How to import leads into Salesforce

Your sales team is likely already busy contacting new leads and nurturing them through the sales cycle. As such, you want to automate as much of your cycle as possible.

Importing leads automatically to Salesforce allows you to save time and resources. With Ruler Analytics, you can automatically import your leads into Salesforce. And, with its marketing attribution tools, you can get even more data in and out of your CRM.

With Ruler, you can capture detailed marketing interaction data such as channel, source, campaign and keyword, allowing you to gain full visibility into the customer journey and track which activities drive the most offline revenue.

How to automatically import leads to Salesforce with Ruler

The following is a step-by-step guide on how to send conversions and lead source data into Salesforce using Ruler.

1. Capture your lead’s touchpoints before they convert

Ruler tracks each anonymous visitor individually and records how that user found your site.

It will continue to track visitors and their interactions meaning you can get a full view of each and every lead’s customer journey. Once your custom fields are set up and Ruler’s code is added to your site, Ruler will be able to track your website visitors.

Take customer journey below, for example.

In this specific journey, we can see that a visitor clicked on a Google Ad after searching the keyword "marketing attribution" and converted via a form fill.

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2. Pass conversion details and marketing lead source to Salesforce

Ruler Analytics connects your website data to your CRM. So, when a user converts into a lead, Ruler will match the conversion data with the user's marketing touchpoints and fire it all to Salesforce.

Salesforce can’t capture lead details like source, channel, campaign or keywords. So, you’ll need to create custom fields yourself.

Click the Object Manager tab and click to create a new object
Next, list all of the fields accessible for this object
Then enter the required field details (these can be different fields depending on the type you’re creating)
You will need to add in field name, field description and a help text
Next step you need to define the field security, by selecting to which type of users the field will be visible and accessible
Lastly, you need to select the page layout, when applicable.

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3. Track opportunities and pipeline stages in Ruler

Want to see how much potential revenue you have at each stage of your funnel? With Ruler’s opportunity stage report, you can analyse and monitor leads and opportunities at every stage of your sales pipeline.

This allow you to:

Attribute revenue to channels and keyword at each opportunity stage
Identify what happens to leads post-MQL stage
Assess which opportunity stages may require further attention/nurturing
Where specific campaigns fall short from converting

When you have a longer sales cycle, this is valuable information to see how your business is driving revenue through the full pipeline. This is viewable directly within Ruler’s dashboard.

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4. Attribute Salesforce revenue from closed/won deals to your marketing tactics

When your lead converts into a sale, no matter how long after their first session, Ruler will utilise a pre-built integration to fire conversion and revenue data back into your favourite marketing apps and tools.

Ruler Analytics will scrape the closed revenue from Salesforce and share it with apps like Google Ads, Facebook Business Manager and Google Analytics.

This allows your marketing team to identify which marketing channels, campaigns and ads are generating the most revenue.

Ruler can also integrate with your payment processing system to track repeat sales and renewals. This is extremely useful for marketers that track and report on metrics like marketing-generated monthly recurring revenue and customer lifetime value.

Interested in learning more?

Ready to take full advantage of Ruler to help solve the disconnect between sales and marketing and prove marketing’s impact on revenue growth? Learn how Ruler enriches your Salesforce CRM with attribution data or book a demo and see it in action for yourself. ‍

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