and her advice to check out Merivis changed my life. 

Why Veterans? (or Transitioning Military, or Mil Spouses?)

We all know and appreciate military veterans for the jobs they do while wearing a uniform. But what if I told you that even the most junior enlisted sailor has better project management skills than the kid who just graduated from college? 

Real-Talk: Any member of the military who has served for at least 2 years has been a project manager. And the same applies to military spouses. Military spouses are project managers, logistics experts, and financial gurus. No joke.  

The point I’m trying to make is that most, if not all, vets, transitioning service members, and military spouses have those “soft skills” you see on job posts. 

Hard skills versus soft skills 

Hard skills are the things that can be taught or learned — like coding, building automation, writing flows, building marketing campaigns, developing reports, etc. 

Soft skills are more abstract and tend to be hard to codify — like being a team player, adaptability (whoa boy is that a military requirement), authenticity, passion, and leadership. 

You can study a book on coding and retain the information and make use of the skills immediately, but it takes time and effort to put soft skills into practice. And it takes a lot more time to effectively use and master them. 

Ok, you’ve convinced me. So what’s next? 

I’ve only scratched the surface of what the veteran and mil-spouse community can bring to the table. And I could write a series of blogs about each group, vertical, or specialization that veterans and mil-spouses can excel in. 

However, to keep this more of a blog and less of a Doctoral Thesis, I’m going to sum things up for you. 

  1. Veterans, mil-spouses, and transitioning service members are often overlooked as a resource in the martech space and Salesforce ecosystem when searching for talent. 
  2. Training in technology is easy. Training in soft skills is hard. Vets and mil-spouses probably have the soft skills you’re looking for. 
  3. Merivis and other amazing VSOs provide no-cost technical training to vets, mil-spouses, and transitioning service members. 
  4. Finally, if you connect the dots, Merivis and other VSOs fill the skill gaps for vets, mil-spouses, and transitioning service members so they can come to the Salesforce ecosystem and find fulfilling careers. At the same time, they’re filling skill gaps that make it hard to hire people for technical specialty roles.

Technology career resources for military veterans

There are a number of great resources out there for companies looking to hire veterans and veterans looking to break into the tech industry. 

Here are some links:

My sincere goal was to introduce you to these wonderful organizations, bring awareness to this untapped talent resource, and share a little bit about my story.  

If you have any questions, feel free to hit me up on LinkedIn or drop a comment below.

Cheers!

Original article: Breaking into the Salesforce Ecosystem: A Military Veteran’s Story

©2022 The Spot. All Rights Reserved.

By |2022-07-07T20:51:00+00:00July 7th, 2022|Categories: Career Development, Community, Community Spotlight, Real Talk, revive|

The Great Resignation: Filling Gaps on the Marketing Team

The Great Resignation has impacted businesses throughout the US for the last two years and more specifically, it has created a talent gap for many departments. Marketing teams in particular seem to be taking a big hit, mainly when it comes to specialty roles like digital marketing and marketing operations/technology. 

One theory behind the Great Resignation is that it can be traced to the earlier part of the Covid-19 pandemic; workers reevaluated their current employment and determined if their role at said company was still in alignment with their needs and wants. Whether that was tied to company policies around PTO, working from home or their level of pay, workers started to seek out new opportunities and leave their sometimes long-held positions.

Whatever the impetus behind the Great Resignation, it has caused many business leaders to take pause and evaluate both how they retain and hire top talent. 

Retaining and hiring marketers in the Great Resignation

Retention often means understanding what your current marketers want and need in their job to stay satisfied. It’s time to break down some of the old traditions of once a year, one-sided evaluations as an indicator of worker satisfaction. Do those evaluations fully articulate satisfaction anyway? Probably not. Internal surveys, informal check-ins and reverse evaluations can offer both qualitative and quantitative  insight. 

When hiring is the next feasible option, your company’s reputation, training and benefits are what will be of most import to the job seeker. If resourcing becomes more critical in terms of immediate need, there are additional options to consider and supplement until top talent can be brought in or even in lieu of onboarding new employees. 

Use your company website as a talent pipeline

A company career page isn’t solely a place to post job descriptions, it also provides insight into the culture and values that a particular company holds. This can be articulated through mission statements and core values, but also pictures of team building trips and activities. First impressions hold true in many circumstances, but especially for potential candidates searching your site for a glimpse into your company’s culture and overall vibe. 

Since review sites like Glassdoor.com exist and often display as a top search result, establishing your company’s image first can make a significant difference when it comes to reputation management and drawing in the top candidates you seek. 

On this career page, within job descriptions themselves, you have another opportunity to snag the attention of top marketing candidates. Give the job description a broader appeal and provide a vision of what the position’s “day in the life” can be like. 

Crafting a story within the job description can help job seekers envision themselves in that role with greater ease and get a better understanding of expectations and cross departmental functionalities. Here’s an example from the Sercante website.

