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Understanding the INBOX25 SugarCRM Integration-rev6 · PDF file 2020-01-17 ·...

Date post:27-May-2020
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    What’s inside?

    1. Introduction

    2. Real-time Data Sync

    3. Data Management Styles between platforms

    4. Bi-directional Target List Support (and why you need it!)

    5. The critical role of Target Lists

    6. Extended Module Support – all data is relevant for profiling leads

    7. Marketing Automation meets Business Process Management

    8. Leveraging the Account-to-Contact relationship with ease

    9. Don’t recreate the wheel... Mirror CRM User Permissions

    10. Email Preference Centers drive engagement and reduce opt-outs

    11. Lead Capture from Landing Page directly to Sugar

    12. One 360-degree view into a records entire engagement history

    13. Revenue Attribution and Opportunity Analytics

    14. Email Campaign Management

    15. SocialCRM is now a reality for Sugar

    16. Integrate with LiveChat, Olark, Zendesk, GoToWebinar and Twilio

    17. Agency Edition for Multiple-brand Management and Resellers

    18. What are our users saying about INBOX25 + SugarCRM?

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    Comparing Apples to Apples is important. Within the SugarCRM ecosystem you will find any number of fantastic integrations to compliment your CRM platform with rich marketing functionality and features. When you drill-down into the Marketing Automation sector the feature variation can become blurry and make it difficult to compare one platform with another. This is particularly true when it comes to the topic of CRM integrations and we’re hoping to provide clarity for you on what INBOX25 can do. The depth of our integration goes well beyond any other marketing platform within the Sugar ecosystem. The primary goal of this guide is provide some perspective of what’s possible vs. what is typically provided. The buying decision for such a complex platform can be a lengthy process that is full of overwhelming research and feature-noise. It can be easy to forget about the basics when you’re watching demonstrations of features that seem incredible within a mock environment, but don’t let it overshadow the most critical component, data. If any data is going to flow into, between or from a CRM, you’ll want to make sure you’re considering all of the angles of how these two platforms will intersect. The secondary goal of this guide is to help articulate the immense possibilities that our integration has to offer for new users that are coming online. Chances are good that you have forgotten some of the features that were shown to you during our product demonstration process. This guide will help refresh your memory and probably help inspire some creative thinking. Regardless of how you have found INBOX25, we’re certainly glad that you did. Even if you don’t choose INBOX25 as your solution, this guide will certainly provide valuable recipes for success that have been implemented in live environments by SugarCRM users. If you have any questions, do not hesitate to reach out. Our team is standing by ! Cheers! Kevin Lawrie Cofounder

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    Real-time Data Sync Not almost real-time. Not sort-of real-time. We mean real-time. Most of the leading Marketing Automation platforms available within the Sugar ecosystem utilize scheduled or batch processes (CRON job) to push updates from Sugar to their marketing platform. The frequency of any batch process (sync) usually depends upon the performance capabilities of the hosting environment of the CRM, since that process runs locally. A slower operating environment or an environment with high-load, might not enjoy a high frequency of updates between the respective platforms. The challenge with the batch model is the inherent delay between syncing your two platforms, which can be several hours. When a lead exhibits buying behavior, even a few minutes can mean the difference in closing a sale vs. losing a sale. When using SymSync for SugarCRM or SuiteCRM, all record updates are instantly pushed from your CRM to INBOX25 immediately after a change is saved. From the moment a sales agent or customer service representative clicks ‘Save’ inside your CRM, the update is instantly pushed to INBOX25.

    From a server resource perspective, this methodology is far more efficient and doesn’t require any complex customizations to your CRM or burdensome CRON jobs for your host environment to run. From a marketing and sales perspective, this methodology ensures far more responsive and timely marketing programs. Sales agents are always getting the

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    most up to date information on their priority leads activity and leads are always receiving the right message at the right time. Be on the look out for platforms that only provide “Near real-time” or “simple batch” data-sync solutions. You’ll be glad you did.

    Flexible Data Management There shouldn’t be a “one-size fits all” model for determining how and when data is exchanged between a marketing platform and a CRM. There are several viable data methodologies and our goal is to provide flexible options so an organization can determine which makes the most sense for their marketing and sales program. Full Real-time Sync A full-sync of your CRM will create a full working replica of records that exist within your CRM inside your INBOX25 platform. Once the initial sync is completed, SymSync will keep the working copy in-sync moving forward. Targeted Real-time Sync A targeted-sync of your CRM will allow you to filter the specific group of records that you want to have included in your marketing platform and eligible for marketing activity. This allows you focus on records that you feel should be considered for your marketing program, while ignoring records that should not be considered. Filter options include targeting records by date (Example: Lead records created after January 1, 2016) or by Target List Membership (Example: include only Leads that are members of Cold Leads, Warm Leads and Recycled Leads). Once the initial sync is completed based on the filters you set, SymSync will then keep those specific records in-sync moving forward, while all other records within your CRM are ignored. Real-time Push to CRM when the time is right Depending on the volume and complexity of your lead generation program, it may make the most logical sense for records to reside in your marketing platform until the moment a lead becomes sales-ready and they should be pushed to the sales team. By utilizing our ‘Transfer Target’ workflow action, you can push a lead record to your CRM instantly when the record exhibits specific behavior or matches a

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    specific profile. This action is typically taken when a lead becomes ‘Sales Ready’ and needs to be moved from the marketing team to an assigned sales agent. This methodology allows you to manage the entire lifecycle from lead acquisition, to lead nurturing, to lead qualification entirely from INBOX25 and separate from your CRM. This ensures that only qualified leads are ever introduced to your sales team and CRM environment.

    Bi-directional Target List Sync One of our more popular features is our bi-directional support for the Sugar Target List module. It’s the easiest mechanism within your CRM to effectively organize data, structure campaigns and to turn CRM Report results into an actionable format. Most of our competitors completely overlook this critical CRM function or simply water it down to the point that the only capability is to import Target Lists individually into their platform as a new proprietary list. The major issue we find with this approach is that a lead or contact can exist on multiple target lists and you don’t want to duplicate a lead or contact record for every unique target list you import. Our approach leverages the Target List relationship and assigns it to a single lead or contact record based on their internal CRM ID. This allows you to leverage multiple target list relationships for a single Lead, Contact, Account or Target record while maintaining a single marketing record and profile. Helpful Hint for Custom Modules: Sugar offers a highly customizable framework that allows you to build the CRM around your business needs. Custom Modules extend functionality to match specific requirements for an organization and they can be quite common within a Sugar environment. Custom Modules are not accessible by our integration and any data relationships or fields are not going to be exposed for us to sync. This is something that you’re going to experience with any other vendor as well. A great work-around to this scenario is to use Target Lists. Using your CRM you can segment records based on data objects that exist within a Custom Module and add those records to a Target List. In turn our integration can access the data relationships and records contained in the Target List for the purposes of executing your marketing program. Since our integration with Target Lists is bi- directional any future updates to your Target List will be reflected within INBOX25.

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