What is closed-loop marketing? And what does it have to do with Salesforce?
In this article we’ll show how you can implement closed-loop marketing and closed-loop analytics in Salesforce.
So the idea behind closed-loop marketing is that sales and marketing teams are aligned under the common goal (usually revenue and profits).
In the traditional model, sales and marketing teams are disconnected. Therefore, the marketing team has to measure their performance using KPIs like:
Although it looks harmless, it can lead to two serious problems:
focusing on channels that bring traffic but few sales;
and overlooking channels with less than impressive traffic stats that nonetheless bring a lot of sales.
Some traffic sources will bring you lots of unqualified leads that will only waste the time of your sales team. Others may bring fewer form submissions, but those will be the ones that actually lead to closed deals.
A better way to measure marketing performance
Thankfully, there is a better way — closed-loop marketing. And it’s achieved through closed-loop analytics.
Closed-loop analytics looks something like this:
Closed loop reporting with Salesforce data in Google Analytics
This closed-loop marketing report combines both marketing stats (sessions, users) and Salesforce information (leads, opportunities, the amount from closed won deals).
This allows the marketing department to see which campaigns and activities actually result in sales, and optimize campaigns accordingly.
How to implement closed-loop marketing in Salesforce
Here is how you can close the loop between sales & marketing using our app called GA Connector:
Step 1: Import Google Analytics information into Salesforce (and use it to build reports)
GA Connector automatically tracks last-click, first-click and other information about your Salesforce leads coming from the website:
Web visitor information in Salesforce
Step 2: Build reports with Google Analytics information in Salesforce
After web visitor information is imported into your Salesforce, you can use it to build reports like this one:
Salesforce report displaying Opportunities by campaign
Step 3: Import Salesforce information into Google Analytics
GA Connector can also automatically import Salesforce data into Google Analytics, helping you achieve closed-loop marketing in Salesforce.
You’ll be able to see Salesforce data in most standard Google Analytics reports, as well as build custom ones like this one:
Method 1: Native Google Ads Conversion Import for Salesforce®
Pros: free; allows importing most important Salesforce conversions directly to Adwords.
Cons: limited number of data points to import; doesn’t let you see Adwords information in Salesforce.
About this method:
As mentioned in this Google Ads help doc, “you can configure your Google Ads account to record a conversion for any or every lead status and opportunity stage you track in your Salesforce account”. And because it’s a native integration made by Google, you can rest assured that it is stable.
However, this method doesn’t let you import any custom Salesforce data points to Adwords. For example, you may have custom fields configured to store important information about Leads/Opportunities, that you also want to send to Adwords. Unfortunately, Google Ads Conversion Import for Salesforce® won’t allow you to do that.
Method 2: Manual import of Salesforce data into Adwords using spreadsheets
Pros: free; full flexibility (you can import any Salesforce data into Adwords).
Cons: complex to set up; requires a lot of time on a regular basis.
Method 3: Use GA Connector to combine Salesforce & Adwords data in Google Analytics
Pros: easy to set up; full flexibility (you can import any Salesforce data into Adwords); support from our team.
Cons: requires a small monthly fee.
GA Connector takes a different approach to Salesforce & Google Adwords integration. Instead of connecting Salesforce and Adwords directly, it connects them through a proxy of Google Analytics.
It offers the following advantages:
You can track other channels too, not just Adwords (such as SEO, Facebook Ads and any other channel that Google Analytics can track).
Google Analytics reports are more powerful than the Adwords ones. Having both Salesforce and Adwords data in Google Analytics lets you build powerful reports that utilize powerful Google Analytics capabilities, such as segments, multi-channel attribution etc.
Do you actually need this Salesforce & Google Adwords integration?
If you’re spending any significant amount of money with Adwords, then the answer is a resounding yes! A Salesforce and Google Adwords integration will help you skyrocket sales driven by your Adwords and other online marketing campaigns.
Why? Because it’s crucial to know the ROI of each of your campaigns, ad groups, and keywords. Otherwise, you’re just flying blind, not knowing whether you should increase your ad spend or stop your campaigns.
