Add marketing lead source in Salesforce to unlock crucial insights that will allow you to measure and track the true value of your marketing activities.
Understanding where your high-quality leads are coming from allows you to validate the impact of your work and secure additional budget to drive more opportunities.
Lead source data in Salesforce is crucial as it shows you which marketing activities are driving the most value for your business.
That said, tracking lead source data in Salesforce is a challenge for businesses that experience long sales cycles and convert leads offline as there is a lack of functionality to capture these touchpoints along the path-to-sale.
For this article, we’ll discuss:
Without further ado, let’s get started.
Lead source is the primary source through which a potential buyer found your business and allows marketers to record and track where their leads originated.
Specifically, the lead source field is used by marketers to track channel attribution and measure return on marketing investments.
Here are the default Lead Source values available in Salesforce:
Leads, Contacts and Opportunities in Salesforce all have a field listed Lead Source.
Lead source in Salesforce is a useful feature as it allows business to identify which marketing activities are contributing to the bottom line.
That said, it does come with its limitations.
By default, the lead source list in Salesforce displays all the channels we use throughout our customer journey.
Although, that said, it will merge all digital channel activity into one category labelled “Web”.
This makes it difficult for the marketing and sales team to pinpoint which specific digital channels are driving leads into the CRM system.
And, this is exactly where things start the breakdown between marketing and sales.
Marketing lose sight of their online leads in Salesforce as they’re lumped into one data set “Web”.
That’s not all.
There’s always the chance that sales will exaggerate their impact on a sale by changing the source as they believe they deserve the credit for getting the sale across the line.
Although, in reality, Sales would never have made that sales if it wasn’t for the efforts of marketing.
Sounds messy, right?
In addition to the point above, each lead in Salesforce can only have one lead source value, which is very restricting for marketing teams that use both online and offline channels to convert leads into sales.
For argument’s sake, let’s say you own a marketing agency and decide to run a business event in your local area. To attract awareness, you run a paid campaign on Facebook.
People turn up to your event, and you’re approached by a business owner who is interested in your services and they hand the salesperson their business card.
In this scenario, it’s fair to say that both the Facebook Paid and the offline event played a part in that exchange. The chances are sales will want to claim the credit, when in reality marketing’s campaign drove the initial interest.
However, Salesforce would only attribute this lead to one source: Web or Trade Show.
Out of the box, Salesforce doesn’t provide insight into multi-channel data.
Salesforce does have “attribution” of Campaign within Opportunities and can support first and last-click touch. That said, the default setup only allows a single “Primary Campaign” to be attributed to an opportunity, which can cause a lot of complications for businesses that experience long and complicated sales cycles and convert many leads offline.
Additional Note: We won’t go into too much detail about Salesforce Attribution as we have a guide dedicated to it already which you can find here.
Combining Salesforce activity with multi-channel data provides you with a better understanding of your sales cycle and can help you prioritise marketing spend in the right areas. Unfortunately, Salesforce is geared towards supporting sales teams, so doesn’t have access to this level of data.
To overcome the limitations of lead source tracking in Salesforce, you need a solution that can capture all touchpoints across the path-to-sale and integrate with Salesforce to measure and attribute value accurately across the entire customer journey.
Luckily, Ruler Analytics can offer a solution.
Connecting Ruler Analytics with your Salesforce CRM allows you to seamlessly sync data captured from lead generation activity from web forms, phone calls or live chat to enrich your sales pipeline with marketing source data.
Ruler Analytics helps Salesforce users connect their marketing and sales activity by automatically enriching lead data with information previously locked in marketing tools, such as:
In addition to this, Ruler Analytics can then send enquiries to Salesforce by either creating a new lead or updating an existing one, while at the same time adding the marketing source to appropriate Salesforce fields. This helps provide a single source of truth of marketing’s impact in growing the opportunity pipeline.
Here’s how it works:
1. Anonymous users engage with your marketing campaigns and ultimately land on your website. Ruler Analytics tracks each anonymous visitor individually, and records how that user found your site and tracks any subsequent visits to, or interactions with, other marketing channels and campaigns.
2. When a visitor provides information about themselves, whether they fill out a form, make a telephone call, subscribe to your newsletter, or request a demo, Ruler will update the data on that user to create a journey map for what is now known as a lead.
3. Next, Ruler will pass all the marketing and conversion data it’s collected to your Salesforce CRM. Sales can now see what specific products, services, or features each lead was interested in.
4. Whenever your lead converts into a sale – whether that be tomorrow or next year – Ruler Analytics will utilise a pre-built integration to pass real conversion and revenue data back to your reporting tools such as Google Analytics, Google Ads. This allows your marketing teams to see revenue and conversion data throughout the tools they use every day.
5. Ruler can also integrate with your payment processing system to track repeat sales and renewals, which is extremely useful for marketers that track and report on metrics like marketing-generated monthly recurring revenue and customer lifetime value.
The results are that your leads are populated in Salesforce with the appropriate marketing source, allowing you to attribute value and measure the ROI and effectiveness of your marketing campaigns when a lead is closed.
There are several benefits to sending marketing data to your Salesforce CRM.
With Ruler Analytics, both teams have a single source of truth of where a lead was generated, and both team’s impact on the sale can be identified.
By combining marketing and sales data, you can take a collaborative approach to understand what constitutes a quality lead, how marketing affects the sales cycle and optimise both campaigns and processes to generate revenue quicker.
Book a demo of Ruler Analytics to bring your Salesforce activity and marketing data closer together.