B2BMA Nirvana by MarCloud: Free Webinar Replay

This meeting is being recorded. And we're at 2 o', clock, so we'll probably give it a minute or two for the. For the stragglers, shall we? Hello, everyone. Just joining. Welcome to the webinar. This is just the. The awkward phase. Before we kick off. I would make small talk, but there's only two of us here. Ollie, how is your week going?

Oh, my week is going fantastic, thanks. Fantastic. How's your week going?

Well, this is obviously the highlight of my week, isn't it? So it's all downhill from here.

19 people so far. 20. So we'll wait a few more minutes.

Welcome to the. If anybody is a fan of novelty mugs, I have my Robocop with me today. Maybe we should have had some, like, parlor music or something. That would have been nice.

Yeah. And on other platforms you can actually set up like some hotel music while you're.

While you're waiting.

I'm wondering if there's something here. You know, when you. When you're like going up an elevator. There's that. There's that one song that always comes on.

That's my jam. Love that one.

How many have we got now?

We are up to 27. So just wait a couple of more minutes and we get started.

Nice.

We're on 29 so far. Thank you all for joining.

That's good. It.

Should we get started. Thank you. I've got past.

Sounds good. Cool. So thanks everyone who has joined for the live presentation and then everyone who's going to watch On Demand as well. Very exciting. Today you have myself, Chris, and we also have Ollie and Karen on the call. Karen, will. Will be kind of doing the housekeeping, fielding questions and stuff like that. I only have one. One screen in front of me, so if anyone's trying to ask questions or raising the hand or anything like that, I can't say it. So, Karen, that's your responsibility. But yeah, so the letters on the screen. B2BMA Nirvana. The original working title for this was out of the box. B2BMIR Nirvana by Mark Cloud for Marketing Cloud account engagement powered by Pardot. But we did run out of characters, so we had to shorten it. And this kind of is exactly what that little phrase is. That our best practice marketing and reporting framework. So just before we get into the slide deck and start exploring this in detail, this is quite new to Mark Cloud, but everything included in this is not new at all. This comes off the back of years of these types of projects with marketing and sales stakeholders and CTOs and people like that. The common thread through all of those projects and retainers that we've worked through at Markloud is people want to be able to report on on market and success. We want to be able to see, you know, campaign attribution against lead generation, against revenue one so that we can calculate, you know, how much are these campaigns actually worth to the business. So all of this comes off the bat of that. This is, I always call it the, the path of very least resistance to actually getting to that point where you can report on your campaign success. So without further ado, get into this kind of obligated forward looking statement slide. I always say these on Salesforce presentations I thought we'd put our own in. You know, all of this information is accurate as today we act in good faith. But naturally as soon as this webinar goes out, Salesforce will probably turn around and rebrand all of its core products and it'll all be useless. So if that happens, we will be in the same boat as you. So sorry if that does. Please don't make any major purchasing decisions off the back of this presentation. But if you're already a part of Customer, a Salesforce customer using B2BMA or looking towards using it, then this is probably going to be relevant for you going forward. So don't worry too much about that. Before we get into it. Who are Mark Cloud? So you might know a little bit about Mark Cloud given that you're attending this webinar. This is a Mark Cloud webinar. We have been doing this since 2018, first as a small business run by Tom and now we have over 22 certified consultants across the business. You know, I am a lead consultant at Mark Cloud so I have lots of talented consultants working around me to deliver technical solutions. We're also quite comfortable having high level kind of marketing and attribution conversations with senior marketing stakeholders and sales teams as well. So we have that kind of experience level across the business. Let's get to know our distinguished host. So as you'll see, myself, Chris Thompson. I am a lead consultant here at Markloud and certified in Pardot. My exposure to the technology came first as an end user. I was, you know, my background is in content market and I started off doing, doing SEO copywriting for like fashion websites and things like that. Then moved into kind of copywriting as a function was working for a recruitment business. We implemented Pardot and got exposed to kind of the type of tools that, that I was using disparately all those years. You know, using five or six different tools to pull together insights that Pardot can just do in one panel. So naturally, I fell in love with the technology straight away and I've kind of worked in marketing automation ever since, primarily in Par, a little bit in HubSpot, but. But primarily in Pardot and Salesforce here. So that's, that's kind of my background. And I'm also joined by a very talented member of the team, Ollie Dodd. Ollie, would you mind introducing yourself a little bit, please?

Yeah. Hi, everyone, I'm Ollie. I'm also a lead consultant here at Markloud. I've worked with Chris on various projects, especially to do with what we're going to be discussing today. Before I was at Markloud, again, similar to Chris, I came from a background of marketing, so I actually worked for a variety of consultancies before where we were using Pardot internally. And that's kind of how I started out as an end user. And then from there I grew to love the technology and that's how I got to where I am today.

