Salesforce Marketing Cloud Capabilities for Sync with Salesforce Sales Cloud and Microsoft Dynamics

Salesforce Marketing Cloud Capabilities for Sync with Salesforce Sales Cloud and Microsoft Dynamics

This is about synchronization of Marketing Cloud data with Sales Cloud and MS Dynamics. But, before going any further, we must understand “What is Marketing Cloud Connect ?”.

What is Marketing Cloud Connect?

This is for integration of Salesforce Marketing Cloud Instance with the Sales Cloud. It brings immense benefits for the sales rep and more for the clients and all this is made possible with easy-to-configure functionalities.


Next, we come to the benefits of Marketing Cloud Connect. The important benefit that is pertinent for us is:

Automatic Synchronization of Data between Marketing Cloud and CRM

It is possible to integrate CRM data for creating a highly targeted data for sending emails. The target audience can be compiled by a combination of attributes in the Marketing Cloud data.

Here is the role played by the synchronized Data Sources. You just need to use point and click, with no need to import data or even schedule automations. There is an automatic synchronization of data and all the CRM data, in the form of standard or customized objects is now made available in Marketing Cloud. This makes your life easier as it enables you to send personalized messages – based on current information on the customers. We will now cover Data Stream for synchronization of data with Sales and Marketing Cloud.

What is Data Stream?

It helps to stream raw object data from Sales or Service Cloud and puts that in a custom object. This is brought to the Marketing Cloud by configuration of the data. This rich data set is then utilized for advanced level segmentation.  “What are the steps to configure the data?”

 

Steps to Configure the Data Source

 For this, the end user selects the data source and subsequently the fields to be synchronized as well as the poll schedule and the record selection. This is for bringing the Sales and Service  Cloud Data into Marketing Cloud.

 After the synchronization is over, we need to create a table with the same data types as well as similar column names – for the entities that are chosen for the purpose of synchronization.

 Not only this, a data schema is built for mapping all the relations. This way all the relations between the entities are automatically available to the end user. Next, we delve into how to create a synchronized data source.

How to Create a New Synchronized Data Source?

Once you integrate your Salesforce account with Marketing Cloud Connect the Data Source that needs to be synchronized appears. We need to use the Contact Builder here. First, we need to navigate to the Data Designer in Contact Builder, and then we select Data Sources->Synchronize. We reach the attributes or the objects that are already synchronized. We now set up a new data source for Sales and Marketing cloud objects. 

 

In order to create a new Data Source, we select the entities and the fields and then we configure the synchronization. The best practice of selection of only the data that is needed is that which is followed here. These data will serve the purpose of segmentation and any dynamic content. Here the user needs to access the two tabs – Activity and the Data Extension. From the activity tab, the user knows about any of the configuration changes that are made, field mappings and last time any configuration changes were made. On the other hand, the Data extension displays where the synchronized data sources or the data streams are stored. There is also a Data Designer tab that portrays the objectwise relations for all data objects. Now, we come to the Marketing Cloud Connector with MS Dynamics CRM.

How to Use the Marketing Cloud Connector with MS Dynamics CRM?

There is a marketing Cloud Connector for Microsoft Dynamics CRM Version 2013 or the latest version. This is an integration of two applications, Marketing Cloud for email marketing functionality and Microsoft Dynamics CRM Version 2013 or later version. Let us find more how this integration helps the end-user in some of the following ways, by using the advanced tools of Marketing Cloud:

  • Creating & sending email marketing campaigns within the CRM.
  • Tracking email marketing campaigns.
The Connector actually helps to extend the advanced email marketing capabilities of the Marketing Cloud application to the Microsoft Dynamics CRM. It has a single data model and this offers advantages such targeting and tracking emails for the clients or the prospects. The primary advantage is that since the data resides in a single place, you can keep and track of how your clients interact with the business communications.

Summary

When we need to sync data between Marketing Cloud and Sales Cloud as well as MS Dynamics through Marketing Cloud Connector. It has easy-to-configure functionalities and is beneficial not only for the sales and marketing reps but also for your clients.

The most important benefit of the Marketing Cloud Connector is the automatic synchronization of data between marketing Cloud and Sales Cloud. A highly targeted data is created with CRM for sending emails. The automatic synchronization of data allows the standard and the customized objects to be brought into the Marketing Cloud. There is no need to import data as we use the synchronized Data Source. While creating a new Data Source, we use the contact builder for synchronization of the Data Source. The entities and the fields need to be selected and then configure the synchronization. On the other hand, the marketing Cloud Connector also works for the MS Dynamics for creating, sending and tracking email marketing campaigns. It has a single data model and helps in targeting and tracking emails for the clients.

Ajay Dubedi

CEO | Founder
" More than 11 years of industry experience. Responsible for strategy, vision, and project delivery at Cloud Analogy "

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