1 - Overview

Background

Full Circle Response Management helps organizations track which campaigns drive customer engagement and their outcomes. Previously, marketers struggled to identify which digital efforts led to interactions.

For example, marketers can compare engagement from a whitepaper versus an executive briefing. By tracking funnel metrics, they can see if these engagements result in won or lost revenue. However, it was difficult to determine if a Google paid search or a LinkedIn ad was more effective at generating new prospects or pipeline.

Benefits

Touchpoint Capture expands marketers' ability to track digital touchpoints. Digital interactions are now better tied into native Response Management functionality. This enables you, the user, to:

• Understand conversion metrics from when anonymous digital sources become viable prospects.
• Associate digital campaigns, organic traffic, and referral visits to sourced pipeline, which allows them to refine the distribution of marketing budget.
• Gain visibility into which sources perform best at converting anonymous site visitors to net new names.
• Identify details about anonymous site visitors who turn into sourced revenue.
• Make more informed decisions to optimize digital budgets.
• Track all these insights in Salesforce, which helps keep Marketing and Sales users aligned on metrics.

How it Works

Touchpoint Capture captures UTM parameters and referring sources associated with website visits for anonymous visitors. When the visitor identifies herself by submitting a form on your site, UTM and referring source data are saved to a backend database.

These data are then pulled into Salesforce via an API where they are associated to the related Campaign Member record. The Campaign Member record is associated with a Lead and/or Contact record.

To track UTM parameters and referral sources, a small JavaScript tag is added to website pages to monitor unique visitors. Marketers can configure which Salesforce Campaigns track digital touches and exclude those that don't, such as outbound sales campaigns.

For more details, visit the How It Works article.