Marketers are well aware of the many definitions of the word “campaign.” We build campaigns to promote products or services, but we also use them to track first-touch in Pardot and relate them to our sales funnels in Salesforce. So which campaign does what?
In general, all marketing campaigns, whether Salesforce, Pardot or another tool, have some basics in common. They are built in order to promote a product or service via multiple channels, there is an end goal to be met, and whether that goal has been achieved is measured through pre-defined metrics.
Now let’s break down the differences between Pardot and Salesforce campaigns.
Campaigns in Pardot track your prospect’s first touch point–for example clicking on a tracked link or filling out a Pardot form. Since all of your marketing assets in Pardot are related to Pardot campaigns, as soon as a prospect interacts with one of those assets, their campaign is automatically set. Each Pardot prospect is attached to a single campaign.
Salesforce campaigns can be attached to your leads or contacts at any point in their lifecycle. A lead or contact in Salesforce may be associated to many campaigns. While Pardot’s campaign association is automatic, in Salesforce campaign membership is established through association rules or through Pardot’s completion actions or automation and Engagement studio actions. Salesforce campaigns link directly to your sales funnel which means campaign association is easily reportable, campaign membership and status are easily tracked, and you can even measure how effective your campaigns are in closing deals. Speaking of campaign member statuses—this is a great way to identify how campaign members are interacting with your campaigns; for example, did a lead or contact only register for an event or actually attended? Note that this functionality is unique to Salesforce campaigns, Pardot does not track member status.
The Future of Campaigns
Maintaining different types of campaigns is confusing, which is why we are simplifying the process! Connecting Pardot and Salesforce campaigns is now possible — this means that you can finally create, manage and report on your campaigns in one place. While your Pardot prospect record will still show which campaign brought that prospect in, you can then see their ongoing campaign activity and engagement in your Salesforce org.
Remember how we talked about the word “campaign” getting a lot of use in different contexts? It is sometimes tempting to call emails, lists, and Engagement Studio programs “campaigns” as well. Please note that while all of those *fall under* specific marketing campaigns, neither Salesforce nor Pardot considers these individual assets campaigns in their own right. When we talk about connecting campaigns, we are specifically referring to the records from the Campaigns tabs in Pardot and Salesforce, respectively–these are the two records that will be connected and synced.
Learn more about connecting campaigns here and if you still have questions, please refer to the infographic below!