Campaign Members are Leads and Contacts related to a Salesforce Campaign. When you want to add someone to a Salesforce Campaign, a new Campaign Member record is created. In a nutshell, there is no direct relationship between a Salesforce Campaign and a Lead/Contact; this is why Salesforce is designed to use Campaign Members instead.
Each Campaign Member has a ‘Member Status’, which describes the level they have engaged with a Campaign (Campaign Touchpoint).
Over the past 2+ years, there’s been a shift in Salesforce marketer’s focus to Salesforce Campaigns (especially Pardot users). Following a few best practices for managing Campaign Member Statuses can save you many headaches down the line, plus ensure clean reporting as a result. Note that here we will be talking about Campaign Member Status, not to be confused with the ‘Status’ field on the Campaign itself.
Tip #1: Plan Your Status Values
A Lead/Contact can only appear once in a campaign, which means they can only have 1 status for that campaign at any one time.
You should plan your campaign statuses to take this into account. The ideal statuses follow a linear progression as a prospect engages with the campaign: eg. Sent, Opened, Clicked, Converted.
It’s not advisable to have multiple marketing tactics pointing to one Salesforce Campaign. Let’s take an example where two emails (email A and email B) are associated to the same Salesforce Campaign. A Prospect may open and click in email A, but if they only open email B, then their status will backtrack to ‘Opened’, therefore losing the visibility of the engagement with email A. (ie. Sent → Opened → Clicked → Opened).
In summary, statuses need to be a) logical, and b) linear.
Tip #2: Check Member Statuses (Add the Campaign Member Status Related List)
Check what statuses this specific campaign has before launching the campaign, or starting the build in Pardot. You will usually find this list on the ‘Related’ tab of Salesforce Campaigns, like below:
You may find that the list of Campaign Member Statuses section is missing from your campaign page. Adding the Campaign Member Status Related List is easy, and can be done rapidly by yourself or your Salesforce Admin.
- Go to Setup, Object Manager. Find or search for ‘Campaign’.
- Find ‘Page Layouts’ in the sidebar. Click to edit the ‘Campaign Layout’.
- Scroll down the list to find ‘Related Lists’
- Drag the ‘Campaign Member Status’ related list on to the page. Then save.
Tip #3: Customise Campaign Member Statuses
There are two default Campaign Member Statuses that are pre-populated on every new Salesforce Campaign:
You have two options, to add new statuses, or to edit the default statuses.
Tip #4: ‘Responded’ Statuses
Following on from tip #3, let’s next look at how to classify statuses as ‘Responded’.
Taking a look at the Campaign Member Status related list, you will see there is a column called ‘Responded’, where a checkbox categorises that status as a responded status, or not.
A ‘Responded’ status could be defined as a valuable interaction the Lead/Contact made with the campaign, for example, webinar attendance is more valuable and than a registration – showing a difference between a Prospect glance and marketing actually educating the Prospect and therefore participating in the sales cycle. Eventually, these campaigns where members have ‘responded’ statuses would be influential towards an opportunity, because this was a quality interaction with the campaign.
Any status can be classified as a ‘Responded’ status. This is handy if you are renaming your Campaign Member Statuses, or you have more than one status that’s valuable in that campaign.
Tip #5: Document
Documentation is not anyone’s favourite task, but it’s necessary when working with Campaign Member Statuses.
Why document? Here are valid reasons why you should accurately record Campaign Member Statuses for your team:
- No Validation: any user can add statuses with free text. This free-reign can cause havoc with reporting, where there is no consistency. Ideally, each type of campaign should have an agreed-upon list of statuses.*
- Case sensitive: meaning that ‘To be contacted’ will be treated as a separate value to ‘To Be Contacted’ in reporting. Other causes of naming discrepancies are spelling mistakes, and language translations.
- Cloning Campaigns: people often clone existing Campaigns for speed and ease. This opens up the risk that your teammates will forget to amend the correct Campaign Statuses to any cloned campaigns…which we will see in Tip #6.
*Type of campaign can be using the ‘Campaign Type’ field, or by Campaign Record Type.
Tip #6: Creating or Cloning Campaigns
Sometimes you can clone Campaigns and the new Campaign will have the same Campaign Member Statuses, and other times the Campaign Member Statuses won’t prepopulate. All down to two buttons:
- Clone: any new campaign will have the default statuses (Tip #3)
- Clone with Related: will retain the same Campaign Member Statuses
Although statuses are copied over when using the ‘Clone with Related‘ button, the risk of naming inconsistencies is still there.
Side note: check out Nicole’s great suggestion in the comments.
Clearly, this is a pain when working with campaigns at scale – a pain point that 1,933 Salesforce users have upvoted on the IdeaExchange over the past 12 years (380+ comments show there’s many that feel vocal about this).
To keep this watertight, you can look to third-party solutions on the AppExchange. Here’s one tool that can be used to add campaign member statuses according to the ‘Campaign Type’ field.
Tip #7: Reporting on Campaign Member Statuses
As I said in the introduction, following the best practices for managing Campaign Member Statuses in this article will help you towards clean campaign performance reporting.
It’s worth reiterating that we are talking about the Member Status field, not to be confused with the ‘Status’ field on the Campaign itself.
There are 4 standard report types you can use out-of-the-box with Salesforce:
- Campaigns with Campaign Members
- Campaigns with Leads
- Campaigns with Leads and converted lead information (shows Leads and their Contact/Opportunity data if they have been converted).
- Campaigns with Contacts
On each of these, add the ‘Member Status’ field to show a breakdown of statuses in one or more campaigns.
I hope you gained a solid understanding of how Campaign Member Statuses work, or were able to refresh your knowledge on Campaign Member best practice. With the ongoing shift in Salesforce marketer’s focus to Salesforce Campaigns (especially Pardot users), these tips will save you many headaches down the line, plus ensure clean reporting as a result.