Salesforce Omnichannel

At drySEO we use Salesforce Omnichannel for Lead Generation. Based on our experience, we recommend the following best practices

Salesforce Omnichannel

The effectiveness of using Salesforce Omnichannel for Lead Generation depends on a variety of factors, including the size of the business, the complexity of the sales funnel, and the specific needs of the sales team. Salesforce offers robust features for managing customer data, and it is a cost-effective solution for larger businesses, both B2C and B2B.

salesforce omnichannel

Salesforce is considered one of the best Omnichannel Software options for Lead Generation, particularly for those who already use Salesforce as their CRM. However, other options such as HubSpot and Marketo may also be worth considering depending on the specific needs of your business.

Salesforce offers an Omnichannel solution that integrates with its CRM system and offers a range of features such as lead capture and management, multi-channel marketing, automation and personalization capabilities, and reporting and analytics. With these features, you can effectively engage with leads across various channels and improve their chances of converting them into customers. Additionally, Salesforce has a reputation for being user-friendly and offers robust customer support and training options.

drySEO Experience with Salesforce Omnichannel

At drySEO, we use Salesforce’s Web-to-Lead. It allows you to create and embed lead capture forms on your website. When a visitor fills out the form, their information is automatically captured as a lead in your Salesforce account. Then we employ automation tools of Salesforce Marketing Cloud to nurture and engage with the leads through various channels like email, social media, and advertising. This process allows us to build relationships with prospects and move them further down the sales funnel, ultimately resulting in more conversions and sales.

How do we choose Omnichannel Lead Generation software?

To make a decision on which omnichannel software to choose, we compare various features such as:

  • Integrations with other tools and platforms such as CRM systems, social media channels, and e-commerce platforms.
  • Multi-channel marketing capabilities, including email marketing, SMS marketing, social media marketing, and more.
  • Automation and personalization capabilities to create targeted and relevant marketing campaigns.
  • Lead capture and management capabilities, including lead scoring and lead nurturing.
  • Reporting and analytics features to track campaign performance and measure ROI.
  • User interface and ease of use.
  • Customer support and training options.
  • Pricing and contract options.

By comparing these features and considering your specific business needs, we can decide which omnichannel software is best for a given organization.

Omnichannel Comparison: Salesforce vs. Hubspot

This is an example of a comparison made by drySEO for choosing an optimal solution for Omnichannel Lead Generation for a high-tech company:




Integration with Salesforce CRM

Yes, comprehensive


Integration with WordPress

Yes: Chat (basic), Web To Lead, Web To Case, connection to CRM Products, Orders

Chat, Popup, forms, Customer Tracking (unfortunately consumes resources affecting webpage speed)

Journey Automation



Email Marketing

Yes with dynamic content (very useful for buyer’s journey personalization)

Yes (no dynamic content)

Easy-to-Use UI

No, requires expertise and some programming


personalization of omnichannel

What does it mean to Personalize the buyer’s journey?

Personalizing the buyer’s journey requires collecting and analyzing customer data, including their demographics, browsing behaviour, purchase history, and engagement with marketing campaigns. It also requires a deep understanding of the customer’s needs, pain points, and preferences, which can be gathered through surveys, customer feedback, and social media listening.

The goal of personalizing the buyer’s path is to create a more engaging and positive experience for the customer, ultimately leading to higher conversion rates, repeat business, and brand loyalty. Personalization can be achieved through various means, including dynamic email, chat or website content, and customized product recommendations.

How to Develop an Omnichannel Marketing Strategy for Lead Generation with Salesforce?

At drySEO we use an omnichannel marketing strategy for Lead Generation with Salesforce. Based on our experience, we recommend the following steps as best practices:

