DF13 Best Practices for Closed-loop ROI Reporting (Demo Only)


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This is the demo subsection, sans animations, from our DF13 presentation on Closed-loop ROI reporting with Pardot + Salesforce.com.

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  • Chris Heiden intro.
  • We are going to talk about what it takes to bring this together with a final pass into your SFDC dashboards and ROI reports.
  • Three key elements required to close the loop between both systems.
  • Do this right to show best results from your work. Retroactive fixes are tough since most conversions, particularly opportunity creation and close dates, honor the calendar. Tip: Make campaign types match lead sources whenever possible.
  • Now, you’ve used Pardot to pass responses into the capture campaigns setup in SFDC in step 1.One powerful thing about Pardot is that it doesn’t hold your ROI data hostage. You can keep everything in native CRM reports/dashboards for the life of your license.
  • Bonus Slide: Campaign influence in where we will look for ROI and other KPIs. This is the end game and it begins with setting up the campaigns properly. (see next slide)
  • Just in case anyone doesn’t know how to find the report.
  • The loop is closed. Here is the expanded view wherein we can follow all three steps across to ROI in the report. Capture campaign setup details, including type that matches lead sourceResponses captured by Pardot automationClosed-loop ROI data on the campaign
  • Bonus Slide:Try to match lead sources with campaign types whenever possible to get something like this example comparing newly created leads and the total behaviors of the database. A great benchmark for comparison to Pardot Lifecycle MQL report or a Prospect List by assigned in the periodThe response report diagram shows responses that will be in campaign influence when a contact becomes an opportunity.
  • Prospects in Pardot and SFDC campaigns convert into leads, contacts and, ultimately, opportunitiesPardot actions/automations place campaigns to which the prospect has responded (define your own rules) in campaign history. When contact converts, the opportunity associates primary contact campaign history with influence. Closed won opps carry their PCS, as selected from the influence, up to ROI reports, giving your campaign credit for revenue to be used in the ROI formula against the cost you entered.
  • DF13 Best Practices for Closed-loop ROI Reporting (Demo Only)

    1. 1. Demo Slides: Best Practices for Closed-Loop Reporting A Marketing Executive’s Story Doug Johns, Precor, Vice President – Global Marketing @PrecorDoug Jeremy Mason, Precor, Sr. Manager – Marketing Operations and Lead Generation @automatemkt
    2. 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
    3. 3. Expanding on Pardot intro 1. Where to capture conversions 2. How to record responses 3. Getting revenue credit
    4. 4. Key elements 1. Salesforce.com capture campaigns 2. Pardot automations 3. Salesforce.com dashboards + reports response
    5. 5. Salesforce.com campaign setup  Campaign basics  Apply costs
    6. 6. Pardot automations  Automation rules, drips and completion actions  Add responses to CRM campaigns
    7. 7. Pardot automations + Salesforce.com campaigns  Populates opportunity campaign influence  Responses captured  Primary campaign source for ROI formula
    8. 8. Dashboards and reports: ROI report
    9. 9. Dashboards and reports: ROI report Salesforce.com Campaign Pardot Automations (response) Review Reports/Dashboards
    10. 10. Dashboards: Lead source vs campaign type  Lead source shows how prospects entered CRM  Responses show campaign engagement of whole database
    11. 11. Process diagram members Pardot Campaign Salesforce.com Campaign Segmentation List assign Prospect Rules Emails Drips Forms Contact Lead 1 Campaign History Response Opportunity 2 Closed Campaign Influence MQL Inquiry Pardot Primary Campaign Source SAL Salesforce.com SQL Customer 3
    12. 12. Recapping steps Salesforce.com Campaign Pardot Automations (response) Review Reports/Dashboards