Case Study #2 Automating Lead Capture and Campaign Attribution
scalable Web-to-Lead API integration strategy, seamlessly capturing leads from websites and campaigns directly into Salesforce. This modernized approach automated routing, eliminated delays, and most importantly—connected each lead to its originating campaign using advanced UTM tracking and Salesforce’s Campaign Influence models.
MemorialCare is an integrated healthcare system serving Orange and Los Angeles counties in California. It comprises four hospitals—Long Beach Medical Center, Miller Children’s & Women’s Hospital Long Beach, Orange Coast Medical Center, and Saddleback Medical Center—as well as two medical groups, imaging centers, surgical centers, and numerous outpatient facilities. With over 200 care locations and a team of more than 15,000 employees, affiliated physicians, and volunteers, MemorialCare is dedicated to providing high-quality, compassionate care across a broad spectrum of medical services.
Challenge: Bridging the Gap Between Click and Close
The result? Real-time collaboration between marketing and sales, faster response times, and the ability to finally measure digital ROI with clarity.
Before the upgrade, MemorialCare’s marketing and sales operations were manually wrangling data, slowing down the sales process and obscuring marketing performance. Their main challenges included:
1. Disconnected Lead Sources
Website leads were inconsistently handled—some were emailed, some were saved in spreadsheets, many were lost in the shuffle.
2. Slow Response Times
Manually triaging and forwarding leads caused outreach delays and lower conversion chances.
3. Lack of Campaign Visibility
Marketing had no scalable method to attribute leads to campaigns or analyze ROI.
4. Data Loss and Duplication
UTM fields, referrer URLs, and source information were often missing or mishandled, creating dirty data.
MemorialCare needed a clean, real-time, and campaign-aware lead capture pipeline—and fast.
Solution: From Clicks to Conversion—With Zero Gaps in Between
We designed and implemented a robust Web-to-Lead and campaign attribution framework that modernized the entire lead intake and tracking process. Here’s how:
1. API-Powered Web-to-Lead Framework
Forget static forms and outdated processes—this was a future-proof, API-first approach.
- Standardized Endpoint: A universal JSON-based Web-to-Lead API endpoint was created within Salesforce, ready to accept data from any source—landing pages, digital ads, or email campaigns.
- Rich Field Mapping: Everything from contact details to granular UTM campaign parameters was captured and accurately mapped.
2. Built-In Campaign Influence and UTM Attribution
Campaigns aren’t just about clicks—they’re about results. Our system ensured every lead told a full story.
- Real-Time Campaign Matching: Based on incoming UTM values, leads were automatically matched with the right Salesforce Campaign
- Automatic Campaign Member Creation: Leads were enrolled into Campaigns with relevant statuses like “Responded” or “Engaged”—allowing accurate reporting from day one.
3. Instant Lead Assignment & Smart Alerts
Speed is everything in sales. So we ensured every qualified lead landed with the right rep—instantly.
- Auto-Assignment Rules: Based on region, product interest, or account fit, leads were routed in real time to the appropriate sales rep.
- Email & Slack Notifications: Reps got immediate alerts with lead details and source campaign info—enabling rapid, personalized follow-up.
- Lead Scoring Layer: Prioritization logic ranked leads based on engagement, campaign type, and strategic alignment, helping sales teams work smarter—not harder.
4. Integrated Dashboards: One Truth for Sales & Marketing
We built powerful cross-functional dashboards so both departments could stop guessing—and start collaborating.
- Marketing ROI Dashboard: Displayed campaign-by-campaign performance, including lead volume, conversion rate, and revenue attribution.
- Lead Funnel Analytics: Showed lead sources (by UTM), time-to-first-touch, and follow-up velocity—ensuring nothing fell through the cracks.
- Sales by Campaign Report: Empowered sales leadership to see which campaigns generated pipeline, which converted, and which needed reevaluation.
Benefit: From Blind Spots to Bright Insights
The Web-to-Lead initiative didn’t just automate forms—it rewired the way marketing and sales work together. Here’s what MemorialCare gained:
- 95% Reduction in Lead Entry Time
Manual lead handling was reduced from hours to seconds, freeing up time and eliminating errors.
- 100% Campaign Attribution
Every single lead was linked to its UTM-tagged source, giving marketing teams full visibility into ROI across digital channels.
- +30% Higher Lead Conversion
Faster follow-up + enriched lead data = more deals closed. Simple math, big results.
- Actionable UTM Insights
Marketing could now see which ads and which campaigns drove actual pipeline—not just clicks.
- Unified Sales & Marketing Goals
With both teams viewing the same dashboards, lead quality discussions moved from finger-pointing to strategy sessions.
Conclusion: By creating an end-to-end lead capture and ROI framework, MemorialCare now has a scalable model for future growth—and a Salesforce blueprint that many in healthcare can only hope to copy.
MemorialCare’s new Web-to-Lead and campaign attribution system didn’t just solve a technical problem—it transformed how digital campaigns are executed, tracked, and optimized. Leads now flow from web to CRM without a hitch, enriched with campaign data and instantly routed to the right person.
Sales reps are faster. Marketing is smarter. And leadership? They finally have clear answers to the age-old question: “What’s working?”
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