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

Chapter 3: SFMC Automation Best Practices

Now that you know the basics of automation theory and the automation capabilities that are baked into Salesforce Marketing Cloud (SFMC), we will dive into the best practices for utilizing and building such automation. Whether you are using Automation Studio or Journey Builder or some combination of the two, following these practices should help you find the most efficient solutions for your needs.

Best practice, especially in Marketing Cloud, can be a broad term; so, for this chapter, we will be focusing on things such as performance, efficiency, scalability, contextual decision making, and personal preferences. That said, best practice is not always the best solution – so, take these as guidelines and not as gospel.

In this chapter, we will cover the following topics:

  • Best practices: This section will provide a quick overview of what a best practice is and how we should apply it.
  • Creating high-quality testing: In...