Speaker 0: Hey. At least you’re not building the flows live. I did that. Oh, yeah. I I built the flows live in mine. It was fun.

Speaker 1: There was a a flow fest at at one of the at one of the at at, uh, Mile High Dream, and that was live. People were building it, and that’s nerve wracking. Yeah.

Speaker 2: No. Thank you.

Speaker 0: Hello, everyone. Uh, welcome to MarDreamin. We’re so excited to have you all joining us today. My name is Kate Godley. I’m with Sercante, and I’m gonna be moderating today’s session. So before we get started, I just have a few housekeeping items to cover. First off, these sessions will be recorded and will be available on demand after after the event. We’ll be following up, uh, via email to get you access to that, uh, once the event has concluded. If you have a question, uh, you can go ahead and post it in the q and a tab above the chat section, uh, and we should have plenty of time at the end to answer those questions, um, if we do not have time as we’re running through the presentation. Lastly, feel free to use the chat. We’ve got emojis and GIFs. Uh, we’d love to hear from you. So now let’s go ahead and get started. First, I’d like to introduce you to Greg Johnson, a marketing operations manager at SupportLogic who’s really built this amazing, uh, way to funnel marketing campaign members. And with him, we also have Ben Lamoth, a Pardot solutions architect with BDO Digital. He is also a marketing champion and founder of the Tampa Pardot user group. Uh, they’ve got an awesome session prepared for you all today about unifying your marketing funnel with campaign members. So with that, uh, take it away.

Speaker 2: Alright. Thank you very much for that introduction, Kate. I’m very happy to be speaking here at at MarDreaman. Um, special thanks to to Ben for, um, his assistance throughout um, the the process to to get to here and with the with, uh, building the solution. So what we’re gonna cover today is why you need a unified funnel. If you’re using leads and contacts, you’re probably already very familiar with that. Um, and then we’ll talk about how you can connect the lead and the contact objects on the campaign members using some simple formula fields. Um, then we’ll briefly touch on how you can not only create leads and contacts as campaign members, but also accounts as campaign members with flow if you want to use this solution for for doing ABM, account based marketing. And then, uh, uh, finally, we will leave some time for questions, and I have a few sections where you can take some screen grabs of, uh, the basic formula fields and and flows that I use in our solution. And we’ll start with a brief history of the lead object. And it didn’t exist when Salesforce was originally built. Salesforce was an accounts and contacts based solution. And you can see that in the, uh, ID prefixes of the different objects. The contact ID prefix is $003$. The account ID prefix is $001$, and the lead is $00Q$. So that tells you how far on it was before Salesforce built the lead. It the lead is really useful because it’s not tied to an an account. Um, so this is useful if you have a lot of inbound business and you have a very large or unknown total addressable market. It also helps you, uh, clearly delineate between who you want your sales development team reaching out to and who you want your account executives reaching out to. The lead is essentially an an unknown, unqualified entity. The contact, once the lead is converted, is a known qualified entity who is ready for your account executives. But the lead object is dead, if you want to do ABM that is. While the lead is flawed, we just said that it is still very useful. However, a lot of this functionality for attribution and linking opportunities to campaigns in Salesforce relies on the contact object. For an account, uh, for a campaign to show as influencing an opportunity, the opp an opportunity contact on that, uh, opportunity has to be in the campaign. So that means if you have a lead who is a key influencer who is not, uh, converted by your sales team, which happens very frequently at SupportLogic and probably at your organization as well, then we’re not gonna see attribution for that campaign. At SupportLogic, we we build a lot of our processes around the lead object. Our our SDRs work, uh, work leads, and when they are qualified and when we schedule a meeting, those are converted into contacts and uh, passed on to the account executives. We we recognize that the lead object isn’t perfect for us, and, you know, there it has flaws. But abandoning the lead object is just not a project that we have the capacity for right now. And that’s why I wanted a way to connect leads and contacts and get a single view of our marketing funnel, um, without using a a new business intelligence tool and without completely redefining our processes and, um, you know, essentially redefining our business. So a little bit uh, brief, uh, pitch about SupportLogic. Uh, SupportLogic is predictive and generative AI for customer support. We help, uh, support teams tackle their toughest challenges, um, like customer escalations, case resolution times. Um, we help teams increase their efficiency by helping agents, uh, resolve cases faster and managers, uh, manage larger teams. Um, some of our notable customers are are Salesforce and Nutanix, who reduced their escalation rate by 5640%, uh, respectively. If you wanna know a little bit about SupportLogic, feel free to connect with me on LinkedIn, or you can shoot me an email. My email is greg@supportlogic.com. So now getting into the the solution a little more. Even though we were using the lead object and we and we still do, uh, a lot of the top reasons for using it don’t apply to us. The so support logic TAM is is very well defined. In many cases, we know the exact accounts and also the exact people who we want to reach out to, and those folks already exist in Salesforce. Uh, we have very little inbound traffic. Our SDRs and our AEs, uh, are supposed to prospect into accounts together. And given all those reasons, it would really make sense for us to to only use contacts instead of leads. However, a lot of our processes, as I’ve said, have been built in our and are dependent on the lead. And that’s caused a few challenges for us, um, especially when it comes to looking at, uh, account activity, um, broadly between leads and contacts. Activities on the lead don’t roll up to the account. So it’s very difficult for us to get a holistic view of what activity is going on at the accounts, you know, how many calls, how many emails, who is doing that activity, and, you know, what the result is. Um, it’s tedious because it requires multiple reports, and then you have to pull those reports into a a secondary solution like Google Sheets. And this is what our marketing funnel looked like before we implemented this solution. On the left hand side, you see current lead stage, and this was our funnel all the way up to the point of conversion. And when a lead was converted to a contact, they fell out of the funnel on the left hand side and moved into the funnel on the right hand side, which is uh, which included our sales qualified and sales accepted opportunity

