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Pay Per Click Marketing in B2B
Pay Per Click Marketing for B2B is rapidly growing as a primary tool in the marketing mix. For marketers to be successful at PPC they must forge an understanding how it works and how to measure and track ROI relative to the leads generated by the program.
PPC Requires a multi-disciplinary approach to marketing. Users must master concepts of Search, Landing Page design, Lead Scoring, CRM integration and nurture marketing campaigns.
This paper is designed to provide a broad overview of the concepts behind setting up and managing an optimized PPC campaign that tracks and manages ROI from click through close.
By Kevin Miller VP Sales & Marketing SalesFUSION, Inc. www.salesfusion.com
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Pay Per Click in a B2B Environment
As a tool for b2b marketing, pay per click is growing from a “something to tinker with” solution to a “core component of the marketing mix”. Of the tools available to the professional b2b marketer, PPC is the least understood. While its value is undeniable, the negative impact of a poorly executed PPC campaign can be severe. In an economic environment where there’s less budget and resources and marketers are under a microscope to show ROI on every dollar spent, going into a PPC campaign without the proper knowledge and plan for capturing and managing the inbound leads is a recipe for an unsuccessful campaign.
Organic versus PPC
The primary difference between organic and paid search is the simple fact that each click on a PPC ad costs you money. As such, it is imperative for the marketer managing the PPC campaigns to ensure everything is done to properly target and incent clicks to click-through(s). Organic search, from a strategic marketing perspective, looks, feels and behaves a lot like mass media advertising – minus the costs. It is a valuable tool for branding. Pay Per Click is more of a hybrid of mass media advertising and direct marketing. Direct marketing, in all forms, is the process of delivering a targeted message to a targeted group of potential buyers (segment) with the sole purpose of capturing information necessary to complete the sales of the advertised product/service. Marketers, particularly in b2b, must change the way they think of PPC to that of a direct marketer. In crafting your ad, tracking response and managing click-through traffic, you must operate with a pure direct marketer mentality. What is the mentality of a direct marketer? Conversion…conversion…and more conversion. The only thing a direct marketer cares about is conversion - conversion of leads, conversion of sales, and conversion of cross-sales.
Why do we run PPC Campaigns in B2B?
As B2B marketers, we can learn a lot from the tactics, theory and strategies employed by retail direct marketers. Mostly, we can learn that all programs we run in PPC should be focused around converting the lead, period. Forget lofty branding messaging and fancy ad design. PPC is the meat and potatoes of b2b marketing. Stick to the fundamental principles of direct marketing and you’re campaigns will ultimately perform better.
Why do we run PPC campaigns in b2b? We run them for one reason and one reason alone…lead capture. In B2C, the purpose of PPC Campaigns is to capture the lead and convert the sale. In B2B, the purpose of the campaign is lead capture only. Our objective in B2B PPC Is to start a digital conversation with the lead, qualify them based on the information we’ve gathered up to that point, score the lead
3 based on a combination activity and profile data and decide the logical next step in the lead qualification process.
The AdWords Effect
AdWords has grown to become the de-facto online advertising outlet for retail and B2B. With respect to B2B PPC, Google dominates all other search engines and ad networks. It is the 800lb gorilla and its use and relevance in B2B has grown exponentially over the last 5 years. Marketers are pouring hundreds and thousands of dollars per month on this medium. Unfortunately for many, and to the purpose of this paper, most marketers have little if any visibility into the actual ROI of their campaigns. Accurately tracking the ROI of a PPC campaign in a B2B environment presents many challenges to the marketer. In retail, the process is relatively simple because the time from click to purchase is short. A person sees an ad, clicks and then takes out the credit card to make the purchase. The decision maker in a B2C
transaction is usually one person, the person who is clicking. In B2B the purchase time frame can be weeks and/or months and the decision maker may be a committee of employees from the company in which the person clicking your ad works. Clicks in B2B are captured and then go into what we call the Sales Cloud. It is in this Sales Cloud where most information about the sales cycle, sales stage, forecasted revenue and other valuable data elements are lost to the marketer.
