Campaign Influence Reporting with Salesforce and Pardot

As marketers, we are being asked regularly to be more and more accountable for revenue influenced and revenue generated. While we may have a feel for where marketing is influencing the overall revenue generation even in the most straightforward of marketing environments it can be difficult to report back to leadership specific data with confidence.

Luckily as Pardot marketers, there is an excellent infrastructure within the combination of Salesforce and Pardot to be able to connect the dots between marketing efforts and revenue. As with all valuable endeavors, there is some upfront setup that needs to take place to get this meaningful data

Configuring Campaign Influence

We don't have space in this post to detail how to implement Campaign Influence within Salesforce. For our purposes, it is enough to understand what is possible. With Campaign Influence enabled in Salesforce it provides three standard influence models; First Touch, Last Touch, and Even Touch.

The first two models are all or nothing models. Essentially Salesforce takes all of the opportunity dollars and attributes the first or last campaign the contact interacted with. Even touch does as it says and spreads the opportunity dollars across all of the campaigns that influenced the opportunity.

If you have a more complex vision in mind for your campaign influence, fear not, Salesforce provides the ability to design your custom campaign influence models that allow for a blend of many different criteria and logic to surface what you have found to be the influences in the real world.

Keep in mind that there is a simpler lead source model for influence but it is limited to a single point of contact and leaves most wanting more from their influence model.

Campaign Influence - Connecting the Dots

Possibly one of the most misunderstood relationship models in Salesforce is just how campaigns are associated with opportunities. While it is a simple model it isn't always easy to execute. You may be able to put automation in place to get better data but just like all things CRM related it is only as good as the integrity of the data.

At the top level, there are two objects connected: Campaign and Opportunity. If you begin to look at an ERD the question arises, where is the connection point? For this, we look one layer deeper at the Campaign Member (a contact) on the Campaign and the Contact Role (a contact) on the Opportunity. This is the only way the two are related from a multi-touch perspective and the only way we can create valuable campaign influence reports.

We can spend an entire post on how to mitigate the chances of contacts not be members of campaigns and contacts not being added as contact roles on the opportunity. For today let's just emphasize, it is a requirement the data is populated.

Campaign Influence Reporting

This is what you came for right? Great! Let's look at our options.

Related Lists

If you only need to know what campaigns influenced an opportunity or what opportunities are associated with a campaign Salesforce provides campaign influence reporting by way of related lists. Add the Influenced Opportunities related list to your Campaign page layout or the Campaigns Influenced related list to your Opportunity page layout and you will have a snapshot of that information by the record.

For the account-based marketer, there is an excellent related list for the Account object that provides a graph view along with filtering capabilities including the option to change the chart type.

Salesforce Reports

For marketers, the related lists may work for ad hoc requests but in general, we are in need of reports and possibly a dashboard to provide easily digestible data. Great news! When campaign influence is enabled a new report type is created, "Campaigns with Influenced Opportunities."

Armed with a new report type we can leverage standard Salesforce dashboard and report functions to create custom campaign influence reports. Here are a few that I recommend;

  • Influenced Pipeline - Provides a snapshot of active opportunities and their campaigns
  • Influenced Closed Opportunities - How marketing influenced converted revenue (the big deal)
  • Campaigns with Influenced Opportunities - Great for total dollar graphs segmented by the opportunity
  • Opportunities with Campaign Influence - Just like the last but segmented by campaign
  • Contacts with Campaign Influence - A great way for the sales team to review activities and a great way for the marketing team to find opportunities that don't have contact roles!
  • Accounts with Campaign Influence - Into Account-Based Marketing? This is a visual roll-up of how your accounts are interacting with marketing campaigns.

B2B Marketing Analytics

Pardot Pro edition and above also provide the B2B Marketing Analytics suite of reporting. This report suite includes out of the box reporting and dashboards. If your business need is for more complex dashboards customized reporting in the B2B Marketing Analytics suite is available.

