As entrepreneurs, your major goal needs to be partaking your clients all through the entire advertising, gross sales, and repair lifecycle. And to realize that, that you must create 1-to-1 customized buyer experiences throughout numerous on-line channels, together with SMS, print, e mail, net, social media, and IoT units.

Simpler stated than executed, proper? Effectively, fortunately for you, SFMC’s (Salesforce Advertising Cloud) Journey Builder module does all this and extra.

Journey Builder is a Advertising Cloud characteristic that empowers you to leverage buyer behaviors and occasions to craft 1:1 communication channels and conversations at scale. The device has an intuitive and easy-to-use drag-and-drop person interface that allows you to orchestrate each step of the shopper journey and personalize their experiences with ease.

It means that you can outline behavior-based objectives and map out a number of individualized interactions, thereby making it extremely handy so that you can ship the fitting message on the proper time and, after all, on the suitable channel.

SFMC Journey Builder


Although Journey Builder is a potent and user-friendly device, many entrepreneurs get riddled with roadblocks in relation to coordinating its numerous elements. If you happen to establish as one too, fret not; you’ve arrived at simply the fitting place. On this article, we’ll be diving deep into the various intricacies of this excellent SFMC module, in addition to discussing a bunch of Journey Builder finest practices. However, earlier than we do this, let’s begin by overlaying the fundamentals.

What are Among the Key Options of the SFMC Journey Builder?

Within the present scheme of issues, the SFMC Journey Builder is arguably essentially the most subtle journey administration platform out there at this time. Apart from serving to you map and personalize 1:1 buyer journeys, it additionally presents you with the scope of optimizing your outcomes.

It arms you with the facility of visualizing difficult buyer journeys and monitoring buyer exercise all through your complete lifecycle. What’s extra, it takes clients’ preferences, actions, location, and historical past into consideration to allow you to reply with extremely custom-made communications. Consequently, assessing the effectiveness of your campaigns in real-time turns into a cakewalk for you.

Goes with out saying, all that is made doable due to Journey Builder’s wealthy suite of options. Let’s check out them.

Journey Maps

The planning section of Journey Builder, Journey Maps allows you to mannequin the interactions of your clients’ journeys together with your product, model, or service. With the assistance of Journey Maps, entrepreneurs can implement and execute a marketing campaign at any level in and stage of a buyer’s journey. Basically, Journey Maps makes it simpler to set off significant and related messages based mostly on their shoppers’ real-time actions and behaviors.


If you happen to actually need your model or enterprise to go away an impression in your audience’s thoughts, you then merely can’t look previous customized communication. As a substitute of sending generic messages to all of your clients, that you must deal with each single particular person with goal messaging.

SFMC Journey Builder helps you meet this goal via its Interactions characteristic. Interactions are outbound communications which might be despatched to shoppers on the idea of their preferences, contact profile, location, previous actions, and anticipated actions.

It additionally offers you the freedom of specifying the situations that may set off the interplay into movement.


In a device like Journey Builder that means that you can outline {custom} and behavior-based objectives, it turns into equally vital to maintain monitor of the interactions which might be recorded in opposition to every. Journey Builder’s Analytics characteristic allows you to examine engagement throughout numerous channels and consider them in opposition to what you are promoting objectives.

Doing so reveals your highest and lowest performing interactions, supplying you with the chance to optimize your campaigns.

When Ought to You Use the SFMC Journey Builder?

If you wish to remodel the dynamic of brand-customer relationships by delivering 1:1 customized buyer experiences and journeys, then Journey Builder is the device you want. From curating the automation and execution of your campaigns to letting you intuitively information your shoppers via a number of interactions, the SFMC Journey Builder does all of it.

The most effective half? It begins with a clean template, thereby supplying you with all the liberty on the earth to outline your journey exactly as you will have visualized it.

After you have specified the actions and configured your journey, the remaining is taken care of by Journey Builder itself. It runs responsive and computerized campaigns, continuously appraising your contacts all of the whereas. That’s not all; it additionally determines essentially the most acceptable juncture for shifting your clients to the next advertising occasions and actions.

