Pardot Connected Campaigns: Why You Should Start Using Them Today

As an Engagement Manager at Invado Solutions I work with a team of Pardot Consultants that specialize in working with marketing leaders who are looking to drive demand and maximize their investment in Pardot and Salesforce.

Reporting is is top of mind for all our clients, and as soon as I saw the new Connected Campaigns feature, I loved it. Now, my Pardot clients love it, and you will love it too!

Why do my Pardot clients love Connected Campaigns so much? Their entire organization can see at a glance how a marketing initiative is performing, and compare campaigns against each other in insightful Campaign List Views.

This new visibility into reporting is changing how they measure the success of a campaign, and it’s quickly moving them to adopt Salesforce Lightning across the company.

The new reporting from Connected Campaigns is a Marketing Manager’s dream

Everyone can easily see exactly how many times a Pardot form or landing page has been viewed or submitted, or an email’s statistics for total delivered, total unique opens, open rate, total unique clicks, click through rate, and more.

All of that information is directly on the Campaign page in Salesforce.

My absolute favorite piece of reporting is called the Engagement Metrics Component. These are available in Salesforce Lightning, and can be placed directly on the Campaign page layout.

Engagement Metrics Component

Now, anyone can check in on the raw numbers of how a Campaign is performing.

Wondering how many times has a form been viewed or submitted? Everyone from a sales rep to the VP to the CEO can see it all, right on the Campaign itself directly in Salesforce.

See that slider for ‘Include Child Campaigns’ at the top-right?

If you adopt a Parent/Child Hierarchy in Salesforce Campaigns and align your Pardot assets to the Child Campaigns, this reporting schema will let you either drill down and view the performance of each individual marketing effort, or roll up the performance and display it in summary view on the Parent Campaign.

For example, say you set up Parent Campaign for one particular asset, like a white paper. From there, you can set up separate Child Campaigns for each of the elements in your marketing campaign designed around that white paper. This could look something like this:

White Paper: Marketing Automation Secrets
 — Outbound email #1
 — Outbound email #2
 — White paper form
 — Autoresponder email
 — LinkedIn custom redirect

You can then associate each of your Pardot assets (like the form that gates the white paper, or the autoresponder email that delivers the white paper) with the appropriate Salesforce Campaign. This happens in the normal Pardot workflow.

Create email asset assign Campaign
Align your Pardot assets with the relevant Connected Campaigns during asset creation.

Once assets are connected to Campaigns in this way, the reporting magic happens. This setup is how Pardot tells Salesforce how many prospects have submitted a Pardot form, or clicked a link in a Pardot email.

This is the data your Marketing Managers, Directors, and VPs, and CEOs have wanted, and now it’s all in the right place thanks to Connected Campaigns!

Customize your Campaign List Views to compare performance

Need to compare the performance of your Salesforce campaigns side by side?

Now, you can add the Engagement data into your Campaign list views, and even save your custom list views.

Campaign List View with Marketing Assets

Want to see which of your Pardot forms performs the best overall? The next step is to click the column header to sort by highest number to lowest number.

Campaign List View with Form - zoom in
Sort the columns to see the best-performing campaigns by asset.

You can also filter your list view or Campaign Type to see all Campaigns in one list view, and compare them against each other.

Sales Teams Benefit from Connected Campaigns, too

Sales teams are not left out – there are fantastic reports for them, too.

My clients came to me and said, “My sales team is saying that they get too many notifications. The sales team can’t figure out how many forms their prospects have filled out, and what the customer is interested in!”

They were thrilled to learn that they can use the new Engagement History List Views to show their sales teams exactly which Pardot forms a prospect has submitted.

All of this is visible directly on the Lead or Contact page layout in Salesforce Lightning.

Engagement History Related-Lists
Engagement History List Views shows exactly a highlight of prospect activity.

The sales and marketing alignment doesn’t stop with Related Lists. To dive deeper, my client and I are rolling out Scoring Categories.

The addition of Scoring Categories shows the sales teams not just which Pardot Forms the prospect has completed (as seen in the Related Lists view), but also how those form submissions tie back to specific products and services their prospects are interested in buying. These purchase signals are invaluable for marketing teams looking to deliver real-time insights to their sales reps.

One Platform for Marketing and Sales

This year has seen a huge number of Pardot features released, and Pardot is delivering on the ‘One Platform’ promise with Connected Campaigns. This is how your Pardot and Salesforce Campaigns start becoming one. Keep your eye out for the new Product Releases 6 times per year — good things are coming!