Get lead scoring data right in Google Analytics with Google Tag Manager

Ruth Burr Reedy, VP of strategy at UpBuild, on the benefits of setting up lead scoring in Google Analytics and the steps to get there.

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Ruth Burr Reedy, VP Strategy at UpBuild
Ruth Burr Reedy, VP strategy at UpBuild speaking at MarTech Conference 2019 in Boston.

“These are the wrong kind of leads.”

Sound familiar? If you’re a lead generation marketer, it’s an unwritten right of passage to get that complaint from your sales team.

Perhaps you are generating more leads, but they’re coming from higher funnel campaigns, and sales isn’t seeing them convert like quickly enough. “Top of funnel marketing means you’ll get top of funnel leads,” said Ruth Burr Reedy, VP of strategy at digital marketing agency UpBuild, during a talk at our Martech Conference in Boston last month. Those higher funnel leads will, by their very nature, need more touches to convert to sales. “If the sales team is not expecting them, they’ll be unprepared to deal with them,” said Burr Reedy.

Expectation-setting is critical when marketing teams run higher funnel lead gen campaigns. To help marketers get a claear sense of how their campaigns are performing, the touches involved in converting certain leads and other insights, Burr Reedy laid out a framework for setting up lead scoring for attribution in Google Analytics. This can provide a better picture than what you get in your CRM. “Attribution in CRM can be really confusing and not snapshot of reality,” she said.

How to get started

First, talk to the sales team about how they qualify leads. “If you press them,” said Burr Reedy, “they’ll tell you they look at one or two dimensions — often title, company revenue or company size.” Then agree on the thresholds for those dimensions that qualify a lead as hot, warm or cold. Be sure you’re capturing these criteria in your forms.

Establish with sales the criteria for each lead type.

Once you know the fields you’ll be tracking, using your browser developer tools, get the field ID for each. Then, in GTM create a custom JavaScript variable for the ID with getElementById or getElementByName.

Test your custom variables in the GTM console and in preview mode to be sure they’re returning the data you want. (If you want to track fields from a dropdown list on your forms, Burr Reedy recommends Simo Ahava’s blog post for tips.) Of course, be very sure you’re not collecting personally identifiable information (PII).

Next, in GTM, create Triggers for each lead type — hot, warm, cold — and then Event Tags for each one.

Configure Triggers in Google Tag Manager for hot, warm, cold leads.

Establish and document naming conventions for capturing your lead criteria. Burr Reedy suggests putting lead type criteria right in your Event Labels in GTM for clearer reporting and continuity.

Document your naming conventions.

How to use the lead scoring data in Google Analytics

Once you have this set up, you’ll be able to get a much better picture of how these leads perform from within Google Analytics.

See customer pathing to understand how long the leads take to convert. Share this information with sales to help set expectations as well as get a better understanding of where you should focus your efforts by seeing which referral sources drive a disproportionate share of hot/warm leads that convert. You can also use this information to find on-page optimization opportunities. Look at landing page reporting in Analytics to see which pages drive hot/warm leads and which pages only drive cold leads.

Capture lead scoring data in Google Analytics to better inform your marketing efforts and communication with sales.

To make this work consistently, said Burr Reedy, “You need to have a good system for managing all of your IDs. When a form is changed, be sure there is a process for notifying and capturing those changes. Be consistent with naming conventions.” This requires tight orchestration between any internal and external teams involved in any piece of the process.

Once it’s up and running, marketing will have a much more accessible and real-time view into the lead performance to inform their campaigns, site content and communication with sales.

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Marketing Cloud Datorama brings no-code approach to data

The new features are expected to help marketers create consistencies across their data for better analysis and data visualization.

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Salesforce has announced two new Marketing Cloud Datorama analytics features that are expected to help marketers bring their data preparation, analysis and visualization to new levels with a no-code approach to data. The new tools, Harmonization Center and Data Canvas, will help marketers cleanse, classify and enrich data for improved analytics and provides a platform for creating interactive dashboards for better insights. Both features are now generally available.

Why we should care

The Harmonization Center is a no-code feature that will allow marketers to create consistent brand taxonomies across their siloed data sources. The no-code approach will make data harmonization more achievable for marketers without having to rely on additional technical resources. The Harmonization Center will also allow marketers to validate their data before importing it to Data Canvas to visualize it.

Data Canvas allows marketers to create dashboards to analyze, visualize and present data without needing technical or design skills.

“In order to support our diverse customer base across multiple product lines, we leverage numerous marketing platforms, all of which generate data in various forms, said Brenna Comacchio, marketing science and insights at Autodesk. “Datorama helps us democratize data across this robust marketing ecosystem and compare the success of our efforts across a multitude of marketing channels. We can centralize data across siloed environments, visualize it to uncover actionable insights, and easily share it across the organization.”

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Marketing Cloud Datorama’s Harmonization Center includes: 

  • Data classification: Marketers can standardize their data with preferred taxonomy. Additionally, marketers enrich their data by assigning a new list of classifications to a data set. Marketers can upload a list of attributes such as country, offer and audience and map each attribute to their campaign data.
  • Naming convention patterns: Enables marketers to standardize their data by detecting patterns within data to ensure consistent and accurate naming conventions.
  • Data hygiene score: Provides marketers with a score of how consistent and cleansed their data is.