That’s where a Salesforce and Google Adwords integration comes into play.
Without this connection, it’s pretty much impossible to tell whether your Adwords campaigns have any real impact on sales.
And when your Salesforce CRM is integrated with Adwords, you can build amazing reports that help you answer questions like:
Does Adwords bring positive ROI?
Which of your campaigns is the most profitable one?
Which keywords and ad group should you turn off or improve, and which should you should invest more in?
What reports can you build after integrating Google Adwords with Salesforce?
In a nutshell, Google Adwords connection with Salesforce allows you to build two types of reports:
1. Salesforce reports and dashboards with Google Analytics data in them. For example, this dashboard allows you to see how many closed won Salesforce opportunities were originated from each Adwords campaign:
2. Google Adwords reports in Google Analytics with Salesforce information in them. For example, this report shows how much revenue was generated from each Adwords campaign:
Google Analytics with Adwords and Salesforce information combined
You can also utilize powerful Google Analytics multi-channel attribution reports to look at the impact of online marketing on sales from different angles:
Multi-channel attribution report that shows conversions imported from Salesforce using different attribution models
Assisted Conversions report for a given channel that counts all conversions in which that channel was a non-last interaction
Best way to connect Google Adwords with Salesforce
There are a few methods to implement this connection, but we consider GA Connector the best one, because:
With GA Connector, the connection is happening seamlessly. You don’t have to manually import anything.
It allows you to see Adwords data in Salesforce, as well as to combine Salesforce & Adwords data in a powerful Google Analytics report. Hell, you can even plug in your favorite BI tool to see all your data there.
How to implement this integration
Connect your Google Adwords and Google Analytics if you haven’t yet.
Select Salesforce as your CRM and follow the instructions.
As a result, all three systems will be connected: Adwords <–> Analytics <–> Salesforce. And you’ll be able to see Adwords data in Salesforce (as well as combined Adwords & Salesforce report in Analytics).
Any questions about this integration and the implementation? Feel free to contact us.
If you’re trying to make your business succeed online – you’re probably already aware of how important getting a solid handle on Google Analytics should be for you. There’s a huge amount of data that can be used to analyze, adapt and fine-tune how users behave on your site. This means you can better understand their motivations, and improve your optimization strategy to make better use of them – and ultimately make more money.
Google Analytics has a range of Key Performance Indicators, or KPIs. There are tons of different stats and metrics that give you a detailed view of all sort of different information related to your site and how your users interact with it. There’s a ton of information available – probably more than you actually need. If you’ve felt a little overwhelmed by the sheer amount of data, you’re not alone.
We’re going to look at a few of the most relevant and important KPIs for your business, recommended by a number of successful influencers in this industry – so you can drill down on the metrics that really matter without wasting too much time and effort on those that are less important.
What are the best KPIs for your business?
We talked to a number of different authorities in the industry to find out which KPIs worked for them. They all agreed that Google Analytics is a vital tool for any internet business, and here are the KPIs many of them couldn’t do business without.
This one is simple – but it’s also one of the most important. You’re probably already aware of what conversion rate means – it’s the ratio of people who “convert” to a single action as a percentage of visitors. It’s the bread and butter of any online business – and a hugely important figure to know.
“Conversion” for your site normally means making a sale or purchase, but it could also include signing up for a mailing list or opting-in to an offer. Knowing what percentage of visitors sign-up or convert to something gives you a good idea of how successful your opt-in pages and other converting methods are. You’ll be able to tweak landing pages or run A/B tests to find what works best and ultimately converts the most visitors.
Knowing how well your site converts visitors is also hugely important in determining how much you can spend on advertising or paid clicks. You’ll know if paying a certain amount per click is worth it depending on how many visitors you’re likely to convert (and how much you’ll make off each of them).
Goals Conversion Rate
Mona from Datapine makes use of a wide range of KPIs for the success of her business. One of the ones she recommends is “goals conversion rate”.
This one is similar to overall conversion rate, but can often be used for more bespoke outcomes like signing up for mailing lists, joining a community or simply leaving a comment. You can adapt your goals and target different actions that you want to optimize for, and this KPI will give you a detailed view of how many of the visitors to a certain page are performing that action.
