Best Practices for Closed-Loop ROI Reporting
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The document outlines best practices for closed-loop reporting integrating Salesforce and Pardot for effective marketing campaigns. It details a three-step process: leveraging Salesforce campaign tracking, implementing Pardot automation, and evaluating results through comprehensive dashboards. Additionally, significant emphasis is placed on monitoring key performance indicators and the importance of maintaining robust relationships between marketing efforts and their outcomes.
Best Practices for Closed-Loop ROI Reporting
- 2. Best Practices for Closed-loop Reporting Everything you need... Out-of-the-Box
- 3. • Me • Precor • The Basics • 3 Steps to Closed Loop • Campaign ROI Reports Agenda
- 4. Jeremy Mason • 13 Years (7 Cloud) CRM/Marketing Automation • 2x Pardot Customer • 5x Salesforce.com Customer • Program Efficiency Zealot @automatemkt
- 7. Precor + Pardot • High Feature/Connection Utilization • Email, Forms, Scoring, Social… • Messages from Equipment • Automated Subscriptions • Professional Services
- 8. • Assumptions • Common Terms and Relationships • Sample Cloud Ecosystem • Campaign Disambiguation The Basics
- 9. • Salesforce.com Professional Edition • Pardot Marketing Automation • Salesforce.com Connector Enabled • Beginner to Intermediate User Assumptions
- 10. • Intelligent Budgeting/Forecasting • Show Earnings from Your Work • Retain the Systems (Pardot + Salesforce.com) You Love • “Big Data” and “Marketing Automation” are Cool Buzz Words Why Close the Loop
- 13. Contact Closed Salesforce.com Campaign Pardot Campaign Lead Campaign Influence Opportunity Marketing Automation CRM Campaign Disambiguation Prospect Dynamic List Response
- 14. 1. Salesforce.com Foundation 2. Pardot Automation 3. Salesforce.com Evaluation 3 Steps to Closed Loop 1 2 3
- 15. 1. Salesforce.com Campaigns a. Campaign Influence b. Responses c. Primary Campaign Source (PCS) 3 Steps: Foundation 1
- 16. CRM Campaign Context Account: Gold’s Gym Redmond Parent Account: Gold’s Gym Northwest Campaign: AMT Q213 Type: Email Closed Won Primary Campaign Source Campaign Influence Opportunity (SQL) : AMT Response Campaign History Contact (MQL): Jane Doe 1
- 17. 1. Setup Campaign Basics 2. Apply Costs Setup in Salesforce.com 1
- 18. 3. Capture Campaigns with members (optional) 4. Initial member status = “sent” Setup in Salesforce.com 1
- 19. 2. Pardot Automation a. Dynamic Lists b. Automation Rules c. Drip Programs d. Completion Actions 3 Step: Automation 2
- 20. Contact Closed Salesforce.com Campaign Pardot Campaign Lead Campaign Influence Opportunity Marketing Automation CRM Pardot Automation Context SegmentaEon List Response PCS Rules Emails Drips Forms Prospect Members MQL SAL SQL Inquiry Customer
- 21. 1. Recipient List (CRM Members) 2. Email Drafts, Forms, Custom Redirects 3. Scoring, Profiles, and Required Fields 4. Automation Rules and Drip Programs Setup in Pardot 2
- 22. 3. Salesforce.com Dashboards a. Matrix Reports b. Diagrams from Reports c. Primary Campaign Source = Revenue Credit 3 Steps: Evaluation 3
- 23. 1. Organize KPI Reports 2. Populate Dashboards from Reports Setup in Salesforce.com 3
- 24. Dashboard Example Detail 3 Plurality of Leads from Direct Web Inquiries Majority of responses from email Reminders: ü Click any dashboard to see reports ü Report edits impact dashboards
- 25. 3 Steps Summary 1 2 3 1. Salesforce.com Foundation 2. Pardot Automation 3. Salesforce.com Evaluation
- 26. Campaign ROI Reports 1 2 3 Tying it All Together: ü CRM Capture Campaign ü MarkePng Lists ü MarkePng AutomaPons ü Capture Campaigns in Influence and Primary Campaign Source (PCS)
- 28. ROI Reports
- 30. - Precor Creed “I believe in mutual respect and the overwhelming returns of sharing.” @precor