04 May Top Use Cases for Salesforce and Google Analytics 360
Discussing the integration between Salesforce and Google Analytics 360 in the abstract is all well and good, but sometimes it’s nice to get down to concrete examples. Let’s look at three ways that the new partnership is delivering real results.
Use Case 1 – Using qualified lead & opportunity from Salesforce data to build audience segments
Let’s say that you’re currently using the Google AdWords as a primary channel for lead acquisition. You are bidding on many different keywords and pushing leads towards a series of landing pages with content offers and consultation offers. After the leads submit the form, they’re appropriately scored and, based on the form type, some leads are routed to your sales reps for further qualification. Your reps then contact those leads to perform qualification, and from there, update their lead status and convert some leads into opportunities.
Once leads become opportunities they advance through your opportunity pipeline until they’re won, or lost. A simple sales process might look something like this:
In the past what happened inside of Salesforce might have been a black box, meaning if you used Google AdWords to acquire the lead, optimizing your campaign in real-time based on the lead and opportunity data within Salesforce was not possible.
With Google Analytics 360 and Salesforce Sales Cloud integration, you are now able to build dynamic segments in Google Analytics 360 based on the data in Salesforce. This is especially useful for companies who have long sales cycles, who are now able to leverage the data within Salesforce to efficiently allocate their marketing dollars towards campaigns driving the highest value leads and opportunities. To illustrate the business impact of this, we’ve created the following diagram:
As you can see, you can use the data in Salesforce Sales Cloud to create an audience segments, which are then pushed into Google Analytics 360 in real-time and activated through DoubleClick and Adwords to run remarketing and prospecting campaigns. After you define the audience segments and configure the ad copy for remarketing & prospecting campaigns, the rest of the process is fully automated as audience data flows seamlessly from Salesforce Sales Cloud through the Google Digital Marketing Suite.
Use case 2 – Marketing ROI Analysis via acquisition costs & lifetime value
Understanding the ROI of marketing channels when that conversion data lives in a disconnected sales CRM is a challenge that plagues many marketers, particularly the ones who operate in B2B products and subscription services. What makes this ROI calculation even more complicated is that multiple conversions can occur over a given period of time.
If you’re a subscription service provider with monthly billing, then using a 1 year attribution window could yield as many as 12 separate conversions, all of which need to be attributed to the channel which drove initial conversion for this account. At scale, this process requires a significant time investment for your marketing team.
The Google Analytics 360 and Salesforce integration allows marketers to understand the true ROI of their marketing channels by being able to easily compare their acquisition costs against customer lifetime value over a given time period. This process is automated and doesn’t require any additional time to groom the data and tie it back to the marketing channel responsible for the conversion.
As an example, let’s say that you’re running a search advertising campaign using Google AdWords and this particular campaign results in 1 won account with 4 closed opportunities over a 12 month period:
The 4 opportunities which have been won for account ABC have a combined value of $60,000. Let’s assume that the original lead source was Google AdWords, resulting in a 300% ROI based on the total account value. To get this data, all you have to do is log into your Google Analytics 360 instance, where the data will be readily available with the capability to drill down by channel as well as by individual campaigns.
This integration makes the process of ROI analysis both quick and easy. To share any report with your management, you can do so directly via the Google Analytics 360 interface, or for additional reporting options, you can push this data into Google Data Studio or another data visualization platform.
Use case 3 – Running remarketing campaigns using Salesforce purchase history
In the past when using Google Digital Marketing for user acquisition and Salesforce Sales Cloud as your CRM, remarketing was a challenge due to disconnected data. Once customers purchased specific products, that data lived within Salesforce and email became the main digital channel left for you to leverage for promoting relevant products to those customers.
Let’s assume that you’re a bank and a new customer acquired through Google AdWords opened a business checking account in-person at one of your local branches. Using Salesforce Sales Cloud, your rep logs the transaction as closed-won in the CRM. Your marketing team then decides to promote related offers to this customer, such as a business credit card and business liability insurance. While you can still leverage this customer’s email address, direct mail, and phone number, retargeting the customer with AdWords was previously no longer possible because there was no way for you to sync their purchase history within Salesforce Sales Cloud to the Google AdWords cookie.
Now you have the ability create audience segments for remarketing in the GDM Suite based on Salesforce conversion events. With the integration of GA360 and Salesforce Sales Cloud this is accomplished by being able to sync a common user identifier across the two platforms. By using this identifier you’re able to connect purchase history in Salesforce to Google, and use that data to create remarketing segments in Google Analytics 360, which you can then activate via AdWords.
Just as with the other use cases we’ve outlined, this process is automated and requires little manual work aside from defining your audience segments and configuring the remarketing campaigns. For running remarketing campaigns within the Google Digital Marketing suite, you’ll be able to leverage Salesforce data in all AdWords campaigns as well as the DoubleClick products.
And there you have it, three common use cases that demonstrate exactly how powerful and flexible this new integration is. It improves the value of both products and makes Google Analytics 360 a must-have tool for anyone already investing in Salesforce.
Author Bio: Leo Sarian is a seasoned entrepreneur with over a decade of experience who specializes in helping B2B companies build and optimize marketing & sales engines. Prior to working with DELVE, Leo was the VP of Growth at Piwik PRO, a marketing technology company focused on data-sensitive industries. He holds a B.S. in Business Administration from the University of Connecticut School of Business, and in his free time enjoys hiking, mountain biking, and spending time with his wife and newborn baby. It is the process that most fascinates Leo, not the significance of the end product.