Send2CRM Technology

Send2CRM is an enterprise integration between Sitecore XM and Salesforce. Innovative and easy to use, Send2CRM delivers web intelligence to sales professionals and, at the same time, enables them to personalize the website while moving prospects through the sales process.

Technical Overview

• Send2CRM is a lightweight client-side script that collects Sitecore website form data and visitor behavior and sends it to Salesforce.

• Sales professionals in Salesforce use this intelligence to qualify and then understand each visitor (lead), improve interactions, and send target messages.

• As conversations are advanced, users can improve engagement by driving website personalization from the lead's Salesforce record (or another mapped record type).

• Send2CRM has dual-mode personalization where web content can be personalized in two ways - running standalone in the visitor's browser or directed by Salesforce. The values of facets and goals, stored in the visitor's browser, are used to determine what content is displayed to the visitor. Both facets and goals can be set client-side (by the browser) or from Salesforce. Client-side personalization (the setting of facets and goals) generally involves simple JavaScript although it can be triggered by HTML output, for example, hidden fields can be used in forms to apply a goal when a form is submitted. The goal is then used to show more targeted content to the visitor. Facets work in a similar way. When setting the facets and goals values from Salesforce, Send2CRM returns the values to the visitor's browser which then renders the appropriate content. This is only possible after a Salesforce record has been created i.e., when the visitor becomes identified, usually by submitting a web form.

Benefits for IT Teams

Innovative yet Simple Technologies

• 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.

• The HTML5 web standard has introduced advances in web browser technologies that Send2CRM leverages. Of value is web (or local) storage that enables more data to be stored in a visitor’s web browser. The browsing behavior of individuals is, therefore, able to be distributed globally to each visitor's browse rather than streamed to large and expensive databases.

• Send2CRM does not extend a customer’s current web infrastructure. Send2CRM requires two components to be installed (1) a lightweight JavaScript library on the website and (2) a Salesforce application that receives direct calls from a visitor’s browser.

• Client-side JavaScript: This is a small script that runs on a visitor's browser. It performs the following functions:

  • Collating visitor browsing behavior

  • Sending form submissions

  • Providing data for personalization

• Salesforce Package: The Send2CRM package creates a Salesforce App which collects all related functionality together in one convenient location. The following tabs are created:

  • Site Dashboard: Displays KPIs and website statistics immediately.

  • Visitor Dashboard: Displays the web behavior in the visitor's lead record (or contact record, etc.).

  • Mapping Objects: Administrators configure form submission mappings.

  • Automation: Administrators configure automation during form submissions and visitor updates.

  • Client: Administrators quickly generate scripts to deploy to the Send2CRM client on the website.

  • Debug: Let administrators track Send2CRM interactions in a development environment.

Next-generation Digital Strategy

• Send2CRM follows the current trend of using headless or client-side technologies to render web content. This has several advantages:

  • Higher Performance: The application runs in the browser so there is no need for round trips to the server for every interaction, which can result in faster page loads and better performance.

  • More Flexibility: Developers can use a wider 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 is required, lowering infrastructure costs, and reducing maintenance.

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

Advanced Threat Protection

• Send2CRM uses a customer’s existing web technology and Salesforce and does not introduce a new third-party server or cloud-based system. 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.

Highly Scalable

• Send2CRM has two configurations. Lower tiers of Send2CRMs support medium-volume websites and Send2CRM Enterprise supports 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 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.

Easy Upgrades

• These 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 – simply a matter of installing simple client scripts into the new system.

Three Support Levels

• 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.

Dynamic Customization

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

Intuitive User Experience

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

• The Send2CRM Salesforce UI 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.

Flexible Integration

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

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

Powerful Analytics and Reporting

• 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.