At MarCloud, we have a relatively long customer journey as we have to build enough trust with our prospects for them to really know that we know what we are talking about. For that reason, and based on data, we typically say it can take up to a year for a company to commit to a paid engagement with us. This answers the question below, the timeframe for campaign auto-association:
Screenshot of Auto-Association
I mentioned we use Pardot Advanced and that wasn’t just phone line in cambodia me flexing, it’s relevant because we’ve been playing with using the default model’ of campaign influence to be the Data-Driven model. If you’re using Plus, you won’t see this option but that’s fine, we quite like the other options and I sometimes flick between them as I’m optimising the system. I quite like the even-distribution but I’m still deciding my favourite for MarCloud…
We can still see reports for the other models in B2B Marketing Analytics but this means on our Campaign records we’ll see ROI figures based on this model.
Have conversations internally to help you choose which direction to go, but try to choose a default model that most aligns with your customer buying cycle. If you dominate a space and there are no decent competitors, chances are your prospects will buy from you and therefore the First Touch model should probably be your default. You get the gist!
Screenshot of Campaign Influence model set-up
Putting this into practice: How MarCloud do it
Pardot forms are the best. There, I said it. We use them all over the MarCloud site and for good reason too. We add prospects to a campaign at each touchpoint to build a bigger picture.
Top tip: You can add a prospect (not in Salesforce) to Salesforce campaigns and not assign them. Once they are assigned and pushed to Salesforce, all of the historical campaign touchpoints will appear!
And on that note, we don’t assign prospects straight away unless it’s a contact form. We have assignment logic in place and once they’re pushed into Salesforce, then they show up in our reports! How nice it is that we check our reports and only the meaningful data appears.
Bear in mind the completion actions as I walk you through a scenario.
Screenshot of prospect activity in Salesforce
Let’s say someone takes the following actions:
Visits our blog and signs up to the newsletter (opts-in)
Automatically joins our nurture Engagement Studio because of the opt-in
Downloads our scoring and grading eBook.
Downloads our Pardot account audit eBook.
Downloads our expert guide to Pardot emails.
Eventually gets assigned to a user and created as a Lead
The below is how it will look in Salesforce, you can see all of the touchpoints!