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  • Writer's pictureLaura

9 easy steps how to set up Azure AD as Identity Provider in SFMC

Updated: Sep 14, 2023

To configure Azure AD as an identity provider in Salesforce Marketing Cloud (SFMC), you will need to follow these steps:

  1. Log in to your SFMC account and navigate to the "Identity" tab in the "Setup" menu.

  2. Click on the "Identity Providers" tab, and then click the "New" button.

  3. Select "Azure AD" from the list of available identity providers.

  4. Enter a name for the identity provider and click the "Next" button.

  5. In the "Metadata URL" field, enter the URL for the metadata file provided by Azure AD. This file contains information about the identity provider, such as its certificate and SAML endpoints.

  6. In the "Certificate" field, enter the certificate provided by Azure AD. This certificate is used to verify the authenticity of the SAML response sent by the identity provider.

  7. Click the "Save" button to create the identity provider.

  8. After the identity provider has been created, you will need to configure the identity provider in Azure AD. This involves creating an application in Azure AD and configuring it with the necessary information, such as the SAML endpoints and the certificate.

  9. Test the connection between Azure AD and SFMC to ensure that it is working correctly.

It is recommended that you work with a team of seasoned professionals or seek the assistance of a consultant with experience in setting up Single Sign-On (SSO) connections to ensure that the process is completed efficiently and effectively.


To connect Azure AD (Active Directory) to Salesforce Marketing Cloud (SFMC) using Single Sign-On (SSO), you will need to set up SFMC as a service provider in Azure AD. This involves creating an application in Azure AD and configuring it with the necessary information, such as the SAML endpoints and the certificate.


Here are the steps you will need to follow to set up SFMC as a service provider in Azure AD:

  1. Log in to your Azure AD account and navigate to the "Enterprise Applications" section.

  2. Click the "New application" button and select "Non-gallery application" from the list of options.

  3. Enter a name for the application and click the "Add" button.

  4. In the "Properties" section, copy the "Identifier" value and save it for later use.

  5. In the "Single sign-on" section, select "SAML" as the sign-on method.

  6. In the "Set up Single Sign-On with SAML" page, click the "Edit" button in the "Basic SAML Configuration" section.

  7. In the "Identifier (Entity ID)" field, enter the "Identifier" value that you saved earlier.

  8. In the "Reply URL (Assertion Consumer Service URL)" field, enter the SAML endpoint provided by SFMC. This is the URL that Azure AD will use to send the SAML response to SFMC.

  9. In the "Sign on URL" field, enter the login URL for SFMC.

  10. In the "Relay state" field, enter a value that will be used to identify the SAML response sent by Azure AD.

  11. Click the "Save" button to save the basic SAML configuration.

  12. In the "Set up Single Sign-On with SAML" page, click the "Edit" button in the "User Attributes & Claims" section.

  13. In the "Claims" section, map the Azure AD user attributes to the SFMC user attributes. For example, you may want to map the "Email Address" attribute to the "Email" attribute in SFMC.

  14. Click the "Save" button to save the user attributes and claims.

  15. In the "Set up Single Sign-On with SAML" page, click the "Download" button in the "Federation Metadata XML" section to download the metadata file for the application.

  16. In SFMC, configure the identity provider with the metadata file and the certificate provided by Azure AD.

  17. Test the connection between Azure AD and SFMC to ensure that it is working correctly.

Congrats, you now have the knowledge to connect Azure AD and single sign on.


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