How to Integrate Salesforce CRM with Marketing Cloud Engagement

Connecting Salesforce CRM to Marketing Cloud Engagement is a straightforward process with Marketing Cloud Connect. Marketing Cloud Connect integrates the tools of the Marketing Cloud, including Marketing Cloud Engagement, with the entire bucket of Salesforce CRM tools for easy data handling and campaign management. It allows seamless access to Marketing Cloud Engagement capabilities directly from Salesforce Service or Sales Clouds. This helps develop unitary customer engagements fuelled by personalized conversations and automated customer journeys.

Salesforce Marketing Cloud

A 6-Step Process for Integrating Salesforce CRM with Marketing Cloud Engagement Using Marketing Cloud Connect

The Prerequisites

To begin with, the Marketing Cloud and Salesforce CRM admins review the product features to ascertain compatibility and versions. Before attempting the connection, the Marketing Cloud account should be provisioned and set up for use with Marketing Cloud Connect. As Subscriber Key is mandatory for Marketing Cloud Connect, a completed Subscriber Key Migration is necessary before the connection. It must be ensured that there are four custom tabs available in the Salesforce org.

About Managed Package and Permissions

The Marketing Cloud admin works in sync with the Salesforce CRM admin to install and set up Marketing Cloud Connect after configuring the CRM and Marketing Cloud Connect account and users. The Marketing Cloud Connect API user executes the account-level connection between the Sales/Service Cloud and Marketing Cloud. As a minimal requirement, there must be a license for both Marketing Cloud and Sales or Service Cloud. The Marketing Cloud for AppExchange User and Marketing Cloud for AppExchange Admin options must be enabled for the user.

Use the following URLs to get the latest managed package version of Marketing Cloud Connect. 

 The Right Settings for Marketing Cloud

The admin connects the Marketing Cloud account to the Sales/Service Cloud org at the account level. The Marketing Cloud API user must be connected to the Salesforce system user to enable core systems communication activities, such as pushing tracking data from the Marketing Cloud into the Sales or Service Clouds.

CRM Settings

The Salesforce CRM admin configures the connected app authentication for Marketing Cloud Connect. They then designate a default workflow for time-dependent workflows in Marketing Cloud Connect. The admin changes the field-level security to make the email opt-out field visible on leads and contacts, ensuring that email fields for contact and leads are accessible to users. Users should also be able to modify additional permission sets within the CRM account. 

Marketing Cloud Connect Settings 

Within the Marketing Cloud Connect settings, the admins navigate to the Marketing Cloud object in the Sales/Service Cloud to send configuration. Depending on the business needs, they would configure other settings, including sends, tracking, and users after the installation and setup tasks. Mapping Contact, Accounts can achieve personalized communications and Lead objects within the Marketing Cloud to share attributes across clouds.

Testing the Market Cloud Connect Connection

To test and ensure the proper set-up of Marketing Cloud Connect, the admin creates an email in Marketing, a test lead, and a test report. From the Sales Cloud, the Email is sent and verified using the Email Sends object, the information, and the message. The Email received is verified to ensure the desired email personalization.

The Considerations

A Marketing Cloud account can be disconnected from a Sales or Service Cloud account only for Enterprise 2.0, Core, and Lock and Publish reports. The managed package version must be 5.493 or newer. Also, Marketing Cloud Connect features are only available in Salesforce Classic. Lightning Experience users are redirected to Salesforce Classic on clicking any Marketing Cloud Connect tabs.

The steps above are easy for Salesforce admins to follow, owing to the screen prompts during the process. When pitted against its older versions, Marketing Cloud Connect is way more efficient in connecting Salesforce Service Cloud to Marketing Cloud Engagement. The benefits include the ability to send Marketing Cloud emails from the Salesforce CRM, email engagement tracking at the CRM contact level, and triggering of Journey Builder based on events or actions in the Salesforce CRM.

At Kasmo, we streamline the marketing facets of businesses by optimizing the creation and managing of marketing campaigns and relationships. We enable businesses to leverage the Salesforce Marketing Cloud and integrate it with Salesforce CRM for intelligent communications and interactions with their target audiences. 

Our expertise in implementing and customizing the Salesforce platform helps enhance accessibility and marketing collaboration through process automation. To know more about connecting your Salesforce CRM with Marketing Cloud Engagement, talk to our experts at Kasmo today.

Interested to learn more, talk to our experts