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

Journey Builder overview

It's no surprise, in our current digital world, that customers both want and expect companies to respond in real time to their needs. Organizations that can deliver on these requests are at a significant advantage as they can build both brand loyalty and reputation while strengthening their own bottom line.

So, how can we provide customers with real-time responses and engagement in the moment? Enter Journey Builder. Journey Builder is an SFMC solution for providing complex 1-to-1 marketing experiences across channels that can both meet and anticipate customer needs so that organizations can deal with their customers individually in the moment.

So, just how does this solution enable 1-to-1 real-time marketing experiences? To understand that, we need to dive into the details of just what Journey Builder is and what it does. First, let's take a look at the types of journeys that are configurable within the Marketing Cloud.

Single Send journeys...