How to Correctly Create Salesforce and Account Engagement/Pardot Campaign Hierarchies

[Abdur11]

In this article we are going to cover a fundamental issue in the interrelationship between Salesforce and Account Engagement/Pardot (we still call it that, even though it has been renamed Marketing Cloud Account Engagement). It is not so much a technical issue (although it has its implications) as it is about the business model and how to perfectly mesh sales and marketing processes.


One of the substantial advantages of working with these two tools (Salesforce and Account Engagement/Pardot) is that you get a perfectly integrated process between the sales and marketing areas.

We will therefore start from this analysis of the typology of taiwan telegram marketing strategies and campaigns. The typology of campaigns varies widely, from much more tactical campaigns to others that can be active for years, for example, recipients of a monthly newsletter. Campaigns that are repeated annually, one-off campaigns, etc.

All of this determines how you prioritize your campaigns and there is no one-size-fits-all solution.

Yes, there are some common criteria guidelines to follow:

Define a clear nomenclature for each campaign
Do not nest campaigns excessively , if possible, it is better not to exceed 3 levels
Be consistent over time with the defined criteria
The close interrelation between Salesforce Sales, Account Engagement/Pardot and campaigns


pardot-sales-funnel.drawio



In this graph, you can see the close relationship that exists between both tools and all this two-way exchange of information makes the integration of campaigns between both essential to make campaigns more effective, scale more qualified leads towards sales and help the sales team close more opportunities and be more profitable.

But all this information will not be entirely clear, and you will not be able to draw accurate conclusions if you do not manage to create a well-organized campaign structure.

Creating a campaign structure and hierarchy
Having campaigns centralized in Salesforce Sales has a number of advantages that we saw in a previous article.



But now we are going to go into another extremely important detail. Once we have configured these campaigns in SF, being able to create hierarchies of them will allow us greater clarity in our management and the ability to produce much more complete reports that encompass an action, a set of actions or an entire annual strategy. And what I am saying is just an example, because the wonderful thing is that you will create this hierarchy, according to your needs and the peculiarities of your business.