Are you measuring “post acquisition” marketing activities?

When you have a long sales cycle you will hopefully engage with your prospect with some marketing content to shorten this cycle after this lead/opportunity was created in Salesforce.

Pre Acquisition activities are all the activities happening before the record is created in Salesforce.

Post Acquisition activities are all the activities happening after the record is created in Salesforce.

White paper, Webinar invite, Conference, New Feature email,….there are many different ways to engage with prospects during sales process but are you evaluating how those “post acquisition” activities are influencing your revenue?

We already saw above why first and last click attribution is missing a lot of insightful data but what about measuring “pre acquisition” only?

Imagine someone who clicked on a social post on Linkedin, leaves your site, comes back from an external link, and finally fills a form from direct traffic before being converted into a 1K$ opportunity. Then, during sales process, this prospect comes back from direct traffic, is exposed to a Google Ads campaign promoting a white paper (tailored to converted lead thanks to Heeet audiences sync with Google Ads 😉 and finally download this white paper from SEO visit.

Is your marketing team able to see how each channels (direct, SEA and SEO) and each content also played a role during sales process?

With Heeet, you can see exactly how “post acquisition” influence your revenue based on your attribution model settings in Salesforce.

Read also our next article "Are we separating marketing driven VS sales driven acquisition costs and interactions?" or book a demo to see how Heeet can help with Post Acquisition tracking.