Marketing Cloud Connect

Connecting Sales/Services Clouds with MC

Marketing Cloud Connect
Best practices and hands-on exercises

● Overview
● Installation / Configuration
● Data Concepts
● Messaging Concepts
● Solution Design
Before we begin
Let’s get the name right
Overview
Positioning and Capabilities
How do you Connect Marketing Cloud
to the Salesforce Platform?
Connecting the Clouds

Marketing Cloud
Connect

API
API
Marketing Cloud Connect
Connects Marketing Cloud across the Salesforce Platform

Sync CRM data to make Automate 1:1 Empower Sales &

smart decisions and cross-channel journeys Service users to send
personalize every across Marketing, Marketing approved
message Sales & Service emails
Sync CRM Data
Personalized marketing using all your Salesforce data

Gain instant access to all your customer data

without the need of technical resources

Create a single view of your customers in

Marketing Cloud with continuous sync

Leverage customer data from standard and

custom objects
Continuously Sync CRM Data to Marketing Cloud

Select relevant Salesforce data from Continuous data refresh keeps the Personalize messages using your
any standard or custom object that Marketing Cloud up to date Salesforce Data
supports Replication API
Create Journeys Across Marketing, Sales & Service
Automate and Connect interactions across every touchpoint

Manage the complete customer experience

across every channel in the entire lifecycle

Listen to changes in the Sales, Service and

Community Cloud to launch customers into a
Journey

Create activities or update records within the

Sales Cloud & Service Cloud as part of the
Journey
Create 1:1 Customer Journeys Across

Listen and react to changes in any Trigger journeys

object across the Salesforce Platform Open and close service cases
Create or update tasks
Create or update campaigns
Create or update sales opportunities
Create or update any object
Email for Sales & Service Representatives
Deliver a unified voice

Empower your sales and service reps to

send beautiful, on-brand email to
individuals, reports or campaigns

Personalize every message with CRM data

Add engagement data to each customer

profile and create a full history for every
campaign
Installation
Key Concepts & Configuration
Org Management
Single vs Multi-Org Account Configuration
Single Org Configuration
Connector Configuration - Single VS Multi-Org

Default Option
Connect 1 CRM org to 1 MC account
Any child BU within Enterprise Enterprise BU
account "inherits" the connection
from top level, Enterprise BU

Child BUs
Multi-Org Configuration
Connector Configuration - Single VS Multi-Org

Can be activated by request

Connect multiple CRM orgs to a
single Marketing Cloud Enterprise Enterprise BU
2.0 account
No more inheritance from top level,
Enterprise BU
Every BU independently connected
with a single CRM Org Child BUs
Supported MC Configurations
Multi-Org with Multiple MC Accounts

Business Unit

Business Unit
Business Unit

Business Unit

Business Unit
Not Supported MC Configurations
Multi-Org with Multiple MC Accounts

Business Unit

Business Unit
Business Unit

Business Unit

Business Unit
Key Concepts

▼ Licenses Marketing Cloud API user is required for the account level
connectivity. While it’s possible to utilize one of the shared
▶ Marketing Cloud (admin) users it is recommended to have a dedicated
▶ Sales/Service Cloud integration user. This user’s access to BU’s determines which
BU’s will be available in CRM. For Single Org connection default
Subscriber Key BU needs to be set to Enterprise BU for that user.
Sales/Service cloud System User is the equivalent in CRM.
Scope by user Same recommendation for this to be a dedicated user. This user
will require System Admin profile.
Connected App
Authentication CRM users will need to have a 1:1 user mapped in Marketing
Cloud to utilize connector’s features.
MC users will need to have a 1:1 user mapped in CRM license in
order to utilize some of the connector’s features.
Key Concepts

▼ Licenses
▶ Marketing Cloud
▶ Sales/Service Cloud
Authentication
Subscriber Key Synchronize Data
Journey Triggers
Scope by user Tracking Data
Salesforce MC API User
Connected App System User
Authentication Message Sends
Campaigns & Reports
Contacts & Leads
Send Analytics
Salesforce MC Admin
Admin User User
Key Concepts

Licenses Subscriber Key has to be enabled on the account.

