Leveraging Behavioral Triggers in Journey Builder

Personalization, especially in the field of digital marketing is not a fad, but a standard; Behaviours Triggers - Salesforce Journey BuilderBehavior Triggers are the most powerful way of getting high-level personalization. Marketers can also build a formula to automate follow-ups and customize responses specific to how a given segment of customers react to touchpoints, which in turn makes the conversation as timely and relevant as possible. In this recent article, I delve into the behavioural triggers that brands can utilize in Salesforce Journey Builder to increase customer engagement and conversion, highlighting the strategic benefits behind Salesforce implementation services.

What are Behavioural Triggers?

Behavioural triggers are the activities of the users that are indicators that the user is interested or engaged like opening an email, visiting a website, purchasing a product. These triggers in Salesforce Journey Builder can start a series of orchestrated actions to move the customer through a marketing-specific journey. Forrester argues that organizations should respond to these customer clues with relevant right-time interactions, with the resulting outcome being deeper engagement and stronger customer relationships.

Main Benefits of Behavioural Triggers

  1. Increased Personalization: Using behavioural prompts, brands can dynamically personalize content and timing for communications based on current customer actions. This much personalization ensures that the message is more for the person involved, and relevant to their current needs and interests, which heightens the level of engagement.
  2. Efficiency: Automating reactions to customer actions means there is much less to be done manually by marketing teams — who can therefore spend their time thinking and working out creative, rather than doing everyday tasks.
  3. Better Customer Experience: By making the information feel more seamless and organic to the customer as it is being triggered by specific behaviour, the overall experience of using the brand is enhanced.

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Behavioural Triggers in Journey Builder

  1. Getting Out Growth Hacks For A Winning Growth Strategy: Exploiting Behavioural Triggers First things first identify behaviours: The first step to exploiting behavioural triggers (thanks to Nir Eyal and Ryan Hoover for that one) is to identify those customer behaviours that will truly be the best indicator of their needs and desires. These examples could range from white paper downloads and cart abandonment to subscription renewals.
  2. Customer Mapping: After pinpointing these key behaviours, customer mapping lets you document the journey that you want your customers to go through. This includes mapping out the various behaviour-trigger paths customers might take and identifying the ideal order of engagements along each path.
  3. Salesforce Cloud Features: Connect with other tools that work seamlessly alongside or within Journey Builder, including the data management of Audience Builder and the real-time interaction management of Interaction Studio. It power workflows that tailor and provide more accurate experiences using events and behaviour.

Hiring the Salesforce Services

  1. Hire a Salesforce Implementation Consultant: Establishing and delivering upon extensive behavioural triggers can be challenging, especially for complexity or high volume organizations. With the help of a Salesforce implementation consultant, designing successful journeys is more than achievable alongside integrating required Salesforce Cloud solutions to work together properly; allowing your setup to place the strategy at the forefront.
  2. CRM Integration: Whether deployed as part of or separate from a broader CRM implementation, your behavioural triggers should be integrated so all customer interactions are captured and utilized. The integration ensures the continuous accuracy and relevancy of triggered communications the entire customer touchpoints.
  3. Salesforce Advisory Services: Salesforce advisory services offer ongoing optimization and management of your marketing journeys and can provide continued support and insights. They keep pace with the latest marketing trends, new Salesforce features, and evolve your journeys based on the changing whims of your customer base.

Best Practices for Behavioural Triggers

  1. Test and Optimize: Keep testing different triggers and messages to understand what resonates with best with your audience. Incorporate A/B testing and analytics tools in Salesforce to efficiently monitor performance and make informed decisions based on the data collected.
  2. You have to be About the Customer, Not Yourself: When building trigger communications, start with a customer-centric mindset and always, always think about the customer experience and privacy. Ensure that the messages are relevant and are not considered as spamming.
  3. Be compliant: Make sure that the use of these behavioural triggers does not get you in trouble with data protection laws, such as GDPR. Salesforce tools are built with compliance in mind, but you need to review and update your construction on a ready basis.

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Behavioural triggers in Salesforce Journey Builder is a great way to drive engagement to your audience when it comes to the personalized and right messaging at the right time. When these triggers are used effectively and then the capabilities of Salesforce Cloud are added into the mix, businesses can not only cater to their existing customers but can exceed their expectations, which in turn help grow the customer base and maintain loyal customers. Through Salesforce implementation services and help, you can make every customer interaction as smart as your journey, no matter how complex it may be.


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