The Multi-touch Attribution Dashboard includes the ability to filter on three influence models:

  • First Touch
  • Even Distribution
  • Last Touch

As mentioned this is all-powerful information but hinges on the proper implementation and maintenance of Pardot and Salesforce. Reach out to us today to discuss the steps needed to configure Salesforce and Pardot to get the most out of your campaign influence reporting.


An Introduction to Strategic Demand Generation Planning

Let’s face it. Demand generation is a big topic. It is also vital to the lifeblood of your organization’s growth. It is the place where all of the players in the marketing department come together. Communications, branding, operations. It is also the place where tools like Pardot and Salesforce shine. But when marketing departments are asked what the hardest part of demand generation is the answer usually starts with...

Planning and executing to that plan.

That doesn't mean that some organizations don't plan well and others are pretty darn good at executing. This is true in our private lives too. We may do a great job of creating our annual goals on January 1st and then going at it hard in Q1. By Q2 we are running hard but rarely reviewing our annual goals. If for some reason our management team asks us how we are performing to our annual goals in, let's say, October, it leaves us scrambling to pull data out of Salesforce and Pardot to support our results.

I firmly believe in a 5 step process that you may find laborious at some point but I believe they are the keys to success. Again, not just in your business endeavors.

ANALYZE -> PLAN -> EXECUTE -> REVIEW -> REPEAT

This may not be earth-shattering to you. You may have heard it in many different formats. But how are you doing with it? What does this look like on paper and in practice for your endeavors? Does everyone in your department or your organization have a clear vision of exactly what this looks like?

In future posts in this series, we will dig into the details and the steps in each of these but for now, the key is to lock these in and keep them simple. If you build out each of these pieces and have trouble remembering which spreadsheet or slide deck certain data is on then I would propose you are doing it wrong. If you can't articulate it without visual aids then you might need to go back to the drawing board.

What do I propose are involved with each step? Here are my down and dirty;

Analyze

  • What do our customers say is the value we bring to them?
  • Where do our customers currently come from?
  • What does our customer journey look like?
  • What do we need to do to be successful?

Plan

  • How we generate leads
  • How we nurture leads
  • How we convert those leads
  • What content and activities are involved in doing those three things?
  • What are we doing to keep current customers engaged and maximizing revenue?

Execute

  • Doing the "How's"
  • Daily and weekly tactical planning to knock things off of the list, strategically
  • Coordinating with all stakeholders to be on the same page
  • Actually doing the work, creating the content, setting up Pardot landing pages, Pardot email templates, and Pardot Engagement Studio programs

Review

  • Being strategic about our reporting; measuring what matters
  • Put mechanisms in place to review the reporting and drive action from it
  • Share results, promote the victories, assess the failures
  • Ask the question, are we improving ROI?

Repeat

  • Continually review new trends in technology and processes
  • Implement what will help, laugh and the ones that are silly
  • Keep doing the good things, daily - new is cool but continuing to do the stuff that works = $$
  • Look for areas to expand and repeat what is working there

Lots to think about, right? It takes time and effort, focus, and passion to dig into these things. None of it is done overnight and none is done without the effort of the whole team and outside sources. If you are struggling with where to start or struggling with keeping it going it may be time to bring in outside help. Let us know if we can be that resource. As Pardot consultants, we can help in setting up Pardot and implementing your marketing automation campaigns.

Next time: Analyze - Where do we start - How do we know when we are done?


Man celebrating demand generation wins

Evaluate Your Current Marketing Effectiveness

Introduction

Organizations come to their Pardot demand generation strategy from many different places and stages. It would be unfair to say this organization is doing great and this one is doing poorly by benchmarking against one set of numbers or outcomes. My belief as a Pardot consultant, is effectiveness is measured by getting to that next step. Growth. Otherwise, everything you do will be mired in a feeling of ineffectiveness and being behind the curve.

The key to leveraging Pardot for demand generation is understanding where you are today and where you need to get to. This involves an honest and transparent audit of the current situation.