Subscribers imported from CRM Contact and Lead records will
▼ Subscriber Key have their Subscriber Key set with the corresponding record ID
(e.g. Contact ID or Lead ID)
Scope by user
Connected App
Authentication
Key Concepts

Licenses This option governs data access levels to the users within
Marketing Cloud. The setting is applied to reports and
Subscriber Key campaigns that are visible to user, records included in those and
manual imports.
▼ Scope by user Non-scope by user is less restrictive, does not take into effect
▶ Non-scope by user password policies and users configured without entering their
password.
▶ Scope by user
Scope by user limits data to the records that user initiating
Connected App activity (send or import) has access to.
Authentication The setting has no impact on Synchronized Data Sources and/or
Journey Configuration.
Key Concepts

Licenses Connected App authentication is a secure connection and

authentication mechanism between the Sales, Service, and
Subscriber Key Marketing Clouds that does not require you to store Sales or
Service Cloud passwords in the Marketing Cloud.
Scope by user It prevents SOAP and REST API calls made by Marketing Cloud
Connect from counting against your rolling 24-hour limit.
▼ Connected App
Authentication BULK and Login calls still count against the limit. Concurrent API
request limits are still enforced.
Once established users cannot revert to legacy authentication.
Supports disconnect of the account via UI.
Subscribers/Contacts (MC)
In the context of CRM-connected solutions
Contact Identity
Natively "Understood" and Supported by MC Connect

Email Address
Lead ID

Loyalty Number CRM ID

Contact ID
MDM ID
Can Other Identifiers Be Used At All?

● Sure! Just don't expect "standard" behavior.

○ E.g. injection into the journey via DE, no tracking sync back to CRM
● All tracking data will still be available in MC, so you just need to design
your own way to integrate "back" to CRM
Data Integration
Synchronizing data between the clouds
Outbound Data Flows
Automated, standard behavior is focused on Email channel only.
Sending a Marketing Cloud Email
How it works with CRM Integration

Email Send from CRM

Journey Email Send

Subscriber Takes
Marketing Cloud Action
Salesforce Send from Email (Opens, Clicks, Bounces,
Marketing Cloud Email Sent to Unsubscribes)
Subscribers

Lead or Contact Record

Marketing Cloud Connect
Engagement Data
Added Directly to
Salesforce
Inbound Data Objects
3 Types Of Data Extensions

Salesforce Data Synchronized Data Journey Builder

Extensions Extensions Salesforce Entry Event
(SFDE) (SDE) Data Extensions
Salesforce Data Extensions
Salesforce Data Extensions
Use CRM data in Marketing Cloud and Send Tracking back to the Contact Profile

Automatically import your Salesforce data into a

Salesforce Data Extension in the Marketing Cloud

Segment that data in Marketing Cloud

Send from the Marketing Cloud

Have tracking information sent back to those

Salesforce Contacts and Leads
Salesforce Data Extensions
Pre-requisites

Before you get started with Salesforce data extensions (SFDEs), check the subscriber key,
Email field, and field names.
• Use an 18-digit Salesforce Contact or Lead ID to map to the subscriber key.
• To import into an SFDE, the email field must be set to type 'email address'. If not,
the report is imported into a standard data extension and tracking is not returned
to the Sales or Service Clouds.
• Field names cannot contain ? or %.
Synchronized Data Extensions
All your Data at your Fingertips
Stream any Sales & Service Cloud data into Marketing Cloud

Continuous data refresh keeps the Marketing

Cloud up to date for all of your Standard and
Customer objects.
Point and click data integration
Choose any Sales & Services Cloud object
Use your Sales & Service Cloud data in any
Marketing Cloud application
Schema Relationship
Data Relationships are Automatically created
Marketing Cloud Connect

