Salesforce email marketing software is a powerful tool that can help you grow your sales and reach your customers. It helps you create, send, track and analyze emails. With this software, you can manage the entire lifecycle of your emails from creating them to sending them out.
It also allows you to track the performance of your emails so that you can make any changes needed. There are different features available in this software which will help you improve your email marketing campaign.
One such feature is “Email Templates”. This feature allows you to create templates for every email campaign that you want to send out. So instead of creating every single email manually each time, you can just use this feature and save lots of time. This will also allow you to keep track of all the campaigns that have been sent out in the past which means that if there were any issues with one particular campaign then it won’t happen again because everything has already been taken care of before it was sent out again.
Salesforce Email Marketing Software
We present one of the most requested Salesforce platforms, Marketing Cloud, aimed at marketing professionals who are eager to obtain the highest return from investment through understanding customers and offering them what they’re really interested in.
Today we would like to focus on one of the main products from Salesforce: Marketing Cloud. This is a platform with multiple possibilities, all targeted on the world of marketing, and with the foundational objective of placing the customer in the centre of every experience.
We are living in a reality in which customers have the last word.
This new client / customer controls what, when, where and how to interact with a brand. So it becomes really complicated to manage that relationship with the customer through traditional methods. That is exactly the moment where Marketing Cloud and the Salesforce CRM kick in.
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Essentials for Marketing Cloud Email Marketers
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Benefits of using Marketing Cloud
Salesforce underlines in these four bullet points the virtues of its Marketing Cloud platform:
- A profound knowledge on the customer: it becomes possible to connect data from different sources and devices with this platform, in order to obtain a single unified vision of the customer. And also, you will be able to capture and activate first-, second-, and third-party data.
- Customization with artificial intelligence: Marketing Cloud allows the combination of data with the Einstein tool, so interactions can be organized with the help of AI. Therefore, the platform enables a customized communication with customers, based on their relationship with the company.
- Create interest across the journey: this Salesforce marketing platform generates attention and awareness during the whole process (a two-way engagement in real time), which also provides insights to offer every customer the best action for them.
- Impact analysis: Marketing Cloud performs all measurements of the customer journey through different channels and devices, using artificial intelligence and the digital tool Google Analytics 360.
Marketing Cloud offers interesting services for both B2B (when the customer is another company) and B2C businesses (when the product or service goes directly to the end consumer or customer). The true benefits would be: data sources unification, every channel customization, the ability to interact in any given moment of the customer relationship and campaign results measurement.
Marketing Cloud platform’s tools
As we can see in this official video from Salesforce, Marketing Cloud brings forward the possibility of creating tailor-made content for each customer, through any channel like email, online or mobile advertising, e-commerce, and even social media or users communities.
Besides being integrated inside the Salesforce ecosystem – the CRM number one in the world -, Marketing Cloud includes all the following tools:
- Journey Builder: this marketing automation solution from Salesforce is used to create customized customer journeys through multiple channels.
- Email Studio: this one is oriented to perform customized campaigns of email marketing.
- Social Studio: this tool is aimed at creating those customized campaigns, turning our social media followers into potential leads.
- Mobile Studio: helps us to take the leap towards mobile devices and enables marketing interactions via SMS, push notifications and group messaging.
- Audience Studio: with this tool we will be able to capture data from any source and unify all that data in one single place. Audience Studio fulfils the “social listening” goal in order to enable the creation of content that is more appealing to our audience.
- Advertising Studio: now we take the step towards digital advertising and here it is where we find the Salesforce solution to manage acquisition, retargeting and alignment campaigns.
- Datorama: this is the hub where all data can be accessed through a dashboard, where return of investment can be controlled and business growth bolstered.
- Interaction Studio: a tool to visualize customers’ experience in real time and to connect with them through any interaction.
- Data Studio: Salesforce says about Data Studio that is the best solution to discover the audience, acquire data and “take control of that data”. This is the best tool to increase revenue using valuable data.
- Google Analytics 360: Marketing Cloud platform includes this tool developed by the tech giant Google, allowing users to use all the insights from customers to understand them better and obtain more from marketing actions.
- Pardot: aimed at B2B, Pardot makes marketing automation easier to empower sales teams when closing deals and creating meaningful connections.
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Recording
If you are a marketing professional and you want to take a training course in Marketing Cloud, ISDI CRM is the business school you are looking for, because we are official partners of Salesforce. Find more about these courses clicking here and we will help you find the requested certifications to become a professional expert.
salesforce journey builder
Nowadays, the market is full of different products and services. To stand out from the crowd, you need to provide an excellent customer experience and take into account your prospect’s needs and expectations. According to Salesforce’s State of the Connected customer report 2019, 66% of customers are willing to pay more for a great experience. It’s an excellent point for you. Map out a holistic, automated customer journey in Salesforce Journey Builder and be always in touch with your audience via different marketing channels.
From this article, you’ll learn about Salesforce Journey Builder and what its benefits you can use to increase customer satisfaction. You’ll discover the difference between Salesforce Journey and Automation Studio. Moreover, you’ll get a comprehensive guide on how to build an efficient journey, and thus to retain customers easily and quickly.
What Is Salesforce Journey Builder?
what is salesforce journey builder
Salesforce Journey is one of Salesforce Marketing Cloud’s integrated tools for improving customer relationships. It’s a marketing automation solution for building consistent 1-to-1 customer journeys based on the data modelled in the Marketing Cloud.