Lovely stuff, Olly. Cheers. Feel free to add us on LinkedIn if you want to discuss anything in this presentation on a more informal basis. There'll be call to action throughout the presentation for you to get in our sales cycle. But if you ever just want to have a chat about attribution modeling or anything like that, I will 100% ignore your LinkedIn message. So what is B2BMA? Nirvana? As I said, the path of very least resistance to getting your reports just working sorted. Really what it is, it's a best practice framework. It's a series of key initiatives in which, in each of those key initiatives there are deliverables, things that we will work through with you. We'll hand you hold, we'll hold your hand all the way through that. We can kind of tailor the approach around you depending on where you are on your journey. All of this is kind of, we have this kind of North Star idea of we want to work backwards from those reports, we want to fix the data. So it actually gives you those reports that we're looking for now on the way to getting there. I'd say, you know, 75 to 80% of your challenge is a data problem, because ultimately it is your data that we're looking at in these reports. And then the last 20% is just kind of tailoring those reports to surface those extra bits of data that don't come out of the box, essentially. So if you were to pick up this framework, it's probably a Good six months worth of work depending on how agile you can be as a business. Checkpoints throughout to review your progress. Very detailed guidance from us and technical solutions that we've developed over the years that you would presumably have to go away and pay a developer to do or find the resource in house. We've built all of those solutions already, so that's kind of the extra value add you get as well. But I'm getting to that a little bit later. You know, first of all, I just want to show you the typical way that we would report in Salesforce and Pardot. You know, if you've, if you've worked in this tech ecosystem for long enough, then you'll know what you're looking at here. This is a Salesforce report, this is a campaign members report. And then recently Salesforce introduced these, this new kind of, I guess it's flagship report and product in B2B Amir. And the value that you get out of these reports, out of the box is that you'll get a good overview of high level marketing metrics to do with engagement. So, you know, email opens, link clicks form engagement and things like that. So all of your engagement is in. Within this engagement dashboard and B2BMA, you also have your pipeline dashboard which gives you that great lifecycle snapshot which, you know, you could used to be able to surface as kind of a funnel view where you've got your visitors at the top and you can see the drop off of each lifecycle stage until you get to opportunity close one. That's really, really useful for a business to see that because you can identify a bottleneck between, you know, 78,000 people are converting as prospects. We've only got 45,000 MQLs. Why is that? Do we need to qualify those people a little bit more? It's really easy to see that at a high level. On this dashboard you can also get a view of your lead source. Which lead sources are these prospects actually coming from? You can see it on a campaign level, you can even see these insights on an account level as well. So that's really, really useful. And then this is kind of the holy grail to US marketers. This is the, the B2BMA multi touch attribution dashboard where you can see campaign attribution, the revenue that's been won off the back of influenced opportunities from these campaigns. And if you record your campaign spend, you can actually get that return on investment calculation at the end as well. So this is a fantastic report in itself. B2BMA is a fantastic report and suite. You get five dashboards out of the box that we tend to use and obviously Salesforce reports with, we've been using those for years in the Salesforce ecosystem. So that's kind of what we have right now. These are brilliant to use. Unfortunately, there are limitations to these dashboards, especially when implementing them out of the box. It's not just a magic bullet. You can't just switch it on and it's going to surface all of those insights that you've been gathering over the years. If you've got any kind of customization in your org, whether that's a custom field on your person record, on your campaign record, something in your campaign hierarchy that you would want to surface in here, any, anything that kind of doesn't adhere to Salesforce's default definition, essentially it's probably not going to surface very well in any of these dashboards because it is just that customization. If you were to get in touch with Salesforce support about this, they would say, sorry, we can't touch that, it's a customization. Which is kind of fair enough. But it's a little bit disappointing for, for us because we want those answers today and we don't really have much support around us to help us with that. So that's kind of what B2BMA Nirvana is. It's, you know, these are the reports. We're going to work back from those to determine what is the path of very least resistance to just get all of your data prepared so that it can be surfaced in these reports and then any customizations that you've made along the way. We will then tailor the reports around you. So what does that entail? First of all, we need to kind of explore those limitations on a more granular level just to be able to kind of realize what it is we're trying to achieve here. So these are the biggest problems that we face when clients are trying to report lead source data. You know, I can already hear the eyes rolling. This is the singular worst kept data point in an org, which is ironic because it's one of the most important things. You know, it would be nice if we could just see at a high level, where are these leads actually coming from? That's what you would use your lead source for. But because lead source is captured in such a weird and wonderful way, such an unstructured way, even sometimes when it is captured correctly, you can get five different values for one channel. For example, if you try to capture leads from, from Google Ads, it could show Google paid Google Ads, Google ppc, all of these different things. It would be nice if we could just kind of standardize that data so we can report on it other issues. You can't surface and filter essential data about your campaign. So if you record in any kind of insight on your campaign record that doesn't come out of the box on the campaign record, then naturally that's not going to be surfaced in those reports. We can't report on campaigns at different stages of the lead lifecycle either. So if I was to just scroll back up to show you that multi touch attribution dashboard, you know, all of the campaigns that are being surfaced here are just that, you know, this is a campaign. There's no indication of whether this is a kind of lead gen campaign, you know, like awareness campaign as opposed to a renewal campaign that's reserved just for customers that are