Salesforce Marketing Cloud Integration Overview

Veeva CRM is now integrated with Salesforce Marketing Cloud, a digital marketing automation and campaign management tool helping marketers track a customer’s online activity. This data is combined with the sales data already present in CRM, allowing sales and marketing to use both kinds of data to better understand their customers.

Salesforce Marketing Cloud is a separately licensed product. Contact your Salesforce account executive for more details.

Data extracted from the Salesforce Marketing Cloud is stored in the Multichannel_Activity_vod object in CRM, and displays on the Account Timeline. This helps users view customer participation in marketing events, allowing them to better understand their customers’ needs. For more information on displaying Salesforce Marketing Cloud data on the Timeline, see Multichannel Activities on the Account Timeline.

For example, a marketing team launches an email campaign to promote a drug that includes a link to a web portal. Dr. Clinton Ackerman receives the email and selects the link to the external web portal where he is prompted to register to access the portal. Salesforce Marketing Cloud captures his registration data, along with his page visits and click-throughs once he accesses the portal. This information loads into CRM where Account and Call data about Dr. Clinton Ackerman already exists. The new data from Salesforce Marketing Cloud, combined with the existing data in CRM, provides greater insight into Dr. Clinton Ackerman’s activity and habits.

Although the Salesforce Marketing Cloud integration with Veeva CRM is bi-directional, the following focuses on the inbound integration: the process of extracting data from Salesforce Marketing Cloud and importing that data into Veeva CRM. This integration is facilitated by the Marketing Cloud Administration Console.

For information on the outbound integration achieved by leveraging Salesforce Marketing Cloud’s Marketing Cloud Connect feature, see the Salesforce documentation.