Introduction
Welcome to the RB2B and Salesforce integration playbook! This guide will walk you through the steps to connect these powerful platforms and unlock valuable insights about your website visitors.
By integrating RB2B with Salesforce, you can:
Identify and track key decision-makers visiting your website.
Enrich your Salesforce contacts with valuable data from RB2B.
Create targeted workflows and automate your sales and marketing outreach.
Gain a deeper understanding of your audience and their behavior.
Improve lead generation, conversion rates, and overall sales performance.
RB2B x Salesforce Playbooks
Strategies and Best Practices
Maximizing Contact and Account Creation
Toggles for Contact and Account Creation: Ensure the settings are optimized for the highest lead capture by turning on the following toggles:
"Create as a new Contact, connected to the Account" when an individual is identified who belongs to a known Account but does not exist as a Contact in Salesforce.
"Create as a new Contact and Account" when an individual is identified who doesn't belong to a CRM Account or doesn't have a company.
Best Practice: Avoid using the "Ignore" options to ensure that you are not preventing a profile from being sent to Salesforce.
Automated Lead Segmentation
Sync Website Traffic with Salesforce Reports: Use the RB2B integration to sync website visitors with Salesforce Reports based on their engagement level or company profile. You can segment leads into groups like “High-Value Prospects,” “Engaged Visitors,” or “Potential Opportunities.”
Best Practice: Automate this segmentation using Salesforce Flows to trigger personalized emails or nurturing campaigns when specific criteria (e.g., company type, engagement level) are met.
Data Enrichment for Smarter Outreach
Enrich Salesforce CRM with RB2B Data: Use the real-time visitor data provided by RB2B to enrich your Salesforce CRM profiles. This gives your team detailed insights into which accounts are engaging with your content, pages, and resources.
Best Practice: Sync RB2B visitor behavior with Salesforce contact records, enabling sales teams to tailor outreach based on visitor activities, such as pages viewed or time spent on a product demo page.
Automated Outreach for Sales Teams
Leverage Salesforce's Email Sequences: Using the enriched RB2B data, automate personalized outreach campaigns through Salesforce's email sequence functionality. Based on visitor behavior, trigger tailored emails that address specific pain points or offer solutions that match the visitor’s interests.
Best Practice: Include dynamic content in your Salesforce emails, personalized to the individual’s browsing behavior or company details, making the outreach more relevant.
Improving Lead Scoring
Adjust Lead Scoring Models with RB2B Data: Use the detailed visitor data provided by RB2B to adjust your Salesforce lead scoring. For example, prioritize visitors who have shown interest in specific product pages or who belong to target companies.
Best Practice: Continuously refine your lead scoring model in Salesforce, incorporating RB2B’s insights into real-time visitor activity to ensure higher quality leads are prioritized for follow-up.
Account-Based Marketing (ABM)
Combine RB2B and HubSpot for ABM Campaigns: Use the real-time data from RB2B to create highly-targeted ABM campaigns in Salesforce. Identify and track high-value accounts visiting your website and sync them into specific HubSpot lists for more personalized outreach.
Best Practice: Implement personalized nurture workflows, leveraging Salesforce's multi-channel engagement features (email, ads, social) to target high-value accounts across different touchpoints.
Tracking and Reporting for ROI
Track the Performance of RB2B-Driven Leads in Salesforce: Use Salesforce's reporting tools to track how leads captured via the RB2B integration are progressing through the sales funnel. Measure conversion rates, engagement metrics, and overall ROI of the integration.
Best Practice: Regularly review this data to optimize campaigns, focusing on what’s working and where adjustments are needed to improve conversion rates.
Sales and Marketing Alignment
Coordinate Efforts Between Sales and Marketing: Use RB2B’s Salesforce integration to ensure both sales and marketing teams are aligned. Provide sales teams with the real-time visitor data and profiles from Salesforce, ensuring they can engage with leads promptly and with full context.
Best Practice: Hold regular sync meetings between the sales and marketing teams to review the effectiveness of the integration and make adjustments based on feedback and results.
Understanding RB2B Data in Salesforce
Lead and Account Sources:
RB2B automatically sets "RB2B" as the Lead Source for new Contacts and the Account Source for new Accounts in Salesforce if RB2B was the original source of identification. This allows you to easily track and report on Contacts and Accounts that originated from RB2B. More informationPage View Activity:
RB2B utilizes Salesforce's Tasks feature to display a Contact's recent page view activity. A Contact's list of recent page views, as recorded by RB2B, can be found as individual Tasks recorded in the Contact's Activity. The same information list displayed as a Task on the Contact's Account. More information
📖 ESSENTIAL READING: For the most up-to-date list of profile information and properties sent by RB2B to Salesforce, please read How RB2B's Salesforce CRM Integration Works.