This is illustrated below
B2C PPC – Click to Purchase
1 minute 1minute to 1 hour ROI Data – e-Commerce
Depending upon the nature of the transaction and what is being purchased, and assuming the transaction is tied to e-commerce and can be completed online, the typical time frame from click to purchase can be minutes to and hour.
User Clicks on PPC AD Ad Promotes product Purchase decision/checkout Transaction completed
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B2B PPC – Click to Purchase
1 min 1 week, month, quarter…. ROI Data
Hurry up and WAIT
Depending on your company’s product, service or solution, the sales cycle itself can last from 1 week to a quarter to a year. For PPC, this time lag from click to purchase presents a serious challenge when calculating ROI on programs.
One of the great values of web based marketing and email marketing is the immediacy of the results. In the “Old Days” – aka 10 years ago, we direct marketers had to wait for mail-in results to calculate the efficacy of a direct mail shot. This was painstaking and challenging to many direct marketers and their ability to communicate program results in a timely manner. With the advent of web-based marketing, immediacy of response was a blessing. We were now able to instantly track responses, make
adjustments to campaigns on the fly and show ROI on a daily/weekly basis.
B2B Marketers also enjoyed more immediacy to their response tracking. But the fundamental problem still existed and continues to confound us today. The length of time to closure for most B2B Sales Cycles is long and once the lead we generated in marketing makes its way into the CRM system, marketers lose visibility.
The B2B PPC Mantra
The following are the maxims that all marketers need to follow when planning, executing and tracking PPC Campaigns in a B2B company.
• Sending clicks to home page is a complete waste of time and budget • The only objective of a PPC advertisement in B2B is lead capture • Tracking ROI with no landing pages is not possible
User Clicks on PPC AD Landing page captures lead Transaction completed Sales Cloud
5 • In B2B the lead capture is the beginning of the campaign…not the end
• Preserve the Lead Source at all costs!
• Think of your PPC Campaigns as the purchase of a highly targeted lead list – one lead at a
time
Follow this mantra. Use it as a set of absolute rules that guide the planning, execution and tracking of your PPC Campaigns and you will perform much better. In the following sections, we explore, in more detail, the various points of the Mantra.
Why are clicks to the home page a waste of budget dollars?
In its simplest form, PPC campaigns are direct marketing campaigns. Pay Per Click exists for the sole purpose of conversion. Conversion in online advertising, in any form, necessitates lead capture pages, surveys, forms, landing pages…etc. When a lead clicks on an ad, it is our goal to capture enough information about the lead to continue the digital conversation.
All too often marketers forgo the critical step post-click of sending the leads into an optimized landing page (or lead capture page). The ad directs the click into the homepage. The hope of these campaigns is that the website will take over, do the selling and the lead will be compelled to search for a phone number or contact-us form to request more information, speak to sales or make a purchase.
Statistically speaking, when measuring conversion from the standpoint of capturing lead information, sending your PPC traffic to the home page has the lowest conversion rate. The average conversion rate on PPC campaigns to the home page is between 2-4%. Considering the fact that you are paying for the click – not the click-through, a 2-4% conversion rate is not good. Also consider the end-user (clicker) experience when sending them to your home page. They’ve searched, they’ve found an ad, they’ve clicked, and they’ve hit your home page. Unless your entire home page is specific to the ad, they need to continue searching for the specific thing they were looking for in the first place. More often than not, they don’t continue. They browse the home page for a few moments and they leave. They leave you, the advertiser, with little or no information about themselves, their company, their business need….etc.
