Salesforce is awesome at delivering the right customer data to the right members of your team at exactly the right time for any customer interaction. But sometimes the data that your teams want to access in Salesforce may not necessarily be appropriate or even possible to store in Salesforce. That’s where Heroku comes in.
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In the cloud platform’s own words, Heroku provides seamless Heroku Postgres and Salesforce Data synchronization, enabling organizations to go beyond the usual data architectures and combine the capabilities of the Lightning Platform and Heroku.
That’s a fancy way of saying that Heroku allows companies to leverage and manage external data sources within their Salesforce experience. There are a lot of practical reasons an organization may benefit from this type of Heroku use case. Some examples include:
Since any CRM is only as impactful as the data behind it, we are quick to recommend Heroku to our clients whenever it can bolster their Salesforce objectives. You can read about some of our recent Heroku-related projects below.
USE CASE: Real-Time Data Enrichment
Many organizations rely upon data enrichment services to better qualify and prioritize leads. Oftentimes, this practice is focused on updating existing lead data in batches. But Heroku provides the toolkit necessary to enrich inbound lead form completions in real-time, ensuring a company’s freshest leads are also their most qualified.
When ThoughtSpot came to Canpango with the goal of migrating their marketing automation practices to Pardot, our delivery team leveraged Heroku to make API calls between Pardot and the company’s preferred data enrichment providers to ensure the supplementary lead qualification data was added to the prospect record immediately at conversion.
USE CASE: Displaying Data from Multiple Pardot Instances
INDUSTRY: Professional Services
When multiple Pardot instances are connected to the same Salesforce org, only the Lead and Contact scores, grades, and activities that correspond to the logged-in Pardot instance will display. If a user needs to see any of those data sets from a different Pardot instance, the user must log out and log back in.
To circumnavigate this issue for Clarion Events, which manages multi-instance Pardot users, Canpango created custom objects in Salesforce related to Lead and Contact records. Our delivery team then leveraged Heroku to host an app that checks for these prospect data sets across all connected Pardot instances. If any updates were found, these results are written to the Salesforce custom object.
USE CASE: Automated Campaign Member Creation
CLIENT: Leading end-to-end transaction platform for commercial real estate sales.
A great benefit of Pardot is the ability to generate dynamic email content based on known prospect interests. While segmenting email content by buyer interests is easy to put in practice, it can be a bit trickier to ultimately attribute these interactions to individual campaigns.
During a recent Pardot migration, the client wanted to ensure they could report on engagements with this degree of specificity. By using Heroku, the Canpango delivery team was able to create an app hosted in Heroku that consumes all web visits containing a tracking code via the Pardot API, processes only the web visits with applicable parameters, and then creates or updates the corresponding lead or contact with the appropriate campaign membership.
Have a project where Heroku can help? Contact our team today.
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