Behind the Book: Salesforce Marketing Cloud for Dummies

Behind the Book: Salesforce Marketing Cloud for Dummies

A little over 2 years ago, a senior executive at Salesforce approached us about writing a book on how to use Salesforce Marketing Cloud, formerly known as Exact Target. Having been deep technical users of the platform for a number of years, vocal proponents, and people who weren't afraid to offer constructive feedback, he believed that Mark Pollard and I were well-suited to this venture. And, of course, we thought, "How hard could it be?"   We quickly learned that knowing a platform inside and out was one thing, but being able to translate that knowledge into a book to cover all skill sets was something else entirely. There were other complications and hurdles to overcome, too. Our primary focus still needed to be on our day jobs, providing great service to our existing clients, without whom our livelihood would not exist. And then there is the fast-paced world of software development. Salesforce releases a new version of Marketing Cloud every...
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Overview of the Enterprise Email Service Provider Landscape

Overview of the Enterprise Email Service Provider Landscape

The Enterprise Email Service Provider (ESP) landscape continues to evolve, and the competition is as fierce as ever. Instead of going into the strengths and weaknesses of individual providers (there are a number of buyers' guides that regularly address this in depth), a general overview of the strengths and weaknesses of the different types of ESPs in the Enterprise ESP landscape may better provide context for those considering their platform options. In general, the current landscape can be classified as follows: Traditional Self-Service Enterprise ESPs These established Email Service Providers now form the foundation of various "Marketing Clouds" – IBM Marketing Cloud (Silverpop), Oracle Marketing Cloud (Responsys, Eloqua), Salesforce Marketing Cloud (ExactTarget, Pardot), and Adobe Marketing Cloud (Neolane). Strengths: These platforms have the broadest product offerings, including tools to coordinate marketing campaigns across digital channels. They have the most sophisticated training programs, and substantial financial and human resources to continue expanding their solution set. Drawbacks: Their long track record of success means they serve a...
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Trendline Spotlight Featuring David Baker of Cordial

Trendline Spotlight Featuring David Baker of Cordial

Earlier this year, I wrote a post about two companies that should be on every marketer’s radar, and it received a lot of interest from many of my industry colleagues. David Baker is one of the co-founders of Cordial and, in my opinion, is one of the smartest people in our industry. I had the chance to interview him a few weeks ago about the happenings over at Cordial. I did so after our team had a chance to view a demo of the Cordial platform and take it for a spin. Our tech and strategy teams were so impressed that I wanted to really dig in deep to what Cordial is up to. Full disclosure: David Baker and I have been colleagues and friends for over 6 years, and I have nothing but the deepest respect for him and his entire team over at Cordial. Cordial is doing things that are unique and in my opinion are game changers in our...
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How To Tell What Type Of Community You Have

How To Tell What Type Of Community You Have

Communities is one of those buzz words that has made its way onto everyone’s webpage.  Are we really talking about the same thing?  The traditional definition of communities doesn’t fit too well in today’s context as the internet has made anonymous and physically separated communities possible. This post won’t deal with all the psychological aspects of communities.  This blog post will deal with the two major ways I group communities.  There are small subgroups of communities beyond these two, but here’s a start. Communities can either be built on a platform OR communities can use platforms to communicate.  You  might be thinking, “What’s the difference? Users are users.  If they are on my Facebook page, they are MY community.”  Not so fast, Brand.  These users don’t necessarily belong to your community.  In fact, many of your Facebook likes might be people who “liked” you to complain on your Facebook Fan page. 1. Communities built on a platform. A common example is (or was) Yelp....
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