Sales Cloud/Service Marketing Cloud

Cloud Schema Contact Builder

Data
Stream
Synchronized Data Extensions with Multi-Org

Synchronized Data Sources will replicate the schema based off the integration user configured
for a given BU.
Each business unit that connects using the same active Salesforce system user will integrate
using the same data model. Integration ensures that these integrated business units will receive
the same data synchronized from the Sales Cloud and can access that data for use in marketing
activities.
Any actions taken to update a data source, such as adding or removing a field from the data
source, reflect in all business units integrated with the same user.
Data Sync Performance

● Benchmark on synchronizing a Contact object with 20 fields of 2.5M rows/hr.

● Formula to estimate the initial populate for your object:

(your total rows * your number of fields ) / (2.5M * 20) = hours to populate the object

● Synchronizing formula fields can degrade performance depending on the

complexity of the SQL associated to the fields.

● Updates benchmark is up to 10M/hr for 20 fields.

Synchronized Data Extensions
Best Practices
Modifying Synchronized Data Extensions

Adding New Fields Deleting Fields Refreshing SDEs

Add fields and update rows Delete fields in your Refresh operation will clear
in your Sales/Service cloud synchronized data the SDE and re-populate the
source before adding new extension prior to deleting data. Do not refresh during
fields to the synchronized them from the original sends or when any other
data source. This prevents source. Doing it other way activity uses this DE.
sync with empty values and around will keep the data in
then updating them. In multi-org setup refresh
Marketing Cloud.
will impact all BU’s having
the same integration user.
Can The Data Be Filtered Before Synchronized?

Yes, all objects support creation date filter and if you choose to sync a Boolean field then you
can filter by the values of one field of Boolean datatype:
Can The Data Be Filtered Before Synchronized?
Contact/Lead

Contact and Lead objects can choose records with email address only as well:
Data Extension Types
DE != SFDE != SDE
What Each Data Extension Type Supports
Use Regular DE Salesforce DE Synchronized DE
Salesforce Sync No No Yes
Data Filters Yes Yes Yes (only from SDE listing)
Queries Yes Yes Yes
AMPscript Yes Yes Yes
Send Yes Yes No
Preview/Test Send Yes Yes No
A/B Test Yes Yes No
JB event source Yes No No (use SF Events)
Dynamic Content Yes Yes No
JB Decision Yes No Yes
Contact Builder Yes No Auto
Data Relationships Yes Yes No
Mobile Imports Yes No No
Journey Builder Integration
Salesforce Events & Activities
Unified Customer Journeys Across Departments
Salesforce Sales and Service Events & Activities

Entry Events – Listens for triggers like

Service Case Closed, or changes that
occur in the Sales or Service Cloud to
launch customers customers into a Journey
Activities – Create or update records within the Sales
Cloud & Service Cloud during a Journey. Create
Lead, Contact, Account, Task, Case, Add/update
Campaign Member
Engagement Data – Emails sent through Journey
Builder will return tracking to the Sales &
Service Cloud
Salesforce Entry Events
Journey Builder Entry Sources
Entry Sources on Sales & Service Cloud

Listen for events in Sales

Cloud or Service Cloud
to kick off Journeys.

Close-to-real-time event
entry.

Point-and-click configuration.
 What Are Various Ways To Send
Messages in Connected Accounts?
Standard Messaging Capabilities
Use The Right Tool For The Job

Email Send from CRM Triggered Salesforce Send Journey Builder

CRM Send from MC

Bulk send 1:1 message Bulk send 1:1 cross-channel message

Goes through the regular As close to real time as Goes through the regular Near-real time deployment
send queue possible send queue
Marketing Activities in CRM
What is featured in Sales/Service Cloud
Sending Emails from Sales or Service Cloud
Native user interface to send to a Sales or Service Cloud Report or Campaign

Marketing Cloud Connect

Marketing Cloud
Salesfor
Emailce
ACCOUNT Report
REPRESENTATIVE
Marketing Cloud Connect: Sending from Sales Cloud
Send to a Sales Cloud or Service Cloud Report or Campaign
A/B Test Send

