Welcome to the final article in our 5-part Salesforce Objects series. This article is about the campaign influencer object. If you want to go back and learn about the other 4 Salesforce objects in this series, use the links below.
#1.directs
#3.occasions
Increasingly, we see the need for marketers to become familiar with all sales business processes and work with multiple technology stacks. We're also asking Salesforce admins to manage Pardot and think like marketers. This inspired this article andpodcast episodesfor key Salesforce objects. Let's dive deeper into the campaign's influencer object.
What is campaign influence?
The Salesforce Campaign Influencer object helps you understand how your campaigns are impacting your lead pipeline.
A Salesforce campaign uses the Contact Role on Opportunity related list to associate a lead's involvement with one of their assets with the opportunity.
Pardot LifeHack Nr. 1
Instead of using the wordcampaignWhen referring to your marketing goal or initiative, use vocabulary such as:Project. The wordcampaignIt is very overused and has multiple definitions in the marketing world. In a word likeProjectThis will help streamline communication within your organization and keep everyone on the same page.
Campaign influence settings
There are two types of campaign influencer in Salesforce, and the first one I will discuss is the campaign influencer object, which I will refer toInfluence of the 1.0 campaign.
qualificationInfluence of the 1.0 campaignPopulates the Campaign Influence related list for an Opportunity object if a contact role has been a member of a campaign within the entered timeframe or entered conditions (auto-assignment setting).
This version of Campaign Influence displays only the parent campaign in an opportunity, known as the parent campaign source template.
Pardot LifeHack Nr. 2
If you don't have Pardot or don't have connected campaigns enabled, you can still enable the Campaign Influence setting in your Salesforce.
Just one important note before activation: if your company uses the primary campaign source influencer model, you will not be able to manually add influencer campaigns to opportunities. The campaigns goautomaticallyAdded to opportunities based on rules set by your admin.
Now I will explain how to configure the influencer object of the campaign. You need admin access to complete the following steps.
Step 1 - Activate your campaign influencer object
- Navigate to the admin settings menu by clicking the gear icon in the top right corner
- Typeinfluenceno quick search field
- Click Campaign Influence Settings
You can see two sections, but in this part we are only going to focus on the first section called Campaign Influence.
- Select Enabled and click Save
You will see a message that it may take some time, so let it run and try again later.
Pardot LifeHack Nr. 3
Don't be afraid to activate campaign influence!
Remember that campaign influence simply adds to your existing data. You can always change how data should be aggregated using auto-attribution settings or improving your internal business processes.
Step 2 - Activate your model settings
- Go back to settings menu
- Typeinfluenceno quick search field
- Click Template Settings
Here you should see your main campaign source template
Pardot LifeHack Nr. 4
If you have other templates in your campaign influencer template settings and a template other than the parent campaign's source template is set as the default (as seen in the image above):ARREST PRISON!
First, talk to Salesforce's management, sales, operations, and marketing teams.
It's impossible for me to speak to all parts of the organization, but if you see something different, always stop first and ask questions internally. This instills confidence in your management team and also shows that you respect the work done.
That doesn't mean being complacent, it means asking questions. Challenge the status quo, but do it in a useful way. If you want more access to do the things you need to do on the Salesforce Pardot platform, you need to know when to back off. Everything is at the center right now, so know that your actions affect many others.
The following steps should only be performed if NO other models are listed
- In your main campaign's source template, click Edit
- check the pattern
- blocked check
- Activate the asset and save
Ticks should be visible across the board.
Step 3 - Configure Auto Pairing Settings
Now it's time to set up rules to automatically create campaign influencer records. Be sure to have discussions about this internally, but in short, here's how it works: The defined time period starts from the day an opportunity is created and a contact is added to the list associated with the contact's role. So if you choose 60 days, Salesforce will go back 60 days and link the parent campaign source to the opportunity.
I see companies using 365 days, 30 days, 60 days; it really depends on the length of your sales cycle and it takes some finesse over time.
