Speaker 0: Alright. Welcome, Brandon. Welcome, everyone. Just gonna give a, uh, couple seconds for everyone to come on in. Alright. Welcome. Welcome. Alright. People are filing in right now. Just gonna give a few more seconds. If you’re looking for campaign management with account engagement, you are in the right spot. My name is Nick Lozier. I’m a, um, automation strategist here at Sercante, and it is my privilege to introduce Brandon Walton. Uh, Brandon’s got about ten years of experience in the ecosystem. He’s from, uh, Cypress Learning Solutions consultancy. Um, one thing to know about him, he developed the Reply Intelligence app, um, which is used to create automations to reply to marketing emails. So he’s got a ton of experience, um, in account engagement, and he is self described as your friendly online Pardot nerd. I love I love that. Uh, so I’m gonna go ahead, um, not waste any more time, introduce, uh, Brandon. Brandon, thank you so much.

Speaker 1: Thanks, Nick, and thanks everyone for for joining my session today. Looks like we have, 34 people watching. That’s as far as I can see. Um, so so thank you and welcome. Um, today, we’re going to talk about just campaign management with account engagement, some best practices, things that I’ve learned over the years. Uh, if you’ve been following along with the other Marjorie Men presentations, there’s a lot of great stuff around this exact same well, not the exact same topic, but but around best practices of how to use campaign management when you’re using Pardot or maybe even other marketing cloud tools. So this is a this is a great, um, addition to the rest of those conversations, and and I encourage you to listen in on, um, I know my friend Ben has has a session coming up, and there’s been a lot of great sessions as well. Just about weight things that we can do with with campaign management and account engagement. So that being said, we’ll jump into it here. Um, I think I like alright. Now we’re moving. Okay. First of all, before we get started, um, thank you to the sponsors, Salesforce, Circansi, Stencil, PFL, Gridmate, Spot, uh, Fiance. Um, this amazing, uh, web based interface that we have here powered by Goldcast is is really cool. I didn’t have to travel anywhere this week, so I’m able to pick my kids up after school, which is very exciting to me. So thanks for the sponsors and Mark Freeman for making this happen. Um, so a little bit about myself for those who missed it. My name is Brandon Walton. Um, I run a Salesforce registered partner and ISV. Um, we work with, uh, Pardot users or marketing cloud, account engagement users, sales cloud, experience cloud, service cloud. And like Nick said, um, we’ve created an application called Reply Intelligence that allows those Pardot users to create automations based off of folks replying to your marketing emails as well. And today, we’re gonna be talking about campaign management with account engagement. So the agenda for today, we’re gonna start out with an overview of just the campaign architecture and a little bit of that history. Um, for those who are, um, been around for a while, it’ll be a review. But for folks who are new to the new to the field, new to the marketing cloud account engagement world, I think it’s always good to understand the journey of how we got here. So we’re gonna start out talking about that a little bit. Um, then we’re gonna talk about for those who haven’t who haven’t done this already, who might not be aware, um, what engagement history is and what that does for you when you enable that with your campaigns in Salesforce. We’ll talk a little bit about working with campaign hierarchy, some best practices there, and then we’re gonna jump into campaign reporting in Salesforce. We’re gonna do a very simple example just to give you some basics and foundation. Um, again, this is going to be geared really towards, um, beginner ish. Um, we’re gonna move relatively quickly because I only have thirty minutes, twenty five minutes now, and I wanna make sure that there’s enough room to answer the questions at the end of it. Alright. So the goals for our session today, one is we want to make sure that all of you wonderful Pardot consultants and specialists and marketers out there understand a little bit about the historical context of where the Pardot campaign or marketing cloud account engagement campaign has evolved to and what and how we got to where we’re at right now and and why things are the way that they