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Documentation Wiki > ExactTarget > Integrations > ExactTarget for Microsoft Dynamics CRM 4.0 > Add-ons for ExactTarget for Microsoft Dynamics CRM 4.0 > Web-to-Lead Add-on

Web-to-Lead Add-on

From $1

    This document contains conceptual, scenario, and procedural information about installing and using the Web-to-Lead add-on with your ExactTarget for Microsoft Dynamics CRM installation. Contact your ExactTarget representative for more information on obtaining the Web-to-Lead add-on. 

    Prerequisites

    Before you install the Web-to-Lead add-on, be sure that your system meets the technical prerequisites. If your system does not meet the prerequisites, part or all of the installation may fail.

    You must install .NET 2.0 on every server where you plan to install the Web-to-Lead web page. Typical installations place the Web-to-Lead web page on only one server, but you might install it on multiple servers if you have installed the components of the ExactTarget for Microsoft Dynamics CRM integration separately. See the ExactTarget for Microsoft Dynamics CRM 4.0 Installation Guide for more information.

    You can download .NET 2.0 from this location:

    http://www.microsoft.com/downloads/d...DisplayLang=en

    You must download the Web-to-Lead Add-On as well.

    You must also perform the edits and rule changes specified in the documents below:

     

    What Is the Web-to-Lead Add On

    The Web-to-Lead add-on is an addition to your Microsoft DynamicsT CRM account that allows your web prospects (leads) to fill out a form and be added directly to your Dynamics CRM instance as a lead, contact, or account.

    If the web prospect already exists in Dynamics CRM, you can configure the feature to update their information in the system or to discard the information. You can also configure this feature to create a campaign response for web prospects that complete the web-to-lead form.

    To use the Web-to-Lead add-on, you must create one or more web forms. You can use the ExactTarget landing page functionality to create the forms, or you can use a third-party solution. In the code for the form, you instruct the form to post the data to the Web-to-Lead add-on using a command such as the following:

    <FORM ACTION="http://www.example.com/default.aspx" METHOD="POST">

    The destination URL is the location where you install the Web-to-Lead add-on.

    Why Use the Web-to-Lead Add-On

    Use the Web-to-Lead add-on to provide another channel where prospects can find your organization and begin a relationship. Internet forms are unobtrusive, cost-effective, and require little maintenance.

    The Web-to-Lead add-on goes a step further by automating the process of entering web prospects to Dynamics CRM as leads, contacts, or accounts. Automating this process provides even more benefits because it:

    • Saves your business time by eliminating man-hours needed to add web prospect information to Dynamics CRM by hand.
    • Ensures that the prospect's contact information appears in Dynamics CRM exactly as the prospect entered it.
    • Eliminates opportunities for human error, such as forgetting to add prospect information to Dynamics CRM.
    • Allows you to configure the feature for more automatic actions, such as sending an automatic campaign response.

    Web-to-Lead Scenario

    This section demonstrates one possible use of the Web-to-Lead add-on.

    How It Looks

    Cloud Computing Services, Inc., sells services to companies that help take advantage of software-as-a-service offerings. CCS has a web page where potential clients can sign up to receive a white paper and monthly newsletter, and the web page captures the prospect's information in CCS's Dynamics CRM account.

    An executive from Northern Trail Outfitters finds CCS's web form on the company's corporate website. She fills out her contact information to download a whitepaper and opts in to the monthly newsletter. When the executive clicks Submit on the web form, she is redirected to a page where she can download the whitepaper. A few minutes later, she receives a confirmation email thanking her for her interest in the whitepaper. Three days later, she receives a call from a CCS sales representative to talk about how Northern Trail Outfitters could benefit from the the power of Cloud Computing Services.

    The executive says that Northern Trail Outfitters doesn't have the budget right now, but to check back in six months. The monthly newsletter that the executive begins to receive has specific content targeted to potential customers demonstrating the benefits of Cloud Computing Services.

    Three months later, the executive finds the budget for CCS's services. She clicks the call-to-action in the email newsletter, which takes her to a web form, different from the one she filled out earlier. This form identifies the lead as being ready to talk to someone from sales, so the sales rep calls right away, three months earlier than originally planned.

