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Can't See Into the Funnel? CRM to the Rescue! By Heather Cooan


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From the SMX West Conference in San Jose, CA March 13-15, 2018. SESSION: How To Develop Multichannel Attribution Models That Move The Needle. PRESENTATION: Can't See Into the Funnel? CRM to the Rescue! - Given by Heather Cooan - HDC Digital, Principal Consultant. #SMX #23C

Published in: Marketing
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Can't See Into the Funnel? CRM to the Rescue! By Heather Cooan

  1. 1. #SMX #23c @HeatherCooan How To Develop Multichannel Attribution Models That Move The Needle Can’t See Into The Funnel? CRM to The Rescue!
  2. 2. #SMX #23c @HeatherCooan Revolutionizing the way companies think about and approach growth! Email to request this deck: Heather Cooan – Founder & Principal Growth Strategist
  3. 3. #SMX #23c @HeatherCooan Can’t See Into The Funnel!
  4. 4. #SMX #23c @HeatherCooan Beyond The Channel Spiderweb…
  5. 5. #SMX #23c @HeatherCooan Content Marketing
  6. 6. #SMX #23c @HeatherCooan More Moving Pieces Than Ever! Email + Retarget to Demo orTrial Lead Capture Retarget to Gated Assets Seed Retargeting Lists Content Distribution Awareness Consideration Decision
  7. 7. #SMX #23c @HeatherCooan Only It’s Way More Complex…
  8. 8. #SMX #23c @HeatherCooan Channels Gets All The Credit…Cuz They Can See
  9. 9. #SMX #23c @HeatherCooan Content Gets the Shaft…
  10. 10. #SMX #23c @HeatherCooan More Questions Than Ever! What ContentThemesWork? What Channel Mix of DistributionWorks? What isThe Most Compelling Content? What MediumWorks Best? How Many Pieces of Content Are Consumed Before Purchase? How Does Content Effect Churn? What Kind of Content Effects Churn?
  11. 11. #SMX #23c @HeatherCooan Sales Gets Squeezed - Starts Pointing Fingers…
  12. 12. #SMX #23c @HeatherCooan Channel Owners Get Squeezed – Diminishing Returns
  13. 13. #SMX #23c @HeatherCooan Growth Slows, The Board is Grumbling…
  14. 14. #SMX #23c @HeatherCooan Channel Owners Demand More From Content…
  15. 15. #SMX #23c @HeatherCooan Content Creators Still Can’t See What Works…
  16. 16. #SMX #23c @HeatherCooan Marketing Starts Fighting Internally…
  17. 17. #SMX #23c @HeatherCooan Welcome to The Thunderdome…Everything’s a Mess
  18. 18. #SMX #23c @HeatherCooan Turns Out They’ve Always Had The Answer…
  19. 19. #SMX #23c @HeatherCooan CRM Campaign Tracking!
  21. 21. #SMX #23c @HeatherCooan CRM Platforms The CRM space has grown and just about every CRM on the market has campaign tracking functionality
  22. 22. #SMX #23c @HeatherCooan K…What Are Dey Doe?
  23. 23. #SMX #23c @HeatherCooan § CRM Marketing Campaigns – Entity or object that tracks a variety of information about an event, mailing, emailing, or other marketing initiative – Leads and contacts can be members of one or more CRM campaigns What Are CRM Marketing Campaigns?
  24. 24. #SMX #23c @HeatherCooan § Benefits – Tie marketing activities to your pipeline – Allow measurement of mid-funnel activities & channel attribution – Roll-up similar lead sources into a single object – Connect online & offline activities – Enable holistic ROI reporting – Preserve data integrity & maintain hygiene CRM Marketing Campaign Benefits
  25. 25. #SMX #23c @HeatherCooan Share these #SMXInsights on your social channels! #SMXInsights Use CRM campaign tracking to get more from your paid channels! § Measure middle of funnel activities! § Identify content + channel combinations that move the revenue needle!
  26. 26. #SMX #23c @HeatherCooan Lead Source Limitations
  27. 27. #SMX #23c @HeatherCooan Lead Source Limitations – You Only Get One (Pick list) • Inaccurate Data Ignore New Lead Source • Destroyed Info + Inaccurate Data Can Override Existing Lead Source • Mass Confusion + Degraded Data QualityCreate a New Lead What happens when the prospect responds to a second, third, and fourth outreach from your company?
  28. 28. #SMX #23c @HeatherCooan Customized Lead Sources - Critical Default Salesforce Lead Source List Web Phone Inquiry Partner Referral Purchased List Other § Limitations – Web is in on big fat bucket with no granularity
  29. 29. #SMX #23c @HeatherCooan Client Example: Default Lead Sources + Campaigns Original Source: TOFU Data – paid media firm can see Lead Source: BOFU Data – internal success metrics, can’t tie new units or revenue to channels
  30. 30. #SMX #23c @HeatherCooan § Align sales & marketing – Audit current lead sources – Customize to your organization § Resources: – Examples of Common Lead Source Lists – Google Analytics Tagging Tool – portfolio/SMX18 Audit & Customize Lead Source Current Lead Source Proposed Lead Source Web Keep Other Keep Referral Keep Tradeshow Keep Email Campaign Delete. No Data to Map Advertisement Keep Sales Prospecting Keep Paid Search Keep Partnership Delete.This will be included under Association
  31. 31. #SMX #23c @HeatherCooan § Consolidate Lead Sources § Set Lead Source Automatically – Web to Lead Form (1st touch email acquisition) – Marketing Automation Tool (1st touch visit) § Don’t Allow it To Change – Apex Triggers – Workflows § Allow Lead Source to Map to Other Objects Use Custom Fields for Additional Detail Original Lead Source New Lead Source Specific Lead Source Lead Action Dreamforce 2015 – Visited Booth Tradeshow Dreamforce 2015 Visited Booth Dreamforce 2015 – Visited Party Tradeshow Dreamforce 2015 Visited Party Dreamforce 2016 – Visited Booth Tradeshow Dreamforce 2016 Visited Booth Dreamforce 2016 – Visited Party Tradeshow Dreamforce 2016 Visited Party
  32. 32. #SMX #23c @HeatherCooan Share these #SMXInsights on your social channels! #SMXInsights Align Sales & Marketing by customizing lead source for more granular & holistic measurement! § Audit § Customize § Expand
  33. 33. #SMX #23c @HeatherCooan Campaign Hierarchy is Critical
  34. 34. #SMX #23c @HeatherCooan Marketing Campaign Hierarchy Child (Tactic/Channel) Parent (Event/Asset) Grandparent (Category) Q1 Webinars Product Demo Email Social Web Nurture Webinar Email Social Web Leveraging a campaign hierarchy ensures the right level of granularity for all types of campaigns and tactics
  35. 35. #SMX #23c @HeatherCooan Share these #SMXInsights on your social channels! #SMXInsights Take the time to deliberately design your campaign hierarchy. § Think through measurement § Ask questions of the data § Utilize your marketing operations & systems experts
  36. 36. #SMX #23c @HeatherCooan Sample Reports - It’s Like Christmas!
  37. 37. #SMX #23c @HeatherCooan Marketing Campaign Reporting Examples
  38. 38. #SMX #23c @HeatherCooan Marketing Campaign Reporting Examples
  39. 39. #SMX #23c @HeatherCooan Marketing Campaign Reporting Examples
  40. 40. #SMX #23c @HeatherCooan Don’t Be Selfish – Share With Your Vendors
  41. 41. #SMX #23c @HeatherCooan @HeatherCooan Thanks, Let’s Connect!