This post is the cornerstone for several how-to blog posts and will walk you through the task of creating a new blog subscriber campaign in Pardot. If you are experienced with Pardot feel free to skip ahead to the Part 2.
Part 1. Why and When to Create Campaigns
One of the most important aspects of any marketing automation software such as Pardot is to keep things organized. While this post may seem like common sense it is vitally important that when building a new marketing initiative with Pardot you create campaigns for each. The primary reason is so that you have easy access to reporting.
Pardot makes it very easy to see how many leads a particular marketing tactic is creating and if those leads are turning into sales. This is viewed via the Pardot Campaign Overview and Cohort Reports respectively. Count yourself lucky Pardot users, finding these metrics is not so easy in other automation software products (cough... Marketo).
As a marketer or marketing manager these 2 numbers are the bare minimum for evaluating your work and creating campaigns in Pardot for each initiative makes this straightforward.
So when should you create a new campaign? A perfect example is the following marketing task:
"I want to capture subscribers on the side of my company blog"
If your marketing initiative spoken out loud or written down starts with "I want" it should be a campaign. Other examples from my experience are:
- "I want to create a series of webinars"
- "I want to create a online conference"
- "I want to create a landing page to catch leads from a paid email blast"
- "I want to capture leads from my website"
Another great way to think about it is in terms of reporting such as:
- "I want to see how many leads my lead forms create"
- "I want to know if my paid email sponsorship created leads and did those leads convert"
Now, let's create a new Pardot campaign to solve the "I want to capture subscribers on the side of my company blog" project.
Part 2. How to Create a Blog Subscriber Campaign
- In Pardot, navigate to Marketing > Campaigns
- Click the Add Campaign button
I've named my campaign "Blog Subscribers". This campaign will allow me to see how many blog visitors opt-in to my marketing database and how many blog subscribers ultimately end up with won opportunities. I have also created a new Folder titled "Blog Subscribers" as well. I create a new folder for each campaign so that I have a container to hold any additional marketing assets my campaign may need. In this example, you will likely end up with a form, an email or two, and a list so a folder is a nice way to keep those assets grouped.
I haven't found the need to use Tags to date. If you use them please share how/why in the comments.
Click Create Campaign to save your new campaign.
Now that you're campaign is setup you're ready to build out the rest of your blog subscriber program.