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Database ⇄ Marketing

Azure SQL Database to Salesforce Marketing Cloud integration — real-time, two-way sync

Keep Azure SQL Database and Salesforce Marketing Cloud in sync without custom scripts. Cut weeks of integration work, eliminate silent data drift, and give your team a single, reliable source of truth.

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Adopted by fast-scaling companies moving mission-critical data in real time

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Why teams connect Azure SQL Database and Salesforce Marketing Cloud

Give your team Salesforce Marketing Cloud's contacts, campaigns, and engagement in Azure SQL Database: query them with SQL, push audiences built from your own data back to Salesforce Marketing Cloud, and skip the marketing API.

Salesforce Marketing Cloud holds the people, audiences, and campaign activity that marketing runs on, but that data sits behind interfaces built for marketers, not for your internal systems. Engineers and analysts who need contacts, list membership, or engagement, for reporting, attribution, or product logic, end up writing integration code against a rate-limited API and maintaining it forever. Meanwhile the customer and usage data marketers want for targeting already lives in Azure SQL Database, hard to get into campaigns without manual exports.

Stacksync mirrors Automations (Automation Studio), Tracking Events, Transactional Sends, Data Extensions from Salesforce Marketing Cloud into Schemas, Rows and columns, Stored procedures, Change tracking / CDC tables in Azure SQL Database field by field, in real time, and in both directions. Marketing records become rows your code can query and join with product and customer data; audiences and attributes computed in Azure SQL Database, from usage, orders, or account status, sync back into Salesforce Marketing Cloud to drive campaigns and ads, with Salesforce Marketing Cloud kept authoritative for engagement. You decide which side owns which fields, and Stacksync resolves conflicts by rules you set.

Common use cases

  • 01 Expose SaaS data (billing, support tickets) as tables in Azure SQL for reporting teams already on Microsoft tooling.
  • 02 Replicate Azure SQL tables to a warehouse without building custom CDC pipelines.
  • 03 Two-way sync Data Extension rows between Marketing Cloud and a Postgres database or warehouse so audience attributes and opt-out state stay aligned in both systems.
  • 04 Push CRM or warehouse audience segments into Data Extensions via the async rows API (background bulk insert) so marketing sends to freshly built audiences without manual CSV imports.

Common sync patterns

Query Salesforce Marketing Cloud like a database

Contacts, leads, audiences, and campaign metrics from Salesforce Marketing Cloud live in Azure SQL Database as ordinary tables or collections, joinable with the rest of your data and reachable without touching the vendor API.

Build audiences from your own data

Segments computed in Azure SQL Database from product usage, orders, or account status sync into Salesforce Marketing Cloud as lists or audiences, so campaigns and ads target the people your data says they should.

Engagement and results next to the customer

Opens, clicks, sends, RSVPs, or ad activity from Salesforce Marketing Cloud land in Azure SQL Database beside the matching customer record, ready for reporting and revenue attribution.

What you can sync between Azure SQL Database and Salesforce Marketing Cloud

Representative objects on each side — any object or custom field can map to any target. Schemas are auto-detected; types are converted between the two systems.