already in the database. You don't really get that segmentation available. So you know that is the exact type of question that a stakeholder would ask. Right? Like all of these reports are supposed to be shared with stakeholders in a read only fashion. That's a typical question you would get, you know, so that's all good. Is this a lead gen campaign? Is it a renewal campaign? At what stage of the lead lifecycle is this campaign actually designed to service contacts of? And you know, we can't surface those insights at the moment. And then probably the biggest one, and this is a, this is a data problem. This is kind of, you know, when, when B2BMA first came out, you know, I don't think that this problem was fully addressed by Salesforce. It's, it's that we have a data problem in that we can't report on campaign members in Salesforce that don't exist in Salesforce. Let me qualify that a little bit. So we were always told that Pardot was supposed to be used for all of your pre MQL data. As soon as they become an mql, we assign them to Salesforce, at which point the salesperson can start working the lead. The problem with that is, you know, a lot of businesses now have data and they want to be able to report on the type of campaigns that those pre MQLs are interacting with. Even though they're not qualified, they still want to know, you know, which of our campaigns are landing. There could be someone sitting in there who's a very, very good potential lead that haven't quite hit that MQL point yet, but they've interacted with four or five different campaigns already. The creative is landing with them. It's a shame that we can't report on that in Salesforce because when you think about it, that record doesn't yet exist in Salesforce So naturally you can't report on it. So that's a problem that we have these dashboards here. Even the campaign members report in Salesforce. You're not surfacing any pardot, only data here. That's a problem. Especially if you're working with like a creative partner who kind of lives and dies on their, you know, the, the lead generation from that, their campaigns. It's kind of a disservice to them that all of that pre MQL data is kind of sitting in the dark at the moment. So that's quite a big issue. There is no quick fix, as I just said, but I think ours may be the quickest because it's designed that way. It's a very report and focused framework. We've started from the reports working backwards to determine what is the very least that you need to do to actually get this working. So what our framework involves is five key initiatives. So first of all we're going to help you determine what an MQL actually looks like because at that point then you can enable sales because you have all the insights that you need and you can also treat them slightly differently based on, you know, if they were to come in via a different product channel or however you want to kind of define, you know, how that lead has worked. From there, we are going to help you do that. Now you might be a product Salesforce customer who's quite new to the SQL system. You don't have a lot of data, that's fine. What can help you at that stage. Alternatively, you might have been using Salesforce for 10 years and you've got legacy data in that like a whole breadth of data that you need analyze. We have a framework for helping you kind of put that MQL framework together. You know, we would use typically scoring and grading to help you identify MQLs. We have a framework for doing mapping out all those customer touch points so you can draw scoring insights from them as well as, you know, product grading, which is a measure of how good of a customer fit it is. We have ways of building those insights to tell you this would be a good grading profile for what you're looking at. Get into that a little bit later. We also want to fix your lead source and campaign data because naturally if that data is bad, the report is going to be bad. Attribution modeling very Very important. This is something we spend a lot of time on with our customers. This is because all of your customer touch points need tracking and they need tracking in a way that we can report on it, not just on a field level, but on a campaign level as well. So there's a little bit of automation that needs to happen in the middle to facilitate that reporting. Naturally we're going to tailor reports a little bit. Our preference is to see how far those default dashboards get you out of the box and then we can tailor the approach from there. Anything custom is usually overkill unless you have a very good business case for it. And then as an aside to all of this, throughout this project we will identify opportunities to streamline your inbound lead process. You know, whether that is, you know, you've got hundred different forms for, for like one, one function essentially, which is the contact us. Why would you use 100 different forms when you could streamline that to one dynamic form? Or it could be, you know, we're going to build a standardization framework so that the data that you're using for grading is, is recorded in a, in a format that Pardo can analyze this. All of this are things that we can suggest because it's the type of things that we spot all the time. We have ready made solutions to help you. So that's a good opportunity as a kind of value add throughout the project. Now where do we actually start? Because I appreciate, I've been talking for a long time now. I've explored all of these key initiatives from a high level. Told you why the reports are not working. If you want us to simply do this work for you, then it starts with an audit so you can get in touch with us. We will do an audit of your pardot instance, sorry accounting engagement instance and your Salesforce account. And we'll tell you exactly where you are on your path to B2BMA nirvana. And we can tailor that approach around you as well. So say you've got, you know, impending priorities, you've got like an ABM campaign coming up or something like that. So customer data is, cleaning up that data is your number one priority. Then we can tailor our approach around that and we can, we can prioritize that first. But it's always, you know, working backwards from that report in nirvana. We want the reports to work so we'll get your data in order to get there. But if, you know, if you don't want us to just come in and do all the work for you the way this webinar was Sold is we are going to give you the tools and the framework to go and do this yourself. And I think that should be the case. That's what we're intended on doing. Where do we actually start? I'm going to tell you right now. So have the assistance of Ollie, who's very experienced in bwma. And so what I'm going to do is ask him some questions here where he can apply his technical knowledge and expertise and experience. I am going to be the challenge in market and stakeholder. He's going to be the very knowledgeable lead consultant at Mark Cloud, who's going to solve all of my problems using this B2BMA Nirvana framework. So, Ollie, my first question for you is how do I figure out what a typical MQL looks like?

