How to Report on Conversational Marketing in Salesforce

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Conversational Marketing is a new, modern way of selling. It gives high-intent buyers and sales teams a better, easier way to connect by opening the door for real-time conversations via chatbots and live meetings, right on your website.

Conversational Marketing is built for Sales teams and designed to grow pipeline. Automated chatbots can capture email addresses (leads) and book sales meetings. If you have a team of sales reps using Live Chat and Voice Calls, your sales team can do discovery calls or product demonstrations on the fly, and create pipeline right from a website conversation.

The good news: the business impact of Conversational Marketing is quantifiable. But how do you report on this? After all, that is the source of truth for all marketing and sales reporting. At Qualified, a Conversational Marketing application that’s purpose-built for Salesforce, we know “if it isn’t in Salesforce, it didn’t happen”. In this post, we’ll break down how to report on the business impact of Conversational Marketing with Salesforce Reports and Dashboards.

‘Qualified Engagement’ Logged as Salesforce Events and Campaign Attribution

Before we get to how to build your Reports and Dashboards in Salesforce, we first need to take a look at how engagements Leads and Contacts create through Qualified are logged in Salesforce.

When a visitor engages with Qualified, either with a chatbot or live sales rep, Qualified will keep track of the interaction via Events and Campaign Attribution.

Here’s a Lead that has engaged with a website conversation:

Every conversation is tracked as an event in Salesforce:

As you can see, Qualified uses the standard Salesforce Event format. We’ve also added a field, Qualified Engagement. This will allow your team to run a report on the type of engagements taking place on your site.

The most powerful information, however, is the Description. The Description field includes a link to the session recording of the Qualified conversation, giving your team a detailed picture of your visitor’s experience.

Data Mapping – The Foundation of Good Conversational Marketing Reporting

What data is shared with Qualified? How the data flow between each of the platforms?

In short, you can access any field from your Prospects, Leads, Contacts, Accounts, and Opportunities via Qualified! Anytime a visitor comes to your website, Qualified will pull in any information stored in Salesforce or Pardot, and push new information that is gathered via Qualified back to Salesforce or Pardot.

Other Things to Know Before You Build Your Reports  

In order to build your own Conversational Marketing Dashboards in Salesforce, it is required that you are using Campaign Influence. We won’t cover that in this post, but you can find the official documentation on Campaign Influence here. If you’re using both Pardot and Salesforce, we strongly recommend using Connected Campaigns.

Our Top 3 Must-Have Conversational Marketing Reports

There are three primary reports that we recommend building to show the business impact  of Conversational Marketing:

  • Qualified.com Influenced Opportunities
  • Qualified.com Campaigns with Leads
  • Qualified.com Events Leaderboard

Find the ‘why’, the ‘what’, and the ‘how’ in this section.

Report #1: Qualified.com Influenced Opportunities

  • Report Type: Campaigns with Influenced Opportunities (Customizable Campaign Influence)
  • What: Show Campaign Membership of Contacts attached to an Opportunity broken down by Stage, Campaign, and Opportunity
  • Why: This report gives us a view of your Qualified Campaigns’ influence on your open and closed pipeline. Most importantly, it shows us the influenced Opportunity Amount, Open and Closed, and Revenue Share based on Attribution Model.
  • How: There are two key metrics to show from this report: Open Opportunity Amount Influenced and Closed Won Opportunity Amount Influenced. We recommend showing them with bar charts since these have been the easiest to understand.

Report #2: Qualified.com Campaigns with Leads

    • Report Type: Campaigns with Leads and Converted Lead Information
    • What: Show Campaign Membership of All Leads broken down by Campaign and Converted Status
  • Why: This report gives a view on Qualified’s most pointed area of impact: Lead generation and attribution. Breaking it down by Campaign and Converted Status reveals which Experiences (denoted by each unique campaign name) are performing the best at generating quality Leads for your team.
  • How: Keep it simple. Your team wants to know the number of leads generated. You can use just a number at first with no color changes, but once you’ve gotten a better understanding of your potential lead generation, try using the Gauge Chart:

We also recommend showing Lead Engagement by Campaign. This will show you the number of touches that your campaigns have had with your Leads (sometimes cross-pollinating).

Report #3: Qualified.com Events Leaderboard

  • Report Type: Tasks and Events
  • What: Show all Conversation and Meeting Booked Events broken down by Assigned Rep, Company / Account, and Qualified Engagement
  • Why: This allows your team to understand who is getting the most out of Qualified, through conversations on the site and output to meetings. If you start to see a few standout Sales Reps booking lots of meetings, this is your cue to dig into their best practices.
  • How: Again, the simpler the better. We recommend a stacked, vertical bar chart to quickly convey the Qualified Engagement The visualization choice not-so-subtly shows how your team is “stacking up” to one another, too, which has proven beneficial in competitive sales teams.

If you build these reports for your team, your Marketing and Sales team will have no problem understanding the value of Conversational Marketing with Qualified.

Note: In the above reports, we filtered to show only Qualified campaigns so they may be used for Qualified-specific Dashboard components.

I’ve built my reports … What’s next?

Now that you’ve built your reports, it’s time to assemble your dashboard! Here’s an example of a Dashboard that shows the direct business impact of your Conversational Marketing efforts. Your colleagues viewing this Dashboard will get an immediate grasp on how website conversations have impacted pipeline, as well as a look at how individual sales reps and experiences are performing.

Summary

This is just the beginning of Conversational Marketing Salesforce Reports and Dashboards, and there are plenty of stories to tell. Whether you want specific insights like influence on Target Accounts or want help building dashboards that tell a broader story, the Qualified team is here to help.

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