What is journey builder in salesforce's marketing cloud? What are the uses of it?

Hi sushant ,

Salesforce Journey Builder is a feature of the company's Marketing Cloud that manages the customer life cycle: the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a brand.

Salesforce conceptualizes the progression of interactions as a journey through customer relationship stages including reach, acquisition, conversion, retention and loyalty. Journey Builder is designed to allow marketers to customize interactions through those stages based on customer needs, desires and preferences, their demographics and real-time input from their behavior.

Journey Builder uses event-driven triggers to respond to customers or prospective customers appropriately. Events can include anything relevant that the customer does: Downloading an app or a product fact sheet, abandoning a shopping cart, joining a loyalty program or triggering a beacon in a physical location. The software accesses information about the customer to guide the responses; those events and the responses to them are all part of the customer journey, which becomes longer and more detailed with every interaction. Triggers can automatically update the customer's contact data and establish "decision splits" to enable the appropriate action to take in real-time, based on the customer's behavior.