All too often, standard web Leads are about the only object set up to automatically pass from your marketing automation system into Salesforce. However, there are many more opportunities for automation once you venture beyond the basics.

Marketing Automation Mistakes - woman dropping ice cream

Here are three common marketing automation and Salesforce integration mistakes.

1. Not Tying in Opportunity Fields

Have you ever received marketing emails from a company when you’re already a customer? In many cases, this is because their marketing team had no visibility into Opportunity status fields in their marketing automation system. Opportunity fields are an easy, automatic way to ensure your good prospects and existing customers don’t get the wrong messaging.

Tip: Write a rule in your marketing automation software that Contacts associated with Opportunities above 20% never receive certain email messages.

2. Lacking Inbound Call Metrics

If you have a sales team, chances are that your company is taking inbound calls. Believe it or not, the rise of mobile search is actually driving the number of business calls up. According to Kelsey, the number of inbound sales calls will double from 30 billion to 60 billion in the next three years. Using call tracking software, such as RingDNA, you can get visibility into the marketing sources that are not only driving inbound calls, but also opportunities and revenue. This can be the single biggest driver for channel optimization. For example, the best AdWords managers aren’t just optimizing their keywords and ads based on web conversion performance; they’re also looking at inbound call volume and associated revenue to see what’s really driving revenue.

Tip: Use call tracking software, such as RingDNA, to get visibility into the marketing sources that are not only driving inbound calls, but also opportunities and revenue.

3. Not Incorporating Custom Application Data

No matter your company’s product — whether you refinance loans, build mobile apps or provide survey creation software — chance are, you’ve got some type of custom application data streaming into Salesforce. If any of that data is behavioral, and can indicate customer preferences or even demographics, you need to sync it with your marketing automation software.

Tip: Once you are pulling custom data, set up nurturing campaigns around that data to trigger upsells, content workflows and other best practices that can accelerate revenue.

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