The traditional Lead-to-Contact marketing funnel has a significant flaw due to reporting limitations in Salesforce. In short, it’s not unified. After a Lead is converted, the Lead-based funnel stops. Then a new Contact-based funnel begins.
A unified marketing funnel refers to a single view that combines data from Leads and Contacts. It eliminates the need for separate reports and gives a more holistic view of how prospects progress through the funnel. With a unified funnel, you can track individuals and accounts from start to finish and better understand how your marketing efforts are performing.
By utilizing Campaign Members to create a link between Leads and Contacts, you can build that unified view. And because Accounts can also be Campaign Members, you can use them for Account-Based Marketing (ABM) tracking.
In this session, learn about the advantages of a unified marketing funnel. Then see how to build it.