Between SEO, social media, blogs, online advertising, websites, lead nurturing, and many other digital marketing tactics, the reach of these tactics crossover making it difficult to pinpoint the origination of each website sale to calculate return on investment, ROI. To discover how to simplify the process of calculating ROI, I learned that with the help of cloud technology, Saleforce.com, and it’s many plugins, you can retrieve better analytics to calculate conversions and ROI.
Welcome back to the Marketing Mangers blog to find out other companies that I met with on Day 1 of Saleforce.com’s Dreamforce 13. Today’s post includes information from more exhibitors that I visited on Monday, November 18th.
Before we continue, I want to mention that the companies mentioned in today’s post have applications and solutions that plugin into Salesforce.com, a CRM software. However, if you don’t use Salesforce.com, you may still benefit from the solutions mentioned below because they can interact with CRM systems in addition to Salesforce.
Below, I discuss my visits to the following exhibitors’ boohs: Jitterbit, Scribe Software, Vocus, and ifbyphone.
Jitterbit utilizes cloud technology which makes obtaining data from the multitude of access points from your digital marketing efforts to your websites seamless. They provide fast agile solutions that puts you in control of your data. Not only can you isolate results of individual efforts, Jitterbit allows you to capture tons of data to help you understand what drives consumer purchases by integrating with your website, social media, and your CRM tools.
Scribe Software collects data from multiple applications across multiple devices that display your digital marketing campaigns. An additional capability of Scribe includes isolating the IP addresses of your website’s visitors. By capturing your visitors’ IP address, you can understand the physical locations of your visitors, and this allows you to capture additional demographic information like economic data.
Through the course of your day, you are executing multiple campaign efforts that utilize SEO, SEM, social media, email marketing, and other digital marketing strategies to drive sales on your website. All of these strategies generate data and analytics for each individual digital marketing effort that you deploy. When you go to calculate ROI for each effort, you have access to lots of numbers making it difficult to sift through all the numbers to determine the number of sales per effort. To reduce the amount of time sifting through data, you can plugin Vocus into Salesforce to drilldown and pinpoint which effort brought a customer into your website for a purchase making the ROI calculation easier.
The purpose of your marketing efforts might be to generate leads in Salesforce for your company’s sales department. Potential leads come from your SEO, SEM, social media, print advertising, online advertising, email marketing, direct marketing, or affiliate marketing strategies. By using the ifbyphone plugin to Salesforce, you can pinpoint which marketing tactic generated each lead. Therefore, ifbyphone gives you the capability to determine which of your marketing strategies produces the highest number of leads, and it allows you to calculate your acquisition cost per lead.
As marketers expand the number of digital marketing strategies they use to deploy marketing efforts, the companies mentioned above can help you simplify calculating ROI and analyzing the effectiveness of each marketing effort.
Tomorrow, I’ll be going back to the Expo to talk to other exhibitors. Come back on Friday to find out what I discover.