Tracking campaign impact on revenue is vital to proving marketing return on investment and Salesforce Campaign Influence helps you to do exactly. By combining Account Engagement Campaign data with Salesforce Leads and Contacts, you can associate Opportunities to multiple marketing campaigns.
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Anton Minnion
5 mins
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Table of Contents
What is Salesforce Campaign Influence?
The challenge with Campaign Influence
How to set up Salesforce Campaign Influence
B2BMA multi-touch attribution dashboard
Salesforce Campaign Influence models
When marketing teams can effectively measure campaign impact on tangible business results like sales and revenue, they can more easily assess and repeat the most effective tactics, continuing to drive growth.
This dreamy scenario not only benefits the business but those spending their days in Account Engagement (formerly Pardot), tasked with managing and reporting on campaigns without defaulting to ‘fluffy’ metrics.
For more about demonstrating true ROI using your Salesforce software, download the How to Measure ROI in Account Engagement eBook.
In short, the ability to prove marketing campaign influence saves confusion, prevents limited marketing budgets, and alleviates doubt in the success of the campaigns you and your team have spent weeks - or even months! - devising.
Plus, it’s another step in your journey to true sales and marketing alignment, which is an absolute must for achieving the highest state of Salesforce marketing; ‘B2BMA Nirvana’.
What is Salesforce Campaign Influence?
As you know, Account Engagement campaigns allow us to track our prospects’ first touchpoint, whilst Sales Cloud CRM allows us to track all touchpoints of a Lead/Contact.
Salesforce Campaign Influence, available in the B2B Marketing Analytics app, joins these two sources of information, enabling you to associate a marked Opportunity to a specific campaign (or multiple) through your chosen attribution model.
There are two versions available; ‘Campaign Influence 1.0’ which is for Salesforce Classic users and ‘Customizable Campaign Influence’ for Classic and Lightning Experience.
For this blog, I’ll focus on Customizable Campaign Influence as it has better capabilities than the standard version. As Salesforce puts it:
“Customizable Campaign Influence identifies revenue share with ecuador phone numbers standard and custom attribution models that you can update manually or via automated processes. Add Customizable Campaign Influence data in related lists and reports so your reps can better understand which campaigns impact their opportunity pipeline.” - Salesforce
With Customizable Campaign Influence, you can access a campaign and see all the Opportunities that the campaign has influenced within seconds. It’s the ideal reporting feature for seeing how campaigns have influenced closed-won Opportunities.
The challenge with Campaign Influence
When it comes to tapping into Salesforce Campaign Influence, customers face challenges with using the pre-built dashboards created by Einstein Analytics. Repeatedly, we’re asked the question:
“Why can I only see ‘Primary Campain Source’ from the ‘Influence Model Filter’ in the multi-touch attribution dashboard?”