Events. Sponsorships Website PPC Webinars. The Ultimate Guide to Lead Source Strategy and Management 10 Steps to Measuring Marketing Success

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1 Events Sponsorships Website PPC Webinars The Ultimate Guide to Lead Source Strategy and Management 10 Steps to Measuring Marketing Success

2 Guide to Lead Source Management An Introduction Page 2 How Can Marketers Effectively Track Sources and Assets to Gain Insight into Marketing Program Effectiveness? From strategy to execution, this deep dive guide goes beyond standard lead source tracking to provide a blueprint for marketers to adopt. Build Strategy A comprehensive Lead Source Management strategy helps marketers track success and gain insight into the organization s top content and marketing assets. Answer questions like: Why should we adopt a Lead Source Management strategy? What is the importance of first and last touch in tracking marketing investment categories? Which lead sources are performing? How is Sales benefiting from marketing activities? Get Ten Steps to Execute With strategy set, organizations can jump to execution. Step 1. Choose Your Buckets Step 2. Determine Defaults and Naming Convention Step 3. Create Your Fields in Salesforce.com Step 4. Block Data Updates Step 5: Capture Data Consistently Step 6. Build New Links 7. Backfill Legacy Data (Or Not) 8. Test, Test, Test 9. Create Reports to Gain Insight 10. Give Sales Better Intelligence 11. Bonus Step Streamline Marketing A Best Practices Guide The principles of this guide apply to all organizations. However, some of the recommended tactics are tailored towards organizations utilizing Salesforce.com and Marketo. Page 2

3 How is Your Drive? A 250 Yard Drive is no Good When you Three Putt Page 3 Drive for show and putt for dough is a famous golf saying. Many golfers break out the big driver in attempt to knock off a long drive for their first shot. Well, what about the putt? A 250 yard drive is no good when you three putt. That last shot is just as important as the first shot. Like golf, every lead has a first marketing touch that is like the drive. Many organizations focus on that first touch as the benchmark for success. In reality, it takes several successful shots to get the ball in the hole. This is why the great golfers are often found on the practice putting green working on their last touch. When it comes to marketing, tracking the success of leads is challenging. Leads come from many different sources (PPC, Website, etc.) and request numerous types of assets (Demos, White Papers, etc.). Besides trying to figure out this complicated marketing mix, many organizations run into data quality and technical issues that prevent clear analysis. A Few Strategic Questions Does our organization track first and last touch? Are our systems setup to capture data properly? Does our organization have the proper resources to execute on the strategy? Drive for Show And Putt for Dough Page 3

4 A Multitouch Approach There are Not Many Hole in Ones Page 4 How Many Hole in Ones Have You Shot in Your Life? Measuring marketing success is very similar to golf it takes multiple shots to complete the hole and fewer shots are preferred. Unless you see a sign while walking along South Beach that says Free drinks next hour, it s rare that one touch drives the deal. Rather, it usually takes multiple touches and multiple contacts to make the deal happen. A comprehensive Lead Source Management strategy helps organizations gain insight into marketing investment ROI and answer questions such as: How to did the lead get to us? What did the lead want? What is the original touch? What is the last touch that drove an opportunity? Today s marketers go beyond simple Lead Source measurement and instead analyze multitouchmarketing influence. In other words, how is marketing contributing to revenue? 2 What is Lead Source Management (LSM)? LSM is a strategy/process that enables organizations to manage and track lead sources and content assets. LSM helps organizations streamline marketing efforts and gain visibility into top marketing investment vehicles. 1 Page 4

5 Why Adopt a LSM Strategy? It s Not Just About Reporting and Analytics There are three main benefits to developing a comprehensive LSM strategy. LSM in Action See steps 9-11 of this guide for examples of how organizations can streamline marketing efforts while gaining insights into marketing activities. Page 5 1. Analytics. The most obvious benefit is advanced analytics. 2. Organizations can measure and track assets and sources to measure marketing effectiveness. 2. Streamlined Marketing.With proper setup,alsm strategy helps marketers maintain consistent data within the system while offering more campaign flexibility. 3. For example, if a Last Lead Source included a partner name, the marketer could trigger an alert to that partner to support the partner channel. 3. Sales Visibility.LSM arms Sales with more relevant information to make better Sales calls. 4. This additional information also helps build trust between the Sales and Marketing teams to improve alignment between the departments. Page 5

