Campaigns Confident your Pardot account is implemented as best it can be? Great! Let’s move our attention to the way campaigns are used to deliver, measure and report on ROI. Demonstrating ROI from all marketing campaigns is one thing, but having the visibility to clearly see and report on ROI from individual campaigns, marketing channels and tactics, is the ultimate goal. There are plenty of ways to get this granular with Pardot. Let’s run through them all. Organised assets • Campaigns are associated with the correct folders. Just like folders, campaigns should be organised and have relevant • Campaigns use consistent naming conventions. assets associated correctly. When assets are associated correctly, it’s easier to track how they played a role in a new customer’s journey and ultimately, contributed to ROI. • Assets are associated with the correct campaigns. Easier tracking means better, faster reporting. • Accounts are assigned to campaigns in Salesforce when relevant. It also means less time sifting through campaigns that are no longer relevant or never moved out of the draft stage. • Campaigns are integrated with third-party channels i.e. Here are some quick checks you can perform to ensure your GoToWebinar. campaigns are organised well: • Campaigns that are no longer relevant are moved to the Recycle Bin. 11 marcloudconsulting.com