Terminus Integration Guide for Salesforce: Email Experiences

Integration Overview

Terminus Email Experiences integration with Salesforce ensures the free flow of data and marketing insights between two key components of your marketing tech stack. Start targeting Salesforce contacts with personalized inbox advertisements while at the same time tracking Email Experiences’ impact on your company’s bottom line. Leverage Email Experiences relationship intelligence to remove the guesswork around opportunities, see which coworkers provide the best path to every contact and account, and ensure all of the customers and prospects your teammates are emailing are captured in your CRM.

With the exception of Salesforce Opportunity Data, all of the below features require the full Salesforce Integration. Request access by submitting a ticket through the Terminus Support Portal, and then enable the integration by following these instructions.

Guide Contents

• Salesforce Opportunity Data
• Contact Import
• Engagement Tracking
• Relationship Intelligence
• Creating Opportunity Lists
• Terminus Signatures
• FAQs 

Salesforce Opportunity Data

Gain insight into how your Email Experiences ads are impacting key opportunities in your pipeline. Instantly see which open and closed opportunities have been influenced and generated by Email Experiences. 

Salesforce Opportunity Data is available to all Email Experiences customers and does not require installing the managed package.

To access this information, simply navigate to the Campaigns section in Email Experiences and click into any campaign's detail page.

 

Set-Up

Please note that to leverage this functionality, you must be using Recipient Analytics. If you're using Email Experiences full Salesforce Integration, no other action is needed. Otherwise, follow the instructions below.

Step 1

Navigate to your Account Settings. Select Integrations, and then CRMs.

Step 2

Inside the CRMs section, click on the dropdown next to Salesforce and select Connect.

Step 3

Log in to Salesforce to complete the connection.

 

Contact Import

To enhance your targeting capabilities, the Salesforce integration allows marketers to import campaign contacts straight to Email Experiences to align with campaigns now and in the future. Depending on how you’ve arranged campaigns in Salesforce, this opens up endless opportunities. Most notably the ability to align Email Experiences campaigns to specific stages of your sales cycle.

Once you import a contact segment to Email Experiences, use Email Experiences Relationships to gain an understanding of how strong your company’s collective connection is with every campaign's contact as well as who on your team has the best relationship with each individual. See how relationships are trending and make strategy adjustments when necessary.

The instructions below detail how to import and leverage Salesforce campaign contacts, but you must first enable the Salesforce Integration.

Step 1

Navigate to the Email Experiences Lists section and select Import.

Step 2

Select Salesforce as the list type.

Step 3

Select the Salesforce campaigns you would like to import and click Sync.

Step 4

Align the newly imported contacts to Email Experiences ABM campaign(s). In the event of Salesforce data updates, changes will be synced to Email Experiences in a matter of minutes.

Step 5

Use Email Experiences Relationships to track how your company’s collective connection is with every contact on the list. Simply click into the list to review your relationship scores.

 

Engagement Tracking

Recipient analytics are tracked in the native Email Experiences application automatically, but with the help of the Salesforce integration, you can push recipient analytics directly into your Salesforce environment. If one of your Salesforce contacts clicks on an Email Experiences campaign banner, that activity is tracked in the same way as any other engagement.

Once you have enabled the Email Experiences Salesforce Integration, follow the instructions below to track which Salesforce contacts have engaged with a particular Email Experiences campaign.

Step 1

To have a view into Email Experiences engagement, you will first need to create a custom object tab for SigstrEngagements.

Step 2

Once the custom object tab has been created, navigate to its location. SigstrEngagements are custom objects that are created every time a Salesforce contact clicks on an Email Experiences campaign.

Step 3

Click on each SigstrEngagement for a more detailed view. For each Email Experiences campaign click, Salesforce records the recipient and the timestamp.

Step 4

Run a Salesforce report to gain an aggregate view of Email Experiences engagement. SigstrEngagements are found under the Activities section.

Please note that by default, a Salesforce contact must exist on a list that has been synced to Email Experiences in order for the engagement activity to be pushed back to Salesforce.

