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Why You Need a Customer Journey Map

in Customer Experience

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On the surface, customer journeys may seem simple – you offer a product and someone buys it. But look more closely and it’s easy to see that the customer journey is becoming increasingly complex.

Customers use messaging apps, email, phone calls, websites, and various other channels to communicate with businesses. All these touchpoints create increasingly complex customer journeys, making it more difficult to always ensure a great customer experience. But customer experience is more important than ever. According to 2020 global research from Salesforce,

• 80% of customers now consider their experience with a company to be as important as its products.
• 69% of Gen X customers prioritise convenience over brand loyalty
• 91% of customers agree that a positive customer experience makes them more likely to purchase again

Customer expectations are undoubtedly undergoing a major transformation . How can brands meet these expectations and ensure every customer journey is smooth?

One excellent way to understand and optimise the customer experience is a process called customer journey mapping .

Your customer’s journey – in pictures

A customer journey map is a visual picture of the customer or user journey. It helps you tell the story of your customers’ experiences with your brand across social media, email, livechat, and any other channels they might use. 

Mapping the customer journey ensures that you are not missing out on the chance to interact with your customer at any stage.This process also helps business leaders gain insights into common customer pain points. With these insights, businesses can deliver more optimised and personalised customer experiences.

Creating a customer journey map

Customer journey mapping (also called user journey mapping) is the process of creating a customer journey map. Doing this helps businesses see things from the customer’s perspective and where they can improve. First, all the possible customer touchpoints are mapped out. Touchpoints include websites, social channels, or interactions with the marketing and sales teams.

User journeys are then created across these various touchpoints for each buyer persona. For example, a millennial buyer persona may typically become aware of a product on social media, research it on the mobile version of your site, and finally make a purchase on a laptop.

The customer experience at each touchpoint should be included in your customer journey map. This can include what action the customer needs to take and how your brand responds.

Why customer journey mapping matters

Customer journey mapping is important, because it is a strategic approach to better understand customer expectations. It is also crucial for optimising the customer experience. 

Customer journey mapping is just as important for small and medium-sized businesses (SMBs) as it is for larger companies. Customer expectations are changing for all businesses, regardless of size. Customers demand an omni-channel approach to customer service, marketing, and sales.

One of the most important aspects of the customer experience is personalisation. Recent research found that 52% expect their offers to always be personalised . Customer journey mapping allows SMBs to create personalised experiences across all touchpoints – for every individual, across all channels.

Mapping the customer journey has a host of benefits such as:

• Allowing you to optimise the customer onboarding process
• Checking customer expectations against the experience they actually receive
• Understanding the differences in buyer personas as they move from prospect to conversion through the buying funnel
• Creating a logical order to your buyer journey

However, the biggest benefit of customer journey mapping is simply understanding your customers more. The better you understand their expectations, the more you can tailor the customer experience to their needs.

The power of an omni-channel approach

Today’s consumers want a highly personalised experience and this includes your marketing and customer service efforts. This interconnected approach is called omni-channel marketing and omni-channel customer service.

In terms of marketing, customer journey mapping can target one prospect across multiple touchpoints. For example, a customer who browses a product on a website can be retargeted with a social media ad later on.

To offer the best possible customer experience, omni-channel marketing is often backed up by omni-channel customer service . This is where the customer can receive customer support across any channel, such as on social media, messenger apps , or live chat. Again, customer journey mapping can allow your customer service team to better understand the customer experience and improve their ability to resolve issues.

Success through optimisation

Mapping out many different customer journeys across many different buyer personas can be quite time-consuming. Once you have mapped them out, you still need a way to offer a personalised omni-channel customer experience.

If you’re serious about customer journey mapping, you need to invest in software that can help. Customer journey mapping tools are typically part of marketing automation software like Pardot . These allow you to easily create customised journeys and automate marketing actions. This takes your marketing automation efforts to the next level.

Check out a demo of Pardot’s powerful marketing automation software built on the world’s #1 CRM .

This post originally appeared in the U.K.-version of the Salesforce blog .

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About 5 mins

Learning Objectives

Strengthen your relationship with customers, what is a journey map, follow the customer, call in the team, know the benefits of journey mapping.

• Challenge +100 points

Add Journey Mapping to Your Solution Toolbox

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

• Explain the connection between Relationship Design and journey mapping.
• Explain what a journey map is.
• Explain the benefits of journey mapping.

At the heart of any solution is your intention to make your customers’ lives better, whether the software you’re building is intended to boost productivity or create a delightful shopping experience. And that’s the core of Relationship Design —the creation of experiences that foster ongoing engagement and strengthen connections between people, companies, and communities.

By itself, that’s a lofty idea. It takes time and effort to home in on what your company can do to make these connections a reality. This is where journey mapping comes in. 

Journey maps are documents that visually illustrate the experiences customers have with a business or an organization. A journey map identifies several things.

• Steps or activities a customer or user takes to accomplish a goal
• Challenges they face in accomplishing their goal
• People they interact with in a single organization or in an ecosystem of organizations
• Touchpoints and channels—like devices and apps—they encounter as they accomplish a goal
• Feelings, thoughts, and reactions they have throughout their journey

As you can imagine, there are highs and lows in every customer journey. The combination of all of these highs and lows can make—or break—the customer experience.

Below is an illustration of a journey map. We dive deeper into creating one that’s relevant for your needs later in this module. The key point here is that a journey map captures these steps from the point of view of the customer or user.

In this example, the journey map follows a customer engaging with a company’s service department. After enrollment in a subscription service, the customer soon has a request. The journey map outlines the steps and interactions the customer goes through to get their request fulfilled.

After enrollment (1), the customer calls with a question (2). Next, the service representative opens a request for service and sends them an email confirmation. Meanwhile, the representative checks the customer’s service history (3), provides the service (4), and then the customer’s record is updated and reflected in an online portal (5), which the customer can view. 

Throughout this process, there may be many touch points between the customer and a service representative. That representative might also be collaborating with other colleagues in sales to get details about previous conversations they’ve had with the customer, or operations to get an approval for special pricing, and so on. The journey map captures all this and more—if it affects the customer and can make the difference between a delightful experience and a terrible one, it’s important to capture it.

This also means that there can be many people involved in mapping the customer journey.

It’s easy to get focused on our individual roles and how they affect the customer. At times we may also think that some of the things we do aren’t impactful. The journey map is good at helping you understand everything the customer experiences. The map can also demystify how each role in the company affects the customer at one point or another and why it’s important to collaborate.

For solutions based on Salesforce, admins, architects, designers, developers, marketers, and more have a stake in mapping out the customer journey for a new feature. So we recommend that you host a workshop with a cross-functional team to get everyone’s perspective. We cover workshop logistics later in this module. 

When you map out the customer journey, you set your team up to build a successful solution. Here are some of the benefits.

• Better team alignment: Expose how the work of different teams, like sales and service or design and community, come together. It also helps disparate teams speak in a common language about the customer.
• Strategic thinking: Promote strategic conversations about where to invest your company’s resources and effort for the highest impact.
• Deeper understanding of customer pain points: Expose gaps, places where the flow isn’t as smooth as it could be, and moments of vulnerability or dissatisfaction for your customers.
• I ncreased empathy: Increase empathy for your audience’s experience by assessing your customer’s expectations and emotions as they move through their journey.
• A strong case for innovation: Expose the innovation work that needs to be done, and discover what matters most to customers.
• A guide to measuring impact: Model changes in current customer experience, analyze each change’s potential for impact, and model new experiences before they are officially designed.

Ultimately, the journey map helps you craft a vision for the customer that the entire organization can support. It helps you bring together your business objectives with the customer experience.

In the next unit, you get started mapping out the customer journey by identifying the purpose and goals of your solution and working through how to structure your journey map. 

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Salesforce Customer Journey Builder 101: How To Build Winning Journeys

Marketing automation is now a must-have for companies that aim to reach their audience through a multichannel approach. Salesforce has simplified the complexities of automation by developing Marketing Cloud’s Journey Builder . This user-friendly tool has captivated marketers around the globe.

So, what’s it about Marketing Cloud’s Journey Builder that makes it so special?

Let’s start by defining what the tool is and what it can do. In this article, you’ll learn:

What is Salesforce Journey Builder?

• How Marketers Benefit from Salesforce Journey Builder
• How to Use the Salesforce Journey Builder tool
• How to Start a Journey map in Salesforce Journey Builder in 4 Steps
• Key Tips  for Using Salesforce Journey Builder

Start Your Customer Journey Map with Salesforce Marketing Cloud

Journey Builder is an easy-to-use Marketing Cloud feature that allows you to customize and define multichannel interactions with your potential customers. Journey Builder’s drag and drop functionality helps marketers customize their buyer’s journey without getting bogged down in complex automation software.

Journey Builder enables you to personalize your customer experience by incorporating real-time customer data into your journeys. In other words, all of your potential customers will get tailored content according to their preferences and previous interactions with your company.

Additionally, this customer journey tool lets marketers reach their audience through several channels: SMS, push notifications, email marketing, and retargeting through paid advertising platforms (Google Ads, Facebook, and LinkedIn, among others).

