3 reasons why you need to align your Pardot and Salesforce campaigns

If your company uses Pardot and Salesforce, the term ‘campaign’ can be a tad ambiguous. There has always been confusion over this word when using these platforms, so what’s the difference?

Pardot Campaign

• Used to track a Prospect’s first touch point in Pardot
• A Prospect can only be associated with one Pardot Campaign
• Pardot assets are assigned a Pardot Campaign for reporting

Salesforce Campaign

• Leads and Contacts can be added to multiple Salesforce Campaigns
• Track Campaign Member statuses
• Report on the ROI of your Marketing Campaigns within SalesforceIn this article we provide you with 3 reasons why aligning your campaigns is something you should think about enabling

1. Engagement History lightning component

A slick new view of your Prospects’ Pardot activities within Salesforce; you can place the Engagement History lightning component on your record pages to show your sales teams what their Leads/Contacts have been engaging with.The alternative is to use the Engagement History list view, however these are not as informative for your sales team; if a prospect had visited 5 pages on your website, it would be helpful for your sales team to see which pages they have viewed – you can’t with the related list, but you can with the lightning component. The Engagement History component is only available to you if you have both Pardot Lightning and Engagement History enabled.

2. A Streamlined Campaign Process

Once enabled you will be creating your new campaigns from Salesforce, these will then be created in Pardot automatically.
If you don’t want all the campaigns you create in Salesforce to appear in Pardot, you can control which campaigns sync to Pardot by using Campaign Record Types. Only the campaigns with the selected record types will be created in Pardot.

Tip - A Prospect whose first touch point is ‘Campaign A’ will be placed into the Salesforce campaign as ‘Responded’ once they have been moved to Salesforce. A Prospect can only be a member of one Pardot Campaign, but they can be a member in multiple Salesforce campaigns.

3. Reporting

As you assign your Pardot assets with Pardot campaigns, all the engagement with these assets will now be visible in Salesforce. You can use this to see how a campaign is performing on the Salesforce campaign record by adding the Engagement Metrics component to the page layouts. Again, this is only available if you enable Lightning in your org.

Through Engagement History, the Salesforce campaigns will now store all the clicks, opens, form submissions etc. on the Salesforce Campaign. Meaning you can now create Salesforce reports and dashboards to show off how well your marketing campaigns are performing with smart looking dashboards.