As a business analyst, I work with customers who have invested heavily into their CRM tech stack in order to drive better B2B sales. They are marketers who are looking for areas in their business to understand their buyer journey and improve ROI. I provide them with five very powerful ways to generate ROI improvements right inside of their Salesforce CRM using technology from Full Circle Response Management. In summary, they are:
- Track the journey of every interaction
- Point based Campaign Attribution
- UTM Parameters
- Repeat Campaigns
Track the Journey of Every Interaction
Ever wish that you could track every single Lead’s journey whether it be from Marketing, Sales or other departments? With Response Management, every Lead/Contact’s journey can be monitored via the Campaign Member object in Salesforce. Response Management will also ensure that a Lead/Contact that has an active funnel will not have a duplicate active funnel created by automatically checking for an existing active funnel when a new Campaign Member is created or edited. The image below shows the Campaign History of the Contact “Alex”. Since Alex already had an active funnel (Oz’s Prospecting) at the time the Campaign Members “Event – SiriusDecisions TechX – 2017 10” and “Website – Demo Request” were created, these Campaign Members were immediately flagged with a Response Status of “Resolved – Already Engaged” which denotes that these journeys do not become active funnels.
With Response Management in place, all journeys of potential customers can be tracked without worrying about Sales following up with Leads/Contacts that are already being worked!
Point based Campaign Attribution
Want to get a model for how much revenue certain Campaigns are contributing to won Opportunities? Campaign Attribution allows users to give weighting to Campaigns based on first touch, last touch, primary touch (tipping point), Contact Roles, Accounts and much more. Full Circle Campaign Attribution also utilizes a point-based attribution model which has improved accuracy over a percentage-based model. Read this blog post “Point-Based vs %-Based Attribution – Why Point-Based Attribution is More Fair” to learn why point-based is better.
Let’s say we had a Linkedin Campaign that sourced a Lead who became an MQL (Marketing Qualified Lead), but eventually fell out of the funnel and is no longer an active response. Then three days later a Sales Rep engages with this Lead, adds this Lead to the Sales Campaign, Converts to Contact/Opportunity and wins the deal. Which campaign should get the credit: The Linkedin Campaign or the Sales Rep’s Campaign?
Full Circle Users leverage something called “Reactivation”, a process that ensures that the correct campaigns receive credit for engagements with individuals and created opportunities. Though the Sales Rep closed the deal, Reactivation could be configured so that any Active Response within the last week (or however long you want it to be) would be the Campaign Member that receives credit for resulting opportunities. In the above example the Linkedin Campaign (from Marketing) would have became the Active Response with Reactivation being active. This allows us to accurately attribute revenue to the appropriate departments, shrewdly allocate budget and give credit where credit is due!
If you are looking to measure the success of your digital campaigns with Response Management, consider utilizing Digital Source Tracker as an optimal option to the method detailed below. Digital Source Tracker provides tracking of digital touches, organic traffic, and other types of referral traffic that comes to your site, pairing anonymous digital touches with known leads in your CRM – even without UTM parameters. Click here for more information or contact us today.
If you want to track how much traffic your referral links are bringing to your website, you’ll want to embed UTM parameters in your links. Now if you’re an astute marketer, you’d also want to bring this data into Salesforce and gauge the effectiveness of your marketing budget.
There is one problem with this though. What if a Lead/Contact responds to multiple Campaigns? Are we going to overwrite the UTM fields on the Lead/Contact or keep the original? Full Circle Insights solves for this common issue by having the ability to write to custom Campaign Member fields. Specifically, the Response Management configuration allows you to sync the UTM fields from the Lead/Contact to the Campaign Member, and then clear it on the Lead/Contact after syncing.
When someone lands on your your “Contact Us” form and fills it out, a response generated by your Marketing Automation will be pushed to Salesforce as a Campaign Member Response record. But what if this same person fills out the same “Contact Us” form the next day?
In Salesforce, a ‘Person’, whether they are a lead or contact record, can only be a member of a campaign once. In the real world however, there may be repeat responses on the same campaign by the same person over time that we need visibility on. For a high-value web campaign such as a “Contact Us” form, it’s important to be able to track the repeat responses from a Lead/Contact so we can drive Sales followup for each of these repeat responses.
A report showing the original Campaign “Core – 2013 – Lunch & Learn” and its repeat Campaigns.
Driving ROI with Salesforce takes an understanding of the powerful CRM data you can leverage within it. I work with customers to really figure out how they want to implement their funnel into Salesforce using Full Circle Response Management technology. Our technology is built to integrate any company’s custom funnel into Salesforce to provide comprehensive funnel metrics and view of the buyer’s journey. Learn more about how you can get accurate, comprehensive funnel metrics inside of your Salesforce org.
Brian is a Business Analyst on Full Circle’s Customer Success team. Prior to joining Full Circle, Brian worked on many ecommerce-based businesses, which involved systematizing business processes with cloud-based tools like Salesforce. He is an advocate of entrepreneurship and a believer in cryptocurrency.