Sitecore and a few other enterprise web content management systems do a great job of personalizing web content in real time. As visitors navigate the website, Sitecore busily scores the navigational behavior, matches preset profiles, and renders targeted content that aligns with the visitor's interest.
Yes, it's amazing. Sitecore collects a raft of valuable data about each visitor and so deeply engages them so they are elevated to a state of intense interest. This is what Sitecore does.
But why stop there!
The data is just as important somewhere else. Here is a hint! Who needs to see this data?
How about the sales team? Yes, this is about me. As a sales guy (now that's an admission!), I'm the one that studies the prospect, makes the initial sales call, demos the features, resolves barriers, negotiates terms, closes contracts, so why wouldn't I want to see what the prospect is doing on the website? I'm dealing with diverse and real people so I absolutely need to know their current state of mind before, during and after my interactions with them.
You might be saying, "Well go get it, its right there in Sitecore", but I don't want it there! I want it where I live my life, in the CRM, where customer data belongs - Sitecore don't kill me?
As a sales guy I'm desperate for all the information I can find about my prospect so I can give them a personalized experience - just like Sitecore does.
Now the good news. FuseIT has a solution, for Sitecore and Salesforce.com at least. S4S forages for every morsel of visitor data that Sitecore has collected, and pushes it to Salesforce when a visitor submits a web form. Voilà, a Salesforce lead is created containing the form data plus the prospects browsing data. At any time during the sales process, I can look at their lead record and it will show if they have returned to the website to glean more information. From this, I can determine their all-important state of mind. I can even change the values in Salesforce and cause Sitecore to show completely different content, but that is another story.
I've written about this before but few, it seems, appreciate the value of these insights into the mind of a prospect. So what can we learn about a prospect?
- How did they find the website?
- If by search, what search phrase did they enter?
- How often have they been on the website?
- How many times have they viewed a product page?
- Which other product detail pages were viewed?
- What did they not see – like upsell features and warranty extensions?
- Were they engaged enough to hit preset goals, like downloading a white paper?
- and more
To the sales team, this intelligence is pure gold! With it, they can quickly identify hot leads, better research and plan sales calls, and enjoy the added confidence of knowing their prospect. Having this data inside the CRM avoids the need to search and extract the data in Sitecore.
Contact us now to see how this works with Sitecore and Salesforce!
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