Campaign Influence & the Marketing Metrics that Matter, Andrea Tarrell
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This document discusses marketing metrics and campaign influence. It recommends focusing reporting on initiatives that drive sales results. It provides five strategies for better marketing reporting: 1) Start with the desired outcome or goal; 2) Ask questions to understand what is really working; 3) Agree on goals and align systems and data; 4) Connect reporting back to revenue whenever possible; and 5) Present information relevant to the intended audience. The document uses examples to illustrate how to set up and report on marketing campaigns.
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Campaign Influence & the Marketing Metrics that Matter, Andrea Tarrell
- 1. Campaign Influence & the Marketing Metrics that Matter
- 2. Campaign Influence & the Marketing Metrics that Matter Andrea Tarrell Principal at Sercante | TheSpotForPardot.com andrea@sercante.com @andreatarrell Focusing on the Initiatives that Actually Drive Sales Results
- 3. TheSpotForPardot.com Our Goal: Our Team: Our Services: Sercante in 30 Seconds [You Can Time Me]
- 4. Our Goal: Sweet Spots: • • • • Also Known As: Sercante in 30 Seconds [You Can Time Me]
- 5. Getting to Know YOU… Quick Roll Call
- 6. Getting to Know YOU… Quick Roll Call
- 7. ❑ Long Time Salesforce User ❑ Just Bought Salesforce ❑ Exploring/Learning About Salesforce
- 8. ❑ Pardot User ❑ Marketing Cloud User ❑ Other Marketing Automation Platform User ❑ No MAP
- 9. ❑ I’m a card-carrying Marketing Automation pro. ❑ I’m a Marketing person, and this is one of my many hats. ❑ I’m a Salesforce person, and I collect hats for a living. ❑ I’m in Analytics/Reporting. ❑ Just here for the free food.
- 10. Goal for This Presentation
- 11. Alternate Title: F*ing Prove It
- 14. Paid Search Advertising 1:1 Email Webinar Website Events Nurturing Campaign Social Media Media Coverage Google Search Referrals Sales Demo Email Marketing Content Cold Call Discovery Call This is More Challenging Than Ever Before…
- 15. …And Both Marketing & Sales Reporting Needs to Adapt Paid Search Advertising 1:1 Email Website Events Nurturing Campaign Social Media Media Coverage Referrals Sales Demo Cold Call Email Marketing Content Discovery Call Google Search
- 16. Ouch, Dude…
- 17. 5 Strategies for Better Marketing Reporting
- 18. 1. start with the end: what are you trying to accomplish?
- 19. Are You Killin’ It?!
- 20. Macro-Level Goals: Examples What does success look like, and what are the leading indicators?
- 21. Don’t Get Distracted By Vanity Metrics Definition: Data that’s good at making us feel awesome, but bad at helping us take action
- 22. Don’t Get Distracted By Vanity Metrics Does this demonstrate forward motion toward the goal you’re looking to accomplish?
- 23. For Example….
- 24. Look for What Happens Next
- 25. Questions to Get to What’s Working Meh... Better…
- 26. The Case of the Email Resend What’s a marketer to do?
- 27. 2. ask the question behind the question
- 28. Look for the Outliers
- 31. Places to Benchmark • • • • • • ….protip: Google it!
- 32. 3. agree on goals & align your systems… first
- 33. Standardize Data & Map Out Processes
- 34. Common Culprits of Messy Data • • • • • • •
- 35. Thinking Through Every Step in the System • • • • • •
- 36. 4. Bring it back to revenue [because you can]
- 37. HOW DO YOU DEMONSTRATE YOUR IMPACT ON REVENUE?
- 38. Move toward more meaningful data points… • • • • • • • • •
- 39. What is a Campaign? • An underutilized super powerful object that confuses customers • Think of campaigns as initiatives • Use to track anything that impacts sales -- marketing, sales, service initiatives • Contacts and leads are added as Campaign Members • 1:many relationship between Contacts & Campaigns and Leads & Campaigns
- 40. Opportunities Paid Search 1:1 Email Website Events Nurturing Campaign Referrals Marketing Content Discovery Call Campaigns How Do Campaigns Link Initiatives to Revenue?
