You have a campaign, and it’s doing moderately well! People are clicking, you’re gaining prospect information through your strategic series of forms and CTAs, and things are moving right along! This is great. You really seem to have unlocked something here, and you can’t wait to take what you’ve learned here and utilize it in future efforts… Except you’re not quite sure what sealed the deal. What pushed those prospects over the line and into the sales funnel? How can you find that information?
Knowledge is Power
Campaign Influence Attribution Models are a set of tools that aims to optimize Salesforce and Marketing Cloud
campaigns. To answer your question, yes! Those campaigns are actually different, but this does change a little once you have connected campaigns turned on. The main difference we’re going to focus on is the different touchpoints they track.
Salesforce campaigns give the user the ability to track all the touchpoints you’ve established with a prospect. In comparison, Marketing Cloud campaigns allow you to track the first touchpoint. But if you use the Marketing Cloud’s Campaign Influence Attribution Models, it’ll completely change how these campaigns work for you.
Campaign Attribution Models mean that you no longer have to ask, “What step of the process sealed the deal?” Once you set it up in Salesforce, the models let you see where and how a prospect interacted with your marketing efforts. This includes the first touch and the last touch that eventually created the deal. Without the models being active, The Marketing Cloud would only have shown the original conversion point.
Getting it all Set-Up
Adding Campaign Influence Attribution Models to Salesforce is a fairly simple process, as long as you’re
following best practices and don’t have a heavily customized instance. Even if you do, it’s not impossible, it’s just a little more difficult and a bit time-consuming. If you’re doing it for the first time, try and keep it simple just to get the hang of it.
Here’s the roadmap to your Attribution Models:
– Salesforce Opportunities – Salesforce Campaigns & Parent Campaigns – Account Engagement (Pardot) Campaigns
Once you’ve made sure everything you have is good to go, involve your friendly neighborhood Salesforce administrator in the process to ensure your success.
Your New, Fancy Features!
There are two different attribution models you can enable to assist you by providing more detailed information.
The first is The Primary Model, which resembles how Marketing Cloud Campaigns are set up. It shows you the first marketing effort that influenced the opportunity and can go into even further detail by providing a percentage showing just how much a campaign influenced the opportunity. Bear in mind that in the beginning, 100% will go to the first associated campaign.
The other attribution model is Customizable Campaign Influence, which you’d use for more complex scenarios. This is what you’re going to use if you’re wanting multi-touch attribution, and it’s going to give you a much more in-depth picture of your marketing efforts as a whole.
Your Opportunities Influenced
You also have the ability to quickly look at a campaign and see the opportunities that were influenced through it.
This is another way that additional data is provided to help further understand what campaigns are successfully closing the deal.
Your Campaign, By The Numbers
Campaign Statistics can be another effective tool in understanding opportunities and prospects in how
they relate to your campaigns. Campaign statistics have the ability to give you the data for the first and last campaign that influences the opportunities. Even touch data is provided, giving you access to see what the campaigns were that informed the opportunities when they were still held within sales. One thing to note for this model is that you may need to contact your Salesforce Account Executive to set this up for you.
