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


Email automation is one of the core aspects of all Marketing Cloud automation and one of its strongest capabilities. After reading this chapter, you should have a strong knowledge of how email marketing automation works in Salesforce Marketing Cloud, as well as some in-depth information and insights into it.

You should now be able to tell the context of when to use real time instead of a schedule and vice versa, as well as 1:1 versus batch. Now, an aspect that you have also learned, although not explicitly set out as a section, is the difference between real-time messaging and 1:1 messaging, as well as the difference between scheduled messages and batch sends. At times, these can seem synonymous, but as you now know, they are different.

Now, knowing the messaging types and best uses is a huge part of email automation, but the other major aspect is data and analytics. As you have now learned, a campaign without analytics and tracking is like going on a blind date while...