Another way to capture the attention of the ideal marketing technology candidate is to include a pay range within the position description. This can make your company stand out and create good faith moving forward, especially for previously underpaid demographics.  Pay transparency is the new unlimited PTO. 

Train marketing talent from within 

Instead of looking outside the company for the ideal marketing ops candidate, empower existing team members to learn something new by offering training opportunities

Many “traditional” marketers can feel pigeonholed and often want to learn a new skill to expand their expertise. For example, a PR professional might be tired of writing press releases and want to delve into the social media world, or content writers might wonder how their email copy is being used within a particular marketing automation platform. 

Giving your internal team members the time to learn on the clock can be a major confidence booster. Assign a task in Asana (or other project management tool) with 3-5 hours per week to team members open to learning new technology. 

Allowing company time for learning and growth opportunities may help build toward a positive impression with your current employees. Salesforce Trailhead is one of the best platforms to turn marketing-minded individuals into marketing technology powerhouses. Likewise, HubSpot offers free marketing certifications. Take it one step further by paying for certification tests and/or tying certification completions to additional bonuses. 

To supplement self-guided training, setting up a company catered Lunch & Learns results in a pro-learning environment and is a beneficial team building tool. When the training models are checked off and certificates produced, the next step is aligning team members on openings and evaluating opportunities for advancement in title and pay. 

Offer solid benefits + competitive pay to stand out 

Competitive pay will often be the number one indicator of a company’s ability to obtain top talent. In addition to pay though, a generous and even unique benefits package can help your company stand out among competitors. 

The standard (or expected) benefits such as a tech stipend, retirement investment account, healthcare and PTO are now considered the bare minimum. Here are additional benefits that businesses have recently started offering:

  • Fitness reimbursement 
  • eBook subscriptions
  • At home office stipend
  • Meditation app subscriptions
  • Nap pods 
  • Food delivery/meal prep service discounts 
  • Unlimited or extra PTO

As family structures change, more forward-thinking companies are aligning to different parental leave benefits or PTO for recent adoptions or foster care placement. Perhaps some of the more sought after benefits aren’t just tangible, they are about breaking down the very structure of how folks are seeking to work such as 100% remote workplaces or even 4-day work weeks. 

Leverage external resource for team expansion 

So you’ve tackled your reputation, finessed the job descriptions and looked internally for resources but have a gap and have an immediate resource need. After all those emails won’t trigger themselves and that landing page won’t magically layout on its own. For some companies, the immediate need for marketing technology individuals can hold up business processes and slow down the marketing to sales pipeline if not fulfilled. 

So who can you turn to when looking to supplement your internal team? This is where hiring managers can tap into freelance marketing professionals or consultant agencies. Agencies, like Sercante can act as an extension of the team, function on a project basis lending expertise or fill in for someone on health leave. Sometimes you can even have a fully trained team but too many projects that are all priorities. This is where the external support can assist with minimal ramp-up time.  

The Sercante motto is we make marketers wildly successful with the Salesforce platform. This means we share our expertise for all things automation and Sales Cloud and training teams to use the tools themselves. 

Looking toward the Great Resignation bright side 

One of the benefits of the Great Resignation is opportunity for realignment both inside companies and for the new job seeker. 

The last two years have shown us that workers want to feel valued and seen for their contributions and companies are starting to see the importance of finding the right talent or resources to assist with marketing technology projects. 

Are you looking to become or obtain top marketing talent within the Salesforce ecosystem? Feel free to check out the Pardot & Marketing Cloud Job Hub.

Original article: The Great Resignation: Filling Gaps on the Marketing Team

©2022 The Spot. All Rights Reserved.

The post The Great Resignation: Filling Gaps on the Marketing Team appeared first on The Spot.

By |2022-06-17T15:07:00+00:00June 17th, 2022|Categories: Career Development, Community, Real Talk, revive|

The Great Resignation: Filling Gaps on the Marketing Team

The Great Resignation has impacted businesses throughout the US for the last two years and more specifically, it has created a talent gap for many departments. Marketing teams in particular seem to be taking a big hit, mainly when it comes to specialty roles like digital marketing and marketing operations/technology. 

One theory behind the Great Resignation is that it can be traced to the earlier part of the Covid-19 pandemic; workers reevaluated their current employment and determined if their role at said company was still in alignment with their needs and wants. Whether that was tied to company policies around PTO, working from home or their level of pay, workers started to seek out new opportunities and leave their sometimes long-held positions.

Whatever the impetus behind the Great Resignation, it has caused many business leaders to take pause and evaluate both how they retain and hire top talent. 

Retaining and hiring marketers in the Great Resignation

Retention often means understanding what your current marketers want and need in their job to stay satisfied. It’s time to break down some of the old traditions of once a year, one-sided evaluations as an indicator of worker satisfaction. Do those evaluations fully articulate satisfaction anyway? Probably not. Internal surveys, informal check-ins and reverse evaluations can offer both qualitative and quantitative  insight. 

