Simple SQL for SFMC Program | For Non Technical Students

In this video, I'll provide a concise overview of what's in store for Week 2. This week is pivotal as we delve deep into SQL JOINs—which is probably the most intimidating thing about learning SQL. Don't worry! I'll break this down for you to ensure you understand the concept, and the "why" so you will know how to apply it in SFMC.

Get ready to become technical! ?

Before you start coding SQL joins, it's essential to understand the relationships between data extensions and their matching keys, as these relationships will directly impact your query outcomes. Through practical examples, we'll revisit these concepts to ensure you're equipped to handle data extension relationships effectively as we move forward with the Week 2 lessons.

In this video, we explore the powerful EXISTS and NOT EXISTS clauses in SQL, essential tools for filtering data and creating targeted audiences in Salesforce Marketing Cloud (SFMC). We'll cover the syntax, structure, and practical use cases, providing a live demonstration in SFMC to show these functions in action and how to validate your results.

In this video, you will learn:

• The Role of EXISTS and NOT EXISTS: Understand how these clauses work to include or exclude data based on specific conditions in your SQL queries.

• Syntax and Structure: Learn the correct syntax for writing EXISTS and NOT EXISTS clauses, including best practices for clear and efficient code.

• Use Cases for Targeted Audiences: Discover practical examples where EXISTS and NOT EXISTS can be used to refine and segment audiences, ensuring more personalized and effective marketing campaigns.

• Live Demonstration in SFMC: Watch a step-by-step demo where we implement EXISTS and NOT EXISTS in SFMC, validating results and ensuring the accuracy of your queries.

This video is designed to solidify your understanding of these critical SQL clauses and enhance your ability to manage and segment data effectively within SFMC.

In this comprehensive video, we dive deep into SQL JOINS, focusing on the essential INNER and LEFT JOINs that you need to master for effective audience segmentation in Salesforce Marketing Cloud (SFMC).

In this video, you will learn:

• Introduction to SQL JOINS: Gain a foundational understanding of why JOINS are crucial for combining data from multiple data extensions and how they enhance audience segmentation in SFMC.

• Mastering INNER JOIN: Learn the syntax and structure of INNER JOINs, and see how to use them to retrieve data that exists in both of your joined data extensions.

• Understanding LEFT JOIN: Explore the LEFT JOIN, its syntax, and structure, and understand how it allows you to retrieve all records from one data extension, even when there is no matching record in the joined extension.

• Real-World Scenarios: Discover practical examples of using INNER and LEFT JOINs in SFMC, with scenarios that illustrate how these joins work in different audience segmentation tasks.

• Best Practices for Writing SQL JOINS: Learn key tips and techniques for writing efficient and error-free SQL JOINs, including how to avoid common pitfalls and optimize your queries for performance.

• Live Demonstration in SFMC: Watch a live demo where we apply INNER and LEFT JOINs in SFMC, showcasing how to write, test, and validate your SQL queries for accurate audience segmentation.

This video is designed to equip you with the skills needed to confidently use SQL JOINS for advanced audience segmentation, ensuring you can maximize the potential of your marketing data in SFMC.

In this video, we explore the power of subqueries in SQL, focusing on their use in the WHERE and FROM clauses to unlock advanced data manipulation techniques.

In this video, you will learn:

• Subqueries in the WHERE Clause: Understand how to use subqueries for filtering data based on conditions applied to another dataset.

• Subqueries in the FROM Clause: Learn how subqueries can act as temporary tables, allowing for more complex data manipulations.

• Combining Subqueries with JOINS: Discover how to integrate subqueries with SQL JOINS to enhance data retrieval and segmentation.

• Live Demonstration in SFMC: Watch a live demo where we apply these subquery techniques in SFMC, showing you how to write and test your SQL code effectively.

This video will help you unlock new possibilities in SQL, giving you the tools to tackle more complex data challenges in SFMC.

In this video, we dive deep into SQL techniques for deduplicating records, focusing on four key methods: DISTINCT, GROUP BY, HAVING COUNT(*) = 1, and ROW_NUMBER(). Each method is broken down with live demonstrations in Salesforce Marketing Cloud (SFMC), along with clear examples and diagram breakdowns to help you understand how the code works. We'll also discuss the most preferred method for different scenarios and how to effectively apply these deduplication techniques within JOINS.

