How to Nurture Leads via SMS with Salesforce Journey Builder and Marketing Cloud

A blue image of a workflow pattern symbolizing salesforce journey builder

Salesforce Journey Builder is one of the most powerful tools in Marketing Cloud. It allows you to automate marketing content workflows using easy-to-understand visuals. Journey Builder focuses on email content, but your team can include texts in workflows with help from an SMS Salesforce integration. 

An SMS Salesforce integration lets Salesforce and your business text messaging platform share data. Sharing data empowers your team to keep your contacts’ information up-to-date—and automate workflows between platforms. SMS Salesforce automations reduce your team’s workload, allowing them to focus on their most pressing, complex projects. 

Read on to learn how to nurture leads via SMS with Salesforce Journey Builder.

Automate Follow Ups Based on Custom Field Changes

Your team probably checks in with leads and customers after they’ve completed an action. It lets them know that your team appreciates their interactions with your brand. Plus, once they’ve completed an action, they’re more likely to have your brand on their minds. That means they’re more likely to engage with your team again. 

With an SMS Salesforce integration, your team can automate follow ups based on custom field changes within Marketing Cloud. For example, you could set up your business text messaging platform to send:

  • A welcome text when a contact’s custom field changes to “signed up for SMS alerts”
  • A follow up marketing text when a contact’s custom field changes to “texted campaign query keyword”
  • An order confirmation text when a contact’s custom field changes to “order placed”

Automated follow ups let leads know your team cares about their experience. They also keep your brand top of mind. 

Customize Follow Ups Based on Journey Attributed

Simple automations, like the ones we mention above, are easy to set up and execute. With the addition of custom fields, you can send highly personalized follow ups. There is one more layer of customization you can add with help from Journey Builder. 

You can customize each follow up further based on the journey attributed field in the platform. For example, you could set up your business text messaging platform to send:

  • A free trial text after leads view demo “Y” 
  • An upgrade offer text after leads view demo “Y” and start a free trial
  • A personalized check in text a week before the free trial ends

Salesforce Journey Builder is unique because it maps out the lead journey and lets your team know where leads are on that journey at all times. Automating texts that send right when your leads are primed to learn more about your products increases engagement and boosts conversions overall. 

Streamline Internal Processes

Salesforce Journey Builder doesn’t just help your team more effectively nurture leads. It also streamlines the entire process. Automating follow ups based on custom fields and journey attributed saves your team precious time. Instead of manually sending identical follow ups, they can focus on replying to any leads who text back. 

Salesforce Journey Builder also empowers your team to streamline other internal processes. For example, you can set your business text messaging platform to send texts starting one-on-one conversations from agents when leads reach a highly qualified state. Agents can individually respond if leads choose to reply. 

Within Salesforce Journey Builder, your team can set Salesforce to automatically create a task for an agent to manually call or text when a lead becomes highly qualified. If a lead is qualified during an agent’s onboarding, you can set Salesforce to automatically create a task for the agent to prepare their account. 

Ultimately, Marketing Cloud—Journey Builder in particular—streamlines many of your team’s internal processes. Your team can use it to automate business text messaging communications and to let your team know when a lead is primed for conversion. 

 

When it comes to lead nurturing, Marketing Cloud is unmatched. Want to learn more about using Marketing Cloud? Check out our blog.  

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