Release Date: January 22, 2025
Overview of Changes
To enhance our campaign performance analysis and reporting capabilities, we are implementing 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 initiatives.
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).
Defined Statuses and Hierarchies
Statuses for each campaign have been updated to clearly outline our audience engagement so it matches 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. 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 new campaign types, subtypes, and statuses as we grow and experiment with different strategies.
Simplified, consistent structure ensures scalability without additional complexity.
Backend Automation and Operational Clarity
A clearer hierarchy of statuses by campaign type/subtype improves:
Backend automations for workflows, such as lead nurturing and follow-ups.
Cleaner data for better understanding of audience engagement within campaigns.
Goals of the Update:
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.
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 Campaign Influence reports 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.
Webinar | |||
Live, On Demand, Demonar | |||
Status | Description | Responded (R) | Scoring |
Attended | Anyone who registered and attended live. | Yes (R) | 15 - Thought Leadership |
Attended On Demand | Anyone who registered and attended on demand but did not attend live | Yes (R) | 5 - Thought Leadership |
No Show | Anyone who registered and did not attended live or on demand. | No (NR) | None |
Registered | Anyone who registers for the webinar. | Yes (R) | 20 - Thought Leadership |
List Email, Newsletter, Nurture, Trigger | |||
Status | Description | Responded (R) | Scoring |
Form Fill | Anyone who fills out a form from an email. | Yes (R) | 20 - Thought Leadership |
Email Link Clicked | Anyone who clicks a link in an email. | No (NR) | 1 - All Clicks |
Email Opened | Anyone who opens an email | No (NR) | None |
Event | |||
Tradeshow, Ancillary Event, Customer Event, Booth in Box, Virtual Event, High Touch, Prebooked Meeting | |||
Status | Description | Responded (R) | Scoring |
Requested Demo (Hot) | Hot Lead from a show or someone who did a hand raising activity, per stakeholder feedback. | Yes (R) | Auto-MQL |
Engaged (Warm) | Anyone who is labeled as a warm lead from the show or event. | Yes (R) | 50 |
Visited Booth (Cold/Trick or Treater) | Anyone who is labeled as a cold lead from the show or event. | No (NR) | 4 |
Attended | Anyone who attended the tradeshow, virtual event, or ancillary event and is not engaged with the above activities. | No (NR) | 1 |
No Show | Anyone who was registered for the show, but did not engage with any of the above activities. | No (NR) | None |
Registered | Anyone who registered for an event or show | No (NR) | 1 |
Invited | Anyone who was invited to the show, event, but did not engage in any of the above activities. | No (NR) | None |
Paid Media | |||
Paid Ad, Paid Email | |||
Status | Description | Responded (R) | Scoring |
Form Fill | Anyone who fills out a form from the ad or email. | Yes (R) | 20 - Thought Leadership |
Redirect Link Clicked | Anyone who clicks a redirect link in the paid email. | No (NR) | 1 |
Paid Webinar, Paid Demonar | |||
Status | Description | Responded (R) | Scoring |
Attended | Anyone who is listed as Attended from a paid weinbar/demonar | Yes (R) | 30 - Thought Leadership |
Registered | Anyone who is listed as Registered from a paid weinbar/demonar | No (NR) | 15 - Thought Leadership |
Digital Marketing | |||
Display, Search | |||
Status | Description | Responded (R) | Scoring |
Form Fill | Anyone who fills out the form from the promotion. | Yes (R) | 20 - Thought Leadership |
Social Media | |||
Organic Social, Paid Social | |||
Status | Description | Responded (R) | Scoring |
Form Fill | Anyone who fills out the form from the promotion. | Yes (R) | 20 - Thought Leadership |
Website | |||
Status | Description | Responded (R) | Scoring |
Form Fill | Anyone who fills out a form on the website. | Yes (R) | 20 - Thought Leadership |
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