There are a lot of buzzwords in Marketing and SaaS, and one thing I’ve learned is that definitions don’t work like cell phone minutes. We can’t roll over legacy understanding of principals, being that each system has it’s own set of terms. So let’s point out the elephant in the room; what’s a Pardot Campaign vs. a Salesforce one?
Pardot Campaigns are built for first touch reporting. Pardot takes the guess work out of identifying where your customers are coming from with it’s automation tools. This is one of the most import challenges for a marketing department. Campaigns in Pardot work a lot like the Salesforce Lead Source field. If your team invests in one method for capturing leads and it works successfully, when deciding where to reinvest your marketing spend you will surely go back to the “Campaigns” or Lead Sources that yielded the best leads.
|Campaigns Salesforce Standard Object|
*Fully customizable to meet unique business need
|First Touch Attribution Point = Campaign
*Identifies the initial identification point of a prospect
|Ability to capture costs, custom fields and track with Child “Members” who represent people associated to the Campaign||No relationship to multiple campaigns, only 1 first touch/Campaign tracking|
|Ability to have a Many-2-Many relationship between Campaigns and People associated to Campaigns||ROI is related only to First Touch Model|
|Campaign Influence Reporting, view the relationship of Campaigns and the Opportunities related to your Pipeline||No Multi-Touch Reporting Visibility|
|Campaign ROI, leverage data from SF reports and Pardot to identify the Primary Campaign Source and tag ROI.||No Custom Reporting|
I’ve coined this table ‘The Great Campaign Debate’. This is designed to let the customer decide which side makes sense for a long term, scalable, Marketing solution for their business.
If your reporting needs are beyond the Lead Source and you want to leverage Salesforce to accomplish your reporting and analytic goals, I’m here to guide you on the next steps. Get your ideas and your team on board – this is the Real Life Implementation of Salesforce Campaigns! Not to be confused with the 21 page PDF you delegated to your assistant.
Hierarchy – Use it or Lose the Data
Campaign Hierarchy works just like a Parent/Child Account feature. With the Parent lookup field, you can associate a ‘Parent’ marketing initiative to the ‘Child’ that from a reporting perspective should have their data linked.
For example; if your company goes to a network of trade shows hosted by ABC Provider, and you pay dues to ABC Provider to attend 10 shows, you can realistically expect your CMO to ask you the following questions at year end:
- How did each show perform individually?
- How many leads did each show get?
- How many Opportunities resulted from attending this show?
- Did we achieve ROI across the entire network of shows (Total Revenue – Cost/Total Cost)
Being the savvy Marketer you are, I bet you’re already prepping Salesforce reports to export into Excel to do the dirty work. With the Campaign Hierarchy, Salesforce works for you. All the Campaign Statistic fields will source the data from child Campaigns and “roll up” to the Parent.
Salesforce Campaign Member Statuses
I remember the first time I opened up the Campaign member status and froze in horror. What if I want to track more than just “Sent” and “Responded” as the member status values? Just click the “Advanced Setup” button from the Campaign you’d like to customize. These values can be completely unique to your organization. Even better, Pardot can update member statuses to give you streamlined information from your marketing channel.
Use Pardot completion actions to take a prospect in Pardot and add them to a Salesforce campaign with a specified Status. If the prospect takes any specific actions, you can automate a “waterfall” of additional values; popular ones include Opened, Clicked, and Form Submission. With Pardot completion actions you can capture relevant “touches” in the Salesforce Campaign through customized member status values.
Work smarter, not harder!
Probably one of the coolest and most overlooked features of Salesforce, custom Campaign Influence. This allows you to define the filters and time frame an Active Salesforce Campaign with Campaign Members can impact the Campaign Influence Pipeline report. At a high level the influence report gives you a marketing lense on your Sales Pipeline. You can quickly identify contacts who are associated to multiple campaigns and opportunities. This will help you track and monitor the efficacy of your Marketing initiatives.
To make sure your Campaigns in Salesforce work and even your Pardot Opportunity funnel report, you must utilize the Contact Roles related list on the Opportunity Record. This is the key link Pardot and Salesforce look for at the Opportunity level to create a relationship to your Campaign reporting. This goes for both methods so it’s integral to adopting in your Sales process. Contact Roles will automatically assign any active Salesforce Campaign influence when the Contact exists both at the Campaign Member level and Opportunity Contact Role.
Bonus tip: Require a Contact Role on all Closed – Won Opportunities so your data does not have holes.
Primary Campaign Source
This field links the Salesforce Campaign with an Opportunity to directly associate ROI. The sum of the Amount on the Opportunity is collected as revenue in the ROI formula. When you run the standard Salesforce Campaign ROI Analysis report it will pull data from these fields to automate the calculation process and crunch numbers on your behalf.
All in all, there are many closely related fields on the Salesforce Campaign, Campaign Member, and Opportunity object that are difficult to call out the first time you read Salesforce’s “Campaign Management Implementation Guide.” Between the guides and best practices put out by Salesforce and Pardot, as well as my color commentary above, I hope this empowers the marketer in us all to use our platforms for what they do best and piggy back on the other when one falls short. Together there is a harmony and balance that can give you the data you need to be a Salesforce rockstar.