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)
1
Section 1: Automation Theory and Automations in SFMC
5
Section 2: Optimizing Automation inside of SFMC
11
Section 3: Optimizing the Automation of SFMC from External Sources
17
Section 4: Conclusion

Real-time versus scheduled

As you will likely consider as you read on, this could also be phrased similar to a section in Chapter 2, SFMC Automation Tools, as Comparing Journey Builder and Automation Studio. But even that is not fully accurate as there are ways to do both strategies in each tool. For instance, there are ways to do scheduled email sends inside Journey Builder through different Wait Activities and Entry Events and you can use File Drop automations in Automation Studio or even Triggered Sends and Transactional Sends (from Email Studio) to perform real-time messaging.

Although both strategies are available in both tools, each tool is explicitly designed to specialize in one or the other. Journey Builder can most definitely do scheduled sends through different entry event or wait options, but it is specifically designed to be a real-time marketing strategy tool. Similar to that, Automation Studio has options for real-time delivery/action, but it is most definitely optimized...