Data | The Marketing Automation Hub: Marketing Automation Strategies for the Bucket Marketer

Capturing RegOnline registrant information in your Salesforce.com CRM using 5Buckets

{ July 20th, 2008 }

Last week we released a new feature in 5Buckets. It integrates four different applications - RegOnline, RingLead, Salesforce.com and ExactTarget. RegOnline is a event registration application. You can use RegOnline to let your customers and prospects register for your conferences or road-shows etc. Salesforce.com is of course a premier CRM application; RingLead is a product that goes along with Salesforce.com to de-duplicate Contacts or Leads before they are stored in Salesforce.com. ExactTarget is an email marketing tool.

Our customer approached us with the problem that the registrant data captured in RegOnline was silo-ed off in RegOnline. Instead they wanted to move that data to their CRM database - Salesforce.com. Additionally they wanted to use ExactTarget to send out confirmation and reminder emails. And to complicate things further, they wanted to use RingLead to de-dup information going in to Salesforce.com.

The solution is new functionality in 5Buckets under the “Triggers” feature. As soon as a registrant signs-up in RegOnline, RegOnline triggers an event in 5Buckets. 5Buckets then in turn makes an API call to RegOnline and retrieves the registration information. This information is then passed on to RingLead to add or update in Salesforce.com. Once that is complete, 5Buckets then invokes a ExactTarget API call to send a confirmation email to the registrant.

The beauty of this solution is two-fold: data is near-instantly captured in to customer’s CRM database allowing the sales team to know that their customer or prospect just signed up for an event. And secondly, data is now in a central database. Marketing can setup further communications with customer over time such as sending reminder emails or updates about events.

Posted in 5Buckets, Data, Integration, Marketing Automation, Marketing Technology

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Tags: 5Buckets, API, Integration, Marketing Technology

Yes, I know I need flat abs

{ July 16th, 2008 }

I was on LinkedIn earlier today and looking up the profile of a former colleague, wanting to get back in touch with him. LinkedIn had placed a Google-driven Ad next to the profile listing. Check this screenshot:

The very first advertisement is for VP level jobs. Hmm, I am not looking for a job, but I will take it as a compliment that I should be applying for a VP level jobs. Next one down is “MedEd Program Experts” and third one is about flat abs. Huh, did I read “flat abs”? I know I need that too. But not while I am supposed to be looking for VP level jobs. And it’s certainly no compliment.So, what’s my point? I am not making fun of LinkedIn or Google. This is a blanket advertisement with some (loose?) logic trying to relate the content I am viewing to the advertisement I am being shown. Much like watching TV and you see an advertisement of a gas guzzling macho truck right after an advertisement for Venus razor shavers for women.My point is - use data to provide targeted communications and messaging. Many of our customers are using 5Buckets to use the data in their CRM to send targeted messages to their prospects and customers. The messaging can be a mix of email, voice messages or direct mail. It’s been 7 days since you downloaded a white paper from our site? How about a reminder email to download the trial version of the software product. Are you a VP level or a Manager level person? VP level person gets a different email message than the Manager level person.

There are many more examples of such relevant marketing. Cultivate that relationship with your customers & prospects. Gain customers and make them your brand advocates.