Setting up Intercom Salesforce Integration: 2 Easy Methods

on Data Integration, ETL, Tutorials • November 17th, 2021 • Write for Hevo

Have you looked all over the internet to learn about Intercom Salesforce integration? Are you struggling to connect Intercom to Salesforce? If yes, then this blog will answer all your queries. Intercom is a CRP tool that helps you to communicate with the customers. Salesforce is a CRM tool that also provides various services like sales, health, marketing, etc. to you. In this blog, you will learn about Intercom, Salesforce, and how to achieve Intercom Salesforce integration with ease. 

Table of Contents

Introduction to Intercom

Intercom Salesforce Integration - Intercom Logo
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Intercom is an American software company founded in 2011. It is a Conversational Relationship Platform (CRP) that lets you know who is using your product and makes it easy for you to communicate with them. It helps you to track and filter your business data. You can communicate with your customers using behavior-driven messages, targeted content, and conversational support.  

Introduction to Salesforce

Salesforce is a Saas based Customer Relationship Management (CRM) tool. Salesforce also provides an enterprise suite focused on customer service. It can help you with your IT service, commerce service, marketing service, etc. It will help your business to track customer activities with ease. As it is on the cloud, your team can access it from anywhere. Companies like American Express, Sony, and Health Leads use Salesforce for their services. Also, check Mailchimp Salesforce Integration.

Prerequisites

  • You need an Intercom account with full admin permission.
  • Salesforce accounts with admin permission that has API access, like Enterprise or Unlimited edition. 

Let’s see Intercom Salesforce integration in detail.

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Method 1: Intercom Salesforce Integration Using Manual Method

Under this method, you will be required to import data from Intercom to the Salesforce platform and then transfer that data by creating a connection between Intercom and Salesforce Deployment.

Method 2: Intercom Salesforce Integration Using Hevo Activate

Hevo Activate provides a hassle-free solution and helps you directly transfer data from Redshift, Snowflake, Intercom, etc., to Salesforce without any intervention in an effortless manner free of cost. Hevo Activate is fully managed and completely automates the process of not only loading data from your desired source but also enriching the data and transforming it into an analysis-ready form without having to write a single line of code. Hevo’s pre-built integration with Intercom (among 100+ Sources) is free of cost and will take full charge of the data transfer process, allowing you to focus on key business activities.

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Procedure for Setting Up Intercom Salesforce Integration

Here are the methods you can implement to set up Intercom Salesforce Integration in a seamless fashion:

Method 1: Intercom Salesforce Integration Using Manual Method

Let’s see how you will achieve Intercom Salesforce integration in a few simple steps:

  • Step 1: Go to AppStore and search for ‘Salesforce’.
  • Step 2: Click on the ‘Install Now’ button. Now, Intercom automatically links your leads or contacts to matching leads or contacts in your Salesforce account.
    If you want to check your integration first, you can select ‘Install using sandbox’ from the dropdown when you are installing Salesforce as shown below.
Intercom Salesforce Integration: Install Salesforce
  • Step 3: After the installation is completed, you can map the qualification data that you want to sync between Salesforce and Intercom. Custom qualification can be done by selecting the corresponding Salesforce field.
Intercom Salesforce Integration: Map data

You can also send your country code and continent code based on the user IP. 

A) View Lead or User’s Salesforce Data from Inbox

To see lead or user’s Salesforce data, you can add it in the inbox and then see it while having a conversation with that lead.

  • Step 1: On the right side of your screen, click the ‘Customize‘ option in the Detail section. 
Intercom Salesforce Integration: Select Customize
  • Step 2: Click ‘+ Add more‘ and then select the ‘Salesforce‘ option from the drop-down. 
Intercom Salesforce Integration: Click Add more

Now, you can see Salesforce accounts, contact, and opportunity information while having conversations with them. If you have multiple opportunities, you can toggle between them using the drop-down. 

  • Step 3: To see full Salesforce information about the lead or contact, you can select ‘Open in Salesforce’ as shown below.
Intercom Salesforce Integration: Open in Salesforce

Intercom displays different types of data for contact, opportunity, and account. For account, it will show name, domain, account owner, and country. For opportunities, it will show the owner, close date, stage, and amount. For contact, it will show the name, email address, and account owner.

