{"id":415,"date":"2018-10-22T21:25:55","date_gmt":"2018-10-22T21:25:55","guid":{"rendered":"https:\/\/gaconnector.com\/blog\/?p=415"},"modified":"2019-01-03T14:01:44","modified_gmt":"2019-01-03T14:01:44","slug":"closed-loop-marketing-for-salesforce","status":"publish","type":"post","link":"https:\/\/gaconnector.com\/blog\/closed-loop-marketing-for-salesforce\/","title":{"rendered":"Closed Loop Marketing for Salesforce"},"content":{"rendered":"<h2><\/h2>\n<div class=\"container-lazyload preview-lazyload container-youtube js-lazyload--not-loaded\"><a class=\"lazy-load-youtube preview-lazyload preview-youtube\" href=\"https:\/\/www.youtube.com\/watch?v=wWyYzjXNnYk\" data-video-title=\"Ultimate Guide to Closed Loop Marketing and Closed Loop Analytics\" title=\"Play video &quot;Ultimate Guide to Closed Loop Marketing and Closed Loop Analytics&quot;\">https:\/\/www.youtube.com\/watch?v=wWyYzjXNnYk<\/a><noscript>Video can&#8217;t be loaded: Ultimate Guide to Closed Loop Marketing and Closed Loop Analytics (https:\/\/www.youtube.com\/watch?v=wWyYzjXNnYk)<\/noscript><\/div>\n<h2>What is closed-loop marketing? And what does it have to do with Salesforce?<\/h2>\n<p>In this article we&#8217;ll show how you can implement closed-loop marketing and closed-loop analytics in Salesforce.<\/p>\n<p>So the idea behind closed-loop marketing is that sales and marketing teams are aligned under\u00a0a common goal (usually revenue and profits).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-418\" src=\"https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/certificate-of.png\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/certificate-of.png 1920w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/certificate-of-300x169.png 300w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/certificate-of-768x432.png 768w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/certificate-of-1024x576.png 1024w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/certificate-of-788x443.png 788w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>In the traditional model, sales and marketing teams are disconnected. Therefore, the marketing team has to measure their performance using KPIs like:<\/p>\n<ul>\n<li>impressions<\/li>\n<li>clicks<\/li>\n<li>form signups<\/li>\n<\/ul>\n<p>Although it looks harmless, it can lead to two serious\u00a0problems:<\/p>\n<ul>\n<li>focusing on channels that bring traffic but few sales;<\/li>\n<li>and overlooking channels with less than impressive traffic stats that nonetheless bring a lot of sales.<\/li>\n<\/ul>\n<p>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\u00a0deals.<\/p>\n<h2>A\u00a0better way to measure marketing performance<\/h2>\n<p>Thankfully, there is a better way \u2014 closed-loop marketing. And it&#8217;s achieved through closed-loop analytics.<\/p>\n<p>Closed-loop analytics\u00a0looks something like this:<\/p>\n<div id=\"attachment_422\" style=\"width: 2476px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-422\" class=\"wp-image-422 size-full\" src=\"https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5.png\" alt=\"Closed loop reporting with Salesforce data in Google Analytics\" width=\"2466\" height=\"1328\" srcset=\"https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5.png 2466w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5-300x162.png 300w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5-768x414.png 768w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5-1024x551.png 1024w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5-788x424.png 788w\" sizes=\"(max-width: 2466px) 100vw, 2466px\" \/><p id=\"caption-attachment-422\" class=\"wp-caption-text\">Closed loop reporting with Salesforce data in Google Analytics<\/p><\/div>\n<p>This closed-loop marketing report combines both marketing\u00a0stats (sessions, users) and Salesforce information (leads, opportunities, the amount from closed won deals).<\/p>\n<p>This allows\u00a0the marketing department to see which campaigns and activities actually result in sales, and optimize campaigns accordingly.