If you’re tired of your marketing emails getting ignored and want a smarter way to nudge leads, integrating Salesforce with direct mail isn’t as wild as it sounds. This guide is for marketers, sales ops folks, and anyone who wants to use Pfl with Salesforce to automate real-world mail and actually get noticed.
This isn’t a plug-and-play integration, but it’s doable if you’re patient and don’t mind clicking around in both systems. I’ll walk you through it without the fluff—just the steps, honest pitfalls, and what’s actually worth your time.
Why Combine Pfl and Salesforce?
Let’s get real: Most digital nurturing is a blur for leads. Pfl is a platform that lets you send physical mail (think postcards, swag, or custom kits) triggered by digital actions—so your message doesn’t just sit in an inbox.
When you connect this to Salesforce, you can:
- Trigger direct mail based on lead status or activity.
- Track delivery and response data back in Salesforce.
- Mix digital and physical touchpoints for better engagement.
It’s not magic, but it does cut through the noise—if you set it up right.
What You Need Before You Start
Save yourself some headaches by lining this up:
- Salesforce admin access (you’ll need to install packages and tweak objects).
- Pfl account with API access (not all tiers include this—double-check).
- Defined use case (e.g., send a welcome kit when a lead hits a certain score).
- Some time. Even with “out-of-the-box” connectors, this isn’t a 10-minute job.
Heads up: Pfl has a Salesforce app, but it’s not as slick as, say, HubSpot’s integrations. Expect some manual mapping.
Step 1: Map Out Your Lead Nurturing Flow
Before you touch a keyboard, sketch out:
- Who gets mail? (e.g., all leads, just SQLs, or only demo no-shows?)
- When do they get it? (Trigger after status change? Specific score?)
- What do you send? (Postcard, sample, branded mug?)
Don’t try to automate everything at once. Start with one clear use case.
Pro tip: Keep it simple. The more branching logic you add, the more things break.
Step 2: Install the Pfl Salesforce App
- Get the AppExchange link from your Pfl account manager or the Pfl site. (It’s not always public—ask support if you can’t find it.)
- Install the package in Salesforce. Cloud version is best; on-prem can be a pain.
- Assign permissions for users who’ll need to trigger mail or see status updates.
What to watch for: - The app adds custom objects and fields. Don’t rename or delete these unless you’re sure, or you’ll break the sync. - If you’re on Salesforce Lightning, double-check compatibility. Pfl has made updates, but some features are classic-only.
Step 3: Connect Pfl and Salesforce
- In Salesforce, open the Pfl setup tab (added by the app).
- Enter your Pfl API credentials. These come from your Pfl dashboard.
- Test the connection. If it fails, check your Salesforce user profile permissions—this trips people up more than you’d think.
- Map required fields (like lead name, address, email) between Salesforce and Pfl.
Honest take: The field mapping UI is clunky. Write down what you map so you can fix it later without guessing.
Step 4: Set Up Triggers and Workflows
This is where the magic happens—but also where most people overcomplicate things.
- Decide on a trigger: Use Salesforce Process Builder or Flows (Flows are the future, but both work). For example: “When lead status changes to ‘Qualified’, send kit.”
- Build the process:
- Select the object (Lead, Contact, etc.).
- Add criteria (e.g., status, score).
- Add action: “Send Pfl mailer” (this comes from the app).
- Choose the mail piece: In the action, pick which Pfl campaign or template to send.
Pro tip: Test with a dummy lead first. It’s easy to burn budget sending swag to real prospects by accident.
Step 5: Sync Status and Tracking Back to Salesforce
Pfl can push delivery and tracking info back into Salesforce, but only if you map it right.
- In the Pfl setup, map tracking/status fields to corresponding Salesforce fields.
- Decide who gets notified when something is delivered (automation can update lead status, trigger follow-up tasks, etc.).
What’s worth your time: Setting up alerts for undeliverable mail. If addresses are bad, you want to know before you waste money.
Step 6: Test, Test, Test
Don’t trust that it works just because the setup wizard says so.
- Run a test lead through the whole process: trigger, send, delivery, status update.
- Check that all data syncs cleanly—especially addresses and status.
- Involve a real sales rep in your testing. They’ll spot things you won’t.
Ignore: Fancy multi-step automations until the basics run smoothly. You’ll thank yourself.
Step 7: Train Your Team and Set Expectations
This isn’t just a technical integration—your sales or marketing folks need to know what’s happening.
- Show them how Pfl mailers will show up in Salesforce.
- Agree on when/why mail gets sent (so you don’t spam leads with mugs).
- Set up a feedback loop so reps can flag any issues.
Real talk: If you don’t loop in your team, these campaigns will either get ignored or overused. Neither is good.
What Works, and What Doesn’t
What works:
- Triggering mail based on real data—lead status, scores, or events.
- Logging delivery and responses back into Salesforce for real ROI tracking.
- Simple, single-step automations.
What doesn’t:
- Trying to automate every possible scenario from day one.
- Mailing everyone—targeted sends work, mass mailings just waste budget.
- Relying on the integration alone to “wow” leads. Your content and timing matter most.
Stuff to ignore:
- Overly complex workflows. More steps = more points of failure.
- Fancy dashboards that don’t help your sales reps actually follow up.
Wrapping Up: Keep It Simple, Iterate Fast
Integrating Pfl with Salesforce is worth it if you want to stand out with real-world touchpoints. But don’t expect it to be quick—or perfect—on the first try. Start lean, make sure the basics work, and get feedback from your team before expanding.
The best lead nurturing is the stuff that actually gets done, not the most complicated setup. Automate what saves you time, monitor what works, and fix what doesn’t. That’s how you get real results—without losing your sanity.