Speaker 0: Fun. Sorry. We’re a couple minutes late. Um, we are still sorting through a couple technical difficulties and hoping to try some things out, um, have John share his screen. Um, but I will go ahead and kick things off. Um, thanks for everyone for joining today on our last day of MarDreamin. I’m super excited to to kick off this session, uh, with John Deiter. John’s gonna share some insights on Salesforce marketing reporting and using UTMs to show ROI. So I’m gonna kick it off to John and see if he can share his screen. And if not, we may need to do a little more troubleshooting, but hoping to get get things going very soon here. Just doing a couple workarounds, and we will get going very shortly. Thanks for your patience, everyone. If anyone’s joining late, we’re just sorting through a few technical difficulties and should be live very shortly. We’re just sharing where everyone’s calling in from, lightening the mood a little on this Friday. It’s very gloomy here. I’m in Madison, Wisconsin.

Speaker 1: Go ahead and jump in here while we while we wait, Joanna. Um, We’ve had a lot of really cool sessions today. Um, have you did you get a chance to sit on any of them?

Speaker 0: This is my first one of the day. I’m I’m looking forward to it, and it looks like some some good ones coming up too. That

Speaker 2: Gotcha.

Speaker 0: Was I was excited for the Genie, the b to b marketing with Genie and account engagement this afternoon.

Speaker 1: And we’re we’re gonna be giving out a bunch of swag at that one. So, um, if you guys make sure that, um, um, make sure you attend live, uh, because it’s gonna be it’s gonna be a treat for sure.

Speaker 2: Mhmm.

Speaker 0: Nice. Do you know what the what the swag is? We can We’re

Speaker 1: gonna be giving a little bit of everything. So we’ll have some, um, here’s an insider’s view because nobody else knows. Uh, we’re gonna give it be getting, uh, some some plushies. So if you love Brandy and Astro and those guys, you’ll be able to, um, maybe get one of those. We’ll also be, uh, sending out a survey later today just in case, um, you can attend live. Fill that survey out, and then, uh, you’ll be put into a raffle for additional swag. So I think we’ve given away some beanies, some shirts, etcetera. Oh, looks like Angelica’s on.

Speaker 2: Mhmm. I can see Angelica’s just showing the goal of California.

Speaker 3: I sure am. Can you folks hear John in the background as well?

Speaker 2: Yes.

Speaker 3: Yes. Okay. I don’t wanna tell you how we’ve not been set up because it’s really I mean, we got Zoom going. We got a whole bunch of things going. Um, so what’s gonna happen is I’m gonna share the slides, and John’s gonna talk via Zoom via me live on Goldcast. Um, so we’ll see how that works out. I cannot mute myself, but I will try to be super quiet. John, I will kick things back over to you to get started.

Speaker 2: Thank you. Thank you so much. Um, but I from my screen, I’m just gonna I can’t see the slides right now, so I can’t tell if they’re being shared. Um, so I’m gonna have to assume they are. I will just talk through from my slide deck and assume you’re going slide by slide. Is that okay?

Speaker 3: Yeah. Absolutely. And I will share my Zoom screen so you can also see what’s going on.

Speaker 2: Oh, that will be perfect. Yes. Let’s do it that way. Ah, there we go. Okay.

Speaker 3: Alright. We’re in business.

Speaker 2: Technology on a Friday. Right. Fair. Right. Thank you, everyone. Um, so sorry for the delay. Um, this is the slightly delayed, uh, marketing reporting, um, marketing presentation. Uh, my name is John. I’m the head of digital marketing. I work for a company called Close Brothers in The UK. We are a bank, primarily b two b, um, and our websites that I manage with my team are usually used for lead generation. They’re just brochure web websites. Um, I’ve been working with Pardot or marketing cloud, I should say, for just over six years, and I am a certified specialist and consultant. Um, if you could go on to the next one, please. Now we can go past the sponsors. Thank you to all our sponsors, by the way. Mhmm. Um, okay. So I’m gonna talk to you today about UTM reporting. Now in this session, I’m gonna cover UTMs, what they are, and why we love them. Capturing UTMs on your marketing cloud forms and getting that information to your CRM. How we capture them both online and for offline activity as well, uh, how we then send that information from a prospect to a lead, to a contact, and to an opportunity in your CRM, and then using all that captured data, how we currently use it in CRM analytics to, uh, to report. Now if you don’t use CRM analytics, that’s fine. I still think a lot of the the process here and the the, effectively, the the tactics we use will still be relevant to other systems, but I’m gonna show you CRM analytics as that’s what we have. The next one, please.