When hiring is the next feasible option, your company’s reputation, training and benefits are what will be of most import to the job seeker. If resourcing becomes more critical in terms of immediate need, there are additional options to consider and supplement until top talent can be brought in or even in lieu of onboarding new employees. 

Use your company website as a talent pipeline

A company career page isn’t solely a place to post job descriptions, it also provides insight into the culture and values that a particular company holds. This can be articulated through mission statements and core values, but also pictures of team building trips and activities. First impressions hold true in many circumstances, but especially for potential candidates searching your site for a glimpse into your company’s culture and overall vibe. 

Since review sites like Glassdoor.com exist and often display as a top search result, establishing your company’s image first can make a significant difference when it comes to reputation management and drawing in the top candidates you seek. 

On this career page, within job descriptions themselves, you have another opportunity to snag the attention of top marketing candidates. Give the job description a broader appeal and provide a vision of what the position’s “day in the life” can be like. 

Crafting a story within the job description can help job seekers envision themselves in that role with greater ease and get a better understanding of expectations and cross departmental functionalities. Here’s an example from the Sercante website.

Another way to capture the attention of the ideal marketing technology candidate is to include a pay range within the position description. This can make your company stand out and create good faith moving forward, especially for previously underpaid demographics.  Pay transparency is the new unlimited PTO. 

Train marketing talent from within 

Instead of looking outside the company for the ideal marketing ops candidate, empower existing team members to learn something new by offering training opportunities

Many “traditional” marketers can feel pigeonholed and often want to learn a new skill to expand their expertise. For example, a PR professional might be tired of writing press releases and want to delve into the social media world, or content writers might wonder how their email copy is being used within a particular marketing automation platform. 

Giving your internal team members the time to learn on the clock can be a major confidence booster. Assign a task in Asana (or other project management tool) with 3-5 hours per week to team members open to learning new technology. 

Allowing company time for learning and growth opportunities may help build toward a positive impression with your current employees. Salesforce Trailhead is one of the best platforms to turn marketing-minded individuals into marketing technology powerhouses. Likewise, HubSpot offers free marketing certifications. Take it one step further by paying for certification tests and/or tying certification completions to additional bonuses. 

To supplement self-guided training, setting up a company catered Lunch & Learns results in a pro-learning environment and is a beneficial team building tool. When the training models are checked off and certificates produced, the next step is aligning team members on openings and evaluating opportunities for advancement in title and pay. 

Offer solid benefits + competitive pay to stand out 

Competitive pay will often be the number one indicator of a company’s ability to obtain top talent. In addition to pay though, a generous and even unique benefits package can help your company stand out among competitors. 

The standard (or expected) benefits such as a tech stipend, retirement investment account, healthcare and PTO are now considered the bare minimum. Here are additional benefits that businesses have recently started offering:

  • Fitness reimbursement 
  • eBook subscriptions
  • At home office stipend
  • Meditation app subscriptions
  • Nap pods 
  • Food delivery/meal prep service discounts 
  • Unlimited or extra PTO

As family structures change, more forward-thinking companies are aligning to different parental leave benefits or PTO for recent adoptions or foster care placement. Perhaps some of the more sought after benefits aren’t just tangible, they are about breaking down the very structure of how folks are seeking to work such as 100% remote workplaces or even 4-day work weeks. 

Leverage external resource for team expansion 

So you’ve tackled your reputation, finessed the job descriptions and looked internally for resources but have a gap and have an immediate resource need. After all those emails won’t trigger themselves and that landing page won’t magically layout on its own. For some companies, the immediate need for marketing technology individuals can hold up business processes and slow down the marketing to sales pipeline if not fulfilled. 

So who can you turn to when looking to supplement your internal team? This is where hiring managers can tap into freelance marketing professionals or consultant agencies. Agencies, like Sercante can act as an extension of the team, function on a project basis lending expertise or fill in for someone on health leave. Sometimes you can even have a fully trained team but too many projects that are all priorities. This is where the external support can assist with minimal ramp-up time.  

The Sercante motto is we make marketers wildly successful with the Salesforce platform. This means we share our expertise for all things automation and Sales Cloud and training teams to use the tools themselves. 

Looking toward the Great Resignation bright side 

One of the benefits of the Great Resignation is opportunity for realignment both inside companies and for the new job seeker. 

The last two years have shown us that workers want to feel valued and seen for their contributions and companies are starting to see the importance of finding the right talent or resources to assist with marketing technology projects. 

Are you looking to become or obtain top marketing talent within the Salesforce ecosystem? Feel free to check out the Pardot & Marketing Cloud Job Hub.

Original article: The Great Resignation: Filling Gaps on the Marketing Team

©2022 The Spot. All Rights Reserved.

The post The Great Resignation: Filling Gaps on the Marketing Team appeared first on The Spot.

