3 - Introducing Touchpoint Capture

The Buyer’s Whole Journey

In digital marketing, a prospect typically enters your funnel by submitting a form on your website. Funnel Metrics records and reports on their steps, and Campaign Attribution identifies which interactions drove their conversions, but what about the buyer’s journey before the funnel? How did your marketing attract their attention in the first place? How did they interact with your company before they made themselves known?

Touchpoint Capture uses a piece of proprietary Javascript code that gathers and stores information about anonymous digital touches: How they came to your website, and what they clicked on when they arrived. When a visitor identifies herself with a form fill, UTM and referring source data are saved to the Touchpoint Capture database. An API then pulls them into Salesforce. From there, they’re associated to the related Campaign Member record, which is in turn associated with a Lead/Contact record.

Combined with Full Circle’s Funnel Metrics and Attribution functionalities, Touchpoint Capture data helps you see:

• What kind of interactions drive anonymous visitors to become viable prospects.
• Which sources are most effective at converting visitors into net new names.
• How your digital campaigns, organic traffic, and referral visits stack up in terms of effectiveness.
• Where your digital marketing budget might best be spent.

By removing the missing link of anonymous touches, Touchpoint Capture gives you full visibility into the buyer’s journey.