Speaker 2: So what is a UTM? Um, some of you may be fully aware of what they are. You may already use it already. But it stands for urgent tracking module, which I’ll be absolutely honest. I have no idea where that name came from, but a UTM is what we just tend to call them. Um, for us, they capture three things. They capture the source, which is where it came from. This could be a website. It could be a publication. It could be an event. They capture the medium. That is the channel. So that could be email. It could be an event. It could be, um, pay per click advertising. We call it PPC. And it also captures the campaign that that was, um, associated with as well. Now only website inquiries capture all this information. It’s the most accurate type of tracking information that we use, and it captures the last touch point that a lead has before they submit the inquiry. Now we use, um, in order to generate the, um, UTM lead UTM URLs, we use Google Analytics, uh, campaign URL builder. It’s free to use. You type in your URL. Oh, sorry. The screen’s just gone for me. Oh. Ah, thank you. Thank you. Um, it captures, um, you type in the URL, you type in your social media campaign, and it gives you the UTM URL there for you. Um, if you go on to the next slide for me, please. Um, when you use UTMs, I would definitely recommend setting, uh, naming conventions first to ensure everything’s captured correctly. Just to be aware, UTMs are case sensitive. So email with a capital e and email with a lowercase e would both be captured as separate UTM mediums. Um, we’ve done we’ve made this mistake ourselves, so I’m just passing that information on. If you do make that mistake, you you can actually fix it with an automation rule to just clean up your your data if you need to, or I’d say try and get it as, uh, as close to perfect as you can from the off. Um, these are some examples of UTM’s that we’ve actually used in the past. Um, so you can see here this top one. The source that I’m HX, that’s an event that we attended. Uh, that’s the reason the media was the event. And then the campaign, because it was our manufacturing team, that’s at MNF, attended I’m HX twenty twenty two, and then we put the date in, uh, which was the September 2022. And we do that for different events for an email that we sponsored for some PPC campaigns and also for QR code because that’s how we capture it offline. I’ll talk a bit more about that later. We also for direct organic traffic, um, with UTM, you’re only gonna capture the information if they are coming to your website via a UTM URL. The direct and organic traffic, of course, that that’s not the case. So we actually use an automation rule that triggers that if someone fills an inquiry form and the UTM fills a blank, we know it must have come direct organically, and we put those in a separate list so we can we can look at that data separately. Uh, and if we go on to the next one. Um, so I’ve talked about how we do this, um, but what’s the benefit here? So the benefit we see is if you’ve got the I think that this way, we’ve got your source, your medium, your campaign, and they kind of overlap this way. And when you’re doing a report, sometimes you wanna know how did a particular source do just on its own. That’s fine. That’s the blue circle. But sometimes you might wanna know how did a particular source do, but just through a particular channel, in which case you then have these overlap sections. If you just go on to the next slide, I’ve I’ve broken this down to a into sort of examples here. So the source for this example is Facebook. The medium is your pay per click advertising, and the campaign is a summer offer that your your company may have. By this way, you can then decide, well, what’s what’s important? How do you want to to define this, uh, this information? Do you want to know the summer offer on its own? Do you want to know only where the summer offer leads came from via pay per click? Or maybe you want to actually have pay per click leads via Facebook just for this summer offer, in which case it’s that section right in the middle there. So you can you can refine this as as as much as you need to really depending on what your, uh, what your requirements are. If we move on, please.

