The document discusses how to optimize Salesforce Marketing Cloud Connect by discussing 5 ways to do so. It describes Marketing Cloud Connect as integrating the Salesforce Marketing Cloud with Sales, Community and Service Clouds. It then discusses challenges in implementing Marketing Cloud Connect and benefits of using it, before describing 5 specific ways to optimize it: 1) Create new leads and contacts in Sales Cloud first, 2) Use record IDs in Marketing Cloud, 3) Use Salesforce data for journeys, 4) Use Salesforce reports/campaigns for segmentation, and 5) Replace API calls with triggers.

1. How to Optimize
Salesforce
Marketing Cloud
Connect - 5 ways?
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2. What is Salesforce Marketing Cloud Connect?
Marketing Cloud Connect is about integration of
the Salesforce Marketing Cloud instance with Sales,
Community and Service Clouds. It comes with sets of
functionalities that prove very useful for the sales
reps, marketers and above all the clients.
The users often face challenges while
implementing Marketing Cloud Connect. Let us now
find some of these challenges.
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Challenges for Marketing Cloud Connect
Not Easy to send Personalized Messages
The marketers are often found to rely on IT, for a
successful completion of daily tasks. Marketing Cloud
provides with the necessary out-of-the-box functionalities
to manage these complexities, without any hindrance.
Not just Implementation of Connector
The Marketing Cloud Connector fulfills the requirements
of the present day marketers for capturing events across
all the Cloud platforms - Sales, Service or Commerce - to
deliver timely, relevant content.However, an adjustment
in the processes are required,

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Benefits of the Marketing Cloud Connect
Let us now find out the benefits
● Synchronized Data between CRM and the Marketing Cloud
● Using CRM Data for highly Personalized Emails
● Connecting with Journey Builder

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5 ways to Optimize Salesforce Marketing Cloud Connect
● Create New Leads and Contacts in Sales Cloud
● Use Record Id in Marketing Cloud
● Use Salesforce Data for Journeys
● Use Salesforce Reports/Campaigns for
Segmentation
● Replace API Calls with Triggers

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Create New Leads and Contacts, first in Sales Cloud
It is wise to create leads and
contacts, first in Sales Cloud for all
the triggered emails, arising from
external APIs to Sales Cloud. Here
the lead or contact ID need to be
set as a subscriber key, for
successfully making calls from
external systems into Marketing
Cloud.

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Use Record Id in Marketing Cloud
The user must consistently identify the contact
records across Cloud platforms. So, the SFDC record
key is taken as subscriber key for the contacts in
Marketing Cloud. The Marketing Cloud automatically
uses this Salesforce record id, for accessing the
subscribers in Email Studio.

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Use Salesforce Data for Journeys
While using the Salesforce data entry source
in Journey Builder, it is simpler to manage
complex journeys. The Marketing Cloud first
creates Sales Cloud objects, to trigger off journeys
and then uses rules for further refinement of
audiences.

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Use Salesforce Reports/Campaigns for Segmentation
Import Activity in the Salesforce
Data extensions, is for finding an
already created Salesforce
report/campaign inside Marketing
Cloud. It then becomes easier to create
segments, to send customized content
to people of importance.

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Replace API Calls with Trigger
It is imperative to first identify the Salesforce objects, for
triggering messages or campaigns, after updates. This is
resorted to instead of relying on external API calls to
Marketing Cloud.

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