The Top Row Metrics in the Terminus Ad Experiences advertising platform provide several levels of reporting that allow marketers to easily see the impact of Terminus campaigns on target accounts. The reports associated with those metrics also make it extremely easy to export the report and import the data into Salesforce. For customers that don't currently have access to the Terminus Account Hub, importing this information directly into Salesforce can give you the data you need to create account-based marketing reports and pull the data directly into existing dashboards.
Let’s take a look at how you can report on your ABM program using Terminus and Salesforce.
1. Create a Custom Field in Salesforce
First, create a custom field on the opportunity record with true/false logic. We recommend naming this checkbox field Influenced by Terminus and give it true/false logic. You'll use the same true/false logic in the spreadsheet you import into Salesforce. More on that to come.
If you use the Salesforce pushback feature in Terminus, you’ll already have fields for Terminus Impressions and Clicks in your Salesforce instance. If not, you will need to add those fields as well.
2. Download Your Data From Terminus
Next, go to the Terminus platform and click on View Won Deals Details in the new Top Row Metrics.
This shows you all your closed-won deals from Salesforce. Then, export the data to a CSV file. This file contains key pieces of information such as Account Name, Impressions, Clicks, Opportunity Value, and Opportunity Salesforce ID.
3. Determine Influence
Open the spreadsheet in Excel and add the column Influenced by Terminus. To determine influence, looked at the Impression column and run a true/false formula to populate it. For the influence calculations in this example, if an account had 500+ impressions, we considered it influenced by Terminus. If the number was under 500, then the column would be false. In the Influenced by Terminus column, a 0 would represent a false value and a 1 would equal a true value.
Determining your own guidelines to calculate influence will generally be based on a few factors. Namely, how large the account is (reach and general company size), against how many overall impressions you've served to that account to-date. We'd recommend running ads to an initial account list for a designated period of time (like over a quarter), and then determining your engagement threshold based on your most engaged accounts.
4. Import Your Data Into Salesforce
Next, you’ll need to import the data into Salesforce. Limit the spreadsheet to only the columns you want to import. For this example, these were Impressions, Clicks, Salesforce ID, and Influenced by Terminus.
To update the records, we used the Data Loader. If you don’t have access to use the Data Loader, you might need to get your Salesforce Admin to update the records for you. When using the Data Loader, be sure to match up the columns with the proper fields in Salesforce before your update. The whole process should only take a minute or two to update, depending on how many records you have.
5. Run Your Reports
Now that the data is in Salesforce, all the of the fields you created — Impressions, Clicks, and Influenced by Terminus — are now available for reporting.
This example shows a quarterly report and a year-to-date report on all the closed-won opportunities that were influenced by Terminus. With these reports, you can create a simple but powerful dashboard using data from Terminus to show the impact of your digital advertising campaigns.
Now when you run a closed-won and opportunity reports, you can add the Influenced by Terminus field to see which deals were targeted and had impressions in Terminus.
If you have any questions about running your own Terminus reports in Salesforce, contact your Customer Success Manager and they’ll be happy to help you out.