Maintain Your Marketing Cloud Account Engagement Specialist Certification

Learning Objectives

After completing this unit, you’ll be able to:

• Send operational emails to opted-out prospects directly from Engagement Studio.
  
• Generate content with Einstein in Account Engagement.
  
• Import account engagement email data into Data Cloud.
  
• Copy marketing assets using API Version 5 for Flow.
  
• Design engagement programs with more precise wait times.
  

Maintain Your Certification

If you hold the Marketing Cloud Account Engagement Specialist credential, keep in mind that you need to complete this module by the due date to maintain your certification. Another important part of maintaining your credential is ensuring your Trailhead and Webassessor accounts are linked.

Interested in learning more about getting certified? Check out the Marketing Cloud Account Engagement Specialist credential.

While anyone can earn this badge, this module is designed for those who hold the Marketing Cloud Account Engagement Specialist certification.

Protect the Integrity of Your Certification

The quality of our certification exams and the value that our credentials provide are our highest priority. Protecting the security and confidentiality of our exams is essential to providing our customers with credentials that are respected and industry-leading.

As a participant of the Salesforce Certification Program, you’re required to accept the terms of the Salesforce Credential and Certification Program Agreement. Please review the Salesforce certification exam-taking policies in the Salesforce Credential and Certification Program Agreement and Code of Conduct Trailhead Help article for more details.

Salesforce introduced great feature enhancements over the past year. Let’s take a look at some of the more important ones.

Send Operational Emails to Opted-Out Prospects Directly from Engagement Studio

You can now send non-marketing emails to opted-out prospects directly from Engagement Studio. Previously, you could only send operational emails as list emails.

Where: This change applies to all Account Engagement editions.

When you send critical notifications and other operational messages, you want to reach all your customers—not just people who have opted in to receive marketing email from you. Turn on operational email sending to bypass opt-in status for certain types of messages.

Previously, if an admin enabled operational email sending, operational emails could only be sent as list emails. Now, if an admin enables operational email sending, operational emails can be sent as list emails and through Engagement Studio.

Generate Content with Einstein in Account Engagement

Safely use generative AI to streamline your content creation process. Quickly create forms, landing pages, email subject lines, and email body copy with Einstein Assistant for Account Engagement.

Where: This feature is available in Account Engagement Advanced and Premium editions and in Lightning Experience in Enterprise, Unlimited, and Performance editions.

Use Einstein to draft forms, landing pages, and email copy. The Einstein Assistant prompts you to describe what you want to draft. The more specific you are, the more useful and accurate your results. The Einstein Assistant window appears when you create a landing page, form, or email, or edit an existing one. After acknowledging you’re about to use generative AI, Einstein is ready to help. If you don’t see the assistant window, ask your admin to enable it in Einstein Generative AI Setup.

Import Account Engagement Email Data into Data Cloud

Personalize your marketing efforts through Data Cloud using your email engagement data. To import data, enable the Account Engagement connector in Data Cloud and create an email engagement data stream.

Where: This change applies to all Account Engagement editions.

Import data from Account Engagement into Data Cloud to drive calculated insights and build segments based on email engagement.

Review the data bundle mappings for Account Engagement before you import your data. The Marketing Cloud Account Engagement data bundle includes the Email Activity object. Use this data to build segments and drive calculated insights based on customer interactions with your emails.

Create a Marketing Cloud Account Engagement Data Stream

Create a data stream and then configure the connector in Marketing Cloud Account Engagement to begin the flow of data.

Before you start, connect Account Engagement to Data Cloud. If you set up this integration before the Spring ’24 release, update the connection by removing and adding your business units again.

1. In Data Cloud, go to the Data Streams tab and click New.
   
2. Select the Account Engagement data source, and click Next.
   
3. Select a business unit.
   
4. Select the type of data that you want to import.
   
5. Click Deploy.
   
6. In Marketing Cloud Account Engagement, configure the Data Cloud connector. See Importing Email Engagement Data from Account Engagement to Data Cloud to learn more.
   

Account Engagement API: New and Changed Items

Access more of your data with new and updated objects for Account Engagement API version 5. Copy marketing assets from sandbox to production business units using Salesforce Flow.

Updated Objects in version 5

• New Dynamic Content Endpoint added support for Dynamic Content endpoint.
  
• Optimized Exports improved large export processing speeds.
  
• Query by ID Array added support for querying by ID array.
  

Other API Changes

• Copy marketing assets using API version 5 for Flow: Now you can copy marketing assets between business units or from sandbox to production business units using Salesforce Flow.
  
• New Account Engagement Sandbox to Production Flow: An example flow is included to help you model your own custom copy flows.
  

Design Engagement Programs with More Precise Wait Times

Prospects can now wait in the Engagement Studio Program email send steps from 2 to 8 hours. Wait times were previously limited to increments of days.

Where: This change applies to all Account Engagement editions.

How Wait Periods Work in Engagement Programs

When you add or edit a program step, you can choose to hold prospects there for a specific period of time before moving them to the next step. How wait periods function in a program depends on whether the step is a trigger, action, or rule. Action and rule steps can be evaluated immediately or after a specific period of time. For email send actions only, you can specify the date that you want the email to be sent. If no date is specified, the email is scheduled to send immediately when the prospect lands on the step.

Triggers wait for a prospect to take action, so you have the option to set a specific wait time or a maximum wait time. If the trigger occurs within a specific wait time, Engagement Studio still waits the full time before moving the prospect to the next step. If the trigger occurs during a maximum wait time, the prospect moves to the next step as soon as the trigger is met.

Resources

• Salesforce Help: Send Operational Emails to Opted-Out Prospects Directly from Engagement Studio
• Salesforce Help: Sending Non-Marketing Emails
• Salesforce Help: Generate Content with Einstein in Account Engagement
• Salesforce Help: Einstein Assistant in Account Engagement
• Salesforce Help: Import Account Engagement Email Data into Data Cloud
• Salesforce Help: Marketing Cloud Account Engagement Connector
• Salesforce Help: Create a Marketing Cloud Account Engagement Data Stream
• Salesforce Help: Account Engagement API: New and Changed Items
• Salesforce Help: Design Engagement Programs with More Precise Wait Times
• Salesforce Help: How Wait Periods Work in Engagement Programs