  • Make Master Data for customers in Salesforce CRM (Contact List)
  • Identify your target audience and develop custom fields on the Contact Object in Salesforce CRM to indicate what channels they use to research and make purchasing decisions.
  • Create a buyer persona: Develop a set of custom fields on Contact Object to code features of your customer, such as their demographics, purchased products, or interests.
  • Update Contacts fields using integration to all available data sources (omnichannel approach)
  • Synchronize Contacts with Salesforce Marketing Cloud. Use customs fields to segment audiences.
  • Map the buyer’s path in Salesforce Marketing Cloud Journey Builder. Outline the steps your target customer takes from initial awareness to making a purchase, and identify the channels they use at each stage.
  • Define your marketing goals: Establish clear objectives for your marketing campaigns, such as increasing website traffic, generating leads, or boosting sales.
  • Choose your channels: Select the channels you will use to reach your target customers, such as email, social media, SMS, and webpage content marketing.
  • Create personalized content: Develop relevant, and engaging content tailored to each Contacts’s features. Use Salesforce Dynamic Content features.
  • Automate your campaigns: Use Salesforce Marketing Cloud to automate your campaigns and deliver personalized messages at the right time and on the right channel. In the omnichannel approach, customers can join multiple journeys at the same time, use automation to detect it an integrate it. Use automation to update the Contact Data Base.
  • Analyze and optimize: Use Salesforce Analytics to track your campaign performance, and analyze your data. Optimize your marketing content to improve your results.
  • Continuously refine your strategy: Monitor your campaigns regularly, gather feedback, and make adjustments to improve your results and meet your goals.
omnichannel strategy for leads

What are benefits of Salesforce Omnichannel for B2B Lead Generation

Salesforce Omni-Channel offers several benefits for B2B Lead Generation, including:

  • Efficient Lead Routing: Salesforce Omni-Channel can automatically route leads to the right agent or team based on specific criteria such as lead source, location, and product interest. This ensures that leads are handled quickly and efficiently, increasing the chances of converting them into customers.
  • Personalized Engagement: With Salesforce Omni-Channel, sales teams can personalize their engagement with leads by accessing relevant customer data such as purchase history, browsing behavior, and communication history across all channels. This allows them to tailor their messaging and offers to each lead’s specific needs and interests.
  • Improved Collaboration: Salesforce Omni-Channel allows for seamless collaboration between sales teams, customer service, and marketing teams. All teams have access to the same customer data and can work together to ensure a consistent and personalized customer experience across all touchpoints.
  • Enhanced Reporting and Analytics: With Salesforce Omni-Channel, businesses can track and measure their Lead Generation efforts across all channels in real-time. This allows them to identify which channels and campaigns are driving the most leads and revenue, and optimize their strategies accordingly.
  • Increased Customer Satisfaction: By providing a seamless and personalized experience across all channels, Salesforce Omni-Channel can improve customer satisfaction and loyalty. Happy customers are more likely to refer others to the business, leading to increased revenue and growth.

Salesforce Pricing

The pricing for Salesforce Omnichannel can vary depending on the specific plan and features you choose. The starting price for Salesforce can be around $1,000 USD per month, but this can increase based on the number of users and additional features required.

For comparison, HubSpot and Marketo have similar pricing models as they both offer tiered pricing based on the features and level of service required. The cost can range from a few hundred to several thousand dollars per month depending on the size of the business and specific needs.

Is Salesforce the best Omnichannel Software?

Salesforce is a popular choice for many businesses, but other options such as HubSpot and Marketo may also be suitable depending on the features and pricing that best fit the business. If a company is already using Salesforce as their CRM, it may make sense to consider Salesforce as their omnichannel software for Lead Generation as it would allow for better integration and streamlining of processes. However, the decision ultimately depends on the specific needs and goals of the business. Other factors such as budget, available features, and ease of use should also be considered when choosing the best omnichannel software for Lead Generation.

Salesforce Omnichannel: Key Takeaways

  1. The use of Salesforce Omnichannel has been shown to improve customer engagement across multiple channels.
  2. Companies can leverage the power of Salesforce to streamline their sales and marketing workflows.
  3. With Salesforce Omnichannel, businesses can better manage customer data and interactions across various touchpoints.
  4. Successful Lead Generation requires a combination of automation tools, personalized messaging, and data-driven insights.
  5. Personalization is key to creating engaging and relevant marketing experiences for customers. It can help build brand loyalty, increase customer retention, and drive long-term growth.
  6. By automating routine marketing tasks, companies can free up time and resources to focus on high-value activities.
  7. Integrating a CRM system with other marketing tools and platforms can help companies achieve a truly omnichannel marketing strategy.