Salesforce Campaign Influence is an effective way to track the impact of your marketing campaigns on sales, but is there an easier way?
Now more than ever, marketers need to prove their value to the business.
To do this, marketers need to know exactly how their strategies are affecting the sales pipeline and sales opportunities.
But for too long, marketers have relied on vanity metrics like lead volume, page views, and website traffic as the primary measure of success.
While vanity metrics often look good on the surface, they fall flat under the hype.
They say nothing about the role that marketing plays in increasing and maintaining revenue within the company.
Luckily for Salesforce users, they have access to campaign influencing. This feature allows marketing and sales teams to track which campaigns are generating the most valuable leads and revenue.
While campaign influence has many ways to visualize its impact on opportunities, it comes with big question marks: Is it reliable enough to measure the effectiveness of your marketing campaigns?
Let's find out together.
In this article we will discuss:
- What is campaign influence in Salesforce and how does it work?
- Campaign Influence 1.0 x Customizable Campaign influence
- What are the roadblocks to campaign influence in Salesforce?
- An easier way to set up marketing attribution in Salesforce
Want an easier way to allocate marketing revenue in Salesforce? Learn how to combine data collected during lead generation, such as web forms, phone calls, and live chat, with sales data in Salesforce and get deep insights into the customer journey.
How to track lead source revenue in Salesforce
What is campaign influence in Salesforce and how does it work?
For those of you who don't know, Campaign Influence in Salesforce is an out-of-the-box feature that lets you leverage your CRM data and connect the dots between opportunity revenue and campaign data.
This allows you to determine how many opportunities a campaign impacted and show which marketing tactics are most effective in generating revenue.
To enable Salesforce campaign influence, all you have to do is follow the steps below.
Important NOTE:For Pardot users, you must first enable connected campaigns. This allows you to run reports on Pardot campaigns in Salesforce.
- click onconfigure.
- Enter campaign influence in the Quick Find box.
- CliqueCampaign Influence Settings.
- Select on the sideCapable.
- click onSave on computer.
Once Campaign Influence is activated, you can fine-tune your reports to show how marketing activities are contributing to your closed sales pipeline and revenue.
Difference between Campaign Influence 1.0 and Custom Campaign Influence
When you start using Campaign Influence in Salesforce, you have the option to choose between Campaign Influence 1.0 and Campaign Influence Custom.
At first glance, Campaign Influence 1.0 and Custom Campaign Influence have a lot in common, but some differences.
Campaign Influence 1.0 für Salesforce classic
The goal of Campaign Influence 1.0 is to help marketers understand the return on their campaign investments. To achieve this, Campaign Influence 1.0 attributes 100% to the first campaign associated with an opportunity.
Let's say John is an opportunity in your Salesforce CRM.
John's first known interaction is when he downloads an eBook after receiving a promotional email from his marketing team.
In this case, the awareness campaign would receive 100% of the credit for that opportunity.
Customizable campaign influencer for Classic and Lightning Experience
Customizable Campaign Influence is essentially the same as Campaign Influence 1.0, but offers a few more features not currently available in the standard version.
One notable difference is that customizable campaign influence lets you understand how multiple campaigns work together to grow leads and revenue in Salesforce.
Unlike the standard version, customizable campaign influence allows you to measure the impact of your campaigns using three different attribution models.
- first touch:Give 100% credit to the campaign that took prospects from the awareness stage to the opportunity stage.
- Last touch:Give 100% credit to the campaign that brought prospects to the consideration stage.
- Even distribution:Assign equal points to all campaigns that a prospect has interacted with during the sales cycle.
What are the roadblocks to campaign influence in Salesforce?
Campaign influence in Salesforce has allowed marketers to recognize campaigns that generate leads and revenue, but it's not perfect.
Campaign influence in Salesforce begins when a lead is created
Campaign influence is an “embedded resource”.
In other words, the customer journey in Salesforce doesn't begin until a lead is created.
Let's say you're sending out an email campaign with a link to download your eBook.
Someone clicks the link and converts it into a lead. In Salesforce, this would be the first point of contact.
But how did that lead get onto your email list?
Have they ever visited your website through a Google paid ad and subscribed to your newsletter? Maybe they found you through an organic search.
If you only use campaign influence, you would never know.
With our guide to customer journey tracking, you can track user movements across multiple touchpoints and discover which channels, campaigns, keywords, and ads are delivering the most value.
Download the guide on how to track your customer touchpoints
Minimal reports available from marketing sources
While campaign performance data is readily available in Salesforce, Campaign Influence doesn't offer much insight into marketing source data, and as marketers we want to know the following:
1. WHERE our leads are coming from i.e. paid social organic search.
2. HOW our leads convert ie ebook download, demo.
For more information, see: How to track marketing lead source data in Salesforce
More importantly, we want to see how our efforts impact pipeline results and revenue.
Combining Salesforce activities with data from marketing sources gives you a better understanding of the customer journey and can help you prioritize marketing spend in the right areas.
Unfortunately, Salesforce was built for sales teams, not marketers.
As such, it does not contain the data needed to connect your marketing campaign to sales and revenue activity.
However, if you manage a lot of cross-channel, cross-device campaigns, you might want to invest in a third-party platform that supports itMulti-Channel-Attributionto fix this disconnect (we'll get to that shortly).
Cash only with closed content
Typically, Salesforce campaigns are created for restricted content.
This is to ensure that anyone consuming content is an existing lead in the CRM system as they have previously interacted with your business.
