Salesforce Marketing Cloud

This integration is in beta

The‍
Salesforce Marketing Cloud
integration is currently in beta.
As with all beta tests, not everything will be perfect. If you run into any issues, please submit a support ticket.

Connect your Salesforce Marketing Cloud account with Lexer

You can connect your Salesforce Marketing Cloud account with Lexer, to import your customer data and create enriched identity profiles. This will also allow you to activate Segments for email marketing campaigns.

What about ExactTarget?

ExactTarget was an email marketing platform acquired by Salesforce in 2013, and rebranded to Salesforce Marketing Cloud. Throughout Lexer, we’ll always refer to Salesforce Marketing Cloud (SFMC) but know that the names “Salesforce Marketing Cloud” and “ExactTarget” refer to the same product.

Benefits of a Salesforce Marketing Cloud integration

Integrating your Salesforce Marketing Cloud account with Lexer provides a number of benefits, such as

  • Import your contacts as enriched Profiles
  • Send audiences for targeted marketing campaigns
  • Sync data between your Lexer CDP and Salesforce Marketing Cloud

Integration in a nutshell

Here's a summary of how Salesforce Marketing Cloud integrates with Lexer: 

Direction

What direction does the data flow?

✅ Data in: enriched customer profiles.

✅ Data out: enriched customer segments for activation.

Type

Lexer’s integration with this product allows you to pull data into the hub from these sources.

✅ Email (ESP)

Source method

How the system connects with Lexer.

✅ Email (ESP)

Destination method

How Lexer connects with the system.

✅ API

Status

Is this integration live and working?

Full Release

Lexer product compatibility

What Lexer products is the integration compatible with?

✅ Activate

✅ Compare

✅ Segment

✅ Track

⬜️ Listen

⬜️ Respond

⬜️ Serve

Attributes

What attributes are created when integrated with Lexer?

Please talk to your Success Manager about what attributes might be suitable.

API Access

Before we can connect the two accounts, you’ll need to provide Lexer access to your Salesforce Marketing Cloud account. We can achieve this by creating a Salesforce Marketing Cloud application. Please note, if your Salesforce Marketing Cloud account contains more than one brand, you will need to create an "Installed Package" for each brand.

  1. Log in to your Salesforce Marketing Cloud account
  2. Click your name in the top right hand corner, and select Setup
  3. On the left hand side screen, find Platform Tools and click on Apps and then Installed Packages
  4. Now make a new package by clicking New in the top right hand corner of screen. Name this Lexer: [Brand name].
  5. Click Add Component
  6. Select API Integration and click Next
  7. Select Server-to-Server
  8. Enable "Read" and "Write" permissions for the following;
    1. Email
    2. SMS
    3. Audiences
    4. List and Subscribers
    5. Marketing Cloud Connect
    6. Data Extensions
    7. Campaign
  9. Click Save

You will now see a summary page with a Components section. This section lists your Client ID and Client Secret settings, which we’ll need to paste securely into Lexer as detailed below.

Once you’ve configured the components, navigate to Access and select only the brand you’d like this "Installed Package" to be used for.

How do I integrate my account?

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  1. Select the Salesforce Marketing Cloud tile
  2. Click Integrate Salesforce Marketing Cloud
  3. Enter your Salesforce account name (this could be your brand, or sub-brand name)
  4. Paste in your Base Authentication URI
  5. Paste in your Client ID and Client Secret generated from making your Installed Package
  6. Click Save
The final step
Once you've added your Salesforce Marketing Cloud account credentials to the Salesforce Marketing Cloud tile in the Hub, please contact your Success Manager, or Lexer Support (support@lexer.io) to complete your Salesforce Marketing Cloud set up and configuration.

Extracting data from Salesforce Marketing Cloud

When Lexer extracts data from your Salesforce Marketing Cloud account, we encourage you to create two unique Data Extensions per brand. This ensures that the data we need to populate your CDP is correct and formatted in line with your own internal expectations.

We've included a schema guide below for each Data Extension.

