Journey Builder Playbook (JBP200)

2 Day Class
Runs 9am - 4pm Wednesday - Thursday

$1250*

Upcoming Class Dates
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Journey Builder Playbook: Structured Automation for Scalable Growth


Elevate your organization’s customer journey strategy with this hands-on, 2-day private training program designed to strengthen automation capability and campaign orchestration inside Salesforce Marketing Cloud.

Whether your team is new to Journey Builder or looking to advance its execution maturity, this course provides a structured framework for designing, building, and optimizing automated customer experiences — from foundational journeys to complex, multi-step lifecycle programs.

Participants will learn how to unlock the full potential of customer data to deliver coordinated, personalized engagement at scale.

This course is taught by Spider Graham, founder of Blue Cloud University and former Senior Applications Instructor at Salesforce Trailhead University.

If your organization is looking to strengthen its Salesforce Marketing Cloud capability without requiring a technical background across the team, this course is designed to provide structured, accessible enablement.

Blue Cloud University specializes in translating complex platform functionality into practical, repeatable marketing execution. Through guided instruction and hands-on application, your team develops the ability to leverage Marketing Cloud’s full capabilities to deliver personalized, data-driven campaigns with clarity and consistency.

Whether your organization includes digital marketers, content strategists, marketing operations professionals, or cross-functional stakeholders, this training equips teams with the skills needed to execute impactful campaigns, streamline internal processes, and drive measurable business results with greater independence.

Journey Builder Playbook (JBP200) Course Outline:

    • Understand what Journey Builder is and how it fits into Marketing Cloud.

    • Explore the differences between journeys, automations, and campaigns.

    • Learn the anatomy of a journey: entry sources, activities, exits, and goals.

    • Identify use cases for automating customer communications and lifecycle touchpoints.

    • Get familiar with the Journey Builder interface and key terminology.

    • Learn how to map business objectives into measurable journey goals.

    • Explore examples of awareness, conversion, and retention journeys.

    • Understand how entry criteria and goal metrics align with marketing strategy.

    • Recognize how contact data drives segmentation and targeting.

    • Discover best practices for planning before you build.

    • Understand the types of entry sources (Data Extensions, APIs, CloudPages, etc.).

    • Configure entry events and filters to control who enters your journey.

    • Learn the differences between re-entry, multiple entries, and one-time journeys.

    • Explore the role of Event Definitions and Entry Data in personalizing content.

    • Avoid common pitfalls with entry source configuration.

    • Master drag-and-drop activities: email sends, waits, decisions, and updates.

    • Learn how to structure journeys for clarity and efficiency.

    • Explore contact decision splits and engagement paths.

    • Understand how to sequence communications for optimal timing.

    • Apply best practices for naming conventions and organization.

    • Understand the different types of splits: decision, engagement, random, and join.

    • Learn how to route contacts based on behavior or data conditions.

    • Explore testing options for A/B and multivariate experiments.

    • See how branch logic impacts reporting and goal achievement.

    • Build dynamic customer experiences using conditional logic.

    • Learn how to use Update Contact, Salesforce Data, and API Activities.

    • Understand how to sync CRM updates and external data in real time.

    • Explore entry events and triggered sends to automate communication flow.

    • Discover how to maintain data accuracy throughout the journey.

    • Review compliance and governance best practices for data-driven automation.

    • Discover how personalization enhances customer experience.

    • Apply AMPscript and dynamic content within journey emails.

    • Learn how entry data and attributes work together for tailored messaging.

    • Explore personalization strategies that don’t require coding.

    • See how to test personalization using Contact Preview and Test Sends.

    • Learn how to validate, test, and publish journeys safely.

    • Use the Journey Builder Dashboard to monitor active journeys.

    • Understand journey logs, error handling, and troubleshooting workflows.

    • Explore versioning best practices to avoid breaking live journeys.

    • Learn how to pause, clone, and update journeys without disruption.

    • Discover how to measure journey success with reporting and analytics tools.

    • Use Journey History, Email Tracking, and Einstein Insights to find patterns.

    • Learn how to identify and resolve bottlenecks in journey performance.

    • Understand the value of iteration and continuous improvement.

    • Create a repeatable framework for testing and optimizing journeys.

    • Plan, design, and build a complete journey from start to finish.

    • Apply entry rules, activities, and personalization learned throughout the course.

    • Collaborate with peers to troubleshoot and refine real-world use cases.

    • Present your journey strategy and discuss optimization opportunities.

    • Leave with a reusable template for future campaigns.

    • This course includes a downloadable workbook that includes all course slides and exercises.

    • This course is live and instructor led, and is available in different US time zones at different times. See our schedule for this course above. Interested in a private training for your team? We offer both virtual and on-site training customized to fit your organization’s unique needs. Please send us a note outlining those needs and we will be happy to work with you to get things started.

    • Ask us about our special discount for our friends who work in education!

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