Speaker 2: So how do we capture this? So Pardot or Martin Cloud should capture this information automatically the same way that Google Analytics does. However, it doesn’t always, and for us, it didn’t. So we had to find a way around that. So what we did is we created custom fields, which you’re probably, uh, aware of. We created three, UTM source, UTM medium, and UTM campaign. We then added these fields to our inquiry form, which you can see on the right hand side there. Those are all the fields that we capture. And then we worked with, uh, a web developer who effectively hid those fields in the form, and then we have a first party cookie on our website so that when you come to our website via a UTM URL, it captures the source, the medium, and the campaign that follows you around the website. And then when you fill in our inquiry form, it pre populates those fields and captures on the prospect level inside Pardot. So if you go on to the next slide, I’ve got an example of what our form looks like on the front end. So that’s the same form as it looks like on our website. So the UTM fields are completely hidden. We’re not relying on the user here to fill them in. It’s all automatic. But those then when you hit submit, it sends that information into Pardot for us to, uh, to report on later. So if we move on, please.

Speaker 2: So how do we catch this offline? So I mentioned earlier about QR codes. This is a campaign we’re currently running at the moment, uh, superpowers. But offline, we tend to use QR codes or short URLs that then redirect to the UTM URL. So that, uh, on that image on the right hand side, that’s actually a advert we have in a publication in a magazine. If you were to use that QR code, it would redirect to a UTM, or there’s a short URL, which you can see there is closeasset.co.uk/cm. That redirects to a UTM URL as well. So by doing that, we can still know what publication they’ve seen. In this case, the Centimeters stands for Commercial Motor. It’s a magazine that we advertise with. We know exactly what magazine it came from, what campaign it was for, and also the the channel as well. We can start to to group these leads into these different categories that way for both online and offline. So once you have that information, I would strongly recommend that you have it in Pardot, but you really want that to then go straight into lead contacts and opportunities. So we have those same fields created in our CRM, and they’re mapped to Pardot. So when it comes through to Pardot, Pardot is the the master in that case. It then sends that information to our CRM, and that information goes with it. Now we’ve hidden those fields in the CRM, so no one else can see them, um, so no one else can edit them either. The leads are then sent to a lead queue where our sales team pick them up and qualify it. And if the lead has come from someone who is, um, repeat business, I. E. Contact that’s already existing, we have a little flag in that queue that’s which notifies and say this is an existing contact, but it’s a new lead nonetheless. So we can capture all in one place, and we know where all these leads came from, either new or existing. So now that we can report on accurate ROI per source meeting campaign, now it’s time to do the reporting. This is the bit I love most. So we use CRM analytics, as I mentioned, and we create datasets that captures all of that information within the opportunity fields. And then we create dashboards to visualize that information. Um, and if you can, I’d also say include the costs if you know what they are for a particular channel or event or campaign because then you can start to do your ROI. So I’ve got some examples here. So, um, first, we’ll talk a bit about what CRM analytics is. If you’ve used it already, then you’ll know a lot of this. But if not, I’ll just give you an overview. It’s a Salesforce analytics tool. It talks direct to the CRM and Martin Cloud. Within it, you create datasets to include only the objects and fields that you wish to report on, and then you create dashboards to visualize that data and engage in ways that that update in real time. So you can see some examples here, but, effectively, you’ve got you’ve got your your different apps and your your lenses and your datasets that you create. You then create your dashboard where that that content is displayed. So I’m gonna talk you through a bit of how we’ve done that. So on the next one, here we go.

