Multi-Channel Attribution - CRM Campaign Tracking
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This document discusses how CRM campaign tracking can help marketing and sales teams better measure the impact of multichannel marketing efforts. It recommends setting up customized lead sources and campaign hierarchies in CRM systems to gain more granular data on lead generation sources and funnel stages. With this approach, teams can generate detailed reports on campaign performance across multiple digital channels and content assets. The document provides examples of how attribution data from CRM systems can help optimize future campaigns and resolve conflicts between teams over credit for leads and sales.
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Multi-Channel Attribution - CRM Campaign Tracking
- 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. #SMX #23c @HeatherCooan Revolutionizing the way companies think about and approach growth! www.HDCDigital.com Email to request this deck: hcooan@hdcdigital.com Heather Cooan – Founder & Principal Growth Strategist
- 3. #SMX #23c @HeatherCooan Can’t See Into The Funnel!
- 4. #SMX #23c @HeatherCooan Beyond The Channel Spiderweb…
- 5. #SMX #23c @HeatherCooan Content Marketing
- 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. #SMX #23c @HeatherCooan Only It’s Way More Complex…
- 8. #SMX #23c @HeatherCooan Channels Gets All The Credit…Cuz They Can See
- 9. #SMX #23c @HeatherCooan Content Gets the Shaft…
- 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 EffectsChurn?
- 11. #SMX #23c @HeatherCooan Sales Gets Squeezed - Starts Pointing Fingers…
- 12. #SMX #23c @HeatherCooan Channel Owners Get Squeezed – Diminishing Returns
- 13. #SMX #23c @HeatherCooan Growth Slows, The Board is Grumbling…
- 14. #SMX #23c @HeatherCooan Channel Owners Demand More From Content…
- 15. #SMX #23c @HeatherCooan Content Creators Still Can’t See What Works…
- 16. #SMX #23c @HeatherCooan Marketing Starts Fighting Internally…
- 17. #SMX #23c @HeatherCooan Welcome to The Thunderdome…Everything’s a Mess
- 18. #SMX #23c @HeatherCooan Turns Out They’ve Always Had The Answer…
- 19. #SMX #23c @HeatherCooan CRM Campaign Tracking!
- 20. #SMX #23c @HeatherCooan Marketing Technology Stack Data Flow OPPORTUNITY CUSTOMERAWARE FRIEND KNOWN NAMES PROSPECT LEAD BOFUMOFUTOFU MAP CRMWAP
- 21. #SMX #23c @HeatherCooan CRM Platforms The CRM space has grown and just about every CRM on the market has campaign tracking functionality
- 22. #SMX #23c @HeatherCooan K…What Are Dey Doe?
- 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. #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. #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. #SMX #23c @HeatherCooan Lead Source Limitations
- 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. #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. #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. #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 – www.HDCDigital.com/mpl- 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. #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. #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. #SMX #23c @HeatherCooan Campaign Hierarchy is Critical
- 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. #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. #SMX #23c @HeatherCooan Sample Reports - It’s Like Christmas!
- 37. #SMX #23c @HeatherCooan Marketing Campaign Reporting Examples
- 38. #SMX #23c @HeatherCooan Marketing Campaign Reporting Examples
- 39. #SMX #23c @HeatherCooan Marketing Campaign Reporting Examples
- 40. #SMX #23c @HeatherCooan Don’t Be Selfish – Share With Your Vendors
- 41. #SMX #23c @HeatherCooan hcooan@hdcdigital.com @HeatherCooan https://www.linkedin.com/in/hcooan/ Thanks, Let’s Connect! www.HDCDigital.com
- 42. #SMX #23c @HeatherCooan LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX
Editor's Notes
- Lead Source Limitations: Salesforce users will enter the origin of each lead by using the “Lead Source” picklist. But what happens when the prospect responds to a second, third and fourth outreach from your company? If you ignore the new lead source, your data will not be accurate. If you overwrite the existing lead source, you are destroying information and still rendering your data inaccurate. If you create a duplicate lead to track the new lead source, you will cause mass confusion and further degrade your data quality. That’s why campaigns are much more effective, both in getting proper attribution and in acting as a system of checks and balances against data rot. By rolling up similar lead sources into broader umbrella campaigns – for instance, a Best Practices eBook, an Expert Webinar, or a social media campaign – you can track which leads and contacts are target participants (i.e. they were sent a marketing email), respondents (i.e. they replied to that email) and store the sequence of all these participation and response. Marketing managers can then pull the appropriate report and get the visibility they need. They can look at the entire history – every interaction – that every prospect has attempted and completed. Follow this trail from completed deals all the way back up to first touch to pinpoint the specific impact of each campaign on each opportunity, and better calculate your ROI.
- That’s why campaigns are much more effective, both in getting proper attribution and in acting as a system of checks and balances against data rot. By rolling up similar lead sources into broader umbrella campaigns – for instance, a Best Practices eBook, an Expert Webinar, or a social media campaign – you can track which leads and contacts are target participants (i.e. they were sent a marketing email), respondents (i.e. they replied to that email) and store the sequence of all these participation and response. Marketing managers can then pull the appropriate report and get the visibility they need. They can look at the entire history – every interaction – that every prospect has attempted and completed. Follow this trail from completed deals all the way back up to first touch to pinpoint the specific impact of each campaign on each opportunity, and better calculate your ROI.
- Lead Source Limitations: Salesforce users will enter the origin of each lead by using the “Lead Source” picklist. But what happens when the prospect responds to a second, third and fourth outreach from your company? If you ignore the new lead source, your data will not be accurate. If you overwrite the existing lead source, you are destroying information and still rendering your data inaccurate. If you create a duplicate lead to track the new lead source, you will cause mass confusion and further degrade your data quality.
- As you can see with the default values even Salesforce has made it obvious that the Lead Source is where you got the lead from, not what the purpose is. For example, “Signup” probably wouldn’t be a good lead source instead you should use “Website”. To avoid creating hundreds of different lead sources and making reporting very difficult for your marketing team, you need to really consider creating additional fields which can be used to track addition details. For example, if you your company routinely has a booth at Dreamforce you probably wouldn’t want to have Lead Sources like “Dreamforce 2015 – Visited Booth”, “Dreamforce 2015 – Visited Party”, “Dreamforce 2016 – Visited Booth”, “Dreamforce 2016 – Visited Party”. Instead you could create two additional fields called something like “Specific Lead Source” and “Lead Action” and then split those options up. Using the same Dreamforce Options I would split this up to be like the below:
- As you can see with the default values even Salesforce has made it obvious that the Lead Source is where you got the lead from, not what the purpose is. For example, “Signup” probably wouldn’t be a good lead source instead you should use “Website”. To avoid creating hundreds of different lead sources and making reporting very difficult for your marketing team, you need to really consider creating additional fields which can be used to track addition details. For example, if you your company routinely has a booth at Dreamforce you probably wouldn’t want to have Lead Sources like “Dreamforce 2015 – Visited Booth”, “Dreamforce 2015 – Visited Party”, “Dreamforce 2016 – Visited Booth”, “Dreamforce 2016 – Visited Party”. Instead you could create two additional fields called something like “Specific Lead Source” and “Lead Action” and then split those options up. Using the same Dreamforce Options I would split this up to be like the below: