In early November 2017, Google and Salesforce announced an exciting new strategic partnership to allow for the seamless connectivity of sales, marketing and advertising data. Bringing together Salesforce Sales Cloud, Salesforce Marketing Cloud and Google Analytics 360, users now have access to a unique and incredibly insightful snapshot of their customers’ behaviours. In other words, users are now able to understand how their customers engage with all elements of their business, thus determining what’s currently working and what’s not.
As a first step towards full-integration, from 17 January 2018 clients can now import their sales pipeline data from the Salesforce Sales Cloud directly in to Google Analytics 360. Whilst this may not sound particularly revolutionary, it is in fact a game changer for small and large businesses alike. With the ability to merge offline sales data with digital analytics, business owners now have a birds-eye view of their overall conversion tunnel; i.e. they can now clearly identify and track the complete ‘customer journey’. This includes knowledge on which brands people engage with and which marketing programs are performing the best.
With an improved understanding of customer behaviours and trends, businesses will soon be ready to change how and when they take certain actions to ensure sales conversions. By having complete and robust data sets at their disposal, companies are now better informed to engage their customers at the optimal moment for sales conversions.
Last but not least, businesses utilising the Sales Cloud to Google Analytics 360 integration can also implement new practices to drive an increase in their marketing outcomes. In some cases, this can be as simple as redirecting site traffic from sources that are identified as providing higher sales conversions. Others may wish to use leads from their original Salesforce Cloud to create audience lists in Analytics 360 and use Google AdWords to reach customers with similar traits.
Whatever your approach, one thing’s for sure, the Google Analytics 360 and Salesforce Integration will remain a powerful combination well into the future.