Salesforce Marketing Cloud Connect

What is it and what does it do?

Marketing Cloud Connect is an application that connects Salesforce Marketing Cloud with Sales, Community and Service Clouds. It gives you access to powerful Marketing Cloud tools within Sales and Service Clouds and vice-versa. Marketing Cloud Connect helps you realise consistent branding and messaging  across all channels in your organisation.

Once Marketing Cloud Connect is set up correctly, you can take full advantage of the out of the box integration between Salesforce Sales/Service/Community Cloud and Marketing Cloud. You will be able to use real time Salesforce data for customer segmentation and personalization. This will benefit your sales and service reps, your marketers and most importantly: your customers.

Marketing cloud Connect

Marketing Cloud Connect’s key features:

  1. Automatically Synchronize Data from CRM to Marketing Cloud
  2. Connect Journey Builder to other Salesforce Clouds
  3. Send Email Using CRM Data
  4. Email tracking data from Marketing Cloud to Salesforce CRM

Let’s examine these key features further:

1. Automatically synchronise data from CRM to Marketing Cloud

Use case: a marketer wants to create a target audience, based on a combination of attributes from data in Marketing Cloud, like “Visited website in last 2 weeks,” and information from the CRM record, for instance: a contact is a key decision maker.

Marketing Cloud Connect makes this easy! You won’t need to import CRM data or schedule automations. With Synchronized Data Sources all your CRM standard and custom object data is available in Marketing Cloud with one click, and it is synchronized automatically. This lets you personalise your messages based on the most current customer information available.

2. Connect Journey Builder to other Salesforce Clouds

Use cases:
a. Closing a case in Service Cloud starts a journey in Marketing Cloud that sends a satisfaction survey. Based on the customer’s response, additional logic is used to trigger follow-up messages or actions.
b. Signing up for a community in Community Cloud is a starting point for an onboarding journey to familiarise the customer with your brand, products and/or services.
c. When contacts are added to a Sales Cloud campaign, Salesforce object data is sent into the data extension created upon entry.

This is where things get really interesting. With Marketing Cloud Connect and Journey Builder, you can listen for events from Salesforce CRM —for instance a contact being created or a service case being closed— to launch customers into journeys and to trigger an email, SMS, or push message. Depending on how your customers interact with your messages, Journey Builder creates or updates records within Sales, Service, and Community Cloud as activities within a journey.

If you are using Marketing Cloud and Community Cloud, you can drive engagement by triggering a journey when a new user joins your community, or when a user posts a comment or asks a question. This way, marketers and community managers can connect experiences across touchpoints.

Entry Sources you can use for Journey Builder:

Journey Builder entry sources

Salesforce Data Event: Contacts enter the journey based on events and object state changes in the Sales and Service Cloud.
Salesforce Community Welcome: Contacts enter the journey when they get added to a Salesforce Community.
Salesforce Campaign Event: Adds contacts to a Marketing Cloud journey when they are added to a Sales Cloud campaign or when a specified field value within the campaign changes.

Sales and Service Cloud activities in Journey Builder:

With Marketing Cloud Connect, you can use Sales and Service Cloud canvas activities in Journey Builder to create/update Sales and Service Cloud object records for connected Marketing Cloud contacts. ! Note that new Marketing Cloud users, except those with the Marketing Cloud Administrator role, must first be granted permission to create or edit Sales and Service Cloud Activities.

Sales and Service activitiesCampaign member activity
Use case: a welcome campaign for a new customer. The Campaign Member activity updates the status on the contact record based on engagement splits, like whether the contact clicked certain links or made a purchase.
Find and update an existing record with the Campaign Member activity. This activity provides a connection between campaigns, contacts, and leads. This process requires a Campaign Member ID, Contact and Campaign information, or Lead and Campaign information to identify the correct record. Use the Campaign Member activity in Journey Builder to track important moments of engagement throughout the journey.

Object activity
Use case: Create and update a custom policy record indicating that a customer has received the email confirmation.
The Object activity in Journey Builder creates or updates a Sales or Service Cloud record in an object when a contact in the journey reaches it. Use this activity when a journey should create or update a (custom) object. ! Note: Custom objects must be workflow-enabled for creation or modification by the Object activity. With the object activity you can also use Journey Builder as a data processing tool and update Salesforce objects values by point and click, without having to write complex AMPscript code.

