This update will be released by Revenue Technologies.

Overview of Changes

To enhance our campaign performance analysis and reporting capabilities, we are implementing We are introducing a new structure for campaign types, subtypes, and statuses . These updates will improve how we classify campaigns, track engagement, and measure success across all marketing initiativesto improve campaign classification, engagement tracking, and success measurement. These updates will enhance performance analysis and reporting capabilities.

Key Updates

Standardized Campaign Types and Subtypes:

All campaigns will fall under specific Types (e.g., Webinar, Email, Paid Media) and Subtypes (e.g., Live, Nurture, Trigger).

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Defined Statuses and Hierarchies

• Statuses for each campaign We have been updated to clearly outline our audience engagement so it matches campaign statuses to better reflect audience engagement and align with our activities.

• Statuses are categorized as either:

  • Responded (R): Indicates meaningful engagement, e.g., "Attended."

  • Non-Responded (NR): Tracks actions that do not indicate a qualified response, e.g., "No Show."

• Within each group of statuses, a hierarchy has been established so that important statuses do not get written over. Each status hierarchy ensures important actions are preserved without being overwritten.

  • For example, if someone filled out a form associated with an email, that status will not get overwritten if the person goes back to open the email.

Scalable and Flexible Structure

• The new framework allows us to easily add This framework simplifies adding new campaign types, subtypes, and statuses as we grow and experiment with different test new strategies.

• Simplified, consistent structure ensures scalability without additional complexity.

Backend Automation and Operational Clarity

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clear status hierarchy

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by campaign type/subtype

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Backend automations for workflows, such as lead nurturing and follow-ups.

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enhances backend automation and improves data clarity for better engagement insights.

Goals of the Update

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1. Improved Campaign Reporting:

   • Provides clearer insights into campaign effectiveness by aligning all campaigns under a consistent structure.

   • Enables more accurate reporting for engagement, ROI, and lead qualification.

2. Enhanced Attribution Capabilities:

   • Clearly defined "Responded" statuses support better multi-touch attribution models, helping us understand the role each campaign plays in the buyer journey. Specifically, these updates make the will improve out Campaign Influence reports so they are much more valuable to our teams, as responded statuses have been intentionally chosen.

Campaign Types and Subtypes, Statuses, Scoring

Below outlines the updates noted above. The order of the statuses in the column reflects the established hierarchy ordered so the top status is the most important and the last is the least.

Timeline

• Now–January 21: Internal review and training.

• January 22: New structure goes live.