You're reading from Salesforce B2C Solution Architect's Handbook Design scalable and cohesive business-to-consumer experiences with Salesforce Customer 360

Product type Paperback

Published in Nov 2021

Publisher Packt

ISBN-13 9781801817035

Length 458 pages

Edition 1st Edition

Tools

Salesforce

Concepts

CRM

Author (1):

Mike King

View More author details

Table of Contents (20) Chapters

Preface

1. Section 1 Customer 360 Component Products

2. Chapter 1: Demystifying Salesforce, Customer 360, and Digital 360 FREE CHAPTER

3. Chapter2: Supporting Your Customers with Service Cloud

4. Chapter 3: Direct-to-Consumer Selling with Commerce Cloud B2C

5. Chapter 4: Engaging Customers with Marketing Cloud

6. Chapter 5: Salesforce Ecosystem – Building a Complete Solution

7. Section 2 Architecture of Customer 360 Solutions

8. Chapter 6: Role of a Solution Architect

9. Chapter 7: Integration Architecture Options

10. Chapter 8: Creating a 360° View of the Customer

11. Chapter 9: Supporting Key Business Scenarios

12. Chapter 10: Enterprise Integration Strategies

13. Section 3 Salesforce-Certified B2C Solution Architect

14. Chapter 11: Exam Preparation Tools and Techniques

15. Chapter 12: Prerequisite Certifications

16. Chapter 13: Commerce and Integration

17. Chapter 14: Certification Scenarios

18. Assessments

19. Other Books You May Enjoy

Marketing-focused scenarios

Marketing scenarios are those where customer communication at scale, especially with the intent to nurture relationships and drive increases in purchasing, is the primary goal. That could take the form of email or SMS campaigns, advertising, in-app notifications, or a variety of other channels. The foundation of successful marketing campaigns is data. Without understanding customers, it's impossible to design an effective communication strategy to engage them.

When evaluating marketing-focused scenarios, bear in mind two important considerations:

What system or systems will be responsible for interpreting the available data and driving the customer touchpoints?
What data do we need to drive this engagement, and how will we make it available to the marketing system?

In most cases within the Salesforce Customer 360 ecosystem, the first system will be Marketing Cloud, but the exact combination of licenses and tools could vary....