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Growth & Marketing

Geoffrey Keating on May 27th 2020

In today’s COVID-19-induced economy, should you be reducing or increasing your advertising?

All Growth & Marketing articles

Chipper Nicodemus on July 6th 2020

How to choose the best attribution tool for your business, based on your role, company size, and objective.

Madelyn Mullen on June 30th 2020

David Raab, the founder of the CDP Institute, shared a 4-step process for how organizations achieve resilience. Learn the truths and hear examples from Segment STACKED experts on how their companies live and breathe each step of this resilience process.

Ju Lee on June 25th 2020

Transferring information from your sales teams to your support teams is one of the most critical parts of ensuring new customers are set up for success. But for many organizations, this transfer of data is a disorganized mess, with vital details lying dormant in different siloed systems. 

In this recipe, you’ll learn how Segment can help share data between two for the most popular platforms – Salesforce and Zendesk – so that your sales and success teams have the most up to date information at all times. 

For this recipe, we’ll focus on pulling one of the most popular data points – whether or not an account is a “key account” – from Salesforce and associating that information to the same account in Zendesk.

Step 1: Connect your data warehouse to Segment Personas

A data warehouse is the perfect place to run reports and analyze data from multiple different sources.

Segment partners with all your favorites in the cloud data warehouse space - Snowflake, Redshift, Postgres, and more. Head to the Segment catalog and connect Segment to the data warehouse used by your business. Check out these step by step instructions on how to do that.

Step 2: Connect a Salesforce source to Segment

You may already use ETL workflows to load Salesforce data into your data warehouse, but if you don’t the next step is to pipe your company’s Salesforce data out of Salesforce and straight into your data warehouse.

From your workspace’s /sources page, click add source, select Salesforce, and give your source a name.

Note: In order for Segment to collect and sync your Salesforce data, you must enable API access. For more information on API access for Salesforce, follow Salesforce’s recommended documentation.

Now, decide what data you’d like to sync. With Segment, you can choose which sources, collections, and properties sync to your data warehouse. Our Selective Sync feature will help manage what data is sent to your warehouse, allowing you to sync different sets of data from the same source to different warehouses. Check out more information on how to use Selective Sync here.

For the purpose of this recipe, make sure you are syncing the custom field in your Salesforce that defines the Account as a ‘key account’.

Step 3: Create a new computed SQL trait

Once you’ve selected what data you’d like to sync, it’s time to build an SQL Trait. SQL Traits allows you to pull customer data directly from your warehouse into Personas and activate it in your chosen tools.

This means you can unlock data in your warehouse that has previously been inaccessible to advertising, marketing automation, and out-of-the-box analytics tools. Or in this case, account data from Salesforce.

Go to the Computed Traits tab, click create a new SQL trait, and follow the instructions below:

  1. Select the data warehouse that contains the data you want to query.

  2. Create a SQL trait that contains the account’s ID renamed as

    group_id. Select the custom field (or any other fields you wish to send to Zendesk).

  3. Click Preview to make sure the SQL trait works correctly.

  4. Save the computed trait.

Step 4: Connect your SQL trait to Zendesk

Once you’ve created your SQL trait, you’ll be asked to send it to a destination. For this recipe, add Zendesk as a Personas destination and send it as a group call.

Once you add Zendesk as a destination, Segment will sync this SQL trait every hour to the accounts found on Zendesk. Now that your support teams and sales teams have the same data to work with, they can focus on delivering the best customer experience possible.

Wrapping up

Here’s what we’ve achieved in this recipe:

  • Sent Salesforce data to your data warehouse.

  • Enriched your user profiles in Personas with information from your data warehouse.

  • Sent that data to a support tool such as Zendesk.

Try this recipe for yourself...

Get help implementing this use case by talking with a Segment Team member or by signing up for a free Segment workspace here.

Grazielle Lenehan, Sheena Malone on June 14th 2020

With this recipe, you’ll learn how to identify support tickets by pricing plan so you can prioritize your response times accordingly.

Calvin French-Owen on June 12th 2020

This recipe shows you how to use heatmaps to optimize the performance of your webpages. By seeing the areas of pages that users are engaging with most often, you can determine where to invest your time and energy.

Calvin French-Owen on June 2nd 2020

With this recipe, you’ll learn how to identify your highest value users and then automate referrals for your business.

Calvin French-Owen on June 2nd 2020

In this recipe, we’ll show you how to use Facebook Lead Ads to determine what a user is interested in—directly from the user themself. Then, we’ll show you how to use that data to drive revenue through personalized email campaigns.

Calvin French-Owen on May 29th 2020

This recipe walks you through fixing your funnel bottlenecks so you can improve your conversion rates. The “funnel” that we describe here is the journey your customers take through your product or service.

Geoffrey Keating on May 27th 2020

In today’s COVID-19-induced economy, should you be reducing or increasing your advertising?

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