Pardot Lead Source - Why is the Field Empty?
If you’re a seasoned marketer, you’ve probably already been let in on the three secrets to profitable marketing…
You know that clean, accurate, and easy to comprehend marketing data will help your company make profitable business decisions
You understand that knowing where your revenue is coming from, allowing you to better spend your marketing dollars more effectively is the key to generating more, high-quality sales leads
And you get that generating accurate data that gives you a 360-degree view of where your business currently stands will help you better, and more quickly achieve the desired future state of your business
As a marketer, you figured out long ago that the real secret to great marketing has nothing to do with catchy taglines, how much money you spend on a campaign, or if your company has the best video ads online (hello cat videos on Facebook that pull you in for hours).
Profitable marketing is all about generating and comprehending clean and accurate data.
This is especially relevant when using Pardot and generating Lead Source data, as generating clean and accurate data has a massive impact on your bottom line.
And as Salesforce consultants, we seem to see a common theme among users: everyone always has questions about how to populate accurate Pardot Lead Source field data!
The ability to populate accurate Lead Source fields is truly the key foundation to understanding where your new leads are coming from, directly impacting future business decisions, which ultimately impacts your bottom line.
If you’re like most 21st century businesses, you’re probably investing tremendous amounts of time and money into running campaigns on many different online channels.
Just think about all the different ways your company is currently marketing online: Facebook Ads, LinkedIn InMail, email marketing campaigns, and content marketing on blogs and partner blogs.
That’s a LOT of information to decipher and too much data for the human eye to comprehend. So thank goodness for Pardot technology!
BUT what good is technology if it’s not feeding you accurate data on where your leads are coming from or why they came to you?
If you can’t tell where your leads are coming from, how do you expect to know both how, and where to go, to get more of these leads?
And we get it…
You want to be spending your time doing what you do best, not digging through the infinite online world wondering where your data is coming from, or what it means.
This is precisely something your technology should be doing for you when programmed correctly.
But much of the time, businesses don’t have their Pardot Lead Source technology programmed correctly, so they’re not receiving accurate marketing data, leaving millions of dollars on the table.
But how exactly does accurate, easy to understand data ultimately lead to a positive impact on your bottom line?
Imagine the feeling you get after executing a really good marketing campaign...
Perhaps you send an emotional email series that resonates well with your readers, leading to increased website clicks.
Maybe it’s a week-long sponsored advertisement over social media that has effortlessly reached the right people who are now seamlessly sliding through your sales funnel.
Or lastly, let’s say it’s blog or podcast you were featured on that successfully resonated well with your ideal audience.
But since real life is messy, it’s usually a mix of all of the above.
Like most companies, you’re not marketing on only one channel, so it’s crucial to have streamlined and easy to understand data feeding back to you where you can pinpoint exactly what channels and campaigns are pulling in high-quality leads that turn into high paying customers.
Not only do you need to know what channels are generating revenue, but this data directly tells you where to allocate your marketing spend in the future and on WHAT content.
We all know that today’s technology gives companies the power to step inside their data and make proactive decisions that will shape the future of their company within milliseconds. But as we’ve learned, none of this technology is beneficial without your data being clear, streamlined, and accurate.
When a company has accurate and easy to understand data at their fingertips, they can step inside their data in real-time, able to see a 360-degree view of their current state.
Now able to make important marketing and spending decisions that will have an immediate and long-lasting impact on the longevity of their company.
In the video below, we address three ways to address and correct your lead source field data. We answer your question for why the lead source field is empty and what can be done about it!
Want to learn more about how Salesforce technology can impact your business? Contact us here.