Integrating Celero with a CRM

Celero seamlessly integrates with various CRM systems, enabling effortless updates on contact engagement, as well as the generation and direct placement of new leads and contacts into the CRM. This integration greatly enhances the impact of your Microsites with minimal effort.

Just a heads up: this blog post is going to dive into some technical stuff. If you're just using Celero casually, you might not need all these details. However, for your technical and integration teams, we've put together this post to make sure they have all the information they need. So, feel free to skip it if you're not into the technical nitty-gritty! 😊

Setting it up

There are two types of integrations:

1. Using Celero with systems that tracks visitors on the site and also serves forms for lead generation - let's call them TRACKING CRMs. Examples include Marketo, Hubspot, Eloqua.
2. Using Celero with systems that don't track visitors, and you want to use Celero forms for lead generation - Lets' call those NON TRACKING CRMs. Examples include Salesforce (unless you're using Pardot) and proprietary CRMs.

Setting up TRACKING CRMs:

1. For integrations to be seamless, they have to be in the same root domain as your marketing automation or CRM sits. To do that, you will have to use Celero's custom domain capability. Celero uses this to access the system's cookie identifier (anonymous) for the purpose of validating if a form should be displayed and if engagement data can flow into the CRM using the CRM ID.
2. You will need to send us your CRM tracking tag so we can add them to your Microsites automatically.
3. We will share with you an interface to authorize Celero to access your CRM. Celero uses oAuth authentication wherever possible.
4. You will need to notify us if you want new leads to be created as leads (if supported) or as contacts.

Setting up NON-TRACKING CRMs:

1. We will share with you an interface to authorize Celero to access your CRM. Celero uses oAuth authentication wherever possible.
2. You will need to determine what fields should show in the form for lead generation
3. You will need to share what parameter are you going to append to Celero URLs to indicate the visitor ID in your CRM. This is required if you'd like to send Celero links in an email for example, and have engagement data flow right to your Contact's record in the CRM.

What private information does Celero store or access?

Celero doesn't store any PII information, and holds anonymized IDs for all visitors and contacts.

When accessing an integrations API, Celero doesn't store any of the contacts details other than their anonymized identifier from the CRM.

the only exception to this is if you are using the Celero CRM to manage your contacts, send emails and One-time passwords - In order to enable those interfaces, Celero holds the contact email for contact identification (for example when identifying for one-time-password purposes)

How does Celero Interact with the CRM?

Celero simply requires 3 integration points with any system depending on the features used:

TRACKING CRMS:

1) An API to query if the visitor id (grabbed from the CRM cookie) is already associated with a contact in the CRM - this will be used to update engagement data once the session is complete.

2) Once the visitor session is complete, Celero will add the summary of their engagement into the contact's activity steam in the CRM.

NON TRACKING CRMS:

1) Celero will automate tracking of the visitors

2) If a visitor was already identified on Celero or through a url parameter, Celero will add the summary of their engagement into the contact's activity steam in the CRM.

USING CELERO FORMS:

1) An API to query for a contact based on the email the visitor has entered. If the contact exists, we grab their anonymized ID.

2) An API to add a contact/lead if the contact doesn't exist.

We do not persist the form values but rather push them to the CRM.

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