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Salesforce Marketing Cloud – Key Objects Overview

Posted on by Admin

Salesforce Marketing Cloud (SFMC) uses a powerful data model built around contacts, data extensions, messaging assets, and engagement tracking. Below is an overview of the core objects that enable personalized, data-driven marketing across channels.

Contact & Subscriber Objects

These objects represent your audience and control how communications are delivered.

  • Contact – A unified individual record across all marketing channels

  • Subscriber – Email-specific identity used in Email Studio

  • All Subscribers – Master list storing subscriber status and email addresses

  • Publication Lists – Manage email preferences and subscriptions

  • Suppression Lists – Prevent emails from being sent to specific contacts

Data Storage Objects

Marketing Cloud stores customer and behavioral data using scalable tables.

  • Data Extensions – Custom database tables used for segmentation and targeting

  • Data Extension Fields – Columns defining data structure

  • Synchronized Data Extensions – CRM objects synced from Salesforce Sales/Service Cloud

  • System Data Extensions – Auto-generated tracking and system tables

Email & Messaging Objects

These objects control message creation and delivery.

  • Email – Email content and templates

  • Send Definition – Rules for sending emails to audiences

  • Triggered Send Definition – Event-based or API-triggered emails

  • Send Classification – CAN-SPAM and sender profile configuration

Tracking & Engagement Objects

Used to measure campaign performance and customer engagement.

  • Sent Events – Email delivery records

  • Open Events – Email open tracking

  • Click Events – Link click activity

  • Bounce Events – Hard and soft bounce details

  • Unsubscribe Events – Opt-out tracking

  • Complaint Events – Spam complaint monitoring

Journey Builder Objects

Enable automated, multi-step customer journeys.

  • Journey – End-to-end customer engagement flow

  • Journey Version – Version control for journeys

  • Journey Activities – Emails, SMS, waits, decisions, and updates

  • Entry Source – Defines how contacts enter a journey

Mobile & Push Messaging Objects

Support mobile-first and omnichannel engagement.

  • MobileConnect Messages – SMS and MMS communications

  • MobilePush Messages – Push notifications

  • Device Registration – Mobile device tracking

  • Keywords – SMS response triggers

Automation Studio Objects

Used for backend data and campaign automation.

  • Automations – Scheduled workflows

  • Automation Activities – SQL queries, imports, extracts, and sends

  • Schedules – Time-based execution controls

API & Integration Objects

Enable integration with external systems and CRM platforms.

  • REST API Objects – Assets, Journeys, Contacts, Mobile Messaging

  • SOAP API Objects – Subscribers, Data Extensions, Sends

  • Marketing Cloud Connect Objects – CRM Leads, Contacts, Campaigns

Why Salesforce Marketing Cloud Objects Matter

These objects work together to deliver:

  • Personalized customer journeys

  • Scalable data management

  • Real-time engagement tracking

  • Seamless CRM integration

  • Multi-channel marketing automation

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Admin