B) Intercom Salesforce Integration: Leads

You will cover the following topics in this section:

1. Send Leads

You can create leads in Salesforce, only if you have their email address. There are two ways to send your leads from Intercom to Salesforce:

A. Using Operator

You can set up an operator’s task or custom bots, to automatically send your leads from Intercom to Salesforce. After you decide the data that you would like to collect in the qualification section of the task bot setting, follow these steps:

  • Step 1: Select ‘Add data’ and then choose which lead you want to send.
  • Step 2: Click ‘Create a lead in Salesforce’ and define a label for this lead source. It will appear in your Salesforce and will help you drive your marketing campaigns and sales.
B. Set-up Follow up Rules in Ongoing Message to Visitor

When you create an ongoing message for the visitor with an email collector, then anyone who replies to it will become your lead in Intercom. 

  • Step 1: Create an ongoing message with an email collector in Intercom. 
  • Step 2: Select ‘Add Action’ and in the drop-down select the ‘Create a lead in Salesforce’ option. 
  • Step 3: Select ‘chat’ as your message type, ‘email collector’ as response type, and ‘full’ in sending your message.
2. Create Salesforce Lead Manually

You can create your Salesforce Lead manually using the following steps:

  • Step 1: If you are having a conversation with a lead in Intercom, and with Salesforce in conversation details, you can click ‘Create Lead’ on the bottom-left side of the screen. 
  • Step 2: The Salesforce app will display the lead profile and a direct link to the lead in Salesforce.
Intercom Salesforce Integration: Lead details

Associated cases will also be displayed in Contacts in Salesforce.

3. Lead and Account Ownership

Whenever a new lead is created in Salesforce using Intercom inbox, the Salesforce owner will become the default to the Intercom owner. 

Intercom Salesforce Integration: Create Lead

Your Lead in Salesforce contains the following fields:

  •  Name
  • Email Address
  • Lead Source
  • Phone Number (if available)

You can edit Name, Email address, Phone, and Company name in Intercom before sending it to Salesforce. If any details are missing in the lead, Intercom will send a placeholder to Salesforce. If you update any details in Intercom after sending it to Salesforce, it will be updated.

4. Automatically Sync your Salesforce Lead Owners

Intercom will automatically map your Salesforce users to their Intercom teammates to keep updated lead and account ownership. If you hover over the lead owner in the Intercom, you will see ‘Owner assigned by Salesforce’ as shown below. 

Intercom Salesforce Integration: Owner assigned by Salesforce

If your lead doesn’t have an account owner in Salesforce, Intercom will find its contact owner. If it doesn’t have a contact owner, Intercom will find the lead owner. If a match is not found, then it will go back to the teammate who has set the Salesforce app. If you update your lead in Salesforce, then it updates in Intercom also. If you are assigning your owner using the Salesforce app, then you can’t change it in Intercom manually.

5. Map and Sync Qualification Attributes

You can map qualifying lead, user, and company attribute to the Salesforce lead fields.  It will also allow you to update your Salesforce fields without leaving your Intercom inbox. 

Visit your Salesforce App Settings and select a lead field for every piece of qualifying data of Intercom that you have added.

Intercom Salesforce Integration: Role in company

You can remove the mapped field by selecting the clear option. The unmapped or delete attributes are ignored.

6. Map UTM Parameters to Salesforce Leads

You can map your lead’s most recent source, campaigns, and UTM parameters that you use in your advertising campaigns to Salesforce. UTM and referral data captured from the website by Intercom will update your fields when a lead is created in Salesforce. 

C) Intercom Salesforce Integration: Send Conversation as Tasks

You can keep track of the customers’ activity by automating the process of sending a conversation. You can use any of the following methods for it: 

  1. Send Conversations Automatically as Tasks
  2. Send Conversations Manually as Tasks
  3. Relate Conversations to Open Opportunities
1. Send Conversations Automatically as Tasks

Whenever a conversation starts, a task is simultaneously created in the Salesforce activities list, for that lead or contact. The task updates when the conversion closes. 

Intercom Salesforce Integration: Send conversations

It is enabled by default. You can disable it in the Salesforce App Setting. You need to update the transcript every time a conversation closes. Images can be rendered as URLs, and you can also render emojis.  

2. Send Conversations Manually as Tasks

Hover over a note or the message in the inbox and click on the dots and select ‘New Salesforce task’.

Intercom Salesforce Integration: New Salesforce task

The conversation will be displayed as a completed task on the lead/contact’s page. You will see the snippet of the conversation and a link to it in the Intercom. If a lead or user’s email in the Intercom matches with multiple leads in Salesforce, then you will create a new task for them. If there are multiple tasks, then you will mark the first task that was closed as completed. 