Again, this makes it easier for you to make tweaks or alter your landing pages to more effectively complete your goals. You can run tests to find out which pages are converting better as well as fine-tuning your sales funnels and other calls-to-action. One you know which of your goals are performing better, you’ll be able to learn from your successes and roll them out across the site to make better conversions on everything.
Page Tracking Metrics
We’re going to include these under this sub-heading, but they actually cover a number of different KPIs related to how visitors perform and interact with your pages – things like bounce rate, pages per session and duration. These are all hugely important KPIs that give you a better understanding of how people are using your site and could help you make more from your visitors.
“Bounce Rate” tells you how many visitors enter your site and then leave immediately. You’ll obviously want to keep this as low as possible, and if you notice a high bounce rate you’ll know that you need to act and look further into why so many users are turned away as quickly as they arrive. Reducing bounce rates plays a huge role in how many visitors might actually act on your site, and therefore how much money you could make.
Other things like “pages per session” and “duration” give more indication of how visitors are behaving on your site. Are they just looing at one thing and then leaving, or are they spending a lot of time looking at tons of different information on your site? This could help you better understand what people are looking for and how good your internal linking structure is at leading users to other parts of your site. All of these are effective in improving the overall optimization of your site.
Revenue on Advertising Spend
This is another important KPIs that was recommended by a key internet marketing influencer. While converstion rates are important, this KPI drills down on exactly how much money you’re making compared to what you spend on advertising. It’s vitally important to know if your advertising efforts are making money for you – and if so, how much. You can look at how many leads certain adverts are getting you, along with their overall ROI. This can help you target more productive advertising streams while ignoring those that aren’t working for you.
You might also come to the conclusion that some forms of advertising simply don’t work for you or your business. Many business owners simply assume their advertising efforts are either working for them or not working for them without really knowing the facts or what is or isn’t effective. With this KPI, you can now how your adverts are working for you. Shahzad Saeed recommends the “revenue on advertising spend” KPI – it helps him get more from her advertising buck.
These key indicators are some of the most important KPIs to look for if you’re just getting started with Google Analytics or want to more effectively analyze how your site is performing and want to make tweaks accordingly. They’re just the start, though – as there are a huge number of other effective KPIs that can give you a better understanding of your site and help you market your business more effectively.
How to Measure Revenue on Advertising Spend (ROAS)?
If you’re looking to measure your ROAS, check out the tool we’ve built called GA Connector. It takes revenue and other data from your CRM (such as Salesforce or Zoho CRM) and imports it into Google Analytics:
GA Connector also brings your Google Analytics data into your CRM, allowing you to know which marketing channel is responsible for each lead and sale:
In this article, we collected 5 proven A/B tests that you can easily implement and increase your conversions:
1. How Hubspot Increased Their Email CTR by 32%
This super-simple 2-minute tweak has helped Hubspot to increase their email their Click-Through-Rates by 32%
Getting people into your email newsletter takes a lot of energy and money.
You created opt-in pages, wrote blog posts, drove paid traffic and did lots of other things.
All that just to get these users into your email list.
And now that you got them, your email marketing software tells you that only a relatively small percentage of users actually open your emails.
Let alone click them.
I don‘t know about you, but I hate all that list building work go to waste.
That‘s why every little hack and trick to improve email open rates and click-through-rates matters.
Because it allows you to actually monetize all that hard work and marketing budget.
One of such hacks was described by Hubspot, and it‘s super easy to implement: Make your emails come from a real person (e.g. “Maggie Georgieva, Hubspot”), not just a company (e.g. “Hubspot”).
After implementing this change, Hubspot saw the following improvements:
Their open rate increased by 8%,
Their Click-Through-Rate increased by 32%.All that by changing the sender name! (~2 minutes of work).
This mind-blowing trick helped karmaCRM increase their cold emails reply rate by 56% (without changing the copy)
Cold emails can be a great tool if used properly.
Unfortunately though, cold emails have an obvious problem: Your prospects don’t know you and don’t trust you yet.