6 Campaigns vs Lead Source What is the Difference? If your organization is utilizing Salesforce.com and/or Marketo, you are most likely leveraging Salesforce.com campaigns (or equivalent Programs in Marketo.) A best practice is to use a comprehensive LSM strategy in combination with a Campaign analysis strategy. LSM Strategy Sources are tracked on the individual lead level and are specifically tied to the lead. For example, if a lead attends a Best Practices webinar, that information would feed into the lead s lead source fields for analysis. Salesforce.com Campaigns Campaigns enable marketers to plan, manage, and track the progress of marketing activities within Salesforce.com or Marketo. Campaigns allow for streamlined management and analysis of the marketing activity itself. Using the Best Practices webinar as an example, Marketers would manage that webinar as a Salesforce.com Campaign (or Marketo Program) to track registrants and attendees, and to manage s and other assets. Page 6 More information on Salesforce.com Campaigns: aigns_def.htm&language=en_us Tip When building a LSM strategy, make sure to complement the setup of your Salesforce.com Campaigns or Marketo Programs. Page 6

7 Ten Steps for Lead Source Management Page 7 The Blueprint for Success When building a house, home owners are presented with a blueprint. The blueprint is intended to provide a starting point for the project. The blueprint should be customized and tailored to the needs of the individual homeowner. Like a home blueprint, this 10-step guide is intended to provide organizations with a path to success. Strategy and actions may (and should) vary so please adjust your lead source blueprint accordingly. Page 7

8 Step 1. Choose Your Buckets Page 8 What are Your Reporting Needs? The first step in the process is to determine how you want to track your sources and assets. Develop high level buckets for tracking and analysis. Lead Source -How did leads get to you? The Lead Source should closely parallel Marketo Channels to compliment Program analysis. Examples include: PPC Website Online_Advertiser Event Road_Show Lead Source Detail Which specific source did the lead come from? Asset Which asset did the lead want? Examples include: White_Paper Case_Study Demo OnDemand_Webinar Trial Asset Detail-What specific asset did the lead request? WP_Top_Tips_2014 Demo_5Min_Overview_ Video CS_2014_05_24_Best_Practices The Lead Source Detail may closely parallel the program name depending on the naming convention of your organization. Examples include: PPC_Google OA_TechTarget_Q4_2014 RS_Chicago_ 2014_10_2014 Lead Source Management 8 (LSM8) Diving a bit deeper into LSM lies the LSM8. Many organizations start out managing one or two lead source fields. This approach provides some basic level of analysis. A comprehensive approach increases the number of tracked fields to at least 8 the LSM8. This includes first and last touch for Lead Source, Lead Source Detail, Asset and Asset Detail. Page 8

9 Page 9 Step 2. Determine Defaults and Naming Convention Is Your Data a Mess? Try this. Go run a Leads by Lead Source report in Salesforce.com or marketing automation solution for leads created over the past year. Do you get all kinds of variations of lead source names like below? If so, it s time to stop the madness. In this second step, determine exactly how you want your source and asset names to look. Example: Lead Source: Website Lead Source Detail: Organic Lead Asset: Case _Study Lead Asset Detail: CS_2014_05_24_Best_Practices Tip: Search the Marketo community for Naming conventions to see which fits your needs best. Next, document this naming convention and stick with it. Maintain a defaults grid in Excel so you can easily reference in the future. Bad Good Case_Study Page 9

