Integration with Salesforce was not as simple as we imagined.
Updated March 18, 2014
Integration with Salesforce was not as simple as we imagined.
Score 9 out of 10
Vetted Review
Verified User
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.
Product Usage
5 - Marketing
1 - 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
Implementation
- Vendor implemented
Training
- Online training
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
Usability
Reliability
Integration
- Salesforce.com
API build out was needed in order to integrate, not out of the box.
Vendor Relationship
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.