Introduction
When it comes to identifying and tracking detailed lead engagement data via messaging, SalesWings offers the following native integrations (and growing):
Now, your team may be sending 1-on-1 messages to your leads through other communication channels, including:
Email marketing tools not listed above
Pardot, Hubspot, Customer.io, MoEngage, Iterable, etc.
Sales email tools not listed above
Salesloft, Outreach, Clari, Hubspot Sales, etc.
SMS, Whatsapp, etc.
In-app pop-ups
You name it!
SalesWings now offers a way to flexibly add tracking and identity resolution with any possible platform.
So, are you're ready to start working smarter? 🚀
Follow the below steps to understand how to identify leads on your website who click on links in emails sent from those sales and marketing platforms.
Table of content:
Pre-requirements:
The messaging platform or communication solution you are looking to track with SalesWings must be connected to your Salesforce CRM.
The messaging platform or communication solution you are looking to track with SalesWings must be able to synchronize custom lead / contact / person account fields from Salesforce, and leverage them as variables in the message setup
An existing Lead or a Contact exists in Salesforce Sales Cloud and the record must contain an email-address
SalesWings must have API access and a token to Salesforce Sales Cloud must already have been created in the SalesWings Settings (This is different from the standard sync, please speak to us in case this is not set up yet.
Each link in your messaging or communication platform must be able to be amended with a dynamic variable. Variables (sometimes called attributes) are data that is personalized for each contact, for example *first_name*; in our case, we will be using our own "SF_record_ID" variable. It is important that there is no blank space in that variable's name.
The destination URL from your emails (ie. your website or landing page) should already be tracked by SalesWings tracking script
How to set up - Example of Apollo.io
In this part of the guide, we will walk you through step by step instruction on how to set up tracking for a sales automation platform, taking Apollo.io as an example.
1) Create a field in Salesforce to fetch the record ID
Create 2 custom formula fields (1 for leads, 1 for contacts) to get the record ID (lead or contact) synchronized with the sales automation platform as a custom field.
The formula field should simply populate the Salesforce record ID
2) Make sure this custom field is available for personalization in your third party platform.
Synchronize this field with your messaging platform. Typically, you have to create a custom field in your system (here Apollo), which you map to Salesforce to the above field.
This should be a text field with a minimum of 30 characters. Make sure that the field name does not have any space (for example, use "SF_record_ID" and not "SF Record ID").
In Apollo.io, for instance, all custom fields can be found under Integrations > Salesforce > custom fields.
3) Setup of Messages and Testing
When creating emails or templates from your sales or marketing automation platform, add a parameter (swsf=) to the URL, followed by the field/variable which you created above, which will insert the ID into the links.
💡 Whenever possible, add the tracking parameter and the variable in your templates, or if available, a central place where you manage your parameters (i.e. UTM parameters)
The trackable links have the following form: <web-site-domain>/path?swsf=<Lead or Contact ID in Salescloud>
Example:
https://www.saleswingsapp.com/predictive-lead-scoring-website-tracking-marketing-cloud?swsf=003FS000WJRzYAL
Let's generate a preview to ensure that the tracking parameter will work as expected with the variable:
The record ID is the same than the record ID observed in the first step on this example. Now let's send the email to ensure tracking is working as expected. Remember that SalesWings tracking script must be placed on the destination path (website or landing page).
IMPORTANT NOTE ABOUT TESTING❗
When testing, make sure you make a live-send test. For example, send a real message to yourself, DO NOT use the "send test email" or "send test" function - it may behave differently than when sending it live
Here is the email we received:
And the prospect got identified in the cockpit. We were also able to retrieve all the past activities linked to this record since they first came to your tracked website with the same cookie.
Note: For some platforms, this will not work in test environment but will work for a real email. We suggest you had a test email to one campaign and try it live for this fake prospect.
4) Go live! 🎉
Now that you know that this variable works to identify leads, go ahead and create your sales template!
If prospects click on the link to your website/landing page, and they already exist as a lead or contact in your Salesforce CRM, then they will be tracked and identified by SalesWings!
Need help with the setup, or have questions?
We will be happy to help you with the setup. Simply contact us on the chat or at support@saleswingsapp.com