Yeah, that's a great question. So typically in the past, I think a lot of companies and you know, even us here at Markloud, you know, we would go by scoring and scoring categories and when a prospect hits a certain scoring threshold, then, you know, we automatically make them an MQL and get them into Salesforce. But what we're actually seeing now is a move away from scoring and scoring categories and grading become a lot more, sort of becoming a lot more prominent in our MQL criteria. So in order to find our actual grading criteria, there's a couple of things that you can do if you've got historical data in Salesforce. Let's say, for example, last year you closed 1, 400 opportunities. What I would do is you have. You basically have a lot of data there that you can work with. So I would produce a Salesforce report and then find the related contacts related to those opportunities. So they're called contact roles. I would highly recommend you start using them if you're not using them already. But I would get all of them together in a report and find the similarities between them. So maybe there's a certain range in terms of their annual revenue, maybe their industries are fairly similar. You're going to start to find these commonalities and then what you can do from there is translate them into grading criteria. What I would also want to do is have a conversation with the sales team, because at the end of the day, it's the sales team that are talking to these leads, you know, talking to your contacts day in, day out. They know exactly the kind of people that they're looking for who are a great fit for your company. So you can take those sort of take those criteria from your sales team and you can translate them into grading criteria as well in account engagement.

Lovely stuff, Ollie. So sounds like it's a mixture of kind of data driven insights, insights from your marketing team and your sales team as well. So I guess you have to build those insights, kind of take an average. What we typically end up with is we'll build a little, you know, accrued framework like in a spreadsheet like this where we'll go, you know, it looks like the best contacts that you have attached to opportunities are owners, CEOs who work in the the entertainment industry or the physical industry for example, with employees of over 250. Medium match would be, you know, a supervisor working in public services. We can give you this, I guess a grading framework. You can take those insights but it's nice to learn as you go on as well. You can always adjust your grading as time goes on, but we can kind of as of today we can say, right, so of the business you've done in the last two years, this is what we think would be a good, a good measure of customer fit. And I guess the output of that is you'll end up with, with something that looks like this. So if you've used grade and in Pardoff before, you know what you end up with. You end up with the grade. You can then decide, you know, a grade of B is, is my MQL threshold. I consider that marked and qualified because we know that Mr. Burns, he is the owner of a physical industries company, he owns a nuclear power plant and he has over 250 employees. So he is a good match for us. It looks like that would be a viable deal for us. But I guess when we have that, we know that we've got Mr. Burns, we want to push him to the sales team so they can start working this lead. How would we actually go about assigning Mr. Burns to the sales team?

Yes. So as Chris said before, we've already established that not assigning them to Salesforce is a problem because you're missing out on the data in terms of their journey of becoming an mql. So in terms of assigning leads, what you know, we would recommend here at Markloud is that as soon as a prospect comes in, you put that prospect through some kind of spam validation test. You know, just making sure that, you know, they don't have a junk email or something like that. Just something very simple. Once they pass that spam validation test, we want to push them to immediately to an unqualified queue in Salesforce. So you can kind of think of this as like a holding ground of your pre MQL data. It's just to basically make sure that they're in Salesforce and we can track all of their touch points, you know, as we're marketing to them and nurturing them towards, you know, an opportunity essentially. And then once they do hit that MQL threshold, you know, whether that's through grading or a form fill or anything like that, you know, we, we need to basically have a Salesforce process that requires some Salesforce development. And what that will do is basically once that once the MQL trigger, the criteria is met, it will basically reassign them to a qualified queue. And what this. And that's basically where your sales team are going to go to pick up the leads and start working them and start treating them as an mql.

Good stuff, Ollie. Yeah, this is, this is something I've experienced frustration with in the past because in Pardot, you can't reassign a prospect, you know, once, once they've been assigned that, that is it. Even if you've got an automation rule to, to assign them based off a certain criteria or whatever, it's just not going to happen because that happens in Salesforce. And as you said, it's kind of a custom Salesforce process needs to be built and tested. It's kind of big and scary. Obviously, we've done that before on marcloud, so it's not as big and scary for us. We have that solution kind of off the shelf. You could buy that off us at any time. So a bit of an upsell there, but that is the case. And I guess the impact of this is that then you can be confident of being able to report on campaign members at any stage of the lead, like life cycle. Because as, as Ollie said, you've got your own qualified queue, which is essentially your kind of holding ground for, for any prospective MQLs. And then you've got your qualified queue for people who have actually hit that point of mql. We also have a few clients who like multiple points of mql. I think that's, that's a very modern way of looking at it. I agree with that. We have processes for that as well. So if you would consider, you know, a fresh campaign membership as a, as a fresh mql, then we can, we can measure that and make sure that your lead reassignment process references that additional MQL as well. Now, Ollie, you mentioned there about tracking customer touch points and as I said, we spend a lot of time with clients on this because it's kind of, you know, traditionally UTMs, it's, it's a very poorly managed process, especially if you have advertising partners, creative partners, means you have to have a shared spreadsheet. You all need to know what those standardized values are. You need to have a scalable plan for if a new campaign crops up at a day's notice. You know, what are the tracking values going to be? And then obviously capturing that tracking through a form, automating it in a way that you can actually report on this on a campaign level is very, very challenging. So would you mind just running through from a high level, what's the optimum way for me to track all those customer touch points?

