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Question for all you brilliant customer marketers
To measure your customer marketing efforts such as success of campaigns to customers, what tools would you recommend? Would you or have you used your normal CRM, Gainsight or something else?
Thanks!
what types of campaigns are you looking to measure?
Hi @Mason Sokana thanks for your response!
So currently I am thinking about on growth campaigns. How to get customers to by additional products or to move to a new UI that costs more...
@Natalie Gullatt - right now, i'm doing this through 2 different ways. First is traditional attribution/funneling. Campaign->Customer MQL-> Meeting-> Opp, etc and looking at campaign level reporting through SFDC (campaign attribution). For X campaign, how many qualified leads were generated and what was the outcome (revenue $). The other way is a bit more manual but more accurate because it doesnt rely on attribution modeling. We've build some custom reports in Tableau and salesforce that look for upsell opportunities with specific products for a cohort of accounts (your target accounts in the campaign). Ex: ABC company is apart of your upsell UI campaign, you track ABC company opps and revenue looking for opps specifically with the UI upsell and report on that revenue. Hopefully this makes sense and helps. Happy to discuss further if youre interested!
@Mason Sokana and everyone, I haven’t worked on growth campaigns (upsell, cross-sell, expansion, any of the ‘things’). Do any of you account for potential misattribution? Those customers who would have purchased more w/out having received your campaign.