Data Canvas allows marketers are able to access a full suite of design editing tools, a library of visualizations, unique themes. Other features include:

  • Datorama Marketplace integration: The Datorama Marketplace allows developers to create apps for marketers. This gives marketers access to different integrated apps for presenting and visualizing data.
  • AI-Powered Visualization Recommendations: Marketers will receive AI-powered visualization recommendations based on the data they are using. Datorama will suggest dashboards that will best visualize a marketer’s data set, showcasing the right levels of granularity, segmentation and exploration, such as specific date and time ranges, geos and products. 

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Salesforce asserts its position in CDP space, reports another record quarter

Salesforce co-CEO Marc Benioff shared vision for Customer 360, Einstein and AI and the company raised FY20 revenue guidance.

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Salesforce co-CEOs, Keith Block and Marc Benioff

Closing out another quarter with record earnings, Salesforce reported revenue growth of 22%, bringing its quarterly revenue up to $4 billion — 22% year-over-year growth for the San Francisco-based software giant. The company cited organic and inorganic growth with its acquisitions of Tableau, and ClickSoftware.

“Following an outstanding quarter, we’re raising our FY20 revenue guidance to $16.9 billion at the high-end range,” said co-CEO Marc Benioff during an analyst call.” With our Customer 360 vision, Einstein AI and the millions of Trailblazers innovating on our platform, Salesforce has never been better positioned for the future.”


Following the earnings release, Salesforce shares climbed nearly 7% in extended trading on Thursday.

“There is good reason why analysts are bullish on Salesforce, given the company’s strong organic growth, fueled by loyal and passionate customer advocates, as well as its recent strategic acquisitions of Tableau, ClickSoftware and MuleSoft,” said Dustin Grosse, chief marketing and strategy officer at Nintex. “What will be interesting to watch is how Salesforce continues to scale its business in pursuing its goal of doubling revenues by 2023. Given Salesforce’s consistent performance, Marc Benioff and Keith Block are positioning the company well to achieve this huge goal, possibly even ahead of their timetable.”

Revenue growth in the clouds

Salesforce’s four primary clouds all saw growth, notably its Marketing and Commerce Cloud which reportedly grew 36%. Its flagship product, Sales Cloud, generated $1.13 billion in revenue, jumping 13% from the previous quarter.

Source: Alpha Street

Service Cloud, which for its first time surpassed $1 billion in revenue last quarter, grew 22% to $1.09 billion. Its Salesforce Platform and other category also grew 28%.

Salesforce asserts a strong position amon CDPs

Benioff asserted Salesforce’s position in the customer data platform (CDP) space, as he and co-CEO Keith Block referenced its Customer 360 platform several times during Thursday’s analyst call. While the list of CDP vendors grows to help marketers pull together their data, Benioff said that’s something Salesforce has been working on for “the past twenty years.” We can expect to hear more about Customer 360 at Salesforce’s annual Dreamforce conference in November.

“Now, we have really been very strategic in building out our Customer 360 platform. This is our vision that really is at the heart of what’s happening at the fourth industrial revolution,” Benioff said during Thursday’s call. “Everybody knows, the fourth industrial revolution is under way. Everyone and everything is getting connected. But behind all of those things is the customer.”

Benioff expects Customer 360 will be a “huge growth engine” for the company over the next decade.

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SurveyMonkey Audience expands offering, helping marketers gather deeper insights

Global survey software solution SurveyMonkey has announced that its SurveyMonkey Audience arm will be extending its offerings with a new, premium service bundle called SurveyMonkey Audience Premium.

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SurveyMonkey Audience, known as SurveyMonkey’s “do it yourself” research solution, helps marketers gathering findings for various research use cases including market sizing, brand tracking, ad testing, content marketing and customer profiling – among others. The solution will be expanding its capabilities to improve marketers’ research experiences with the launch of SurveyMonkey Audience Premium.

Why we should care

Customer data is essential for marketers, and SurveyMonkey has proven to be a solution for creating engaging interactions with our customers while generating new data points. With SurveyMonkey Audience Premium, SurveyMonkey anticipates that marketers will be able to rapidly scale their market research programs — and build robust customer profiles and improve their marketing efforts based on these learnings.

The premium add-ons to SurveyMonkey Audience are expected to help marketers quickly dive deeper into their insights. In addition to expedited reporting capabilities, Premium also includes a dedicated account team, and product trainings, among other offerings.

For those working in different geographies, this could help marketers better understand their customers in various parts of a country or the world. SurveyMonkey audience allows users to target respondents based on different demographics, firmographics and other customizable questions, which could produce key insights

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With SurveyMonkey Audience Premium, customers will gain access to:

  • Dedicated account management
  • Team-wide product trainings
  • Access to B2B and low-incidence niche targets on multiple panels to reach the right respondents efficiently
  • Tracker management so customers can focus on making decisions by leveraging insights into market trends

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