Post Graduate Certificate in Salesforce CRM & Marketing Cloud (PGCert)

We will begin by introducing Salesforce, covering its history, market evolution, cloud ecosystem, certifications, and the fantastic training centre: Trailhead.

It is of the utmost importance to grasp the concept of a CRM, its purpose, and how CRMs benefit companies from a customer-centric standpoint, encompassing sales, service, and marketing. Moreover, we will provide a hands-on experience to familiarise ourselves with the system, navigate through its features, and make minor configurations.

We will explore Salesforce’s core sales functionality, covering setup for objects, page layouts, processes, and reports. The focus is on understanding the end-to-end sales lifecycle, from lead conversion to opportunity management, with automation.

Moving forward, we will explore Salesforce’s powerful service capabilities. We’ll examine various customer service use cases, leveraging the Salesforce console, case management functionality, and tools to enhance agent efficiency and create impactful customer experiences. Through real hands-on practices, we’ll work with queues, case assignment rules, omnichannel experiences, SLAs, and other essential features.

We will present diverse real-world scenarios from various industries to obtain a comprehensive understanding of sales and service cloud challenges encountered in day-to-day operations. Through practical examples, we’ll engage in hands-on simulations to replicate real work experiences. Additionally, we will clarify different methodologies and their advantages to enhance proficiency.

We will cover the various certification paths, the online platform for registering and tracking certifications, and the significance of obtaining these credentials. Additionally, we will share study best practices to successfully pass the exams and provide practice exams to test and comprehend their underlying concepts.

We will explore the universe of Digital Marketing, focusing on how Marketing Automation empowers marketers to build and oversee customer relationships and campaigns effectively. Delving into both inbound and outbound channels, we’ll demonstrate how campaigns can be strategically designed to influence sales funnels and foster lasting customer loyalty.

We will begin utilising the Salesforce Account engagement tool: Pardot, which provides email automation, targeted campaigns, and lead management for B2B sales and marketing teams. Through practical exercises, we’ll automate essential marketing tasks such as tracking customer behaviour, optimising lead conversion practices, and implementing effective nurturing strategies.

In this module, Salesforce Marketing Cloud claims the centre stage, empowering marketers with robust capabilities to craft compelling digital experiences that captivate both new and existing customers. We will create a conducive environment to practice personalised marketing and journeys, aiming to enrich customer relationships. Moreover, we will leverage automation to deliver meaningful customer journeys with tailored experiences, optimised seamlessly across various channels.

We will cover two key studios/channels that boost marketer engagement with leads and customers. Cloud Pages exercises will teach content creation and optimisation for mobile, social, and web experiences, focusing on landing pages. Email Studio will enable personalised email creation and delivery, from simple newsletters to complex campaigns.

The Salesforce Marketing Cloud’s foundation is embedded in Journey Builder and Automation Studio. We’ll extensively focus on hands-on practice to design and automate campaigns, guiding customers through their brand journey. This involves executing both simple and multi-step marketing and data management tasks in real-time, triggered, or a scheduled fashion.

Building on the omnichannel strategy, we’ll extensively explore Mobile Studio to effectively deliver relevant content through your customers’ preferred channels and devices, encompassing text, push notifications, in-app messages, and chat apps.

We will showcase a wide range of real-world scenarios across industries, providing a comprehensive grasp of Marketing Cloud and the engagement challenges faced in everyday operations. Through practical examples and hands-on simulations, we’ll recreate authentic work experiences. Furthermore, we’ll explore various methodologies and their benefits, fostering improved proficiency.

We will delve into the diverse certification paths, the online platform for registration and tracking of certifications, and the importance of obtaining these credentials. Moreover, we’ll provide valuable study techniques to excel in the certification exams, along with practice tests to solidify understanding of the core concepts, with a specific focus on Marketing Cloud and Pardot.

In conclusion, we’ll bridge the gap between CRM and Marketing, exploring various information architecture options, out-of-the-box connectors, and best practices. We’ll reinforce these concepts with practical examples drawn from international experiences. The main goal would always be pursuing a 360º customer centric experience.