best practices for closed-loop roi reporting
DESCRIPTION
When it comes to optimizing your marketing budget, deep reporting is key. Hear how Precor has used the power of Pardot and salesforce.com to provide a detailed view of lead drivers, channel performance, campaign influence, and more, and learn to do the same in your own business.TRANSCRIPT
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Best Practices for Closed-loop Reporting Everything you need... Out-of-the-Box
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• Me • Precor • The Basics • 3 Steps to Closed Loop • Campaign ROI Reports
Agenda
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Jeremy Mason • 13 Years (7 Cloud) CRM/Marketing Automation • 2x Pardot Customer • 5x Salesforce.com Customer • Program Efficiency Zealot
@automatemkt
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Precor Corporate
Est. 1980
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Precor Culture
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Precor + Pardot • High Feature/Connection Utilization • Email, Forms, Scoring, Social… • Messages from Equipment • Automated Subscriptions • Professional Services
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• Assumptions • Common Terms and Relationships • Sample Cloud Ecosystem • Campaign Disambiguation
The Basics
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• Salesforce.com Professional Edition • Pardot Marketing Automation • Salesforce.com Connector Enabled • Beginner to Intermediate User
Assumptions
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• Intelligent Budgeting/Forecasting • Show Earnings from Your Work • Retain the Systems (Pardot + Salesforce.com) You Love • “Big Data” and “Marketing Automation” are Cool Buzz Words
Why Close the Loop
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Terms and Relationships Prospects
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Sample Cloud Ecosystem
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Contact
Closed
Salesforce.com Campaign
Pardot Campaign
Lead
Campaign Influence
Opportunity
Marketing Automation CRM
Campaign Disambiguation
Prospect
Dynamic List
Response
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1. Salesforce.com Foundation 2. Pardot Automation 3. Salesforce.com Evaluation
3 Steps to Closed Loop
1 2 3
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1. Salesforce.com Campaigns a. Campaign Influence b. Responses c. Primary Campaign Source (PCS)
3 Steps: Foundation
1
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CRM Campaign Context
Account: Gold’s Gym Redmond
Parent Account: Gold’s Gym Northwest
Campaign: AMT Q213 Type: Email
Closed Won
Primary Campaign Source
Campaign Influence
Opportunity (SQL) : AMT
Response Campaign History
Contact (MQL): Jane Doe
1
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1. Setup Campaign Basics 2. Apply Costs
Setup in Salesforce.com
1
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3. Capture Campaigns with members (optional) 4. Initial member status = “sent”
Setup in Salesforce.com
1
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2. Pardot Automation a. Dynamic Lists b. Automation Rules c. Drip Programs d. Completion Actions
3 Step: Automation
2
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Contact
Closed
Salesforce.com Campaign
Pardot Campaign
Lead
Campaign Influence
Opportunity
Marketing Automation CRM
Pardot Automation Context
SegmentaEon List
Response
PCS
Rules Emails Drips Forms
Prospect
Members
MQL SAL SQL Inquiry Customer
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1. Recipient List (CRM Members) 2. Email Drafts, Forms, Custom Redirects 3. Scoring, Profiles, and Required Fields 4. Automation Rules and Drip Programs
Setup in Pardot
2
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3. Salesforce.com Dashboards a. Matrix Reports b. Diagrams from Reports c. Primary Campaign Source = Revenue Credit
3 Steps: Evaluation
3
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1. Organize KPI Reports 2. Populate Dashboards from Reports
Setup in Salesforce.com
3
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Dashboard Example Detail
3 Plurality of Leads from Direct Web Inquiries
Majority of responses from email
Reminders: ü Click any dashboard to see reports ü Report edits impact dashboards
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3 Steps Summary
1
2
3 1. Salesforce.com Foundation 2. Pardot Automation 3. Salesforce.com Evaluation
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Campaign ROI Reports
1 2 3 Tying it All Together:
ü CRM Capture Campaign ü MarkePng Lists ü MarkePng AutomaPons ü Capture Campaigns in Influence and Primary Campaign Source (PCS)
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Campaign ROI Reports
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ROI Reports
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ROI Reports
1
2
3
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- Precor Creed
“I believe in mutual respect and the overwhelming returns of sharing.”
@precor