Managing Pre and Post Lead Acquisition marketing activities

When marketing teams want to track where their leads come from, they rely either on a really basic tracking (source=Google Ads) or a little bit more advanced first/last touch tracking, which are usually provided by their marketing automation software.

There are few limits doing such tracking.

Incomplete lead tracking

When relying on cookie to track your prospect, you'll miss 41% of the acquisition data, based on latest studies about cookie consent (CNIL 2022).

Inacurrate campaign ROI

By focusing on first or last click data you totally miss what happens between those 2 clicks.

Imagine a prospect comes on your website through a social post (not an ad) on Linkedin, then clicks one time on Google Ads campaign A, one time on Google Ads campaign B, one time on Google Ads Campaign A again and finally fills a form from Direct trafic.

Your first/last click tracking will totally miss those intermediary clicks from SEA and you won't be able to report on this lead revenue in your marketing ROI reports.

Partial view

When we look at how our customers initially tracked leads and ROI, we noticed an interesting thing.

All marketing reporting stops when a lead is created in Salesforce.

What if you have a complex sales cycle lasting several weeks or months?

Your lead might be exposed to other campaigns, download ebook or other materials, be invited to webinars,...

How do you track those "post" acquisition activities in your Salesforce report?

‍

The solution, Heeet.io :)

With all those issues in mind, have a look at our latest Heeet feature, enabling marketing teams to easily see what activities impacted lead acquisition and post acquisition journeys.

With Heeet you can already easily see detailed "pre acquisition" activities every time a lead is created in Salesforce.

This lead is converted into an opportunity, all acquisition data are passed over on the opportunity record.

During sales cycle, you send an email promoting your new white paper to the initial lead.

You also invite this lead to a webinar to promote your latest features.

Heeet will automatically associate those activities on the opportunity.

Revenue attribution between pre and post activities can be easily set up in Salesforce Heeet settings.

You want to know more about "pre/post" attribution? Book a demo or visit our livetour.