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Explore Synchronized Data Sources

Learning Objectives

After completing this unit, you’ll be able to:

  • Recall the definition of a data source.
  • Describe how Synchronized Data Sources and Marketing Cloud Connect work together.

Data Sources

Contact Builder stores and locates contact attributes in your account’s data sources. Within your Marketing Cloud account, Contact Builder uses system and custom data sources, such as system-defined or user-created data extensions. Contact Builder can also bring in data from other Salesforce platforms, such as Sales Cloud and Service Cloud, by using Synchronized Data Sources. Data synchronized into Contact Builder also includes the data schema and relationships previously established in those other platforms.

Contact Builder and Marketing Cloud Connect

You can select and synchronize objects from Salesforce CRM and pull the information into Marketing Cloud using Marketing Cloud Connect. For example, the Northern Trail Outfitters  account uses Marketing Cloud Connect and is integrated with a Salesforce Service Cloud account. Marketing Cloud uses Marketing Cloud Connect and Synchronized Data Sources to pull over records from particular objects and put them into a data extension. Once you select the objects, you can select which fields to pull over. You can also set your web records. You can do all records for a time period through a poll schedule, which defines how often Marketing Cloud checks for updates. Remember that syncing objects is important, especially people objects. Every contact or lead synchronized counts as a contact in Contact Builder, even if you’ve never sent them a message.

If you want to synchronize a contact object, you can:

  • Select the fields to synchronize.
  • Choose which records to pull and use to segment contacts.
    • All records
    • Records since a certain date
    • Records with a particular field type of true or false.
  • Set how often the data synchronizes (in minutes or hours).

The order in which you set up objects is important. When you set up synchronized objects, the system starts to create a data model for you. This model ensures the relationships between objects don’t conflict as you integrate additional data sources.

Data sources available for synchronization appear after you integrate your account using Marketing Cloud Connect. After you start a sync, you cannot delete it. You can only pause the sync, but the data extension remains in your account. The synchronized data source appears in your Data Sources when complete.

Data syncing using Marketing Cloud Connect creates a single data extension within your Marketing Cloud account with one column for each field you choose to synchronize. The synchronized data extension uses the name of the synchronized object and adds the suffix Salesforce_n, where n indicates the number of the copy when used in a multi-org environment. For example, if you synchronized the Contact data source, that data source would appear in your Marketing Cloud account as Contact_Salesforce_1.

Access Synchronized Data Sources

Each data source displays both a name and the external API key for the object. Use these names to locate your information and manage your synchronized data extensions. Synchronized Data Sources displays row counts during the initial synchronization and refreshes every 30 seconds.

The Data Extensions page in Contact Builder with the Synchronized Data Extension folder highlighted.

Segment Synced Data Extensions Across Business Units

Most data extensions need to be segmented to create other audiences for sends. For example, Northern Trail Outfitters shares contact information with a business unit, but their security team doesn’t want the business unit to see all of the contact data. The system segments the data, stores it in a shared folder, then shares it with other business units.

By default, data extensions containing synchronized data exist at the top level of an Enterprise tenant. These data extensions cannot be moved into a shared folder. To segment the data extension, you need to use a query or filter activity that populates the information from a synchronized data source and moves the information into a shared data extension.

You can then share the information with business units in the tenant. You can set permissions on what a business unit is able to see in the data extension. You can also set the sharing rules for the folder itself. 

Best Practices

  • Use Marketing Cloud Connect to synchronize your Sales Cloud and Service Cloud data with Marketing Cloud.
  • Use a query or filter activity to segment synchronized data extensions.

What’s Next?

When you’re ready to begin building data models, look further into the Marketing Cloud resources on the Marketing Cloud Developer Center. Join our huge community of admins and developers through that site to share ideas, join groups, read success stories, and more.


Link Your Salesforce Data using Marketing Cloud Connect (MCC201)


Unify and analyze your data in one place with Marketing Cloud Connect. In this 4-day class, you'll learn how to link your Marketing, Sales, and Service Clouds to seamlessly engage with your customers. Discover how to segment Salesforce data to create personalized, targeted emails. Track and report on those emails to see what resonates most with your customers so you can strengthen your relationships with them.

Who should take this course?

This course is ideal for email digital marketers responsible for managing the email channel for their organization, Salesforce Admins responsible for supporting users when Marketing Cloud Connect is installed, and customers who will be connecting their Salesforce org to Marketing Cloud using Marketing Cloud Connect. 