What does Salesforce Journey Builder look like in action? Take a look at this Salesforce demo , where you’ll be able to see how to build customer journeys seamlessly.

How Marketers Benefit from Salesforce Journey Builder?

Besides being a user-friendly tool, Marketing Cloud´s Journey Builder is full of interesting features that excite marketing professionals. Let’s talk about some of the key functionalities marketers love about Journey Builder and Salesforce.

Never Miss Customer Journey Touchpoints

Journey Builder adapts to your company’s data structure. This responsiveness ensures that you’ll never miss any relevant touchpoint with your customers: birthdays, product preferences, renewal dates, anniversaries, and much more! Journey Builder integrates with Data Designer , where you can customize your customer data model and incorporate the data that matters the most in your campaigns.

Here’s a quick example of how to use customer data as an entry point for a new journey:

After your entry event has been set-up, the rest is up to your creativity. You can drag and drop different elements and activities depending on how you want your brand to get the message across.

Connects Your Data

Journey Builder is much more than an email drip campaign tool. By combining your multiple assets into one platform, you can ensure your brand gets to your customers with one sole voice . This means you’ll be able to integrate your app notifications, paid advertising campaigns, email marketing efforts, and SMS ventures in Customer Journey Builder.

You can visualize your entire strategy through journey mapping. Then, your marketing team can brainstorm and plan your ideal journey before deployment.

Salesforce Marketing Cloud empowers your whole organization. You can connect your sales and service teams with the user Journey Builder through sales and service custom activities:

In other words, you’re able to create customer service cases, update opportunities and convert leads, straight from Journey Builder. So, as a result, your marketing department will be connected to your customers and internal organization simultaneously on the same platform.

Adapt With Each Customer Journey

It’s no secret that media consumption habits are constantly evolving and changing the way we interact with customers and prospects.

The CustomerJourney Builder tool responds to change via real-time customer data and predictive intelligence. Interaction Studio and the Einstein suite ensure that you get up-to-date data and AI predictive suggestions that help you predict changes in customer behavior. Use Decision and/or Engagement Splits to customize your customer journey depending on actions taken by your prospects.

As your customer database grows, Journey Builder adapts as well. Your customer journeys can scale up from simple short sends to complex flows with millions of records. You don’t need to worry about the size of your audience or the steps in your journey. Journey Builder is designed to process large databases and smoothly deliver personalized experiences to each customer.

Measure ROI and leverage analytics by implementing Journey Goals . Define your KPIs and measure results by checking how many prospects met your goal after or during a journey. If you choose to do so, you can take prospects out of a journey after they meet the goal at any given point in time.

Discover Distributed Marketing

Take the action outside of your marketing department. Allow collaborators from different departments to use authorized marketing assets and trigger journeys effortlessly. With distributed marketing, your branding will remain consistent and sharp across the sales and service departments, among others.

Use Customer Journey analytics to measure your efforts and readjust your journeys by making informed decisions. Share and automate reports across your organization to make sure that key stakeholders are informed and accountable for journey performance. Automatic reports can be scheduled and sent directly to your inbox.

After analyzing in-depth data, you’ll be able to create new versions of your journey and optimize them for new entries.

Increase Lifetime Value And Conversion Rates

Salesforce Journey Builder is not just a customer journey mapping tool for new customer acquisition . You can also configure Marketing Cloud to store data from your current customers. Website visits, past purchases, abandoned cart events, and customer preferences can all be tracked and used in journeys.

For example, you could trigger a promotional journey for a particular product or service right after your current customer has abandoned a purchase attempt. Having that second chance with real-time data is a great way to increase LTV and conversion rates.

How to Use The Salesforce Journey Builder Tool?

When it comes to mapping customer journeys, creativity plays a major role. There’s no unique or right way of implementing marketing automation. However, knowing the capabilities of the marketing tool you’re using is crucial. To get the most out of Journey Builder, you need to measure your results and test different functionalities .

Measuring your results through Journey Goals and analytics helps you understand what’s working and what needs improvement. In addition, Marketing Cloud allows you to create multiple versions of a single journey. So you can create as many versions as needed and run as many tests as possible to ensure that your client journey finally reaches that sweet spot.

On the other hand, get to know the available activities and channels. If your company runs an app, go ahead and connect it with Marketing Cloud. Or, if SMS is your strength, make sure to enable Mobile Studio functionality.

Try different channels to ace customer engagement and reach the right customer — through the right channel — at the right time.

Can Journey Builder Be Used In B2C & B2B?

Journey Builder functionality is highly popular among B2C companies. This is because reaching a large number of customers with a user-friendly tool is very appealing for the B2C business model.

Nevertheless, B2B entities can also use Marketing Cloud to leverage sales and understand engagement rates.

For example, email marketing is a prevalent practice in the B2B world. But what happens if open rates and clicks are not working for you so far? Journey Builder gives you the chance to add those prospects directly to LinkedIn retargeting campaigns and show them content that matters to them.

How to Start a Customer Journey Map in Salesforce Journey Builder in 4 Steps

Before getting started, make sure you have a clear strategic approach of what your journey is going to be.

Step #1: Plan Your Journey

Sketching out your journey on a whiteboard and brainstorming with your team is always a great idea. Here are a few questions you can ask your team to get things started:

• What is the main objective of your journey?
• What is the target audience you’re aiming to reach within your database?
• What channels seem to be the most appropriate for this journey?
• How often should you measure results and optimize the journey?
• What elements (i.e., copywriting, channels used, etc.) would you use for A/B testing?

Step #2: Create Your Content in Content Builder

Content Builder is Marketing Cloud´s content management system where you’ll design all of your creatives before adding them to a journey. Content Builder also offers drag and drop functionality, so no coding experience is required.

Make sure to try out the Dynamic content feature, where you can personalize content depending on your customer data.

Step #3: Use a Template to Build a Journey

Journey templates are the first thing you’ll see on Marketing Cloud’s homepage. They allow you to easily configure and launch several predefined journeys depending on your business needs (abandon cart, event follow-ups, and welcome journeys, among others). You can use the templates as they are or edit them as much as you want.

Step #4: Segment, Test, and Launch

Use contact data to segment your audience properly. Define what information about your contacts is most relevant for the users journey. For example: Are you targeting prospects in one specific country or region? Are you perhaps aiming for contacts that recently purchased one of your products or services?

If you properly segment your customer data in Contact Builder , you should be able to filter the contacts you’re aiming for without any coding experience needed.

Try out Path Optimizer activities throughout your journey. Path Optimizer is a testing tool in Journey Builder that allows you to perform A/B and multivariate tests in your customer journey to find the path that adjusts to your customer’s needs and preferences. Path Optimizer activities will allow you to test copywriting and design assets in order to assess what works best. You can add different versions of an email, and Path Optimizer will do the rest for you.

When you choose a “winning criteria,” this activity will start sending both versions of your content to your prospects. After a set amount of time, a version will be chosen according to your winning criteria. Then, the best version will be sent to the newcomers of your journey.

Once your customer journey map looks ready, and you’re happy with your current flow, prepare for deployment. First, double-check your filtering criteria for entering the journey and review all of the activities involved. Once everything has been validated, you’ll see an Activate button on the top right corner of your screen. After clicking on Activate, you’ll be asked for confirmation. Once you confirm, your customer journey map is live!

Key Tips for Using Salesforce Journey Builder

Even if there is no one-size-fits-all way of using Journey Builder, there are a few things you should keep in mind to have a great experience with the tool.

There Isn’t an Autosave Feature

Journey Builder doesn’t have autosave settings configured. So be sure to always hit that Save button when you make important changes. Building and mapping user journeys is a process that could take your team a couple of days or even weeks.

Allowing yourself that time to create the best journey for your customers is always a great idea. Aim to avoid surprises by always saving your progress so that all your hard work translates quickly into a working journey.

Use Only One Data Extension Per Journey

Marketing Cloud will always warn you if one of your Data Extensions (or data tables) is being used as an entry source for another journey. There are 2 main reasons for not wanting to use the same data extension in 2 separate journeys:

• The same data will be processed separately for each journey. This may overwhelm the system’s processing capabilities by increasing its record processing time as the journeys may compete with each other’s activities.
• You may not want to bombard the same prospects or customers with several communications at the same time (unless it is something you really relevant). Too many emails or excessive SMS on your prospects’ inboxes can result in high unsubscribe rates.

In an environment where marketing automation is fundamental for business success, tools like Journey Builder turn out to be more relevant than ever. Marketers are looking for efficient and easy-to-use features that can allow them to reach customers the right way. Supported by Salesforce, Marketing Cloud’s Journey Builder has the tools you need to make your online efforts thrive.

Schedule a demo today if you’re an advertiser who is considering marketing automation or is seeking to get more from your investment in Salesforce Marketing Cloud. One of our experts will be happy to confer with you.

Michael Clark

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Salesforce Journey Builder: Everything You Need To Know

Sakshi arora.

