SFMC Integration Patterns
What are Integration Patterns?
Integration patterns are standardized approaches for connecting Salesforce Marketing Cloud (SFMC) with other systems, enabling seamless data flow and process automation across your marketing technology stack.
Common SFMC Integration Methods
- Marketing Cloud Connect: Native integration with Salesforce Sales and Service Cloud for bi-directional data sync.
- APIs: REST and SOAP APIs for custom integrations with external platforms.
- SFTP: Secure file transfers for batch data imports and exports.
- Webhooks: Real-time event notifications to external systems.
- Middleware: Use of platforms like MuleSoft or Heroku for complex integrations.
Use Cases for Integration
- CRM Data Sync: Keep customer data up to date between SFMC and CRM.
- E-commerce Integration: Trigger emails based on purchase or cart activity.
- Analytics & Reporting: Export engagement data to BI tools.
- Personalization: Import behavioral or transactional data for targeted messaging.
- Event-Driven Campaigns: Trigger journeys or sends based on external events.
Best Practices
- Map data flows and define ownership for each integration point.
- Use secure authentication and encryption for all data transfers.
- Monitor and log integration activity for troubleshooting.
- Start with high-value integrations and expand incrementally.
- Document integration architecture and dependencies.