By |2022-06-17T15:07:00+00:00June 17th, 2022|Categories: Career Development, Community, Real Talk, revive|

9 Essential Rules for Attending Salesforce Community Events

I just returned from an action-packed week at Connections (Salesforce’s banner event for marketers) and I gotta say — it feels good to be back with the Ohana.

It’s been a hot minute since in-person Salesforce community events were in full force. Dreamforce 2019 is the last big thing I attended prior to this event. As we ramp back up, I’m realizing that some of my team members, customers, and friends in the ecosystem actually have never attended a Salesforce event. And those who have are a little rusty (I know I was.)

If you’re looking to get more involved in the Salesforce ecosystem through events, here are a few rules/guidelines you can follow to maximize the benefits.

Rule 1. Mix it up and attend both “official” and “community” Salesforce events

There are a few types of Salesforce community events that might come across your radar. And there’s value in attending all of them.

Each event type brings something unique to the table. If you have the opportunity to, I’d recommend engaging with a mix of Salesforce-sponsored and community-led events. 

Salesforce User Groups

Local events led by a community member, customer or partner. Topics are often how to/best practice oriented. They’re usually 20-30 people, sometimes more in bigger metro areas. 

Search for Salesforce user groups in your region here.

Erin Duncan welcomes attendees to an Atlanta Pardot User Group meeting.

Salesforce World Tours

These are usually in a big city and are official events put on by Salesforce (free to attendees). Expect a couple thousand people, a big expo hall, dancing mascots, and a high energy keynote full of product news and big logo customers. Oh, and post-event happy hours from vendors and partners. 

A few Sercante dragons were spotted in the wild at Salesforce World Tour London 2022

Dreamin’ Events

Although increasingly virtual or hybrid, these are usually in a big city and put on by members of the Salesforce community for a modest fee (usually $100-300). In other words, they’re created by Salesforce users, for users, and are loosely sanctioned/supported by Salesforce. 

The content is totally different in comparison to Salesforce World Tours. There’s no “selling” angle in mind — instead, you’ll find “in the trenches” advice from admins and hands-on folks with lots of real talk. This is a great place to find your people and meet someone you can call with an SOS when you’re stuck on something.

MarDreamin’ (formerly ParDreamin’) is a marketing-focused Salesforce community event

Dreamforce

This is the Superbowl of Salesforce. There’s a huge volume of content catered to almost any audience, and Salesforce pulls out all the stops to make this a fun, flashy, and engaging event. And the entire partner ecosystem rallies to woo customers, throw parties, and celebrate headline product news. 

The price tag is $1-3Kish depending on discounts and how early you buy your Dreamforce ticket. 

Pre-covid, they shut down multiple city blocks in San Francisco and had nearly 200K people. This year, rumor has it that attendance will be capped at 30K (but limited info out about that yet.) 

Here are scenes from the last big Dreamforce in 2019.

Salesforce Connections

Already happened this year, but for future reference, Connections is like a mini Dreamforce for marketers (also Salesforce sponsored). It’s been in Chicago for the last several years, and is the place to be for customers (or would-be customers) of Marketing Cloud and Commerce Cloud.

The Sercante team was happy to gather and learn at Connections 2022.

Rule 2. Define your goal for participating 

Do a little soul searching to figure out your ‘why’ for attending these events. Your objectives for attending Salesforce community events might include:

  • Tactical, how-to learning
  • Getting ideas & inspiration
  • Networking with other users 
  • Meeting your Salesforce account team
  • Recruiting 
  • Sales & prospecting
  • Learning about interesting products that work with Salesforce 
  • Evaluating prospective partners
  • Building a personal brand in the ecosystem 

Determining what’s most important to you will inform what events you should prioritize. As a rule of thumb, I would say user-led events are the best for tactical, how-to learning. 

Rule 3. Get digital business cards

I completely forgot business cards were a thing until Connections. Surely I have a stash of pre-covid cards somewhere in my house… but it didn’t even enter my mind until I was ready to swap contact info with someone.

I was surprised to see A LOT of people using QR codes for an efficient contact info swap. Some people connected this to their Linkedin, and others had a QR code that created a contact record in the scanning user’s phone. I will definitely be doing this before the next event! 

Image credit

Rule 4. Don’t just attend… speak and volunteer! 

Once you have a feel for what these events are all about, I highly recommend throwing your hat in the ring to speak. I’ve found speaking at events to be incredibly rewarding and fantastic for networking. 

You know you’ve found your people when you can get up in front of a group and say

 “I worked on XYZ, I struggled with ABC, and here’s where I’m at,” and see heads nodding. It’s validating to find others who have the exact same challenges and know we’re all figuring this thing out together.

I’m a big believer that we all have something to learn and something to teach. If you’re reading this thinking “I have nothing to speak on” — check that imposter syndrome

Another great way to get more engaged is through volunteering. As someone who isn’t a particularly natural networker, working badge check in desks used to be my go-to to meet people in a low-pressure way.