Assistant Manager- Content Marketing

Sakshi Arora is a seasoned content writer and marketer specializing in B2B topics such as marketing automation and website development. Leveraging her journalism background, she infuses her work with clarity and creativity, captivating audiences. Beyond her professional pursuits, Sakshi finds joy in writing about personal emotions, showcasing her introspective side and adding a unique touch to her portfolio.

Table of Contents

In today's fast-paced business environment, creating a great product or service is no longer enough to attract and retain customers. It's all about providing a seamless and memorable customer experience that keeps them returning for more. That's where customer journey mapping comes in.

Businesses can gain valuable insights into their customers' needs, preferences, and pain points by visualizing the various stages of a customer's interaction with a business, from marketing and promotions to initial contact and, eventually, to post-purchase follow-up. This, in turn, helps them to create a more personalized and engaging experience that sets them apart from the competition.

And what better way to do it than with Salesforce Journey Builder? Salesforce Journey Builder is a powerful tool that enables businesses to create, automate, and manage customer journeys across multiple channels, all from a single platform. If you find Salesforce Journey Builder daunting and have no idea how to leverage it, we are here to help!

This blog will explore and share everything, from the importance of personalized customer journeys in today's business landscape to marketing cloud journey builder best practices. So let's get started. 

Introduction To Salesforce Journey Builder

As businesses strive to cultivate lasting relationships with their customers and end users, the Salesforce Journey Builder emerges as a game-changing platform within the marketing paradigm. This sophisticated software tool is intricately designed to orchestrate personalized customer engagements at scale. Salesforce Journey Builder is not just a feature; it's the cornerstone of modern marketing strategies, enabling marketers to map out and automate communication flows tailored to customer behaviors and preferences.

The growing complexity of customer interactions in the digital sphere has made the Journey Builder an indispensable asset. Blending seamlessly with the Salesforce Marketing Cloud , it provides marketers the unparalleled ability to create, manage, and modify customer journeys in real-time. By leveraging data from the Marketing Cloud, the Journey Builder translates insights into action, paving the path for more meaningful and effective customer experiences that drive engagement and growth.

Salesforce journey builder allows businesses to create tailored experiences for each customer or end user, engaging them at every stage of their journey, from awareness to purchase and post-purchase support.

With a customer journey builder, businesses can visualize and map out the customer journey, identify areas for improvement, and optimize the journey for greater customer satisfaction and retention. The platform allows businesses to engage with customers through various channels, such as email, SMS, social media, mobile push notifications, and more, ensuring that customers receive consistent messaging across all touchpoints.

SFMC Journey Builder also provides businesses with real-time data and analytics, allowing them to track customer behavior and engagement, make data-driven decisions, and adjust the journey accordingly. This enables businesses to create a more personalized and engaging experience that sets them apart from the competition and drives growth.

Automation Studio Vs. Journey Builder: The Key Differences

Automation Studio and Journey Builder are both powerful tools within the Salesforce Marketing Cloud platform, but they serve different purposes and have distinct differences. Here are the key differences between Automation Studio and Journey Builder:

Automation Studio is primarily used for scheduling and executing various automated marketing activities, such as data imports, export, email sending, and more. On the other hand, Journey Builder is specifically designed to create, automate, and manage customer journeys.

Journey creation

In Automation Studio, you create and execute activities (such as sending emails, updating data, or firing events) using a flowchart. In Journey Builder, you create a single, unified journey that includes multiple channels and touchpoints, allowing you to engage with customers at every stage of their journey.

Data management

Automation Studio is designed to manage workflows and allows data to be imported, filtered, and transformed. Journey Builder also includes data management features but uses customer data to create personalized experiences.

Automation Studio is primarily a tool for managing data and executing automated marketing activities. At the same time, Customer Journey Builder is a tool and mobile app for creating and managing personalized customer journeys across multiple channels. Both tools are important for creating effective marketing campaigns, and they can be used together to create comprehensive and personalized customer experiences.

Pro Tip: While Automation Studio is ideal for managing data and executing automated marketing tasks, consider using Journey Builder for creating personalized customer journeys that engage customers across multiple channels. By leveraging both tools effectively, you can create comprehensive marketing campaigns that drive meaningful interactions and improve overall customer experience.

Understanding the Customer Journey

When understanding your customers and their interactions with your brand, mapping out their journey is crucial. Customer journey mapping allows you to visualize and analyze every touchpoint and experience a customer has, from initial contact to final purchase.

This process offers valuable insights into your customers' needs, preferences, and pain points. By understanding their journey, you can identify opportunities to improve their experience, engage them at the right time with the right message, and ultimately drive more conversions.

Definition and importance of customer journey mapping

Customer journey mapping documents and analyzes the steps and interactions a customer takes throughout their relationship with your brand. This includes online and offline touchpoints, such as website visits, social media interactions, emails, in-store visits, and customer support interactions.

Understanding the customer journey is crucial for several reasons:

• Identifying pain points: By mapping out the customer journey, you can identify any obstacles or pain points customers might encounter. This allows you to address these issues and provide a seamless and satisfying experience.
• Optimizing touchpoints: Mapping the customer journey helps you identify the most important touchpoints where customers decide or engage with your brand. By optimizing these touchpoints, you can increase customer satisfaction and conversion rates.
• Aligning marketing efforts: Understanding the customer journey enables you to align your marketing efforts with each stage of the journey. This ensures that you deliver the right message at the right time, increasing the chances of engagement and conversions.
• Driving customer loyalty: A positive and seamless customer journey fosters loyalty and repeat purchases. By understanding the customer journey, you can create personalized experiences that enhance customer satisfaction and strengthen their relationship with your brand.

Creating a customer journey map with Salesforce Journey Builder

Salesforce Journey Builder is a powerful tool that allows you to easily create and manage customer journey maps. With its intuitive interface and drag-and-drop functionality, you can effectively visualize and automate your customer journeys through accessible information retrieval from the customer's database.

Using Salesforce Journey Builder, you can:

• Define stages
• Map customer interactions
• Automate marketing actions
• Track and measure

By leveraging Salesforce Journey Builder, you can create comprehensive customer journey maps that drive personalized and engaging customer experiences.

How do you create a customer journey in Salesforce Journey Builder?

Moving on to the part you have been waiting for-creating customer journeys in SFMC journey builder. Here, we are sharing the steps you need to follow:

Step 1: Log in to your Salesforce Marketing Cloud account and navigate to Journey Builder. It is in the left-hand menu under the "Journey Builder" section.

Step 2: Click the "Create New Journey" button at the top right corner of the screen.

Step 3: Select the type of journey you want to create. For example, you can choose a "Standard Journey" to build a journey from scratch or a "Template Journey" if you want to use a pre-built template as a starting point.

Step 4: Name your journey and choose your entry source. The entry source is where your customers will enter the journey. You can choose from various sources like email sends, web, or API events.

Step 5: Set up your journey canvas. This is where you will create the different steps and actions your customers will go through as they move through the journey. You can add different activities, such as emails, SMS messages, or social media posts, and configure them to trigger at specific times or based on specific criteria.

Step 6: Test your journey. Before activating your journey, testing it to ensure everything works as expected is important. You can do this by using the "Test" button in the top right-hand corner of the screen.

Step 7: Activate your journey. Once you're happy with your journey and have tested it thoroughly, you can activate it by using the "Activate" button in the top right-hand corner of the screen.

Revolutionizing Marketing Automation with Salesforce Journey Builder

As the digital marketing landscape evolves, Salesforce Journey Builder stands at the forefront, revolutionizing marketing automation with its advanced capabilities. Journey Builder has significantly changed how businesses approach their marketing strategies by enabling marketers to seamlessly orchestrate personalized, customer-centric communications.

The Role of Journey Builder in Marketing Automation

Salesforce Journey Builder is integral to marketing automation efforts. It empowers organizations to design, automate, and optimize customer journeys that feel unique to each individual. From acquisition to retention, Journey Builder facilitates timely and deeply relevant interactions to the customer's current stage in the life cycle.

Auto-triggering Communication Based on Customer Behavior

One of Salesforce Journey Builder's standout features is its ability to auto-trigger communications based on specific customer behaviors. This functionality allows marketers to quickly respond to customer actions with appropriate messaging, ensuring that the customer feels acknowledged and valued at every turn.

Aligning Journey Builder with Overall Marketing Strategies

Strategically aligning Journey Builder with your overall marketing strategies can yield enormous benefits. With its ability to integrate multiple channels and touchpoints, Journey Builder supports a comprehensive view of the customer experience, allowing for a more cohesive and consistent marketing approach.

• Ensures consistent messaging across all platforms.
• Improves timing and relevance of marketing communications.
• Enhances understanding of customer needs and behaviors.

Enhancing Customer Engagement with Salesforce Journey Builder

Importance of customer engagement in modern marketing.

Customer engagement is critical in modern marketing as it directly impacts brand loyalty, customer satisfaction, and business growth. Engaged customers are likely to repeat purchases, refer your brand to others, and become brand advocates. With increasing competition in the market, it's essential to prioritize customer engagement to stay ahead.

