Customers that use LoopFuse for marketing automation are always looking for better ways to get more out of the system. Like most companies with a SaaS product, we have white papers, getting started guides, and best practices out there to help guide people along the path of adoption and integration. Even with those sources available, however, there are still plenty of times when people want an actual example of how LoopFuse, Salesforce.com, and their website work together. So let’s take a look at how we use our own product. This will be a two part post so here is part one:
Tracking Beacon
If you want to track pages or accept form registrations from your site, you need to install the tracking beacon. We have made sure it is in the footer of every page we want to track, both on our main site, and on our blog. We also use it to track PDF downloads from our site. We recently updated the tracking script for faster page load times, better performance, and improved tracking. Get the new beacon by following this help document. Of course the classic beacon will still work, but you may see better performance with the new one.
Registration Forms
We have a couple of important forms on our site. Because of lower traffic on the form, the General Contact page actually leverages our Unbounce integration method. Our main form is a product registration form that leverages our Webservice API. This form uses javascript to validate the fields and then a PHP page to submit to our ‘third party’ program that creates an account. That program then posts the relative information to LoopFuse as a form capture. From there, the form kicks off the main lead flow and the new prospect is added to several lists that are members of other flows. These lead flows track the progress of a new account and how well it has been implemented. We’ll talk more about the lead flow implementation in Part 2.
Scoring
We use scoring to identify active visitors to our site. We mostly score people who are visiting our pricing and feature pages. We’re also interested in who comes to the blog or who looks at our demo or webinar videos. Using these rules we can get a sense for how interested a prospect may be and how likely they are to move forward in pipeline. How you use scoring will be up to your organization. We can score on page views, email opens and clicks, field values, and Custom Events.
Custom Events
Custom Events allow us to use our own product as a marketing tool. Using the API we have been able to monitor certain actions within the product and kick off events that are captured by OneView. For example, we register a Custom Event whenever someone creates an additional user in their FreeView account, a good indicator of increased adoption of the product. We can also tell when someone creates a Lead Flow or looks at a certain dashboard. We can use these events for scoring or for conditional nodes in lead flows to kick off an email with more information.
SalesForce Integration
Our Salesforce integration is pretty straight-forward, as it should be for everyone. We created some custom fields in SFDC that are unique to our organization. We then mapped those fields within the LoopFuse Fields section so that we could pass that information along. From there we can use those LoopFuse fields in form registrations, list imports, or even update them via Webservice calls. We have some Advanced CRM options to help define exactly how you want to pass that information to Salesforce, as every company’s needs differ. We also use the Activity plugin to give our sales team a quick view of how that lead looks inside OneView.
What’s next in part two? How we do email lead nurturing and much more!
We would love you to try out LoopFuse here.
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Tags: Loopfuse Success, Marketing Automation, Salesforce.com Integration, SMB Lead Nurturing Best Practices