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Landing Pages & Lead Capture Pages
A landing page or lead capture page is a page that has been specifically created to reinforce to the clicker the purpose and message of your original PPC advertisement. It is also a page that is designed to capture basic information needed to fulfill the offer of the advertisement. In theory, all PPC ads should have an offer to fulfill. A list of common offers relative to B2B PPC is listed:
Download a white paper
Download a product specification sheet
Sign up for an event
Sign up for a product demonstration
Sign up for a software trial
Sign up for a live consultation
The point of the offer is to provide an incentive for the clicker to give you some basic information about themselves. In theory, the marketer’s goal should be to capture just enough information about the lead to do sales follow up. Your offering should be compelling and relevant to the search string. Your offer should reinforce the notion of PPC Quid Pro Quo: If you give me your contact information, I will give you something of value.
There are some tried and true rules in landing page design that have been tested and measured over the years and have proven to be the basic best practices to ensure the highest conversion rate for leads. They are listed in order of importance below
1. Exact match the keyword search string in a page header. This is of the utmost importance for several reasons. In particular, with Google, your AQS (Ad Quality Score) will increase by having an exact keyword phrase match in the header of the page.
2. Survey and forms should be kept simple. Don’t ask for too much information, only what is needed to continue the conversation. Name, company, email, phone. Also, in the design of the page, try to keep your form on the first page and above the fold.
3. Remove or minimize extraneous links on your landing page. The more links you include on your landing page, the higher the probability that someone will actually click on that link, navigate away from your page and not come back to the original purpose of the page, which is the lead capture form.
4. Use a next-page or thank you page to continue promotion of your site, direct to your site, capture additional information via additional surveys or offer complimentary solutions.
7 5. Fulfillment of the offer. If your offer is a document (pdf) you can implement one of 2 tactics.
Firstly, to ensure that you’re going to actually get a valid email address from the clicker, make the fulfillment email-based. Tell the clicker you’re going to return email the document to them. Make sure you clearly state this in the landing page – prominently above the survey/form. This is a good strategy because it leaves the next page/thank you page open for additional cross promotion, redirection to the website or provide complimentary offers. The other option is to offer a direct PDF link on the next page/thank you page. This link directly opens the pdf for saving/downloading. Both options are good and they are certainly not the only options, especially if the offer is not a physical document, but they are the most common methods for offer fulfillment.
The lead capture is the beginning of the campaign, not the end.
Once you’ve captured a lead, you need to have a plan for what to do with the information. A growing strategy is to enroll PPC leads into nurture marketing campaigns. Due mainly because of available technology, Marketers may choose to use the information gathered from the landing page to enroll the lead into one of several communication paths. These paths, typically consisting of timed emails, attempt to keep the lead engaged over a period of time. The emails themselves may contain
complementary content, additional offers, links documents….etc. The key point of these campaigns is to entice the leads to continue communicating with you. Nurture marketing is a subject in and of itself and cannot be adequately covered in this paper, but from a strategy standpoint, marketers should plan for some form of relevant email follow up communications that direct the clicker into the website over and over.
These continuing interactions are measured, tracked and scored in the marketing system. If leads begin a nurture marketing campaign as a low-value lead, the goal is to get them to continue interacting, thus increasing their score, thus triggering a direct sales interaction.
Technology is the main factor when executing nurture marketing campaigns of any sort. It is particularly important to have enabling technology in the form of a Marketing Management Platform solution like SalesFUSION when considering this approach. Without solutions that streamline the process of nurture marketing, the marketer will quickly become overwhelmed with the manual creation of follow up campaigns and spend the bulk of their time pulling lists & segments and creating email follow up campaigns on the fly. This manual approach is frustrating, difficult to report on and error prone. Technology is available to automate and streamline this process and marketers would do well to consider leveraging it before they engage in nurture marketing of any kind.
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Preserving the Lead Source at all costs
Why does marketing lose visibility of leads in Sales’ CRM system?
When we generate, or capture if you prefer, a lead from a PPC campaign, that lead will typically be moved into the sales tracking or CRM system. At this juncture, most marketers lose visibility. Reporting tends to go as far as showing how many leads are generated per PPC campaign. Metrics are focused on conversion rates and impressions. While these are good metrics and tell of the performance of the landing pages, they tell us nothing of the quality of the leads we generate based on how many close for revenue and how many make it far or deep into the sales cycle.
