1. Attentive
  2. App Marketplace
  3. ESP integrations

Salesforce Marketing Cloud data sync

Updated

Sync data from Attentive to Salesforce Marketing Cloud (SFMC) to unify profiles and use your Attentive data within Salesforce.

There are two primary components to this integration:

  1. Sync contacts and subscription states between Attentive and SFMC using the Bi-directional sync features.
  2. Trigger Journeys through Salesforce Journey Builder (only applicable for customers using the Salesforce Journey Builder feature).

Note: This integration supports all SFMC sending methods (Journey Builder, Email Studio, Automation Studio). Journey Builder is only required if you plan to trigger journeys directly from Attentive events.

Pre-Setup Requirements

To complete the setup, you will need:

  • Admin access to your SFMC account
  • Your Attentive CSM available for coordination
  • Approximately 30 minutes for the initial setup

Step 1. Create an API user in SFMC

Log in to your admin Salesforce account and complete the steps to create a Marketing Cloud API user. Ensure that the following are configured for the user:

  • Roles: Ensure that you selected both Administrator and Marketing Cloud Administrator as your roles.
  • Reply Email Address: We recommend adding your work email address. This ensures that you have access to the email inbox of the account.

Step 2. Install the Attentive app

Complete the following procedure to install the Attentive app from Salesforce AppExchange:

  1. Install the Attentive app from the Salesforce AppExchange.
    • Note: We recommend using Firefox when installing the Attentive app, due to an issue found in Salesforce.
  2. Click the Get It Now button on the Attentive SMS for Marketing Cloud page.

Step 3. Create an Event Entry Source

If you plan to use Attentive in the Salesforce Journey Builder, you must complete this section. Attentive relies on existing Entry Sources to properly connect the integration to SFMC Journey Builder.

If an Event Entry Source is present, you can skip this step and continue to Step 4. If an Event Entry Source isn't present, you can create an event of any type in the SFMC Journey Builder:

  1. Go to your Salesforce Journey Builder account.
  2. Using the Events dropdown, select the Entry Sources, and then click New Event.
  3. Select API Event from the list of options, then click Next.
  4. Enter details for the Name and Description fields. The Event Definition Key is automatically generated. Then, click Next.
  5. Select a Data Extension and click Next. It's best to create a new one specifically for this step.
    • Important: This Data Extension is a required placeholder by Salesforce Marketing Cloud (SFMC) to complete the connection setup, even though Attentive will not read or reference any data from it. Creating a new one ensures a clean selection is available.
  6. Click Next in the Contact Filter step. You're not required to select a contact filter.
  7. Click Done.

Step 4. Collect API Credentials

  1. Ensure you have Installed Package > Administrator permissions in Salesforce.
  2. In Marketing Cloud, go to Setup > Apps > Installed Packages. Click New.

 

  1. Name the package Attentive Data Feed.
  2. Save the package.
  3. Under Components, click Add Component. Make the following selections:
    • Component Type: API Integration
    • Integration Type: Server to Server Integration
  4. Once you've created the new API Integration, click Edit and select the following permissions to add to the API Integration:
    •   CHANNELS
      •   Email: Read, Write, Send
      •   OTT: Read, Send
      •   Push: Read, Write, Send
      •   SMS: Read, Write, Send
      •   Social: Read, Write, Publish, Post
      •   Web: Read, Write, Publish
    •   ASSETS
      •   Documents and Images: Read, Write
      •   Saved Content: Read, Write
    •   AUTOMATION
      •   Automations: Read, Write, Execute
      •   Journeys: Read, Write, Execute, Activate/Stop/Pause/Resume/Send/Schedule, Delete
    •   CONTACTS
      •   Audiences: Read, Write
      •   Contact to Business Unit Mapping: Create, View, Update, Delete
      •   List and Subscribers: Read, Write
    •   CROSS CLOUD PLATFORM
      •   Market Audience: Create, View, Update, Delete
      •   Market Audience Member: Create, View, Update, Delete
      •   Marketing Cloud Connect: Read, Write, Send
    •   DATA
      •   Data Extensions: Read, Write
      •   File Locations: Read, Write
      •   Tracking Events: Read, Write
    •   DATA ENCRYPTION
      •   Manage Keys: View
      •   Status/Logs: Rotate, Revoke
    •   DATA FACTORY UTILITY
      •   Access: Configure
    •   EVENT NOTIFICATIONS
      •   Callbacks: Create, Read, Update, Delete
      •   Subscriptions: Create, Read, Update, Delete
    •   HUB
      •   Approvals: Read, Write
      •   Calendar: Read, Write
      •   Campaign: Read, Write
      •   Tags: Read, Write
      •   Workflows: Read, Write
    •   MOBILE DEEP LINKING
      •   Assets: Read, Write, Delete
      •   Settings: Read, Write
    •   PROVISIONING
      •   Accounts: Read, Write
      •   OTT Channels: Read, Write
      •   Packages: Package, Deploy
      •   Users: Read, Write
    •   SECURITY
      •   HTTP Headers: View, Update, Delete
    •   WEBHOOKS
      • Webhooks: Read, Write
        .     
  5. Click Save. If the save fails, it indicates permissions are incorrect and you must verify all required scopes are included.
  6. Copy the Client Secret that’s presented in a pop-up.
    • Note: You can’t view this again. If you lose this, you must delete the Installed Package and restart from step 4.2 (Collect API Credentials)
  7. Click “Finish”, and copy the Client Id on the installed package page.

