Why do you need CDP4S?
The real question is "Why do you need website behavioral data in Salesforce?" The answer is to help the Salesforce team identify and prioritize leads based on their characteristics e.g. country, company, job title, or how they behaved on the website. Sitecore CDP can track this data but it needs to be in Salesforce. Having up-to-the-minute intelligence and lead scores in Salesforce helps sales reps focus on the prospects more likely to buy.
After lead qualification and prioritization, the next task is to prepare for a sales call. Sales reps use the recent, relevant, and contextual intelligence collected by the Sitecore website to determine the prospect’s buying intentions. This information reveals the visitor's current state of mind, and how likely they are to purchase.
Many companies deepen engagement and increase sales by personalizing the website based on where the current visitor is in the buying journey. The field and status settings in the prospect's Salesforce record can be returned to Sitecore CDP to become a deciding factor on how to personalize the website when the visitor returns. For example, if sales rep Luke, has recently spoken to a prospect, the prospect will be pleasantly surprised to see a personalized message from Luke when returning to the website a few days later.
How does CDP4S work?
Visitors, or "guests" in Sitecore-CDP-speak, arrive on the website for the first time:
- Their behavior is streamed to Sitecore CDP
- The guest identifies themselves - usually by providing an email address in a Sitecore web form
- An identity event containing the identifier is sent to Sitecore CDP
- Sitecore CDP converts the guest to a customer and notifies CDP4S in Salesforce
- CDP4S maps the customer's behavior into a new or existing Salesforce lead or contact record
- The website behavior is available in the new/updated record
If the customer returns to the website at any time, the behavior data in Salesforce is automatically updated, usually when their visit ends.
To personalize Sitecore from Salesforce is even simpler. In Salesforce, CDP4S watches for any changes to values in nominated lead or contact fields. If a change is detected, the new values are sent to Sitecore CDP.
If the customer revisits the website and triggers a personalization event, Sitecore CDP processes the request and returns the personalization decision (based on the updated value from Salesforce). The website will show the version of content that matches the decision.