journey builder job id

What is Journey Builder?

Salesforce Journey Builder lets you better understand your customers, trigger activities based on their unique actions and align your messaging across channels.

Salesforce India

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With inputs from Sumit Sharma, Lead Solution Engineer

As today’s digital-savvy customers move between platforms and devices, brands mustoffer a personalised and enjoyable customer journey across channels to maximise client lifetime value. However, there are some questions you need to ask yourself to deliver cross-channel personalised experiences:

• Who is the customer?
• Where are they in their journey?
• Are you engaging with them meaningfully to build 1-to-1 relationships?

To answer these questions, you need an in-depth view of the customer journey, and must act on the changing demands of the customers.With the help of Salesforce Marketing Cloud Journey Builder , you can get a unified view of all the interactions a customer has with your brand, and optimise end-to-end customer journeys.

What is a Journey Builder?

Salesforce Journey Builder gives you visibility into consumer interactions across all of your marketing channels, including email, mobile, social ads, and more. By connecting these different actions or conversations, you canunderstand the customer better, improve message building, design and automate campaigns, provide a seamless customer experience,and secure customer loyalty. In short, you candesign more effective customer journeys by tailoring interactions through the customer life cycle.

The different interactions that a customer can have with the brand at any point in the customer journey include:

• Clicking on an ad
• Opening an email
• Buying a product or availing of a service
• Returning a previously purchased product
• Conversing with a customer care representative
• Downloading a white paper
• Redeeming a coupon

How does Journey Builder work?

Journey Builder uses event-driven triggers to help you meaningfully react to prospects or customers. Events can be anything the customer does that is relevant, such as downloading an app or a product fact sheet, leaving a shopping cart unattended, enrolling in a loyalty programme, or activating a beacon in a physical location. These events and their reactions to them are all part of the customer journey, which grows longer and more detailed with each encounter. By accessing information about the consumer and their behaviour, the solution enables the right action to be taken in real-time.

Journey Builder includes handy features such as:

• Easy-to-use drag and drop interface
• Entry and filter criteriato help you move through steps quickly
• A variety of powerful add-ons, such as lead scoring for Salesforce Marketing Cloud by SalesWings or Litmus to assure email compatibility.

Want to see Journey Builder in action?

How does Journey Builder help you create a smooth customer experience?

1. guiding the customer journey.

Use valuable data from any source, including customer behavioural traits, browsing patterns, and purchase history, to create personalised messaging. Using these targeted messages, you can nudge the customerson their journey using ‘in-the-moment’ eventssuch as mobile app downloads, purchases or closed service cases.

2. Unifying messaging across channels

Journey Builder can be integrated with Salesforce Service Cloud, Commerce Cloud and Sales Cloud. This means that all the departments—sales, marketing, commerce, and service— are unified on one platform and are a part of the complete customer journey. This allows for a consistent experience and communication between different departments. This also enables seamless brand communication through all available channels — such as email, SMS, push notifications, ads, web landing pages, and apps — resulting in an exceptional cross-channel customer experience.

3. Adjusting to the customers’ changing needs

By setting and maintaining automated journey logic, you can anticipate changes in consumer behaviour and take proactive steps. For example, let’s say a long-time customer recently purchased a shirt from your website. You have the transaction history and know their preferences from previous purchases. Clearly, you will share recommendations and information about similar shirts with the customer. But the thing is, they have moved on! They are looking to buy a hat now, and unless you pick up on the right behavioural and browsing cues and understand this changed need, you will continue to show more shirts to them and miss out on a possible new sale. Journey Builder prevents this from happening.

Plus, use reporting for performance reviews and trend analysis to take appropriate action at the right time. You can also scale up your activities to create simple or complex customised journeys for millions of users.

4. Leveraging distributed marketing

Create a branded journey that is consistent with corporate brand guidelines across all email, advertising, and mobile media. Share consumer journeys with owners, franchisees, advisors etc and enable them to craft the right digital marketing strategies.

By creating a 1-to-1 customer experience, Salesforce Journey Builder enables you to construct both straightforward and complex customerjourneys, resulting in increased customer satisfaction and retention.

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About 5 mins

Learning Objectives

Introduction, overview of the setup tab, determine roles and permissions, provide journey builder access to a user.

• Challenge +100 points

Configure Journey Builder Access

After completing this unit, you’ll be able to:

• Define Journey Builder.
• Manage user roles and permissions.
• Explain how building a multi-channel journey is dependent on a user’s access to those channels.

