This is the third post in an occasional series where we look at different aspects of campaigns.campaign hierarchiesforrelated campaignsand the influence of the campaign. Have a burning campaign question?we will falland maybe we will write about it!
Sometimes it feels like being a salespersonmess it up. You plant the seeds, you cut the wheat, you grind the wheat, you bake the bread, and then someone else sells the bread, and now that the bread is gone and they eat it, you have to figure out how to explain all your efforts. .
Well dude, that's why you'll love campaign influencer reports in Salesforce. You can use the influence of the campaign to measure how the planting of seeds, the cutting of the wheat, the milling of the wheat and the baking of the bread contribute to the final sale of that bread.
Campaign influence allows us to associate opportunity gains with campaigns. Users of Marketing Cloud Account Engagement (Powered by Pardot) are taking full advantage of Campaign Influence Reporting, and for it to work, you need to be using it.related campaigns(You will love them) and you will have a strongcampaign hierarchyin the photo
Buckle up now! It's going to be a wild ride and you'll be dealing with a lot of marketing all at once. Here's what I recommend: read this blog, click the links to read more, and create your own reports and play with the data. Almost everything we do as marketers is like baking bread: it seems weird at first and we need instructions to get the recipe right, but the more you do it, the more confident you become with the process. And the more confident you are, the more you can focus on experimenting and refining the finished product.
What is campaign influence?
Measuring campaign impact helps marketers see which efforts, assets, or channels contribute to leads created and won in Salesforce. Marketing Cloud Account Engagement (MCAE) users can leverage campaign influence in Salesforce to connect their marketing efforts, tracked in campaign records, with discrete sales, tracked in opportunity records.
Why is this type of report important? You can use campaign influence to measure two things:
- The amount of potential or generated revenue related to various marketing efforts.
- The number of marketing touch points created between the time a lead was first recognized and the time an opportunity was closed.
These two are related, but I mention the second one because our marketing efforts ultimately reflect two things: lead generation (and the overall sales associated with the new acquisition) and lead nurturing (and the likelihood of a deal being closed). chance). . . .
Campaign influence data and attribution models
So how do you measure the impact of your marketing efforts on the opportunities you close? There are two technical frameworks you need to understand: the campaign member data model and theempowerment model.
First, you need to understand the data model to simplify reporting and know when a connection is made between a campaign and an opportunity. It sounds a bit complicated at first, but it's actually quite simple. Salesforce creates campaign influencer records when a contact with a contact role assigned to an opportunity connects to a campaign as a campaign member. It's almost like a formula: Campaign Impact = Opportunity + Opportunity Contact Role + Contact + Campaign Member + Campaign.
This formula also shows the breadth of data available in data sets when you set up reports.
Second, you need to understandattribution modeling, at least the basics. The attribution model tells us which campaigns are credited with what percentage of an opportunity's revenue. There are many different models and that is a very important issue, but there arefour ready-to-use templates in Salesforcerelated to MCAE that you need to know.
- main source of the campaign— It's not like the other templates, but it's available to almost anyone who uses Salesforce. This template attributes 100% of an opportunity's revenue to the campaign's primary source listed in the opportunity field. This field is auto-populated with the last campaign a lead was added to before conversion, or the last campaign a contact linked to before an opportunity associated with that contact was created. Using this model, it is possible to measure which campaigns are most associated with the creation of new opportunities.
- first touch— This template attributes 100% of the revenue from an opportunity with the first related campaign to the contacts of the related opportunity. This model allows you to measure which campaigns engage people, generate leads, and start conversations.
- last touch— This template attributes 100% of an opportunity's revenue to the last campaign associated with the opportunity's contacts before an opportunity is closed. With this model, you can identify the campaigns that actually generate leads and build relationships.
- equitable distribution— This template splits the revenue associated with an opportunity among all campaigns associated with the opportunity's contacts. Using this model, you can measure the number of connections made by marketing and begin to examine the relationship between lead nurturing and revenue opportunities.
I hope you're starting to see how powerful this tool is, but one thing you should know: while the main source campaign influencer and customizable influencer templates are available to almost everyone, these are just the first touch, the latest touch and even for the distribution available if you are using MCAE Pro or higher edition. For me, this should be added to your list of reasons to upgrade from MCAE Growth.
Enable campaign influenceIt's simple: just press a button to turn it on. But if you enable this feature, you should also be prepared to customize your auto join settings. Before you enable, think about which campaigns should be considered influential (for example, top campaigns may not be eligible) and how long it might take between adding a person to a campaign and creating an opportunity.
Understand campaign influence
Once you've turned on Campaign Influence, there's a specific report that I've found helpful when getting started with the additional First, Last, and Even templates provided by MCAE. Our ultimate goal is to measure the success of each campaign, but first I would turn it around and look at the opportunities and how the campaigns affect each other.
Use the default report type calledCampaigns with Influenced Opportunities (Customizable Campaign Influence), but group the report byOpportunity Name. Select a date range associated with the opportunity object, but don't define a filter for the attribution model yet.
Add at least these fields to the report:
- Campaign: campaign name
- Contact: full name
- Influence (%)
- revenue share
- Campaign Influence Model (Distinguished Name)
What you get is a report that combines all the templates, but you can see the difference between these templates. You can also see how a single campaign opportunity differs from a multi-campaign opportunity and how these models reflect the customer journey. You can further filter this report by attribution model to see the performance of each model separately.
Using campaign influence reports to inform marketing strategy
Now edit the report you ran above andGroup by opportunity nameand add a filter to find campaign influencer recordsequitable distribution. You're well on your way to measuring two things: the number of opportunities influenced by marketing, and the number of touchpoints created between the opportunities you've created and your marketing assets.
You can use a report like this to measure how many opportunity touchpoints you're creating and compare the average number of touchpoints attributed to all campaigns to the average number of campaigns won.
Now let's go back and look at everything at the campaign level.
Group your report by campaign name. By filtering by first contact, last contact, and even distribution models, you can see which campaigns are generating leads, which are helping to close opportunities, and which are having the biggest impact overall. You can also specify how much revenue is associated with different campaigns in each template.
Would this be a marketing blog post if it didn't remind you to align your reporting with departmental and company goals? You and your organization must decide what your goals are and how you want to measure them. If your marketing goal is to generate more leads this year than last year, the Even Distribution report may not tell you how you're doing or provide guidance on what to do next. If your goal is to create opportunities for customer conversations, measuring sales in terms of first contact or last contact attribution won't do you much good.
Campaign influencer reports can be a bit complex, but once you get out there, build some reports for yourself, and start digging into what you're seeing, you'll find that Salesforce is making these types of reports more accessible to campaign influencers. marketing. . The real hard work is in everything you need to build to be able to report: your marketing strategy, marketing assets, MCAE automation, connected campaigns, and a robust campaign hierarchy.
If you've planted the seed, cut and milled the wheat, and now need help making bread by connecting your marketing strategy with marketing automation in MCAE and Salesforce, a consultant can walk you through the recipe.
Learn how consultants can help you with your Marketing Cloud customer engagement strategy