Personalization is the holy grail for many companies, but it can be elusive to achieve. This session will focus on how to accelerate the power of personalization by integrating Sitecore and Salesforce. In this session, we will provide step-by-step guidance on how to plan and execute an integration between Sitecore and Salesforce that does not only focus on the technical integration but more importantly walks you through the decisions regarding what customer data is captured and shared between the two platforms. Real-world examples will highlight how to share data between the systems and leverage the power of the Salesforce CRM and SFMC to deepen engagement and conversions. Presented by Kristine Stebbins.

1. #SitecoreSYM#SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
1
Sitecore and
Salesforce –
Better Together
Kristine Stebbins
Hero Digital

2. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
2
Kristine Stebbins
Managing Director
Hero Digital
I am relentless in pursuit of driving
digital transformation that creates
value for my clients and has a
positive impact on the world.
“
 Works with clients every day helping them to get the ROI out of the Sitecore
Platform
 Expert at guiding clients through the process of activating Sitecore capability
to drive business value

3. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
3

4. #SitecoreSYM 4
Degrees of Personalization
Personalization is the Holy Grail
Assumptive Persona
 Born out of existing marketing
segmentation
 Based on existing customer insights
 Combined with predicted customer
behavior
Researched Persona
 Updated with latest marketing
segmentation
 Refined based on client guidance
 Validated through research
Dynamic Persona
 Personalized with customer data
 Analyzed against customer behavior
data (CMS, CRM, etc)
 Optimized experience and results
through CX Design

5. #SitecoreSYM 5© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Customers Travel in Journeys

6. #SitecoreSYM 6© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Journeys are Longitudinal – Data tends to be siloed
Media / MKTG
behavioral data
Website
behaviors
Customer
Behaviors

7. #SitecoreSYM 7© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Journeys are Longitudinal – Data tends to be siloed
Media / MKTG
behavioral data
Website
behaviors
Customer
Behaviors
Key data breakpoints
– that disrupt the
customer experience

8. #SitecoreSYM 8© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Journeys are Longitudinal – Data tends to be siloed
Media / MKTG
behavioral data
Website
behaviors
Customer
Behaviors

9. #SitecoreSYM 9
What’s the Chocolate and What’s the Peanut Butter?
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

10. #SitecoreSYM© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
10
Data holds the
ingredients together

11. #SitecoreSYM
S4
S
Partner
API
Email Experience Manager
Sitecore Web Forms
Users
Custom Forms
Reports
Profiles
Roles
Products
Campaigns
Custom Objects
Cases
Leads
Contacts
Opportunities
Documents
Accounts
Do anything
interface
SSL protection
(HTTPS).
No at rest data
Instant bi-directional
connectivity
Connection
Interface

12. #SitecoreSYM
S4
S
Partner
API
Sitecore Web Forms
Custom Forms
Products
Campaigns
Custom Objects
Cases
Leads
Contacts
Opportunities
Documents
Accounts
Visitor submits a
web form
Map Forms to Salesforce
S4S Wizard
maps form to
Salesforce
Updates custom
objects

13. #SitecoreSYM

14. #SitecoreSYM

15. #SitecoreSYM
S4
S
Partner
API
Sitecore Web Forms
Custom Forms
Leads
Contacts
Visitor submits a
web form
Push Analytics to Salesforce
Via S4S Save
Action Sitecore
XDB
Sitecore behavior is
visible in Salesforce
Form data
Goals reached
Accumulated goal
points
Pages visited count
Profile name
Profile key values
Pattern card
Actual pages visited
Duration on each page
Date of visit
Visitor IP
REAL TIME
Reportable
View on Demand

16. #SitecoreSYM
S4
S
Partner
API
Leads
Contacts
Personalize Sitecore from Salesforce
Visitor is anonymous
Sitecore
XDB
Implicitly control
web experience
Form Data
Goals Reached
Accumulated Goal
Points
Pages Visited Count
Profile Name
Profile Key Values
Pattern Card
REAL TIME
Returning visitor gets tailored
content based on their
Experience Profile

17. #SitecoreSYM
S4
S
Partner
API
Personalize Sitecore from Salesforce REAL TIME
Leads Contacts
Anonymous visitor
gets “Contacted”
experience
Sitecore
XDB
Mapped to
Sitecore field
Annual Revenue
Campaign
Created By
Email Opt Out
Industry
Lead Owner
Lead Source
Lead Status
No. of Employees
Rating
Title
Use Sitecore rules
to determine
personalization
Contact Owner
Created By
Email Opt Out
Lead Source
Title
 Open
 Contacted
 Qualified
 Unqualified

18. #SitecoreSYM
xDB Facet Fields:
 Campaign
 Industry
 Lead Status
 Rating
S4
S
Partner
API
Personalization: Rules Based REAL TIME
Sitecore
XDB
Annual Revenue
Campaign
Created By
Email Opt Out
Industry
Lead Owner
Lead Source
Lead Status
No. of Employees
Rating
Title
Personalization Rule 1:
If the Lead Status facet value
is “Contacted”, show
Contacted content
Lead Status:
 Open
 Contacted
 Qualified
 Unqualified
Leads
Contacts
Contacted
EXPLICIT
PAGE
COMPONENT
Mapped field
Mapped field
Mapped field
Mapped field