are. We’re going to review some of the latest features so that way you’re aware and you can take this, um, knowledge and and really understand how to set up your campaigns better. And as you’re going to some of these other events today and you’re learning about campaign members and and all of the different great things that you can do with campaigns, this should give you a nice foundation leading into that other stuff. Um, hopefully, we’re gonna help you connect some of the dots. A little bit we’ll discuss, and some of that’s gonna be on your own. And then, again, the goal is to have an architectural understanding about some of the things that are going on underneath the hood with, uh, Salesforce campaigns and account engagement. So that way you can, again, go back to connect the dots, understand fundamentally how this stuff all works. So buckle up, and let’s ride. Alright. So first, we’re gonna talk a little bit about campaign architecture and more importantly, the evolution of campaigns. So, um, I’m gonna toggle between the slide, and I’ve got some screens to show here as well. So Pardot was part of an acquisition that happened a long, long time ago. Um, it was a, um, a marketing an email marketing tool out of Atlanta. That email marketing tool was acquired by a company called ExactTarget. And then shortly after, it was it was really, really quick. ExactTarget was acquired by Salesforce and became Marketing Cloud. So Pardot, you had this separate platform, and that’s and at the beginning, it was doing a lot of stuff that you would think a full CRM would do. So built into Pardot from the beginning, you had the idea of Pardot opportunities, accounts, prospects, and campaigns. So in the beginning of Pardot, think of it as it was its own little mini CRM or attempt of a CRM, then it was acquired by Salesforce. Salesforce said, hey. Hey, little guy. Don’t worry. We we can handle all this stuff for you. So over the years, what it’s become is this evolution of of merging these Pardot features with Sales Cloud. So what started out as Pardot campaigns then became connected to campaigns because Salesforce had its own mechanism of campaigns that are more built out. You’ve got you know, it’s tied into Sales Cloud a little bit closer, um, or tied into Sales Cloud directly. And you had this idea of connected campaigns, and so now that campaigns are connected, what we’re able to do is rather than be limited to the stuff that was just a a campaign object inside of, um, a stand alone email marketing tool, now it’s all done within Sales Cloud. And a little relic that you can see, I’m gonna pop into this view here, is you can see the page that I’m on. Now it now it’s called account engagement campaigns. But if you just type into your app launcher account engagement and you have all of your items here, most people will hide this screen because you don’t really need to see it anymore because we’re just using Sales Cloud campaigns or Salesforce campaigns. But if you go to the account engagement campaigns page, you can actually see that get out of here. Maybe it just wants me to do that. I’ll do that again. Account engagement campaigns. You can see these are actually campaigns that live in Pardot. So these are our traditional Pardot campaigns. Now just like if you’re looking at a prospect or a user inside of Pardot, when it has the cloud, that means it’s connected to a Salesforce campaign. So campaigns, so pro Pardot campaigns or marketing cloud account engagement campaigns work very similar to the way that a prospect would work. You have a campaign that’s created in the Pardot or account engagement side, and then it’s actually synced or connected to a Sales Cloud campaign. Now typically, you’re not going to use this, and I wouldn’t advise advise to use this, but it’s good to know so that you can wrap your mind around the functionality and what’s going on. So underneath the hood, even though these days we’re working with campaigns, it’s good to know as a specialist or a consultant that what’s going on underneath the hood is we’re creating a campaign in Salesforce. A sync is happening. Salesforce is still going to create this Pardot campaign. Pardot campaigns are still gonna be used for associating our assets and all of that good stuff. But all of the reporting and things like that are now fed back into the Salesforce campaign, and that’s where we have our campaign engagement history. So let’s talk a little bit more about what the campaign engagement history is.

Speaker 1: Alright. So campaign engagement history is something that we can figure on the Salesforce side. So like we said previously, much of what’s been built inside of Pardot is designed to really work with Sales Cloud. So understanding that history of Pardot having this background of being its own standalone application and and now really being an an add on or a bolt on that’s designed to work with Sales Cloud, the features are being built in Sales Cloud specifically. So what we wanna do and let me pop over into here, is set up engagement history campaign. So I’m gonna type an account engagement. And from here, you’d see this engagement history. This is what we’re talking about here. Now if you haven’t set this up yet for your organization, I would recommend doing it or at least getting the conversation started. It’s going to give you some additional reporting features that become really, really useful for for all of the new stuff that we wanna be able to do with campaigns, really building things out on Sales Cloud. So we’re not just limited to the to the Pardot pieces there. So you’ve got the ability to enable this stuff. I think all this stuff is enabled for us. You’ll have this engagement history, um, campaign records. So you can see here we have additional marketing assets that become related to our, uh, Salesforce campaigns. We’ll pop over and show you more of this later on. But what it does is it’s just gonna bring more of that Pardot, um, Pardot asset reporting, performance reporting directly into Sales Cloud for us so we can build our reports and track that directly inside of Sales Cloud without having to toggle between Pardot or account engagement or, um, Sales Cloud. So the idea is we wanna bring everything together and connect all this stuff together so that moving forward, all you have to do is build reports inside of Sales Cloud. Not everyone needs to toggle between Pardot, which are older report. I still use them a lot, um, but give you some more flexibility on the Sales Cloud side. So the first thing that you wanna do is configure your campaign engagement history. You do that by navigating to setup, type in account engagement. It’s been a year, and it’s still tough for me to say account engagement over part of, you know, old habits old habits die hard. Navigate down to the engagement history, and then there’s a walk through that that’ll that’ll take what I’m saying right now and allow you to really look into it and and and understand, um, what you can build out with that. Let’s keep part of that. I agree, Diana. Um, okay. So from here and you could see this list here, and I’ll and I’ll pop back over to the demo. Now when you’re building out your lightning pages, you can see that you have the ability once you enable the campaign engagement history to add these related lists. So these ones here on the top are gonna be your standard Salesforce account related list. You’ve got your campaign hierarchy. You’ve got your member statuses. And you see down below when you enable that, what you have the ability to add are the landing pages, list emails, marketing forms, marketing links. Um, snippets are a little bit different, um, but the idea is these are all marketing assets that would be hosted in Pardot that we can now pull that data into Salesforce and then use Salesforce for our reporting there. Um, the other thing that you get are these wonderful campaign engagement history dashboards. Uh, they’re components that you can add, and I love these things. If you add them to the campaign, it’s going to focus on the campaign, um, related information. If you add it to a lead or a contact, it’s gonna isolate everything down to the engagement of that contact. You can even add these to an account, um, which is awesome because with that account record, um, you can see the most engaged prospects with an account. So you can add this dashboard to the campaign, and it’s going to show you how different campaign members are engaging with those assets. And the way that those assets get related back to the campaign, just to touch on that is anytime you’re building something out inside of account engagement, one of the steps that you’re doing is you’re associated with any campaign. When those campaigns are connected, that’s how that association is going to happen. So you create a landing page, uh, tie that into your, uh, reply intelligence campaign, for example, then all of those metrics are gonna be available on that campaign object. Configuring your campaign page layout. So we talked about this a little bit. Um, uh, yes. We can make these slides available after the session. We talked about this a little bit. Now if you’re brand brand new, you’re probably using the dynamic fields on on the on the lightning layout templates. Um, a lot of us have been using Pardot or account engagement for some time. So you can go to your object manager in your settings. Go to page layouts. And what you’ll see when you have this enabled is you’ve got these additional, um, fields that you can include. So in this example here, what I do and what I would suggest is actually creating a section on that page layout, calling it Pardot insights, dragging that information down there. And one of the things that you’ll see, I think this is really awesome feature, is you can have the Pardot insights based off of that specific campaign, and then you can also base it off of the entire hierarchy. We’ll talk a little bit more about campaign hierarchies and why those are awesome and some best practices around those here shortly. Um, but what’s cool about this and this is how I set it up. You can set it up however you want. I like to set up a specific section. So if I’m implementing