Track the ROI of Your Offline Marketing Efforts with Postal + Salesforce
February 14, 2022
Product Marketing Manager
Most of today’s sales and marketing teams live in Salesforce. The visibility Salesforce provides into campaign performance and sales pipeline are vital to helping teams make proactive and informed business decisions.
Traditionally, teams that use offline marketing are at best guessing the ROI of this channel, as tracking performance has historically been manual and rarely accurate. That’s why I am excited to announce the launch of Postal’s Offline Marketing Automation Dashboard, the latest addition to Postal’s Salesforce integration. Postal’s Offline Marketing Automation Dashboard helps sales and marketing teams track and measure the ROI of their programs with Postal, right where they spend their time–in Salesforce. From popular sends, to open pipeline, to closed-won opportunities and more, today’s sales and marketing leaders can effectively measure the output of offline marketing from a convenient and easy-to-use dashboard.
With the combined power of Postal and Salesforce, users can automatically map campaigns and contacts to items, event experiences, and gifts in order to track the effectiveness of such efforts within deal cycles.
How To Use the Offline Marketing Automation Dashboard
Let’s take a closer look at how and when teams would use the Postal Dashboard within Salesforce to get a real pulse on campaign performance.
How Postal Helps Close Deals
Being able to attribute which deals were closed with offline marketing helps sales teams adjust their approach, build repeatable processes, and ultimately drive more revenue. The Won Revenue Influenced by Postal tile of the Offline Marketing Dashboard shows how much revenue was generated as a result of Postal sends and experiences. Together with the Total Postal Spend on Closed Won Deals tile and the Closed Won Deals Influenced by Postal tile, you get a clearer picture of the true ROI of your offline marketing campaigns.
When you’re able to measure which items and campaigns are performing well, you can ensure you’re spending money in the right areas, targeted to the right prospects.
Track New Leads Generated By Postal
Know exactly which actions break through the noise and drive top-of-funnel growth to ensure that your marketing team isn’t burning through budget on ineffective campaigns.
From LinkedIn direct messages to social media campaigns and more, you can track new leads using Postal MagicLinks to generate leads that don’t already exist in your CRM.
Get Real-Time Insight Into Which Experiences Generate Pipeline
See which offline touch points and experiences are most impactful when helping sales teams turn more leads into prospects, shortening sales cycles, and driving efficiency at scale. From Taco Night to Paint Night, discover which Postal Event or item from the Postal Marketplace helped close more deals or reignite interest from stale leads. With Postal, you can map items on a per-item basis to any campaign in Salesforce to ensure your reports are accurate and up to date on your latest Postal activity.
See Postal Sends By Individual Users and Teams
Postal customers use this report to gain insight into which team members are using Postal to book more meetings, add to pipeline, or close more deals. Sales managers often use this report to create benchmarks for their team as a quarterly goal incentive.
Being able to see which team members are sending items in Postal and how that tracks to their overall output and quota helps gain insight into what’s working when utilizing Postal as a channel, making it a repeatable process across your entire team.
Track the ROI of Your Postal Efforts in Salesforce
Get started with this help article to turn on the Salesforce integration to start measuring the ROI of your offline marketing efforts. If you already have Salesforce connected and want to get better insights, add the Postal Salesforce Managed Package from the Salesforce App Exchange to get access to the Offline Marketing Automation Dashboard.
Amy Schwartz is a Product Marketing Manager at Postal. Before landing in tech, she held various marketing and communications positions at financial services, healthcare, and higher education institutions. Outside of work, you can find Amy exploring the beaches and hiking trails of California’s central coast with her husband, two kids, and very energetic dog.