What happens to your lead in the CRM system? Many things occur from the point of lead capture to closure. Sales calls are completed. Presentations are given. Proposals and RFP’s are written. Contracts are negotiated. Trials and proof of concepts are completed. During this time, the marketer cannot see, let alone report on, the stages or steps in the sales cycle, relative to their original campaign lead source. This is what I call lead masking. Lead masking is the blurring of reportable data by information changed, added or deleted to the lead record by sales in the CRM or Sales Tracking system.
The importance of “Lead Source” in the CRM Application
Lead Source is a field in the lead record that denotes the origin of the lead. It is typically the one field in the CRM application where the Marketer has, or should have, control and visibility.
A good format for a lead source in the CRM, particularly if you’re running a high-volume of campaigns is DATE – TYPE – NAME – for example for a
white paper promoted in Google AdWords may have a lead source of -
9 Coding lead sources in this manner ensures that the marketer
can go back by date ranges and compare campaigns against each other over time. Lead Sources that are too generic such as “Webinar” or “Online Ad” will quickly become irrelevant and difficult to track because the marketer will need to cross-reference the create date with the lead source to ensure they came in during the particular “webinar” you are reporting on. It is also important to keep lead source codes in the system indefinitely.
The lead source is typically the only link Marketing has to the CRM system. As such, if the lead source is masked, altered or not visible, it makes it extremely difficult for marketing to track ROI on campaign spend. Leads convert to opportunities. Opportunities in the CRM are the source of the company sales pipeline. Marketing must be able to show their contribution to the bottom line. If Marketers cannot pull back vital forecast and revenue information, their true impact on the company bottom line is degraded.
Lead Ownership and Passing the Baton
Who owns the lead and until what point? Seems like a simple question but invariably, sales and marketing are continually trying to streamline the handoff from marketing to sales. Several key questions must be answered in order to plan how leads are transferred for marketing to sales.
What is the estimated lead volume per month relative to our sales staffing? If you have 5 sales reps and generate a total of 200 leads per month, then it may make sense to send leads to sales as they are generated. 40 calls per month per rep is a relatively small number. However, if you have 3 reps and are
generating 1500 leads per month then the converse is true.
Main Reasons we lose the lead
source in CRM
Lead Conversion
When a lead is captured in a PPC Campaign and then put into the sales CRM system, it carries a lead source code. Often times, the lead source code does not “follow” the lead once the Salesperson converts the lead to an account, contact or opportunity.
Duplicate Records in CRM
If a lead captured in a PPC Campaigns already exists in the CRM system, often times the record is either scrubbed out or appended with new address level information only. The CRM Administrator must be aware
Sales Gamesmanship
This is one of the more difficult to solve problems that causes lead source code masking. In these cases, a sales rep may physically open a new record in the CRM for the lead so that they can get credit for “finding” the lead. It happens more often than most would think. It requires good teamwork between sales and marketing and an understanding by sales that their efforts are hindered, not helped by changing information in the CRM to make them look “good”.
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How does the sales qualification process work? Does sales have rules for which leads can be worked? Does sales management want reps to only work leads that are pre-qualified?
What is sales’ definition of a qualified lead?
What are the sales territories? Can you we configure the marketing system to follow these territories?
Do we have a lead scoring model in place? Does the CRM have a lead scoring mode?
Does the CRM distinguish between leads and contacts?
How does the CRM System handle duplicate contact/lead entry?
Does the CRM have a placeholder for the data field Lead Source?
While it may seem like there’s more questions than answers regarding this point, simply answering these questions will fundamentally answer the question of lead ownership and at what point marketing passed the lead to sales.
The cost of neglected leads is high and one of the biggest failures any b2b campaign can have is generating leads that are neglected by sales. This is a pervasive problem in virtually all b2b organizations. Marketing spends time, human capital resources, budget and planning on creating campaigns to generate leads. Leads are sent to sales without pre-qualification. Sales is somewhat frustrated because it’s time should be spent closing business. There is a natural tendency in sales to work the low hanging fruit. Leads are in turn dropped or not worked because sales makes decisions on what they should and should not spend time on. This is the breaking point for leads. Decisions are being made based on insufficient information by sales…or worse, but gut feel. “This lead looks good” says the salesperson and they work that lead.
