Salesforce Certified Marketing Cloud Consultant

Study Guide
Spring 16

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Salesforce Certified Marketing Cloud Consultant Study Guide

Contents
SECTION 1. PURPOSE OF THIS STUDY GUIDE..............................................................................................................................................2
SECTION 2. ABOUT THE SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT CREDENTIAL.................................................2
SECTION 3. AUDIENCE DESCRIPTION: SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT ................................................2
SECTION 4. ABOUT THE EXAM ......................................................................................................................................................................3
SECTION 5. RECOMMENDED TRAINING AND REFERENCES....................................................................................................................3
SECTION 6. EXAM OUTLINE ...........................................................................................................................................................................4
SECTION 7. SAMPLE EXAM QUESTIONS......................................................................................................................................................5
SECTION 8. ANSWERS TO SAMPLE EXAM QUESTIONS ............................................................................................................................6
SECTION 9. MAINTAINING A CERTIFICATION..............................................................................................................................................6

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About the Salesforce Certified Marketing Cloud Consultant Credential

The Salesforce Certified Marketing Cloud Consultant program is designed for consultants who have
experience implementing the Marketing Cloud Email application in a customer-facing role. The audience
has proven experience with the administration and configuration of the Marketing Cloud Email application,
as demonstrated through successful completion of the Salesforce Certified Email Specialist exam. This
credential is targeted towards the Marketing Cloud Consultant or Partner who has mastered the
implementation of the Marketing Cloud Email application by demonstrating implementation design best
practices, executing deployment of campaigns, and finalizing custom solutions for customers. The
Salesforce Certified Marketing Cloud Consultant is able to meet customer business requirements that are
maintainable and scalable, and contribute to long-term customer success.

Section 1. Purpose of this Study Guide

This study guide is designed to help you evaluate if you are ready to successfully complete the Salesforce
Certified Marketing Cloud Consultant exam. This guide provides information about the target audience for
the certification exam, recommended training and documentation, and a complete list of exam objectives
all with the intent of helping you achieve a passing score. Salesforce highly recommends a combination of
on-the-job experience, course attendance, and self-study to maximize your chances of passing the exam.

Section 2. Audience Description: Salesforce Certified Marketing Cloud Consultant

The Salesforce Certified Marketing Cloud Consultant has experience using the Salesforce Marketing Cloud
Email application tools in executing both tactical and strategic email campaigns. The consultant knows how
to build email marketing campaigns, incorporating different tools such as content areas, portfolio,
segmentation, automation, tracking, and analytics to make data-driven decisions to optimize customer
email campaigns. The Salesforce Certified Marketing Cloud Consultant is also able to troubleshoot and
solve platform issues.
The Salesforce Certified Marketing Cloud Consultant generally has six months to a year of hands-on
experience implementing the Marketing Cloud Email application and associated tools. The Salesforce
Certified Marketing Cloud Consultant possesses facilitation and consultative skills at a technical level.
The Salesforce Certified Marketing Cloud Consultant candidate has the experience, skills, knowledge, and
ability to:
Build personalized dynamic emails (AMPscript).

Incorporate different tools such as segmentation, automation, tracking, and analytics to make datadriven decisions to optimize email campaigns.

Troubleshoot and solve basic platform issues.

Write basic SQL, including join statements.

Configure Contact Builder.

Build and activate an entry-level (simple) Journey Builder Interaction.

Utilize scripting for use in Email personalization (AMPscript, Guide Template Language, ServerSide Javascript).

Configure account setup and administration (BUs, roles and permissions, profiles, RMM, Users,
subscriber filters, FTP).

Configure data (lists, data extensions, Contact Builder).

Manage unsubscribes.

Define and execute email data interactions (import, data extracts, file transfers).

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Salesforce Certified Marketing Cloud Consultant Study Guide

Configure an automation via Automation Studio.

Configure a Triggered Send Definition.

Understand Web Service offerings.

Understand Marketing Cloud Connect.

Invest time in studying the resources listed in this Study Guide and the additional required study
materials provided by Salesforce.

A candidate for this exam is not expected to know Social Studio, Audience Builder, Predictive Intelligence,
Mobile, or Cloud Pages.

