Combining Person-Level and Account-Level Funnels in Salesforce with Full Circle Insights
Introduction
This guide provides step-by-step instructions to combine person-level (Lead/Contact) and account-level funnels using Salesforce and Full Circle Insights (FCI). By merging these funnel levels, you can achieve a unified view of your sales pipeline and marketing performance.
Steps to Link Campaign Influence to an ABM-Targeted Account
1. Identify ABM Target Accounts
• Ensure the account is flagged as an ABM Target Account in your Salesforce system.
• Use a field like FCRM__Target_Account__c or a similar designation for this purpose.
2. Ensure Campaign Members Are Associated with Accounts
• Verify that campaign members (leads or contacts) are associated with accounts in Salesforce.
• If a campaign member is not directly linked to an account, use tools like Full Circle’s Matchmaker to match leads to accounts based on criteria like domain or email.
3. Track Account Funnel Progression
• Utilize the FCRM__ABM_Account_Funnel_Tracker__c to monitor the highest stage achieved by an account in the funnel.
• Ensure campaign members are linked to the correct account using Account Funnel Records (FCRM__ABM_Account_Funnel_Record__c) for historical tracking and segmentation data.
4. Enable Campaign Attribution
Configure Full Circle’s Campaign Attribution settings to:
• Stamp the funnel stage (e.g., Detected, Engaged, Prioritized) in the attribution record after a campaign response is logged.
• Link campaign influence records to the Account Funnel Tracker for reporting.
5. Configure Custom Attribution Logic
• Use Full Circle’s Campaign Attribution models to allocate influence credit to campaigns that contribute to account progression through the ABM funnel.
Ensure attribution records include:
• Account Funnel Stage: The stage reached by the account due to campaign influence.
• ABM Target: A flag identifying the account as ABM-targeted.
• Example: A campaign response that advances an account from Detected to Engaged should be logged as influencing the Engaged funnel stage.
6. Use Attribution Dashboards and Reports
• Leverage Full Circle’s dashboards to evaluate the effectiveness of campaigns in influencing ABM-targeted accounts.
Analyze:
• Which campaigns most effectively advance accounts through the funnel.
• The dollar value of opportunities attributed to campaigns targeting ABM accounts.
Key Configurations to Enable the Link
7. Attribution on Campaign Influence Detail (FCRM__Campaign_Influence_Detail__c)
• Populate the FCRM__Account__c field with the target account ID.
• Use the FCRM__Account_Funnel_Stage__c field to track the funnel stage linked to the campaign response.
8. Sync Campaign Member Responses
• Synchronize campaign member responses with the associated account funnel stage using Full Circle’s Sync Fields feature to maintain consistency.
9. Tie Opportunities to Campaign Influence
• Use the FCRM__Opportunity__c field to link opportunities created for target accounts back to the campaigns that influenced them.
10. Automate with Workflows or Flows
Automate updates to the Account Funnel Tracker and Campaign Influence records when:
• A campaign member is created.
• A campaign member status changes to a “Responded” status.
Example Use Case
1. Initial Funnel Stage:
An account enters the ABM funnel at the Detected stage.
2. Actions:
Campaign Response: A targeted campaign generates responses, advancing the account to the Engaged stage.
Attribution Records:
• Capture the Engaged stage in the Campaign Influence Detail object.
• Link the influence to the account, campaign, and associated opportunity.
3. Outcome:
• Enable seamless tracking of campaign influence on ABM-targeted accounts and their funnel progression.
Conclusion
Combining person- and account-level funnels gives you a holistic view of customer journeys. Follow the steps outlined in this guide to streamline your Salesforce setup and ensure effective integration with Full Circle Insights.
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