Marketing and Sales need to work together to establish some form of a lead scoring program that triages the inbound lead traffic. Marketing, with the assistance of a quality lead nurturing software solution like SalesFUSION can set parameters for when leads go to sales and how to continually market to leads that are not scored high enough to go to sales.
Lead scoring can help impact the ROI of your campaign by ensuring more leads are “touched” and score up to become sales-ready. It also ensures that you don’t lose leads due to lack of follow up.
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Tracking ROI - 4 Reporting strategies for B2B PPC Campaigns
We’ve established some basic rules for ensuring your PPC Campaigns are planned and setup for response handling in an efficient manner. Understanding how and when information goes from the marketing system of record into the sales system of record (CRM) helps us ensure leads are worked. The focus now must switch to improving our ability to track ROI on PPC Campaigns at various levels, based on the data we have and how we integrated marketing with the CRM or Sales Tracking system. Assumptions
The following reporting strategies make several assumptions about technology. Firstly, it assumes that you are using a solution that can capture lead information and then move the lead with lead source into the CRM system to be tracked. It further assumes that leads in the CRM system will have a Lead Status code associated with it as most CRM/Sales Tracking Systems do. It further assumes that marketing will have visibility into the sales pipeline information. This means, marketing can associate open sales opportunities, sales stages and forecasted revenue with the originating lead source created by Marketing. Reporting strategies for PPC ROI tracking vary but following 4 methods are standard functionality within the SalesFUSION marketing platform. Our system integrates with multiple CRM solutions at many levels and provides a true view into the financial impact the marketing programs have on the sales funnel.
With this said, manual reporting can be accomplished by cross referencing lead sources, leads, opportunities….etc in excel spreadsheets. The value of having an integrated solution such as
SalesFUSION reduces errors and streamlines the process so that critical decisions about campaigns can be made in close-to real-time.
ROI Reporting Strategy 1 – Lead Scoring Methodology
Description – this reporting strategy assumes that a viable and reasonably accurate lead scoring solution is in place. It is designed to give the marketer near-term visibility into the “quality” of leads being generated based on the lead scoring algorithm.
In reporting terminology, report measures are the elements in which you’re cross-referencing raw data. For example, a lead scoring report on campaign ROI may use measures such as number of leads per week, number of A leads per week, number of leads per ad-group per week….etc.
12 For the Lead Scoring examples below, we are evaluating multiple Ads by number of leads by number of leads per interest group in the lead scoring system.
PPC Ad Group Week of 090109
Total Clicks Total Leads CTR A Leads B Leads C Leads
PPC AD 1 425 47 11% 3 14 30
PPC AD 2 377 11 3%% 6 5 0
PPC AD 3 712 92 13% 1 19 72
This is a valuable near-term reporting strategy in that it helps the marketer determine which ad-groups are performing. At first glance, and without the aid of integrated lead scoring, most marketers would assume that PPC AD 2 is the worst performing of the ad groups because the CTR is only 3%. However, supposing the conversion rate from A-Lead to Opportunity is 35% companywide. In this case then 2.1 leads per week may convert from A leads to opportunities. Further assume that the average deal size companywide is $25,000. By working with sales over time and understanding their metrics, we find that PPC AD2 actually generated the highest amount of
forecast revenue; even through its CTR is relatively poor. Do you discontinue the Ad Group? Closer examination of the ad, targeting and landing page and form may uncover ways to increase the CTR. The decision on which ad group to discontinue should be to immediately cut off PPC AD 3. Even though it is getting the highest CTR, it’s generating a lot of poor quality leads. Reduced spending, revised targeting or ad-group cancellation may be in order, even with a CTR of 13%.
