Book Image

Automating Salesforce Marketing Cloud

By : Greg Gifford, Jason Hanshaw
Book Image

Automating Salesforce Marketing Cloud

By: Greg Gifford, Jason Hanshaw

Overview of this book

Salesforce Marketing Cloud (SFMC) allows you to use multiple channels and tools to create a 1:1 marketing experience for your customers and subscribers. Through automation and helper tasks, you can greatly increase your productivity while also reducing the level of effort required in terms of volume and frequency. Automating Salesforce Marketing Cloud starts by discussing what automation is generally and then progresses to what automation is in SFMC. After that, you’ll focus on how to perform automation inside of SFMC all the way to fully running processes and capabilities from an external service. Later chapters explore the benefits and capabilities of automation and having an automation mindset both within and outside of SFMC. Equipped with this knowledge and example code, you'll be prepared to maximize your SFMC efficiency. By the end of this Salesforce book, you’ll have the skills you need to build automation both inside and outside of SFMC, along with the knowledge for using the platform optimally.
Table of Contents (20 chapters)
Section 1: Automation Theory and Automations in SFMC
Section 2: Optimizing Automation inside of SFMC
Section 3: Optimizing the Automation of SFMC from External Sources
Section 4: Conclusion

Knowing about your process flow

When seeking opportunities for automation within your business processes or marketing efforts, one of the most important aspects that must be considered is just how well you understand the end-to-end (E2E) processes occurring both inside and out of SFMC. This sounds obvious, but it can be very easy for developers to become siloed, both in their areas of expertise and with regard to current capabilities or existing solutions being utilized within their organization.

For instance, an SFMC developer may be intimately familiar with their suite of data integrations and custom applications being utilized in the system but fail to understand how these fit within a larger ecosystem of the organization's implementation, particularly around items such as email campaign development or customer life cycles.

That is not to say that we need to have a holistic view of the platform in order to identify any opportunities for innovation or automation. Most...