In our “B2B Marketing Stack Basics” series, we review the technology building blocks of a winning marketing stack. In our first installment, we offered an overview of CRM and Marketing Automation technologies, and how they work together. We followed that up by looking at the revenue lifecycle within Salesforce, and the primary Salesforce objects along lead conversion process.
Now that we’ve covered the basic Salesforce objects and lead conversion process, in this post we’re going to cover the most critical Salesforce objects for revenue marketers: the campaign object. Critical to tracking marketing activity, understanding how campaigns work, how to correctly track, and what you should be tracking are all critical to proper multi-touch revenue attribution.
To start, a campaign can be defined as any marketing initiative with the goal of driving leads and revenue. When a lead or contact interacts with one of your campaigns, they’re associated with a campaign in one of four ways:
- Manual Addition through Salesforce
- List Upload (e.g. a comma-separated file exported from your webinar software)
- Web-To-Lead (input from a web form directly through the Salesforce API)
- Marketing Automation Software (automatically synced)
Let’s say, for example, you’re running multiple campaigns around a major conference. You would create a campaign within Salesforce. Next, you would set up a program within your MAS, sending an email to your desired list of recipients. Your MAS will track how recipients interacted with your campaign and sync this data with your CRM.
The Salesforce campaign record contains all associated leads and contacts, their individual member statuses (e.g. how they interacted with your campaign), and a number of other relevant fields. A few important campaign fields worth familiarizing yourself with include:
- Type: A picklist of available values to categorize and segment campaigns by cohorts (e.g. email, webinar, social media, event, whitepaper, PR, etc.)
- Actual Cost: Campaign investment. Actual cost is a critical value because it factors into ROI calculation.
- Member Status: Tracks whether a user has been sent a campaign and their subsequent interaction.
Status values can be different based on campaign type and between companies. For example, an email campaign will ultimately map to “Sent” and “Responded” values. A user may be sent an email inviting them to sign up for a webinar. If they open the email and ultimately sign up for the webinar, they would be marked as “Responded” for the email campaign.
Continuing with the example, while the prospect signed up for the webinar, in this scenario they were unable to attend. For the webinar (a separate campaign), they would not be marked as Attended (mapping to the “Responded” field in Salesforce) because they were ultimately a no show.
Successfully managed member statuses are more critical to successful attribution than most marketers give them credit for. Unfortunately, they can also the cause of breakdown in certain attribution models.
When proper association exists, you can view an individual’s campaign history from a lead or contact record:
Taking things a step further, when contact roles are appropriately assigned on an opportunity record, the opportunity’s campaign influence related list shows you all campaigns that have influenced an opportunity:
We’ll dive deeper into the campaign object and use cases in subsequent blog bosts, but It can’t be stressed enough how fundamental proper campaign tracking and management is to revenue attribution. As contact roles are critical to Sales, campaigns are critical to Marketing, and the key to accurately tracking, analyzing, and reporting on marketing-generated revenue.
Now that we’re on the same page with Salesforce objects and how they’re used, the next step is to dig into the role of campaigns within SFDC. In the next post of our “B2B Marketing Stack Basics” series, we’ll cover campaign management best practices within Salesforce, and offer tips to ensure that you’re well set up for proper B2B Marketing Attribution.
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