Speaker 2: Building the dataset. So in data manager, you could build your dataset. You select your opportunity, and then you select what fields that appear in opportunity you want to have in your dashboard. So example here, I’ve selected the UTM ones. Of course, we’re gonna want those ones, but there’ll be other fields too that you want. Sometimes, though, you may need to combine different objects together. So in this example here, we are combining the user object alongside the opportunity object. By doing that, it means that I can start to look at opportunities, but I can then start to split them out by not just the UTM, but also by the opportunity owner and their team. So we can start to see how the particular individuals in the in the sales team perform, how particular teams performing. And, also, from my point of view, are there some teams that are that are getting the marketing leads that we send them and converting them on a much higher rate than other teams, and why might that be the case? So we can start to filter our data down by not just where it came from, but also how it’s performing with what team and what individual. Once you have the dataset, we move on to the next step, which is creating a lens. Now the best way to when you create a dataset is you create a lens just to check that it’s working properly. From here, you can actually add filters. You could add in date ranges. You can add in what fields you want to display in this lens, and you can save it as is. And then you can use that lens on different dashboards, or you can just use it as is and then add the filters directly on the dashboard. I tend to use the latter, but I don’t think it really matters too much if I’m being absolutely honest. But I prefer to just have the lens as is on my dashboard and then use the filters globally across that dashboard. So once you have your lens, you then need to build your dashboard, which is the next step. So dashboards are very easy to build. It’s drag and drop. On the left hand side, you have, like, um, like, a menu of different items, components that you can drag on there. So you can have charts. It could be ranges. It could be graphs. It could be numbers. And then once you’ve dragged them in, you double click them, and then you choose what dataset do you want to appear here and what data in that dataset do you want to appear. So this is where you can have a bit of fun of what data are you wanting to to display. You can also add filters onto here and buttons as well. So if you wanted to have a dashboard that shows everything, all of the opportunities you have, but then have a filter that breaks it down by the individual campaigns that you’ve had running for the last quarter, you could have a total number. And then as you select the buttons to to show the individual campaigns, the numbers will change. This gives you just the information for that campaign you selected. This is why having campaigns and source of mediums, I think, is so important because you can start to have an overall, uh, figure and overall reports of how the whole marketing team is working, but then you can also start to break that down to what channel is performing well or what campaign is doing well, what source is doing well here. And this is how you would do that. So I’m gonna have some examples for you now of ones we’ve done. Oh, no. I’m not. I’m gonna first of all show you how we create the, um, formula to work out your return on investment. So I mentioned earlier, if you have the price, uh, the cost, I should say, of a particular campaign or an event, what you can do is you can add that in as a formula. So you can say, this column here is all of the opportunities that are closed won. This is their value. I then want this as a percentage based on this as the cost of us to to create that. So you can start to create your ROI formulas within here. So we have a particular channel, for example, pay per click advertising, where you know how much you’re spending per month. You can start to work out actually the return on investment for that particular channel across the business. Now I will show you some examples. Here we go.

Speaker 2: So this is one we’ve built, um, that shows how our leads are created and where they’ve come from. So these are leads that have come into the via the website. We can see how many leads are created and how many have been converted. And then I don’t know if you can see within the the screen. This might be a bit, uh, small, but on the left hand side, that donut chart is broken down by campaign. And the right hand side, that chart, that’s broken down by medium. So we can start to see where these leads are coming from. Is there a particular campaign that’s generating the most? Is there a particular medium that’s generating the most? And you can start to interact with these and click on them to change the figures. So you can start to have one dashboard that people can engage with, and we use these now across the across the business with our directors to rather than giving them just static, this is your report. It’s here’s your dashboard. You can see the data in real time. So that’s one, uh, for leads. The next one, this one is looking at pay per click advertising. So this is a particular channel all on its own right. So we can change the date range that we’re looking for, but we can then start to see how many opportunities have been created in the system via that channel, how much did we pay for that channel, and how much have we generated from it, then we start to get our return on investment for that channel alone. I can also then break it down to within that channel. That bottom that graph in the bottom right shows us the different campaigns within that one channel. So I can see which ones are performing well and which ones are not performing well, and I can move my budget around accordingly. And I can do that pretty much in real time. I I check this every week to see how they’re performing, and we do sometimes just move the budgets between them to make sure that we’re getting the the the best return on investment we can. And you can also select them. Uh, if you go to the next slide, it shows once you selected them, you can change the numbers because I’ve only looked at that one campaign now. So the numbers at the top change accordingly. And then if we move on to the summary slide, uh, sorry if I’m powered through that. Um, but in summary, catch UTMs on all the monotonatics that you can. Namely conventions are very important. Agree these and stick to them. Um, I mentioned earlier that if you have lowercase or uppercase, it will see them as different. So try to agree an approach to that. Ensure your Huddl marketing cloud is capturing them. If not, you can use custom fields in a in a savvy developer if you knew no one. It’s it’s not too difficult to set up, but, uh, you just need a a first party cookie on there. Make sure you’re capturing them in your CRM. So we send it straight from Pardot to the lead contacts and opportunity, uh, by default, and we hide them so that no one can change them. Uh, and use short URLs and QR codes to capture them offline, um, so that you’re not missing any of your your marketing activity. And then enjoy reporting accurately on your marketing ROI. That is the end of the presentation. Thank you. And sorry for all of the, uh, delays at the beginning there.

