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Picture this scenario: you have a lead who, for the past month or so, has been interested in Sugar Sell CRM and Marketing Automation, such as Sugar Market. They’ve looked at your website, watched a demo or two, downloaded a white paper, and registered for a webinar. An ideal scenario, I know, but it does happen!
Let’s analyze this scenario from the perspective of two team members:
Both the marketer’s and the salesperson’s requirements seem reasonable, but, they’ve forgotten one important aspect that may put a damper on their wishful thinking: every marketing interaction overwrites the data of a lead or contact, and thus makes it difficult to see a history of interactions without logging into the Marketing Automation platform.
Is there even a way to track this data directly in Sugar? I’m glad you asked, because yes, there is! Read on to find out about our custom Sugar module for tracking marketing interactions: Marketing Responses.
To address the issue of lead or contact data being overwritten by new marketing interactions, we created a new module in Sugar. Every time someone interacts with our marketing content, a new record gets created that copies over the marketing-related data from the lead/contact as a record.
A module that copies data from leads and contacts is nifty, but it isn’t that special, one might say. Let’s take a look at the features that really make our Marketing Responses enhancement stand out.
In addition to creating new records for each marketing interaction, our customization also performs the following actions to ensure your sales and marketing have as much insight into the lead or contact and its related records:
Additionally, every module related to Marketing Responses includes a subpanel for a quick look at the latest marketing interactions. We are especially fond of this subpanel in Accounts, as it displays the interactions of every related contact.
Since we wanted our Sales team to get as much information as possible, we added a few fields to help them gain even more insight about the originating lead or contact:
But what good does all of this information do if you don’t report on it? Well, you can, and you should! Since every interaction is an individual record, you can create any number of reports to take a deep dive into your marketing performance. And, if you also use wBenchmark, our Time Series KPI tool for Sugar (take a gander at it if you don’t — I heard it’s good!), you can compare your metrics over time.
It wouldn’t be a W-Systems enhancement without them! Marketing Responses includes Admin options to map the fields of Leads and Contacts to the Responses module. Naturally, you can add and map as many fields as your Marketing Automation platform pushes to Sugar.
We hope you enjoyed learning about our Marketing Responses customization. It’s become very near and dear to our sales and marketing teams!
If you are interested in improving your marketing interaction tracking features in Sugar, reach out to us today! Since our customization is fairly platform-agnostic, we can easily customize it for your Marketing Automation of choice.