Marketing and Commerce for Small Business
Campaigns connect marketing to revenue
Campaigns are the hub for marketing effort. Know that Campaign Members link Leads and Contacts to a campaign with a member status, and that campaign influence ties campaigns to Opportunities so you can report on return. A frequent trap: adding a contact to a campaign does not create an Opportunity; influence must be attributed through configured campaign influence settings.
Email and journeys
Understand Marketing Cloud Account Engagement (Pardot) for B2B nurture and Marketing Cloud Engagement for B2C journeys. Key concepts: engagement studio/journeys branch on behavior, segments group prospects, and lead scoring/grading rank fit and interest. Know that a form submission can create or update a prospect and trigger automation.
Commerce basics
For Commerce Cloud, understand the catalog (products, categories, price books), the storefront, and the checkout flow. Small-business questions typically test that products, prices, and inventory are separate configuration objects and that promotions apply through configured rules, not manual discounts.
Worked example
A marketer asks why a nurture email never sent. Rule of thumb: verify (1) the prospect is in the segment, (2) the journey is running, (3) the step's completion criteria were met, and (4) the prospect is not suppressed or opted out. Opt-out and suppression are the most common silent blockers.