On this manner, Journey Builder makes it astonishingly easy for entrepreneurs to craft customized relationships even when coping with a big buyer base.

Everytime you design an optimized event-triggered lifecycle advertising marketing campaign on Journey Builder, it means that you can take a number of elements into consideration. They’ve been listed under in your reference:

  • It supplies you with all of the related info that may be probably derived from a purchaser’s contact profile, together with their likes and pursuits, their persona attributes, in addition to the services or products which might be most intently aligned with their preferences.
  • It helps you see their place within the buyer lifecycle and accordingly decide if they’re potential prospects or not.
  • It allows you to perceive the underlying causes related to a buyer interplay. That manner, you don’t simply get to see your highest and lowest performing interactions but in addition study concerning the causes that led to that growth. Subsequently, it offers you the scope of optimizing your campaigns by addressing the foundation causes of your underperforming or unsuccessful interactions.
  • When designing future campaigns, it’s essential that you just curate them on the idea of the shoppers’ responses and interactions out of your earlier campaigns. With Journey Builder, accessing this info turns into extraordinarily handy.
  • Not all your clients could have the identical choice for on-line channels whereas receiving their communications. And that is logical, given that everybody interacts in a different way with completely different platforms. Whereas some want getting updates by way of emails, others want receiving notifications via social media platforms. Journey Builder helps you perceive the preferences of every of your shoppers and design your campaigns accordingly.

Cease the Spam-Look in Your Model

In essence, Journey Builder empowers you to dispose of generic and SPAM-like model communications that add little to no worth to your audience or demographic. As a substitute, it allows you to interact them with customized and focused communications which might be curated on the idea of their particular actions and wishes.

Furthermore, because it facilitates steady optimization and testing, reaching optimum worth for buyer interactions turns into fairly easy. All in all, the usage of SFMC Journey Builder paves the trail for improved marketing campaign performances, driving higher buyer retention and satisfaction within the course of.

What Sort of SFMC Journeys Can You Construct?

Buyer information is crucial to constructing a journey on Journey Builder. You may’t make your campaigns go stay except you feed buyer information to the Journey Builder.

Nevertheless, there’s something that you are able to do with out buyer information, and that’s map and simulate your buyer journeys and pivotal interactions. You are able to do the identical by using the placeholders obtainable throughout the Journey Builder module and get a head begin on the method.

Utilizing SFMC Journey Builder, you’ll be able to construct three sorts of journeys. They’re:

  1. Multi-step Journeys
  2. Transactional Journeys
  3. Single Ship Journeys

Multi-step Journeys

One of many major explanation why SFMC Journey Builder has grow to be the darling of all entrepreneurs is its means to create multi-step journeys with ease. It allows you to construct a journey that’s able to dispatching messages throughout all channels.

What’s extra, these messages are composed based mostly on viewers conduct and advertising logic. It makes the creation of extremely customized and sophisticated advertising automation campaigns a comparatively simple affair.

With the assistance of multi-step journeys, you’ll be able to design important advertising campaigns, together with welcome sequence emails, deserted cart journeys, in addition to post-purchase follow-up updates.

Transactional Journeys

Transactional journeys on SFMC Journey Builder assist you to ship an e mail or an intimation the second an exercise or occasion is triggered into movement by the person. A typical use case of transactional journeys contains delivering customized messages in response to a particular motion, reminiscent of purchase-triggered emails or textual content notifications.

Equally, you may make use of transactional journeys to ship out password reset updates, event-triggered emails and messages, and bill emails. The set off doesn’t at all times have to be user-centric. Typically these messages can be triggered by an motion taken by your organization or group.

Examples of such actions embrace altering the person’s account standing, altering the phrases and insurance policies of your service, and the like.

Single Ship Journeys

Single Ship Journeys allow you to shortly design and ship a personalised message to your shoppers or patrons.

Moreover, you will have the choice of specifying the Single Ship both as a push notification or an e mail. Most firms use push notifications to ship promotional affords to their viewers or inform them concerning the newest app replace or a brand new characteristic.

Alternatively, emails are used for numerous causes like occasion reminders, big day intimations, promotional affords, and surveys, amongst others.