The problem is that most of the content on your site is "disabled" such as B. Your blog posts, landing pages, and videos.
As such, these critical touchpoints may not be mapped when using Campaign Influence in a silo.
Campaign influencing is time consuming and often inconsistent
Setting up campaign influence takes a long time.
It takes a lot of setup and testing, and even then it's never perfect.
That being said, the influence of campaigns in general is rarely used for selected activities.
It's almost impossible to break down your day-to-day marketing tasks, and often it's these initiatives that have the biggest impact on your performance.
Opportunities in Salesforce can only have "one parent campaign".
How to associate an opportunity with multiple campaigns with Campaign Influence in Salesforce.
However, an opportunity can only have one parent campaign for a rolling summary.
In other words, campaign influence allows you to see an opportunity's relationship to multiple campaigns, but the opportunity can only be attributed to a parent campaign when it comes to ROI reports.
This is good for sellers experiencing shorts.sales cyclesand they have a limited number of campaigns.
Although this isn't practical for the rest of us who have invested a lot of time and resources into multi-channel campaigns.
The easiest way to set up marketing attribution in Salesforce
Campaign influence is daunting for marketers unfamiliar with the ins and outs of Salesforce. Fortunately, there's an easier way to connect your marketing campaigns—both online and offline—to opportunity and revenue data in Salesforce.
Believe it or not, most modern marketers have the data they need to track the effectiveness of their marketing across the marketing and sales funnel.
The problem is that it is separate and stored in multiple data points.
To unlock that data and justify the effectiveness of your marketing efforts, you need a solution that can:
1. Capture all interactions during an individual customer journey.
2.Integratewith Salesforce along with other data sources like Google Analytics, Google Ads, and Facebook for a complete insight into the buyer's journey.
Investing in a tool like Ruler is all you need to track every lead across multiple touchpoints and connect your marketing campaigns to opportunities and revenue data in Salesforce.
In a few short, simple steps, you can start tracking all forms, calls, and live chat sessions, and feed back your closed sales to the marketing channels and campaigns that influenced them.
Introduction to Ruler Marketing Attribution
ruler is aMarketing-AttributionSolution. You can link Salesforce earnings to your leads, allowing you to track multiple visitor touchpoints and accurately assign value throughout the sales cycle.
Related: How to track leads in Salesforce with Rule
Ruler monitors every visitor to your website and collects data about browsing history, referrals and much more.
When that user becomes a lead, Ruler sends all of that person's data to Salesforce. A conversion can involve filling out a form, a phone call, a live chat request, or an offline event.
In the meantime, Ruler will continue to monitor and update this lead's data.
You can send pipeline data from Salesforce to your opportunity report in Ruler. This way, you stay on top of things by tracking the impact of your marketing campaigns at each stage of the funnel.
At the point of sale, Ruler can then attribute the sales data assigned to that user in Salesforce to the marketing channel and campaign that influenced it.
Whether it takes your leads six months to convert or they're converting offline, you can see exact sales directly in marketing apps like Google Analytics.
Benefits of Salesforce and Ruler Marketing Attribution
Connecting the Ruler Analytics marketing attribution software to Salesforce offers several benefits, such as:
More insight into the complete customer journey
The rule allows you to deepen yourMarketing-Touchpoints. This is possible thanks to the integration of Ruler with SalesforceRastrear directs marketingthroughout the customer journey and use this information to optimize your campaigns for better results.
Better understanding of visitor behavior.
With Ruler, you can identify which pages on your website lead to the most successful Salesforce deals. On the other hand, you can see which pages have the lowest conversion rates and optimize your landing pages to generate more qualified leads.
Ability to connect online marketing spend with offline revenue
Simple call tracking can help you figure out which channels are driving the most phone conversions. But with Ruler, you can go beyond call conversions and identify which marketing sources are driving the most offline revenue and long-term value.
Related:How does Ruler Call Tracking work?
Want to learn more about mapping marketing rules in Salesforce?
Marketingzuordnung in SalesforceIt is essential for any marketer serious about scaling their impact.
Not only does this help you show how your marketing is affecting the bottom line, but it also helps you streamline key processes.
Download ourE-book to help you get more out of Salesforceto learn how to update your Salesforce leads with marketing source variables to show the impact of your multi-channel campaigns.
Or alternatively,Arrange a demoto speak to one of our attribution experts.
Frequently asked questions about the impact of Salesforce campaigns
What does Campaign Influence allow a user to do in Salesforce?
Campaign Influence in Salesforce allows users to leverage CRM data and connect the dots between opportunity revenue and campaign data.
How does the follow-up campaign affect Salesforce?
Campaign Influence 1.0 gives 100% credit to the first campaign associated with an opportunity. Customizable campaign influence lets you track how multiple campaigns work together to grow leads and revenue in Salesforce. With customizable campaign influence, you can choose from: first touch, last touch, or even distribution.
What is the Salesforce Campaign Impact Report?
Campaign influencer reports enable marketers to track and report on the campaigns that influenced an opportunity in Salesforce.
How to create an influence campaign?
Complete the following steps to create a campaign influence report in Salesforce. Go to Reports > New > Select Report Type > Campaigns with Customizable Campaign Influence.
How do I enable campaign influence in Salesforce?
Follow the steps below to enable campaign influence. Click Settings > type Campaign Influence in the Quick Find box > click Campaign Influence Settings > select Enabled > click Save.