Why Heeet is the perfect solution to manage campaign influence in Salesforce Sales Cloud and Pardot (Account Engagement)?

As a marketer you might be wondering how your digital channels, campaigns and keywords are impacting your revenue.
Being able to see how each campaign influence your lead acquisition and closed won opportunity is key to take better investments decisions.
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Salesforce editions comes with some great features when it comes to measuring marketing campaign activities but when looking at each of them in details they're quite "siloed".

Salesforce Sales Cloud

It allows single campaign influence management, meaning that you can associate one campaign with one opportunity. Moreover, like Salesforce Pardot - Account Engagement, you have to create campaign manually and associate it with Opportunity manually too unless you use lead conversion. In that case, the latest lead campaign will be used as default campaign on opportunity.

Pros:
- Easy to use
Cons:
- No automated campaign creation (Google Ads, Facebook Ads,...) which requires lot of manual actions
- Focusing on bottom of the funnel campaigns when a lead/contact is already in the database
- Cookie based tracking > less data- You can only associate one campaign to an opportunity, leading to an incomplete view of campaign influence
- Opportunity association with a campaign only works when a lead is converted

Salesforce Pardot - Account Engagement

It allows multiple campaigns influence but comes with heavy implementation. You have to create campaign manually since paid platforms are not natively connected with Pardot - Account Engagement meaning that marketers usually rely on bottom of the funnel campaigns once a contact is in the database, such as Event, Webinar, Emails, Social Posts...Result is that they're missing all "pre acquisition" campaigns influence and all the channels, campaigns and keywords that might have impacted contact acquisition.

Moreover, Campaign Influence in Salesforce Pardot-Account Engagement only works when an opportunity is created since it relies on Salesforce object Opportunity Contact Role.

Again, it means that you're missing all the "pre acquisition" information on lead record if you do not have campaign influence prior a record is created in Salesforce.

Pros:
- Native multiple campaign influence
- Quite easy to set up
Cons:
- No automated campaign creation (Google Ads, Facebook Ads,...) which requires lot of manual actions
- Focusing on bottom of the funnel campaigns when a lead/contact is already in the database
- Cookie based tracking > less data

Conclusion

Heeet is an official Salesforce ISV Partner providing an easy to implement solution in order to manage your campaign influence in Salesforce.
Our cookieless solution enables you to gather more data than the cookie based one, requiring your prospect consent to capture data.
By automating Salesforce sync with your paid platforms (Google Ads, Linkedin Ads,...) we limit extra manual work and complete what is usually missing in standard Salesforce Campaign Influence options in Salesforce.

Have a look at the picture below presenting how implementing Heeet can totally change how you will track your campaigns, channels and keywords performance.

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Lastly, we tried to summarized the difference between different Salesforce products native capabilities and Heeet, please have a look at the table below.
We hope this article was useful and do not hesitate to book a demo to learn more about Heeet.