GatorLeads Automation within a MSCRM Environment.
The GatorLeads integration to Microsoft Dynamics CRM is an extension of the GatorLeads website tracking and IP look up solution that allows you to access the email campaign engagement, website activity and lead score information held by GatorMail and GatorLeads directly in CRM. By providing a single customer view of all of your client activity, marketers and salespeople can connect the dots between email, web tracking and traditional phone and meeting based interactions, all on a single page. This allows a far greater degree of intelligence gathering and targeted marketing activity.
The integration supplements the CRM with further information about how existing Accounts and Contacts are interacting with your digital marketing and which other companies may not already exist as Accounts in your CRM.
The information provided by GatorLeads to the CRM may be used for further segmenting of data to carry out automated nurture and drip campaigns based on contact data, website or campaign activity.
The GatorLeads Solution that's installed contains a number of new entities to capture website Visitors and Hits, new fields on the account and contact record and a number of workflow processes to populate those fields.
This document will detail what's installed and how to use it.
Data and Navigation
The information passed over from GatorLeads to Dynamics is stored against two entities in CRM; ‘Website Visitors’ (ie, the companies listed in GatorLeads) and ‘Website Hits’ (ie, the individual page hits on your website). These can be found within the 'marketing' entity within dynamics by clicking on the navigation button at the top left of your screen:
‘Website Visitors’ are companies that visited your website and have been identified by GatorLeads through reverse IP lookup. The Website Visitor CRM entity contains information including their company name, web activity and lead score, as well as valuable insight such as how many employees they have, their industry sector, and their postal address.
Navigating to the ‘website visitors’ section will provide you with a list of these companies which can be 'filtered' according to a number of different views, for example 'last 6 months by lead score' or 'Active Leads.' You can also create your own views using advanced find; to do so, click on the view and then hit 'create personal view.' This will then bring up an Advanced Find dialogue box where you can set your criteria.
Website Visitor View
Current View. This is the ‘filter’ which is applied to the website visitors held in CRM so that you can view it in a predefined format. You can change the view by clicking the chevron symbol to the right of the view’s name.
Visitor Company Name – This is the name of the company as passed across by GatorLeads. NOTE – If this company has already been created as an Account within CRM, the two names may not match exactly. You can find out how to associate the two in section X of this guide.
Last Visit Date – the last time this company visited your website.
Total Score – the total lead score which this company has accrued since they were picked up by GatorLeads.
Owner – The CRM user that the company is owned by
Associated CRM Account – The account in CRM which this company has been matched to.
Website Visitor Type – The classification used for this Visitor. These classifications are the same as those used in GatorLeads, but GatorLeads does NOT write these values to CRM, and they are therefore purely a CRM management tool.
To further explore a Website Visitor record, you can open it by clicking on the name of the company which will then open up the record of that particular website visitor:
Website Visitor Entity
Permalink: this allows you easy access to the GatorLeads permalink view; ie, the same information you would see in the 'my leads' section of GatorLeads, presented in the same way.
From this page, you can:
- Associate the Company with a CRM Account
- Assign the Company to a CRM User
- Access the GatorLeads permalink view
- View this Company’s website activity on the right hand side of the screen
- Edit information held on the company, such as address details at the bottom of the screen
How to Associate the Website Visitor with a CRM Account
When viewing a Website Visitor record, sometimes the visitor will already be associated with a particular CRM account, and a hyperlink to this account will be provided:
However, when a new Website Visitor is detected, this value will appear blank, indicating that it needs to be associated with an account. To do so, click on the blank box next to 'associated CRM account' and search for the account you want to use.
If you have not yet created an account for this website visitor, you can do so by using the 'Run Workflow' button at the top of the Website Visitor Record:
This will bring up a dialogue box where you can choose the workflow you want to run. The 'Gatorleads - Create New Account' Workflow will be selected automatically:
Once run, this will create a new account within CRM using the Account name, phone number, website and address details included in the website visitor record. When you are happy to proceed, click 'add,' then confirm application of the workflow in the next dialogue box by hitting 'ok.' You can then return to the Website Visitor record, search for the account, and click on it to associate the two.
Web activity picked up by GatorLeads will now automatically appear in CRM against this account. Contacts associated with this account will also have their individual web activity appear against their record, provided they are a tracked contact within GatorLeads.
The website hits section contains the page views your website visitors have made on your website within the date range specified. Information about web hits by specific website visitors can also accessed from within the ‘website visitor’ entity. Clicking on the company name will take you to the relevant Website Visitor record, providing you with a full history of that visitor's web history, as well as allowing easy access to the associated account.
Website Hits Entity
1) The Website Visitor that is related to the Website Hit.
2) The score for that individual web page.
3) The friendly name for the web page.
4) The URL of the web page that was hit.
5/6) This feature is only available if CommuniGator Email Marketing is also integrated. If the contact is part of the email marketing activity the individual contact who visited may be identified.
7) The Date and Time of the website hit.
8) The Category assigned to the web page.
9) Various Web Analytic information about the Website Hit.
GatorLeads's Dynamics integration also allows you to view the individual activity of contacts and accounts held within your CRM. Accounts within CRM who have been associated with a Website Visitor will contain the following information:
Account Website Activity
You can also access information about contacts who have been tracked by GatorLeads directly in their CRM contact record:
To sync the Website Visitor information with the existing CRM Accounts some workflows have been provided.
1) Connect Account To Website Visitor- If the Website Visitor field is changed on an Account, then update the Website Visitor's Associated CRM Account to show this association.
2) Create New Account (on demand workflow)- If activated, check if the Associated CRM Account field on the Website Visitor has an Account, if so then create a new Account and add in the available information e.g. Name, Phone, Website, Address, Website Visitor information (e.g. Score, Last Visit) and the owner.
3) Update Account with Website Visitor Information- If a Website Visitor record is created or the Associated CRM Account, Last Visit Date, Total Score or Permalink fields change, then, Check if there is an Associated CRM Account, if so then, update that record with the latest Website Visitor information e.g. Last Visit Date, Total Score and Permalink.
Various Dashboard are available that represent various summaries of the information provided by the GatorLeads to Microsoft Dynamics CRM integration.
GatorLeads - Account Manager
GatorLeads - Insights
GatorLeads - Website Visitors
By using the Advanced Find and Dynamic Groups within CRM and attaching them to CommuniGator Refreshing Campaign Activities, you are able to automate your lead nurture campaigns by querying any data retrieved by the GatorLeads Integration.
- Contacts that have hit a web page with a category of 'Events'
- Contacts that are associated with a Visitor where the Visitor (Account) has a Total Score greater than 2000.
GatorLeads Integration Engine
The GatorLeads integration will only be installed on a companies server if IFD or a cloud instance of the CRM is not available. If IFD or cloud is available then the integration service will be hosted on CommuniGator's servers.
The Gator Leads integration requires a set of files to be placed onto a suitable drive on a Windows Server 2008 and above that has line of sight to both the internet (https://app.wowanalytics.co.uk) and the CRM.
The integration service will only make outbound calls from the integration server to https://app.wowanalytics.co.uk. No in-bound requests are made.
The integration requires Windows Server 2008 and above and MS .NET Framework 4.5 to be installed.
GatorLeads Integration Configuration
A configuration file holds the relevant information for accessing GatorLeads and the CRM, along with various configuration settings.
These settings will be configured on installation then no longer need to be updated (unless a change is made in either system).
Please contact support for more information.
GatorLeads Integration Log File
The folder called 'Log' in the integration holds a text document that logs the activity of the integration.
If an issue is suspected this file may be requested by our support department for diagnostic purposes.