Azure SQL Database objects Salesforce Marketing Cloud objects How this pairing syncs
Views Read-only projections used when the sync should expose a curated shape rather than raw tables. Tracking Events Sent, Open, Click, Bounce, Unsubscribe, and NotSent events retrieved through the SOAP tracking objects (SentEvent, OpenEvent, ClickEvent, BounceEvent) or the Automation Studio Data Views (_Sent, _Open, _Click, _Bounce) - the queryable record of engagement per send. Views is specific to Azure SQL Database and Tracking Events to Salesforce Marketing Cloud — each maps to any object or custom field on the other side.
Schemas Namespaces that organize tables and control which objects a sync user can reach. Transactional Sends Triggered and transactional Email/SMS delivered through the Messaging API (/messaging/v1/email/messages/{key}); the Event Notification Service reports each message's disposition (delivered, bounced, opened, clicked). Schemas is specific to Azure SQL Database and Transactional Sends to Salesforce Marketing Cloud — each maps to any object or custom field on the other side.
Rows and columns Standard relational records with typed columns; primary keys anchor upserts. Data Extensions Custom relational tables that store subscriber, audience, and arbitrary business data; rows are read via GET /data/v1/customobjectdata or SOAP Retrieve and upserted via the synchronous rowset PUT or the async /data/v1/async/dataextensions rows endpoint. This is the primary two-way surface. Rows and columns is specific to Azure SQL Database and Data Extensions to Salesforce Marketing Cloud — each maps to any object or custom field on the other side.
Stored procedures Existing business logic that some teams invoke on write instead of direct table inserts. Contacts / Subscribers The contact model keyed by Subscriber Key, holding channel addresses and subscription status; managed through the Contacts API (/contacts/v1/contacts) and the SOAP Subscriber object, and referenced by every send and journey. Stored procedures is specific to Azure SQL Database and Contacts / Subscribers to Salesforce Marketing Cloud — each maps to any object or custom field on the other side.
Change tracking / CDC tables System-maintained change records used to drive incremental sync. Journeys (Journey Builder) Multi-step automated flows read and managed via /interaction/v1/interactions; contacts are injected by firing an entry event to /interaction/v1/events with an EventDefinitionKey and contact data. Change tracking / CDC tables is specific to Azure SQL Database and Journeys (Journey Builder) to Salesforce Marketing Cloud — each maps to any object or custom field on the other side.
Tables The primary sync target; rows map one-to-one to records in the paired system. Content Assets (Content Builder) Emails, templates, images, and reusable content blocks stored in Content Builder and read or written via /asset/v1/content/assets, used to compose the messages a journey or send delivers. Tables is specific to Azure SQL Database and Content Assets (Content Builder) to Salesforce Marketing Cloud — each maps to any object or custom field on the other side.

How changes propagate between Azure SQL Database and Salesforce Marketing Cloud

Each direction of the sync is driven by what the source system can signal and what the destination accepts — detection, delivery, and expected latency below.

Azure SQL Database Salesforce Marketing Cloud Sub-second propagation

DetectionChanges in Azure SQL Database are captured at the source via change data capture — no polling loop against its API. Change data capture or change tracking, both supported on Azure SQL Database.

DeliveryEach detected change is written to Salesforce Marketing Cloud through its API, with automatic retries and rate-limit backoff.

Salesforce Marketing Cloud Azure SQL Database Sub-second propagation

DetectionSalesforce Marketing Cloud notifies Stacksync of record changes through webhook events. The Event Notification Service (ENS) issues HTTPS POST callbacks for transactional Email and SMS events (sent, bounce, open, click) once a callback.

DeliveryEach detected change is applied to Azure SQL Database as a row-level write, with types converted between the two schemas.

Rate-limit considerations

  • Salesforce Marketing Cloud: Salesforce does not publish fixed numeric REST rate limits; requests are throttled per account and can return HTTP 429, so backoff is advised. SOAP Retrieve returns at most 2,500 records per call and pages via ContinueRequest with the prior RequestID. Bulk Data Extension writes use the async rows API to queue inserts in the background.
What ships with Azure SQL Database ⇄ Salesforce Marketing Cloud

Connect Azure SQL Database and Salesforce Marketing Cloud for flexible, real-time data sync.

Real-time sync, workflow automation, event queues, EDI, and monitoring, for every Azure SQL Database–Salesforce Marketing Cloud connection.

Real-time

Two-way sync

Changes in Azure SQL Database or Salesforce Marketing Cloud instantly reflect in both systems. No stale data, no manual imports.

No-code + pro-code

Workflow automation

Trigger automated workflows whenever Azure SQL Database or Salesforce Marketing Cloud data changes, update records, fire webhooks, or kick off sequences without brittle API scripts.

At scale

Event queues

Handle millions of events per minute without losing a single Azure SQL Database or Salesforce Marketing Cloud record.

Observability

Monitoring

Track your Azure SQL Database ⇄ Salesforce Marketing Cloud sync health, view errors, and replay failed events in one click.

Trading partners

EDI

Transform legacy EDI complexity into simple database interactions between Azure SQL Database and Salesforce Marketing Cloud.