Yeah, so if we just take a step back a bit, you know, the kind of baseline of what we want, we want a really good campaign hierarchy and campaign structure. That's what we really need here. And each campaign is kind of going to represent a customer touch point, a possible customer touch point. So Chris has got a really great example here. We basically got duf0 at the top and then we've got all of the different channels of that campaign. And then we can go even deeper and say, okay, paid search, what platform is that on? Is that on Google or Bing? And what, you know, what we can do here is align our UTM values to the campaign naming convention. And that gives us a really simple naming convention that we can follow. And it's just a really easy way to sort of track all of the, the touch points of your campaign. And then from there we need to actually capture the UTM so we can basically, we know what campaign they're a part of. So from, basically what we need to do is capture them on the form on conversion and then not only that, we need to make sure it's captured on all touch points. So every single time they fill out a form, you know, we're going to get the new values in and we can find the campaign and then we, we can assign them to that campaign.

Good point. Yeah. Because that multi touch piece kind of throws a lot of people off. Because I guess if you consider a typical multi touch journey where someone is interacting with five campaigns to get to that point of opportunity, close one or whatever, then first touch is pretty clear. That's the first campaign they interacted with the first bit of UTM data we captured and then every last touch from there, if it's captured, you know, at the end of those five campaign interactions, you're going to be left with your first touch and your last touch. But those three touches in between those two, which were at one point your last touch but now not your last touch, that data is kind of lost. So how would you recommend that we kind of hold on to that data?

Yeah, yeah, it's a really good question because normally once that fresh UTM data comes through, you know it's going to get replaced essentially every single time, you know, on the lead or contact or person account record, if you're using person accounts. So we need a way to track the unique values every time they submit a form and every time they convert. And you know, you could maybe find some way, you know, through field history tracking, but that's not going to let you see exactly which campaign that was associated to. So they'll track the unique values every time they submit a form and every time, time they convert and you know, you could maybe find some way, you know, through field history tracking, but that's not going to let you see exactly which campaign that was associated to. So the way we like to do it at Mark Cloud and the way we always recommend everybody do it, the way we like to do it at Mark Cloud and the way we always recommend everybody do it is by appending those UTM values, those unique UTM values to the campaign member record of the campaign that those UTMs are associated to. Sorry, that was a, that was a little bit wordy. But essentially what we're aiming to do is every time they submit a form, we're taking those unique UTM values and then stamping them on the campaign member record. And that does require a custom Salesforce process to do that. But by appending those UTM values, those unique UTM values to the campaign member record of the campaign that those UTMs are associated to. Sorry, that, you know, here at Mark Cloud we can't, we can do that for you if that's needed.

Brilliant point. Yeah. So it's like, I guess it's like a two stage process. So we've got our UTM convert via that and then first of all we're associating like, right, so they came from a Google paid campaign, so we want to add them to the Google paid Salesforce campaign. And when they become a campaign member, we're even going to take that a step by the way, further by stamping those UTM values on the campaign member, which means that. Can I get all the way back up to the multi channel.

That was a little bit wordy, but essentially what we're aiming to do is every time they submit a formation Dashboard.

There's quite a lot of little, quite a lot. I shouldn't have done it, should I? Should just stay where I was. Lost my place. Now getting back up to this multi social attribution dashboard. Right, imagine if you could click on one of these campaigns down the left hand side to see, right, so we've.

Got our, we're taking those unique UTM values and then stamping them on the campaign member record. And that does require a custom Salesforce process to do that. But you know here at Mark Cloud we can, we can do that for you if that's needed.

Google Adwords but then we've got filters on the top for source medium as well so that we could say right or even like more granular than that, it could be content or something like that. So we can say right, yes, they are a part of the Google Adwords campaign but this is the UTM content value that we had when they were added to that campaign as well. So you can actually see on a creative level what UTM values did the convert with. Imagine given that it was stakeholder, where they could just filter all of that for themselves. That would be amazing. So that's a brilliant process, a brilliant value add as part of this B2B a main of honor framework. And then I guess something we haven't, we haven't spoken about yet is, is how we're actually going to report on this as well. So before we get to that, this is just something that we'll typically recommend. You know, you want to build on top of that campaign object as well because getting into that mindset of any insights that we capture now, we want to eventually report on. So brilliant point. Yeah. So it's like, I guess it's like a two stage process. So we've got our utmost convert via that and then first of all we're associating like, right, so the question is what are those insights? So as I discussed earlier, things like you know, fears of market and so we can go to that report and we can say, right, we want to search by just awareness phase marking as opposed to consideration phase Martin or just lead Gen as opposed to renewal stage Martin and then those other custom fields that we've, that we've installed on there. So for example channel that could be aligned perfectly with, with your UTM medium value so that when you're creating these campaign records you've actually already answered all of your own questions for what your UTM structure is going to be because you didn't just lift it from the campaign record. We also recommend surfacing the campaign ID because that is kind of a foolproof way of doing that association between your paid media and your campaign that's living in Salesforce as well. Because I guess there's a lot of things that can go wrong when you're dealing text values on, you know, source medium, campaign and things. But if you're saying we are looking for this specific campaign id once someone converts off the back of this, they're going to be added to this campaign, that's pretty foolproof. So we would recommend that depends on which way you want to do it really. But my initial question was Ollie, when we want to go and report on all of this, where would we start?