Utilizing Salesforce Journey Builder to improve customer engagement

One effective tool for improving customer engagement is Salesforce Journey Builder. With its advanced capabilities for automation and personalization, Salesforce Journey Builder allows marketers to create tailored journeys for their customers. By mapping out the customer journey and delivering the right message at the right time, businesses can effectively engage with their customers and build meaningful relationships.

Lead Generation Strategies with Salesforce Journey Builder

Lead generation is identifying and capturing potential customers for your business. It plays a crucial role in any marketing strategy , as it helps build a strong customer base and drives revenue growth. With Salesforce Journey Builder, you have a powerful tool to create effective lead-generation campaigns.

Definition and significance of lead generation

Lead generation involves attracting and converting prospects into leads, who are then nurtured into becoming customers. It is a critical aspect of any business, allowing you to grow your customer base and increase sales. By capturing the right leads, you can target your marketing efforts more effectively and achieve higher conversion rates.

Harnessing Salesforce Journey Builder for effective lead generation

Salesforce Journey Builder provides numerous features and capabilities that can be leveraged to create effective lead-generation strategies. Its intuitive drag-and-drop interface allows you to design customer journeys tailored to specific lead-generation goals easily.

Segmentation: With Salesforce Journey Builder, you can segment your audience based on various criteria, such as demographics, behavior, or past interactions. This allows you to deliver personalized and targeted messaging to different segments, increasing the chances of lead conversion.

Automation: Incorporating automation into your lead generation campaigns can streamline the process and ensure timely and relevant communications. Salesforce Journey Builder allows you to automate tasks such as sending follow-up emails, triggering actions based on customer behavior, and updating lead statuses.

Integration: Salesforce Journey Builder seamlessly integrates with other Salesforce tools, such as Sales Cloud and Marketing Cloud, enabling you to leverage the full power of your CRM data. This integration ensures that your lead generation efforts are aligned with your overall marketing and sales strategies.

Pro Tip: Utilize dynamic content and personalized messaging within your lead generation journeys to enhance engagement and increase conversion rates. By tailoring your communication to the specific needs and interests of each segmented audience, you can effectively nurture leads through the customer journey and drive higher quality conversions.

Behavioral Tracking and Segmentation with Salesforce Journey Builder

Behavioral tracking and segmentation are crucial aspects of successful marketing. By understanding customer behavior and segmenting them accordingly, businesses can tailor their marketing efforts to target specific groups, resulting in more effective campaigns and higher conversion rates.

Importance of behavioral tracking and segmentation in marketing

Behavioral tracking allows businesses to monitor and analyze customer actions, such as website visits, clicks, and purchases. This data provides valuable insights into customer preferences, interests, and buying behavior. By segmenting customers based on their behavior, companies can create personalized marketing journeys that cater to individual needs and increase engagement.

Utilizing Salesforce Journey Builder to track customer behavior

Salesforce Journey Builder offers robust tracking capabilities, allowing businesses to collect and analyze customer data from various touchpoints. By integrating with CRM systems, websites, social media, and other marketing channels, Journey Builder gathers valuable behavioral data that helps identify patterns and predict future actions.

With Journey Builder's tracking features, businesses can comprehensively view each customer's journey and interactions with the brand. This allows marketers to understand the specific behaviors that drive engagement and conversions, enabling them to optimize their marketing strategies accordingly.

Strategies for segmentation and targeted marketing using Salesforce Journey Builder

Segmentation plays a vital role in creating personalized experiences for customers. With Salesforce Journey Builder, businesses can easily segment their audience based on behaviors, demographics, preferences, and more. This allows marketers to deliver highly targeted and relevant content to specific customer segments, increasing the likelihood of conversions.

1. Behavioral Segmentation: By tracking customer behavior, Journey Builder enables businesses to segment their audience based on actions such as past purchases, website interactions, email opens, and more. This segmentation allows marketers to send targeted messages to customers who have shown interest in specific products or services.

2. Demographic Segmentation: Journey Builder also allows businesses to segment their audience based on demographics such as age, location, gender, and income. This segmentation helps deliver relevant content to specific customer groups, ensuring more personalized and engaging experiences.

3. Preference Segmentation: By tracking customer preferences, Journey Builder enables businesses to segment their audience based on interests, product preferences, and communication preferences. This segmentation allows marketers to send tailored messages and offers that align with each customer's preferences, increasing the likelihood of conversion.

With Salesforce Journey Builder's powerful segmentation capabilities, businesses can create highly targeted marketing campaigns that resonate with their audience. By delivering personalized experiences, businesses can cultivate strong customer relationships, drive engagement, and boost conversions.

Pro Tip: Regularly review and analyze customer behavior data gathered through Journey Builder to identify patterns and trends. Use these insights to refine segmentation strategies and personalize marketing journeys further, increasing the relevance and effectiveness of your campaigns.

Unlock the Power of Triggered Communications with Salesforce Journey Builder

Salesforce Journey Builder is at the forefront of revolutionizing how businesses communicate with customers. By utilizing triggered communications, companies can ensure that the right message reaches the right person at the perfect moment. Understanding and leveraging these automatically activated messages is essential to maintaining a competitive edge in today's fast-paced market.

What are Triggered Communications?

Triggered communications are automated messages sent in response to specific customer actions or behaviors. This approach ensures that each communication is relevant and timely, enhancing the customer experience and increasing engagement rates. From a welcome email after signing up to a reminder notification for an abandoned shopping cart, triggered communications can cover many customer interactions.

Setting up Triggers within Journey Builder

Implementing triggers within Salesforce Journey Builder involves a few strategic steps:

• Identify key customer behaviors that warrant a triggered response.
• Design the journey flow, specifying where these triggers should activate in the customer journey.
• Define the criteria for each trigger, ensuring they align closely with your brand's communication strategy.
• Test each trigger rigorously to ensure they perform as expected when live.

With a careful and methodical setup, these triggers can create a seamless and personalized customer journey.

Examples of Triggered Communication Flows

Triggered communications take many forms, each serving a unique purpose in the journey. Here are several examples where these automated interactions can be effectively applied:

• Welcome Series: A sequence of emails that guide a new subscriber through your value proposition and brand's story.
• Transactional Notifications: Updates about order status, shipping confirmations, or upcoming appointments provide timely information that customers appreciate.
• Re-engagement Campaigns: Messages crafted to win back customers who haven't interacted with your brand.
• Event-Triggered Offers: Special discounts or recommendations triggered by events like birthdays or anniversaries.

Each communication is an opportunity to connect with customers and build a lasting relationship, making triggered communications a powerful tool within Salesforce Journey Builder .

Embracing Cross-Channel Marketing with Salesforce Journey Builder

Customers engage with brands across various digital and physical channels in today's connected world. To deliver a seamless customer experience, marketers must break through the silos and adopt a cross-channel marketing strategy. Salesforce Journey Builder empowers businesses to orchestrate this approach by unifying customer communications across every touchpoint.

Benefits of a Cross-Channel Approach

• Consistency
• Increased ROI
• Customer Satisfaction

Coordinating Different Channels through Journey Builder

With Salesforce Journey Builder, marketers can design, automate, and manage customer journeys across email, social, mobile, and more. By leveraging its drag-and-drop interface, users can ensure the right message is delivered at the right time, to the right audience, via the right channel - all within a single workflow. This coordination is vital for creating a cohesive and integrated customer experience.

Maximize Marketing Impact with CRM and Third-Party Data Integration

Ensuring a seamless flow of information is pivotal to modern marketing strategies. Salesforce Journey Builder excels at integrating with Customer Relationship Management (CRM) systems and leveraging third-party data to provide a comprehensive view of customer interactions. This integration is crucial for businesses delivering personalized customer journeys and highly targeted marketing campaigns.

Streamlining Data Flow Between CRM, Third-Party Data, and Journey Builder

Data synchronization across platforms allows Salesforce Journey Builder to access and respond to real-time customer behaviors . This integration enhances the customer experience and empowers marketers to make data-driven decisions, tailoring communications and journeys as they unfold. The capability to consolidate CRM and third-party data provides a robust foundation for informed segmentation, journey customization, and overall marketing efficiency.

GDPR Compliance in Handling Data

With the ever-increasing importance of data privacy standards, Salesforce Journey Builder ensures that all integration practices fully comply with the General Data Protection Regulation (GDPR) . This commitment to data protection allows businesses to manage and utilize their customer data responsibly, maintaining trust and transparency with their audience.

Enriching Customer Profiles for Better Segmentation

The integration features of Salesforce Journey Builder allow users to enrich customer profiles by incorporating a wide range of data points. Enhanced profiles facilitate deeper segmentation, empowering marketers to craft journeys that resonate with specific customer needs and preferences. Such precision in segmentation is key to elevating customer engagement and achieving superior marketing outcomes.

Pro Tip: Regularly audit and update your integrated data sources to ensure accuracy and relevance, enabling more precise segmentation and personalized customer journeys that drive higher engagement and conversion rates.

