3 Ways to Improve ROI from Salesforce.com & Marketing Automation Data

Transcription

1 3 Ways to Improve OI from Salesforce.com & Marketing Automation Data Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

2 Marketing automation and CM systems are essential tools for companies to manage campaign execution, lead generation, and sales cycle activities. While complementary in nature, these two systems must communicate to keep marketing and sales organizations aligned. Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

3 What & Why of MA and CM Marketing automation Marketing automation systems nurture leads and uncover potential customers by enabling the company to communicate with prospects. They help Marketing create, implement, and track campaigns across a variety of online channels. Their main function is to identify and target prospects who are ready to buy. CM systems CM systems are designed to track sales activities from the time the lead enters the pipeline to when the lead becomes a signed customer. These tools help Sales collect and store data about existing customers as well as manage new prospects and sales opportunities. Salesforce.com is the de-facto CM system in most organizations. Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

4 Marketing Automation & Salesforce.com: Better Together Together the two systems, provide: Deeper insight into campaign performance Improved lead quality Better handoff between marketing and sales Marketing automation systems usually include an API into Salesforce.com. This improves the customer experience by giving sales and marketing teams easy access to each other s data, ensuring that they are both working off the same page. If information in one system changes, the other system is updated at the same time. Automated lead assignment And a positive impact on OI Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

5 But simple synchronization with pre-built APIs isn t enough Problems like these hold back today s leading edge marketing organizations: ead quality issues Marketing automation systems can only de-dupe on a few basic values (e.g., address). They don t support cleansing on multiple variables or fuzzy matching. Furthermore, they can t enrich gathered leads with additional information, leading to duplicate or, worse yet, conflicting campaigns to the same prospect, handoff of poor quality leads to sales, and incorrect lead assignments. Inability to see aggregated trends The API is designed to see only one contact s web activity at a time. You can t view the simultaneous movement of aggregated contacts. What s more, the API only supports zoom-in viewing of the specific lead data, not zoom-out, which gives a broader view of the aggregated customer/prospect base. Poor post-campaign performance analysis You can t capture time-based snapshots of activities such as click-through rates, open rates, and web activity to determine the common denominators of a win or a loss at different stages of the campaign, resulting in poor understanding of campaign performance. Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

6 Why do you need Alteryx? Alteryx can help you Improve lead data quality and assignment by enriching data with details like company revenue, industry code, location, demographics, and more Accurately measure campaign effectiveness by pinpointing key factors behind a win or a loss See prospect trends, such as web activity at an aggregated level, for a broader view Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

7 Use Case 1: ead Quality and outing Engine Why does this matter? Marketing is all about identifying and targeting the right people with the right message. A lead quality and routing engine helps you clean up bad data, enrich leads, and create custom lead-routing rules for better lead assignment. What does it do? The effectiveness of a marketing campaign relies on good data. A lead quality and routing engine guarantees quality leads are assigned correctly, so they don t become stale in the hands of the wrong reps. Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

8 What is the recipe? You can make a lead quality and routing engine in three simple steps: 1 Cleanse incoming leads data 2 Normalize the data What do you need to do it? A license to Alteryx Designer Access to Salesforce.com Access to a marketing automation system Access to third-party data, such as Dun & Bradstreet and TomTom, for firmographic and geo-spatial information 3 Enrich leads with additional details Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

9 1 Cleanse Incoming ead Data 1. Input your lead data using either connectors or flat files 2. Use data preparation tools, like Filter, Formula, and egex, to build a set of cleansing rules for required fields (e.g., Company, Name, , etc.) 3. Flag the good and bad data with Valid and Invalid headers to segregate later 4. Use the Filter macro to separate the Valid and Invalid data 5. Output and scrutinize the bad data before discarding Expression: Credentials Table Query Salesforce ogin U T F!IsEmpty{[Company Name is]} T F ength{[company Name]}>1 if([companyfag]== Valid AND [NameFlag]== Valid AND [ Flag]== Valid AND [ PatternFlag]== Valid AND [PhonePatternFlag]== Valid AND [obtitleflag]== Valid ) then Valid else Invalid endif Input Data Source \eadsist.csv T T T Expression: [BadDataFlag]== Valid F F F!IsEmpty{[Name is]} ength{[full Name]}>2 Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

10 2 Normalize the Data 1. Connect the good data output from the last step to the left input of a oin tool 2. Build a normalized database containing non-normalized values and corresponding normalized values 3. Connect the normalized database to the right input of a oin tool 4. Configure the oin tool to merge on the non-normalized values and Output the corresponding normalized values 5. Union the left and oin streams to include all the records 6. Use the Formula tool to pick normalized values GoodData.csv #2 #4 NormalizedCountry=if(IsEmpty {[Normalized_Country]})then [Co_ Data_Normalization.csv Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

11 3 Enrich eads with Additional Details Using the Enrichment Data flat file: GoodNormalized Data.csv DnB_Enrichment Data.yxdb 1. Input the normalized data 2. Input the enrichment data source, such as Dun & Bradstreet data 3. oin on Company Name and select needed fields from the enrichment data 4. Fuzzy Match to join records that don t have the exact company name. Congratulations, your data is now correct, consistent, and complete. GoodNormalizedData.csv Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

12 Use Case 2: Snapshots for Performance Analysis Why does this matter? As a lead moves through different life-cycle phases of the campaign, the lead status continually changes in both marketing automation and Salesforce.com systems. With no maintained history, it is difficult to understand later why a lead did not convert into an opportunity or sale. What does it do? By taking snapshots at different pre-defined periods, marketers can conserve historical data views for campaign performance analysis and analyze metrics that provide insight into improving performance, such as Time to ead Assignment, Time ead was Contacted, When ead was Disqualified, and eason for Disqualification. Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