Rule 5. Pick what sessions you want to prioritize

When it comes to the bigger conferences and Dreamin’ events, it’s not uncommon for popular sessions to fill up and not be able to accommodate everyone who wants to join. Skim the agenda before you go and pick three things you really want to attend.

Pro tip: If you see Circles of Success on the agenda, pick those! They’re group discussions and rarely disappoint.

Rule 6. Try to figure out who you want to meet… in advance of the event 

Ask around (i.e. customers, partners, friends, Salesforce AEs) and see who’s going. Events are a great opportunity to get some facetime with people you only work with online. Skim the speaker list — anyone with an interesting background? 

Ping these folks before the event and set up a coffee or lunch date, or plan to go find them the day of.

(And if you don’t know anyone who’s going — not to fear. You can still have a great networking experience attending live! This extra step ensures you get the value you were hoping for out of the event.) 

Rule 7. Check out Twitter 

The Salesforce ecosystem is active on Twitter. That means it’s the place to be for social connection during the actual event. 

For bigger events, follow the event hashtag to see pictures, find information about happy hours and adjacent events, read people’s hot takes, and more. Many user groups also have their own Twitter accounts and hashtags.

Pro Tip: Follow the #SalesforceWorldTour hashtag.

Rule 8. Don’t skip the “real life” social parts 

After a long day of networking, you might want to head home or get back to your hotel room to decompress. But you’d be missing the best part — happy hours, dinners, and spontaneous post-event hang outs are some of my favorite memories from Salesforce events. That’s because people tend to be more relaxed and aren’t rushing to the next thing.

If the idea of unstructured open networking makes you green in the face, then try thinking of a few questions to keep in your back pocket. 

For example: 

  • What was your biggest takeaway from the event? 
  • Are you working on anything you’re excited about?
  • What do you see as the biggest barrier or struggle with Salesforce at your organization? 
  • Have you ever seen a ghost? (Seriously — someone asked me this once at a happy hour, and it led to the most interesting group conversation ever.)

Rule 9. Say thank you and follow up 

Most people consider the event over when it’s…. well, over. But the magic is staying connected and building on value you got from the event. 

What relationships can you nurture? Who can you say thank you to? Do you have any thoughtful resources or help you could offer a new acquaintance? 

If all else fails, at least fire off a few Linkedin requests. 

Salesforce community events propel careers

I can’t tell you how many people I’ve met at Salesforce community events who later became teammates, clients, and partners. And I get it. These things aren’t easy for natural introverts like me. 

What I can tell you is someone else in the room is likely experiencing the same anxiety you’re feeling about being in these situations. And there’s luckily a big enough variety of Salesforce community events to accommodate all social situation comfort levels.

  • Not a fan of crowds? Check out an intimate user group meeting in your area. 
  • Don’t wanna be around people at all? Connect with Trailblazers through a virtual community group meeting (this blog post has a few examples).
  • Rather blend in with a crowd? Dreamin’ conferences have a spot for you to soak in all the educational in-person sessions.

Bottom line is — get yourself out there. You’ll connect with people who have similar work experiences and learn a few things. And, who knows, it may lead to your next big opportunity.

Have any nuggets of wisdom for attending Salesforce community events that we forgot? Tell us about it in the comments section.

Original article: 9 Essential Rules for Attending Salesforce Community Events

©2022 The Spot. All Rights Reserved.

The post 9 Essential Rules for Attending Salesforce Community Events appeared first on The Spot.

By |2022-06-16T21:09:39+00:00June 16th, 2022|Categories: Career Development, Community, Events, Real Talk, revive|

8 Tips for Passing the Marketing Cloud Administrator Exam

Passing the Salesforce Marketing Cloud Administrator exam demonstrates that you have the skills to configure and administer Marketing Cloud products using industry and product best practices. And having that distinction puts you in a position where employers will compete to welcome you to their team.

That’s because people with Marketing Cloud skills are among the most difficult to find and retain, according to research by 10K. Based on supply and demand, there are great opportunities for those who put in the time and energy to develop these skills.  

Use these tips to pass the Salesforce Marketing Cloud Administrator exam

There are a lot of Salesforce-approved exam prep resources available. So, we’re not going to dive too deeply into them (we’ll touch on them a bit in tip #3). 

This post will instead focus on eight tips that helped me pass the Marketing Cloud administrator exam — and I hope they will help you too.

Tip #1: Pregame with the Marketing Cloud Email Specialist Certification 

While there is not an official practice exam for the Salesforce Marketing Administrator exam, the Marketing Cloud Email Specialist Certification is a worthy stand-in. There’s a fair amount of crossover between the email specialist and administrator exams. Sure, the weights are different and the admin exam goes into more depth, but the overall concepts are similar.

There are different schools of thought as to the order in which the marketing cloud exams should be taken. But I firmly believe you should not take the Marketing Cloud Administrator exam until you’ve passed the specialist exam. It will ensure that you have a solid foundation in place and it will let you beef up your LinkedIn profile with another cool certification!

