Activate your Salesforce data for smarter customer engagement 

Your Salesforce org is a goldmine of customer intelligence. Every opportunity stage change, every support case, every custom field update tells a story about where your customers are in their journey. But too often, that valuable data sits locked away while your marketing campaigns run on autopilot.

The gap between data and activation is real: you want to trigger a nurture sequence when an opportunity goes to "Closed Lost," but you need engineering to build a webhook. You're manually exporting contact lists because your marketing tool can't sync with your custom Salesforce objects. Your sales team works in Salesforce while engagement data stays trapped in your marketing platform, so nobody has the complete picture.

Customer.io's native Salesforce integration eliminates these friction points. With real-time, bidirectional sync, you can transform Salesforce data into personalized, multi-channel campaigns that respond intelligently to every stage of the customer lifecycle.

The Customer.io Salesforce integration creates a seamless bridge between your CRM and marketing automation, handling data flow in both directions without complex setup or ongoing maintenance.

Every Salesforce object flows into Customer.io automatically: Leads, Contacts, Accounts, Opportunities, Cases, Tasks, and any custom objects you've built. Customer.io preserves your complete Salesforce data model, including custom fields, picklist values, and relationship hierarchies.

Campaign engagement data flows back to Salesforce in real-time. Email opens, clicks, conversions, and SMS responses appear automatically in your Salesforce records. Your sales and customer success teams see exactly how prospects and customers engage with marketing campaigns.

When something changes in Salesforce, Customer.io responds immediately. An opportunity moves to "Negotiation"? Trigger a decision-maker nurture sequence. A high-value account logs a support case? Alert the account team and start a proactive outreach campaign.

Customer.io doesn't charge for data volume or API calls. Sync millions of records, hundreds of custom fields, and complex object relationships without worrying about usage limits or escalating costs.

Here's how marketers are using Salesforce data to power Customer.io campaigns across every stage of the customer lifecycle.

Lost deal recovery When an opportunity closes lost, automatically enroll the contact in a long-term nurture campaign. Use the lost reason from Salesforce to personalize messaging—"competitor chosen" contacts get competitive differentiation content, while "timing" losses receive industry trend updates to stay top-of-mind.

Deal stage progression Different opportunity stages require different marketing support. Prospects in "Discovery" might need educational content about your category, while "Negotiation" stage deals could benefit from ROI calculators, case studies from similar companies, or executive briefing materials.

Account-based orchestration For enterprise deals, use Salesforce Account data to coordinate campaigns across multiple stakeholders. When the primary contact downloads a security whitepaper, automatically send relevant compliance information to the CISO and procurement details to the finance contact—all triggered by a single engagement event.

Support case triggers Transform support interactions into marketing opportunities. When a customer logs a feature request, add them to a product update newsletter. When a case is resolved, send a satisfaction survey and follow up with expansion-focused content if they had a positive experience.

Health score actions Use Customer Success Platform data (stored in custom Salesforce objects) to trigger proactive campaigns. Low health scores might trigger check-in sequences from customer success, while high scores could prompt expansion conversations or referral requests.

Product usage intelligence If you store product usage data in custom Salesforce objects, Customer.io can segment users by feature adoption, usage frequency, or engagement trends. Send advanced feature tutorials to power users, while re-engaging inactive users with benefit reminders and success stories.

Billing and subscription management Sync subscription data from Salesforce to Customer.io for sophisticated lifecycle campaigns. Trigger upgrade campaigns based on usage approaching plan limits, send renewal reminders with personalized discount offers, or create win-back sequences for recently churned accounts.

The Salesforce integration requires a Customer.io (http://Customer.io) Premium or Enterprise plan. If you're currently on a different plan, or using a different platform altogether, talk to our sales team (https://www.notion.so/custio/link-to-sales) to learn more.

In Customer.io, navigate to Data & integrations, select Salesforce, and authenticate your connection. Choose which Salesforce objects to sync—start with core objects like Leads, Contacts, Accounts, and Opportunities, then add custom objects as needed.

The initial sync time depends on your data volume, but once complete, all updates happen in real-time. Customer.io maintains full fidelity with your Salesforce data structure, so no field mapping or data transformation is required.

After sync completion, review a few Contact profiles in Customer.io to ensure Salesforce data appears correctly. Check that custom fields sync properly and that Account/Opportunity relationships are maintained. If you use custom objects, verify they appear with all their fields and relationships intact.

Start with a straightforward opportunity-based trigger. Create a segment of Contacts whose associated Opportunities moved to "Closed Lost" in the last 30 days, then build a nurture campaign that sends helpful content every few weeks to stay top-of-mind for future opportunities.

Or set up a service-focused workflow: when a Contact's Account has a resolved Case with high satisfaction scores, trigger a sequence that asks for a review, introduces expansion opportunities, or requests referrals.

Once your foundational campaigns are running, layer in more complex logic. Use multiple Salesforce data points together—combine Account industry with Opportunity size and Contact role for hyper-targeted messaging. Build campaigns that respond to data absence (accounts with no activity in 90 days) or complex sequences (multi-touch nurtures that adjust based on engagement and Salesforce updates).

Customer.io syncs Salesforce objects as they exist, preserving your naming conventions and field structures. For complex orgs with extensive customization, plan your sync strategy around campaign needs—you don't need to sync every object immediately.

Consider data governance: if you have sensitive fields in Salesforce, use Customer.io's field-level sync controls to exclude them from marketing automation while maintaining campaign functionality.

Salesforce API limits affect initial sync speed for large datasets, but Customer.io handles this automatically with intelligent queueing. Once synchronized, real-time updates typically occur within seconds of Salesforce changes.

For organizations with millions of records and frequent updates, Customer.io's infrastructure scales automatically—no need to manage API quotas or sync failures.

Ensure consistent person identification between Salesforce and other systems. If you use email addresses as identifiers, verify Contact email data quality. For B2B scenarios with complex Account hierarchies, Customer.io maintains parent-child Account relationships and Contact-to-Account associations.

Use Salesforce Lead Source and Campaign data to understand attribution, then create Customer.io nurture tracks that build on successful acquisition channels. When leads convert to Opportunities, automatically graduate them from generic nurture to account-specific sequences.

Alert sales teams when prospects engage with key content, but make these alerts intelligent—use Opportunity stage and Account data to determine when engagement warrants immediate follow-up versus automated nurturing.

Combine Salesforce Account data with Customer.io engagement tracking to identify expansion opportunities. When contacts at existing accounts engage heavily with advanced feature content, trigger account-based campaigns that introduce expansion conversations.

Use Salesforce opportunity and case history to create sophisticated win-back campaigns. Former customers who had positive support experiences get different messaging than those who churned due to product issues—and their assigned account owners get appropriate alerts for direct outreach.

Organizations using Customer.io's Salesforce integration report significant improvements in campaign relevance and sales alignment. Marketing qualified leads increase because campaigns trigger based on real buying signals. Sales follow-up improves because engagement data flows back to Salesforce automatically. Customer success becomes proactive because service data triggers retention campaigns before issues escalate.

The integration eliminates data silos that plague enterprise marketing teams. Instead of quarterly data exports and manual list building, marketers work with real-time Salesforce intelligence. Instead of campaigns that ignore where prospects are in the sales process, messaging adapts automatically to opportunity progression.

If you're currently using webhooks, Zapier, or manual exports to connect Salesforce with your marketing automation, Customer.io's native integration eliminates that complexity while providing better functionality. If you're evaluating Customer.io and rely on Salesforce for customer intelligence, the integration makes your CRM data immediately actionable for sophisticated lifecycle marketing.

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