Generate Salesforce outbound links

Map recipients to their Salesforce data and unlock 1:1 personalization and detailed reporting.

Salesforce outbound links effectively tag a person, so when they land on your site, you know who they are — based on your Salesforce info. These special links that you create include tracking parameters that let Optimize map each visitor to their Salesforce data when they click through from your email or SMS campaign. You’ll unlock deeper reporting and optional 1:1 personalization:

• See exactly who clicked those links and how they engaged
• Break down results by company or contact/lead Salesforce data
• Target individuals (or their cohorts) with personalized content on your site

How outbound links work

While enhanced match passively connects visitors to company-level Salesforce data via reverse IP (~70% match rate), it can't map to individual-level data — you can target and report by company size, industry, or revenue.

Outbound links connect visitors to individual-level data with 100% match rate. Here's how it works:

1. Generate an outbound link
2. Create a landing page (optional)
3. Create personalized variations (optional)
4. Send the outbound link to recipients
5. A recipient clicks the outbound link and arrives on your site

Before the site page or landing page loads, Optimize matches the visitor to their Salesforce data. From there, the visitor can:

• Be included in Salesforce-specific filters that help you refine your optimization results
• Be shown personalized variations that match to Salesforce related rules-based audiences

How to generate an outbound link

Each outbound link is designed for a single marketing campaign, and you can have up to 10 links active at a time.

Open your Optimize site in Webflow, then:

1. Click Account settings in the Navigation panel
2. Go to Integrations > Salesforce
3. Click Create Outbound Link
4. Enter a descriptive name — a new, hidden field is added to Salesforce with this name
5. Enter a URL for the site page you want recipients to arrive on (e.g., the homepage or a landing page)
6. Choose Contacts or Leads, depending on what you've imported to target
7. Click Create

How to set up 1:1 personalization (optional)

You can optionally personalize your recipient's experience with tailor-made content.

Personalize with audiences

You can target the recipients with audiences and show visitors who match tailor-made variations.

• Create a rules-based audience that targets Salesforce data
• Apply the audience to one or more optimizations that contain personalized variations

Personalize with dynamic content

You can add dynamic content to any variation using Salesforce data. Visitors matched via enhanced match will see company-level content. Those matched through outbound links can see both company-level and individual-level content.

Personalize with a dedicated landing page

You can create an optimization that’s tied directly to the outbound link, so only recipients will see it. Then, layer in personalization using audiences and dynamic content powered by Salesforce data.

Open your Optimize site in Webflow, then:

1. Click Account settings in the Navigation panel
2. Expand Live personalized links under Salesforce
3. Click Create personalized experience
4. Follow the prompts to finish the set up and personalize the content

How to send the outbound link to recipients

When you generate an outbound link, it’s saved to Salesforce as a new field (hidden by default). You can include this link in your marketing content using any outbound communication tool, like email or SMS.

To find and copy the link:

• Option 1 — ask a Salesforce admin to unhide the field so it’s visible in Salesforce
• Option 2 — create a Salesforce report that includes the hidden field
• Option 3 — many third-party outbound tools (e.g., Salesloft) that sync with Salesforce will list the outbound link as a "dynamic field," even if the link is hidden in Salesforce