Salesforce Connected Campaigns were introduced in Salesforce’s Summer’18 release. They are very useful to any Pardot Marketer. Connected Campaigns help marketers to connect Pardot Campaign and Salesforce Campaign. In this article, CloudVandana will share few tips to make the connected campaigns as seamless as possible.
Difference Between Pardot Campaign And Salesforce Campaign
Pardot campaigns record a prospect’s very first touchpoint with the organization. For example, they can click an advertisement to visit the website, can click the website link from an organic search, or can redirect to the website from another source. This is traditionally the Pardot users use the platform for campaigning.
On the other hand, Salesforce Campaigns allow multi-touch engagement. Through Salesforce, users can track the leads and contacts to multiple touchpoints. Salesforce campaigns are created for ROI reporting, give access to the users to track marketing efforts at all stages of the campaigning cycle. Users can build the structure according to the marketing initiative. So, if a user wants to have these features in Pardot, Connected Campaigns comes as the savior.
Benefits Of Connected Campaigns
Salesforce Connected Campaigns allow the users to connect Salesforce and Pardot Campaigns so that prospects can be associated with several campaigns. Once the two platforms are connected, the Pardot Campaign will be having a blue cloud icon that links to the Salesforce counterpart. When connected campaigns are enabled, users can have a new feature called Engagement History. With the help of this feature, users can import Pardot asset data into Salesforce Campaign. Importing this data into Salesforce open up many chances which were not available in the Pardot previously.
Additionally, in this Campaign, B2B Marketing Analytics makes multi-touch attribution reporting easier, with remarkable reporting models.
Sales Teams’ Benefits
The Salesforce connected campaign is very much beneficial to the Sales team. Generally, it is tough to differentiate the forms filled out by the prospects and figure out the interesting areas for each prospect. But through the engagement history functions, the Sales Team can easily figure out the forms filled out by the prospect and their area of interest.
One Platform For Sales And Marketing
Pardot is delivering one platform campaign through the connected campaign, so it is very much beneficial for both the sales and marketing teams.
Following are few tips for successful Connected Campaigns.
1. Reset Before Connecting
Before connecting the campaign, the campaign platform needs to be refreshed to establish the campaign hierarchy. After connecting the campaigns, changes might cause difficulties. So it is advisable to reset the platform before connecting.
Building a training and testing campaign before connecting is very much important as through this method there will be no chance of false revenue or activity to the reporting.
3. Contact Roles
Establishing a solid practice of using Contact Roles within the Sales Cloud is very important. Contact roles are essential to automate campaigns with opportunities but then are often neglected.
4. Reporting End Result
Planning out reports and dashboards is very important as the user may find many new ideas and can dig a little deeper into the campaign.
Salesforce Connected campaign is a great initiative towards giving the users the full information they need to know accurately to calculate the ROI and allocated marketing spend. When it is set up properly, it is a very strong marketing feature to accurately attribute revenue to marketing activities. For a successfully connected campaign integration, please feel free to take a consultation call from the experts of CloudVandana.
Digital Marketing Manager at Cloudvandana Solutions