Salesforce Marketing Cloud - Journey Builder Salesforce Activities
On today's Feature Friday, we're presenting a series of Journey Builder activities that marketers should definitely know: Sales and Service Cloud Activities. We'll show you what options they offer and why we think they're one of the most important Journey Builder features.
Drag-and-drop cross-cloud journeys
One of the biggest strengths of Journey Builder is the ability to set up cross-cloud processes in a user-friendly drag & drop interface. This allows scenarios such as these to be implemented:
- A contact downloads a white paper about a specific product from an email. An opportunity associated with that contact is then created in Salesforce.
- A contact gives a negative review of a product in an email sent from Salesforce Marketing Cloud. In the Service Cloud, a case is opened for a service employee who, when contacted, asks how their product experience can be improved.
- A contact is on a journey but doesn't open the emails they send. For this reason, a “Call Contact” task is created in the Sales Cloud for the responsible sales representative.
Sales and Service Cloud Activities are the key to implementing these use cases. As with other activities, these are building blocks that are dragged and dropped into the journey interface. Depending on the activity, various configurations are then required. There are 9 Sales & Service Cloud Activities in total:
- Task: This activity creates a task in Sales or Service Cloud for each journey contact.
- Opportunity: This creates an opportunity in Sales or Service Cloud.
- Lead: A lead is created or updated in Sales or Service Cloud.
- Contact: A contact is created or updated in Sales or Service Cloud.
- Case: In Sales or Service Cloud, a case is created that is linked to an existing or newly created contact.
- Campaign Member: A contact in the journey is assigned to a Salesforce campaign.
- Account: An account is created or updated in Sales or Service Cloud.
- Object Activity: With this activity, records of standard and custom objects can be created or updated in Sales and Service Cloud.
- Convert Lead: A lead from Sales or Service Cloud is converted into a contact or account.
Our Conclusion
The options described result in a wide range of cross-cloud use cases, not only for standard objects, but also for custom objects. The prerequisite for using Sales & Service Cloud Activities is, on the one hand, Marketing Cloud Connect to a Sales or Service Cloud instance. On the other hand, a lot of conceptual preparation must be done to identify and implement the desired cross-cloud use cases. Last but not least, Marketing Cloud users must acquire a certain basic knowledge of Salesforce Core products in order to be able to configure activities. If these requirements are met, Salesforce Activities open the door to even more customer-focused, personalized 1:1 communication — which is why, in our opinion, they are the “core” of Journey Builder.
Further details on configuring the activities can be found in the official documentation.