ROI Reporting Strategy 2 – Lead Status Reporting
Description – this reporting strategy assumes that the CRM/Sales Tracking system denotes a field in the lead record for “Status”. Many CRM systems track lead status and common lead status codes are assigned and tracked by sales prior to “converting” a lead to a qualified opportunity. Examples of lead status’ which are used for the sample report are as follows
Open – Unread - means lead has been put into CRM but has not be accessed by assigned rep
Disqualified – means sales has contacted and disqualified the lead
Qualified – lead has been further qualified by sales and will be converted to an opportunity
Contacted – lead has been contacted via email/voicemail – but has not be qualified
Not a Prospect – May denote a lead who cannot be sold to for whatever reason
13 Using lead status, the marketer can now take a deeper look at the quality of the leads, beyond simply looking at lead scores. The time frame for this report may be weekly or monthly and is considered a medium-term metric. It is showing how well a particular campaign is performing based on feedback from sales in the form of lead status changes. Equally important, it shows marketing if a problem exists that is all too common. Leads are generated and remain sitting in the sales system untouched by sales. This is commonly known as lead aging and is important for any type of campaign.
PPC Ad Group Week of 090109
Total Leads Total CRM Leads
Open Disqualified Interest Qualified
PPC AD 1 425 27 7 13 7 0
PPC AD 2 377 7 0 1 5 1
PPC AD 3 712 11 0 9 2 0
As in the aforementioned example on lead scoring-based reporting, looking a sheer numbers alone can mislead the marketer into thinking a poorly performing campaign is doing better than it really is. In this case, the numbers for PPC AD 1 are promising up until the point where lead status is factored in. the disqualification rate is much higher than it should be at 48%. In fact, that number should send up an immediate red flag that something is seriously wrong with this campaign. You’re either targeting the wrong people or the messaging in the campaign is misleading and people are qualifying out once they figure out what you’re selling is not what they thought they were inquiring about. This is an all too common issue with PPC campaigns. Their performance looks great form pure numeric standpoint. Marketing can show that they’ve generated 27 new leads this week while sales grumbles that they’re wasting valuable sales time on bad leads. This creates conflict between the departments and leads to an environment of mistrust. Because of this, sales no longer believes in the quality of leads being delivered by sales and is less likely to give the leads immediate attention. Another symptom that should be checked in this example is the lead scoring algorithm. Lead status is known as a feedback loop for lead scoring model validity. If you say a lead is an A and pass it to sales, your disqualification rate should be relatively low – 5-10% on the high end.
ROI Reporting Strategy 3 – Opportunity Reporting – By Sales Cycle Stage
Description – This reporting strategy assumes that the sales tracking system contains an opportunity table and in that opportunity there are sales stages. Sales stages are typically defined by where in the sales process you think you are. At each stage in the sales process, there is typically a percentage known as forecast probability by stage. What this percentage means is that you have an X% probability of14 closing the deal at that particular stage. This percentage is an average derived over time by continuous analysis of the sales funnel. This is a vital statistic to finance and executive management as it predicts with reasonable accuracy the quarter by quarter top-line revenue increases expected by the company. A listing of common sales stages and the usual percentages are listed below
Prospecting – 0% - in this stage the sales rep is attempting to establish criteria such as budget, time to purchase, decision makers…etc.
Qualified – 10% - sales has qualified for budget, time frame to purchase
Needs Analysis – 25% - sales has mapped the prospect’s needs to your company’s solution
Proposal – 50% - proposal for product/services has been presented – close date is clear
Negotiation – 75% - sales is actively negotiating terms
Closed Won – 100%
Closed Lost – 0%
Again, these are mere examples. A marketer may wonder what opportunity tracking has to do with PPC ROI but this is a critical component to real ROI Tracking of your PPC spend. Remember from the
beginning of this paper, we stated that the single biggest challenge to tracking B2B PPC ROI is the time lag from click to purchase. A sales cycle in B2B may range from 1 month to 1 year depending on the solution, cost, buying cycle and time of year. If a marketing professional wants to predict the revenue impact of their campaigns, they need look no further than how sales manages its funnel.
