Connected Campaigns & Campaign Influence: How to Use Them to Get to the Metrics that Matter

We have more data than ever to gauge marketing performance.  The Don Draper era:

“I know half of my advertising is wasted, I just don’t know which half”

…just isn’t going to fly for most marketers in 2019.

But how do you get beyond reporting on the easy stuff like page views, CTR, and conversion rate and demonstrate what marketing activities are contributing to pipeline?

For all the talk about “attribution” and “ROI reporting,” most marketing teams are still struggling to connect the dots between what’s happening on the marketing side of the house and what’s influencing and closing deals.

Watch the recorded session from London’s Calling

I dug into this topic a few weeks ago at London’s Calling, a community organized Salesforce event.  We discussed how to run closed loop sales & marketing reporting by leveraging campaign influence, connected campaigns, & the new multi touch attribution models in Pardot.

I seriously can’t even tell you how much I’m geeking out about these features of the product. There’s so much potential here to leverage data to run much more effective campaigns, elevate the role of marketing, and improve sales alignment.

Here’s the recording if you’d like to check it out: 

What’s your take?

What barriers have you encountered on your quest for better marketing reporting?  Any gotchas or lessons learned as you’ve tried to measure campaign influence?

Let’s hear it in the comments!