Speaker 1: stage. And

Speaker 2: as I said, this was it was very difficult for us to attribute, uh, funnel progression to campaigns because contacts are the connection between opportunities and campaigns. And, again, if a key influencer is listed as a lead because they haven’t been converted, then they’re not gonna show, uh, attribution for the campaign that they attended. And we also can attract funnel velocity because once a lead fell off of the lead funnel, we can’t report on them, uh, in in a leads report. So we couldn’t answer simple questions like how many MQLs do we have week over week? Um, that’s a a very basic question that we didn’t have a good answer to. And that’s why my team really wanted a a unified marketing funnel. And very simply, a unified marketing funnel, it’s it’s a single view where you can get an understanding of your entire sales funnel regardless of the the prospect stage in that funnel, regardless of whether they’re a leader or contact. Um, and with that unified funnel, you can also track accounts from start to finish, and you can know what campaigns are performing for you, what campaigns aren’t so you know where to shift your resources. And most of us know anecdotally what campaigns are what campaigns perform because we work with the data every day. But we also know that, you know, leadership isn’t going to to make decisions based on our anecdotes. We need to provide data, and we need to justify why we want to do more sponsored webinars, why we want to do more in person events. And with the unified marketing funnel, it has really simplified our ability to do that. And this is what our solution, uh, our marketing funnel looks like after I implemented the the campaign member solution. We have all of our life cycle stages in one funnel, and we know simple questions like how many MQLs we have month over month. Alright. So this is just a a taste of what it looks like. Now we’re gonna get into how you can achieve that. And you do that by using the campaign member object. And the campaign member object is really perfectly suited to this task because it uses a who ID to reference through the related record, which means that even if, uh, regardless of whether the related object is a lead or a contact, you can pull in data from the related record, uh, using a formula field. And over on the right hand side, you’ll see the formula field that I’m using, uh, on on our campaign member objects. It’s a a simple cascading if statements looking to see if the associated record has a contact ID, then you pull in the information you want from the contact. If it has a lead ID, then pull it in from the lead. And if you are using, uh, this solution to, uh, track accounts as well, you can add a third if statement that says, if there’s no lead ID and there’s no contact ID, then pull information from the from the related account. Now you can push these, uh, individual campaign members into a marketing funnel for individuals, and you can push the accounts into a marketing funnel for accounts. And how we are accomplishing that is when a new record is created in our system, we use a a flow to create that campaign member. And here’s a, uh, a large view of of that formula field outline that was in small text on the previous slide. I’ll pause here for a moment to to let y’all take a screenshot if you’d like.