Section 3. About the Exam

The Salesforce Certified Marketing Cloud Consultant exam has the following characteristics:
Content: 60 multiple-choice/multiple-select questions

Time allotted to complete the exam: 90 minutes

Passing Score: 68%

Registration fee: 200 USD; Retake fee: 100 USD

Delivery options: Proctored exam delivered onsite at a testing center or in an online proctored
environment

References: No hard-copy or online materials may be referenced during the exam

Prerequisite: Salesforce Marketing Cloud Email Specialist Certified

MCI-101: Marketing Cloud Implementation Workshop attendance is highly recommended

Results: Provided immediately after exam submission as on-screen text and by email

Section 4. Recommended Training and References

As preparation for this exam, Salesforce University requires that you are Email Specialist Certified and
recommends a combination of: hands-on experience implementing the Marketing Cloud Email application,
training course completion, and self-study in the areas listed in the Exam Outline section of this study
guide.
Salesforce University recommends the following instructor-led and online courses, and other resources to
guide your study:
Instructor-led course: Marketing Cloud Implementation Workshop (MCI101)

Help & Training: Email and Data-related courses

Enroll in instructor-led courses and launch online training from your Salesforce application by clicking the
Help & Training link in the upper right corner of the screen (requires login) and searching for the desired
courses listed above. Marketing Cloud customers can link to Documentation and Salesforce Help &
Training under Welcome in the upper right corner of the screen in their Marketing Cloud account (requires
login). Non-Salesforce customers can register for instructor-led courses here:
http://www.Salesforce/training.
In addition, Salesforce University recommends reviewing online Documentation, Tip Sheets, and User
Guides by searching for the topics listed in the Exam Outline section of the study guide and studying the
information related to those topics. Documentation, Tip Sheets, and User Guides can also be accessed
through Help & Training. Documentation is also available online here: help.exacttarget.com and
code.exacttarget.com.

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Salesforce Certified Marketing Cloud Consultant Study Guide

Section 5. Exam Outline

The Salesforce Certified Marketing Cloud Consultant exam measures a candidates knowledge and skills
related to the following objectives. A candidate should have hands-on experience with the Marketing Cloud
Email application and demonstrate the knowledge and expertise in each of the areas below.

Objective

Weighting

Discovery

13%

Provided with a set of business requirements, determine what additional information is needed to
design the recommended solution.
Provided with a list of branding and creative strategies, probe for additional information that is
needed to recommend an appropriate solution.
Provided a customer environment and goals, determine the viability of external systems that need
to be included in the solution. (POS, CRM, ecommerce, data warehouse, data source inputs)
Demonstrate how to gather requirements in order to put together the data and segmentation
strategy for the customer. (frequency, complexity, volume of sending)
Given a scenario that includes customer information about subscriber acquisition, management,
and attrition, utilize this information to select solution components.
Given a solution, recommend the appropriate customer skill sets required to utilize the Marketing
Cloud application.
Conceptual Design

12%

Analyze customer data to determine the appropriate data model. (List model, Data Extensions)
In a given scenario, determine appropriate solution for given requirements considering technical
expertise of personas. (Automation Studio vs. Journey Builder, for example)
In a given narrative data flow, select the correct data flow diagram that depicts that data flow.
In a given customer scenario, identify which User Stories are appropriate to use for accessing
Marketing Cloud.
In a given customer scenario, determine factors to consider when scaling the solution.
Articulate how data construct will drive one-to-one messaging and content.
Explain the purpose of IP Warming and make a recommendation based on customer needs.
Marketing Cloud Connect

6%

Understand the prerequisites to consider prior to starting a Marketing Cloud Connect configuration.
(Salesforce edition, list of integration users, scope user, administrator credentials)
Understand how to send an email to a contact, lead, campaign, and report via the Sales / Service
Cloud and Marketing Cloud. (sending, triggered, automated)
Understand how Sales / Service Cloud data in the Marketing Cloud can be segmented.
Account Configuration

10%

Given a customer scenario, recommend the appropriate Marketing Cloud role based on User
Stories.
Determine which type of customer scenario warrants the creation of a business unit. (publication
types, demographic, workflow processes, organizational structure)
In a given scenario, troubleshoot issues regarding Reply Mail Management.
Analyze the impact of applying Sender Authentication Package (SAP) to a business unit. (link
wrapping, landing pages, image URLs)
Reporting
Explain how the information in data views and tracking extracts are accessed.
Compare and contrast standard reports, data views, and tracking extracts.
Summarize Send Logs including when/why to use it; how to create and manage.

