Salesforce processes people, products, and problems. We can manage products, and somewhat manage problems but managing people is a challenge on another level. Yet, this is what is required to turn website visitors into paying customers. Salesforce reps need to shift the prospect's current state of mind into a buying mindset.
Google tells us the first rule of selling is knowing the prospect - "Learn everything you can about them", "Understand what motivates them", "Determine their persona", "Make it about them", and "Identify their budget". This may sound like a long interrogation but much can be gleaned from their up-to-the-minute and relevant behavior on the company website. We just need this intelligence in their Salesforce record!
Advances in web browsing technologies allow us to track the behavior of each website visitor in detail. Browsers can start "recording" on the first visit and subsequently store visit dates, durations, pages visited, activities completed, goals achieved, form data submitted, referral IP, and more. This information can be shifted to the visitor's Salesforce record when they complete a web form or return to the website. This is exactly how FuseIT's S4S Cloud works. But how can sales reps use this intelligence to improve conversions? To answer this, consider the three types of sales intelligence that S4S Cloud sends into Salesforce - submitted, recorded, and insight data.
This is easy as it is what your visitor actually tells you! Web form fields are mapped to Salesforce leads (or contacts etc.) and voilà, the sales reps have the basic form data e.g. name, email address, job title, company, product interest, etc.
Another easy win! Recorded data is what the visitor's behavior tells you! This intelligence is streamed from the visitor's browser memory directly to Salesforce. Soon, a picture of the prospect begins to form.
- Visit frequency, duration, and recency of the last visit indicate enthusiasm and urgency
- Page visits reveal their focus of attention and peripheral interests
- Goals achieved show important behavior. Specific browsing actions, like downloading a white paper, can be designated a goal with a name and numeric value. The values can be aggregated to show the overall importance of the prospect.
- Website teasers can be used to categorize visitors. The clever use of images, videos, links, and other lures can be irresistible to a targeted visitor. Assigning a goal to the teaser is an easy way to surface this info in Salesforce.
- Language, culture, timezone, and location provide an understanding of the prospect and how and when to communicate with them
- Referral IP can reveal how the visitor found the website - potentially from an email clickthrough, social media campaign, or an Adword campaign - all helping to form a better picture
This intelligence can be derived from the visitor's behavior. A lot can be learned about a visitor if the website is designed with intelligence gathering in mind. For example, pages visited, page events and the sequence of these is powerful intelligence e.g.
- The visitor's menu clicks are the first indicator of the visitor's primary interest e.g visitors who visit the "Partners" page have different needs than those who view the "Products" page
- A high level of subject knowledge can be determined if a visitor downloads a technical document or navigates to a product specification page
- If a visitor views the FAQ pages, this can signal concern or hesitation
- The visitor's budget can be estimated if they are required to select a price tier e.g. "Free", "Budget", or "Enterprise". The visitor's selection is a budget indicator
- Visitors who oscillate between pages are indicating they cannot decide on a product or service
These are a few examples of how web analytics can paint a powerful picture of each prospect and give the sales team a heads-up on how to engage them. S4S Cloud can capture, tag, score, and interpret web behavior which invariably leads to better sales conversations.
S4S Cloud not only collects granular visitor information (qualitative intelligence) but can also personalize websites based on activities in Salesforce. Why would you do this? Here are some examples:
Sales rep is notified when a visitor returns to the site
- Rep checks the "Visit Alert" checkbox in a Salesforce contact record
- The individual returns to the website
- A personalized welcome message is displayed with the rep's contact details
- A Salesforce notification alerts the rep that the individual has returned to the site
Sales rep shows personalized content to a visitor
- Rep sets the city address to “Houston" in a Salesforce contact record
- The contact returns to the website and sees Houston-related images and content
Sales rep is attending a trade show
- Rep enters “See Cynthia at Booth 23 of the Trade Show on 8 May” into a Salesforce lead field
- The lead returns to the website and sees the message in a pop-in box
Sales rep directs a visitor to a web page
- A website visitor is speaking to the rep by phone
- Rep pastes a link into the visitor's Salesforce record
- The visitor is requested to click on a web page image
- The link is opened in a new tab e.g. to a product page or PDF download
An important visit is captured in a Salesforce campaign
- A visitor visits a page that promotes an expensive product
- The visitor is automatically added to a nominated campaign in Salesforce
Email clickthrough to set email preferences
- An outbound email campaign is sent from Salesforce Marketing Cloud, Pardot, etc.
- The email contains a link to the company website and includes the "s4scid" UTM parameter
- An email recipient clicks the link which opens an Email Subscription Preferences page
- The visitor chooses which campaigns they wish to subscribe to or unsubscribe
- The visitor provides the required consent
- In Salesforce, campaign members are added/removed accordingly
S4S Cloud changes the playing field by capturing exceptionally powerful and granular web intelligence and delivering it to the sales teams in their space. This qualitative intelligence is not about website performance, page effectiveness, or traffic flows but everything about the behavior of each visitor and feeding those interactions to their Salesforce record. This is extended by enabling the sales team to personalize the website as the prospect is guided through the sales process.
S4S Cloud can be up and running in Salesforce in minutes (not days or weeks) and empowers sales teams like no other solution and all without storing your sensitive data in a third-party system.
FuseIT specializes in website-to-CRM integration. Our enterprise S4S Cloud, S4S, CDP4S, S4D and CDP4D integrations enable the real-time exchange of data between websites and Salesforce, and Microsoft Dynamics 365. Please contact us for more information or to see a demo of these in action.
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