19. #SitecoreSYM
xDB Facet Profiles:
 Profiles Keys
 Pattern Cards
S4
S
Partner
API
Personalization: Rules Based REAL TIME
Sitecore
XDB
Form Data
Goals Reached
Accumulated Goal
Points
Pages Visited Count
Profile Name
Profile Key Values
Pattern Card
Personalization Rule 2:
If the Pattern Card facet value
is “Tailor”, show Tailor
content
Pattern Cards:
 Tinker
 Tailor
 Soldier
 Sailor
Leads
Contacts
EXPLICIT
PAGE
COMPONENT
Personalization Rule 3:
If the current contact matches
the Tailor Pattern Card, show
the pattern card content
Sitecore Tracker
(Interaction):
 Profiles Keys
 Pattern Cards
Tailor
IMPLICIT
LOADINTERACTION
Tailor

20. #SitecoreSYM
S4MC
MC
SOAP
API
Sitecore Web Forms
Custom Forms
Subscribers
Subscriber Lists
Publication Lists
Suppression Lists
Map Forms to Salesforce
Identify method
captures visits
from other devices
Data Extensions

21. #SitecoreSYM
Make data from Salesforce available to Sitecore Experience Platform
 Personalize based on Salesforce data
 Create segments in Sitecore that combine data from
Salesforce & Sitecore
 Associate Sitecore visitor activity with a Salesforce
campaign
Make data from Sitecore xDB available to Salesforce
 Augment customer data with data from Sitecore xDB
 Add data to Salesforce from Sitecore websites
Feature parity with Dynamics CRM connector
Bring your CRM into xDB and
work within a single-system with
Salesforce Connect
© 2001-2017 Siecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarksof Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

22. #SitecoreSYM
22
Segmentation in Sitecore
User Story #1
I want to create a segment in Sitecore that
contains contacts associated with an on-going
campaign I am managing in Salesforce because
I want to use those contacts in a new email
campaign I am creating.
Value:
 Reuse segments from Salesforce
 Enrich Salesforce segments with xDB data

23. #SitecoreSYM 23
Personalization in Sitecore
User Story #2
I want to personalize a web page so that visitors
who have responded to a campaign I am
managing in Salesforce see special promotional
content.
Value:
 Personalize based on information collected
in multiple channels

24. #SitecoreSYM 24
Campaign Tracking
User Story #3
I want to associate visits on a landing page with
a campaign I am managing in Salesforce so that
I can measure the response to my campaign.
Value:
 Track activity in Sitecore without having to
create a new campaign.

25. #SitecoreSYM
User Story #4
I want to see contact information collected by
Sitecore along side contact information collected
by Salesforce in order to have a complete view
of my customer.
Value:
 See all relevant customer information in a
single place.
25
View Contact Information

26. #SitecoreSYM
Architecture
Completely customizable
 Add additional Salesforce object
types and properties without code
 Change default data mapping
without code
 Pipeline-based architecture for
developer extensibility
Documentation
 Installation guides
 Release notes
 Step-by-step tutorials
Dedicated logging to
facilitate troubleshooting
 Level of detail on logs configured
independently from Sitecore for
more granular control
 Level of detail on logs can be
changed without editing server-
side config files
 Data synchronization log
separate from standard Sitecore
log to make it easier to isolate
and troubleshoot problems
Salesforce API usage
reporting
 Check Salesforce API usage from
the Sitecore client to understand
the impact on Salesforce API
limits.

27. #SitecoreSYM 27
Features
Features Sitecore 8.x Sitecore 9.0
Sitecore personalization based on marketing list (Dynamics) or campaign
(Salesforce) membership
YES YES
Sitecore segmentation based on marketing list (Dynamics) or campaign
(Salesforce) membership
YES YES
Pre-configured contact data mapping (CRM à Sitecore) YES YES
Pre-configured contact data mapping (Sitecore à CRM) YES YES
Customizable contact data mapping (CRM à Sitecore) YES YES
Customizable contact data mapping (Sitecore à CRM) YES YES
Pre-configured interaction data mapping (CRM à Sitecore) NO YES
Pre-configured interaction data mapping (Sitecore à CRM) NO YES
Customizable interaction data mapping (CRM à Sitecore) NO YES
Customizable interaction data mapping (Sitecore à CRM) NO YES

28. #SitecoreSYM 28
Requirements
Supported Sitecore Versions:
 8.1 update 1+: on-prem with Lucene
 8.1 update 2+: on-prem using Solr for
the analytics index
 8.2 update 1+: Azure
Salesforce Requirements:
 Ability to use the Salesforce REST API
(read) & Bulk API (write)
Other Requirements:
 CRM Connect 1.4.1
 Data Exchange Framework 1.4.1

29. #SitecoreSYM 29© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Journey Strategy – Drives Data Mapping Strategy and How to Utilize Data from
Sitecore and Salesforce Better Together
Media / MKTG
behavioral data
Website
behaviors
Customer
Behaviors