Salesforce Sales Cloud Integration to Sync Audience

Integration between the Infobip platform and Salesforce provides strong grounds for a meaningful relationship with your customers.


Main prerequisites for setting up the integration:

  • Infobip account.
  • A Salesforce user with permissions to edit leads and contacts, API calls, and add connected apps.

User Guide

One of the foundations of an effective and successful communication with customers is the accessibility of the user information. The user data you have stored in the Salesforce tool can be integrated with our People module in a flash and in a way that does not allow much space for errors. Even when there are some glitches in the synchronization process, you will be informed how to fix them quickly so nothing falls through the cracks.

Synchronization is continuous in the sense that Salesforce and People are always up to date with the latest changes that happen in one of the systems. If any person attribute is changed on one platform, the change will be mirrored on the other, because our mapping feature takes care of the data matching.

So, you can now concentrate on creating and sending messages to the relevant audience without the hassle of the manual importing of leads or contacts. What`s more, the audience can be efficiently segmented for campaigns based on different characteristics (attributes)  and you will never have to worry about sending a message to the wrong people.

Salesforce integration is free of charge.

Salesforce Integration With People Module

Your first step on the way to integration between People and Salesforce is the Apps marketplace available on the Infobip web interface.


The following Salesforce editions with enabled API access are supported: Enterprise Edition, Unlimited Edition, Developer Edition, and Performance Edition.

A quick step-by-step guide to integration:

  1. Navigate to the Apps module (it shows all the products and services you have on the web interface) and select Salesforce. On the Salesforce integration page, click ADD INTEGRATION

integration with salesforce

  1. Authorize the Infobip app in Salesforce. The ADD INTEGRATION button will redirect you to the Salesforce website where you will be asked to authorize the Infobip app. When authorizing our app, you are granting access to Infobip for the purpose of data transfer between your Salesforce account and your Infobip account. After authorization, you will be redirected to the Infobip web interface.
  1. Mapping entities and fields for integration. On the Infobip Salesforce integration page, include the information that you want to be a part of this integration. Make sure that this information—on the Salesforce side and on the Infobip side—correspond to each other.

integration between cpaas and salesforce

Entities available for mapping in Salesforce:

Lead – Someone who is not your client yet, but there are chances they might become one.

Contact – Someone who is your client and you are doing business with them.

Entity available for mapping in Peoples:

Person – Someone stored in the Infobip People module.  

Inside the People  there is an option to add or change standard (first and last name, country, city, etc.) and custom attributes. In Salesforce, you can edit information about Contacts and Leads.

Remember that, for successful integration, the mandatory fields have to be filled in. If some of the information is missing from the Infobip side (it is not available on the mapping`s drop-down menu), it can be created on the Configuration page in People. 

configuration of user attributes

After you are done with the mandatory fields and other information that should be in the mapping, the next decision you need to make is whether you want to set up a one-way or two-way integration. One-way integration happens only from one system to another; in two-way integration, the data will be synchronized both Salesforce to Infobip and vice versa.

Available Mappings that you could select for your integration:

  • Lead to Person
  • Contact to Person
  • Person to Lead
  • Person to Contact

New people from the Infobip People module will be transferred as Leads to Salesforce by default.

  1. Decide who is included in the initial transfer from Salesforce. Specify what kind of leads and contacts should be transferred to Infobip.
    For example, if you don’t need leads and contacts with the Last Modified Date older than 90 days (because you think their information is already too obsolete), set that up as a filter and those leads/contacts will not be transferred.
    You can always go back later and perform bulk transfers if you want to include people who were not a part of the initial transfer.


  1. After the mapping has been done and you have set the conditions for the transfer, click SAVE and the data will start flowing. You will be able to see the integration stats (including errors) in our Apps module, on the Salesforce integration page.

salesforce integration status

Also important: You don`t have to use the same mappings when creating new entities and when modifying the existing ones. In other words, it is possible to use one set of mapping fields to add a new entity and another set later on when changing some information about the entities.

Initial and Bulk Transfers From Salesforce

When setting up your first integration/ transfer of the existing Leads and Contacts from Salesforce, that`s what we call initial integration. It happens when you transfer, for example, 2000 contacts, from Salesforce to Infobip.

activating integration between platforms

The synchronization is always running, which means that once you change some information inside a field in Salesforce, such as the first name, it will be changed right away inside People on the Infobip web interface.

Bulk transfers in general (not only the initial ones) can be performed manually using the Transfer page in the Infobip Apps module. So, if you want to change the mapping, include new fields in the mapping, or maybe you forgot to transfer some entities, you can perform such transfers manually, in bulks.

Step by Step Bulk Transfer From Salesforce

1. Infobip web interface > APPS > Salesforce > Transfer.

2. Select Last Modified Date, for example within last 90 days. Another option that you might want to add is Lead Status. You can use both options, one of them, or none. It all depends on the type of integration you are looking to perform.  