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7%

Salesforce Certified Marketing Cloud Consultant Study Guide

Objective

Weighting

Data Design

13%

Explain the various data objects in the Marketing Cloud. (data extensions, list model, data retention
model, publication lists, suppression lists)
Understand available data types, retention and template options when building a data extension.
Understand how data is retrieved within a Relational Data Model. (basic SQL)
Given a customer scenario, recommend appropriate import method with list or data extensions.
Understand the implications of a system being database of record.
Automation

8%

Given a customer scenario, select the appropriate workflow that meets the business requirement.
(import, segmentation, email send)
Compare and contrast triggered and scheduled interactions.
Email Build

6%

Understand the required steps to build, test, and deploy an email based on customer requirements.
Explain the various ways to individualize email content. (AMPscript, personalization strings,
dynamic content, guide template language)
Compare and contrast the ways to individualize content, such as: SSJS vs AMPscript,
Dynamic Content Wizard vs. AMPscript/LookupRows function.
Explain various Marketing Cloud Email technologies. (Link Alias tags, Impression regions, Web
Analytics Connector)
Contact Builder

14%

Explain the role and capabilities within Contact Builder. (tools such as data designer, all contacts,
data extensions, imports, data sources, contact configuration)
Understand how cardinality and root relationships impact data modeling.
Summarize how to use Data Designer to incorporate data source into Contact Builder.
Given a customer scenario, know how to build an Attribute Group to be used for a simple
interaction.
Journey Builder

11%

Compare and contrast the automation tools, such as Journey Builder, Automation Studio, and
Pardot.
Given a customer scenario that includes Journey Builder, evaluate the requirements, activities, and
steps.
Explain the requirements for and the methods by which a contact can enter a Journey.

Section 6. Sample Exam Questions

The following questions are representative of those on the Salesforce Certified Marketing Cloud Consultant
exam. These questions are not designed to test your readiness to successfully complete the certification
exam, but should be used to become familiar with the types of questions on the exam. The actual exam may
be more or less difficult than the questions below.
1.

A customer has a group of inside Sales Cloud users that need to see tracking information at the Contact
or Lead level, but do not need to send.
What should the consultant recommend?
Choose 2 answers.
A. Each Sales Cloud user should have a Connected Marketing Cloud user.

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Salesforce Certified Marketing Cloud Consultant Study Guide

B. View Tracking permissions should be enabled for the Sales Cloud user.
C. Select Marketing Cloud for AppExchange user.
D. Add the users to the ConnectedApp permission set.
2.

A customer's marketing manager will use Social Pages to manage the company's Facebook page.
Which role should the marketing manager have in the Marketing Cloud?
Choose 1 answer.
A.
B.
C.
D.

3.

Security Administrator
Channel Manager
Content Editor/Publisher
Viewer

A customer executes a large number of sends via Marketing Cloud Connect and is concerned about
API Limits. What should the consultant suggest to minimize the impact of Marketing Cloud Connect
on daily API limits?
Choose 1 answer.
A.
B.
C.
D.

Filter target audiences based on mapped profile attributes to reduce Bulk API calls.
Upgrade the Marketing Cloud Account to ConnectedApp Authentication.
Use Data Stream to sync object data into a Data Extension in the Marketing Cloud.
Share Sales Cloud user licenses across Marketing Cloud users.

Section 7. Answers to Sample Exam Questions

1.
2.
3.

C, D
C
B

Section 8. Maintaining a Certification

Successful completion of online, release-specific Salesforce Certified Marketing Cloud Email exams is
required to maintain the pre-requisite to the Salesforce Certified Marketing Cloud Consultant credential.
Release exams are published once per year.
An annual maintenance fee will be charged when registering for every release exam, to keep the
certification current for the following year. The maintenance fee includes the maintenance exam and access
to the supporting training material. Salesforce Certified professionals will be notified automatically when
new release training material and exams become available.

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