this for a client, um, unless they ask me to do otherwise, I’ll create a specific and see. I still call it Pardot insights section and then have all of the campaign insights that we’re able to add on one side and then the hierarchy insights on the other side. And I’ll show you what that looks like here, um, in a bit. Alright. With the ham with the campaign hierarchies. So campaign hierarchies are really helpful because they allow us to organize our campaigns in hierarchies. You can see this little hierarchy breakdown or tree branch thing. So you can see, um, and this is how I set up my campaigns. I’ve noticed a lot of folks doing this as well, and it is a best practice. So if you take a nugget away from this, I would suggest having either an account engagement or Pardot campaign that’s at the top of a hierarchy. Then everything else that you’re building inside of account engagement or Pardot, have it somewhere within that hierarchy, and you can have them branch all the way down. Um, and what’s useful about it is it gives us a nice roll up summary of everything that’s happening, um, within, uh, Pardot or account engagement by leveraging those hierarchy views. So if I pop over to details here, we’ll be able to see my Pardot insights here. Now in this view, I only have it as a single view, um, and I have them stacked, but you can do a two column view, whatever is gonna be best for you. And you can see here here’s what I find useful. So even though I have this account engagement campaign, none of my Pardot assets list emails or anything like that are going to be directly associated with this campaign. But by having them in the hierarchy, somewhere in the hierarchy, we’ve got these total emails delivered in hierarchy. So if I wanted a quick view of how many emails I’ve sent from within Pardot, I can view that right here. Um, unique email clicks, I can see all of that information. This is giving me insight to everything that’s going on inside of account engagement from a single view. That’s something that gets asked a lot. So you can see as we go down here, we can see all of the landing page submissions, views that are occurring in the entire hierarchy. And the way that I’ve got it set up is that everything that’s happening inside of account engagement. If I pop over to this engagement tab, now this is a custom tab that I’ve created for my lightning page. Um, again, if if you if you’re still learning about how you can build things out inside of lightning pages, um, I would suggest getting comfortable with it because there’s a lot of great ways that you can set it up. This is how I’ve set it up for this specific use case here. When you’re working with different clients or implementing this for your own organization, you can have different tabs. You can have all in one tab. Again, whatever is gonna be best for your users. You can even set up different views for different users. I like having this engagement tab here because I have this, um, engagement history metrics, um, dashboard, and then down below, I’ve got that engagement history dashboard as well. Now you can see because we’re on the top level campaign and no one’s interfacing with this campaign directly, the engagement history dashboard doesn’t have a lot going on. Even up here when we’re looking at our campaign dashboard, there doesn’t show a lot. But if I wanted to get a quick view, I can toggle over include child campaigns, and now I’m able to see the the whole story of what’s going on with account engagement. Um, I like also having a marketing content. So what I’ve actually done is broken out some specific landing pages for for that engagement history, uh, information. And you can see at this level, we don’t have much in here because it’s the parent campaign. But if we were to go to some of the other campaigns maybe in the hierarchy, we would start seeing a little bit more, and maybe we can maybe this one might have something. Yeah. Here we go. We’ve got some influenced opportunities. Um, we’ve got some list emails associated, some lick some link clicks. We can actually take a look at engagement. I don’t think that there’s any children or or or, yeah, child campaigns from this one. And then down below, we can see oh, we should be able to see all time here. Again, who’s engaging, what accounts are engaging at a campaign level. So I like using hierarchies. I like starting out with a account engagement hierarchy on top. It’s okay if there’s not a lot going on there. But then as you go to your specific, um, campaigns within account engagement or Pardot, you can build those out. You can have sub, sub, subs. You can keep on going down. Um, it’s a very powerful tool. Um, so you can see the example here. Again, um, I would suggest starting out or or having a top level account engagement campaign. Um, as you’re syncing your campaigns and setting those up, you can even create special campaign types. Maybe you wanna call these Pardot campaign types. Um, there’s lots of flexibility when you’re, you know, using these Salesforce campaigns. Um, engagement metrics and campaign hierarchy is just a quick review. So being able to include those child campaigns and see the whole story of what’s going on in through your entire Pardot account. Um, a couple of best practices for working with hierarchies and engagement history. Um, so, again, I would suggest starting with that account engagement top level campaign, and everything that you’re building within that comes underneath that. That’s gonna give you a nice single snapshot to see what’s going on in a hierarchy view to see how many total emails you’re sending from your Pardot account, how many total clicks, link clicks, whatever have you, rolling up into a