Marketing Cloud • Training
The Salesforce Marketing Cloud Journey Builder module is one of many you can find in your Marketing Cloud dashboard.
In my opinion, it’s one of the best modules the software has, both in terms of what it can do and how easy it is to navigate and use.
Depending on your subscription, you may not have access to Journey Builder right now, even if you see it in your navigation menu when logged in.
To gain access, you’ll need to speak with your account manager about amending your subscription to include the Journey Builder module.
What is Salesforce Marketing Cloud Journey Builder?
The Journey Builder module does exactly what it says on the tin; it allows you to build automated journeys for your prospects.
It’s the only part of Salesforce Marketing Cloud that allows you to easily and visually automate multiple marketing channels in a single place, such as email and SMS.
Without Journey Builder:
- Emails are created and sent within the Email Studio module.
- SMS campaigns are created and sent within the Mobile Studio.
- Advertising activity is set up and activated within the Ad Studio.
In this case, you have three siloed campaigns happening.
However, with Salesforce Marketing Cloud Journey Builder, you can bring all three of these marketing communications into one module by building them in a single, holistic, multi-channel journey.
You are able to trigger these communications to leads based on specific dates and durations, the information you have about the lead, and how they engage with previous communications.
What’s the difference between Journey Builder and Automation Studio?
The Automation Studio in Salesforce Marketing Cloud does allow for some simple automation of email sends, however, its main purpose is to automate admin and data management tasks such as importing files and transferring data.
Journey Builder, on the other hand, is designed for creating 1:1 personalised journeys for your prospect communications.
How do I enter prospects into a Journey?
There are 6 Entry Sources that can be used to enter a prospect into a Journey in Journey Builder. These are:
- Data Extension
- API Event
- CloudPages (SFMC hosted forms)
- Audience entry (Mobile Studio audiences only)
- Salesforce Data
- Event (being phased out)
If you are using Salesforce as your CRM, this is naturally your best choice of Entry Source. You can find instructions for entering your Salesforce contacts into a Journey on the Salesforce Help site.
If you’re not using Salesforce CRM, the best Entry Source is likely to be a Data Extension or API Event, depending on your SFMC set up and the amount of technical support you have to hand.
Using Data Extensions is a big topic in itself, so I won’t delve into that territory in this post.
However, you can find some information here or, if you’re already pulling your hair out trying to make Data Extensions work for you, feel free to contact us and we can put you in touch with our expert partners.
As well as setting your Entry Source, you can use Filter Criteria to control exactly who enters your Journeys.
How to build a Journey in Journey Builder
The actual process of setting up a Journey is extremely user-friendly.
You have the option to use a Journey Template created for you in Salesforce Marketing Cloud, or to start from scratch and build your own.
If you’re starting from scratch, here’s a very basic guide to building your first Journey:
Building a Journey
There are five options under the ‘Activities’ tab that can be included in a Journey. Within each of these Activities are all of the options you have for inclusion in your Journey. They are: