Many customers first get to know brands by visiting their websites to learn the basics and request more information.

Salesforce Marketing Cloud and Sales Cloud integrated with Google Analytics 360 allow you to engage with customers based on the actions they've taken on a website, with a direct marketing message - such as email - or even offline.

When website visitors complete a form, their information will be passed on to Salesforce, where they'll be labeled as a lead.

If the page is set up with Google Analytics 360, the lead information will be assigned a Google Analytics 360 ID, which will be linked to the lead's record in Salesforce.

Salespeople can easily view the form information of all website leads through Salesforce Sales Cloud.

Einstein Lead Scoring allows salespeople to spend their time on leads calculated to have a high probability of converting based on their job title, location, or other factors.

With Einstein Lead Scoring, marketing teams can easily identify these leads and label them as audiences of their own. Then, they can use that data to create Analytics 360 audiences that can be reached with Google Marketing Platform.

Marketers can also use the Einstein Lead Scores to create priority segments and run targeted lead nurture and account based marketing efforts that support closing the sale or they can even optimize Google ads with a stronger call to action or personalized offer.

Once leads convert to opportunities and ultimately are closed won or lost, the marketing department can see how the lead originally moved through the funnel, and identify what worked and what didn't.

Using Custom Funnels within Google Analytics 360, they can see the interactions visitors had on their website, and the path each prospect took to become a lead and an opportunity.

Marketing teams can leverage this full view of the sales funnel to inform actions they take with other leads in the funnel — creating content that helps sales take leads to the next stage.

Then, they can use that data to create Analytics 360 audiences that can be reached across the website and ads via Google Marketing Platform.

With our integration, you can also push your audience data into Marketing Cloud so you can run a personalized and consistent campaign across your advertising and email.

Leverage the the power of Salesforce and Google Analytics 360 data to make lead nurturing journeys more personalized and effective.

You can create multiple different nurturing paths for leads based on past customer behavior, such as lifetime spend. That way, you can invest more in high-value customers with additional targeted messaging and promotions. Data from Google Analytics 360 and Salesforce empowers marketers to craft personalized customer journeys.

As leads engage with your journey messages and offers, every interaction is captured and key success metrics are displayed in a single dashboard within Marketing Cloud.

All key metrics are put in one place, thanks to the Marketing Cloud and Google Analytics 360 connector.

You can also win back unresponsive audiences by powering targeted ads with additional CRM data through the Sales Cloud and Google Analytics 360 integration.

Once these audiences respond and start taking actions or making purchases, Sales Cloud and Google Analytics 360 will show you which of your efforts led to closed business — so you can repeat your greatest successes.