Best Practices for Closed-Loop ROI Reporting

Best Practices for Closed-loop Reporting Everything you need... Out-of-the-Box

•  Me •  Precor •  The Basics •  3 Steps to Closed Loop •  Campaign ROI Reports

Agenda

Jeremy Mason •  13 Years (7 Cloud) CRM/Marketing Automation •  2x Pardot Customer •  5x Salesforce.com Customer •  Program Efficiency Zealot

@automatemkt

Precor Corporate

Est. 1980

Precor Culture

Precor + Pardot •  High Feature/Connection Utilization •  Email, Forms, Scoring, Social… •  Messages from Equipment •  Automated Subscriptions •  Professional Services

•  Assumptions •  Common Terms and Relationships •  Sample Cloud Ecosystem •  Campaign Disambiguation

The Basics

•  Salesforce.com Professional Edition •  Pardot Marketing Automation •  Salesforce.com Connector Enabled •  Beginner to Intermediate User

Assumptions

•  Intelligent Budgeting/Forecasting •  Show Earnings from Your Work •  Retain the Systems (Pardot + Salesforce.com) You Love •  “Big Data” and “Marketing Automation” are Cool Buzz Words

Why Close the Loop

Terms and Relationships Prospects  

Sample Cloud Ecosystem

Contact  

Closed  

Salesforce.com  Campaign  

Pardot  Campaign  

Lead  

Campaign    Influence  

Opportunity  

Marketing Automation CRM

Campaign Disambiguation

Prospect  

Dynamic  List  

Response  

1.  Salesforce.com Foundation 2.  Pardot Automation 3.  Salesforce.com Evaluation

3 Steps to Closed Loop

1 2 3

1.  Salesforce.com Campaigns a.  Campaign Influence b.  Responses c.  Primary Campaign Source (PCS)

3 Steps: Foundation

1

CRM Campaign Context

Account:  Gold’s  Gym  Redmond  

Parent  Account:  Gold’s  Gym  Northwest    

Campaign:    AMT  Q213  Type:  Email  

Closed  Won  

Primary  Campaign  Source  

Campaign    Influence  

Opportunity  (SQL)  :  AMT  

Response   Campaign    History  

Contact  (MQL):  Jane  Doe  

1

1.  Setup Campaign Basics 2.  Apply Costs

Setup in Salesforce.com

1

3.  Capture Campaigns with members (optional) 4.  Initial member status = “sent”

Setup in Salesforce.com

1

2.  Pardot Automation a.  Dynamic Lists b.  Automation Rules c.  Drip Programs d.  Completion Actions

3 Step: Automation

2

Contact  

Closed  

Salesforce.com  Campaign  

Pardot  Campaign  

Lead  

Campaign    Influence  

Opportunity  

Marketing Automation CRM

Pardot Automation Context

SegmentaEon  List  

Response  

PCS  

Rules  Emails  Drips  Forms  

Prospect  

Members  

MQL   SAL  SQL  Inquiry   Customer  

1.  Recipient List (CRM Members) 2.  Email Drafts, Forms, Custom Redirects 3.  Scoring, Profiles, and Required Fields 4.  Automation Rules and Drip Programs

Setup in Pardot

2

3.  Salesforce.com Dashboards a.  Matrix Reports b.  Diagrams from Reports c.  Primary Campaign Source = Revenue Credit

3 Steps: Evaluation

3

1.  Organize KPI Reports 2.  Populate Dashboards from Reports

Setup in Salesforce.com

3

Dashboard Example Detail

3 Plurality  of  Leads  from  Direct  Web    Inquiries  

Majority  of  responses  from  email  

Reminders:  ü Click  any  dashboard  to  see  reports  ü Report  edits  impact  dashboards    

3 Steps Summary

1

2

3 1. Salesforce.com Foundation 2. Pardot Automation 3. Salesforce.com Evaluation

Campaign ROI Reports

1 2 3 Tying  it  All  Together:  

ü CRM  Capture  Campaign    ü MarkePng  Lists  ü MarkePng  AutomaPons  ü Capture  Campaigns  in  Influence  and  Primary  Campaign  Source  (PCS)      

Campaign ROI Reports

ROI Reports

ROI Reports

1

2

3

- Precor Creed

“I believe in mutual respect and the overwhelming returns of sharing.”

@precor