Speaker 3: Wow, John. I am impressed. I’m impressed. Despite the technical issues we had earlier, you still finished your great presentation, may I add, with four minutes remaining.

Speaker 2: I don’t know how.

Speaker 3: I don’t know how. I don’t know how either.

Speaker 2: I’m ruffled through that.

Speaker 3: That was amazing. Um, so we do have some time for some questions. Any good questions coming in? Let’s see. Oh, yeah. We have a few. Let’s go ahead and get them started. Let’s see. Michelle says, do you use UTM parameters and automation to auto assign prospects to connected campaigns?

Speaker 2: We do. Yes. So we have yeah. Is is the honest answer there. So what we do is we have automation rules that will look for the UTM to then effectively sign it to the relevant campaign, um, in Salesforce. We also do, um, a way because there’s another way we use for reporting as well, which is, um, we we we have three ways that we report effectively. We use source introduction, which is kind of the standard out of the box one, which is still very powerful, but you can’t really drill down to to sort of campaign level. And we use one where we call it sort of like campaign influence. So if we send out an email, for example, what we want to track is, uh, we set this up with our developers, but anyone who opens or clicks an email, they get added to a different campaign because we know they’ve engaged with that that piece of content. And then if they have an opportunity created within the next sixty days, it takes the value of that opportunity and assigns it to that email. So we can start to see influence of different pieces of marketing we put out there. But we do have different automation rules that will send people to different campaigns or even to different lead queues, um, depending on the campaign in question.

Speaker 3: Awesome. Alright. Let’s head over to the next one. Um, about two and a half minutes here. Do you, uh, do you add those UTM hidden form to every form on your website?

Speaker 2: We do. Yes. So we have three forms, um, essentially on our website. We reuse them, I should say, but they are actually three forms. We have our general inquiry form, which is the main one. We have a campaign form, which we add to landing pages. Um, some campaigns will only run for a couple of months. And we also have, um, a different type of inquiry where within our within our business, we have certain assets like cars, trucks, vans that we have for sale, and you can make an inquiry about buying one of those assets, and we have it hidden on those ones as well. So we just had to do it three times, essentially.

Speaker 3: Awesome. Alright. We got a good one here from Maida, if I’m pronouncing that correctly. How can you capture the UTMs if you don’t use a Pardot form? My use case is an advocacy tool, and the form is built on the platform embedded in our website, and we broadcast the form to our constitutes through a Pardot email.

Speaker 2: Okay. So we I’ll be honest. The forms we use are form handlers, I should say. So it’s not a form embedded. It’s a form handler with the fields mapped. This sounds, though, that would be slightly differently. Um, I think it would depend on your developer, uh, but if they could still have those fields hidden, you could still capture them and then send them within that email to your to to whoever needs to pick up that inquiry. And then it would just be a case of manually putting into Pardot if you if you wish. But, yeah, I think you could still capture it. It’s just where you send that information after might be a bit more manual.

Speaker 3: Mhmm. Yeah. And I think form handlers probably has a good chance to play a part here. See if that platform, Meta, has a, um, like, a webhook functionality or a place where you can point, um, submissions elsewhere, and you may be able to use Pardot form handlers as well. Awesome. Crystal, our very own Crystal, has a question. You mentioned that, um, oh, we’ve got about thirty seconds left. So we might not get to this one, but maybe talk through the process of hiding those fields on the

Speaker 2: Oh, gosh. In in eighteen seconds. Okay.

Speaker 0: I’ll do that.

Speaker 2: Um, so we oh, okay. So we do we just have them on the form, and then the form is a form handler, has them within the CMS. We then used a piece of code that that sort of tracks what the UTM is in the URL and drops it into there. I’m afraid I’m gonna cut out, aren’t I? Sorry, everyone.

Speaker 3: All good. Have a great rest of your day, everyone.