Data Extension #1 "Lexer Customer Table"

Column Data type Description
email string Customer's email address
first_name string Customer's first name
last_name string Customer's last name
customer_id string Customers ID (sometimes referred to as Subscriber Key in Salesforce)
date_of_birth string Customer's date of birth
country string The country a customer lives in
state string The state a customer lives in
city string The city a customer lives in
postcode string The customer's home postcode
zip string The customer's home zip code
customer_type string Is this a customer or a prospect?
address_1 string Address 1
address_2 string Address 2
subscribe_date dateTime A customer's most recent subscribe date
unsubscribe_date dateTime A customer's most recent unsubscribe date

Data Extension #2 "Lexer Email Engagement Table"

COLUMN DATA TYPE DESCRIPTION
email string Customer's email address
customer_id string Customers ID (sometimes referred to as Subscriber Key in Salesforce)
event_type string Email engagement event, ie; open, click, send
event_date dateTime The date and time the email was sent/opened/clicked
campaign_id string ID of the campaign
campaign_name string Name of the campaign
from_email string Sender's email

Sending data to Salesforce Marketing Cloud

This article will guide you in activating Segments from Lexer to Salesforce Marketing Cloud (formerly ExactTarget). The activation allows you to create and update existing lists, update existing Data Extensions, and enrich your customer contact data in Salesforce Marketing Cloud.

Before you get started, make sure you’ve done the following:

  • Connected your Salesforce Marketing Cloud account with Lexer.
  • Created an activation to Salesforce Marketing Cloud (reach out to Lexer Support (support@lexer.io) if not)
  • Built your Segment(s) in Lexer Segment

Lists, Data Extensions and All Subscribers

Salesforce Marketing Cloud allows you to target both Lists of customers, and Data Extensions containing customer data. What’s important to understand is both of these are fed from a catch-all “list” All Subscribers.

Lexer tip!
It’s important to note that while the All Subscribers List is referred to as a List, it is not limited to the 500,000 contact limit as normal lists are. If your team uses Data Extensions to target customers, we recommend only activating to the List - All Subscribers option in Activate. This will allow you to add new contacts to your Salesforce account, without interrupting the flow of data through your Data Extensions.

Lists

A List is a group of your customers. You can create an unlimited number of Lists depending on the number of customer segments you require.

Lists can:

  • Contain a maximum of 500,000 contacts
  • Take longer to update than a Data Extension

Data Extensions

A data extension is a table within your Salesforce database containing your data, think of it like a dynamic list that can automatically update based on rules (just like a Segment in Lexer Segment). You can use data extensions to store sendable subscriber data - like lists, or to hold relational data. If you activate directly to a data extension, any contacts you add that don’t match the rule conditions of the data extension could be removed when it next syncs with your All Subscribers list.

Data extensions can:

  • Hold more than 500,000 contacts
  • Import faster than updating Lists
  • Permit you to setup triggered email sends

Syncing your data with Salesforce Marketing Cloud

Whether you use Lists or Data Extensions, you will likely want to ensure the data within your Lexer CDP is synced with Salesforce Marketing Cloud. To do this, we want to send our Segment to List – All Subscribers. We recommend using a Segment containing all Profiles, setting it to auto-update, and letting it run automatically indefinitely.

3840
  1. Click ACTIVATE NEW AUDIENCE to get started
  2. Select your Salesforce Marketing Cloud activation tile
  3. Add your “Customer Universe” Segment (containing all your customer records)
  4. Update the audience name as required (this won’t appear in Salesforce)
  5. Set your activation to Update an existing audience it should default to List - All Subscribers
  6. Set which Contact Properties you’d like to sync, ensuring you map each ATTRIBUTE to it’s correct Property
  7. Agree to terms, and click Send Audience
Lexer tip!
Please be aware, it could take up to 5 minutes for your audiences in Salesforce to populate in Lexer Activate. We have found in testing most Salesforce accounts will have over 2000 lists and data extensions. To improve this load time, we recommend deleting any unnecessary lists or data extensions in your Salesforce Marketing Cloud account.

Creating a new List

We also support creating a new List which can be used for one-off campaigns or similar.

3840
  1. Click ACTIVATE NEW AUDIENCE to get started
  2. Select your Salesforce Marketing Cloud activation tile
  3. Add your one-off campaign Segment
  4. Update the audience name (this will become the List’s name)
  5. Select Auto-update activation if maintaining this list is important
  6. Agree to terms, and click SEND AUDIENCE

Set and forget – auto-updating audiences

Lexer Activate permits you to automatically update your lists and contacts within Salesforce Marketing Cloud. With this selected, Lexer will add or remove customers from your List or Data Extension, as customers enter and leave your Segment.

Okay I’ve sent my audience, what next?

The moment your activation has been confirmed as sent in Activate, you’ll see records begin to update in Salesforce Marketing Cloud. We’ll send you an email to let you know once an audience has been sent – the time this takes will vary, depending on the size of the audience.

Sending an email with Salesforce Marketing Cloud and Email Studio

Salesforce have heaps of documentation around their Email Studio platform, you can check out those materials here.

Updated:
September 25, 2022
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