How We Use Zapier to Connect Sales, Marketing, and Revenue Metrics

As a software company, Ruler Analytics obviously places value on technology.

The goal of our software is to make marketing easier by helping agencies prove the value of their work and avoid difficult conversations where opinions are prioritised above hard data.

We know our technology enables marketing agencies to:

  • make data-based decisions that propel revenue growth
  • share their successes with clients using detailed revenue metrics and reports.

And because of this, we know one of the ways we can be smarter as a company is to adopt the right technology.

In our marketing and general business operations, we use a lot of technology:

  • Ruler Analytics
  • Pipedrive
  • ActiveCampaign
  • ChartMogul — to name a few.

But with the adoption of each new technology comes the risk that processes will become siloed and divergent.

If our software doesn’t speak to each other, aren’t we just adding layers of complexity without realising compounding results?

We’ve found the answer to that conundrum: Zapier.

How We Use Zapier To Connect Sales, Marketing, And Revenue Metrics - www.ruleranalytics.comZapier allows us to get a competitive advantage by connecting the three main layers of our customer acquisition stack, removing all potential technology silos.


What Is Zapier?

Zapier is a workflow automation software that executes a series of tasks across multiple apps using established triggers.

For example, if your work tasks are assigned over email but managed in Trello, a trigger can be established in Zapier for emails arriving from the people who assign the tasks.

When an email is received from one of those senders, Zapier uses the email to create a Trello card.

How We Use Zapier to Connect Sales, Marketing, and Revenue Metrics -

This eliminates the need to manually copy assignments from one app to another.

If you have thousands of tasks arriving each week, automating this process can save massive amounts of time.

It also reduces the likelihood that tasks will be missed because it removes the human error factor in data transference.

It’s thanks to automated Zapier workflows that we’re able to use multiple apps at Ruler Analytics. And not only can we use multiple apps, but we can also use them in ways that allow us to track revenue metrics like never before.


Our Customer Acquisition Stack

At Ruler Analytics, we have three main layers to our customer acquisition stack: marketing, sales, and revenue.

How We Use Zapier to Connect Sales, Marketing, and Revenue Metrics -

The Marketing Layer – The first layer is purely concerned with how we generate traffic and leads.

We eat our own dog food, so the tool we primarily use to measure our success and gather data is Ruler Analytics. For traffic generation, we use Google Ads, Facebook Ads, LinkedIn Ads, and AdRoll, among others.

The Sales Layer – For sales, our primary tool is Pipedrive CRM. Pipedrive provides us with a visual sales funnel, allowing us to see how many leads turn into opportunities, opportunities into demos, and demos into deals.

Between the Marketing and Sales Layers – ActiveCampaign, our sales and marketing automation solution, sits between sales and marketing layers.

It enables us to manage our email and paid social audiences from one interface, adding them to automations, and managing segmentation based on where the deal is in the sales cycle so that they always get the right message.

The Revenue Layer – Our final layer is revenue. For this our tool of choice is ChartMogul. It allows us to create detailed reports on exactly what campaigns, channels, and keywords turn into revenue.

But in order for reports in ChartMogul to be useful, all of the data collected in each application used in our pipeline must be passed to subsequent systems and aggregated at the end in ChartMogul.

This is where Zapier makes our technology work for us.


How Zapier Ties These Layers Together

Zapier passes important data captured in each application along to the next app in our process:

Ruler Analytics collects name, email, and phone number.

It also enriches lead information with marketing data: channel, source, campaign, keyword, and device. Once the deal is in Ruler Analytics, we use this Zapier recipe to send it to Pipedrive:

When the deal is being dealt with in Pipedrive, we have a number of Zapier automations that ensure Pipedrive and ActiveCampaign are always synced:

Note: ActiveCampaign does have its own integrated CRM, but we prefer to use Pipedrive. This step isn’t necessary if the ActiveCampaign CRM suites your needs.

If the deal is won, the data from Ruler Analytics and data gathered from Pipedrive and ActiveCampaign during the sales phase is sent to ChartMogul.

The reports ChartMogul can produce are much more in-depth, insightful, and actionable because of the enriched data we were able to pass between systems using Zapier.


Using Zapier to Establish Revenue Metrics

By using Zapier to pass data to the different technologies we use in our customer acquisition stack, we can tie revenue back to the marketing campaigns and sales team members that generated it.

How We Use Zapier to Connect Sales, Marketing, And Revenue Metrics -

This allowed us to double our revenue in six months.

Zapier passes campaign source data from Ruler Analytics to Pipedrive and ChartMogul. This allows us to see:

  • exactly which marketing campaigns are driving revenue
  • what campaigns have the highest performance
  • what initiatives are producing low ROI and should be abandoned.

Zapier also passes company type information from Pipedrive to ChartMogul, which allows us to see which industries are the most interested in our software.

This allows us to create targeted marketing and advertising campaigns for the industries that are most likely to benefit from our product.

Without Zapier, it would have been either impossible or extremely arduous to collect the information we needed to double our revenue.

With Zapier, we can automatically transfer important data between our adopted applications, enable those applications to work together instead of in silos, and generate the revenue metrics that really matter—those that help us grow as an organisation.

Written by

Director at Ruler Analytics with a background in online marketing, lead generation and analytics. Ian’s role includes designing automated workflows and integrations to help clients attribute the marketing effectively