How you can BENEFIT from integrating your Web Analytics with Pardot & Salesforce?
In every CRM and marketing workshop, I have with customers, I get to talk to many confused business and marketing people, asking the following:
How can we make all of these tools finally work together? And, is it possible?
Where should our Marketing team invest their time?
Where should our finance team delegate their IT budget for the next year?
Then, all of a sudden I hear whispers with buzzwords, like, “in-house”, cookies, website tracking, analytics, PPC, Organic search, and paid ads. After the room quiets down, they typically direct their attention to me and ask me to bring clarity to their concerns.
Let’s address the benefits of integrating business analytics with Salesforce’s email marketing tool, Pardot, as well as their CRM. Using these tools we can get a single view into user-level web analytics data by leveraging the Single Customer View in Pardot and Salesforce’s CRM. I’ll also shed light on who we need to be involved to make it happen in a timely fashion and on budget.
Google Analytics tells you how many people visited a website, where they came from, what were the most popular pages, what is the average session duration, how many came from organic search and how many were direct from typing in the website address.
What is lost by not connecting Google Analytics with Pardot is when a specific person last visited a website, what pages they viewed, etc. Additionally, the person in question cannot be added to a personalized journey based on the blogs they read or in regards to the gated content they downloaded. This a big gap in insights concerning a prospect, right?
Salesforce CRM allows all of this data that has been gathered to be both stored managed through marketing campaigns. Marketing campaigns is a feature that may be enabled in the administrative setup menu under Connected Campaign. This feature assigns prospects to the correct teams in appropriate regions at the right time using assignment rules dictated by the Salesforce administrator or consultant. The possibilities of how a business can direct it's customer and prospective client data to its internal teams and individuals are only limited by a business’s needs and creativity. Finally, Salesforce CRM allows you to produce brilliant reports and dashboards so that team leaders and executives love to see so that they know where the business has been and where it is heading.
The question then arises as to how to get to a single place that has all of this sales and marketing data connected? Google Analytics offers, for example, data that suggests what customers are interested in, and how they consume marketing content that a company has produced, we may want to:
Send prospects and customers tailored messages and relevant offers.
Alert the marketing team as to what type of content they should produce and events to organize.
Confidently know how much money to budget for all company events the following year because it is clear where prospects convert at the highest rate, what existing customers enjoy most from those events.
Understand and attune what the sales and marketing team offers to prospects and customers for the greatest return on investment.
Know what type of marketing content to produce more of in order to attract look-a-like customers.
For many companies, this sounds like a dream. However, it can be a reality!
The biggest challenge businesses and implementation consultants face is during the solution phase of an implementation or IT project. This phase occurs shortly after initial discussions about the project. In order to successfully navigate the solution phase the following parties need to be engaged:
Marketing agency or agencies that manage the Google Analytics and Google Ads accounts
Website developer or development team
Internal or external graphic designer or design agency
Internal marketing team
Internal project owner
Finance Director who will be instantly approving the budget from all parties to do the required work
Implementation Solution Architect
It can be a monumental effort on its own to get all the right people in a room and to agree on availability when needed for speedy turnarounds to questions and requests.
In my estimation, this is the foremost reason why marketing data dreams remain dreams. It can simply be impossible to get everyone together from various events, like vacations, seminars, and other meetings. So that’s why after the initial design phase when Solution Architect builds out the solution, comprised of websites, landing pages, integrations, social accounts and all the rest of a company’s online presence, it is imperative to schedule and connect the right people at the right time.
The Marketing Agency or Agencies need to meet with the Pardot Implementation Consultants to connect the appropriate Google Analytics and Google Adwords accounts, align any further requirements for landing pages, gated content, tag manager and tracked URLs.
The website developer or development team must connect with the aforementioned Pardot Consultants to implement the correct Google Analytics code, which will have been provided by the Marketing Agency or Agencies involved, as well as the specific Pardot Tracking code.
The Internal or external graphic designer or agency will need to meet with implementation consultants to exchange all of the appropriate marketing assets and brand guidance so that they will be able to build all of the fully branded landing pages, email templates, engagement programs, and auto-response emails.
The marketing team and project owner should communicate with the implementation consultants and solution architect to develop and implement a newly automated business process flow to ensure that all assets are where they are needed, that all parties involved understand their role as it concerns the project and that everyone knows their responsibility and delivery timelines.
It is imperative that the project owner and the finance director agree on all one-off and maintenance costs so that the project will not be stalled for funding reasons.
When everyone is fully aware of their responsibilities and the role they play in the project, the implementation consultant can focus on delivering the dream.
Let’s answer both questions that are suggested in the in the title of this post:
What are the real benefits that can be had from integrating Google Analytics with Pardot & Salesforce?
A company will discover:
Where a prospect originated from, whether that is through organic search, direct site access, PPC, a paid ad, Adwords, Twitter post, etc.
What pages the prospect viewed on the company’s website.
What forms the prospect completed on the website.
What gated content the prospect downloaded.
What emails the prospect opened.
Which of the company’s nurture journeys the prospect entered.
If a new customer was generated by closing the deal from a prospect.
If a prospect becomes a loyal customer with repeated purchases.
If Prospect interacted with any of your posts on Social Media.
Why should a company invest in integrating these tools?
Nowadays, emails sent will not produce a 94% open rate as it did 20 years ago.
We all have more things to do than we want to or have time for. As a consumer society we have learned how to cut ages and have developed a knowledge on:
How to skip spammy marketing email.
How to inspect a page, download a file, without giving away an email.
How to search content on the internet in incognito so cookies can’t track the searcher.
How to unsubscribe from all marketing campaigns to get initial order offers like, “15% off for first-time purchases, or “Free shipping for first-time orders”.
How to add a “+” (PersonName+Date@company.com) to a Gmail Account to use new customer benefits.
Which return reason option to select to get a free return shipping label.
And the list goes on...
In today’s highly competitive market for a customer’s attention, everyone has to market in more ways than they may want to or have time for. Most off the marketing we do needs to be mobile first. Because we read our emails on the tube, scroll social media when we are in the bathroom and answer conference calls remotely while we are traveling. We can use multiple devices at the same time so multi-touch attribution is key.
On the other hand, we are also living in an age with cutting-edge technology that when properly implemented and combined with your teams effort is very much responsible for generating the future cash flow and if you can demonstrate it to the point that everyone believes and buys into it, you win.