How to Manage Your Campaigns in Salesforce and Pardot

How to Manage Your Campaigns in Salesforce and Pardot

Campaigns can be used to track engagements of individual people with individual content pieces, like brochures, flyers, datasheets, trade shows, and more.

Campaigns are a Salesforce object, not a Pardot object. There are some special features that can only be done in Campaigns.

How to Manage Your Campaigns in Salesforce and Pardot

Once you get into Campaign members, for example, you can have a mix of Leads and Contacts in the same list, which is helpful for clients in a variety of organizations and industry types.

Also, the response statuses can help you determine metrics like response rates, or differentiate between people that registered for vs. attended an event. Most importantly, these members’ response statuses help determine ROI down the road when opportunities related to these contacts (or converted leads) are won.

When you click on the Campaign Members tab and navigate to the “Request a Quote” view, this is just the chart version of it (below).

How to Manage Your Campaigns in Salesforce and Pardot

But, if you click on “View All,” you will see everyone who’s responded. You can see their response status, whether they’re a Lead or Contact, etc.

How to Manage Your Campaigns in Salesforce and Pardot

Campaign statuses allow you to categorize your people by whether they responded or not. There isn’t another layer of granularity, but when you enter a First and Last Name, you can see many Contact labels such as Subscribed, Attended, Registered, and so on.

But, whenever you create a Campaign Member, you must decide whether they responded. For example, let’s say you were hosting a webinar and created a list like this. You may decide that it only counts if your contact attends the webinar versus the contact registering (and not attending).

Campaigns will sync from Salesforce to Pardot, but there may be some things that you come across that may feel unfamiliar to you until you learn more about what’s possible with Connected Campaigns.

Once Connected Campaigns is turned on, every campaign is created in Salesforce. It can become frustrating when you are doing something simple – like sending emails – because you have to select a Campaign.

If a usable Campaign doesn’t exist, you have to go to Salesforce and create it (and wait for it to sync to Pardot) in order for it to show up in Pardot.

This process may take a few minutes. In certain areas of Pardot, when choosing a campaign (Ex. Completion Actions on a form) you see a recycle-like symbol appear that prompts you to “Refresh Data,” you can click on that to help force the sync, but even that seems to take time.

To avoid a lag in your flow, create the Campaigns and statuses in advance so they’re ready to be used. You don’t need much information just to create the record (in most businesses). Some organizations vary on how much information is required to create a campaign, but either way, campaign creation is a great first step.

You likely already have access to Campaigns, but if not, contact your Salesforce administrator or CRM partner who can give you the appropriate permission set to proceed (note: it involves the use of the ‘Marketing User’ checkbox on the User record).

If you do not see the “New” button on the top-right corner of your screen when viewing the campaign tag, you likely do not have the correct permission set.

Next week, we will dive deeper into Campaigns in Salesforce and Pardot. Be sure to subscribe to the Ledgeview Partners blog so that you don’t miss any Salesforce tips, insights, or information.

Contact us to request a personal demo of Salesforce or Pardot, or watch any of our on-demand demos to uncover what’s possible with this technology.

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