Mastering Real-Time Interaction Management with Salesforce Journey Builder

Real-time interaction management is pivotal for marketers seeking to respond to customer behaviors instantaneously. Salesforce Journey Builder pioneers this approach by enabling your marketing team to deliver highly personalized experiences when customers are engaged. Discover how you can harness the power of real-time responses to elevate your marketing to new heights.

Responding to Customer Actions as They Happen

It's about meeting customers where they are. With Salesforce Journey Builder, every action a customer takes triggers a reaction. Whether they've opened an email, visited a webpage, or abandoned a shopping cart, Journey Builder ensures that your follow-up is timely and contextually relevant, driving engagement and conversion.

Achieving Personalization at Scale with Real-Time Interactions

Personalization isn't just for the select few. Salesforce Journey Builder facilitates personalization at scale , ensuring each customer feels like they're getting a one-on-one experience, regardless of their audience size. You'll foster stronger connections and build lasting customer relationships through real-time interactions.

The Implementation of AI within Journey Builder for Immediate Adjustments

Artificial intelligence (AI) within Salesforce Journey Builder does more than just automate tasks; it anticipates needs and adapts quickly. From adjusting journeys based on customer behavior to predicting the next best action, AI empowers Journey Builder to make immediate adjustments that keep your marketing efforts ahead of the curve.

• Technological agility to respond to actions in real-time.
• Dynamic personalization that scales with your customer base.
• AI integration for instantaneous journey adaptations.

Pro Tip: Continuously monitor and analyze customer interactions to refine and optimize your real-time responses, ensuring that your marketing efforts remain relevant and effective in meeting evolving customer needs and preferences.

Salesforce Journey Builder and Email Marketing

Email marketing continues to be a powerful tool for businesses to connect with their audience. With Salesforce Journey Builder, you can take your email marketing campaigns to the next level, reaching customers at the right time and with personalized content.

Leveraging Salesforce Journey Builder for email marketing campaigns

Salesforce Journey Builder allows you to create automated email campaigns triggered by specific customer actions or events. By mapping out the customer journey and defining various touchpoints, you can ensure your emails are sent at opportune times.

Whether sending a welcome email to new subscribers, following up with a personalized promotion based on customer behavior, or nurturing leads through automated emails, Salesforce Journey Builder gives you the power to automate and personalize your email marketing efforts.

Integrating email marketing with Salesforce Journey Builder

One of Salesforce Journey Builder's key strengths is its ability to integrate with other marketing platforms, including email marketing tools. Connecting your email marketing platform to Journey Builder allows you to incorporate email campaigns into your overall customer journeys seamlessly.

This integration means you can easily create and manage email content within Journey Builder, ensuring a consistent and cohesive customer experience across all marketing channels. You can personalize email content based on customer preferences, behaviors, and interactions by leveraging the data collected in Journey Builder.

Best practices for email marketing automation using Salesforce Journey Builder

• Segmentation
• Personalization
• A/B testing
• Automation rules
• Monitoring and analysis

Following these best practices and leveraging Salesforce Journey Builder's capabilities can elevate your email marketing efforts, enhance customer engagement, and drive better business results.

That's it! You can create a customer journey in Salesforce Journey Builder by following these steps.

Journey Templates and Best Practices in Salesforce Journey Builder

Developing a successful journey in Salesforce Journey Builder requires strategic planning and understanding best practices. The platform provides users access to pre-built journey templates to facilitate this process. These templates serve as excellent starting points for various campaign types and are designed to guide marketers in creating effective customer journeys.

Exploring Pre-Built Journey Templates

Salesforce offers a library of journey templates that address common business scenarios and marketing objectives. These templates are informed by extensive research and have been optimized for performance across industries. By leveraging these pre-designed frameworks, you can save time and ensure your journeys follow proven structures that resonate with customers.

Best Practices for Designing Your Journeys

• Define clear objectives: Every journey should have a specific purpose aligning with your marketing strategy.
• Understand your audience: Use data to segment and tailor journeys to meet their unique needs.
• Focus on engagement: Design journeys that foster interaction at various touchpoints to build a stronger customer relationship.
• Test and refine: Continuously analyze the performance of your journeys and make necessary adjustments to improve user experience and conversion rates.

Tips to Automate Effectively While Maintaining a Personal Touch

• Use dynamic content
• Listen and adapt
• Maintain context

Adhering to these best practices will maximize the effectiveness of your marketing journeys and foster lasting customer engagement. Remember that the key to success in Salesforce Journey Builder lies in balancing automation with a genuine, personal touch that resonates with your audience. 

Key Takeaways

• Salesforce Journey Builder facilitates personalized customer journeys, enabling businesses to engage with customers at every stage of their interaction. By understanding customer behavior and preferences, businesses can create tailored experiences that foster loyalty and drive growth.
• Integrating Salesforce Journey Builder with other platforms and leveraging automation features allows for seamless execution of marketing strategies. From triggered communications to cross-channel marketing, automation streamlines processes and ensures timely, relevant interactions.
• Utilizing data insights from Journey Builder enables businesses to make informed decisions and optimize customer journeys. By tracking customer behavior and analyzing performance metrics, marketers can continuously refine their strategies for better results.
• While automation enhances efficiency, maintaining a personal touch is essential for customer engagement. Leveraging dynamic content and adapting communication based on real-time customer actions ensures that automated messages remain relevant and resonate with the audience.

In conclusion, Salesforce Journey Builder is a powerful tool for modern marketers, offering many features and capabilities to enhance customer engagement and drive sales. Throughout this content, we have explored various aspects of Salesforce Journey Builder, from understanding the customer journey to leveraging marketing automation and personalizing customer experiences.

Marketers can use Salesforce Journey Builder to generate leads, implement multichannel marketing campaigns, and make data-driven decisions. The tool enables behavioral tracking and segmentation, allowing personalized and targeted marketing efforts.

To achieve success with customer journey mapping and Salesforce Journey Builder, companies should start by gathering data about their customers and analyzing that data to identify pain points and areas for improvement. They should then use that information to create a customer journey map and develop a plan for implementing personalized messaging and content across multiple channels. It is also important to continually monitor and refine the customer journey to remain relevant and effective.

Need help setting up customer journeys in SFMC journey builder? Our team of Salesforce experts has got you covered! Talk to us at [email protected] or give us a call at our toll-free number 1 855-693-4769

Frequently Asked Questions

What is journey builder in salesforce.

Journey Builder is a powerful tool within Salesforce Marketing Cloud that allows businesses to create, automate, and manage personalized customer journeys across multiple channels from a single platform.

What is the difference between Automation Studio and Journey Builder?

Automation Studio is primarily used for scheduling and executing various automated marketing activities, while Journey Builder is specifically designed to create, automate, and manage customer journeys.

What is the difference between Journey Builder and Interaction Studio?

Journey Builder focuses on creating and automating customer journeys across multiple channels, while Interaction Studio is more about real-time personalization, tracking, and optimization of individual customer interactions.

What are the three benefits of using Journey Builder?

Three benefits of using Journey Builder:

• Personalized Customer Journeys: Tailor experiences for each customer, engaging them at every stage of their journey.
• Multi-Channel Engagement: Engage customers through various channels, ensuring consistent messaging.
• Data-Driven Decision Making: Track customer behavior, analyze data, and optimize journeys for better results.

What are the different types of journeys in Salesforce?

Different types of journeys in Salesforce:

• Standard Journey: Build a journey from scratch.
• Template Journey: Use pre-built templates as starting points for your journey design.

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Why Journey Mapping will plot your Salesforce development

The whimsical map to success: enchant your salesforce sales process through journey mapping #.

Embarking on a journey can be as exhilarating as sleuthing a sinuous mystery or navigating the perplexing alleyways of human relationships. But in the business arena, understanding the journey your customer undergoes is paramount. Decoding the customer’s intent, goals, and aspirations allows us to enchant a sales process that beguiles their ambitions.

Enter the fanciful territory of Salesforce, where we unfurl the adventurous intricacies of “journey mapping” and the crucial role it plays in understanding the customer’s path. So fasten your seatbelts, and let’s embark on a magical odyssey like no other!

Entrée into the Realm of Salesforceia #

In the enchanted lands of Salesforceia, the sagacious mayor - gifted with an epiphany - discerned that captivating elusive customers demanded comprehending the labyrinthine paths they traversed. Gossamer threads of curiosity led the clientele through the convoluted corridor, darting and dashing like ethereal spirits. How, then, could one rein them in?

At the Mayor’s bidding, a coterie of brilliant connoisseurs embarked on a quest to unveil the secrets of journey mapping. Their mission: to chart the mysteries of their customer’s sojourn and leave no enchanted stone unturned.

The Cartographers and the Augurs #

Formidable and affable, the Cartographers traveled the vast expanse of Salesforceia, accompanied by the Augurs. These enigmatic seers held the secret knowledge, the ancient runes revealing a customer’s journey in its glorious entirety.

The Augurs unraveled the maelstrom of customer behavior by delving into the abysmal realms of data analytics, dredging up customer service interactions, social media sentiments, clickstream data, and previous purchase information. Decoding these cryptic signs painted a vivid tableau of the customer’s journey.