Yeah, so the traditional way of doing this obviously is going to be in Salesforce reports. So it will be a campaign members report and you can can see who's part of that campaign, who responded. You could maybe do a campaign influence report as well. But one, you know, one came from.

A Google paid campaign. So we want to add them to the Google paid Salesforce campaign and when they become a campaign member we're even going to take that a step by step further by stamping those UTI tool.

That we really like, which is what this webinar is all about is the Multi touch Attribution Dashboard. This dashboard should kind of be your one stop shop for yourself, your marketing team and all of your stakeholders just to go and see exactly what is.

Going on values on the campaign member. Which means that. Can I get all the way back.

Up to the Multi touch with marketing now? If you're following, if you kind of follow all of the steps that we've just discussed in this webinar, the the data is going to be really clean that's coming through and it's going to be really accurate. Now out of the box it's already very powerful but, but as Chris just mentioned there, you're going to want to add some custom fields to your campaign like for example marketing phase or channel or something like that. We can see some custom fields there like channel and marketing phase. So out of the box those fields are not going to be available immediately on the multitouch Attribution Dashboard. But that's actually something that we do here at Markloud. We can create a new multi touch Attribution dashboard or just edit the one that's currently there and add those so you can slice dashboard.

It's quite a lot of little. Quite a lot. I shouldn't have done it should I should just stay where I was Lost my place. Now getting back up to this Multi social Attribution dashboard, right. Imagine if you could click on one of these campaigns down the left hand side to see. Right, so we've got our dice, your.

Multi touch Attribution Dashboard exactly how you want, exactly how your company needs to.

Fantastic. Cheers for that, Ollie. I guess the distinction between these two reports that we see in front of us now is, you know, your campaign members report is going to show you just that. I know Ollie, you, you like to use a different report like an influence opportunities report, a campaign influence report, is that right?

Yeah, yeah, that's the one.

And that'll, that'll show you at least influence opportunities, not just kind of, not just campaign membership. I guess the distinction between that campaign members report and your multi touch attribution report is, you know, multi search attribution report is only going to surface data where there's opportunity data attached to it. So if you want to see campaign members that don't necessarily have an opportunity yet which you, you would absolutely want to see that Google AdWords but then we've got filters on the top for source medium as well. So that we, you would want to see like right, who's a member of this campaign coming from paid media even if they don't have an opportunity because they could always become an opportunity. So naturally you would want to see that. So use a campaign members report for that. If you want to see influence on opportunities from those campaigns then you can use your Multi Touch Attribution Dashboard. So that's, that's a distinction between the two really, but both really, really useful. So I guess if, to kind of round up what this framework, you know, what is, what is actually the value of this framework. There's a lot of stuff in it, there's a lot of steering material. But I'd say the thing that distinguishes this from things that you could just kind of go and find out if you could say, right. Or even like more granular than that. It could be content or something like yourself. This is, these are the things that mark clouds kind of, you know, our real value that have added to this. We can help you decide what an MQL looks like because we have the kind of the system for doing that. We know which reports to use, we know how to kind of mix those insights. This, this piece about assigning leads to a unqualified queue and then that reassignment trigger, that's quite complex, that's something that we've built that, that we are really comfortable with now. So that's definitely a value add. The attribution modeling as I said, can take quite a while with a client but we kind of have our best in class framework now where we'll say right, this is, this is what we tend to do with most of our clients. They tend to love it. You might want to tailor your approach slightly based on the fact that you're more of a product focused business or you might be more of a kind of campaign focused business where you're working with creative partners so you have these kind of micro campaigns or whatever. We can obviously alter that tracking framework around you and then just that ability to align all of those, all of that tracking with your Salesforce campaigns, you know, as that's all we can say, right? Yes, they are a part of the Google Adwords campaign. But with this is the UTM content it starts with a good hierarchy and we could look at what you've done in the past on your campaigns and say, you know, this is our best practice hierarchy but for you I would do it this way and this is how you would align that with your UTM structure and this is how you're going to automate convalue that we had when they were added to that campaign as well. So you can actually see on a creative level what UTM values did the convert with. Imagine given that it was stakeholders where they could just filter campaign membership coming off the back of conversions attached to those UTMs as well. And then any kind of, you know, granular insights that you're capturing on your campaign record. This is how we are going to surface those on these dashboards as well. And then that last one, you know, solving that problem where we can report on campaign membership pre and post mql as I've just demonstrated with those two reports there and probably giving you too much information, information away really. That's how we do it. We're going to get all of your data into Salesforce. First build a campaign members report for reporting on everyone who doesn't have an opportunity attached to it and then your multi touch attribution dashboard for everybody who does so that you can actually get that ROI calculation as well. If you need some support on working out all of that for themselves, that would be amazing. So that's a brilliant process, a brilliant value. Add your market and spend. Because I appreciate it can be difficult to to quantify the the expense of an email campaign for example. We also have documentation on that. So calculating the cost of a market in minute is one of our popular documentation because everybody needs to Know that so they can actually get that ROI calculation. Now what is the end call to action of this? It's not just get in touch with me and all you on LinkedIn. It'll be ignored. It is not sure where to start. Request a web B2BMA nirvana audit. So there's a big funny looking image there, not quite sure what that means I think as part of this B2BMA Nirvana framework. And then I guess something we haven't, we haven't spoken about yet is, is how we're actually going to report on this as well. So before we get to that, this is just something that we'll typically recommend. You know you want to build if you hover your phone in front of it, then it gives you like a free gift or something like that. QR code, go and scan it, get your audit booked in. I'll do it personally, I'll do it for you and then you get to meet me again. What a, what a pleasure for you. So get that done, get your order booked in, we'll tell you exactly where you are on your journey towards B2BM in Havana. There's another call to action here on top of that campaign object as well because getting into that mindset of anywhere as well. Karen snuck this in at the last second. We've just launched a new email template builder. This is a very, very streamlined way of getting a best in class template where you. It's kind of a self serve portal where you can just give us the specifications of what you want, you can upload an image, you can upload your colorway and your output will be. We'll give you a best class email template that just automatically appears for you. This is something we've been working on for quite a while now. We're very, very proud of it. Not just all of the work we've done on optimizing the email templates, making sure that they're the best in class, but actually building this portal where you can just go away and get by yourself as well. Completely self serve. That's amazing. If you want to have a look at this, get in touch with Tom Ryan, our founder and CEO on LinkedIn or scan that funny looking image there, otherwise known as a QR code and you can get access to the insights that we capture now we want eventually report on so to the beta version of it. Now Karen, I think this is the opportunity to take some questions in it. So I'll just leave that slide on and we'll see if there's any questions from the floor.

