As B2B and progressive marketers, many of you are likely measuring to or should be measuring marketing campaigns against sales outcomes. This session will explore why this is critical and the steps you can take to do it properly.

1. Paid Marketing & Sales Alignment
Sahil Jain | CEO & Co-Founder

2. Here’s what you’ll get from this session
● An understanding of how CMO responsibilities are evolving quickly
● Mind blowing stats about the importance of sales and marketing alignment
● An actionable plan to meld your sales & marketing teams
● Step-by-step tactics to map ads data to sales conversion data
● Strategies to move top-of-funnel efforts down funnel
● An overview of tools that will make closed-loop reporting easier

3. CMO Responsibilities Are
Evolving Quickly

4. Data is changing the CMO role

5. Marketers are now responsible for revenue
— Accenture, C-level disruptive growth

6. Marketing and Sales Alignment
is Crucial for Business

7. Marketers are aware of the need to align with sales
– SnapApp Sales and Marketing Alignment: 45 Experts Explain How To Connect The Dots

8. “79% of leads never convert to sales
partly due to a lack of nurturing, and of
the leads that get passed to sales, 73%
are never contacted.” – HubSpot
– HubSpot: Sales-Marketing Alignment Increases Revenue by 208% [Infographic]

9. “Sales-marketing alignment increases
revenue by 208%!” – HubSpot
– HubSpot: Sales-Marketing Alignment Increases Revenue by 208% [Infographic]

10. Sales + Marketing =
A New Blended Team

11. Melding sales + marketing to create “smarketing”
– Roofer’s Coffee Shop

12. Define and agree on expectations
Get key players in the same room to
decide on KPIs, and write them down in a
marketing and sales service level
agreement or SLA.
– Business 2 Community: How to Build an Event SLA For Marketing and Sales

13. Deliver high-quality leads that are ready for sales
Ask the sales team what their perfect customer looks like, then build your
strategy to find and acquire him or her starting with buyer personas.

14. Collaborate to produce helpful collateral
Sync up with sales to see what they need!
● A lingering item on their to-do list that marketing can handle
● Repetitive customer questions that could be answered in a piece of collateral
● New life you can breathe into old pieces
● Filter through what’s been working, what’s never been touched, and why
Pro Tips:
1. Create a shared doc where sales reps can add new collateral requests, offer
feedback on existing pieces, and contribute insights
2. Test this collateral in your PPC campaigns for quick feedback

15. Talk, communicate, meet, connect, get together
Hold regularly scheduled meetings
where agendas include:
● Share outs of campaigns and
other marketing initiatives data
● KPI updates
● Run throughs of in-progress
work
● Collaborative collateral building

16. All this paves the way to CRM access

17. Getting the Important
Data into the CRM

18. First, populate the CRM with the data you need

19. Use hidden fields to pass more data into the CRM

20. Then run CRM reports down to your UTMs
We like G-Connector for
Salesforce to pull reports
into Google Sheets or
export into Excel.
*you will need a Salesforce login
to complete set-up

21. Show the value of campaigns in the context of
business goals

22. Map Google Analytics Goals
to Paid Ads With UTMs

23. Use UTMs to join conversion + paid data, too
UTM Source
utm_campaign Campaign
utm_content Ad
utm_term Search terms

24. How to export ad URL data from the networks
Let's use Facebook as our example.
1. Log into our Facebook Business
Manager account
2. View the Ads tab
3. Make sure that Ad ID, Ad Set ID,
Campaign Name & ID columns are
visible
4. Download that data

25. Set up your table, then download the data

26. How to export your Google Analytics data
Next, download your conversion data. Here we’re pulling our data that we can
use to join with our Facebook advertising metrics:
● From the Source/Medium report
● Using the Secondary dimension Ad Content
● And have selected a conversion goal that measures new trial sign-ups

27. Make sure your parameters are personalized
If you use the same ad creative in multiple campaigns, you will want to also
export the utm_campaign parameter value as well.
Campaign 2Campaign 1 Campaign 3

28. Download to Excel or Sheets

29. Combining the ad + conversion tracking data
Remember when we used the
UTM parameter Ad Content as
our secondary dimension in our
GA report? That's the value that
we are going to use in a
VLOOKUP function to match the
Facebook ad level data.

