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

Multi-channel and cross-channel marketing

Before digging into Marketing Cloud's foray into multi-channel and cross-channel marketing, our initial goal is to make sure we are all aware of what they are. Without knowledge of what multi-channel marketing or cross-channel marketing is, it doesn't really make as much sense or show the same level of impact, so we will give some quick insights into what they are.

Multi-channel marketing

Multi-channel marketing leverages multiple communication channels and mediums, utilizing channels such as the following:

  • Email marketing
  • Mobile SMS/MMS and push
  • Direct mail
  • Social media

Leveraging multiple channels allows you to unify the numerous interactions your customer has with the marketing messaging they are receiving. Almost all messaging services are now multi-channel marketing, but even just a couple of years ago, this was a very strong selling point and something that only a few platforms had the capability...