Syncing Marketing Cloud Engagement Data to Salesforce CRM

To synchronize data, consider one of the following two approaches based on your use case.

1. Batch Integration using Data Loader

This method is highly stable and best suited for periodically updating large volumes of data. It involves exporting data from Marketing Cloud and importing it into CRM using tools like Salesforce Data Loader.

Example Steps

The following is a common example. You can combine automation tools or scripts to fit your operational environment.

1. Automation Studio: Create a Data Extract activity to extract data from the target Data Extension.

2. File Transfer: Use a File Transfer activity to move the extracted file to the FTP server.

3. Import: Retrieve the CSV file from the FTP server and import it into Salesforce CRM using Data Loader.

   • Note: The import process on the Sales side can be automated using the Data Loader Command Line Interface (CLI).

Benefits and Considerations

• Benefits: High stability. Capable of processing large records in bulk with predictable system load. Allows for complex data transformation before import.

• Considerations: Not real-time. Updates occur at scheduled intervals (e.g., daily).

Related Resources:

・Data Extension Extract in Automation Studio

・Configuration procedure when using Data Loader in batch mode

2. Integration via Marketing Cloud Connect

This method is suitable for updating CRM records with relatively high immediacy (near real-time) based on individual customer actions. It utilizes the Object Activity within Journey Builder.

Example Steps:

1. Create or edit a journey in Journey Builder.

2. Drag and drop the Object Activity from the Sales & Service (formerly Sales Cloud & Service Cloud) section onto the canvas.

3. Configure the activity to select the target object and the action (e.g., Create, Update).

Benefits and Considerations

• Benefits: Updates CRM data in near real-time, triggered by customer behavior.

• Considerations:

  • Not for High Volume: Journey Builder is not optimized for bulk data updates. For high-volume record updates, Method 1 (Data Loader) is strongly recommended.

  • Performance Impact: Injecting a massive number of contacts solely for updates may affect the performance or processing speed of other active journeys in the account.

  • Billable Contact Count: Contacts entering a journey are added to All Contacts in Marketing Cloud. This may increase your Billable Contact Count, even if no emails are sent.

  • API Limits: Each record processed consumes API calls. High volume usage risks hitting Salesforce CRM API Limits.

Related Resources:

• Update an Object Activity

Comparison Table