We’ve created a matrix and ebook to give you a framework for having those discussions. Download it now to follow along.

Who Should Be Involved?

Everyone! Ok, well a lot of people. As a marketer, I have learned one thing about data analysis. The more data points you receive the lower the possibility for error and bias from one person. If you involve 3 people vs 30 people the chances you are surfacing biases more than truths are greater. Bring various departments into the process and ask individuals in those departments to be involved not just because of their status in the department but also based on their potential to be invested in giving you valuable feedback.

Not everyone in your organization knows all of the things the marketing department is doing. Use this opportunity to not just elicit feedback but to also educate other departments on current initiatives.

What is the Process?

Define the Ask

The end goal is to get meaningful information on this matrix. The matrix is designed to measure your demand generation journey in five key areas; Strategy, Measurements, Organization Adoption, Budget & Tech, Sales & Marketing Integration.

I purposely do not use a rating system with numbers or grades. This isn't about good or bad it is about where are we at and where are we going next.

Instruct your team to identify where they believe your organization is at in each of the five areas based on the four-part continuum. Feel free to change up the headers to something you believe will resonate with your group.

Tip:

Provide some "guiding" text to help your participants understand what it means to be at each stage. Use wording that is specific to your organization and current Pardot demand generation initiatives.

Be prepared to answer questions

Instruct the team to ask any and all questions of you. Keep in mind this is a two-way educational process. This is a chance for them to educate you on where others see the marketing department's effectiveness. It is also an opportunity for you to share what the department does and how it affects the overall organization. Keep in mind; give factual answers and not ones that will sway their input one way or the other.

What do you do with the Results?

Of course, all of this is for naught if you don't do anything with the feedback. Keep in mind this is the very beginning of the demand generation strategy process. You are only looking at where you are and how effectively you are leveraging Pardot. This won't tell you what programs to put in place. It won't tell you how to redesign Pardot. It is truly your starting place, which is why there are no wrong answers.

Step 1 - Identify what it takes to get to the next level.

This is VERY important. Do not identify what it takes to go from "Haven't Started to Strategic Doing." I guarantee that is the fastest way to ineffectiveness. Only identify the next step.

As the philosopher, Princess Anna of Arendelle says, "Do the next right thing."

You may currently be sending out newsletters via Pardot and measuring KPI’s such as open rates and unique clicks. The next step wouldn’t be a full-blown multi-channel demand generation program that measures full-funnel effectiveness.

Step 2 - Choose a champion for each of the five core areas.

Let's face it, in a small organization all five may be one person but in a larger organization, it may be five different people. In an enterprise organization, it may be five teams. Even if it is a group of teams still identify that one person that is the champion responsible for the next level.

Step 3 - Either as a team or as the champion of the five core areas identify specific and measurable results that will constitute you have reached that next level. It isn't just about the numbers and knowing you’ve reached a goal. The numbers should represent what you are trying to achieve as an organization. A higher open rate and click-through rate isn’t nearly as important as knowing that a higher click-through rate on top of the funnel emails increases the rate at which prospects complete Pardot forms.

Step 4 - Party a little! Growth is hard work. People will get feathers ruffled. Everyone will have an opinion. When you get to the next level in any of the core areas, celebrate.

Celebrating provides everyone with some motivation to keep going and mark a milestone. It is also a great PR tactic to let the rest of the organization know you are accomplishing things over here in the marketing department!

Conclusion

First of all, remember to download the ebook and matrix. Keep in mind as I've mentioned before, this is a journey. An honest assessment is the first part of the journey. But it isn't the end of the journey. In fact, if this is as far as we get we are going to be falling short of our overall goal. We want a world-class organization with a world-class demand generation strategy leveraging Pardot.

That strategy is going to get in the weeds as you build it out. Warm and fuzzies are great but at some point, you are going to need to build content calendars, demand gen playbooks, and the like. Reach out to us, as your Pardot consultants, if you would like to discuss how to implement the rest of the strategy in more detail.