The Latest from the ABM Experts
June 26, 2017
How to Report on Terminus ABM Advertising Campaigns in Salesforce
Written by Stephanie Kelly
Category: Account-Based Marketing
If you ask anyone in the Terminus office what my mantra is, they’ll tell you:
“If it’s not in Salesforce, it doesn’t exist.”
As a marketer with a keen focus on operations and metrics, Salesforce is my go-to. It’s the first thing I check in the morning and the last thing I check before leaving the office. I run my daily, weekly, monthly, and quarterly reports in Salesforce. Having a one-stop, single source of truth for my reporting is important, and for me, that source is Salesforce.
New ABM Reporting with Terminus + Salesforce
With the latest Terminus product update, marketers can easily import Terminus data into Salesforce. As the Director of Account-Based Marketing at Terminus, of course I was thrilled. This update allowed me to create account-based marketing reports and pull the data directly into my existing dashboards.
Let’s take a look at how you can report on your ABM program using Terminus and Salesforce.
1. Create a Custom Field in Salesforce
First, create a custom field on the opportunity record with true/false logic. I recommend naming this checkbox field Influenced by Terminus and give it true/false logic. I will use the same true/false logic in the spreadsheet I import into Salesforce. More on that to come.
If you use the Salesforce pushback feature in Terminus, you’ll already have fields for Terminus Impressions and Clicks in your Salesforce instance. If not, you will need to add those fields as well.
2. Download Your Data From Terminus
Next, go to the Terminus platform and click on View Won Deals Details in the new Top Row Metrics.
This shows you all your closed-won deals from Salesforce. (Remember: If it’s not in Salesforce, it doesn’t exist!) Then, export the data to a CSV file. This file contains key pieces of information such as Account Name, Impressions, Clicks, Opportunity Value, and Opportunity Salesforce ID.
3. Determine Influence
Open the spreadsheet in Excel and add the column Influenced by Terminus. To determine influence, I looked at the Impression column and ran a true/false formula to populate it. For my influence calculations, if an account had 50+ impressions, I considered it influenced by Terminus. If the number was under 50, then the column would be false. You can determine your own guidelines to calculate influence. In the Influenced by Terminus column, a 0 would represent a false value and a 1 would equal a true value.
4. Import Your Data Into Salesforce
Next, you’ll need to import the data into Salesforce. Limit the spreadsheet to only the columns you want to import. For me, these were Impressions, Clicks, Salesforce ID, and Influenced by Terminus.
To update the records, I used the Data Loader. If you don’t have access to use the Data Loader, you might need to get your Salesforce Admin to update the records for you. When using the Data Loader, be sure to match up the columns with the proper fields in Salesforce before your update. The whole process should only take a minute or two to update, depending on how many records you have.
5. Run Your Reports
Now that the data is in Salesforce, the real magic begins! All the of the fields you created — Impressions, Clicks, and Influenced by Terminus — are now available for reporting.
I created a quarterly report and a year-to-date report on all our closed-won opportunities that were influenced by Terminus. With these reports, I was able to create a simple but powerful dashboard using data from Terminus to show the impact of our digital advertising campaigns.
Now, when I run my closed-won and opportunity reports, I can add the Influenced by Terminus field to see which of my deals were targeted and had impressions in Terminus.
If you have any questions about running your own Terminus reports in Salesforce, contact your Customer Success Manager and they’ll be happy to help you out.
And remember: If it isn’t Salesforce, it doesn’t exist.
Do You Have the Right Tools in Your ABM Tech Stack?
Using Terminus and Salesforce, you can easily report on the impact digital advertising has on your ABM program. But what about the other channels in your account-based marketing mix? Use the interactive ABM Stack Grader to make sure you have all the technology you need to execute account-based marketing at scale.