Salesforce Marketing Cloud


Salesforce Marketing Cloud, not to be confused with (SFDC), is a marketing automation platform used for managing and executing personalized customer journeys across marketing channels.

The Salesforce Marketing Cloud integration with Lob allows you to create automated direct mail campaigns within Lob, based on any event trigger change that occurred within your Salesforce Marketing Cloud account.

This feature is currently in closed beta while we continue to expand functionality. Reach out to your Account Manager to learn more.

How to connect Lob with Salesforce Marketing Cloud

  1. Within the Lob Dashboard, navigate to the Integrations page and click on “Salesforce Marketing Cloud” (SFMC) to view the SFMC connection page. When on the SFMC page, click the “Connect” button to begin.

  1. You will be prompted to enter your SFMC account credentials using the client id, secret, and subdomain of the account you would like to connect with Lob. Lob will use these credentials to sync the SFMC data extensions and fields that are available within that profile to Lob.

Helpful tips for connecting to Salesforce Marketing Cloud:

Lob is reading the data extensions, fields, and data types so you can use this information. This can take some time depending on how many data extensions your Salesforce Marketing Cloud instance takes. Feel free to navigate away from the Integrations page or the Dashboard while this is completing. You can always check the status on the Integration Detail page in the Integration section.

How to speed this along: The best way to limit data extension access right now is to create the integration ("Installed Package") underneath a business unit that has a limited number of data extensions. That way Lob will only need to iterate through the shared data extensions for that business unit, rather than all data extensions.

SFMC setup

If you have a package installed

You can find your client ID, client secret, and subdomain inside one of your installed packages:

Your subdomain is a 28-character string that begins with the letters "mc." You can find it within the REST Base URI after the https:// and before the “.auth” portion of the string. In the example above, the subdomain would be mc1111111111111111111111111111.

If you don’t have a package set up yet

Follow the steps below to create one to then get your client ID, secret, and subdomain key.

  1. First, open SFMC and click your profile icon in the top right of the screen.

  1. Click Setup under the settings dropdown

  2. Once in Setup, under Platform Tools navigation, click Apps, then Installed Packages

  3. Click New to create a new package if there isn’t one currently installed.

  4. In the New Package Details window, enter a Name and (optional) Description and click “Save”

  1. Within the package, click “Add Component” and select API Integration as the component type; click “Next”

  1. Then select Server-to-Server integration; click “Next”

  1. Within the Server-to-Server integration, select the following properties to grant Lob the ability to gain access to the appropriate data sets to send automated direct mail campaigns from:

  • Data

    • Data Extensions: Read, Write

  • Contacts

    • Audiences: Read, Write

    • List and Subscribers: Read, Write

  • Marketing Cloud Connect

    • Read, Write

  • Automations

    • Automation: Read, Write, Execute

    • Journeys: Read, Write, Execute, Activate/Stop/Pause/Resume/Send/Schedule

  • Channels

    • Web: Read, Write, Send

  • Event Notifications

    • Callbacks: Read, Write, Update

  • Webhooks

    • Read, Write

You can read more about SFMC’s permission scopes here.

  1. After selecting the checkboxes to enable the component properties, click “Save”

  2. You will then see a screen confirming the package information you have just set up, which highlights your Client Id and Client Secret keys within the Components section of the page.

Once you have connected your SFMC account to Lob, if successful the “Not Connected” label will show “Connected”. From here, you can begin to set up Audience triggers to be used in any Campaign send.

Additional notes:

  • SFMC data will reflect the state of the table objects and fields at the time of the sync. Each night at 12am PST, Lob will run an update to pull the latest data that is available to the user’s profile to which the sync is connected to.

  • Your SFMC account / organization must be on a paid SFMC plan.

How to set up a Salesforce Marketing Cloud event trigger within Lob

Once you’ve successfully connected Lob to your SFMC account, you will be able to set up an event trigger which will later be used to launch your first automated campaign.

SFMC event triggers allow you to set up a set of rules that, if met, would allow you to trigger a campaign to send automatically to the recipient who met the trigger conditions.

To set up a Trigger, select “New Trigger. ” You will be presented with the following elements when creating a trigger:

  1. Trigger Name

  • The trigger name is what you will use and reference later within a campaign.

  • There’s no character count limit or type of character restriction that could be added here. Essentially the user can put anything here.

  • This field is required for a trigger to be created/saved

  1. Table

  • The values in this dropdown will pull a list of all data extensions that are available within your SFMC account for the user that was connected during the initial Lob ↔ SFMC set up integration.

  • This field is required for a trigger to be created/saved

  1. Select Trigger

  • The available options here that you can define how the trigger will fire are:

-After insert

-After update

  • This field is required for a trigger to be created/saved

  1. Fields

  • This is an optional field and is not required for the trigger to be created/saved.

  • The values in this dropdown will pull a list of the columns that are associated to the data extension selected in the Table dropdown above.

Use a trigger to send an automated campaign

See also Step 3: Set up an event-based campaign.

Once you have selected the trigger above, head over to the “Campaigns” section of the dashboard and create an automated campaign. Go through the campaign builder flow, and on Step 2 Add Audience, select the trigger created above.

Place the order for the campaign when ready, and you’ll now have your first automated campaign created linked to your Salesforce Marketing Cloud account.

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