how ebsta track b2b marketing roi

How Ebsta Track Marketing ROIRicky Wheeler, CMO at EbstaPardot London User Group Leader@rickwheels

This is where I live.

What is a Pardot Campaign?

What is a Salesforce Campaign?

Salesforce Campaign versus Pardot Campaigns• Pardot Campaign is ‘first touch’• Pardot Campaigns also used for sorting/filing• Prospects and Contacts can be associated with

multiple Salesforce Campaigns• Campaigns do not work in silos!• You need both to track ROI

Automating Campaign Flow

Adding Campaign Members to Salesforce via Form Completion

Adding Campaign Members to Salesforce via Segmentation Rule

Adding Campaign Members to Salesforce via Automation Rules

Adding Campaign Members to Salesforce via Page Actions

Campaign Automation Summary• Marketing campaigns do not work in silos• Pardot injects life into Salesforce Campaigns• As a Marketer, Salesforce Campaigns would be

useless to me without Pardot• Without Salesforce Campaigns, I would not be

able to track Marketing ROI

We use the Campaign Influence Report to determine Primary Campaign Source

We use the Pardot Opportunities Report to establish Campaign Lead Source

Salesforce Opportunity

ID

Pardot Source Campaign

The Salesforce Campaign Influence Report and the Pardot Opportunity Report only work if Contact Roles exist against every Opportunity

Free guide to ensure this happens:http://bit.ly/force-role

We manually assign Primary CampaignWe import Lead Source

Manual?To automate Primary Campaign Association you must apply logic. Eg: First Touch, Last Touch, Touch Closest to Opportunity Close Date.

If you do this, you will inevitably be making assumptions. Are you willing to get a percentage of your ROI reporting wrong?

Summary• To accurately track ROI we verify the Primary

Campaign associated with each Opportunity• You can use the Salesforce Campaign Influence report

to speed up this process• Campaign Influence also provides a holistic view of

marketing campaign performance • We import Campaign Source for every Opportunity• Source Campaign is just as important as Primary

Campaign• Use a Salesforce APEX Trigger to force Opportunity

Contact Role association

I own Marketing ROI.

Ricky Wheeler@rickwheels

Check out my blog:https://medium.com/ricky-wheeler/