Now more than ever marketers have a plethora of data at their fingertips when it comes to their marketing and sales funnel. With the right tools, marketing and sales leadership can keep track of not only the initial touch point a lead had with their organization but also every subsequent touch point during their buyer journey. By tracking all marketing and sales touches over a lead’s lifetime companies can establish what’s commonly referred to as multi-touch reporting.
Multi-touch reporting means more than attributing a single campaign touch to revenue from a won opportunity. Instead, revenue influence is attributed across all campaign touches during the buyer’s journey.
These reports can help answer common questions:
- Which channels are driving the highest value leads?
- Which campaign touches serve as tipping points to close deals?
- At what point are buyers engaging with the sales team?
- Which tactics increase conversion velocity in my pipeline?
Multi-touch reporting gives companies the ability to focus on the right channels, be more agile in the way that they engage with buyers and make the most of every dollar in the marketing budget. Furthermore, this type of reporting allows marketing and sales teams to focus on individual campaign performance with an unprecedented level of precision to evaluate which were most influential during different stages of the buyer’s journey.
However, simply having behavioral and campaign data isn’t enough to reap its benefits. Marketing and sales leadership need to be able to leverage the data into reports that clearly isolate each campaign touch point, and the type of interaction had at that stage. Integrating creative campaigns with marketing and sales technology to track these touch points and converting raw data into accurate reports to attribute various campaign touches to revenue can be a challenge, but one well worth pursuing.
What do you need to achieve multi-touch reporting? Here’s our list:
By using Sales Cloud’s Campaigns object marketers can create various Campaigns for any marketing touch they are planning with their audience. Marketers can use customized Campaign Member Statuses to indicate the exact type of interaction from a lead or contact and from there create a report to tie Campaigns with influenced Opportunities. This will allow marketers to see which responsive or non-responsive touches had the greatest influence over won Opportunities.
Lead Management Process
Tracking lead statuses during the buyer’s journey is a crucial step for your leads once they make it into Salesforce. We recommend defining agreed upon lead statuses that allow an easy way to for marketing and sales to agree upon processes for every stage in the buyer journey. Statuses including “Marketing-Qualified Lead”, “Sales Accepted Lead”, “Sales Qualified Lead”, “Recycled Lead”, and “Customer” keep marketing and sales on the same page and help to indicate which campaign touches influenced stage conversion.
Marketing Automation Software
Marketing automation tools like Pardot help marketers streamline sales and marketing processes and also track individual prospect behavior. These tools are excellent at capturing a prospect’s initial touch point to identify not only how a lead entered the buyer’s journey, but why. From there further prospect tracking and automation can be performed capture all additional touch points over a lead’s lifetime via Salesforce Campaigns. At any point that the lead becomes marketing qualified it will be passed to the sales team.
Having your marketing applications integrated with Salesforce and Pardot will make managing your growing business a fathomable task. Pardot offers great integrations that can help update Salesforce Campaigns, like tracking webinar registrations or in person event attendance. Being able to track these kinds of touch points expand the view for marketing and sales to attribute each touch that leads to closed won opportunities.
Data hygiene is an often overlooked but critical component of maintaining sales and marketing harmony between cloud solutions like Pardot and Salesforce. Marketers will need clean data on all Salesforce Campaign, Lead and Contact records to monitor progress toward goals, analyze the quality of the Lead, and measure Marketing ROI. Duplicate in a system can make source attribution messy, so a de-deduplication process with duplicate management rules is highly recommended.
In short, achieving multi-touch reporting within an organization requires planning and accurate set-up before creating a report in Salesforce. Ensuring the right marketing technology and processes are in place, and defining all prospect interactions beforehand are key for success when establishing multi-touch.
Want to see how multi-touch reporting works in Salesforce? Join our “Salesforce Essentials 101: Achieving Multi-Touch Reporting in Salesforce” as our experts explain how to get the data you’re looking for with the use of Pardot and Salesforce Campaigns.