As they charted the intricate nuances, they grasped the nine stages of a customer’s journey—from the onset of awareness through consideration and preference to the aftermath of purchase, post-purchase contentment, and beyond.

The Mystical Majesty: Deciphering the Customer #

Our story takes a mythical turn as the Cartographers enter the allegiance of the Majesty of the Customer Kingdom. This enigmatic sovereign carries the ultimate truth veiled beneath a deceptively unassuming guise.

The Monarch escorts the Cartographers through a mystifying labyrinth of mercurial emotions, capricious loyalties, and unforeseen predicaments. Only by decoding each elusive layer could they cross the threshold into the next epoch of the journey.

Merely plotting the path was inadequate; they needed to decipher the underlying motivations, intents, and preferences. Unlocking the Monarch’s heart was imperative for designing a sales process that could captivate customer loyalty.

The Trove: Conjuring a Sales Process #

Emboldened by invaluable insights, the Cartographers returned to the visionary lands of Salesforceia, triumphantly bearing their discoveries. The wise old mayor, overjoyed with the unveiling of the trove of information, knew it was crucial for designing a sales process tailored to customer needs. The sales team could now devise enchanted strategies, provide personalized offers, and elevate the customer experience at every arcane touchpoint.

The mayor had learned that fathoming the customer’s journey is indispensable in crafting a bewitching sales process within Salesforce.

“Verily, my cherished scribes,” the mayor proclaimed, “let us embrace the essence of journey mapping and intertwine it into the mystic tapestry of Salesforceia. For only through these divine revelations can we truly comprehend the odysseys of our customers and ferry them along the beguiling river to success.”

The Enchantment Endures #

Journey mapping may seem plucked straight from the pages of a fairytale, but the profound impact it has on the sales process within Salesforce underscores the gravitas it carries. The customer’s journey is intricately braided within the sales process itself, and untangling the true potential of this Salesforce pipeline demands understanding this complex alliance.

So fasten your breeches, grab your quills and elixirs, and dive headlong into the beguiling world of journey mapping. And remember, there are evermore enchanting and enlightening tales to be revealed in the mesmerizing lands of Salesforceia. The enchantment endures…

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Salesforce and Customer Journey Mapping: Enhancing Customer Experience

In today's highly competitive digital landscape, businesses understand that providing exceptional customer experiences is key to gaining a competitive edge and fostering customer loyalty. With the advent of advanced technologies and the rise of customer-centricity, organizations are increasingly turning to Salesforce and customer journey mapping as powerful tools to optimize their customer experiences and drive business growth.

Salesforce Development Company , a leading customer relationship management (CRM) platform, empowers businesses to effectively manage customer interactions, capture valuable data, and derive actionable insights. It serves as a centralized hub for customer information, enabling organizations to track customer interactions, automate processes, and deliver personalized experiences tailored to individual preferences.

Customer Journey Mapping: Unveiling the Pathways

Customer journey mapping is a strategic process that visualizes the end-to-end experience of customers as they engage with a brand. It involves mapping out the various touchpoints, emotions, and pain points customers encounter throughout their journey, from initial awareness to post-purchase interactions.

This comprehensive view allows organizations to gain a deep understanding of customer needs, preferences, and expectations at each stage.

Salesforce CRM Solutions: The Powerhouse of Customer Engagement

Salesforce CRM services offers a suite of tools and features designed to enhance customer engagement and drive business growth. It provides a centralized repository for customer data, allowing organizations to capture, analyze, and leverage valuable insights.

With Salesforce CRM, businesses can track customer interactions, automate processes, and deliver personalized experiences tailored to individual preferences.

Enhancing Customer Experience Through Integration

By integrating customer journey mapping with Salesforce Integration Services , organizations can supercharge their customer experience initiatives. The insights derived from customer journey mapping can be directly applied within Salesforce, enabling businesses to tailor their interactions and communications based on individual customer preferences, behaviors, and expectations.

This integration empowers organizations to deliver timely, relevant, and personalized experiences, creating a strong emotional connection with customers.

Key Benefits of Salesforce CRM Services and Customer Journey Mapping Integration

# seamless customer experience.

By aligning customer touchpoints and experiences across channels, businesses can provide a consistent and cohesive journey for customers, eliminating disjointed interactions and ensuring a seamless experience. This includes integrating Salesforce with various customer engagement platforms and systems to create a unified view of the customer

It enables businesses to deliver personalized interactions, relevant content, and consistent messaging across channels such as websites, mobile apps, social media, and customer service interactions. This seamless experience builds trust and loyalty, as customers can effortlessly transition between channels without losing context or encountering repetitive information.

# Personalization at Scale

Leveraging customer journey insights within Salesforce allows organizations to segment their customer base and deliver personalized messaging, offers, and recommendations at scale, fostering stronger customer relationships. By capturing and analyzing customer data throughout the journey, businesses can identify individual preferences, behaviors, and needs. This data can then be used to create targeted marketing campaigns, personalized product recommendations, and tailored communications. With Salesforce's automation capabilities, businesses can efficiently deliver these personalized experiences to a large customer base, driving engagement and increasing customer satisfaction.

# Proactive Engagement

With a holistic view of the customer journey, organizations can anticipate customer needs and proactively engage at crucial touchpoints, addressing pain points and delivering exceptional service in real time. By leveraging Salesforce's data and analytics capabilities, businesses can identify key milestones, triggers, or potential issues in the customer journey.

This allows them to reach out to customers with proactive support, personalized recommendations, or relevant offers. Proactive engagement demonstrates a deep understanding of customer needs and can turn potential challenges into opportunities to delight customers and strengthen their loyalty.

# Data-Driven Decision Making

By leveraging customer data captured within Salesforce, organizations can make informed decisions about marketing strategies, product development, and service improvements, based on deep customer insights. Salesforce's reporting and analytics capabilities enable businesses to derive meaningful insights from customer interactions, preferences, and behaviors.

These insights can inform strategic decision-making processes, such as identifying market trends, optimizing marketing campaigns, refining product offerings, and improving service quality. Data-driven decision-making ensures that businesses stay agile, relevant, and responsive to evolving customer expectations, leading to enhanced customer experiences and long-term success.

# Enhanced Customer Retention

Through the integration of Salesforce and customer journey mapping, organizations can identify and address pain points in the customer journey, leading to improved customer satisfaction and higher retention rates. By mapping the customer journey, businesses can gain a comprehensive understanding of the various touchpoints and moments of truth that influence customer satisfaction

Salesforce enables businesses to capture and analyze customer feedback, sentiment, and satisfaction scores, allowing them to identify areas for improvement. By proactively addressing these pain points and continuously enhancing the customer experience, organizations can build stronger customer relationships, increase loyalty, and reduce customer churn.

# Streamlined Processes

Salesforce's automation capabilities combined with customer journey mapping insights allow organizations to streamline their internal processes. By identifying bottlenecks or areas of improvement in the customer journey, businesses can optimize their operations, reduce friction, and deliver a more efficient and streamlined experience for customers.

For example, by automating manual tasks, streamlining lead management processes, and integrating customer data across systems, businesses can provide a faster and more seamless experience. This not only improves the customer experience but also enhances the productivity and effectiveness of internal teams, resulting in cost savings and improved operational efficiency.

# Omnichannel Consistency

With Salesforce as a central hub for customer data and interactions, organizations can ensure consistency across multiple channels and touchpoints. Whether customers engage through email, social media, phone calls, or in-person interactions, the integration of Salesforce and customer journey mapping enables businesses to deliver a unified experience that aligns with their brand promise. This consistency enhances the customer's perception of the brand and fosters a sense of trust and reliability

Salesforce and customer journey mapping are vital components in enhancing the customer experience for businesses. By leveraging the capabilities of Salesforce , organizations can create a seamless and personalized journey for their customers, foster proactive engagement, make data-driven decisions, and deliver a consistent experience across multiple channels.

At AllianceTek, we understand the importance of Salesforce in revolutionizing customer experience management. As a leading provider of Salesforce solutions , we specialize in helping businesses leverage the power of Salesforce to optimize their customer journeys and drive meaningful results. Our team of experts combines technical expertise with industry knowledge to design and implement Salesforce solutions tailored to the unique needs of our clients.

Hire Salesforce Developers at AllianceTek for Salesforce solutions and unlock the true potential of Salesforce to elevate their customer experience, drive customer loyalty, and achieve sustainable growth. Contact us today to discover how our Salesforce expertise can transform your business and create exceptional customer experiences that set you apart from the competition.

Call us at 484-892-5713 or Contact Us today to know more details about Salesforce and Customer journey mapping: enhancing customer experience.

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Home » Podcast » Why Salesforce Community Events Are Crucial for Professional Networking

• Why Salesforce Community Events Are Crucial for Professional Networking

Today on the Salesforce Admins Podcast, we talk to Michelle Blair, Community Manager at Salesforce. Join us as we chat about Salesforce Community Events, her work with local event organizers, and why you should attend one near you.

You should subscribe for the full episode, but here are a few takeaways from our conversation with Michelle Blair.