Thank you, Chris. Yes. We have one question from Jennifer. She's asking how do you ensure people get added into the correct campaign?

Good question. Ollie, do you want to take that one?

Yeah. So like I said before, it is a process in Salesforce. So it requires you know, some kind of trigger from par basically to say oh hey, this person has the question.

Is what are those insights? So as I discussed earlier, things like.

Has taken this action, add them to this campaign and then they'll be a salesforce process to basically add them to that campaign to basically. Because there's kind of two steps to this. There's finding the campaign that they should be going into and then there's adding them to that campaign. And like I said before, that does require a salesforce process.

You know, fears of marketing. So we can go to that report and we can say, right, so yeah.

Do get in touch with us if you'd like to hear more about that.

Yeah, this is kind of something that I was pushing for for a long time when I was at Mark Cloud and then when we finally developed it it was like right, every client wants this now because it just solves them so many problems. You know traditionally the only way you can add people to a campaign is via a completion action attached to a form or automation rule or something like that. But you know what we are seeing is you convert with a given utm, we are going to find a way to add them to that referral campaign. So, so if you would imagine someone comes through a Contact Us form, they get added to the Contact Us campaign. That's all well and good but where did they come from? Our solution will reference those UTM values to add them to that relevant referral campaign as well. So you get that full view of the multi touch journey based on how they arrived, how they converted and then every conversion from there on the way it becoming and up. We want to search by just awareness, fears, marketing as opposed to consideration opportunity. Close one, hopefully.

Nice, thank you for that. And another question for Mara. Do you monitor rough UTM parameters like a referral or someone didn't type them correctly?

Oh yeah. So that is a nightmare. That's why it's kind of half of this is contingent on you having a scalable solid UTM structure that you can communicate across your internal team and it of your creative partners as well. So when I showed you before that we surface the campaign ID on the campaign phase Martin or just lead Gen as opposed to renewal stage Martin and record that. I guess that's kind of the most foolproof way of making sure that there is that direct alignment between your UTM values in your campaign record, because that is a kind of nonsensical ID that only makes sense to Salesforce. So it's got to be copied and pasted. So, you know, if you're setting that up, you just make sure that you copy and paste that value directly. Whereas if you told me UTM source equals Google, UTM medium equals paid, I could spell that wrong. You know, you don't know how stupid I am. I could spell that wrong and then the whole process wouldn't work. So I guess that's kind of the balancing act that you've got to take one. If you've got those explicit UTM values that are text values, at least you can kind of analyze that on a person level. You can look at a prospect record and say, oh, that's Google, that's paid. I, as a human know what that means. Whereas if you were just surfacing the campaign ID from Salesforce, you wouldn't be able to know what that means just by looking at it, but Salesforce would know exactly which campaign record that relates to. So you might want to do either or. Or do both. I guess the more UTM values introduce introduces more opportunity for error. But if at least one of them is foolproof, then at least you can be confident with that one. Right. Then those other custom fields that we've installed on there, so, for example, channel that could be aligned perfectly with your UTM medium.

Nice. And we've got just one more question from Philip. Could you show that audit CTA slide with the QR code again, please?