Tip #2: Setup is king in the Marketing Cloud admin exam

Setup is a whopping 38% percent of the Marketing Cloud Administrator exam. The next closest section is  Subscriber Data Management at 18%. This is basically make it or break it territory. Ace the Setup section, and you are well on your way to adding a new credential to your collection. 

With that said, I take a very methodical approach to exam preparation. I study the exam guide, make sure I understand the weight of each section, and then budget my study time accordingly. This may seem like common sense, but I see people stressing over sections with low weighting all too often.

Tip #3: Don’t trust the internet

We all know the policy about exam dumps and questions floating around on the internet. In short, don’t use them. If you have any questions about this topic, be sure to review the Salesforce Credential Code of Conduct.

Not only is the use of exam dumps and non-approved study materials in violation of the code of conduct, they are often wrong. The only thing worse than studying for hours is studying the wrong information for hours! 

Do yourself a favor (and the right thing) and stick to Salesforce-approved materials.

Here are Salesforce-approved resources I found to be helpful.

Tip #4: Focus on key Marketing Cloud terminology 

I’ve taken my share of Salesforce exams, and I would classify the Marketing Cloud Administrator Exam to be more straightforward than most. If you’ve taken any of the Salesforce Administrator certification exams, you’ve no doubt seen the scenario based questions that are about a paragraph long! 

The questions on the Marketing Cloud Administrator Exam are pretty simple and to the point. The point of confusion lies in the list of answers provided. Outside of a random term here and there, most are terms that you’ve seen in Marketing Cloud. This tends to lead to second guessing as you’ll be telling yourself “Yeh. I remember that one.”

 My advice is to create a list of key terms and know it like the back of your hand. These questions become VERY easy — if you know the terminology and can quickly eliminate the wrong answers.

Here’s a list of terms I made for myself. I compiled these from a variety of Salesforce-approved resources. This list is NOT inclusive of all the terms you’ll see on the exam. Use this as a starting point and add more terms based on your experience level with Marketing Cloud.

Term Definition
Access Log List of non-allowlisted IP addresses and login names logged into Marketing Cloud accounts for network.
Audit Trail Allows security admin users to view Marketing Cloud access and activity records.
Burst Sending Burst Sending allows you to send emails fast. The audience is locked down and the emails are built when the schedule send time is set. Use this feature for flash sales or emergency messaging.
Contact In Contact Builder, it is an individual added to any contact database. A contact is also any other individual to whom you sent a message via any channel using Marketing Cloud.
Contact ID A system defined, unique identifier representing a Contact.
Contact Key A user defined attribute that is used as a unique identifier for the contact model, and other models (Journey Builder) except Email Studio.
Content Detective Tool in Email Studio that will identify spam triggers in your email content. Scans the preheader, the subject line, the body copy for words, patterns, and phrases that it views as spam.
Delivery Profiles Specifies the delivery information for a message (Company, IP Address, Header and Footer).
Domain Allowlist Trust all email addresses within that domain to receive your data.
Export Email Allowlist Individual email addresses that can receive exports via email from your Marketing Cloud account.
Identity Verification Requires you to authenticate the browser or app used to access the application.
IP Allowlist Range of IP addresses who can access your account to prevent unauthorized logins.
Multi-factor Authentication Another layer of protection so users must provide two factors when logging in.
Primary Key A unique field on a data extension that identifies a specific and unique data point. Often this is the contact key, but it can be something unique to that data.
Reply Address Definition Configure reply-to info like email display name, reply subdomain, and email reply address.
Reply Rules How reply mail management identifies and responds to the replies that subscribers send.
Routing Address Email address that replies are sent to when the reply is not defined in the Reply Rules.
Safehouse Decrypt or encrypt files before import or extract without exposing these files to the Enhanced FTP directories. Only authenticated users can access the Safehouse, which resides on highly redundant, highly available central storage servers.
Send Classification Composed of Sender Profile, Delivery Profile, and CAN-SPAM classification
Sender Authentication Package (SAP) Purchased from Salesforce and includes a collection of products, including a private domain with link and image wrapping, a dedicated IP address, and reply mail management (RMM).
Sender Profile Specifies the From information for a send in a central location (from name).
SFTP A secure method for transferring data from one computer to another over the Internet.
Subscriber A person who opted in to receive communications from your organization.
Subscriber ID A system defined, unique identifier representing a Subscriber.
Subscriber Key A user defined text field that contains a value that uniquely identifies a subscriber. Shouldn’t contain email addresses.
Tokenized Sending Used to send contact data that is too sensitive to store in your Marketing Cloud account database. Instead of storing sensitive information in your Marketing Cloud account database, your account stores a single token per send attribute. Support must activate this feature.
Web Analytics Connector (WAC) Free feature that appends a ‘string’ to every Email Studio email link. Simply put, it adds data to the end of your links for tracking purposes. The string is typically used to add Google Analytics UTM Parameters, but it can really be used for anything you want.

