Use cases and benefits
Capture WhatsApp subscribers on Salesforce => Alignment with CDP strategy
More enriched profiles on Salesforce through zero and first-party data collection via WhatsApp => Better segmentation & personalization within Salesforce => Higher conversion / revenue => 10-20% higher revenue per recipient across channels
Add WhatsApp as an additional messaging channel => Allow targeting contacts who prefer WhatsApp as channel => 20-40% higher revenue per recipient for WhatsApp subscribers
Setup
Depending on your Salesforce architecture, there are different options for the integration depending on the use case.
Capture WhatsApp subscribers on Salesforce & Profile enrichment
Option 1: Webhooks
You can use the charles webhook node to send contact data (incl. WhatsApp subscription info) to Salesforce. This requires you to create a data extension on Salesforce. The benefit of this approach is that the data is synced in real-time.
Option 2: sFTP integration
Charles provides a file daily on your sFTP server that contains contact data of your desired segments. Find more details on sFTP integration.
This functionality is coming soon. Please reach out to us if you're interested in using it.
If needed, we can also help you host a custom sFTP server. In this case, reach out to your account manager.
Add WhatsApp as an additional messaging channel
Charles has developed a "Custom Activity" that you can install as Package in your SFMC instance. When designing Journeys, you can add the Custom Activity and configure the data that will be sent to charles. For example, for an Abandoned cart journey, you would likely want to pass the contents of the cart to charles, to use them for personalization of the WhatsApp message, see the illustration below.
Import SFMC audiences into charles
This functionality is coming soon. Please reach out to us if you're interested in using it.
To use audiences from SFMC in charles, place them on the sFTP server. charles will retrieve the audiences in regular intervals and import them so that you can use them in your WhatsApp campaigns.
Export engagement events (WhatsApp Message Delivered, Clicked, Read)
Charles provides a file with engagement events on the sFTP. You can create an automation in SFMC or any other Salesforce product to execute the import. See sFTP integration for details.