If you wish to track which Salesforce contacts have engaged with a particular Email Experiences campaign without the contacts having to be included on a list synced to Email Experiences, please submit a ticket through the Terminus Support Portal and request for the SFDC engagement sync functionality to be enabled.

 

Relationship Intelligence

For many sales and marketing organizations, Salesforce acts as a central source of truth and the operating system of your revenue teams. However, the quality of data captured in your CRM is reliant on sales and service reps manually submitting contacts and activities. Because employees are focused on selling, and not on data capture, it’s often difficult for sales and marketing leaders to understand what is happening inside target accounts. And further, companies don’t know which contacts are the driving forces behind key decisions.

With the Email Experiences Salesforce Integration, that all changes. The integration allows you to bring together historical data from Salesforce and real-time relationship data from Email Experiences to gain a holistic view of the contacts and accounts that your business depends on. Within Salesforce, leverage relationship intelligence to remove the guesswork around opportunities, see which coworkers provide the best path to every contact and account, and ensure all of the customers and prospects your teammates are emailing are captured in your CRM.

Account & Contact Intelligence

You may have thousands of companies in your Salesforce environment, but how strong is your connection with each account and contact? How are those relationships progressing? The Email Experiences Salesforce Integration allows you to score your relationships with every company and individual in your Salesforce environment based on real, human interactions. By analyzing the email and calendar patterns of all your employees, Email Experiences identifies and quantifies the entire universe of relationships that reside in your CRM, all without any added effort from end-users.

• Select the best-fit accounts for your ABM efforts
• Gain alignment with sales around key opportunities
• Monitor how sales are activating key relationships
• Know which contacts inside accounts to target

Salesforce Data in Email Experiences

Bring Salesforce’s account and contact data into your Email Experiences Relationships environment. By bringing together historical data from Salesforce and real-time relationship data from Email Experiences, you gain a holistic view of the contacts and accounts that your business depends on.

Contact Creation

Do all of your most important customers and prospects reside in Salesforce? Use Email Experiences Relationships to ensure that every contact in communication with your sales and service teams is captured in your CRM. Surface new contacts through employee email and create them in Salesforce with the click of a button. Keep up-to-date without any added effort and never lose a connection as the result of employee turnover.

Field Creation

Once you have the integration enabled, Email Experiences will automatically create a custom number field on the Contact Object and on the Account Object called Relationships Scores.

With the integration enabled, Email Experiences Relationships will sync relationship scores to any known contact and/or account. Only contacts who have accepted a calendar invite or a 2-way email interaction will receive a score. The account score will factor in all of the relationships between your employees and the employees of an account. Email Experiences will increase or decay scores based on the recency & frequency of email communications and calendar meetings.

 

SFDC Views and Reports

Step 1

Include the Relationship Score field in your All Contacts. This ensures that if you click on View All Contacts in an account, one column will list relationship scores. Set this view as your default sort so that you can monitor which contacts are most engaged with your business.

Step 2

Include Relationship Score as a column on key account and contact reports.

Step 3

Make sure your team understands the value of relationship scores!

API Calls

Email Experiences automatically batches contacts, leads, and accounts into groups of 200. This means that if you have 10,000 contacts in Salesforce, there will be 50 API calls on a weekly basis.

Inversely, Email Experiences pulls data from Salesforce on a daily basis, which relies on 12 API calls.

 

Creating Opportunity Lists

As your accounts progress through the sales pipeline, the type of messaging that you want to deliver to those accounts may change. Email Experiences has the ability to create dynamic lists based on your Opportunity pipeline! Set up different Targeted campaigns based on the stage(s) of your Salesforce Opportunity lists. It is a powerful tool to deliver pertinent content at key stages in the sales process.

With Email Experiences' Salesforce integration, we will automatically create dynamic lists based on your Opportunity pipeline!

Note: Salesforce must be connected to Email Experiences in order to use this functionality. It may take up to 24 hours for Opportunity lists to populate in Email Experiences after the connection is made.

Once Salesforce has been connected, Email Experiences will automatically create a contact list for each Opportunity stage in your Salesforce pipeline. The platform will pull all Salesforce contacts that are associated with the accounts in your Opportunity pipeline.

