3 Ways to Make the Most of Connected Campaigns

Until now, campaigns in your marketing automation platform have been separate from Salesforce campaigns, regardless of the marketing automation solution you used. Now, exclusively for Pardot users, Pardot marketing automation campaigns can be connected to Salesforce campaigns.

With the power of Salesforce, marketers can utilize customizable and flexible Salesforce campaign functionality to help plan and execute campaigns and easily attribute marketing ROI, all in one platform.

To show you why this is so valuable, we’re honored to share Bailey Wilson’s story. Bailey is the Senior Marketing Operations Analyst at nCino and is a true Trailblazer in B2B Marketing. Bailey participated in our beta program last quarter and was one of the first Pardot Admins to connect her Pardot and Salesforce campaigns.

Here are the three ways Bailey and the nCino team have made the most of Connected Campaigns:

1. Manage campaign stages and lifecycles with Campaign Path

With Campaign Path, the nCino team created a customizable path for each campaign. Now, their campaigns are well organized and consist of Planned, In Progress, Completed, and Cancelled stages. Campaign Path makes it easy to see which stage their campaigns are in directly from the top of the page.

With Campaign Path, marketers can also create guidelines and required steps for each stage of a campaign. For example, for an email campaign during the Planned phase, you may need to

  1. Meet with your stakeholders to iron out your target audience and timeline
  2. Loop in the content team to finalize content details
  3. Check with the design team for graphic assets, and
  4. Create a proof to be sent back to your stakeholders for final approval

This process can be listed as “Guidelines” for the Planned stage in Campaign Path. Bailey showed us how her team even took it a step further and created an approval process where certain members are notified, and specific steps are required before moving to the next step. This process includes the completion of certain custom fields her team has created for specific campaign types, including Campaign Goal, Product, Ad Agency, Partner Name, and many more.

With Campaign Paths, Bailey and her team are now able to stay in step throughout a marketing campaign’s lifecycle.

2. Report on marketing influenced revenue

With Salesforce Campaigns tied to efforts in Pardot, it’s clear which efforts matter most. This allows Bailey and the nCino team to keep doing what works, stop doing what doesn’t, and start trying new things that they didn’t have time to do before.

When Bailey utilizes Salesforce campaigns, she also uses B2B Marketing Analytics to look at Campaign Influence and Customizable Campaign Influence for deeper insight into her marketing efforts. With Customizable Campaign Influence, she can leverage three out-of-the-box models, including First Touch, Last Touch, Even Distribution, or setup her own custom model to fit her business needs.

Below are some of the options that nCino laid out when planning their strategy:

 

With this functionality, Bailey and her team can get deeper insights into how their campaigns are performing from three very different perspectives:

  • First Touch, the source campaign, helps identify which efforts are bringing in the most new leads
  • Last Touch shows the last campaign before an Opportunity was opened
  • Even distribution provides an overview of all of the campaigns that influenced a deal throughout its lifecycle

Below are some examples of the reports Bailey built with campaign influence models:

Chart 1: Opened this FY. Opportunities with Campaign Influence. Chart 2: Total Won ACV Value of Influenced Opps

Using an even distribution model, on the left, Bailey has insights into the total number of opportunities that had at least one influential campaign. On the right, she can see the total amount of won revenue associated with those opportunities that were influenced.

According to Bailey, “With insight into the campaigns that are most influential to revenue and at which stage, we can better plan our marketing efforts around what is working and will be the most impactful to the bottom line.” 

3. Monitor performance and budget to better plan campaigns

When campaigns are connected across both Sales Cloud and Pardot, marketers can add in the budget for each campaign, how much was actually spent on the campaign, how much revenue is expected to be influenced, and how much revenue the campaign is impacting over time. These fields are available by default on Salesforce Campaigns, but additional fields can also be created to track custom metrics. These can then be easily reported on for planning purposes.  

A great example of how this data can be leveraged for planning purposes is shown below. In the “Lead Source” report, Bailey can see which Pardot campaigns are driving the most new leads at nCino. On the right, “Marketing Campaigns Actual vs. Budget” Report shows how Bailey reports on all of her campaigns actual cost vs. the budget she allocated.

Screenshot: Lead Source and Marketing Campaigns Actual vs Budget reports

Bailey explained, “In this example, we were able to determine that conferences really helped us drive a lot of pipeline from a first touch perspective. When we compared that data to our budget allocation data, we realized we could be spending more on our conferences to drive even more pipeline in the future, as well as justify why our spending on conferences was over budget for this time period.”

 

Ultimately, connecting Pardot campaigns and Salesforce campaigns provides a single-source of truth and makes it easy to track and customize all of your marketing efforts in one place. We hope you’re inspired by Bailey’s incredible examples above, and that you’re able to start blazing your trail with Connected Campaigns today!

Have you started using Connected Campaigns in Pardot? Tell us how you’re using it in the comments below!

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9 thoughts on “3 Ways to Make the Most of Connected Campaigns

  • How do we turn this feature on and make use of it? Or is this an add-on feature?

  • What happens when you attend a trade show year over year. In SFDC, currently I will create a campaign 2018 X, next year is 2019 X, and so on. This allows me to measure how we preform at that same trade show year over year. However, in Pardot, there is no need for me to have multiple campaigns for essentially the same trade show. I really only need one list that combines all our attendees from that show year over year. I create a separate list for 2019 X attendees to send a thank you for attending email, but when that is complete, I move all of the people on that list to the general ‘X’ list in Pardot, rather than having multiple lists and campaigns per year, that I would have to remember to select all those lists when I send out the trade show invite for say 2020.
    Therefore, can I attach multiple SFDC campaigns to one Pardot campaign? Having all of the individual Pardot campaigns per year would be unnecessary and length and then I would have to have separate lists that match up to each campaign rather than one. Thanks.

    • Hi Lianna,

      Thanks for being patient with our reply, I wanted to make checked with a few team members to get the best answer to your question.

      As a marketer, I’m sure you know that the word “campaign” can get a little confusing, as it’s sometimes used to describe very different things–in this case, when we talk about connecting campaigns, we are referring to the records that can be found under Marketing > Campaigns in Pardot. Lists, on the other hand, are simply segments of your database that can be used to send targeted emails. Connecting campaigns will not have any effect on the lists created in Pardot, so you should be able to continue using them in exactly the same way that you described–one list of specific event attendees and another, larger list of all past attendees.

      Does this help? Let me know if that answers your question. Thanks!

  • From other posts I’ve seen, unless something has changed it seems that for multi-touch attribution you would need Einstein B2B Marketing Analytics, which is separate to Sales Cloud and Pardot. Here is the link to the product page: https://www.pardot.com/solutions/b2b-marketing-analytics/

    Unless I’m missing something this article seems to mix the new included free ‘Connected Campaign’ features with the add-on B2B Marketing Analytics (not included free).

  • Hi Emily,

    I’ve enabled connected campaigns, and then connected most of them to Salesforce Campaigns.

    I’m not seeing a way to create *new* campaigns that can then be propagated to Pardot. Am I stuck with the number of campaigns that I had when I converted to the Connected Campaigns functionality? I did find some instructions at the url below, but am not seeing what it describes in the SFDC or Pardot interfaces. Thanks for any advice.

    https://help.salesforce.com/articleView?id=campaigns_map_existing_pardot_to_new_sfdc_workbench.htm&type=0

    • Oops – just answered my own question – new Campaigns in Salesforce seem to auto-populate to Pardot. Just hadn’t created any recently.

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