How CRM Integration and Multi-Touch Attribution Can Prove the Impact of SEO

Multi-Channel-FunnelsGoogle recently unveiled Multi-Channel Funnels for Google Analytics with the aim of tracking conversions across multiple touch-points. Far too often, the last paid ad, organic keyword or social media post prior to a conversion gets all the credit, while other key steps in the conversion funnel get ignored. This is like giving all the glory for a touchdown to your wide receiver, while ignoring the fact that your quarterback just threw a 40-yard pass. Google’s Multi-Channel Funnels allows you to give credit where credit is due by tracking conversions across a 30-day period.

 

In the B2B marketplace, we’ve noticed that a lot of companies have difficulty attributing online success to organic search. Google Analytics’ Multi-Channel Funnels can help to prove organic search’s impact on conversions. For example, SEO might initially play a role in conversions that would, through a last-touch attribution paradigm, be associated with a display ad. Multi-Channel Funnels can help SEOs get credit for sales. This is sure to be a win for SEOs looking to prove their worth to C-level execs.

Multi Funnels DashboardOn a more granular level, last touch attribution often weights branded terms unfairly in the conversion process. This ignores the keywords that people search for during the research phase of the buying cycle. It’s therefore easy for SEOs to unfairly weight branded keywords in conversion reports.

However, by mapping search data into a CRM, you can take attribution even further. CRM integration allows you to see where all your raw lead data originated. As leads turn into opportunities and then closes, you can actually report the revenue being directly and indirectly generated from various channels. Programs like Salesforce for Google Adwords (SFGA) can help you integrate your Adwords data into a CRM to compare it to your organic search data. It’s therefore easy for key decision makers to calculate the ROI for their organic search, SEM and social media campaigns.

But CRMs are not without their limits. Salesforce.com doesn’t allow you to see leads created in a certain month once they are converted into opportunities. Since B2B companies often have long sales cycles, it is important to consider a solution that maps the transition between leads and opportunities. This can help you to demonstrate if closes are tied to leads that were created in a certain month that may have already been funneled into the opportunity pipeline.

CRM integration allows executives to not only track sales across multiple touch points, but also attribute revenue to specific sales and marketing efforts. B2B companies tend to have more in common with team sports like football than with individual sports. It often takes multiple players to generate sales. Just like multi-touch attribution can demonstrate the value of each marketing channel, CRM integration can help each member of the team get the glory they deserve.

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About Jesse Davis

Jesse Davis is a content marketing copywriter at DemandResults. He graduated from UCLA with a B.A. in history. In his free time, he blogs, writes fiction, plays guitar and spends far too much time on social media sites.

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