When you complete this course, you will be able to:

  • Explain Marketing Cloud Connect.
  • Connect a Marketing Cloud account to a Salesforce org.
  • Create individualized content blocks to leverage Salesforce CRM data using personalization strings and dynamic content.
  • Create an email in Content Builder.
  • Utilize the various sending methods to send to a Lead, Contact, Report, or Campaign in Marketing Cloud and Sales and Service Clouds.
  • Automate sending emails using a Triggered Email, Automation Studio, and Journey Builder.
  • Configure Synchronized CRM Sources to bring CRM data into Marketing Cloud.
  • Segment data using Reports, Filter Activity, and Query Activity.
  • Create journeys using Salesforce Activities in Journey Builder.
  • Review tracking data in Marketing Cloud and Sales and Service Clouds.
  • Create analytics reports in Marketing Cloud.
  • Create and customize Marketing Cloud reports in Sales and Service Clouds.
  • Create a dashboard based on Marketing Cloud reports.

Lessons and Topics

Salesforce Marketing Cloud Overview

  • Review the Customer Success Platform
  • Get to Know Marketing Cloud

Marketing Cloud Connect

  • Review Marketing Cloud Connect 
  • Review the Various Ways to Connect the Clouds

Marketing Cloud Connect Configuration

  • Explore How to Connect the Clouds
  • Review the Prerequisites for Marketing Cloud Connect
  • Review Salesforce Terminology
  • Connect a Marketing Cloud Account to a Salesforce Org
  • Review Prework

Personalized Digital Marketing

  • Review What Functionality Can Be Accomplished in Each Cloud
  • Create a Personalized Email Leveraging Salesforce CRM Data Using Content Builder
  • Use Testing Tools
  • Send a Marketing Cloud Email Manually to a Lead, Contact, Report, and Campaign
  • Automate the Sending of an Email via a Triggered Email, Automation Studio, and Journey Builder
  • Understand What Happens When an Email Is Sent
  • Understand Subscriber Statuses

Synchronized CRM Data

  • Explain How and Why to Bring Salesforce CRM Data into Marketing Cloud
  • Synchronize Data Sources in Contact Builder
  • Create Segments Using Filters and the Query Activity
  • Create a Salesforce Data Extension for Sending
  • Create a Journey Using Synchronized Data Sources
  • Test a Journey

Journey Builder

  • Explain Sales and Service Cloud Activities
  • Create a Journey Using Sales and Service Cloud Activities Tracking and Reporting
  • Understand the Tracking Data Available in Marketing Cloud
  • Create and Automate Tracking Reports in Marketing Cloud
  • Understand the Tracking Data Available in Sales and Service Cloud
  • Create and Customize Marketing Cloud Reports in Sales and Service Cloud
  • Create a Dashboard for Marketing Cloud Tracking Reports
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Connect Marketing and Commerce

Envelope icon

Marketing Cloud is the solution for creating engaging, multi-touch journeys that span all of the touchpoints your customers use todayͥ—advertising, mobile and email, and social media.

Retailers and brands seek a direct line of communication with consumers to develop the relationship over time. One of the most common ways to do this is via email marketing. Email marketing generally covers two broad categories: transactional emails and behavioral emails.

  • Transactional emails: Retailers send transactional emails that don't necessarily seek to sell anything, but rather inform the customer. These include order confirmation, shipping status, a password reset, or even a welcome email after a customer signs up for a newsletter. Take a look at the Transactional Email Solution Kit to learn how to implement this (English only).
  • Behavioral emails: Emails that are triggered from a particular action—like abandoning a site after searching, browsing, or adding an item to a cart—is called a behavioral email because it triggered a... wait for it... behavior. Recent research has shown that more than 75 percent of shoppers will abandon their shopping cart with an item in it. But if the customer receives a follow-up email with a promotion, retailers can win back more than half of those lost sales. Take a look at the Abandoned Cart Solution Kit to learn how to implement this (English only).

Between those two types of email communications, marketers can build out a variety of programs that keep customers in the loop, drive revenue, and even win back sales. For B2B companies who are looking to develop long-term trusted relationships with their customers, we turn to Pardot.

Merchants can use email to send personalized recommendations based on customer order history. Take a look at the Personalized Marketing Recommendations Solution Kit to learn how to implement this (English only).

