Upload
ricky-wheeler
View
108
Download
2
Embed Size (px)
Citation preview
How Ebsta Track Marketing ROIRicky Wheeler, CMO at EbstaPardot London User Group Leader@rickwheels
This is where I live.
What is a Pardot Campaign?
What is a Salesforce Campaign?
Salesforce Campaign versus Pardot Campaigns• Pardot Campaign is ‘first touch’• Pardot Campaigns also used for sorting/filing• Prospects and Contacts can be associated with
multiple Salesforce Campaigns• Campaigns do not work in silos!• You need both to track ROI
Automating Campaign Flow
Adding Campaign Members to Salesforce via Form Completion
Adding Campaign Members to Salesforce via Segmentation Rule
Adding Campaign Members to Salesforce via Automation Rules
Adding Campaign Members to Salesforce via Page Actions
Campaign Automation Summary• Marketing campaigns do not work in silos• Pardot injects life into Salesforce Campaigns• As a Marketer, Salesforce Campaigns would be
useless to me without Pardot• Without Salesforce Campaigns, I would not be
able to track Marketing ROI
We use the Campaign Influence Report to determine Primary Campaign Source
We use the Pardot Opportunities Report to establish Campaign Lead Source
Salesforce Opportunity
ID
Pardot Source Campaign
The Salesforce Campaign Influence Report and the Pardot Opportunity Report only work if Contact Roles exist against every Opportunity
Free guide to ensure this happens:http://bit.ly/force-role
We manually assign Primary CampaignWe import Lead Source
Manual?To automate Primary Campaign Association you must apply logic. Eg: First Touch, Last Touch, Touch Closest to Opportunity Close Date.
If you do this, you will inevitably be making assumptions. Are you willing to get a percentage of your ROI reporting wrong?
Summary• To accurately track ROI we verify the Primary
Campaign associated with each Opportunity• You can use the Salesforce Campaign Influence report
to speed up this process• Campaign Influence also provides a holistic view of
marketing campaign performance • We import Campaign Source for every Opportunity• Source Campaign is just as important as Primary
Campaign• Use a Salesforce APEX Trigger to force Opportunity
Contact Role association
I own Marketing ROI.
Ricky Wheeler@rickwheels
Check out my blog:https://medium.com/ricky-wheeler/