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Sent DMS qualified leads automatically to sales

I was recently meeting with a customer discussing the first steps they wanted to take to utilize the DMS. One of the first cases they came up with was to have the ability to prioritize leads coming in from the website based on engagement value points, so they could feed sales with more relevant contacts and give sales the ability to cherry pick which potential customers to contact first.

The idea looks pretty straightforward, simply create an automation plan and add some rules that determine when a visitor is deemed a “hot lead”. As it turned out there where a few hurdles we had to overcome before we created a working solution. In this blog post I will describe the solution we came up with and what I learned along the way. I will also give some tips and tricks that help you make use of the DMS more effectively.

This post is written from an end users perspective. For the technical side of the story I will refer to the blog post of colleague.

Plan before you start

I started with creating an automation plan. This plan would be the backbone of the process. This is what the automation plan looks like:

Sitecore Marketing Automation plan

A visitor is added to the first step after a form has been submitted. The visitor is moved to the second step when the form was successfully submitted. In the second step the visitor is being held until he meets the defined criteria, in this case when the visitor accumulates at least 80 engagement value points. When the visitor has enough points he will be moved to step three where an email is sent to sales with the visitor credentials and a link to the visitor’s session and the visitor is removed from the automation plan.

The first problem I ran into is that out of the box it’s not possible to send user information embedded within the automated email that is sent to sales. My technical colleague (Frank van Rooijen) came up with a solution by creating a custom save action that reads the available fields out of the user profile and gives the marketer the ability to use tokens within the automated email. How the custom save action was developed is described in this separate blog post.

The actions that are executed when a visitor is moved from step two to step three looks like this:

The email message that is sent from the action looks like this:

After the email has successfully been send the visitor is removed from the automation plan.

Creating a form

Now we have the automation plan in place it’s time to create a form that adds the user to the plan. I created a simple form with some basic fields. The form is created with the Sitecore Webforms for Marketers module.

What I learned is that it’s important to use some default naming conventions for the fields we want to use. To make sure the company name is correctly displayed on the visitor’s session report you have to use organization as an item name. This does not mean that the display name needs to be organization as well, the display name can differ from the item name. Here are some recommended field labels.

Next we have to define the save actions.

The first action is to create a user. We need a user so we can store the form input. Out of the box a Sitecore user profile only has a few fields. I would highly recommend extending the user profile with additional fields. It’s not hard to add new fields to the default user profile. An end user could do it themselves, however you will need sufficient rights to do so, otherwise your implementation partner can do it for you.

Simply switch to the core database and navigate to settings – security – profiles and select the default visitor item.

Next click on the template link:

And here you can add additional fields to the profile. Make sure you save your changes and switch back to the master database.

If we now go back to the webforms save actions under create a user you can map the fields from the form to the user profile.

The last mandatory save action is to enroll the visitor into the engagement plan.

Let’s test
The visitor fills out the form:

And is added to the automation plan:

The visitor is kept within the state until he gains enough points. When he does an email is sent and the visitor is removed from the plan. What I learned is that you will always need a trigger before the rule is being evaluated. I recommend using evens as a trigger.
If everything is working correctly sales should receive an email that would look something like this:

Right now the link points to the login page of Sitecore. We might extend the save action to have the visitor session included within the email.

After login the aggregated visitor session is being displayed:

And sales can click through to an individual session:

We believe this new save action opens up a lot of possibilities. Not only to be more relevant to sales, but it’s also a great way to segment users.

Series NavigationSending tokenized emails from a Sitecore Engagement Plan >>

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