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SalesWings

SalesWings is a B2B SaaS sales and marketing operations solution, which helps manage lead and account qualification through holistic lead scoring and grading, provides sales insights and alerts, B2B attribution reporting, along with a tight Salesforce CRM integration.

This integration is maintained by SalesWings.

About the integration

SalesWings allows marketing teams and marketing operations managers to qualify leads and accounts for their sales teams, essential for sales and marketing alignment and operational efficiency. Furthermore, SalesWings, together with Braze, can surface a lead’s and account’s full customer journey and Braze marketing campaign engagement data to sales reps, allowing you to increase lead qualification rates through more educated conversations. SalesWings identifies needs and interests along with other signals, allowing to hand-off qualified buyers to sales teams inside your CRM in an automated manner.

Prerequisites

Use cases

SalesWings provides Braze customers with a flexible way to qualify leads, contacts, and accounts with state-of-the-art lead scoring and lead grading capabilities. All your lead qualification data is natively pushed to Salesforce CRM and other systems where you want to manage and report on leads, contacts, accounts, and opportunities.

Example of a simple, click-not-code lead scoring model in SalesWings

Example of a simple, click-not-code lead scoring model in SalesWings

SalesWings allows marketing teams to track, qualify and hand off marketing-qualified leads to your sales teams. All SalesWings data is natively pushed to Salesforce, and can be leveraged to fine-tune any existing process, or create new processes via lists, reports, flows, and more.

Example of how SalesWings lead scoring prioritizes a list of leads or contacts natively inside Salesforce

Example of how SalesWings lead scoring prioritizes a list of leads or contacts natively inside Salesforce

Example of how SalesWings lead scoring prioritizes a list of accounts natively inside Salesforce

Example of how SalesWings lead scoring prioritizes a list of accounts natively inside Salesforce

SalesWings allows Braze customers to qualify leads and accounts based on profile data (typically CRM data). This is also referred to as “lead grading”, “fit scoring,” or “firmographic scoring”. Braze customers can send attribute data directly to SalesWings, and SalesWings can read any Salesforce CRM standard or custom objects data and records for holistic profile scoring.

SalesWings enables you to show your sales reps sales insights about their leads, contacts, and accounts (Marketo Sales Insights alternative). Essentially, you can surface any Braze and web engagement data to your sales team. The insights are natively embedded into Salesforce CRM and can be pushed to other CRMs or systems or via a Braze email as a “sales alert”.

Example of sales insights view for sales reps inside Salesforce (also available for other CRM systems)

Example of sales insights view for sales reps inside Salesforce (also available for other CRM systems)

SalesWings offers native email and Slack alerts, and you can set up report subscriptions in Salesforce that your sales team can access to get daily, weekly, and monthly email reports. Furthermore, through a Zapier integration, you can build additional workflows based on SalesWings lead qualification data.

Example of sales alert via Slack channel

Example of sales alert via Slack channel

Through the native SalesWings integration with Salesforce, you can build automated reporting with leads, contacts, accounts, and opportunities based on web engagement data and any Braze campaign engagement with a native Braze currents integration. For example, you can surface a list of hot leads to a sales team, with everyone who clicked on a specific email campaign or performed a specific action in your app or website.

Example dashboard linked to Braze email & marketing engagement within Salesforce, looking at impact of Braze campaigns on sales results and outcomes

Example dashboard linked to Braze email & marketing engagement within Salesforce, looking at the impact of Braze campaigns on sales results and outcomes

Integration

Step 1: SalesWings account and configuration

Schedule a demo with the friendly SalesWings team to learn more about SalesWings.

Step 2: Installing behavioral tracking on your website or app

There are several ways for you to collect behavioral data in SalesWings for lead and account scoring, identifying buyer intent and sales insights:

Step 3: Connecting SalesWings to Braze

Go to the SalesWings Integrations page and expand the Braze Integration section.