3. Relate Conversations to Open Opportunities 

Whenever a conversation is sent to Salesforce, it will check for any relevant open opportunities. All conversations associated with an opportunity will be automatically related and listed as an activity within the opportunity. You can only relate activities for your contacts that have a set role within the opportunity. 

Intercom Salesforce Integration: Relate conversation to open opportunities

D) Create Case in Salesforce from Intercom Conversations

If an Intercom lead or user exists as a contact in Salesforce, you will be able to see the number of open cases in the Contact tab.

Intercom Salesforce Integration: Cases

Click the count to know the count. 

Intercom Salesforce Integration: Count cases

Let’s create a new case in Salesforce and then define the data that you will send to Salesforce in two simple steps:

  1. Create a New Case in Salesforce
  2. Define the Data you Send to Salesforce
1. Create a New Case in Salesforce

To create a new case for a contact in the Salesforce, you need to follow these steps:

  • Step 1: Click ‘New Case’ and then enter the case details.
  • Step 2: Click ‘Create Case’.
Intercom Salesforce Integration: New Case

It is necessary to fill all the mandatory fields of Salesforce in Intercom. When you create a case in Salesforce, it adds a note to the conversation in the Intercom with a link to view that case in Salesforce. It is mandatory to have that contact in Salesforce before you start with a case.  

2. Define the Data you Send to Salesforce

To define which fields need to be sent from Intercom when creating a case, follow these steps:

  • Step 1: Go to the Intercom App Store.
  • Step 2: Select the Salesforce App and click ‘Settings’.
Intercom Salesforce Integration: Define data in Salesforce
  • Step 3: Under the ‘Conversations‘ tab, you will be able to choose which fields are shown when you create a case in Salesforce. All the required fields are marked with an asterisk. The ‘Case owner‘ and ‘Created By‘ fields are filled in Salesforce by the name of the user, who installed the Salesforce App in Intercom.

E) Intercom Salesforce Integration: Use Salesforce Data in Intercom

When you first connect to your Salesforce, you will look for leads or users with the same email address. After that, you will send Salesforce data to those users and leads’ profiles. The data will appear in Intercom as custom attributes. You can use it to assign conversations and send desired messages. 

The given list shows a few Salesforce data that will be sent as an attribute to Intercom:

  1. SALESFORCE_STATUS: It shows the status of your lead.
  2. SALESFORCE_TITLE: It shows the job title of the lead or contact.
  3. SALESFORCE_ID: It shows the ID of the lead or contact in Salesforce.
  4. SALESFORCE_OBJCT_TYPE: It shows whether it is a lead or contact. 

Your data continuously updates in Salesforce after every 5-10 minutes. The initial sync can take a few hours if you have a lot of data. You will receive an email once the process completes. 

Method 2: Intercom Salesforce Integration Using Hevo Activate

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Hevo Activate helps you directly transfer data from Redshift, Snowflake, Intercom, and various other sources to CRMs such as Salesforce, Hubspot, various SaaS applications, and a lot more, in a completely hassle-free & automated manner for free. Hevo Activate is fully managed and completely automates the process of not only loading data from your desired source but also enriching the data and transforming it into an analysis-ready form without having to write a single line of code. Its fault-tolerant architecture ensures that the data is handled in a secure, consistent manner with zero data loss.

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Hevo Activate takes care of all your data preprocessing needs and lets you focus on key business activities and draw a much powerful insight on how to generate more leads, retain customers, and take your business to new heights of profitability. It provides a consistent & reliable solution to manage data in real-time and always have analysis-ready data in your desired destination. 

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  • Real-time Data Transfer: Hevo Activate with its strong Integration with 100+ sources, allows you to transfer data quickly & efficiently. This ensures efficient utilization of bandwidth on both ends.
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  • Secure: Hevo Activate has a fault-tolerant architecture that ensures that the data is handled in a secure, consistent manner with zero data loss.
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Conclusion

In this blog, you have learned about Intercom, Salesforce, and the steps to achieve Integram Salesforce integration. You can install the Salesforce App in Intercom to send your leads and conversations to Salesforce. Data syncing becomes a cakewalk if you use Hevo Activate for connecting Intercom with Salesforce. 

Hevo Activate helps you directly transfer data from a source of your choice such as a data warehouse like Redshift, Snowflake, etc. to any SaaS application, CRMs like Salesforce, etc. in a fully automated and secure manner without having to write the code repeatedly for free. Hevo Activate with its strong integration with 100+ data sources & BI tools, allows you to not only export & load data but also transform & enrich your data & make it analysis-ready in a jiffy at a reasonable price

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Share your experience of achieving Intercom Salesforce integration in the comment section below.

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