Watson Campaign Automation is the IBM solution formerly known as IBM Marketing Cloud / Silverpop.
Is Salesforce integrated with your Watson Campaign Automation instance? Great! But, as a marketer what does that mean and how does it impact the day-to-day function of your leads? We’re here to help. This week we introduce Internal Marketing Manager, Nora Luongo, to share her 3 things every marketer should know about their Watson Campaign Automation + Salesforce integration.
Before we begin, there are some Salesforce specific terms I’m going to talk about in this post that you need to understand in context with Watson Campaign Automation:
Leads: Records that are synced to Salesforce and have not been converted to a Contact
Contacts: Records that have been converted and attached to an Account
Accounts: Company name object, that houses contacts and opportunities
Campaigns: A marketing activity you can plan and track within Salesforce
Campaign ID: ID for the specific Campaign
Campaign Status: Status of Leads/Contacts in your Campaign (Sent/Responded or custom values)
1) Email, Last Name, Company Name
When synching leads bi-directionally between the two systems or just from Watson Campaign Automation to SFDC, every record must have values for three fields: Email, Last Name, and Company Name. If these are left blank, the record will not sync over to Salesforce.
If you do not know Last Name or Company Name put an X or another phrase to indicate it is a temporary placeholder and update it when known. Just remember, if you do use X or another phrase in these fields and you use these fields for personalization in mailings, you will need to put in safeguards to make sure the recipient doesn’t see the fake value.
2) CRM Settings in Organization Settings Is Your BFF
Note: You must be an Admin of your Watson Campaign Automation org to see Organizational Settings
There are more sections within the CRM settings, but I will just highlight the 3 tabs I use most often:
a) Status Checklist
The CRM Integration Status Checklist catalogs all the sync agents that are currently enabled/disabled for your organization. Unfortunately sync agents are not stealthy secret agents, they are the kind of syncs that are set up to run between Watson Campaign Automation + Salesforce.com. Looking at the picture below, each of the categories: Profile Data for Leads, Contacts, and Accounts; Alerts to Chatter/Tasks; Lead/Contact Mailing History to CRM; etc. are all sync agents. Enable the ones applicable to your organization and disable any irrelevant agents.
If you see green checks across the board and the last successful sync date/time is within 1-2 hours of checking – you’re good to go! However, if you see that you have green arrows, but the last successful sync was at 8 AM and you’re checking at 1 PM, this can indicate a sync stall; open a support case if you see this. Also, open a support case if you see a red exclamation point – this means the sync has stopped, indicating a bigger problem.
b) Field Mappings
The field mapping tab can be a bit confusing so let’s break it down. There are two tabs on the left: “Active Mapping” and “Working Copy”.
Active Mapping is the default view and shows what fields are currently set to sync, one way or bi-directionally. Working copy is where you edit (add or remove) the field mappings.
There are also 4 tabs to the right, “Leads”, “Contacts”, “Accounts”, and “Review”.
If you click on Leads, Contacts, or Accounts you will automatically see their Active Mapping. Go to the Working Copy to make edits, then go to the “Review” tab (at the far right) to activate the new mapping(s). If you do not activate in the “Review” tab after making changes to your mappings in the working copy tab, they won’t save or show in Active Mapping.
Note: Your mapping will look different based on your field names and sync directions
Alerts are used to identify contacts “flagged” with an issue. Unlike user created lead alerts, these are system generated alerts indicating why a record hasn’t synced.
Using the “Search In Records” feature for a desired time frame, you can find if a specific record yields an alert. An alert may identify a contact with a missing Email, Last Name, or Company Name for example. Or that the campaign ID associated with the record is not the correct number of digits.
If you do not understand how to correct the issue related to the alert, open a support case.
The CRM settings are a great governance resource a lot of WCA users don’t know about. If you do not currently have admin permission, but you are the resource who would handle these items, request admin status from the current organization administrator.
3) Syncing Form Submissions
Did you know you can set Watson Campaign Automation forms to sync contacts on submit with Salesforce.com? Did you also know you can push those submitted contacts to a campaign in Salesforce.com? If you answered no to one or both – stick with me!
In Watson Campaign Automation, go to the landing page that has the webform you would like to sync. Click directly on the form name and under Form Settings you will see the checkbox (default is unchecked) to “Enable sync record to CRM on ‘Submit’” and underneath that, two text fields relating to campaigns.
Adding campaign information is optional, but you must have the checkbox ticked if you do add campaign information otherwise it won’t work. You can paste the campaign ID from Salesforce to the Default campaign code text box in the forms. If you would like to set the status of all contacts who submit the form and are added to the campaign, you can do that in the Campaign Status text box. Save and publish the landing page to activate.
Did you Learn Something New?
I hope my 3 things (okay, more like 5 things) to know about your Watson Campaign Automation + Salesforce integration were helpful. I learned from speaking with other marketers they didn’t know how to optimize or oversee their sync – they just knew it was set up. Hopefully knowing these items will help streamline your sync and save time in your daily tasks.