In this video, you will learn:

• Method 1: DISTINCT: Learn how to use DISTINCT to quickly remove duplicates from your result set and understand its limitations.

• Method 2: GROUP BY: Explore the GROUP BY method to aggregate data and remove duplicates based on specific fields.

• Method 3: HAVING COUNT(*) = 1: Understand how to apply the HAVING clause to filter groups and eliminate duplicates.

• Method 4: ROW_NUMBER(): Discover why ROW_NUMBER() is the most precise method for deduplication, especially when combined with SQL JOINS.

• Live Demonstrations in SFMC: Watch detailed live demos of each method in SFMC, showing you exactly how to write and execute your SQL code.

This video will equip you with the skills to efficiently manage and deduplicate records in SFMC, ensuring the accuracy and reliability of your data.

In this video, we continue exploring essential SQL functions that will elevate your querying skills. We'll cover a range of powerful functions including CONVERT(), CAST(), REPLACE(), ORDER BY, TOP, and NEWID(). Additionally, we'll dive into using CASE statements with JOINS to create more dynamic and flexible queries. Each function is demonstrated with live examples in SFMC, so you can see the results and understand how to apply these functions in real-world scenarios.

In this video, you will learn:

• CONVERT() and CAST(): Discover how to convert data types in SQL, including the differences between CONVERT() and CAST(), and when to use each in your queries specifically for dates.

• REPLACE(): Learn how to modify string data by replacing specific characters or patterns, with practical examples that go beyond just email addresses.

• ORDER BY and TOP: Understand how to control the order of your results and limit the number of rows returned using ORDER BY and TOP.

• NEWID(): Explore the NEWID() function to generate unique identifiers and randomize results within your queries.

• CASE Statements with JOINS: Master the use of CASE statements within JOINS to create custom fields based on conditions, allowing for more complex and tailored data outputs.

Dive into our Week 2 module with an interactive SQL challenge! In this video, I guide you step-by-step through a Sample Brief Exercise designed to help you create a targeted campaign audience using SQL. You'll learn how to break down the client scenario, interpret the requirements, and apply your SQL knowledge to meet the audience criteria.

No SFMC access is required. Make a Copy of the Sample Brief below and work through the exercise using the code snippet text boxes. This is your chance to put theory into practice and start building your SFMC expertise!

Don't forget to pause the video and try each step on your own before checking out the solutions. Happy coding!

Ready to see your SQL code was correct? Join us for the solution walkthrough of our Week 2 Sample Brief Exercise. In this video, we guide you through each step of the process, coding our logic together from scratch to provide you with the optimal learning experience.

No worries if you have made mistakes, it's honestly part of the learning process. Keep practicing, keep learning, and soon you will be able to gain the confidence that you need (and maybe even start implementing in your account today!).

Dive into our Week 2 module with an interactive SQL challenge! In this video, I guide you step-by-step through a Sample Brief Exercise 2 designed to help you practice with SQL JOINs, Sub-queries and De-duplication! You'll learn how to break down the client scenario, interpret the requirements, and apply your SQL knowledge to meet the audience criteria.

No SFMC access is required—just follow along with the sample DEs provided. Download the Sample Brief below and work through the exercise using the code snippet text boxes. This is your chance to put theory into practice and start building your SFMC expertise!

Don't forget to pause the video and try each step on your own before checking out the solutions. Happy coding!

Ready to see your SQL code was correct? Join us for the solution walkthrough of our Week 2 Sample Brief Exercise 2. In this video, we guide you through each step of the process, coding our logic together from scratch to provide you with the optimal learning experience.

No worries if you have made mistakes, it's honestly part of the learning process. Keep practicing, keep learning, and soon you will be able to gain the confidence that you need (and maybe even start implementing in your account today!).

