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Sitecore and Salesforce - Better Together

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Personalization is the holy grail for many companies, but it can be elusive to achieve. This session will focus on how to accelerate the power of personalization by integrating Sitecore and Salesforce. In this session, we will provide step-by-step guidance on how to plan and execute an integration between Sitecore and Salesforce that does not only focus on the technical integration but more importantly walks you through the decisions regarding what customer data is captured and shared between the two platforms. Real-world examples will highlight how to share data between the systems and leverage the power of the Salesforce CRM and SFMC to deepen engagement and conversions. Presented by Kristine Stebbins.

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Sitecore and Salesforce - Better Together

  1. 1. #SitecoreSYM#SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 1 Sitecore and Salesforce – Better Together Kristine Stebbins Hero Digital
  2. 2. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 2 Kristine Stebbins Managing Director Hero Digital I am relentless in pursuit of driving digital transformation that creates value for my clients and has a positive impact on the world. “  Works with clients every day helping them to get the ROI out of the Sitecore Platform  Expert at guiding clients through the process of activating Sitecore capability to drive business value
  3. 3. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 3
  4. 4. #SitecoreSYM 4 Degrees of Personalization Personalization is the Holy Grail Assumptive Persona  Born out of existing marketing segmentation  Based on existing customer insights  Combined with predicted customer behavior Researched Persona  Updated with latest marketing segmentation  Refined based on client guidance  Validated through research Dynamic Persona  Personalized with customer data  Analyzed against customer behavior data (CMS, CRM, etc)  Optimized experience and results through CX Design
  5. 5. #SitecoreSYM 5© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Customers Travel in Journeys
  6. 6. #SitecoreSYM 6© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Journeys are Longitudinal – Data tends to be siloed Media / MKTG behavioral data Website behaviors Customer Behaviors
  7. 7. #SitecoreSYM 7© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Journeys are Longitudinal – Data tends to be siloed Media / MKTG behavioral data Website behaviors Customer Behaviors Key data breakpoints – that disrupt the customer experience
  8. 8. #SitecoreSYM 8© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Journeys are Longitudinal – Data tends to be siloed Media / MKTG behavioral data Website behaviors Customer Behaviors
  9. 9. #SitecoreSYM 9 What’s the Chocolate and What’s the Peanut Butter? © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  10. 10. #SitecoreSYM© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 10 Data holds the ingredients together
  11. 11. #SitecoreSYM S4 S Partner API Email Experience Manager Sitecore Web Forms Users Custom Forms Reports Profiles Roles Products Campaigns Custom Objects Cases Leads Contacts Opportunities Documents Accounts Do anything interface SSL protection (HTTPS). No at rest data Instant bi-directional connectivity Connection Interface
  12. 12. #SitecoreSYM S4 S Partner API Sitecore Web Forms Custom Forms Products Campaigns Custom Objects Cases Leads Contacts Opportunities Documents Accounts Visitor submits a web form Map Forms to Salesforce S4S Wizard maps form to Salesforce Updates custom objects
  13. 13. #SitecoreSYM
  14. 14. #SitecoreSYM
  15. 15. #SitecoreSYM S4 S Partner API Sitecore Web Forms Custom Forms Leads Contacts Visitor submits a web form Push Analytics to Salesforce Via S4S Save Action Sitecore XDB Sitecore behavior is visible in Salesforce Form data Goals reached Accumulated goal points Pages visited count Profile name Profile key values Pattern card Actual pages visited Duration on each page Date of visit Visitor IP REAL TIME Reportable View on Demand
  16. 16. #SitecoreSYM S4 S Partner API Leads Contacts Personalize Sitecore from Salesforce Visitor is anonymous Sitecore XDB Implicitly control web experience Form Data Goals Reached Accumulated Goal Points Pages Visited Count Profile Name Profile Key Values Pattern Card REAL TIME Returning visitor gets tailored content based on their Experience Profile
  17. 17. #SitecoreSYM S4 S Partner API Personalize Sitecore from Salesforce REAL TIME Leads Contacts Anonymous visitor gets “Contacted” experience Sitecore XDB Mapped to Sitecore field Annual Revenue Campaign Created By Email Opt Out Industry Lead Owner Lead Source Lead Status No. of Employees Rating Title Use Sitecore rules to determine personalization Contact Owner Created By Email Opt Out Lead Source Title  Open  Contacted  Qualified  Unqualified
  18. 18. #SitecoreSYM xDB Facet Fields:  Campaign  Industry  Lead Status  Rating S4 S Partner API Personalization: Rules Based REAL TIME Sitecore XDB Annual Revenue Campaign Created By Email Opt Out Industry Lead Owner Lead Source Lead Status No. of Employees Rating Title Personalization Rule 1: If the Lead Status facet value is “Contacted”, show Contacted content Lead Status:  Open  Contacted  Qualified  Unqualified Leads Contacts Contacted EXPLICIT PAGE COMPONENT Mapped field Mapped field Mapped field Mapped field
  19. 19. #SitecoreSYM xDB Facet Profiles:  Profiles Keys  Pattern Cards S4 S Partner API Personalization: Rules Based REAL TIME Sitecore XDB Form Data Goals Reached Accumulated Goal Points Pages Visited Count Profile Name Profile Key Values Pattern Card Personalization Rule 2: If the Pattern Card facet value is “Tailor”, show Tailor content Pattern Cards:  Tinker  Tailor  Soldier  Sailor Leads Contacts EXPLICIT PAGE COMPONENT Personalization Rule 3: If the current contact matches the Tailor Pattern Card, show the pattern card content Sitecore Tracker (Interaction):  Profiles Keys  Pattern Cards Tailor IMPLICIT LOADINTERACTION Tailor
  20. 20. #SitecoreSYM S4MC MC SOAP API Sitecore Web Forms Custom Forms Subscribers Subscriber Lists Publication Lists Suppression Lists Map Forms to Salesforce Identify method captures visits from other devices Data Extensions
  21. 21. #SitecoreSYM Make data from Salesforce available to Sitecore Experience Platform  Personalize based on Salesforce data  Create segments in Sitecore that combine data from Salesforce & Sitecore  Associate Sitecore visitor activity with a Salesforce campaign Make data from Sitecore xDB available to Salesforce  Augment customer data with data from Sitecore xDB  Add data to Salesforce from Sitecore websites Feature parity with Dynamics CRM connector Bring your CRM into xDB and work within a single-system with Salesforce Connect © 2001-2017 Siecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarksof Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  22. 22. #SitecoreSYM 22 Segmentation in Sitecore User Story #1 I want to create a segment in Sitecore that contains contacts associated with an on-going campaign I am managing in Salesforce because I want to use those contacts in a new email campaign I am creating. Value:  Reuse segments from Salesforce  Enrich Salesforce segments with xDB data
  23. 23. #SitecoreSYM 23 Personalization in Sitecore User Story #2 I want to personalize a web page so that visitors who have responded to a campaign I am managing in Salesforce see special promotional content. Value:  Personalize based on information collected in multiple channels
  24. 24. #SitecoreSYM 24 Campaign Tracking User Story #3 I want to associate visits on a landing page with a campaign I am managing in Salesforce so that I can measure the response to my campaign. Value:  Track activity in Sitecore without having to create a new campaign.
  25. 25. #SitecoreSYM User Story #4 I want to see contact information collected by Sitecore along side contact information collected by Salesforce in order to have a complete view of my customer. Value:  See all relevant customer information in a single place. 25 View Contact Information
  26. 26. #SitecoreSYM Architecture Completely customizable  Add additional Salesforce object types and properties without code  Change default data mapping without code  Pipeline-based architecture for developer extensibility Documentation  Installation guides  Release notes  Step-by-step tutorials Dedicated logging to facilitate troubleshooting  Level of detail on logs configured independently from Sitecore for more granular control  Level of detail on logs can be changed without editing server- side config files  Data synchronization log separate from standard Sitecore log to make it easier to isolate and troubleshoot problems Salesforce API usage reporting  Check Salesforce API usage from the Sitecore client to understand the impact on Salesforce API limits.
  27. 27. #SitecoreSYM 27 Features Features Sitecore 8.x Sitecore 9.0 Sitecore personalization based on marketing list (Dynamics) or campaign (Salesforce) membership YES YES Sitecore segmentation based on marketing list (Dynamics) or campaign (Salesforce) membership YES YES Pre-configured contact data mapping (CRM à Sitecore) YES YES Pre-configured contact data mapping (Sitecore à CRM) YES YES Customizable contact data mapping (CRM à Sitecore) YES YES Customizable contact data mapping (Sitecore à CRM) YES YES Pre-configured interaction data mapping (CRM à Sitecore) NO YES Pre-configured interaction data mapping (Sitecore à CRM) NO YES Customizable interaction data mapping (CRM à Sitecore) NO YES Customizable interaction data mapping (Sitecore à CRM) NO YES
  28. 28. #SitecoreSYM 28 Requirements Supported Sitecore Versions:  8.1 update 1+: on-prem with Lucene  8.1 update 2+: on-prem using Solr for the analytics index  8.2 update 1+: Azure Salesforce Requirements:  Ability to use the Salesforce REST API (read) & Bulk API (write) Other Requirements:  CRM Connect 1.4.1  Data Exchange Framework 1.4.1
  29. 29. #SitecoreSYM 29© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Journey Strategy – Drives Data Mapping Strategy and How to Utilize Data from Sitecore and Salesforce Better Together Media / MKTG behavioral data Website behaviors Customer Behaviors

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