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

Automation Studio overview

The general principle behind automation is to reduce manual actions and create efficiency within your processes and environment. Automation Studio therefore can interact and affect almost every part of Salesforce Marketing Cloud in some way, shape, or form. So, with that being said, what exactly is Automation Studio?

Automation Studio is a batch-driven performance enhancement platform. It allows you to utilize custom activities and actions in a highly performant and efficient manner. Automation Studio is very different from the 1:1 interaction focus of Journey Builder. But, an important thing to note is that different does not mean worse. They are both very powerful in what they do and are very complementary to each other.

This focus on bulk processing allows for more volume to be accomplished in a single run, which can help reduce the processing required and increase performance speeds, which reduces the total runtimes of actions. As a note though...