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Free Tips and Tricks on Leading Marketing Reports
To become a marketing reporting master, you must first learn the skill of creating Salesforce multi-touch reports. Salesforce multi-touch reporting is to marketing reports as lettuce, tomatoes, and ketchup are to hamburgers.After running a few sets of lead reports by lead source and status, you start to realize that there’s a level of detail missing in your marketing world. You want to see which events, email campaigns, and advertisements brought lead through your marketing door. This is where campaign reporting comes in handy.
This post is on multi-touch reporting. For lead source reporting, see my other post: Aligning Marketing and Sales Using Salesforce Lead Lifecycle Reporting
In this post, I will discuss the following:
- What is the campaign report
- How do you set it up
- What is multiple campaign influence reporting
What is the Salesforce Multi-touch Report?
The Salesforce multi-touch report, also known as campaign report, is a report on specific marketing initiatives. You can report on campaign leads, contacts, or members. You can analyze your campaign’s return on investment and other opportunity data. You can even view lead lifetime information sorted by the campaign.
How Do You Set Up Campaigns?
The first step is to decide you naming convention. I recommend the following: [Year]-[Month]-[Lead Source]-[Campaign Name]. For example, for a white paper mailer going out in July, I would put 2018-07-Direct Mail- Digital Marketing Trends White Paper Mailer Campaign.
Navigate to the Campaigns tab and create your campaigns. Next, you need to import members; campaign members can be either leads or contacts. I normally import them using dataloader.io.
What is Multiple Campaign Influence Reporting?
My favorite part of campaign reporting is visibility into multiple campaign influence. As marketers, we understand that one source alone does not bring in the dough, rather it’s many touches that bring in the fish.
Do the following to set up campaign influence:
- Enable the campaign influence feature in Setup
- Set up customizable campaign influence
- Decide on your campaign influence model
Customizable campaign influence allows you to choose how much credit each campaign gets towards the opportunity. Revenue share = Influence % x Opportunity Amount. You can set each campaign’s influence % on the opportunity. To see more details on the setup process, view Salesforce’s article Set up Customizable Campaign Influence.
After setting up multiple campaign influence, you now have the Campaigns with Influenced Opportunities at your disposal. Have fun playing!
For a complete front-to-back guide on Campaign Influence Reporting, see this resource: The Complete Guide to Marketo and Salesforce Campaign Influence Syncing and Reporting
Where to learn more about campaign reporting
Shellblack posted a great two-part video series on campaigns, which explain campaigns, member status, multiple ways to add leads and contacts to campaigns, and ROI reporting.
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