Best Practices for Closed-Loop ROI Reporting

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When it comes to optimizing your marketing budget, deep reporting is key. Hear how Precor has used the power of Pardot and salesforce.com to provide a detailed view of lead drivers, channel performance, campaign influence, and more, and learn to do the same in your own business.

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Best Practices for Closed-Loop ROI Reporting

  1. 1. Best Practices for Closed-loop Reporting Everything you need... Out-of-the-Box
  2. 2. •  Me •  Precor •  The Basics •  3 Steps to Closed Loop •  Campaign ROI Reports Agenda
  3. 3. Jeremy Mason •  13 Years (7 Cloud) CRM/Marketing Automation •  2x Pardot Customer •  5x Salesforce.com Customer •  Program Efficiency Zealot @automatemkt
  4. 4. Precor Corporate Est. 1980
  5. 5. Precor Culture
  6. 6. Precor + Pardot •  High Feature/Connection Utilization •  Email, Forms, Scoring, Social… •  Messages from Equipment •  Automated Subscriptions •  Professional Services
  7. 7. •  Assumptions •  Common Terms and Relationships •  Sample Cloud Ecosystem •  Campaign Disambiguation The Basics
  8. 8. •  Salesforce.com Professional Edition •  Pardot Marketing Automation •  Salesforce.com Connector Enabled •  Beginner to Intermediate User Assumptions
  9. 9. •  Intelligent Budgeting/Forecasting •  Show Earnings from Your Work •  Retain the Systems (Pardot + Salesforce.com) You Love •  “Big Data” and “Marketing Automation” are Cool Buzz Words Why Close the Loop
  10. 10. Terms and Relationships Prospects  
  11. 11. Sample Cloud Ecosystem
  12. 12. Contact   Closed   Salesforce.com  Campaign   Pardot  Campaign   Lead   Campaign    Influence   Opportunity   Marketing Automation CRM Campaign Disambiguation Prospect   Dynamic  List   Response  
  13. 13. 1.  Salesforce.com Foundation 2.  Pardot Automation 3.  Salesforce.com Evaluation 3 Steps to Closed Loop 1 2 3
  14. 14. 1.  Salesforce.com Campaigns a.  Campaign Influence b.  Responses c.  Primary Campaign Source (PCS) 3 Steps: Foundation 1
  15. 15. CRM Campaign Context Account:  Gold’s  Gym  Redmond   Parent  Account:  Gold’s  Gym  Northwest     Campaign:     AMT  Q213   Type:  Email   Closed  Won   Primary   Campaign   Source   Campaign    Influence   Opportunity  (SQL)  :  AMT   Response   Campaign    History   Contact  (MQL):  Jane  Doe   1
  16. 16. 1.  Setup Campaign Basics 2.  Apply Costs Setup in Salesforce.com 1
  17. 17. 3.  Capture Campaigns with members (optional) 4.  Initial member status = “sent” Setup in Salesforce.com 1
  18. 18. 2.  Pardot Automation a.  Dynamic Lists b.  Automation Rules c.  Drip Programs d.  Completion Actions 3 Step: Automation 2
  19. 19. Contact   Closed   Salesforce.com  Campaign   Pardot  Campaign   Lead   Campaign    Influence   Opportunity   Marketing Automation CRM Pardot Automation Context SegmentaEon  List   Response   PCS   Rules   Emails   Drips   Forms   Prospect   Members   MQL   SAL  SQL  Inquiry   Customer  
  20. 20. 1.  Recipient List (CRM Members) 2.  Email Drafts, Forms, Custom Redirects 3.  Scoring, Profiles, and Required Fields 4.  Automation Rules and Drip Programs Setup in Pardot 2
  21. 21. 3.  Salesforce.com Dashboards a.  Matrix Reports b.  Diagrams from Reports c.  Primary Campaign Source = Revenue Credit 3 Steps: Evaluation 3
  22. 22. 1.  Organize KPI Reports 2.  Populate Dashboards from Reports Setup in Salesforce.com 3
  23. 23. Dashboard Example Detail 3 Plurality  of   Leads  from   Direct  Web     Inquiries   Majority  of   responses   from  email   Reminders:   ü Click  any  dashboard  to  see  reports   ü Report  edits  impact  dashboards    
  24. 24. 3 Steps Summary 1 2 3 1.  Salesforce.com Foundation 2.  Pardot Automation 3.  Salesforce.com Evaluation
  25. 25. Campaign ROI Reports 1 2 3 Tying  it  All  Together:   ü CRM  Capture  Campaign     ü MarkePng  Lists   ü MarkePng  AutomaPons   ü Capture  Campaigns  in  Influence   and  Primary  Campaign  Source  (PCS)    
  26. 26. Campaign ROI Reports
  27. 27. ROI Reports
  28. 28. ROI Reports 1 2 3
  29. 29. - Precor Creed “I believe in mutual respect and the overwhelming returns of sharing.” @precor  

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