Integration with Salesforce was not as simple as we imagined.
Updated March 18, 2014

Integration with Salesforce was not as simple as we imagined.

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source

Overall Satisfaction

  • List segmentation based on behavior - It was very easy to pull an "openers" list or "non-opener" list, then re-market accordingly.
  • Also, as previously mentioned, lead scoring with online behavior was easy to set up and post to Salesforce.com.
  • Some of the improvements that they made to setting up the Lead Nurture programs I wanted weren't available until the next product roll-up.
  • If you didn't test your processes thoroughly, strange errors could happen, like a lead never receiving an email, or receiving the initial email but not the second email in the workflow.
  • The biggest ROI/KPI that we monitored was the quality of leads, which was something that the sales team had expressed frustration with.
  • After implementing, marketing was able to identify "pain points" along the sales process, taking the data from the lead scoring model and identifying points when interest began to decline (due to lack of follow up, wrong information, or decision making role). We were able to tweak our marketing programs to better appeal to the actual decision maker, yet arm those doing research for a decision maker with the proper tools to understand our products and present our solution.
The system is easy to use and the support team at Silverpop were very easy to work with.

Product Usage

5 - Marketing
  • Lead Scoring - Helping sales team categorize and prioritize leads based on information given (form submission) and a lead's activity on our website. Overall, more focused sales team leads to bigger opportunities to pursue, rather than following up with a lead to first qualify interest, then qualify the opportunity.
  • Created lead ranking program, allowing sales to categorize their highest priority sales leads and manage their follow up accordingly. Leads that had both higher interest via interactions with our site, along with a fit score for the ideal prospect, were given the highest rank.
  • Implemented a lead disqualification process through email interactions. If someone opened one email, then no emails X amount of sends later, they were removed from our database. This allowed us to both clean our database and focus on targets that were truly interested in our brand and product line.

Evaluation and Selection

Previously to implementing Engage, the company did not have a marketing automation system.
  • Eloqua
  • ExactTarget
We chose Engage because of the ability to integrate with our Salesforce.com system, the intricate lead scoring and lead nurture programs that could be implemented on this system. Scoring was very important to our sales team, as they had been utilizing a Hot, Warm, Cold manual system in Salesforce.com. We replaced this manual process with the lead scoring, with great success.

Training

Training was very easy to follow, with lots and lots of session options.

Configuration

When I used the system, it wasn't plug and play with Salesforce.com, so the Silverpop team needed to do work (which we were charged extra for) in order to integrate with our CRM.

Support

The Silverpop team is fantastic, easy to work with and are pretty technical. They get back to you right away when you have trouble using the system.

Usability

Besides the initial cumbersome nature of the workflows, Engage was a very easy system to learn and implement.

Reliability

The throttle time for sending emails would vary depending on how many other campaigns were going out that day, which I found inconsistent.

Integration

  • Salesforce.com
API build out was needed in order to integrate, not out of the box.

Vendor Relationship

Sales process was pretty long, we had lots of questions about capabilities. Post sales process was a little lack luster, I hardly ever heard from my salesperson again after I was handed off to the implementation team.
My biggest pointer would be to make sure that you understand what the system is capable of doing out of the box and how this will fit into your current processes, instead of trying to create processes to fit the system.