One of the things I LOVE about Totango's CRM vs. our Marketing CRM is that as Marketing Manager I can craft a 1:many message centrally, but then send it out as if it was directly from a rep. Those responses go directly back to the sales team cutting time off a typically longer lead gen process.
However, a challenge with this is understanding sales leads that originate from a Totango campaign. I can see opens and engagements (link clicks) - but the "engagement" numbers include unsubscribe clicks, and are often inflated due to multiple clicks on the content. Further, I can't see what happens when (if) a client responds directly back to sales.
This makes it very hard for me to tie specific revenue back to specific campaigns.
Can we do two things:
1. Can we track response rates to the campaigns with some kind of a tracking pixel or blind copy system? Understanding how many people reply is a better indication of whether or not the message drove actual rep conversations.
2. Can we go as far as even copying the ensuing conversation back to the timeline? If I can look at leads driven in the wake of a campaign, and then see the conversation documented on the timeline directly in response to an email I deploy, it locks down that lead attribution for me.
Thanks for listening! I believe we drive a lot of leads for the sales team with our Totango email programs, but it's very hard to articulate the precise revenue impacts at the present.
Also open to other suggestions.
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