<\/p>\n<h2>How to implement closed-loop marketing in Salesforce<\/h2>\n<p>Here is how\u00a0you can close the loop between sales &amp; marketing\u00a0using our app called <a href=\"https:\/\/gaconnector.com\/salesforce-google-analytics\">GA Connector<\/a>:<\/p>\n<h4>Step 1: Import Google Analytics information into Salesforce (and use it to build reports)<\/h4>\n<p><a href=\"https:\/\/gaconnector.com\/salesforce-google-analytics\">GA Connector<\/a>\u00a0automatically tracks last-click, first-click and other information about your Salesforce leads coming from the website:<\/p>\n<div id=\"attachment_427\" style=\"width: 1494px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-427\" class=\"size-full wp-image-427\" src=\"https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/gaconnector-section.png\" alt=\"Web visitor information in Salesforce\" width=\"1484\" height=\"1202\" srcset=\"https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/gaconnector-section.png 1484w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/gaconnector-section-300x243.png 300w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/gaconnector-section-768x622.png 768w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/gaconnector-section-1024x829.png 1024w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/gaconnector-section-788x638.png 788w\" sizes=\"(max-width: 1484px) 100vw, 1484px\" \/><p id=\"caption-attachment-427\" class=\"wp-caption-text\">Web visitor information in Salesforce<\/p><\/div>\n<h4>Step 2:\u00a0Build\u00a0reports with Google Analytics information in Salesforce<\/h4>\n<p>After\u00a0web visitor information is imported into your Salesforce, you can use it to build reports like this one:<\/p>\n<div style=\"width: 968px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.gyazo.com\/d045dcbd29f31bce833579ae227872a9.png\" alt=\"Salesforce report with Adwords campaigns\" width=\"958\" height=\"762\" \/><p class=\"wp-caption-text\">Salesforce report displaying Opportunities by campaign<\/p><\/div>\n<h4>Step 3: Import Salesforce\u00a0information into Google Analytics<\/h4>\n<p><a href=\"https:\/\/gaconnector.com\/salesforce-google-analytics\">GA Connector<\/a>\u00a0can also automatically import Salesforce data into Google Analytics, helping you achieve closed-loop marketing in Salesforce.<\/p>\n<p>You&#8217;ll be able to see Salesforce data in most standard Google Analytics reports, as well as to build custom reports like this one:<\/p>\n<div id=\"attachment_422\" style=\"width: 2476px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-422\" class=\"size-full wp-image-422\" src=\"https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5.png\" alt=\"Closed loop reporting in Google Analytics\" width=\"2466\" height=\"1328\" srcset=\"https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5.png 2466w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5-300x162.png 300w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5-768x414.png 768w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5-1024x551.png 1024w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2018\/10\/bd2a074812b34ee0afb689bfe9ae99a5-788x424.png 788w\" sizes=\"(max-width: 2466px) 100vw, 2466px\" \/><p id=\"caption-attachment-422\" class=\"wp-caption-text\">Closed loop reporting in Google Analytics<\/p><\/div>\n<p>&nbsp;<\/p>\n<p>If you&#8217;re interested in implementing closed-loop analytics in Salesforce with GA Connector, you can <a href=\"https:\/\/gaconnector.com\/salesforce-google-analytics\">get a free 30-day\u00a0trial of the app<\/a> or <a href=\"https:\/\/gaconnector.com\/contact-us\/\">contact us<\/a> if you have any questions.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is closed-loop marketing? And what does it have to do with Salesforce? In this article we&#8217;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\u00a0a common goal (usually revenue and profits). In the traditional model, sales&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"yst_prominent_words":[31,212,197,169,145,173,211,146,207,21,16,192,158,157,113,208,150,149,96,199],"_links":{"self":[{"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/posts\/415"}],"collection":[{"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/comments?post=415"}],"version-history":[{"count":16,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/posts\/415\/revisions"}],"predecessor-version":[{"id":539,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/posts\/415\/revisions\/539"}],"wp:attachment":[{"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/media?parent=415"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/categories?post=415"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/tags?post=415"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/yst_prominent_words?post=415"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}