Salesforce Marketing Cloud Next Training

Learning Content

Day 1: Foundations & Campaign Setup

On the first day of the training, you will gain a solid understanding of Marketing Cloud Next and the underlying “Marketing Cloud on Core” platform approach. You will learn the differences between Growth and Advanced and understand the role of Agentforce as an AI copilot across campaigns, segmentation, and content creation.

From a Data 360 marketer perspective, you will learn how profiles, engagement data, consent information, and calculated insights are used in a marketing context. The training clearly distinguishes between responsibilities handled by marketing teams and configurations managed by administrators.

The focus then shifts to campaign-centric working. The campaign object is explained as the central control entity, including templates, assets, segments, flows, and reporting within the overall framework. In hands-on exercises, participants create their first campaign, work with templates, and use Agentforce to generate a structured campaign brief.

In the afternoon, the focus moves to content and brand setup. You will configure brand guidelines, create emails, forms, and landing pages, and work with merge fields and dynamic content. Agentforce supports idea generation, drafting initial copy, and adapting tone to brand voice. A practical lab session, including best practices and common pitfalls, concludes the day.

Day 2: Segmentation, Personalization & Reporting

The second day of the training focuses on segmentation, personalization, and performance management. You will work with the Segment Builder, create profile- and engagement-based segments while considering consent requirements, and learn how to manage segment refresh and scheduling. Agentforce supports the development and optimization of segmentation logic.

In the personalization module, you will explore how Data Graphs are used from a marketer’s perspective. You will implement cross-object personalization and decision logic within flows and integrate Data Graph fields directly into emails to deliver data-driven content.

In the afternoon, Flow is positioned as the campaign engine. You will build both segment-triggered and event-triggered flows, create multi-step email journeys, and implement wait times and decision logic. In addition, you will analyze campaign and engagement metrics to derive targeted optimization measures.

The training concludes with a comprehensive end-to-end lab, covering the full process from campaign to segment, flow, email, and reporting – with Agentforce acting as an AI copilot throughout. A brief readiness check wraps up the session.

Day 3: Advanced Features (Optional Training Day)

The optional half-day session is designed for participants working with Marketing Cloud Advanced or those looking to deepen their expertise. It begins with a closer look at the differences between Growth and Advanced, including capabilities such as Einstein Engagement Scoring, Frequency Controls, and Path Experiments.

In the practical part, participants apply engagement scores within segments, implement frequency logic in flows, and configure a simple Path Experiment to optimize campaign performance. The objective is to use advanced features strategically and in a controlled way within the campaign context.