Secrets and Mysteries of Campaign Influence

Skill Level


Learning Track

Features & FunctionsLead Management

This session aims to demystify the workings of the four standard campaign influence models and what the auto association settings are for while at the same time unveiling many of the things that can trip up unsuspecting marketers.

Topics explored include:

  • What’s the point of campaign record types?
  • How to use (and not use) the auto-association settings
  • Why should you have all the models active at the same time?
  • What is a responded status and why should you care about it?
  • Where should members go in a campaign hierarchy?
  • What’s a Contact Role and why is it essential?

About the Author

UnFettered Marketing

Bill Fetter has been working in sales long enough to remember when mobile phone weight was measured in pounds. He’s worked in marketing long enough to remember when Google was a new thing, when websites had to be coded in HTML by hand, and the CueCat. Since then he’s focused on technology-first marketing in medium, large and global enterprise B2B which ironically was all the same company. Today, he helps businesses of all sizes make the most of their martetch investments with a particular focus on the Pardot-Salesforce ecosystem. His company, UnFettered Marketing is dedicated to helping sales and marketing teams come together around common goals enabled by technology.

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