Do you want your customers to download the app? Or, do you want them to make purchases successfully and not to leave abandoned carts? Then, Salesforce Journey Builder is here for your needs.
Track customer behaviour and boost your digital marketing across varied channels (email, SMS, Push and Ads). You can create a personalised fast-track communication plans by adding particular items (activities) from the Journey Builder’s panel in a drag-and-drop way.
Also, it’s possible to set the goals and control whether or not customers actually meet those goals, whether or not they stay in the journey and continue to the end, or they’re ejected on a particular step. Besides, you can pull in audience decision splits and specify wait times between journey’s steps.
Difference Between Journey Builder and Automation Studio
Both Journey Builder and Automation Studio are useful tools available for Marketing Cloud users to do multi-step marketing and data management activities. It’s important to understand the difference between them and the unique options of each of them. Let’s determine how you can use Journey Builder vs. Automation Studio, and how they can work together.
Automation Studio is a marketing tool focused on extract, transform or load ETL capabilities. On this platform, you can import, enrich and segment your data from any external source, and build simple or multi-step automations.
Also, you’re allowed to manage recurring processes, such as SQL queries, weekly reports and simple email campaigns. In addition, it’s possible to build advanced segmentation (using advanced SQL queries and data filters) and form the contact lists for the custom journeys.
You can send marketing messages via multi channels using both Journey Builder and Automation Studio. But, in turn, with Journey Builder, your opportunities are wider. The key differences between Journey Builder and Automation Studio are:
In Journey Builder, you can track user behaviour in real-time and on an individual basis. In turn, in Automation Studio you should wait until a batch is automatically finished processing at a specific time.
In Journey Builder, it’s possible to use event/ action triggers to choose the way to respond to a customer (email, SMS, etc.). In Automation Studio, you can create a fixed path for your customers regardless of their actions and engagement level.
You can set goals and view built-in goal reports in Journey Builder, while Automation Studio doesn’t offer such an option.
As customers prefer a personalised approach during their interaction with a company, it makes sense to combine capabilities of both Journey Builder and Automation Studio. For example, in Automation Studio, you can create complex audience segmentation using the data from multiple sources and use it in customised journeys in Journey Builder.
How to Build a Journey in Journey Builder
how to build journey in salesforce journey builder
Journey Builder has a reputation as a user-friendly tool with easy configuration. First of all, you need to add a title and description of the journey. You can create a customer journey in two ways: using a pre-made Journey Template or building your own path from scratch with the help of Journey Builder’s activity items.
Journey Builder’s dashboard consists of two blocks: Entry Sources and Activities. Pick the entry source for a particular journey and enrich your customer journey with engaging activities according to your purposes. Check out the list of available activities below: (the tab)
Finally, using the Journey Builder toolbar, you can manage the journey you’ve created. It’s possible to set a goal, define exit criteria, save, test, activate journey and much more.
How to Enter Prospects Into a Journey
Your prospects can be entered into a journey via one of the 6 entry sources:
Data Extension – You’re allowed to select a sendable data extension and admit contacts into a journey.
API Event – You can set up an API that admits users into a Marketing Cloud journey.
CloudPages – Use Salesforce Marketing Cloud hosted forms to admit Marketing cloud contacts into a journey utilising the CloudPages Form Submit Event
Audience entry – Select one of the Audience Builder audiences available in your account to admit contacts into a journey.
Salesforce Data – Enter your Salesforce contacts into the journey by following the instructions.
Event (being phased out) – Select this source in case you want to put contacts into a journey based on their behaviour (e.g. a customer purchases a product, a contact signs up for a newsletter, a user provides his review).
Pro Tips For Using Journey Builder
pro tips for salesforce journey builder
Start with a simple journey. If you’re a newbie user of Journey Builder, it’s recommended to create at first like a thank you follow-up email or a happy birthday message. Also, it’s better to use simple options at first, e.g. the Welcome Sequence or Timed Waits before extending to Decision Splits.
On the other hand, you can turn to a Salesforce development and consulting company to get professional help with it. MagicFuse is one of such companies. They provide high-quality services focused on the technical side of Salesforce.
Plan your journey on paper and prepare all necessary data and content. Before creating a real journey it matters to map your journey visually. In such a way, you can structure your journey and include all the needed steps. Moreover, collect the information that will be used in the journey.
Test your journey. When a final version of your journey is ready, it’s recommended to clone it before activating. Then, test your plan and improve if necessary. Also, it’s important to check time settings and avoid conflicts between data updates and automation.
Save your time and use copied activities. Create a “Copied Activities Clipboard” in the Journey Builder panel and drag the bundle of icons on the canvas to create your customer journeys. This option allows you to decrease your time to design a plan from scratch.
No autosave option. Journey Builder doesn’t provide autosave. So, remember about it and save your journey in the process.
Use the Goals feature to measure journey performance. It’s a great opportunity to gather performance metrics and analyse how to interact and convert potential customers.
Remove prospects easily. Using the Exit Criteria option, you can exclude a prospect from the journey, e.g. if their status changes or they become a cold lead.
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Summary
Creating a positive customer experience is the number one priority. Managing customer experience has to be your main task. With Salesforce Journey Builder, you’ll be able to build both simple and complex customer journeys, thus improving customer retention and satisfaction, cross-selling and up-selling.
Conclusion
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