Journey Builder is Marketing Cloud Engagement’s premier campaign planning and execution tool. It’s what empowers you, a marketer, to design and automate campaigns that guide customers through a series of interactions with your brand. Journey Builder is:

• Multi-channel: Communicates seamlessly across email, SMS, push notifications, ads, landing pages, and apps so your customers get the right information in the right place.
• Responsive: Tailors the customer journey based on real-time events like purchases, mobile app downloads, reading an email, or closed service cases.
• Adaptive: Continually adjusts customers’ paths based on their current or predicted behavior.

At Journey Builder’s foundation is the customer journey, which is a series of steps your customer goes through during a particular interaction with your organization. Interactions can include: clicking an ad, reading an email, making a purchase, returning an item in the store, talking to a service agent on the phone, downloading a whitepaper, or redeeming a coupon. If you haven’t already done so, learn more about the connected customer, the importance of personalized customer journeys, and developing a more generalized journey strategy by checking out the Customer Journey Basics module. This video also gives you some quick insight into how Journey Builder functions.

Before You Start

Before you can use this tool, make sure your Marketing Cloud Engagement account is provisioned to use Journey Builder. If you need help, contact your Marketing Cloud Engagement account executive for more information. 

In this module, we assume you are a Marketing Cloud Engagement administrator with access to Journey Builder. If you’re not an administrator for Marketing Cloud Engagement, that’s OK. Read along to learn how your administrator would take the steps in a production org. Don’t try to follow these steps in your Trailhead Playground. Marketing Cloud Engagement isn’t available in the Trailhead Playground.

This is where you, awesome admin that you are, set up and configure components that marketers can start using right away to create and manage meaningful multi-channel customer journeys. 

To set permissions, let’s take a look at general account settings. There are two kinds of access: roles and permissions. 

Roles are based on the type of user and the tasks they’ll be completing, such as importing data, assigning user permissions, or deleting events or contacts. Marketing Cloud Engagement admins can apply these roles to a single user or an entire business unit.

Marketing Cloud Engagement includes several standard user roles:

• Administrator
• Content Creator
• Data Manager
• Distributed Sending
• Marketing Cloud Engagement Administrator
• Marketing Cloud Engagement Channel Manager
• Marketing Cloud Engagement Content Editor/Publisher
• Marketing Cloud Engagement Security Administrator
• Marketing Cloud Engagement Viewer

Permissions control user access based on Marketing Cloud Engagement applications. You assign these settings at the application level. For example, if your creative team is completely separate from your digital marketing team, you can give users on the creative team access to Content Builder, but not to Contact Builder.

Permissions can be set to:

• Allow : User has access to the application or functionality.
• Deny : User does not have access to the application or functionality.
• Not Set : User permission for this application or functionality is not explicitly granted nor denied, but defaults to Deny.

Journey Builder Permission choices include: 

• General Access, View : If this permission is allowed and Automation Create, Edit is denied, you can view Journey Builder.
• Automation Create, Edit : If this permission is allowed and General Access, View is allowed, you can create, edit, and publish journeys.

Depending on the variety of work a user performs, you might need to assign both roles and permissions. Customize permissions for roles or individuals to grant complete access to create, edit, and publish journeys; allow limited access to view journeys; or to deny access.

Let’s walk through the steps to assign permissions to your Marketing Cloud Engagement users.

• Hover over Welcome [your username] and click Setup from the dropdown menu.
• Click the Users menu and select Users .
• Select the user.
• Click Manage Roles .
• Under Roles, click Edit Roles .
• Select Marketing Cloud Engagement Channel Manager or Marketing Cloud Engagement Content Editor/Publisher .
• Click Save .
• Click Edit Permissions and select the checkboxes next to the Journey Builder permissions to assign.

Unless a permission is specifically granted, it defaults to Deny .

Now that you have assigned roles and permissions for Journey Builder users, your marketers can begin using this powerful tool to create and manage responsive, multi-channel customer journeys.

• Salesforce Help : Journey Builder Prerequisites
• Salesforce Help : Marketing Cloud Engagement Roles
• Salesforce Help : Assign a Role to a Marketing Cloud Engagement User
• Salesforce Help : Journey Builder Roles
• Salesforce Help : Assign a Role and Permissions to a Marketing Cloud Engagement User from the Users Screen
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