In November, Google announced a partnership with Salesforce to build integrations between Salesforce Sales Cloud, Marketing Cloud and Google Analytics 360. They are aiming to create a mechanism that allows sales, marketing and advertising data to be seamlessly connected through both systems, giving customers the ability to make informed decisions.
The first integration became available on January 17th, 2018. Sales pipeline data from Sales Cloud can now be imported into Google Analytics 360, allowing marketers to manage leads more effectively and track levels of engagement which helps improve converting prospects into customers.
We’ve broken down what you need to know about the benefits of integrating your Salesforce and Google Analytics data.
The Customer Journey
Sales professionals need to monitor leads throughout their journey to hopefully becoming a customer, but this isn’t always easy when a variety of interactions on different systems are involved. By integrating the two services, offline sales data and digital analytics come together, creating a complete view of the conversion process.
Data points like the initial source of an online lead and their subsequent quality, as well as the effectiveness of specific campaigns, can all be monitored in one place. The ability to track a customer as they proceed through the sales pipeline can be valuable and is achieved quickly through the integration.
Since the sales pipeline is more visible, sales and marketing professionals have the data they need to determine the ideal moment to take specific actions. For example, if an online ad or source website is creating higher-quality leads, marketing budgets can be adjusted to focus more on those points of entry.
Options for optimizing bidding in tools like AdWords and DoubleClick Search are available, as well as the ability to create audience lists based on potential customers with similar characteristics.
What the Future Has in Store
Over the next few months, additional capabilities will be added, increasing the value of the Google Analytics and Salesforce integration. Product-specific data will create cross- and up-selling opportunities based on a customer’s previous orders, while predictive analytics will help companies gauge the likelihood of a particular prospect becoming a paying client. Additionally, diagnostic tools will provide further information regarding which marketing channels have yielded the highest level of success.
Ultimately, integrating your Salesforce data and Google Analytics gives you greater control of sales pipeline monitoring capabilities, helping you maximize your advertising dollars by focusing on high-quality leads that are likely to result in customer conversions.
This is just the first step in a larger integration plan, so even more helpful features are practically guaranteed to be on the horizon.
If you are interested in learning more, the team at Solving IT has the expertise you need. Contact us to speak with one of our knowledgeable team members today.