Generate and send Salesforce outbound links with Optimize

Updated

Send Salesforce outbound links to map recipients to their individual-level Salesforce data.

Webflow Optimize can associate website visitors with their company-level and individual-level Salesforce data for anyone who clicks a Salesforce outbound link. These links unlock advanced audience targeting with pinpoint accuracy (1:1 personalization) and granular analytics data. Then, you can find out exactly who is visiting your site, how they're engaging, and (optionally) deliver tailor-made optimizations to them.

Overview of the process

  1. Integrate with Salesforce
  2. Generate an outbound link
  3. Optionally, create a personalization optimization for the recipients
  4. Send the outbound link to recipients

How outbound links work

Recipients who click the outbound link arrive on your website. Before the webpage loads, Webflow Optimize identifies that visitor and matches them to your Salesforce data. The visitor can now be targeted with Salesforce-specific audiences and their engagement will be included in Salesforce segments that can be used to refine your results.

How to generate an outbound link

Each Webflow Optimize outbound link is intended to be sent as the URL for one marketing campaign. You can add up to 10 active outbound links at a time.

To generate an outbound link:

  1. Go to the Insights panel
  2. Go to Integrations > Salesforce
  3. Click Create Outbound Link
  4. Enter a descriptive name (a new, hidden field is added to Salesforce with this name)
  5. Paste a URL for the webpage you want visitors to land on (e.g., the homepage URL)
  6. Choose Contacts or Leads, depending on what you've imported to target
  7. Click Create

How to send the outbound link to recipients

The outbound link you generated is saved to Salesforce as a new field, which is hidden by default. You can include the link as part of your marketing content that you send with your preferred outbound communication tool (e.g., email or SMS).

To locate the field and copy the link:

  • Option 1 — a Salesforce admin can unhide the field so that it appears directly in Salesforce
  • Option 2 — create a Salesforce report that includes the hidden field
  • Option 3 — many third-party outbound communication tools sync data from Salesforce and will list the outbound link with the name you generated inside their interface. For example, Salesloft lists the outbound link in their dynamic field content menu, whether the outbound link field is hidden or not in Salesforce.

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