    How It Works

    To create this user experience for their web prospects, Cloud Computing Services performed the following steps:

    1. Install the Web-to-Lead add-on
    2. Create two web forms
    3. Configure the business logic in the Web-to-Lead add-on for the two web forms
    4. Create a monthly newsletter email with dynamic content based on lead status
    5. Set up an email marketing automation program using ExactTarget for MSCRM that is configured to send a confirmation email upon a campaign response generated from the web form and Set up an MSCRM workflow rule that triggers a task for a sales rep when the campaign response is generated from the second web form.

    Install the Web-to-Lead Add-On

    CCS installed the add-on using the installation instructions provided. They installed the add-on in the following location:

    http://www.example.com

    Create Two Web Forms

    The first web form, newLead.html, is the one reached by a web prospect at the beginning of the interaction. It is a small form that appears in the corner of all of the pages of their corporate website.

    The web form collects the prospect's basic contact information and posts it to the Web-to-Lead add-on. The hidden input identifies a profileid value of 1. The system uses this information to find the correct set of instructions in the configuration file.

    <html>
  <body>
    <form action="http://www.example.com/default.aspx">
      <p>Please complete the following form:</p>
      <input type="hidden" name="profileid" id="profileid" value="1">
      <table>
        <tr><td>First Name:</td><td><input type="text" name="fname"></td></tr>
        <tr><td>Last Name:</td><td><input type="text" name="lname"></td></tr>
        <tr><td>Company:</td><td><input type="text" name="comp"></td></tr>
        <tr><td>Phone:</td><td><input type="text" name="phone"></td></tr>
        <tr><td>Email address:</td><td><input type="text" name="email"></td></tr>
        <tr><td></td><td><input type="submit" name="submit_button" value="Submit"></td></tr>
      </table>
    </form>
  </body>
</html>

    The second web form, readyToBuy.html, is the one linked to in the monthly newsletter. It collects enough information to identify the prospect and also posts it to the Web-to-Lead add-on. The second form contains a hidden input that identifies the profileid value as 2, which allows this form to find a different set of instructions in the configuration file than the first form did. CCS can set up the link in the email to pre-populate the information in the form for the prospect's convenience.

    <html>
  <body>
    <form action="http://www.example.com/default.aspx">
      <p>Complete this form and a representative will contact you:</p>
      <input type="hidden" name="profileid" id="profileid" value="2">
      <table>
        <tr><td>First Name:</td><td><input type="text" name="fname"></td></tr>
        <tr><td>Last Name:</td><td><input type="text" name="lname"></td></tr>
        <tr><td>Company:</td><td><input type="text" name="comp"></td></tr>
        <tr><td>Phone:</td><td><input type="text" name="phone"></td></tr>
        <tr><td>Email address:</td><td><input type="text" name="email"></td></tr>
        <tr><td></td><td><input type="submit" name="submit_button" value="Submit"></td></tr>
      </table>
    </form>
  </body>
</html>

    Configure the Business Logic in the Web-to-Lead Add-On for the Web Forms

    For each web form, CCS creates a profileid node in the WebToLeadConfig.xml file that they created when they installed the Web-to-Lead add-on. This file contains the instructions to the system for what to do when one of the forms is completed.

    <WebToLeadProfiles>
  <WebToLeadProfile id="1"><!--Instructions for the first form-->
    <Organization>exampleCCS</Organization><!--The company's ID in Dynamics CRM-->
    <ErrorUrl>http://example.com/Error.aspx</ErrorUrl><!--The redirect page in case of error-->
    <SuccessUrl>http://example.com/mySuccessPage.html</SuccessUrl><!--The redirect page when the operation succeeds. It thanks the user for their interest.-->
    <CallingUrls enabled="false">
      <CallingUrl>http://example.com/newLead.html</CallingUrl><!--The URL of the first form-->
      <CallingUrl />
    </CallingUrls>
    <RecordType>lead</RecordType><!--The kind of CRM record to create-->
    <DeDupe enabled="true" updateOnDupeFound="true" multipleDupeDateField="createdon" multipleDupeDateMethod="latest"><!--Tells the system to deduplicate on email address-->
      <DeDupeFields>
        <Field name="emailaddress1" incomingName="email" />
      </DeDupeFields>
    </DeDupe>
    <HardCodedFields><!--Gives the campaign ID and subject for leads from th is form-->
      <Field name="campaignid" type="lookup" value="EF67269B-2B93-DC11-A9A8-0003FF9A56FD" create="true" update="true" />
      <Field name="subject" type="string" value="New Web Lead" create="true" update="true" />
    </HardCodedFields>
    <IncomingFields><!--Maps the CRM field (name) to the form name (incomingName)-->
      <Field name="firstname" type="string" incomingName="fname" create="true" update="true" />
      <Field name="lastname" type="string" incomingName="lname" create="true" update="true" />
      <Field name="companyname" type="string" incomingName="comp" create="true" update="true" />
      <Field name="telephone1" type="string" incomingName="phone" create="true" update="true" />
      <Field name="emailaddress1" type="string" incomingName="email" create="true" update="false" />
    </IncomingFields>
    <StateField stateValue="Open" statusValue="1" create="true" update="true" /><!--Sets the status of the lead-->
    <AsynchronousProcessing enabled="false" />
    <CampaignResponse enabled="true" campaignCode="CMP-1002-S448K4" createClosed="false"><!--Identifies the campaign code -->
    <HardCodedFields>
      <Field name="subject" type="string" value="Response to web form inquiry" /><!-Defines the subject of the campaign-->
    </HardCodedFields>
    <IncomingFields></IncomingFields>
    </CampaignResponse>
  </WebToLeadProfile>

