structure recommendations crm campaign & utm best … · the old salesforce campaign structure...
TRANSCRIPT
Best PracticesCRM Campaign & UTM Structure Recommendations
The Old Salesforce Campaign Structure
Historically, clients have relied on a Salesforce campaign structure to try to understand how various digital channels drive leads and contacts to different offers. The limitations within SFDC require clients to create an extensive amount of campaigns for every individual marketing activity, or offer, to understand how leads consume that offer from different digital channels.
The following slide is an abbreviated example of how clients have created SFDC campaigns to capture several ways a lead would consume the “Definitive Guide to Marketing White Paper”.
Example: The Old Salesforce Campaign Structure
SFDC Parent Campaign: Marketing Initiative One 2017
SFDC Campaign Type: PPC
SFDC Campaign Name: 17Q2 Definitive Guide to Marketing White Paper EU
SFDC Campaign Name: 17Q2 Definitive Guide to Marketing White Paper US
SFDC Campaign Name: 17Q2 Definitive Guide to Marketing White Paper Global
SFDC Parent Campaign: Marketing Initiative One 2017
SFDC Campaign Type: Website
SFDC Campaign Name: 17Q2 Definitive Guide to Marketing White Paper Global
SFDC Parent Campaign: Marketing Initiative One 2017
SFDC Campaign Type: LinkedIN
SFDC Campaign Name: 17Q2 Definitive Guide to Marketing White Paper Global
SFDC Campaign Name: 17Q2 Definitive Guide to Marketing White Paper US
SFDC Parent Campaign: Marketing Initiative One 2017
SFDC Campaign Type: Nurture Email
SFDC Campaign Name: 17Q2 Definitive Guide to Marketing White Paper EU
SFDC Campaign Name: 17Q2 Definitive Guide to Marketing White Paper US
SFDC Campaign Name: 17Q2 Definitive Guide to Marketing White Paper Global
RecommendedSFDC CampaignStructure
The New Salesforce Campaign Structure
With BrightFunnel Web Tracking, clients can move away from extensive manual SFDC Campaign Creation to capture every combination of Digital Channel / Campaign (Offer).
SFDC campaigns only need to be created to track the online “offers” or the “content” a prospect interacts with, and offline marketing activities such as events.
Recommendations: Salesforce Campaign Examples
Example Online Salesforce Campaign Types: Content, White Paper, Analyst Report, Contact Us Forms, Demo Requests, Webinar, Website Content, Software Trial
Example Offline Salesforce Campaign Types: Hosted Event, Tradeshow, Roadshow, Direct Mail
Example Online & Offline Salesforce Campaign Naming Structure: (Date) (Marketing Initiative) (Campaign Type) Specific Campaign Name (Region)
*(Optional within Campaign Name)
Recommendations: Salesforce Campaign Examples
SFDC Parent Campaign: Marketing Initiative One 2017
SFDC Campaign Type: White Paper
SFDC Campaign Name: (17Q2) (Marketing Initiative) Definitive Guide to Marketing (EU)
SFDC Parent Campaign: Marketing Initiative One 2017
SFDC Campaign Type: Analyst Report
SFDC Campaign Name: (17Q2) (Marketing Initiative) Industry Gartner Report (Global)
SFDC Parent Campaign: Marketing Initiative Four 2017
SFDC Campaign Type: Tradeshow
SFDC Campaign Name: (17Q4) (Marketing Initiative) Tradeshow Attendance
SFDC Campaign Name: (17Q4) (Marketing Initiative) Tradeshow Executive Dinner Attendance
*(Optional within Campaign Name)
RecommendedUTM Structure
Recommendations: UTM Structure
The BrightFunnel snippet will capture the Channel or Source driving to a successful form fill or content download based on your UTM naming structure.
We will layer this information with your Salesforce Campaigns to show you how different Channels drive to successful form fills or content downloads.
Recommendations: UTM Structure
Recommended UTM Parameters (Aligned to Google Analytics): Campaign Medium (utm_medium) – suggested parameter to identify the medium the link was used upon such as: CPC, display, email, retargeting, or syndication etc.
Campaign Source (utm_source) – required parameter to identify the source or channel of your traffic such as: Google Adwords, LinkedIN, Newsletter, Demandbase, or Outbrain Syndication etc.
Campaign Name (utm_campaign) – required parameter to identify a specific promotion or campaign such as a product launch or white paper promotion.
Campaign Content (utm_content) – suggested parameter for additional details for A/B testing such as tagline, red logo or right rail.
Although we suggest leveraging the UTM structure as it is prescribed by GA, if you use UTM parameters differently (ie. medium aligns to channel), we can configure BrightFunnel accordingly.
Recommendations: UTM Structure Examples
utm_medium=PPC&utm_source=Q1LinkedIn&utm_campaign=LI-WhitepaperPromo&utm_content=bluelogoleft
utm_medium=Display&utm_source=Q3AdSense&utm_campaign=Q1ASEventRegBanner&utm_content=taglineright
utm_medium=PaidSocial&utm_source=Q1Facebook&utm_campaign=Q4FBDefinitiveGuideAd2&utm_content=300x60
utm_medium=Retargeting&utm_source=Q4Facebook&utm_campaign=Q1FBRetargetingDefinitiveGuideAd2&utm_content=bluelogo
Here’s another helpful resource: Template UTM Generator.
Product Screenshots
BrightFunnel Web Activities List
From the Web Activity List, you can see all of the Sources and Digital Campaigns driving to your Salesforce Campaigns. You can measure all of your sources in one view, or you can expand an individual source to see which SFDC Campaigns it is driving engagement to.
Channel / Source Activity Tracking
TechTarget Retargeting
Whitepaper
AdRoll
Outbrain Syndication
TechTarget Retargeting
UTM Source
UTM Campaign
Marketo
ListenLoop
Direct
Adwords
Demandbase
BrightFunnel Campaign List
From the Campaign List you can see how different Channels or Digital Sources are driving to each SFDC Campaign Group and SFDC Campaign. Learn which Channel / Offer combinations drive the highest conversion.
Content / Offer Tracking
Adwords Campaign 1
Demandbase Demandbase FinServ Target Campaign
Questions& Next Steps