CRM INTEGRATION AND BUYER S JOURNEY OVERVIEW 1
Contents Initial Sync... 3 Step 1: Replicate Table Structure... 3 Step 2: Replicate Data (Core entities)... 3 Step 3: Recurring Sync... 3 Post-Installation Configuration... 4 Core Sync Process... 4 Email Activity Sync Process:... 4 Time Sensitive Data Sync Process:... 4 Recurring Sync Process... 5 Step 1: Core Tables... 5 Step 2: User Sync... 5 Step 3: Score Push to CRM... 5 Step 4: Pull Down into Salesfusion... 5 Step 5: Unsubscribes... 5 Email Activity Sync Process... 6 Step 1: Sent Emails... 6 Step 2: Opened Emails... 6 Step 3: Clicked Emails... 6 Time Sensitive Data Sync... 7 Step 1: Tasks... 7 Step 2: Lead Creation... 7 Step 3: Record Update... 7 Step 4: Web Activity... 7 The Buyer s Journey iframe... 8 Journey... 8 Totals... 9 Scoring Summary... 9 Lists... 10 Send Email... 10 Nurtures... 11 Opportunities... 11 Frequently Asked Questions... 12 What s the difference between Account Name and Company name?... 12 Is it okay for me to import Lists into Salesfusion prior to integration?... 12 Will the sync cause a delay in our CRM?... 12 Large CRM Databases... 12 IP Restriction\Whitelisting... 12 VPN Access... 12 2
Initial Sync Upon coordinating an initial CRM sync request with your Marketing Automation Consultant, Salesfusion s unique initial sync process performs the following tasks to replicate your CRM schema and database within Salesfusion. Step 1: Replicate Table Structure The first process performed is schema replication, whereby Salesfusion replicates the remote table structure of the core CRM entities listed below. This process iterates over each of these core entities and creates a matching field, by field name and data type, on the respective table in Salesfusion. This process covers both standard and custom fields, but neither inherits nor includes referenced extension tables or custom tables. Step 2: Replicate Data (Core entities) Process 1: Pull Users Salesfusion next downloads all Users from the external CRM and inserts them into Salesfusion. It checks to make sure that the user s account in Salesfusion exists via the email address. If an account does not exist, Salesfusion will create a new record. Salesfusion only downloads the username, email address, first name, and last name. No other information is downloaded. Process2: Pull Accounts Salesfusion next downloads all Accounts from the external CRM and inserts them into Salesfusion. Process 3: Pull Leads Salesfusion next downloads all Leads from the external CRM and inserts into Salesfusion. Process 4: Pull Contacts Salesfusion next downloads all Contacts from the external CRM and inserts them into Salesfusion. Process 5: Pull Opportunities Lastly, Salesfusion downloads all the Opportunities from the external CRM into Salesfusion. Unlike the Accounts, Contacts, and Leads, Salesfusion standardizes the Opportunity schema rather than replicating it. Salesfusion differentiates between Contacts and Leads via a field called CRMType, with values of Contact or Lead. Step 3: Recurring Sync Once the initial sync is complete, the recurring, bi-directional sync between the two systems is initiated. 3
Post-Installation Configuration Salesfusion pushes & pulls information from the external CRM on a scheduled basis. See the data sync schedule below for time intervals. The syncs are divided into 3 main categories, and each has its own sync time. Core Sync Process: Occurs approximately every 20 minutes Sync the data structure Pull Users, Accounts, Leads, Contacts, and Opportunities Pull Marketing Lists Push Unsubscribes Email Activity Sync Process: Occurs approximately every 10 minutes Push Emails Sent Push Emails Clicked Push Emails Opened Time Sensitive Data Sync Process: Occurs approximately every 1 minute, 15 seconds Push Web Activity (if selected) Push Landing Pages Push Events Push Tasks (if selected) Push New Leads (if selected) 4
Recurring Sync Process The recurring sync process queries for and reconciles in Salesfusion any changes in the CRM made to the core Account, Lead, Contact and Opportunity tables. The sync also commits to CRM any new Salesfusion activity (if configured to do so). During this interval, the following steps are taken: Step 1: Core Tables The core tables (Accounts, Contacts, Leads, and Opportunities) are reviewed for the data schema. We look at all the fields that are contained in these tables and compare them to our database. If the external CRM has a field that does not exist in the Salesfusion tables, that field is then created in Salesfusion. No fields created in Salesfusion will be created in the external CRM. Step 2: User Sync The user table is reviewed for any users that have been created or modified in the external CRM since the last sync. Step 3: Score Push to CRM Next, scores are pushed to the external CRM Lead and Contact table. This is an optional push and can be turned off. This will check Salesfusion tables for a flag indicating that the score has changed for any contact or lead. If the score has changed, then one or more score fields are updated in the external CRM. Step 4: Pull Down into Salesfusion The following tables are reviewed for any changes that have occurred since the last check via the ModifyDate. Users Accounts Leads Contacts Opportunity Marketing list Step 5: Unsubscribes The Unsubscribe service will then push updates to both leads and contacts. If a record unsubscribes in Salesfusion, we push the update to the external CRM to the out of the box unsubscribe field per the CRM. If the that user is re-subscribed in the external CRM we will overwrite the value in Salesfusion. However, that record will have also have to be removed from the Guarded Watch (Salesfusion s master unsubscribe list). To do so, please forward the record s request to resubscribe as well as the email address which should be removed to the support team 5
Email Activity Sync Process A separate process runs every 10 minutes that will push data on emails sent to the your external CRM. All three pushes are optional and configurable in the Salesfusion external CRM connector configuration. Step 1: Sent Emails Once Salesfusion has captured the delivery status of an email recipient, the respective record in CRM will be updated per the connector configuration. The options are to create a Salesfusion Email Activity record, or a native Activity (history) record. Sent Email records are pushed to the external CRM in batches of 500. Step 2: Opened Emails When an email sent via Salesfusion is recorded as having been opened, Salesfusion can optionally create a native activity (history) record, or roll the Open up to the custom Salesfusion Campaign entity. Step 3: Clicked Emails When a link within an email sent via Salesfusion is recorded, Salesfusion can optionally create a native activity (history) record, or roll the Click up to the custom Salesfusion Campaign entity. If you are concerned about the volume of data created in your external CRM environment, some customers decide to only push activity that dictates engagement such as opens and clicks. 6
