Implement Conversica's Salesforce Marketing Cloud App

The integration of Conversica with Salesforce Marketing Cloud (SFMC) marks a significant advancement in sophisticated marketing strategies. Through the seamless incorporation of Conversica Revenue Digital Assistant's™ (RDA) into the journey via Marketing Cloud and Journey Builder, personalized two-way messaging enhances lead qualification. This integration streamlines communication, providing marketers with synchronized rules for a more efficient and collaborative marketing and sales process.

Marketer Journey Flow

Prior to diving into the technical implementation steps, let's take a moment to explore the comprehensive journey a lead undergoes when leveraging Conversica as a custom activity. 

1. Marketer sets up a customer segment in SFMC and creates a journey flow that makes sense for the business use case.
2. Leads process through the journey getting refined to smaller targeted segments, but with the refined segments, they can still be too large for a Sales team to handle.
3. To better qualify the leads before handing them off to a sales rep, a Marketer will add a Conversica RDA to the journey as a custom activity in SFMC Journey Builder.
4. The Marketer will select the desired conversation/contact list that will drive the best conversation for that specific journey.
5. Once a lead requires further qualification, Conversica's RDA engages in personalized two-way messaging, with all exchanged messages, lead statuses, and additional data sent back to Salesforce Marketing Cloud, recorded in a data extension for future use.
6. Next, if a Marketer wants to trigger the next steps based on the data values returned by Conversica, they can create rules through the Journey Connected Data app screen.

Note: If a customer is using SF sales cloud, they can leverage the standard SF "Data Connect" module to sync data from Salesforce Marketing Cloud (SFMC) back to the Salesforce Sales CRM objects like Lead, Contact and Campaign object, ensuring visibility for the sales team members.

Having grasped the concept of lead flow, let's transition to reviewing the implementation steps of the Conversica SFMC integration. 

Conversica & SFMC Implementation Steps

Let’s explore how to enable the Conversica & Salesforce Marketing Cloud integration in 7 simple steps. Click on each implementation item to review that specific step. 

Once the 7 steps have been completed, the first campaign journey is ready to launch! However, as a deeper understanding of the Conversica x SFMC integration is gain, potential questions may arise. To address this, a variety of Frequently Asked Questions (FAQs) is available here.