In this video, I’ll introduce what’s coming up in Week 3 of the Simple SQL for SFMC Program. This week, we’re diving into the power of Data Views and how they can transform your audience targeting and reporting in Salesforce Marketing Cloud. You’ll learn how to use Data Views for advanced segmentation, track customer engagement, and create dynamic, custom reports.

We’ll also explore aggregate functions like COUNT(), SUM(), and MAX() to take your SQL skills to the next level—perfect for building smarter campaigns. Don’t worry if it sounds overwhelming! I’ll break it down step-by-step so you can confidently apply these techniques in your SFMC work.

Let's get started!

In this video, we explore the power of Data Views in Salesforce Marketing Cloud (SFMC) and how they can enhance your audience targeting and reporting. Learn how Data Views capture key metrics like opens, clicks, and unsubscribes, and how to leverage them for smarter campaigns.

We will cover:

• What Data Views Are: Understand the role of Data Views and how they provide access to engagement data in SFMC.

• How Data Views Connect: Explore how Sent, Open, Click, and other Data Views link together to track the customer journey.

• Practical Uses: Discover use cases for advanced targeting and custom reporting using Data Views.

This video will help you unlock the full potential of Data Views to optimize your marketing efforts.

In this video, we explore how to leverage Data Views in Salesforce Marketing Cloud (SFMC) for advanced audience targeting. By using Data Views, you can segment your audience beyond basic segmentation with precision, based on key metrics such as opens, clicks, and engagement behaviors.

We will cover:

• Why We Use Data Views: Understand the role of Data Views in SFMC for targeting and data-driven decision-making.

• Example Use Cases: Explore practical applications of Data Views for creating targeted audiences and boosting campaign relevance.

• SQL Template Library: Access ready-made SQL templates for common Data View queries, making it easy to implement advanced targeting techniques.

• Live Demo in SFMC: Watch a step-by-step demo of Data View queries applied in SFMC, using test records to show results in action.

By the end, you’ll be equipped to use Data Views confidently, helping you deliver more impactful and personalized campaigns.

In this video, we explore aggregate functions in SQL and how they can enhance data analysis and audience targeting in Salesforce Marketing Cloud (SFMC). Building on concepts introduced in Week 2, we’ll deepen your understanding of these powerful tools.

We will cover:

• Introduction to Aggregate Functions: Understand what aggregate functions are, why they're essential, and get a sneak peek at how they operate in the backend.

• Common Functions Explained: Learn how to use key functions like MIN, MAX, SUM, and COUNT to transform and analyze your data.

• Mastering Group By: Discover how GROUP BY works, including order of operations and sample data demonstrations, to see exactly how grouping is applied.

• Practical Use Cases: Explore real-world examples for advanced audience targeting and data analysis, showcasing where and when to use each function.

• Live Demo: Watch a step-by-step demonstration in Automation Studio to see how aggregate functions are implemented and the output they produce in data extensions.

By the end of this video, you’ll be equipped to leverage aggregate functions to maximize data insights and optimize your targeting within SFMC.

In this video, we dive into the concept of Staging Data Extensions in Salesforce Marketing Cloud (SFMC) and how they can streamline your data processing for better efficiency and accuracy.

We will cover:

• What Staging Data Extensions Are: Learn what staging data extensions are and why they play a crucial role in organizing data before final processing in SFMC.

• How to Use Staging Data Extensions: Discover the steps to set up staging tables and use them effectively to simplify complex queries and data flows.

• Practical Use Cases: Explore real-world applications of staging data extensions, including preparing audiences for campaigns and running accurate custom reports.

• Best Practices: Understand essential best practices, such as naming conventions, data retention, and validation checks to ensure clean, reliable data.

By the end of this video, you'll be ready to leverage staging data extensions to make your SFMC workflows more organized and efficient, for automated campaigns and custom reporting.

In this video, we dive into essential SQL functions for custom reporting and data analysis in Salesforce Marketing Cloud (SFMC). This lesson covers core aggregation functions and operators that allow you to calculate, evaluate, and refine data for more detailed insights.

In this video, you will learn:

• COUNT(), SUM(), MIN(), MAX(), AVG(): Discover how to use these aggregate functions to summarize data, calculate totals, and identify minimum or maximum values, with examples tailored for reporting.

