For marketers, a crucial aspect of being successful is to be able to measure your success. It boils down to all metrics, as you want to prove your Boss or company your worth.
You deserve the budget based on Marketing Qualified Leads and should have transparency to measure it and show it to the organization.
It can be hard to measure across channels, and that is where UTM parameters come into the picture. You want to ensure, that you know Twitter drives a certain percentage of traffic to your website https://writing-help.org/blog/religion-and-globalization-essay that with Intent then converts into Marketing Qualified Leads(MQL’s) … but do you know if your company’s tweets were the ones driving visits and MQL’s?
UTM parameters with our Intent Automation can divert based on your setup who to prospect, how to target them, which personas and which salespeople to route them to. To setup UTM parameters you need to use the Google UTM builder. For Salestools two aspects here are important depending on how you set up your automation:
- utm_campaign=Competitors – this means your google ad campaign called Competitors are triggered
- utm_term=Salesforce – this means they searched Salesforce and you want the automation to email how you are different and a better choice than Salesforce.
The url used in the Google Ads campaign will look like this: https://salestools.io/?utm_source=Google&utm_campaign=Competitors&utm_term=Salesforce
Why UTM matters:
When using Intent automation by Salestools, we are using the UTM parameter to qualify the visitor into the Playbook and trigger the right campaign, and the more targeted you can be the more likely you are to have a conversation and land a sale.
One example if you are Netsuite and you run a campaign for SAP searched on Google and you are using Salestools Visitor. Our system based on the visitor and the personas you know who are typically guided into:
- Decision Makers (CFO or similar)
- Influencers (Financial Controler, Finance Analyst etc)
- Business Users (Bookkeeper, Accountant, CFA etc)
If you know the roles you are targeting Voogy can automatically based on the company leaves your website without talking to you. We can reverse engineer the company and automatically assign Decision Makers to a campaign that talks about how it transforms their cost, reporting and speed etc. While the Influencer will receive an email explaining how this will help them in their daily work, and it is similar to the business user.
The sales reps can now get in front of companies and have a conversation by automation, that are highly targeted based on how they arrived, and talk about why Netsuite is a better fit than SAP.
This is why UTM parameters with Voogy Intent Automation is increasing MQL’s by more than 10X.