How the Azure SQL Database and Salesforce Marketing Cloud connectors work

Azure SQL Database

Integration surface
SQL wire protocol (TDS), the same protocol as SQL Server; T-SQL over standard drivers
Authentication
SQL authentication (database credentials) or Microsoft Entra ID authentication
Change detection
Change data capture or change tracking, both supported on Azure SQL Database; polling as a fallback
Capabilities
read · write · CDC

Salesforce Marketing Cloud

Integration surface
Two APIs on tenant-specific endpoints: a REST API (JSON over HTTPS) for Data Extensions, Journeys, Contacts, Content Builder, and Automations, plus a legacy SOAP API (ExactTarget WSDL) for tracking events and bulk Retrieve.
Authentication
OAuth 2.0 via an Installed Package (Client ID + Client Secret). Server-to-server uses the client_credentials grant and web apps use authorization_code, both against {subdomain}.auth.marketingcloudapis.com/v2/token. The 20-minute access token response also returns the account's rest_instance_url and soap_instance_url.
Change detection
The Event Notification Service (ENS) issues HTTPS POST callbacks for transactional Email and SMS events (sent, bounce, open, click) once a callback URL and subscription are registered and verified. There is no general data-change feed, so Data Extension and Data View syncs poll by date fields.
Capabilities
read · write · webhooks
Rate limits
Salesforce does not publish fixed numeric REST rate limits; requests are throttled per account and can return HTTP 429, so backoff is advised. SOAP Retrieve returns at most 2,500 records per call and pages via ContinueRequest with the prior RequestID. Bulk Data Extension writes use the async rows API to queue inserts in the background.
How it works

How to connect Azure SQL Database to Salesforce Marketing Cloud — three steps, no code

Configure and sync within minutes, no code. Whether you sync 50k or 100M+ records, Stacksync handles the queues, infra, and plumbing. Integrations are non-invasive and need zero setup on your systems.

  1. 01

    Connect your apps

    Authenticate Azure SQL Database and Salesforce Marketing Cloud with each platform's native method — OAuth, API keys, or service accounts — plus secure options like SSH tunneling, IP whitelisting, and VPC peering.

    • OAuth 2.0
    • SSH tunnel
    • VPC peering
    Azure SQL Database connected
    Salesforce Marketing Cloud connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the Azure SQL Database and Salesforce Marketing Cloud objects to sync — Stacksync auto-detects both schemas, including custom fields where the platform exposes them. Sync to existing tables, or let Stacksync create new ones with ideal data types.

    • Standard objects
    • Custom objects
    • Auto-schema
    objects · Azure SQL Database ⇄ Salesforce Marketing Cloud
    Customers 12,480
    Sales Orders 8,213
    Invoices 5,902
    Items 1,344
  3. 03

    Map fields

    Fields map automatically even when names and types differ. Stacksync handles transformation and type casting for you, zero configuration required.

    • Auto-map
    • Type casting
    • Transforms
    Azure SQL Database Salesforce Marketing Cloud
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

Azure SQL Database and Salesforce Marketing Cloud integration FAQ

SECURITY

Security teams trust Stacksync

As a data company, we understand the importance of keeping your data secure. Stacksync is built with security best practices to keep your data safe at every layer, and is DPF-certified for US, EU, UK and CH data transfers.

Learn more about security
SOC 2 Type II
ISO 27001
HIPAA BAA
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CCPA
DPF US-EU-UK-CH
→ SECURITY WITH BENEFITS

SSO & SCIM

Let your users access Stacksync from your centralized user management systems. Works with Okta, Azure, Google SSO and more.

Alerts

Immediately get alerted about record syncing issues over email, Slack, PagerDuty and WhatsApp. Resolve issues from a centralized dashboard with retry and revert options.

Secure connection options

Securely connects to your systems with:

OAuth 2 SSH Tunnelling SSL certificates IP Whitelisting VPN gateway VPC peering and more

Related integrations

Every pair below is a real-time, two-way sync. Search all 403 integrations available for Azure SQL Database and Salesforce Marketing Cloud.

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