Acquisio now allows B2B marketers to use Salesforce data to optimize their PPC campaigns, leveraging the real value of inbound leads for optimization.
MONTREAL, June 5, 2013 - Acquisio, the award-winning performance media platform and leading provider of technology for marketers and agencies buying ads on any online channel, announced today they will provide unique connector to Salesforce.com data that allows marketers to easily, and more effectively, keep track of their campaign performance, and make better-informed decisions on their PPC ad spends when bidding on B2B customer acquisition.
Because Salesforce.com gives marketers the opportunity to gain deeper insight into their customers and their value, using this tool allows marketers to keep track of what happens to leads as they journey through the sales cycle, and to make adjustments to their campaigns as more relevant lead qualification data becomes available.
Connecting this crucial data to other data sources, such as Marketo, Google AdWords conversion tracking and Google Analytics goals will give marketers and salespeople a unique insight into the value of a particular lead, and allow them to make bid management decisions based on the outcome of the sales process and the unique value of each customer, or type of customer.
The connection gives marketers a level of insight that is not available through any other platform. Ad campaigns can be optimized based on cost per lead, cost per qualified lead, cost per opportunity, cost per closed opportunity, return on ad spend, and more.
All data is connected within the Acquisio platform, and is displayed in a manner that gives marketers immediate access to the valuable information, as well as the ability to act on that information and make crucial, money-saving changes to their current campaigns.
“As a B2B marketer, I know how important Salesforce data is to measuring success. We were the first user of our connector and we were able to identify opportunities fairly rapidly, by using our Marketo qualified leads (scores above 65 in our case) as our first measure of success,” said Marc Poirier , Executive VP of Business Development at Acquisio. “Considering the sales cycle is fairly long, knowing that we’re getting leads with high Marketo scores, which eventually become sales qualified leads, opportunities, and revenue, helps us make enlightened decisions for optimization.”
The solution is currently being used by a select few, and the results are speaking for themselves.
“Qualified leads are the ones that drive revenue. With the introduction of the Salesforce.com connector, the Acquisio platform provides us with our true cost per qualified lead, rather than an unqualified cost per ‘conversion,’ Diane Berry , Senior Vice President of Marketing and Communication at Coveo. “We now have lead qualification and opportunity data flowing from Salesforce into Acquisio and can see which ads and keywords are creating value. This means we can focus our budget on the right campaigns for the highest ROAS.”
Acquisio provides digital marketers with a performance media platform that enables them to optimize the results of their search, social, mobile, and display marketing programs with speed, accuracy, and efficiency, and with full control over every aspect of their online marketing initiatives.
With more than 4,000 users and 10,000 brands under its management, Acquisio is the multi-channel marketing solution preferred by agencies and marketers alike. Clients include WPP, Omnicom, IPG and Publicis; as well as performance media companies Bertelsmann, Cossette, iProspect, Isobar, NetBooster, PhD, and Yellow Pages Group.
The company is based in Montreal, Quebec with offices in Seattle, New York City, and London. For more information, visitwww.acquisio.com.