The future of marketing is Marketing Automation. Marketing Automation is a critical concept which cannot be explained in a single word but it can be defined in simple words as the use of appropriate software to automate the marketing processes.

What is Marketing Automation?

Customer segmentation, campaign management and a lot more are done through software which would otherwise had to be done manually.

Thus it optimizes the utilization of time and effort and increases the efficiency to reach out to a larger section of the crowd to a great extent.

How It Helps?

Marketing automation has become an integral part of the

customer relationship management.

Marketers need to apprehend the complete journey people have with their brand and how to measure its impact on their business.

Internet has added millions of channels for lead generation and marketing.

So it has become imperative for an exuberant solution which will make the customer management more effective and pleasurable.

Salesforce made a colossal promise and that is Marketing Automation.

With this thought process, Salesforce has launched the Journey Builder.

Salesforce Journey Builder

● Journey Builder looks forward to visualize and manage all its customers irrespective of their location.

● It is not only event driven, it initiates conversations with customers based on history, location, preferences, and real-time behavior.

● It also supports visual journeys i.e. bring ideas to life, create the journey, and set it in motion.

The Motto

“Plan the journey. Personalize the experience. Optimize the results”

Plan the journey

● Journey builder has a friendly user interface which provides a convenient drag and drop tool which can actualize your ideas into live journeys in a jiffy.

● Journey Builder enables you to increase campaign performance as well as drive customer satisfaction to another level with event-driven approach.

Personalize the experience

● Weather in hundreds or in millions it has always been a daunting task to form brand relationships with customer.

● It has always been a difficult task to give them real time response. It enables you to customize every interaction of a particular customer and cater to their need and deliver the appropriate content at the required time.

● It has in built integration with emails, text messages and push notifications.

Optimize in Real-Time

● It helps to track and test every campaign element in real time.

● It measures results over days, weeks, or months with campaign version control.

● It can be used to analyse visually so as to which channels are performing above the bar and thereby evaluate the marketing strategy.

● It is done using random split-testing and make on-the-spot changes with almost no requirement for certain technical expertise.

Connect in new ways

● Journey builder for Apps entrusts you to provide the users a unique experience of blending the digital and physical world across cross-channel platforms.

● It can deliver one on one messages in the apps via the desired devices or channels.

Getting started with Salesforce Journey

Builder

The simple steps to build a journey builder interaction are as follows:

1. Set up your company’s contacts in contact builder and refer to the prerequisites for details.

2. Then begin by clicking on New Interaction.

3. The interaction canvas displays in flow view which is a zoomed out perspective of a single interaction. It shows a zoomed out version interaction to make its strategy easily readable.

4. After naming the interaction choose a contact entry setting.5. Then click on Select an Event and choose or configure an event that suits the purpose of the interaction best.

6. Then identify an Event Source from which contacts are drawn out, to be injected into the interaction.

7. Add activities on the canvas to form the structure of the contact’s way through the interaction.8. Configure the activities and wait period to construct the flow of the interaction.

9. Lastly activate the interaction.

Marketing automation though is a fairly new concept but it has become the fuzz word these days.. Journey Builder helps to establish rock solid relation with customers by orchestrating targeted, individualized customer journeys across channels and devices. It gives a complete 360 degrees view of the customers to convey the correct information at the correct time via an appropriate channel.

Pratyush is Co-Founder and Director at Algoworks. He is responsible for managing, growing open source technologies and Salesforce CRM team .He provides consulting and advisory to clients looking for services relating to CRM(Customer Relationship Management) and ECM(Enterprise Content Management).

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