13 What is the recipe? You can create snapshot data for campaign performance analysis in three simple steps: 1 Create workflow for initial snapshot of Salesforce.com lead table What do you need to do it? 2 Create workflow to update snapshot A license to Alteryx Designer Access to Salesforce.com 3 Create workflow to use snapshot for analysis Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

14 1 Create Workflow for Initial Snapshot of Salesforce.com ead Table Drag the Salesforce Input connector to a new canvas Input your connection credentials with relevant access authorizations Select ead Table and pick the fields to snapshot Drag the Output data tool and assign it to a local Alteryx Database.yxdb un the workflow to initiate a snapshot Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

15 2 Create Workflow to Update Snapshot Select ead Table and pick the fields to snapshot Drag the Input data tool and select Snapshot Table U= login.salesforce. com/table=ead MQ Snapshot. yxdb oin on ead ID and pick the left unjoined output to select only the new leads to add to the snapshot Drag a Formula tool stamp snapshot with the job run time Drag a Block Until Done tool to ensure all the data has been extracted before it is written to the snapshot Schedule the workflow to run on a regular basis to update the snapshot Batch_ID c=datetimestart0 MQ Snapshot.yxdb Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

16 3 Create Workflow to use Snapshot for Analysis Drag the Salesforce Input connector to a new canvas Input your connection credentials with relevant access authorizations Select Snapshot Table and pick the fields to export Connect to an output: Excel, Tableau, Qlik, PDF, etc. un the workflow each time you need to refresh the analysis U= com/table=snap_weekly_ MQ_Snapshot c You now have the snapshot data as your campaign progresses, so you can accurately assess the factors driving success or failure. MQ Snapshot.tde MQ Snapshot. xlsx Table=Sheet1 Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

17 Use Case 3: Web Activity Tracker Why does this matter? Understanding how a prospect or a set of prospects navigates through your website is critical to refining and optimizing your relationship with prospects. With a web activity tracker, you can determine which pages or assets on the site trigger certain actions, such as drop-off, trial downloads, purchase, etc. What does it do? By looking at the aggregated view over time, you can identify trends and activators for certain actions. This information then can be used to drive more positive interactions with prospects. Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

18 What is the recipe? You can create a web activity tracker in four simple steps: 1 Get web visits data from your marketing automation system 2 Get closed opportunities data from Salesforce.com 3 Merge the two datasets What is needed to do it? A license to Alteryx Designer Access to marketing automation system Access to Salesforce.com Access to a visualization tool, such as Tableau or Qlik (optional) 4 Visualize in Tableau Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

19 1 Get Web Visit Data from Marketing Automation Drag the Marketo Input connector to a new canvas Configure the Marketo Extractor to load ead Change ecords and pick the relevant fields to load from Web Visits transactions Copy Marketo Connector and switch ecord Type to ead Change ecords and load Marketo lead attributes such as , name, etc. oin the two Marketo datasets on ID (for leads) and MktPersonID (web visits) Buffer the Marketo transactions to a local Alteryx Database.yxdb for faster reloads of the workflow Note: This example uses Marketo, but you can replicate these steps using any marketing automation software Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

20 2 Get Closed Opportunities from Salesforce.com 1. Drag the Salesforce Input tool to the canvas and input connection credentials to access 2. Select the Opportunity table; pick relevant fields and input a SOQ Where calendar_year(closedate)>2014 AND IsClosed = TUE to extract only opportunities closed in Copy the Salesforce Input tool and select the Opportunity Contact ole table; pick relevant fields and input a SOQ Where isprimary = TUE to extract only the primary contacts for opportunities 4. oin the outputs of the previous steps on this page on OpportunityID U= salesforce.com/ Table=Opportunity U= com/table= OpportunityContactole U= salesforce.com/ Table=Contact U= salesforce.com/ Table=Account * Continued on next slide Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

21 2 Get Closed Opportunities from Salesforce.com, cont d. 5. Copy the Salesforce Input tool and select Contact Table; pick relevant fields and input a SOQ Where Id IN (select ContactId from OpportunityContactole) to extract only the contacts associated to opportunities U= salesforce.com/ Table=Opportunity U= com/table= OpportunityContactole 6. oin this output with the previous oin output on ContactID 7. Copy the Salesforce Input tool and select Account Table; pick relevant fields 8. oin this output with the previous oin output on AccountID U= salesforce.com/ Table=Contact U= salesforce.com/ Table=Account You now have all the website visits by individual s as recorded in Marketo transactions, for both leads and contacts, as well as all closed opportunities with contact and account attributes for Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

22 3 Merge the Marketing Automation and Salesforce.com Data Sets 1. oin the previous outputs on address 2. Add an Output tool and select a TDE file format for output in Tableau U= Table=OpportunityContactole U= com/table=contact U= com/table=account U= /Table=Opportunity Web Visits for 2015 Cosed Oppties.tde Marketo eads.yxdb Marketo Web Visits.yxdb Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

23 4 Visualize in Tableau Once you have completed the previous three steps, you should be able to view: Top visited pages per opportunity outcome Website navigation path per opportunity Visualizations by importance of pages in deal influence and traffic Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

24 Benefits of Alteryx Improved data quality and lead assignment ensures leads don t get stale, sitting in the hands of the wrong sales reps Increased revenue through more effective campaign performance and accurate identification of potential target customers Enhanced customer retention and new customer conversions by identifying key trends and activators of campaign success Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data

25 Data Blending and Advanced Analytics More than 800 customers and thousands of data analysts worldwide rely on Alteryx daily. alteryx.com/marketing Cookbook Series 3 Ways to Improve Marketing OI with Salesforce.com & Marketing Automation Data