How to build a full-funnel marketing campaign report in Salesforce
- January 26, 2024
- Pardot Geeks, Reporting
When building a campaign cadence in Account Engagement (Pardot), setting up the campaigns correctly in Salesforce is an important step.
The campaign cadence in Pardot/MCAE often will be built around the funnel – TOFU, MOFU, BOFU.
As you execute your marketing tactics around each funnel stage, it is important to add the campaign participants to the appropriate Salesforce campaign as campaign members.
After a campaign has been running for a while, your sales or marketing leadership may ask you a question something like this:
“How can I see the leads/contacts who are in each of the marketing campaigns throughout the funnel? Can you show me who has gone through the entire funnel?”
There are a few different ways to do it. Here’s one I found that worked for what I needed to do:
Using a Salesforce report type “Contacts with Campaign History” – Contacts with at least one record from Campaign History – I created the following report.
Filters:
Show me All Contacts
with
Campaign Name (enter the name of the top of the funnel campaign that contacts would join)
with
Responded equals True
Add Cross Filter:
Contacts with Campaign History
– Campaign Name is (enter the name of the campaign representing the next funnel stage)
– Responded is True
Add Cross Filter:
Contacts with Campaign History
– Campaign Name is (enter the name of the campaign representing the next funnel stage)
– Responded is True
Repeat the Add Cross Filter steps until you have accounted for all of the relevant campaigns in the funnel.
When you hit Save and Run, you will see all of the Contacts who are Responded in each of the campaigns you outlined. This will show you how many of your campaign participants have successfully completed the funnel from the beginning to the end.
You will need a separate report type focused on the Lead record to get the leads. Once you have the Lead version, you can add them to a dashboard to see how the campaign performed with existing contacts and with new leads.
Pardot Geeks Blog Article
This Pardot article written by: Ben LaMothe
Original Pardot Article: https://pardotgeeks.com/2024/01/marketing-funnel-report-salesforce/
Find more great Pardot articles at https://pardotgeeks.com/author/blamothe/
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