Speaker 1: And, uh, one of the things that, um, that that Greg is is gonna cover is the implications for, um, reporting because this is I mean, you’re you’re doing all this to try and get a a better view of your, uh, your your your funnel. But I’ll I’ll ultimately, you wanna be able to report on the funnel and demonstrate how like, be able to share with your leadership. And when they ask questions about this, this is ultimately what your what would have what has to be built to, um, support that. And I see that, uh, Susan in the chat, this is a similar issue that she’s been dealing with for, um, for a while. Uh, so I’m glad that this is something that, um, she might be able to implement in in her org. But it’s, uh, it’s definitely a a very, um, unique solution that is, uh, a solve for for SporeLogix needs And and I think I I’d said previously that the how companies and organizations use the lead contact and account objects and their relationships is not absolute. Everybody will have slightly different, um, slightly different needs and requirements, um, and the relationship to the campaign object between leads and contacts adds a layer of complexity that when you’re trying to tie all these things together to do what is even maybe even basic attribution reporting, um, if you have leads that don’t that if if you don’t follow a standard kind of, quote, unquote, traditional conversion process of their lead, they meet whatever the minimum qualification is, and then they become a contact. If that’s not if the flow is not that standard, that that kind of that that’s, um, predictable, and there are worlds where a lead can exist as a lead and only becomes a contact in a very specific like, meeting a very specific bar, but they could be a lead still talking to sales for months, actually, and be also can also, um, producing a lot of marketing touches and things like that, you want to be able to still have access to that data and relate them to an account even even though they’re not typically considered in terms of how you all in terms of how SportLogic, for example, identifies who a contact is. They have not met that criteria, but they’re still very much considered organizationally to be a part of that account, just not a contact yet. Um, when you have those high thresholds to become a contact, this is where that this is where a solution like this potentially comes in handy to be able to present a more, as, like, the title says, a more unified, um, funnel. And it really just kinda hinges on this idea that not everybody not every company uses does this this kind of, um, I don’t know, smooth, is a lead, does the minimum requirement, and becomes a contact. A lot of the existing architecture within Salesforce kind of hinges on that, hinges on this idea of people are a lead and then they just obviously become a contact. And and support logic doesn’t, um, doesn’t go that route. And it looks like Susan, um, Jay, and Heather, um, have, uh, similarly, um, have have experienced similar thing. So, yes, by all means, um, try to implement this or something like this in your org and see if it works. And he’s got some Greg is gonna show some other things here that are, um, gonna gonna, um, the more of the the the back half of it, the how how the records get get pushed in between the different the different objects. Um, but this is ultimately this is ultimately why because you’ve got this issue where you’re not where you’re only you’re only you could be a lead for a long time and only and and weeks later become a contact, but there’s so much that happens before that. Um, so, yes, Angelica, we are we the next step is to see the technical side of it. So, uh, Grant, uh, go ahead.

Speaker 2: Moving on. So how we are tracking, uh, the progression through this campaign, uh, specifically the the marketing and visuals campaign, is we have a checkbox that indicates the the current stage of the campaign member in in that funnel. And we also have date stamps associated with all of those checkboxes. So on the date that Angelica becomes an MQL, that box is checked and the date is stamped. And by looking at those date stamp fields, we can now create week over week and month over month reports of how many MQLs, how many SAOs we have, and, uh, show that in in one clean view. I also touched on the fact that you can do this with accounts. And so what we’ve started to do at SupportLogic is not only track the individuals who register for our events, but also track the accounts. We are trying to go to a more ABM centric, uh, approach to in in our marketing efforts because we found recently that, you know, outbound, you know, there’s diminishing returns. And so we really need to focus heavily on the accounts that are registered. So in a campaign, we just wanted to see, okay, what are what are our top 20 accounts in this campaign so we can prioritize our our follow-up to them and not only follow-up to the individuals who are registered for the campaign, but also follow-up to everybody in the org that we wanna get in touch with. Uh, and, again, uh, this is just looking at the the last statement in this, uh, cascading formula field. If the contact ID is blank and the lead ID is blank, then the associated contact, uh, campaign member must be an account. So we’re gonna pull the information that we want from the account level. Uh, and then finally, here’s here’s the money slide. Um, this is the the record triggered flow that we are using to create campaign members in the, uh, marketing funnel individual campaign.