- Go back to settings menu
- Type influence in the quick search box
- And click on Auto Mapping Settings
You will then see a place where you can add additional criteria. Here you can select campaign-specific fields and values, as well as filter logic to exclude or further include certain items in terms of influence. Take some time to familiarize yourself with the options, and then talk across the organization about what works best for your business.
The impact of the campaign is retrospectively(hallelujah sign). Once enabled, campaign influence is calculated for each opportunity in your Salesforce org if the contact in the Contact Role related list for that opportunity has also been added to a campaign within the auto-attribution parameters.
Last part here: your default settings will show up in your related lists on your page layouts. This will be more valuable when you look at the additional campaign influence models below.
Pardot LifeHack Nr. 5
Don't set it and forget it! Campaign influence is a living thing. Your organization changes, your customers change, and your business model changes, especially when your goals and leadership processes change frequently. I am right? Sales and Marketing? So why should campaign impact remain the same?
Customizable campaign influence settings
Okay, so you have an overview of Campaign Influence 1.0. Now let's talk about the second type of campaign influence: customizable campaign influence. By enabling customizable campaign influence, you can allocate revenue from one opportunity across multiple campaigns.
Once the Pardot Connected Campaigns feature is enabled and you have enabled the additional Campaign Influence template, the following templates are available: First Touch, Last Touch, Even Distribution.
Each of these settings creates a campaign influence record when there is a match between the opportunity contact role and a campaign member.
Step 1 - Activate your additional campaign influencer templates
I will mirror the instructions above. Admin access is required for the following steps.
- Navigate to the settings menu by clicking on the cog in the top right corner
- Typeinfluenceno quick search field
- Click Campaign Influence Settings
In this part, we will only focus on the second section, entitled Additional Campaign Influence Models.
- Make sure the radio button for Enabled is selected
You will see a message that it may take some time, so let it run and try again later.
Step 2 - Activate your model settings
Now that you've enabled additional campaign influence models
- Go back to settings menu
- Typeinfluenceno quick search field
- Click Template Settings
You should now see 3 templates: first touch, last touch, even spread
Pardot LifeHack #4 WIEDERHOLT!!
If you have other models and a different one is the default, STOP! Work with Salesforce Admin, Sales, Operations, and Marketing to discuss this before making any changes.
The following steps should only be performed ifOnlyif you have discussed a model change with your manager, sales, marketing, operations and leadership
- Click Edit template of your choice
- check the pattern
- blocked check
- Activate the asset and save
- For all models, click Active to allow specific report searches for that model
Ticks should be visible across the board.
Step 3: Check your automap settings
- Go back to settings menu
- Typeinfluenceno quick search field
- Click Auto Mapping Settings
Check your automapping settings now that you've selected a new template. Are they still valid? Look at her!
What else should I know about campaign influence?
I'll go over the rest of the things you need to do, including page layouts and custom report types when it comes to campaign influencer, at a high level.
Allow users to have customizable campaign influence
For users to have access, they need the Sales User or CRM User permission set and the Campaign Influence permission set.
Note to admins: You may need to create this permission set and check the Enable Customizable Campaign Influence Access checkbox.
Add related lists to page layouts
Note: To add one of these lists related to page layouts, your system administrator must also have the Enable Customizable Campaign Influence access permission.
I suggest doing the following:
- Add the Campaign Influence related list to the Opportunity page layout
- Add Influenced Opportunities related list to campaign page layout
- Add Campaign Influence related list to account page layout
Records only appear in the related list for your default influence model. To visualize your data in other models, you can use custom report types to review and create components in one dashboard in Salesforce Lightning, or you can switch between all 3 in B2BMA if you purchase them separately.
Generate campaign influence reports
After enabling customizable campaign reports, a new type of report becomes available: Influenced Opportunity Campaigns. The campaign object is the master in this report.
I recommend creating the following types of custom reports:
- Generate reports for each of the influence models
- Create a new report type called Opportunities Influenced by Campaign.
- Create a new report type called Campaign Influence Accounts
If you made it this far, well done, it was great! The Campaign Influence item is very powerful. Hope this was helpful. If you would like to listen to the audio version of this article so that you can follow along on the screen as you listen,Click here.
Stay hydrated #Ohana...