By Trailblazers, for Trailblazers

Michelle is a part of the Trailblazer Community team, which helps millions of Salesforce users around the world come together and learn. I brought her on the pod to tell us about community conferences and how you can find an event near you.

Salesforce community conferences are created by Trailblazers, for Trailblazers. As Michelle shares, over 40 events are happening this year around the world, and they offer a great opportunity to connect with other people in the community and learn more about Salesforce.

Get personal at a Salesforce community event near you

When you think of Salesforce events, you probably think of Dreamforce or TrailheaDX. These events are huge and offer so much. But all of those choices can get a little overwhelming. The cost can also be a challenge. I remember exactly how much budget I had for attending conferences when I was a solo admin—it was $0.

If you’ve ever felt that way, Michelle recommends that you give community events a try. Because they’re volunteer-organized, they have a more intimate, personal, inclusive feel. It’s easier to talk to speakers and make those connections. You can also find one within driving distance so you don’t have to take a flight or book a hotel.

Most importantly, the quality of content and professional networking opportunities at community conferences is top-notch. Michelle and her team have put together a handy-dandy calendar so you can easily find a community event near you.

Get involved in the Salesforce community

Michelle’s team is hard at work making Salesforce community events even better. They offer sponsorships to help with affordability and are connecting organizers with keynote speakers and Salesforce engineers. This year, they’re bringing several hands-on workshops to community events to take your learning to the next level.

Be sure to listen to the full episode for more on the Salesforce community events happening around the world and how you can get involved. And make sure to subscribe so you never miss an episode.

Podcast swag

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• What is a Trailblazer Community Conference?

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Full show transcript

Mike: Salesforce community events are a great way to connect with Salesforce people in your area, consume some amazing content, dare I say Dreamforce level content, and get connected with your local user group. So this week on the Salesforce Admins podcast I’m talking with Michelle Blair, who’s the community major at Salesforce. And she helps all of these community event organizers really propel their event into the next level. We talk about what a community event is, how it’s different than an actual Salesforce event, some of the stuff that Salesforce is involved and not involved in when it comes to that. And I’ll be honest, why you should go. Now, before we get into that episode, just want to make sure that you’re following the Salesforce Admins podcast on Apple Podcasts or wherever you get your podcasts. That way when new episodes like this come out every Thursday morning, it’s going to be right on your phone. So with that, let’s get to our conversation with Michelle. So Michelle, welcome to the podcast.

Michelle: Well, thank you, Mike. It’s great to be here.

Mike: Yeah. Well, I’m excited to talk about there’s a lot of events that Salesforce does, but then the passion that runs through our community also exudes into them running their own events, which we’ll talk about. But let’s get started with you, how did you get started at Salesforce and what do you do?

Michelle: Yeah, so it’s been about three years that I’ve been at Salesforce now. And I actually was a customer prior to joining Salesforce and was implementing our marketing cloud and our social, using a lot of the social platform at the customer company. And came to Dreamforce back in 2018 and was able to lead a session at Dreamforce, and talking about our journey and working with a Salesforce expert within the company. And from there I really experienced the Trailblazer community and was so inspired and just like, okay, got to get in here somehow. And I was already working with our community at the customer. So kind of just got in there eventually and made my way in about three years ago now, and it’s been quite a ride.

Mike: And so at Salesforce you manage all kinds of stuff?

Michelle: Yes, lots of community things.

Mike: I feel like the over/under at one time I was a customer, it used to be very unique as an answer. Now it’s very common. But our community events, so we do TrailblazerDX, and have Dreamforce and we have World Tours which are smattered across the US and EMEA. But we also have events that our Trailblazer community puts on, so tell me about those.

Michelle: Yeah. So a little overview of the team that I’m on. So the Trailblazer community team we support that global network of millions of Salesforce users across the world now. And we really help them to learn, succeed, and enable them with the tools to be able to put on their own events, their own communities, bringing people together to talk all about Salesforce and share that knowledge. And we manage a number of different programs like the online community, our community groups, as well as our community experts like Salesforce MVPs, and of course these community conferences which I’m so excited to dive into a lot deeper on this podcast.

Mike: Yeah. No, and I’ve been to quite a few of them, not all of them because I feel like there’s more all the time. So what are we… First of all, they’re not put on by Salesforce so you don’t have anything in the planning of it, right?

Michelle: That is correct.

Mike: Okay.

Michelle: We do not plan these. So these are a collection of learning conferences and they’re created, organized, managed by the community for the community. So they are around Salesforce content, but just not a Salesforce led event. And they really do offer such a unique opportunity to learn network, get inspired and give back to your community. And like you said, they’re entirely led by our incredible Trailblazers around the world. And they really just volunteer their time and pour their hearts into these community led events. And there are about 40 plus and counting this year and more to come. So these are just popping up all over, which is really exciting.

Mike: And various sizes too, right?

Michelle: Correct.

Mike: With 40 plus, what are we looking at?

Michelle: Yeah, so community conferences typically it’ll be about 200 minimum and then can go to 1000s now. I think in certain places it goes, we’ve seen 1000s up to 2000, in the States about a 1000. And so they really are just quite a range of options as well. And each of them are so unique to their local culture, to their city, their region. And some are single day, some are multi-day, but all of them have tons of content and a lot of robust speaker lineups that really include a range of sessions, workshops, demos, and all of that networking that we know our Trailblazers love.

Mike: Yeah. You were a customer and you said you went to Dreamforce, which that was your first event. That’s like, ooh, I’m going to go on vacation for the first time and I’m going to go to Vegas or something. But I feel like when I was a customer I had a budget of zero, which made it very easy for me to know my budget every year. And I found community conferences as a super easy way to get connected with content that was, I would say Dreamforce quality but at a different price. What do you see… And you can see this from both angles, what do you see as the advantages of community conferences and some of our customers going?

Michelle: Oh, absolutely. And kind of to touch on the Dreamforce part of my experience, it was extremely overwhelming. I remember just walking around and just not really knowing where exactly I should go. There was just so many options and it kind of is easy to feel a bit lost. And I think that is such a benefit of these community conferences. They really do feel like these intimate conferences that if maybe you are newer to the ecosystem, or maybe you’re making a career change and you’re just breaking in that way, or maybe you’re a seasoned Trailblazer and you just enjoy more of these more intimate settings. And I think these community conferences really offer that. They also offer more of affordability in that way too, where they’re just more accessible and budget friendly. So I think there’s a lot of opportunity to be more inclusive through these than your typical industry event. And make it possible for folks who may not be able to attend those big events like Dreamforce and TDX. So I think that’s really important to definitely note.

Mike: Yeah, I know for a few of them I didn’t even have to spend a night in a hotel. It was great because it was one day, but also the drive, the Midwest, everybody, we drive everywhere. We only fly if we have to go to the coasts. But you could drive, attend the event and drive home. And that also was a huge kind of budget saver. Not to focus on that, but money talks a lot.

Michelle: 100%, yes. And I think that is something that we absolutely love about these events, is we have to keep in mind that they’re 100% community-led so these are people who are just volunteering to put these events on. So they create these events through sponsors, like ourselves, the Trailblazer community team we do offer a sponsorship. And just to help out with some of those costs, but it really it’s a lot of people just have to get creative to put these events on. And I think they do such a wonderful job and really hone in on the community. And that’s really the whole point of these is to bring the community together.

Mike: Yeah, absolutely. And then for some of the events, I guess, what are you seeing as a trend in, you mentioned 2018 and I often think back to even the Dreamforce and some of the events that we’ve done pre 2020 and post 2020. What are some of the trends that you’re seeing in the style of community event or the length of community event now versus say a few years ago?

Michelle: That’s a great question, Mike. And I wish as a customer, I had attended a community conference to be able to share that perspective of like this is as a customer back in 2018 versus now working at Salesforce and actually helping to support these events internally. But I will say, I think with the pandemic we definitely saw that these particular events, there was a pause on a lot of them. Many of them had to skip a year or two years or just coming back maybe this year, which is really exciting. And I will say last year in particular, that’s when I really helped to bring our focus back to community conferences and really find ways to support internally through our team and build out this sponsorship. And I think there was so much excitement this past year and that continues on through this year. And I think internally, something we have been really honing in on is that internal awareness and making sure that employees know that these are happening.

We get out account executives, we get out those engineers who can really get this feedback in person. We also are delivering some hands-on workshops that have been really impactful at some of these pilots that we’ve had this year. And we have a goal of piloting 10 hands-on workshops at community conferences by the end of this year, which is really exciting.

Mike: Yeah, I think that’s always the part for me that felt very, I don’t know, lack of a better term, real, was you went to the event and it was very local to you unless you flew across the country or something, or you went outside of the United States. But it felt very local. So there’s a lot of people that you would know or you could connect with. If you go to an event in the Midwest, you’re going to talk about the weather 100%. And then we’re going to avoid bumping into you and say, “Oh, [inaudible 00:12:10].” But I think you get a mix of community members presenting, but then you also have Salesforce shows up. It just shows up in a very different way. It’s not a heavy-handed message, but in a supportive manner like you said, where we can do a workshop. And so you still get kind of that local flavor, but also some of the big production of a hands-on workshop that you feel like, oh, well, this poor customer didn’t have to spend 10 weeks toiling away to create this workshop.