• *Arithmetic Operators (+, -, * , /) and Parentheses: Learn how to perform mathematical calculations within SQL, including the importance of using parentheses to ensure correct evaluation order.

• ISNULL: Understand how to handle missing values with the ISNULL function, replacing NULLs with default values for cleaner, more accurate reports.

Each function is broken down with clear examples, live demos, and practical reporting scenarios. By the end of this video, you'll be ready to use these powerful functions to build insightful, customized reports in SFMC.

In this video, we tackle the "final boss" of this week's main learning objective. All the lessons so far—understanding Data Views, the connections between them, using staging data extensions, and understanding aggregate functions—have been building up to this moment. Learn why custom reports are essential for deeper insights, flexibility, and tailored metrics—especially crucial for SFMC consultants and developers aiming to add value through more sophisticated data analysis.

In this video, you will learn:

• Standard vs. Custom Reporting: Understand the limitations of standard SFMC reporting and why custom reporting is essential for unique insights, flexible filtering, and deeper data-driven decisions.

• Benefits of Custom Reports: See why custom reports are critical for advanced audience targeting, detailed journey analysis, and reporting on campaign metrics beyond what standard reports can offer.

• Build-with-Me Project: Join us in creating a custom report from scratch, using SQL to pull and process data from Data Views in an automation, then displaying it dynamically on a CloudPage using AMPscript.

By the end of this video, you’ll masterfully combine SQL, AMPscript, and SFMC best practices to build, automate, and present a custom report—taking your SFMC skills to a whole new level.

Jump into Week 3 with an advanced SQL challenge designed to put all your skills to the test! In this video, I walk you through our first Sample Brief Exercise for Week 3, where we tackle an advanced audience targeting scenario for a special discount promotion.

We’ll review the client requirements together to ensure you understand each part of the brief, especially as it builds on everything we've learned so far—from foundational SQL skills and data views to staging data extensions and aggregate functions.

This challenge is designed to help you create a highly refined audience segment by combining insights from key data views and applying multi-step SQL queries using staging DEs

No SFMC access is required—just make a copy of the Sample Brief below and follow along using the code snippet text boxes. Practice breaking down complex client requirements, setting up staging data extensions, and applying aggregate functions to pinpoint the ideal target audience.

Ready to see your SQL code was correct? Join us for the solution walkthrough of our Week 3 Sample Brief Exercise. In this video, we guide you through each step of the process, coding our logic together from scratch to provide you with the optimal learning experience.

No worries if you have made mistakes, it's honestly part of the learning process. Keep practicing, keep learning, and soon you will be able to gain the confidence that you need (and maybe even start implementing in your account today!).

Remember:

This can be coded in different ways - it doesn't have to be exactly how I did it. Once you get more advanced the code can improve and become more efficient. I have broken it down so its simpler for beginners and to showcase the practical use of staging data extensions :)

In this video, I guide you through the Week 3 Sample Brief Exercise to help you prepare for tackling this advanced SQL challenge. We’ll break down the client scenario for Bright Smile Dental, where you need to process survey feedback data and compile an aggregate customer report.

You’ll learn:

• What to Look For: Key elements to focus on in the brief, including unique customer deduplication and identifying max/min ratings, average feedback, and submission counts.

• Approach & Strategy: How to structure your queries, use staging data extensions effectively, and apply aggregate functions for accurate results.

• Practical Tips: Best practices to handle multiple records and build clear, efficient queries.

Join me for an in-depth solution walkthrough of Week 3's Sample Brief Exercise! In this video, I guide you step-by-step through coding an aggregated reporting data extension that delivers a comprehensive view of customer feedback, providing stakeholders with valuable insights into survey data.

We’ll go through the logic together from scratch, breaking down the use of staging data extensions and aggregate functions to build the final solution.

Made a mistake? No problem—that’s how we learn! Practice is key to mastering SQL and building your confidence to apply these skills in real client scenarios.

Remember:

Remember, there are multiple ways to write this code—my approach simplifies the process for beginners and highlights practical applications. As you advance, you’ll find new ways to optimize and refine your solutions. Keep coding, keep improving!

