Here is a helpful glossary of terms you will encounter when discussing Salesforce for Marketing. Salesforce Marketing Acronyms Salesforce Marketing Acronyms Acronym Meaning Defintion ABM Account-Based Marketing A marketing strategy popular in B2B Marketing, where there are typically long sales cycles with multiple stakeholders influencing a purchasing decision. ABM focuses on prospects at an organization level, meaning that marketers set out to target specific personas in the organization, for example, the Sales Director will receive something different compared to the CFO because they don’t share the same motivations, and experience different pain points. ABM may seem simple enough in definition but the reality becomes increasingly complex once you begin mapping out your strategy. AMPSEA Allow Multiple Prospects with Same Email Address An Account Engagement (Pardot) feature. Marketing automation platforms typically use email addresses as the unique identifier in the marketing database – AMPSEA in Pardot changed that! Now that AMPSEA is the norm, the unique identifier for prospects is CRM ID. This gave marketers the ability to add multiple prospects that use the same email address to Pardot, ultimately able to market to them as if they were separate individuals. B2B MA B2B Marketing Analytics An Account Engagement (Pardot) add-on product. The one-line pitch is: “the analytics app built for the B2B marketer”. In short, Pardot data (such as email engagement, visitor data), is packaged up and sent into the Tableau CRM platform for visualization and exploration. B2BMA is designed to ‘plug-in-and-play’ and comes with Dashboards, Lenses, and Datasets out-of-the-box to empower the non-technical marketer. BU Pardot/Marketing Cloud Business Unit Salesforce Marketing Cloud and Account Engagement (Pardot) have their own features that share the same name. Account Engagement Business Units are separate databases within a single Pardot account that allow you to partition prospects, campaigns, and assets. A common example is an enterprise organization that serves multiple geographies. CA360 Customer Audiences 360 The retired name of Salesforce’s CDP offering, now Data Cloud. CCA Conditional Completion Actions Completion actions are one type of Account Engagement (Pardot) automation. Conditional completion actions fire only when the prospect making the activity meets certain criteria. When the rule criteria matches (“is true”, “equals value X” etc.) then the completion action will fire. CLV Customer Lifetime Value The metric that measures the revenue gained from a specific company once they became a customer – in other words, the total monetary amount from all ‘closed won’ sales opportunities in Salesforce, related to the account. (Related to LTV, lifetime customer value.) CSAT Customer Satisfaction Use customer satisfaction (CSAT) surveys to gauge customer experience. In a CSAT survey, the customer is asked something along the lines of: How would you rate your overall satisfaction with the service you received? Answer choices are graded on a scale, usually from 1-5, where 1 represents very dissatisfied and 5 represents completely satisfied. The responses of your customers are then averaged and the result becomes your overall CSAT score. CTA Call To Action The action you are encouraging your users to take when interacting with your marketing assets, such as emails, website pages, landing pages, or files. The idea is to tempt them with an eye-catching, irresistible button or hyperlink text, so that they “convert” by sharing their information/indicating their interest. CTR Click-Through Rate Click-through rate is the % of prospects that clicked within your email, out of the whole send list. This is a popular metric it (mostly) proves that prospects are taking the account you intended, whether that be downloading a file, or visiting a landing page. DE Data Extension Data extensions exist in Marketing Cloud to “satisfy the need for flexible data storage”, enabling you to essentially build a table within the app database that contains your data, exactly how you need to structure it. There are different types of data extensions, including: standard, filtered, random, sendable/non-sendable, shared.Note: A data extension can possess more than one of these characteristics. DMP Data Management Platform Captures data from any source and device. Analyze billions of profiles and trillions of events to find new high-value segments in order to do 1-to-1 ad targeting across any device the individual uses. DNE Do not email Do not email is a field in Account Engagement (formerly Pardot). This is for marketing suppression, to prevent specific prospects from receiving emails globally (i.e. stopping prospects from receiving any emails being sent from the org). This is intended for admins/marketers to use (versus the prospects themselves). DNT Do Not Track A feature of Account Engagement (Pardot) that when enabled, prevents activities from being captured (page, form and landing page views, file downloads, custom redirect clicks) and recording them in another system, i.e. Account Engagement.When a user chooses to use Do Not Track (DNT), to opt-out of tracking by websites, it’s a preference that’s applied to all websites. DTR Datorama Now known officially as “Marketing Cloud Intelligence”, Datorama is the marketing intelligence platform that provides its users with the capability of connecting their entire MarTech stack (standalone from the main SFMC platform). Datorama Reports are powerful and flexible, giving you detailed analysis of emails, push notifications, and journey data at a campaign level. ECS Einstein Content Selection ECS is an email experimentation tool that selects the most engaging content (images) for each subscriber based on the rules you define, subscriber attributes, and what’s been popular in the past. Einstein Content Selection in Marketing Cloud is part of Content Builder – let Einstein take care of the selection! EEF Einstein Engagement Frequency Einstein Engagement Frequency evaluates your contacts and subscribers, and identifies the optimal number of email messages to send. EFTP Enhanced File Transfer Protocol “All Marketing Cloud editions include an SFTP account, or ‘Enhanced FTP’ where data files can be imported to, or exported from. And SFTP is widely regarded today as the de facto protocol for secure file transfer.” EID Enterprise ID The ID of the topmost parent business unit in a Marketing Cloud instance. ENS Event Notification Service Sends you notifications when certain events related to you