Michelle: Right. Yes, I think that is a really important note because we 100% want to respect the community and give them the credit that they all deserve for organizing these events. And one way we can do that is within our sponsorship package, we actually do offer whether it’s keynote assistance, where we can make an ask on behalf of the conference organizers if they have a keynote or an internal speaker that they would really like as their keynote speaker or as a session topic. So that is one way we support logistically. And I think it is wherever we can help out, we will try to find a way. And I think it is just that trust piece where the community trusts us to have their back to know that we will support where we can. And then we trust in them to put on these incredible conferences that really just are the heart of this community.

Mike: Yeah. Speaking of local, are there… And there’s so many, are there unique events that some of these community events do outside of the conference?

Michelle: Yes. So I know that… Well, and to give a little history but just on that local piece, Mike-

Mike: Oh, please do.

Michelle: So the history of these events really came from, I think it was back in 2012, and it’s a customer who actually wasn’t able to attend Dreamforce. They wanted to offer something similar to their local Salesforce network. So they basically decided to bring this mini Dreamforce to their hometown, and that’s been duplicated all over the world now. We’re seeing all of these pop up globally, but it really is the overall vision. And the goal here really is to connect local Trailblazer community groups. So those are those regional groups that get together, very product and industry specific groups, so architects, admins, developers. And then those local Salesforce customers who just want to get together and get to know each other as well as share that knowledge and then anyone interested in learning.

And that’s really the goal here is to spark those connections and ideas for all. And yeah, I think the local piece is just so important because these conferences are a celebration in a sense of that region, that local culture that people really love about their city, about their state. So we do see a lot of very specific, especially in the States, very specific regions that these Dream and events are named after. And then we’re seeing a ton come up in EMEA as well as APAC. Yeah, there’s so much local flavor that we’re seeing and it’s amazing.

Mike: It sounds like… Well, I’ll flip to the other side of the coin because I feel like going to these is paramount. We’ve talked about that a lot. What if you’re on the other side of the coin you’re thinking, boy, I think I could do something like this in my area. From your perspective, what does it take to put on a community event? How big are some of these teams that plan these? And I think you said the turnout’s kind of all over the place, but if somebody wanted to get started what are they looking at?

Michelle: Great question. So typically with our conference planning teams, we see at least three to four members. I would say that’s a minimum because you got to think about all the different components that go into these conferences and up to it could be 10 planning team members. So really is just depending on the scope of your conference and what you’re trying to bring together. And we really recommend even forming an additional volunteer team to help handle this day of responsibilities as well. So those are additional folks who can jump in if there’s any fires, anything going on that need to be addressed as soon as possible. Something we also do recommend is having at least one community group leader that currently is leading one of those regional community groups, just so that they kind of have that full understanding of the Trailblazer community and the importance of bringing the community together.

And then typically we also recommend that the planning team is individuals not employed but just by one company. It’s really spread out through a company and different organizations coming together. And that could include customers, partners, and making sure that they are active members of the Salesforce ecosystem, the Trailblazer community. And that they really create that open and inclusive environment that these community conferences are known for.

Mike: Yeah. No, sometimes it takes an army or what’s it? No, it takes a village.

Michelle: Takes a village.

Mike: It takes a village, yes. May feel like an army sometime, but yeah, I’ve been to quite a few and I think it’s always interesting. I also, just to speak to kind of the vibe, I don’t know how best to say that but the vibe, the vibes at a community conference are so different. On top of just the speakers being super approachable, they’ll get up and literally there’ll be times… There was one time I was sitting in a session, he’s like, “I wonder who the speaker is.” And he just got up because they’re not in this bougie suit like you see at Dreamforce. But also when you’re there talking with the partners, the SIs and stuff, they’re a little more laid back. It’s a little more casual. I really enjoy that you can have what I’ll call a human conversation, as opposed to at some of these more formal corporate events where the people at the booth or whatever are just trying to hard sell you the whole time.

There you can be like, now, you sit down and it’s nothing to walk past a table and see people sketching stuff on a piece of paper. And then really working through the challenge as opposed to like, “Buy my product.” I don’t know how best to say that.

Michelle: I totally agree, Mike. I think that is really the magic is that relaxed environment where you can show up authentically. You don’t have to play a certain role or act a certain way. You just show up as yourself, whether you’ve been in the ecosystem for years and years or you’re coming in new, I think it’s somewhere that is so welcoming and inclusive of all. And that is something I just absolutely love. And you see that across every single community conference. It really is that’s just the vibe of our Dream and events. So it really is incredible. And I think touching on the opportunities that when you can show up authentically, it really does offer or allows you to grow personally and professionally on such a different level because you can be yourself and then you make those really special connections that will allow you to become a better admin, become a better community member, become a better community leader. And then that kind of just flows into your personal everything. So I think that’s really such a beautiful thing about these conferences.

Mike: If somebody was listening and we’ll put the link in the show notes, and wanted to find, do we list all these or is there a listing somewhere that they could find of these events?

Michelle: We sure do, yes. Great question. It’s exciting because we’re actually going to be updating this landing page very soon. So you can find community conferences at Trailblazercommunitygroups.com. And then on that top area you can just click onto community conferences from there. And you will see a calendar of all of the amazing events that are happening throughout this year, and then all of the past events that have happened as well.

Mike: So you can find out all the stuff you missed out on.

Michelle: Yes, exactly.

Mike: I feel like it’s that way with me all the time. Like, oh. Every time I hear a band or a comic is going on tour, like, oh. And like, “You didn’t know they were going on tour.” You’re like, “No, I didn’t.” And then you pull up the event and you’re like, “Cool, [inaudible 00:22:19].”

Michelle: It was last weekend, yeah.

Mike: So conversely, if somebody’s listening to this, what would be the bar? Is there a requirement that they should have stuff together before they contact you if they were looking to get into creating a community event?

Michelle: Yeah, I think it really is there’s quite a range in that too. When a team will come to us and say, “I have interest in this. I really don’t know what to do. Can you help guide me?” And then we also see the other side where it’s like, we have the date, we have the venue, we have everything already set. All we need from you is really the sponsorship and a point of contact on your team to help support in that planning and execution. So we show up wherever the conference planning team really is. And yeah, once they kind of go through our intake process and we say, “All right, you’re approved. Here’s the sponsorship, here’s your point of contact.” We then the point of contact on our team will be able to support them with all the additional items like that internal awareness piece. We do a demo jam trophy, that keynote speaker sourcing, some marketing support as well, as well as some little giveaway items that we provide.

And something new that we’re piloting at domestic conferences is an onsite community booth where our team, yes, for those who our team is able to travel to some of these conferences. And when we do we kind of bring this community booth kit where we have pop-up banner, we have all of the things that help to identify the Trailblazer community. And we spread some of that awareness of what makes the Trailblazer community unique, and how we support these conferences as well as our community groups and our community experts. So lots of fun things.

Mike: I would say, that’s quite the welcome wagon. My God.

Michelle: Yes.

Mike: Well, Michelle, thanks for coming on the pod and talking about our community events. I know that I’ve been to quite a few and I’ve got quite a few listeners that go to them and plan them and talk about them. And it’s just kind of a neat extra layer of participation that we have as part of this ecosystem.

Michelle: Yes, I couldn’t agree more, Mike. And thank you so much for supporting these incredible community led events. They really are just exactly what the community is all about. And we couldn’t do any of this without the people who are organizing these events, so big shout out to them.

Mike: Yeah, absolutely.

Michelle: They’re the real heroes here.

Mike: Yep, absolutely. Well, it was great to have Michelle on the podcast. I’m glad she could join us. I really love going to community events. I think they’re a lot of fun, and I wasn’t kidding about the vibe. I think it’s so much more enjoyable when you can sit down with a lot of the vendors. And also to be honest with you, a lot of the speakers are also a little less rushed too. So if you’re working on a budget like I am all the time, community events are a great way to get connected with some great content. Also, a great way for you as a Salesforce admin to try out your presentation skills. If you’ve been presenting at a local user group and kind of want to go that next level, community event is a great way to get in front of a larger group of people and really try out your speaking abilities.

So if you enjoyed this episode, can you do me a favor and just tap on the three dots in Apple Podcasts and click the share episode. That way you can text it to a friend or you can most importantly share it on social. And of course, we mentioned resources, Michelle had a couple of URLs. I want to make sure you know how to get to those. All those resources are in the show notes, and those show notes and along with everything else is at Admin.salesforce.com, including a transcript of the show. Now, be sure to join us in the Admin Trailblazer group in the Trailblazer community if you’re not there already. And of course, until next week, we’ll see you in the cloud.

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Mike Gerholdt is the Senior Director of Salesforce Admin Evangelism at Salesforce. He is part of a group of World-class Admin Evangelists who are helping Salesforce Admins realize their dreams by being technology leaders and advancing their careers.

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