Before we get into what we do at MarCloud, let’s lay some foundations.
Posted: Mon Dec 23, 2024 9:07 am
such a core feature that enables you to get the reporting you need and want. Put it this way, if you don’t enable it you cannot confidently attribute revenue across your campaigns.
You need marketing content. If you don’t actively market (which is rare but I’ve seen it) then you don’t have anything to measure. Content is key here and it gives you something to talk about. Otherwise you’re that loud shouting person in the middle of town who just repeats nonsense.
All of your marketing can be boiled down to touchpoints’ and when you define what these are, you can create a Salesforce campaign against it to measure the effectiveness of the touch’. This will become clearer later on…
Ensure you’re using Pardot first-party cookies and Pardot forms. We denmark phone numbers want this to be seamless and your technical setup can impact tracking.
Review your lead management and conversion process. Speak to sales about when and how they convert Leads - I want to feel confident that Contact Roles are being used properly and values are being added to Opportunities. You will need Pardot Advanced if you want to get away with not using Contact Roles (the Einstein AI is REALLY cool).
Enable campaign influence and configure it to align with your business.
The Basics
You want to be tracking all of your touchpoints. Think about paid ads, third-party blogs, events, webinars, content downloads, video plays, demo signups, newsletters, email campaigns and so on…
If you put money or time into it, we want to know if it generates revenue directly or indirectly.
That’s the basic logic. If money or time goes in, we should be tracking it.
There may be some instances where this doesn’t apply, like a partnership with a third party who just sends Leads (lucky you!) and in these cases, I still recommend a campaign for this because I want to know who is the best partner!
Campaign Influence
Moving up a gear, we need to make sure Campaign Influence is turned on, and you can find this in your account settings by searching for said feature.
At MarCloud, we have a relatively long customer journey as we have to build enough trust with our prospects for them to really know that we know what we are talking about. For that reason, and based on data, we typically say it can take up to a year for a company to commit to a paid engagement with us. This answers the question below, the timeframe for campaign auto-association:
Screenshot of Auto-Association
You need marketing content. If you don’t actively market (which is rare but I’ve seen it) then you don’t have anything to measure. Content is key here and it gives you something to talk about. Otherwise you’re that loud shouting person in the middle of town who just repeats nonsense.
All of your marketing can be boiled down to touchpoints’ and when you define what these are, you can create a Salesforce campaign against it to measure the effectiveness of the touch’. This will become clearer later on…
Ensure you’re using Pardot first-party cookies and Pardot forms. We denmark phone numbers want this to be seamless and your technical setup can impact tracking.
Review your lead management and conversion process. Speak to sales about when and how they convert Leads - I want to feel confident that Contact Roles are being used properly and values are being added to Opportunities. You will need Pardot Advanced if you want to get away with not using Contact Roles (the Einstein AI is REALLY cool).
Enable campaign influence and configure it to align with your business.
The Basics
You want to be tracking all of your touchpoints. Think about paid ads, third-party blogs, events, webinars, content downloads, video plays, demo signups, newsletters, email campaigns and so on…
If you put money or time into it, we want to know if it generates revenue directly or indirectly.
That’s the basic logic. If money or time goes in, we should be tracking it.
There may be some instances where this doesn’t apply, like a partnership with a third party who just sends Leads (lucky you!) and in these cases, I still recommend a campaign for this because I want to know who is the best partner!
Campaign Influence
Moving up a gear, we need to make sure Campaign Influence is turned on, and you can find this in your account settings by searching for said feature.
At MarCloud, we have a relatively long customer journey as we have to build enough trust with our prospects for them to really know that we know what we are talking about. For that reason, and based on data, we typically say it can take up to a year for a company to commit to a paid engagement with us. This answers the question below, the timeframe for campaign auto-association:
Screenshot of Auto-Association