Article

Why is an SFMC expert hard to find?

Amy Collins, James Luck

Did you know that fewer than half of marketers are getting good use from their Email Service Provider (ESP)s? In fact, a Holistic study revealed that only 44% of marketers that use marketing suites like Salesforce Marketing Cloud (SFMC) say they use half or more of the main functionalities the suite has to offer.

SFMC is a comprehensive and robust digital messaging service provider. It also offers other key features like SMS, push, landing pages, and more. The many features and functionalities can be daunting––even for seasoned marketers.

Having all of these powerful tools in one place, but not knowing how to use them, can feel a little like buying a race car for driving to the mailbox. It looks great in the driveway but doesn’t get you very far. The same goes for your digital marketing program. It pays to have an expert behind the wheel.

What percentage of main ESP functionalities do you use?

Looking for the right SFMC expert is tough

In a previous post we talked about how to spot a genuine expert by making sure you understand the 4 levels of certification.

If you have started your search to hire a SFMC expert, you may have realized that these genuine experts are hard to find. Why is that?

The certification exams are hard

We caught up with one of Trendline’s Salesforce Marketing Cloud consultants to hear his experience. He said that the toughest part is that much of the test is not black-and-white with correct or incorrect answers. Instead, it’s situational. You’re given five options to resolve an issue or suggest a way forward, and you have to pick the three best options. You can’t just memorize the study guide and hope to pass. And while Salesforce offers online training modules, having hands-on experience is most likely the key to passing the SFMC exams.

However, it may be difficult to get hands-on experience unless you work for a company or an agency that uses SFMC. You can’t get a free trial to practice in the way you can with many entry-level or medium-tier email platforms.

SFMC continues to grow and advance

Salesforce Marketing Cloud continues to add new features and enhancements. For example, SFMC recently released new services, such as Interaction Studio, Einstein enhancements, and support for AMP (an open source code framework for marketers to leverage the speed of the accelerated mobile pages framework).

Many companies that use SFMC have email marketers or platform specialists on staff. However, these people usually have to wear many other hats. They are also designers, developers, deliverability strategists, QA specialists, etc. Therefore, they have less opportunity to dive into these new features or maintain their skill levels to stay certified. And in our experience, the type of person that you want is someone who is a true #emailgeek and continually expands their skills and experience.

How partnering can help

Salesforce Marketing Cloud is a top-of-the-line digital marketing platform designed to meet the needs and demands of enterprise-level companies. Having certified experts will help you get more for your money.

We don’t want to imply that it’s impossible to successfully hire or train SFMC users on a local marketing team. We have found success hiring new members that are fully certified. However, we have found greater success in supporting the training of our staff that take interest and initiative in this. Our clients love it, too.

Many companies partner with Trendline, as we are a full-service agency that specializes in platforms like Salesforce Marketing Cloud. Your company can take advantage of our technical expertise in all areas, from strategic planning to campaign execution, at a fraction of the cost of maintaining a comparable team in-house.

We’d love the opportunity to discuss how we can help your marketing team reach your goals and use Salesforce Marketing Cloud to its fullest potential.

About the Author(s)

Amy Collins, James Luck

Amy Collins is a member of our Technology Consulting team, where she specializes in technical email marketing. James Luck is a member of our Campaign Management team, who are experts in platforms, processes and program management.

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