Speaker 1: Greg, Greg, is there any way for you to, um, uh, blow this up a little bit? I don’t know if there’s a way it may not be possible in in Goldcast, but, um, I imagine people are wanting to screen grab this.

Speaker 2: Not that I know of. Um, I I believe the deck is gonna be shared out after the event.

Speaker 1: Okay. Awesome. Yes. If you can’t see it, then, um, if you’re having a hard time blowing it up, then just look for the, uh, look for the deck afterwards or reach out to, uh, to Greg, and he’ll be able to provide it to you as well.

Speaker 2: Yes. My email is greg@supportlogic.io. Very happy to share this screenshot, um, as well as give a little more detail into into how the flow is is built and created.

Speaker 1: Yeah. We’ve got someone you send. Rich is literally building this out as we speak. So this is very, very timely for him.

Speaker 2: Happy to help, Rich. Alright, Ben. Do you think we can, uh, continue to move on?

Speaker 1: Uh, Yeah. The, uh, we don’t have enough time to go into, like, the the the deep details of the of the piece of this. Um, but, yes, between outreach to you and then reviewing the deck, I think we’re I think we’re good.

Speaker 2: Alright. Now we’re not only creating, uh, accounts for tracking in in the overall funnel campaign. Like I said, we’re creating accounts as campaign members in all campaigns because that allows us to see a specific campaign’s effect on that account’s position in our marketing funnel. So, essentially, how this flow works is when a a new campaign member is created in, uh, one of our campaigns, uh, we look to see first, is that a lead or a contact, um, and then we look to see if there’s an associated account. And if there’s an associated account, is that account already a campaign member? If it’s already a campaign member, then the flow ends. If it’s not already a campaign member, then we create that account as a campaign, and we also stamp at the same time that account’s funnel stage when it entered the campaign. And you see here, uh, we’re stamping that initial opportunity stage. In this current opportunity stage that, uh, we see is that’s a formula field. So that’s gonna update in real time, and it allows us to go back and look at any campaign in, uh, in our history and see where was your account when you entered this campaign. You were in a a nurture stage. And what was the effect, uh, you attending this campaign on your, um, on your position in the funnel? Did that bring you back into, um, an active sales cycle? And uh, if so, like, what was it about the the campaign that that drew you back in? Um, we can now start to, you know, ask questions like that because we can see the effect that our campaigns have. And this is a view of the the marketing, uh, funnel for accounts, and you’ll see it looks very similar to the the funnel for individuals just with some slightly different stage names and and figures. And, you know, you can name these stages to to be whatever you like and and tailor it to your your organization’s definitions and your your sales cycle.

Speaker 1: Um,

Speaker 2: and, finally, here’s that, uh, that MQL’s month over month view that I talked about. We didn’t have this before. I had to do this in a lead report and a contact report that I then pulled into Google Sheets. And it was time consuming. I didn’t I didn’t have confidence in the data. But now I just create a campaign member’s report, and I have reliable data that I can show to my leadership team and point to in this month. Oops. In this month, we had our virtual conference. Now look at the huge spike in MQLs that we could attribute to our own virtual conference. That is concrete justification for investing in that virtual conference again next year and to continue to make it an even better event. Um, I can also track funnel velocity, which, again, I couldn’t do before because as a target, the individual was a lead. As a sales accepted opportunity, they were a contact. So, again, I had to do that in two different reports, and now I have one single view. So thank you, uh, for for joining us today. We have some time, uh, for questions, and I would like to go ahead and answer some. Susan, I’m very happy to know that this solution will be helpful to you. Um, if you have any any questions or run into difficulties when you’re trying to to build it out, feel free to to to shoot me an email.

Speaker 1: There’s a question from Angelica. How are you automating the box checks for the different stages?

Speaker 2: So we we have criteria for, um, when a, um, an individual for an individual to satisfy to to become an MQL, for instance. And, um, those are based off of, uh, for us, grade and score. Um, and those boxes are also formula fields. And it simply if score is above the threshold and grade is above the threshold, then box is checked. Um, separate uh, and when that box is checked, that triggers a flow, which then stamps, uh, does the date stamp for us. Uh, Yeah. Our our criteria for MQL is, uh, essentially a grade of b minus or better as we’ve defined it based on industry and job title, and then, uh, score being, uh, 50 or better. And they get to be 50 or better by, uh, registering for one of our webinars or events.