Time is money, especially when you’re selling subscription software in the cloud. And the fastest way to close a deal is to engage with the prospect right away. When you use Orbitera Ecosystem Marketplace to offer timed trials of your cloud software and services, you can link trial registration to your CRM and Marketing Automation systems so sales and marketing know about new prospects right away and engage with them.

Here’s a quick how-to using Pardot, but the method is more or less the same for any system that can define a custom form with field names and an url, such as Salesforce, Hubspot, Marketo, and Eloqua. Click the thumbnails to enlarge the screenshots.

1. Choose Your Fields

In Orbitera, choose “Account” from the top menu, then click on the “Callbacks” tab, on the right. Click “Add” to create a new Callback. Give your Callback a name and select a customer type. We’ll fill in the URL in step 3.

Add Callback

Now scroll down and review the list of “Available Placeholders” – these are the fields you can choose to import into your marketing or CRM system.  Make a note of which ones you want to import.

2. Make Your Form Handler

In Pardot, choose Marketing, Forms, Form Handlers, and then click Create New Form Handler. In other systems, Form Handlers might just be called Forms, or in Salesforce, Web-To-Lead Forms.

Add Form Handler

Fill in the basics and then add the Pardot fields that correspond to your chosen fields. Take note of the External Field Names you give them, you’ll need them in the next step.

Add Fields

Now save your Form Handler. You’ll need the Endpoint URL displayed on the Form Handler page in the next step.

Form Handler

3. Connect the Dots

Back in Orbitera, enter the Endpoint URL in the URL field of your Callback. Now add “Parameters” to your Callback, putting the Pardot External Field Name in the Name column on the left and the Orbitera placeholder in the Value column on the right. Be sure to enter the Pardot names exactly as you entered them in Pardot, and be sure to include the {} in the Orbitera placeholders. Repeat until you have added all your fields, and then save your new Callback.

Add Parameters

4. Test

Go to your trial in your store using the “Store” link at the top right of your Orbitera page. Fill in the form, and then go to Pardot and confirm that a new lead was created.

4a. Troubleshooting

If you don’t see your new or updated lead in Pardot,

  • Wait a few minutes and try again
  • In Orbitera, check the Callback Log. If you don’t see “HTTP Status 200” something is wrong

Status 200

  • Verify that you entered the Endpoint URL and field names correctly

5. Automate!

Now that new trial leads are automatically populated in your CRM, you can build out automated workflows such as:

  • Send new trial leads thank you emails and tips on getting the most out of your software or service
  • Assign new trial leads to your sales team
  • Add new trial leads to campaigns or tag them with the product/service of the trial
  • Increment the lead score of the prospects who start trials
  • Automatically remind trial users that the trial is expiring in 14, 7, 3, etc. days

Of course, every cloud software sale is a little different and different cloud solutions and customers require different approaches, but a little automation can make every cloud sales process run a little smoother and a little faster.