Campaign Champagne - Getting your campaign infuence game on

Posted On by Brian Coles

In the first campaign champagne blog, apart from posting a picture of George Clooney drinking some golden bubbles in good company, we got talking about your Pardot and Salesforce campaigns. Your campaigns are the lifeblood of marketing, right?

So how is it that time and time again, the clicks, engagement and overall awesomeness of your finely tuned campaign content doesn’t get attributed to sales opportunies? Oh it does….and you get a good old slug of that sales champagne, then we’re done here. Look no further.

Ok, glad to have you back :)

Your journey in linking your marketing work to actual cold hard cash money on the table starts here. I’m going to make the assumption that you have been up and running for a bit with Pardot and Salesforce campaigns for a while.

Enough chat, let’s do this brothers and sisters:

Step 1. Enable Campaign Influence in Salesforce, takes 2 seconds. Well done. Phew go have a coffee break.

Step 2. Enable Additional Campaign Influence Models - don’t bother with the alternative (using the primary campaign source only) as this newer model will allow you to report on first-touch, last-touch, and even distribution, more on this in a while.

Step 3. Decision time, you need to figure out how many days a campaign might affect an opportunity. Don’t just think of a number, speak to your people about this, its an important number, you can adjust it at a later date. It is the maximum number of days that you can hold a campaign responsible for nudging someone to an opportunity.

Now, believe it or not you have setup the infrastructure for campaign influcence. Not too difficult right?

Here’s the workflow to give you an overview of how all the Pardot and Salesforce mechanics work. Let’s say you are running a simple email campaign to drive people to a campaign landing page and to fill out a form to download your “industry insights” white paper.

  1. Create a parent campaign in Salesforce, for example it’s called Product X launch email, create the Pardot email with a completion action on clicks and opens to update the campaign with a member status of clicks and opens.

  2. Create a child campaign in Salesforce to capture form submissions called Product X launch form, create the form and its completion action to add submissions to the campaign - member status of responded.

You are all set. After you send the email campaign, people will click the email, visit the page, fill our the form. When somebody does this and is then associated with an opportunity (via contact roles) within 30 days, your email campaign will be reported on to have influenced the opportunity. Now fast forward and we see this opportunity becomes a won opportunity… can then see your marketing email contributed to the win!

Pop those champagne corks!

Of course there is a little more to this, the reporting needs to be setup for example, but you get a ton of new insights that you’ve never seen before from the “Campaigns With Influenced Opportunities” report. The next blog post talks shows these along with the different reporting models available to you now.