The Challenge

Leading Nel's digital distribution effort is Russell Morgan, who has more than a decade of experience managing communications and ad spend across channels for global corporations. Steadfast in his mission to optimize performance and allocate ad spend effectively, Russell focused on finding a solution that could trace the customer journey beyond the first click.

Since the outset of Nel's use of Heeet, the objective was clear. How can Nel track the ROI of Google Ad campaigns without staring at dashboards, watching budget disappear, and wondering whether any of it drives real revenue?

They were spending serious money on ads, generating hundreds of monthly leads, with little visibility into what happened after someone clicked.

Sara, Nel's Business Analyst and Salesforce Admin, dealt with a different but typical problem that most data professionals recognize instantly. Every single month, she'd export thousands of lines of prospect and conversion data from Pardot and faced multiple challenges:

• Siloed data: performance data from campaigns that lived in one ad platform, while conversion data lived in Salesforce.
• Manual data parsing: removing data discrepancies and filtering data to make sense of incomplete attribution data.
• Manual meeting prep: compiling everything into PowerPoint reports for the global leadership team, then defending conclusions she couldn't trust.

"We've had the unfortunate, but common, history of starting over, over and over and over again," Sara explained. "And we're consequently dealing with gaps in our data all the time."

Russell faced a different version of the same problem. He managed Google Ads campaigns, but had no way to connect ad performance to pipeline.

Nel wanted to leverage a centralized source of truth that accurately compiled and calculated ad spend and conversion data to give leadership the ROI reality of their investments.

The technical complexity seemed significant: tracking the whole customer journey from online ad click to offline purchase order while maintaining strict GDPR compliance. Other vendors and marketing agencies Nel had worked with in the past had trouble finding a solution.

It felt like the marketing and Salesforce teams weren't even speaking the same language. Nel needed a solution that could:

• Bridge both the technical and organizational gaps
• Automatically sync campaign performance data from ad platforms
• Integrate natively in their existing Salesforce environment
• Bypass manually adding contact roles in Salesforce to reduce human input and error, so leads are automatically linked to opportunities
• Provide ROI context at any moment with accurate, real-time data and insights that they can reference to inform leadership

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The Solution

Before finding Heeet, Russell said, "By the nature of my work, I've been piecing things together, and there's always a way to do something," he said.

After searching online, he discovered Heeet. Given the technical challenges involved, Russell mentioned, « it seemed too good to be true at first.»

Here's what made Heeet different. It wasn't just the technology.

Heeet's implementation approach stood out. Most solutions dump the technical integration and setup entirely on internal teams. Heeet offered hands-on technical support that Sara had never experienced before.

"You said, 'We'll go into your system. We'll set this up for you. We'll do the work. We'll make the connections," Sara recalled. "And then that's part of your service? That's a huge gap in the offering of every other vendor".

With Heeet's marketing intelligence integrated natively with Nel's Salesforce environment, the team avoided wasting days worth of manual tasks and were able to:

• Create customized dashboards tailored to Nel's specific needs and leadership needs
• Provided a cookieless tracking infrastructure that satisfied GDPR requirements and traced the buyer journey
• Automatically sync ad campaign data and log engagement with campaigns in Salesforce

Simple as that.

The Results

The transformation happened fast. Sara emphasized that time savings, while significant, weren't even the biggest win.

Days Back in Productivity

Sara used to spend an entire day exporting data, filtering noise, analyzing conversion paths, and compiling reports. Now? Dashboard refresh. Done.

"I've gotten, you know, days back," she said.

She moved from monthly reporting cycles to quarterly strategic analysis. Finally able to look for trends. Make comparisons over time. Think strategically instead of drowning in spreadsheets.

Trusted Data for the First Time

"The fact that we trust our data, for me, is bigger than time savings," Sara emphasized. "For the first time in the almost six years I've been here, I trust what I'm putting out there. I can at least defend it."

The dashboards pull data from Salesforce that Sara validates herself. This creates a closed loop of confidence she'd never had before. When presenting to leadership now, she's not defending shaky conclusions. She's sharing insights she trusts.

Direct Attribution to Pipeline

Russell can now trace specific Google Ads directly to sales opportunities. Consequently, Nel can better determine a lead's quality based on which campaign they came from and thus where to redirect spend.

"We can now track which ads are going somewhere and link them to real pipeline. We can trace million-dollar opportunities back to a specific Google ad we placed."

With these insights in hand, Nel’s marketing team is already thinking ahead to their next CFO presentation.

Cross-Team Collaboration

Here's the most unexpected benefit. Cross-team alignment: the marketing and data teams started collaborating more effectively.

"We're speaking the same language. We have the same goal. We know what we're supposed to be doing," Sara noted.

When she asks Russell about tracking costs for specific campaigns, he knows exactly what she means. They're no longer operating in silos. They're working as a unified revenue intelligence team.

Content Optimization Insights

Russell discovered something interesting. Prospects visited Nel's resources page multiple times before filling out forms.

"I realized so many people were going to that before filling in a form, so I was like, OK, I've got to polish this up and make it look respectable if this many people are going to it."

This customer journey visibility lets NEL strategically improve high-intent content. With the intelligence in hand, they could consider adding conversion points earlier in the journey.

Smart moves based on real data.

Key Takeaways

Russell (Digital Communications Specialist):

"We can now track which ads are going somewhere and link them to real pipeline. We can trace million-dollar opportunities back to a specific Google ad we placed."

Sara (Salesforce Admin):

"The fact that we trust our data, for me, is bigger than the time savings. I can finally say, 'Yeah, this is the data,' and that's huge for me. For the first time in almost six years here, I trust what I'm putting out there. I can at least defend it. It's repeatable. I can build upon it.”

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