The world of offline sales poses different challenges to marketers than the world of online sales. With online sales, you can measure the impact of Google Adwords against a shopping cart sale, so you know exactly which marketing effort resulted in each sale.
However, the vast majority of businesses conduct sales offline, breaking the connection between marketing spend and sales revenue. Whether you are a dog trainer, a construction company or a law firm, connecting marketing and SEO to successful sales does not come automatically. Marketing cannot measure it’s ROI when prospects click on Google Adwords, only to visit the website and pick up the phone – interrupting your ability to track a lead through to a sale.
This is why you see so many websites soliciting your name and email through an online form. Not only are companies interested in the details you provide, but when you fill in the form you are giving them so much more – you’re giving them insight into how their marketing affected your actions.
This is why so many companies who use Salesforce are scurrying to replace the soon-to-be-retired Salesforce for Google Adwords. If you have Salesforce and a web form on your site, Salesforce for Google Adwords would provide valuable information on the person submitting a web form. You’d find out the referring website and URL they clicked on to get to your website. If they had visited Google, or another search engine, you would find out which search term they had entered, allowing you to direct your SEO efforts to the most successful organic search terms. Most importantly, you’d get information on which Google Adwords ad the prospect had clicked on, and which of your keywords their search had matched against.
Without this, Marketing has little ability to measure it’s impact on offline Sales. Questions such as “Which Marketing efforts resulted in which Sales?” are painfully unanswered. With Salesforce for Google Adwords, however, the answer is “this search, which matched against this keyword, was the beginning of this successful sale”.
Now, with Salesforce for Google Adwords going offline on the 1st of May, 2013, businesses will be turning to different solutions to connect Salesforce to their online marketing efforts. While the right solution will depend on your particular needs, and there are half a dozen solutions, we’d point you towards two in particular.
Those two are Daddy Analytics, which replaces Salesforce for Google Adwords and adds a few additional features, and Hubspot, a powerful marketing automation solution. The main difference between the two is that Hubspot has some amazing, powerful features, far above and beyond what Daddy Analytics can do, but it also costs 10 or even 20 times more than Daddy Analytics.
Daddy Analytics requires Salesforce, and follows similar technology to Salesforce for Google Adwords. It provides all the information that Salesforce for Google Adwords did, and adds additional features like GeoLocation, ISP, Device/OS/Browser information, and IP address. Sales and marketing staff can also see per-visitor traffic, so you know each page the visitor clicked on during their visit to your website. This is particularly useful if you want to see if your prospect has been on your pricing page before filling out the form. Daddy Analytics cost $20 per user per month, with a minimum of 3 users. Luckily, not all Salesforce users need it, just those that need to see Daddy Analytics data.
Hubspot offers all the features of Daddy Analytics, and so much more, and it can also be used as a standalone tool or integrated with Salesforce. To mention just a few of Hubspot’s features, they offer integrated A/B testing on their landing pages, a powerful blogging platform built for monitoring your social media impact, Hubspot’s native email platform, and SEO tools. However, these integrated tools come at a price. Hubspot starts at $700 USD per month for just 1000 contacts, and hits $1500 or even $3000 a month, at higher levels of contacts.