PFL Integration Guide

What is the PFL Integration?

The PFL Integration for RollWorks allows you to inform your direct mail and gifting strategy using RollWorks account and contact data. Powered by RollWorks’ account-based platform, the RollWorks and PFL integration enable mutual customers to use RollWorks’ account and contact data to create automated workflows for sending direct mail and gifts to prospects and customers.

The PFL Integration provides you with the following features and benefits:

Features:

  • Account and Contact advertising data
  • Account and Contact website engagement data
  • Automated processes to automate adding contacts to direct mail campaigns

Benefits:

  • Improve your direct mail and gifting strategies by using data and machine learning
  • Access user-level advertising and website interactions to determine when and who you send to
  • Automate adding contacts to direct mail and gifting campaigns when the account or contact satisfies advertising and/or engagement criteria you customize.

Watch this video to see how the integration works!

 

Who is Eligible to access the PFL Integration?

In order to access the PLF Integration, customers must have:

How do I set up the PFL Integration?

  1. Integrate your RollWorks account and Salesforce Org following the steps in the RollWorks Salesforce Integration guide.
  2. Ensure your PFL account and Salesforce instance are integrated.
  3. Create at least one Account List in the RollWorks platform to use account data to inform your gifting strategy.

 

How do I use the PFL Integration?

RollWorks and PFL customers can use RollWorks data in Salesforce to trigger direct mail sends. There are two ways you can trigger the direct mail: 

  • Salesforce Process Builder
  • Salesforce Reports

Using Salesforce Process Builder or Flow Builder

This approach will automatically add contacts to direct mail campaigns if the contact achieves a custom level of engagement. The RollWorks User Summary custom object is the simplest way to automate sending direct mail because the advertising and engagement data is tied to a specific contact or lead. You can use any field on the RollWorks User Summary custom object that is updated based on advertising or engagement data when determining who you want to send direct mail to. 

In this example, we want to add any contact who has clicked on 5 or more ads, OR received 2 or more impressions. You can customize the criteria to fit your direct mail needs.

Object: RollWorks User Summary

Engagement criteria:

User_Summary__Conversions > 1

                     AND

Account__RollWorks Growth ICP is not null

OR

Account__RollWorks Commercial ICP  is not null

OR

Account_RW TAL  is not null

The flow should trigger when a record is created or updated.

Screen_Shot_2020-11-24_at_2.48.18_PM.png

Choose the RollWorks User Summary Object whose records trigger the flow on create or update when the specified conditions are met.Screen_Shot_2020-11-24_at_2.48.28_PM.png

Add other conditions the contact must meet besides the User Summary engagement.Screen_Shot_2020-11-24_at_2.48.38_PM.png

 

Actions: Create Campaign Member Record

To create the campaign member successfully, you will need to locate the campaign ID you intend to add the contact to. You can find the campaign ID by navigating to the campaign in Salesforce, and locating the ID in the browser URL.

Example (ID is in red):

https://adroll.lightning.force.com/lightning/r/Campaign/7014W000000u0msQAA/view

Screen_Shot_2020-11-24_at_2.48.47_PM.png

Check if the campaign member already exists in the campaign.  If the campaign member is not found, add the contact as a campaign member.

Screen_Shot_2020-11-24_at_2.48.54_PM.png

Screen_Shot_2020-11-24_at_2.49.10_PM.png

Finally, save the contact as the campaign member in the specified campaign.

Screen_Shot_2020-11-24_at_2.49.18_PM.png

Create a rule in Salesforce TMA (PFL’s Salesforce package) monitoring for the campaign member being created.

PFL_4.png

Salesforce Report Builder

This approach will allow you to sort contacts based on levels of engagement so you can pick and choose who you send the direct mail to.

Manually build a report to view which contacts are showing the most impression, click, conversion, page view activity. The example below is a RollWorks User Summary with Contact report type looking at Contacts with Clicks > 0.

PFL_5.png

Once the report has been created and saved the drop down arrow on the far right will give you the option ‘add to campaign’.

PFL_6.png  PFL_7.png

By having a TMA rule active that is monitoring for Contacts being added to this campaign you can very easily and quickly generate a number of direct mail orders seamlessly.

Resource: How to add Report Records to a campaign

TMA Product call outs when using RollWorks data

  1. If you want to send direct mail to both Leads and Contacts, you must have a rule for each type as they will use different address fields.
  2. The RollWorks integration use must be enabled as a user in Salesforce TMA. This can be done by doing the following.
  3. Navigate the TMA Administration from the Salesforce App Launcher
  4. Click on the TMA Tools tab
  5. Click on the Users tab
  6. In the search box search for the RollWorks integration user that you have set.
  7. Select ‘Enabled’
  8. Click ‘Save’
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