Diving Deep Into The Varied Sections of The SFMC Journey Builder

On the outset, the SFMC Journey Builder consists of the next 5 sections:

  1. Entry Supply
  2. Actions
  3. Circulate Management
  4. Buyer Updates
  5. Gross sales & Service Cloud

Entry Supply

The very first thing that you must think about earlier than constructing your journey is the character of your journey’s information. Greater than that, it’s important so that you can have unwavering readability about your journey purpose and viewers. Totally different sorts of entry sources can be utilized for a journey.

  • Information extensions: These are mainly tables that maintain all kinds of information. Their attributes could be filtered simply with the assistance of drag-and-drop.
  • API occasions: All of the contacts that set foot in a journey via API are positioned in a separated information extension by the Journey Builder. Nevertheless, you may want the help of a technician with the intention to arrange and use an API.
  • Viewers entry: If you wish to enter an inventory of contacts into your journey, that you must use the Viewers entry supply. Take note, although, that Viewers entry is used solely for cell studio.
  • CloudPages: You should use the CloudPages entry supply to feed Advertising Cloud contacts right into a journey.
  • Salesforce Information: Any actions within the Service Cloud or Gross sales Cloud are mechanically categorised as Salesforce information occasions. To confess a contact right into a journey, all that you must do is create or replace an object file.
  • Google Analytics 360: Journey Builder means that you can cherry-pick an viewers out of your Google Analytics 360 account and subsequently place a batch of these viewers contacts in your journey.


When you’ve found out the entry supply of your selection, you may make use of Journey Builder actions to find out what is going to occur alongside the journey. Actions could be discovered on the Journey Builder Canvas. They assume explicit significance in a Multi-step journey.

It is because, in such journeys, the configured actions impression each contact till they both attain a purpose or a journey’s finish.

Actions embrace emails, cell messages, push notifications, promoting, and in some instances, a mix of all.

Circulate Management

Circulate management actions are utilized in Journey Builder to construct the contact journey path. They encompass wait actions, random splits, choice splits, and engagement splits, amongst others. Wait actions serve the perform of holding your viewers between two consecutive actions.

They turn out to be useful when the Journey Builder evaluates the standing of consumers between actions to determine whether or not they have already engaged with a message or have arrived on the appropriate standards for a call cut up.

There are three sorts of wait actions: Wait By Period, Wait By Attribute, or Wait By Till Date.

In distinction, Splits are used to configure distinctive, non-overlapping paths and journeys for various segments of your clients. The completely different sorts of splits are Random cut up, Engagement cut up, Einstein cut up, Electronic mail open cut up, Conversion cut up, Electronic mail click on cut up, Resolution cut up, Retention cut up, and Customized cut up.

Buyer Updates

This part of the SFMC Journey Builder is used to change the standing of contacts in your journey. For example, you’ll be able to alter a Advertising Cloud contact file on a journey with the assistance of Journey Builder’s Replace Contact exercise.

Gross sales & Service Cloud

If you wish to create or replace Gross sales and Service Cloud object information for related SFMC contacts, that you must use the Gross sales & Service Cloud part of SFMC’s Journey Builder. Nevertheless, with the intention to profit from this characteristic, you first must allow Advertising Cloud Join together with your Salesforce CRM.

How Can You Implement A Journey in SFMC Journey Builder?

To design and execute a journey in SFMC Journey Builder, that you must perform the next steps.

  1. Step one of constructing a journey entails admitting buyer information into Journey Builder. The design of Journey Builder is such that it leverages information from any system, together with net metrics, CRM (Buyer Relationship Administration), and POS (Level of Sale).
  2. If you wish to fast-track the setup course of, you’ll be able to make the most of any of Contact Builder’s built-in information mannequin templates. Some widespread pre-configured templates are Retail transactions, Journey Bookings, and Demographics, amongst numerous others.
  3. As soon as the shopper information mannequin has been configured, that you must outline occasions utilizing Contact Builder Occasions. You may make the most of this performance to specify what behavioral information you wish to observe and use to qualify shoppers for Journey Builder interactions.
  4. The following step entails constructing interactions. There are primarily two issues that you must do to outline an interaction- set a set off, and set a purpose. Afterward, you should use the drop, drag, and configure actions to work in mandatory modifications. That is the step the place the circulation management actions come into the image.
  5. After you will have constructed the interactions, proceed with testing your journey. This can assist you make sure that the fitting individuals are receiving the fitting content material.
  6. Lastly, as soon as your marketing campaign is stay, begin monitoring your custom-defined objectives. This can give you the mandatory fodder for optimizing your campaigns.