single view. Um, another useful tip is, uh, depending on your organization, if your organization is a little bit larger, having a view for sales that might be different for marketers. Sometimes sales might not need to see all of the list email insights or, um, maybe those analytics around landing pages, and sometimes that can be distracting. So you do have the ability to create different views using that Salesforce campaign, um, lightning page. And then if needed, using campaign record type. So if you do have an organization that maybe is using other things beyond, uh, account engagement, there’s maybe different marketing tools or other sending tools. Using different campaign record types can limit, um, what type of campaigns are shared with Pardot altogether, uh, and that could be assist that could be enough assistance as well to keep things clean. Now we’ll move into a little bit of campaign reporting, so some of the campaigns that you can do with your, um, with your account engagement. So the first thing that you’ll do, and if you’re going through, um, what we shared previously when you’re enabling that engagement history, is you create some report types, um, and we’ll talk about some best practices around report types. The best success I’ve had, um, like you can see on the screen here, is having campaigns with list emails, campaigns with landing pages. Building out different report types for the different types of assets, those different related lists have been very useful for me in just keeping things clean. And then if you need to combine those using a dashboard for that. So to really start moving from those standard, uh, account engagement reports and leveraging Sales Cloud or Salesforce for those reports, you’re gonna create some, uh, custom report types. And I would recommend creating a report type for each different type of asset. So your list email, your links, your landing pages, your forms, so on and so forth. And here’s an example here. So when you’re creating these report types so you can see in this example here, we have our campaign as the primary object with list emails and then list emails send results. Um, one of the things to take into consideration when you’re building these out, you have this option, this little button here down below, um, whether you’re going to require it to have a relationship to appear in that report or not require it. I like requiring it because what it’s going to do is it’s only going to give you the results from emails that have sent that have results. So when you’re building out your reports, it gives you some filtering before you have to do some additional filtering. I found that it keeps it cleaner when you require there to be a relationship between those record types. Um, and if you’re not familiar with what record types are, I know that there are a lot of Pardot consultants that aren’t necessarily sales cloud consultants. Um, I would suggest as a Pardot consultant, as a marketer, the more that you’re learning about Sales Cloud is just going to set you up for success down the road. Um, so you can see here’s an example. We’ve got new campaigns with list emails. So we’re able to filter off of an email and then show some of those sent via reports down below. So we’re able to see on the campaigns, how many total sends came out, spam complaints, things like that. We’re pulling that information. It no longer lives inside of account engagement. We’re reporting on that directly inside of Sales Cloud, and we can build some reports around that as well. Um, a couple of, uh, a couple of, uh, practice, uh, pointers, uh, best practices as well, things to remember, Salesforce reports do not equal, um, Analytics Studio. So Analytics Studio, that’s the b two b m a. If your company is using b two b m a, um, you get analytics studio, which will give you some campaign attribution reporting. Um, it’s all it’s it’s really helpful, but it is separate. Um, I am not an analytics studio expert. I know that you can go in and build custom lenses and things like that over there. I find that building Salesforce reports is a lot easier and quicker to get to. I can build out Salesforce reports in a couple of minutes where Analytics Studio, I have to jump in further and test and move things around, and I don’t always understand what I’m getting. So, um, understanding the differences and understanding that with the engagement history enabled, we’re able to leverage those as Salesforce reports is important to understand. And when you’re communicating that or if you’re sharing, um, with leadership or a client, some report information in Analytics Studio, it’s important to be clear on which one is which. Report types, I would recommend making them specific to the marketing assets. So having a report for email, having a report for landing page, having a report for forms, having a report for your links, building those reports out separately. And then if you wanted to create a Salesforce dashboard, you can combine those reports together on a single dashboard. That’s gonna make your reporting, um, easier to build out, and it’s gonna help you get to more meaningful stuff when you wanna get deeper than just, um, you know, the the high the high level campaign hierarchy or by campaign views. I would also suggest just to reiterate using the must be related. It helps keep those, um, report results cleaner when we’re forcing it to have a relationship between those records. And I wanted to have more to show you, but this is a lot to fit in in thirty minutes. So I think with that, we’ll say thank you, and we’ll jump into q and a. Um, I don’t know, Nick, if are you gonna announce the k q and a, or I can pop over to the q and a bubble here?

