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Welcome to Salesforce Marketing Cloud Journey Builder: The Essential Guide to success! Our goal is to cover everything you need to know about Journey Builder to help you build personalized relationships with your contacts at scale.
We’ll go over everything from:
Before we dive into the nitty gritty details of Journey Builder, let’s start out by going over some definitions and use cases.
Journey Builder is Marketing Cloud’s customer journey builder that lets you create effective campaigns based on your contacts’ activities and data. It allows you to combine the functionalities of different studios in Marketing Cloud to engage contacts across channels.
It’s important to note that Journey Builder can not work alone; it must be paired with another studio to achieve certain actions. For example, you’ll need Email Studio to send out automated emails and Mobile Studio to send a mass text message to contacts.
If you need a deeper understanding of what Marketing Cloud’s different studios and builders are, we cover the basics in our Marketing Cloud 101: Studios and Builders blog post.
There are 3 types of journeys you can build from Journey Builder:
Since multi-step journeys are the most complex, our guide will primarily focus on how to get the most out of these advanced tools.
Before you begin building out your customer journeys, you need to make sure you have a plan first.
This plan must answer the following questions:
A huge benefit of planning journeys ahead of time is that you’ll have adequate time to prepare each asset needed before running the campaigns. Because Journey Builder can execute such complex functions, you’ll want to make sure you keep the journeys optimized from the start.
Because Journey Builder is such a robust tool, it’s important to understand the basics before diving into more complex builds. Regularly reviewing your marketing plan will prevent you from creating overly complicated journeys.
Another note is that many organizations invest in hiring an experienced administrator to make sure they’re maximizing the Marketing Cloud tool. Because hiring an in-house expert can be costly, some choose to onboard a certified consultant. For example, many businesses hire our certified experts because we take the time to understand their business’ unique needs. We’ll then take their requirements and translate them into effective customer journeys.
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