They haven’t seen you anywhere before – why should they trust you, right?
Imagine it for yourself.
If some company you saw at some conference a year ago reaches out to you, they have a higher chances of getting a reply than some random company you don’t know, right?
Or if you saw their ad somewhere before…
If only there was a way to make it so that your cold email prospect see your ad somewhere, before you reach out to them…
We live in 2017, and it is possible! You can do it by pre-targeting your cold email prospects using Facebook Ads or Adwords.
These services allow you to import the list of emails, and create ads that only target these people.
It’s extremely cheap and highly effective.
karmaCRM implemented this in their business, and their reply rate changed from 13.5% to 21%!
How Soocial.com increased conversions by 28% with these two simple words stating the obvious
Before I reveal today’s insight…, can you please reply to this email and answer this short question: What’s the #1 biggest marketing challenge you’re struggling with right now? Your answer will help me deliver more relevant content.
Call-to-action (CTA) is one of the most important parts of the landing page (if not the most). So it’s important to get the CTA right.
Soocial.com ran an experiment to test the call-to-action on their website.
All they did was they added two simple words.
Can you guess what these words were?
It may be obvious to you that the signup/call/consultation/trial/etc you’re offering is free.
It may not be obvious to your users.
That’s why adding these two simple works:
“It’s free” makes it crystal clear for your users that they don’t need to open their wallet (at least not yet).
After Russell Brunson did what I’m about to share, he went from making about $30k a year online to seven figures in less than eighteen months.
Russell’s tweak was inspired by a study from Dan Arielly’s book Predictably Irrational.
The experiment shows that:
If a cookie from one brand is offered for $.26, and another for $.01, then 40% of people will choose the $.01 cookie.
But if people have to choose between $.25 and free cookies, a whopping 90% will opt for the cheaper cookies (even though the price difference is the same – $.25)
This research shows the power of FREE!, which Russell Brunson used in his One-Hundred-Visitor Test.
Here is how it worked: Russell created two sales funnels and sent the same traffic to it:
Funnel #1 was just one page that was offering a $197 product;
Funnel #2 offered a free product (they only had to pay shipping), and only showed the $197 offer to those who opted for the free product.
Funnel #2 generated almost double the revenue as funnel #1.
Bonus (how to optimize for sales, not form submissions)
In some cases, traditional A/B testing doesn’t make sense…
Do you market online, but the actual sales are closed “offline” by sales reps?
In this case, if you’re only optimizing your landing page for conversions like form submissions, you might end up choosing the page that attracts many low-quality leads. Instead of attracting a handful of affluent customers who will spend a fortune.
To solve this, you can import sales data from your CRM (such as Salesforce) to Google Analytics – manually, or using the tool we created GA Connector.
If you’re using Salesforce Web-to-Lead forms, you may encounter a problem with your Google Analytics reporting. When you look at your GA reports, you may notice that some goal conversions are attributed to the referral source of “webto.salesforce.com” (or similar).
This is a problem, because it prevents you from seeing the source that actually drove those conversions.
Why does this happen?
When the user submits a form on your website, the forms submission is sent to Salesforce. Then, Salesforce redirects the user back to the website.
Google Analytics sees that the user came to the website from a new source (“webto.salesforce.com”) and starts a new session with this source.
All future goal conversions from this user will be attributed to that Salesforce source. Which is a big problem for attribution.
How to fix this?
Google Analytics has a setting that allows to exclude certain referrals. You can use it to ignore “webto.salesforce.com”. Here is the full method:
Sign in to your Analytics account.
In the ACCOUNT column, use the dropdown to select the Analytics account that contains the property you want to work with.
In the PROPERTY column, use the dropdown to select a property.
Click Tracking Info.
Click Referral Exclusion List.
To add a domain, click +ADD REFERRAL EXCLUSION.
Click Create to save.
As a result, you will exclude “webto.salesforce.com” and reveal the true source of your traffic.
Are you struggling to attribute offline conversions from Salesforce to your offline marketing campaigns? Check out our app GA Connector – it allows to integrate your Salesforce CRM with Google Analytics and track your website visitors all the way to a physical sale: