Send2CRM Technology

• Send2CRM uses the memory in each visitor’s browser to store their browsing behavior. This negates the need for a huge third-party data store and simplifies the application considerably

• Send2CRM requires only two components:

  • Lightweight JavaScript library on the visitor's browser to store browsing behavior, send form submissions and provide data for personalization

  • Salesforce package to receive direct calls from a visitor’s browser

• Send2CRM works because HTML5 enables more data to be stored in a visitor’s web browser. This circumvents the need for large complex databases hosted in expensive cloud architectures

• Send2CRM uses headless or client-side technologies to render web content. This has several advantages:

  • Higher Performance: No round trips to a server so faster page loads and better performance

  • More Flexibility: Developers can use a wide range of technologies and frameworks to build their applications and use tools that work best for their needs

  • Better Visitor Experience: Client-side applications enable faster interactions and reduce reloads leading to increased engagement and satisfaction among visitors

  • Lower Costs: No expensive server-side backend so lower infrastructure costs, and maintenance

  • Developer Availability: Client-side developer skills are common across the IT industry so are easier to acquire

Send2CRM introduces a different approach to mapping forms to Salesforce by moving the web form logic from the website to Salesforce. Being uncoupled from the website means Send2CRM supports any website or headless CMS.

To map a web form to Salesforce, simply create the form then go to Salesforce and map the form fields to the required object. When a visitor submits the form, the field values, and the visitor behavior is sent to Salesforce. 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

Send2CRM tracks the visitor's website behavior in their own browser and the behavior is initially pushed to Salesforce at form submission time and appears in a web visitor object. This object is associated with the mapped 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.

• The user experience is entirely within Salesforce where it can be customized to fit a customer’s unique needs, e.g., personalized dashboards, layouts, fields, and records

• Send2CRM is designed to be user-friendly and intuitive. It is optimized for productivity, with streamlined workflows and intuitive tools that help users get their work done faster

• The UI offers customizable dashboards, charts, and reports that help you visualize your data and gain insights into your business

• Send2CRM uses a customer’s existing technology with Salesforce so does not introduce new third-party systems. There is less surface area for potential security breaches. Client-side applications are protected by modern security features such as Content Security Policy (CSP) and Cross-Site Scripting (XSS) protection

• Send2CRM supports medium-volume websites and has a scalable option for very high-volume websites.

• Send2CRM communicates directly with Salesforce, which imposes limits on how many API calls can be made within a 24-hour period. The update frequency can be tweaked to reduce the count but in very high-volume situations, it may be desirable to use Send2CRM Enterprise, which collects the visitor data from multiple sessions, and pushes it to Salesforce in a bulk call

• Upgrades occur regularly to optimize performance, increase security, improve tracking and reporting, and add new features requested by customers

• For customers upgrading their website technology, because Send2CRM is a client-side application, the migration is very easy – just install the client scripts into the new system

• • Send2CRM is supported by FuseIT. Three levels of support are offered:

    • Standard: Email and help desk support. Responses are within one day

    • Enhanced: Voice support during New Zealand business hours. Responses are within two hours

    • Priority: 365/24/7 voice support. Responses are within one hour

• Send2CRM is easily customized in Salesforce or via the website using the client-side API. Salesforce customizations are accomplished either from the UI or via workflow. Client-side enhancements are also simple and can be undertaken by a developer familiar with scripting

• Salesforce is highly accessible to third-party applications. The Send2CRM intelligence data in Salesforce can be easily syndicated to other systems

• The Send2CRM behavioral data is also available in marketing automation systems e.g., Marketing Cloud, Pardot, Marketo, etc., using the native Salesforce integrations. This enables the content of outbound emails and social media communications to be tailored to the recipient's behavior on the website

• Using Salesforce reports, website administrators can determine the success of content changes made to the website over a period of time
• Using the data provided by Send2CRM, Salesforce users can use reports and workflow to:
  • dismiss low-quality leads
  • qualify leads and assign a status
  • identify important leads, by report or status
  • auto-assign leads to a relevant Salesforce owner
  • notify owners of returning visitors
  • auto-create opportunities or other objects