RingLead's Data Quality and Lead Management Blog

ROI Reporting on only New Leads Created

Accurate reporting for return on investment (ROI) for marketing campaigns has never been easier.

To identify only the new Leads in a Salesforce report which were created by web form submissions or lists imported, set the RingLead field action for any field to "Do Not Update" for matching Leads. If RingLead finds a matching Lead, this field would not be updated. However, if RingLead created a new Lead, this field would contain the value submitted in the web form.

A report can be created to identify these new Leads created by setting the criteria for this field in the Salesforce report to "not equal to blank". This will filter out any Leads or Contacts that were already in Salesforce before the campaign began.

Lead Scoring for web forms

Lead scoring is a great way to trigger notifications after one ore more web forms have been completed. Workflow rules can be setup in Salesforce to send an email or create a task after a certain score has been reached for any prospect.

By using a custom field in Salesforce and increasing the value of this field by one or more points for each web form, lead scoring management is easy to setup and manage.

in Declone Web-to-Lead, field actions for updating fields in a matching Lead can be configured to count the web forms submitted or score the Lead based on which web form was submitted.

Using the "Increment" field action, the custom field will be increased by the number submitted in a hidden field on the web form.  Using this field action, each web form can be configured to increase the lead score by one or more points depending on the web form.

In Salesforce, workflow rules can be configured to trigger various actions when this custom field reaches  predetermined values. For example, if a person submits a web form with a lead score value of 1 and another web form with a lead score value of 2, a workflow rule in Salesforce can be configured to notify the owner of the Lead that this lead score has reached a value of 3 and it is time to reach out and give this prospect a phone call.

Generating Duplicates in the Sales Pipeline

Every once in a while, RingLead is asked to do something it is unaccustomed to; create duplicates. This can be for various reasons. A customer may have a specific product where they consider every single hit an opportunity. In these cases, they usually want these records forced through their sales pipeline.

Recently, a RingLead customer wanted to create duplicates in some cases, and dedupe in others. They needed any incoming web form with the Lead Source “EULFC” to only dedupe against Leads from other sources. If another Lead already existed in Salesforce with the Lead Source “EULFC,” they wanted to create a duplicate. If RingLead found a match and the Lead status was not “EULFC”, they wanted to overwrite the Lead Status with “EULFC”.

Using the allow duplicates feature developed by RingLead, we were able to do this using a formula field. The allow duplicates feature is very simple, but can be powerful when combined with Salesforce logic.

This Declone Web-to-Lead feature allows customers to choose a single field to determine if a duplicate should be created or not. If the field value submitted in the web form DOES NOT match the value in Salesforce for this field, a duplicate WILL be created. To set this up, the user just needs to enter the field’s API name into their Declone Web-to-Lead configuration page.

In this customer’s case, the formula field’s name was “RingLead Create Duplicate,” with an API field name of RL_Create_Duplicate__c, and they only wanted it triggered for Leads. This field is only visible to his RingLead user, and not added to any page layouts, so his users aren’t even aware of it. The formula was:

CASE(LeadSource, "EULFC", "TRUE", "FALSE")

This means that if the value of LeadSource is EULFC, this field is equal to TRUE. Otherwise, this field is false.

Next, we had him add a hidden field to his website:

<input name=”RL_Create_Duplicate__c” value=”FALSE”>

When a user submits a form, we only dedupe against records that have a value of “FALSE” for the field “RL Create Duplicate.” Any other record is ignored. The end result is we will dedupe as normal unless the Lead source of a record is EULFC, in which case we’ll create a record.

ROI Reporting Using Lead Source field

Tracking Lead Sources can be difficult especially when duplicates are merged. If your goal is to track original source for each Lead, Contact, and Opportunity, then consider using the Lead Source field in Leads for this. If RingLead finds an existing Lead in Salesforce and updates it with the new information from the web contact form (or list import or manually created Lead), this field can be set to "Do Not Overwrite". This will ensure that the value of the Lead Source field will only be populated when the Lead is originally created. When an existing Lead submits a web contact (or imported from a list or attempted to be manually created a second time), this field is not overwritten.

If you need to maintain a log of all Lead Sources, a custom field can be setup to store every source. RingLead can be configured to append (or prepend) the new Lead Source value from a web form, list or manually entered) to the old Lead Source value already in Salesforce.

How can I associate Leads from a list with both a Lead Source and Campaign but not run a list more than once?

Whether you're using a Salesforce list uploading tool or a tool from an AppExchange partner such as RingLead's Declone Mass List, you can always create a column within your Excel spreadsheet titled "Lead Source" and populate it with the Lead Source you would like to associate with each record in your list.  You can then use Salesforce's Lead or Contact list uploader to create new Leads and/or Contacts in your database and then later search for duplicates and merge any that you may find.  A Campaign can be associated by either uploading your list to the Campaign or assigning members to a Campaign after using the general Lead or Contact upload tool.

RingLead has also created a list upload service which will not only de-dupe your list against your entire database of Leads, Contacts, and Accounts, but it will also associate the campaign when chosen, create new Contacts within existing Accounts, associate same company Leads, support lead assignment rules, and assign a task to inform a sales person when one of their Leads/Contacts responds to a new campaign or marketing tactic.  An added benefit is the flexibility it will provide you to either overwrite an existing Lead Source with the new one from your list, update a blank Lead Source field, or append the new Lead Source into a task while allowing you to keep the existing Lead Source intact.  All of this in just one uploading of a list.