Convert lead activity
The Convert Lead activity in Journey Builder converts qualified leads from Sales and Service Cloud. You can base this on email engagement, for example whether a customer did or did not open or clicked a received email.

Legacy activities

One or more of the following legacy activities may appear in old journeys. These are no longer available as an option for new journey activities. The functionality of the legacy activities is covered in the Object activity, Campaign activity and Convert Lead activity described above.

Task activity
Provides a connection between Journey Builder and contacts, leads, and tasks in Sales and Service Cloud. Use this activity to create or update a Sales or Service Cloud task (such as “contact someone who’s email address has bounced”) for a contact or lead that reaches this journey activity.

Opportunity activity
Create an opportunity record in Sales and Service Cloud based on interaction with the customer. For example when a customer clicked on a specific link in an email. Marketing Cloud contact attributes can be used to populate fields on the opportunity record. Or you can populate each record with fixed values you choose.

Lead activity
Use Lead activity to create or update a lead record in the Sales and Service Cloud for each contact that reaches the activity.

Contact activity
Use to create or update a contact in the Sales and Service Cloud for each Marketing Cloud contact that reaches this activity. When you create a custom field in Salesforce, Contact Activity lets you track which journey a customer is currently in.

Case activity
Create a case and associate it to the Sales and Service Cloud contact that matches the Marketing Cloud contact’s ID. Or create a Sales and Service Cloud contact to associate the case to. With this activity you can update an existing case to record whether an important email message was opened by the customer or not.

Account activity
Creates a new, or updates an existing, account in the Sales and Service Cloud for each contact that reaches this activity.

3. Send Email Using CRM Data

Marketing Cloud Connect provides access to all your CRM data within Marketing Cloud and lets you target customers and personalize messages. Marketers can use data from Salesforce reports and campaigns to build beautiful and highly personalized emails in Email Studio
Likewise, sales and service reps can send individual or bulk emails created in Marketing Cloud, straight from the app they’re most familiar with—Sales, Service, or Community Cloud.

4. Email tracking data from Marketing Cloud to Salesforce CRM

Use case: customer service employees can look up customers and see what email communication they received from you, if they opened and clicked and even which link they clicked.
Marketing Cloud Connect shows the email tracking history on each recipient’s contact record in Sales or Service Cloud. This enhances each customer’s profile in Salesforce CRM and improves your 360° view of that customer. It provides Marketing Cloud email sends tracking data on different, configurable levels. Types of tracking include:
Aggregate Level
This tracking provides a comprehensive summary of email send statistics and is available on the Email Send record.

Individual Level
This tracking provides email performance information at the Contact or Lead level. It is viewed in the Individual Email Result record, accessible from the Related List on the Email Send record or from the Contact or Lead record.

Track Link Details
This optional data on individual lead or contact link tracking, such as links clicked, is stored in the CRM and it consumes more storage. Link Level Detail is also tracked at the aggregate level.

Track Sent Events
This optional data on individual subscriber-level tracking data is stored in the CRM after an email is sent. Note this tracking option can consume a large amount of data. If this option isn’t selected, the data is stored in the CRM after a subscriber opens an email or clicks a link.

What do I need to start using it?

Marketing Cloud Connect is available in Salesforce Unlimited, Enterprise and Performance Editions, or Developer Edition Sandbox, Marketing Cloud Core Edition, Advanced Edition, Agency Edition, Enterprise 1.0 Lock and Publish, Enterprise 2.0 Edition, Reseller Edition, or Marketing Cloud Sandbox.
Marketing Cloud Connect requires a relationship between a single Marketing Cloud account and a Salesforce CRM org. It’s also possible to connect a Marketing Cloud account with multiple business units to multiple Salesforce CRM orgs via the multi-org setup option. This can be enabled via Salesforce support (please note that once the multi-org option is setup it can’t be reversed).

Installing and configuring the connector is point and click and not hard to do. Visit Salesforce help via this link for a step by step guide on how to install Marketing Cloud Connect and how to configure it within Salesforce CRM and Marketing Cloud. Click here for a multi-org configuration guide.

! Note: Lightning Experience is not supported for Marketing Cloud Connect features. If you are using Lightning Experience, you are automatically redirected to Salesforce Classic when any Marketing Cloud Connect tabs are clicked.

If you want to know more about Marketing Cloud Connect or need support with setting up Marketing Cloud Connect, do not hesitate to contact us.