Salesforce Pardot is a powerful marketing automation platform that allows customers to find, convert and keep customers. One of the beautiful out-of-the-box features of Pardot is its ability to deliver campaign reporting and attribution.

So how can you make sure you garner the insights and analytics you need? Follow my three key ingredients on achieving campaign attribution with Salesforce Pardot.

#1 Campaign Membership and Statuses

A campaign member is a prospect (lead, contact, or person account) whom you are trying to target. Campaign members are associated with a member status. A member status that is “responded” denotes when a person has taken a specific action such as downloading gated content or attending an event. They are then added to the campaign with a corresponding membership status.

#2 Opportunities with Contact Roles

Opportunities are deals in progress. Opportunity records track details about deals, including which accounts they’re for, who the players are, and the amount of potential sales

Contact Roles on opportunities create a relationship between contacts and opportunities (including the role they play). To drive attribution in Pardot Salesforce an opportunity will only sync and connect with Pardot if it has at least 1 Contact Role.

#3 Tracking Costs on Campaigns

On the Campaign Object, there is a field that you can enter the cost of the campaign which is called “Actual Cost in Campaign”. This looks at the amount of budget spent on the campaign and should include both direct and indirect costs.

If your business is using B2B Marketing Analytics this is the field that pulls into the out-of-the-box dashboards to determine ROI.

About Resonant

At Resonant we have completed Pardot projects across a variety of industries such as consumer goods, professional services, recruitment, education, training and much more. Resonant also specialises in platform migrations and has recently completed the transition from Eloqua to Pardot for Canon Oceania, CreditorWatch and Pinnacle Investment Group.

Have Questions?

I love helping people so feel free to reach me through LinkedIn or you can email me at natalie@resonantcloud.info.

Add to Pardot Lists and Add to Engagement Studio Lists are now available as standard buttons to add to record and list view pages in Salesforce. The buttons allow you to add prospects to Pardot lists without leaving their CRM. Adding prospects to an Engagement Studio list also adds them to related engagement programs, if applicable.

Things to remember

• All lists must be Static and made CRM Visible
• Up to 5 lists may be selected at once
• Up to 200 records at a time may be added via a list view button
• Records are not immediately synced despite Success banner displayed. Will take several minutes to sync new records to Pardot and add to list

With Engagement History dashboards now available you can now visualise marketing influence on an opportunity from before the opportunity was created, during, and after it was closed. This will enable your Sales and Marketing Teams to better understand campaign engagement across the sales cycle. You can:

• See activity counts, details about the activities’ associated campaigns, and a list of recent activity by related contacts. You will be able to:
• Use Contact Role filters to zoom in on activities or other identified contacts
• Filter by the campaign and activity

Salesforce Communities is a powerful way to share information and collaborate with people who are key to your business processes, such as customers, partners, or employees. Salesforce Communities allows you to use easy point-and-click branding tools with ever-evolving Lightning templates or go with Visualforce to create branded collaboration spaces.

To take your engagement further you can also use both Pardot Tracking and Pardot Forms to engage with your partners or customers on Community Cloud. Perhaps you want to target customers who haven’t viewed their profile page and drop them in an Engagement Program to update their profile or you want to drive your community users to download your latest guide.

1. In Salesforce, create a new Salesforce Campaign for your Community and get the Tracking Code from the Connected Campaign.

2. In Community Cloud Experience Builder, go to Settings | Security.
Under Content Security Policy, choose Allow Inline Scripts and Script Access to Whitelisted Third-party Hosts.

3. Then go to Settings | Advanced.
Under Head Markup, click “Edit Head Markup” and paste the Community Campaign Tracking Code.

 

4. Finally, go back to Settings | Security and under CSP Errors click on “Whitelist URL” for any Pardot blocked resource.

 

5. Any activity data will then show within the Campaign as well as particular Prospects.

1. In order to do this, the first action is to add your tracker domain used in Pardot as a CSP trusted site. See screenshot below.

2. Then add the “HTML Editor” component into your Community page builder and copy/paste the iFrame HTML code available within Pardot.
3. You will need to delete ” allowTransparency=”true” “ from that iFrame code.

Thinking about how to do this for your business?

Please remember, all Salesforce implementations are unique and this represents general advice. Should you have any problems with this please reach out to Resonant Cloud.

Contributor: Stephane With, Senior Marketing Specialist, Salesforce

Stephane joined Salesforce in January 2019 as a Solution Engineer after 8 years as a client and then as a Salesforce Consulting Partner.

He is on the forefront of Salesforce’s digital engagement solutions encompassing the entire Marketing Cloud suite (including Pardot, Datorama, Social, Advertising, Interaction and Audience Studios) and working with non-profit and education customers.

Connect with Stephane on LinkedIn.