Relevant to: Demand Acceleration Platform
Through integrations with your Marketing Automation or CRM system, you can utilize closed loop reporting to gain a holistic view of your lead data. Closed loop reporting helps to ensure your receive maximum value from your Campaigns, and gain valuable insights that can be used to inform your marketing activities.
Closed loop reporting data flow
Leads flow through multiple systems to enable closed loop reporting. Leads are captured by inbound system(s) and sent to the Demand Acceleration Platform where they are checked against acceptance criteria. From there, lead data is posted out to your integrated Marketing Automation or CRM system. As more information is added to a lead (for example, it transitions along the sales funnel) updates are then posted back to the Demand Acceleration Platform.
In this article
The Benefits of Closed Loop Reporting
Lead Management: Never pay a Media Partner for a bad lead
The Demand Acceleration Platform ensures lead quality prior to payment and sending the leads to your Marketing Automation or CRM system. However, it is not uncommon to learn more details about a lead after it has been processed, which could result in needing to disqualify the lead.
This might happen due to:
- Duplicates that have been delivered from other top of funnel sources, outside of the Demand Acceleration Platform.
- Incorrectly labeled opt-in fields.
- Outdated contact information.
Closed loop integrations provide the ability to disposition these leads and if using Content Syndication, mean that you can return disqualified leads to receive a refund from the Media Partner who originally supplied the lead. Closed loop reporting is enabled via integrations with the Demand Acceleration Platform - these include Marketo Webhooks, an Eloqua App, a Salesforce App and Open API. Each of these integrations let you take advantage of Closed Loop functionality in your Marketing Automation or CRM system.
Analytics: Visualize down funnel analytics and insights
Marketers are always seeking better ways to attract and nurture prospects throughout the marketing funnel. Understanding how a lead transitions to each new phase throughout the funnel helps to gain insight into the journey of each prospect.
By leveraging the same disposition functionality used when returning leads, the Demand Acceleration Platform is informed when a prospect is advancing in the Sales process.
For example, our Closed Loop integration can send an update to the Demand Acceleration Platform when a lead has transitioned into an SQL or Closed/Won status. By sending this data back to the Source, you can learn how changes in the top of funnel behavior affect the bottom of funnel results.
Getting started with Closed Loop Reporting
An overview of the process and workflow of using Marketing Automation and CRM integrations with the Demand Acceleration Platform to power your closed loop reporting.
1. Connect your Marketing Automation or CRM system to the Demand Acceleration Platform and set up the post out integration on your Campaign & Source(s)
In the Demand Acceleration Platform, ensure your Marketing Automation or CRM system has been connected and is set up on a Campaign/Source(s). For precise steps, see the article specific to your system.
2. Configure the relevant webhook or app in your Marketing Automation or CRM system
In your Marketing Automation or CRM systems, either set up a webhook or install the closed loop app to configure the feedback loop. For precise steps, see the article specific to your system.
| Setting up the Marketo Webhook Closed Loop Trigger | Setting up the Eloqua Closed Loop App |
Setting up the Salesforce Closed Loop App |
3. Send a test lead to confirm lead flow
To check that the connections between each system has been successful, send a test lead. This should be an actual lead that originates from the Demand Acceleration Platform Source and/or the Marketing Automation or CRM system database (not one that is sent in the Source > Integrations tab > post out testing modal).
Check the lead is received in your Marketing Automation or CRM system. Then update the lead to check the appropriate course of action is reflected in the Demand Acceleration Platform.
4. Monitor lead flow in all systems
Once live, you can monitor the lead flow from your Sources through the Demand Acceleration Platform and into your Marketing Automation or CRM system. It is advisable to work with your system admin to ensure numbers are aligning and that leads are flowing successfully.
- There are several available reporting tools within the Demand Acceleration Platform to help ensure all clean and accurate data is flowing successfully.
- See your specific channel section Lead Management section for instructions and recommendations.
Recommended Reading
- Setting up the Marketo Webhook Closed Loop Trigger
- Setting up the Eloqua Closed Loop App
- Setting up the Salesforce Closed Loop App