Oh, Philip, you have me and my dear scanner.

Nice.

Take a screenshot. You know what I mean? You can. You can keep that.

Nice.

Brilliant. Do you have any questions, Karen? Are you. Are you going to ask us why I'm shape.

Philip just said thank you. I have no questions. I think that was wonderful demonstration of what B2BMA nirvana does. So thank you both Chris and Ollie, for that.

Thank you, Karen.

Nice. We don't have any more questions on here, but if anyone has any further questions, please feel free to contact any one of us on the call today.

Brilliant. Thanks, everyone for your time. Really appreciate it and cheers, Ollie, for your valuable insights.

Thanks, everyone.

Thank you.

So that when you're creating these campaign records, you've actually already answered all of your own questions for what your UTM structure is going to be, because you didn't just lift it from the campaign record. We also recommend surfacing the campaign id. Because that is kind of a foolproof way of doing that association between your paid media and your campaign that's living in Salesforce as well. Because I guess there's a lot of things that can go wrong when you're dealing with text values on, you know, source, medium, campaign and things. But if you're saying we are looking for this specific campaign id, once someone converts off the back of this, they're going to be added to this campaign, that's pretty foolproof. So we would recommend. That depends on which way you want to do it really. But my initial question was Ollie, when we want to go and report on all of this, we. Where would we start?

Yeah, so the traditional way of doing this obviously is going to be in Salesforce reports. So it will be a campaign members report and you can see who's part of that campaign, who responded. You could maybe do a campaign influence report as well. But one, you know, one tool that we really like, which is what this webinar is all about, is the Multi Touch Attribution Dashboard. This dashboard should kind of be your one stop shop for yourself, your marketing team and all of your stakeholders just to go and see exactly what is going on with marketing. Now if you're following, if you kind of follow all of the steps that we've just discussed in this webinar, the, the data is going to be really clean, that's coming through and it's going to be really accurate. Now out of the box, it's already very powerful. But as Chris just mentioned there, you know, you're going to want to add some, some custom fields to your campaign like for example, marketing phase or channel or something like that. Yeah, we can see some custom fields there like channel and marketing phase. So out of the box. Those fields are not going to be available immediately on the Multi Touch Attribution Dashboard. But that's actually something that we do here at Markloud. We can create a new Multi touch Attribution dashboard or just edit the one that's currently there and add those so you, you can slice and dice your Multi Touch Attribution Dashboard exactly how you want, exactly how your company needs to.

Fantastic. Cheers for that, Ollie. I guess the distinction between these two reports that we see in front of us now is, you know, your campaign members report is going to show you just that. I know Ollie, you, you like to use a different report like an influence opportunities report, a campaign influence report, is that right?

Yeah, yeah, that's.

That'Ll show you at least influence opportunities, not just Kind of not just campaign membership. I guess the distinction between that campaign members report and your multi touch attribution report is, you know, multi touch attribution report is only going to surface data where there's opportunity data attached to it. So if you want to see campaign members that don't necessarily have an opportunity yet, which you, you would absolutely want to see that, right? You would, would want to see like, right, who's a member of this campaign coming from paid media, even if they don't have an opportunity because they could always become an opportunity. So naturally you would want to see that. So use a campaign members report for that. If you want to see influence on opportunities from those campaigns, then you can use your multi touch attribution dashboard. So that's, that's a distinction between the two really, but both really, really useful. So I guess if, to kind of round up what this framework, you know, what is, what is actually the value of this framework? There's a lot of stuff in it, there's a lot of steering material. But I'd say the thing that distinguishes this from things that you could just kind of go and find out for yourself, this is, these are the things that mark clouds kind of, you know, our real value that I've added to this. We can help you decide what an MQL looks like because we have the kind of the system for doing that. We know which reports to use, we know how to kind of mix those insights. This piece about assigning leads to a unqualified queue and then that reassignment trigger, that's quite complex. That's something that we've built that we are really comfortable with now. So that's definitely a value add. The attribution modeling, as I said, can take quite a while with the client, but we kind of have our best in class framework now where we'll say, right, this is, this is what we tend to do with most of our clients. They tend to love it. You might want to tailor your approach slightly based on the fact that you're more of a product focused business or you might be more of a kind of campaign focused business where you're working with creative partners. So you have these kind of micro campaigns or whatever. We can obviously alter that track and framework around you and then just that ability to align all of those, all of that tracking with your salesforce campaigns. You know, as Ollie said, it starts with a good hierarchy and we could look at what you've done in the past on your campaigns and say, you know, this is our best practice hierarchy. But for you, I would do it this way. And this is how you would align that with your UTM structure. And this is how you're going to automate campaign membership, coming off the back of conversions attached to those UTMs as well. And then any kind of granular insights that you're capturing on your campaign record. This is how we are going to surface those on these dashboards as well. And then that last one, you know, solving that problem where we can report on campaign membership pre and post mql, as I've just demonstrated with those two reports there, and probably giving you too much information away, really, that's how we do it. We're going to get all of your data into Salesforce. First, build a campaign members report for reporting on everyone who doesn't have a.