   <WebToLeadProfile id="2"><!--Instructions for the second form-->    <Organization>exampleCCS</Organization>
    <ErrorUrl>http://example.com/Error.aspx</ErrorUrl>
    <SuccessUrl>http://example.com/readyToBuySuccess.html</SuccessUrl>
    <CallingUrls enabled="false">
      <CallingUrl>http://example.com/readyToBuy.html</CallingUrl>
      <CallingUrl />
    </CallingUrls>
    <RecordType>lead</RecordType>
    <DeDupe enabled="true" updateOnDupeFound="true" multipleDupeDateField="createdon" multipleDupeDateMethod="latest">
      <DeDupeFields>
        <Field name="emailaddress1" incomingName="email" />
      </DeDupeFields>
    </DeDupe>
    <HardCodedFields>
      <Field name="campaignid" type="lookup" value="F751A040-F6E3-DC11-84B7-000E7F30252C" create="true" update="true" />
       <Field name="subject" type="string" value="Lead Ready to Buy" create="true" update="true" />
    </HardCodedFields>
    <IncomingFields>
      <Field name="firstname" type="string" incomingName="fname" create="true" update="true" />
      <Field name="lastname" type="string" incomingName="lname" create="true" update="true" />
      <Field name="companyname" type="string" incomingName="comp" create="true" update="true" />
      <Field name="telephone1" type="string" incomingName="phone" create="true" update="true" />
      <Field name="emailaddress1" type="string" incomingName="email" create="true" update="false" />
    </IncomingFields>
    <StateField stateValue="Open" statusValue="1" create="true" update="true" />
    <AsynchronousProcessing enabled="false" />
    <CampaignResponse enabled="true" campaignCode="CMP-9999-S422L4" createClosed="false">
      <HardCodedFields>
        <Field name="subject" type="string" value="Ready to Buy Webform Completed" />
      </HardCodedFields>
      <IncomingFields></IncomingFields>
    </CampaignResponse>
  </WebToLeadProfile>
</WebToLeadProfiles>

    Create a Monthly Newsletter with Dynamic Content based on Lead Status

    To be able to base dynamic content in an email on the lead status, the ExactTarget account must contain a Subscriber attribute that maps to the CRM lead status. CCS creates a Lead Status attribute in ExactTarget.  Then, CCS maps the attribute to the appropriate CRM field in Dynamics CRM:

    When the marketing department at CCS creates the newsletter, they include dynamic content based on the attribute that's mapped to the CRM status. This way, all of their leads can receive the same newsletter, but leads who haven't agreed to purchase services can receive content about ROI of CCS services, while leads ho have already signed on can receive slightly different content encouraging them to buy more services.

    Create a Marketing Automation Program in Microsoft Dynamics CRM

    See the Email Automation with Workflow document for information on creating a marketing automation program. For example, you can create a program that send a confirmation email when a campaign response is generated from a web form. You can then set up a workflow rule that triggers a task when a campaign response is generated from another web form.
     

    This page was last updated by Ryan Williams on Tue, 11 Oct 2011 12:45:09 GMT.

    If you require assistance with the ExactTarget application, please contact Global Support. If you wish to send Ryan direct feedback, fill out the form below:

     

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