Identifying which marketing campaigns influence a sales opportunity is extremely important. Once you have Pardot up and running and all your systems are talking to one another, you’re ready to report on some juicy ROI!
Let’s run through an example of tracking ROI from marketing campaigns, using a Tradeshow as an example.
Before you go to the Tradeshow (somewhere sunny, we hope), create a Salesforce Campaign. Anyone who attends will be marked as “Attended” or “Responded.”
If you’re doing emails or other events as part of the Tradeshow, you can create a parent campaign for the Tradeshow, then nestle each marketing activity under that. Then you can roll all the statistics up to show overall Tradeshow Campaign performance.
Next, create a Pardot form and set it to kiosk/data entry mode. Make a completion action that adds prospects to your Tradeshow Salesforce campaign. Add another completion action that adds prospects to a Pardot list and designates their Pardot campaign as Tradeshow.
When you’re at the Tradeshow, you’ll have people who come to your booth complete the form on either a laptop or tablet.
As needed, you can use Pardot functionality to add prospects to the Tradeshow campaign who may not be filling out the form at the event. Automation rules, completion actions and engagement studio actions can all add prospects to Salesforce campaigns.
So now you have prospects added to your Tradeshow campaign with an “Attended” status – that’s great! The sales team is creating opportunities and closing deals. They will now have to attribute the Tradeshow Campaign to an opportunity. They do this by choosing the proper campaign in the Primary Campaign Source field at the opportunity level.
Then you can easily run an ROI report. Go to the Campaigns tab in Salesforce. Under reports, click Campaign ROI Analysis Report. You’ll be able to locate your campaign and customize filters/dates.
Of course there are many factors that influence a buyer. The Tradeshow perhaps wasn’t the Primary Campaign Source, but it could still have been a touch point. If you’re looking for multi-touch reporting, enable Campaign Influence Reporting in Salesforce.
Go to Setup>Customize>Campaigns>Campaign Influence. You can then enable Campaign Influence and specify time frames and designate association rules.
Combining the ROI report discussed above and the Campaign Influence Reporting in Salesforce is going to show you the # of opportunities tied to the campaign, the # of won opportunities, campaign cost, ROI of the campaign and the average cost per customer and response.
You have now effectively proven ROI of your marketing campaign and how powerful and necessary Pardot is to the puzzle. (Cue marketing Hallelujah).
Our own team of reporting gurus are whipping up multi-touch reporting and helping organizations like yours pull the right data. Need help creating reports and dashboards in Salesforce? Email us, firstname.lastname@example.org, we’re here for you.