Salesforce Marketing Cloud Journey Builder – where the magic happens

Create timely messages to relevant audiences with Journey Builder

The ones that have tried Journey Builder, probably thinks that this the most exiting and coolest tool inside Salesforce Marketing Cloud. Everyone likes it for what it can do and how easy it is to navigate. With Journey Builder you are able to automate your communication with your prospects and existing customers. It helps you to reach the customers through different paths and enables you to connect with your audience in the way they want to and when it fits them. This is also the only place where you can easily and visually work across channels from one single place.

When you land in Journey Builder, you come to an overview of all of your existing customer journeys. From here you can easily spot their status and performance. Before creating a journey, consider the following; what’s the purpose of the journey, what audience do you want to reach out to, how long will it last, what communication/information should be shared, what channels should be used and under what circumstances. Now before you start, you will have to set up a goal. This will help you understand and measure the success of the journey you want to build. You can also set a target as a percentage of people reaching the marketing objective.

Once you kick it off, you will work in a drag-and-drop interface where you will drag-and-drop the different pathways onto the canvas. You will start with choosing the data source, that can be either a list or real time consumer behaviour like a purchase. In total you have 8 entry sources, whether you are using Salesforce as your CRM platform or an external. Next step would be choosing what activity should happen. This means choosing the right mix of channels; email, sms, push or add. Finally in the Flow control you can decide how and when someone should receive the communication. Additionally, you can use Einstein to help you to reach the audience by the right channel and the right message.

It doesn’t stop here. Moreover, you can at the end of the journey follow up with an email, asking for a product/service review. If the customer were not satisfied, you can trigger a customer service case. As you can see, you can even automate activities across departments connecting your service and sales teams. That will give personalized communication and service for your audience and improve the collaboration and success across your departments.

If you want to get help building your first journeys, Journey Builder provides you with a set of templates based on best practises. They provide guided setup, content recommendations and you can edit them as you want. Choose among Abandoned Cart journeys, Anniversary journeys, Birthdays journeys, and Welcome journeys.

To sum up, here are the main benefits of Journey Builder:

• Higher customer engagement through multichannel approach, reaching customers in the right time and place
• Real time tracking based on customers actions, where you can track every element of your campaign
• Easy to use tool with no technical expertise required
• Possibility to work across departments and acquiring 360-degree view of the customer
• Save time creating automated and individual customer journeys

Customer success story – Yeti

Yeti, a company that is offering designer coolers, is using Journey Builder to onboard their customers. Through personalized journeys they are educating their customers about their products and how to take care of them. They also get recommendations of complementary products for future purchases.

Content creation & channels

Read more about how you create emails, sms messages, push notifications and landing pages to prepare your content for your customer journeys.