How Does Send2CRM Work?

Overview

Send2CRM introduces a different approach to Salesforce integration by moving the web form logic and intelligence from the website to Salesforce. Being uncoupled from the website means Send2CRM supports any website or headless CMS. Two components need to be installed (1) a JavaScript library and associated scripts on the web server and (2) a Salesforce application that receives lightweight calls from a visitor's browser.

Capturing Visitor Details

Send2CRM can map any web form to Salesforce. Simply create the web form then go to Salesforce and map the form fields to the required object, usually a lead or contact. When a visitor submits a form, the field values, and their behavior is sent to Salesforce. The type of record created depends on the form mapping. Additional form submissions by the same visitor will update their record. Typical forms are:

• Lead generation forms that convert website visitors to Salesforce leads
• Registration forms for signing up for a service or event. They are also used to subscribe to membership groups
• Inquiry forms let visitors ask questions
• Application forms allow visitors to express interest in something, usually in an employment opportunity. The form can allow visitors to upload an attachment

Analysing Visitor Behavior

Send2CRM tracks the visitor's website behavior in their own browser. This includes page views, visit duration, visit count, and much more. The behavior is initially pushed to Salesforce at form submission time and appears in a Web Visitor object. This object is associated with the parent record (lead, contact, etc.).

If the visitor is known, the browser will regularly update Salesforce during a visit and when the web session closes. Each time Salesforce is updated, the response returned to the browser includes any updates to the personalization facets - also stored in the browser.

Personalizing the Website

Dual-mode personalization enables website personalizations to run with or without instruction from Salesforce. Because the visitor's browsing behavior is stored locally, in the memory of the browser, personalizations can be created by simply querying this data and rendering the required content. Alternatively, personalization can be driven from Salesforce. When a Salesforce agent changes the value of a mapped record field, the Send2CRM response message will update the mapped field in the visitor's browser storage to perform the personalization.

Identifying a Returning Visitor

Agents can set a flag against a Salesforce record so Send2CRM will notify them when the targeted lead or contact returns to the website. This helps to identify renewed interest in a product or service which is useful in determining when to follow up.

Setting a Popup Reminder

From a Salesforce record, an agent can create a custom popup message that will appear when the targeted visitor returns to the website. This is ideal as a reminder message or an acknowledgment of a recent conversation.