Bluewolf Uses Salesforce and Clicktools to Track Campaign Influence
Marketers these days are expected to show results and reporting on all of our activities. Gone are the days of guessing. When in the past we could have crossed our fingers and repeated campaigns with unknown results, now we must prove success or move in another direction. The good news is that we have some awesome tools for tracking how people interact with our campaigns — at various levels of engagement.
We’re diligent about tracking campaigns at Clicktools, but it’s always good to check in and see what other teams are doing because there’s always room for improvement, of course! So, here’s some inspiration from our partner, Bluewolf, on how to use Salesforce and Clicktools to track marketing campaign influence.
- Create campaigns in Salesforce.
Have each of your campaign owners create a dedicated campaign for each marketing channel. Bluewolf uses a parent-child campaign hierarchy to nest channel campaigns under an umbrella campaign, which is usually a consolidated effort around an asset launch or major event. They also use a “type” picklist on campaigns to be able report on effectiveness by channel type. This enables you to get an apples-to-apples comparison of channel effectiveness and will help you create a business case for marketing spend.
- Pass campaign IDs via query strings.
For each promotional channel, use a unique URL that passes the related campaign ID via a query string. This way, you still only need one landing page (with a form) for each campaign, but the campaign ID in the URL overrides the campaign ID in the form so that each form fill gets associated to the correct channel campaign in Salesforce. In this case, Bluewolf can track results from their Clicktools surveys and forms.
- Use Contact Roles on Opportunities.
Using Contact Roles on Opportunities is critical to close the loop. Bluewolf asks that their Sales organization adds all contacts involved in an Opportunity to the “Contact Roles” related list.
- Track campaign influence on Opportunities.
Native Salesforce functionality will pull the campaigns from the Contact Roles into the Campaign Influence section on the Opportunity. You can customize your Campaign Influence settings per your sales cycle length, business process, or other criteria to determine which Campaigns get added. At Bluewolf, they use Campaigns that have the status of “Responded,” 180 days from when the Contact Role is added to the Opportunity.
- Create campaign influence Models.
This requires a blog post of its own, but native Salesforce Campaign Influence is fairly limited in its abilities. The Salesforce Campaign Influence reports basically take the entire dollar value of the Opportunity and give the full value to each campaign associated to the Opportunity. This is challenging because the reporting of Campaign Influence dollar value is inflated due to double counting. Luckily, there are several apps that solve this problem. At Bluewolf, they use Full Circle CRM for campaign influence reporting. Full Circle allows you to create three different attribution models based on your business process to report on campaign influence per model.
- Give visibility with dashboards.
The best way to give visibility of Marketing campaign attribution is via a dashboard. Bluewolf uses several dashboards that report attribution by campaign name, campaign type, etc.
We hope you can use this info to track inquires all the way through your marketing funnel to gain visibility into your top performing campaigns, and, in turn, better inform your future marketing investments. Thanks to Bluewolf for sharing their behind-the-scenes practices to educate us all!
This story is adapted from a Bluewolf blog. See the original here.