Welcome to Week 4 of the Simple SQL for SFMC Program – the grand finale! ? This week, we’re bringing everything you’ve learned in the past three weeks together to tackle real-world automation and journey builds like a pro.

In this final chapter, you’ll uncover the secrets behind designing the workflows for powerful once-off and ongoing automations in Salesforce Marketing Cloud. I’ll also show you how to set up complex SQL-driven campaigns with 4 Build With Me projects that demonstrate real-world use cases, including an event promotion campaign, welcome journey, reactivation campaign, and an anniversary campaign, giving you the tools and confidence to design scalable and impactful marketing solutions.

By the end of this week, you’ll have the confidence to design and build SQL-powered automations that are not only scalable but also adaptable to your SFMC needs. ? Don’t worry if this feels like a big leap – I’ll guide you every step of the way. Let’s tackle this final boss together and solidify your SQL skills for SFMC ?

In this lesson, we’re skipping the slides and getting straight to the heart of Journey Builder in Salesforce Marketing Cloud! My goal isn’t to rehash what’s already covered in Salesforce documentation or other resources—but to give you a high-level overview of the key components you need to focus on when designing automations.

We’ll dive into:

• Entry sources: How and when contacts enter your journey

• The different schedule types: Run Once vs. Ongoing Automation and when to use each

• Contact evaluation: Keeping your targeting precise

• Decision splits: The difference between journey data vs. contact data and how to use them effectively

• Goal and exit criteria: Ensuring your journeys are purposeful and efficient

• Re-entry settings: Avoiding mistakes with re-engagement strategies

This video is all about practical knowledge to help you think critically about automation design in Journey Builder. By the end, you’ll know exactly what to consider to build smarter, more strategic journeys. Let’s get started!

This video is the ultimate blueprint for mastering automation design in Salesforce Marketing Cloud. ? Whether you’re building once-off campaigns or ongoing automated journeys, I’ll reveal my tried-and-true methods for designing workflows that integrate SQL and automation seamlessly.

Here’s what we’ll cover:

• How SQL Automation Powers Journeys: Understand the role of SQL in entry sources, contact evaluation, decision splits, goal/exit criteria, re-entry settings, and more.

• Journey vs. Contact Data: Learn the critical differences and when to use each for maximum effectiveness.

• Data Extension Creation & Field Setup: Why designing your DEs properly is the foundation for successful automation.

• Once-Off vs. Automated Journeys: The nuances of each type and how they impact your workflow design.

• Connecting Data Extensions to the Contact Model: Unlock advanced decision splits and dynamic targeting.

• Linking Journeys to Automations: See how everything ties together to create a seamless experience.

This video is more than just a tutorial—it’s a deep dive into my personal method for automation and journey design. Just like AMPscript and SQL, there’s no “one-size-fits-all” approach. Everyone has their own style, but here, I’m sharing mine with you.

Take notes, experiment, and adapt my methods to fit your own workflow.
This is your roadmap to becoming self-sufficient—and the go-to consultant for designing automated journeys with clients. Let’s get started! ?

In this "Build With Me" project, we’ll tackle an Event Promotion Journey! This is your chance to apply what you’ve learned in the program to solve real-world marketing challenges using Salesforce Marketing Cloud.

The goal? To give you a step-by-step walkthrough of how SQL queries power entry sources, audience segmentation, and dynamic personalization in automation and journey builds.

Client Scenario & Project Requirements

CitySpark Events, is hosting an exclusive gala dinner and has hired you to set up a one-time promotional campaign in Salesforce Marketing Cloud. This campaign will invite eligible subscribers from their database to attend the event. Your task is to design an automation and journey to target the right audience and ensure the promotional email includes data for dynamic content based on subscriber preferences.

How to Approach This Project

1. Attempt the Brief First: Before watching this video, review the brief and try building the project yourself.

2. Watch the Step-by-Step Guide: Use this video to see how I approach and execute the project, from requirements to automation build.

3. Compare Your Solution: See how your approach matches up and take notes for improvements!

   
   

Download the Brief

Download the full project brief and sample data files.

