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The Salesforce Marketing Cloud Consultant exam measures a candidates knowledge and skills related to the following objectives. A candidate should have hands-on experience with the Marketing Cloud Email application and demonstrate the knowledge and expertise in each of the areas below.



Discovery: 15%

Provided with a set of business requirements- determine what additional information is needed to design the recommended solution.

Provided with a list of branding and creative strategies- probe for additional information that is needed to recommend an appropriate solution.

Provided a customer environment and goals- determine the viability of external systems that need to be included in the solution (for example; POS- CRM- eCommerce- data warehouse- data source inputs).

Demonstrate how to gather requirements in order to put together the data and segmentation strategy for the customer (for example; frequency- complexity- volume of sending).

Given a scenario that includes customer information about subscriber acquisition- management- and attrition- utilize this information to select solution components.

Given a solution- recommend the appropriate customer skill sets required to utilize the Marketing Cloud application.

Conceptual Design: 12%

Analyze customer data to determine the appropriate data model (for example; List model- Data Extensions).

Given a scenario- determine the appropriate solution for given requirements considering technical expertise of personas (for example; Automation Studio vs. Journey Builder).

Given a narrative data flow- select the correct data flow diagram that depicts that data flow.

Given a customer scenario- identify which User Stories are appropriate to use for accessing Marketing Cloud.

Given a customer scenario- determine the factors to consider when scaling the solution.

Articulate how data construct will drive one-to-one messaging and content.

Explain the purpose of IP Warming and make a recommendation based on customer needs.

Marketing Cloud Connect: 6%

Understand the prerequisites to consider prior to starting a Marketing Cloud Connect configuration (for example; Salesforce edition- list of integration users- scope user- administrator credentials).

Understand how to send an email to a contact- lead- campaign- and report via the Sales/Service Cloud and Marketing Cloud (for example; sending- triggered- automated).

Understand how Sales/Service Cloud data in the Marketing Cloud can be segmented.

Account Configuration: 10%

Given a customer scenario- recommend the appropriate Marketing Cloud role based on User Stories.

Determine which type of customer scenario warrants the creation of a business unit (for example; publication types- demographic- workflow processes- and organizational structure).

Given a scenario- troubleshoot issues regarding Reply Mail Management.

Analyze the impact of applying a Sender Authentication Package (SAP) to a business unit (for example; link wrapping- Landing Pages- image URLs).

Reporting: 5%

Explain how the information in data views and tracking extracts are accessed.

Compare and contrast standard reports- data views- and tracking extracts.

Summarize Send Logs- including when/why to use it and how to create and manage.

Data Design: 12%

Explain the various data objects in the Marketing Cloud (for example; data extensions- list model- data retention model- publication lists- suppression lists).

Understand available data types- retention- and template options when building a data extension.

Understand how data is retrieved within a Relational Data Model (for example; basic SQL).

Given a customer scenario- recommend the appropriate import method with lists or data extensions.

Understand the implications of a system being database of record.

Automation: 8%

Given a customer scenario- select the appropriate workflow that meets the business requirement (for example; import- segmentation- email send).

Compare and contrast triggered and scheduled interactions.

Email Build: 7%

Understand the required steps to build- test- and deploy an email based on customer requirements.

Explain the various ways to individualize email content (for example; AMPscript- personalization strings- Dynamic Content- Guide Template Language).

Compare and contrast the ways to individualize content- such as SSJS vs. AMPscript- Dynamic Content Wizard vs. AMPscript/LookupRows function.

Explain various Marketing Cloud Email technologies (for example; Link Alias tags- Impression regions- Web Analytics Connector).

Contact Builder: 15%

Explain the role and capabilities within Contact Builder.

Understand how cardinality impacts data modeling.

Summarize how to use Data Designer to incorporate data source into Contact Builder.

Given a customer scenario- know how to build an Attribute Group to be used for a simple interaction.

Journey Builder: 10%

Compare and contrast automation tools- such as Journey Builder and Automation Studio.

Given a customer scenario that includes Journey Builder- evaluate the requirements- activities- and steps.

Explain the requirements for and the methods by which a contact can enter a Journey.