Marketing Cloud Next: Segmentation & Engagement - Learning Path

Summary: Segmentation is where strategy meets execution in Marketing Cloud Next. This path shows you how to score and qualify audiences, create subscriber lists, test segment membership, and govern consent so every campaign starts with the right people.

  • What you’ll learn

    • Define lifecycle stages and a practical fit/engagement scoring model

    • Create and QA segments and subscriber lists you can reuse

    • Verify membership to catch errors before activation

    • Apply consent filters and Person Account nuances in practice

  • Why it matters

    • Clear lifecycle and scoring → shared definitions and better targeting

    • QA before send → fewer mistakes and cleaner reporting

    • Consent-aware activation → compliant engagement across channels

Step 1 of 5 — Understand the lifecycle & scoring

Marketing Cloud Next: Lifecycle Walkthrough
Stages your audience moves through and how lifecycle thinking shapes segmentation and messaging.
Read: Lifecycle Walkthrough
Next: design the scoring model.

Scoring model in Marketing Cloud Next
Design a fit/engagement scoring model you can use to filter audiences and trigger flows.
Read: Scoring Model
Next: build reusable segments.

Step 2 of 5 — Create & inspect segments

3 Ways to Create a Subscriber List in Marketing Cloud Next
Three productive methods to assemble audiences you can send to today and reuse tomorrow.
Read: Create Subscriber List
Next: verify membership.

2 Methods to List Your Segment Members
Verify who’s in (and why), spot gaps, and QA your targeting before activation.
Read: List Your Segment Members
Next: compose advanced audiences.

Step 3 of 5 — Compose advanced audiences

Waterfall Segmentation in Marketing Cloud Next explained
Layer criteria in priority order to build marketer-friendly segments that stay explainable.
Read: Waterfall Segmentation
Next: address consent.

Step 4 of 5 — Respect consent in engagement

Consent Management in Marketing Cloud Next explained
Operational patterns to filter audiences by channel subscriptions and preferences.
Read: Consent Management
Next: Person Account specifics.

Surfacing Subscription Consents on Person Accounts
How Person Accounts affect consent data and targeting decisions.
Read: Subscription Consents
Next: Be GDPR Compliant.

Step 5 of 5 — Be compliant with DOI

Double Opt-in (DOI) in practice
How to build double opt-in in Marketing Cloud Next: choose the right form, wire the flow, update consent, and verify at activation. Steps and FAQs.

Continue with

Next path → Flows & Automations

Extras & FAQs

→ Marketing Cloud Next: Unlocking Data on the Salesforce Prospect, Lead, Contact & Campaign Objects