Salesforce Connected Campaigns create a relationship between Pardot Campaigns and Salesforce Campaigns, therefore align two different types of campaigns across two tools.
Connected Campaigns were made generally available in the Summer ’18 release, but have been on our radar since before then, because we think they are a feature every Pardot Marketer should use.
Despite sharing the same name, and now being connected, it remains important to understand their differences, so that they are set up and used correctly by your teams. This post will cover the key differences between the two, what it actually means to have Connected Campaigns, and finally my 4 tips for getting started with Connected Campaigns to make the transition as smooth as possible.
Pardot Campaigns vs Salesforce Campaigns: What’s the Difference?
Pardot Campaigns record a prospect’s first touch point with your company*. This could be the first ad they click to visit your website, the first page they visit from an organic search, or a custom redirect link they’ve clicked from another source. You’ll find the campaign referenced as the ‘source campaign’ on the Pardot Prospect record, automatically populated as the first Prospect interaction.
*this is traditionally how the majority of Pardot customers utilise Pardot Campaigns – although others veer away from this.
Salesforce Campaigns, on the other hand, allow for multi-touch attribution. As Salesforce Leads and Contacts can be members of multiple Salesforce Campaigns, you can track (and attribute) them to multiple marketing touchpoints.
Image: Pardot Campaign & Salesforce Campaign side-by-side (note: this is the Pardot Classic interface)
Essentially, Salesforce campaigns are built for ROI reporting, enabling you to track what marketing efforts and spends have influenced opportunities at all stages of the cycle – not just at that first touchpoint. You have the flexibility to build your own hierarchical structure based on your own marketing initiatives.
But what if you want to use multi-touch attribution in Pardot too? Enter Connected Campaigns.
What can I do with Connected Campaigns?
Connected Campaigns allow you to match Salesforce and Pardot campaigns, meaning that Prospects can now be associated with multiple campaigns.
Once connected, your Pardot campaigns will have a blue cloud icon that links to their Salesforce counterpart.
Wasn’t this possible already?
Sales Cloud-savvy marketers will have already been using completion actions and automation rules to add synced Leads and Contacts to relevant campaigns within Salesforce for just this purpose.
Sadly, not much has changed here – you still need to add prospects to campaigns using these actions*. Take care: the only campaign to be automatically associated is the Prospect’s first touch campaign (Pardot’s source campaign).
*at the time of writing.
You also gain a new feature called Engagement History when Connected Campaigns are enabled. With Engagement History, you can pull Pardot asset data into a Salesforce campaign – and report on it. Having this data sit natively in Salesforce opens up a wealth of reporting possibilities previously unavailable to Pardot marketers. Just keep an eye on your data storage!
Finally, the cherry on top of Connected Campaigns. B2B Marketing Analytics (included in Pardot Plus and Advanced editions) makes multi-touch attribution reporting easier, with fantastic out-of-the-box reporting models to get your teeth stuck into. In Salesforce, the new Campaigns with Influenced Opportunities standard report type will allow you to build a host of reporting models to help you map out influences across a range of different models.
Tips for Using Connected Campaigns
Instructions on how to connect Pardot and Salesforce campaigns can be found here – but that’s only scratching the surface. Here’s 4 tips I give to anyone that’s starting out with Connected Campaigns:
1. Have a Clean-up
Clean up your campaigns and establish your campaign hierarchy before connecting campaigns; making changes becomes more challenging once your campaigns are connected.
2. Training Campaign
Building a ‘Training & Testing’ campaign to use when you don’t want to attribute false revenue or activity to your reporting. I find it helpful to begin the campaign with a ‘z’ (e.g. ‘zTraining & Testing) so that it displays at the bottom of alphabetical lists, out of the way yet easy to find!
3. Contact Roles
Establish a solid practice of using Contact Roles within Sales Cloud. Contact Roles are required to automatically associate campaigns with Opportunities, and they are often woefully neglected.
4. Reporting End Result
Plan out your reports and dashboards by asking yourself: what questions do we want to answer? If you’re not sure, start with the basics (e.g. Which campaigns have influenced the most Closed Won Opportunities?) – you may find that a whole wealth of questions open themselves up to you as you dig a little deeper!
Aligning Pardot and Salesforce campaigns is a great step towards giving you the information and knowledge you need to accurately calculate ROI and attribute marketing spend. When set up properly, this is a hugely powerful feature, but it won’t do all the work for you! Make sure you’ve thought through your campaign hierarchy and briefed your sales team on using contact roles correctly.
With these done, you’re ready to make use of this powerful feature to accurately attribute revenue to marketing activities, and thus make informed decisions on where future budget and marketing efforts should be allocated.