Time Sensitive Data Sync The last sync thread runs the most frequently, and performs the variety of time sensitive functions listed below: Step 1: Tasks If Tasks have been created from the Lead Analyzer, Listeners, or Nurture Campaigns, they are pushed into the external CRM. This is not based on dates. Rather, we check to see if the task in Salesfusion has an external CRM ID. If not and the Contact\Lead does have an external CRM ID, then it is inserted into CRM. Step 2: Lead Creation If Leads have been created manually or through a Landing Page complete, they can be pushed into the external CRM. This is not based on dates, but rather a flag within Salesfusion s database that triggers this insert. This can be turned on and off within each landing page (Sync with External CRM checkbox). On a lead\contact card there is an option to Push into CRM under the actions drop down in the top right hand corner. Step 3: Record Update If Leads or Contacts have been updated from the Lead Analyzer or Landing Pages, they can be pushed into the external CRM. Just like Lead Creation, this also is not based off of dates. Rather, a flag within Salesfusion s database indicates that this record must be updated in the external CRM. The Sync with Extneral CRM checkbox on a landing page dictates whether any landing page completes trigger an automatic update to the records in CRM. On a leadcontact card, there is an option to Update in CRM under the actions drop down in the top right hand corner. Step 4: Web Activity If new Web Activity has been received for a Lead or Contact, then this data is pushed into the external CRM. 7
The Buyer s Journey iframe The Buyer s Journey Iframe allows you to view the entire lifecycle of a prospect marketing activity. As part of the install of our solution your sales representatives will have access to our invaluable marketing journey which is located in your contact and lead records right in your CRM! For details on the location of this iframe and more please reference your specific CRM integration manual in our knowledgebase. Journey By showing each interaction from email click to event attended across time, this chronological journey can reveal quickly the quality and overall interest of the lead or contact so you can take can take action immediately. 8
Totals The Totals tab will show you a high level look at each type of tracked activity and total interactions with each type of activity. Scoring Summary The Scoring Summary will show you what actions this particular lead/contact took to get to the score provided for the selected Scoring Profile. You can switch between scoring profiles to get a look at how people are scoring for other models. 9
Lists Lists will show you all of the distribution lists that this person is currently in within Salesfusion. If you have permissions, you will be able to add or remove this lead from a Salesfusion generated distribution list. Send Email Send Email will allow you to send a templated one-off email to this particular lead/contact. This email will still be sent and tracked by Salesfusion and display in the Journey as a tracked item. Templates can be created inside Salesfusion, giving the marketer the ability to allow/disallow certain templates from being sent from this tab. 10
Nurtures Nurtures will show you any active nurture programs that this lead/contact is currently in. You can also add or remove them from a nurture program within Salesfusion. Opportunities Opportunities will show you all opportunities that have been created in Salesfusion through actions such as scoring profiles or nurtures, as well as all opportunities that have been synced from the CRM related to this Contact. 11
Frequently Asked Questions What s the difference between Account Name and Company name? In the external CRM, the company has two different names. In the lead record, you have a Company field and in the Contact, you have an Account Name located in the Accounts table. In Salesfusion, each lead and contact has an account record that is created. Is it okay to import Lists into Salesfusion prior to integration? Will this cause duplicates? If you import data into Salesfusion and start sending out campaigns before the integration occurs, we will keep all activity performed by that record. When we do the integration, we will match and de-dupe all records based on email address. This will overwrite the Salesfusion records that were imported. So, if you were to update contacts information inside Salesfusion before the integration, once we integrate, we will overwrite that data with your CRM data as we pull it down. The only field that will not overwrite from your CRM to our CRM is unsubscribes (OptOut). After the integration between Salesfusion and our CRM, will there be a delay in our CRM environment due to the constant syncing from Salesfusion? In most cases, no. It is important to note that after initial integration, we are only pulling differentials. Also, we are not scanning, per se, the records that have changed. We are simply doing an SQL call on the last modified-on date that is greater than or equal to last sync date. It is a very quick query with low effort. Our database is very large (1 million+ records). Should we be concerned about how long the initial sync will take? No need for concerns in regards to large database syncs. There are several methods we can take to get your data into our systems such as restricting syncing via the syncing users permissions, filtering records based off field values, uploading your data locally, or going through our initial sync process. Once the initial sync is complete the incremental syncs should be very quick and occur multiple times within an hour. We would like to restrict IP access to our CRM. Do you have a single IP address to provide for IP restrictions? No. While you may simply open all IPs from our IP range, we have a few IP addresses that you would need to allow access to in order for us to connect and integrate. Do I need a Sandbox Salesfusion account? In our experience, the majority of clients that choose to implement a sandbox for testing find that they can test everything they need using their production environment. With this method, Salesfusion can remove any contacts, leads, accounts and opportunities that synced down during testing. We wil not remove any forms or campaigns, nor the activity associated to them. This also allows for fluid testing with actual marketing initiatives created during your training. Does Salesfusion allow for VPN access to sync and integrate with our system? Yes, there are fees associated with this type of connection. Please contact your current Marketing Automation Consultant if still in training, otherwise email support for more information. 12