Speaker 0: Yeah. I gotcha. I gotcha. Awesome. Thank you. Alright. So, um, first question, and you sort of alluded to this. Um, is there a special license or permission for the engagement history dashboard on the campaigns?

Speaker 1: Yeah. There there is. So that’s that b two b m a analytics. Um, depending on the level that you have, you might have five users have access to it or 10 users have access to it. That’s where I find that those dashboards are good when you’re building out those page layouts. Maybe you have a marketer view and you include that dashboard for your marketers only or maybe you have a view for your Pardot users only. And maybe you’re not giving your sales users visibility to that dashboard, but you can use the campaign members to give your sales member your sales users access to those campaign members. And then I would suggest using some kind of a status as an indicator to your sales team to say, you know, status, if they complete this form, follow-up or connected or hot or what whatever status that you wanna use there instead.

Speaker 0: Yeah. I find those licenses are best for the marketing people. You know, they’re the ones that are gonna wanna dig in. Um, interesting question here. So campaign structure, Susan is saying she sets it up by fiscal year and then hierarchical, um, on hierarchical structure underneath that with, um, the different channels. And she’s questioning whether that’s the right way to do it. Um, it’s not really a right or wrong way, but what do you what do you think?

Speaker 1: Yeah. So it depends on what you’re tracking. What I would what I like to do is let’s say you have let’s say you’re using Google Ads, for example. Um, because you can go down multiple layers on your campaign hierarchy, I would look at that. I would have account engagement on the top, maybe. Then below that, I would have a Google Ads campaign. And then underneath that, I would have the fiscal year underneath that. So that way, you can have a roll up summary to see what your campaigns are doing year over year over year, and then you can still break it down by the individual fiscal year. So organizing campaign structure by fiscal year, definitely a best practice. I would suggest that. Um, and then depending on what you’re doing, even having that roll up into something can be useful because you can toggle to that hierarchy view and see, oh, this is what Google’s doing. This is what LinkedIn is doing. This is what Facebook is doing. So you have a total overarching view, and then you can go down year by year by year, then maybe even further from year by year to quarter to quarter and channel by channel. So you can you know, the beauty of campaigns, you could just keep going deeper and deeper and deeper and deeper and deeper as deep as you need to go.

Speaker 0: So you would have you would have the parent would be the, uh, fiscal year. Right? And then LinkedIn, Facebook, and so and so would be underneath that.

Speaker 1: Uh, Yeah. Depending on how you were doing it. So maybe you wanted to just see how campaigns are performing by year. Or, um, I think the thing that I’ve seen, uh, more common is we wanna know how Google has done, and we wanna see a a total view of what Google’s done all time. And then we wanna break down Google by year. So we wanna see Google 2023, 2022, 2020, uh, uh, 01/2020. Um, it might be different based off of what you’re looking to report for, but, yeah, whether you wanted to toggle by year and funnel into the year, maybe maybe you do account engagement 2023, and then your goo and, you know, there’s lots of different ways to set it up and and get creative with it.

Speaker 0: Alright. Um, so we have, uh, just over a minute left. I have one more question here for you. Um, is there, uh, is there a way to automate setting up campaign hierarchies? Um, we’re decentralized, so, uh, standardized campaign structure creation is a focus for me this year, and that’s a struggle with a lot of clients, especially with so much so so many remote workers. Yeah.

Speaker 1: Um, you know, there’s been some interesting tools that do things around, um, automating, you know, adding campaign members to, um, contact roles and things like that. I think what’s tricky about building something that would automate the campaign hierarchy would just be how different it is from person to person. So if I was tasked with creating a mechanism to automate them, I would probably look at what is possible with something like a flow. And maybe you have some condition in there where it’s looking for something on that campaign record that maybe adds, um, adds a parent or a child to that campaign. So nothing that I’ve seen from the from a package like AppExchange scenario, but maybe something that you could do with the flow.

Speaker 0: Alright. Thank you so much. With that, we will end it. Um, just Brandon, just so much positive feedback in this session chat. So thank you so much for your expertise and and for participating in my dreaming this year. We appreciate