30. Use VLOOKUP to match up data
Since most of the info we want is on the Facebook sheet, we'll start there and
build our VLOOKUP function to reference the GA data. The VLOOKUP function is
"=VLOOKUP([lookup_value], [table_array], [col_index_num], [range_lookup])"
Our values will be:
● lookup_value = Ad ID
● table_array = Facebook data with Ad ID in the first column
● col_index_num = The column number that lists your conversion values
● range_lookup = FALSE (For exact match. Each Ad ID should have it's own
row)

31. In the first empty column to the right of your data add: =VLOOKUP([ad id column], [GA
data array], [column of your metric], FALSE)
The function in our example document looks like this: =VLOOKUP(F2,'GA
Data'!A1:I4,8,FALSE)
Add more VLOOKUPs and pull in any other GA metrics that you would like to map back to
the ad ID. You can also aggregate these metrics to the Ad Set, Campaign, and Account
levels.

32. Use AdStage Join to make data matching seamless
● Turnkey data integrations
● Automatic updates
● Data from any source
● Custom keys
● Deep granularity
● No URL rewrites

33. Move Top-of-Funnel
Strategies Down Funnel

34. Affect ROI with a sales mindset
Top-of-funnel efforts are history! Marketers must now be focused on down funnel
strategies and KPIs.

35. But make sure you optimize correctly
Channel Spend MQL CPL
AdWords $15,000 30 $250
Bing $5,000 25 $200
Facebook $5,000 50 $100
LinkedIn $10,000 20 $500
Total $35,000 125 $280
Focus here
Cut here

36. Results change as you go down funnel
Channel Spend MQL CPL Customers Revenue ROAS ACV
AdWords $15,000 30 $250 4 $32,000 213% $8,000
Bing $5,000 25 $200 3 $15,000 300% $5,000
Facebook $5,000 50 $100 1 $4,000 120% $4,000
LinkedIn $10,000 20 $500 4 $32,000 320% $8,000
Total $35,000 125 $280 12 $83,000 243% $6,917
Focus here
Cut here

37. Now you have the data to ask for more budget
Projection: $5,000 more ad spend will net another $16,000 in revenue.
Channel Spend Lead (MQL) CPL Customers Revenue
LinkedIn $15,000 30 $500 6 $48,000
Channel Spend Lead (MQL) CPL Customers Revenue
Facebook $10,000 20 $500 4 $32,000

38. Match keywords to bottom-of-funnel mentality
Decision phase keywords most often
include:
● Purchase-related terms: buy,
purchase, sale
● Branded and competitor terms
● Requests for direct information:
contact, call, sales, demo
● Comparison, cost, and pricing
terms
● Location-specific modifiers
– How To Map Content To The Buyer's Journey & The Marketer's
Funnel [Inbound 2014]

39. Use remarketing + tailored creative
Retargeting and the creative
in the ads can be used to
push a qualified lead down
the funnel until they’ve
reached the very bottom.
– ReadyCloud Retargeting Statistics

40. CRM Tools For Closed-
Loop Reporting

41. Use the power of Salesforce to improve paid ads
– Salesforce Digital Advertising 2020 report

42. Google AdWords Conversion Import
This integration allows marketers
to automatically tally up Google
Ads conversions for lead
statuses and opportunity stages,
or what it calls milestones, that
you already track in Salesforce.
– About Google Ads Conversion Import for Salesforce®

43. HubSpot’s closed-loop marketing integration
Help advertisers create more
effective content to prospects
already in the sales funnel or
those just entering it.
HubSpot says the integration
allows for a bi-directional sync,
which serves up email opens,
CTA clicks, and form
submissions, among other
metrics.
– Hubspot + Salesforce integration product

44. Create campaigns based on sales milestones
Helps marketers track lower funnel
conversion activity.
Marketers can create campaigns
based on sales funnel milestones by
targeting high-value customers
through Custom Audiences and
Lookalike Audiences. Marketers can
also push customers along through
other cycles by retargeting buyers
with another product or service. – Facebook Improve Customer Acquisition with the Power of Lead Ads and Offline Conversion

45. So, what did we just learn?
● CMOs are now expected to drive the charge on growth and revenue
● Aligning your sales and marketing teams (smarketing!) can increase revenue
by 208%!
● Building your smarketing team (and paving the way to CRM access) involves:
○ Defining and agreeing on expectations
○ Delivering high-quality leads that are ready for sales
○ Collaborating to produce helpful collateral
○ Talking, communicating, meeting, connecting, getting together

46. And don’t forget:
● UTMs are the key to populating your CRM with the data you need and
mapping paid ads to sales conversions
● It’s time to start moving top-of-funnel efforts down funnel, but make sure you
optimize correctly
● There’s lots of tools available (like AdStage Join!) that will make closed-loop
reporting easier

47. Sahil Jain
CEO & Co-Founder