Customer Journeys in Salesforce

What is a customer journey? Customers in the digital age often become aware of a company and its products well before they’re ready to buy anything. Every interaction a customer has with your brand — whether on your website, on social media, or in person — has an effect on that customer’s opinion of your company. Ultimately, all of these interactions add up to the customer’s journey, from first becoming aware of your offerings through to making the final purchase decision.

Customer journey: The complete set of experiences that customers go through when interacting with your company. It’s often represented visually as a customer journey map.

While it’s impossible to shape every interaction people have with your brand, software tools can help you craft and manage amazing customer journey maps through cross-channel personalized experiences.

We’ve gathered up some excellent resources to help you learn about running customer journeys in Salesforce.


If you’re not already blazing trails on Trailhead, you need to get out on the trail pronto. Trailhead is the fun, self-paced way to learn all about Salesforce. And it’s free to use.

Several trails and modules touch on the customer journey and related topics. Start with these.

Trailhead: Marketing Cloud Basics
Explore our suite of tools for building customer journeys and the rest of your digital marketing strategy.

TrailheadPersonalize Engagement with Marketing Cloud
Use Salesforce’s powerful marketing tools to craft one-to-one experiences for consumers across email, mobile, social, advertising, and the web.

Trailhead: Marketing Cloud Account Engagement: Learn Engagement Studio
Learn to build responsive, highly personalized customer journeys using Engagement Studio in Marketing Cloud Account Engagement.

TrailheadLearn About Audience-First Digital Advertising
Understand how to advertise based on where real people are in their buying journeys.

Trailhead: Respond to Customers with Triggered Automations
Harness the power of automated email messages that guide customers through their journeys.

Trailhead: Build Your Audience with Marketing Cloud Account Engagement Lead Nurturing
Learn how a smart lead nurturing strategy can help you connect to customers across all phases of their journeys.

Salesforce Documentation

Official Documentation: Journey Builder
Explore high-level overview of using Journey Builder to design a communication plan that reaches customers at every stage of their journey with your brand.

Official Documentation: What Is Journey Builder?
New to customer journeys and Salesforce Journey Builder? Start here.

Official Documentation: Journey Templates
Learn to use Journey Templates, predefined journeys that show in-context guidance based on common use cases and known marketing best practices.

Trailblazer Community

Trailblazer Community: Journey Builder: Top Resources
Join the conversation here to learn more about growing your small and medium businesses (SMBs), how Salesforce can help you, and everything in between.

Trailblazer Community: Set Up a Basic “Welcome Series” Using Marketing Cloud Automation Studio
Join the conversation here to learn more about growing your small and medium businesses (SMBs), how Salesforce can help you, and everything in between.

More Awesome Resources

Check out these additional resources for more on creating, optimizing, and tracking effective customer journeys using Salesforce:

Salesforce Blog: What Is a Customer Journey?
Understand why the customer journey is so important, and learn how to use it to your advantage as part of a cross-platform marketing strategy.

Salesforce Blog: How to Get Started with Customer Journeys
Learn about customer journeys. What are they? Why do they matter to your business? And how can the right tools help you easily map personalized journeys for every customer?

Salesforce Blog: How to Get Started with Customer Journey Mapping
Learn all about micro moments, and their role in keeping customers engaged with your brand.

Salesforce Blog: Tracking the Customer Journey in Salesforce
See how Salesforce bridges operational gaps between marketing and sales, and allows your business to accurately map the customer journey.

Video: Create Your First Consumer Journey in Marketing Cloud
Learn best practices for creating a customer journey in Marketing Cloud. Then hear from TCF Bank, which has gone from traditional campaign thinking to behavioral-based journeys that span the customer lifecycle.

Video: Journey Builder 101: How to Plan, Personalize, and Optimize Customer Journeys
Dive deep with Journey Builder, and learn how to create more engaging customer experiences with more data-driven, personalized messages.



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