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Lead Source Trauma: When Salesforce Can’t Keep Up with the Multichannel Marketer

Have you ever run into a situation where the lead source in Salesforce just won’t cut it? Whether you’re using online or offline channels to convert leads into revenue, if your business relies on more than one source, then you’re likely familiar with the limitations of Salesforce’s lead source feature. Let’s take a look at why this is such a challenge and what marketers can do to get around it.

Multi-Touch Attribution (MTA) vs. Lead Source Feature in Salesforce

The main issue with the ‘Lead Source’ feature in Salesforce is that each lead can only have one lead source value. This stands in stark contrast to multi-touch attribution (MTA), which enables marketers to track how multiple touchpoints contribute to an eventual conversion. MTA allows for a more detailed understanding of how different marketing activities work together and accelerates the process of optimizing campaigns.

For example, let’s say you own a legal firm and decide to run a no win, no fee campaign in your local area. A user clicks on one of your ads, lands on your website and calls the number on your landing page. They hand over their details and eventually convert into a client. It would be fair to say that both the Facebook Ad and the offline event both played an important part in that customer journey—but with Salesforce’s lead source feature, only one of those touchpoints can be attributed as the actual converting channel for that customer.

Workarounds for Lead Source Limitations

Fortunately, there are some workarounds that marketers can use in order to get around this limitation and ensure accurate attribution of leads from multiple sources into their sales funnel . One way is by tagging leads with UTM parameters when they come through different channels like email campaigns or social media posts; another is by setting up custom fields specifically designed to capture additional information about where leads are coming from outside of just “lead source”—for example, “campaign source name” or “media partner name”. These fields will allow you to keep track of all touchpoints while still being able to attribute each lead accurately within Salesforce without any loss of data quality.

While it may seem like an insurmountable obstacle, dealing with lead sources in Salesforce doesn’t have to be so difficult! With some creative thinking and clever workarounds, marketers can easily capture accurate information about all their leads regardless of how many channels were involved in their conversion journey. So don’t let limitations hold you back any longer–start taking advantage of these solutions today!

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