Salesforce Certified Marketing Cloud Consultant — Question 22

A user in the MC wants to use Salesforce custom object data for segmenting and personalization.
How should the consultant approach this requirement?

Answer options

• A. Map the custom objects to the profile center and use the email editor to insert the custom data. Create a user-initiated send to associate the email to the largest audience and return tracking data.
• B. Sync contact and custom objects with Data Stream and send from Synchronized Data Extension with Salesforce email send. Ensure there is a lookup relationship to a contact or lead record.
• C. Create a custom report type that contains the contact or lead ID, email address, and custom object data, then from the marketing cloud, import into a Salesforce Data extension. Use AMPscript in the email to call data.
• D. Export report data from the sales cloud and import into a marketing cloud synchronized data extension. Use a filter activity to produce a sendable data extension. Create an email send activity in Automation Studio.

Correct answer: B

Explanation

Option B is correct because it ensures that the contact and custom objects are properly synchronized, allowing for effective segmentation and personalization. The other options either do not utilize the synchronization features effectively or require unnecessary steps that complicate the process.