What is Marketing Cloud Connect?
In a nutshell, Marketing Cloud Connect is an API integration that connects Marketing Cloud with other Salesforce systems, such as Sales Cloud and Service Cloud.
It’s a vital piece of the puzzle for SFMC users who want to combine the power of both tools for top-tier marketing and sales activity because it allows them to share key data.
There are many benefits, including:
• Aligning sales and marketing with consistently branded assets for campaigns.
• Triggering marketing communications based on Salesforce CRM values.
• Sending email campaigns to segments created and stored in Salesforce.
• Adding email engagement insights to CRM contact records.
• Avoiding sloppy double-targeting from marketing and sales teams.
• Suppressing contacts who should not receive marketing communications.
• Ultimately, it helps ensure a single view of the customer which makes it easier to target them throughout their purchase journey with relevant, tailored content.
So, using Marketing Cloud Connect seems like a no-brainer, right?
Where Marketing Cloud users often come unstuck though, is in the implementation. As mentioned, configuring MCC is a little complicated but worth the effort! Read on for a short guide.
Before you press on with any integration, you need to ensure you meet all of the system and user requirements.
Firstly, to install and configure the integration you must have full Salesforce and Marketing Cloud Admin permissions. You’ll also need to choose a designated ‘Marketing Cloud Connect API User’, and a ‘Salesforce System User’ – these are required to complete the account-level connection and should be dedicated system users.
Of course, users will also need system licenses for each software you want to connect i.e. Marketing Cloud and Sales Cloud.
Here’s a rundown of supported editions and packages: