I like to define a marketing campaign as a promotion created to reach a specific goal with a beginning and an end date. A marketing campaign can be used to introduce new products, retain existing users, or increase market share. A well-managed campaign can maximize the effect of ads, discounts, and direct mail.
In other words, marketing campaigns are used to promote a product through different channels – including, television, radio, print media and online platforms. Campaigns do not have to rely solely on advertising – it can comprise of tradeshows, webinars, word of mouth and other interactive techniques. Businesses, operating in highly competitive markets, may initiate frequent marketing campaigns and devote significant resources to generate brand awareness and sales.
Marketing campaigns can be designed with different goals in mind – including, building a brand image, introducing a new product, increasing sales of a product already on the market, or even reducing the impact of negative news.
Similar to other marketing platforms, Pardot allows us to create a campaign and associate prospects with it so that we can calculate ROI at the end. In Pardot, campaigns are typically thematic touch-points and are used to track a prospect’s first touch point.
Thematic touch-point captures the first marketing element – or touch point – through which a prospect gets exposed to your campaign.
Since, by default, prospects are associated with a campaign of the first marketing element they encounter, in order to create a prospect, you must first select a campaign. However, if you do not want to associate prospects with a campaign then, you should reach out to Pardot Support to change your account settings.
Once the Support team modifies your account settings, associating campaigns to prospects will become optional, as oppose to, required. Similar to prospects, Pardot campaigns can be associated with individuals when they are still an anonymous visitor, as shown in the following screenshot:
It is possible to update campaign Association for a prospect using automation rule, page action, upon import, or via manual update etc. Currently, in Pardot, a prospect can be associated with only one campaign at a time. As a result, prospect and campaign have 1:1 relationship. This, as oppose to in Salesforce, where a Lead and campaign have M:M relationship via the campaign member object.
In Pardot, all marketing elements must be associated with a campaign including:
- Form Handlers
- Custom Redirects
- Landing Pages
- Email Templates
- Preference Page
- Pages on your website (To track visitor and prospect activities)
Pardot default Campaigns
Pardot has mainly two default campaigns and rest will depend on your connector settings
- Email Plug-in – Prospect will associate with email plug-in campaign, only when if their first touch point is a tracked email sent to them.
- Website Tracking – Prospects will associate with website tracking campaign, only when if their first touch point is your company website or any page with your account’s tracking code added.
- If, on the other hand, you have verified Google AdWords Connector then, a third default campaign will be created to track all ROI from your AdWords campaigns.
Creating a new Campaign
You can use Pardot campaigns for reporting. Let us start with a business use case. David Haditsch is working as Campaign Manager at GurukulOnCloud. At GurukulOnCloud, they have decided to run a campaign to promote their products and track activities of visitors and prospects on the corporate website.