GoogleForce is a Reality
Posted by Jon Beattie June 6th, 2007Google and Salesforce.com have unveiled their much anticipated partnership deal.
Salesforce Group Edition featuring Google AdWords. Basically this means you get an AdWords Pay Per Click account bundled with Salesforce, so you can start a lead generation campaign and have the punters go directly into your Leads queue in Salesforce.
We’re already doing this for clients, but it will be very cool to have the two systems integrated out of the box.
Disclaimer: Marker is a Salesforce customer and marketing partner.
Technorati Tags: google, salesforce
Categories: Measurable Marketing, Search Engines, Technology
Although this alliance reconfirms the importance of mashing up Salesforce and Google into a seamless integrated process, the product side of the announcement falls short of addressing the real pain points that marketers feel when trying to use AdWords to drive new business leads.
1) Landing pages are critical for driving conversions and improving ranking, but 3 out of 4 companies still send clicks to the home page. Google doesn’t care because they still get paid for each click, but the marketer ends up with fewer leads. It?’s just too hard to get the right IT support to have enough targeted pages, and the Google-Salesforce alliance provides no solution to this problem.
2) Bidding is hard for most marketers, and Google-Salesforce provides no help for bid optimization. Again, this suits Google just fine since it’s in their interest to have companies over-bid, but it leaves the marketer with suboptimal results.
3) A click is just the beginning of a business sales cycle. Only 25% of the people that click on an ad and fill out a form are ready to speak with a sales rep. Companies need to put in place a relevant and patient nurturing process that guides the prospect from the research stage to being truly “sales ready”. Once again, the Google-Salesforce alliance doesn’t address this gap in the marketer’s business process.
You can read more at http://blog.marketo.com/blog/2007/06/some_gorillas_c.html.
I agree with some of your points which is why we work with some clients on a pay per action for our management fee. Problem is that many marketers do not know the value of a lead and jus t like drive traffic to the site.