A/B Testing can automatically send Marketing Cloud emails to a randomized Salesforce Report
segment, measure open or click performance of those emails, select the best performing email,
and send the best performing email to the remaining segment.
The A/B Testing feature allows users to test the following conditions:
• Subject lines - create two different subject lines and track which subject line performs better.
• Emails - create two different emails and track which email performs better.
• Send dates/times - select two different days of the week and/or times to send and track which time
performs better.
• Content area - create two different content areas and track which content performs better.
• From name - create two different from names and track which from name performs better.
Organization-Wide Email Addresses may be used.
Salesforce Triggered Emails
Send Messages at the right time

Salesforce users will be able to quickly automated

email messages
Trigger based on actions and field changes that
occur in Salesforce Contact or Lead Record
Possible Use Cases
• New Customer Welcome
• New purchase confirmation / thank you
• Generate an internal notification based on a Lead or
Customer record change
• Send more targeted, relevant emails based on Contact
or Lead interactions
Tracking Analysis

Tracking can be found in the following areas:

• Single Send Objects: Leads, Contacts and Person Accounts provide tracking information about
individual records.
• Email Sends provide summary on a given send, including detailed performance information about target
audience (sent, delivered, opened, clicked etc), aggregate link activity list
• Send Analytics provides graphical analysis at the contact, individual email send or aggregated sends
Messaging to Salesforce Contacts
in Marketing Cloud
Non Journey Builder Activities
Sending to a Report or Campaign from Marketing Cloud
Marketing Cloud is your primary cloud where you work

Send to a report, campaign or

Salesforce data extension — or enrich
the report data with Marketing Cloud
data sources

Have tracking information sent back to

those Salesforce Contacts and Leads
A/B Testing with SFDE
Marketing Cloud is your primary cloud where you work

Send A/B Test to a Salesforce data

extension.

Have tracking information sent back to

those Salesforce Contacts and Leads
Journey Builder Integration
Salesforce Activities
Unified Customer Journeys Across Departments
Salesforce Sales and Service Events & Activities

Entry Events – Listens for triggers like

Service Case Closed, or changes that
occur in the Sales or Service Cloud to
launch customers customers into a Journey
Activities – Create or update records within the Sales
Cloud & Service Cloud during a Journey. Create
Lead, Contact, Account, Task, Case, Add/update
Campaign Member
Engagement Data – Emails sent through Journey
Builder will return tracking to the Sales Cloud &
Service Cloud
Salesforce Activities
Journey Builder Activities
Individualized Transaction Data Sent Back to any Salesforce Object

Native Sales Cloud and Service

Cloud activities
for Journey Builder.

Rounds up the whole cross-cloud

journey experience enabling you
to write back to main standard
and any custom objects.
Solution Design
Planning & Use Cases
Design and Discovery Questions

Consider user activities from business process POV– who needs to do what and where (which
cloud);
Consider data – what is required for marketing activities and where it resides; where
transformation occurs; is there any security restriction on accessing some/all data; what is a mix
of CRM/MC and external data that needs to be built into a contact schema;
Consider tracking data – what is needed and why (back to scenarios to support); how long it
needs to be available for;
Consider org management – what is your CRM deployment strategy, at the start and ongoing,
sandbox vs prod;
Consider subscriber preferences – where these belong; one BU/brand vs many, omni-channel;
also keep in mind user experience – remember that subscription page for MC content? How’s
that as an example? Permission vs Preference, per channel or overall.
Decision Tree to Recommend Design Patterns

Option 5: MC as DoR

no
Is there and
MDM/CDP
Solution?

yes
Option 4: Heroku + Custom

no
It can be MDM/CDP instead of Heroku here
Salesforce Core
as Database of
Record?
*From a Marketing
Cloud Perspective
yes

Option 1: Leads & Contacts

no
Can we use a
single object in
Core?

yes
Option 2: Contacts Only