Salesforce Structure
Updated
To optimize our inbound model, each country got the same Salesforce campaign structure they can follow.
This gives us clarity on everything that moves in our inbound model but also gives a global overview of all your ongoing content, the number of responses, and gives us the opportunity to group the reporting. Even across multiple countries. And it follows the structure of Pardot accordingly without any mismatch between naming and campaigns.
How do we accomplish this, so that everything is visible or reportable within Salesforce?
We send all the gated content form submissions directly to the corresponding Salesforce child campaign as "Responded". This will not only gather potential prospects within Salesforce but also identifies leads who are students, competitors,... that can be disqualified in an early stage.
The benefits?
- Validated contacts will get access to the global inbound score (summarization of all the 5 category scores) and inbound category score (the category which has the most score) which in turn can be used for multiple purposes.
- The addition of campaign interests (#hashtags) (still work in progress) will allow us to assign specific professional interests to profiles and give a more deep level of understanding. As well as the possibility to make more distinct selections within Pardot or Salesforce for nurturing tracks or just bulk emails.
- Influenced campaigns and campaign history can give more reporting capabilities.
- ... [this will expand over time]
This is not a replacement for a full-fledged campaign. These are content that should be always "on", even LinkedIn ads, SEA, ... that can be continuously running. If you want to plug into an existing ebook with a campaign you can work with it in parallel. Use a separate campaign(code) in combination with UTM parameters to identify how much traffic you generated on the ebook.
Salesforce campaigns
Each category score has its own Parent campaign and naming convention. For each new piece of content, you will need to determine the category that is the most primary one and create a child campaign(s) for this content.
Why do we have for each category a different Parent campaign? (click to open)
Current structure
- [COUNTRY] COREHR Inbound Marketing
- [COUNTRY] COREHR Pardot Inbound scoring
- [COUNTRY] COREHR ebook - ...
- [COUNTRY] COREHR whitepaper - ...
- [COUNTRY] PAYROLL Inbound Marketing
- [COUNTRY] PAYROLL Pardot Inbound scoring
- [COUNTRY] PAYROLL ebook - ...
- [COUNTRY] PAYROLL whitepaper - ...
- [COUNTRY] WORKFORCE Inbound Marketing
- ...
- [COUNTRY] TALENT Inbound Marketing
- ...
- [COUNTRY] STAFFING Inbound Marketing
- ...