Merchants often use coupon campaigns to incentivize shoppers. They want to increase the number of responses they get from coupons sent through email. Coupon redemption data can help them customize customer journeys or change their approach with shoppers who don’t respond. Take a look at the Coupon Redemption Solution Kit to learn how to implement this (English only).


Get Started with the Analytics 360 Integration for Marketing Cloud

Learning Objectives

After completing this unit, you’ll be able to:

  • Explain why Google and Salesforce are partnering.
  • Describe what a marketer can do with the integration.
  • List the requirements to get started.

Doing Business in a Customer-Centric World

Welcome to the Fourth Industrial Revolution, when hyper-connected consumers are demanding meaningful customer experiences. They want to do business with a brand that understands and values them by personalizing each interaction. 

To that effect, 67 percent say they will pay more for a better experience with a brand. At the same time, 51 percent of consumers say brands are falling short in delivering that kind of customer experience. 

Image of customer on phone with coffee and stat: 51% of customers say brands fall short on experience

Why? Disconnected data, outdated systems, disparate channels, and siloed departments, to name a few reasons.

So how do marketers overcome these obstacles? 

The answer seems simple: integration. But, it’s no easy task to untangle the data from multiple, fragmented systems into a single, actionable view of the consumer.

We recognize that at Salesforce. Google knows it as well. And it’s why we’ve partnered together to unlock cross-channel insights for marketers to build meaningful and connected experiences with their consumers.

For the first time ever, this integration seamlessly connects marketing channel, web and advertising data, and analytics across Salesforce Marketing Cloud and Google Analytics 360, part of Google Marketing Platform.

What Does This Partnership Mean for Marketers?

We’re glad you asked.

Your job is tough enough already, so we’re simplifying how you work with these two mission-critical systems while helping you build a better view of your customer, get data-driven insights, and create more meaningful moments on your way to building customer relationships.

This new integration enables marketers to: 

  • Be more productive.
  • Analyze rich data in one place.
  • Create personalized messages.
  • Make smart marketing decisions.

Capabilities of the Integration

Now that you know how this partnership can boost your marketing efforts, let’s talk about the following features and tools you use to create these meaningful customer experiences.

  • Simplified Setup
  • Cross-Channel Analytics
  • Content Performance
  • Website Optimization
  • Marketing Attribution
  • Audience Activation

Simple Setup

So you’re not IT-savvy—that’s OK. This integration is a simple setup. Marketers can do it themselves in three simple steps.

  1. Authenticate Marketing Cloud using Analytics 360 credentials.
  2. Set your UTM tagging structure (one time only).
  3. Apply to any journey with one click.

We dive into this more in the next unit. 

Cross-Channel Analytics

You don’t need IT to pull and splice reports to get a picture of how your customers are engaging on each channel. With a few clicks, view your Analytics 360 reports (Site Usage, Ecommerce, and Goals) in one Marketing Cloud dashboard.

Journey Analytics Dashboard - Overview Tab

Content Performance 

Do you ever wonder what your customers do after they click on that offer you emailed them? Is your marketing content driving revenue or new acquisitions? Go beyond open rate and click rate and learn what content resonates (or doesn’t) with your customers. This is accessed in the same Journey Analytics dashboard as the rest of your customer engagement metrics.

Content tab with performance metrics and thumbnail hover

Website Optimization

Augment the audiences you create in Analytics 360 with Marketing Cloud engagement data, collected through the UTM parameters appended to your email links, to enhance your web optimization tests and personalize the site experience based on a wider, cross-channel view of your consumer.

Analytics 360 audience with Marketing Cloud email data

Marketing Attribution

Enrich the attribution reports in Analytics 360 with Marketing Cloud engagement data, collected through the UTM parameters appended to your email links, to give you a more complete and accurate view of which channels and tactics lead to the best results.

Attribution report with Marketing Cloud data

It’s now easy to provide this additional marketing and channel engagement data to Google Marketing Platform for measurement and activation, thanks to the simplified setup and auto-tagging of journeys.

Audience Activation

For the first time, create audiences in Analytics 360 based off of users’ rich web and app browsing behavior, then share and activate them directly through additional Marketing Cloud channels like email, SMS, or push notifications. You can now better coordinate the journey for customers, incorporating insight from interactions they take as they move from channel to channel to ensure consistency, as well as personalization.

Journey in Journey Builder with Analytics 360 Audience as the entry source



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Marketing Cloud Connect Prepare CRM Session 1

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