Navigating the Salesforce Campaign Attribution Landscape
Trends to Watch in 2024: Part 2
As we step into 2024, the ever-evolving realm of marketing attribution continues to be a puzzle that the industry is eager to solve. Despite the numerous discussions around attribution models, finding a one-size-fits all solution remains challenging.
In Part 1 of this blog series, we launched a series exploring predictions for the Salesforce campaign attribution landscape in 2024. In this second part of our exploration, we delve into another trend that’s poised to shape the narrative in 2024.
But first, here’s a summary of what we discussed last week.
Salesforce Campaign Attribution Trend #1: Visionary Attribution
In the first part of our trend forecast, we predicted a shift towards more visionary Salesforce attribution. Specifically, we forecasted:
- The ascent of digital natives into decision-making roles as marketing executive will reshape the landscape of buying behavior. This shift in leadership will steer companies towards recognizing the importance of digital touchpoints in shaping the customer journey.
- Most buying journeys will start and end online. As a result, marketing operations teams must evolve their attribution models to account for customer journeys that span both digital and traditional touchpoints.
- Brands that showcase their expertise via creative content will be rewarded with consumer trust and break through the crowded media landscape. This shift towards thought leadership emphasizes the need for marketing attribution models that account for the qualitative aspects of customer engagement.
- By optimizing tech stacks, businesses can enhance their attribution capabilities and streamline processes across both marketing and sales teams.
We encourage you to read that entire blog post for more insights on these 2024 Salesforce marketing campaign attribution predictions.
Now without further ado, here’s what you came here for: our second prediction for the new year.
Salesforce Marketing Campaign Attribution Trend #2: A More Pragmatic Approach in 2024
The landscape of marketing campaign attribution is set to undergo a significant shift in 2024. The focus will no longer be solely on experimentation and following trends but on identifying what works and contributes tangible revenue to the bottom line. This more pragmatic approach to Salesforce attribution will involve asking the right questions.
Questions to Consider
Marketers will guide their strategies by asking intentional questions about campaign effectiveness, timing and influence, impact on revenue, and marketing attribution.
Effectiveness of Campaigns
» Question: Which campaigns or campaign types generate Marketing Qualified Leads (MQLs) and create new opportunities?
For example, your Salesforce reports might reveal that even though podcast sponsorships are en vogue, traditional advertising media, like TV commercials and radio ads, are more effective for reaching your customers.
Timing and Influence
» Question: Based on a specific timeframe, which campaigns are having the most impact on opportunity creation?
For instance, you might observe that cold email campaigns are most effective in Q4 when customers are less occupied at work due to the holiday season, looking for ways to spend their budgets as the year comes to a close, and more receptive to exploring new opportunities. Therefore, they could be more willing to open unsolicited emails during this time.
Revenue Impact
» Question: Which campaigns impact closed won revenue while the opportunity is open?
Your Salesforce campaign attribution data might show that content like webinars and blog posts educate potential customers and propels them down the sales funnel.
Marketing Team Attribution
» Question: Out of the total opportunities opened, what percentage is sourced by marketing, and how much revenue does that generate?
This metric allows marketers to gauge the direct impact of their efforts and allocate resources effectively.
Quantifying Success
All of these preceding questions help inform this loftier–and most important–query:
» Question: What is working, why, and how can we duplicate that success?
Let’s break this one down:
What is working?
Use reporting tools to pinpoint campaigns that are driving results. With Full Circle Insights integrated with Salesforce, you can connect the dots between your go-to-market efforts to properly give credit where it’s due.
Why is it working?
Look for patterns in effective campaigns to understand why they work so well. You may have to look beyond your tech stack and use your critical thinking skills to identify similarities between your most successful efforts.
How can we duplicate that success?
Implement learnings from successful campaigns, whether by continuing the same campaigns or updating them seasonally with fresh content.
Wrapping Up
In the complex landscape of marketing attribution, 2024 promises a shift towards a more pragmatic and results-oriented approach. As we embrace these trends, marketers can unlock the sustained success and drive revenue through informed, data-driven attribution strategies.
» Bonus: Learn more about Salesforce campaign attribution and sales funnels with the Why Your Salesforce Funnel Attribution is Abysmal (and how to fix it) webinar
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