Introduction

Salesforce is a popular CRM tool for support, sales, and marketing teams worldwide. Salesforce services allow businesses to use cloud technology to better connect with partners, customers, and potential customers.

MoEngage <> Salesforce

The MoEngage and Salesforce integration can help you unify marketing and sales efforts by giving you deeper insights into which campaigns increase your deal conversion rate. We leverage Zapier to enable this integration. With this integration, you can - 

• • • Create or update Salesforce contacts in MoEngage
    • Add or remove Salesforce leads/opportunities to custom segments in MoEngage

Use Cases

1. 1. • Engage your open opportunities in Salesforce using custom segments in MoEngage.
      • Win back deals by updating lost opportunities about new features using campaigns in MoEngage.
      • Convert leads to opportunities by sending them targeted campaigns using MoEngage.
      • Move a prospect down the funnel by timely engaging them using event-triggered campaigns in MoEngage.

Integration

A. Import Salesforce Leads to MoEngage

Note: This workflow makes use of the Create or Update User Action.

In Salesforce, all Leads, Contacts, and Opportunities are stored as objects. You can import these objects as users on MoEngage and store the type and status as user attributes. This will enable you to create custom segments in MoEngage for targeted campaigns.

Follow the steps: 

Step 1: Select Salesforce as the trigger app

1. Select Salesforce from the list of apps.
2. Choose the "Event" as "New Record". Click continue.
3. Connect your Salesforce account. Select your Salesforce account from the dropdown and click continue. 
4. Select the object you want to track. Under "Salesforce Objects", select "Lead". Click continue.

5. Click "Test trigger" and Zapier will try to fetch a recent Lead. Click on continue to move to the next step.

Step 2: Select MoEngage as the Action app

Search for "MoEngage" from the apps and select it.

1. From the event dropdown, select: "Create or Update User". Click continue.
2. If you have followed the prerequisites, you should see your MoEngage account already listed. You can either choose that or connect a new one. Click continue once done.
3. In the next step "Set up action", you will see a list of attributes and user properties for you to either fill in or map from the previous step. Click here to know more. You can add the relevant custom user attributes as per your requirements.
4. For our setup, we have linked the following:
   1. Customer ID -> Email
   2. Full Name -> Name
   3. First Name -> First Name
   4. Last Name -> Last Name
   5. Email -> Email
   6. Source -> "Salesforce"
   7. Other Attributes -> salesforce_type -> 1. Attributes Type
   8. Other Attributes -> salesforce_status -> 1. Status

In the below images, we only show you those fields which have been mapped:

5. Once you are satisfied with your mappings, click on "Continue".
6. In the final step, click on "Test & continue".
7. If the API call was successful, you should see a "success" return.

You can also verify this in your MoEngage dashboard. Go to your Salesforce user's profile and look under custom attributes:

You can now send campaigns by filtering users that have relevant user attributes.

B. Add Leads to a Custom Segment in MoEngage

Note: This workflow makes use of the Add or Remove User from Cohort (Audience) Action.

For this use case, we will set up a Zap to automatically add new leads that are in the Lead Stage "Attempted to Connect" (custom lead stage) to a custom segment inside MoEngage so that we can later send them reminder emails using Campaigns.

Step 1: Select Salesforce as the trigger app

1. Select Salesforce from the list of apps.
2. Choose the "Event" as "Updated Field on Record". Click continue.
3. Connect your Salesforce account in the next step. Select your Salesforce account from the dropdown then click continue when done.
4. In the next step, configure the action.
   1. Select "Salesforce Object" as "Lead".
   2. Select "Field" as "Status".
   3. Type the value of "Field Updated to" as "Attempted to Connect".
   4. Click continue.
5. Click "Test trigger" and Zapier will try to fetch a recent Lead with the specific Lead Status. Click on continue to move to the next step.

Step 2: Select MoEngage as the Action app

Search for "MoEngage" from the apps and select it.

1. From the event dropdown, select: "Add or Remove User From Cohort (Audience)". Click continue.
2. If you have followed the prerequisites, you should see your MoEngage account already listed. You can either choose that or connect a new one. Click continue once done.
3. In the next step "Set up action", you will see a form for you to either fill in or map from the previous step. Click here to know more.
4. Select if you want to add or remove a user. Fill in all the mandatory fields and you will then be presented with an option to test this setup. Do make sure you fill in at least one of "User ID" or "Anonymous ID". To know more, read the Cohort API docs.
5. For our setup, we have linked the following:
   1. Cohort Name -> "salesforce-lead-attempted-to-connect"
   2. Cohort ID -> "salesforce-lead-attempted-to-connect"
   3. User ID -> 1. Email
   4. Anonymous ID -> 1. Email
6. Once you are satisfied with your mapping, click continue.
7. You will now be presented with an option to test this setup.

8. Click on "Test & continue" to test this setup.
9. If the API call was successful, you should see a "success" return.

You can also verify this in your MoEngage dashboard. Go to your MoEngage Dashboard >> Segment >> Create segment. Filter users by "Custom Segment" and you should see your newly created cohort here.

This confirms that your Zap was successful.

Engage using MoEngage Campaigns 

Let's say, you want to send out a promotional mail to your prospects highlighting your latest product features or new capabilities. You can simply segment your prospects using your status attribute (from Salesforce) and send them a MoEngage email campaign. Read more about MoEngage campaigns here.