The key to closing more deals lies in smarter, data-driven buying journeys that deliver maximum value for every dollar spent. Looking to level up? Enrich your ad platform data by connecting it directly to your CRM (think Salesforce). Setting up this connection is straightforward and can quickly result in big wins.

Connecting Your CRM Data for Impactful Optimizations

When you connect CRM data to platforms like Google Ads, LinkedIn, or Meta, you can optimize campaigns based on meaningful business metrics like SQLs, opportunities, and closed deals. Our Head of Marketing Gina Inks noted, “Optimizing campaigns to the lower-funnel actions that directly align with our clients’ goals—rather than outdated marketing metrics that fail to reflect true performance—can mean the difference between a high-performing campaign and one that drains your budget with no bang for your buck.”

Google’s CRM integration process is seamless and simple to connect. LinkedIn and Meta’s are in earlier stages and require a bit more involvement. That said, if a full connection cannot be established on these channels, similar results can be achieved by enriching audience sets with back-end CRM data. Unlike top-of-funnel optimizations focused on clicks, impressions, or even form fills, CRM data helps ad algorithms prioritize prospects with the highest intent.

So What’s The Catch?

No catch here, but some organizations are hesitant about leveraging CRM data in their ad platforms due to security concerns. Let’s break them down:

• Security Concerns: Every company has different compliance rules that govern the viability of this solution, but modern integrations are built with the safety and security of proprietary or sensitive data in mind. Platforms like Salesforce, Google Ads, and LinkedIn offer robust protections and compliance with industry standards like GDPR and CCPA.
• Internal Competition: Some companies are hesitant to input their data as they feel it competes with a core area of their business (think bigger tech companies who have their own data solutions).
• Cost Fears: Others feel like inputting data will be used to drive up advertising costs (spoiler alert: it won’t). While these concerns pop up occasionally, they’re more the exception than the rule. Still, we’ve seen a few groups drag their feet, letting hesitation slow their progress.

It’s helpful to think of connecting CRM data as providing anonymized signals that allow ad platforms to optimize for meaningful business outcomes without compromising security.

Three Areas to Drive Performance with CRM Data

When precision targeting and lead quality matter most, integrating CRM data into ad platforms is most impactful for mid-to-lower funnel campaigns. The added visibility is ultra-useful no matter the channel. This is true for targeted demand gen campaigns to sophisticated ABX plays.

1. Google Ads & Paid Search

CRM integrations enable strategies like offline conversion tracking and value-based bidding to optimize bids toward leads that drive actual pipeline value. By syncing Salesforce signals with ad platforms, you train the algorithm to prioritize high-quality conversions, not just clicks.

• Best For: Targeting decision-makers or high-intent searchers with optimized messaging and CTAs.

Our Senior Team Director of SEM Aaron Woolway explains, “Offline conversion tracking is imperative in B2B search marketing. It gives automated bidding algorithms high-intent signals to optimize effectively to improve lead quality, opportunities, and pipeline velocity.”

“It also opens the door to value-based bidding. That allows us to optimize to leads of higher value by establishing the worth of MQLs, SALs, and SQLs to drive ROI.”

2. LinkedIn & Paid Social

LinkedIn and Meta thrive on precise targeting. While establishing a direct connection to your CRM might be more intensive on these channels, it is entirely possible. In lieu of this, a lot of clients will opt to map back-end lower funnel data to enrich audiences and connect with high-value prospects.

• Best For: Engaging specific personas like decision-makers and influencers with tailored ad copy and offers.

3. Retargeting & Nurture Campaigns

When you leverage CRM data for retargeting, you get to focus ad spend on accounts and users that have shown prior engagement or intent. That amounts to better efficiency and a lower CPA.

• Best For: Accounts already in your pipeline that need additional touches to convert.

The Impact of CRM-Integrated Campaigns

Our Associate Team Director of Media Strategy, Hope Waggoner, notes the upgrade that CRM data brings to the table. “An integrated CRM takes the guesswork out of performance and helps us succeed or optimize faster. The level of confidence that comes from it is unmatched.”

We’ve seen that optimization in real-time for clients who leverage CRM data in their paid media campaigns. Here are anonymized highlights from real clients across industries and channels:

• A 10% decrease in cost per lead (CPL) year-over-year, leading to an increase in leads on less budget
• A 20% reduction in cost per MQL year-over-year
• A 20% increase in opportunities and a 75% pipeline boost
• A 40% increase in lead-gen form conversion rate
• A 60% increase in MQL conversion rate while decreasing CPA

The Bottom Line

When done right, CRM data integration can supercharge your campaigns, turning them into revenue-generating machines. It’s a straightforward, secure way to give your campaigns the fuel they need to perform at their absolute best. With ever-increasing costs and competition in the market, it’s more critical than ever to leverage the right data at the right time to give your campaigns the competitive edge they need to succeed.