The Trifecta for Marketing

Optimize your paid ad campaign ROI by targeting accounts that are already expressing purchase intent. Qualified Signals recognizes who on your website is most likely to buy, so purchase ads specifically for this audience.

The Trifecta for Marketing strategy generates a list of target accounts with a high likelihood to buy. With this data, tailor advertisements and customize your target accounts’ experience on your site.

How to Build the Surging Accounts Ad Campaign

Working together, your Qualified admin, Salesforce admin, and demand gen team can build the Trifecta for Marketing. Follow these steps to prioritize event attendees with the highest purchase intent.

TIP! Download our Signals unmanaged package to save time creating Salesforce reports like this one.

1. Create a Salesforce Report for Your Accounts

1. Create a new report in Salesforce.
2. Select Accounts and click Continue.
3. (Optional) Click the Edit Report Name icon to enter a new report title, like “Paid Ad Target Accounts: On Fire/Hot and Surging/Heating.“ When you’re done typing, click outside the textbox to save your update.
4. From the left panel, select the following columns:
   • Account Name
   • Qualified Signals Engagement Score 
   • Qualified Signals Engagement Intent
   • Qualified Signals Engagement Trend
   • Days Since Last Activity

2. Add Filters for Indicative Signals Data and Run Your Report 

1. Click Filters.
2. From the left panel, click Show Me.
3. Select All accounts and click Apply.
4. Click Created Date and update the date range to your preference.
5. Build a filter for your target accounts. Based on how your org identifies account segments, your filter might use the Type field or your own custom field.
6. From the Add filter… search bar, create these filters using the drop-down menus:

   Salesforce Field	Operator	Value
   Qualified Signals Engagement Intent	contains	fire,hot
   Qualified Signals Engagement Trend	contains	surging,heating
   Open Opportunity Count	is less than	1
   Type	not equal to	Any types you don't want to include, like "Customer" or "Partner"

7. Click Run on the right.
8. Click the Arrow icon in the Qualified Signals Engagement Score column and select Sort Descending.

3. Target and Track Paid Ads

Export your Salesforce report and share it with your demand gen manager. They can use this data to build segments and serve tailored advertisements. There are a few options to track these ads:

• Qualified can automatically track certain ads from Google Ads and LinkedIn.
• Manually add UTM parameters to Facebook ads and unsupported ads types in Google Ads or LinkedIn.
• Ask your demand gen manager to include URL parameters within the ad for other platforms.

While the best approach varies company-to-company, we traditionally recommend paid ads for accounts with a high or heating Engagement Score. If you want to target accounts that are cooling, however, update the filters in your Salesforce report to include a wider Engagement Score range.

4. Build a Qualified Experience that’s Triggered by  URL Parameters

Create or update a Qualified Experience to resonate most with that specific audience. To trigger the Experience based on your advertisement:

1. Open the Experience builder.
2. Under the first section, Show this experience to visitors that match, select Referrer in the first drop-down menu.
3. (Optional) If you want to narrow down which pages display the Experience, specify with the successive options.
4. Depending on your ad tracking method:
   1. If you tracked a supported ad in Google Ads or LinkedIn, select that ad campaign from the drop-down menu.
   2. If you appended URL or UTM parameters, click Add parameters. Enter the URL parameter included in your paid ad, such as utm_campaign=Qualified.
5. Click Done.

TIP! If you want specific reps to pounce on your paid ad traffic, customize the Experience’s routing rules using the same URL parameter. Equip your reps by creating a shortcut for this audience.

Use Case

The demand gen manager is launching a new LinkedIn campaign and wants to hyper-target the audience. To make the most of their limited budget, Admin Anna creates a Salesforce report that only includes target accounts with Qualified Signals that indicate high purchase intent and builds a new Experience in Qualified.

The advertisements are purchased and served to key prospect accounts. When one of them clicks on the CTA, they’re directed to Trove Robotic’s website and see the unique Experience. The visitor is routed to Rep Raquel, as outlined in the Experience, who quickly pounces with the new shortcut.