Step 1 - Create a Targeted Campaign

From the Campaigns page, click 'Create Campaign' in the top right corner. From there, select 'Targeted' from the various campaign types.

Step 2 - Select Opportunity lists for targeting

Once the Targeted campaign type is selected, you will then assign the Opportunity list(s) to the campaign you are creating. This can be a single list or multiple lists, depending on the target audience.

To easily find your Salesforce Opportunity lists, we recommend typing in 'Salesforce' or 'Salesforce Opportunities' into the search bar.

Step 3 - Finish creating your campaign

The rest of the campaign creation process is the same. Upload the banner image(s), assign the clickthrough URL, and activate your campaign!

The Opportunity contact lists will refresh every 24 hours to get the latest members of that Opportunity stage. 

 

Terminus Signatures

To use Terminus’s Email Experiences signatures in Salesforce emails, please install the Email Experiences Managed Package. Upon installation, a new custom field named "SigstrSignature" will be added to the User Object that contains each end-user's personalized, HTML email signature.

 

FAQs

How will we need to provide our Salesforce data to Email Experiences? As a one-time data transfer or by providing access to our Salesforce instance (continuous data transfer)?

• Terminus Email Experiences integrates directly with Salesforce. There is no need to do a one-time data transfer.

• Terminus Email Experiences’ free (Read-Only) integration is powered by an OAuth connection from Email Experiences to Salesforce.

• Terminus Email Experiences’ approved AppExchange Package can be installed in your SF Org if desired.

How many rows of data?

• With our App Exchange Package, Email Experiences will create one row in a custom table every time an email recipient clicks on an Email Experiences ad.

• These can be deleted from Salesforce at any desired time by your Salesforce admin.

Do you have a list of data elements that you usually ask for from Salesforce?

• See the below DFD for a breakdown of data element access.

Are there any Salesforce data elements that we will receive?

• Email Experiences will create a custom "SigstrEngagements" table, which will store contact click events (timestamp and campaign ID)

• Email Experiences will also create a custom "SigstrSignature" field on Salesforce users who have corresponding users in the Email Experiences system (matched by email address), to contain their personalized, HTML email signature.

• Email Experiences can write a custom "Relationship Score" value to Account & Contact records.

Can you provide a data flow diagram?

• Below is a simple DFD that shows the access Email Experiences has based on the integration type used.

• Email Experiences is a cloud service so any data being transferred is sent to and/or comes from our cloud infrastructure in AWS.

Does the Email Experiences Connector fall under the Salesforce Connect limits?

• Yes, these apply to your SF Connection and API limits. We leverage Batch APIs where possible to reduce call volumes.

Does the connector have a throttle? How many records are synced per minute (maximum value)?

• API calls vary based on the kind of record being synced. See below.

Is there a filter of what records of an object are synced – if so, what are these per Salesforce object?

• There is currently no filter, however, Email Experiences ONLY syncs the data listed below.

Is there a data retention policy for records or does Email Experiences just clone these and store them indefinitely?

• Email Experiences allows you to configure a data-retention policy for your account data. This can be 6, 12, 18, or 24 months.

What triggers/controllers/other Apex classes are part of the managed package?

• Email Experiences users APEX Triggers to power the real-time syncing of campaign lists.

When utilizing the anonymization for click rates, at which point does the anonymization of the data happen?

• Right on the click handler.

• While processing the cached data to store it to the database, meaning the data is put into a cache/queue with its individual properties. Individual properties are ignored while storing the data

• After that, meaning the individual data is obfuscated after fully processing the event.

Salesforce API Call Detail

• To Update Salesforce: 1 API call per Account and 1 per Contact, each day. (Relationships Only)

• To Update Email Experiences: < 20 API calls per day. (Relationships Only)

• To Push Clicks into Salesforce: 1 call per day.

• To Update Signatures in Salesforce: 1 API call per Email Experiences User, when signatures change.

• To Sync Salesforce Campaign Lists: 1 API call per CampaignMember, on *only* the Salesforce Campaigns you choose to sync to Email Experiences, at the time of the sync.