PARDOT CAMPAIGNS
– Explain the application of a Pardot campaign:
- Can be used for reporting, thematic touchpoints (similar to source), they track the first touch that a prospect has with your online marketing.
- Note: Pardot campaigns are different than lists.
– Given a scenario, determine if a Pardot campaign should be changed for a prospect:
- If the current campaign is deleted.
- Helps with ROI analysis because the associated campaign can be defined as the lead generation and sales vehicle for that prospect.
– Distinguish between the metrics collected in Pardot campaign reporting:
- Pardot Campaign Performance:
- The Campaign Performance report gives a high-level overview of a campaign’s overall health in comparison to other campaigns in an interactive graph. Use this report to visually compare ROI, cost per opportunity, prospects, and opportunities across your campaigns.
Metric: Name
Definition: Name of the campaign (clicking this will take you to a graphical representation of the number of visitors on a particular day compared with the number of converted prospects that are tagged with this campaign).
Metric: Visitors
Definition: The number of anonymous visitors captured by the tracking code associated with each campaign.
Metric: Prospects
Definition: The number of anonymous visitors who converted as part of a campaign.
Metric: Assigned
Definition: The number of prospects who are associated with the campaign who have been assigned to a user.
Metric: Cost/Prospect
Definition: The cost per prospect, which is calculated by dividing the cost for the campaign by the number of prospects for that campaign.
Metric: Opportunities
Definition: The number of prospects with opportunities for each campaign.
Metric: Opportunites/Prospects
Definition: The percentage of prospects associated with the campaign who have an opportunity. This is calculated by dividing the number of prospects with opportunities by the number of prospects in the campaign.
Metric: Value
Definition: The total value for any opportunities for prospects associated with each campaign (sum of all opportunities), that are not archived.
Metric: Revenue
Definition: The total value for opportunities marked closed-won for prospects associated with each campaign (sum of closed-won opportunities), that are not archived.
Metric: ROI
Definition: The return on investment, which is calculated by dividing the (revenue-cost)/cost.
PARDOT CAMPAIGNS VS. LEAD SOURCE
– A Pardot campaign is a thematic touchpoint that tracks the first touch a prospect has with your Pardot assets:
- A campaign is set when a prospect first interacts with a Pardot tracked link or Pardot tracking code.
- Each prospect is associated with only one Pardot campaign.
- You can manually change a prospect’s Pardot campaign. However, changing the campaign affects reporting.
- The lead source field is a Pardot default field, which can sync to the CRM.
- The Pardot campaign field does not affect values in the source field.
– When to Use Pardot Campaigns or Source – Using the source field in Pardot has some advantages:
- You have more flexibility in populating the field automatically through the UTM source parameter.
- You can add UTM parameters to Pay Per Click links or links on partner websites that drive prospects to your site.
- You can use Pardot custom redirects and the UTM source parameter to set a prospect’s source.
- You can update the lead source in Salesforce.
- Run reports in Pardot by filtering prospects by their specific source values and exporting the data to a .csv file.
– Using Pardot campaigns allows you to track campaigns created in Pardot:
- You can see how many prospects are associated with your marketing campaigns.
- When you create a Pardot landing page, Pardot adds tracking code specific for that campaign to the page.
- Pardot marketing elements are also associated with Pardot campaigns. You can group and filter your Pardot reports by campaign to determine which marketing assets converted the most prospects.