Our SFMC integration can be set up to send both "data in" and "data out" of Heap. Each direction needs to be set up separately.

Source (data in)

Overview

The Heap Salesforce Marketing Cloud integration automatically captures all of your email journey touchpoints as events in Heap. By integrating Salesforce Marketing Cloud with Heap, you'll be able to answer the following questions:

• How effective are different campaigns at driving conversions?
• How many email touches does it take to re-active cart abandonment?
• Does engagement in a journey improve retention over time?

Setup

To connect the SFDC MC source, you'll need to create a new installed package in your Marketing Cloud Account, and add an API integration component to that package. To do this, you'll need to perform the following steps in Marketing Cloud:

1. Log in to Marketing Cloud as a user with permission to administer installed packages
2. Click on your username on the top right, and then Setup (under SETTINGS). If Setup is not available, you’ll need to login as a user with administration permissions
3. On the Setup page, you'll find Apps listed under Platform Tools. Click Apps > Installed Packages
4. Click New and create a new package named Heap
5. Click Add Component
6. Choose API Integration
7. Choose the Server-to-Server integration type

8. Check off read permissions for:

   CHANNELS > Email

   AUTOMATION > Automations

   CONTACTS > Audiences, List and Subscribers

   DATA > Data Extensions, Tracking Events

   HUB > Campaign

9. Click Save

View details of the Heap package by clicking on Heap under Apps > Installed Packages. From the API Integration component, you’ll need the following:

• Your Marketing Cloud Subdomain: This is the 28-character string starting with the letters "mc" which forms the shared prefix of the path of the Authentication Base URI, REST Base URI and SOAP Base URI. For more information, see Salesforce’s documentation on Your Subdomain and Endpoints.
• A Client Id and Client Secret

Now that you have your subdomain, Client ID, and Client Secret, back in Heap, navigate to Integrations > Directory > Salesforce Marketing Cloud, and click Set Up. Enter your information in the fields that appear and click Submit.

You may need to work with our support team to choose a join key. Reach out via the Get support page with your app ID to get started.

During each Marketing Cloud backfill, we pull in all data where the initial email send was at most a month ago. Once we pull the past month's "initial sends" then we pull all other events attached to that send.

Data Format

Salesforce Marketing Cloud events are ingested as the event types below in Heap. Please reference the linked Salesforce Marketing Cloud documentation for each event type to see what specific properties Heap ingests and their respective descriptions.

• Clicked Link: A subscriber clicked on a link within the message
• Opened: A message was opened by a subscriber
• Sent: A message was sent to a subscriber

Destination (data out)

Overview

With this integration, digital marketers can incorporate the granular user behavioral data available from Heap into marketing campaigns without additional engineering effort. Campaigns can be more effectively personalized to drive critical product and business outcomes, like activation, trial conversion, and retention.

Prerequisites

• The ability to modify administration and security settings in SFMC
• Architect or Admin role in Heap

Setup

Step 1: Edit settings in SFMC

1. Create an SFMC API user that will be used for this integration. Make sure the user has access to Data Extensions and API rights.
   • Go to Administration Users create a new user and select that they are an API User

2. Create a Role (Administration Users Roles) and assign it to the API user you made in Step 1. Give it the Data Extension and API permissions listed below. 

Data Extension permissions:

• Data Extension (including: Create, View, Update, Delete, Manage Data, Manage Data Retention, Transfer Ownership, Clear Data, Import, Export, Export to Desktop) 

API permissions:

• API Access (including: WebService API, XML API)

3. Enable Username and Password for Web Services.
   • Go to Settings > Security > Security Settings
   • Under Usernames and Logins, select Yes for Enable Username and Password for Web Services

4. Find your credential information (SOAP WSDL and SOAP Service Endpoint) and save it in a safe location. Heap will need this information to set up your integration.
   • Go to Settings > Company Settings > Account Settings
   • Under General Settings, find the SOAP WSDL and SOAP Service Endpoint

Step 2: Set up the integration in Heap

In your Heap account, go to Integrations > Directory and select the SFMC integration.

In the Data Out box, click Set up and fill in the fields in the modal:

1. API Username
2. Password
3. SOAP WSDL
4. SOAP Service Endpoint

Your integration is now set up!

Step 3: Sync Heap Segments to SFMC

Now you can toggle on any defined segment to sync into Salesforce Marketing Cloud as records in a Data Extension.

For an overview of what segments are and how to make them, see our Segments Overview.

The Heap segment names you choose can not include any special characters because SFMC does not allow special characters in their Data Extension names.

In Heap, go to Data Segments and select the segment that you’d like to sync to SFMC. On the segment details page, scroll to the Integrations section and enable the toggle next to Salesforce Marketing Cloud.

On the pop-up that appears, select either Enable Recurring Sync or a one-time Sync (Sync now).

The segment will begin syncing immediately, and you should see a Data Extension in SFMC with the same segment name within 2-5 minutes.  We only allow you to have 30 segments recurrently syncing to SFMC at one time. After the first sync completes, the segment will update every 4 hours.

All users that belong to the Heap Segment will be added to the corresponding SFMC Extension as records. If users are removed from the Heap segment due to the Heap segment criteria, they will be removed from the SFMC Data Extension during the next sync.

Step 4: See Data Extension records in SFMC

Data Extensions can be found in Salesforce Marketing Cloud under Audience Builder > Contact Builder > Data Extensions.

Select Data Extensions to view all Data Extension that have been added, along with the records that have been added to it.

More Information about Data Extensions and their usage can be found in the Salesforce guide to Data Extensions.