6 Benefits of Integrating WordPress with Salesforce

08/20/2019 3 min read Written by Ian McNair

Salesforce is one of the most well-known CRMs on the market. This CRM offers many tools for storing and organizing your company's sales and prospecting data. However, this data could be even more valuable when integrated with your WordPress website. Below we offer six useful ways to synchronize your Salesforce and WordPress data.  

1. User Management Made Easy

Syncing your WordPress users to your Salesforce CRM is crucial for maintaining a cohesive user database. You can setup core WordPress functions, like site registration, to create new leads in your Salesforce database that come from WordPress. You can also sync fields between the two applications so that your company departments all have access to the same data set.

Do you run a related membership website or host-specific data on your website that is only visible to your customers? With a Salesforce to WordPress integration, you can keep your users' account status synced dynamically. This lets you tag your leads as customers in Salesforce and have them automatically updated with a customer tag. In turn, giving them access to 'customer only' areas of your website. Automated prospect to customer updates lessen your sales teams' workload, and they'll look like geniuses to their newest customers. 

2. Convert Form Submissions Into Leads

If you need to convert WordPress form submissions into leads, you'll need to integrate your site more fully with Salesforce. WordPress hooks and filters let you send form data to Salesforce and track your form's performance in your CRM. Knowing the forms that convert better will help your inbound marketing team tune the forms that don't work as well. 

3. Track 'Logged-In' User Activity

To identify the most trafficked areas of your website, you can set up 'logged-in' user page tracking to push user page history into a custom Salesforce Object. If you're hosting your WordPress site, be warned that tracking users at this detailed level requires a good deal of computing resources. And depending on how your web hosting provider charges you could turn into an expensive proposition. A more reliable and efficient way to track customer activity is through HubSpot and a HubSpot Salesforce Integration.

4. Build a Product Catalog or Ecommerce Store

There are many ways to import your product database into your Salesforce CRM, but there are few ways to keep that data synced with an external eCommerce store. There are some out of the box solutions available, which are products that work with as many Salesforce setups as possible. These off-the-shelf solutions may nullify any customizations to your eCommerce workflow or database. 

A custom integration solution could include a product catalog. It could even include a full eCommerce solution that records all stock quantities, sales, and other sales data in your Salesforce database. Having previous purchase data in Salesforce is helpful when targeting customers for new products, promotions, or marketing campaigns.

5. Tack on Campaign IDs to WordPress Actions

Do you want to associate any core or custom WordPress actions with your Salesforce campaigns? Attaching WordPress actions to Salesforce lets you associate users who register on your Wordpress site with a sales campaign. You can also add anyone who submits a specific form to a given Salesforce campaign ID. You can even target particular website activities you want to be tracked. For example, you can add a WordPress action that keeps track of the number of blog posts a user views in each product or service category. If they hit a specific metric (i.e., number of blog posts read) you can associate them with a campaign ID that corresponds to that category. The number of custom actions you can create and track in this manner is endless. So be sure you have specific marketing or sales goal in mind you can align these custom actions to. 

6. Custom Object Integration

Salesforce is extremely extensible with the right developer on your team. You can create entire Salesforce objects dedicated to your website. For example, if you want to build a website that tracks your rental properties and stores their data in Salesforce, then a custom integration is what you need. You can use it to track tenant rent due dates, amounts, and payments right inside of your Salesforce database but allow your tenants to pay their bills on your WordPress website.

Final Thoughts

There certainly is a lot you can do with Salesforce and WordPress and even HubSpot. Just be sure you have all your customizations and configurations tied to your business goals and priorities. Otherwise, you'll just be spinning your wheels on the cool tech that ultimately has no benefit to the bottom line and proves little ROI.

By: Ian McNair

Ian is a front-end ninja and HubSpot development pro. He loves tinkering with modern CSS techniques, JavaScript, and pushing the limits of the HubSpot template system.

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