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Campaign Influence & the Marketing Metrics that Matter, Andrea Tarrell

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Do you know which of your marketing efforts are paying off? Our marketing teams have more data at their fingertips than ever before – pageviews, clicks, time on site, number of fans, bounce rate and more. But how do you translate all of this information into actionable KPIs that help you improve the performance of your campaigns?
Topics Covered: At this session we will discuss best practices for reporting on and attributing results, including:
• Vanity metrics to ignore
• The data you need to improve your campaigns
• Attribution & how to approach it with Pardot & Salesforce
• Knowing your audience – what KPIs to share, when, and with who

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Campaign Influence & the Marketing Metrics that Matter, Andrea Tarrell

  1. 1. Campaign Influence & the Marketing Metrics that Matter
  2. 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. 3. TheSpotForPardot.com Our Goal: Our Team: Our Services: Sercante in 30 Seconds [You Can Time Me]
  4. 4. Our Goal: Sweet Spots: • • • • Also Known As: Sercante in 30 Seconds [You Can Time Me]
  5. 5. Getting to Know YOU… Quick Roll Call
  6. 6. Getting to Know YOU… Quick Roll Call
  7. 7. ❑ Long Time Salesforce User ❑ Just Bought Salesforce ❑ Exploring/Learning About Salesforce
  8. 8. ❑ Pardot User ❑ Marketing Cloud User ❑ Other Marketing Automation Platform User ❑ No MAP
  9. 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. 10. Goal for This Presentation
  11. 11. Alternate Title: F*ing Prove It
  12. 12. 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…
  13. 13. …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
  14. 14. Ouch, Dude…
  15. 15. 5 Strategies for Better Marketing Reporting
  16. 16. 1. start with the end: what are you trying to accomplish?
  17. 17. Are You Killin’ It?!
  18. 18. Macro-Level Goals: Examples What does success look like, and what are the leading indicators?
  19. 19. Don’t Get Distracted By Vanity Metrics Definition: Data that’s good at making us feel awesome, but bad at helping us take action
  20. 20. Don’t Get Distracted By Vanity Metrics Does this demonstrate forward motion toward the goal you’re looking to accomplish?
  21. 21. For Example….
  22. 22. Look for What Happens Next
  23. 23. Questions to Get to What’s Working Meh... Better…
  24. 24. The Case of the Email Resend What’s a marketer to do?
  25. 25. 2. ask the question behind the question
  26. 26. Look for the Outliers
  27. 27. Comparing Results
  28. 28. Comparing Results
  29. 29. Places to Benchmark • • • • • • ….protip: Google it!
  30. 30. 3. agree on goals & align your systems… first
  31. 31. Standardize Data & Map Out Processes
  32. 32. Common Culprits of Messy Data • • • • • • •
  33. 33. Thinking Through Every Step in the System • • • • • •
  34. 34. 4. Bring it back to revenue [because you can]
  35. 35. HOW DO YOU DEMONSTRATE YOUR IMPACT ON REVENUE?
  36. 36. Move toward more meaningful data points… • • • • • • • • •
  37. 37. 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
  38. 38. Opportunities Paid Search 1:1 Email Website Events Nurturing Campaign Referrals Marketing Content Discovery Call Campaigns How Do Campaigns Link Initiatives to Revenue?
  39. 39. OpportunitiesCampaigns Contact How Do Campaigns Link Initiatives to Revenue? Paid Search 1:1 Email Website Events Nurturing Campaign Referrals Marketing Content Discovery Call
  40. 40. OpportunitiesCampaigns Contact How Do Campaigns Link Initiatives to Revenue? Paid Search 1:1 Email Website Events Nurturing Campaign Referrals Marketing Content Discovery Call
  41. 41. Opportunities Contact How Do Campaigns Link Initiatives to Revenue? Campaigns Paid Search 1:1 Email Website Events Nurturing Campaign Referrals Marketing Content Discovery Call
  42. 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. 43. 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
  44. 44. Tracking & Attributing Multiple Touchpoints Measuring Campaign Influence
  45. 45. Tracking & Attributing Multiple Touchpoints Measuring Campaign Influence
  46. 46. Measuring Campaign Influence
  47. 47. How Does Connected Campaigns Change Things for Pardot Users?
  48. 48. 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
  49. 49. 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.
  50. 50. Summary Data at the Campaign Level
  51. 51. Summary Data at the Campaign Level
  52. 52. Summary Data at the Campaign Level
  53. 53. Summary Data at the Campaign Level
  54. 54. Engagement History at the Contact/Lead Level
  55. 55. 5. go ahead, geek out… but remember your audience
  56. 56. Who Are You Reporting Out To?
  57. 57. Make Sure It’s Still Relevant…
  58. 58. What are THEIR questions?
  59. 59. To Recap… • • • • • • •
  60. 60. Q&A The Process for Deploying Connected Campaigns & a Client Example
  61. 61. Or if we’re good on time… The Process for Deploying Connected Campaigns & a Client Example
  62. 62. Deploying Campaigns What to Do if Someone is Starting Completely Fresh
  63. 63. Word of Caution: You’re Going Into the Weeds • • •
  64. 64. Example Scenario: XYZ University
  65. 65. Q1 What Types of Initiatives Do You Want to Track? • • • • • • • •
  66. 66. Example: XYZ University’s Campaign Types
  67. 67. Q2 How Do You Classify Engagement? • • • • • • • • • •
  68. 68. Example: XYZ University’s Member Statuses
  69. 69. Q3 How Can We Name This for People + Reports? • • • • • • • •
  70. 70. Example: XYZ University’s Naming Conventions
  71. 71. Example: XYZ University’s Naming Conventions • • •
  72. 72. Q4 How Do You Want to Slice & Dice Your Data? • • • • • •
  73. 73. Q5 How Will You Track Responses? • • • • •
  74. 74. • • • • Other Set-Up Needed To Make This Magic Happen
  75. 75. What’s the End Result? XYZ University Final Product
  76. 76. Reporting This Allows Us to Run
  77. 77. Summing it Up: Campaigns In a Nutshell
  78. 78. The TL;DR • • • • •

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