The Braze Integration section of the SalesWings Settings page.

Copy the value of the Identifier column for the newly created key and paste it into the Braze API key field of the SalesWings Braze Integration section.

Add your Braze API endpoint as described in API and SDK endpoints article, and enter it in the Braze API endpoint field. Copy the value of the REST Endpoint column and enter it in the Braze API endpoint field in the SalesWings Braze Integration section.

Then, select Save.

Step 4: Set up a custom Currents export to SalesWings (optional)

If you want to use user behavior and message engagement events for behavioral intelligence, lead and account scoring, produce sales insights, or generate reports in your CRM, go to the SalesWings Integrations page and expand the Braze Integration section.

Select Generate under Generate an API token to setup a Custom Currents Export.

Then, create a new Current and select Custom Currents Export as the Current type.

In the Credentials section of the Current creation form, enter the API token you have generated on the SalesWings Integrations page for Bearer Token, and https://helium.saleswings.pro/api/braze/currents/events for Endpoint.

Step 5: Configuring SalesWings lead and account scoring for Braze, CRM integration, and more

Consult the SalesWings services team for full onboarding support via the website.

Using this integration

To trigger tie behavioral data and other data to leads and accounts, SalesWings must identify a user on your website or app, or through a third-party integration. This can occur in the following ways:

  • Form submissions: When a user submits a web form, SalesWings will automatically identify all of your web form types (such as login, download, contact us, etc.) and resolve the identity of a user when they submit a form.
  • URL clicks with a Braze ID or external ID: A user clicks on a Braze marketing action, typically email clicks, banner clicks, or similar, leading to a page you are tracking with SalesWings.
  • Braze Currents events (optional): If the Custom Currents export to SalesWings is configured, SalesWings will create an identified profile for every Braze user with an email that has events sent to the Current.
  • Sales email tracking via Gmail and Outlook plugins (optional): If you decide to empower your sales representative with email tracking plugins, they can trigger full website tracking of users by sending trackable links.
  • Segment.com identify event (optional): If you are a Segment.com user, you can also resolve the identity of a user with Segment.com integration.

Identifying users from URL clicks

You can identify users automatically when they click on a trackable URL (for example, email blasts, banners with URLs). To make a URL trackable, there are two ways to modify your website URLs in your emails, banners, or SMS by adding the parameter and ID at the end of your links.

  1. Appending ?braze_id= followed by {{${braze_id}}}
    • Link example: https://www.your-website.com?braze_id={{${braze_id}}}

  2. Appending ?br_user_id= followed by {{${user_id}}}
    • Link example: https://www.client-website.com?br_user_id={{${user_id}}}

The braze_id variable is set to an identifier of the user-generated by Braze and is always available. The br_user_id variable is set to the user’s identifier in your system and may be missing in certain scenarios (for example, for anonymous users created by the Braze SDK). If both braze_id and br_user_id are used in a link, SalesWings will only consider the braze_id parameter.

Using Braze Currents events in your CRM

If you connect a Braze Current to SalesWings, SalesWings will create identified lead profiles for every Braze user with an email and record supported Braze events as lead activity. In your CRM, all data can automatically be aggregated on the lead’s account level. The recorded activity and data could be further combined with the behavioral data collected with the SalesWings tracking script or Segment.com, or by sending other data to the SalesWings API, and then used to identify the needs and sales-readiness of your prospects for your lead and account management processes.

The following table shows the Braze event types supported by SalesWings and their representation in SalesWings lead activity history and rule engine:

You can then configure Custom Event > Event Name and Custom Event > Event Property conditions for SalesWings tags and scores against the SalesWings event names from the table above. The list of event properties available for conditions is prefilled with some of the commonly used entries, and you can always add new ones in the Event Property section of the Rule Engine configuration page.

Example of an Event Name condition.

For configuration and further troubleshooting, contact the SalesWings services team for onboarding support.

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