Tip #5: The devil is in the details 

Pay attention to details when taking your exam, and be sure to read all options before selecting your answer. I noticed several questions on the exam that had several answers that were seemingly correct.

Here’s an example of what I’m talking about.

How would a Marketing Cloud Administrator add new users in EMEA to the correct business unit?

  1. Setup > Users > Edit Business Units
  2. Setup > Business Units > Manage Business Units
  3. Setup > Users > Manage Business Units

There are a couple things to note when looking at this question. The first is the navigation path. Can you add users to BUs under Business Units? Nope! This is where you would go to set up your business units. We can now cross answer B off the list.

The second thing to note is the action referenced in the answer. “Edit Business Units” and “Manage Business Units” both sound correct, but you have to choose one. This is where paying attention to details is really important. Inside Marketing Cloud, “Manage” is the action that’s used to add users to business units (and roles).  

So the answer to our relatively straightforward looking question is “C”. You would add users to the EMEA business unit by navigating to Setup > Users > Manage Business Units

Tip #6: Pay attention to product names  — new and old

Salesforce recently updated the names of several products, and Marketing Cloud was impacted (Salesforce Name Changes: Pardot & Marketing Cloud Get A Rebrand). When I took the Marketing Cloud Administrator exam, these changes had not yet been integrated. I’m sure this will be addressed quickly in the next release, but it’s worth mentioning as every question counts! Don’t be too surprised if you see something like this.

The Marketing team would like to be able to pick the next best action based on real-time interaction data. Which Marketing Cloud add-on best addresses this purpose?

  1. Journey Builder
  2. Interaction Studio
  3. Automation Studio
  4. None of the above

So where’s Personalization? We all know that the correct answer is Marketing Cloud Personalization, but it’s not included in the list. The first instinct would be to select answer D “None of the above,” but that would be incorrect. 

The correct answer is B “Interaction Studio.” This was the name of that add-on at the time the exam was written. Be sure to know the new and old names — just in case!

Tip #7: Activate those Einstein features 

Salesforce is really excited about the Einstein features in Marketing Cloud (as they should be). A lot of time and effort has gone into enabling marketers with AI, and you are going to be asked about these features.

To make sure that you understand the capabilities of Einstein, activate ALL the features available in your account. I guarantee that you’ll learn something you didn’t know! 

Keep in mind that data is not instantly available in your account after activation. Depending on the feature, it could take 24 to 72 hours.

Tip #8: Get hands-on practice! 

This exam focuses a lot on how to DO things in Marketing Cloud. If you are anything like me, the best way to learn is by doing. There are a lot of great Trailhead modules on Marketing Cloud, but no hand-on challenges. It’s really easy to read the content and answer a couple of questions to get your badge, but did you really learn anything?

My advice is to make those modules hands-on. Login to your Marketing Cloud account and follow along. You don’t need to save all your work in your account, but the act of navigating to the correct sections and clicking the buttons will reinforce your learning. Sure, it’s going to take you a lot longer to complete the modules, but it’s not a race!

As I said  in tip #4, the devil is in the details. You are going to need to know how to navigate Marketing Cloud to pass this exam. If you don’t know your way around (very well), save your $200 and don’t take the exam until you have more hands-on experience.

You can do it — now go pass the Marketing Cloud admin exam!

I would not rate the Marketing Cloud Administrator Exam as one of the toughest Salesforce exams that I’ve taken (that honor goes to the Salesforce Advanced Administrator exam). But it should not be taken lightly.  

You’ll have 105 minutes to take the exam, which I found to be very generous. Don’t rush and take the time to read the question and all the answers before making your selection. With adequate preparation and a good amount of hands-on experience, you’ll pass this exam.

If you don’t pass on your first try, don’t be discouraged. Look at it as a learning opportunity. While exam results don’t show results by individual questions, the section level scoring is a great way to see your strengths and areas for improvement.

If you have any specific questions about the exam or just want to talk Marketing Cloud, drop a note in the comments section or hit me up on LinkedIn.

Good luck — you got this!

Original article: 8 Tips for Passing the Marketing Cloud Administrator Exam

©2022 The Spot. All Rights Reserved.

The post 8 Tips for Passing the Marketing Cloud Administrator Exam appeared first on The Spot.

By |2022-06-15T19:52:33+00:00June 15th, 2022|Categories: Career Development, Community, Real Talk, revive|

Salesforce Connections 2022: A Conference Preview

Salesforce Connections is a digital marketing and commerce two-day conference that takes place annually. 

It’s happening in person in Chicago, Illinois, from June 7-9, 2022. And you’re invited (to attend virtually if you can’t be there in person, of course).

You may be sitting there thinking to yourself,

These things always take a whole bunch of effort to attend. And I’m not sure what I actually get from it.

We’re here to tell you that the benefits of attending these big tech industry events are gifts that keep on giving. 

