Marketing automation
Keeping marketing and sales connected
Someone responds to an ad, but the salesperson sees only a name and an email address. Connecting marketing to Salesforce should also bring over the campaign, the person’s request and the information needed to follow up.
Agree what each stage means
An enquiry, a qualified lead and a sales opportunity are different things. Define the information required to move between them and who makes that decision. Without that agreement, a record marked “qualified” can mean different things to marketing and sales.
Keep the campaign details with the lead
Keep the campaign and source details when an enquiry enters Salesforce. Link the lead to the campaign so sales can see what prompted the response. For reporting, decide how to connect that response to later sales activity; campaign membership alone does not show that the campaign caused a sale.
Make it clear who follows up
Decide which team receives the lead, what context it sees and when follow-up is expected. Include what happens if the person is already known or has an active conversation. A new campaign response should not automatically start conflicting outreach.
Test preferences and reporting together
Check subscription changes, contact preferences, duplicate submissions and handovers across email or messaging tools. Then follow sample records through the reports. The team should be able to explain the numbers using the underlying activity.
Map the handover before connecting the tools
Walk through one enquiry from its arrival to the sales follow-up. Decide what information each team needs at each step. Do this for the channels you use, whether that is your website, Meta, TikTok, Snapchat, Google Ads or another supported platform.
| Stage | Information to preserve |
|---|---|
| Capture | Original source, campaign context, submitted details and relevant communication preferences. |
| Nurture | The journey entered, useful engagement and conditions for pausing or leaving it. |
| Sales handover | Why the lead is ready, its assigned owner and the next action. |
| Outcome | The resulting status, opportunity or reason the lead did not progress. |
Checks to make before launch
- A repeat submission updates or links to the right record.
- Campaign context survives the transfer into Salesforce.
- A lead has a visible owner and next step.
- Communication preferences reach the connected tools.
- Reporting uses agreed definitions for leads, qualified leads and opportunities.
OOB builds the marketing automation and CRM integrations. Your marketing team or agency manages the campaign creative, advertising budget and media activity. We work with them to make sure the connections support the campaigns they want to run.
