A campaign can be defined as a marketing initiative with the goal of driving awareness, leads, and ultimately revenue. It is common for modern B2B marketers to leverage multiple channels, tactics, offers, and promotions to achieve this end. If Marketing wants to show their impact on pipeline, measuring the impact of their initiatives is critical to success.
This is where Salesforce campaigns come in.
Campaigns, if properly structured, provide a foundational layer to measure the impact of your marketing investments – and answer both strategic and tactical questions that help steer the course of your marketing efforts. When analyzing the results of your campaigns you should be able to answer:
Where should we invest marketing budget this quarter?
How much revenue and pipeline did past campaigns source vs influence?
Which asset performs best in which channel?
Which asset converts most leads?
While BrightFunnel helps with answer these types of critical questions, without proper campaign tracking in Salesforce.com, you may be missing the complete picture. Your marketing team should consider how to work within existing campaign capabilities of Salesforce.com and your marketing automation system to build a campaign structure that scales with your team’s process and allows you to answer critical questions to growing your business.
The campaign should inform the marketer (and anyone else in the organization) at minimum four things:
which product (or business unit) it is supporting
the offer (i.e. ebook or webinar)
what channel you are using to advertise the offer (i.e email or content syndication)
when (i.e. Q2 2015)
Campaign Naming Conventions
The entire marketing team should stick to one naming convention and not deviate. Thankfully you can easily change past campaigns / programs so they adhere to the correct naming convention. Using BrightFunnel, regardless of your naming convention, you can segment and search by name to easily find and analyze campaign performance.
Campaign names should include the Business Unit, Category / Channel, Topic, and lastly Timing. The end result will look like BU_Category/Channel_Topic_Timing.
EMEA Webinar Facilities Management 2015.09.12
NA Tradeshow Marketo Summit 2015.04.12
If you don’t have business units, then don’t include or replace with product types.
For programs that don’t have a real start and stop date, such as Google Adwords campaigns or a white paper on your website, you can leave the date off and let the campaign run a full year. We call these evergreen campaigns.
Google Adwords – Free Trial
Google Adwords – Guide to Marketing Attribution
Website – Marketing Forecasting eBook
Example of Evergreen Google Adwords Campaigns in BrightFunnel
Channels, Assets and SFDC Custom Fields
Campaigns can be broken into “channels” (name used by Marketo) or campaign type (name used in Salesforce). A channel represents the avenue a lead took to come to your company. Examples of Channels:
PPC (SEM, Paid Search)
In Salesforce channels are broken out by the field “campaign type.” This will allow BrightFunnel to easily group your marketing efforts into campaign groups (see image).
Assets represent what the lead interacted with in the process of learning about the company. Examples of Assets:
- White Paper
- Case Study
- Free Trial
- Blog Post
The asset is used in channels as part of the promotion/offer. For example the “Free Trial” is promoted through Google Adwords. Or the webinar is promoted on Twitter. The asset name should at minimum be in the name of the campaign.
To get deeper reporting, you can create a custom field on the campaign object to select which asset is being promoted.
In this example a client created custom fields for the Offer type “eBook” and Offer Detail “Incentivized Demo – PFL Program #1.” This will allow for reporting to answer questions on “which asset brings in the most leads?” or “which asset converts the most leads?”