I know so many people who made connections with other Trailblazers at Salesforce events that lead to job opportunities, collaborative partnerships, and client contracts (if you’re on the consulting side). And some of these happened years after the initial connections took place!

What is Salesforce Connections?

Salesforce Connections is a two-day conference that’s chock full of educational and inspirational content that’s geared toward marketers who use the Salesforce platform to reach their goals. 

Not to be confused with the series of the same name on Salesforce+, it happens annually and brings together all the big names you’ve learned to associate with Salesforce and marketing.

Salesforce Connections 2022 is happening June 8-9 in Chicago at McCormick Place.

Who attends Salesforce Connections?

Salesforce Connections is where all types of marketing and commerce professionals can learn how to use technology effectively and discover the latest innovations as they look toward the future. 

The event grew steadily from a humble 600-person conference to one that welcomed about 13-15,000 attendees in recent years (with the exception of the pandemic years). We expect to see a similar number of in-person attendees this year.

If you’re a marketer or work in a marketing operations capacity for a company or organization that’s on the Salesforce platform, then Salesforce Connections is a conference that can open doors for you. 

This conference is for anyone who supports marketing and commerce efforts using Salesforce tools like Sales Cloud, Service Cloud, Marketing Cloud (including all products under the Marketing Cloud umbrella, like Pardot), Customer Data Platform (CDP) Slack, and CRM Analytics (Tableau).

Photo Credit

How do I attend Salesforce Connections?

You have two ways to attend Salesforce Connections — in person or virtual.

In person in Chicago, IL

If you can attend the conference in person, then you (or your employer) will have to shell out $999 for the Full Conference Pass. (register here)

Attending the conference in person is the way to go if you can swing it (or get your company to send you). 

In-person attendees have access to: “the main show, luminary session, breakouts and theater sessions, hands-on workshops, Circles of Success roundtable discussions, and networking with your Community and Trailblazer Celebration event, as well as daily a.m. and p.m. breaks and lunch.” 

You have over 180 sessions to sort through and build your agenda. And don’t forget about the after parties!

Salesforce reserves a block of hotel rooms near the conference location, but you have to get on it before the May 13, 2022, deadline. You’ll see information about reserving a room when you complete the registration process.

Virtual from anywhere in the world

You still have access to high-impact content — even if you’re taking the low-stress/low-cost route by attending Salesforce Connections from home.

Tune into Salesforce+ June 8-9 to catch highlight videos from the event.

Salesforce Connections 2022 Agenda

Yeah, yeah. We know you want to attend Connections to learn and whatnot. But have you SEEN the parties and networking events?

You can sort through the 180+ session descriptions and filter by product, role, and industry. And here are a few highlights we’re looking forward to.

Marketing Cloud Innovation and Releases: Live

In 2022, marketers have more tools than ever to exceed customers’ sky-high expectations. Learn about the most impactful Marketing Cloud innovations to date, and see what’s coming next.

Thursday, Jun 9 | 2:00 PM – 2:20 PM CDT | Lake Erie Theater

Session Description

Build Marketing Integrations with Account Engagement V5 API

Account engagement has a new API built from the ground up with ease of integration in mind. Build marketing assets, manage your campaigns, and create custom activities easier than ever.

Thursday, Jun 9 | 11:00 AM – 11:20 AM CDT | Lake Michigan Theater

Session Description

The Party at Connections 2022 Musical Guest: OneRepublic

I usually have something to say about all the Salesforce musical guests, but this one is new to me. I’ll be tuning in with all of you to check them out. (It’s not them. I apparently don’t know any pop music made after 2005.)

In the past, Salesforce Connections has welcomed talented musicians like Gwen Stefani, Train, and They Might Be Giants. And, I’m sure this will be one for the books!

Photo Credit

Into the Night: An After Party for Salesforce Marketers

If you’re attending Salesforce Connections 2022, then you have to get on the list for Into the Night: An After Party for Salesforce Marketers.

Taking place June 8 immediately following The Party at Connections, you can continue the party into the night with good vibes and new friends.

It’s taking place on the 22nd floor rooftop terrace of the VU Rooftop Bar, which is a few minutes’ walk from the convention center. Keep the party rolling with a live DJ, open bar featuring exclusive rooftop cocktails, breathtaking star-gazing over the Windy City, and a tapas menu developed by the James Beard-nominated restaurant group.

Space is limited and the party is a hot ticket. So, RSVP to secure your rooftop spot!

See you at Salesforce Connections!

While 2 days and $999 plus hotel costs may seem like a huge investment, the benefits you’ll get from attending Salesforce Connections extend far beyond the educational aspects.

Attending these Salesforce conferences is a great way to stake your claim as part of the greater Salesforce ecosystem and get to know your peers. We’re all very friendly. I promise.

Tell us if you’re going to Salesforce Connections this year in the comments!

Original article: Salesforce Connections 2022: A Conference Preview

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By |2022-05-31T20:32:00+00:00May 31st, 2022|Categories: Career Development, Community, Events|