• These are test records for testing purposes only. Please make sure not to send any communications to these records, as some subscriber keys might overlap with existing records in your account.

In this "Build With Me" project, we’ll tackle a Welcome Series Journey! This is your chance to apply what you’ve learned in the program to solve real-world marketing challenges using Salesforce Marketing Cloud.

The goal? To give you a step-by-step walkthrough of how SQL queries power entry sources, audience segmentation, and dynamic personalization in automation and journey builds.

Client Scenario & Project Requirements

A lifestyle brand recently launched a membership/loyalty program and wants to welcome new members with an engaging three-part email journey. The journey is designed to:

• Welcome and introduce the program benefits.

• Educate members about the program features and perks.

• Encourage members to download the mobile app (only if they haven't already).

The brand wants this journey to be ongoing and only for newly opted-in members. The journey must be triggered by a daily automation checking for new members who meet the criteria.

How to Approach This Project

1. Attempt the Brief First: Before watching this video, review the brief and try building the project yourself.

2. Watch the Step-by-Step Guide: Use this video to see how I approach and execute the project, from requirements to automation build.

3. Compare Your Solution: See how your approach matches up and take notes for improvements!

Download the Brief

Download the full project brief and sample data files.

• These are test records for testing purposes only. Please make sure not to send any communications to these records, as some subscriber keys might overlap with existing records in your account.

In this "Build With Me" project, we’ll tackle a Reactivation Journey! This is your chance to apply what you’ve learned in the program to solve real-world marketing challenges using Salesforce Marketing Cloud.

The goal? To give you a step-by-step walkthrough of how SQL queries power entry sources, audience segmentation, and dynamic personalization in automation and journey builds.

Client Scenario & Project Requirements

You're working with TelConnect, a leading telecommunications company. TelConnect wants to launch an ongoing Reactivation Campaign (consisting of 3 emails) to target inactive customers by offering personalized discounts on upgraded mobile plans. A key challenge is that customers can have multiple phone lines (Phone IDs) under their account, requiring tailored reactivation campaigns for each inactive phone.

The journey includes three emails:

• Email 1: Introduction to the reactivation offer.

• Email 2: Reminder to take action on the discounted plans.

• Email 3: Last chance to reactivate.

Ensure customers who reactivate do not receive subsequent emails.

TelConnect also wants a 10% control group to be set up to measure the uplift of the campaign.

How to Approach This Project

1. Attempt the Brief First: Before watching this video, review the brief and try building the project yourself.

2. Watch the Step-by-Step Guide: Use this video to see how I approach and execute the project, from requirements to automation build.

3. Compare Your Solution: See how your approach matches up and take notes for improvements!

Download the Brief

Download the full project brief and sample data files.

• These are test records for testing purposes only. Please make sure not to send any communications to these records, as some subscriber keys might overlap with existing records in your account.

In this "Build With Me" project, we’ll tackle an Anniversary Journey! This is your chance to apply what you’ve learned in the program to solve real-world marketing challenges using Salesforce Marketing Cloud.

The goal? To give you a step-by-step walkthrough of how SQL queries power entry sources, audience segmentation, and dynamic personalization in automation and journey builds.

Client Scenario & Project Requirements

Gourmet Table, a nationwide restaurant chain with an exclusive membership program, wants to celebrate the one-year membership anniversary of their loyal customers by offering them a personalized discount for their next in-store purchase when they scan their membership card.

The offer must encourage members to visit a store and is valid for one month from the date the email is sent. Discounts vary based on the member's total spend during their first year as a member, making this campaign highly personalized and rewarding.

A reminder email is to be sent out two weeks later for any member that have yet to redeem their discount code.

How to Approach This Project

1. Attempt the Brief First: Before watching this video, review the brief and try building the project yourself.

2. Watch the Step-by-Step Guide: Use this video to see how I approach and execute the project, from requirements to automation build.

3. Compare Your Solution: See how your approach matches up and take notes for improvements!

Download the Brief

Download the full project brief and sample data files.

• These are test records for testing purposes only. Please make sure not to send any communications to these records, as some subscriber keys might overlap with existing records in your account.