Trying to connect marketing efforts with acquired business can sometimes be a difficult task for marketing and sales teams. One key feature that Salesforce has available to Orgs is a tool called “Campaign Influence”. Campaign influence is a process that allows Opportunities to related to multiple campaigns. Campaigns are essentially a many-to-many mapping between a Campaign record in Salesforce, and the Leads, Opportunities, or Contacts records that are members of the campaign.
Once Campaign Influence is enabled and setup, teams can use it to track various marketing and sales initiatives to see how they performed at the beginning of the sales funnel. For example, you can measure the effectiveness of a trade show based of leads converted & opportunities opened. Or maybe measure the impact of certain email marketing content that leads/contacts react to – and translates to an open opportunity! A couple items to keep in mind, you can only have one “primary” campaign related to an opportunity.
When are the best times to use Salesforce Campaign Influence tracking?
· Content Marketing Campaign Measurement
o eBooks
o Case Studies
o Email Newsletters
· Offline Events
o Conference Attendee lists
o Business Cards collected at Events
o Attendees to an Online Event
o Visitors to your booth at Trade Show event
· Sales Prospecting Efforts
· Direct Mailings
o Content specific to a group of leads/contacts
Can you automatically create Campaign associations?
Yes. When a contact role is added to an opportunity, automatic campaign association will add that contact’s campaigns to the campaign influence related list on the opportunity.
One final piece of the puzzle is deciding on an attribution model your Org wants to use, to give credit to the most appropriate Campaign – when there are multiple “influences” involved. Do you give credit to the campaign that initially generated the lead? Do you give credit to the campaign the lead responded to before they became an opportunity? Or do you give credit to the campaign which influenced the lead right before the deal was won? These are all great questions to ask your team. Our team here at DLH has extensive experience working through different types of attribution models (First Touch, Last Touch, Weighted Multi-touch, etc) and campaign influence. Reach out now for a free consultation!