ROI Funnel example:
Company A manages its pipeline by 4 stages, Qualified, Proposal, Negotiate, Close. Each Stage is 10%, 30%, 75%, 100%/0% respectively. Assuming the average deal size for the company is $30,000.00. The average sales cycle time is 3 months. If marketing generates 100 leads from PPC Campaigns A and 10 convert to sales opportunities and all are in Qualified stage, we can confidently state the following: PPC Campaign A = Net Adjusted Funnel Revenue = $30,000 (derived by multiplying 10 Opportunities by $30,000 {avg. deal size} x 10% {avg. close rate at “Qualified Stage”)
What visibility into the sales funnel in the CRM/Sales Tracking system does for the marketer is allow them to assign a numeric value to the campaign spend before the deals actually close. This strategy alleviates, to an extent, the problem of having to wait until deals close to show financial impact. In essence marketing is predicting revenue the same way sales predicts revenue to management and investors alike. Not a bad a strategy….assuming sales’ metrics are valid.
15 PPC Ad Group October 2009 Opportunities Qualified 10% Presentation 30% Proposal 75% Total Pipeline Value Adjusted Pipeline Value PPC AD 1 10 10 0 0 300000 30000 PPC AD 2 2 1 0 1 60000 25500 PPC AD 3 6 5 1 0 180000 24000
Total Adjusted Pipeline Impact October PPC 79500
Few marketers would argue that this report has value. This report basically shows to management exactly how you are impacting the company’s bottom line and improving the health of your company by increasing the pipeline a significant factor. Granted, these are forecast numbers only. These numbers are not meant to guarantee closed business. This report is not designed to show hard ROI based on close deals. That is reserved for the 4th and final report. This report is a medium term report designed to show the value of programs as they directly relate to pipeline. Month over month or quarter over quarter.
ROI Reporting Strategy 4 – Real-time opportunity tracking with SalesFUSION360
Description – This reporting strategy assumes that you have direct access in a marketing system of record to both PPC Spend and Opportunity value. SalesFUSION provides for real-time ROI tracking by integrating PPC Spend on a daily/weekly/monthly basis and correlates the spend on ad-groups with lead sources with sales opportunity stages. The system is set up in such a way as to trigger an automated ROI calculation when an opportunity status changes to the designated trigger, such as “Closed Won”.SalesFUSION’s solution is unique in that it ties Google AdWords directly into your sales opportunities via web services API. It is this methodology that enables real-time ROI Tracking.
Real-time ROI Tracking is predicated on the marketing systems’ ability to pull data directly from Google AdWords and correlate the spend per ad-group with a lead source. The lead source will control the flow of data back from the CRM system into the marketing system so that automated calculation of ROI can occur based on spend per ad group or spend per campaign.
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Multi-Channel Marketing by SalesFUSION360
What the multichannel marketing solution by salesFUSION360 does for the marketer is completely eliminate the need for manual correlation of data in 3 separate systems (Google, Marketing, Sales). The MCM Module is elegantly simple yet powerful in that it allows users to truly the very beginning of campaigns with the end result (opportunity closure).
Reporting strategies can vary, but no report can replace hard metrics when you’re fighting for additional budget dollars, headcount or job security. SalesFUSION clients enjoy a robust solution to a complex problem that is simple to set up, maintain and collaborate with.
SalesFUSION 360 provides software that accelerates revenue by connecting sales and marketing with prospects at the moment they are ready to buy. This is made possible through the SalesFusion 360 suite, which complements Sales Force Automation applications by adding an on-demand enterprise lead management service. SalesFUSION 360 increases lead quantity, lead quality and revenue conversion rates by integrating and automating the lead management process.
Learn more about us at www.salesfusion.com Toll-free number is 1-800-558-1760
Atlanta, Georgia number is 770-217-1228 Philadelphia Sales Office 1-866-317-4316
