3 Ways to Improve ROI from Salesforce.com & Marketing ...pages.alteryx.com/rs/alteryx/images/Salesforce_Cookbook_v7_Final...Cookbook Series 3 Ways to Improve Marketing ROI with Salesforce.com

Cookbook Series | 3 Ways to Improve Marketing ROI with Salesforce.com & Marketing Automation Data

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


Marketing automation and CRM 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.


Marketing automationMarketing 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.

CRM systemsCRM 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.

What & Why of MA and CRM

Salesforce.com is the de-facto CRM system in most organizations.


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.

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

Automated lead assignment

And a positive impact on ROI


But simple synchronization with pre-built APIs isn’t enoughProblems like these hold back today’s leading edge marketing organizations:

Lead quality issuesMarketing automation systems can only de-dupe on a few basic values (e.g., email 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 trendsThe 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 analysisYou can’t capture time-based snapshots of activities such as click-through rates, email 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.


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

Improve lead data quality and assignment by enriching data with details like company revenue, industry code, location, demographics, and more

Why do you need Alteryx?Alteryx can help you…


Use Case 1: Lead Quality and Routing 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.


1 Cleanse incoming leads data

2 Normalize the data

3 Enrich leads with additional details

What is the recipe?You can make a lead quality and routing engine in three simple steps:

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


1. Input your lead data using either connectors or flat files

2. Use data preparation tools, like Filter, Formula, and Regex, to build a set of cleansing rules for required fields (e.g., Company, Name, Email, 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

Cleanse Incoming Lead Data1

F

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!IsEmpty{[Name is]}

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Length{[Full Name]}>2

F

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!IsEmpty{[Company Name is]}

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Length{[Company Name]}>1

Input Data Source

\LeadsList.csv

Salesforce Login URL

http://ap1.salesforce.com/

Credentials Table Query

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if([CompanyFLag]==’Valid’ AND [NameFlag]==’Valid’ AND [EmailFlag]==’Valid’ AND [EmailPatternFlag]==’Valid’ AND [PhonePatternFlag]==’Valid’ AND [JobTitleFlag]==’Valid’) then ‘Valid’ else ‘Invalid’ endif

[BadDataFlag]==”Valid”

Expression:

Expression:


1. Connect the good data output from the last step to the left input of a Join 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 Join tool

4. Configure the Join tool to merge on the non-normalized values and Output the corresponding normalized values

5. Union the left and Join streams to include all the records

6. Use the Formula tool to pick normalized values

Normalize the Data2

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NormalizedCountry=if(IsEmpty {[Normalized_Country]})then [Co_

GoodData.csv

Data_Normalization.csv

#2

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Using the Enrichment Data flat file:

1. Input the normalized data

2. Input the enrichment data source, such as Dun & Bradstreet data

3. Join 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.

Enrich Leads with Additional Details3

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DnB_Enrichment Data.yxdb

GoodNormalizedData.csv

GoodNormalized

Data.csv

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Congratulations, your data is now correct, consistent, and complete.


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 Lead Assignment, Time Lead was Contacted, When Lead was Disqualified, and Reason for Disqualification.


Create workflow for initial snapshot of Salesforce.com lead table

2 Create workflow to update snapshot

3 Create workflow to use snapshot for analysis

What is the recipe?You can create snapshot data for campaign performance analysis in three simple steps:

What do you need to do it?



1


• Drag the Salesforce Input connector to a new canvas

• Input your connection credentials with relevant access authorizations

• Select Lead Table and pick the fields to snapshot

• Drag the Output data tool and assign it to a local Alteryx Database .yxdb

• Run the workflow to initiate a snapshot

Create Workflow for Initial Snapshot of Salesforce.com Lead Table

1


• Select Lead Table and pick the fields to snapshot

• Drag the Input data tool and select Snapshot Table

• Join on Lead 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

Create Workflow to Update Snapshot2URL=https://login.salesforce.com/Table=Lead

Batch_ID__c=DateTimeStart0

MQL Snapshot.yxdb

MQL Snapshot.yxdb

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• 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.

• Run the workflow each time you need to refresh the analysis

Create Workflow to use Snapshot for Analysis

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URL=https://login.salesforce.com/Table=SNAP_Weekly_MQL_Snapshot__c

MQL Snapshot.tde MQL Snapshot.xlsx Table=Sheet1

You now have the snapshot data as your campaign

progresses, so you can accurately assess the factors

driving success or failure.


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.


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 the recipe?You can create a web activity tracker in four simple steps:

Visualize in Tableau4

What is needed to do it?


• Access to marketing automation system


• Access to a visualization tool, such as Tableau or Qlik (optional)


• Drag the Marketo Input connector to a new canvas

• Configure the Marketo Extractor to load Lead Change Records and pick the relevant fields to load from Web Visits transactions

• Copy Marketo Connector and switch Record Type to Lead Change Records and load Marketo lead attributes such as email, name, etc.

• Join 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

Get Web Visit Data from Marketing Automation1

Note: This example uses Marketo, but you can replicate these steps using any marketing automation software


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 SOQL Where calendar_year(closedate)>2014 AND IsClosed = TRUE to extract only opportunities closed in 2015

3. Copy the Salesforce Input tool and select the Opportunity Contact Role table; pick relevant fields and input a SOQL Where isprimary = TRUE to extract only the primary contacts for opportunities

4. Join the outputs of the previous steps on this page on OpportunityID

Get Closed Opportunities from Salesforce.com2

* Continued on next slide

URL=https://login.salesforce.com/Table=Opportunity

URL=https://login.salesforce.com/Table= OpportunityContactRole

URL=https://login.salesforce.com/Table=Contact

URL=https://login.salesforce.com/Table=Account

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5. Copy the Salesforce Input tool and select Contact Table; pick relevant fields and input a SOQL Where Id IN (select ContactId from OpportunityContactRole) to extract only the contacts associated to opportunities

6. Join this output with the previous Join output on ContactID

7. Copy the Salesforce Input tool and select Account Table; pick relevant fields

8. Join this output with the previous Join output on AccountID

Get Closed Opportunities from Salesforce.com, cont’d.2URL=https://login.salesforce.com/Table=Opportunity

URL=https://login.salesforce.com/Table= OpportunityContactRole



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You now have all the website visits by individual emails as recorded in Marketo transactions, for both leads and contacts, as well as all closed opportunities with contact and account attributes for 2015.


Merge the Marketing Automation and Salesforce.com Data Sets

3

1. Join the previous outputs on email address

2. Add an Output tool and select a TDE file format for output in Tableau

URL=https://login.salesforce.com /Table=Opportunity

Marketo Web Visits.yxdb

Marketo Leads.yxdb

URL=https://login.salesforce.com/Table=OpportunityContactRole

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Web Visits for 2015 CLosed Oppties.tde


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

4


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

Improved data quality and lead assignment ensures leads don’t get stale, sitting in the hands of the wrong sales reps

Benefits of Alteryx


More than 800 customers and thousands of data analysts worldwide rely on Alteryx daily.

alteryx.com/marketing

Data Blending and Advanced Analytics

http://www.alteryx.com/solutions/marketing-analytics

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3 Ways to Improve ROI from Salesforce.com & Marketing ...pages.alteryx.com/rs/alteryx/images/Salesforce_Cookbook_v7_Final...Cookbook Series 3 Ways to Improve Marketing ROI with Salesforce.com