10 Step 3. Create Your Fields in Salesforce.com Make Your Salesforce.com Admin Your Best Bud Step 3 involves getting your Salesforce.com admin on the line to put in your request for the 8 LSM fields and values defined in the previous step. These fields will then automatically sync over to Marketo so you can move to step 4. Four Pick List Fields These high level fields should be fixed picklist values: Lead Source Asset Last Lead Source Last Asset Four Freeform Fields These detailed fields will vary from asset to asset and from source to source. Lead Source Detail Asset Detail Last Lead Source Detail Last Asset Detail Page 10 Tip: Make sure all fields are created on BOTH the Lead and Contact records and are mapped to one another. Tip: Make sure picklistsmatch your bucket values EXACTLY to ensure data integrity. Tip: Use field names that work for you. For example, some organizations use Channel and Program Name instead of Lead Source and Lead Source Details. First Touch Last Touch Fields Example Lead 1 Example Lead 2 Lead Source PPC Website Lead Source Details Google_PPC Organic Lead Asset White_Paper Demo Lead Asset Details Top_10_Best Practices 3-Minute_Video Last Lead Source Website Online_Advertiser Last Lead Source Details Organic SC_Magazine Last Lead Asset Evaluation Case_Study Last Lead Asset Details Product_ABC Finance_Case_Study Page 10

11 Step 4. Block Data Updates Does Your Birthplace Ever Change? Page 11 Like your birthplace, the original lead source and asset information never changes. Unless you are like Alan in The Hangover who permanently lives with his parents, your place of residence changes periodically. This last touch gets recorded on license renewals, credit card applications, etc. In this step, organizations must ensure that systems are setup properly to allow or to block updates depending on the data requested. Specifically, make sure field updates are set appropriately in your marketing automation system. Ensure Original fields always stay the same after they are populated. Last touch fields are overwriteable so new data overwrites existing data. Page 11

12 Step 4. Block Updates in Marketo Get into the Weeds Diving into the technical recommendations, grab your Marketo administrator to set up the following. Tip: For the original touch fields, leave the Flow change data value unchecked. This provides organizations with the power to adjust and fix data within the system to ensure data integrity. With Power Comes Responsibility If data is ever changed within a flow step, be careful not to overwrite good data. For example, organizations would not want to mistaking overwrite its Lead Source of PPC if PPC was the correct value. Page 12 4A Go to the Field Management Section Four Original Touch Fields Block Updates Four Last Touch Fields Allow Updates 4B Set Field Permissions Accordingly Page 12

13 Step 5. Capture the Data Consistency is the Name of the Game Page 13 There are many ways to capture data into your marketing automation system. For this guide, we will focus on how to bring in consistent data using two methods. Method 1 -List Imports Attend a trade show or obtain a list of leads that downloaded your white paper from a third party site? Use this imported list as a way to collect original and first touch insight. How? Add LSM8 fields with values to the data file BEFORE import. Makes sure data values match your naming conventions. Upon import, check to see if your data updated properly. Because you are blocking updates in step 4, only last touch information will populate if the original values exist. Method 2 Forms When a lead fills out a form, this action is an excellent opportunity to collect relevant LSM data. One best practice for capturing the LSM8 fields is to hide the fields within the form itself. Add LSM8 fields to all forms as hidden fields. Get values from URL parameters. Form implementation can vary greatly from one organization to the next. Refer to the Marketo community for more information on forms or contact RevEngine Marketing for assistance. Page 13

14 Step 6. Build New Links Get Source and Asset Values Now that you have setup your forms, it s time to begin swapping out links in your advertisements, banners and website assets. When a lead fills out the form with the new link, the values from the link will automatically pass into your system. How? Go to the page for which you want to create a link. Right click and choose Create with URL builder. Enter the values from your spreadsheet or from the available drop down lists. Click Update URL to generate your new link. Tip: Avoid Duplicate Parameters Depending on how the form is setup in step 5, original and last touch fields can reference the same parameter there is no need to double the size of the link. Keep one of these two fields checked and the other unchecked. For example, Lead Source and Last Lead Sourceboth reference a parameter like LS. When a form is submitted, the value that the LS references will populate into both of those fields. Page 14 What is this Funky %20? A link building best practice is to use an underscore or dash in between words. Otherwise, your link may break as some systems will read the space as the link s end. If you don t use dashes or underscores, make sure to place a %20 in the link s spaces. For Chrome users, copy/paste the link into the address bar. Chrome will automatically add the %20 to your link so your link does not break. Tip: Marketo doesn t save the built links. Save to a spreadsheet if you want to reference in the future. Page 14

