Following the steps in this guide will deliver Ebsta's customer intelligence platform in Salesforce.
Installation, configuration and rollout can be achieved simply and quickly when consideration is given to business requirements and privacy during the configuration process.
We recommend installation and configuration to be carried out in a sandbox environment. Ebsta installation requires Salesforce Administrator credentials.
This guide will walk you through the recommended steps of installation and configuration to ensure the correct information is displayed on the correct Objects and that information is only shared between the permitted users and teams. In an ideal rollout, all data is connected so when users are exposed to Ebsta for the first time, Ebsta is populated with all information.
Once Ebsta is configured for all users and all data is processed it is then possible to access the advanced features of Ebsta such as Relationship Scoring and Company Network.
Ebsta in Salesforce is a security approved managed package application installed from the Salesforce App Exchange. Installation requires a Salesforce Administrator. Following installation, the Administrator must connect to Ebsta. This connection is used for all Bulk API operations used in the building the company network and relationship scoring mechanisms.
1. Privacy Controls
The privacy of the information shared through Ebsta is inherited from Salesforce Profiles. The privacy controls allow for separate control of the sharing of email information and the derived contacts. A user can have visibility of emails and contacts from just their own mailbox, across single, multiple teams or across all connected users.
A typical configuration would share emails across multiple collaborative teams of peers such as sales and customer success whist delivering contact sharing across the organisation. At the same time c-level resources would have visibility of emails from all teams without sharing their emails with subordinates.
2. Object Access
Ebsta can display contextually relevant information on any standard or Custom Object in Classic or Lightning mode. Ebsta's front-end component needs to be added to the Page Layout of each desired Object e.g. Accounts, Leads and Opportunities.
We recommend that Ebsta is only added to Page Layouts accessible to Administrators until configuration is fully complete.
3. Search Rules
Search rules define how email information is related to the Object being viewed. Out of the box Ebsta understands how to relate Accounts, Contacts, Leads and Opportunities. The search rule configuration can be tuned to ensure that only contextually relevant information is displayed. Search rules are compound and can range from simple direct email or domain matching to complex multi-tier object relationships and subject line matching. The simplicity and complexity of search rules are covered in this article.
4. Blacklist/Whitelist Rules
Blacklisting allows for rules to be defined which omit any emails from the Ebsta system. A standard implementation would blacklist internal email domains to mitigate internal emails from being displayed. All top level domains should be considered from all trading brands as well as any potentially sensitive email addresses or domains such as those from HR, investor, banking partners.
Whitelisting allows for the overriding the blacklisting rules. For instance, we would recommend the blacklisting of internal domains whilst also recommending the consideration of whitelisting specific internal email addresses that should be included such as sales@, support@ etc.
Ebsta is now configured and ready for UAT/deployment. It is recommended that prior to rollout to users that all relevant mailboxes are connected via a service account if available. This enables users to start using Ebsta immediately with a fully populated data set.
When connecting mailboxes the pre-configured privacy settings, search and blacklist/whitelist rules are now adhered to. Once mailboxes are connected to Ebsta they can be centrally managed via the Ebsta Console.
Admin Control via a service account (currently Office 365/Exchange only)
We recommend the use of a service account for mailbox management. The service account can connect any mailbox to Ebsta for data processing and central management by an Administrator. If a service account is to be used it should now be connected and the relevant mailboxes connected for data processing before the users are connected so they see a fully populated Ebsta upon connection.
Individual User Mailbox Management
Users can connect and manage their own mailboxes through the Ebsta front end once deployed to all users. They are prompted to do so upon connection to Salesforce if a service account is not being used.
We also recommend that the Administrator who will be taking responsibility for mailbox management reads the following article:
Rollout can be managed as required deploying to individuals, teams or organisation wide. Ebsta is delivered to end users through a Visual Force page that is deployed to Page Layouts assigned to Profiles in turn assigned to specific users.
Ebsta is an intuitive tool for the end users however training material and guides providing UI familiarisation, feature usage and explanation can be found in the Using Ebsta section of this Knowledge Base. For tailored training and webinar access please contact your Customer Success Manager.
Ebsta Analytics & Ebsta Score
Once the above steps are completed, users are rolled out and all data is processed, Ebsta's analytics can be configured. Ebsta automates the capture of all activity and therefore is able to provide analytics based on true activity and relationship strength. Ebsta analyses the email data processed, Salesforce Contact, Account and Opportunity data and Task data to derive an activity based score that denotes the level of engagement with any individual, company or opportunity.
Ebsta Score can be used in place with any activity based metric against the other pertinent metrics within your business to highlight both risk and opportunities across the customer lifecycle be it prospects at risk of not converting, opportunities at risk of not closing or an account at risk of not renewing.
Using Ebsta Score with your reporting and analytics is covered in depth in the Reporting & Analytics section of this Knowledge Base and can be discussed further with your Customer Success Manager.
Further Feature Configuration
Ebsta allows for the synchronization of calendars between Salesforce and working calendars in Google, Outlook or Office 365 for each user. Each user can connect their calendars and configure the synchronization rules, whether uni-directional or bi-directional, and select the events and calendars that should be synchronized.
Native Email Synchronization
Ebsta provides an email synchronization engine that will automatically map emails from mailboxes to the relevant Salesforce objects natively into Salesforce. This can be set at an administrative level to ensure that all emails from all mailboxes can be captured as required.
With complex configuration options the user or admin can select which objects are matched to, the fields mapped, the default field values and blacklisting controls. Ebsta provides complex matching options which can include direct field relationships (email/domain), complex Object relationship matches and subject line pattern matching to ensure that only the right emails are attributed to the right Objects.