3. Click START TRANSFER to transfer all the people from Salesforce who match the condition from step 2.

4. Now we should have them all in People.

user profiles on cpaas

When most of the people have been synchronized between the two systems, you can still go back and use this tool to transfer certain contacts that have not been modified for longer than 90 days so you can keep reaching out to them if you want to.

Automatic Synchronization of Leads, Contacts, and Person Profiles

The customer information and profiles you create will be integrated between the two systems either within the bulk integrations that you create or each time you enter new or modify the existing information in one of the two systems - Salesforce or Infobip. 


If you delete an entity in Salesforce, that entity will also be deleted on the Infobip web interface and vice versa. 


Changes on the Salesforce side appear in the Infobip People module with a delay of up to two minutes.

New Lead in Salesforce

Inside the Infobip People module, confirm that the lead you want to create does not exist already - you can use email address, first and last name, or company name. Next, open both Salesforce (with the user name that is not the admin user) and People.

In Salesforce, click Leads > New and fill in the information in the pop-up form. When you save the Lead, refresh the Person Information page in People and you will see the Lead in there too.

new lead in marketing tool

Later on, if you would like to change something on that profile, keep the mapping in mind. If you create an attribute in People that does not have a match in Salesforce, the information won`t be transferred there.

Do you recall how you can get an overview of Mappings? Go to the Infobip web interface and then click Apps > Salesforce > Mapping. Click PersonLead mapping and check the mapping categories that you have in there (e.g., first name, last name, country, city, etc.).


You want to change the city, so you checked and confirmed that this category exists in the mappings. The next step would be to edit the city information on the Person Information page in People and you will quickly see it reflected on the Salesforce Lead Details page.

New Contact in Salesforce

The process is very similar to that of the Lead creation described in the previous paragraphs:

1. Check that we don`t have that person in People.

2. On the Salesforce page, select Contact > New.

3. Fill in the required fields.

adding new contacts to marketing tools

4. You will get a message “You created new contact,” and you will see that person`s information.

5. Check People page on the Infobip web interface to make sure the contact has been created there too.

If you want to add any attributes in People, check the mapping and if it`s included in there, go for it. Finally, don`t forget to check if the information has been recorded both at Infobip and Salesforce.

New Person in People Module

The Salesforce integration with People will allow you to have up-to-date Person profiles that can be easily segmented based on attributes. You won`t have to manually update person profiles or upload .csv/.xlsx files with your audience`s data to send messages.

Having rich audience profiles will also make your messaging more personalized because you can use any standard and custom person attribute in your messages, regardless of the communication channel.

And how do you add a new Person to Infobip to reflect it at Salesforce?

1. Click People > ADD PERSON. Fill in the mandatory attributes: first name, last name, etc. Specify the company under Custom Attributes (Company is another mandatory attribute for integration).

2. Under Contact Information, enter the person`s email address.

creating contact information on cpaas

3. Click Salesforce > Leads > Show All Open Leads. There will be a list of Leads. Click the person whose information you want to see.

Check Integration Status in People Module

Integration calls and Warnings and errors are two features on the Status page that will prove helpful if any glitches occur during the integration.

Under Warnings and errors, you will see a list of things that went wrong during integrations. For example, if you specified the mandatory fields (e.g., first and last name, company), but you don’t have these fields in one of the systems, the transfer will not be successful and an error message will appear. As we explained earlier, mandatory fields are required on one side or the other.

status of integration between platforms

Meanwhile, the warnings only inform you that there are some issues you should attend to, but the integration, in general, has been successful.

Integration calls simply show how many API calls there were on a specific date so you can better understand how much information is going back and forth.

To pause or delete integration, click the three-dot menu in the upper right corner on the Status page and select an option.  

Integration Notes and Tips

The data between the two systems is always exchanged in real time. The moment you create changes or updates in one system it will be reflected in the other one. These following paragraphs are a quick overview of some essential integration tips and scenarios.

Matching by Email

We use email as a piece of primary information to be able to link a Lead or Contact from Salesforce to a Person on the Infobip web interface. The reason behind this is that the Salesforce treats email as a unique field, and therefore we also treat is as a key link between users.

New People Synchronization

If there is a new Person in the Infobip People module (e.g., you created a person manually or uploaded it via a .xlsx file) and there is no corresponding Lead or Contact in Salesforce, the Lead will be created in Salesforce. 

New Information Synchronization

Keep in mind that you will need to edit mapping to add a new field if you have created it in one of the systems (Salesforce or Infobip) and would like it to stream it to another system.

You will also have to edit mapping to remove or change how fields correspond to each other if you have removed a field from either system.