How to Track Event Influence with Salesforce Reports

Lauren Taylor on 1/3/17 12:14 PM



This post was originally published on Attend by Event Farm's blog and was written by Phoebe Farber

Salesforce can be extremely useful in helping you create a more data-driven approach for your event marketing strategy, but it can be challenging to track how events influence pipeline and revenue if you don't have the right Salesforce reports. With Salesforce, it's easiest to report on the “Primary Campaign Source” for an opportunity, but there are many reasons why that might not tell the full story. Looking at campaign influence (instead of just primary source) is a great way to look at the bigger picture and understand how your event strategy affects your pipeline.

To track opportunities that were influenced by events, the Salesforce report type, “Campaigns with Influenced Opportunities” works best. The information from these reports allows you to see high-level trends, as well as more granular details of event influence on pipeline and revenue. There are a number of ways you can slice and dice this information, so we'll look at four different Salesforce reports as examples.

Getting started

Before diving into those four reports, there are some general guidelines you should keep in mind. It’s best to use the standard campaign field "type" to categorize your campaigns so you can sort by just your events. It’s also a good idea to use campaign member statuses so we can filter by people who have engaged with (or “responded” to) your events. Here’s a post on using Salesforce campaigns for events that goes into more detail.

Another useful tip is to use the "The Power of One" since these reports are counting the number of campaign members instead of the number of opportunities. Here’s a blog article explaining it further, but the idea is that you create a formula number field and put “1” in the formula section, then you can add to opportunity and campaign page layouts. Finally, you can summarize it as a column in your reports and you’ll see the total number of unique values.

Pipeline influenced by events 

Events are a great touchpoint to turn prospects into opportunities. Below is an example report looking at the dollar amount of pipeline influenced by events, and the events are broken down by field marketing events and conferences. They include only the campaign members who responded (for conferences that’s a booth check-in, for a field marketing event that’s someone who either registered or attended). 

The report shows the total value of those opportunities, allowing us to understand the pipeline influenced by events. Some other ways to look at this type of report include looking at pipeline created by all marketing campaigns and changing "campaign start date" and "opportunity created date" to view different time frames.
Salesforce-report-1.pngHow to create this report:
A: Sort by the campaign types that you use for events and specify that you only want to see members who responded to the campaign. 
B: The campaign start date must equal "last quarter."
C: The opportunity created date must be last quarter. 
D: Only show “new business” opportunities. 
E: Group by the campaign type—this example is grouped by conferences and field marketing events. 
F: Summarize the amount of the opportunities to show pipeline influenced by each category.  

New business influenced by events

Your events are ultimately there to help drive revenue, so this is an exciting report (yes, they exist). The report allows you to see how your event influenced new business, which can be extremely helpful when making the case to increase your event budget or run the event again.
How to create this report:
A: Sort by the campaign types that you use for events and specify that you only want to see members who responded to the campaign.
B: The campaign start date must be last quarter.
C: The opportunity close date must be last quarter.
D: Only show “new business” opportunities.
E: Show opportunities that were won.
F: Group by the campaign type (this example is grouped by conferences and field marketing events).
G: Summarize the amount of the opportunities to show deals influenced by each category.

All opportunities influenced by an event

Next we’ll dive into a specific campaign (i.e., an event) and look at all of the opportunities it influenced. A use case for this report might be evaluating ROI from a field marketing event, conference sponsorship, or micro-event (like a cocktail party) around a conference. Some other ways to look at this type of report include reviewing a series of events (like a roadshow) or looking at influence on new business.
How to create this report:
A: Select the Campaign you want to filter by using the lookup.
B: You’ll still want to filter by “Responded” so you only see people who participated in your event (i.e., registered or attended).
C: You can choose to “Show Details” to list all of your campaigns and add whatever columns would be most useful
D: Show the Amount of deals influenced that event. 

All campaigns that influenced an opportunity
Salesforce-report-4.pngHere you can see all of the marketing campaigns the people associated with this opportunity engaged with, including our field marketing event. This is a great way to dive into specific opportunities especially if you’re like us and have closed loop meetings where you discuss demand gen and sales simultaneously—this can definitely help inform that discussion.
How to create this report:
A: Choose the opportunity you want to dive into.
B: Filter by just your marketing campaigns and those people who “responded” to them.
C: Organize your report to show what’s most useful to your team (in this case we showed the contact and account name and member status).
D: Status, and grouped by campaign name.
Since events are more effective for pipeline acceleration than lead generation, they usually don't end up as the "primary campaign source" in Salesforce. The “Campaigns with Influenced Opportunities” report can offer helpful insight into the performance of your events. ROI and influence are more complex than primary campaign source.

 If you want to take a deeper dive into how you can use Salesforce for events, watch our webinar, Using Salesforce for Events 101: Make Your Event Marketing Smarter, now on demand. Members of the Event Farm marketing and sales teams discuss how to best use event data to drive pipeline, build opportunities, and strategically engage prospects as they move through the funnel. Watch now!



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