Marketers can unlock data in Salesforce to improve campaign performance and determine which marketing channels drive the most valuable leads. We share how you can use marketing attribution in Salesforce to dig deeper into your marketing impact.
All marketers need to be able to optimise their campaigns and justify their media spend so that they can generate the best possible results from their marketing efforts.
That said, in a recent study, we found that 18% of marketers find connecting marketing activity with sales revenue a challenge.
In an ideal world, marketers would have a single view of which marketing leads converted into a sale so that they could evidence their impact on revenue success.
Unfortunately, traditional reporting tools alone do not provide this single source of truth.
Google Analytics supports marketers to learn about their lead generation. Ordinarily, marketing generates leads for sales meaning the marketing team lose visibility of them. If your sales team uses Salesforce, it means revenue data is locked in your CRM.
We know revenue is the best metric. It’s measurable and actionable and allows you to get a single view of your marketing impact. In the short term, it allows you to optimise your marketing and in the long term, you can measure your performance.
But how can you close the loop between your marketing and Salesforce?
In this blog, we’ll discuss:
For those of you that don’t know, Salesforce has a built-in feature called ‘Campaign Influence’. This tool allows marketers to measure and report on multiple campaigns that have influenced an ‘opportunity’.
Not only can you identify how many leads a campaign has influenced, but you can see how much revenue it has added to the pipeline.
Salesforce Campaign Influence is essentially an out-of-the-box solution that you can use to leverage CRM data so that you can connect the dots between opportunity revenue and campaign data.
As impressive as this all sounds, Campaign Influence does come with its limitations.
Campaign Influence is a “built-in feature”. In other words, the customer journey in Salesforce only starts once a lead has been created.
Let’s say you send out an email campaign with a link to download your eBook. Someone clicks the link and converts it into a lead. In Salesforce, this would be considered as the first touchpoint. But how did this lead end up on your mailing list?
Had they previously visited your website via a Google Paid ad and subscribed to your newsletter? Maybe they found you via organic search.
Using Campaign Influence alone, you’d never know.
It’s said that 72% of prospects prefer to connect with brands through multiple channels before filling out a form or making a phone call. This means that your Salesforce campaign tracking is missing out on crucial information about your customer’s behaviour.
While campaign performance data is readily available in Salesforce, Campaign Influence doesn’t provide insight into multi-channel data, and as marketers, we want to know the following:
1. WHERE our leads are coming from i.e. social paid, organic search.
2. HOW our leads are converted i.e. eBook download, demo.
Although, more importantly, we want to see how our efforts influence the pipeline. Combining Salesforce activity with multi-channel data provides you with a better understanding of your sales cycle and can help your prioritise marketing spend in the right areas.
Unfortunately, Salesforce was designed specifically for sales teams, so doesn’t have access to this level of detail.
That said, if you manage lots of multi-channel and multi-device campaigns then you can invest in a 3rd party platform that supports Multi-Channel Attribution to help solve this disconnect (we will get to this shortly).
Typically, Salesforce campaigns are built for gated content.
This is to ensure that anyone consuming content is an existing lead in the CRM system, as they’ve already had prior interaction with your business.
The issue is that the majority of the content on your website is ‘ungated’, such as your blog posts, landing pages and videos. So, it’s likely that these crucial touchpoints are going unattributed if you’re using Campaign Influence in a silo.
Editor’s Note: Remember, we wrote a handy guide to tracking your lead source in Salesforce. It’s a must-read if you’re struggling to connect your sales to your CRM.
Setting up Campaign Influence is time-consuming.
There’s a lot of configuring and testing involved, and even then it’s never perfect. With that said, Campaign Influence is often used infrequently for selected activities.
It’s near impossible to drill down to your daily marketing tasks, and it’s usually these initiatives that have the biggest impact on your performance.
As it stands, Campaign Influence in Salesforce does allow you to associate one opportunity with multiple campaigns.
However, an opportunity can have only one primary campaign for a rollup summary.
In other words, Campaign Influence will allow you to view an opportunity’s relationship with multiple campaigns, but the opportunity can only be attributed to a primary campaign when it comes to ROI reporting.
This is fine for marketers that experience short sales cycles and have a limited number of campaigns. Although, this isn’t practical for the rest of us that have invested a lot of time and resource into multi-channel campaigns.
Salesforce is a powerful tool for sales teams. But it definitely results in missing data for marketers.
Believe it or not, most modern marketers do have the data they need to track the effectiveness of their marketing across the entire conversion path. The problem is that it’s disconnected and stored in various data points.
To unlock this data and justify the effectiveness of your marketing activities, you need a solution that can:
1. Capture all interactions throughout an individual customer journey.
2. Integrate with Salesforce along with other data sources, such as Google Analytics and Google Ads to gain complete visibility of the conversion path.
Connecting your CRM to your website so that you can track each and every lead and all of their touchpoints just takes a tool like Ruler Analytics.
In a few short, simple steps, you can start to track each and every form, call and live chat session and loop your closed sales back to the marketing channels and campaigns that influenced them.
Ruler Analytics is a marketing attribution solution. It can connect revenue from Salesforce to leads so you can track your visitor’s multiple touchpoints to measure and attribute value accurately across the entire sales cycle.
Ruler will monitor every single visitor to your website and store data on their browsing history, referrals and more.
When that user converts into a lead, whether that’s by phone, form or live chat, Ruler sends all of the data held on that individual over to Salesforce.
In the meantime, Ruler will continue to monitor and refresh the data on that lead.
Then, at the point of sale, Ruler can scrape revenue data assigned to that user in Salesforce and attribute it back to the marketing channel and campaign that influenced it.
So, no matter if your leads take six months to convert, or if they convert offline, you’ll be able to view accurate revenue directly in marketing apps like Google Analytics.
There are a number of benefits to connecting Ruler Analytics’ marketing attribution software with your Salesforce CRM.
Editor’s Note: Read which other Salesforce integrations we suggest alongside Ruler Analytics.
Populate your Salesforce data with 60+ marketing variables and view your customers’ interactions across the entire conversion path. Marketing variables include first/last-click marketing source, landing page, keyword and more.
Sync revenue data back to Google Analytics, Salesforce or your paid media tools to give insight where you need it most.
Ruler’s offline conversion tracking allows marketers to attribute leads to revenue and prove which campaigns and channels are driving the most offline sales.
Remove speculation and guesswork. Optimise your marketing based on the amount of revenue generated.
Connecting marketing attribution to Salesforce is essential for any marketer who is serious about scaling their impact. Not only will it help you evidence how marketing is impacting the bottom line, it will help streamline key processes.
Download our eBook to help you get more out of Salesforce to learn how to update your Salesforce leads with marketing source variables to evidence the impact of your multi-channel campaigns. Or alternatively, book a demo to speak with one of our attribution experts.