#032. The 5 Most Overlooked Skills of a Salesforce Marketing Cloud Expert

Hey Smart Marketers!

While some are chasing eggs, others certifications… I wanted to talk about 5 skills you will need in that SFMC jungle and that we often forget.

Some struggle with Ampscript.

For some, SSJS and SFMC APIs are the alpha and the omega.

But there are 5 underrated skills you can develop to create great things within the platform.

Read on to find out!

#1 Data Analysis

You don’t need to have Salesforce Data Cloud to start analyzing your data… and even if you don’t have a Customer Data Platform, you’ll need to:

  • Understand your audience;
  • Track campaign performance;
  • Make data driven decisions!

If you want to make the most of this powerful engine, data is key.


In addition to data analysis, having a strong grasp of HTML and CSS is essential for customizing email templates and landing pages in Salesforce Marketing Cloud.

Customization can often be necessary to align with brand guidelines or improve engagement.

A good understanding of HTML and CSS can make all the difference in creating an effective campaign.

#3 Customer Journey Mapping

Creating an effective customer journey is key to any successful marketing campaign, and Salesforce Marketing Cloud main component is Journey Builder. But before creating journeys in Journey Builder, you shall map the actual customer journeys.

By tailoring campaigns to each stage of the journey, you can provide a personalized experience for your audience and drive better results.

A strong understanding of customer journey mapping is an underrated skill that can take your campaigns to the next level (check out this issue about tools that can support your tasks).

#4 Collaboration

Marketing campaigns involve cross-functional teams, including designers, developers, copywriters, and data analysts.

The ability to collaborate effectively with team members, communicate clearly, and work towards common goals can make a significant impact on campaign success.

Building strong collaborative skills will enable you to work effectively with your team and drive better results for your campaigns.

#5 Searching Salesforce Documentation

We all know Salesforce is an evolving platform, and if you want to achieve optimal results, you must keep up with changes and best practices.

However, Salesforce added a little handicap with its frequent product names change. And regarding Salesforce Marketing Stack, the new terms are so generic that it’s becoming a hard skill to search for documentation!

Hope you enjoyed this issue, see you next week!

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