15 Step 7. Backfill Legacy Data (Or Not) What to do with Existing Leads? Page 15 Step 7 involves developing a strategy around how to deal with existing data. Remember that once the LSM system is turned on, data will immediately start populating into your system. With up to eight new fields collecting data, organizations must strategize on what to do with existing leads. Most organizations adopt a version of option 2 to reduce the level of effort associated with the overall project. Organizations with cleaner legacy data may opt for option 3. Option 1 (Simplest) - Do Nothing Doing nothing is the easiest thing to do. However, organizations will begin seeing a mix of data which will disrupt long term analysis. Option 2 (Moderate) - Normalize and Set Legacy Data Under this option, an organization normalizes existing data and backfills blank information as much as possible. Normalize: Adjust data like Wbsite to Website. Chose a cutoff date and update all data as accurately as possible after that date Populate remaining empty fields with something like Legacy. Option 3 (Advanced) Backfill Everything Under this scenario, an organization backfills the LSM8 fields for all existing data. Create campaigns to backfill legacy data leveraging existing lead source, campaigns and programs. Example: If attend XYZ webinar and lead was new, backfill original source info with XYZ webinar. Page 15

16 Step 8. Test Test Test Page 16 The Devil is in the Details Like any major update, testing is essential to the overall success of the program. Some Tests to Try Fill out forms with new URL parameters. Ensure data is passing through properly for all LSM8 fields. Validate that last touch and original touch fields are being overwritten or blocked. Run a list of values to ensure consistency (Case Study vs Cse Study). Page 16

17 9. Create Reports to Gain Insight See the Results Page 17 With all the hard work put in, organizations can now begin gaining insight into their top assets and sources. A Sample of Reports Leads Created by Quarter by Lead Source. Gain insight into the volume of leads coming in by marketing vehicle. Most Popular Asset. Organizations can see how assets such as white papers are performing against assets like case studies. Top Asset Detail or Top Source Detail. Drill down to see which asset or source drove the most amount of leads. Compare one asset or source against one another to determine which performs the best based on cost per lead. Top 5 Marketing Metrics Read about other top marketing metrics at: Page 17

18 Step 10. Give Sales Better Intelligence Page 18 Sales Visibility = Better Communications Arm your Sales team. A Sales rep armed with relevant information can make the difference between a good call and a GREAT call. The added intelligence improves communications with prospects and customers by offering a more complete view into the lead s activities. How? Update Salesforce.com Lead and Contact records with new LSM data. Integrate LSM fields into various Salesforce.com Queue views. Build new data into alerts to offer added insight Alert Example Salesforce.com Page 18

19 11. BONUS: Streamline Marketing Page 19 Build Marketing Efficiencies With the availability of four last touch fields, marketing can trigger special campaigns that it could not in the past. The end result is increased automation powers and additional efficiencies. Some examples include: Track Last Touch Before an Opportunity Creation Want to gain insight into what exactly is triggering an Opportunity creation? Capture the Last Lead Source Detailwhen the Opportunity is created to gain valuable insights. Send Alerts for Select Asset Types Have an asset like an evaluation that represents a ultra hot lead? Create alerts based off of Last Asset that kicks off whenever that value populates into the system. Support the Partner Channel Many organizations lean on partners to support the business model. By providing partners with trackable links, Partners can push traffic to the organization without worrying about losing credit. Leveraging Last Lead Source, the system can create an alert or list whenever a Partner generated lead hits the system. Page 19

20 Summary Follow Your Success Path Page 20 Developing the LSM strategy is vital to measuring the success of marketing vehicles and providing Sales with insight into a lead s actions. Once strategy is set, organizations should follow this step-by-step guide to develop its own blueprint to success. Good luck on the golf course. Need Help with Your Success Path? If your organization needs assistance developing its LSM strategy and executing on the steps, please contact RevEngine Marketing. We ve refined this methodology over years and can guide your organization to success. info@revenginemarketing.com Phone: Web: About RevEngine Marketing RevEngine Marketing helps clients optimize demand generation and sales efforts by creating an efficient funnel that accelerates revenue. We like to call this funnel the revenue engine. Leveraging the latest in automation technology, RevEngine Marketing maps best practice sales and marketing processes to technology to create a repeatable and measurable revenue engine. Page 20

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