  8. Copy the section of the Rest Base URI between https:// and .rest . (This will be the Subdomain you need in Step 5.)
  9. Click the drop-down in the upper-right corner, and copy the MID number. (This will be the Account Id you need in Step 5).

 

Step 5. Connect the Integration in Attentive

Access the new Connections page to finalize the link between Attentive and SFMC.

  1. Go to the Marketplace and select Salesforce Marketing Cloud.
  2. If you have not set up the integration previously, click Install.
  3. Enter the following information, which you collected in Step 4:
    • Client ID
    • Client Secret
    • Account Id
    • Subdomain
    • Note: Previous configuration settings (Email Forwarding and Phone Forwarding) will now be configured on the new Settings page (see Step 6).
  4. Click Complete Setup.

Step 6. Configure Bi-Directional Sync and Optional Settings

After connecting the integration, you will be directed to the new Settings page in the Attentive Marketplace UI. This is where you will enable the bi-directional sync and configure optional features.

Note: Your Attentive CSM will complete an internal setup step to enable required backend feature flags while you are configuring the API permissions.

Bi-directional Sync Configuration

Locate the "Connect Salesforce Marketing Cloud" section and click to expand the dropdown in order to configure data flow:

  1. Enable Sync Directions:
    • From SFMC to Attentive: Check ☑️ "Sync future subscriber updates from Salesforce to Attentive"
      • This creates contacts in Attentive as opted-out (preventing auto-opt-ins).
      • Updates process within 15 minutes.
    • From Attentive to SFMC: Check ☑️ "Sync future subscriber updates from Attentive to Salesforce"
      • New email subscribers from Attentive sign-up units are reflected in SFMC.
      • Updates process within 60 seconds.
  2. Configure Contact Key (Optional):
    • The default format is {{SUBSCRIBED_EMAIL}}.
    • To customize: Uncheck ☐ "Use the default contact key format" and enter your custom format (e.g., SH_US_{{SUBSCRIBED_EMAIL}}).
    • The Contact Key determines how Attentive identifies contacts in SFMC.
  3. Save Configuration:
    • Click "Save" to activate sync. If the save fails, return to Step 4 to verify API permissions.

Existing Feature Configuration

On the Settings page, you can also locate and configure the Journey Triggering card, Sign-up unit source management, and Pass additional attributes to Salesforce features.

Step 7. Verification & Monitoring

Initial Connection Verification

Log in to your Salesforce Marketing Cloud account and check for the new Data Extension—Complete the procedure to View Marketing Cloud Data Extension Records. A new Data Extension, AttentiveAPIEvent, should appear. This is the new destination for email postbacks.

Sync Monitoring

Once activated, monitor the bi-directional sync to ensure data is flowing correctly:

  • SFMC → Attentive: Check the CRM UI for new subscribers ingested from SFMC.
  • Attentive → SFMC: Create a test subscriber in Attentive and verify their appearance in SFMC within 60 seconds.

Critical Notes

  • Compliance: Once the bi-directional sync is enabled, unsubscribes in either platform are automatically honored across both systems, ensuring identical subscription states.
  • Timing: The sync is not instant—allow up to 15 minutes for SFMC→Attentive updates. Attentive→SFMC updates typically occur within 60 seconds.
  • Historical Data: Only future subscription changes sync automatically. Historical subscribers remain unchanged (a separate bulk import is available, if needed).
  • Support: Keep your Attentive CSM involved for initial sync verification.

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