- 41. OpportunitiesCampaigns Contact How Do Campaigns Link Initiatives to Revenue? Paid Search 1:1 Email Website Events Nurturing Campaign Referrals Marketing Content Discovery Call
- 42. OpportunitiesCampaigns Contact How Do Campaigns Link Initiatives to Revenue? Paid Search 1:1 Email Website Events Nurturing Campaign Referrals Marketing Content Discovery Call
- 43. Opportunities Contact How Do Campaigns Link Initiatives to Revenue? Campaigns Paid Search 1:1 Email Website Events Nurturing Campaign Referrals Marketing Content Discovery Call
- 44. OpportunitiesCampaigns Contact How Do Campaigns Link Initiatives to Revenue? Paid Search 1:1 Email Website Events Nurturing Campaign Referrals Marketing Content Discovery Call
- 45. What are Campaigns Good For? • Creating call down lists for sales • Creating target lists for marketing • Tracking how many people are responding to particular initiatives • Capturing lists from events / associations / sources • Linking any kind of initiative to revenue
- 46. Tracking & Attributing Multiple Touchpoints Measuring Campaign Influence
- 47. Tracking & Attributing Multiple Touchpoints Measuring Campaign Influence
- 49. How Does Connected Campaigns Change Things for Pardot Users?
- 50. Pardot Campaigns • One to one with prospects • Every asset – email, landing page, form, file – is linked to a campaign • Pardot campaign = the first initiative they engaged with • Now labeled “Source Campaign” in the UI • Not to be confused with Lead Source • Past guidance was usually to make these broad buckets, i.e. Webinars, Events, Social, etc. Salesforce Campaigns • One to many with leads/contacts • Can be linked with opportunities • Usually more specific than Pardot campaigns – i.e. one webinar vs. the category of webinars • Ability to create hierarchy and categorize for reporting
- 51. Connected Campaigns – The Basics ● What will change? ○ All new campaigns will be created in Salesforce & then be visible in Pardot. ○ New summary level reporting surfaced in a really useful way. ○ Custom objects for ListEmail, MarketingForm, and MarketingLink. ● Who should turn it on? ○ Brand new Pardot orgs ○ People with limited campaign history/clean orgs ○ Anyone currently working on campaign standardization ○ People who geek about cool reporting. ● What decisions do clients have to make? ○ Record types to allow to sync from Salesforce. ○ Clean up plan for legacy records. ○ Naming and hierarchy for future campaigns.
- 52. Summary Data at the Campaign Level
- 53. Summary Data at the Campaign Level
- 54. Summary Data at the Campaign Level
- 55. Summary Data at the Campaign Level
- 56. Engagement History at the Contact/Lead Level
- 57. 5. go ahead, geek out… but remember your audience
- 58. Who Are You Reporting Out To?
- 59. Make Sure It’s Still Relevant…
- 60. What are THEIR questions?
- 62. Q&A The Process for Deploying Connected Campaigns & a Client Example
- 63. Or if we’re good on time… The Process for Deploying Connected Campaigns & a Client Example
- 64. Deploying Campaigns What to Do if Someone is Starting Completely Fresh
- 65. Word of Caution: You’re Going Into the Weeds • • •
- 66. Example Scenario: XYZ University
- 67. Q1 What Types of Initiatives Do You Want to Track? • • • • • • • •
- 68. Example: XYZ University’s Campaign Types
- 69. Q2 How Do You Classify Engagement? • • • • • • • • • •
- 70. Example: XYZ University’s Member Statuses
- 71. Q3 How Can We Name This for People + Reports? • • • • • • • •
- 72. Example: XYZ University’s Naming Conventions
- 73. Example: XYZ University’s Naming Conventions • • •
- 74. Q4 How Do You Want to Slice & Dice Your Data? • • • • • •
- 75. Q5 How Will You Track Responses? • • • • •
- 76. • • • • Other Set-Up Needed To Make This Magic Happen
- 77. What’s the End Result? XYZ University Final Product
- 78. Reporting This Allows Us to Run
- 79. Summing it Up: Campaigns In a Nutshell