SFMC Journey Builder Greatest Practices that Consultants Swear By

Given how feature-intensive Journey Builder is, it may be a handful making an attempt to ascertain practices that’ll allow you to profit from this exceptionally highly effective and numerous device.

Maintaining that in thoughts, Electronic mail Uplers received in contact with 11 of the choicest SFMC specialists within the trade to glean a bunch of extremely efficient Journey Builder Greatest Practices. We’ve compiled all of the responses within the type of a neat infographic which you’ll find over right here.

SFMC Infographic
A neatly compiled infographic that tells you all that you must know concerning the SFMC Journey Builder.


Listed under are some salient factors from above [I’m only allowing this because I think the readership may be able to use a graphic such as this in team profiles].

  • “Because the size and complexity of your journeys enhance, you may wish to divide the journey into sections or modules making them simpler to check and replace.”- Kerry Townsend, Precept Advisor at AmberStar Consulting.
  • “Give attention to the aim, take away the whole lot that doesn’t present worth, and try for an beautiful buyer expertise.”- Mateusz Dąbrowski, Advertising Cloud Architect at PwC.
  • “If utilizing an automatic course of for dropping folks into the journey, construct security nets and information checking across the entry level.”- Karin Holmgren, Ecommerce Gross sales Operations at Pitney Bowes.
  • “Keep in mind that you can not edit choice splits as soon as the journey is stay; check your journeys earlier than you push them stay.”- Shweta Dawar, Salesforce Advertising Cloud Advisor at Accenture.
  • “Convey all information within the entry occasion information vs. making an attempt to do the whole lot via AMPScript; it might damage processing efficiency.”- Alex Mackey, Senior Advisor at Coastal Cloud.
  • “Have a few grasp information extensions for opt-ins; hyperlink them within the contact builder by your contact key.”- Milton Muthuraj Thangapandi, Senior Advertising Cloud Resolution Architect at Innova Options.
  • “As a substitute of making one journey for all geographic areas or nations, create separate journeys for every to realize higher outcomes.”- Kim Cornwall Malseed, Automation Program Supervisor, Buyer Success at GEOTAB.
  • “Validate and Check are an vital set of testing options in Journey builder. Don’t forget to make use of them.”- Manish Thaduri, Salesforce Resolution Architect at CPRV.
  • “Venture how your information will scale sooner or later. If utilizing Advertising Cloud Join, use Lead or Contact ID as contact key.”- Ashley Anger, Venture Supervisor, Advertising Options at Coastal Cloud.
  • “Use wait actions solely when required; keep away from them firstly of the journey or simply to show contact rely.”- Jyothsna Bitra, Advertising Cloud Advisor/Architect at ARXCIENT.
  • “When you’ve got a print product exercise arrange, at all times add a job to test if the exercise was accomplished.”- Najee Bartley, CTO at BBVisions Multimedia.

Wrapping It Up

Certain, mastering the SFMC Journey Builder isn’t any imply feat, however you’ll by no means know for positive except you’re taking step one.

The components is easy — the extra journeys you construct, the higher you’ll get at them.

So, what are you ready for? You are able to do this — design your first journey now.

Kevin George

Kevin George is Head of Advertising at Electronic mail Uplers, one of many quickest rising {custom} e mail design and coding firms, and makes a speciality of crafting skilled e mail templates, PSD to HTML e mail conversion and free responsive HTML e mail templates along with offering e mail automation, marketing campaign administration, and information integration & migration providers. He loves devices, bikes, jazz and eats and breathes e mail advertising. He enjoys sharing his insights and ideas on e mail advertising finest practices on his weblog.