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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM68029
Volume:
10 |
10 |
Oct 2026
Pages:
1-8
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
MASTER'S IN COMPUTER APPLICATION
Jaihind Institute of Management and Research
MASTER'S IN COMPUTER APPLICATION
Jaihind Institute of Management and ResearchJaihind Institute of Management and Research
MASTER'S IN COMPUTER APPLICATION
Jaihind Institute of Management and Research
Salesforce Marketing Cloud (SFMC) is a cloud-based platform used to manage customer communication, campaign execution, personalization, and automated customer journeys. Conventional campaign workflows may require customer information to be collected, prepared, uploaded, and processed through scheduled or manually initiated activities, introducing delays when an organization needs to respond to a customer event. This research examines a REST API–based approach to journey automation in SFMC. The proposed workflow connects an external application with SFMC through authenticated API requests. Customer or event information is transferred to the platform, associated with a Data Extension or event definition, and used to initiate a Journey Builder journey. The study follows a secondary-research and implementation-oriented approach, reviewing research literature and Salesforce technical documentation and mapping the workflow from the external event to customer communication. The analysis identifies potential operational benefits, including reduced manual intervention, more responsive processing, repeatable data movement, scalability within platform limits, and personalized communication. It also identifies constraints involving authentication, API limits, data quality, duplicate events, external-system dependency, monitoring, and security. Because the available material does not provide a controlled experimental dataset, the paper does not claim statistically measured improvements in engagement or response time. Instead, it presents an implementation framework and proposes performance indicators for future validation.
KEYWORDS
This research examined REST API–based journey automation in Salesforce Marketing Cloud. The proposed architecture connects an external system to SFMC through authenticated API communication and uses event-driven processing to initiate a Journey Builder workflow. It addresses limitations of manual data movement by establishing a repeatable programmatic process. The analysis indicates that API-based integration can support faster responses, lower manual effort, scalable event processing within platform limits, and personalized communication when the data and journey configuration are reliable. At the same time, security, API limits, data quality, monitoring, external-system reliability, and message relevance remain important. The main contribution is an implementation-oriented framework for connecting external customer events with Journey Builder. Future work should validate the framework with primary performance data and investigate predictive analytics, AI-driven personalization, and multi-system customer journey orchestration.
1. Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164–175. https://doi.org/10.1016/j.indmarman.2015.07.002 2. Santos, S., Gonçalves, H. M., & Teles, M. (2023). Social media engagement and real-time marketing: Using net-effects and set-theoretic approaches to understand audience and content-related effects. Psychology & Marketing, 40(3), 497–515. https://doi.org/10.1002/mar.21756 3. Chae, M.-J., Rodríguez-Vilá, O., & Bharadwaj, S. (2025). Real-time marketing messages and consumer engagement in social media. Journal of Business Research, 191, 115266. https://doi.org/10.1016/j.jbusres.2025.115266 4. Harrison, E. N. B. (2023). Brands talking on events? Brand personification in real-time marketing tweets to drive consumer engagement. Journal of Product & Brand Management, 32(8), 1319–1337. https://doi.org/10.1108/JPBM-10-2022-4180 5. Mero, J., Leinonen, M., Makkonen, H., & Karjaluoto, H. (2022). Agile logic for SaaS implementation: Capitalizing on marketing automation software in a start-up. Journal of Business Research, 145, 583–594. https://doi.org/10.1016/j.jbusres.2022.03.018 6. Salesforce Developers. Journey Builder API Specification. Salesforce Marketing Cloud Engagement documentation. https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/jb-api-specification.html 7. Salesforce Developers. Get Started with the Journey Builder API. Salesforce Marketing Cloud Engagement documentation. https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/get-started-jb 8. Salesforce Developers. Journey Builder API Overview. Salesforce Marketing Cloud Engagement documentation. https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/journey-builder-api-overview.html 9. Salesforce Developers. Create Event Definition API. Salesforce Marketing Cloud Engagement documentation. https://developer.salesforce.com/docs/marketing/marketing-cloud/references/mc_rest_interaction/createEventDefinition.html
Publication Date
10/15/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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